مدل های کسب و کار در تجارت الکترونیک استاد: جناب آقای دکتر روستا دانشجو : مهدی محمدی درس: استراتژی های بازرگانی رشته: سیاستگذاری بازرگانی مقطع: دکتری پاییز 1392

E-Commerce Business Models

Business Model Definition Timmers (1999) defines a ‘business model’ as: An architecture for product, service and information flows, including: description of the various business actors and their roles; description of the potential benefits for the various business actors; description of the sources of revenue. E-Commerce Business Models

E-Commerce Business Models A Business model that has been evolved for the business organization in the Internet/Web environment. A business model that aims to use a leverage the unique qualities of the Internet and the World Wide Web. Electronic commerce, commonly known as e-commerce or eCommerce, is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices, social media, and telephones as well. E-Commerce Business Models

Eight Key Ingredients of a Business Model 1.Value Proposition Defines how a company’s product or service fulfills the needs of customers. Questions Why will customers choose to do business with your firm instead of another company? What will your firm provide that other firms do not and cannot? Customization, Community, Convenience, Choice and Cost Reduction. 1- چرا عده ای از مشتریان از ما می خرند 2- چرا عده ای از ما خرید نمی کنند/ 3- چه کنیم که گروه بیشتری از ما خرید کنند؟ 4- چرا من از فروشنده خاصی می خرم؟ 5- چرا من از فروشنده خاصی نمی خرم؟ 6-فروشنده خاص چه باید انجام دهد تا من بیشتر از او بخرم؟ 7- چرا عده ای در همین شرایط بازار خوب می فروشند؟ یا چرا مردم در همین شرایط از فروشگاههای خاصی خرید می کنند؟ 8- آموزه های مختلف علم و تجربه دیگران چه نکاتی را به ما می آموزد که بیشتر و بهتر بفروشیم؟ 9- مجموع عوامل خرید یا عدم خرید فوق کدامند؟(باید ها و نبایدهای خرید و فروش) 10 – چگونه با استفاده از یافته ها فوق به اهداف بازاریابی و یا کسب و کار دست یابم؟ که این اهداف عبارتند 1- فروش بیشتر به مشتریان جاری 2- جذب مشتریان رقا و فروش به آنها 3- جذب مشترین جدید و بالقوهگ 4- بازگرداندن مشتریان ناراض خود و ادامه فروش به آنها 5- ایجاد رابطه ای ماندگار با مشتریان درونی و بیرونی 6- ایجاد و تقویت منزلت پوزیشن و برند شناسه و خوشنامی در بازار E-Commerce Business Models

E-Commerce Business Models Eight Key Ingredients of a Business Model 2. Revenue Model Describes how the firm will earn revenue, produce profits, and produce a superior return on invested capital. E-commerce revenue models include: advertising model subscription model transaction fee model sales model affiliate model E-Commerce Business Models

E-Commerce Business Models Types of Revenue Model 1. Advertising revenue model a company provides a forum for advertisements and receives fees from advertisers (Yahoo) 2. Subscription revenue model a company offers it users content or services and charges a subscription fee for access to some or all of it offerings (Consumer Reports or Wall Street Journal) E-Commerce Business Models

E-Commerce Business Models Types of Revenue Model 3. Transaction fee revenue model a company receives a fee for enabling or executing a transaction (eBay or E-Trade) 4. Sales revenue model a company derives revenue by selling goods, information, or services (Amazon or DoubleClick) 5. Affiliate revenue model a company steers business to an affiliate and receives a referral fee or percentage of the revenue from any resulting sales (MyPoints MyPoints.com makes money by connecting companies with potential customers by offering special deals to its members) وابسته E-Commerce Business Models

Five Primary Revenue Models Referral: مراجعه E-Commerce Business Models

Eight Key Ingredients of a Business Model 3. Market opportunity refers to the company’s intended marketspace and the overall potential financial opportunities available to the firm in that market space defined by the revenue potential in each of the market niches where you hope to compete E-Commerce Business Models

Marketspace and Market Opportunity is the Software Training Market ILT : آموزش براساس استادان راهنما The overall size of the software training market for all market segments is approximately $70 billion E-Commerce Business Models

Eight Key Ingredients of a Business Model 4-Competitive Environment Refers to the other companies operating in the same marketplace selling similar products Influenced by: how many competitors are active how large are their operations the market share of each competitor how profitable these firms are how they price their products E-Commerce Business Models

Eight Key Ingredients of a Business Model 5.Competitive Advantage Achieved by a firm when it can produce a superior product and/or bring the product to market at a lower price than most, or all, of its competitors Achieved because a firm has been able to obtain differential access to the factors of production that are denied their competitors -at least in the short term E-Commerce Business Models

Eight Key Ingredients of a Business Model Competitive Advantage Asymmetry exists whenever one participant in a market has more resources than other participants First mover advantage a competitive market advantage for a firm that results from being the first into a marketplace with a serviceable product or service. (If first movers develop a loyal following or a unique interface that is difficult to imitate, they can sustain their first mover advantage for long periods) Unfair competitive advantage occurs when one firm develops an advantage based on a factor that other firms cannot purchase. عدم تقاران E-Commerce Business Models

Eight Key Ingredients of a Business Model Competitive Advantage complimentary resources resources and assets not directly involved in the production of the product but required for success such as marketing, management, financial assets, and reputation. Leverage when a company uses its competitive advantage to achieve more advantage in surrounding markets Perfect Market a market in which there are no competitive advantages or asymmetries because all firms have equal access to all the factors of production عدم تقارن E-Commerce Business Models

Eight Key Ingredients of a Business Model 6.Market Strategy The plan you put together that details exactly how you intend to enter a new market and attract new customers Best business concepts will fail if not properly marketed to potential customers استراتژی های بازار 1- چه بازارهایی را نتخاب کنم؟ 2-چگونه وارد بازار منتخب شوم؟ 3- چگونه بمانم وادامه دهم؟ استراتژی های رقابتی و رشد و توسعه پایدار E-Commerce Business Models

Eight Key Ingredients of a Business Model 7.Organizational Development Describes how the company will organize the work that needs to be accomplished Work is typically divided into functional departments Move from generalists to specialists as the company grows E-Commerce Business Models

Eight Key Ingredients of a Business Model 8.Management Team Employees of the company responsible for making the business model work Strong management team gives instant credibility to outside investors A strong management team may not be able to salvage a weak business model however it should be able to change the model and redefine the business as it becomes necessary Salvage: نجات دادن E-Commerce Business Models

Eight Key Ingredients of a Business Model

Major Business-to-Consumer (B2C) Business Models 1- Portal Search plus an integrated package of content and services (Yahoo.com, MSN.com, AOL.com) Revenue models: Advertising, referral fees, transaction fees, subscriptions Variations: Horizontal/General (Yahoo.com, MSN.com, AOL.com) Vertical/Specialized (Vortal) (Sailnet.com) Search E-Commerce Business Models

Major Business-to-Consumer (B2C) Business Models 2. E-tailer online version of traditional retailer Revenue model: Sales includes virtual merchants (online retail store only) clicks and mortar e-tailers (online distribution channel for a company that also has physical stores) catalog merchants (online version of direct mail catalog) online malls (online version of mall) Manufacturers selling directly over the Web E-Commerce Business Models

Major Business-to-Consumer (B2C) Business Models 3. Content Provider distributes information(digital ) content, such as digital news, music, photos, video, and artwork over the Web (Sportsline.com, CIO.com, CNN.com) Revenue model: typically utilizes an advertising, subscription, or affiliate, referral fee 4.Transaction Broker processes online sales transactions (Monster.com) Revenue model: typically utilizes a transactions fee E-Commerce Business Models

Major Business-to-Consumer (B2C) Business Models 5. Market Creator uses Internet technology to create markets that bring buyers and sellers together (eBay.com) Revenue model: typically utilizes a transaction fee 6. Service Provider offers services online (xDrive.com; provide consulting services) Revenue models: Sales of services, subscription fees, advertising 7. Community Provider provides an online community of like-minded individuals for networking and information sharing (Oxygen.com, About.com) Revenue model: referral fee, advertising, and subscription E-Commerce Business Models

Major Business-to-Consumer (B2C) Business Models

Major Business-to-Consumer (B2C) Business Models

Major Business-to-Business (B2B) Business Models 1. B2B Hub also known as marketplace/exchange Electronic marketplace where suppliers and commercial purchasers can conduct transactions. among trading parties. may be a general (horizontal marketplace- Tradeout.com) or specialized (vertical marketplace- esteel.com). Revenue Model: charging a commission or fee based on the size of the transactions conducted 2. E-distributor supplies products directly to individual businesses (Grainger.com) E-Commerce Business Models

Major Business-to-Business (B2B) Business Models 3. B2B Service Provider-employeematters.com sells business services to other firms-ASPs 4. Matchmaker- iship.com links businesses together charges transaction or usage fees 5. Infomediary- epinions.com gather information and sells it to businesses E-Commerce Business Models

Major Business-to-Business (B2B) Business Models

Business Models in Other Emerging Areas of E-Commerce C2C Business Models connect consumers with other consumers who have items to sell. P2P Business Models-MP3.com enable consumers to share file and services via the Web without common servers E-Commerce Business Models

Business Models in Other Emerging Areas of E-Commerce M-commerce Business Models traditional e-commerce business models leveraged for emerging wireless technologies to permit mobile access to the Web E-commerce Enablers’ Business Models focus on providing infrastructure necessary for e-commerce companies to exist, grow, and prosper موفق شوند و رونق بیابند E-Commerce Business Models

Business Models in Other Emerging Areas of E-Commerce E-Commerce Business Models