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1、商业模式的设计,黄林军 博士中山大学 管理学院,主要内容,制定目标：在线业务所占比例、在线目标、目标顾客用电子商务的6Cs工具包来传递价值设计收入模式、了解收入流管理和利润分析免费模式转换为收费模式,企业评估,在线业务的比例权力结构战略方向在线业务比的变化方向利润定位盈利中心亏损中心目标顾客分类根据人口学、行为学、心理学根据用户的上网行为：简单者、冲浪者、交易者、连接者、例行公事者、运动者,为顾客传递价值,什么是价值顾客使用产品或服务后的感受与期望值相比的结果对净收益和获得这些收益的代价的理解的基础上，对产品和服务的总体评价,传递顾客价值的五个步骤,鉴别顾客对于价值的不同认识选择将什么价值元素
2、传递给顾客提供价值：在物理空间，通过4Ps；在虚拟空间，用网络工具包实现开发一个综合通讯工具来帮助顾客理解价值评估顾客价值感知,用4Ps传递价值,产品价格渠道促销,用网络工具包传递价值,商务：物理空间的4Ps必须被应用沟通：电子邮件和讨论区连通性：联络社区：社会化、互相学习、共同工作、关于某个话题的交谈内容：使用指南、产品计算：追踪包裹、网络广告效果报告、库存变化,收入模式,五种收入流商务广告费用出售用户信息信用,收入模式,收入流的不同特点实力：强大的收入流能提高公司的收益率稳定性：稳定的收入流不易受企业环境变化的影响周期性：单个收入流容易受到市场周期波动的影响资源需求：收入流需要的金钱、时间
3、、技术、人力和其它资源的数量,收入流管理（RSM）,在线企业企业为何专注于RSM企业能重复利用有形资产和无形资产来获得多元化收入。每一个连接都可能成为一个收入流收入信息获得收入的成本组合分析：来自收入流的利润平均值、标准偏差、协方差,收入流决策,增加一个新的收入流（增加的利润、对现有收入流的影响、多样化收入流的管理）去掉一个现有的收入流重新组合现有的收入流,获利途径分析,考察收入流的决定因素确定明确的获利途径,预测收入流,预测方法专家预测参考类似的行业了解一些收入流的周期性根据大环境来预测预测的缺陷,实施中的问题,在线公司面临的实施挑战网络时间更高的错误能见度更低的转移成本更复杂的关系,传统公
4、司的电子商务应用,传统组织应用网络技术的最好经验制定一个能自始至终推动网络应用的计划避免多人设计把目标对准给人以灵感的产品建立一个网站，与供应商合作不在网络上复制企业的传统业务,传统公司的电子商务应用,传统组织应用网络技术的最好经验提供足够的资源使网络事业获得成功鼓励各个部门在虚拟空间里合作配合考虑在线和离线竞争者的活动建立网络文化，培训员工熟练地使用网络允许顾客发表观点，以推动网站设计,Haier Groups E-Business Program,In the global survey by Euromonitor,Haier was ranked as the worlds No.1
5、refrigerator brand,and also the worlds fifth largest white appliance producer.Haier has achieved a high growth for 17 consevutive years with an annual average growth rate of 78%.,Background of Haiers e-Business,The strategic intent of Haiers e-business:the overall long-term strategic intent or visio
6、n of Haier is to be one of the worlds top 500 companies with a global brand.Haier views e-business as the most effective means to achieve its strategic intent of joining the Global 500 Club.Haier set three key e-business objectives:(1)zero distance between customers and suppliers,(2)zero inventory,a
7、nd(3)zero working capital.,Haiers readiness for business,First,Haier had the strong commitment from its top management team,who has led the company in its e-business effort,awaring the imperatives of e-business and implications of the new economy.Mr.Zhang Ruimin,the CEO of Haier,points out:“Do e-bus
8、iness or die”.Mr.Zhang saw e-business as an effective tool to offer more value-added services through customization,shortened cycle time and innovation,to reach out to the worldwide market,and to minimize overall cost.,Haiers readiness for business,The second one is Haiers ERP for building the techn
9、ical infrastructure for information collecting and processing.Haier realized that digital information on various business functions should be integrated fro sharing by all parties,so as for a firm adapt to the volatile market and survive in the new economy.The third one is Haiers BPR.Haier implement
10、ed e-business program together with its BPR programs because it realized that e-business was not simply about seting up a website or an information system.Rather,it was about redesigning the ways firms used to conduct its business.,Haiers e-business mode,The strategic mode of Haiers e-business was c
11、learly reflected by its e-business platform consisted of four elements.The first was Haiers SCM project,including its distributor management,supplier management and other corporate partnership management.The second was Haiers CRM project,including the programs for both institutional and individual c
12、onsumers.The third was Haiers ERP project.The last and the most important was Haiers BPR project.The first two projects were closely tied with Haiers B2B and B2C external networks,while the last two projects were closely tied to Haiers internal networks.,The Effect of Haiers e-Business strategy,The
13、overall effect of Haiers e-business strategy was generally positive,judged by three sets of measures.The first set was the measures of reduced cycle time and enhanced customization according to the objectives of zero distance and fast speed.The second set was the measures of cost saving and cooperative value creation according to the objectives of zero inventory and zero working capital.The third set was the measure of overseas sale,profit and brand recognition according to the objective of internationalization.,谢 谢！,
