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1、Chapter 3Selling on the Web:Revenue Models,2,Contents of Chapter 3,Revenue ModelsCreating an Effective Web Presence,3,Objectives,In this chapter,we will learn about:Revenue modelsRevenue Models in Transition.How some companies move from one revenue model to another to achieve successRevenue strategy
2、 issues that companies face when selling on the Web,4,Objectives(continued),Creating an effective business presence on the WebWeb site usabilityCommunicating effectively with customers on the Web,5,Revenue Models,六类常见的盈利模式Web Catalog Revenue ModelsDigital Content Revenue ModelsAdvertising-Supported
3、Revenue ModelsAdvertising-Subscription Mixed Revenue ModelsFee-for-Transaction Revenue ModelsFee-for-Service Revenue Models,6,Web catalog revenue model（网上目录盈利模式）,The sellers print catalogs and mail to prospective buyers.Buyers place orders by mail or by calling the sellers toll-free telephone number
4、.Called the mail order or catalog model Taking the catalog model to the Web,7,Example,Computers and consumer electronicsApple,Dell,Gateway,and Sun Microsystems have had great success selling on the WebBooks,Music,and Videos Retailers use the Web catalog model to sell books,music,and videosLuxury Goo
5、ds People are still reluctant to buy luxury goods through a Web siteConstructed to provide information to shoppers,not to generate revenue,8,Digital Content Revenue Models,Firms that own intellectual property have embraced the Web as a new and highly efficient distribution mechanismACM、IEEE、ProQuest
6、Sells digital copies of published documentsApple iTuneSells digital copies of music,9,Advertising-Supported Revenue Models,Broadcasters provide free programming to an audience along with advertising messagesSuccess of Web advertising is hampered byNo consensus on how to measure and charge for site v
7、isitor viewsStickiness of a Web site:the ability to keep visitors and attract repeat visitorsVery few Web sites have sufficient visitors to interest large advertisers,10,Example:Web Portals,Web directory A listing of hyperlinks to Web pagesPortal or Web portalSite used as a launching point to enter
8、the WebAlmost always includes a Web directory and search engineExamples:Yahoo!,AOL,AltaVista,11,Advertising-Subscription Mixed Revenue Models,Subscribers Pay a fee and accept some level of advertisingTypically are subjected to much less advertisingUsed byThe New York Times and The Wall Street Journa
9、l,12,Advertising-Subscription Mixed Revenue Models(cont.)Example,Business Week Offers some free content at its Business Week online siteRequires visitors to buy a subscription to the Business Week print magazine,13,Fee-for-Transaction Revenue Models,Businesses offer services and charge a fee based o
10、n the number or size of transactions processedDisintermediation(免中介化)Removal of an intermediary from a value chainReintermediation(再中介化)Introduction of a new intermediary,14,Example,Stockbrokers(证券经纪公司)Insurance Brokers(保险经纪公司),15,Fee-for-Service Revenue Models,Fee based on the value of a service pr
11、ovidedServices range from games and entertainment to financial adviceOnline gamesGrowing number of sites include premium games in their offeringsSite visitors must pay to play these premium games,16,Fee-for-Service Revenue Models(continued),Concerts and filmsAs more households obtain broadband acces
12、s to the Internet,companies are providing streaming video of concerts and films to paying subscribersProfessional Servicesprofessional services of accountants,lawyers,and physicians,17,Revenue Models in Transition,Subscription to advertising-supported modelMicrosoft founded its Slate magazine Web si
13、teCharged an annual subscription fee after a limited free introductory periodWas unable to draw sufficient number of paid subscribersNow operated as an advertising-supported site,18,Advertising-Supported to Advertising-Subscription Mixed Model,SOperated for several years as an advertising-supported
14、siteNow offers an optional subscription version of its site,19,Advertising-Supported to Fee-for-Services Model,Xdrive TechnologiesOpened its original advertising-supported Web site in 1999Offered free disk storage space online to usersAfter two years,it was unable to pay the costs of providing the s
15、ervice with the advertising revenue generatedLater switched to a subscription-supported model,20,Advertising-Supported to Subscription Model,Northern LightFounded in August 1997 as a search engine with a twistRevenue model Combination of advertising-supported model plus a fee-based information acces
16、s serviceJanuary 2002Converted to a new revenue model that was primarily subscription supported,21,Multiple Transitions,Encyclopdia Britannica(大不列颠百科全书)Original offerings:-The Britannica Internet Guide-Free Web navigation aid-Encyclopdia Britannica Online-Available for a subscription fee or as part of a CD package 1999:-Converted to a free,advertiser-supported site 2001:-Returned to a mixed model,22,23,mixed model Example,Free e-mail services(free user)Fee-for-Services Model(vip user)Used the free services to attract user to the paid services Game online免费（买正版游戏软就能上网）-收费（点卡，计时）-免费（卖游戏中的装备）-,
