Chapter 3:
Selling on the Web: Revenue Models
and Building a Web Presence
网上销售：盈利模式与网上展示
Electronic Commerce
Electronic Commerce 2
Objectives
In this chapter, you will learn about:
• Revenue models 盈利模式
• How some companies move from one
revenue model to another to achieve success
企业如何通过转换盈利模式取得成功
• Revenue strategy issues that companies face
when selling on the Web
企业进行网上销售时的盈利策略
Electronic Commerce 3
Objectives (continued)
• Creating an effective business presence on
the Web 进行有效的网上展示
• Web site usability 网站的可用性
• Communicating effectively with customers on
the Web 与网上客户进行有效沟通
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Revenue Models
盈利模式
• Revenue Model
– A general term for the combination of strategies
and techniques that a company uses to generate
cash flow into the business from customers.
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1. Web catalog revenue model
网上目录盈利模式
• Mail order or catalog model 邮购模式或商品
目录模式
– Proven to be successful for a wide variety of
consumer items
• Web catalog revenue model 网上目录盈利
模式
– Taking the catalog model to the Web
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Computers and Consumer
Electronics
电脑与消费电子
• Apple, Dell, Gateway, and Sun Microsystems
have had great success selling on the Web
• Dell created value by designing its entire
business around offering a high degree of
configuration flexibility to its customers 提供
给客户高度的配置灵活性
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Books, Music, and Videos
图书、音像制品
• Retailers use the Web catalog model to sell
books, music, and videos
– Among the most visible examples of electronic
commerce
• Jeff Bezos
– Formed
• Jason and Matthew Olim
– Formed an online music store they called CDnow
– Used the Web catalog revenue model
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Luxury Goods
奢侈品
• People are still reluctant to buy luxury goods
through a Web site
• The Web sites of Vera Wang and Versace
were constructed to provide information to
shoppers, not to generate revenue
• The Evian Web site was designed for a
select, affluent group of customers
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Clothing Retailers
服装零售商
• Lands’ End
– Pioneered the idea of online Web shopping
assistance with its Lands’ End Live feature in 1999
• Personal shopper 个人采购员
– Intelligent agent program that learns a customer’s
preferences and makes suggestions
• Virtual model 虚拟模特
– Graphic image built from customer measurements
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Flowers and Gifts
鲜花和礼品
• 1-800-Flowers 鲜花店
– Created an online extension to its telephone order
business
• Chocolatier Godiva 巧克力商
– Offers business gift plans on its site
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2. Digital Content Revenue Models
数字内容盈利模式
• Firms that own intellectual property have
embraced the Web as a new and highly
efficient distribution mechanism 拥有知识产权
的企业将网络作为一种新兴的有效的分销机制
• 法律、政府信息数据库
– Provides full-text search of court cases, laws, patent
databases, and tax regulations
• ProQuest 学术出版物数据库
– Sells digital copies of published documents
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3. Advertising-Supported Revenue
Models
依赖广告的盈利模式
• Broadcasters provide free programming to an
audience along with advertising messages 电视广播
提供免费节目，但伴有广告信息
• Success of Web advertising is hampered by:网络广告
模式的成功受到两个障碍因素的制约
– No consensus on how to measure and charge for site visitor
views 没有统一的测量网站访问量的方法与计费方式
• Stickiness of a Web site: the ability to keep visitors and
attract repeat visitors 网站的黏度
– Very few Web sites have sufficient visitors to interest large
advertisers 很少有网站具有足够大的访问量，以吸引客户
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Web Portals
门户网站
• Web directory 网页目录
– A listing of hyperlinks to Web pages
• Portal or Web portal 门户或门户网站
– Site used as a launching point to enter the Web
– Almost always includes a Web directory and
search engine
– Examples: Yahoo!, Sina, 163
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4. Advertising-Subscription Mixed
Revenue Models
广告－订阅混合模式
• Subscribers pay a fee and accept some level
of advertising
– Typically are subjected to much less advertising
• This model is used by The New York Times
and The Wall Street Journal
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Advertising-Subscription Mixed
Revenue Models (continued)
• Business Week 商业周刊
– Offers some free content at its Business Week
online site
– Requires visitors to buy a subscription to the
Business Week print magazine
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5. Fee-for-Transaction Revenue Models
交易费用盈利模式
• Businesses offer services and charge a fee
based on the number or size of transactions
processed 根据交易数量或规模收取费用
• Disintermediation 去中介化
– Removal of an intermediary from a value chain
• Reintermediation 再中介化
– Introduction of a new intermediary
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6. Fee-for-Service Revenue Models
服务费用模式
• Fee is based on the value of a service
provided 根据服务的价值收费
• Services range from games and
entertainment to financial advice 包括游戏、
娱乐、理财建议和其他专业服务
• Online games 在线游戏
– Growing number of sites include premium games
in their offerings
– Site visitors must pay to play these premium
games
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Fee-for-Service Revenue Models
(continued)
• Concerts and films 音乐会和电影
– As more households obtain broadband access to
the Internet, companies are providing streaming
video of concerts and films to paying subscribers
• Professional services 专业服务
– State laws are one of the main forces preventing
professionals from extending their practices to the
Web
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Revenue Models in Transition
盈利模式的转变
• Subscription to advertising-supported model
订阅模式到广告支持模式
– Microsoft founded its Slate magazine Web site
• An upscale news and current events publication
• Charged an annual subscription fee after a limited
free introductory period
• Was unable to draw a sufficient number of paid
subscribers
• Now operated as an advertising-supported site
Electronic Commerce 20
Advertising-Supported to Advertising-
Subscription Mixed Model
广告模式到广告－收费混合模式
• 在线杂志
– Operated for several years as an advertising-
supported site
– Now offers an optional subscription version of its
site
– Subscription offering was motivated by the
company’s inability to raise additional money from
investors
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Advertising-Supported to Fee-for-
Services Model
广告支持到服务费用模式
• Xdrive Technologies 网络磁盘存储服务
– Opened its original advertising-supported Web site
in 1999
– Offered free disk storage space online to users
– After two years, it was unable to pay the costs of
providing the service with the advertising revenue
it generated
– Later it switched to a fee-for-services model
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Advertising-Supported to Subscription
Model
广告模式到订阅模式
• Northern Light 搜索引擎
– Founded in August 1997 as a search engine with
a twist
– Revenue model
• Combination of advertising-supported model plus a
fee-based information access service
– January 2002
• Converted to a new revenue model that was
primarily subscription supported
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Multiple Transitions
多次转变
• Encyclopædia Britannica 大不列颠百科全书
– Original offerings included:
• The Britannica Internet Guide 免费导航网站
– Free Web navigation aid
• Encyclopædia Britannica Online 付费网站
– Available for a subscription fee or as part of a
CD package
– 1999 转向免费、广告支持模式
• Converted to a free, advertiser-supported site
– 2001 又转向混合模式
• Returned to a mixed model
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Revenue Strategy Issues
盈利战略问题
• Channel conflict 渠道冲突
– Occurs whenever sales activities on a company’s
Web site interfere with existing sales outlets
– Also called cannibalization 也成为渠道相斥
• Channel cooperation 渠道合作
– Giving customers access to the company’s
products through a coordinated presence in all
distribution channels
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Creating an Effective Web Presence
进行有效的网上展示
• An organization’s presence is the public
image it conveys to its stakeholders 一家企
业的展示是它传递给利益相关者的公众形象
• Stakeholders of a firm include customers,
suppliers, employees, stockholders,
neighbors, and the general public 利益相关
者包括客户、供应商、雇员、股东、周边社区
以及普通公众
Electronic Commerce 26
Achieving Web Presence Goals
• Objectives of the business include:
网上展示的目标
– Attracting visitors to the Web site 吸引访问者访问
– Making the site interesting enough that visitors
stay and explore 吸引访问者停留并浏览
– Convincing visitors to follow the site’s links to
obtain information 吸引访问者获取信息
Electronic Commerce 27
Achieving Web Presence Goals
(continued)
• Objectives of the business include:
– Creating an impression consistent with the organization’s
desired image 塑造企业形象
– Building a trusting relationship with visitors 创建信任关系
– Reinforcing positive images that the visitor might already
have about the organization 强化正面印象
– Encouraging visitors to return to the site 吸引访问者再次访
问
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Web Site Usability
网站可用性
• Motivations of Web site visitors include:
网站访问者的动机包括
– Learning about products or services that the company offers
了解产品和服务
– Buying products or services that the company offers 购买
产品和服务
– Obtaining information about warranty, service, or repair
policies for products they purchased 获取关于售后保障、
服务和维修的信息
– Obtaining general information about the company or
organization 获取关于企业或组织的一般信息
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Web Site Usability (continued)
• Motivations of Web site visitors include:
– Obtaining financial information for making an
investment or credit granting decision 了解财务
信息
– Identifying the people who manage the company
or organization 了解企业的管理人员
– Obtaining contact information for a person or
department in the organization 获得联系方式
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Making Web Sites Accessible
网站的易用性
• One of the best ways to accommodate a broad range
of visitor needs is to build flexibility into the Web site’s
interface 使网站界面具有灵活性
• Good site design lets visitors choose among
information attributes 能让访问者选择访问属性
• Web sites can offer visitors multiple information
formats by including links to files in those formats
提供多种信息格式
• Offer easily accessible information
提供易于获得的信息
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Trust and Loyalty
信任与忠诚
• A 5 percent increase in customer loyalty can
yield profit increases between 25% and 80%
客户忠诚度提高5％，利润将提高25% - 80%
• Repetition of satisfactory service can build
customer loyalty 重复的满意服务能提高客
户忠诚度
• Customer service is a problem for many
electronic commerce sites 客户服务是诸多
电子商务网站面临的问题
Electronic Commerce 35
Usability Testing
可用性测试
• Companies that have done usability tests
– Watch how different customers navigate through a
series of Web site test designs 可用性测试通
过一系列网站测试方案来观察不同客户的导航方式
• Cost of usability testing is low compared to
the total cost of a Web site design 相对于
网站建设的总体成本而言，可用性测试成本非常低
Electronic Commerce 36
Customer-Centric Web Site Design
以客户为中心的网站设计
• Customer-centric Web site design puts the
customer at the center of all site designs
在网站设计时将客户放在核心
• Guidelines:
– Design the site around how visitors will navigate
the links 按照导航方式进行设计
– Allow visitors to access information quickly 能快
速访问信息
– Avoid using inflated marketing statements 避免浮
夸性用语
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Customer-Centric Web Site Design
(continued)
• Guidelines:
– Avoid using business jargon and terms that
visitors might not understand 避免使用访问者难
以理解的行业术语
– Be consistent in use of design features and colors
风格以及色彩上的一致性
– Make sure navigation controls are clearly labeled
清晰的导航标志
– Test text visibility on smaller monitors 测试不同
型号的显示器
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Connecting With Customers
联络客户
• Personal contact model 个人接触
– Firm’s employees individually search for, qualify,
and contact potential customers
• Mass media approach 大众媒体
– Firms prepare advertising and promotional
materials about the firm and its products
Electronic Commerce 39
Connecting With Customers
(continued)
• One-to-many communication model
一对多沟通模式
– Communication flows from one advertiser to many
potential buyers
• One-to-one communication model
一对一沟通模式
– Both buyer and seller participate in information
exchange
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Summary
• Models used to generate revenue on the Web
include:
– Web catalog
– Digital content sales
– Advertising-supported
– Advertising-subscription mixed
– Fee-for-transaction and fee-for-service
Electronic Commerce 42
Summary (continued)
• Firms must understand how the Web differs
from other media
• Enlisting the help of users when building test
versions of the Web site is a good way to
create a site that represents the organization
well
• Firms must also understand the nature of
communication on the Web
