【文章內(nèi)容簡介】 tal Goods In a Global Marketplace Electronic Commerce and the Inter Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods ? Digital goods ? Goods that can be delivered over a digital work ? . Music, video, software, newspapers, books ? Cost of producing first unit almost entire cost of product: marginal cost of producing 2nd unit is about zero ? Costs of delivery over the Inter very low ? Marketing costs remain the same。 pricing highly variable ? Industries with digital goods are undergoing revolutionary changes (publishers, record labels, etc.) 169。 2022 by Prentice Hall Types of Electronic Commerce Electronic Commerce Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods ? Businesstoconsumer (B2C)（企業(yè)與消費者間電子商務） ? Businesstobusiness (B2B)（企業(yè)間電子商務） ? Consumertoconsumer (C2C)（消費者間電子商務） ? Mobile merce (mmerce)（移動商務） 169。 2022 by Prentice Hall B2C電子商務的商業(yè)模式 門戶網(wǎng)站 提供強大的網(wǎng)絡搜索功能，和一系列集成的信息內(nèi)容與服務，如新聞、電子郵件等。 中國三大門戶網(wǎng)站：新浪網(wǎng)、搜狐網(wǎng)、網(wǎng)易網(wǎng)。 水平型門戶網(wǎng)站 將市場空間定位于互聯(lián)網(wǎng)上的所有用戶； 垂直型門戶網(wǎng)站 將市場空間定位為某個特定的主題。 門戶網(wǎng)站的盈利主要依靠廣告費、預訂服務費。 169。 2022 by Prentice Hall B2C電子商務的商業(yè)模式 電子零售商 在線的零售店，提供在線的零售服務。 如： 盈利主要靠產(chǎn)品銷售、廣告費等。 內(nèi)容提供商 提供信息和娛樂服務為主，是網(wǎng)絡中的傳媒咨訊提供商。如： 盈利主要靠廣告費、預訂服務費等 169。 2022 by Prentice Hall B2C電子商務的商業(yè)模式 交易經(jīng)紀人 在線的交易處理人，幫助客戶完成在線交易。 如： , 盈利主要靠交易費等。 社區(qū)服務商 建立網(wǎng)上平臺，集中有特點興趣、愛好、需求的人交流、交易。如： 盈利主要靠廣告費、預訂服務費、入會費等 169。 2022 by Prentice Hall B2B電子商務的商業(yè)模式 電子市場 將買賣雙方集合在一起，降低交易成本。 如： 盈利主要靠交易費等。 電子分銷商 直接為企業(yè)提供產(chǎn)品或服務。如： 盈利主要靠產(chǎn)品銷售。 169。 2022 by Prentice Hall B2B電子商務的商業(yè)模式 B2B服務提供商 向其它企業(yè)提供業(yè)務服務的企業(yè)。 如： 盈利主要靠交易費等。 信息中介 收集消費者信息并出售給其它企業(yè)。如： 盈利主要靠信息出售、咨詢費。 169。 2022 by Prentice Hall C2C電子商務的商業(yè)模式 網(wǎng)上拍賣市場 如： ， 正向拍賣 一個賣方，多個買方。 逆向拍賣 一個買方，多個賣方。 169。 2022 by Prentice Hall Achieving Customer Intimacy: Interactive Marketing, Personalization, and SelfService ? Interactive marketing and personalization ? Web sites are bountiful source of details about customer behavior, preferences, buying patterns used to tailor promotions, products, services, and pricing ? Clickstream tracking tools: Collect data on customer activities at Web sites ? Used to create personalized Web pages ? Collaborative filtering: Compares customer data to other customers to make product remendations Electronic Commerce Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods 169。 2022 by Prentice Hall Electronic Commerce and the Inter Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods Figure 93 Emerce Web sites have tools to track a shopper’s every step through an online store. Close examination of customer behavior at a Web site selling women’s clothing shows what the store might learn at each step and what actions it could take to increase sales. Web Site Visitor Tracking 169。 2022 by Prentice Hall Electronic Commerce and the Inter Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods Figure 94 Firms can create unique personalized Web pages that display content or ads for products or services of special interest to individual users, improving the customer experience and creating additional value. Web Site Personalization 169。 2022 by Prentice Hall Achieving Customer Intimacy: Interactive Marketing, Personalization, and SelfService ? Blogs ? Personal web pages that contain series of chronological entries by author and links to related Web pages ? Has increasing influence in politics, news ? Corporate blogs: New channels for reaching customers, introducing new products and services ? Customer selfservice ? Web sites and to answer customer questions or to provide customers with product information ? Reduces need for human customersupport expert Electronic Commerce Essentials of Business Information Systems Chapter 9 ECommerce: Digital Markets, Digital Goods 169。 2022 by Prentice Hall