網(wǎng)上銷(xiāo)售盈利模式與網(wǎng)上展示(編輯修改稿)
2025-02-11 01:45 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 operated as an advertisingsupported site Electronic Commerce 20 AdvertisingSupported to AdvertisingSubscription Mixed Model 廣告模式到廣告－收費(fèi)混合模式 ? 在線(xiàn)雜志 – Operated for several years as an advertisingsupported site – Now offers an optional subscription version of its site – Subscription offering was motivated by the pany’s inability to raise additional money from investors Electronic Commerce 21 AdvertisingSupported to FeeforServices Model 廣告支持到服務(wù)費(fèi)用模式 ? Xdrive Technologies 網(wǎng)絡(luò)磁盤(pán)存儲(chǔ)服務(wù) – Opened its original advertisingsupported 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 feeforservices model Electronic Commerce 22 AdvertisingSupported to Subscription Model 廣告模式到訂閱模式 ? Northern Light 搜索引擎 – Founded in August 1997 as a search engine with a twist – Revenue model ? Combination of advertisingsupported model plus a feebased information access service – January 2023 ? Converted to a new revenue model that was primarily subscription supported Electronic Commerce 23 Multiple Transitions 多次轉(zhuǎn)變 ? Encyclop230。 dia Britannica 大不列顛百科全書(shū) – Original offerings included: ? The Britannica Inter Guide 免費(fèi)導(dǎo)航網(wǎng)站 – Free Web navigation aid ? Encyclop230。 dia Britannica Online 付費(fèi)網(wǎng)站 – Available for a subscription fee or as part of a CD package – 1999 轉(zhuǎn)向免費(fèi)、廣告支持模式 ? Converted to a free, advertisersupported site – 2023 又轉(zhuǎn)向混合模式 ? Returned to a mixed model Electronic Commerce 24 Revenue Strategy Issues 盈利戰(zhàn)略問(wèn)題 ? Channel conflict 渠道沖突 – Occurs whenever sales activities on a pany’s Web site interfere with existing sales outlets – Also called cannibalization 也成為渠道相斥 ? Channel cooperation 渠道合作 – Giving customers access to the pany’s products through a coordinated presence in all distribution channels Electronic Commerce 25 Creating an Effective Web Presence 進(jìn)行有效的網(wǎng)上展示 ? An anization’s presence is the public image it conveys to its stakeholders 一家企業(yè)的展示是它傳遞給利益相關(guān)者的公眾形象 ? Stakeholders of a firm include customers, suppliers, employees, stockholders, neighbors, and the general public 利益相關(guān)者包括客戶(hù)、供應(yīng)商、雇員、股東、周邊社區(qū)以及普通公眾 Electronic Commerce 26 Achieving Web Presence Goals ? Objectives of the business include: 網(wǎng)上展示的目標(biāo) – Attracting visitors to the Web site 吸引訪(fǎng)問(wèn)者訪(fǎng)問(wèn) – Making the site interesting enough that visitors stay and explore 吸引訪(fǎng)問(wèn)者停留并瀏覽 – Convincing visitors to follow the site’s links to obtain information 吸引訪(fǎng)問(wèn)者獲取信息 Electronic Commerce 27 Achieving Web Presence Goals (continued) ? Objectives of the business include: – Creating an impression consistent with the anization’s desired image 塑造企業(yè)形象 – Building a trusting relationship with visitors 創(chuàng)建信任關(guān)系 – Reinforcing positive images that the visitor might already have about the aniza
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