[MBA] E-Commerce Business Models and Marketing Model

关于盈利模式的一点思考和记录；

考虑问题、做决策不是拍脑袋的过程，而是系统地全面地考虑方方面面 -- 方法论

 

外部/内部考虑

 

环境分析

 

产品竞争力分析

 

商业模式画布游戏

—— 创业公司做头脑风暴和可行性测试的一大利器

 

Revenue Models for Online Business

Web business revenue-generating models (盈利模式，detailed as following)

• Web catalog
• Digital content
• Advertising-based
• Advertising-subscription mixed
• Fee-based

Same model can work for both sale types

• Business-to-consumer (B2C)
• Business-to-business (B2B)

 

 

1. Web Catalog Revenue Models

Adapted from mail-order (catalog) model
• Seller establishes brand image
• Printed information mailed to prospective buyers 
• Orders placed by mail or phone

Expands traditional model
• Replaces or supplements print catalogs 
• Orders placed through Web site
• Creates additional sales outlet for existing companies

Discount retailers
• Traditional retailers now using Web catalog revenue model:
        Kmart, Target, Walmart, Myers

Multiple marketing channels 
• Allows more customers to be reached at a lower cost
• Marketing channel examples
    • Physical stores
    • Web sites
    • Mailed catalogs or newspaper insert

 

2. Digital Content Revenue Models

Firms owning content or information rights
• Embrace the Web as a highly efficient distribution mechanism

Contents
• Legal, academic, business and technical content
　　• Academic information aggregation services
　　　　• E.g., Business Source Premier
　　• Dow Jones provides business-focused publications online
　　　　• Newspaper, magazine, and journal materials
• E-Book
• Online music
• Online video

 

3. Advertising-based Revenue Model

Advertisers’ fees in place of users’ subscriptions

Online advertising challenges
• Difficulty of measuring and charging site visitor views
• Stickiness
　　• Keeping visitors at site and attracting repeat visitors
　　• Exposed to more advertising in a sticky site
• Obtaining large advertiser interest
　　• Requires demographic information collection
　　• Characteristics set used to group visitors

 

4. Advertising-subscription mixed

采用advertising+subscription捆绑式的销售策略。
让顾客感觉占了便宜。

 

5. Fee-based Revenue Models 

Fee-for-Transaction
• Insurance brokers
• Event ticket (e.g. Ticketmaster)
• Online banking and financial services
• Travel (e.g., Travelocity, Expedia, Orbitz)
• Automobile sales

Fee-for-Service
• Online games
• Professional services (e.g. law consultation, accounting)

 

4Ps营销理论(The Marketing Theory of 4Ps)

1. 产品(Product)：  注重开发的功能，要求产品有独特的卖点，把产品的功能诉求放在第一位。
2. 价格(Price)：      根据不同的市场定位，制定不同的价格策略，产品的定价依据是企业的品牌战略，注重品牌的含金量。
3. 分销(Place)：      企业并不直接面对消费者，而是注重经销商的培育和销售网络的建立，企业与消费者的联系是通过分销商来进行的。
4. 促销(Promotion)：企业注重销售行为的改变来刺激消费者，以短期的行为（如让利，买一送一，营销现场气氛等等）促成消费的增长，吸引其他品牌的消费者或导致提前消费来促进销售的增长。

也是营销策略的四个切入点。

 

客户忠诚度的五个阶段

1，认识(Awareness)
2，探索(Exploration)
3，熟悉(Familiarity)
4，承诺(Commitment)
5，分裂(Separation)

 

From mass marketing to one-to-one marketing

• Mass Marketing and Advertising
　　• Targeting at everyone

• Market Segmentation
　　• Targeting at a subset of customers or prospects
　　• Three categories to identify market segments
　　　　• Geographic segmentation
　　　　• Demographic segmentation
　　　　• Psychographic segmentation

• Relationship marketing
　　• Forrester Research (2011) forecasts that marketers in the United
　　   States will spend $77 billion on interactive marketing by 2016, the
　　   same amount currently spent on TV advertising

　　• One-to-one marketing
　　　　• Marketing that treats each customer in a unique way