Transcript E-Business Models

服務品質與流程創新
論文報告
Emerging E-Business Models : Lessons
from the Field
指導教授 : 郭瑞祥 教授
組員 : 張明章、張雅琪、戴清芬、林惠美、王秀鳳
2005/11/17
AGENDA
 Business Model—Old
 Business Model—New
 E-Business Models
 Revenue & Cost Models
 E-Business Sample
 Putting the Ideas To works
 Summary
 More Samples
Business Model--Old
商品/服務
Supplier
商品/服務
Producer
金錢
商品/服務
Distributors
金錢
Customer
金錢
Business Model--New
Suppliers
Digital Business
Built and launched
on internet
(use the technology to
support business
strategy and design)
E-Business
Supplier
Producer
Producer
Producer
Distributor
Platform Provider
Distributors Distributors
Infrastructure Provider
(produce and sell
technical infrastructure)
Customers
Supplier
Producer
Distributor
E-Business Models
Focused Distributors
Model Differentiators
Model &
Examples
Retailer
Marketplac
e
Aggregator/
Infomediary
Exchange
Own
Inventory
Yes
Possibly
No
Possibly
Sell
Online
Yes
Yes
No
Possibly
Price
Set
Online
No
No
No
Yes
Physical
Product
or
Service
Likely
Revenues
Likely Costs
Yes
Product/svc.
Sales
Advertising & marketing;
Physical facilities,
inventory & customer
svc.;
R&D; IT infrastructure
No
Transaction
fees;
Service fees;
Commissions
Advertising & marketing;
R&D; IT infrastructure
Possibly
Referral fees;
Advertising &
Marketing fees
Advertising & marketing;
R&D; IT infrastructure
Depends on
model
Advertising & marketing;
Staff support for
auctions;
inventory & logistics if
inventory control;R&D;
Technical infrastructure
Possibly
E-Business Models
Portals
Model Differentiators
Model &
Examples
Horizontal
Portals
Vertical
Portals
Affinity
Portals
Gateway
Access
Deep
Content &
Solutions
Yes
Through
partnerships
with vertical
& affinity
portals
Limited
Possibly
Yes
Within
affinity group
Affinity
Group Focus
Likely Revenues
Likely Costs
Advertising,
affiliation & slotting
fees;
Possibly
subscription or
access fees
Advertising, marketing
& Sales; Content/Info
asset mgmt;
R&D; IT infrastructure
No
Transaction fees;
Commissions;
Advertising,
affiliation & slotting
fees
Advertising, marketing
& Sales; Content/Info
asset mgmt;
R&D; IT infrastructure;
Legacy system
integration to support
transactions
Yes
Referral fees;
Advertising,
affiliation & slotting
fees
Advertising, marketing
& Sales; Content/Info
asset mgmt;
R&D; IT infrastructure
Possibly;
Often
through
partnerships
E-Business Models
Producers
Model Differentiators
Model &
Examples
Manufacturers
Service
Providers
Educators
Advisors
Sell/s
ervice
Online
Yes
Yes
Yes
Yes
Sell/serv
ice
Offline
Yes
Possibly
Possibly
Usually
Level of
Customizatio
n
Likely Revenues
Likely Costs
Product sales;
Service fees
Advertising, marketing &
Sales; Content/Info asset
mgmt;
R&D; IT infrastructure
Moderate to
High
Transaction fees or
Commissions fees
Advertising, marketing &
Sales; Content/Info asset
mgmt;
R&D; IT infrastructure
Moderate to
High
Registration or
event fee;
Subscription fee;
Hosting fee
Content/Info asset mgmt;
R&D; IT infrastructure
Moderate to
High
Subscription fee;
Registration or
event fee;
Membership fee;
Commission,
Transaction or
service fee
Content/Info asset mgmt;
R&D; IT infrastructure
Low to
Moderate
E-Business Models
Infrastructure Distributors
Model Differentiators
Model &
Examples
Infrastructur
e Retailer
Infrastructur
e
Marketplace
Infrastructur
e Exchange
Control
Inventory
Yes
Usually
Possibly
Sell
Online
Yes
Yes
Possibly
Price Set
Online
Not
Usually
Possibly
Yes
Physical
Product
or
Service
Likely
Revenues
Likely Costs
Yes
Advertising & marketing;
Physical facilities,
Product sales;
inventory & customer
Service fees
svc.;
R&D; IT infrastructure
Yes
Transaction
fees;
Service fees;
Commissions
Advertising & marketing;
R&D; IT infrastructure
Depends on
model
Advertising & marketing;
Staff support for
auctions;
inventory & logistics if
inventory control; R&D;
Technical infrastructure
Yes
E-Business Models
Infrastructure Portals
Model Differentiators
Internet/Network
Access and
Hosting
Hosted
Applications
and Solutions
Likely Revenues
Horizontal
Infrastructure
Portals
Incl. : ISPs,
Network Service
Providers, and
Web Hosting
Yes
Through
partnerships
with noninfrastructure
portals & ASPs
Acess fees;
Commision, sevice
or transaction fees;
Subscription fees;
Hosting fees
R&D; IT
infrastructure;
Advertising,
marketing & Sales;
Vertical
Infrastructure
Portals
incl. : Producer
and Distributor
ASPs
Often through
partnerships with
horizontal
infrastructure
portals
Licensing fees;
Commission, service
or transaction fees;
Maintenance &
update fees;
Hosting fees
Advertising,
marketing & Sales;
Content/Info asset
mgmt;
R&D;
IT infrastructure;
Model & Examples
Yes
Likely Costs
E-Business Models
Infrastructure Producer
Model Differentiators
Model &
Examples
Equipment/
Component
Manufacturers
Software
Firms
Custom
Software and
integration
Infrastructure
Sell/se
rvice
Online
Yes
Yes
No
Sell/ser
vice
Offline
Yes
Yes
Yes
Level of
Customization
Likely Revenues
Likely Costs
Low to
Moderate
Product License
or sales;
Installation &
Integration fees;
Maintenance,
update &
service fees
R&D; Advertising,
marketing & Sales;
Production; Physical
facilities & Infrastructure;
Specialized equipment,
materials & supplies;
IT infrastructure
Moderate to
High
Product License
or sales;
Installation &
Integration fees;
Maintenance,
update &
service fees
R&D; Advertising,
marketing & Sales;
Production; Physical
facilities & Infrastructure;
Specialized equipment,
materials & supplies;
IT infrastructure
Commission,
service or
transaction fee
Access to specialized
talent.;
Professional development
and training; Travel
High
Commission,
service or
Content/Info asset mgmt;
Revenue & Cost Models
交易收入
收入種類
描述
產品銷貨
銷貨或實體授權或是以訊息為本的產品
委託,服務或交易的費用
收取提供服務的費用,可能是一筆固定的費用,也可能是產品或服務的成本乘
上A%比例的費用
內容收入
預付款
收取一筆預付款項以作為在一定的期限內（例如年度的）提供特定主題或廣
大範籌主題之資訊更新之費用
註冊或參與事件之費用
收取一筆費用以作為參與線上活動、研討費或課程之費用
社群收入
廣告、入會及介紹費
收取一筆款項以使付費者能張貼省目的廣告或特殊的促銷；或作為加入特定
或不特定之合夥關係費用；或作為由付費者自己網址進入另一家公司網
址之費用
會員費
收取一筆款項以使付費者能成為會員
基礎建設收入
軟硬體銷貨
銷售或授權一項科技產品
裝置或整合費用
收取一筆款項以作為對付費者提供服務而換得之固定或變動費用，巨額固定
售價的產品，常常被一系列定義明確的時程或結果的分散計劃給打敗，
而變動費用者則常常建立在時間、材料及計劃工作房之變形費用上
維修及版本更新費用
收取一筆款項以作為付費者之硬體維修及軟體版本更新之費用
張貼費用
收取一筆費用以作為付費者張貼軟體使用、網址或網路資料中心之維護費用
Revenue & Cost Models
成本種類
描述
下屬及合夥人
雇用有技能人員及具專門技術能實現策略之成本；包含雇用之員工及合夥人
廣告、行銷及銷貨
在線上或非線上之廣告、行銷及銷貨所需之成本
商業發展支出
設計或開辦新商務、發展結盟或合夥關係之成本
物料及存貨
用來製造產品之材料或應交付之服務，包含可成為成品之零件存貨
設備資產（不包含IT）
設備—特別是運用在設計、製造、運輸及有產出貢獻之主要資產
研發成本
支付於研發商品、服務及涵蓋IT基礎建設之成本
公司及基礎建設
法人組織及分支機構、銷售部門、工廠、倉庫、銷售中心、零售店、服務中
心等成本
IT之基礎建設
電腦及周邊設備（如印表機、硬諜等）之成本
操作及維護資料中心之成本
設計、發展、媒介及維護軟體之成本
聲音、資料、及影像設備之成本
操作及維護網路之成本
E-Business Sample
Intuit’s Value Web inside its Org.
Marketplace
Aggregators
Retailers
Quicken
Banking
Quicken
Investing
Quicken
Loan
Quicken
Retirement
Quicken
2000
Quicken
Insurance
MYFINANCE
Turbotax
TurboTax
Leverage the Digital Business Infrastructure
Quicken
Books
Producer
Focus Distributor
Quicken
Shopping
Software Firm
Putting the Ideas To works
1. Profile your current business models
2. Determine how you might evolve your current model
3.
and/or identify new models to pursue
Use the business model analysis framework to
prioritize new models initiatives
1.
2.
3.
Evaluate the concept (opportunity)
Evaluate the capabilities and resources required
Evaluate the value proposition (return to a stakeholders)
4. Use the analysis as a benchmark to develop real5.
time performance monitoring systems
Revise strategy, implementation plan and
performance measurement systems on am on-going
basis
Summary：
New Currencies of Value
 A value network (or Value web) generates
economic value through complex dynamic
exchange between one or more enterprises and
its customers, suppliers, strategic partners, and
the community.
 These networks engage in more than just
transactions (involving exchange) of goods and
service, they also exchange knowledge and
intangible value (ex. Community, brand
recognition, and reputation).
Sample -Portals
Horizontal Portal
Vertical Portal
Sample -Retailers
Sample -Marketplace
Marketplaces
Exchanges
Sample- Yahoo!