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Business Models of Electronic Commerce
e-Business
경영대학
홍일유 교수
No. 2EC 비즈니스 모델
What is a Business Model? What is a Business Model?
● an architecture for the product, service and information flows, including a
description of the various business actors and their roles; and
● a description of the potential benefits for the various business actors; and
● a description of the sources of revenues
No. 3EC 비즈니스 모델
B2B vs. B2CB2B vs. B2C
● Business to Business
- involves multiple transactions from the same customer to the same vendor (‘electronic
hierarchy’)
- ‘repeat business’ (cost justification)
- requires a “promise” to pay (e.g., P.O. or monthly contract)
● Direct: Consumer/Retail Purchases
- the emphasis is on convenience, quick delivery of goods, and lower retail pricing
- e.g., SecireTax: sells a $10 pay-per-use software rental over the web (tax calculation s
oftware)
No. 4EC 비즈니스 모델
Internet Business Models - 1Internet Business Models - 1
E-shoppromotion, cost-reduction, additional outlet, (seeking demand)
E-procurementadditional inlet, (seeking suppliers)
E-auctionelectronic bidding (no need for prior movement of goods or parties)
E-mall(collection of e-shops), aggregators, industry sector marketplace
3rd party marketplacecommon marketing frontend and transaction support to multiple businesses
No. 5EC 비즈니스 모델
e-Shop e-Shop Travelocity
No. 6EC 비즈니스 모델
e-Shop - 계속 e-Shop - 계속 FastParts
No. 7EC 비즈니스 모델
e-Auction e-Auction eBay
No. 8EC 비즈니스 모델
전자경매의 개념도 (eBay) 전자경매의 개념도 (eBay)
사이버 경매 사이트
(www.ebay.com)
판매자
구매자 A구매자 A
구매자 B구매자 B
구매자 C구매자 C
‚ 경매입찰
„ 낙찰자 통
보
… 송금
† 배달
„낙찰자
통보
낙찰자 결정
물품등록
ƒ
‚ 경매입찰
‚ 경매입찰
No. 9EC 비즈니스 모델
e-Auction - 계속 e-Auction - 계속 Auction
No. 10EC 비즈니스 모델
e-Mall e-Mall 한솔 CS Club
No. 11EC 비즈니스 모델
3rd Party Marketplace 3rd Party Marketplace Citius
No. 12EC 비즈니스 모델
Internet Business Models 2Internet Business Models 2
Virtual communitiesfocus on added value of communication between members
Value chain service providersupport part of value chain (e.g., logistics, payments)
Value chain integratoradded-value by integrating multiple steps of the value chain
Collaboration platformse.g., collaborative design
Information brokerstrust providers, business information and consultancy
No. 13EC 비즈니스 모델
Virtual Communities Virtual Communities Phoenix Textiles
No. 14EC 비즈니스 모델
Value Chain Service Providers Value Chain Service Providers Federal Express
No. 15EC 비즈니스 모델
Info. Brokers Info. Brokers
No. 16EC 비즈니스 모델
Classification of Business ModelsClassification of Business Models
MultipleFunctions/Integrated
SingleFunction
Lower HigherDegree of Innovation
E-ShopE-Shop
E-ProcurementE-Procurement E-AuctionE-Auction
E-MallE-Mall
Trust ServicesTrust Services
Information BrokerageInformation Brokerage
Value Chain Service ProviderValue Chain Service Provider
Virtual CommunityVirtual Community
Collaboration PlatformCollaboration Platform
Thirty Party MarketplaceThirty Party Marketplace
Value Chain IntegratorValue Chain Integrator
FunctionalIntegration
No. 17EC 비즈니스 모델
간접판매 직접판매
다 종
단 일
판매제품유형
제품판매 유형
종합중개형 종합직판형
전문중개형 전문직판형
Business Models of Internet Shopping Malls Business Models of Internet Shopping Malls
No. 18EC 비즈니스 모델
종합 직판형 ( 직접판매 , 다종제품 ) 종합 직판형 ( 직접판매 , 다종제품 )
No. 19EC 비즈니스 모델
종합중개형 ( 간접판매 , 다종제품 ) 종합중개형 ( 간접판매 , 다종제품 )
No. 20EC 비즈니스 모델
전문직판형 ( 직접판매 , 단일제품 ) 전문직판형 ( 직접판매 , 단일제품 )
No. 21EC 비즈니스 모델
전문중개형 ( 간접판매 , 단일제품 ) 전문중개형 ( 간접판매 , 단일제품 )
No. 22EC 비즈니스 모델
Business Models [Rappa, 2000] Business Models [Rappa, 2000]
● Brokerage Model- Buyers and sellers are brought together to transact over the web.
● Advertising Model- ‘Broadcasting model’: generates incomes from banner advertisements
● Infomediary Model- Mediates between users and suppliers of useful information
● Merchant Model- Classic wholesalers & retailers (e-tailers) over the web
● Manufacturing Model- Manufacturers go direct to buyers
● Affiliate Model- Merchants charge for advertising, based on the sales that have actually occurred
● Community Model- Contributions are solicited from, or advertisements are presented to, loyal visitors
● Subscription Model- Merchants charge for advertising, based on the sales that have actually occurred
● Utility Model- a “metered usage” or “pay as you go” approach
