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Cc m hnh kinh doanh trongThng mi in t
Chng 2
Cc ni dung chnh
Khi lun m hnh kinh doanh trong TMT
Khi nim
Cu trc
Phn loi cc m hnh kinh doanh
Cc m hnh TMT Mt sm hnh kinh doanh thng mi in t
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1M hnh kinh doanh l g?
Definition 1: An architecture for product, service and informationflows, including a description of the various business actors andtheir roles; and a description of the potential benefits for thevarious business actors; and a description of the sources ofrevenue.
Definition 2: a method of doing business by which a companycan generate revenue to sustain itself.
Khi nim: M hnh kinh doanh l cch b tr, sp xp cc snphm, dch v v cc dng thng tin, bao gm vic m t nhnghot ng kinh doanh v vai tr ca cc ch th tham gia trongm hnh kinh doanh v m t li nhun tim nng cng nh
ngun doanh thu cho mi m hnh kinh doanh (Paul Timmers, 1998)Cch thc t chc kinh doanh thu li
Bng sng ch phng thc kinh doanh
S cng nhn v bo h cc m hnh kinh doanh
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Cu trc ca m hnh kinh doanh Mc tiu gi tr cung cp cho khch hng*
M t gi tr t quan im ca khch hng
Hng ha v dch v cung ng M t cc sn phm, dch v m doanh nghip s cung cp
M t qu trnh bn hng, giao nhn hng ha, dch v M t ton b qu trnh tin hnh giao dch v chuyn giao sn phm v dch
v
Cc ngun lc cho DN Mt danh sch ngun lc c yu cu v xc nh ngun lc no sn c,
ngun lc no ang c pht trin, v ngun lc no s cn huy ng phcv cho cc hot ng kinh doanh
M hnh doanh thu M t doanh thu d kin (m hnh doanh thu), chi ph d kin, ngun ti tr
v kh nng li nhun d kin (kt qu v mt ti chnh) ca m hnh kinhdoanh.
(Ngun: Efraim Turban, 2006)5
ngha: Xc nh cch m DN tn ti v pht trin.
Phn loi m hnh doanh thu: 6 loi M hnh bn hng (sales model)
M hnh doanh thu t ph giao dch (Transaction fees model)
M hnh phng k (Subscription fee)
M hnh ph qung co (advertising fee)
M hnh ph lin kt (Affiliate fee)
M hnh doanh thu khc (Other revenue sources)
Cu trc ca m hnh kinh doanh
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Mt s m hnh doanh thu ca 7dream.com
Mt s m hnh kinh doanh TMT
a. M hnh bng hiu (Poster/Billboardmodel)
b. M hnh cc trang vng trc tuyn(Online Yellow Pages model)
c. M hnh cun sch iu khin trnmng (Cyber Brochure model)
d. Cc m hnh bn hng Bn hng trc tuyn u gi trc tuyn Chn gi C nhn ha sn phm dch v Gim gi
e. Cc m hnh mua hng t gi trc/t gi c nh u thu trc tuyn Mua nhm
f. M hnh sn i trc (Bartering)
Thnh vin (membership)
g. Tch hp chui gi tr (value-chain integrators)
Nh cung cp dch v trongchui gi tr (Value-chain serviceproviders).
h. Trung gian Cng thng tin (Portal). Lin kt (affiliate marketing)
i. M hnh qung co (advertisingmodel) Lan ta (viral marketing)
j. M hnh ng k/thu bao(subscription model)
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a. M hnh bng hiu (Poster/Billboard model)
c im: y l m hnh n gin, thng c doanh nghip mi bt u ng dng
TMT vi mc u t thp. DN s dng TMT nh mt cng c hu hiu ng ti (Posting) thng tin (ch yu l thng tin v DN)
Vic ng ti thng tin hoc cp nht thng tin trn mng internet cho doanhnghip khc, khch hng mun tm hiu v doanh nghip.
Mc cao hn m DN c th s dng m hnh ny: s dng email cadoanh nghip trao i vi i tc.
ngha gi tn m hnh bng hiu: V Internet c xem l mt xal thng tin nn m hnh ny cng ging nh treo p phch qung congoi tri gip khch hng c nhng thng tin cn thit. V d: siu th
rau ti t p phch qung co trn site:www.tienphongonline.com.vn/Advertisement/Websites/trangfmart/index.html
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b. M hnh cc trang vng trc tuyn(Online Yellow Pages model)
Hot ng tng t nhng trang vng nin gim inthoi, s dng k thut lin kt, siu lin kt hoc cccng c tm kim cho php khch hng c th: Tm kim theo tn sn phm, dch v Tm kim theo cng ty cung cp sn phm, dch v
c im: M hnh ny thng p dng cho nhng t chc chnh ph,
cc website h trcho mt ngnh hng hoc chui cc cng tytrong mt ngnh cng nghip.
V d: www.nhungtrangvang.com.vn c c h tr bicng c tm kim v kh nng phn loi cao c nhiu tin chc nhiu DN s dng
www.nhungtrangvang.com.vn
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c. M hnh cun sch iu khin(Cyber Brochure model)
Website c xy dng ging nh mt cun sch chi tit cung cpthng tin, phn loi sn phm chi tit k c t vn cch s dng vdch v khuyn mi ca cng ty.
c im: Thng hn ch trong mt lnh vc, Phm vi hng dn l tt c nhng g lin quan n cng ty, th mc cc mt
hng theo th loi v tn, chi tit v gi c. Mt s website cn thit k mt mu n sn khch hng t hng (tuy
nhin m hnh ny cha phi l mt ca hng v khng bn hng trc tip quamng).
M hnh ny i hi mt mc u t tng i xy dng v duy trwebsite nh mt cng c qung co v gii thiu cho khch hng v i tc.
y l mt m hnh ph bin trn th gii v n cung cp nhngtin ch cn thit cho khch hng trong vic tm hiu k v snphm cng nh i thoi gin tip vi cng ty. V d:www.moorcroft.com
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Cc m hnh bCc m hnh bCc m hnh bCc m hnh bCc m hnh bCc m hnh bCc m hnh bCc m hnh bn hng trong TMTn hng trong TMTn hng trong TMTn hng trong TMTn hng trong TMTn hng trong TMTn hng trong TMTn hng trong TMT
Bn hngTrc tuyn
i trc
Gim gi
Trc tip
u gi
d. M hnh bn hng trc tuyn/cahng o (Virtual Storefront)
c xem l dch v thng tin hon ho nht ca ccm hnh kinh doanh trong thng mi in t
c im: Hot ng nh 1 ca hng mca lin tc 24/7 Thc hin cc hot ng tip th, mua bn trc tip t website, Dch v h trcho khch hng trc v sau bn. Cung cp dich v thanh ton trc tuyn, cp mt m ring cho
hi vin, Lp danh sch khch hng thng xuyn gi nhng thng
tin mi nht v sn phm. Phng thc giao dch cc ca hng trc tuyn: B2C
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Ca hng o bn hng ntn?
Bn hng qua catalog in t: M hnh to danh mc bn hng trn website(Web Catalog Revenue Model)
17
V d e-catalogue ca Amazon.com
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Quy trnh mua sch trn Amazon
Go to Amazon.com
Searching book
Choice
Order to Amazon
Payment
Receiving book
Add to shopping cartOrsign in to turn on 1-clickordering
Sign inProceed to checkout
Check-out shipping method
Check-out selectaddress
Check-out payment
Searching book
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Choice
Sign in
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Check-out shipping method
Check-out selected address
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Check-out selected payment
Quy trnh bn hng trc tuyn trn amazon.com
2001 Pigneur, HEC Lausanne
Authormarketing
Phn philu kho
Amazon.comsales
Information systems
coordinationcontents
Amazon.comsales
Information systems
coordinationcontents
Vn chuyntransporttracking
i tcbn hng
Khch hngmua sm
Ngn hngthanh ton
Giao hng deliver
Gi n hng
cung cp t hng
bn hng
bnh lun
Th tn dng / Credit cardb tr / clearance
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d. M hnh bn hng trc tuynGi mua hng (Shopping cart)
Gi mua hng o (Shopping cart): (v d gi mua hng oca Amazon.com c bo h s U.S. 5,715,314); gn gingvi gi mua hng truyn thng siu th v chc nng, cb sung thm mt s tnh nng c bit khc: tnh ton tnggi tr n hng, thu, ph giao hng; lu gi thng tin khchhng; theo di doanh thu; qun l hng tn kho, qung co,marketing Gi hng tp hp cc sn phm m khch hngtruy cp ca hng o chn v t mua mi ln. Khchhng c th b sung hoc loi b cc mt hng theo mun
ca h hoc gi vo ngn (save) v sau vi ngy miquyt nh mua hoc thanh ton
Phn loi gi hng oshoppingcart
3 loi ch yu:ASPs (cc nh cung cp dch v ng dng): ASP lu gi gi
hng trn my ch ca h v cung cp cho bn mi th cnthit vn hnh n. Khi k kt s dng dch v ca ASP cngha l h s thay bn theo di ton b qu trnh
Phn mm shopping cartCc shopping cart ty chnh (t xy dng)
V d: eCart 3.0 - Gii php TMT B2C ca Cng ty cphn Minh Vit; Securenetshop; Geomerchant; MivaMerchant; Quikstore
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So snh ASPs v gi hng shopping cart
Ging nhau: u bao gm mt gi mua hng theo di ccsn phm c la chn mua ca khch hng, tnh tng gitr giao dch, thu, ph gi hng; cho php khch hng bsung cc sn phm mi, bt cc sn phm c, iu chnh gic, a ra cc gim gi c bit
Khc bitASP cn km theo mt ti khon thng mi (merchant
account) v mt cng thanh ton (payment gateway) trong khicc phn mm thng khng c
Chi ph ASP thng rt ln (30 - 60$/thng) trong khi ccshopping cart thng c cp min ph bi ngi bn hngtrc tuyn
Tm hiu cc website bn hng trn mng Vit Nam
Cc website bn hng trn mng theo m
hnh B2C c xp hng nm 2006M t quy trnh mua hng t mt websitebn sch
Nhim v ngi hc
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V d Ebay.com, m hnh i tng khch hngu gi phi tp trung
C2CC2C
ebay
M hnh u gi tngdnM hnh u gi tngdn
Ngi mua
Ebaytrung gian Ngi bn
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u gi trc tuyn, gi tng dn(Ascending Price)
Quy trnh u gi ti ebay
Bc 1:
ng k c vo thamgia mua hocbn u gi.
Chuyn sang
bc 2.
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Quy trnh u gi ti ebay
Bc 2:
Tm danh mchng ho cntham gia u gi
- Tm trc tiptrn danh mcc sn
- Tm kim hng
ho theo m tc nh
Quy trnh u gi ti ebay
Bc 3:
Tra thng tinv hng ho(m t, gi c,phng thcthanh ton,giao hng... )
v ngi bn
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Quy trnh u gi ti ebay
Bc 4:
Tin hnh tu gi hocmua hngngay
Bc 5:
u gi thnh
cng, tin hnhthanh ton chomn hng chn.
Tm hiu cch u gi trn Yahoo! ShoppingAuctions v cc website u gi Vit Nam
u gi theo m hnh i tng khch hng
tp trung ca uBid & StubHub?Tm hiu hot ng ca www.heya.com.vn& www.saigondaugia.com
Phn mm u gi
Nhim v ngi hc
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f. M hnh Bn hng trc tip
L m hnh bn sn phm hoc dch v trc tip tmt nh sn xut ti 1 khch hng (loi b trung gianhoc cc ca hng hu hnh) hoc t nhng ngibn l ti nhng khch hng, phn phi hiu qu hn
M hnh ny c bit hiu qu i vi nhng snphm v dch v c kh nng s ha
M hnh ny c p dng trong B2C v trong mtvi loi B2B ca TMTV d: m hnh bn hng trc tip ca Dell.com
Minh ho: Quy trnh kinh doanh ca DELL
ACCT 5922: E-Business Strategies and Processes UNSW S1 2003
t hng qua Internet, Phone,trang web ca KH DN
Tng hp cc n hng
thng tin cho NCC
Mt s sn phm giao trc tipspeakers, external zip drivers
Giao hng cho
khch hng
c im:- Nguyn liu lu kho thp, ko
- Thnh phm lu kho thp, ko
- Sn phm khng ph bin c giao
ngay t Nh sn xut khc n KH
Lp rp v Phn phi
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g. M hnh Chn gi thch hp
Cho php khch hng t xc nh nhu cu mnh (khnng ti chnh, v tr ca hng a l, loi sn phm,phng thc thanh ton) quyt nh chn mua nhngch yu nht l yu t gi (cc mc gi) c th chp nhn
V d: www.hotwire.com s hp nht nhu cu ca khchhng vi mt csd liu, nh v gi thp nht v giti khch hng.
Khch hng sau trong vng 30 ti 60 pht chpnhn hoc t chi li ngh
So snh hotwire.com vi thegioididong.com
h. M hnh Gim gi (deep discounting)
Nhng cng ty bn sn phm v dch v ca h mcchit khu cao, khong 50% trn gi bn l.
V d: www.half.com
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i. M hnh C nhn ha sn phm, dch v
C nhn ha sn phm, dch v l to mt sn phmhoc dch v theo tiu chun/yu cu ca ngi mua.
Trao i thng tin qua mng internet vi chi ph thpv nhng ng dng CNTT (cc phn mm chuynbit) cho php doanh nghip c th p ng tng yucu c nhn. u im: kh nng c nhn ha nhanhsn phm trc tuyn cho khch hng vi chi phkhng cao hn nhiu so vi sn phm khng c cnhn ha
Th d: www.Dell.com; www.Landend.com www.trananh.vn www.nike.com
j. M hnhi trc
Cng ty sp xp cc cuc trao i cc thnh vintham gia trao i nhng gi tr m h khng cn lynhng th m h thc s cn.
V d: www.Web-barter.com; www.Tradeaway.comsp xp nhng cuc trao i nh vy.