電子商務 - 網(wǎng)絡銷售初步

1Chapter3

Sellingontheweb:revenuemodelsandbuildingawebpresence2024/11/91答疑時間：每周一8：30~9：30.綜合樓504.2REVENUEMODELS2024/11/92Webcatalog;Digitalcontent;Advertising-supported;Advertising-subscriptionmixed;Fee-basedmodels;31.WebcatalogRevenueModelsReplacingorsupplementingprintcatalogs4ComputersandConsumerElectronicsBooks,MusicandVideoLuxuryGoodscouturier.ClothingRetailers

personalshoppersvirtualmodeltotryclothes.1.WebcatalogRevenueModels51.1WebCatalogRevenueModelsFlowersandGifts671.1WebCatalogRevenueModelsGeneralDiscounters81.1WebCatalogRevenueModels/91.1WebCatalogRevenueModels101.2DigitalContentRevenueModelsWritteninformation.Laws,patentdatabases,etc.ACMDigitalLibrary.超星電子圖書館11///1.2DigitalContentRevenueModels121.3Advertising-SupportedRevenueModels131.4Advertising-subscriptionmixedrevenuemodels.Chargeforaccess.Chargeforarticlesfromarchives.Freeofchargebutrequiretobuyasubscription.Insideservice.141.5Fee-for-TransactionRevenueModelsTravelagent.Automobilesales.StockBrokers.InsuranceBrokers.EventTickets.RealEstateandMortgageLoanBrokers.OnlineBankingandFinancialServices.OnlineMusics151.6Fee-for-ServiceRevenueModelsOnlineGames.ConcertsandFilms.ProfessionalServices.16SubscriptiontoAdvertising-SupportedModelAdvertising-SupportedtoAdvertising-SubscriptionMixedModelAdvertising-SupportedtoFee-for-ServicesModelAdvertising-SupportedtoSubscriptionModelMultipleTransitions2.RevenuemodelsinTransition172.1SubscriptiontoAdvertising-SupportedModel182.2Advertising-SupportedtoAdvertising-SubscriptionMixedModel192.4Advertising-SupportedtoSubscriptionModel202.4Advertising-SupportedtoSubscriptionModel212.4Advertising-SupportedtoSubscriptionModel223.RevenueStrategyIssuesChannelConflictandCannibalizationStrategicAlliancesandChannelDistributionManagementMobileCommerce233.1ChannelConflictandCannibalizationWebsitessaleswillinterferewithitsexistingsalesoutlets.Timeforthesales,laborcostsandinventory.243.1ChannelConflictandCannibalization253.2StrategicAlliancesandChannelDistributionManagement264.CreatinganeffectivewebpresenceIdentifyingwebpresencegoalsAchievingwebpresencegoals.2728294.2Achievingwebpresencegoals.AttractingvisitorstothewebsiteMakingthesiteinterestingenoughthatvisitorsstayandexploreConvincingvisitorstofollowthesite’slinkstoobtaininformationCreatinganimpressionconsistentwiththeorganization’sdesiredimageBuildingatrustingrelationshipwithvisitorsReinforcingpositiveimagesthatthevisitormightalreadyhaveabouttheorganizationEncouragingvisitorstoreturntothesite.30Profit-DrivenorganizationsNot-for-Profitorganizations4.2Achievingwebpresencegoals.31325.WebSiteUsabilityHowtheWebisDifferentMeetingtheNeedsofWebSiteVisitorsTrustandLoyalty335.1HowtheWebisDifferentInteractivenature.Twowaymeaningfulcommunication345.2MeetingtheNeedsofWebSiteVisitorsLearningaboutproductsorservicesthatthecompanyoffersBuyingproductsorservicesthatthecompanyofferObtaininginformationaboutthecompanyororganizationObtainingfinancialinformationformakinganinvestmentorcredit-grantingdecisionIdentifyingthepeoplewhomanagethecompanyororganizationObtainingcontactinformationforapersonordepartmentintheorganization355.2MeetingtheNeedsofWebSiteVisitorsMakingWebSitesAccessibleGraphics:.Audioorvideoclips:.optiontoselectsmallerversionsoftheimagesoptionstospecifyaconnectiontype365.2MeetingtheNeedsofWebSiteVisitorsFlashtendstodegradewebsitesitencouragesdesignabuse.375.2MeetingtheNeedsofWebSiteVisitorsOffereasilyaccessiblefactsabouttheorganizationAllowvisitorstoexperiencethesiteindifferentwaysandatdifferentlevels.Providevisitorswithameaningful,two-waycommunicationlinkwiththeorganization.Sustainvisitorattentionandencouragereturnvisits.Offereasilyaccessibleinformationaboutproductsandservicesandhowtousethem.385.3TrustandLoyaltyDelivery.Orderhandling.Helpwithselectingaproduct.After-salesupport.Anexperiencewithgoodservicemultiplegoodexperience.Trust Loyalty396.RatingE-commerceWebSitesUsabilityTestingCustomer-CentricWebSiteDesign40InterfaceDesignJakobNielson.應該：-在為網(wǎng)站寫程序時遵循Web的標準（從W3C標準開始，然后使用其它已經(jīng)可接受的標準，例如JavaScript等）

-遵循規(guī)范—80%到90%的使用者都在做的就是規(guī)范

-強調(diào)快速的響應時間（網(wǎng)頁負荷和服務器容量兩方面）

-簡明、客觀、易于瀏覽

-協(xié)助使用者決定去留：區(qū)分產(chǎn)品列表

-支持搜尋的功能，但是別做的太繁復（以Google為標準）

-在進行任何設計之前先做好任務分析（taskanalysis）

-在設計時強調(diào)任務支持（例如，比較購物）

-在設計過程中進行多次使用者測試

-讓殘障人士也可訪問網(wǎng)站41不應該：-妨礙使用者：別用過度喧嘩奪目的頁面，別使用Flash做簡介，不用具有推銷性及不合適的圖片來破壞內(nèi)容（例如，笑臉照片）

-包含未經(jīng)請求的彈跳式窗口（在線求助除外）

-去掉「上一頁」（Back）按鈕（打開一個新的瀏覽器窗口是一個常見的錯誤）

-把功能設計元素做得看起來像廣告（他們將會被忽略）

-使用動態(tài)式的文字（movingtext）

-允許連結錯誤發(fā)生

-隱藏送貨成本或其它「陷阱」-這些會引起放棄購物

-不斷重復設計－在推出網(wǎng)站前深思熟慮，然后就保持同樣的設計風格一年左右。42Customer-centricWebSiteDesignDesignthesitearoundhowvisitorswillnavigatethelinks,notaroundthecompany’sorganizationalstructure.Allowvisitorstoaccessinformationquickly.Avoidusinginflatedmarketingstatementsinproductorservicedescription.Avoidusingbusinessjargonandtermsthatvisitorsmightnotunderstand.Buildthesitetoworkforvisitorswhoareusingtheoldestbrowsersoftwareontheoldestcomputerconnectedthroughthelowestbandwidthconnection–evenifthismeanscreatingmultipleversionsofwebpages.Beconsistentinuse