服務品質與流程創新服務品質與流程創新論文報告論文報告

Emerging E-Business Models : Lessons fEmerging E-Business Models : Lessons from the Fieldrom the Field

指導教授 指導教授 : : 郭瑞祥 教授郭瑞祥 教授組員 組員 : : 張明章、張雅琪、戴清芬、林惠美、王秀鳳張明章、張雅琪、戴清芬、林惠美、王秀鳳2005/11/172005/11/17

AGENDAAGENDA

Business Model—OldBusiness Model—Old Business Model—NewBusiness Model—New E-Business ModelsE-Business Models Revenue & Cost ModelsRevenue & Cost Models E-Business SampleE-Business Sample Putting the Ideas To worksPutting the Ideas To works SummarySummary More Samples More Samples

Business Model--OldBusiness Model--Old

Producer Distributors Customer

商品 / 服務

金錢

商品 / 服務

金錢

Supplier商品 / 服務

金錢

Suppliers

Supplier

Producer Producer

Producer

Distributor

Customers

Distributors Distributors

Digital Business

Built and launched on internet

(use the technology to support business

strategy and design)

Platform Provider

Infrastructure Provider(produce and sell

technical infrastructure)

E-Business

SupplierProducer

Distributor

Business Model--NewBusiness Model--New

E-Business ModelsE-Business ModelsFocused Distributors

Model & Examples

Model Differentiators

Likely Revenues

Likely CostsOwn Inventory

Sell Online

Price Set

Online

Physical Product

or Service

Retailer Yes Yes No YesProduct/svc.Sales

Advertising & marketing;Physical facilities,inventory & customer svc.;R&D; IT infrastructure

Marketplace

Possibly Yes No No

Transaction fees;Service fees;Commissions

Advertising & marketing;R&D; IT infrastructure

Aggregator/Infomediary

No No No PossiblyReferral fees;Advertising &Marketing fees

Advertising & marketing;R&D; IT infrastructure

Exchange Possibly Possibly Yes PossiblyDepends on model

Advertising & marketing;

Staff support for auctions;inventory & logistics if inventory control;R&D;Technical infrastructure

E-Business ModelsE-Business Models

Model & Examples

Model Differentiators

Likely Revenues Likely CostsGateway Access

Deep Content & Solutions

Affinity Group Focus

Horizontal Portals

Yes

Through partnerships with vertical

& affinity portals

Possibly; Often

through partnerships

Advertising,affiliation & slotting fees;Possibly subscription or access fees

Advertising, marketing & Sales; Content/Info asset mgmt;R&D; IT infrastructure

Vertical Portals

Limited Yes 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

Affinity Portals

PossiblyWithin

affinity groupYes

Referral fees;Advertising,affiliation & slotting fees

Advertising, marketing & Sales; Content/Info asset mgmt;R&D; IT infrastructure

Portals

E-Business ModelsE-Business Models

Model & Examples

Model Differentiators

Likely Revenues Likely CostsSell/

service

Online

Sell/service Offline

Level of Customizatio

n

Manufacturers Yes YesLow to

ModerateProduct sales;Service fees

Advertising, marketing & Sales; Content/Info asset mgmt;R&D; IT infrastructure

Service Providers

Yes PossiblyModerate to

HighTransaction fees orCommissions fees

Advertising, marketing & Sales; Content/Info asset mgmt;R&D; IT infrastructure

Educators Yes PossiblyModerate to

High

Registration or event fee; Subscription fee;Hosting fee

Content/Info asset mgmt;R&D; IT infrastructure

Advisors Yes UsuallyModerate to

High

Subscription fee;Registration or event fee; Membership fee;Commission, Transaction or service fee

Content/Info asset mgmt;R&D; IT infrastructure

Information & news Service

Yes PossiblyModerate to

High

Subscription fee;Commission, Transaction or service fee

Advertising, marketing & Sales; Content/Info asset mgmt;IT infrastructure

Producers

E-Business ModelsE-Business Models

Model & Examples

Model Differentiators

Likely Revenues

Likely CostsControl Inventory

Sell Online

Price Set Online

Physical Product

or Service

Infrastructure Retailer

Yes YesNot

UsuallyYes

Product sales;Service fees

Advertising & marketing;Physical facilities,inventory & customer svc.;R&D; IT infrastructure

Infrastructure Marketplace

Usually Yes Possibly Yes

Transaction fees;Service fees;Commissions

Advertising & marketing;R&D; IT infrastructure

Infrastructure Exchange

Possibly Possibly Yes YesDepends on model

Advertising & marketing;Staff support for auctions;inventory & logistics if inventory control; R&D;Technical infrastructure

Infrastructure Distributors

E-Business ModelsE-Business Models

Model & Examples

Model Differentiators

Likely Revenues Likely CostsInternet/Network Access and

Hosting

Hosted Applications

and Solutions

Horizontal Infrastructure PortalsIncl. : ISPs, Network Service Providers, and Web Hosting

Yes

Through partnerships

with non-infrastructure

portals & ASPs

Acess fees; Commision, sevice or transaction fees;Subscription fees;Hosting fees

R&D; IT infrastructure;Advertising, marketing & Sales;

Vertical Infrastructure Portalsincl. : Producer and Distributor ASPs

Often through partnerships with

horizontal infrastructure

portals

Yes

Licensing fees; Commission, service

or transaction fees;Maintenance & update fees;Hosting fees

Advertising, marketing & Sales; Content/Info asset mgmt;R&D; IT infrastructure;

Infrastructure Portals

E-Business ModelsE-Business Models

Model & Examples

Model Differentiators

Likely Revenues Likely CostsSell/

service

Online

Sell/service Offline

Level of Customization

Equipment/Component Manufacturers

Yes YesLow 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

Software Firms

Yes YesModerate 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

Custom Software and integration

No Yes HighCommission, service or transaction fee

Access to specialized talent.;Professional development and training; Travel

Infrastructure Services Firms

Yes Yes High

Commission, service or transaction fee;Hosting fee

Content/Info asset mgmt;R&D; IT infrastructure

Infrastructure Producer

Revenue & Cost ModelsRevenue & 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存取費用 收取一筆費用以作為付費者能在網路上存取資料或作為網路服務之費用

Revenue & Cost ModelsRevenue & 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 SampleE-Business SampleIntuit’s Value Web inside its Org.Intuit’s Value Web inside its Org.

Quicken Banking

Quicken Loan

Quicken Insurance

TurboTax

Marketplace

Focus

Distributor

Quicken Investing

Quicken Retirement

MYFINANCE

Aggregators

Quicken Shopping

Retailers

Quicken Books

Quicken 2000

Turbotax

Software Firm

Produc

er

Leverage the Digital Business Infrastructure

Putting the Ideas To worksPutting the Ideas To works

1.1. Profile your current business modelsProfile your current business models2.2. Determine how you might evolve your current model Determine how you might evolve your current model

and/or identify new models to pursueand/or identify new models to pursue3.3. Use the business model analysis framework to Use the business model analysis framework to

prioritize new models initiativesprioritize new models initiatives1.1. Evaluate the concept (opportunity)Evaluate the concept (opportunity)2.2. Evaluate the capabilities and resources requiredEvaluate the capabilities and resources required3.3. Evaluate the value proposition (return to a stakeholders)Evaluate the value proposition (return to a stakeholders)

4.4. Use the analysis as a benchmark to develop real-Use the analysis as a benchmark to develop real-time performance monitoring systemstime performance monitoring systems

5.5. Revise strategy, implementation plan and Revise strategy, implementation plan and performance measurement systems on am on-going performance measurement systems on am on-going basisbasis

SummarySummary ：：New Currencies of ValueNew Currencies of Value

A value network (or Value web) generates A value network (or Value web) generates economic value through complex dynamic economic value through complex dynamic exchange between one or more enterprises and exchange between one or more enterprises and its customers, suppliers, strategic partners, and its customers, suppliers, strategic partners, and the community.the community.

These networks engage in more than just These networks engage in more than just transactions (involving exchange) of goods and transactions (involving exchange) of goods and service, they also exchange knowledge and service, they also exchange knowledge and intangible value (ex. Community, brand intangible value (ex. Community, brand recognition, and reputation).recognition, and reputation).

Sample -PortalsSample -Portals

Horizontal Portal

Vertical Portal

Sample -RetailersSample -Retailers

Sample -MarketplaceSample -MarketplaceMarketplaces

Exchanges

Sample- Yahoo!Sample- Yahoo!