答疑时间： 每周一
8：30~9：30. 综合楼 504.
2016/3/12
Chapter 3
Selling on the web: revenue
models and building a web
presence
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REVENUE MODELS
2016/3/12
•Web catalog;
•Digital content;
•Advertising-supported;
•Advertising-subscription mixed;
•Fee-based models;
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1. Web catalog Revenue Models
Replacing or supplementing print catalogs
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1. Web catalog Revenue Models
Computers and Consumer Electronics
 Books, Music and Video
 Luxury Goods couturier.
 Clothing Retailers

personal shoppers
virtual model to try clothes.
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1.1 Web Catalog Revenue Models

Flowers and Gifts
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1.1 Web Catalog Revenue Models

General Discounters
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http://www.quidco.com/
1.1 Web Catalog Revenue Models
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1.1 Web Catalog Revenue Models
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1.2 Digital Content Revenue Models
Written information.
 Laws, patent databases, etc.

ACM Digital Library.
超星 电子图书馆
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1.2 Digital Content Revenue Models
http://www.zcom.com/
 http://read.poco.cn/
 http://www.iebook.cn/

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1.3 Advertising-Supported Revenue
Models
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1.4 Advertising-subscription mixed
revenue models.
Charge for access.
 Charge for articles from archives.
 Free of charge but require to buy a subscription.
 Inside service.

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1.5 Fee-for-Transaction Revenue Models
Travel agent.
 Automobile sales.
 Stock Brokers.
 Insurance Brokers.
 Event Tickets.
 Real Estate and Mortgage Loan Brokers.
 Online Banking and Financial Services.
 Online Musics

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1.6 Fee-for-Service Revenue Models
Online Games.
 Concerts and Films.
 Professional Services.

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2. Revenue models in Transition


Subscription to Advertising-Supported Model
Advertising-Supported to AdvertisingSubscription Mixed Model

Advertising-Supported to Fee-for-Services Model

Advertising-Supported to Subscription Model

Multiple Transitions
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2.1 Subscription to AdvertisingSupported Model
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2.2 Advertising-Supported to
Advertising-Subscription Mixed Model
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2.4 Advertising-Supported to
Subscription Model
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2.4 Advertising-Supported to
Subscription Model
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2.4 Advertising-Supported to
Subscription Model
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3. Revenue Strategy Issues
Channel Conflict and Cannibalization
 Strategic Alliances and Channel Distribution
Management
 Mobile Commerce

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3.1 Channel Conflict and
Cannibalization
Web sites sales will interfere with its existing
sales outlets.
 Time for the sales, labor costs and inventory.

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3.1 Channel Conflict and
Cannibalization
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3.2 Strategic Alliances and Channel
Distribution Management
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4. Creating an effective web presence
Identifying web presence goals
 Achieving web presence goals.

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4.2 Achieving web presence goals.
Attracting visitors to the web site
 Making the site interesting enough that visitors
stay and explore
 Convincing visitors to follow the site’s links to
obtain information
 Creating an impression consistent with the
organization’s desired image
 Building a trusting relationship with visitors
 Reinforcing positive images that the visitor might
already have about the organization
 Encouraging visitors to return to the site.

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4.2 Achieving web presence goals.
Profit-Driven organizations
 Not-for-Profit organizations

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5. Web Site Usability
How the Web is Different
 Meeting the Needs of Web Site Visitors
 Trust and Loyalty

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5.1 How the Web is Different
Interactive nature.
 Two way meaningful communication

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5.2 Meeting the Needs of Web Site
Visitors
Learning about products or services that the
company offers
 Buying products or services that the company
offer
 Obtaining information about the company or
organization
 Obtaining financial information for making an
investment or credit-granting decision
 Identifying the people who manage the company
or organization
 Obtaining contact information for a person or
department in the organization

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5.2 Meeting the Needs of Web Site
Visitors

Making Web Sites Accessible
Graphics:.
Audio or video clips:.
option to select smaller versions of the images
options to specify a connection type
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5.2 Meeting the Needs of Web Site
Visitors
Flash tends to degrade websites
 it encourages design abuse.
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5.2 Meeting the Needs of Web Site
Visitors
Offer easily accessible facts about the
organization
 Allow visitors to experience the site in different
ways and at different levels.
 Provide visitors with a meaningful, two-way
communication link with the organization.
 Sustain visitor attention and encourage return
visits.
 Offer easily accessible information about
products and services and how to use them.

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5.3 Trust and Loyalty
Delivery.
 Order handling.
 Help with selecting a product.
 After-sale support.

An experience with good service  multiple good experience.
Trust
Loyalty
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6.Rating E-commerce Web Sites
Usability Testing
 Customer-Centric Web Site Design

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Interface Design
Jakob Nielson.
应该：
-在为网站写程序时遵循 Web 的标准（从 W3C 标准开始，然后使用其
它已经可接受的标准，例如 JavaScript 等）
-遵循规范 — 80% 到 90%的使用者都在做的就是规范
-强调快速的响应时间（网页负荷和服务器容量两方面）
-简明、客观、易于浏览
-协助使用者决定去留：区分产品列表
-支持搜寻的功能，但是别做的太繁复（以 Google 为标准）
-在进行任何设计之前先做好任务分析（task analysis）
-在设计时强调任务支持（例如，比较购物）
-在设计过程中进行多次使用者测试
-让残障人士也可访问网站
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不应该：
-妨碍使用者：别用过度喧哗夺目的页面，别使用 Flash 做简介，不用具有
推销性及不合适的图片来破坏内容（例如，笑脸照片）
-包含未经请求的弹跳式窗口（在线求助除外）
-去掉「上一页」（Back）按钮（打开一个新的浏览器窗口是一个常见的错
误）
-把功能设计元素做得看起来像广告（他们将会被忽略）
-使用动态式的文字（moving text）
-允许连结错误发生
-隐藏送货成本或其它「陷阱」-这些会引起放弃购物
-不断重复设计－ 在推出网站前深思熟虑，然后就保持同样的设计风格一年
左右。
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Customer-centric Web Site Design
•Design the site around how visitors will navigate the links, not around
the company’s organizational structure.
•Allow visitors to access information quickly.
•Avoid using inflated marketing statements in product or service
description.
•Avoid using business jargon and terms that visitors might not
understand.
•Build the site to work for visitors who are using the oldest browser
software on the oldest computer connected through the lowest
bandwidth connection – even if this means creating multiple versions of
web pages.
•Be consistent in use of design features and colors
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Customer-centric Web Site Design
• Make sure that navigation controls are clearly labeled or otherwise
recognizable.
•Test text visibility on smaller monitors.
•Check to make sure that color combinations do not impair viewing
clarity for color-blind visitors.
•Conduct usability tests by having potential site users navigate through
several versions of the site.
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7.Connecting with Customers

The Nature of Communication on the Web
Personal contact
Mass media
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Summary
Revenue models.
 Channel conflict and cannibalization.
 Strategic alliances, mobile commerce.
 How to create web presence.
 Communications on the web.

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