Bi 3: Cc m hnh thng mi in t

BI 3: CC M HNH THNG MI IN T
Khi ng dng my tnh v Internet vo ton b quy trnh kinh doanh, cc doanh nghip trc ht phi nghin cu c im cng nh quy m ca doanh nghip mnh, loi hnh kinh doanh thng mi in t no ph hp vi mnh, nhm t c li th ti u trong kinh doanh v gt hi c li nhun ti a.

Mc tiu

Ni dung
M hnh catalog trc tuyn (Web

Sau khi hc xong bi hc, cc bn s nm c cc khi nim, c im, cc li ch v hn ch ca mt s m hnh thng mi in t ph bin hin nay trn th gii.

Thi lng hc
6 tit

Catalog Model) M hnh siu th trc tuyn (E-store Model) M hnh cung cp ni dung (Digital Content Model) M hnh h tr qung co (Advertisingsupported Model) M hnh ph dch v (Fee-for-service Model) M hnh u gi (Web Auction Model) M hnh B2B v B2C

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Bi 3: Cc m hnh thng mi in t

TNH HUNG KHI NG BI

Tnh hung: ng dng Scene7s c bit ha catalog in t Amazon.com p dng gii php catalog in t mang tn Scene 7s nhm tng tin ch cho h thng catalog in t ca cng ty. Mc tiu kinh doanh m amazon.com ra l ly khch hng lm trung tm. Khch hng l vua. Chnh v vy ngoi mt catalog chun chung cho mi ngi th khch hng truy cp vo trang web amazon.com cng t ng to cho mnh mt catalog ring da vo hnh vi ca mnh trong qu trnh tm kim, mua hng trn amazon.

Khi khch hng ln u tin truy cp website www.amazon.com, h c th tm cc sn phm theo t kho. Khi khch hng nhp t kha vo th cng c tm kim s kim tra c s d liu cc mt hng v a ra nhng mt hng ph hp vi yu cu ca khch hng, km theo cc lin kt dn n mt s kt qu tm kim khc. Mt c im ni tri ca cng c tm kim trong catalog in t ca amazon l ngi tiu dng c th tm kim t kha trong ni dung mt cun sch ch khng ch dng li ta sch. Ln th hai khi khch hng truy cp vo trang web ca cng ty th giao din ca trang web cung cp ngay cc mt hng m khch hng tm kim trong ln u truy cp cng vi nhng gi v cc sn phm c lin quan ti mt hng m khch hng tm kim. Cc sn phm trnh by trn giao din ca trang web theo th t sn phm truy cp gn nht cho ti sn phm truy cp c hn. Ngoi ra, cui trang web amazon.com cn c mt mc catalog cc sn phm m khch hng xem

Cu hi Trn y l mt trong s cc m hnh thng mi in t c p dng ph bin trn th gii. Ti Vit Nam, m hnh thng mi in t ang c cc doanh nghip p dng th no?

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Bi 3: Cc m hnh thng mi in t

3.1. 3.1.1.

M hnh Catalog trc tuyn (Web Catalog Model) Khi nim Catalog in t

Catalog in t l cc trang thng tin v sn phm di dng in t, khng nhng ng mt vai tr quan trng trong cc ng dng ca thng mi in t, m cn c vai tr xng sng cho mt trang web bn hng trc tuyn. Catalog in t bao gm mt c s d liu v sn phm, cc cng c tm kim v hin th. Catalog in t c thm cng c tm kim, y chnh l khc bit ln nht gia catalog in t vi catalog in giy. Mt im ni bt na ca catalog in t l kh nng tng tc cao. V d khi truy cp vo trang web www.hairstyler.com bn c th chn nh ca mnh vo v sau thay i kiu tc v mu sc. Hin nay, cc catalog cn cho php ngi tiu dng nh gi v cht lng ca sn phm m mnh mua gip nhng khch hng tim nng c th nh gi xem sn phm no l ph hp vi h nht, t a ra nhng quyt nh mua hng. Ban u, phn ln cc catalog in t ch mi dng li vic sao chp li hnh nh v cc on text t catalog giy. Tuy nhin, cng vi s pht trin ca cng ngh thng tin th catalog in t ngy cng tr nn phong ph, a dng, c kh nng c bit ha cao v c kt ni, tch hp vi qu trnh mua bn hng ho.

So snh catalog in t v catalog thng thng : u v nhc im ca catalog in t v catalog giy l tri ngc nhau. Mc d catalog in t c nhng li th ng k, nh l kh nng cp nht v thay i vi qu trnh mua bn hay c kh nng bao qut phn ln sn phm v kh nng tm kim sn phm cc nhanh, chng cng c nhng hn ch v bt li.
Bng 3.1: So snh gia catalog in t v catalog thng thng

Catalog in t

Catalog in giy

C th tch hp catalog vi qu trnh mua bn hng ha. C th cp nhp thng tin v sn phm mt cch nhanh chng. C kh nng tng tc cao.

Khng i hi cng ngh cao. c d dng, khng yu cu khch hng phi c k nng s dng my tnh v trnh duyt. Mc cp nht thng tin thp.

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Bi 3: Cc m hnh thng mi in t

C th c bit ha catalog theo tng i tng C th s dng cng c tm kim trong catalog tm kim sn phm. Mc lan ta ca catalog trn ton cu nhanh vi qui m rng thng qua mng internet. Sng ng nh c th chn cc hnh nh ng v m thanh. C th gii thiu c s lng ln sn phm trn cng mt catalog. Tit kim chi ph trong di hn. T ng so snh gi ca cc sn phm cng loi Khch hng phi c k nng s dng my tnh v truy nhp thng tin.

Hn ch s sn phm c gii thiu trn Catalog. Thng tin sn phm b hn ch v hnh nh v ngn ng m t t. Chi ph in catalog giy ngy cng tng. Mt nhiu chi ph gii thiu catalog. Mt nhiu thi gian tm kim sn phm v so snh gi.

Ngun: Ecommerce, Turban, 2006

Mi ngi thng t ra cu hi liu trong tng lai catalog in t c th thay th hon ton catalog giy khng? Mt thc t cho thy bo v tp ch n bn khng h gim cho d hin nay s lng bo v tp ch trc tuyn ang tng ln vi tc chng mt. iu ny ch ra rng catalog in giy s khng d bin mt. Tuy nhin, trong m hnh thng mi in t B2B, catalog in giy c th b thay th hon ton bi catalog in t.
3.1.2. Li ch m catalog in t em li

i vi doanh nghip: M rng th trng: Catalog in t l cng c hu hiu trong vic gii thiu, qung b sn phm v xc tin bn hng. Vi vic s dng catalog in t trc tuyn, doanh nghip c th tip cn th trng ton cu mt cch d dng hn. Tit kim c chi ph nh khng phi b chi ph cho in n v phn phi. Mi ln m rng i tng ngi xem doanh nghip khng phi chi tr thm bt c mt chi ph no. Chi ph cp nht thng tin cho catalog in t l thp nn doanh nghip c th thng xuyn cp nht thng tin cho catalog ca mnh. Catalog in t cho php doanh nghip c th bn hng sut 24h/7 ngy. i vi ngi tiu dng: Catalog in t gip cho ngi tiu dng d dng, nhanh chng tm kim thng tin v mt loi sn phm nh c im ca sn phm, gi c sn phm, hnh thc thanh ton, phng thc giao hng cho sn phm, thi gian bo hnh ca sn phm. Catalog in t gip ngi tiu dng c th qun l tt ngn sch c nhn. Khi tch hp catalog in t vi h thng t hng trc tuyn, khch hng c th mua hng trc tuyn qua trang web ca doanh nghip.
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Bi 3: Cc m hnh thng mi in t

3.1.3.

Phn loi catalog in t

Mc hin th thng tin: Catalog in t c th chia thnh catalog tnh v catalog ng. i vi m hnh catalog tnh, thng tin ch c trnh by di dng vn bn hoc cc hnh nh tnh. Cn i vi catalog ng th thng tin c hin th bng nhng hnh nh ng, c th c c m thanh. Vic s dng catalog in t ng i khi to ra nhng hiu ng tch cc cho ngi tiu dng, khin cho ngi tiu dng b li cun v sn sng tin hnh t mua hng m khng c s do d. Mc c bit ha: Catalog in t c th chia thnh catalog theo mt chun chung v catalog c c bit ha theo tng i tng. i vi catalog dng chun, ngi bn c th cung cp cng mt catalog cho nhiu khch hng khc nhau. Nhng trong cc catalog c bit ho th ni dung v gi c, v hnh thc hin th gii thiu sn phm li c mc nh theo s thch ca tng i tng khch hng c th m n hng ti. Catalog c bit ha c s dng nhiu trong cc m hnh kinh doanh thng mi in t B2B hn l trong m hnh thng mi in t B2C. C hai cch to catalog in t c tnh c bit: o Th nht l yu cu khch hng xc nh c nhng mt hng a thch trong catalog tng hp, vic ny c thc hin bng mt phn mm One-to-One ca cng ty Broadvision (www.broadvision.com). o Th hai l c th to cc catalog in t c tnh c bit ha bng cch s dng mt phn mm trong h thng t ng xc nh cc s thch ca khch hng da trn nhng d liu giao dch. Thng th hin nay, cc doanh nghip bn l trc tuyn s dng cookie theo di hnh vi ca khch hng, cng nh thi quen v s thch ca khch hng. Trn c s thng tin ghi c, mt phn mm s t ng to ra catalog cho ring khch hng .
Catalog c bit ca Acmeshopping

Joe Smith truy cp vo trang Acme Shopping, ti y, anh c nhu cu ng k mt ti khon khch hng v lu li nhng thng tin nh a ch chi tit, lnh vc quan tm, v phng thc thanh ton a dng. Acme Shopping a ra mt lot sn phm bao gm hng in t, qun o, sch v dng c th thao. Joe ch quan tm ti qun o v in t. Anh ta khng phi l con ngi ca th thao cng nh am m sch. Joe c nhng s thch khc bit: l nhip nh. Sau khi Joe lu li nhng thng tin v s thch, mi khi anh truy cp li vo ca hng in t ca Acme, trang ny ch gii thiu qun o v cc hng in t. Hn
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Bi 3: Cc m hnh thng mi in t

th na, khi Joe vo gian hng in t, anh ta s thy ch nhng mt hng lin quan ti nhip nh- nh l camera hay cc thit b h tr khc. Mt s sn phm nm ngoi kh nng mua ca Joe, v vy Joe vn c th thay i nhng thng tin v s thch tm nhng sn phm in t vi mc chi ph di 300$. Nhng thng tin c nhn nh vy gip ngi tiu dng c thm nhng kinh nghim khi mua hng v do thc y h ti thm trang web ny,to nn s sng bi nhn hiu i vi ca hng trn mng ny.

Mc tch hp: Catalog in t c th c phn loi da trn mc tch hp ca n vi tng phn ca qu trnh kinh doanh nh: vic t v thc hin cc n t hng, cc h thng thanh ton in t, cc h thng v phn mm trong mng lm vic ni b ca doanh nghip, h thng kim k v k ton hng tn kho, cc mng thng tin bn ngoi ca cc nh cung cp v ngi tiu dng, cc catalog giy. V d nh, nu bn t hng trn amazon.com th ngay lp tc n t hng ca bn s t ng c chuyn ti thit b kim tra vn hnh bng my tnh xem hng c sn trong kho khng.
3.2. 3.2.1. M hnh siu th trc tuyn (E - Store Model) Khi nim

Siu th trc tuyn l trang web bn hng trc tuyn ni m ngi tiu dng c th vo mua sm hng ha, dch v v thanh ton trc tuyn bng cc phng tin thanh ton in t. Ngoi ra cn c th gi siu th trc tuyn bng nhiu tn khc nhau nh ca hng o (virtual shop), ca hng trc tuyn (electronic storefront, online store).

Siu th trc tuyn c th kinh doanh mt mt hng duy nht, v d iTunes ca Apple l siu th m nhc trc tuyn ph bin nht trn th gii hin nay trong vic cung cp cc album v bn nhc c bn quyn (www.itunestore.com). Ngoi ra hin nay cn c mt loi hnh siu th trc tuyn tng hp bn rt nhiu mt hng thuc mi chng loi khc nhau, v d www.walmart.com. Nu xt v mc trin khai thng mi in t th siu th trc tuyn c hai loi: Siu th trc tuyn thun ty; hai l siu th trc tuyn bn truyn thng. Siu th trc tuyn l mt trong nhng hnh thc thng mi in t c ng dng u tin khi internet c a vo thng mi ha. y l m hnh thng mi in t pht trin nhanh nht vi s lng website bn hng trc tuyn tng hng nm.
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Bi 3: Cc m hnh thng mi in t

Wal Mart tin ti trc tuyn

Wal-mart, tp on bn l ln nht th gii hin nay, rt n lc trong vic kt hp Website v thng mi in t vi chui ca hng ngoi i thc. Mi y, hng trin khai chng trnh "Site to Store", cho php khch hng t mua mt sn phm no qua Website. Mn sau y s c chuyn n ca hng Wal-Mart gn nh khch hng nht, v ngi dng s khng phi chu khon ph "shipping" (Khi mua hng qua mng, ngi dng thng phi chu ph vn chuyn mn hng t kho n nh ca mnh qua ng bu in. Khon tin ny gi l shipping)

"Nh chng trnh ny, doanh thu ca cc ca hng i l tng ln ng k. C v nh khi t hng qua mng, khch hng thng chi "xng xnh" hn khong 60 USD so vi khi h i mua sm trc tip Mt siu th in t phi bao gm mt s ng dng cn thit tin hnh vic bn hng trc tuyn. Mt s ng dng c s dng ph bin nht l catalogue in t; cng c tm kim hng ho trn catalogue; gi ng hng in t (e-cart); cc cng c h tr bn u gi trn mng; cng thanh ton gip tin hnh th tc thanh ton. Ngoi ra, mt trang web siu th trc tuyn cn c mc vn chuyn hng ha ni ngi mua hng s cung cp thng tin v phng thc vn chuyn hng ha m h mong mun; v mc dch v khch hng bao gm thng tin sn phm v ng k bo hnh. Trn siu th trc tuyn ngi tiu dng c th tm kim hng ha v dch v nhanh chng bng cc cng c tm kim, sau tin hnh chn hng ha cho vo gi hng. Sau khi chn hng ha cho vo gi hng, ngi tiu dng c th dng cc cng c thanh ton in t tin hnh thanh ton nh th tn dng, sc in t Sau khi thanh ton xong, ngi tiu dng s chn hnh thc giao nhn hng. i vi cc sn phm s ha nh phim, nh, bn nhc th ngi tiu dng c th ti trc tip v, cn i vi cc sn phm hu hnh th khch hng c th yu cu giao hng trc tip hoc s ti tn cc ca hng truyn thng nhn hng. Bn cnh nhng c im nu trn th siu th trc tuyn cn c thm mt s c im nh ngi tiu dng c th truy cp v ng k lm thnh vin ca ca hng c th nhn c nhng khon u i nh chit khu khi mua hng; khch hng hay ngi tiu dng c th chia s thng tin vi nhau v hng ha, dch v; c mc nh gi sn phm gip cho ngi tiu dng c thm nhn nh khi a ra quyt nh mua sn phm.

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Bi 3: Cc m hnh thng mi in t Hnh 3.1: M hnh sn giao dch in t

C s h tng (mng, c s d liu)

Khch hng

Nh cung cp

Trc giao dch

Th in t

Catalog in t

iu kin thc hin

Sau giao dch Qun l hng tn kho

H tr mua sm: tm kim, th, v.v

u gi trc tuyn

Cng thanh ton

Gii quyt l hng

Cng nh cung cp

Trung gian, t chc ti chnh logistics, cng ngh, nhng ngi khc

Ngun: Turban, Electronic Commerce, 2006, Prentice Hall

3.2.2.

Li ch ca vic trin khai cc siu th trc tuyn:

Gi hng ha trn cc siu th trc tuyn thng c xu hng r hn. Theo mt nghin cu vo nm 2004, gi hng ha ca cc sn phm trn cc siu th trc tuyn r hn 6-16% so vi gi hng bn offline. Cc khon chit khu khi mua hng trc tuyn nhiu hn mua hng offline. Ngoi cc khon chit khu mua vi s lng ln th ngi tiu dng cn c th nhn c cc khon chit khu theo hnh thc thanh ton. Ngi tiu dng c th d dng hn trong vic so snh gi c v sn phm. C nhiu s la chn hn. Tit kim c thi gian. Thun tin trong vic mua bn hng ha. Hng ha c th mua bn sut 24h/7 ngy. Gip bo v mi trng do hn ch s lng ngi tham gia vo giao thng cng cng. S lng website v s lng giao dch mua bn trn cc siu th trc tuyn gia tng nhanh. Tuy nhin hin nay ngi tiu dng rt lo lng v an ninh v bo mt thng tin c nhn khi tin hnh mua hng trn cc siu th trc tuyn.
3.3. M hnh ng k hay cung cp ni dung (Digital Content Model)

L m hnh m cc doanh nghip c sn cc thng tin c lu tr di dng vn bn hoc c quyn s hu loi thng tin trn s a cc thng tin ln h thng mng ca chnh doanh nghip mnh. Doanh thu cng s thu c t h thng thng tin m khch hng truy cp. LexisNexis l mt v d in hnh khi cng ty ny khi nghip nh mt cng c tm kim hp php v hin ti c bit n nh mt sn phm c cung cp trc tuyn. Khi ni v lnh vc gio dc th khng th khng nhc ti Th vin trc tuyn ca T chc v thit b vi tnh (ACM)
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Bi 3: Cc m hnh thng mi in t

Nhn chung, doanh nghip ng dng kh thnh cng m hnh kinh doanh ng k cung cp ni dung ny. Ngoi ra, nhng doanh nghip no c quyn s hu cng ngh, tr tu, bng pht minh sng ch, th cng c th ng dng m hnh ny kinh doanh. Hin nay, m hnh ny v ang bt u xut hin rng ri Vit Nam.
3.4. 3.4.1. M hnh h tr qung co (Advertising - Supported Model) Khi nim

L m hnh m website s cung cp dch v, thng tin hay c s d liu min ph cho khch hng khi i km vi cc thng ip qung co. V doanh thu c c khi ng dng m hnh ny l t hot ng qung co. Cc nh cung cp dch v mng cung cp thng tin trc tuyn min ph n cc khch hng. Tt c cc hot ng bn hng hon ton c h tr bi doanh thu qung co. Hin nay, y l hnh thc kinh doanh in t thnh cng nht c nhiu nh cung cp dch v s dng, v d nh cc cng c tm kim trc tuyn Yahoo!, Lycos hay Google. Bao gm: cc banner qung co, danh mc tm kim, lin kt n cc doanh nghip.
3.4.2. Li ch m m hnh em li

Kh nng tm thy i tc cng nh thng tin trn cc banner v cc mc qung co s cao hn, thun tin v d dng hn mt kt qu tm kim. S dng dch v min ph. Cc mc hay cc chng trnh qung co s hiu qu hn nhiu khi c phng tin h tr. em li s thnh cng v hiu qu cho doanh nghip: o S lng ngi truy cp vo website ca doanh nghip hay s lng ngi s dng dch v s tng.
o o o

Cc banner qung co s ph hp vi cc tiu chun tm kim. D dng phn on th trng v hng n th trng mc tiu. C bit ha khch hng trn internet.

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Bi 3: Cc m hnh thng mi in t

Website m doanh nghip s dng m hnh ny cn phi p ng cc yu cu sau: L mt bc ci tin v cc cng c tm kim ngy nay. Phn mm truy cp internet nhanh chng. Cc dch v gi tr gia tng nh email, tin tc c cung cp min ph. C bit ha trang web theo tng i tng khch hng hay tng phn on th trng. Cc doanh nghip cng ngh thng tin, vin thng, pht trin thng mi in t, xe hi, trang tr ni tht, kinh doanh m phmu s dng m hnh ny hiu qu. Hin nay mt s m hnh ph bin s dng qung co trc tuyn c th k n nh: Cng thng tin: Mt trong nhng cng thng tin in hnh l Yahoo! Mt trong nhng trang web u tin xy dng theo m hnh trang web a dng, bao gm nhiu trang khc nhau tp trung nhiu i tng ngi truy cp. Yahoo! Hin ti y l trang web dn u v s lng truy cp trn th gii (Theo thng k ca Alexa.com), iu ny cho php Yahoo! m rng cc danh mc trang thng qua mt cng vo tp trung l www.yahoo.com (khi nim cng thng tin c hiu nh ca ng truy cp vo trang). Bn cnh Yahoo, cc cng thng tin in hnh khc cng s dng m hnh qung co trc tuyn nh AOL, AltaVista, Google, C-Net hay MSN ca Microsoft. Bo in t: L m hnh kh ph bin s dng cch thc to doanh thu t qung co, cng nh cch to qung co ph thng nh bo giy truyn thng, cc bo in t cng tin hnh qung co cho khch hng bng cch cho thu ch t Logo, ng link, banner Mt s trang tp trung i tng truy cp nht nh: Cc trang ny tp trung vo mt i tng ngi dng c mc ch nht nh khi tm kim thng tin trn mng, sau khi thu ht c ngi dng thng xuyn, vic tin hnh qung co trn cc site ny thng thng s c mc ph cao hn cc cch thc qung co trc tuyn khc. Mt s v d d thy nh trang tm kim vic lm trn mng CareerSite hay trang Vietnamworks ti Vit Nam. Ngoi ra cn c mt s trang kh ni ting khc nh AutoTrader.com, CycleTrader.com chuyn dng cho mua bn cc phng tin giao thng s dng li.
3.5. 3.5.1. M hnh ph dch v (Fee-for-service Model) Khi nim

M hnh ph dch v l m hnh to doanh thu thng qua thu ph dch v m doanh nghip cung cp cho khch hng, tuy nhin theo m hnh ny nh cung cp s khng thc hin giao dch cho khch hng m tin hnh cung cp dch v trc tuyn cho khch hng s dng. Mc ph c xc nh da trn gi tr ca dch v cung cp.
Cc loi hnh kinh doanh thng s dng m hnh ph dch v

Tr chi trc tuyn: khng ch trn th gii m ngay ti Vit Nam, dch v tr chi trc tuyn c s pht trin rt mnh m. Nu ch tnh ring M, hng nm c hn khong 10 t USD c s dng cho ngnh cng nghip gii tr ny. c th tham gia vo cc tr chi, hoc ngi chi phi tin hnh mua cc phn mm tr chi ny sau ci t vo my tnh c nhn ca mnh, hoc tr ph ng k tham gia vo tr chi trn mng Internet. Mt s cng ty pht trin cc phn mm tr chi ni ting c th k n nh Microsoft
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Bi 3: Cc m hnh thng mi in t

(vi MSN Games) hay Sony (vi Sony Play Station trn Station.com) Gii tr trc tuyn khc (xem phim, nghe nhc trc tuyn): Tng t nh dch v tr chi trc tuyn khi mun nghe nhc, xem phim trc tuyn hay mun ti nhng bn nhc v b phim v my tnh c nhn ca mnh, ngi dng phi tr khon ph cho nh cung cp, cc khon ph ny c th tnh cho mt khong thi gian s dng nht nh hoc cho mt dung lng ti v m nh cung cp quy nh trc. Mt s trang web kinh doanh dch v ny nh Movielink, RealOne SuperPass, Intertainer Cc t vn ti chnh, t vn lut Pht trin mnh M v mt s nc Chu u, dch v t vn ti chnh, t vn lut thng c cc hng ln s dng trn mng Internet nhm tn dng li th v uy tn ca mnh cung cp dch v t vn cho cc khch hng cc bang hay cc nc khc. Mt s trang cung cp dch v t vn trc tuyn nh vy c th k n nh MyDocOnline, Law on the Web, CPA Directory

Tuy nhin, khi p dng m hnh ny, doanh nghip phi cn nhc n cc vn sau: Th nht, thi gian hon thnh dch v. Th hai, mc phc tp, i hi chuyn mn cao v trch nhim cao hon tt vic cung ng dch v. Th ba, ri ro pht sinh lin quan ti kh nng cung ng dch v. Th t, khch hng sn sng thanh ton cho nhng dch v no.
3.5.2. Li ch v hn ch ca m hnh ph dch v

Li ch: Ri ro lin quan n li sut trong u t s c gim ng k. Khch hng s yn tm hn khi thanh ton ng chi ph cho ng dch v m mnh s dng. Khch hng s kim sot c chi ph phi tr cho nh cung cp dch v. Hn na, khch hng c th chn loi hnh dch v ty thuc vo mc tin h sn sng thanh ton. Hn ch: Kh khn pht sinh trong mi quan h gia nhn vin v ch doanh nghip. Nhn vin xem vic ng dng m hnh ny nh vic phi gnh thm mt kh khn hnh chnh khi phi cung cp dch v cho khch hng qua mt th trng o v ca hng o. Cn i vi ch doanh nghip, vic thay i sang m hnh ny vng phi nhiu kh khn khi phng thc kinh doanh truyn thng vn em li li nhun cho doanh nghip. Nhiu nh cung cp phi tr hoa hng cho nhng nh hoch nh chin lc kinh doanh d n thng mi in t. Vic ng dng m hnh ph dch v thi gian u c th s nh hng ti doanh thu ca cng ty. Chi ph hnh chnh s cao hn v cng ty cn phi lu tr, kim sot thi gian, thanh ton chi ph ha n v thu ph t khch hng. Cc nh cung cp dch v kh c th p dng nhiu mc gi khc nhau ti cc th trng khc nhau.
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Bi 3: Cc m hnh thng mi in t

3.6. 3.6.1.

M hnh u gi trc tuyn (Online Auction Model) Khi nim

u gi trc tuyn l vic tin hnh hot ng u gi qua cc h thng thng tin. T chc, c nhn c th c lp tin hnh u gi trc tuyn hoc thng qua dch v u gi trc tuyn ca t chc, c nhn khc. Vic u gi c th tin hnh thng qua sn hoc thng qua website bn hng ca ngi bn. Hnh thc th nht thng ph bin hn. Sn u gi c hiu l mt a ch trn mng Internet, ni cung cp cho mi ngi cng c t chc cc phin u gi, bt k ai c nhu cu u c th t mnh t chc phin u gi. iu hnh sn u gi s l mt t chc c uy tn, chc nng ca t chc ny l gim st cc phin u gi v qun l cc bn tham gia, m bo tnh chnh xc, trung thc ca cc phin u gi, cng nh rng buc trch nhim cc bn tham gia.
3.6.2. Quy trnh

Cc bc tin hnh u gi trc tuyn cng ging nh trong u gi truyn thng, nhng nh c s h tr ca h thng thng tin nn cc thao tc c tin hnh nhanh chng, thun tin cho c hai bn.
Hnh 3.2: Quy trnh u gi trc tuyn Lit k miu t Miu t Ln k hoch nh gi Loi hnh u gi ng k a thng tin Tm kim cc Cuc u gi gi u gi u gi u gi tng, u gi gim u gi y quyn Kt hp cc hnh thc u gi Tnh ton cho chi ph u gi Hy b u gi Thng bo v u gi Bo co ca nhng ngui tham gi u gi Xut ha n Vn chuyn

ng k Ngi bn

Ngi tham

Thng ton cho ngi bng th tn dng Phn hi ca Ngi mua

u gi Hon thnh

Thng bo cho ngui bn Trung gian u gi Ngi bn thanh ton ph

Ngun: Turban, Ecommerce, 2006, Prentice hall

Nhng bc c bn tin hnh u gi trc tuyn : Bc 1: Chun b cc thng tin v sn phm cn u gi : Tn sn phm , tnh nng, cng dng, tnh trng hin ti, cc vt dng i km, ngun gc, nh m t...

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Bi 3: Cc m hnh thng mi in t

Bc 2: ng k thnh vin trn sn giao dch. Hu ht cc sn giao dch TMT u yu cu ngi tham gia ng k thnh vin. Mt s sn c thu ph thnh vin. Bc 3: T ngi ch s hu sn phm u gi ng tin u gi ln sn. Cc sn u gi u thit k n gin, d hiu, c ch dn chi tit cho ngi dng, v vy khng c g l kh khn cho ngi dng khi ng tin u gi. Ngi dng s nh nhn vin sn u gi ng h tin u gi v thng l cho nhn vin kim sot lun phin u gi. Bc 4: Theo di phin u gi. Trong qu trnh u gi s c nhiu ngi thc mc v mun c gii thch chi tit hn, h s gi cu hi cho ngi bn thng qua mt cng c ca sn giao dch. Ngi bn cng tr li sm cu hi th mc hp dn v si ng ca phin u gi cng tng ln. Bc 5: Kt thc phin u gi. Nu thnh cng, tc l c ngi tr gi ln hn hoc bng gi sn th ngi bn s lin h vi ngi mua giao hng v thanh ton. Nu khng thnh cng, ngi bn c th ng li sn phm u gi ca mnh.
Bng 3.2: S khc bit gia hai hnh thc u gi

u gi truyn thng
Ngi mua c th trc tip xem xt v kim nh sn phm S lng ngi tham gia u gi hn ch Thi gian t chc u gi ngn, theo nh k C bin php ch ti i vi ngi mua khi h thng u gi nhng khng tr tin v d : tch thu tin k qu Ri ro khi u gi l thp nht (sn phm tht, ngi mua tht) Mt hng u gi hn ch, tr gi cao hoc l rt cao Ngi mua v bn u phi n tn ni t chc u gi

u gi trc tuyn
Ngi mua ch nhn thy sn phm thng qua hnh nh a ln mng S lng ngi tham gia u gi khng gii hn Thi gian u gi vi ngy, vi tun, vi thng Khng c bin php ch ti no, ngoi tr xa i ti khon m h ng k khi tham gia u gi Ri ro cao v sn phm o, ngi mua o Mt hng u gi a dng, tr gi sn phm tng i thp bn c th tham gia u gi ti bt k u c mng Internet

Ngun : Ecommerce, Turban, 2006

eBay, website u gi trc tuyn ln nht trn th gii hin nay

eBay.com c thnh lp vo nm 1995 bi Pierre Omidyar, mt chuyn gia lp trnh my tnh. L cng ty pht trin nhanh nht mi thi i v l website bn u gi trc tuyn ln nht ton cu, ni m mi ngi khp ni trn th gii c th mua hoc bn bt c mt hng no c php. Hin nay, eBay ang kim sot gn 90% ngnh u gi qua mng trn ton cu, c khong 80 triu ngi mua v tiu khong 894 USD mi ngy. Hng ngy c hn 2 triu mt hng mi c a thm vo giao dch, hn 10 triu cuc tr gi v hn 100.000 ngi bn, ngi mua gia nhp vo h thng bn hng ni ting ny. Vo bt c thi im no, trn eBay u ang din ra khong 19 triu phin u gi vi hn 45.000 mt hng khc nhau v khong 2 triu mt hng mi c cho bn hng ngy. Ngoi website chnh ca M, eBay cn thit lp mng li website ti 35 quc gia khc nhau. V nm 2007, eBay chnh thc ra i ti Vit Nam (www. eBay.vn) Nhm khuyn khch nhng ngi bn trc tuyn tng s lng mt hng cho bn trn
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Bi 3: Cc m hnh thng mi in t

website, eBay mi ra chnh sch thu ph mi theo hng c li cho ngi bn. C th l gim ti 50% ph rao bn hng trn website, b li s tng ph nhng cuc giao dch thnh cng. Hoc cc thun li v thnh ton nh khng phi thanh ton ngay trong thi hn 90 ngy khuyn khch mua sm... ng k tham gia u gi trn eBay: ch cn vi pht in y thng tin c nhn theo yu cu ca eBay, sau cng ty ny s gi n email ng k ti khon mt lin kt yu cu kch hot ti khon. Ch cn m email ny ra v tin hnh kch hot bng cch nhn vo lin kt v hon tt vic ng k. Thanh ton: eBay vi cng ty con Paypal to c li th trong vn thanh ton: nhiu loi th thanh ton quc t nh Visa, Master Card, American Express...u c chp nhn Ngoi ra, eBay cn cung cp dch v Paypal tr sau (Paypal Pay Later) v.v...
Tht bi ca m hnh Auctions.com

Auctions.com l mt trang u gi qua mng thuc cng ty m l Classified Ventures mt qu u t mo him c tr s ti Chicago, M. Auctions.com phi tuyn b ng ca vo nm 2000 v tt c cc hott ng u gi trn Auctions.com ngng trc mt ngy. Nguyn nhn tht bi:

Mt trong nhng tht bi l tn min ca n, tn kh chung nn kh to ra n tng cho

khch hng, hay ni cch khc vic nhn bit thng hiu l gn nh khng th, nh pets.com, furniture.com, garden.com.Cn eBay th li khc, n l mt ci tn rt ring vi ch e vit thng v ch B vit hoa mang li s khc bit v khin ngi ta mt ln c s nh lu hn.

i th ca Auctions.com chnh l eBay.com. Auctions.com khng th vt qua c

eBay, ch c 416.000 lt truy cp vo nm 2000 so vi 12 triu lt truy cp vo eBay. Danh mc sn phm c em ra u gi cng qu t so vi eBay. 3.6.3. u im ca m hnh u gi trc tuyn

Khng rng buc thi gian. Vic t gi c th thc hin bt k lc no. Cc sn phm c lit k trong mt hoc mt vi ngy (thng l t 1 n 10 ngy, ty theo thch ca ngi bn) ngi mua c thi gian tm kim, quyt nh v t gi. Gi tr ca mn hng s c nng ln theo s lng ngi tham gia u gi. Khng rng buc a l. Nhng ngi bn hng v nhng ngi u gi c th tham gia u gi t bt k ni no c truy cp Internet. iu ny lm cc cuc u gi thm gn gi v gim chi ph tham d mt cuc u gi. iu ny ng thi cng lm tng s lng cc sn phm (c cng nhiu ngi bn hng) v s lng cc t gi (c cng nhiu ngi t gi). Nhng mn hng khng nhng khng cn phi a n sn u gi m cn gim c chi ph, gim c gi khi im c chp nhn ca ngi bn. Sc mnh ca tng tc x hi. Tng tc x hi lin quan n qu trnh u gi th ging nh vic nh bc. Nhng ngi u gi ch i trong hi vng l h s thng (eBay gi nhng ngi t gi thnh cng l nhng ngi chin thng). Cng ging nh s ham m c bc, nhiu ngi tham gia t gi ch yu "chi tr chi" ch khng mun ginh c mn hng. iu ny to ra mt s phn chia ln cc khch hng tim nng ca eBay. S lng ngi u gi ln v tim nng c gi thp, hng ha v dch v a dng, d dng tham gia v li ch x hi ca qu trnh u gi.
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Bi 3: Cc m hnh thng mi in t

S lng ngi bn hng ln do c nhiu ngi tham gia t gi, c th bn c gi cao, gim chi ph bn hng, d bun bn. Mng li kinh doanh m rng. S lng ln ngi tham gia u gi s khuyn khch nhiu ngi bn, ngc li s lng ln ngi bn s lm tng s lng ngi u gi. Cng c nhiu hot ng th h thng cng ln mnh, v m hnh kinh doanh cng tr nn c gi tr cho nhng ngi tham gia.
3.7. 3.7.1. M hnh B2B v B2C M hnh B2B

3.7.1.1. Khi nim

B2B l loi hnh giao dch qua cc phng tin in t gia doanh nghip vi doanh nghip (cc hot ng mua bn, cc hot ng tc nghip khc gia cc cng ty vi nhau, trong c vic qun l dy chuyn cung ng, t nh cung cp n cng ty v t cng ty ti khch hng). Doanh nghip y l bt k t chc, c nhn no, k c cc t chc phi li nhun.
3.7.1.2. Cc m hnh thng mi in t B2B

Cn c vo s lng bn mua, bn bn v hnh thc kt hp gia cc bn; m hnh B2B c chia thnh 4 loi, theo m hnh di y:
Hnh 3.3: M hnh thng mi in t B2B

Ngun: Ecommerce, Turban, 2006

M hnh sn giao dch ca ngi bn (Sellside): L m hnh sn giao dch m mt doanh nghip lp ra bn hng ha hay dch v cho cc khch hng ca mnh (onetomany). Bn bn y c th l nh sn xut bn hng ha (dch v) cho cc nh bn bun, bn l, hay mt doanh nghip no ; hoc bn bn c th l nh phn phi n cc nh bn bun, bn l, hay cc doanh nghip khc.
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Bi 3: Cc m hnh thng mi in t

Mt s ngnh, c bit l nhng ngnh sn xut hng ha c hm lng cng ngh cao thng ch c mt vi nh cung cp nhng li c rt nhiu ngi mua. V vy xut hin s c quyn trong vic cung cp hng ha.
Hnh 3.4: Cu trc sn giao dch in t B2B

Ngun: Ecommerce, Turban, 2006

M hnh sn giao dch ca ngi mua (Buyside): L m hnh sn giao dch do mt doanh nghip lp ra mua hng ha (dch v) t nhiu doanh nghip khc (onefrommany). Hnh thc ny thng thy nhng ngnh cng nghip sn xut t, my bay,khi mt s t nh sn xut ln (GM, Ford, Boeing) tin hnh mua nguyn liu t rt nhiu cng ty con. Vic c quyn mua cho php ngi mua hng li t s cnh tranh gi c, cht lng. Hnh thc ny cn gip to dng nhng mi quan h tin tng lu di gia ngi mua v cc nh cung cp khi ngun mua hng ca ngi mua thc s n nh. Cc phng thc mua hng ha (dch v) ca cc doanh nghip: o u thu trc tuyn. o Mua hng trc tuyn t cc nh sn xut, bn bun hoc bn l thng qua m phn k kt hp ng. o Tham gia vo h thng mua hng y l h thng mua hng trc tuyn gm nhiu doanh nghip mua va v nh lp nn nhm tp trung lng cu ln, t mua c hng vi gi c phi chng, gim c chi ph giao dch. Sn giao dch trc tuyn a chiu (Exchanges): L m hnh sn giao dch trc tuyn m ti y mi doanh nghip c nhu cu u c th tham gia giao dch vi nhau trn c s ng dng mt nn cng ngh chung (manytomany). Cc sn
64

Bi 3: Cc m hnh thng mi in t

giao dch loi ny thuc quyn s hu v iu hnh ca bn th ba l ngi trung gian trc tuyn (V d: www.alibaba.com, www.ecvn.gov.vn). Trn sn giao dch, cc cng ty thnh vin s c cung cp mt website nh nm trong website ch, trn doanh nghip c th qung b gii thiu v cng ty, qung co cc sn phm; cc doanh nghip khc c nhu cu giao dch c th truy cp vo trang web xem xt cc thng tin, tm kim bn hng v tin hnh giao dch. Cc bn tham gia giao dch c c hi gim thiu cc chi ph v thi gian tm kim bn hng v thc hin cc hot ng thng mi, t s gim bt chi ph lin quan n cc hot ng mua bn hng ha, gim chi ph lu kho ca doanh nghip.
S khc bit gia 2 m hnh B2B a chiu v mt chiu:

Nu cng ty mua v bn hng ha th sn giao dch a chiu c th l ni tt gip h

tm c gi mua hp l hn hoc tm kim c nhng khch hng mi. y l cch thc tr nn ph bin gip cc cng ty gii phng hng tn kho ang qu ln. Tuy nhin, trong mt s ngnh cng nghip, cc nh cung cp khng sn sng bn hng cc sn giao dch cng cng v h ngi khch hng s tp hp nhau li c th mua hng vi gi r hn v lm gim li nhun rng ca cc nh cung cp.

Cc hnh thc chung trong mua hng ti cc sn giao dch a chiu bao gm mua
hng qua yu cu bo gi, mua hng qua catalog v bn hng qua u gi.

Cc cng ty s dng phng thc giao dch mt chiu l nhng cng ty mun to
dng mi quan h mt thit hn vi khch hng v nh cung cp. ng thi, cc sn giao dch mt chiu an ton hn v d liu trong qu trnh giao dch kinh doanh kh b l cho i th cnh tranh khi c l hng v bo mt. Cc cng ty s dng sn giao dch mt chiu trao i thng tin nh cc bng nh gi v kh nng giao hng ca cc nh cung cp, cc thng tin v doanh s d on, thit lp s kim sot trung tm i vi cc qu trnh mua bn qua cc hp ng c k kt vi cc nh cung cp

sn giao dch B2B cng tc (Collaborative commerce): L m hnh sn giao dch m trong cc doanh nghip hp tc giao dch vi cc doanh nghip khc ngoi vic mua bn hng ha nh trao i thng tin, thit k, lp k hoch, pht trin, qun l v nghin cu sn phm cng nh vic n lc ci tin ng dng TMT vo hot ng kinh doanh. M hnh ny gip doanh nghip c kh nng a sn phm mi ra th trng mt cch nhanh hn, gim c thi gian sn xut, gim c s hng tn kho v iu chnh nhanh chng hn theo nhu cu lun thay i ca khch hng.
3.7.1.3. Li ch v hn ch ca thng mi in t B2B

Li ch: To lp nhiu c hi mua bn. Gim thiu chi ph giy t v hn ch chi ph hnh chnh. Tit kim thi gian, nng cao hiu qu kinh doanh. Gip ngi mua tit kim thi gian v chi ph tm kim sn phm v nh cung cp. Tng hiu qu lm vic ca nhn vin trong vic mua bn sn phm. Gim thiu li v nng cao cht lng dch v. nh dng sn phm d dng hn.
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Bi 3: Cc m hnh thng mi in t

Gip cng ty gim thiu chi ph marketing v chi ph bn hng. Gim mc v chi ph hng tn kho. Gip to catalog in t ph hp vi tng nhu cu khch hng khc nhau vi cc mc gi khc nhau. Tng tnh linh hot trong sn xut v cho php thc hin giao hng theo ng thi gian. i vi ngi mua, gim chi ph mua hng. To ra s thch ng mc cao. Cung cp dch v khch hng hiu qu hn. Tng cng mi quan h hp tc vi i tc v khch hng. Hn ch: Gim thiu vai tr ca ngi trung gian k c nh bn bun v bn l. To nn s xung t trong knh phn phi v hot ng trao i cng ng.
3.7.2. M hnh B2C

Khi nim: L m hnh TMT gia doanh nghip v ngi tiu dng, theo , cc cng ty s bn hng ha hoc dch v n ngi tiu dng cui cng. M hnh B2C cn c bit n vi tn gi bn l trc tuyn. Doanh nghip y c th l nh sn xut, nh phn phi hoc i l. C rt nhiu mt hng c bn trc tuyn, tuy nhin ch c mt s trong hng lot mt hng l bn chy: phn cng v phn mm vi tnh (Dell v Gateway), in t gia dng (camera, my in, my scan, cc dng c khng dy...), vn phng, cc mt hng th thao, sch v nhc, chi, cc mt hng lm p cho phi n, cc mt hng thuc lnh vc gii tr, trang sc, xe t... Mt c tnh r rt nht ca TMT B2C l kh nng thit lp mi quan h trc tip vi khch hng rt hiu qu m khng cn c s tham gia ca khu trung gian nh nh phn phi, bn bun hoc mi gii. C th xt m hnh TMT B2C t 2 gc : T pha doanh nghip: M hnh TMT B2C t pha doanh nghip m t chu trnh qun l vic mua hng ca khch hng, tc l cc hot ng doanh nghip cn thc hin p ng nhu cu ca khch hng trong qu trnh mua hng nh: hon thnh n hng v giao hng cho khch hng cng nh thc hin cc hot ng hu cn cho kinh doanh ca doanh nghip. T pha khch hng: M hnh TMT B2C c th ha h thng cc hot ng ca ngi i mua hng thc hin khi mua hng ha hoc dch v.
Amazon.com l v d in hnh cho m hnh TMT ny

Tn min thu ht 615 triu ngi xem mi nm, con s ny ln gp i walmart.com. Ban u amazon ch kinh doanh mt hng sch, sau nhanh chng lm nh bn l cc
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Bi 3: Cc m hnh thng mi in t

mt hng khc nh a CD, bng video, DVD, phn mm, cc in gia dng, lm bp, lm vn, chi, tr chi v sn phm cho tr s sinh, trang sc, nhc c, vn phng phm T 8/2005, amazon bt u bn sn phm ca mnh di mc ring l Pinzon khi cng ty c nh tp trung vo cc sn phm nh dt may, dng nh bp v cc sn phm gia dng. 5/2007, amazon tuyn b m mt ca hng m nhc trc tuyn, bn nhng bn nhc dng MP3. 8/2007, amazon cho ra i ca hng thc phm trc tuyn AmazonFresh, khch hng c th yu cu giao thc phm vo bui sng sm. Nm 2008, amazon cn vn sang c sn xut phim v hin ti ang u t vo phim The Stolen Child vi hng phim 20th Century Fox.

M hnh kinh doanh bn l trc tuyn hiu r hn m hnh ny, chng ta xem xt di kha cnh nh bn l hoc nh sn xut. Ngi bn mc d c c cu t chc ring, nhng vn phi nhp hng t cc ngun khc, thng l cc nh kinh doanh. M hnh di y ch ra cc hot ng kinh doanh khc trong Thng mi in t v cc hot ng lin quan, v cc hot ng ny t nhiu u nh hng n loi hnh kinh doanh bn l trc tuyn.
Hnh 3.5: M hnh bn l trc tuyn

i tc kinh doanh Nh cung cp Nh cung cp Nh cung cp i tc kinh doanh

Nh phn phi

Khch hng Nh cung cp B2B Bn hng marketing & CRM Nh cung cp Nh cung cp K hoch ngun lc doanh nghip xng sng i tc kinh doanh

Cng ty ca chng ti B2B Qun l chui cung ng (SCM)

Ti chnh doanh nghip, k ton, HRM, IT

Ngun: Ecommerce, Turban, 2006

Vn trung gian trong phn phi Trong knh phn phi truyn thng, trung gian xut hin gia ngi bn v ngi tiu dng, chng hn nh nh bn bun, nh phn phi, nh bn l theo m hnh 3.6 di y. Cng nhiu khu trung gian th cng lm cho gi thnh sn xut cao hn. Trung gian truyn thng cung cp mt h tng giao thng (ging nh mt mng li bun bn), h iu phi v lm cu ni gia ngi mua v ngi bn. Tuy nhin, trong TMT liu cc bn trung gian nh cc i l du lch, cc mi gii chng khon, i l bo him ... c cn tn ti ?
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Bi 3: Cc m hnh thng mi in t

Nh sn xut c th s dng Internet bn hng trc tip cho ngi tiu dng v cung cp cho h cc dch v trc tuyn. Trong trng hp ny th bn trung gian khng tn ti, chng ta gi l Disintermediated (hnh b v c). Nh sn xut bn hng trc tip cho ngi tiu dng m khng phi qua cc nh bn bun v bn l. Tuy nhin, khch hng s gp phi mt s kh khn khi mua hng trc tuyn v ngc li cc ca hng trc tuyn c th s gp kh khn khi giao hng cho khch hng. Do , khc phc vn ny, cn phi c mt bn h tr trc tuyn. V trong trng hp ny, cc bn trung gian trong truyn thng s ng mt vai tr mi trong thng mi in t, s cung cp gi tr gia tng v s tr gip.
Hnh 3.6: Cu trc mng phn phi trong thng mi in t

Nh cung cp

Nh sn xut

Bn bun (a)

Bn l

Ngi tiu dng

Nh cung cp

Nh sn xut

Bn bun (b)

Bn l

Ngi tiu dng

Nh cung cp

Nh sn xut

Bn bun (c)

Bn l

Ngi tiu dng

Nh cung cp
Hng ha lu thng Thng tin lu lng

Nh sn xut

Bn bun

Bn l

Ngi tiu dng

Chc nng trung gian

Ngun: Ecommerce, Turban, 2006

Nh vy, Internet to ra mt phng cch mi tip cn khch hng, mt phng php mi em li gi tr cho khch hng, v em li nhiu doanh thu. V d v cc vai tr mi ca bn trung gian, Kelly Blue Book (kbb.com) cung cp thng tin v gi c cho khch hng; Edmunds th cung cp cho khc hng thng tin v cc chi ph khi giao dch; CARFAX (carfax.com) c th nghin cu mt loi xe hi s dng no v thng bo cho khch hng nu xe ny c bt k vn no xy ra cn iMotors (imotors.com) cung cp cho khch hng chit khu v bo him, gas v dch v sa cha.

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Bi 3: Cc m hnh thng mi in t

TM LUC CUI BI

Cc m hnh chng ta nghin cu trong bi hc ny bao gm: M hnh Catalog trc tuyn (Web Catalog Model): Catalog in t l cc trang thng tin v sn phm di dng in t, khng nhng ng mt vai tr quan trng trong cc ng dng ca thng mi in t, m cn c vai tr xng sng cho mt trang web bn hng trc tuyn. Hin nay, trn hu ht cc website bn hng trc tuyn u trin khai ng dng catalog in t. C th lu gi catalog in t trn mng hoc vo cc a CDROM. Li ch ln nht m catalog in t em li l n gip doanh nghip trin khai hiu qu hoat ng bn hng qua mng, ngi tiu dng th c th mua hng trc tip qua mng m khng cn phi ti ca hng xem sn phm. M hnh siu th trc tuyn (e-store model): Siu th trc tuyn l trang web bn hng trc tuyn ni m ngi tiu dng c th vo mua sm hng ha v dch v v thanh ton trc tuyn bng cc phng tin thanh ton in t, ngoi ra cn c th gi bng nhiu tn khc nhau nh ca hng o (virtual shop), ca hng trc tuyn (electronic storefront, online store). M hnh ng k hay cung cp ni dung (Digital content model): L m hnh m cc doanh nghip c sn cc thng tin c lu tr di dng vn bn hoc c quyn s hu loi thng tin trn s a cc thng tin ln h thng mng ca chnh doanh nghip mnh. Doanh thu cng s thu c t h thng thng tin m khch hng truy cp. Cc sn phm s ha hin nhin c bn v giao trc tip trn mng. M hnh h tr qung co (Advertising-supported model): L m hnh m website s cung cp dch v, thng tin hay c s d liu min ph cho khch hng khi i km vi cc thng ip qung co. V doanh thu c c khi ng dng m hnh ny l t hot ng qung co. M hnh ph dch v (fee-for-service model): M hnh ph dch v l m hnh to doanh thu thng qua thu ph dch v m doanh nghip cung cp cho khch hng, tuy nhin theo m hnh ny, nh cung cp s khng thc hin giao dch cho khch hng m tin hnh cung cp dch v trc tuyn cho khch hng s dng. M hnh u gi trc tuyn (online auction model): u gi trc tuyn l vic tin hnh hot ng u gi qua cc h thng thng tin. T chc, c nhn c th c lp tin hnh u gi trc tuyn hoc thng qua dch v u gi trc tuyn ca t chc, c nhn khc. M hnh B2B l loi hnh giao dch qua cc phng tin in t gia doanh nghip vi doanh nghip. Doanh nghip y l bt k t chc, c nhn no, k c cc t chc phi li nhun. B2B chim t nht 85% tng gi tr giao dch ca TMT. M hnh B2C: L m hnh TMT gia doanh nghip v ngi tiu dng, theo , cc cng ty s bn hng ha hoc dch v n ngi tiu dng cui cng. N c bit n vi tn gi bn l trc tuyn. Doanh nghip y c th l nh sn xut, nh phn phi hoc i l. Mt c tnh r rt nht ca TMT B2C l kh nng thit lp mi quan h trc tip vi khch hng rt hiu qu m khng cn c s tham gia ca khu trung gian nh nh phn phi, bn bun hoc mi gii.

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Bi 3: Cc m hnh thng mi in t

CU HI THO LUN:

Yahoo!, MSN v Google hot ng theo m hnh ng k hay m hnh h tr qung co? u v nhc im ca m hnh ng k ni dung? u v nhc im ca m hnh h tr qung co? M hnh h tr qung co v qung co trc tuyn ging v khc nhau nh th no? Catalog in t l g? So snh catalog in t v catalog n bn? Nu nhng li ch ca vic s dng catalog in t? C nhng loi catalog c bit ha no? Siu th trc tuyn l g? Nu mt s loi siu th trc tuyn. Mt trang web bn hng trc tuyn phi c nhng ni dung g? Hy vit quy trnh mua hng thng thng trn siu th trc tuyn? Ti Vit Nam, c nhng doanh nghip thng mi in t no ng dng m hnh ph dch v? u gi truyn thng khc vi u gi trc tuyn nh th no? Bn l trc tuyn khc vi bn l truyn thng nh th no? S khc nhau gia sn giao dch a chiu v sn giao dch trc tuyn? Nhng loi hng ha no ph hp vi m hnh siu th trc tuyn? Loi hnh tr chi trc tuyn ti Vit Nam ng dng m hnh no?

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