Môn học: Thương mại điện tử

C2: MÔ HÌNH KINH DOANH

THƯƠNG MẠI ĐIỆN TỬ

GV: Phạm Thị Châu Quyên

Trường ĐH Ngoại thương TP. HCM
Mục tiêu chương 2
2.1 Xác định các thành phần chính của mô hình kinh doanh
thương mại điện tử.
2.2 Mô tả các mô hình kinh doanh B2C chính.
2.3 Mô tả các mô hình kinh doanh B2B chính.
2.4 Hiểu các khái niệm và chiến lược kinh doanh chính áp
dụng cho thương mại điện tử.
C2 Mô hình kinh doanh TMĐT

1 Mô hình kinh doanh TMĐT

- Định nghĩa
- Các yếu tố chính của một mô hình kinh doanh

2 Mô hình B2C

3 Mô hình B2B

Quy định về mô hình KD TMĐT trong

4
nghị định 52/2013/NĐ-CP

5 Cách TMĐT thay đổi hoạt động KD

Pham Thi Chau Quyen
2.1 Mô hình kinh doanh TMĐT

• Business model
– ……………………………………………………
……………………………………………………
• Business plan
– ……………………………………………………
……………………………………………………
• E-commerce business model
– ……………………………………………………
……………………………………………………
8 KEY ELEMENTS OF A BUSINESS MODEL

1. Value proposition
2. Revenue model
3. Market opportunity
4. Competitive environment
5. Competitive advantage
6. Market strategy
7. Organizational development
8. Management team
1. Value Proposition
• “Why should the customer buy from you?”
• Successful e-commerce value propositions:
– Personalization/customization
– Reduction of product search, price discovery
costs
– Facilitation of transactions by managing
product delivery
2. Revenue Model
• “How will you earn money?”
• Major types of revenue models:
– Advertising revenue model
– Subscription revenue model
§ Freemium strategy
– Transaction fee revenue model
– Sales revenue model
– Affiliate revenue model
 advertising
model
sales model

REVENUE
MODELS

subscription transaction fee

model model
affiliate model

Freemium strategy
 TERMS
1. GDN
2. Stickiness
3. Impression
4. SERP
5. SEO
6. PPE
7. CTA
8. CPI
9. CPM
10. CPC/PPC
11. CTR
12. Conversion rate
13. Remarketing
 TERMS
not only efficient but effective
1. GDN (Google Display Network)
2. Stickiness
3. Impression
4. SERP (Search Engine Results Page)
5. SEO (Search Engine Optimization)
6. CTA
7. CPI
8. CPM
9. CPC/PPC
10. CTR
11. Conversion rate (a purchase, signup, or registration)
12. Remarketing
Remarketing
 REVENUE models

- In the ............................, a website that offers its users

content or services charges a subscription fee for access to
some or all of its offerings.

- In the ............................, a company receives a fee for

enabling a transaction.

- In the ............................, sites that steer business to an

“affiliate” receive a referral fee or percentage of the
revenue from any resulting sales.
 REVENUE models

- In the ...................., a Web site that not only offers its

users content, services, products but also provides a forum
for advertisements and receives fees from advertisers.
Those Web sites that are able to attract the greatest
viewership or that have a highly specialized, differentiated
viewership and are able to retain user attention
("stickiness") are able to charge higher advertising rates.

- In the ......................, companies have revenue by selling

goods, information, services to customers.
 Criteria Advertising Subscription Sales Transaction Affiliate
model model model model model
Content/Product

Activities (of
visitors on
website)
Characteristics
of the website

How to charge a
fee

Who pays the

fee
Examples
3. Market Opportunity
• “What marketspace do you intend to serve and what is
its size?”
– Marketspace: Area of actual or potential commercial
value in which company intends to operate
– Realistic market opportunity: Defined by revenue
potential in each market niche in which company
hopes to compete
• Market opportunity typically divided into smaller niches
4. Competitive Environment
• “Who else occupies your intended marketspace?”
– Other companies selling similar products in the same
marketspace
– Includes both direct and indirect competitors
• Influenced by:
– Number and size of active competitors
– Each competitor’s market share
– Competitors’ profitability
– Competitors’ pricing
5. Competitive Advantage
• “What special advantages does your firm bring to the
marketspace?”
– Is your product superior to or cheaper to produce
than your competitors’?
• Important concepts:
– Asymmetries
– First-mover advantage, complementary resources
– Unfair competitive advantage
– Leverage
– Perfect markets
6. Market Strategy
• “How do you plan to promote your products or services
to attract your target audience?”
– Details how a company intends to enter market and
attract customers
– Best business concepts will fail if not properly
marketed to potential customers
7. Organizational Development
• “What types of organizational structures within the firm
are necessary to carry out the business plan?”
• Describes how firm will organize work
– Typically, divided into functional departments
– As company grows, hiring moves from generalists to
specialists
8. Management Team
• “What kind of backgrounds should the company’s
leaders have?”
• A strong management team:
– Can make the business model work
– Can give credibility to outside investors
– Has market-specific knowledge
– Has experience in implementing business plans
9 ELEMENTS OF A BUSINESS MODELS
(Lean Canvas Model)
1. Problems
2. Customer segments
3. Unique value proposition
4. Solutions
5. Key metrics
6. Channels
7. Cost structure
8. Revenue streams
9. Unfair advantages
 BY GOVERNMENT BUSINESS CONSUMER
PARTICIPANTS (G) (B) (C)

GOVERNMENT G2G G2B G2C

(G)

BUSINESS B2G B2B B2C

(B) (alibaba.com) (amazon.com)

CONSUMER C2G C2B C2C

(C) (eBay.com)
2.2 Mô hình B2C

• E-tailer
• Community provider (social network)
• Content provider
• Portal
• Transaction broker
• Market creator
• Service provider
B2C Models: E-Tailer
• Online version of traditional retailer
• Revenue model: Sales
• Variations:
– Virtual merchant
– Bricks-and-clicks
– Catalog merchant
– Manufacturer-direct
• Low barriers to entry
B2C Models: Community Provider
• Provide online environment (social network) where
people with similar interests can transact, share
content, and communicate
– Examples: Facebook, LinkedIn, Twitter, Pinterest
• Revenue models:
– Typically hybrid, combining advertising,
subscriptions, sales, transaction fees, and so on
B2C Models: Content Provider
• Digital content on the Web:
– News, music, video, text, artwork
• Revenue models:
– Use variety of models, including advertising,
subscription; sales of digital goods
– Key to success is typically owning the content
• Variations:
– Syndication
– Aggregators
B2C Business Models: Portal
• Search plus an integrated package of content and
services
• Revenue models:
– Advertising, referral fees, transaction fees,
subscriptions for premium services
• Variations:
– Horizontal/general (examples: Yahoo, AOL, MSN)
– Vertical/specialized (vortal) (example: Sailnet)
– Search (examples: Google, Bing)
B2C Models: Transaction Broker
• Process online transactions for consumers
– Primary value proposition-saving time and money
• Revenue model:
– Transaction fees
• Industries using this model:
– Financial services
– Travel services
– Job placement services
B2C Models: Market Creator
• Create digital environment where buyers and sellers can
meet and transact
– Examples: Priceline, eBay
– Revenue model: Transaction fees, fees to merchants
for access
• On-demand service companies (sharing economy):
platforms that allow people to sell services
– Examples: Uber, Airbnb
Market creator
Market creator
B2C Models: Service Provider
• Online services
– Examples: Google
§ Google Maps, Gmail, and so on
• Value proposition
– Valuable, convenient, time-saving, low-cost
alternatives to traditional service providers
• Revenue models:
– Sales of services, subscription fees, advertising,
sales of marketing data
2.3 Mô hình B2B

• Net marketplaces
– E-distributor
– E-procurement
– Exchange
– Industry consortium
• Private industrial network
(i) Sell-side B2B
(ii) Buy-side B2B
(iii) Electronic Exchange
2.4 Mô hình kinh doanh TMĐT (Nghị định 52/2013/NĐ-CP)

A. E-commerce sale websites

1. E-tailer website
2. Service provider
B. E-commerce service websites
3. E-marketplace
4. Online sale promotion websites
5. Online auction websites

Source: Decree 52/2013/ND-CP

2.5 Cách TMĐT thay đổi hoạt động kinh doanh
Figure 2.4 E-commerce and Industry Value
Chains
Firm Value Chains
• Activities that a firm engages in to create final products
from raw inputs
• Each step adds value
• Effect of Internet:
– Increases operational efficiency
– Enables product differentiation
– Enables precise coordination of steps in chain
Figure 2.5 E-commerce and Firm Value Chains
Business Strategy