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STRATEGY AND MODELS

WEB SITE DESIGN. STRATEGY AND MODELS. Thành viên : Nguyễn Chí Thông 51003255 Trần Ngọc Luân 51001856 GVHD: Đặng Trần Trí. Agenda. Introduction. 1. Background. 2. Web site design strategy. 3. 4. E-commerce Web site design models. 5. Summary. 6.

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STRATEGY AND MODELS

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  1. WEB SITE DESIGN STRATEGY AND MODELS

  2. Thànhviên: • NguyễnChíThông 51003255 • TrầnNgọcLuân 51001856 GVHD: ĐặngTrầnTrí

  3. Agenda Introduction 1 Background 2 Web site design strategy 3 4 E-commerce Web site design models 5 Summary 6 References and further reading

  4. Introduction • Dramatic impact of Web on the future of EC. • EC offers functionality and new ways of doing business. • Benefits and convenience of EC.

  5. EC

  6. Background • Hoffman et al • Kalakota and Whinston • Myerscough • Liu et al • Angehrn • Watson et al

  7. Web site design strategy • Informational/communication strategy • On-line/transactional strategy

  8. Web site design strategy Informational/communication strategy: • The Web is used to support but not to replace a company’s main business activities. • Eg: 93% of Fortune 500 companies have publicly accessible sites, but fewer than 26% support transactions.

  9. Web site design strategy Informational/communication strategy: • They can produce significant sales in other areas of business. • Eg: Insight Direct, a discount computer cataloger selling mostly to business, generate s only 10% of its sales from its on-line catalog, but more than 75% t of its new customers com e from the site.

  10. Web site design strategy On-line/transactional strategy: • Provides an electronic catalog of products for sale. • There have been a lot of successful designs: Amazon.com and Virtual Vineyards

  11. EC Website design models Many Web design models exist on the Internet and new models are increasing expeditiously. EC is not only about doing business over the Internet but also about changing the way companies do business.

  12. E-Commerce Web site design models Approaches Informational/ Communicational Design On-line/ Transactional Design Strategy • Brand awareness and image building model • Cost saving models • Promotion model • Info-mediary model • Brokerage Model • Retail Model • Mall Model • Advertising Model • Subscription Model • Community Model • Manufacturer Model • Customization Model

  13. Brand awareness and image building model • Web sites provide detailed, rational information about firm and its offerings. • Small firm can set up this kind of site • Examples: • Ford: posts its environmental policy, cleaner manufacturing, community involvement, and corporate citizenship report. • Reebook: lets visitors read about sports and fitness, hear from Reebok-sponsored athletes, and learn bout Reebok’s human-rights activities, among other things.

  14. Cost saving model • Saving from commercial activity on the Web includes cost-effective savings and productivity savings. • Many companies now use their Web site to support the ownership phase of the customer service life cycle • Examples: • Microsoft: provides voluminous support material, live audio broadcasts of Microsoft conferences, product user groups, and free download of the patch and supplemental programs. • FedEx: has a Web-based parcel tracking service. The Web site saves at least 100,000 shipment tracking requests a day.

  15. Promotion model • The promotion model represents a unique form of advertising that attracts a potential customer to a site. • Objective: attract the user to the commercial site behind it. • Examples: • Auto-By-Tel: offers a comprehensive consumer report for all major manufacturers. • Kodak: provides technical help and tutorials for its digital cameras and offers a library of colorful, high-quality digital images that are downloadable. 15

  16. Info-mediary model • An info-mediarymay offer users free Internet access or free hardware in exchange for detailed information about their surfing and purchasing habits. • The model can also work in the other direction: providing consumers with useful information about the Web sites in a market segment that compete for their dollar • Example: • Audio Review (www.AudioReview.com) • New York Times (www.NYTimes.com) 16

  17. Brokerage Model • Brokers are match-makers. • They bring buyers and sellers together and facilitate transactions . • Example: • eTrade (www.eTrade.com) • World Chemical Exchange (www.ChemConnect.com) 17

  18. Retail Model • E-tailers are an Internet version of classic wholesalers and retailers of goods and services. • Example: • eToys(www.eToys.com) • Lands ’ End (www.Landsend.com) 18

  19. Mall Model • An e-mall hosts many on-line merchants • The mall typically charges setup, monthly listing, and/or per transaction fees • Example: • Yahoo! Shopping (Shopping.Yahoo.com) • zShops(zShops.com ) 19

  20. Advertising Model • The Web-advertising model is an extension of the traditional media-broadcasting model. • The advertising model only works when the volume of viewer traffic is large or highly specialized . • Example: • Yahoo! (Yahoo.com ) • Free Merchant (FreeMerchant.com) 20

  21. Subscription Model • Users pay for access to the site. High value added content is essential. • Example: • Quote.com (www.Quote.com) • ESPN SportsZone (espnnet.sportszone.com) 21

  22. Community Model • The viability of the community model is based on user loyalty (as opposed to high traffic volume). • The community model may also run on a subscription fee for premium services. • Example: • Family Radio (FamilyRadio.com ) • Guru (Guru.com) 22

  23. Manufacturer Model • This model is predicated on the power of the Web to allow manufacturers to reach buyers directly and thereby compress the distribution channel (i.e. eliminate wholesalers and retailers). • Example: • Micron (www.micron.com) • Flowerbud (www.Flowerbud.com) 23

  24. Customization Model • This model provides customers with content that is customized to meet their preferences. • While this model represents a novel use of e-commerce technology, it is unclear how large a paying market exists for this kind of information. • Example: • My.Netscape (My.Netscape.com) • Intelligent Agents (BargainFinder.com) 24

  25. Summary • This paper studies the emerging models of e-commerce Web site design. • The models are categorized base d on different Web design site strategies. • In fact, companies usually use more than one model to accomplish their e-commerce objectives.

  26. THANK YOU!

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