本文是工商管理專業(yè)的留學(xué)生Essay范例,題目是“Revenue Models for E-Commerce and Impact on the Supply Chain(電子商務(wù)的收入模式及其對(duì)供應(yīng)鏈的影響)”,理解在線環(huán)境下商業(yè)運(yùn)作的概念是本文的主要目的。電子商務(wù)是傳統(tǒng)商業(yè)的演變,因?yàn)榛ヂ?lián)網(wǎng)和技術(shù)已經(jīng)改變了商業(yè)運(yùn)作的方式。就像任何其他商業(yè)形式一樣,電子商務(wù)需要?jiǎng)?chuàng)建一個(gè)框架,通過(guò)使用收入模型和組織策略來(lái)支持其可持續(xù)性。這些因素有助于對(duì)在線業(yè)務(wù)的收入模式進(jìn)行更深入的評(píng)估。收入模型作為一種策略,應(yīng)該對(duì)供應(yīng)鏈產(chǎn)生積極的影響。上述段落概括了本報(bào)告的主要目的。
Introduction介紹
The aspect of understanding the concept of business operations within the online environment serves as the main purpose of this paper. E-commerce is the evolution of traditional businesses since the internet and technology have changed the ways commerce operations take place. Just like any other business form, E-commerce needs to create a framework that supports its sustainability through the use of revenue models and organisational strategies. These factors facilitates a more in-depth evaluation of revenue models within an online business. A revenue model acts as a strategy that should impact a supply chain positively. The above paragraph sums up the primary purpose of this report.
Differences between Online Business and Traditional Business
Several differences exist in the relationship between online and traditional businesses. The first differences are on the overhead costs. Online businesses possess lower operational and start-up cost compared to traditional business models. It eliminates issues related to rent, employees, and utilities. Online business is convenient for customers than traditional business. The experience by online businesses to customers is greater than a traditional business. One of the common advantages of traditional business is that customers have the opportunity to establish a live shopping experience through traditional business than when using online businesses. When it comes to online business, it is hard to relate with a product when purchasing it until one acquires it physically. In addition, traditional businesses allow one to shop and feel the product by touching them during the purchase process. The above factor eliminates issues such as manipulation of customers, distorting quality, and online theft. However, online business has facilitated the development of a platform for potential customers and suppliers to benefit from a mutually agreed trade (Jahanshahi et al., 2011). The road towards the creation of a successful online business may be challenging if one does not obey the various principles associated with its development. Therefore, market research allows one to have an improved online business and grow it to the final status. Any investor with an urge to start an online business should comprehend guidelines and create a plan to build a successful business. The process of carrying out the transactions taken by E-Commerce creates a significant level of competition and benefits over traditional methods. Effective online business implementation influences faster transactions of business. They reduce the cost undertaken to maintain business operations. It additionally acts as a sustainable and convenient way of handling business than selling and buying services and products.
Operations of Online Business網(wǎng)上商務(wù)運(yùn)營(yíng)
Online business environment comprises many procedures and processes in the business industry. E-commerce serves as a term that means electronic business. As said above, it describes commercial transactions that involve information transfer using the internet. E-commerce comprises of a diverse range of businesses across the market. Electronic transactions have existed for many decades as Electronic Data Interchange (EDI) (Fang et al., 2014). Electronic Data change involves the establishment of dedicated data links between the suppliers and the customers. The transactions provide companies and suppliers with the opportunity to create multiple links. The businesses include retail sites, music auction sites, bond and stocks market sites, and service sites. E-commerce is the fastest growing type of business platform in the global world, due to the exponential growth of globalisation in the 21st century. Opening up of local businesses via the internet makes it possible for international business operations (movement of goods and services to and from countries).
網(wǎng)上商務(wù)環(huán)境包括許多程序和流程在商業(yè)行業(yè)。電子商務(wù)是指電子商務(wù)的一個(gè)術(shù)語(yǔ)。如上所述,它描述了使用互聯(lián)網(wǎng)進(jìn)行信息傳遞的商業(yè)交易。電子商務(wù)包括橫跨市場(chǎng)的各種各樣的業(yè)務(wù)。電子交易作為電子數(shù)據(jù)交換(Electronic Data Interchange, EDI)已經(jīng)存在了幾十年(Fang et al., 2014)。電子數(shù)據(jù)變更涉及在供應(yīng)商和客戶之間建立專門的數(shù)據(jù)鏈接。這些交易為公司和供應(yīng)商提供了建立多重聯(lián)系的機(jī)會(huì)。這些企業(yè)包括零售網(wǎng)站、音樂(lè)拍賣網(wǎng)站、債券和股票市場(chǎng)網(wǎng)站以及服務(wù)網(wǎng)站。電子商務(wù)是全球增長(zhǎng)最快的商業(yè)平臺(tái)類型,由于全球化在21世紀(jì)的指數(shù)增長(zhǎng)。通過(guò)互聯(lián)網(wǎng)開(kāi)放本地企業(yè)使國(guó)際商業(yè)運(yùn)作(商品和服務(wù)進(jìn)出各國(guó))成為可能。
Furthermore, the above brings us to the point that E-commerce serves as a platform that allows the exchange of goods and services electronically. The platform allows the exchange of goods and services to take place without any barrier such as time and distance. The growth of electronic business has occurred rapidly in the last half a decade. The technology world still predicts the growth to double in the next coming decade. In the near future, electronic commerce will have blurred boundaries between electronic and conventional commerce (Maity & Dass, 2014). To elaborate more this means that businesses will leave their physical dimensions on to the internet. Most of the businesses will take place online. There are several types of E-commerce. The most common discussed type of E-commerce includes business to consumer (B2C) in which online business are connected to consumers. Another form includes business to business (B2B) where business engage in selling to other businesses. B2B business serves as a platform which connects thousands of businesses. It brings together customers and suppliers for mutual benefits of transacting their desired business operations. Last but not least, Consumer to consumer (C2C) is the use of platforms to help consumers to sell to other consumers (Laudon & Traver, 2016).
Online Business and Revenue Models在線業(yè)務(wù)和收入模式
Online business is very unique in their development and operations. To add more, it is up to the business owner to think of a possible way to impose efficient strategies and revenue models. Online business owners should know the needs and potential of their businesses to influence and increase financial growth. One of the models used in running an online business includes the product sales model. It involves the process of selling a product and people purchasing it online. It only takes the presentation of a physical product or service and presenting it to the customers through online business platforms (Hamilton & Webster, 2015). For instance, an example of that would be a website such as Alibaba (Alibaba.com) connecting suppliers and manufacturers to customers. It is the role of the suppliers and the manufacturers to add products using their websites and write a short description about the product features, delivery time, and ways to order. The customers that visit the website have different varieties of desired products and can make comparisons in terms of price and quality. The websites have images regarding millions of products. Customers acquire the opportunity to customize their profiles to meet their needs. A customer may only put five tabs in their profile as compared to another who may only want three. A customer may either pick to have notifications regarding new products if they subscribe to their supplier or manufacturer updates. The model enables suppliers and manufacturers to track their sales and know their potential revenues they can make from future sales through the money wallet embedded that connects them to their customers.
網(wǎng)上商務(wù)在其發(fā)展和運(yùn)營(yíng)上是非常獨(dú)特的。更重要的是,企業(yè)主需要想出一種可行的方法來(lái)實(shí)施有效的策略和收入模式。在線企業(yè)主應(yīng)該知道他們的業(yè)務(wù)的需求和潛力,以影響和增加財(cái)務(wù)增長(zhǎng)。運(yùn)營(yíng)在線業(yè)務(wù)的一種模式包括產(chǎn)品銷售模式。它包括銷售產(chǎn)品和人們?cè)诰€購(gòu)買的過(guò)程。它只需要展示一個(gè)實(shí)體產(chǎn)品或服務(wù),并通過(guò)在線商務(wù)平臺(tái)將其呈現(xiàn)給客戶(Hamilton & Webster, 2015)。例如,阿里巴巴(Alibaba.com)這樣的網(wǎng)站將供應(yīng)商和制造商與客戶聯(lián)系起來(lái)。供應(yīng)商和制造商的角色是通過(guò)他們的網(wǎng)站添加產(chǎn)品,并寫(xiě)一個(gè)關(guān)于產(chǎn)品特性、交貨時(shí)間和訂購(gòu)方式的簡(jiǎn)短描述。訪問(wèn)網(wǎng)站的客戶有不同種類的想要的產(chǎn)品,可以在價(jià)格和質(zhì)量方面進(jìn)行比較。網(wǎng)站上有數(shù)百萬(wàn)產(chǎn)品的圖片??蛻粲袡C(jī)會(huì)定制他們的個(gè)人資料,以滿足他們的需求。一個(gè)客戶可能只在其個(gè)人資料中放置五個(gè)標(biāo)簽,而另一個(gè)客戶可能只需要三個(gè)標(biāo)簽。如果客戶訂閱了其供應(yīng)商或制造商的更新,則可以選擇有關(guān)于新產(chǎn)品的通知。這種模式使供應(yīng)商和制造商能夠跟蹤他們的銷售情況,并通過(guò)將他們與客戶連接起來(lái)的嵌入式錢包了解他們未來(lái)的銷售收入。
The second business model includes affiliate marketing. Affiliate marketing raises revenue through advertising products and selling through a site (Morganti et al., 2014). An online business may sell products of another company through their website. An example includes setting up an affiliate account and placing a direct link to a product on the Amazon website. The affiliation will make a person doing that to earn a percentage from the made sales. Many companies dealing with sales have a strategy that allows them to build huge customer basis by using affiliates from different countries. The affiliates are able to earn commissions that sustain their operations. Affiliated marketing may also involve selling products on behalf of a company. An affiliate acts as a middleman between a customer and a company. However, the company holds the power to acquire the largest percentage of product sales. An affiliate may quote own price but with a realistic status. Affiliate marketing involves the affiliate setting their own platforms and connecting them to the websites of the companies they represent. This enables them to communicate with customers and companies at the same time in terms of delivering the products to them.
Online advertising is among the most popular revenue models. It involves online business owners receiving requests from considerable companies to purchase space from them to market products and services. Companies may request website owners to design photos and written messages of products and services which are posted on the websites. Pay-per-view and pay-per-click serve as the two primary forms of online advertising. They determine the number of times advertisers will have to pay for their advertisements (Bryman & Bell, 2015). Companies may pay online business owners for the number of clicks made on a link by visitors. An online business with more traffic leads to more clicks. The above factor means that the business may have a high internet ranking to generate more revenue derived from advertisements. Online advertisement may also be involved using Google ads as a way to create more viewers. Online businesses earn from Google ads if they lead them to their websites.
在線廣告是最受歡迎的收入模式之一。它涉及到在線企業(yè)主收到大量公司的請(qǐng)求,要求他們從他們那里購(gòu)買空間來(lái)推銷產(chǎn)品和服務(wù)。公司可能會(huì)要求網(wǎng)站所有者設(shè)計(jì)產(chǎn)品和服務(wù)的照片和書(shū)面信息,并將其發(fā)布在網(wǎng)站上。按點(diǎn)擊率付費(fèi)和按點(diǎn)擊率付費(fèi)是在線廣告的兩種主要形式。他們決定了廣告客戶將不得不為他們的廣告支付的次數(shù)(Bryman & Bell, 2015)。公司可能會(huì)根據(jù)訪問(wèn)者對(duì)某個(gè)鏈接的點(diǎn)擊次數(shù)向在線企業(yè)主支付費(fèi)用。一個(gè)擁有更多流量的在線業(yè)務(wù)會(huì)帶來(lái)更多的點(diǎn)擊。上述因素意味著,企業(yè)可能有一個(gè)高的互聯(lián)網(wǎng)排名,以產(chǎn)生更多的收入,從廣告。在線廣告也可以使用谷歌廣告作為一種創(chuàng)造更多觀眾的方式。在線業(yè)務(wù)賺取谷歌廣告,如果他們引導(dǎo)他們到他們的網(wǎng)站。
The last online business model may comprise of transaction fees model. In the business model, companies pay to access services. An example includes a business owner selling a product on e-Bay. The above situation sees such a business owner having a fixed price for posting the product for sale. If customers purchase a product from the site, a business owner may have to pay a small purchase fee. The main reason is that such a site as e-Bay undertakes marketing related activities for the products which need compensation.
Role of E-Commerce in Organisational Strategy電子商貿(mào)在組織策略中的角色
One of the most important challenges of being successful for an online business involves developing possible ways to compete with other E-commerce platforms worldwide. A common challenge in dealing with the other challenges includes the aspect of evaluating E-commerce from a technical perspective. Most online business owners forget that they need to look at their business from a marketing and strategic perspective. Online business creates many technical advantages than traditional businesses. The strategy involves establishing a clear business path for customers and suppliers to meet and engage in business transactions (Awa, Ojiabo, & Emecheta, 2015). Since online businesses lack face-to-face interactions, they need to run smoothly and daily. The above situation calls for the presentation of relevant information about products and services by suppliers to their customers.
要想在網(wǎng)上取得成功,最重要的挑戰(zhàn)之一是開(kāi)發(fā)與全球其他電子商務(wù)平臺(tái)競(jìng)爭(zhēng)的可能方法。在處理其他挑戰(zhàn)時(shí),一個(gè)常見(jiàn)的挑戰(zhàn)包括從技術(shù)角度評(píng)估電子商務(wù)。大多數(shù)網(wǎng)絡(luò)企業(yè)主忘記了他們需要從營(yíng)銷和戰(zhàn)略的角度來(lái)看待他們的業(yè)務(wù)。與傳統(tǒng)商業(yè)相比,在線商業(yè)創(chuàng)造了許多技術(shù)優(yōu)勢(shì)。該戰(zhàn)略包括為客戶和供應(yīng)商建立一個(gè)清晰的商業(yè)路徑,以滿足和參與商業(yè)交易(Awa, ojiao, & Emecheta, 2015)。由于網(wǎng)上交易缺乏面對(duì)面的互動(dòng),他們需要日常平穩(wěn)運(yùn)行。上述情況要求供應(yīng)商向客戶提供有關(guān)產(chǎn)品和服務(wù)的相關(guān)信息。
Information about products and services should focus on the manufacturer, manufacture expire date, delivery, and weight per units. Online businesses and their suppliers should also establish links that would motivate efficient transferring and delivery of goods and services (Kwadwo et al., 2016). Suppliers need to establish long lasting relationships with their customers to motivate continuous business developments on their websites and mobile business applications and maintain customer loyalty. Suppliers should also evaluate transactions made on their online platforms. Easy and fast transactions maintain lasting relationships with the customers. Suppliers and online business owners should provide buyers with the best experience for them to continue to visit their websites and purchase their products.
One of the most common strategies for online businesses is the use of online security expertise to detect fraud over the internet. They have employed experts with the knowledge to ensure that they have enough firewalls and anti virus frameworks to eliminate warms and suspicious viruses. Online businesses know that they operate on environments with many hackers and criminals who focus on breaching and attacking their sites (Maity & Dass, 2014). To avoid expensive costs of fraud being on the rise, the businesses have ensured that they build frameworks that are relevant to the new hacking scenarios in the international community.
在線商務(wù)最常見(jiàn)的策略之一是使用在線安全專家來(lái)檢測(cè)互聯(lián)網(wǎng)上的欺詐行為。他們聘請(qǐng)了有知識(shí)的專家,以確保他們有足夠的防火墻和反病毒框架,以消除溫暖和可疑病毒。在線企業(yè)知道他們所處的環(huán)境中有許多黑客和罪犯,他們專注于入侵和攻擊他們的網(wǎng)站(Maity & Dass, 2014)。為了避免昂貴的欺詐成本上升,企業(yè)已經(jīng)確保他們建立了與國(guó)際社會(huì)新的黑客場(chǎng)景相關(guān)的框架。
Omni-channel strategy involves online businesses using a multichannel strategy to provide their customers with smoother shopping experience. The flexibility of online businesses has enabled customers to order and review products using either their phones, desktop, or telephone (Fang et al., 2014). It influences business development from all levels as customers have the opportunity to have their products at their will. An example of Omni-channel strategy would be Starbucks, customers receive reward points via an app or card every time they purchase an order. Nevertheless, customers can check the menu, send gifts, order beforehand and top up their cards at any time whether through website, mobile and coffeeshop.
全渠道策略是指在線商家使用多渠道策略為顧客提供更順暢的購(gòu)物體驗(yàn)。在線業(yè)務(wù)的靈活性使得客戶能夠通過(guò)他們的手機(jī)、臺(tái)式電腦或電話訂購(gòu)和審查產(chǎn)品(Fang等人,2014)。它從各個(gè)層面影響著業(yè)務(wù)的發(fā)展,因?yàn)榭蛻粲袡C(jī)會(huì)隨心所欲地?fù)碛凶约旱漠a(chǎn)品。全渠道策略的一個(gè)例子是星巴克,顧客每次購(gòu)買訂單時(shí)都會(huì)通過(guò)應(yīng)用程序或卡獲得獎(jiǎng)勵(lì)積分。不過(guò),顧客可以隨時(shí)查看菜單、發(fā)送禮物、提前預(yù)定、充值卡,無(wú)論是通過(guò)網(wǎng)站、手機(jī)還是咖啡店。
Online businesses have also identified possible strategies of strengthening their relationships with their customers. They reward their customers repetitively and motivate them to remain loyal. An example of a loyalty program may comprise of the point system. In the program, customers have to spend more to get more. If a customer buys a product from a site such as Amazon, it results in acquiring points depending on the number of products they purchase (Jahanshahi, Khaksar, Paghaleh, & Pitamber, 2011). The second loyalty strategy includes the tier system which recognizes loyalty among customers and rewarding those who are the have the highest level of loyalty. The third loyalty strategy includes the value related program. It structures its business on the values of the customers which motivates them to become loyal. An example may include e-Bay defining its values by identifying their likes. E-Bay may create a program with points associated with the values of the customers. The value may be a toy. When one purchases many toys, then the surplus may be donated to charity. This means that customers will participate in the program to raise money for charity.
Impact of E-Commerce on the Supply Chain電子商務(wù)對(duì)供應(yīng)鏈的影響
Supply chain logistics includes the suppliers, manufacturers and distributors involved in the process of bringing the products to consumers (Frazelle, 2002). E-commerce has changed the traditional supply chain models. E-commerce comes with many advantages in its development and implementation. The first advantage revolves around increasing supplies due to the demand created by suppliers in the market. E-commerce offers customers with a virtual platform that they visit using either their phones or personal computers. E-commerce platforms provide customers with a variety of products and services for their use. Their structures and frameworks support the aspect of creating more visits and having large volumes of products and services given to the market within the shortest period possible (Hair et al., 2015). Supply chain has been influencing suppliers to experience the reduced cost of production and also has been attracting many new customers. In addition, supply chain E-commerce has shortened the time required to demand products from the suppliers. For instance, e-Bay uses a Pull supply chain model where customers make a demand within a few clicks on an online platform and have their order delivered to them from the supplier. Due to their flexible status, a customer may order for a product from a market such as China and receive it in the United Kingdom within a week depending on the urgency of delivery. Customers are able to track their orders and have feedback on the products in the reviews section. Online business platforms also continue to provide diverse services to customers through ensuring quality. Therefore, using E-commerce serves as an advantage for any supplier who wants to create value in his business.
供應(yīng)鏈物流包括將產(chǎn)品帶給消費(fèi)者的過(guò)程中所涉及的供應(yīng)商、制造商和分銷商(Frazelle, 2002)。電子商務(wù)改變了傳統(tǒng)的供應(yīng)鏈模式。電子商務(wù)的發(fā)展和實(shí)施具有許多優(yōu)勢(shì)。第一個(gè)優(yōu)勢(shì)是由于市場(chǎng)上供應(yīng)商創(chuàng)造的需求而增加供應(yīng)。電子商務(wù)為客戶提供了一個(gè)虛擬平臺(tái),他們可以通過(guò)手機(jī)或個(gè)人電腦訪問(wèn)這個(gè)平臺(tái)。電子商務(wù)平臺(tái)為客戶提供多種產(chǎn)品和服務(wù)供其使用。他們的結(jié)構(gòu)和框架支持創(chuàng)造更多的訪問(wèn),并在盡可能短的時(shí)間內(nèi)向市場(chǎng)提供大量的產(chǎn)品和服務(wù)(Hair et al., 2015)。供應(yīng)鏈在影響供應(yīng)商體驗(yàn)生產(chǎn)成本降低的同時(shí),也吸引了許多新客戶。此外,供應(yīng)鏈電子商務(wù)縮短了向供應(yīng)商索取產(chǎn)品的時(shí)間。例如,e-Bay使用拉式供應(yīng)鏈模型,客戶在在線平臺(tái)上點(diǎn)擊幾下鼠標(biāo)就可以提出需求,然后從供應(yīng)商那里得到訂單。由于它們的靈活狀態(tài),客戶可以從中國(guó)等市場(chǎng)訂購(gòu)產(chǎn)品,并在一周內(nèi)收到它,這取決于發(fā)貨的緊急程度。顧客可以跟蹤他們的訂單,并在評(píng)論部分得到關(guān)于產(chǎn)品的反饋。在線商務(wù)平臺(tái)也通過(guò)確保質(zhì)量,繼續(xù)為客戶提供多樣化的服務(wù)。因此,使用電子商務(wù)對(duì)任何想要在其業(yè)務(wù)中創(chuàng)造價(jià)值的供應(yīng)商來(lái)說(shuō)都是一種優(yōu)勢(shì)。
Conclusion結(jié)論
In summary, E-commerce is a growing phenomenon with diverse benefits in influencing positivity in many businesses across the globe. Suppliers and online business owners should be strategic in their establishment of online businesses. They should consider customer value as the central influencing factor in their business. They should provide the market with quality products and the needed information about their products and services. With the above information in mind, they should formulate favourite revenue models such as advertisement and affiliate marketing as a way to sustain their businesses.
總而言之,電子商務(wù)是一種日益增長(zhǎng)的現(xiàn)象,在影響全球許多企業(yè)的積極性方面具有各種各樣的好處。供應(yīng)商和在線企業(yè)主在建立在線業(yè)務(wù)時(shí)應(yīng)該具有戰(zhàn)略眼光。他們應(yīng)該把顧客價(jià)值作為他們業(yè)務(wù)的中心影響因素。他們應(yīng)該向市場(chǎng)提供高質(zhì)量的產(chǎn)品和他們的產(chǎn)品和服務(wù)所需的信息。考慮到以上信息,他們應(yīng)該制定最喜歡的收入模式,如廣告和聯(lián)營(yíng)營(yíng)銷,以維持他們的業(yè)務(wù)。
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