ThS. Nguyn Phng Chi Email: chinp@ftu.edu.vn B mn Thng mi in t/ Khoa Qu tr Kinh doanh Trng i hc Ngoi Thng

CC M HNH THNG MI IN TThS. Nguyn Phng ChiEmail: chinp@ftu.edu.vnB mn Thng mi in t/ Khoa Qu tr Kinh doanhTrng i hc Ngoi Thng1nh ngha v m hnh kinh doanh TMTCc nhn t cu thnh ln m hnh TMTVai tr ca m hnh kinh doanh TMTPhn loi cc m hnh kinh doanh TMTMt s m hnh kinh doanh TMT ph binNi dungM hnh kinh doanh l m hnh m doanh nghip tin hnh kinh doanh nhm t c chin lc kinh doanh ra ( Rappa 2003 & Turban 2004)M hnh kinh doanh miu t hot ng kinh doanh ca doanh nghip bao gm cc thnh phn cu to ln m hnh kinh doanh, chc nng ca doanh nghip cng nh doanh thu v chi ph m doanh nghip c th t c.*M hnh kinh doanh cho bit nhng gi tr m doanh nghip em li cho khch hng thng qua nhng ngun lc no, cch thc m h tip cn ti khch hng thng qua nhng hot ng no v cui cng ch ra cch m doanh nghip thu v li nhun. (alibaba.com)1.nh ngha v m hnh kinh doanh TMTM hnh kinh doanh in t: cho bit vai tr v mi quan h doanh nghip vi khch hng, cc nh cung cp trong vic cung cp hng ha, dch v thng tin, trao i thanh ton v nhng li lch khc m cc bn c th t c (Weill and Vitale 2001)*M hnh kinh doanh thng mi in t: l m hnh kinh doanh c s dng v tn dng ti a ha li ch ca internet v website (Timmers, 1998)*M hnh kinh doanh khc vi m hnh qu trnh kinh doanh, m hnh t chcnh ngha v m hnh kinh doanh TMT

Chin lc cho m hnh kinh doanh miTin hnh giao dch kinh doanh thng qua Internet v WebBn cht ca m hnh kinh doanh miTo ra gi trM hnh doanh thu

Nh sn xutNh bn lKhch hng

2. Cc nhn t to ln m hnh TMTnh v gi tr doanh nghipM hnh doanh thuC hi th trngMi trng cnh tranhLi th cnh tranhChin lc th trngC cu t chcB my qun lnh v gi tr doanh nghipCho bit cc sn phm dch v ca doanh nghip p ng nhu cu khch hng ti u

xc nh c nhng gi tr ny cn tr li cu hi:Ti sao khch hng chn tin hnh giao dch vi doanh nghip anh ch m khng phi l doanh nghip khc.

Doanh nghip anh ch cung cp cho khch hng nhng gi tr g m cc doanh nghip khc khng lm hoc khng th?

Gi, kh nng c bit ha sn phm, thi gian giao nhn hngnh v gi tr doanh nghipPh n khng bao gi mua bt k m phm H mua v p v tui tr ca mnhKhch hngM hnh kinh doanhDoanh nghipPhn hiTha mTrin khaiNhn raTo thnha raGi tr

Eslite Book StoreIts Myth and MysteryMua sch t Eslite l t hnEslite khuyn khch khch hng ca h c sch ti ca hngHu ht ca hng sch ca Eslite l t ti c qun c chi ph thu l cao i vi mt hiu schNhng, Eslite l chui ca hng sch c doanh thu nht ti i Loan

Whats the difference ?The Worlds Biggest Bookstore :Eslite Books

EsliteBook StoreS khc bit

TraditionalBook Store

nh v gi tr doanh nghipTi cc ca hng sch truyn thngChng ti bn schChng ti l knh phn phiTi Eslite Books, it saysChng ti cn em li cho cc bn s thoi miVi chi ph cao nhng li l cch r nhtCustomersBusinessModelBusinessmanFeedBackSatisfyImplementRecognizeCreateDeliverValuePropositionBooks +RelaxationM hnh doanh thuMiu t cch thc m cng ty kim li nhunMt s m hnh doanh thu chnh:M hnh doanh thu qung coM hnh doanh thu ph thu baoM hnh doanh thu ph giao dchM hnh doanh thu bn hngM hnh doanh thu lin kt (CPA, CPC),

C hi th trngCho bit th trng hng ti ca cng ty v nhng c hi ti chnh m cng ty c th c ti th trng ny.

Khng gian th trng: ni m cng ty hng s tin hnh hot ng kinh doanh Mi trng cnh tranhCho bit c nhng doanh nghip no cng ang bn sn phm cng loi v ang kinh doanh cng trn mt th trng vi doanh nghip

B tc ng bi:S lng cc doanh nghip canh tranhTh phn ca tng mt i th cnh tranhLi nhun ca i th cnh tranhGi ca i th cnh tranh

Li th cnh tranhLi th ca cng ty so vi nhng i th cnh tranh nh li th v gi, cht lngNgoi ra cn c mt s li th khc:- Li th ngi i u- Li th cnh tranh khng cng bngTh trng hon ho: khng c li th cnh tranhn by: Khi cng ty s dng li th cnh tranh ca mnh nhm ginh nhiu th mnh hn na i vi ton b th trng

Chin lc th trngLp k hoch chi tit nhng cng vic m doanh nghip cn lm thm nhp th trng mi v thu ht khch hngChin lc kinh doanh phi hng ti khch hng tim nng

C cu t chcMiu t chi tit cng vic ca tng v tr p ng nh cu thc tCng vic phi chia theo tng phng ban chc nngCng vi s pht trin ca doanh nghip i hi doanh nghip phi thu chuyn gia thay v nhng ngi ch c nghip v v kinh nghim cho v tr .B my qun lMt b my qun l tt cn phi to c nim tin cho cc nh u t bn ngoii ng qun l cn phi tm ra mt m hnh kinh doanh ph hp cho doanh nghip cho tng thi im2. Cc nhn t to ln m hnh TMTGi tr doanh nghipM hnh doanh thuC hi th trngMi trng cnh tranhLi th cnh tranhChin lc th trngC cu t chcB my qun l3. Vai tr ca m hnh kinh doanhnh v th trng Xc nh gi tr ct li m DN em li cho khch hng nh gi chi ph v li nhun d kin nh gi chnh xc i th cnh tranh Pht huy li th cnh tranh ca doanh nghip4. Phn loi cc m hnh kinh doanh TMT4.1. Theo i tng tham gia4.2. Theo mc s ha4.3. Theo m hnh doanh thu4.4. Theo phng thc kt ni4.5. Theo gi tr em li cho khch hng

4.1. Phn loi theo i tng tham giaChnh ph (G)Doanh nghip (B)Ngi tiu dng ( C )Chnh ph (G)G2GELVIS (Vn-M)G2BHi quan in tG2CDch v cngTNCNonline.com.vn Doanh nghip (B) B2G u thu cngB2BAlibaba.comEcvn.com.vnB2CAmazon.comRaovat.com.vnNgi tiu dng(C ) C2G Ato.gov.auC2BPriceline.comVietnamwork.com C2C Ebay.com Chodientu.vn4.1. Phn loi thng mi in tB2B Business to Business/ TM gia DN vi DNB2C Business to Consumer / e-tailing/ TM gia DN vi ngi TD hay bn l trc tuynB2B2C - Business to Business to Consumer/ TM gia DN vi DN & vi NTDC2B Consumer to Business/ TM gia ngi tiu dng vi DNC2CConsumer to Consumer/ TM gia ngi tiu dng vi ngi tiu dngB2EBusiness to Employees/TM gia doanh nghip vi ngi LMobile Commerce/ Thng mi in t di ngE-Learning/ o to trc tuynE-Government/ Chnh ph in t

24244.1.1. M hnh thng mi in t B2CM hnh thng mi in t m ti doanh nghip s cung cp dch v v hng ha cho cc c nhn mua hngQuy m v tc tng trng ca th trng B2C tng lin tc4.1.1. Mt s m hnh TMT B2C chnhM hnh cng thng tinM hnh bn l trc tuyn M hnh nh cung cp ni dungM hnh mi gii giao dchM hnh ngi to lp th trngM hnh nh cung cp dch vM hnh ngi to lp cng ng

M hnh cng thng tinCung cp cng c tm kim mnh cng vi tch hp cc gi ni dung v dch v Kt hp gia m hnh doanh thu ph giao dch, doanh thu qung co, doanh thu thu baoThng tin trn cng thng tin c th rt chung hoc chuyn bit v mt lnh vc.

M hnh bn l trc tuyny l hnh thc cc nh bn l truyn thng tin hnh hot ng bn hng trc tuyn. Ro cn trin khai m hnh ny l rt t.Mt s loi hnh bn l trc tuyn nh:-Bn l tuyn thun ty-Bn l trc tuyn kt hp c hnh thc bn hng truyn thng-Bn hng theo catalog-Nh sn xut bn hng trc tip thng qua web

M hnh cung cp ni dung

Doanh nghip cung cp cc ni dung s ha nh thng tin, chng trnh, tr chi gii tr thng qua web.

Doanh thu ca doanh nghip c th t ph thu bao, qung co, ph ti ni dungM hnh mi gii giao dchX l cc giao dch trc tuyn cho khch hngGi tr quan trng m doanh nghip em li cho khch hng: tit kim thi gian v tin caM hnh doanh thu in hnh ca loi hnh ny l m hnh ph giao dchThng thng nhng nghnh cng nghip ln mi s dng m hnh nh: dch v ti chnh,dch v du lch, dch v tm kim vic lm

M hnh ngi to lp th trngS dng cng ngh internet nhm kt ni ngi mua v ngi bn li vi nhau

M hnh doanh thu in hnh ca loi hnh ny l m hnh ph giao dchM hnh nh cung cp dch vCung cp dch v trc tuyn ( Google maps, google docs)e.g. Google: Google Maps, Google Docs, etc.Gi tr nh v: thun tin, tit kim thi gian, chi ph thp, thay th cho cc nh cung cp dch v truyn thng

M hnh doanh thu t ph thu bao, thanh ton tc thM hnh xy dng cng ngTo mt mi trng mng x hi ni m nhng ngi c cng s thch c th gp v giao tip vi nhau

M hnh doanh thu c th kt hp nhiu m hnh vi nhau bao gm m hnh ph qung co, ph thu bao, doanh thu bn hng, ph giao dch v ph lin kt.

Cc m hnh thng mi in t B2C chnhM hnh cng thng tin (portal)(yahoo.com, aol.com, msn.com)( cung cp cho ngi dng cng t tm kim trn mng cng nh cc ni dung v dch v khc ch trn mt trang web)

4.1.2. M hnh TMT B2BL m hnh thng mi in t m cc doanh nghip s tin hnh cc giao dch thng qua mng internet, extranet, intranet hoc mng ring.

S lng giao dch chim khong 10%, nhng gi tr giao dch ln ti 85% tng gi tr giao dch t hot ng thng mi in t4.1.2. Mt s m hnh TMT B2B chnhM hnh phn phi trc tuynM hnh mua sm trc tuynM hnh sn giao dch

M hnh phn phi trc tuynCung cp sn phm v dch v trc tip ti tng doanh nghipMt cng ty s cung cp cho nhiu khch hng khc nhau. Vic mua bn thng qua catalog in t hoc qua u gi, thng l thng qua mng extranetM hnh ny cn gi l m hnh thng mi in t B2B pha ngi bn ( Sell-side)V d: Grainger.com

M hnh mua sm trc tuynCho php cc nh cung cp truy cp vo cng thng tin in t ca doanh nghip

M hnh doanh thu t ph giao dch, ph s dng, ph cp chng nhn hng nm

M hnh ny cn gi l m hnh thng mi in t pha ngi mua (buy-side)

M hnh sn giao dchSn giao dch in t ni ngi mua v nh cung cp c th tin hnh giao dch trn yThng c s hu bi mt cng ty c lp M hnh doanh thu l t ph giao dch, ph dch v, ph thnh vin, ph qung co.y c xem nh l cng thng tin cho cc doanh nghip

39

4.1.3. M hnh chnh ph in t (G2C, G2B,G2E)M hnh thng mi in t ny cho php c quan ca chnh ph mua hoc cung cp hng ha, dch v hoc thng tin vi cc doanh nghip hoc cc c nhn cng dn.

Government to Citizens (G2C)Government to Business (G2B)Government to Government (G2G)Government to Employees (G2E)

Mt s hot ng nh thu v qun l thu, u gi in t, mua sm theo nhm, mua sm in t cho chnh phCc giai on pht trin ca chnh ph in t

4.1.4. M hnh thng mi in t C2CL m hnh thng mi in t m ti ngi tiu dng s bn trc tip cc sn phm, dch v ti ngi tiu dng khc.

Gi tr giao dch ch chim khong 10% tng gi tr thng mi in t ton cu

in hnh cho m hnh ny l m hnh u gi trc tuyn

V d: Ebay.com

u gi truyn thng vs u gi trc tuynMua sn phm t ai?u gi trc tuyn Sn phm c mua trc tip t ngi bn u gi truyn thng Sn phm c mua t cc nh t chc u gi Thi gian din ra u giu gi trc tuyn thng din ra trong vi ngy tr u gi nhanh ( express or flash auction)Kim tra hng ha iu ny l khng th i vi u gi trc tuyn Giao hng: Ngi mua & ngi bn phi lm vic ring vi nhau sp xp vic chuyn hng44Li ch ca u gi trc tuynTo ra mt th trng hiu quTin hnh u gi m khng b gii hn v a lNgi tiu dng c th c c nhng phin u gi hi/ tit kim chi phTo ra nhiu li ch Vt b i ca ngi ny li l ti sn qu bu ca ngi khcGip cho cc bn tham gia u gi c th trao i trc tuyn 45Hn ch ca u gi trc tuynMua bn t mKm cnh tranhC th c hnh vi thng ng trong u giAn ninhKhng ng tin46Cc hnh thc u gi u gi kiu Anh (English Auction)Ngi bn s nim yt sn phm v m phin u gi vi gi tngNgi mua s bt u tham gi u gibuyers start biddingNgi chin thng phin u gi l ngi tr gi cao nhtu gi Yankee (Yankee Auction)Thng c s dng khi ngi bn c mt hay nhiu sn phm em ra u giTt c nhng ngi u gi thnh cng s tr mt mc gi ging nhau phin u gi thnh cng vi mc gi thp nht47Cc hnh thc u giu gi ngc (Reserve Auction)Gi ca phin u gi ngc l mc gi thp nht m ngi bn sn sng bn sn phm v mc gi ny s khng c tit l vi ngi tham gia u giNgi tham gia u gi c quyn bo lu t chi sn phm km cht lngHnh thc u gi y quyn (Proxy Format)Ngi mua s a ra mc gi ti a m h sn sng trTrang web s tin hnh u gi thay cho bn Khi mt ai tr gi cao hn, th mc gi m bn a ra s c y ln.Tip tc cho ti khi mt ai a ra mc gi trn mc gi ti a ca bn hoc cho ti khi phin u gi kt thc v bn s chin thng phin u gi.48Cc hnh thc u giu gi kiu H Lan (Dutch Auction)Gi bt u mc cao v s gim dnNgi tham gia u gi s ch ra s lng mua vi mc gi gimu gi nhanh (Express or Flash Auction)y l hnh thc u gi rt ging u gi truyn thng ch khc l u gi trc tuyn Hnh thc u gi ny c t chc trong khong thi gian ngn thng ch ko di trong khong 1 gi ng h. 49u gi ngcNgi bn s tin hnh u gi vi mc gi gim lin tc. Phin u gi din ra cho ti khi ngi tham gia u gi khng gim gi na 504.1.5. M hnh thng mi in t C2BCc c nhn s dng Internet bn hng ha v dch v ti cc t chc

51514.1.6. M hnh thng mi in t B2EM hnh thng mi in t m theo cc t chc s cung cp dch v, thng tin hay sn phm ti cc c nhn ngi lao ng. 52

52Cc ng dng ca B2EQun l trc tuynThng bo ti ton cng ty Yu cu cung cp trc tuyna ra mt s yu cu c bit cho nhn vinThng bo nhng li ch cho nhn vin53Management534.2. Phn loi theo mc s haM hnh thng mi truyn thng ( Brick and Mortar)

M hnh thng mi bn truyn thng (Brick and Click & Motar and Click)

M hnh thng mi in t thun ty (Pure eCommerce)4.3. Phn loi theo phng thc kt niThng mi in t qua truyn hnh, mng internet, mng in thoi.

Thng mi in t di ng: M-commerce (cng ngh y bao gm in thoi 3G, wifi v bluetooth)

Thng mi in t di ng ( M-commerce)56Thng mi in t di ng (m-commerce, m-business)L bt k hot ng kinh doanh c tin hnh thng qua mng vin thng khng dy hoc t thit b di ng Thng qua mng Internet, ng truyn vin thng ring hoc mng my tnh khc

S khc bit gia thng mi in t di ng vi thng mi in t? Khng c s khc bit ch c mt s thch thc hn l:An ninh/ SecurityTnh kh dng/ UsabilityCng ngh khng ng nht/Heterogeneous TechnologiesVn v m hnh kinh doanh/ Business Model Issues

Mobile devices are very popular now. Many commercial activities and applications are conducted by the mobile devices.Those affect our life deeply. So, we have to know what is the mobile commerce and what applications are related to it.

First of all, what is mobile commerce? Several terms can be used to represent it.It is also called m-commerce or m-business.They means that any business activity conducted over a wireless telecommunication network or from mobile devices.This includes B2C and B2B commercial transactions as well as the transfer of information and services through wireless and mobile devices.

Similar to regular EC applications, m-commerce can be done through the Internet, through private communication lines, or over other computing networks.Therefore, m-commerce is a natural extension of e-commerce.

Mobile devices create an opportunity to deliver new services to existing customers and to attract new customers. Therefore, new applications on mobile devices are emerging.

56Cc thuc tnh ca m-commerce57Tn ti khp ni/ UbiquityThun tin/ ConvenienceTnh tng tc/ InteractivityTnh c nhn/ PersonalizationKh nng nh v/ Localization574.4. Phn loi theo phng tin Ngi vi ngi: email, chat, in thoi Ngi vi my: ATM, POS, my bn hng, mua hng qua mng, My vi My: Thanh ton lin ngn, h thng kt ni t ng,

4.5. Phn loi theo m hnh doanh thuM hnh doanh thu l m hnh miu t cch thc doanh nghip tin hnh c c doanh thuM hnh doanh thu qung co (Advertising revenue model)M hnh doanh thu thu bao (Subscription revenue model)M hnh doanh thu ph giao dch (Transaction fee revenue model)M hnh doanh thu bn hng (Sales revenue model)M hnh doanh thu lin kt (Affiliate revenue model)Cc m hnh doanh thu khc4.6.M hnh TMT da trn gi tr em li cho khch hngM hnh qung co trc tuyn ti khch hng (Online direct marketing) (Wal-Mart)M hnh u thu in t (E-tendering)(GE)M hnh theo gi ngi mua (Name your own price) (priceline.com)M hnh tm gi tt nht (Find the best price) (shopping.com)M hnh qung co lin kt (Affiliate marketing)(amazon.com)M hnh marketing lan ta (Viral marketing)M hnh u gi trc tuyn (Online auction)(ebay.com)C bit ha hng ha v dch v (Product and service customization)(Dell.com)M hnh sn giao dch in t (e-marketplaces)(Chemconnect.com)M hnh mi gii thng tin (Information brokers)(google.com)M hnh chit khu gi (Deep discounting)(half.com)M hnh thnh vin (Membership)(NYTimes.com)M hnh tch hp chui gi tr (Value-chain Intergrator)(carpoint.com)M hnh cung cp dch v chui gi tr (Value-chain service provider)( UPS.com)

5. Mt s m hnh kinh doanh TMT in hnh

Amazon.com Sn bn l trc tuyn hng u trn th giiFacebook.com Knh Marketing hiu quGroupon.com Mua hng theo nhmPaypal.com Gii php thanh ton trc tuyn Craglist.com Gii php cho cc c nhn