工商管理Essay模板：Revenue Models for E-Commerce and Impact on the Supply Chain
本文是工商管理專業的留學生Essay范例，題目是“Revenue Models for E-Commerce and Impact on the Supply Chain（電子商務的收入模式及其對供應鏈的影響）”，理解在線環境下商業運作的概念是本文的主要目的。電子商務是傳統商業的演變，因為互聯網和技術已經改變了商業運作的方式。就像任何其他商業形式一樣，電子商務需要創建一個框架，通過使用收入模型和組織策略來支持其可持續性。這些因素有助于對在線業務的收入模式進行更深入的評估。收入模型作為一種策略，應該對供應鏈產生積極的影響。上述段落概括了本報告的主要目的。
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網上商務運營
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).
網上商務環境包括許多程序和流程在商業行業。電子商務是指電子商務的一個術語。如上所述，它描述了使用互聯網進行信息傳遞的商業交易。電子商務包括橫跨市場的各種各樣的業務。電子交易作為電子數據交換(Electronic Data Interchange, EDI)已經存在了幾十年(Fang et al.， 2014)。電子數據變更涉及在供應商和客戶之間建立專門的數據鏈接。這些交易為公司和供應商提供了建立多重聯系的機會。這些企業包括零售網站、音樂拍賣網站、債券和股票市場網站以及服務網站。電子商務是全球增長最快的商業平臺類型，由于全球化在21世紀的指數增長。通過互聯網開放本地企業使國際商業運作(商品和服務進出各國)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在線業務和收入模式
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.
網上商務在其發展和運營上是非常獨特的。更重要的是，企業主需要想出一種可行的方法來實施有效的策略和收入模式。在線企業主應該知道他們的業務的需求和潛力，以影響和增加財務增長。運營在線業務的一種模式包括產品銷售模式。它包括銷售產品和人們在線購買的過程。它只需要展示一個實體產品或服務，并通過在線商務平臺將其呈現給客戶(Hamilton & Webster, 2015)。例如，阿里巴巴(Alibaba.com)這樣的網站將供應商和制造商與客戶聯系起來。供應商和制造商的角色是通過他們的網站添加產品，并寫一個關于產品特性、交貨時間和訂購方式的簡短描述。訪問網站的客戶有不同種類的想要的產品，可以在價格和質量方面進行比較。網站上有數百萬產品的圖片。客戶有機會定制他們的個人資料，以滿足他們的需求。一個客戶可能只在其個人資料中放置五個標簽，而另一個客戶可能只需要三個標簽。如果客戶訂閱了其供應商或制造商的更新，則可以選擇有關于新產品的通知。這種模式使供應商和制造商能夠跟蹤他們的銷售情況，并通過將他們與客戶連接起來的嵌入式錢包了解他們未來的銷售收入。
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。它涉及到在線企業主收到大量公司的請求，要求他們從他們那里購買空間來推銷產品和服務。公司可能會要求網站所有者設計產品和服務的照片和書面信息，并將其發布在網站上。按點擊率付費和按點擊率付費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(Bryman & Bell, 2015)。公司可能會根據訪問者對某個鏈接的點擊次數向在線企業主支付費用。一個擁有更多流量的在線業務會帶來更多的點擊。上述因素意味著，企業可能有一個高的互聯網排名，以產生更多的收入，從廣告。在線廣告也可以使用谷歌廣告作為一種創造更多觀眾的方式。在線業務賺取谷歌廣告，如果他們引導他們到他們的網站。
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.
要想在網上取得成功，最重要的挑戰之一是開發與全球其他電子商務平臺競爭的可能方法。在處理其他挑戰時，一個常見的挑戰包括從技術角度評估電子商務。大多數網絡企業主忘記了他們需要從營銷和戰略的角度來看待他們的業務。與傳統商業相比，在線商業創造了許多技術優勢。該戰略包括為客戶和供應商建立一個清晰的商業路徑，以滿足和參與商業交易(Awa, ojiao， & Emecheta, 2015)。由于網上交易缺乏面對面的互動，他們需要日常平穩運行。上述情況要求供應商向客戶提供有關產品和服務的相關信息。
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.
在線商務最常見的策略之一是使用在線安全專家來檢測互聯網上的欺詐行為。他們聘請了有知識的專家，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。在線企業知道他們所處的環境中有許多黑客和罪犯，他們專注于入侵和攻擊他們的網站(Maity & Dass, 2014)。為了避免昂貴的欺詐成本上升，企業已經確保他們建立了與國際社會新的黑客場景相關的框架。
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物體驗。在線業務的靈活性使得客戶能夠通過他們的手機、臺式電腦或電話訂購和審查產品(Fang等人，2014)。它從各個層面影響著業務的發展，因為客戶有機會隨心所欲地擁有自己的產品。全渠道策略的一個例子是星巴克，顧客每次購買訂單時都會通過應用程序或卡獲得獎勵積分。不過，顧客可以隨時查看菜單、發送禮物、提前預定、充值卡，無論是通過網站、手機還是咖啡店。
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電子商務對供應鏈的影響
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.
供應鏈物流包括將產品帶給消費者的過程中所涉及的供應商、制造商和分銷商(Frazelle, 2002)。電子商務改變了傳統的供應鏈模式。電子商務的發展和實施具有許多優勢。第一個優勢是由于市場上供應商創造的需求而增加供應。電子商務為客戶提供了一個虛擬平臺，他們可以通過手機或個人電腦訪問這個平臺。電子商務平臺為客戶提供多種產品和服務供其使用。他們的結構和框架支持創造更多的訪問，并在盡可能短的時間內向市場提供大量的產品和服務(Hair et al.， 2015)。供應鏈在影響供應商體驗生產成本降低的同時，也吸引了許多新客戶。此外，供應鏈電子商務縮短了向供應商索取產品的時間。例如，e-Bay使用拉式供應鏈模型，客戶在在線平臺上點擊幾下鼠標就可以提出需求，然后從供應商那里得到訂單。由于它們的靈活狀態，客戶可以從中國等市場訂購產品，并在一周內收到它，這取決于發貨的緊急程度。顧客可以跟蹤他們的訂單，并在評論部分得到關于產品的反饋。在線商務平臺也通過確保質量，繼續為客戶提供多樣化的服務。因此，使用電子商務對任何想要在其業務中創造價值的供應商來說都是一種優勢。
Conclusion結論
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，電子商務是一種日益增長的現象，在影響全球許多企業的積極性方面具有各種各樣的好處。供應商和在線企業主在建立在線業務時應該具有戰略眼光。他們應該把顧客價值作為他們業務的中心影響因素。他們應該向市場提供高質量的產品和他們的產品和服務所需的信息。考慮到以上信息，他們應該制定最喜歡的收入模式，如廣告和聯營營銷，以維持他們的業務。
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