Chapter 1 Learning Objectives

2.1 Introduction of e-business and e-commerce

2.2 Identify the key components of e-commerce business models.
INTRODUCTION OF E‐BUSINESS 2.3 Classification of e-commerce business models
AND E‐COMMERCE 2.4 Describe the major B2C business models.
2.5 Describe the major B2B business models.
2.6 Understand key business concepts and strategies applicable to
Lecturer: Dr. Le Dien Tuan
e-commerce.
Faculty of E‐commerce

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Giới thiệu thương mại điện tử Introduction of e‐commerce

MIS Mô hình TMĐT

Xây dựng sự hiện diện

Doanh
TMĐT
nghiệp
Logistics và thanh toán

Marketing Online
data driven marketing
Xây dựng chiến lược KD
1. xây dựng sự hiện diện: hệ thống web/app, email,
dựa vào dữ liệu social media, offline như phát tờ rơi
2. xây dựng flatform B2B and B2C E-commerce
3. hoạt động CM hỗ trợ bán hàng, marketing, dịch vụ
3 4
Introduction of e‐commerce Introduction of e‐commerce

Source: Radovilsky, Z. and V. Hegde. Factors Influencing e‐commerce Implementation: Analysis of

Creating monetary value in E-commerce Survey Results, Journal of Academy of Business and Economics, Vol. IV, No.1, 2004, p. 29–37.

5 6

Introduction of e‐commerce Introduction of e‐commerce and e‐business

Thảo luận: Phân biệt sự khác nhau giữa E-commerce và E-business

E-Business

E-Commerce
Commerce
Internet
Commerce

Source: Radovilsky, Z. and V. Hegde. Factors Influencing e‐commerce Implementation: Analysis of

Survey Results, Journal of Academy of Business and Economics, Vol. IV, No.1, 2004, p. 29–37.

7 8
2.1 Introduction of e-business and e-commerce
2.1 Introduction of e-business and e-commerce
What is e-business
 E-business, is the application of information and communication
E-business E-commerce
technologies (ICT) in support of all the activities of business.
1. E-Business is superset of e- 1. E-commerce is subset of E-business
 E-Business refers to a broader definition of e-commerce, not just the commerce
2. E-business includes all kinds of pre- 2. E-commerce just involves Buying
buying and selling of goods and services, but also servicing customers, sale and post-sale efforts and selling of products and services.
collaborating with business partners, conducting e-learning, and 3. E-business covers internal processes 3. E-commerce covers outward facing
such as production, inventory processes that touch customers,
processing electronic transactions. management, product development, suppliers and external partners.
risk management, finance etc.
 Electronic business methods enable companies to link their internal and
4. E-business involves the use of 4. E-commerce usually requires the use
external data processing systems more efficiently and flexibly, to work CRM’s, ERP’s that connect different of just a Website.
business processes.
more closely with suppliers and partners, and to better satisfy the needs
and expectations of their customers.

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2.1 Introduction of e-business and e-commerce Thảo luận

 E-business challenges Chiến lược tăng doanh thu cho doanh nghiệp xét dưới góc
 Cost
độ là triển khai kinh doanh online.
 Value
Doanh thu=ĐG*Traffic*tỷ lệ mua hàng*số lần mua lặp lại
- Cross-selling and up-selling
 Security
- Marketing online, data-driven marketing
 Leverage existing system
- SEO (title page, URL friendly, content, backlink,
 Interoperability
description,…)
kết nối với nhau
- Google Ad, Facebook Ad
- Tỷ lệ mua hàng <- content, Live chat, Chatbox, CRM,…
- Marketing plan

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2.2 Identify the key components of e-commerce business models.

 Business model
• Set of planned activities designed to result in a profit in a
marketplace
 E-commerce business model -> Capstone Project 1
• Uses/leverages unique qualities of Internet and Web
 Business plan
• Describes a firm’s business model

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2.2 Identify the key components of e-commerce business models.

 Eight Key Elements of a Business Model trước khi vận hành

1. Value proposition mô hình mang lại giá trị gì cho khách hàng
2. Revenue model mô hình này tạo ra thu nhập từ đâu
3. Market opportunity cơ hội thị trường
4. Competitive environment môi trường cạnh tranh
mô hình kinh doanh 5. Competitive advantage thuận lợi cạnh tranh
6. Market strategy chiến lược thị trường
7. Organizational development phát triển tổ chức
8. Management team nhà quản lý

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2.2 Identify the key components of e-commerce business models. 2.2 Identify the key components of e-commerce business models.

1. Value Proposition 2. Revenue Model

 “Why should the customer buy from you?”  “How will you earn money?”
 Successful e-commerce value propositions:  Major types of revenue models:
• Personalization/customization cá nhân hóa/ lựa chọn dễ dàng hơn  Advertising revenue model quảng cáo

• Reduction of product search, price discovery costs  Subscription revenue model phí thành viên
giảm chi phí tìm kiếm sản phẩm, chi phí tìm kiếm giá thuật lợi
• Facilitation of transactions by managing product • Freemium strategy

delivery  Transaction fee revenue model phí giao dịch

thuận lợi giao dịch

 Sales revenue model bán hàng

 Affiliate revenue model liên kết

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2.2 Identify the key components of e-commerce business models. 2.2 Identify the key components of e-commerce business models.

3. Market Opportunity 4. Competitive Environment

bạn dự định bán sản phẩm ở thị trường nào?
 “What marketspace do you intend to serve and what is its  “Who else occupies your intended marketspace?” ->
size?” có khả năng vận hành competitors đối thủ cạnh tranh
• Marketspace: Area of actual or potential commercial • Other companies selling similar products in the same
value in which company intends to operate marketspace các công ty bán sản phẩm tương tự
• Realistic market opportunity: Defined by revenue • Includes both direct and indirect competitors
đối thủ trực tiếp và gián tiếp
potential in each market niche in which company hopes  Influenced by: số lượng và quy mô của đối thủ cạnh tranh đang hoạt động
to compete thị trường ngách
• Number and size of active competitors
 Market opportunity typically divided into smaller niches • Each competitor’s market share đối thủ chia thị phần
chia cơ hội thị trường nhỏ lại thành các thị trường ngách để kinh doanh
• Competitors’ profitability lợi nhuận của đối thủ
• Competitors’ pricing định giá

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2.2 Identify the key components of e-commerce business models. 2.2 Identify the key components of e-commerce business models.

5. Competitive Advantage 6. Market Strategy

thuận lợi cạnh tranh chiến lược thị trường
 “What special advantages does your firm bring to the
 “How do you plan to promote your products or services
marketspace?”
• Is your product superior to or cheaper to produce than to attract your target audience?” phân cụm khách hàng
thu hút khách hàng mục tiêu
your competitors’? sản phẩm có đặc biệt hay rẻ hơn không • Details how a company intends to enter market and
 Important concepts:
attract customers làm như thế nào
• Asymmetries bất đối xứng thâm nhập thị trường sớm
• First-mover advantage, complementary resources • Best business concepts will fail if not properly
• Unfair competitive advantage hoạt động cạnh tranh không lạnh mạnh marketed to potential customers
• Perfect markets thị trường hoàn hảo bạn sẽ thất bại nếu không tìm ra được khách hàng tiềm năng

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2.2 Identify the key components of e-commerce business models. 2.2 Identify the key components of e-commerce business models.

7. Organizational Development 8. Management Team

loại cơ cấu tổ chức của doanh nghiệp
 “What types of organizational structures within the firm  “What kind of backgrounds should the company’s leaders
have?” leaders cần có nền tảng, kiến thức
are necessary to carry out the business plan?”
để có khả năng triển khai dự án kinh doanh  A strong management team:
 Describes how firm will organize work mô tả tổ chức doanh nghiệp ntn • Can make the business model work triển khai được mô hình
được sự uy tín để kéo
• Typically, divided into functional departments • Can give credibility to outside investors tạo nhà đầu tư
chia theo phòng ban chức năng • Has market-specific knowledge có kiến thức thị trường
• As company grows, hiring moves from generalists to • Has experience in implementing business plans
có kinh nghiệm triển khai kế hoạch kinh doanh
specialists với dn phát triển, dịch chuyển kiến thức từ chung sang chuyên sâu

thịnh hành: cấu trúc phẳng, loại bỏ cấp trung gian, đưa quyết định cho cấp thấp nhất

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2.3 Classification of e-commerce business model 2.3 Classification of e-commerce business model

 Categorizing E-commerce Business Models

 No one correct way to categorize
 Text categorizes according to:
• E-commerce sector (e.g., B2B)
• E-commerce technology (e.g., m-commerce)
 Companies may use multiple business models (e.g.,
eBay) doanh nghiệp đa dạng hóa mô hình
E-procurement: hỗ trợ thu mua bằng điện tử
Reverse auction: đấu giá ngược
… E-sourcing: nguồn/ tổ chức nền tảng
Exchange: sàn tmđt hỗ trợ cho nhà cung ứng
Informediary: xây dựng hệ thống website bán hàng

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2.4 The major B2C business models. 2.4 The major B2C business models.

 E-tailer bán lẻ B2C Models: E-Tailer

 Community provider (social network) nhà cung cấp cộng đồng: fb, twt/quảng cáo
 Online version of traditional retailer
 Revenue model: Sales
 Content provider nhà cung cấp nội dung
 Low barriers to entry rào cản thâm nhập thấp
 Portal cổng thông tin: chuyên sau 1 cái gì đấy. ví dụ: cổng thông tin du lịch, google/ quảng cáo

 Transaction broker môi giới, thu nhập từ phí giao dịch

 Market creator người tạo ra thị trường ví dụ muaban.net

 Service provider nhà cung cấp dịch vụ

phân biệt transaction broker và market creator:

- broker: người bán hoặc người mua thống qua người môi giới, môi giới matching nm và nb
- creator: tạo thị trường để người bán và người mua giao dịch với nhau

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2.4 The major B2C business models. 2.4 The major B2C business models.

B2C Models: Community Provider B2C Models: Content Provider

 Provide online environment (social network) where people  Digital content on the Web:
with similar interests can transact, share content, and • News, music, video, text, artwork
communicate  Revenue models:
• Use variety of models, including advertising,
• Examples: Facebook, LinkedIn, Twitter, Pinterest subscription; sales of digital goods
 Revenue models: • Key to success is typically owning the content
• Typically hybrid, combining advertising, subscriptions,
sales, transaction fees, and so on

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2.4 The major B2C business models. 2.4 The major B2C business models.

B2C Business Models: Portal B2C Models: Transaction Broker

 Search plus an integrated package of content and  Process online transactions for consumers
services • Primary value proposition-saving time and money
 Revenue models:  Revenue model:
• Advertising, referral fees, transaction fees, • Transaction fees
subscriptions for premium services
 Industries using this model:
• Financial services
• Travel services tư vấn lộ trình du lịch thông minh

• Job placement services

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2.4 The major B2C business models. 2.4 The major B2C business models.

B2C Models: Market Creator B2C Models: Service Provider

 Create digital environment where buyers and sellers can  Online services
meet and transact • Example: Google-Google Maps, Gmail, and so on
• Examples: Priceline, eBay  Value proposition
• Revenue model: Transaction fees, fees to merchants • Valuable, convenient, time-saving, low-cost
alternatives to traditional service providers
for access
 Revenue models:
 On-demand service companies (sharing economy): • Sales of services, subscription fees, advertising,
platforms that allow people to sell services sales of marketing data
• Examples: Uber, Airbnb

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2.4 The major B2C business models. 2.5 The major B2B business models.

B2C Models: Service Provider  B2B Business Models

chợ điện tử kết nối b2b
Bài toán liên quan đến hỗ trợ khách du lịch lựa chọn điểm đi du  Net marketplaces (also referred as hubs)
lịch dựa vào số người tham gia và ngân sách cụ thể. • E-distributor phân phối điện tử
- Input: Danh sách các địa điểm ưa thích của khách du lịch • E-procurement hỗ trợ thu mua bằng điện tử, kết hợp các nhà cung cấp
- Output: Lộ trình, chi phí giá vé, chi phí đi lại, tư vấn các khách • Exchange sàn tmđt thuộc về b2b
sạn, quán ăn phù hợp,… • Industry consortium sự liên minh các doanh nghiệp
 Private industrial network

Input Model Output

Decision support system

hệ hỗ trợ ra quyết định

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2.5 The major B2C business models. 2.5 The major B2B business models.

 B2B Models: E-Distributor  B2B Models: E-Procurement

bán hàng gián tiếp nền tảng số kết nối dn này với dn kia, bán sỉ
 Version of retail and wholesale store, and indirect goods  Creates digital markets where participants transact for
indirect goods cung cấp phần mềm và nền tảng, hệ sinh thái
cung cấp dịch vụ số
 Owned by one company seeking to serve many • B2B service providers, SaaS and PaaS providers
customers • Scale economies kinh tế khối lượng: mô hình chạy dựa vào lợi thế của dn và
hạ tầng bên ngoài mạnh...
 Revenue model:
 Revenue model: Sales of goods
thu nhập từ bán hàng • Service fees, supply-chain management, fulfillment
services phí dịch vụ, quản lí chuỗi cung ứng
 Example: Ariba

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2.5 The major B2B business models. 2.5 The major B2B business models.

 B2B Models: Exchanges  B2B Models: Industry Consortia

 Independently owned vertical digital marketplace for direct  Industry-owned vertical digital marketplace open to select
inputs xây dựng các sàn tmđt số chuyên môn các mặt hàng đặc thù, không đại trà
suppliers mặt hàng đặc thù
sàn chỉ tạo thị trường còn dn tự gặp nhau

 Revenue model: Transaction, commission fees  More successful than exchanges thành công hơn sàn tmđt
phí giao dịch, hoa hồng
 Create powerful competition between suppliers • Sponsored by powerful industry players tài trợ bởi sức mạnh các dn
sức mạnh cạnh tranh giữa các nhà cung cấp
 Tend to force suppliers into powerful price competition; • Strengthen traditional purchasing behavior
mạnh hơn so với truyền thống
number of exchanges has dropped dramatically  Revenue model: Transaction, commission fees
phí giao dịch, hàng hóa
buộc các nhà cung cấp phải cạnh tranh về giá và sự trao đổi, đàm phán giảm giá rất khốc liệt

liên minhphải có mạnh nhất để làm leader

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2.5 The major B2B business models. 2.6 Key business concepts and strategies applicable to e-commerce

 Private Industrial Networks  How E-commerce Changes Business

liên kết cá nhân: 1 dn sẽ đứng ra kết nối các nhà cung cấp khác
 Digital network used to coordinate among firms engaged  E-commerce changes industry structure by changing:
in business together mô hình số phối hợp với các dn kinh doanh cùng nhau • Rivalry among existing competitors
 Typically evolve out of large company’s internal • Barriers to entry
enterprise system xây dựng hệ thống quản trị doanh nghiệp để kết nối bên ngoài • Threat of new substitute products
• Key, trusted, long-term suppliers invited to network • Strength of suppliers
chọn nhà cung cấp đáng tin cậy, chuẩn, có nguồn gốc rõ ràng và làm lâu dài
 Example: Walmart’s network for suppliers • Bargaining power of buyers
 Industry structural analysis-> value chain

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2.6 Key business concepts and strategies applicable to e-commerce 2.6 Key business concepts and strategies applicable to e-commerce

 Industry Value Chains E-commerce and Industry Value Chains

 Set of activities performed by suppliers, manufacturers,
transporters, distributors, and retailers that transform raw
inputs into final products and services
 Internet reduces cost of information and other
transactional costs
 Leads to greater operational efficiencies, lowering cost,
prices, adding value for customers

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2.6 Key business concepts and strategies applicable to e-commerce 2.6 Key business concepts and strategies applicable to e-commerce

 Firm Value Chains E-commerce and 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

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2.6 Key business concepts and strategies applicable to e-commerce 2.6 Key business concepts and strategies applicable to e-commerce

 Firm Value Webs Internet-Enabled Value Web

 Networked business ecosystem
 Uses Internet technology to coordinate the value chains of
business partners
 Coordinates a firm’s suppliers with its own production
needs using an Internet-based supply chain management
system

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 2.6 Key business concepts and strategies applicable to e-commerce 2.6 Key business concepts and strategies applicable to e-commerce
công nghệ tmđt (dùng các nền tảng để kdoanh)
 Business Strategy  E-commerce Technology and Business Model Disruption
đột phá về mô hình kinh doanh
 Plan for achieving superior long-term returns on capital  Disruptive technologies công ghệ đột phá: ai, big data
invested: that is, profit  Digital disruption đột phá về số: quản trị toàn bộ trên hệ thống
 Five generic strategies  Sustaining technology công nghệ dài hạn, đầu tư lâu dài
• Product/service differentiation
 Stages giai đoạn đưa ra những sản phẩm mới
• Cost competition cạnh tranh về chi phí
• Disruptors introduce new products of lower quality
• Scope phạm vi
• Disruptors improve products cải thiện sp
• Focus/market niche tập trung thị trường ngách
• New products become superior to existing products
• Customer intimacy thân thiện với khách hàng
• Incumbent companies lose market share
đưa ra những sản phẩm cao hơn để cạnh tranh với những sản phẩm hiện tại
nhận ra dn đương thời sẽ bị chia thị phần nếu không chịu thay đổi

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2.6 Key business concepts and strategies applicable to e-commerce Next week: Lecture 2
sức ép

môi trường công nghệ

- cải thiện, đổi mới liên tục, tự dộng hóa
- đưa tmđt vào dn
- khối lượng thông tin lớn

môi trường xã hội

- trách nhiệm với xã hội
- chính phủ quản lí chặt chẽ

sức ép kinh tế thị trường:

- hội nhập toàn cầu
- sự thay đổi về lực lượng lao động chuyển đội hệ thống bằng it, giải bài toán toàn cầu
- sức mạnh khách hàng

© Prentice Hall 2004 51 © Prentice Hall 2004 52

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