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Introduction

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Submitted By melimo
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مدل تیمرز
قبل از شروع رویکردی برای ساخت یک مدل کسب وکار تعریفی از مدل کسب وکار و معنی آن داده می شود : * یک معماری برای محصول ، خدمات و جریان اطلاعات ، به همراه توضیحی درباره‌ی عاملان مختلف کسب و کار و نقش آنان ؛ * توضیحی درباره‌ی مزایای بالقوه‌ی عاملان کسب و کار ؛ * توضیحی درباره‌ی منابع درآمد.
ما نیاز داریم درباره‌ی استراتژی بازاریابی و فعالیت های تجاری یک شرکت بدانیم.بنابراین دانستن تعریف مدل های بازاریابی نیز مفید است : * یک مدل کسب و کار ؛ * استراتژی بازاریابی عاملان کسب و کار.
زنجیره‌ی ارزش و مدل کسب و کار
یک رویکرد سیستماتیک برای شناسایی معماری مدل کسب و کار می تواند مبتنی بر تجزیه‌ی زنجیره‌ی ارزش و بازسازی آن باشد که شامل شناسایی عناصر زنجیره‌ی ارزش و شناسایی روش های ممکن ادغام اطلاعات در طول زنجیره است.این رویکرد همچنین از امکان ایجاد بازارهای الکترونیکی یاد می کند.این بازارها می توانند کاملا باز ، با تعداد دلخواه فروشنده و خریدار و یا نیمه‌باز ، با یک خریدار و چندین فروشنده و یا برعکس باشد.طرح کلی به صورت زیر است : 1. تجزیه‌ی زنجیره‌ی ارزش یعنی شناسایی عناصر زنجیره ، به عنوان مثال پورتر نه عنصر زنجیره‌ی ارزش را مشخص می کند که عبارتند از : منطق درونی ، عملیات ، منطق خارجی ، بازاریابی و فروش ، خدمات ، توسعه‌ی تکنولوژی، تامین ، مدیریت منابع انسانی و زیربنا. 2. الگوهای تعامل که می تواند یک به یک ، یک به چند ، چند به یک و چند به چند باشد. 3. بازسازی زنجیره‌ی ارزش ، به معنی ادغام پردازش اطلاعات در طول گام هایی از زنجیره‌ی ارزش.

مدل های کسب و کار
یازده مدل کسب و کار که در حال حاضر مورد استفاده هستند یا آزموده شده‌اند در ادامه فهرست شده اند.
فروشگاه الکترونیکی
فروشگاه الکترونیکی بازاریابی اینترنتی یک شرکت و یا فروشگاه است.مزایای به دست آمده برای شرکت تقاضای روبه افزایش ، روشی کم‌هزینه برای حضور گسترده ، فروش و حراج کم هزینه است.مزایای مشتری عبارتند از : قیمت های کم‌تر نسبت به پیشنهادات قدیمی ، راحتی انتخاب ، خرید و دریافت ، دسترسی 24 ساعته.درآمد فروشنده از کم شدن هزینه ها ، فروش بیشتر و تبلیغات حاصل می شود.
تهیه و تامین الکترونیکی
این مدل مناقصه و تامین الکترونیکی کالا و خدمات است.شرکت های بزرگ و یا متصدیان عمومی اشکالی از تامین الکترونیکی را در وب پیاده‌سازی می کنند.مزایای به دست آمده شامل داشتن حق انتخاب تامیین‌کنندگان به صورت گسترده‌تر و در نتیجه هزینه های کمتر ، کیفیت بهتر ، دریافت محصول بهبود یافته و کاهش هزینه های تامین است.برای تامین‌کنندگان مزایا در فرصت های مناقصاتی بیشتر ، و احتمالا در حوزه‌ی وسیع ، کاهش هزینه های پیشنهاد برای مناقصات و مناقصات مشترک است.منبع اصلی درآمد در این مدل کاهش هزینه هاست.
مزایده‌ی الکترونیکی
مزایده های الکترونیکی یک پیاده‌سازی الکترونیکی از مکانیزم های پیشنهاد دادن به صورت مشابه با مزایده های سنتی ارائه می دهند.این مدل می تواند به همراه ارائه‎‌ی چندرسانه‌ای کالا نیز باشد.منابع درآمد برای برگزارکننده‌ی مزایده در فروش پلتفرم های تکنولوژی ، کارمزد تراکنش ها و تبلیغات است.مزایا برای تامین‌کنندگان و خریداران عبارتند از بازدهی بالا و صرفه‌جویی در زمان و عدم نیاز به حضور فیزیکی تا قطعی شدن معامله .منابع درآمد برای تامین‌کنندگان در استفاده‌ی بهتر از ظرفیت محصول و مخارج فروش کمتر است.منابع درآمد برای خریداران در مخارج کاهش یافته‌ی خرید و کاهش هزینه‌ی خرید کالا و خدمات است.
بازار الکترونیکی
یک بازار الکترونیکی ، در ابتدایی‌ترین شکل خود ، شامل مجموعه‌ای از فروشگاه های الکترونیکی است.اداره‌کننده‌ی یک بازار الکترونیکی ممکن است نفعی از یک کسب و کار فردی نبرد و در عوض به دنبال مزایای افزایش فروش تکنولوژی های پشتیبان باشد.مزایای بازار الکترونیکی در خدمات ، فضای تبلیغات و غیره می باشد.منافع برای مشتریان عبارتند از دسترسی آسان به فروشگاه های اینترنتی دیگر ، تسهیل استفاده از طریق یک رابط کاربری معمول.از منافع اعضای بازار الکترونیکی می توان به هزینه و پیچیدگی کم‌تر برای حضور در وب ، امکانات پیشرفته میزبانی وب مانند پرداخت الکترونیکی اشاره کرد.درآمد از طریق هزینه های عضویت اعضا ، تبلیغات و کارمزد تراکنش ها به دست می آید.
بازار شخص ثالث (جزء سوم)
بازار شخص ثالث یک مدل نوظهور برای شرکت هایی است که می خواهند بازاریابی اینترنتی خود را به شخص ثالث بسپارند.وجه مشترک همه‌ی این بازارها این است که حداقل یک رابط کاربری برای کاتالوگ محصول تامین‌کنندگان ارائه می دهند.
جوامع مجازی
ارزش نهایی جوامع مجازی از طریق اعضای آن (مشتریان یا شرکا) که اطلاعات خود را در یک فضای مجازی فراهم شده توسط شرکت وارد می کنند به دست می آید.هزینه های عضویت و تبلیغات منابع درآمد هستند.
فراهم‌کنندگان خدمات زنجیره‌ی ارزش
فراهم‌کنندگان خدمات در انجام اعمال مشخصی برای زنجیره‌ی ارزش مانند پرداخت الکترونیکی تخصص دارند.بانک ها مثالی از این مدل هستند.درآمد این بخش از طریق کارمزد و یا به صورت درصدی به دست می آید.
ادغام‌کنندگان زنجیره‌ی ارزش
این گروه بر ادغام مراحل چندگانه‌ی زنجیره‌ی ارزش با پتانسیل بهره‌برداری از جریان اطلاعات بین این مراحل به عنوان ارزش افزوده تمرکز می کند.درآمد در این مدل از طریق دستمزد مشاوره و یا کارمزد تراکنش حاصل می شود.
پلتفرم های همکاری
این نوع از کسب و کار ابزار و محیط های اطلاعاتی لازم برای همکاری بین دو شرکت را فراهم می آورد و بر روی اعمال خاصی مانند طراحی و مهندسی مشترک و یا پشتیبانی از پروژه از طریق گروه مشاوران مجازی تمرکز می کند.فرصت های تجاری در این مدل در مدیریت پلتفرم ، فروش ابزار خاص و غیره است.
واسطه‌گری اطلاعات ، اعتمادسازی و خدمات دیگر
امروزه خدمات اطلاعاتی جدیدی برای اضافه کردن ارزش به حجم های وسیعی از داده‌ی موجود در شبکه های باز مانند جست‌وجوی اطلاعات ، به عنوان نمونه یاهو ، واسطه‌گری فرصت های تجاری ، مشاوره برای سرمایه‌گذاری و غیره در حال ظهور هستند.یک گروه خاص از این دسته مدل ها ، خدمات اعتمادسازی هستند که توسط مسئولین تصدیق و دفاتر اسناد رسمی الکترونیکی و دیگر اجزای مورداعتماد ارائه می شوند.
طبقه‌بندی مدل های کسب و کار
در این بخش مدل های یازده‌گانه‌ی کسب و کار را در دو بعد به صورت کیفی ترسیم می کنیم.بعد اول درجه‌ی نوآوری را نشان می دهد.بعد دوم وسعت ادغام عملیات را نشان می دهد که از مدل های کسب و کار تک منظوره تا کاربرد کاملا ادغام شده گسترده است.شکل 1 طبقه بندی مدل های کسب و کار اینترنت را نشان می دهد.
در گوشه‌ی پایین و چپ ادغام زنجیره‌ی ارزش قرار دارد که به هبچ وجه نمی تواند به صورت سنتی انجام شود.این بخش برای برقراری جریان اطلاعات در شبکه از تکنولوژی اطلاعات مستقل است و از ادغام این جریان های اطلاعاتی ارزش افزوده تولید می کند.

شکل 1

در میانه مدل های کسب و کاری قرار دارند که معمولا درجاتی از تناسب با کسب و کارهای غیر الکترونیکی در آن ها دیده می شود.به عنوان مثال ، خدمات اعتمادسازی سال ها توسط دفر اسناد رسمی و بدنه‌ی صنعت ارائه شده است.کاربرد آن ها پیاده‌سازی مجدد توسط خدمات اعتمادسازی الکترونیکی است.ضمنا خدمات جدید اعتمادسازی که نیاز به پشتیبانی فناوری اطلاعات مانند رمزگذاری و مدیریت کلید عمومی و خصوصی دارند هم‌زمان در حال اضافه شدن هستند.مشابه این موضوع برای فراهم‌آوردن خدمات زنجیره‌ی ارزش مانند پشتیبانی از پرداخت الکترونیکی برقرار است.این موضوع درباره‌ی ارائه‌ی خدمات توسط وسایل الکرونیکی مواردی که درحال حاضر به صورت غیرالکترونیکی ارائه می شوند- مانند مدیریت حساب - است.همزمان خدمات جدید مانند پشتیبانی اینترنتی از کارت های بانکی برای خرید کارت در معاملات بین بنگاهی ارائه می شود.

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[ 2 ]. Timmers
[ 3 ]. Fully Open
[ 4 ]. Semi-open
[ 5 ]. De-construction
[ 6 ]. 1-to-1
[ 7 ]. 1-to-many
[ 8 ]. Many-to-1
[ 9 ]. Many-to-many
[ 10 ]. E-Shop
[ 11 ]. E-Procurement
[ 12 ]. E-Auction
[ 13 ]. E-Mall
[ 14 ]. Third-Party Marketplace
[ 15 ]. Virtual Communities
[ 16 ]. Value Chain Service Providers
[ 17 ]. Value Chain Integrators
[ 18 ]. Collaboration Platforms
[ 19 ]. Information Brokerage
[ 20 ]. Trust
[ 21 ]. Certification Authorities
[ 22 ]. Electronic Notaries
[ 23 ]. Encryption
[ 24 ]. Private and Public Key Management
[ 25 ]. B-to-B Trading

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