M HNH KINH DOANH TRONG THNG MI IN T I. M hnh kinh doanh trong thng mi in t 1.

Gii thiu

Timmers (1999) defines a business model as: An architecture for product, service and information flows, including a description of the various business actors and their roles; and a description of the potential benefits for the various business actors; and a description of the sources of revenue.
M hnh kinh doanh l b tr cc hot ng k hoch ho (trong mt s trng hp c ni n nh cc qu trnh kinh doanh) nhm mc ch thu li nhun trn mt th trng. M hnh kinh doanh l trng tm ca mt k hoch kinh doanh. K hoch kinh doanh l ti liu m t m hnh kinh doanh ca mt doanh nghip. Mt m hnh kinh doanh thng mi in t nhm mc ch khai thc v tn dng nhng c trng ring c ca Internet v Web. * Cc yu t c bn ca mt m hnh kinh doanh Mt doanh nghip khi xy dng mt m hnh kinh doanh trong bt c lnh vc no, khng ch l thng mi in t, cn tp trung vo tm yu t c bn l: mc tiu gi tr, m hnh doanh thu, c hi th trng, mi trng cnh tranh, li th cnh tranh, chin lc th trng, s pht trin ca t chc v i ng qun l (bng 1). Bng 1. Cc yu t c bn ca m hnh kinh doanh Cc yu t Mc tiu gi tr M hnh doanh thu C hi th trng Mi trng cnh tranh Li th cnh tranh Chin lc th trng S pht trin ca t chc i ng qun l Cu hi then cht Ti sao khch hng nn mua hng ca doanh nghip? Doanh nghip s kim tin nh th no? Th trng doanh nghip d nh phc v l g? Phm vi ca n nh th no? i th ca doanh nghip trn th trng l nhng ai? Nhng li th ring c ca doanh nghip trn th trng l g? K hoch xc tin sn phm v dch v ca doanh nghip nhm thu ht khch hng nh th no? Cc kiu cu trc t chc m doanh nghip cn p dng thc hin k hoch kinh doanh ca mnh? Nhng kinh nghim v k nng quan trng ca i ng

lnh o trong vic iu hnh doanh nghip? Khi nghin cu cc m hnh kinh doanh, mt s nh kinh t cho rng ch cn tp trung nghin cu hai nhn t quan trng nht l mc tiu gi tr v m hnh thu nhp. Tuy nhin, theo kin ca nhiu nh nghin cu, mun nh gi chnh xc cc m hnh, cc k hoch kinh doanh hoc tm hiu nguyn nhn thnh cng hay tht bi ca mt doanh nghip cn xem xt ton b cc nhn t trn. 1.1. Mc tiu gi tr (value proposition) Mc tiu gi tr ca mt doanh nghip l im ct yu ca m hnh kinh doanh. Mc tiu gi tr c hiu l cch thc sn phm hay dch v ca mt doanh nghip p ng c nhu cu ca khch hng. pht trin v/hoc phn tch mc tiu gi tr, doanh nghip cn tr li cc cu hi sau: Ti sao khch hng la chn doanh nghip tin hnh giao dch thay v chn mt doanh nghip khc? Nhng iu g doanh nghip c th cung cp cho khch hng trong khi cc doanh nghip khc khng c hoc khng th cung cp? ng t gc khch hng, thnh cng ca mc tiu gi tr thng mi in t bao gm: s c nhn ho, c bit ho ca cc sn phm m doanh nghip cung cp, gim bt chi ph tm kim sn phm, gim bt chi ph trong vic kim tra gi c v s thun tin trong giao dch thng qua qu trnh qun l phn phi sn phm. Hai v d in hnh minh ho cho vn ny l trng hp ca cng ty Kozmo.com v Amazon.com. Kozmo.com, mt cng ty kinh doanh dch v gii tr, n nhanh v vt dng phng tm, nhng mt hng rt thng dng v c nhiu doanh nghip cung cp. Tuy nhin, im khc bit ca Kozmo l cung cp v cng nhanh chng n tn nh, ng thi nhn bao gi hng ho ca cc doanh nghip khc ri chuyn chng ti khch hng ch trong vng 1 gi ng h. S tin li v tc cung ng hng ho l hai mc tiu gi tr chnh lm nn s thnh cng ca Kozmo. Khc vi Kozmo, mc tiu gi tr ch yu ca Amazon l mang ti cho khch hng c hi chn la cha tng c v s thun tin trong giao dch. Trc khi Amazon c thnh lp, hu ht khch hng u phi t mnh ti cc ca hng bn l sch tm v t mua. Nu cun sch mun mua cha by bn ti ca hng, khch hng thng phi ch i t ti ngy ti vi tun v sau h phi tr li ca hng nhn n. Gi y, vi nhng g m Amazon cung cp, ngi yu sch hon ton c th t nh hoc t cng s ti thm cc ca hng bn sch o bt c gi no, tm kim v la chn nhng cun sch mnh mun. Vi nhng cun sch cha in, khch hng s nhn c thng bo ngay sau khi n c mt ti ca hng. Nhng cng vic sau s do Amazon hon tt.

@@@@(pg.58) 1.2. M hnh doanh thu M hnh doanh thu l cch thc doanh nghip c doanh thu, to ra li nhun, v mc li nhun ln hn trn vn u t. Chc nng ca mt t chc kinh doanh l to ra li nhun v thu c doanh li trn vn u t ln hn cc hnh thc u t khc. Bn thn cc khon li nhun cha khng nh s thnh cng ca mt doanh nghip. Mt doanh nghip c xem l kinh doanh thnh cng cn to ra mc li nhun ln hn cc hnh thc u t khc. Bng khng, doanh nghip khng th tn ti. Th d, mt doanh nghip bn l mt sn phm, my tnh c nhn chng hn, khch hng thanh ton bng tin mt hoc th tn dng. Thng v ny to ra doanh thu cho doanh nghip. Nu khon doanh thu ny ln hn cc chi ph hot ng ca doanh nghip, doanh nghip s thu c mt khon li nhun. Tuy nhin, c th thc hin cc hot ng kinh doanh ca mnh, ngi bn my tnh phi u t vn bng cch i vay hoc ly t khon tin tit kim c nhn. Khon li nhun m ngi bn hng thu c t hot ng kinh doanh tng t nh trn chnh l khon doanh li thu c trn vn u t b ra v khon doanh li ny phi ln hn khon doanh li thu c nu doanh nghip u t vo nhng ni khc nh u t vo bt ng sn hoc gi tin tit kim ti ngn hng. Thc t c nhiu m hnh doanh thu thng mi in t c p dng nhng ch yu tp trung vo mt (hoc l s phi hp ca mt s) trong s cc m hnh c bn sau: m hnh qung co, m hnh ng k (subscription model), m hnh ph gi ao dch, m hnh bn hng v m hnh lin kt. 1.2.1. M hnh doanh thu qung co (advertising revenue model) p dng m hnh doanh thu qung co, doanh nghip cung cp mt website vi cc ni dung hu ch hoc cc i tc a cc thng tin kinh doanh, gii thiu cc sn phm hay cc dch v hoc cung cp v tr h qung co v thu ph t cc i tng qung co ny. Cc website qung co nh vy c th thu ht s ch ca nhiu ngi v i vi nhng i tc c nhu cu c bit, doanh nghip c th thu cc mc ph cao hn. Th d tiu biu cho m hnh ny l cng ty Yahoo.com, mt cng ty m doanh thu ch yu thu c t vic kinh doanh qung co, c th l bn cc di bng (banner) qung co. y l mt trong cc m hnh doanh thu c bn trn Web v mc d c mt s kin khng ng tnh nhng n vn l ngun thu ch yu ca doanh thu trn Internet.

1.2.2. M hnh doanh thu ng k Trong m hnh doanh thu ng k, cc thng tin hay dch v m doanh nghip cung cp c a ra thng qua mt website. Ngi s dng s phi tr mt khon ph ng k cho vic truy cp ti mt s hoc ton b cc ni dung ni trn. Ngi s dng c th tr ph theo thng hoc tr ph theo nm. Th d nh trng hp cng ty Consumer Reports Online, ngi ng k s dng dch v ca cng ty s phi tr khon ph 3,95 USD/1 thng hoc 24 USD/1 nm. Tr ngi ln nht ca m hnh kinh doanh ny l khch hng thng cm thy ngng p khi phi thanh ton cho cc ni dung trn Web. gii quyt vn ny cc ni dung doanh nghip a ra phi thc s l nhng khon gi tr gia tng cao v cn hn ch ngi ng k sao chp nhng ni dung truy cp c. 1.2.3. M hnh doanh thu ph giao dch m hnh ny, doanh nghip nhn c mt khon ph khi cc i tc thc hin giao dch thng qua website ca doanh nghip. Th d nh cng ty eBay.com to mt th trng bn u gi v nhn mt khon ph giao dch nh t nhng ngi bn hng khi h bn cc hng ho ca mnh qua website ca eBay; E -Trade - mt cng ty mi gii chng khon trc tuyn - thu cc khon ph giao dch khi h i din cho khch hng thc hin cc giao dch chng khon. 1.2.4. M hnh doanh thu bn hng Doanh nghip theo m hnh ny thu c doanh thu t vic bn hng ho, dch v v thng tin cho khch hng. Cc doanh nghip nh Amazon.com bn sch, bng a nhc v cc sn phm khc; DoubleClick.net thu thp cc thng tin v nhng ngi s dng trc tuyn, sau bn cc thng tin ny cho cc doanh nghip khc; v Salesforce.com bn cc dch v qun l lc lng bn hng trn Web. Tt c cc doanh nghip k trn u theo m hnh doanh thu bn hng. 1.2.5. M hnh doanh thu lin kt (affiliate) Theo m hnh ny, hot ng kinh doanh ca doanh nghip kinh doanh c tin hnh trn c s xy dng mt website lin kt - hp tc vi cc doanh nghip sn xut hay cc nh phn phi. Doanh thu ca doanh nghip thu c l cc khon ph tham kho (hay ph lin kt kinh doanh) (referral fee) hoc mt khon phn trm trn doanh thu ca cc hot ng bn hng thc hin trn c s cc lin kt gii thiu trn, chng hn nh trng hp ca cng ty MyPoints.com. MyPoints lin kt website ca mnh vi cc nh sn xut v cc nh phn phi nh Kmart, Barnes & Noble Booksellers, Marriott, Macy's, Hollywood Video, Olive Garden... Mi hi vin ca

MyPoints (cng l khch hng tim nng ca cc i tc) c mt ti khon "im" lu gi "im thng" v h tch lu im bng cch thc hin cc yu cu ca MyPoints: c cc th cho hng, tr li cc cu hi iu tra, thc hin hot ng mua bn trc tuyn... im thng ca khch hng c th i ly cc phn thng nh bng a nhc, sch v, qun o, v my bay, phiu mua hng... v MyPoints s thu c cc khon ph t cc i tc hay hng phn trm trn gi tr cc giao dch mua bn c thc hin (bng 2). Bng 2. Nm m hnh doanh thu ch yu
M hnh doan thu Qung co ng k Th d Yahoo.com WSJ.com Consumerreports.org Sportsline.com eBay.com E-Trade.com Amazon.com DoubleClick.net Salesforce.com MyPoints.com Ngun doanh thu Thu ph t nhng ngi qung co tr cho cc qung co ca mnh Thu ph t nhng ngi ng k tr cho vic truy cp cc ni dung v dch v Thu ph (hoa hng) khi thc hin cc giao dch mua bn Bn hng ho, thng tin v dch v

Ph giao dch Bn hng

Lin kt

Ph lin kt kinh doanh

1.3. C hi th trng Thut ng c hi th trng nhm ch tim nng th trng ca mt doanh nghip (th trng l phm vi gi tr thng mi thc t hoc tim nng m doanh nghip d nh hot ng) v ton b c hi ti chnh tim nng m doanh nghip c kh nng thu c t th trng . C hi th trng thng c phn nh theo cc v tr c bit ca doanh nghip trn th trng. C hi th trng thc t c hiu l khon doanh thu doanh nghip c kh nng thu c mi v tr th trng m doanh nghip c th ginh c. 1.4. Mi trng cnh tranh Mi trng cnh tranh ca doanh nghip nhm ni n phm vi hot ng ca cc doanh nghip khc kinh doanh cc sn phm cng loi trn cng th trng. Mi trng cnh tranh ca mt doanh nghip chu tc ng bi cc nhn t nh: c bao nhiu i th cnh tranh ang hot ng, phm vi hot ng ca cc i th ra sao, th phn ca mi i th nh th no, li nhun m h thu c l bao nhiu v mc gi m cc i th nh ra cho cc sn phm ca h l bao nhiu. Nhn chung, i th cnh tranh chia thnh hai loi: i th cnh tranh trc tip v i th cnh tranh gin tip. i th cnh tranh trc tip l nhng ngi kinh doanh cc sn phm hay dch v tng t cc sn phm, dch v m doanh nghip

kinh doanh trn cng mt on th trng. Th d, hai cng ty Priceline.com v Hotwired.com cng bn gim gi v my bay trc tuyn v l i th cnh tranh trc tip ca nhau bi cc sn phm m h kinh doanh hon ton c th thay th cho nhau. i th cnh tranh gin tip l cc doanh nghip hot ng trong cc lnh vc khc nhau nhng vn c s cnh tranh gin tip vi nhau. Th d cng ty Priceline.com v Amazon.com c xem l cc i th cnh tranh gin tip ca nhau. Cng ty Amazon tuy khng bn v my bay trc tuyn nhng li l chuyn gia trong vic pht trin thng mi trc tuyn v to cc lin kt vi doanh nghip kinh doanh in t hoc kinh doanh truyn thng khc trong lnh vc ny. Cc nh sn xut t v cc hng hng khng hot ng hai lnh vc hon ton khc nhau nhng cng cnh tranh gin tip vi nhau v h cng cung cp cho khch hng cc phng tin i li. Mt nh cung cp dch v m nhc (nh MyMP3.com chng hn) cng gin tip cnh tranh vi cng ty bn sch trc tuyn Amazon.com v c hai website ny cng cung cp cho khch hng cc hnh thc gii tr. Mi trng cnh tranh l mt trong cc cn c quan trng nh gi tim nng ca th trng. Nu trn mt on th trng sn phm nht nh, c nhiu i th cnh tranh vi nhau, l du hiu on th trng ny bo ho v li nhun kh c th thu c. Ngc li, nu th trng c rt t i th cnh tranh th l du hiu ca, hoc mt on th trng hu nh cha c khai thc, hoc kh c th thnh cng trn th trng ny v n khng c kh nng em li li nhun cho doanh nghip. Nh vy, vic phn tch yu t mi trng cnh tranh gip doanh nghip quyt nh nn u t vo on th trng no c li nht. 1.5. Li th cnh tranh Hiu theo ngha chung nht, li th cnh tranh ca mt doanh nghip l kh nng sn xut mt loi sn phm c cht lng cao hn v/hoc tung ra th trng mt sn phm c mc gi thp hn hu ht (hoc ton b) cc i th cnh tranh. Tuy nhin trong thc t, cc doanh nghip cn cnh tranh vi nhau v phm vi hot ng. Mt s doanh nghip c kh nng hot ng trn phm vi ton cu trong khi mt s khc ch c th hot ng trn phm vi quc gia hoc khu vc. Nhng doanh nghip c kh nng cung cp cc sn phm cht lng cao hn cc mc gi thp trn phm vi ton cu l cc doanh nghip c li th cnh tranh thc s. y l iu m cc i th ca h khng th lm c, cho d iu ch xy ra trong ngn hn. Li th cnh tranh ca cc doanh nghip c th l nhng iu kin thun li lin quan n nh cung ng, ngi vn chuyn hoc ngun lao ng; Cng c th l s vt tri hn so vi cc i th v kinh nghim, v tri thc hoc s trung thnh ca

ngi lao ng i vi doanh nghip; Hoc cng c th doanh nghip c bng sng ch mt sn phm, tip cn c mt ngun ti chnh hay s hu mt nhn hiu, hnh nh hoc biu tng no m cc i tc khng th bt chc, khng th sao chp, khng th c c. Chnh li th cnh tranh to nn tnh bt i xng trn th trng. Tnh bt i xng trn th trng tn ti khi mt doanh nghip c c nhiu ngun lc (ti chnh, tri thc, thng tin, th lc...) hn cc i th khc. S bt i xng em li cho doanh nghip nhng li th hn cc i th, cho php h cung cp ra th trng nhng sn phm tt hn, nhanh hn thm ch cn c th r hn i th. Khi nghin cu v li th cnh tranh, mt s nh kinh t a ra qui lut li th thuc v nhng ngi i u(1), ngi i tin phong trong mt lnh vc kinh doanh hoc ngi u tin cung cp dch v s c nhng li th cnh tranh m nhng ngi i sau kh c th theo c v nhng li th ny c th gi c trong giai on di. Amazon.com l mt th d in hnh. Tuy nhin, lch s i mi kinh doanh theo hng cng ngh chng t rng nu ngi i tin phong thiu nhng ngun lc cn thiu duy tr nhng li th ca mnh, th nhng li th s thuc v nhng doanh nghip i sau(2). Trong mt s trng hp, li th cnh tranh ca doanh nghip hnh th nh trn c s s bt bnh ng gia cc doanh nghip. Li th cnh tranh trn c s bt bnh ng xy ra khi li th ca doanh nghip da c c da trn nhng nhn t m cc doanh nghip khc khng c c nh cc nhn t thuc chnh sch, qui nh ca mt quc gia hay khu vc... Khi doanh nghip hon ton ch ng trong vic nh gi sn phm ca mnh. V mt l thuyt, s c mt s th trng m khng tn ti bt c mt li th cnh tranh hay bt i xng no gia cc doanh nghip bi tt c cc doanh nghip u c th truy cp ti mi nhn t sn xut (thng tin, tri thc, ngun lao ng...) nh nhau. Mt th trng vi nh vy gi l th trng hon ho. Tuy nhin, trong thc t, cc th trng thng khng hon ho, v s bt i xng cng nh cc li th cnh tranh lun tn ti cho d ch trong ngn hn. Trong mt s trng hp, li th cnh tranh ca doanh nghip cn c tnh cht n by. l khi doanh nghip s dng cc li th cnh tranh hin c to ra cc li th cc th trng ph cn. Tnh cht n by ny gip doanh nghip ngy cng m rng phm vi hot ng cng nh m rng lnh vc kinh doanh ca mnh.
(1)

Arthur W. Brian, Increasing returns and the New World of business, Harvard Business Review, 7-8/1996. Rigdon Joan I, The second-mover advantage, Red Herring, 01/9/2000.

(2)

1.6. Chin lc th trng Trong qu trnh hot ng kinh doanh ca doanh nghip, chin lc v vic thc hin chin lc marketing thng c cc doanh nghip rt coi trng. Mi khi nim v tng kinh doanh s u tr nn v ngha nu doanh nghip khng th a cc sn phm hay doanh nghip ca mnh ti cc khch hng tim nng. Ton b cc hot ng m doanh nghip thc hin nhm xc tin cc sn phm v dch v ca mnh cho cc khch hng tim nng gi l hot ng marketing ca doanh nghip. @@@ 1.7. S pht trin c t chc (hay s pht trin ca t chc@@@???pg.01) Trong kinh doanh, vic u t thng c bt u t nhng ngi c u c kinh doanh, bit nhn xa trng rng. Tuy nhin, nu ch mnh h s kh c th bin cc tng ca mnh tr thnh cc doanh nghip gi tr hng triu la. c mt doanh nghip tng trng, pht trin nhanh chng, c bit i vi cc doanh nghip thng mi in t, cn phi c cc ngun lc v c mt k hoch kinh doanh hon chnh. Ni cch khc, mi doanh nghip, nht l cc doanh nghip mi, cn c mt h thng t chc m bo thc thi c hiu qu cc k hoch v chin lc ki nh doanh. Thc t cho thy, rt nhiu doanh nghip, bao gm doanh nghip thng mi in t v doanh nghip truyn thng, tht bi trong vic thc hin cc chin lc kinh doanh thng mi in t bi h thiu nhng nhn t cn thit, quyt nh s thnh cng nh thiu cu trc t chc hoc thiu s h tr ca cc gi tr vn ho i vi cc m hnh kinh doanh mi ca doanh nghip. Theo kinh nghim ca nhiu doanh nghip kinh doanh in t, mt k hoch pht trin c t chc c hiu l cch thc b tr, sp xp v thc thi cc cng vic kinh doanh nhm t c cc mc tiu ca doanh nghip. Thng thng, cc cng vic c phn chia theo cc b phn chc nng nh b phn sn xut, vn chuyn, marketing, dch v khch hng v ti chnh. doanh nghip kinh doanh in t, trc tin cc nhim v (cc phn cng vic) cng vi cc lnh vc chc nng s dn c hnh thnh. Sau , doanh nghip s bt u tuyn dng cc chc v m nhim tng cng vic c th. Khi doanh nghip bt u hot ng kinh doanh, mt chuyn gia c th m nhn ng thi nhiu nhim v khc nhau. Trong qu trnh pht trin, vic tuyn dng ca doanh nghip s mang tnh chuyn nghip hn. 1.8. i ng qun tr

i ng qun tr l trong cc nhn t quan trng nht ca mt m hnh kinh doanh chu trch nhim xy dng cc mu cng vic trong doanh nghip. Mt i ng qun tr mnh gp phn to s tin tng chc chn i vi cc nh u t bn ngoi, c kh nng nm bt nhanh nhy nhng din bin th trng v c kinh nghim trong vic thc thi cc k hoch kinh doanh. i ng qun tr gii tuy khng th cu vn mt m hnh kinh doanh yu nhng h c th a ra cc quyt nh thay i hoc ti cu trc m hnh kinh doanh nu iu cn thit. ng u i ng qun tr ca hu ht cc doanh nghip l nhng nh qun tr cao cp hoc cc gim c. K nng v trnh ca cc nh qun tr ny l mt trong nhng li th cnh tranh ch yu ca cc doanh nghip. Tuy nhin, vn l lm sao c th tm c nhng ngi va c kh nng v kinh nghim c th vn dng nhng kinh nghim ca c nhn vo qun l cc m hnh kinh doanh mi. nh gi kh nng ca nh qun l, trc tin phi xem xt nhng kinh nghim nh qun l cn c. Vi mi doanh nghip, mi m hnh kinh doanh khc nhau s i hi nhng kinh nghim khc nhau. Ngoi ra cn phi xem xt nhiu yu t khc nh kin thc nn tng ca nh qun l, kinh nghim gim st, iu hnh hot ng kinh doanh, s nm kinh nghim trong lnh vc chuyn mn, kh nng phi hp vi cc b phn khc trong doanh nghip; c bit, i vi cc nh qun tr cao cp cn xem xt kh nng v kinh nghim trong vic tm kim, k kt hp ng thu ht cc ngun ti chnh t cc nh u t bn ngoi doanh nghip. 1.9. Mt s kh khn trong vic phn loi m hnh kinh doanh thng mi in t @@@@ 2. Cc m hnh kinh doanh ch yu trong thng mi in t gia doanh nghip v ngi tiu dng (B2C e-commerce) Thng mi in t B2C l loi giao dch trong khch hng ca cc doanh nghip kinh doanh trc tuyn l nhng ngi tiu dng cui cng, v mua hng vi mc ch phc v nhu cu tiu dng c nhn. y l loi giao dch quen thuc v ph bin nht trong thng mi in t. Cc loi m hnh kinh doanh ch yu trong thng mi B2C c m t trong bng 3. Bng 3. Cc m hnh kinh doanh trong thng mi in t B2C
M hnh kinh doanh Dng thc Th d M t M hnh doanh thu

Cng ni

Chiu rng/Tng qut

Yahoo.com AOL.com MSN.com Excite@home.com

a ra cc dch v trn gi v cc ni dung nh tm kim, tin tc, th tn in t, chuyn gu (chat), m nhc, chng trnh video, chng trnh lch... i tng ch yu l nhng ngi s dng ti nh. a ra cc dch v v sn phm cho nhng th trng chuyn bit Phin bn trc tuyn ca ca hng bn l, ni khch hng c th mua sm hng ho ngay ti nh hoc cng s vo bt c thi gian no trong ngy Knh phn phi trc tuyn cho cc doanh nghip kinh doanh truyn thng Phin bn trc tuyn ca danh mc th tn trc tip Phin bn trc tuyn ca ph bun bn Vic bn hng trc tuyn c thc hin trc tip bi cc nh sn xut Cc nh cung cp thng tin, cc chng trnh gii tr (nh bo ch, cc vn th thao,...) v cc chng trnh trc tuyn khc a ra cho khch hng cc tin tc thi s cp nht, cc vn quan tm c bit, nhng ch dn hay li khuyn trong cc lnh vc v/hoc bn thng tin Cc nh trung gian giao dch cung cp nhng b x l giao dch bn hng trc tuyn, ging nh cc nh mi gii chng khon hay cc i l du lch. Bng vic to iu kin cc hot ng giao dch din ra nhanh hn vi chi ph thp hn, cc nh mi gii ny gp phn tng hiu sut mua bn ca khch hng v ca cc doanh nghip. Cc doanh nghip trn c s Web s dng cc cng ngh Internet to nn th trng, a ngi mua v ngi bn li vi nhau. Cc doanh nghip kim tin ch yu bng vic bn dch v cho khch hng.

Qung co Ph ng k Ph giao dch

Chiu su (Vortal) / Chuyn bit ho Nh bn l in t (e-tailer) Ngi bn hng o

IBoats.com

Qung co Ph ng k Ph giao dch Bn hng ho

Amazon.com

C nhp v va h Danh mc ngi bn hng Ph bun bn trc tuyn Cc nh sn xut trc tip Nh cung cp ni dung

Walmart.com

Bn hng ho Bn hng ho Bn hng ho Ph dch v Bn hng ho Qung co Ph ng k Ph lin kt hoc tham kho

LandsEnd.com Fashionmall.com

Dell.com

WSJ.com Sportsline.com CNN.com

Nh trung gian giao dch

E-Trade.om Expedia.com Monster.com

Ph giao dch

Nh to th trng (market creator) Nh cung cp dch v

Cc hnh thc u gi v cc dng khc ca m hnh gi ng

eBay.com Priceline.com

Ph dch v

xDrive.com Whatsitworthtoyou.com myCFO.com

Bn dch v

Nh cung cp cng ng (community provider)

About.com iVillage.com BlackPlanet.com

Nhng site, ni cc c nhn c cng mi quan tm, chung s thch ring bit, c th ti cng nhau chia s kinh nghim, trao i, tho lun v nhng vn quan tm.

Qung co Ph ng k Ph lin kt v tham kho

2.1. Cng thng tin (portal) Cc cng thng tin nh Yahoo.com, AOL.com, MSN.com a ra cho ngi s dng nhng cng c tm kim trn Web rt hu hiu cng nhiu dch v v cc ni dung trn gi nh tin tc, th tn in t, thng ip khn, lch thi gian, cc dch v mua sm, m nhc, phim nh v nhiu dch v khc cng mt v tr. Vo nhng nm 95-96 ca th k XX, thut ng "cng" thng c dng ch "cng ni" (gateway) - mt thit b phn cng ng vai tr "thng ngn", trung gian giao tip gia hai h thng my tnh vi nhau. Gi y, m hnh kinh doanh cn g thng tin l nhng website kinh doanh thc s. M hnh cng thng tin v c bn khng trc tip bn bt c hng ho no, do vy, trnh c nhng thnh kin v vic qung co thu tin. Mc d vy, c hi th trng ca loi m hnh kinh doanh ny rt ln bi hu ht ngi s dng u thng qua cc cng thng tin truy cp vo nhng website thng mi khc trn khp th gii. Trn c s kt ni ngi s dng vi cc website thng mi, cc cng ni thng tin c kh nng thu c nhng khon doanh thu rt ln t vic thu ph qung co vi cc doanh nghip mun qung co hoc thu ph tham kho hay ph lin kt trong trng hp hng khch hng ti cc website thng mi v cc khon tin dch v khc. Bn cnh chc nng cng thng tin, mt s website nh AOL hay MSN cn ng vai tr l cc nh cung cp dch v Internet (ISP - Internet Service Provider), cung cp cc truy nhp ti Internet v Web. Cc doanh nghip ny c th thu thm ca khch hng cc khon ph ng k khong 22 USD n 24 USD mi thng. Hin nay trn Internet c rt nhiu website kinh doanh theo m hnh cng thng tin v cc cng c tm kim, nhng theo thng k, ch ring 10 website ng u chim ti trn 90% trong ton b cc hot ng tm kim trn mng bi nhn hiu ca nhng website ny n tng v d dng nhn ra hn so vi nhng website khc (www.searchenginewatch.com, 2001). @@@(pg.69-Bus.Tec.Soc) Cc website kinh doanh theo m hnh cng thng tin c phn thnh hai loi chnh: cng thng tin chung (cn gi l cng thng tin chiu rng) (horizontal portal) v cng thng tin chuyn bit (hay cng thng tin chiu su) (vertical portal hay vortal). Cc cng thng tin chung, chng hn nh Yahoo, AOL, MSN..., nh hng khch hng ca doanh nghip l ton b nhng ngi s dng Intern et khng phn

bit ngh nghip, la tui, gii tnh v quc tch. Ngc li, cc cng ni chuyn bit d cng cung cp cc dch v tng t cc cng ni chung nhng ch tp chung xoay quanh nhng ch hoc nhng on th trng ring bit. Th d, iBoats.com, mt cng thng tin chuyn v tu thuyn, tp trung ch yu vo cc khch hng l nhng ngi c nhu cu mua bn hoc thu tu thuyn mi ni trn th gii c bit l M. Cho d s lng nhng ngi s dng cng thng tin chuyn bit l rt nh trong tng s nhng ngi s dng cng thng tin, nhng th trng kinh doanh cng thng tin chuyn bit vn l mt th trng rt hp dn. Cc doanh nghip kinh doanh trn th trng ny lun sn sng b ra nhng khon chi ph qung co khng nh c th tip cn c cc khch hng tim nng ca mnh. 2.2. Nh bn l in t Cc ca hng bn l trc tuyn, thng gi l nh bn l in t (e -tailer), bao gm mi hnh thc v qui m, t nhng ca hng rt ln nh Amazon.com ti cc ca hng nh b mang tnh cht a phng. Tt c cc ca hng loi ny u kinh doanh thng qua mt website trn Internet. Cc ca hng bn l trc tuyn v c bn rt ging cc ca hng "gch va" truyn thng, ngoi tr mt iu l khi mua hng khch hng ch cn quay s trc tip trn Internet kim tra hng ho v thc hin t hng. Tuy nhin trong thc t, c nhiu ca hng bn l trc tuyn (ch) l cc chi nhnh ca cc ca hng "gch va" v ang tn ti v cng bn kinh doanh cc hng ho tng t. Loi hnh ny c ni n nh m hnh kinh doanh "c nhp v va h" ("clicks and mortal" hay "clicks and bricks"). Cc cng ty nh JCPenney, Barnes & Noble, Wal-Mart v Staples l nhng v d in hnh v m hnh ca hng bn l trc tuyn c xy dng trn c s cc ca hng truyn thng sn c ca cng ty. Bn cnh m hnh phi hp gia ca truyn thng v trc tuyn, nhiu cng ty khc ch hot ng ring trong th gii o, khng c bt c mt ca hng gch va truyn thng no. Amazon.com, iBaby.com v MarthaStewart.com l cc v d in hnh ca m hnh ny. Ngoi ra, cng cn mt s m hnh bn l trc tuyn khc nh cc phin bn trc tuyn ca danh sch th tn trc tip, cc ph bun bn trc tuyn (online mall) v cc nh sn xut trc tip bn hng trc tuyn. D tn ti di dng ny hay dng khc, song cc m hnh bn l trc tuyn u ch yu thu li nhun t cc hp ng mua bn sn phm, hng ho cho khch hng. Vi s gia tng nhanh chng dn s trn Internet, m hnh ca hng bn l trc tuyn l mt trong nhng hnh thc kinh doanh y ha hn bi theo nhn nh ca nhiu chuyn gia kinh t, mi ngi s dng trn Internet u c th l khch hng tim

nng ca cc doanh nghip 1. Tuy nhin, loi hnh kinh doanh ny cng ang trong tnh trng cnh tranh gay gt. V cc ro cn gia nhp th trng (tng chi ph ca vic gia nhp mt th trng mi) i vi th trng bn l trc tuyn tng i thp nn mi nm c ti hng ngn cc ca hng bn l trc tuyn ln nh xut hin trn Web. S ra i hng lot khin cho vic tn ti v kh nng thu li nhun ca cc ca hng mi, khng tn tui v t kinh nghim kinh doanh tr nn v cng kh khn. Nm 1999, trong cuc khng hong cc cng ty dot -com, hng trm (nu khng mun ni l hng nghn) ca hng bn l trc tuyn thua l v buc phi ng ca. Tuy nhin, ng trc nhng thch thc ny, nhiu ca hng tn ti, thm ch vt qua c nhng ca hng ln, c tn tui khc. Nhiu ngi khng khi ngc nhin v t cu hi: Lm sao cc ca hng bn l trc tuyn mi ra i c th thnh cng hn, vt qua cc ca hng ni ting khc nh eToys.com, mt nh bn l chi tr em trc tuyn c thm nin v giu kinh nghim, chng hn. Nghin cu hot ng ca m hnh kinh doanh ny cho thy hu ht cc c ng ty u mun nhanh chng tip cn mi ngi tiu dng trc tuyn bng cch pht trin cc chin lc ph hp, xc nh chnh xc th trng v nhu cu ca th trng. l nhng yu t c bn cn thit c th thu c li nhun. Song c th thnh cng m hnh ny, cc doanh nghip cn ti thiu ho chi ph, m rng cc la chn v phi kim sot tt hot ng d tr ca mnh, trong d tr l vn quan trng v kh tnh ton nht. Cng chnh v l do ny, trong ma ngh nm 1999, nhiu ca hng trc tuyn do khng d tr y hng ho dn n tht bi trong kinh doanh. in hnh l trng hp cng ty eToys.com. Hng nghn khch hng, nhng ngi mua qu tng ca eToys.com, rt bt bnh khi cng ty khng th giao hng cho h ng vi tho thun. Sau s kin , nim tin ca ngi tiu dng i vi cng ty ny cng gim i ng k1. 2.3. Nh cung cp ni dung Vi tc pht trin khoa hc cng ngh nh hin nay, cng ngy chng ta cng khm ph c nhiu ng dng ca Internet i vi mi lnh vc kinh t x hi. Mc d vy, ni dung thng tin, bao gm tt c cc hnh thc ca ti sn tr tu, vn l mt trong nhng ng dng rng ri nht ca Internet cho ti nay. Ti sn tr

Bellman, Lohse v Johnson, 1999 (pg.69) Xem Glasner, 2001 pg. 70.

tu l tt c cc dng biu hin ca con ngi c th hin qua cc phng tin hu hnh nh vn bn, a compact (CD) hoc cc ni dung trn Web. Nh cung cp ni dung phn phi cc ni dung thng tin nh tin tc, m nhc, tranh nh, bng hnh v cc tc phm ngh thut di dng s ho thng qua Web. Vic mua bn cc ni dung thng tin ni trn l ngun thu ln th hai i vi thng mi B2C (ng u l bn l trc tuyn), c tnh khong 14,9% tng s doanh thu bn l trc tuyn trong nm 20002. Ngun thu t vic cung cp cc ni dung thng tin c hnh thnh t vic thu ph ca nhng ngi ng k s dng thng tin gi l ph ng k. Th d, MP3.com hng thng thu ph ng k ca nhng ngi s dng c nhu cu truy cp hng ngn bi ht c tp hp trn website ny. Cc nh cung cp ni dung khc nh WSJ.com (phin bn trc tuyn ca Nht bo ph Wall) hay tp ch kinh t Harvard Business Review v nhiu website khc thu ph ca khch hng khi h download cc ni dung, cc bi vit thay v cc khon ph ng k nh trng hp ca MP3.com. Bn cnh cc khon ph ng k v ph download, cc nh cung cp ni dung thng tin cn c th thu c nhng khon tin khng nh t vic bn cc khng gian qung co trn website ca mnh. i vi mt s doanh nghip, cc khon tin qung co ny i khi ln hn cc khon ph ng k m h thu c. Cc website cung cp thng tin trn Web c thnh lp ch yu vi mc ch trc tip kinh doanh, tuy nhin cng c nhng website, th d Sportsline.com, CIO.com, Thestandard.com v phin bn trc tip ca nhiu t bo v tp ch khc, hon ton khng thu ph ca khch hng khi truy cp ni dung. Doanh thu ca cc website ny c c t nhiu ngun khc nh qung co hay ph xc tin thng mi ca cc i tc. Theo kinh nghim ca cc nh cung cp thng tin, c th thnh cng trong lnh vc ny iu c bn l phi lm ch cc ni dung mnh cung cp. Nhng ngi ch cc ni dung c bn quyn truyn thng nh cc nh xut bn sch, bo, tp ch, cc hng pht thanh truyn hnh, nh xut bn m nhc, cc hng phim nh, c li th hn hn nhng doanh nghip mi tham gia lnh vc ny trn Web. Nhng nh cung cp khc, khng c iu kin lm ch thng tin, c th tp hp v phn phi cc ni dung c to ra bi nhng ngi khc. M hnh tp hp v phn phi ni dung khc c bn so vi cc m hnh cung cp ni dung thng thng, tiu biu nh trng hp ca Intonetworks.com v intertainment.com. c php ca ch s hu trong vic phn phi ni dung thng tin, cc hng ny cung cp cc sn phm nh chng

Xem Dykema, 2000. pg. 70

trnh tr chi, phim nh, cc chng trnh phn mm o to qua cc ng truyn Internet tc cao ti mi i tng khch hng ch yu l cc doanh nghip nh v cc gia nh. Song nhng trng hp nh Intonetworks.com v i ntertainment.com trn Web ch l s t v th phn ca m hnh cung cp ni dung ch yu vn thuc v cc nh cung cp thng tin truyn thng, c kinh nghim v thm nin hot ng trong lnh vc ny. 2.4. Nh trung gian giao dch (transaction broker) Trn Internet, cc website x l ton b qu tnh giao dch cho khch hng, nhng ngi t hng qua in thoi hoc th tn, gi l cc nh trung gian giao dch. M hnh kinh doanh ny thng c p dng i vi dch v ngn hng, dch v du lch v t vn vic lm. c bit trong lnh vc mi gii chng khon, giao dch thc hin thng qua nhng nh mi gii giao dch, th d nh E -Trade.com, Ameritrade.com v Schwab.com, chim khong 20% tng s cc giao dch chng khon bn l. Cc nh mi gii giao dch trc tuyn xc nh mc tiu gi tr ca mnh l vic tit kim thi gian v chi ph ca khch hng. c th thu ht ngy cng nhiu khch hng, cc nh trung gian giao dch chng khon trc tuyn thng xc nh mc hoa hng thp hn cc nh mi gii giao dch truyn thng cng vi nhiu iu kin u i khc nh chp nhn giao dch bng tin mt hoc min ph i vi mt s hot ng mua bn nht nh. Cng vi s pht trin ca Internet, s gia tng ca th trng ti chnh v th trng chng khon, c hi th trng i vi cc nh trung gian giao dch trc tuyn ngy cng ln. Tuy nhin, bn cnh hng triu khch hng tin tng v la chn cc nh trung gian giao dch trc tuyn, nhiu ngi vn cn t ra nghi ngi khi quyt nh chuyn t cc nh trung gian truyn thng sang trung gian trc tuyn. H lo s rng khi chuyn sang m hnh mi ny tnh ring t ca cc giao dch v quyn kim sot i vi cc thng tin ti chnh c nhn khng th m bo c. V vy, thch thc i vi cc nh trung gian trc tuyn l lm sao gii quyt cc lo ngi ca khch hng thng qua vic nhn mnh cc bin php hu hiu m bo an ton v bo v tnh ring t ca khch. Mi khi mt giao dch din ra, cc trung gian thu c mt khon ph giao dch. Th d i vi mi giao dch mua bn chng khon, cc bn giao dch s phi tr mt khon ph theo mt t l nht nh hoc theo t l gim dn tu thuc vo ln ca cc giao dch. Ph giao dch m cc trung gian a ra cng c th thay i tu thuc chin lc pht trin ca tng doanh nghip. Chng hn i vi cc website t vn vic lm, khon ph giao dch s thp hn nhiu nu cc c s s dng lao ng chp

nhn tr tin trc (t khi c s cha c nhu cu tuyn dng) so vi khon ph phi tr khi mt v tr nht nh no c p ng. Nhng bin php vy c th gip doanh nghip c c nhiu khch hng mi v khuyn khch khch hng ca mnh thc hin cc giao dch thng xuyn hn. y cng chnh l nhng b quyt cc doanh nghip kinh doanh m hnh ny tn ti v pht trin. 2.5. Nh to th trng (market creator) Trong lnh vc thng mi in t, cc nh to th trng l nhng ngi xy dng nn mi trng s ho ngi mua v ngi bn gp nhau, l ni trng by sn phm, thc hin cc hot ng nghin cu sn phm v ni gi c ca mi sn phm c thit lp. Trc thi k Internet v Web, cc nh to th trng ch yu da vo nhng a im vt l thit lp nn th trng hay gi nm na l ch. Trong khong thi gian t khi xut hin ln u tin vo thi Trung c cho ti khi S Giao dch chng khon New York ra i, thut ng ch hay th trngc hiu l mt khng gian vt l ni din ra cc giao dch mua bn. Trc khi Web ra i, mt s doanh nghip cng tng xy dng th trng mng s ho, nhng ti thi im , cc th trng ny cha c iu kin pht trin. Ch t khi Web ra i, cc th trng s ho mi thc s c cng nhn l ni ngi mua v ngi bn gp nhau thc hin giao dch trn mng. Mt th d tiu biu ca m h nh ny l Priceline.com, mt website cho php khch hng thit lp mc gi m h chp nhn tr i vi mt sn phm hay mt dch v (hnh thc ny c gi l u gi ngc). Khc vi Priceline.com, eBay.com cho php c cc doanh nghip v khch hng ca h s dng. M hnh kinh doanh u gi ca eBay c thc hin trn c s to dng mt mi trng in t s ho ni ngi mua v ngi bn c th gp nhau, tho thun gi c v thc hin giao dch. M hnh kinh doanh ny khc cc trung gian giao dch ch h khng thc hin cc giao dch thay khch hng. Ti eBay, ngi mua v ngi bn t mnh thc hin cc cng on ca qu trnh mua bn. Mi khi din ra mt giao dch mua bn, eBay s thu c mt khon ph. Ngoi ra, cng ty cn c th thu c nhng khon ph lit k do cc doanh nghip tr trc. y cng chnh l mt trong s t cc website c c li nhun thc s ngay t khi bt u kinh doanh. Ti sao nh vy? Cu tr li rt n gin. l v eBay hon ton khng d tr hng ha, v vy cng ty khng phi tr chi ph sn xut hay chi ph d tr hng ha. N ch n thun l mt ngi mi gii. Cng vi cc m hnh kinh doanh khc, c hi th trng ca cc nh to th trng c tim nng rt ln, tt nhin s thnh cng hay tht bi cn ph thu c vo

ngun lc ti chnh v chin lc tip th ca cc doanh nghip c thu ht ngi mua v ngi bn hay khng. Nhng website ln nh eBay, mi thng c khong 7-8 triu ngi s dng c coi l nhng th trng hiu qu, v s c nhiu ngi mua v ngi bn i vi cng mt loi hng ho, thm ch cng mt mt hng, nh my tnh xch tay chng hn. Cc hng mi mun to th trng cn phi c mt thng hiu tht li cun v phi xy dng mt k hoch c th qung b v thu ht khch hng n vi th trng ca mnh. Ngoi ra, cc doanh nghip nh cng c th tp trung vo cc on th trng chuyn bit nh th trng trang sc hay th trng t. Song, bn cnh cc bin php thu ht khch hng n vi website, iu quan trng quyt nh s thnh cng l tc v s thun tin khi x l hot ng ca nhng ngi tham gia th trng. 2.6. Nh cung cp dch v (service provider) Hot ng ca cc nh cung cp dch v c nhiu c im tng t cc nh bn l in t. Tuy nhin, khc hot ng bn l in t, nh cung cp dch v khng bn hng ho c th m ch cung cp cc dch v trc tuyn cho khch hng. Doanh thu h thu c c th l cc khon ph m khch hng phi tr khi nhn c cc dch v cn thit hoc t cc ngun khc nh ph qung co hay ph thu thp thng tin c nhn phc v cho cc chin lc tip th trc tip... Tuy khng phi bt c dch v no cng c th c cung cp trc tuyn, nhng i vi cc dch v nh sa cha t hay lp t ng nc, ngi mua v ngi bn hon ton c th tho thun v trao i qua Internet. Cung cp dch v l lnh vc v cng a dng bao gm cc dch v lin quan n vic lu gi thng tin trn my tnh (th d nh xDrive.com), dch v t vn v a ra nh gi v c v nhiu vn khc (th d whatsitworthtoyou), dch v t vn v u t ca c nhn v cc vn lin quan n ti chnh khc (th d myCFO.com), thm ch cc dch v mua bn tp phm nh trng hp Netgrocer.com cng c coi l nhng nh cung cp dch v. C s mc tiu gi tr ca cc nh cung cp dch v trc tuyn l tnh ch li, s tin li, tit kim thi gian v chi ph thp hn so vi cc nh cung cp dch v truyn thng. Cc nghin cu ch ra rng, tc nhn ch yu ca cc hot ng mua bn trc tuyn trn Internet chnh l hin tng i thi gian. Nhng ngi i thi gian l nhng ngi c khuynh hng qu bn rn vi cng vic, d khng c thi gian mua sm. Do s pht trin s lng nhng ngi nh vy ngy cng nhiu v chc chn c hi th trng ca cc cung cp dch v khng nh.

Doanh thu ca cc nh cung cp dch v c hnh thnh t nhiu ngun khc nhau nh thu ph ng k nh k (i vi cc nhu cu dch v u n), cc khon ph thanh ton ngay (i vi cc dch v n l) hoc thu tin hoa hng khi bn hay phn phi cc sn phm hng ho. Ging nh nhng nh bn l mua bn hng ho v tin, cc nh cung cp dch v mua bn tri thc, s chuyn mn v nhng n lc v mc ch doanh thu v li nhun. Chng ta ang sng trong mt x hi, mt nn kinh t da trn c s dch v, c tn mt chng kin s pht trin nhanh chng ca cc dch v phn phi trn gi, ca cc dch v thng tin lin lc, bu chnh vin thng v nhiu dch v vui chi, gii tr khc. Cng vi n, nhu cu ca ngi tiu dng i vi cc sn phm dch v ngy cng tng ln bo hiu mt tng lai xn ln, mt c hi th trng y tim nng i vi cc nh cung cp dch v. Tuy nhin, c th nm bt c hi ln ny i hi cc doanh nghip cung cp dch v, c bit l cc nh cung cp dch v trc tuyn, th nht, cn tin hnh nhiu hot ng qung co, xc tin nhm gim bt nhng lo ngi ca khch hng i vi cc dch v trc tuyn, to dng s tin cy, gn gi vi cc khch hng hin ti v khch hng tim nng ca doanh nghip; th hai, cn c nhng bin php khuyn khch khch hng tip cn v quyt nh dng th cc sn phm dch v ca doanh nghip mnh. C hi th trng d rt ln nhng khng phi mi doanh nghip u c th thnh cng trong lnh vc ny. 2.7. Nh cung cp cng ng (community provider) Thut ng nh cung cp cng ng (community provider) tuy khng phi l mt thut ng mi m, nhng trong mi trng Internet, i tng ny cc nhiu c im khc bit so vi trc y. Thc cht y l nhng website, ni cc c nhn c cng khuynh hng, chung mc ch, c nhng mi quan tm ging nhau, gp nhau cng tho lun cc vn quan tm v hon ton khng b gii hn v mt a l. Nh cung cp cng ng trn Internet to ra mt mi trng s ho trc tuyn nhng ngi c mi quan tm ging nhau c th giao dch (mua, bn hng ho) vi nhau hay giao tip vi nhng ngi c cng c chung mc ch khc hoc trao i cc thng tin lin quan n vn quan tm... Mc tiu gi tr c bn ca cc nh cung cp cng ng l to nn s nhanh chng, thun tin, cho php tho lun mi kha cnh ca vn m nhng ngi s dng quan tm trn cng mt website. Cc nh cung cp cng ng thng p dng m hnh doanh thu hn hp bao gm cc khon thu ph ng k, doanh thu bn hng, ph giao dch, ph tham kho v cc khon ph qung co t cc doanh nghip mun thu ht khch hng n vi

doanh nghip mnh. Mt s website cng ng khc nh ParentSoup.com, Oxygen.com v About.com c th thu tin t cc quan h lin kt, tham kho hoc thu t tin qung co cho cc doanh nghip khc. Chng hn mt ng b khi gh thm website ParentSoup.com c th nhn c nhng li khuyn v cch qun t lt cho tr s sinh, ng thi cng c gi lin kt vi website Huggies.com. Nu ngi ny ng lin kt, truy cp vo Huggies.com v mua hng t website ny, Huggies s tr tin hoa hng cho ParentSoup.com. Khc vi ParentSoup.com, trn cc website nh About.com c rt nhiu di bng (banner) qung co. Khch hng khi gh thm website c th nhn c nhng li khuyn v khi h quyt nh mua sch ca Amazon.com t website ny, Amazon.com s phi tr mt khon hoa hng cho About.com. Ngoi ra, mt vi nh cung cp cng ng c thm nin nht trn Web nh Well.com cung cp mt din n mi ngi tho lun v cc vn lin quan n cng ngh v Internet, hay Fool.com (MotlayFool) cung cp nhng li khuyn, tin tc v th hin quan im v cc vn lin quan n ti chnh. Trc s tng nhanh s lng ngi s dng Internet, cc mi quan tm ca ngi tiu dng cc cng ng trn mng cng ngy cng tng ln v c hi th trng ca cc nh cung cp cng ng trc tuyn cng ngy cng m rng. Tuy nhin, i vi mt cng ng khi mi thnh lp, iu quan trng l nn la chn mt lnh vc thch hp tch hn cc lnh vc m nhng cng ng khc phc v; ng thi phi cn nhc k v ln on th trng s phc v. Thc t cho thy, vic la chn mt on th trng ch rng ln cng ng ngha vi vic buc do anh nghip phi sc vi nhiu i th ln mnh. Trong khi nhiu cng ng xc nh on th trng ch nh b nhng kh nng tng trng rt ln v sc p cnh tranh hu nh khng ng k, do c hi tn ti v pht trin thc s cao hn. Vi mt website cng ng tn ti, thch thc ln nht l s cn i gia chi ph cho cc ni dung cht lng cao nhm thu ht c nhiu ngi tham gia cng ng vi thu nhp nhn c t cc hot ng qung co. c th thu c li nhun t hot ng kinh doanh ca mnh, cc website cng ng c ni dung phc v gn ging nhau ang c xu hng hp nht vi mc ch tng li th t vic tn dng cc ni dung cht lng cao ca mi cng ng ban u. Vic thu ht nhng thnh vin mi tham gia vo cc cng ng l mc tiu trng tm ca hu ht chin lc tip th ca cc nh cung cp cng ng. Song cch thc c th s do tng nh cung cp quyt nh cn c vo lnh vc phc v, c im v chin lc kinh doanh ca tng doanh nghip.

3. Cc m hnh kinh doanh ch yu trong thng mi in t gia cc doanh nghip (B2B e-commerce) Thng mi in t gia cc doanh nghip (business-to-business hay B2B ecommerce) l loi hnh giao dch quan trng nht, chim t trng ln nht trn Internet. Theo s liu iu tra ca nhiu tp on d liu ln, trong khi tng gi tr giao dch thng mi in t B2C ch t khong 65 t USD nm 2001, tng gi tr cc giao dch thng mi in t B2B nm 2001 vo khong 470 t USD. Theo d on ca nhiu chuyn gia thng mi in t, tng gi tr ny s tng ln ti 2,7 nghn t USD nm 2004 v t mc 5,4 nghn t USD vo nm 2006 (*). Cc loi m hnh kinh doanh ch yu trong thng mi B2C c m t trong bng 4. Bng 4. Cc m hnh kinh doanh trong thng mi in t B2B
M hnh kinh doanh Th trng/ S giao dch (hay trung tm B2B) Dng thc Chiu su Th d DirectAg.com e-Steel.com M t Gip ngi mua v ngi bn gp g nhau nhm gim chi ph mua sm trong mt lnh vc kinh doanh nht nh Cung cp cc sn phm c th cho cc doanh nghip hot ng trong nhiu lnh vc khc nhau Kt ni trc tip cc doanh nghip vi cc doanh nghip khc nhm gim thiu chu trnh bn hng v gi thnh sn phm H tr cc doanh nghip thng qua cc dch v kinh doanh trc tuyn Cho cc doanh nghip thu cc ng dng phn mm trn c s Internet Gip cc doanh nghip tm c cc hng ho v dch v m h cn Thu thp cc thng tin v ngi tiu dng v s dng chng gip cc nh qung co xy dng cc chng trnh qung co ph hp Thu thp cc d liu v ngi tiu dng v s dng chng nh hng hot ng kinh doanh ca cc nh kinh doanh M hnh doanh thu Ph giao dch

Chiu rng

TradeOut.com

Ph giao dch

Nh phn phi in t

Grainger.com

Bn hng ho

Nh cung cp dch v B2B

Truyn thng

Employeematters.com

Bn dch v

Nh cung cp dch v ng dng (ASP) Mi gii giao dch B2B (matchmaker) Trung gian thng tin Mi gii qung co

Salesforce.com Corio.com iShip.com

Ph dch v

Ph giao dch

DoubleClick.net

Bn thng tin

nh hng kinh doanh

AutoByTel.com

Ph tham kho hoc lin kt

(*)

Xem Jupiter Media Metrix, 2001 pg. 77.

3.1. Th trng - S giao dch Th trng/s giao dch hay cn gi l trung tm giao dch B2B (B2B hub) l m hnh kinh doanh c tim nng rt ln, tp trung ch yu cc hot ng thng mi B2B. Th trng hay s giao dch l mt khong khng th trng in t s ho ni cc nh cung ng v cc doanh nghip thng mi in t tin hnh cc hnh vi thng mi. Ti cc trung tm giao dch B2B, ngi mua c th thu thp cc thng tin v nh cung cp, v gi c v cp nht tt c cc s kin xy ra lin quan n lnh vc kinh doanh ca h. Cng ti y, ngi bn c c hi thu ht c nhiu khch hng thng qua vic nh gi thp v h thp chi ph bn hng. Tham gia th trng in t, cc bn giao dch c c hi gim thiu cc chi ph v thi gian tm kim ngi mua, ngi bn, tm kim cc i tc v thc hin cc hot ng thng mi. T s gim bt chi ph lin quan n cc hot ng mua bn hng ho. Ngoi ra, vic tham gia trung tm giao dch B2B cng gip doanh nghip gim bt cc chi ph lin quan n sn phm, gim bt chi ph lu kho (chi ph bo qun hng ho ti cc kho bi ca doanh nghip). Th trng B2B c phn thnh hai loi c bn: th trng theo chiu su v theo chiu rng. Hai loi th trng ny c nhiu c im c bn tri ngc nhau. Th trng theo chiu su l nhng th trng phc v cho mt lnh vc kinh doanh chuyn bit nh th trng thp, th trng t, ho cht, th trng hoa, hoc th trng g... Ngc li, cc th trng theo chiu rng bn cc sn phm v dch v chuyn dng cho hng lot cc cng ty. Cc th trng theo chiu su cung cp cho mt s t doanh nghip nhng sn phm v dch v lin quan trc tip n lnh vc kinh doanh m h hot ng, trong khi cc th trng theo chiu rng cung cp cc sn phm c th cho cc doanh nghip hot ng trong nhiu lnh vc khc nhau nh marketing, ti chnh hay lnh vc my tnh... Mt trong s cc th trng B2B chuyn su tiu biu nht trn Internet l Convisint, th trng trao i linh kin t c ng h bi nhiu tp on c tn tui nh Daimler Chrysler, Ford, General Motors, Renault, Commerce One v Oracle. Hot ng bt u t thng 10 nm 2000 nhng ti thng 12 nm 2000 (sau hn 2 thng) Convisint a ra trn 100 catalog trc tuyn, thc hin hn 100 cuc u gi, gi tr giao dch t mc trn 350 triu USD(*). Tng t nh vy, DirectAg.com, mt th trng phc v trong lnh vc nng nghip, cung cp cho
(*)

Xem Morneau, 2001, pg. 78.

nhng ngi lm ngh nng tin tc, cc thng tin v gi c nng sn, d bo v nhu cu v cc c hi bn hng nhm gip h tit kim thi gian v chi ph cho qu trnh bn hng. Khc vi Convisint v DirectAg.com, TradeOut.com l website c qui m ln, ni din ra nhng cuc u gi cc trang thit b d tha ca cc doanh nghip mi lnh vc kinh doanh. N c coi l mt th trng B2B theo chiu rng gip cc doanh nghip c khi lng tn kho vt qu nh mc hoc cc ti sn khng s dng c th bn cc sn phm v ti sn ny cho nhng doanh nghip khc cn ti chng. Vic mua bn ny s em li li ch cho bn mua v bn bn bt k nhng hng ho c mua bn thuc nhm hng no. i vi cc th trng hay cc trung tm giao dch B2B, cha kho ca thnh cng l qui m, c th l qui m ca lnh vc kinh doanh m n phc v v s lng ngi s dng ng k tham gia th trng. Mt website th trng nu phc v cho mt lnh vc kinh doanh qu nh hoc khng c kh nng li cun ng o khch hng n vi mnh th website ny cng kh c kh nng thu c li nhun. Theo nhn nh ca nhiu chuyn gia thng mi in t, trong tng lai, bn cnh vic mt s th trng tip tc khng nh v cng c v tr ca mnh, nhiu th trng buc phi ngng hot ng; v vai tr ca cc trung tm giao dch tp trung s dn b thay th bi cc giao dch ngang hng trc tip (direct peer-to-peer) c trnh by chi tit hn phn sau. 3.2. Nh phn phi in t (e-distributor) Nhng doanh nghip thc hin phn phi trc tip sn phm, dch v cho cc t chc kinh doanh c th trong thng mi in t gi l nhng nh phn phi in t. Mt s nh phn phi in t l nhng doanh nghip c thm nin trong lnh vc phn phi hng ho t trc khi thng mi in t ra i, nh cng ty Graing er chng hn. Trong thng mi truyn thng, hot ng phn phi ca cc doanh nghip ny ch yu tp trung vo danh mc hng ho ti cc c s phn phi vt l t nhng trung tm thng mi ln. Khi ng dng thng mi in t, cc nh phn phi xy dng cc danh mc hng ho trc tuyn trn cc website ca mnh. Khc vi cc trung tm giao dch B2B, cc nh phn phi in t thng thng c thnh lp trn c s mt doanh nghip duy nht nhng phc v nhiu loi khch hng khc nhau. Thng qua hot ng ca mt nh phn phi in t, cc sn phm v dch v ca mt doanh nghip sn xut c by bn trn website ca nh phn phi v mi hot ng giao dch s c tin hnh trc tip, tt c ti ch mt v tr (one-stop shopping - mua sm tt c cc mn ti cng mt ni). y cng

chnh l u im c bn ca cc nh phn phi in t trong vic giao dch vi khch hng cng nh gip h tm kim mt sn phm hay mt thit b no . Khi mt nh phn phi c uy tn trn th trng, h c c hi nhn c nhiu hp ng phn phi t cc nh sn xut thuc nhiu lnh vc khc nhau. Nh trng hp ca Grainger, vi hn 220.000 danh mc hng ho thuc hng chc lnh vc sn xut c by bn, nh phn phi in t ny c kh nng thu ht 100.000 lt khch hng ving thm website ca doanh nghip mi ngy v tr thnh mt trong nhng nh phn phi in t ln nht trn th gii hin nay. Bn cnh nhng nh phn phi chuyn nghip v c thm nin nh Grainger, nhiu nh phn phi doanh thu khc c phm vi hot ng nh hn, thm ch ch trong mt lnh vc c th, nh trng hp ca cng ty General Electric Aircraft Engines (GE Aircraft Engines), cng ang chim mt t l khng nh trong hot ng phn phi trn Internet. GE Aircraft Engines l mt hng sn xut linh kin ng c my bay. Ban u hng mua linh kin ng c my bay t nhiu nh sn xut khc nhau phc v cho hot ng sn xut ca mnh v mt phn bn li cho cc doanh nghip khc c nhu cu. Khi ngy cng c nhiu khch hng mun t mua cc linh kin ny, GE Aircraft Engines quyt nh xy dng h thng mua sm ni b v cho php cc khch hng ca mnh truy cp vo h thng ny thng qua website geae.com tm hiu v mua bn cc phn linh kin t nh ti ln ca cc loi ng c my bay qun s v dn s. Bng cch , GE Aircraft Engines va c iu kin ngy cng cng c kh nng thng mi ca mnh, va cng c quan h vi cc nh sn xut c c nhng u th vt tri trong lnh vc thng mi. Cng v l do ny, li nhun ca nhng cng ty nh GE Aircraft Engines c nhiu im khc cc nh phn phi in t thng thng. Nu nh cc nh phn phi doanh thu thng thng thu c li nhun ch yu t hot ng bn hng, li nhun ca cc doanh nghip nh GE Aircraft Engines mt phn t cc hot ng bn hng v mt phn cu thnh t cc khon gim gi m n c hng khi tin hnh t cc n hng ln chung vi nhng nh phn phi khc hoc va phc v hot ng sn xut, va phc v cho hot ng thng mi ca mnh. 3.3. Nh cung cp dch v B2B Hot ng kinh doanh ca cc nh cung cp dch v B2B c nhiu im tng t hot ng ca cc nh phn phi in t nhng sn phm m h cung cp cho cc doanh nghip khc l dch v kinh doanh, khng phi l cc hng ho hu hn h. Cc

dch v ny hon ton tng t cc dch v kinh doanh m cc nh phn phi dch v B2B truyn thng (vi cc hot ng kinh doanh ngoi tuyn) cung cp nh dch v k ton, kim ton, dch v ti chnh, qun tr ngun nhn lc, dch v xut bn, in n... Mt trong s cc nh cung cp dch v B2B in hnh l nhng ngi cung cp dch v ng dng (Application Service Provider) gi tt l cc ASP. ASP l cng ty chuyn bn cc ng dng phn mm trn c s Internet cho cc cng ty khc, nh cc h thng t ng ho bn hng chng hn. tn ti v pht trin, cc nh cung cp dch v B2B thu t khch hng cc khon ph giao dch, cc khon ph da trn s lng cc trm lm vic c s dng dch v hoc cc khon ph ng k s dng hng nm. Tuy nhin, cng ging nh nhiu m hnh kinh doanh khc, yu t c bn quyt nh s thnh cng ca cc nh cung cp dch v B2B l kh nng thu ht khch hng. V vy, cc dch v c thc hin thng c hm lng tri thc cao v do i ng nhn vin chuyn nghip, giu kinh nghim cung cp. y cng chnh l c s cho mc tiu gi tr ca cc nh cung cp dch v B2B ni chung v cc ASP ni ring. i vi mi doanh nghip, c th xy dng mt h thng phn mm qun l ring ca mnh l iu rt kh thc hin. Mi mt h thng, chng hn nh h thng qun l hot ng bn hng, thng c thit k kh phc tp v c chi ph rt ln vt qu kh nng hoc khng kinh t i vi mi doanh nghip. Bn thn cc nh cung cp dch v B2B, khi xy dng cc h thng dch v ny, cng phi u t rt nhiu tin v tt nhin gi dch v s v cng ln nu ch cung cp cho mt khch hng duy nht. Nhng chi ph ny s gim dn nu c nhiu khch hng mua hay ng k s dng dch v. Cc nh kinh t gi y l tnh kinh t qui m (scale economies). Tnh kinh t qui m pht sinh khi mt h thng sn xut c chi ph c nh cao (chng hn nh mt nh my hay mt h thng phn mm) hot ng vi cng sut ti a v khng c thi gian cht. i vi cc h thng phn mm, chi p h cn bin i vi mt bn sao s ho ca mt chng trnh phn mm gn nh bng khng, v nh vy nu cc nh cung cp dch v c th tm thm mt khch hng mua chng trnh phn mm ca mnh, h s c kh nng thu c mt khon siu li nhun. Song i vi khch hng, vic chi mt khon tin ph s dng dch v t cc nh cung cp dch v B2B vn kinh t v kh thi hn nhiu so vi vic phi b tin u t xy dng h thng dch v ring ca mnh v chc chn m hnh kinh doanh ny s tip tc pht trin cng vi s pht trin ca thng mi in t. 3.4. Nh mi gii giao dch B2B

Nh mi gii dch v l nhng ngi hot ng vi mc ch lin kt cc doanh nghip khc trn th trng. Mc tiu gi tr v m hnh doanh thu ca cc doanh nghip loi ny v c bn tng t m hnh mi gii giao dch (transaction broker) trong thng mi B2C, tuy nhin khch hng ca h ch yu l cc t chc kinh doanh, nhng ngi mun tm kim cc i tc cung cp dch v hoc hng ho ph hp vi nhu cu ca mnh v gi c v thi gian, v s lng cng nh v cht lng. Nhm thu ht khch hng, cc nh mi gii giao dch B2B thng cho php h truy cp min ph vo website ca mnh, tm kim v so snh cc thng tin lin quan n vic cung cp cc sn phm, dch v tm ra i tc ph hp nht. Sau khi la chn v quyt nh i tc, khch hng s phi tr mt khon ph giao dch hoc ph s dng dch v trc khi cc giao dch mua bn hay vic cung cp dch v c thc hin. 3.5. Trung gian thng tin Trong thng mi truyn thng, m hnh trung gian thng tin ra i mun hn so vi hu ht cc m hnh kinh doanh khc, vi chc nng ch yu l tp hp thng tin v khch hng, tip th nhng thng tin thu thp c cho cc doanh nghip, ng thi bo v tnh ring t ca cc thng tin . Chuyn sang thng mi in t, tuy c nhiu thay i v cch thc hot ng, v c cu t chc v cng ngh song phn ln cc doanh nghip thuc m hnh ny vn hot ng vi chc nng ch yu l thu thp cc thng tin v khch h ng v bn chng cho cc doanh nghip khc. Mt s trung gian thng tin ch cung cp thng tin cho mt lnh vc kinh doanh nht nh gi l cc trung gian thng tin nh hng bn hng (vendor -oriented infomediary). Thng tin m cc trung gian ny cung cp s gip ngi bn hng xc nh chnh xc mc tiu ca sn phm, dch v v cc hot ng xc tin i vi tng tp khch hng ring bit ca doanh nghip mnh. Cc trung gian thng tin nh hng bn hng c th phn thnh 2 loi chnh: nh mi gii thng tin qung co (audience broker) v cc nh cung cp thng tin nh hng kinh doanh (lead generator). Nh mi gii thng tin qung co, bng cch ny hay cch khc, tp hp v lu gi cc thng tin v khch hng, sau cung cp cho nhng ngi lm qung co. Nhng ngi lm qung co s dng cc thng tin ny cho vic xy dng nhng chng trnh qung co thch hp hng vo tp khch hng tim nng ca mt doanh nghip hay ca mt lnh vc kinh doanh nht nh. Mt trong nhng nh mi gii thng tin qung co in hnh l DoubleClick (www.DoubleClick.com).

Khc vi cc nh mi gii thng tin qung co, nhng nh cung cp thng tin nh hng kinh doanh thu thp cc d liu v khch hng, tp hp v x l d liu hnh thnh nn h s c nhn khch hng cng nhng s thch, thi quen v th hiu tiu dng ca h. Cc h s ny, sau , s dng lm c s nh hng sn phm v dch v ca cc nh sn xut sao cho chng ph hp nht, tho mn tt nht nhu cu v th hiu tiu dng ca khch hng. Th d tiu biu ca loi hnh ny l AutoByTel, mt hng hot ng trong lnh vc kinh doanh t. Hng ny qun l mt mng li gm cc i l bn t khp nc M v nhiu vng khc nhau trn th gii. AutoByTel cho php cc nh sn xut, kinh doanh t truy cp website ca mnh, tm hiu cc thng tin v nhu cu v th hiu khch hng t a ra cc quyt nh kinh doanh ph hp. i li, sau mi ln tham kho, cc hng s phi tr mt khon ph nht nh cho cc thng tin ni trn. Trn y l cc m hnh kinh doanh c bn trong thng mi in t B2C v B2B. Tuy chng c xy dng trn c s cc k thut v phng tin hin i, ng dng nhng thnh tu mi nht ca cng ngh thng tin... nhng bn cht cc m hnh ny u xut pht t nhng m hnh kinh doanh trong thng mi truyn thng, ra i t khi cha c thng mi in t. S xut hin ca thng mi in t khng nhng lm thay i cc m hnh c trong lch s m cn lm xut hin nhiu m hnh kinh doanh mi, mang c trng ca thng mi in t, bao gm: m hnh kinh doanh gia cc ngi tiu dng (customer-to-customer - C2C), m hnh kinh doanh ngang hng (peer-to-peer - P2P), m hnh thng mi di ng (bng 5), m hnh " x tm vng" (gold rush) v cc m hnh .....@@@@ (EC enabler). Cc m hnh kinh doanh ny s c nghin cu c th phn sau. Bng 5: Cc m hnh kinh doanh c trng ca thng mi in t
Loi M hnh kinh doanh gia cc ngi tiu dng (C2C) M hnh kinh doanh ngang hng (P2P) M hnh thng mi di ng M hnh kinh doanh Nh to th trng Nh cung cp ni dung Cc dng khc Th d eBay.com Half Napster.com My.MP3.com Amazon.com M t Lin kt ngi tiu dng vi nhng ngi tiu dng khc bn hng Cng ngh cho php khch hng chia s cc tp tin v cc dch v qua Web Cc ng dng kinh doanh m rng s dng cng ngh khng dy M hnh doanh thu Ph giao dch

Ph ng k, qung co v ph giao dch Bn hng ho

4. Cc m hnh kinh doanh c trng ca thng mi in t 4.1. M hnh kinh doanh gia cc ngi tiu dng (customer-to-customer C2C).

M hnh thng mi gia cc ngi tiu dng l cch m ngi tiu dng c th s dng bn cc hng ho ca mnh cho ngi tiu dng khc vi s gip ca mt doanh nghip kinh doanh trc tuyn. Th d in hnh nht ca loi hnh kinh doanh ny l cng ty eBay.com, mt nh to th trng rt ni ting trong lnh vc thng mi B2C (xem phn 2.5 Nh to th trng). Trc y, bn cc hng ho b i hoc hng ho qua s dng, ngi tiu dng phi bn chng cho nhng ngi thu mua c, cho nhng ca chuyn mua bn c hoc bn chng nhng th trng chuyn bit nh ch c hay ch tri. T khi loi hnh u gi trc tuyn ra i, ngi tiu dng khng cn mang hng ho mun bn ti cc ch c m ch cn gi cc thng tin v chng ti nhng nh u gi trc tuyn nh eBay.com. Ngi mua cng s truy cp vo website ca eBay xem v tr gi hng ho. Sau khi ngi mua v ngi bn thng nht vi nhau v gi v cc iu kin thng mi khc, qu trnh mua bn cng s c thc hin trc tip thng qua nhng phng tin m eBay cung cp v nhng ngi tiu dng ny hon ton khng cn thit phi gp g nhau trong sut qu trnh giao dch. Tuy nhin, h s phi tr cho eBay khon hoa hng theo t l nht nh. Trong trng hp khng mun tham gia u gi, ngi tiu dng vn c th tm mua cc hng ho qua s dng khi gh thm website Half.com, ni nhng ngi tiu dng khc bn h gi thanh l cc hng ho d tha nh sch bo, phim nh, bng a nhc v cc chng trnh tr chi. Khc vi eBay, gi c ca tt c cc hng ho bn ti Half thng c n nh trc, t khi thc hin u gi. Khon hoa hng cc bn mua bn phi tr cho Half thng l 15% gi tr giao dch cng thm mt phn chi ph vn chuyn hng ho. D mi loi hnh doanh nghip trn y u c nhng c im ring, song c hi v kh nng pht trin ca chng l rt ln bi rt nhiu ngi tiu dng mi ni trn th gii mun bn i cc hng ho d tha hoc nhng hng ho qua s dng trong khi nhiu ngi khc li c nhu cu mua cc hng ho thay v phi b ra nhiu tin mua cc hng ho mi. C hai i tng ny u cn n cc doanh nghip nh eBay v Half ni trn. 4.2. M hnh kinh doanh ngang hng (peer-to-peer - P2P) Tng t loi hnh kinh doanh gia cc ngi tiu dng, m hnh kinh doanh ngang hng (P2P) cng hot ng vi mc tiu lin kt nhng ngi s dng, cho php h chia s cc tp tin v cc ti nguyn khc trn my tnh m khng cn truy cp vo mt my ch chung. im ni bt ca loi hnh P2P l cho php cc c nhn c th t mnh to lp cc thng tin hu ch nhng c nhn khc s dng bng

cch kt ni h vi nhau trn Web. im khc bit c bn so vi loi hnh C2C l P2P khng lin kt nhng ngi s dng vi mc ch mua bn hng ho, dch v m ch yu l chia s cc thng tin v cc loi ti nguyn khc. Tuy nhin, nh chng ta bit, vic trao i v chia s cc thng tin ngang hng l mt cng ngh rt ph bin, c t kh lu(*) , v vy vn t ra i vi cc doanh nghip loi ny l bng cch no c th thu c li nhun. Chng hn nh trng hp ca website m nhc My.MP3.com. MP3 cho php nhng ngi yu nhc chia s v ti xung min ph cc bi ht dng MP3 ti website My.MP3.com (hnh 1). Hnh 1: M hnh kinh doanh ca My.MP3.com @@@ (fig. 2.2, pg 84, EB-Tech-Soc-Bus) Song song vi vic cho truy cp v ti cc bi ht min ph, MP3.com cng cho php cc ca s v ban nhc t tn tui hoc cha c bit n lu tr min ph nhng bi ht, bn nhc ca mnh. Bng cch ny, h c th hy vng nhng ngi yu nhc s khm ph v bit ti mnh khi truy cp v tm kim thng tin trn website ny. Tt nhin MP3.com khng phi l mt website phi li nhun. Thu nhp ca MP3.com c c t cc hp ng qung co v cc khon ph m ngi s dng phi tr khi ti mt s ti nguyn t website xung. Ngoi ra, MP3.com c th nhn c cc khon ti tr t nhng nh sn xut v kinh doanh bng a nhc nh Vivendi Universal chng hn. 4.3. M hnh thng mi di ng (M-commerce) Ti nhng quc gia m thng mi in t ang giai on s khi nh Vit Nam, m hnh thng mi di ng (mobile-commerce hay m-commerce) cn qu xa l v thc s cha c iu kin pht trin, nhng nhiu nc trn th gii nh Nht Bn, cc nc chu u v Bc M m hnh ny v ang pht trin mnh m t vi nm tr li y. u im ln nht ca m hnh thng mi in t ny l cho php mi i tng thc hin cc giao dch mua bn ti mi thi im, c bit l mi ni s dng cc thit b trn c s cng ngh mi, khng dy. Thc cht, cc mng khng dy s dng cc bng thng v cc giao thc thng tin kt ni nhng ngi s dng di ng vi Internet. nhiu quc gia trn th gii, dung lng bng thng hn ch l tr ngi ln i vi hot ng ca cc mng khng dy. gii quyt vn ny, nhiu cng ngh mi v ang c ng dng nhng chi ph hin cn kh cao.
(*)

Xem: TS. Nguyn Vn Minh, Trn Hoi Nam: Giao dch thng mi in t - Mt s vn c bn, Nxb. Chnh

tr quc gia, H Ni, 2002.

Bn cnh , cng nh i vi cc m hnh kinh doanh khc, cc doanh nghip kinh doanh theo m hnh ny phi lun tnh ton c th thu c li nhun. Vn t ra l hin nay, cc ph i vi vic s dng cc thit b di ng truy cp Internet l kh cao, do vy cha to iu kin thu ht khch hng n vi m hnh ny. Tuy nhin, vi tc pht trin cng ngh nh hin nay, nhng vn trn hy vng s sm c gii quyt v m hnh kinh doanh nay cng s l mt trong nhng m hnh kinh doanh y trin vng trong tng lai. 4.4. Nhng ngi to iu kin cho thng mi in t phn trn, chng ta nghin cu v cc m hnh kinh doanh ch yu trong thng mi in t. Tuy nhin s l thiu ht nu chng ta khng cp ti mt m hnh kinh doanh kh quan trng: nhng ngi cung cp c s h tng cn thit gip cc doanh nghip kinh doanh in t thc hin cc hot ng kinh doanh ca mnh. H chnh l cc cng ty cung cp c s h tng Internet bao gm cc thit b phn cng, cc h iu hnh, cng ngh mng truyn thng, cc phn mm ng dng cc cng c v dch v thit k Web cng nhiu cng c v dch v h tr khc. Tt c nhng iu ny to iu kin cho thng mi in t trn Web c th thc hin c (bng 6). Bng 6: Nhng ngi to iu kin cho thng mi in t
C s h tng Phn cng: My ch Web Phn mm: H iu hnh v phn mm my ch Thit b mng: B nh tuyn Bo mt: Phn mm m ho Cc phn mm h thng thng mi in t (B2B, B2C) Cc gii php a phng tin Phn mm qun l mi quan h khch hng Cc h thng thanh ton Nng cao hiu sut C s d liu Dch v my ch Cc in hnh IBM, Sun, Compaq, Dell Microsoft, Sun, Apache Software Foundation Cisco CheckPoint, VeriSign IBM, Microsoft, iPlanet, CommerceNet, Ariba Real Networks, Microsoft PeopleSoft PayPal, CyberCash Akamai, Cache Flow, Inktomi, Cidera, Digital Island Oracle, Sybase Exodus, Equinex, Global Crossing