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E-business models : مدل هاي کسب و کار الکترونيکي

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Javad Ghavipanjeh
Javad Ghavipanjeh
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E-Business Models ‫اﻟﮑﺘﺮوﻧﯿﮏ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻫﺎي‬ ‫ﻣﺪل‬ j.ghavipanjeh@gmail.com
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
Business Model Chester Carlson-1958 : the inventor of xerography
Business Model larry page and sergey brin : google founders
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google ‫ﮐﺮدﻧﺪ‬ ‫ﺗﻤﺮﮐﺰ‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﻧﻮآوري‬ ‫روي‬ ‫ﺑﺮ‬ ‫آﻧﻬﺎ‬ ‫ﮐ‬ ‫ﺗﻘﻮﯾﺖ‬ ‫ﺧﻮد‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﺑﺎ‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫آﻧﻬﺎ‬‫ﺮدﻧﺪ‬ ١
‫ﮐﺮدﻧﺪ‬ ‫ﺗﻘﻠﯿﺪ‬ ‫دﯾﮕﺮان‬ ‫ﻣﺪل‬ ‫از‬ ‫ﺳﺎده‬ ‫ﺧﯿﻠﯽ‬ ‫آﻧﻬﺎ‬ ‫ﮐﺮدﻧﺪ‬ ‫ﺧﻠﻖ‬ ‫ﺟﺪﯾﺪ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬ ‫آﻧﻬﺎ‬ ٢ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google
‫ﺧﻮاﻫ‬ ‫ﻣﻮﻓﻖ‬ ‫ﻣﺪﻟﺸﺎن‬ ‫ﮐﻪ‬ ‫ﻣﯿﺪاﻧﺴﺘﻨﺪ‬ ‫اﺟﺮا‬ ‫از‬ ‫ﻗﺒﻞ‬ ‫آﻧﻬﺎ‬‫ﺷﺪ‬ ‫ﺪ‬ ‫ﮐﺮدﻧ‬ ‫ﻣﯽ‬ ‫اﺟﺮا‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺪل‬ ‫و‬ ‫ﻣﯿﮑﺮدﻧﺪ‬ ‫رﯾﺴﮏ‬ ‫ﺑﺎﯾﺪ‬ ‫آﻧﻬﺎ‬‫ﺪ‬ ٣ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﮐﺮدن‬ ‫ﻣﺸﺨﺺ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﺑﻨﮕﺎه‬ ‫ﺗﻮﺳﻂ‬ ‫درآﻣﺪ‬ ‫ﮐﺴﺐ‬ ‫ﭼﮕﻮﻧﮕﯽ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫زﻧﺠﯿﺮه‬ ‫در‬ ‫آن‬ ‫ﺟﺎﯾﮕﺎه‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﺸﺮﯾﺢ‬ ‫ﻣﺸﺘﺮي‬ ‫ارزش‬
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﺳﺮوﯾﺴﻬﺎي‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬‫ﻓﺮاورده‬ ‫از‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫روﺷﯽ‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬‫ارزش‬ ‫ﺧﻮد‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﻗﺘﺼﺎدي‬
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﻧﯿﺴﺖ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﯾﮏ‬ ‫درآﻣﺪزاﯾﯽ‬ ‫ﻧﺤﻮه‬ ‫ﻧﻤﺎﯾﺶ‬ ‫ﺟﺰ‬ ‫ﭼﯿﺰي‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬
•‫اﺳ‬ ‫دﯾﮕﺮ‬ ‫راﻫﺒﺮدي‬ ‫ﻣﺴﺘﻨﺪ‬ ‫ﻫﺮ‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫ﻃﺮح‬ ‫ﯾﮏ‬ ‫ﻫﺴﺘﻪ‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬‫ﺖ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
‫؟‬ ‫دﻫﯿﻢ‬ ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﻫﺎﯾﯽ‬ ‫ﺳﻮال‬ ‫ﭼﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫در‬ 1-‫ﮐﻨﯿﻢ؟‬ ‫ﺣﻞ‬ ‫اﺳﺖ‬ ‫ﻗﺮار‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﮔﺮوه‬ ‫ﮐﺪام‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﭼﺎﻟﺸﯽ‬ ‫ﯾﺎ‬ ‫ﻣﺸﮑﻞ‬ ‫ﭼﻪ‬ 2-‫ﺑﻨﺪي‬‫ﺑﺨﺶ‬ ‫را‬ ‫ﻣﺎن‬‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺗﻮاﻧﯿﻢ‬‫ﻣﯽ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﯿﺴﺖ؟‬ ‫ﻣﺎ‬ ‫ﻫﺪف‬ ‫ﻣﺸﺘﺮي‬‫ﮐﻨﯿﻢ؟‬ 4-‫و‬ ‫ﮐﻨﯿﻢ‬‫ﻣﯽ‬ ‫ﺟﺬب‬ ‫ﺧﻮد‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻫﺎ‬‫آن‬ ،‫ﮐﻨﯿﻢ‬‫ﻣﯽ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﻪ‬ ‫ﭼﮕﻮﻧﻪ‬‫دارﯾﻢ؟‬‫ﻣﯽ‬ ‫ﺷﺎن‬‫ﻧﮕﻪ‬ 5-‫ﮐ‬ ‫رﻗﺎﺑﺖ‬ ‫اﺳﺖ‬ ‫ﻗﺮار‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﻣﺎ‬ ‫و‬ ‫اﺳﺖ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﻣﺎ‬ ‫ﺻﻨﻌﺖ‬ ‫در‬ ‫رﻗﺎﺑﺖ‬ ‫وﺿﻌﯿﺖ‬‫ﻨﯿﻢ؟‬ 6-‫ﺗﺮ‬‫ﺟﺬاب‬ ‫ﻋﺒﺎرت‬‫ﺑﻪ‬ ‫ﯾﺎ‬ ‫ﮐﻨﯿﻢ؟‬‫ﻣﯽ‬ ‫ﮐﺴﺐ‬ ‫درآﻣﺪ‬ ‫ﭼﮕﻮﻧﻪ‬:‫آورﯾ‬‫درﻣﯽ‬ ‫ﭘﻮل‬ ‫ﭼﮕﻮﻧﻪ‬‫ﻢ؟‬
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫اﺳﺖ‬ ‫ﺗﺎن‬‫اﯾﺪه‬ ‫از‬ ‫ﺷﻤﺎ‬ ‫درآوردن‬ ‫ﭘﻮل‬ ‫روش‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬.‫ﻣﺤﮑ‬ ‫دﻟﯿﻞ‬ ‫اﯾﻦ‬ ‫از‬‫ﺗﺮ‬‫ﻢ‬ ‫ﺧﻮاﻫﯿﺪ‬‫ﻣﯽ‬!
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫ﭼ‬ ‫ﮐﻪ‬ ‫دﻫﺪ‬‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﺷﻤﺎ‬ ‫ﺑﻪ‬ ‫ﻣﺎﻧﺪ؛‬‫ﻣﯽ‬ ‫ﺳﺎﺧﺘﻤﺎن‬ ‫ﭘﯽ‬ ‫ﻣﺜﻞ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫ﺗﻮاﻧﯿﺪ‬‫ﻣﯽ‬ ‫ﮕﻮﻧﻪ‬ ‫ا‬ ‫را‬ ‫ﻣﻤﮑﻦ‬ ‫ارزش‬ ‫ﺗﺮﯾﻦ‬‫ﺑﯿﺶ‬ ‫ﮐﻪ‬ ‫ﮐﻨﯿﺪ‬ ‫دﻫﯽ‬‫ﺳﺎزﻣﺎن‬ ‫ﻃﻮري‬ ‫را‬ ‫ﮐﺎرﺗﺎن‬ ‫و‬ ‫ﮐﺴﺐ‬‫دﺳﺖ‬‫ﺑﻪ‬ ‫آن‬ ‫ز‬ ‫ﺑﯿﺎورﯾﺪ‬.
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫اﺳ‬ ‫ﻣﺸﺎﺑﻪ‬ ‫ﺗﺎن‬‫رﻗﺒﺎي‬ ‫ﺑﺎ‬ ‫ﺷﻤﺎ‬ ‫ي‬‫اﯾﺪه‬ ‫وﻗﺘﯽ‬ ‫دﻫﺪ‬‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫ﺷﻤﺎ‬ ‫ﺗﻔﺎوت‬ ،‫ﺖ‬ ‫ﭼﯿﺴﺖ‬ ‫ﻫﺎ‬‫آن‬ ‫ﺑﺎ‬!
Business Plan‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan(
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﻣﻨﺎﺳﺐ‬ ‫اﻟﮕﻮي‬ ‫و‬ ‫ﻧﻘﺸﻪ‬ ‫ﯾﮏ‬
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﺷ‬ ‫از‬ ‫ﻗﺒﻞ‬ ‫ﺟﺎﻣﻊ‬ ‫ﺑﺮرﺳﯽ‬ ‫و‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫اﻧﺠﺎم‬ ‫ﺑﺮاي‬ ‫ﻣﻨﺎﺳﺐ‬ ‫اﻟﮕﻮي‬ ‫و‬ ‫ﻧﻘﺸﻪ‬ ‫ﯾﮏ‬‫و‬ ‫ﻓﻌﺎﻟﯿﺖ‬ ‫ﺮوع‬ ‫ﻫﺎ‬‫آﺳﯿﺐ‬ ‫و‬ ‫ﻣﺨﺎﻃﺮات‬ ‫رﺳﺎﻧﯿﺪن‬ ‫ﺣﺪاﻗﻞ‬ ‫ﺑﻪ‬
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫دﻫ‬‫ﻣﯽ‬ ‫اﻣﮑﺎن‬ ‫ﺷﻤﺎ‬ ‫ﺑﻪ‬ ‫ﻣﺴﯿﺮ‬ ‫ﻃﻮل‬ ‫در‬ ‫راﻫﻨﻤﺎﯾﯽ‬ ‫ﻋﻨﻮان‬ ‫ﮐﺎرﺑﻪ‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮﻧﺎﻣﻪ‬‫را‬ ‫ﺗﺎن‬‫ﭘﯿﺸﺮﻓﺖ‬ ‫ﺪ‬ ‫ﺑﮕﯿﺮﯾﺪ‬ ‫اﻧﺪازه‬ ‫ﺷﺪه‬ ‫رﯾﺰي‬‫ﺑﺮﻧﺎﻣﻪ‬ ‫اﻧﺘﻈﺎرات‬ ‫ﺑﺎ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫در‬.
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﺷ‬ ‫آﻣﯿﺰ‬‫ﻣﺨﺎﻃﺮه‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫اﯾﺪه‬ ً‫ﺎ‬‫ﻧﻬﺎﯾﺘ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﮐﺎرﻣﺪرﮐﯽ‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮﻧﺎﻣﻪ‬‫ﯾﮏ‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻤﺎ‬ ‫ﺷ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫و‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫ﺗﺄﻣﯿﻦ‬ ‫و‬ ‫ﺷﺮﮐﺎ‬ ‫ﺑﻪ‬ ‫ﺑﺎﻟﻘﻮه‬ ‫ﮔﺬاري‬‫ﺳﺮﻣﺎﯾﻪ‬ ‫ﻓﺮﺻﺖ‬‫ﻓﺮوﺷﺪ‬‫ﻣﯽ‬ ‫ﻤﺎ‬.
‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
Business Model CanvasAlex Osterwalder
‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻗﺪرﺗﻤﻨﺪ‬ ‫ﺑﺴﯿﺎر‬ ‫ﺣﺎل‬ ‫ﻋﯿﻦ‬ ‫در‬ ‫و‬ ‫ﺗﺼﻮﯾﺮي‬ ‫ﺳﺎده‬ ‫اﺑﺰار‬9‫ﮐﻨ‬‫ﻣﯽ‬ ‫ﺗﻮﺻﯿﻒ‬ ‫را‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬‫ﻣﺪل‬ ‫ي‬‫ﺳﺎزﻧﺪه‬ ‫ﺑﺨﺶ‬‫ﺪ‬
‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺨﺶ‬)Customer Segments( ‫؟‬ ‫ﮐﻨﯿﻢ‬ ‫ﻣﯽ‬ ‫آﻓﺮﯾﻨﯽ‬ ‫ارزش‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫ﺑﺮاي‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺎ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻣﻬﻤﺘﺮﯾﻦ‬‫؟‬
‫ﭘﯿﺸﻨﻬﺎدي‬ ‫ارزش‬)Value Proposition( ‫؟‬ ‫دﻫﯿﻢ‬ ‫ﻣﯽ‬ ‫اراﺋﻪ‬ ‫ارزﺷﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﻤﺎن‬ ‫ﺑﻪ‬ ‫ﮐﻨﯿﻢ‬ ‫ﻣﯽ‬ ‫ﮐﻤﮏ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﻤﺎن‬ ‫ﻣﺴﺎﺋﻞ‬ ‫از‬ ‫ﮐﺪاﻣﯿﮏ‬ ‫ﺣﻞ‬ ‫ﺑﻪ‬‫؟‬ ‫؟‬ ‫ﺳﺎزي‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫؟‬ ‫ﻫﺎ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﮐﺎﻫﺶ‬ ‫؟‬ ‫ﺑﮑﺎرﮔﯿﺮي‬ ‫ﻗﺎﺑﻠﯿﺖ‬
‫ﺗﻮزﯾﻊ‬ ‫ﮐﺎﻧﺎل‬)Channels( ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺘﺮﺳﯽ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺨﺶ‬ ‫ﺑﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫ﮐﺎﻧﺎل‬ ‫ﭼﻪ‬ ‫ﻃﺮﯾﻖ‬ ‫از‬ ‫ﺧﻮاﻫﯿﻢ‬ ‫ﻣﯽ‬‫؟‬ ‫ﺗﺤﻮﯾﻞ‬)‫و‬ ‫ﻓﺮوش‬ ‫ﻋﺎﻣﻼن‬ ، ‫واﺳﻄﻪ‬ ، ‫وب‬(...‫؟‬
‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺎ‬ ‫ارﺗﺒﺎط‬)Customer Relationships( ‫دارﻧﺪ‬ ‫ﻣﺎ‬ ‫از‬ ‫اي‬ ‫راﺑﻄﻪ‬ ‫ﻧﻮع‬ ‫ﭼﻪ‬ ‫ﺣﻔﻆ‬ ‫و‬ ‫ﺑﺮﻗﺮاري‬ ‫اﻧﺘﻈﺎر‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬‫؟‬ ‫؟‬ ‫دارﯾﺪ‬ ‫ارﺗﺒﺎط‬ ‫ﺷﮑﻞ‬ ‫ﭼﻪ‬ ‫ﺑﻪ‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬ ‫ﺑﺎ‬ ‫ﺷﺨﺼﯽ‬ ‫دﺳﺘﯿﺎر‬ ‫ﺧﻮدﮐﺎر‬ ‫دﺳﺘﯿﺎر‬
‫درآﻣﺪ‬ ‫ﺟﺮﯾﺎن‬)Revenue Streams( ‫ﮐﺴﺐ‬ ‫درآﻣﺪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬ ‫از‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﺷﺮﮐﺖ‬‫؟‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﺮﺟﯿﺢ‬ ‫و‬ ‫؟‬ ‫ﭘﺮدازﻧﺪ‬ ‫ﻣﯽ‬ ‫را‬ ‫ﺑﻬﺎ‬ ‫ﭼﮕﻮﻧﻪ‬‫ﻣﯿﺪﻫﻨﺪ‬‫ﺑﭙﺮدازﻧﺪ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬‫؟‬ ‫؟‬ ‫ﻓﺮوش‬ ‫از‬ ‫ﭘﺲ‬ ‫ﺧﺪﻣﺎت‬ ‫؟‬ ‫اﻣﺘﯿﺎز‬ ‫ﺣﻖ‬ ‫و‬ ‫؟‬ ‫دﺳﺘﻤﺰد‬...
‫اﺻﻠﯽ‬ ‫ﻣﻨﺎﺑﻊ‬)Key Resources( ‫ﻫﺴﺘﻨﺪ‬ ‫ﺿﺮوري‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﺮاي‬ ‫ارزش‬ ‫ﺧﻠﻖ‬ ‫ﺑﺮاي‬ ‫ﮐﻪ‬ ‫ﻣﻨﺎﺑﻌﯽ‬ ‫ﻣﺎﻟﯽ‬ ، ‫اﻧﺴﺎﻧﯽ‬ ، ‫ﻣﻌﻨﻮي‬ ، ‫ﻓﯿﺰﯾﮑﯽ‬
‫اﺻﻠﯽ‬ ‫ﻫﺎي‬ ‫ﻓﻌﺎﻟﯿﺖ‬)Key Activities( ‫ﻫﺴﺘﻨﺪ؟‬ ‫ﭼﻪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﭘﯿﺸﻨﻬﺎي‬ ‫ارزش‬ ‫اﺟﺮاي‬ ‫ﺑﺮاي‬ ‫ﺷﺮﮐﺖ‬ ‫ﻫﺎي‬‫ﻓﻌﺎﻟﯿﺖ‬ ‫ﻣﻬﻤﺘﺮﯾﻦ‬ ‫ﺗﻮاﯾﺪ‬ ‫ﻣﺴﺌﻠﻪ‬ ‫ﺣﻞ‬ ‫ﮐﯿﻔﯿﺖ‬ ‫ﺗﻀﻤﯿﻦ‬
‫ﮐﻠﯿﺪي‬ ‫ﺷﺮﮐﺎي‬)Key Partnership( ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﺷﻤﺎ‬ ‫ﻣﺪل‬ ‫ﻣﻬﻢ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﮐﻪ‬ ‫اﺻﻠﯽ‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫ﺗﺎﻣﯿﻦ‬ ‫و‬ ‫ﺷﺮﮐﺎ‬ ‫؟‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫ﻓﻌﺎﻟﯿﺘﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺎ‬ ‫اﺻﻠﯽ‬ ‫ﺷﺮﮐﺎي‬
‫ﻫﺰﯾﻨﻪ‬ ‫ﺳﺎﺧﺘﺎر‬)Cost Structures( ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺪام‬ ‫ﻣﺎ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫در‬ ‫اﺻﻠﯽ‬ ‫ﻫﺎي‬ ‫ﻫﺰﯾﻨﻪ‬ ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺪام‬ ‫ﻓﻌﺎﻟﯿﺘﻬﺎ‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﮔﺮاﻧﺘﺮﯾﻦ‬ ‫و‬ ‫ﺗﻮﺳﻌﻪ‬ ، ‫ﻧﮕﻬﺪاري‬ ، ‫ﺑﺎزارﯾﺎﺑﯽ‬ ، ‫ﺗﻮﻟﯿﺪ‬ ‫ﻫﺰﯾﻨﻪ‬...
E-business models : مدل هاي کسب و کار الکترونيکي
Google Business Model
Facebook Business Model
Skype Business Model
DigiKala Business Model
‫؟‬ ‫ﺑﺎﺷﻪ‬ ‫راﯾﮕﺎن‬ ‫ﻣﯿﺘﻮاﻧﺪ‬ ‫ﭼﻄﻮر‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬
Freemium Direct Cross-Subsidies Non-monetary market Three parties or Two-sided markets How can a product be free ?
Freemium Free + Primum Second Life Most video games
Freemium Free + Primum ‫راﯾﮕﺎن‬ ‫اﺳﺘﻔﺎده‬ ‫ﻫﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫اﻧﻮاع‬ ‫اﻣﮑﺎﻧﺎت‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫زﻣﺎﻧﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫ﻇﺮﻓﯿﺖ‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫ﺳﺎزي‬ ‫ذﺧﯿﺮه‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ LinkedIn Flickr Skype Evernote ‫در‬ ‫ﺣﺠﯿﻢ‬ ‫ﻫﺎي‬ ‫ﻓﺎﯾﻞ‬ ‫ارﺳﺎل‬ ‫ﻣﺤﺪودﯾﺖ‬DropBox ‫در‬ ‫ﺳﺎزي‬ ‫ذﺧﯿﺮه‬ ‫ﻓﻀﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬Webmail،DropBox
Freemium Free + Primum ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اﺳﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﯿﺸﺘﺮ‬ ‫و‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺟﺬب‬ ‫ﻣﻌﻨﯽ‬ ‫ﺑﻪ‬ ‫راﯾﮕﺎن‬ ‫ﻣﺤﺼﻮﻟﯽ‬ ‫داﺷﺘﻦ‬. ‫از‬ ‫ﮐﻪ‬ ‫ﮐﺎرﺑﺮي‬ ‫اﮔﺮﭼﻪ‬free user‫ﻣﺘﻘﺎﺿﯽ‬ ‫ﻟﺰوﻣﺎ‬ ، ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬premium‫ﮐﺎرﺑﺮان‬ ‫ﻣﯿﺘﻮاﻧﻨﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫اﯾﻦ‬ ‫وﻟﯽ‬ ‫ﻧﯿﺴﺖ‬ ‫ﮐﺎرﺑﺮي‬ ‫درﺧﻮاﺳﺖ‬ ‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫آﻧﻬﺎ‬ ‫ﮐﻪ‬ ‫ﮐﻨﻨﺪ‬ ‫ﺳﺮوﯾﺲ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﻪ‬ ‫دﻋﻮت‬ ‫را‬ ‫دﯾﮕﺮي‬premium‫ﺑﺎﺷﻨﺪ‬ ‫داﺷﺘﻪ‬ ‫را‬. ‫اي‬ ‫ﺷﺒﮑﻪ‬ ‫ﺗﺎﺛﯿﺮات‬ ‫ﮐ‬ ‫و‬ ‫ﺷﻮد‬ ‫ﻣﺤﺒﻮب‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺑﯿﻦ‬ ‫در‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﺎ‬ ‫و‬ ‫ﺳﺮوﯾﺲ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫داﺷﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫وﺟﻮد‬ ‫زﻣﺎﻧﯽ‬ ‫اي‬ ‫ﺷﺒﮑﻪ‬ ‫ﺗﺎﺛﯿﺮات‬‫ﺑﺮاي‬ ‫زﯾﺎدي‬ ‫ﺎرﺑﺮان‬ ‫ﻧﻤﺎﯾﻨﺪ‬ ‫اﻗﺪام‬ ‫آن‬ ‫از‬ ‫اﺳﺘﻔﺎده‬. ‫ﮐﻨﻨﺪ‬ ‫اﺳﺘﻔﺎده‬ ‫آن‬ ‫از‬ ‫اﻓﺮاد‬ ‫از‬ ‫زﯾﺎدي‬ ‫ﺗﻌﺪاد‬ ‫ﮐﻪ‬ ‫داﺷﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫ارزش‬ ‫زﻣﺎﻧﯽ‬ ‫ازﺗﻠﻔﻦ‬ ‫اﺳﺘﻔﺎده‬ ‫از‬600‫راﯾﮕﺎن‬ ‫ﮐﺎرﺑﺮ‬ ‫ﻣﯿﻠﯿﻮن‬skype‫ﯾﻌ‬ ‫ﺗﻌﺪاد‬ ‫اﯾﻦ‬ ‫اﻣﺎ‬ ‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺮداﺧﺖ‬ ‫ﭘﻮل‬ ‫ﺛﺎﺑﺖ‬ ‫ﺧﻂ‬ ‫ﺑﺎ‬ ‫ﺗﻤﺎس‬ ‫ﺑﺮاي‬ ‫ﮐﻤﯽ‬ ‫ﺗﻌﺪاد‬‫درآﻣﺪ‬ ‫ﻨﯽ‬‫ﻫﻨﮕﻔﺖ‬
Non-monetary market ‫ﻣﯿﺸﻮد‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫از‬ ‫ﭼﺮا‬ ‫ﺟﻬﺎن‬ ‫ﺳﻄﺢ‬ ‫در‬ ‫ﮔﺬاﺷﺘﻦ‬ ‫ﺗﺎﺛﯿﺮ‬ ‫ﭘﯽ‬ ‫در‬ ‫اﻓﺮاد‬:‫ﻫﺴﺘﻨﺪ‬: ‫ﺷﻬﺮت‬ ‫ﮐﺴﺐ‬:‫ﻧﻮﯾﺴﺎن‬ ‫وﺑﻼگ‬ ‫ﺑﺸﺮدوﺳﺘﺎﻧﻪ‬ ‫اﻗﺪام‬:‫ﭘﺪﯾﺎ‬ ‫وﯾﮑﯽ‬ ‫ﺑﺎﺷﻨﺪ‬ ‫داﺷﺘﻪ‬ ‫ﺧﺒﺮ‬ ‫آﻧﻬﺎ‬ ‫اﯾﻨﮑﻪ‬ ‫ﺑﺪون‬ ‫اﻓﺮاد‬ ‫ﺳﺎﯾﺮ‬ ‫از‬ ‫ﮐﺎرﮐﺸﯿﺪن‬: ‫ﺳﺮوﯾﺲ‬Google Recaptcha ‫در‬ ‫ﮔﯿﺮي‬ ‫راي‬Digg ‫در‬ ‫ﮔﯿﺮي‬ ‫راي‬ ‫و‬ ‫دادن‬ ‫ﭘﺎﺳﺦ‬yahoo answers ‫دزدي‬ ‫و‬ ‫ﻏﯿﺮﻗﺎﻧﻮﻧﯽ‬ ‫ﮐﭙﯽ‬: ‫ﺳ‬ ‫ﭘﻮل‬ ‫دﯾﮕﺮ‬ ‫ﻫﺎ‬ ‫ﺿﻤﯿﻨﻪ‬ ‫ﺑﺮﺧﯽ‬ ‫ﻣﯿﺸﻮد‬ ‫ﻣﺘﺪاول‬ ‫راﯾﺖ‬ ‫ﮐﭙﯽ‬ ‫ﺣﻘﻮق‬ ‫وﻧﻘﺾ‬ ‫ﻏﯿﺮﻗﺎﻧﻮﻧﯽ‬ ‫ﮐﭙﯽ‬ ‫زﻣﺎﻧﯿﮑﻪ‬‫ﺑﻮد‬ ‫ﻧﺨﻮاﻫﺪ‬ ‫ﺎز‬:‫آﻧﻼﯾﻦ‬ ‫ﻣﻮزﯾﮏ‬
‫ﺳ‬ ‫در‬ ‫ﻫﺎ‬ ‫ﻋﻼﻣﺖ‬ ‫و‬ ‫ﻣﻨﺎزل‬ ‫ﭘﻼك‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻨﻈﻮر‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫اﯾﻦ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬‫ﺧﯿﺎﺑﺎﻧﻬﺎ‬ ‫ﻄﺢ‬ ‫ﻗﺪﯾﻤﯽ‬ ‫ﻣﺘﻮن‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻨﻈﻮر‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫اﯾﻦ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬
Direct Cross-Subsidies ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﻣﻌﺮوف‬ ‫و‬ ‫ﻗﺪﯾﻤﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺪل‬ ‫از‬ ‫ﯾﮑﯽ‬/‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﺳﺮوﯾﺲ‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﻣﺒﻠﻎ‬/‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫درﺑﺎﻓﺖ‬ ‫دﯾﮕﺮ‬ ‫ﺳﺮوﯾﺲ‬. ‫ﺑﯿﺸﺘﺮ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮزﯾﻊ‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﻋﺎﻣﻞ‬ ‫ﻣﺤﺼﻮل‬ ‫راﯾﮕﺎن‬ ‫ﺧﺪﻣﺎت‬ ‫ﭘﻮﻟﯽ‬ ‫ﺳﺮوﯾﺲ‬ ‫ﭘﻮﻟﯽ‬ ‫ﭘﺸﺘﯿﺒ‬‫ﺎﻧﯽ‬ ‫ﭘﻮﻟﯽ‬
Direct Cross-Subsidies ‫واﻗﻌﯽ‬ ‫دﻧﯿﺎي‬ ‫در‬ ‫ﻧﻤﻮﻧﻪ‬ ‫ﭼﻨﺪ‬ ‫درآﻣﺪ‬‫ﮐﺴﺐ‬ ‫ﻧﺤﻮه‬ ‫ﮔﺮدد‬ ‫ﻣﯽ‬‫اراﺋﻪ‬ ‫ﮐﻢ‬‫ﻫﺰﯾﻨﻪ‬ ‫ﺑﺎ‬ ‫ﯾﺎ‬ ‫و‬‫راﯾﮕﺎن‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬‫ﻣﺤﺼﻮﻟﯽ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻧﺎم‬ Printer Ink Printer manufacturer Coffee machine Capsules Nespresso Razor Razor blades Gillette Real estate loan, credit card, savings account Cross-selling because customer is stuck with the same bank for 20/30 years Retail banks Airline ticket Hotel room, rental car, cruise and vacation package Go Voyages, airline companies Elevator Maintenance and security upgrades Elevator companies Alarms Electronic surveillance Security companies Equipement Reagent supplies Medical biology companies Telephone Communications Carrier
Three parties or Two-sided markets ‫ﻧﻤﺎﯾﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺮداﺧﺖ‬ ‫را‬ ‫دﯾﮕﺮ‬ ‫ﻣﺸﺘﺮي‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻣﺸﺘﺮي‬ ‫ﯾﮏ‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬. ‫ﺗﻠﻮزﯾﻮن‬:‫ﺗﻮﺳﻂ‬ ‫ﺗﻠﻮزﯾﻮن‬ ‫در‬ ‫ﺗﺒﻠﯿﻐﺎت‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﭘﺮداﺧﺖ‬ ، ‫ﻣﺮدم‬ ‫ﺗﻮﺳﻂ‬ ‫ﺗﻠﻮزﯾﻮن‬ ‫از‬ ‫راﯾﮕﺎن‬ ‫اﺳﺘﻔﺎده‬‫ﻫﺎ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻣﻮزه‬:‫ﺑﺰرﮔﺴﺎﻻن‬ ‫از‬ ‫ﻫﺰﯾﻨﻪ‬ ‫درﯾﺎﻓﺖ‬ ، ‫ﮐﻮدﮐﺎن‬ ‫راﯾﮕﺎن‬ ‫ﭘﺬﯾﺮش‬ Irantalent.ir‫ﯾﺎ‬LinkedIn:‫ﺟﺴﺘﺠﻮي‬ ‫ﺑﺮاي‬ ‫ﺷﺮﮐﺘﻬﺎ‬ ‫از‬ ‫ﻫﺰﯾﻨﻪ‬ ‫درﯾﺎﻓﺖ‬ ، ‫اﻋﻀﺎ‬ ‫ﺗﻮﺳﻂ‬ ‫راﯾﮕﺎن‬ ‫رزوﻣﻪ‬ ‫ﺛﺒﺖ‬‫ﭘﯿﺸﺘﺮﻓﺘﻪ‬ ‫ﺗﻔﺎوت‬Freemium‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫ﺑﺎ‬: ّ ‫ﻣﺪل‬ ‫در‬Freemium90‫ﺗﺎ‬95‫اﺳﺖ‬ ‫راﯾﮕﺎن‬ ‫ﺧﺪﻣﺎت‬ ‫درﺻﺪ‬
E-Business Model Michel Rapa
E-Business Models ‫ﮔﺮي‬‫واﺳﻄﻪ‬)Brokerage........................................ (ebay, paypal, amazon ‫ﺗﺒﻠﯿﻐﺎت‬)Advertising.............................................. (yahoo, google, overture ‫داده‬‫ﻣﺤﻮري‬)Informediary........................................ (Cool Saving, Double Clic ‫ﺗﺠﺎري‬)Merchant...................................................... (Amazone, Barners & Noble ‫ﺗﻮﻟﯿﺪي‬)Manufacturer......................................... (Dell, BMW ‫ﻫﻤﮑﺎري‬)Affiliate....................................................... (Amazone, Pay.per.click ‫ﺟﺎﻣﻌﻪ‬‫اي‬)Community.......................................... (Orkut, Red Hat ‫ﻋﻀﻮﯾﺖ‬)Subscription........................................ (Listen, Classmaster ‫ﮐﺎرﺑﺮدي‬)Utility........................................................... (Slash dot
E-Business Models ‫ﮔﺮي‬‫واﺳﻄﻪ‬)Brokerage( ebay, paypal, amazon •Marketplace Exchange •Buy/Sell Fulfillment •Demand Collection System •Auction Broker •Transaction Broker •Distributor •Search Agent •Virtual Marketplace ‫ﮐﺎﻻ‬ ‫درﯾﺎﻓﺖ‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻗﯿﻤﺖ‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﺧﺮﯾﺪار‬/‫د‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﺧﺪﻣﺖ‬‫ﮐﺎﮔﺰار‬ ‫و‬ ‫اده‬)‫ﺳﺎﯾﺖ‬ ‫واﺳﻂ‬(‫رﺳﺎﻧﺪ‬ ‫اﻧﺠﺎم‬ ‫ﺑﻪ‬ ‫را‬ ‫ﮐﺎرﺑﺮ‬ ‫درﺧﻮاﺳﺖ‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺳﻌﯽ‬. PriceLine.com
E-Business Models ‫ﺗﺒﻠﯿﻐﺎت‬)Advertising(  Portal ………………YAHOO  Classifieds ……… Monster.com ,irantalent.com  User Registration ………. www.nytimes.com  Query-based Paid Placement … Google Search autocomplete  Contextual Advertising / Behavioral Marketing  Content-Targeted Advertising ……………………. Google  Intromercials  Ultramercials
E-Business Models ‫ﻣﺤﻮري‬ ‫داده‬)Informediary(  Advertising Networks  Audience Measurement Services  Incentive Marketing  Metamediary ‫ﮐﻮﭘ‬ ‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﺗﺸﻮﯾﻘﯽ‬ ‫اﺑﺰارﻫﺎي‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﻦ‬ ‫و‬ ‫ﺗﺨﻔﯿﻒ‬..‫ﻣﺸﺨﺺ‬ ‫ﺳﺎﯾﺘﻬﺎي‬ ‫از‬ ‫ﺧﺮﯾﺪاران‬ ‫ﺑﻪ‬‫ﻣﯽ‬ ‫اﻫﺪا‬ ‫ﺷﻮ‬ ‫دوﺑﺎره‬ ‫ﺧﺮﯾﺪ‬ ‫ﺑﻪ‬ ‫ﺗﺸﻮﯾﻖ‬ ‫ﺧﺮﯾﺪاران‬ ‫ﺗﺎ‬ ‫ﮔﺮدد‬‫ﻧﺪ‬. ‫ﻣﺜﺎل‬:‫ﮐﺎﻻ‬ ‫دﯾﺠﯽ‬ ‫ﺳﺎﯾﺖ‬ ‫در‬ ‫ﺑﻦ‬ ‫دﯾﺠﯽ‬ ‫اﻃﻼﻋﺎت‬ ‫آوردن‬ ‫ﻓﺮاﻫﻢ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﻓﺮوﺷﻨﺪه‬ ‫و‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﯿﻦ‬ ‫ﻓﺮوش‬ ‫و‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮآﯾﻨﺪ‬‫در‬ ‫ﮐﺎﻣﻞ‬ ‫ﻧﻤﺎﯾﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺴﻬﯿﻞ‬ ‫ﺧﺎص‬ ‫زﻣﯿﻨﻪ‬ ‫ﯾﮏ‬.‫ﺳﺎﯾﺖ‬ ‫ﻣﺎﻧﻨﺪ‬Edmunds.com‫اﻃﻼﻋﺎت‬ ‫ﮐﻪ‬ ‫ﻣﯿﻨﻤﺎﯾﺪ‬ ‫اراﺋﻪ‬ ‫ﺧﻮدرو‬ ‫ﺧﺼﻮص‬ ‫در‬ ‫را‬ ‫ﺟﺰﺋﯽ‬ ‫و‬ ‫ﺗﺨﺼﺼﯽ‬. ‫و‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫رﻓﺘﺎر‬ ‫ارزﯾﺎﺑﯽ‬ ‫ي‬ ‫ﺳﺮوﯾﺴﻬﺎ‬ ‫اراﺋﻪ‬‫ﯾﺎ‬ ‫و‬ ‫ب‬ ‫ﺧﺎص‬ ‫ﺳﺎﯾﺘﻬﺎي‬Nielson.com
E-Business Models ‫ﺗﺠﺎري‬ ‫ﻣﺪل‬)Merchant Model(  Virtual Merchant  Catalog Merchant  Click and Mortar  Bit Vendor ‫ا‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﮐﺎﺗﺎﻟﻮگ‬ ‫از‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺸﺘﺮي‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﺮده‬ ‫ﻧﺘﺨﺎب‬ ‫ﮔﺮﻓ‬ ‫ﻗﺮار‬ ‫ﺻﻒ‬ ‫در‬ ‫ﺳﻔﺎرش‬ ‫اﯾﻦ‬ ‫و‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺳﻔﺎرش‬ ‫ﺛﺒﺖ‬ ،‫ﻧﻬﺎﯾﺘﺎ‬ ‫و‬ ‫ﺘﻪ‬ ‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺗﺤﻮﯾﻞ‬ ‫ﻓﯿﺰﯾﮑﯽ‬ ‫ﻣﮑﺎن‬ ‫ﺟﺎي‬ ‫ﺑﻪ‬ ‫اﻣﺎ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﻓﺮوش‬ ‫ﺳﻨﺘﯽ‬ ‫روش‬ ‫ﻫﻤﺎن‬‫وب‬ ‫ﻣﺤﯿﻂ‬ ‫از‬ ‫ﻣﯿﺸﻮد‬ ‫اﺳﺘﻔﺎده‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫و‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫و‬ ‫وب‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﻓﺮوﺷﯽ‬ ‫ﺧﺮده‬ ‫واﻗﻊ‬ ‫در‬‫اﺳﺖ‬ ‫ﻣﺎﻧﻨﺪ‬:Amazoon.com ‫ﺑ‬ ‫و‬ ‫ﺑﻮده‬ ‫وب‬ ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﻪ‬ ‫ﺷﺪه‬ ‫اراﺋﻪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﺎﻣﻼ‬ ‫ﺷﮑﻞ‬ ‫ﻪ‬ ‫ﺑﺎﺷﻨﺪ‬ ‫ﻣﯽ‬ ‫دﯾﺠﯿﺘﺎل‬. ‫ﻣﺜﺎل‬:‫ﻓﺮوﺷﮕﺎه‬Itunes Store‫ﺷﮑﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺘﻌﻠﻖ‬apple‫ﻣﺤﺒﻮﺑ‬ ‫و‬ ‫ﺑﺰرﮔﺘﺮﯾﻦ‬ ‫ﮐﻪ‬‫ﺘﺮﯾﻦ‬ ‫ﺑﺎﺷﺪ‬ ‫ﻣﯽ‬ ‫دﻧﯿﺎ‬ ‫در‬ ‫ﻣﻮزﯾﮏ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬.
E-Business Models ‫ﺗﻮﻟﯿﺪي‬ ‫ﻣﺪل‬)Manufacturer(  Manufacturer  Lease  License  Brand Integrated Content ‫ﺗ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫و‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﺗﻮاﻓﻖ‬ ‫ﺤﺖ‬ ‫ا‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻣﺸﺘﺮي‬ ‫ﻗﺮارداد‬ ‫دوره‬ ‫از‬ ‫ﭘﺲ‬ ‫و‬ ‫ﻣﯿﺸﻮد‬ ‫داده‬ ‫اﺟﺎره‬ ‫اي‬ ‫ﻧﺎﻣﻪ‬‫ﺳﺘﻔﺎده‬ ‫ﺑﻮد‬ ‫ﻧﺨﻮاﻫﺪ‬ ‫ﺳﺮوﯾﺲ‬ ‫از‬.‫ﻣﺜﺎل‬:‫ﻏﺎﻟﺐ‬‫اﺑﺮي‬ ‫ﻫﺎي‬ ‫ﺳﺮوﯾﺲ‬ ‫د‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﻪ‬ ‫ﺧﺎص‬ ‫ﻻﯾﺴﻨﺴﯽ‬ ‫ﺑﺎ‬ ‫ﻣﺤﺼﻮل‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫اﻣﺎ‬ ‫ﻣﯿﺸﻮد‬ ‫اده‬ ‫اﺳﺖ‬ ‫ﮐﻨﻨﺪه‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﺧﺘﯿﺎر‬ ‫در‬ ‫ﻫﻤﭽﻨﺎن‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﻌﻨﻮي‬ ‫ﻣﺎﻟﮑﯿﺖ‬.‫ﻣﺜﺎل‬:‫ﻫﺎي‬ ‫ﺑﺴﺘﻪ‬ ‫اﻓﺰاري‬ ‫ﻧﺮم‬ ‫ﻣﻨﺘ‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﻪ‬ ‫ﻣﺎﻟﮑﯿﺖ‬ ‫ﺣﻘﻮق‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻓﺮوش‬‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫ﻘﻞ‬ .
E-Business Models ‫ﻫﻤﮑﺎري‬)Affiliate(  Banner Exchange  Pay-per-click  Revenue Sharing ‫ﻣﻘﺎﺑﻞ‬ ‫در‬Portal‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺎﻻي‬ ‫ﺗﺮاﻓﯿﮏ‬ ‫ﺟﺬب‬ ‫ﻫﺎ‬‫آن‬ ‫در‬ ‫ﻫﺪف‬ ‫ﮐﻪ‬ ‫ﻋﻤﻮﻣﯽ‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ ‫ﺟﺎﻫﺎﯾﯽ‬ ‫در‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮﺻﺖ‬ ‫ﻧﻤﻮدن‬ ‫ﻓﺮاﻫﻢ‬ ‫و‬ ‫ﺟﺬب‬ ‫ﻫﺪف‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬ ،‫ﺑﺎﺷﺪ‬‫ﻣﯽ‬‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫وب‬ ‫ﻣﺮور‬ ‫ﯾﺎ‬ ‫و‬ ‫وﺑﮕﺮدي‬ ‫ﻣﺸﻐﻮل‬ ‫ﮐﺎرﺑﺮان‬.‫ﻓ‬ ‫ﮐﻪ‬ ‫ﺳﺎﯾﺘﯽ‬ ‫ﻫﺮ‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﮑﺮ‬ ‫ﺗﺒﻠﯿ‬ ‫او‬ ‫ﺑﺮاي‬ ‫ﺗﻮاﻧﺪ‬‫ﻣﯽ‬ ،‫آورد‬ ‫ﻓﺮاﻫﻢ‬ ‫را‬ ‫دﯾﮕﺮي‬ ‫ﺑﺮاي‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮﺻﺖ‬ ‫ﺗﻮاﻧﺪ‬‫ﻣﯽ‬‫در‬ ‫و‬ ‫ﮐﺮده‬ ‫ﻎ‬ ‫ﺑﺎﺷﺪ‬ ‫ﺳﻬﯿﻢ‬ ‫او‬ ‫ﻓﺮوش‬.‫ﻧﻤﻮد‬ ‫ﯾﺎدآوري‬ ‫را‬ ‫زﯾﺮ‬ ‫ﻣﻮارد‬ ‫ﺗﻮان‬‫ﻣﯽ‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻧﻮاع‬ ‫از‬.
1. How to design , Test and Build Business Models : Alex Osterwalder 2. Web-base Business Models: Prof. Eduardo Larrain Resources
‫ﺷﻤﺎ‬ ‫ﺗﻮﺟﻪ‬ ‫از‬ ‫ﺳﭙﺎس‬ ‫ﺑﺎ‬ E-Business Models Javad Ghavipanjeh j.ghavipanjeh@gmail.com

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E-business models : مدل هاي کسب و کار الکترونيکي

  • 1. E-Business Models ‫اﻟﮑﺘﺮوﻧﯿﮏ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻫﺎي‬ ‫ﻣﺪل‬ j.ghavipanjeh@gmail.com
  • 2. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
  • 3. Business Model Chester Carlson-1958 : the inventor of xerography
  • 4. Business Model larry page and sergey brin : google founders
  • 5. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google ‫ﮐﺮدﻧﺪ‬ ‫ﺗﻤﺮﮐﺰ‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﻧﻮآوري‬ ‫روي‬ ‫ﺑﺮ‬ ‫آﻧﻬﺎ‬ ‫ﮐ‬ ‫ﺗﻘﻮﯾﺖ‬ ‫ﺧﻮد‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﺑﺎ‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫آﻧﻬﺎ‬‫ﺮدﻧﺪ‬ ١
  • 6. ‫ﮐﺮدﻧﺪ‬ ‫ﺗﻘﻠﯿﺪ‬ ‫دﯾﮕﺮان‬ ‫ﻣﺪل‬ ‫از‬ ‫ﺳﺎده‬ ‫ﺧﯿﻠﯽ‬ ‫آﻧﻬﺎ‬ ‫ﮐﺮدﻧﺪ‬ ‫ﺧﻠﻖ‬ ‫ﺟﺪﯾﺪ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬ ‫آﻧﻬﺎ‬ ٢ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google
  • 7. ‫ﺧﻮاﻫ‬ ‫ﻣﻮﻓﻖ‬ ‫ﻣﺪﻟﺸﺎن‬ ‫ﮐﻪ‬ ‫ﻣﯿﺪاﻧﺴﺘﻨﺪ‬ ‫اﺟﺮا‬ ‫از‬ ‫ﻗﺒﻞ‬ ‫آﻧﻬﺎ‬‫ﺷﺪ‬ ‫ﺪ‬ ‫ﮐﺮدﻧ‬ ‫ﻣﯽ‬ ‫اﺟﺮا‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺪل‬ ‫و‬ ‫ﻣﯿﮑﺮدﻧﺪ‬ ‫رﯾﺴﮏ‬ ‫ﺑﺎﯾﺪ‬ ‫آﻧﻬﺎ‬‫ﺪ‬ ٣ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( Xerography & Google
  • 8. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﮐﺮدن‬ ‫ﻣﺸﺨﺺ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﺑﻨﮕﺎه‬ ‫ﺗﻮﺳﻂ‬ ‫درآﻣﺪ‬ ‫ﮐﺴﺐ‬ ‫ﭼﮕﻮﻧﮕﯽ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫زﻧﺠﯿﺮه‬ ‫در‬ ‫آن‬ ‫ﺟﺎﯾﮕﺎه‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﺸﺮﯾﺢ‬ ‫ﻣﺸﺘﺮي‬ ‫ارزش‬
  • 9. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﺳﺮوﯾﺴﻬﺎي‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬‫ﻓﺮاورده‬ ‫از‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫روﺷﯽ‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬‫ارزش‬ ‫ﺧﻮد‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﻗﺘﺼﺎدي‬
  • 10. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model( •‫ﻧﯿﺴﺖ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﯾﮏ‬ ‫درآﻣﺪزاﯾﯽ‬ ‫ﻧﺤﻮه‬ ‫ﻧﻤﺎﯾﺶ‬ ‫ﺟﺰ‬ ‫ﭼﯿﺰي‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬
  • 11. •‫اﺳ‬ ‫دﯾﮕﺮ‬ ‫راﻫﺒﺮدي‬ ‫ﻣﺴﺘﻨﺪ‬ ‫ﻫﺮ‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫ﻃﺮح‬ ‫ﯾﮏ‬ ‫ﻫﺴﺘﻪ‬ ‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬‫ﺖ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
  • 12. ‫؟‬ ‫دﻫﯿﻢ‬ ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﻫﺎﯾﯽ‬ ‫ﺳﻮال‬ ‫ﭼﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫در‬ 1-‫ﮐﻨﯿﻢ؟‬ ‫ﺣﻞ‬ ‫اﺳﺖ‬ ‫ﻗﺮار‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﮔﺮوه‬ ‫ﮐﺪام‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﭼﺎﻟﺸﯽ‬ ‫ﯾﺎ‬ ‫ﻣﺸﮑﻞ‬ ‫ﭼﻪ‬ 2-‫ﺑﻨﺪي‬‫ﺑﺨﺶ‬ ‫را‬ ‫ﻣﺎن‬‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺗﻮاﻧﯿﻢ‬‫ﻣﯽ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﯿﺴﺖ؟‬ ‫ﻣﺎ‬ ‫ﻫﺪف‬ ‫ﻣﺸﺘﺮي‬‫ﮐﻨﯿﻢ؟‬ 4-‫و‬ ‫ﮐﻨﯿﻢ‬‫ﻣﯽ‬ ‫ﺟﺬب‬ ‫ﺧﻮد‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻫﺎ‬‫آن‬ ،‫ﮐﻨﯿﻢ‬‫ﻣﯽ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﻪ‬ ‫ﭼﮕﻮﻧﻪ‬‫دارﯾﻢ؟‬‫ﻣﯽ‬ ‫ﺷﺎن‬‫ﻧﮕﻪ‬ 5-‫ﮐ‬ ‫رﻗﺎﺑﺖ‬ ‫اﺳﺖ‬ ‫ﻗﺮار‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﻣﺎ‬ ‫و‬ ‫اﺳﺖ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﻣﺎ‬ ‫ﺻﻨﻌﺖ‬ ‫در‬ ‫رﻗﺎﺑﺖ‬ ‫وﺿﻌﯿﺖ‬‫ﻨﯿﻢ؟‬ 6-‫ﺗﺮ‬‫ﺟﺬاب‬ ‫ﻋﺒﺎرت‬‫ﺑﻪ‬ ‫ﯾﺎ‬ ‫ﮐﻨﯿﻢ؟‬‫ﻣﯽ‬ ‫ﮐﺴﺐ‬ ‫درآﻣﺪ‬ ‫ﭼﮕﻮﻧﻪ‬:‫آورﯾ‬‫درﻣﯽ‬ ‫ﭘﻮل‬ ‫ﭼﮕﻮﻧﻪ‬‫ﻢ؟‬
  • 13. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫اﺳﺖ‬ ‫ﺗﺎن‬‫اﯾﺪه‬ ‫از‬ ‫ﺷﻤﺎ‬ ‫درآوردن‬ ‫ﭘﻮل‬ ‫روش‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬.‫ﻣﺤﮑ‬ ‫دﻟﯿﻞ‬ ‫اﯾﻦ‬ ‫از‬‫ﺗﺮ‬‫ﻢ‬ ‫ﺧﻮاﻫﯿﺪ‬‫ﻣﯽ‬!
  • 14. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫ﭼ‬ ‫ﮐﻪ‬ ‫دﻫﺪ‬‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﺷﻤﺎ‬ ‫ﺑﻪ‬ ‫ﻣﺎﻧﺪ؛‬‫ﻣﯽ‬ ‫ﺳﺎﺧﺘﻤﺎن‬ ‫ﭘﯽ‬ ‫ﻣﺜﻞ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫ﺗﻮاﻧﯿﺪ‬‫ﻣﯽ‬ ‫ﮕﻮﻧﻪ‬ ‫ا‬ ‫را‬ ‫ﻣﻤﮑﻦ‬ ‫ارزش‬ ‫ﺗﺮﯾﻦ‬‫ﺑﯿﺶ‬ ‫ﮐﻪ‬ ‫ﮐﻨﯿﺪ‬ ‫دﻫﯽ‬‫ﺳﺎزﻣﺎن‬ ‫ﻃﻮري‬ ‫را‬ ‫ﮐﺎرﺗﺎن‬ ‫و‬ ‫ﮐﺴﺐ‬‫دﺳﺖ‬‫ﺑﻪ‬ ‫آن‬ ‫ز‬ ‫ﺑﯿﺎورﯾﺪ‬.
  • 15. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ •‫اﺳ‬ ‫ﻣﺸﺎﺑﻪ‬ ‫ﺗﺎن‬‫رﻗﺒﺎي‬ ‫ﺑﺎ‬ ‫ﺷﻤﺎ‬ ‫ي‬‫اﯾﺪه‬ ‫وﻗﺘﯽ‬ ‫دﻫﺪ‬‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬‫ﺷﻤﺎ‬ ‫ﺗﻔﺎوت‬ ،‫ﺖ‬ ‫ﭼﯿﺴﺖ‬ ‫ﻫﺎ‬‫آن‬ ‫ﺑﺎ‬!
  • 16. Business Plan‫وﮐﺎر‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan(
  • 17. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﻣﻨﺎﺳﺐ‬ ‫اﻟﮕﻮي‬ ‫و‬ ‫ﻧﻘﺸﻪ‬ ‫ﯾﮏ‬
  • 18. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﺷ‬ ‫از‬ ‫ﻗﺒﻞ‬ ‫ﺟﺎﻣﻊ‬ ‫ﺑﺮرﺳﯽ‬ ‫و‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫اﻧﺠﺎم‬ ‫ﺑﺮاي‬ ‫ﻣﻨﺎﺳﺐ‬ ‫اﻟﮕﻮي‬ ‫و‬ ‫ﻧﻘﺸﻪ‬ ‫ﯾﮏ‬‫و‬ ‫ﻓﻌﺎﻟﯿﺖ‬ ‫ﺮوع‬ ‫ﻫﺎ‬‫آﺳﯿﺐ‬ ‫و‬ ‫ﻣﺨﺎﻃﺮات‬ ‫رﺳﺎﻧﯿﺪن‬ ‫ﺣﺪاﻗﻞ‬ ‫ﺑﻪ‬
  • 19. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫دﻫ‬‫ﻣﯽ‬ ‫اﻣﮑﺎن‬ ‫ﺷﻤﺎ‬ ‫ﺑﻪ‬ ‫ﻣﺴﯿﺮ‬ ‫ﻃﻮل‬ ‫در‬ ‫راﻫﻨﻤﺎﯾﯽ‬ ‫ﻋﻨﻮان‬ ‫ﮐﺎرﺑﻪ‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮﻧﺎﻣﻪ‬‫را‬ ‫ﺗﺎن‬‫ﭘﯿﺸﺮﻓﺖ‬ ‫ﺪ‬ ‫ﺑﮕﯿﺮﯾﺪ‬ ‫اﻧﺪازه‬ ‫ﺷﺪه‬ ‫رﯾﺰي‬‫ﺑﺮﻧﺎﻣﻪ‬ ‫اﻧﺘﻈﺎرات‬ ‫ﺑﺎ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫در‬.
  • 20. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( •‫ﺷ‬ ‫آﻣﯿﺰ‬‫ﻣﺨﺎﻃﺮه‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫اﯾﺪه‬ ً‫ﺎ‬‫ﻧﻬﺎﯾﺘ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﮐﺎرﻣﺪرﮐﯽ‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮﻧﺎﻣﻪ‬‫ﯾﮏ‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻤﺎ‬ ‫ﺷ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫و‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫ﺗﺄﻣﯿﻦ‬ ‫و‬ ‫ﺷﺮﮐﺎ‬ ‫ﺑﻪ‬ ‫ﺑﺎﻟﻘﻮه‬ ‫ﮔﺬاري‬‫ﺳﺮﻣﺎﯾﻪ‬ ‫ﻓﺮﺻﺖ‬‫ﻓﺮوﺷﺪ‬‫ﻣﯽ‬ ‫ﻤﺎ‬.
  • 21. ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻃﺮح‬)Business Plan( ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬)Business Model(
  • 23. ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻗﺪرﺗﻤﻨﺪ‬ ‫ﺑﺴﯿﺎر‬ ‫ﺣﺎل‬ ‫ﻋﯿﻦ‬ ‫در‬ ‫و‬ ‫ﺗﺼﻮﯾﺮي‬ ‫ﺳﺎده‬ ‫اﺑﺰار‬9‫ﮐﻨ‬‫ﻣﯽ‬ ‫ﺗﻮﺻﯿﻒ‬ ‫را‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬‫ﻣﺪل‬ ‫ي‬‫ﺳﺎزﻧﺪه‬ ‫ﺑﺨﺶ‬‫ﺪ‬
  • 24. ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺨﺶ‬)Customer Segments( ‫؟‬ ‫ﮐﻨﯿﻢ‬ ‫ﻣﯽ‬ ‫آﻓﺮﯾﻨﯽ‬ ‫ارزش‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫ﺑﺮاي‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺎ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻣﻬﻤﺘﺮﯾﻦ‬‫؟‬
  • 25. ‫ﭘﯿﺸﻨﻬﺎدي‬ ‫ارزش‬)Value Proposition( ‫؟‬ ‫دﻫﯿﻢ‬ ‫ﻣﯽ‬ ‫اراﺋﻪ‬ ‫ارزﺷﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﻤﺎن‬ ‫ﺑﻪ‬ ‫ﮐﻨﯿﻢ‬ ‫ﻣﯽ‬ ‫ﮐﻤﮏ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﻤﺎن‬ ‫ﻣﺴﺎﺋﻞ‬ ‫از‬ ‫ﮐﺪاﻣﯿﮏ‬ ‫ﺣﻞ‬ ‫ﺑﻪ‬‫؟‬ ‫؟‬ ‫ﺳﺎزي‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫؟‬ ‫ﻫﺎ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﮐﺎﻫﺶ‬ ‫؟‬ ‫ﺑﮑﺎرﮔﯿﺮي‬ ‫ﻗﺎﺑﻠﯿﺖ‬
  • 26. ‫ﺗﻮزﯾﻊ‬ ‫ﮐﺎﻧﺎل‬)Channels( ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺘﺮﺳﯽ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺨﺶ‬ ‫ﺑﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫ﮐﺎﻧﺎل‬ ‫ﭼﻪ‬ ‫ﻃﺮﯾﻖ‬ ‫از‬ ‫ﺧﻮاﻫﯿﻢ‬ ‫ﻣﯽ‬‫؟‬ ‫ﺗﺤﻮﯾﻞ‬)‫و‬ ‫ﻓﺮوش‬ ‫ﻋﺎﻣﻼن‬ ، ‫واﺳﻄﻪ‬ ، ‫وب‬(...‫؟‬
  • 27. ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺎ‬ ‫ارﺗﺒﺎط‬)Customer Relationships( ‫دارﻧﺪ‬ ‫ﻣﺎ‬ ‫از‬ ‫اي‬ ‫راﺑﻄﻪ‬ ‫ﻧﻮع‬ ‫ﭼﻪ‬ ‫ﺣﻔﻆ‬ ‫و‬ ‫ﺑﺮﻗﺮاري‬ ‫اﻧﺘﻈﺎر‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬‫؟‬ ‫؟‬ ‫دارﯾﺪ‬ ‫ارﺗﺒﺎط‬ ‫ﺷﮑﻞ‬ ‫ﭼﻪ‬ ‫ﺑﻪ‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬ ‫ﺑﺎ‬ ‫ﺷﺨﺼﯽ‬ ‫دﺳﺘﯿﺎر‬ ‫ﺧﻮدﮐﺎر‬ ‫دﺳﺘﯿﺎر‬
  • 28. ‫درآﻣﺪ‬ ‫ﺟﺮﯾﺎن‬)Revenue Streams( ‫ﮐﺴﺐ‬ ‫درآﻣﺪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫از‬ ‫ﺑﺨﺶ‬ ‫ﻫﺮ‬ ‫از‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﺷﺮﮐﺖ‬‫؟‬ ‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﺗﺮﺟﯿﺢ‬ ‫و‬ ‫؟‬ ‫ﭘﺮدازﻧﺪ‬ ‫ﻣﯽ‬ ‫را‬ ‫ﺑﻬﺎ‬ ‫ﭼﮕﻮﻧﻪ‬‫ﻣﯿﺪﻫﻨﺪ‬‫ﺑﭙﺮدازﻧﺪ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬‫؟‬ ‫؟‬ ‫ﻓﺮوش‬ ‫از‬ ‫ﭘﺲ‬ ‫ﺧﺪﻣﺎت‬ ‫؟‬ ‫اﻣﺘﯿﺎز‬ ‫ﺣﻖ‬ ‫و‬ ‫؟‬ ‫دﺳﺘﻤﺰد‬...
  • 29. ‫اﺻﻠﯽ‬ ‫ﻣﻨﺎﺑﻊ‬)Key Resources( ‫ﻫﺴﺘﻨﺪ‬ ‫ﺿﺮوري‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﺮاي‬ ‫ارزش‬ ‫ﺧﻠﻖ‬ ‫ﺑﺮاي‬ ‫ﮐﻪ‬ ‫ﻣﻨﺎﺑﻌﯽ‬ ‫ﻣﺎﻟﯽ‬ ، ‫اﻧﺴﺎﻧﯽ‬ ، ‫ﻣﻌﻨﻮي‬ ، ‫ﻓﯿﺰﯾﮑﯽ‬
  • 30. ‫اﺻﻠﯽ‬ ‫ﻫﺎي‬ ‫ﻓﻌﺎﻟﯿﺖ‬)Key Activities( ‫ﻫﺴﺘﻨﺪ؟‬ ‫ﭼﻪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﭘﯿﺸﻨﻬﺎي‬ ‫ارزش‬ ‫اﺟﺮاي‬ ‫ﺑﺮاي‬ ‫ﺷﺮﮐﺖ‬ ‫ﻫﺎي‬‫ﻓﻌﺎﻟﯿﺖ‬ ‫ﻣﻬﻤﺘﺮﯾﻦ‬ ‫ﺗﻮاﯾﺪ‬ ‫ﻣﺴﺌﻠﻪ‬ ‫ﺣﻞ‬ ‫ﮐﯿﻔﯿﺖ‬ ‫ﺗﻀﻤﯿﻦ‬
  • 31. ‫ﮐﻠﯿﺪي‬ ‫ﺷﺮﮐﺎي‬)Key Partnership( ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﭼﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﺷﻤﺎ‬ ‫ﻣﺪل‬ ‫ﻣﻬﻢ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﮐﻪ‬ ‫اﺻﻠﯽ‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫ﺗﺎﻣﯿﻦ‬ ‫و‬ ‫ﺷﺮﮐﺎ‬ ‫؟‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫ﻓﻌﺎﻟﯿﺘﯽ‬ ‫ﭼﻪ‬ ‫ﻣﺎ‬ ‫اﺻﻠﯽ‬ ‫ﺷﺮﮐﺎي‬
  • 32. ‫ﻫﺰﯾﻨﻪ‬ ‫ﺳﺎﺧﺘﺎر‬)Cost Structures( ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺪام‬ ‫ﻣﺎ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻣﺪل‬ ‫در‬ ‫اﺻﻠﯽ‬ ‫ﻫﺎي‬ ‫ﻫﺰﯾﻨﻪ‬ ‫؟‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺪام‬ ‫ﻓﻌﺎﻟﯿﺘﻬﺎ‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﮔﺮاﻧﺘﺮﯾﻦ‬ ‫و‬ ‫ﺗﻮﺳﻌﻪ‬ ، ‫ﻧﮕﻬﺪاري‬ ، ‫ﺑﺎزارﯾﺎﺑﯽ‬ ، ‫ﺗﻮﻟﯿﺪ‬ ‫ﻫﺰﯾﻨﻪ‬...
  • 38. ‫؟‬ ‫ﺑﺎﺷﻪ‬ ‫راﯾﮕﺎن‬ ‫ﻣﯿﺘﻮاﻧﺪ‬ ‫ﭼﻄﻮر‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬
  • 39. Freemium Direct Cross-Subsidies Non-monetary market Three parties or Two-sided markets How can a product be free ?
  • 40. Freemium Free + Primum Second Life Most video games
  • 41. Freemium Free + Primum ‫راﯾﮕﺎن‬ ‫اﺳﺘﻔﺎده‬ ‫ﻫﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫اﻧﻮاع‬ ‫اﻣﮑﺎﻧﺎت‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫زﻣﺎﻧﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫ﻇﺮﻓﯿﺖ‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ ‫ﺳﺎزي‬ ‫ذﺧﯿﺮه‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﺤﺪودﯾﺖ‬ LinkedIn Flickr Skype Evernote ‫در‬ ‫ﺣﺠﯿﻢ‬ ‫ﻫﺎي‬ ‫ﻓﺎﯾﻞ‬ ‫ارﺳﺎل‬ ‫ﻣﺤﺪودﯾﺖ‬DropBox ‫در‬ ‫ﺳﺎزي‬ ‫ذﺧﯿﺮه‬ ‫ﻓﻀﺎي‬ ‫ﻣﺤﺪودﯾﺖ‬Webmail،DropBox
  • 42. Freemium Free + Primum ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻫﻤﯿﺖ‬ ‫دﻻﯾﻞ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اﺳﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﯿﺸﺘﺮ‬ ‫و‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺟﺬب‬ ‫ﻣﻌﻨﯽ‬ ‫ﺑﻪ‬ ‫راﯾﮕﺎن‬ ‫ﻣﺤﺼﻮﻟﯽ‬ ‫داﺷﺘﻦ‬. ‫از‬ ‫ﮐﻪ‬ ‫ﮐﺎرﺑﺮي‬ ‫اﮔﺮﭼﻪ‬free user‫ﻣﺘﻘﺎﺿﯽ‬ ‫ﻟﺰوﻣﺎ‬ ، ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬premium‫ﮐﺎرﺑﺮان‬ ‫ﻣﯿﺘﻮاﻧﻨﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫اﯾﻦ‬ ‫وﻟﯽ‬ ‫ﻧﯿﺴﺖ‬ ‫ﮐﺎرﺑﺮي‬ ‫درﺧﻮاﺳﺖ‬ ‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫آﻧﻬﺎ‬ ‫ﮐﻪ‬ ‫ﮐﻨﻨﺪ‬ ‫ﺳﺮوﯾﺲ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﻪ‬ ‫دﻋﻮت‬ ‫را‬ ‫دﯾﮕﺮي‬premium‫ﺑﺎﺷﻨﺪ‬ ‫داﺷﺘﻪ‬ ‫را‬. ‫اي‬ ‫ﺷﺒﮑﻪ‬ ‫ﺗﺎﺛﯿﺮات‬ ‫ﮐ‬ ‫و‬ ‫ﺷﻮد‬ ‫ﻣﺤﺒﻮب‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺑﯿﻦ‬ ‫در‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﺎ‬ ‫و‬ ‫ﺳﺮوﯾﺲ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫داﺷﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫وﺟﻮد‬ ‫زﻣﺎﻧﯽ‬ ‫اي‬ ‫ﺷﺒﮑﻪ‬ ‫ﺗﺎﺛﯿﺮات‬‫ﺑﺮاي‬ ‫زﯾﺎدي‬ ‫ﺎرﺑﺮان‬ ‫ﻧﻤﺎﯾﻨﺪ‬ ‫اﻗﺪام‬ ‫آن‬ ‫از‬ ‫اﺳﺘﻔﺎده‬. ‫ﮐﻨﻨﺪ‬ ‫اﺳﺘﻔﺎده‬ ‫آن‬ ‫از‬ ‫اﻓﺮاد‬ ‫از‬ ‫زﯾﺎدي‬ ‫ﺗﻌﺪاد‬ ‫ﮐﻪ‬ ‫داﺷﺖ‬ ‫ﺧﻮاﻫﺪ‬ ‫ارزش‬ ‫زﻣﺎﻧﯽ‬ ‫ازﺗﻠﻔﻦ‬ ‫اﺳﺘﻔﺎده‬ ‫از‬600‫راﯾﮕﺎن‬ ‫ﮐﺎرﺑﺮ‬ ‫ﻣﯿﻠﯿﻮن‬skype‫ﯾﻌ‬ ‫ﺗﻌﺪاد‬ ‫اﯾﻦ‬ ‫اﻣﺎ‬ ‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺮداﺧﺖ‬ ‫ﭘﻮل‬ ‫ﺛﺎﺑﺖ‬ ‫ﺧﻂ‬ ‫ﺑﺎ‬ ‫ﺗﻤﺎس‬ ‫ﺑﺮاي‬ ‫ﮐﻤﯽ‬ ‫ﺗﻌﺪاد‬‫درآﻣﺪ‬ ‫ﻨﯽ‬‫ﻫﻨﮕﻔﺖ‬
  • 43. Non-monetary market ‫ﻣﯿﺸﻮد‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫از‬ ‫ﭼﺮا‬ ‫ﺟﻬﺎن‬ ‫ﺳﻄﺢ‬ ‫در‬ ‫ﮔﺬاﺷﺘﻦ‬ ‫ﺗﺎﺛﯿﺮ‬ ‫ﭘﯽ‬ ‫در‬ ‫اﻓﺮاد‬:‫ﻫﺴﺘﻨﺪ‬: ‫ﺷﻬﺮت‬ ‫ﮐﺴﺐ‬:‫ﻧﻮﯾﺴﺎن‬ ‫وﺑﻼگ‬ ‫ﺑﺸﺮدوﺳﺘﺎﻧﻪ‬ ‫اﻗﺪام‬:‫ﭘﺪﯾﺎ‬ ‫وﯾﮑﯽ‬ ‫ﺑﺎﺷﻨﺪ‬ ‫داﺷﺘﻪ‬ ‫ﺧﺒﺮ‬ ‫آﻧﻬﺎ‬ ‫اﯾﻨﮑﻪ‬ ‫ﺑﺪون‬ ‫اﻓﺮاد‬ ‫ﺳﺎﯾﺮ‬ ‫از‬ ‫ﮐﺎرﮐﺸﯿﺪن‬: ‫ﺳﺮوﯾﺲ‬Google Recaptcha ‫در‬ ‫ﮔﯿﺮي‬ ‫راي‬Digg ‫در‬ ‫ﮔﯿﺮي‬ ‫راي‬ ‫و‬ ‫دادن‬ ‫ﭘﺎﺳﺦ‬yahoo answers ‫دزدي‬ ‫و‬ ‫ﻏﯿﺮﻗﺎﻧﻮﻧﯽ‬ ‫ﮐﭙﯽ‬: ‫ﺳ‬ ‫ﭘﻮل‬ ‫دﯾﮕﺮ‬ ‫ﻫﺎ‬ ‫ﺿﻤﯿﻨﻪ‬ ‫ﺑﺮﺧﯽ‬ ‫ﻣﯿﺸﻮد‬ ‫ﻣﺘﺪاول‬ ‫راﯾﺖ‬ ‫ﮐﭙﯽ‬ ‫ﺣﻘﻮق‬ ‫وﻧﻘﺾ‬ ‫ﻏﯿﺮﻗﺎﻧﻮﻧﯽ‬ ‫ﮐﭙﯽ‬ ‫زﻣﺎﻧﯿﮑﻪ‬‫ﺑﻮد‬ ‫ﻧﺨﻮاﻫﺪ‬ ‫ﺎز‬:‫آﻧﻼﯾﻦ‬ ‫ﻣﻮزﯾﮏ‬
  • 44. ‫ﺳ‬ ‫در‬ ‫ﻫﺎ‬ ‫ﻋﻼﻣﺖ‬ ‫و‬ ‫ﻣﻨﺎزل‬ ‫ﭘﻼك‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻨﻈﻮر‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫اﯾﻦ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬‫ﺧﯿﺎﺑﺎﻧﻬﺎ‬ ‫ﻄﺢ‬ ‫ﻗﺪﯾﻤﯽ‬ ‫ﻣﺘﻮن‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻨﻈﻮر‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫اﯾﻦ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬
  • 45. Direct Cross-Subsidies ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﻣﻌﺮوف‬ ‫و‬ ‫ﻗﺪﯾﻤﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺪل‬ ‫از‬ ‫ﯾﮑﯽ‬/‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﺳﺮوﯾﺲ‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﻣﺒﻠﻎ‬/‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫درﺑﺎﻓﺖ‬ ‫دﯾﮕﺮ‬ ‫ﺳﺮوﯾﺲ‬. ‫ﺑﯿﺸﺘﺮ‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮزﯾﻊ‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﻋﺎﻣﻞ‬ ‫ﻣﺤﺼﻮل‬ ‫راﯾﮕﺎن‬ ‫ﺧﺪﻣﺎت‬ ‫ﭘﻮﻟﯽ‬ ‫ﺳﺮوﯾﺲ‬ ‫ﭘﻮﻟﯽ‬ ‫ﭘﺸﺘﯿﺒ‬‫ﺎﻧﯽ‬ ‫ﭘﻮﻟﯽ‬
  • 46. Direct Cross-Subsidies ‫واﻗﻌﯽ‬ ‫دﻧﯿﺎي‬ ‫در‬ ‫ﻧﻤﻮﻧﻪ‬ ‫ﭼﻨﺪ‬ ‫درآﻣﺪ‬‫ﮐﺴﺐ‬ ‫ﻧﺤﻮه‬ ‫ﮔﺮدد‬ ‫ﻣﯽ‬‫اراﺋﻪ‬ ‫ﮐﻢ‬‫ﻫﺰﯾﻨﻪ‬ ‫ﺑﺎ‬ ‫ﯾﺎ‬ ‫و‬‫راﯾﮕﺎن‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬‫ﻣﺤﺼﻮﻟﯽ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻧﺎم‬ Printer Ink Printer manufacturer Coffee machine Capsules Nespresso Razor Razor blades Gillette Real estate loan, credit card, savings account Cross-selling because customer is stuck with the same bank for 20/30 years Retail banks Airline ticket Hotel room, rental car, cruise and vacation package Go Voyages, airline companies Elevator Maintenance and security upgrades Elevator companies Alarms Electronic surveillance Security companies Equipement Reagent supplies Medical biology companies Telephone Communications Carrier
  • 47. Three parties or Two-sided markets ‫ﻧﻤﺎﯾﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺮداﺧﺖ‬ ‫را‬ ‫دﯾﮕﺮ‬ ‫ﻣﺸﺘﺮي‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻣﺸﺘﺮي‬ ‫ﯾﮏ‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬. ‫ﺗﻠﻮزﯾﻮن‬:‫ﺗﻮﺳﻂ‬ ‫ﺗﻠﻮزﯾﻮن‬ ‫در‬ ‫ﺗﺒﻠﯿﻐﺎت‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﭘﺮداﺧﺖ‬ ، ‫ﻣﺮدم‬ ‫ﺗﻮﺳﻂ‬ ‫ﺗﻠﻮزﯾﻮن‬ ‫از‬ ‫راﯾﮕﺎن‬ ‫اﺳﺘﻔﺎده‬‫ﻫﺎ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻣﻮزه‬:‫ﺑﺰرﮔﺴﺎﻻن‬ ‫از‬ ‫ﻫﺰﯾﻨﻪ‬ ‫درﯾﺎﻓﺖ‬ ، ‫ﮐﻮدﮐﺎن‬ ‫راﯾﮕﺎن‬ ‫ﭘﺬﯾﺮش‬ Irantalent.ir‫ﯾﺎ‬LinkedIn:‫ﺟﺴﺘﺠﻮي‬ ‫ﺑﺮاي‬ ‫ﺷﺮﮐﺘﻬﺎ‬ ‫از‬ ‫ﻫﺰﯾﻨﻪ‬ ‫درﯾﺎﻓﺖ‬ ، ‫اﻋﻀﺎ‬ ‫ﺗﻮﺳﻂ‬ ‫راﯾﮕﺎن‬ ‫رزوﻣﻪ‬ ‫ﺛﺒﺖ‬‫ﭘﯿﺸﺘﺮﻓﺘﻪ‬ ‫ﺗﻔﺎوت‬Freemium‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫ﺑﺎ‬: ّ ‫ﻣﺪل‬ ‫در‬Freemium90‫ﺗﺎ‬95‫اﺳﺖ‬ ‫راﯾﮕﺎن‬ ‫ﺧﺪﻣﺎت‬ ‫درﺻﺪ‬
  • 49. E-Business Models ‫ﮔﺮي‬‫واﺳﻄﻪ‬)Brokerage........................................ (ebay, paypal, amazon ‫ﺗﺒﻠﯿﻐﺎت‬)Advertising.............................................. (yahoo, google, overture ‫داده‬‫ﻣﺤﻮري‬)Informediary........................................ (Cool Saving, Double Clic ‫ﺗﺠﺎري‬)Merchant...................................................... (Amazone, Barners & Noble ‫ﺗﻮﻟﯿﺪي‬)Manufacturer......................................... (Dell, BMW ‫ﻫﻤﮑﺎري‬)Affiliate....................................................... (Amazone, Pay.per.click ‫ﺟﺎﻣﻌﻪ‬‫اي‬)Community.......................................... (Orkut, Red Hat ‫ﻋﻀﻮﯾﺖ‬)Subscription........................................ (Listen, Classmaster ‫ﮐﺎرﺑﺮدي‬)Utility........................................................... (Slash dot
  • 50. E-Business Models ‫ﮔﺮي‬‫واﺳﻄﻪ‬)Brokerage( ebay, paypal, amazon •Marketplace Exchange •Buy/Sell Fulfillment •Demand Collection System •Auction Broker •Transaction Broker •Distributor •Search Agent •Virtual Marketplace ‫ﮐﺎﻻ‬ ‫درﯾﺎﻓﺖ‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻗﯿﻤﺖ‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﺧﺮﯾﺪار‬/‫د‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﺧﺪﻣﺖ‬‫ﮐﺎﮔﺰار‬ ‫و‬ ‫اده‬)‫ﺳﺎﯾﺖ‬ ‫واﺳﻂ‬(‫رﺳﺎﻧﺪ‬ ‫اﻧﺠﺎم‬ ‫ﺑﻪ‬ ‫را‬ ‫ﮐﺎرﺑﺮ‬ ‫درﺧﻮاﺳﺖ‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺳﻌﯽ‬. PriceLine.com
  • 51. E-Business Models ‫ﺗﺒﻠﯿﻐﺎت‬)Advertising(  Portal ………………YAHOO  Classifieds ……… Monster.com ,irantalent.com  User Registration ………. www.nytimes.com  Query-based Paid Placement … Google Search autocomplete  Contextual Advertising / Behavioral Marketing  Content-Targeted Advertising ……………………. Google  Intromercials  Ultramercials
  • 52. E-Business Models ‫ﻣﺤﻮري‬ ‫داده‬)Informediary(  Advertising Networks  Audience Measurement Services  Incentive Marketing  Metamediary ‫ﮐﻮﭘ‬ ‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﺗﺸﻮﯾﻘﯽ‬ ‫اﺑﺰارﻫﺎي‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﻦ‬ ‫و‬ ‫ﺗﺨﻔﯿﻒ‬..‫ﻣﺸﺨﺺ‬ ‫ﺳﺎﯾﺘﻬﺎي‬ ‫از‬ ‫ﺧﺮﯾﺪاران‬ ‫ﺑﻪ‬‫ﻣﯽ‬ ‫اﻫﺪا‬ ‫ﺷﻮ‬ ‫دوﺑﺎره‬ ‫ﺧﺮﯾﺪ‬ ‫ﺑﻪ‬ ‫ﺗﺸﻮﯾﻖ‬ ‫ﺧﺮﯾﺪاران‬ ‫ﺗﺎ‬ ‫ﮔﺮدد‬‫ﻧﺪ‬. ‫ﻣﺜﺎل‬:‫ﮐﺎﻻ‬ ‫دﯾﺠﯽ‬ ‫ﺳﺎﯾﺖ‬ ‫در‬ ‫ﺑﻦ‬ ‫دﯾﺠﯽ‬ ‫اﻃﻼﻋﺎت‬ ‫آوردن‬ ‫ﻓﺮاﻫﻢ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﻓﺮوﺷﻨﺪه‬ ‫و‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﯿﻦ‬ ‫ﻓﺮوش‬ ‫و‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮآﯾﻨﺪ‬‫در‬ ‫ﮐﺎﻣﻞ‬ ‫ﻧﻤﺎﯾﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺴﻬﯿﻞ‬ ‫ﺧﺎص‬ ‫زﻣﯿﻨﻪ‬ ‫ﯾﮏ‬.‫ﺳﺎﯾﺖ‬ ‫ﻣﺎﻧﻨﺪ‬Edmunds.com‫اﻃﻼﻋﺎت‬ ‫ﮐﻪ‬ ‫ﻣﯿﻨﻤﺎﯾﺪ‬ ‫اراﺋﻪ‬ ‫ﺧﻮدرو‬ ‫ﺧﺼﻮص‬ ‫در‬ ‫را‬ ‫ﺟﺰﺋﯽ‬ ‫و‬ ‫ﺗﺨﺼﺼﯽ‬. ‫و‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫رﻓﺘﺎر‬ ‫ارزﯾﺎﺑﯽ‬ ‫ي‬ ‫ﺳﺮوﯾﺴﻬﺎ‬ ‫اراﺋﻪ‬‫ﯾﺎ‬ ‫و‬ ‫ب‬ ‫ﺧﺎص‬ ‫ﺳﺎﯾﺘﻬﺎي‬Nielson.com
  • 53. E-Business Models ‫ﺗﺠﺎري‬ ‫ﻣﺪل‬)Merchant Model(  Virtual Merchant  Catalog Merchant  Click and Mortar  Bit Vendor ‫ا‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﮐﺎﺗﺎﻟﻮگ‬ ‫از‬ ‫را‬ ‫ﺧﻮد‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﺸﺘﺮي‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﺮده‬ ‫ﻧﺘﺨﺎب‬ ‫ﮔﺮﻓ‬ ‫ﻗﺮار‬ ‫ﺻﻒ‬ ‫در‬ ‫ﺳﻔﺎرش‬ ‫اﯾﻦ‬ ‫و‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺳﻔﺎرش‬ ‫ﺛﺒﺖ‬ ،‫ﻧﻬﺎﯾﺘﺎ‬ ‫و‬ ‫ﺘﻪ‬ ‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺗﺤﻮﯾﻞ‬ ‫ﻓﯿﺰﯾﮑﯽ‬ ‫ﻣﮑﺎن‬ ‫ﺟﺎي‬ ‫ﺑﻪ‬ ‫اﻣﺎ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﻓﺮوش‬ ‫ﺳﻨﺘﯽ‬ ‫روش‬ ‫ﻫﻤﺎن‬‫وب‬ ‫ﻣﺤﯿﻂ‬ ‫از‬ ‫ﻣﯿﺸﻮد‬ ‫اﺳﺘﻔﺎده‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫و‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫و‬ ‫وب‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﻓﺮوﺷﯽ‬ ‫ﺧﺮده‬ ‫واﻗﻊ‬ ‫در‬‫اﺳﺖ‬ ‫ﻣﺎﻧﻨﺪ‬:Amazoon.com ‫ﺑ‬ ‫و‬ ‫ﺑﻮده‬ ‫وب‬ ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﻪ‬ ‫ﺷﺪه‬ ‫اراﺋﻪ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﺎﻣﻼ‬ ‫ﺷﮑﻞ‬ ‫ﻪ‬ ‫ﺑﺎﺷﻨﺪ‬ ‫ﻣﯽ‬ ‫دﯾﺠﯿﺘﺎل‬. ‫ﻣﺜﺎل‬:‫ﻓﺮوﺷﮕﺎه‬Itunes Store‫ﺷﮑﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺘﻌﻠﻖ‬apple‫ﻣﺤﺒﻮﺑ‬ ‫و‬ ‫ﺑﺰرﮔﺘﺮﯾﻦ‬ ‫ﮐﻪ‬‫ﺘﺮﯾﻦ‬ ‫ﺑﺎﺷﺪ‬ ‫ﻣﯽ‬ ‫دﻧﯿﺎ‬ ‫در‬ ‫ﻣﻮزﯾﮏ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬.
  • 54. E-Business Models ‫ﺗﻮﻟﯿﺪي‬ ‫ﻣﺪل‬)Manufacturer(  Manufacturer  Lease  License  Brand Integrated Content ‫ﺗ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺑﻪ‬ ‫ﺳﺮوﯾﺲ‬ ‫و‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﺗﻮاﻓﻖ‬ ‫ﺤﺖ‬ ‫ا‬ ‫ﺑﻪ‬ ‫ﻗﺎدر‬ ‫ﻣﺸﺘﺮي‬ ‫ﻗﺮارداد‬ ‫دوره‬ ‫از‬ ‫ﭘﺲ‬ ‫و‬ ‫ﻣﯿﺸﻮد‬ ‫داده‬ ‫اﺟﺎره‬ ‫اي‬ ‫ﻧﺎﻣﻪ‬‫ﺳﺘﻔﺎده‬ ‫ﺑﻮد‬ ‫ﻧﺨﻮاﻫﺪ‬ ‫ﺳﺮوﯾﺲ‬ ‫از‬.‫ﻣﺜﺎل‬:‫ﻏﺎﻟﺐ‬‫اﺑﺮي‬ ‫ﻫﺎي‬ ‫ﺳﺮوﯾﺲ‬ ‫د‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﻪ‬ ‫ﺧﺎص‬ ‫ﻻﯾﺴﻨﺴﯽ‬ ‫ﺑﺎ‬ ‫ﻣﺤﺼﻮل‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫اﻣﺎ‬ ‫ﻣﯿﺸﻮد‬ ‫اده‬ ‫اﺳﺖ‬ ‫ﮐﻨﻨﺪه‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﺧﺘﯿﺎر‬ ‫در‬ ‫ﻫﻤﭽﻨﺎن‬ ‫ﻣﺤﺼﻮل‬ ‫ﻣﻌﻨﻮي‬ ‫ﻣﺎﻟﮑﯿﺖ‬.‫ﻣﺜﺎل‬:‫ﻫﺎي‬ ‫ﺑﺴﺘﻪ‬ ‫اﻓﺰاري‬ ‫ﻧﺮم‬ ‫ﻣﻨﺘ‬ ‫ﺧﺮﯾﺪار‬ ‫ﺑﻪ‬ ‫ﻣﺎﻟﮑﯿﺖ‬ ‫ﺣﻘﻮق‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﻣﺤﺼﻮل‬ ‫ﻓﺮوش‬‫ﮔﺮدد‬ ‫ﻣﯽ‬ ‫ﻘﻞ‬ .
  • 55. E-Business Models ‫ﻫﻤﮑﺎري‬)Affiliate(  Banner Exchange  Pay-per-click  Revenue Sharing ‫ﻣﻘﺎﺑﻞ‬ ‫در‬Portal‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺎﻻي‬ ‫ﺗﺮاﻓﯿﮏ‬ ‫ﺟﺬب‬ ‫ﻫﺎ‬‫آن‬ ‫در‬ ‫ﻫﺪف‬ ‫ﮐﻪ‬ ‫ﻋﻤﻮﻣﯽ‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ ‫ﺟﺎﻫﺎﯾﯽ‬ ‫در‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮﺻﺖ‬ ‫ﻧﻤﻮدن‬ ‫ﻓﺮاﻫﻢ‬ ‫و‬ ‫ﺟﺬب‬ ‫ﻫﺪف‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬ ،‫ﺑﺎﺷﺪ‬‫ﻣﯽ‬‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫وب‬ ‫ﻣﺮور‬ ‫ﯾﺎ‬ ‫و‬ ‫وﺑﮕﺮدي‬ ‫ﻣﺸﻐﻮل‬ ‫ﮐﺎرﺑﺮان‬.‫ﻓ‬ ‫ﮐﻪ‬ ‫ﺳﺎﯾﺘﯽ‬ ‫ﻫﺮ‬ ‫روش‬ ‫اﯾﻦ‬ ‫در‬‫ﮐﻨﺪ‬‫ﻣﯽ‬ ‫ﮑﺮ‬ ‫ﺗﺒﻠﯿ‬ ‫او‬ ‫ﺑﺮاي‬ ‫ﺗﻮاﻧﺪ‬‫ﻣﯽ‬ ،‫آورد‬ ‫ﻓﺮاﻫﻢ‬ ‫را‬ ‫دﯾﮕﺮي‬ ‫ﺑﺮاي‬ ‫ﺧﺮﯾﺪ‬ ‫ﻓﺮﺻﺖ‬ ‫ﺗﻮاﻧﺪ‬‫ﻣﯽ‬‫در‬ ‫و‬ ‫ﮐﺮده‬ ‫ﻎ‬ ‫ﺑﺎﺷﺪ‬ ‫ﺳﻬﯿﻢ‬ ‫او‬ ‫ﻓﺮوش‬.‫ﻧﻤﻮد‬ ‫ﯾﺎدآوري‬ ‫را‬ ‫زﯾﺮ‬ ‫ﻣﻮارد‬ ‫ﺗﻮان‬‫ﻣﯽ‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻧﻮاع‬ ‫از‬.
  • 56. 1. How to design , Test and Build Business Models : Alex Osterwalder 2. Web-base Business Models: Prof. Eduardo Larrain Resources
  • 57. ‫ﺷﻤﺎ‬ ‫ﺗﻮﺟﻪ‬ ‫از‬ ‫ﺳﭙﺎس‬ ‫ﺑﺎ‬ E-Business Models Javad Ghavipanjeh j.ghavipanjeh@gmail.com