商业模式-2.ppt
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1、what is a business model?,VALUE PROPOSITION,COST STRUCTURE,CUSTOMER RELATIONSHIPS,CUSTOMER SEGMENTS,ACTIVITY CONFIGURATION,CORE CAPABILITIES,PARTNER NETWORK,REVENUE STREAMS,INFRASTRUCTURE,CUSTOMER,OFFER,FINANCE,a business model describes the value an organization offers to various customers and port
2、rays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams,DISTRIBUTION CHANNELS,Osterwalder (2004) The Business Model Ontology,business model framework,case study,you
3、become the new owner of a soccer club ,describe YOUR clubs business model,describing how a wealth management bank acquires its clients,what value proposition do you offer, to which customer segments?,VALUE PROPOSITION,CUSTOMER SEGMENTS,value proposition 1 value proposition 2 ,target customer 1 targe
4、t customer 2 ,CUSTOMER,OFFER,what value proposition do you offer, to which customer segments? (model),what value proposition do you offer, to which customer segments? (example),spectacular offensive football,fans,CUSTOMER,OFFER,advertising space & high visibility,advertisers,how do you reach your cu
5、stomers?,VALUE PROPOSITION,COMMUNICATION & DISTRIBUTION CHANNELS,value proposition 1 value proposition 2 ,channel 1 channel 2 ,OFFER,how do you reach your customers? (model),CUSTOMER SEGMENTS,target customer 1 target customer 2 ,CUSTOMER,spectacular offensive football,stadium & box office,CUSTOMER,O
6、FFER,how do you reach your customers? (example),club owned TV channel,fans,mobile phone TV,advertising space & high visibility,sales force,advertisers,how do you build relationships?,VALUE PROPOSITION,CUSTOMER RELATIONSHIP,value proposition 1 value proposition 2 ,mechanism 1 mechanism 2 ,OFFER,CUSTO
7、MER SEGMENTS,target customer 1 target customer 2 ,CUSTOMER,how do you build relationships with your customers? (model),spectacular offensive football,personalized website (ticketing),CUSTOMER,OFFER,team blog (RSS),fans,how do you build relationships with your customers? (example),how do you earn you
8、r money with this business model?,VALUE PROPOSITION,REVENUE STREAMS,value proposition 1 value proposition 2 ,revenue stream 1 revenue stream 2 ,OFFER,CUSTOMER SEGMENTS,target customer 1 target customer 2 ,FINANCE,how do you earn your money with this business model? (model),spectacular offensive foot
9、ball,ticket sales,FINANCE,OFFER,TV channel subscriber fees,fans,mobile phone TV subscriber fees,advertising space & high visibility,advertising revenues,advertisers,how do you earn your money with this business model? (example),the big picture (business model),team management event management venue
10、management ticketing VIP relationship management video crew ,attractive soccer 360 event (match, dining, shopping) exclusive VIP lounges merchandising renting out stadium ,stadium POS networks club website (+online TV) club cable TV channel mobile phone TV channel ,play attractive & win games brand
11、management video images channel management,fans (families, etc.) fan groups companies event/concert organizers advertisers ,team & maintenance infrastructure management marketing video,Ticket fees & season tickets online TV subscription revenues revenue sharing cable & mobile phone TV renting out st
12、adium for events advertising revenues merchandising revenues,food & beverages ticketing services promoters ad placement telecom operator TV operator ,personalized web profile newsletter team blog (RSS) VIP events with team ,Value Proposition,Distribution Channel,Target Customer,Customer Relationship
13、,Partner Network,Activity Configuration,Core Capability,Cost Structure,Revenue Model,the big picture,team management event management venue management ticketing VIP relationship management video crew ,attractive soccer 360 event (match, dining, shopping) exclusive VIP lounges merchandising renting o
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