C C M H NH T H NG M I I N T

ThS. Nguyn Phng Chi

Email: chinp@ftu.edu.vn
B mn Thng mi in t/ Khoa Qu tr Kinh doanh
Trng i hc Ngoi Thng

Ni dung
1. nh ngha v m hnh kinh doanh TMT
2. Cc nhn t cu thnh ln m hnh TMT
3. Vai tr ca m hnh kinh doanh TMT
4. Phn loi cc m hnh kinh doanh TMT
5. Mt s m hnh kinh doanh TMT ph bin

1.nh ngha v m hnh kinh doanh TMT

M hnh kinh doanh l m hnh m doanh nghip tin hnh kinh doanh
nhm t c chin lc kinh doanh ra ( Rappa 2003 & Turban
2004)
M hnh kinh doanh miu t hot ng kinh doanh ca doanh nghip

bao gm cc thnh phn cu to ln m hnh kinh doanh, chc nng c a

doanh nghip cng nh doanh thu v chi ph m doanh nghi p c th t
c.
* M hnh kinh doanh cho bit nhng gi tr m doanh nghip em li
cho khch hng thng qua nhng ngun lc no, cch thc m h ti p c n
ti khch hng thng qua nhng hot ng no v cui cng ch ra cch m
doanh nghip thu v li nhun.
(alibaba.com)

nh ngha v m hnh kinh doanh TMT

M hnh kinh doanh in t: cho bit vai tr v mi quan h
doanh nghip vi khch hng, cc nh cung cp trong vic cung
cp hng ha, dch v thng tin, trao i thanh ton v nh ng li
lch khc m cc bn c th t c (Weill and Vitale 2001)
* M hnh kinh doanh thng mi in t: l m hnh kinh
doanh c s dng v tn dng ti a ha li ch ca internet v
website (Timmers, 1998)
* M hnh kinh doanh khc vi m hnh qu trnh kinh doanh, m
hnh t chc

Chin lc cho m hnh kinh doanh mi

Tin hnh giao dch kinh doanh thng qua

Internet v Web
Bn cht ca m hnh kinh doanh mi
1.
2.

To ra gi tr
M hnh doanh thu

Nh sn xut

Nh bn l

Khch hng

2. Cc nhn t to ln m hnh TMT

nh v gi tr doanh nghip
M hnh doanh thu
C hi th trng
Mi trng cnh tranh
Li th cnh tranh
Chin lc th trng
C cu t chc
B my qun l

nh v gi tr doanh nghip
Cho bit cc sn phm dch v ca doanh nghip p

ng nhu cu khch hng ti u

xc nh c nhng gi tr ny cn tr li cu hi:
Ti sao khch hng chn tin hnh giao dch vi doanh

nghip anh ch m khng phi l doanh nghip khc.

Doanh nghip anh ch cung cp cho khch hng nhng

gi tr g m cc doanh nghip khc khng lm hoc

khng th?

Gi, kh nng c bit ha sn phm, thi gian giao nhn

hng

nh v gi tr doanh nghip
Ph n khng bao gi mua bt k m phm
H mua v p v tui tr ca mnh
Khch hng
Nhn ra

Phn hi

Tha m

Gi tr
To thnh
Doanh nghip

a ra

Trin khai

M hnh
kinh doanh

Eslite Book Store

Its Myth and Mystery
Mua sch t Eslite l t hn
Eslite khuyn khch khch hng

ca h c sch ti ca hng
Hu ht ca hng sch ca
Eslite l t ti c qun c chi
ph thu l cao i vi mt hiu
sch
Nhng, Eslite l chui ca hng
sch c doanh thu nht ti i
Loan
Whats the
difference ?

The Worlds
Biggest Bookstore :
Eslite Books

S khc bit

Traditional
Book Store

Eslite
Book Store

nh v gi tr doanh nghip

Ti cc ca hng sch truyn thng

Chng ti bn sch
Chng ti l knh phn phi

Ti Eslite Books, it says

Chng ti cn em li cho cc bn s thoi mi

Vi chi ph cao nhng li l cch r nht

Customers
FeedBack

Recognize

Satisfy

Value +
Books
Proposition
Relaxation
Create
Deliver
Business
Businessman Implement
Model

M hnh doanh thu

Miu t cch thc m cng ty kim li nhun
Mt s m hnh doanh thu chnh:
M hnh doanh thu qung co
M hnh doanh thu ph thu bao
M hnh doanh thu ph giao dch
M hnh doanh thu bn hng
M hnh doanh thu lin kt (CPA, CPC),

C hi th trng
Cho bit th trng hng ti ca cng ty v nhng

c hi ti chnh m cng ty c th c ti th trng

ny.

Khng gian th trng: ni m cng ty hng s tin

hnh hot ng kinh doanh

Mi trng cnh tranh

Cho bit c nhng doanh nghip no cng ang bn sn

phm cng loi v ang kinh doanh cng trn mt th

trng vi doanh nghip

B tc ng bi:

S lng cc doanh nghip canh tranh

Th phn ca tng mt i th cnh tranh

Li nhun ca i th cnh tranh

Gi ca i th cnh tranh

Li th cnh tranh
Li th ca cng ty so vi nhng i th cnh tranh nh li

th v gi, cht lng

Ngoi ra cn c mt s li th khc:
- Li th ngi i u
- Li th cnh tranh khng cng bng
Th trng hon ho: khng c li th cnh tranh

n by: Khi cng ty s dng li th cnh tranh ca mnh

nhm ginh nhiu th mnh hn na i vi ton b th

trng

Chin lc th trng
Lp k hoch chi tit nhng cng vic m doanh nghip

cn lm thm nhp th trng mi v thu ht khch

hng
Chin lc kinh doanh phi hng ti khch hng tim

nng

C cu t chc
Miu t chi tit cng vic ca tng v tr p ng nh

cu thc t
Cng vic phi chia theo tng phng ban chc nng
Cng vi s pht trin ca doanh nghip i hi doanh

nghip phi thu chuyn gia thay v nhng ngi ch c

nghip v v kinh nghim cho v tr .

B my qun l
Mt b my qun l tt cn phi to c nim tin cho

cc nh u t bn ngoi
i ng qun l cn phi tm ra mt m hnh kinh doanh

ph hp cho doanh nghip cho tng thi im

2. Cc nhn t to ln m hnh TMT

Gi tr doanh nghip
M hnh doanh thu
C hi th trng
Mi trng cnh tranh
Li th cnh tranh
Chin lc th trng
C cu t chc
B my qun l

3. Vai tr ca m hnh kinh doanh

nh v th trng
Xc nh gi tr ct li m DN em li cho khch hng
nh gi chi ph v li nhun d kin
nh gi chnh xc i th cnh tranh
Pht huy li th cnh tranh ca doanh nghip

4. Phn loi cc m hnh kinh doanh TMT

4.1. Theo i tng tham gia
4.2. Theo mc s ha
4.3. Theo m hnh doanh thu
4.4. Theo phng thc kt ni
4.5. Theo gi tr em li cho khch hng

4.1. Phn loi theo i tng tham gia

Chnh ph (G)

Doanh nghip (B)

Ngi tiu dng

(C)

G2G
ELVIS (Vn-M)

G2B
Hi quan in t

G2C
Dch v cng

Doanh nghip
(B)

B2G
u thu cng

B2B
Alibaba.com
Ecvn.com.vn

B2C
Amazon.com
Raovat.com.vn

Ngi tiu
dng(C )

C2G
Ato.gov.au

C2B
Priceline.com
Vietnamwork.com

C2C
Ebay.com
Chodientu.vn

Chnh ph (G)

TNCNonline.com.vn

4.1. Phn loi thng mi in t

24

B2B Business to Business/ TM gia DN vi DN

B2C Business to Consumer / e-tailing/ TM gi a DN v i ng i TD hay bn

l trc tuyn
B2B2C - Business to Business to Consumer/ TM gi a DN v i DN & v i NTD
C2B Consumer to Business/ TM gia ngi tiu dng v i DN
C2CConsumer to Consumer/ TM gia ngi tiu dng v i ngi tiu dng
B2EBusiness to Employees/TM gia doanh nghi p v i ng i L
Mobile Commerce/ Thng mi in t di ng
E-Learning/ o to trc tuyn
E-Government/ Chnh ph in t

4.1.1. M hnh thng mi in t B2C

M hnh thng mi in t m ti doanh nghip s cung

cp dch v v hng ha cho cc c nhn mua hng

Quy m v tc tng trng ca th trng B2C tng lin tc

4.1.1. Mt s m hnh TMT B2C chnh

M hnh cng thng tin
M hnh bn l trc tuyn
M hnh nh cung cp ni dung
M hnh mi gii giao dch
M hnh ngi to lp th trng
M hnh nh cung cp dch v
M hnh ngi to lp cng ng

M hnh cng thng tin

Cung cp cng c tm kim mnh cng vi tch hp cc gi

ni dung v dch v
Kt hp gia m hnh doanh thu ph giao dch, doanh thu

qung co, doanh thu thu bao

Thng tin trn cng thng tin c th rt chung hoc

chuyn bit v mt lnh vc.

M hnh bn l trc tuyn

y l hnh thc cc nh bn l truyn thng tin hnh ho t ng bn

hng trc tuyn. Ro cn trin khai m hnh ny l rt t.

Mt s loi hnh bn l trc tuyn nh:

-Bn l tuyn thun ty

-Bn l trc tuyn kt hp c hnh thc bn hng truyn thng
-Bn hng theo catalog
-Nh sn xut bn hng trc tip thng qua web

M hnh cung cp ni dung

Doanh nghip cung cp cc ni dung s ha nh thng tin,

chng trnh, tr chi gii tr thng qua web.

Doanh thu ca doanh nghip c th t ph thu bao, qung

co, ph ti ni dung

M hnh mi gii giao dch

X l cc giao dch trc tuyn cho khch hng
Gi tr quan trng m doanh nghip em li cho khch

hng: tit kim thi gian v tin ca

M hnh doanh thu in hnh ca loi hnh ny l m hnh

ph giao dch
Thng thng nhng nghnh cng nghip ln mi s

dng m hnh nh: dch v ti chnh,dch v du lch, dch

v tm kim vic lm

M hnh ngi to lp th trng

S dng cng ngh internet nhm kt ni ngi mua v

ngi bn li vi nhau
M hnh doanh thu in hnh ca loi hnh ny l m

hnh ph giao dch

M hnh nh cung cp dch v

Cung cp dch v trc tuyn ( Google maps, google docs)

e.g. Google: Google Maps, Google Docs, etc.

Gi tr nh v: thun tin, tit kim thi gian, chi ph thp,

thay th cho cc nh cung cp dch v truyn thng

M hnh doanh thu t ph thu bao, thanh ton tc th

M hnh xy dng cng ng

To mt mi trng mng x hi ni m nhng ngi c

cng s thch c th gp v giao tip vi nhau

M hnh doanh thu c th kt hp nhiu m hnh vi

nhau bao gm m hnh ph qung co, ph thu bao,

doanh thu bn hng, ph giao dch v ph lin kt.

Cc m hnh thng mi in t B2C chnh

M hnh cng thng tin (portal)(yahoo.com,
aol.com, msn.com)( cung cp cho ngi dng cng
t tm kim trn mng cng nh cc ni dung v
dch v khc ch trn mt trang web)

4.1.2. M hnh TMT B2B

L m hnh thng mi in t m cc doanh nghip s

tin hnh cc giao dch thng qua mng internet,

extranet, intranet hoc mng ring.
S lng giao dch chim khong 10%, nhng gi tr giao

dch ln ti 85% tng gi tr giao dch t hot ng

thng mi in t

4.1.2. Mt s m hnh TMT B2B chnh

M hnh phn phi trc tuyn
M hnh mua sm trc tuyn
M hnh sn giao dch

M hnh phn phi trc tuyn

Cung cp sn phm v dch v trc tip ti tng doanh

nghip
Mt cng ty s cung cp cho nhiu khch hng khc nhau.

Vic mua bn thng qua catalog in t hoc qua u gi,

thng l thng qua mng extranet
M hnh ny cn gi l m hnh thng mi in t B2B

pha ngi bn ( Sell-side)

V d: Grainger.com

M hnh mua sm trc tuyn

Cho php cc nh cung cp truy cp vo cng thng tin

in t ca doanh nghip

M hnh doanh thu t ph giao dch, ph s dng, ph cp

chng nhn hng nm

M hnh ny cn gi l m hnh thng mi in t pha

ngi mua (buy-side)

M hnh sn giao dch

Sn giao dch in t ni ngi mua v nh cung cp c th

tin hnh giao dch trn y

Thng c s hu bi mt cng ty c lp
M hnh doanh thu l t ph giao dch, ph d ch v , ph thnh

vin, ph qung co.

y c xem nh l cng thng tin cho cc doanh nghip

4.1.3. M hnh chnh ph in t (G2C,

G2B,G2E)
M hnh thng mi in t ny cho php c quan ca chnh

ph mua hoc cung cp hng ha, dch v hoc thng tin vi cc

doanh nghip hoc cc c nhn cng dn.

Government to Citizens (G2C)

Government to Business (G2B)
Government to Government (G2G)
Government to Employees (G2E)

Mt s hot ng nh thu v qun l thu, u gi in t, mua

sm theo nhm, mua sm in t cho chnh ph

Cc giai on pht trin ca

chnh ph in t

4.1.4. M hnh thng mi in t C2C

L m hnh thng mi in t m ti ngi tiu

dng s bn trc tip cc sn phm, dch v ti ngi

tiu dng khc.
Gi tr giao dch ch chim khong 10% tng gi tr

thng mi in t ton cu
in hnh cho m hnh ny l m hnh u gi trc

tuyn
V d: Ebay.com

u gi truyn thng vs u gi trc tuyn

Mua sn phm t ai?

u gi trc tuyn Sn phm c mua trc tip t

ngi bn
u gi truyn thng Sn phm c mua t cc nh
t chc u gi
Thi gian din ra u gi

u gi trc tuyn thng din ra trong vi ngy tr

u gi nhanh ( express or flash auction)

Kim tra hng ha iu ny l khng th i

vi u gi trc tuyn
Giao hng: Ngi mua & ngi bn phi lm vic
ring vi nhau sp xp vic chuyn hng

Li ch ca u gi trc tuyn
To ra mt th trng hiu qu
Tin hnh u gi m khng b gii hn v a l
Ngi tiu dng c th c c nhng phin u gi hi/

tit kim chi ph

To ra nhiu li ch Vt b i ca ngi ny li l ti sn

qu bu ca ngi khc
Gip cho cc bn tham gia u gi c th trao i tr c

tuyn

Hn ch ca u gi trc tuyn
Mua bn t m
Km cnh tranh
C th c hnh vi thng ng trong u gi
An ninh
Khng ng tin

Cc hnh thc u gi
u gi kiu Anh (English Auction)

Ngi bn s nim yt sn phm v m phin u gi vi

gi tng
Ngi mua s bt u tham gi u gibuyers start bidding
Ngi chin thng phin u gi l ngi tr gi cao nht
u gi Yankee (Yankee Auction)

Thng c s dng khi ngi bn c mt hay nhiu sn

phm em ra u gi
Tt c nhng ngi u gi thnh cng s tr mt mc gi
ging nhau phin u gi thnh cng vi mc gi thp
nht

Cc hnh thc u gi
u gi ngc (Reserve Auction)

Gi ca phin u gi ngc l mc gi thp nht m ngi bn sn

sng bn sn phm v mc gi ny s khng c tit l vi ngi
tham gia u gi
Ngi tham gia u gi c quyn bo lu t chi sn phm km cht
lng

Hnh thc u gi y quyn (Proxy Format)

Ngi mua s a ra mc gi ti a m h sn sng tr
Trang web s tin hnh u gi thay cho bn
Khi mt ai tr gi cao hn, th mc gi m b n a ra s c y
ln.
Tip tc cho ti khi mt ai a ra mc gi trn m c gi t i a c a
bn hoc cho ti khi phin u gi kt thc v bn s chin thng
phin u gi.

Cc hnh thc u gi
u gi kiu H Lan (Dutch Auction)

Gi bt u mc cao v s gim dn
Ngi tham gia u gi s ch ra s lng mua vi
mc gi gim
u gi nhanh (Express or Flash Auction)

y l hnh thc u gi rt ging u gi truyn thng

ch khc l u gi trc tuyn
Hnh thc u gi ny c t chc trong khong thi
gian ngn thng ch ko di trong khong 1 gi ng h.

u gi ngc
Ngi bn s tin hnh u gi vi mc gi gim lin tc.
Phin u gi din ra cho ti khi ngi tham gia u gi

khng gim gi na

4.1.5. M hnh thng mi in t C2B

51

Cc c nhn s dng Internet bn hng ha v dch v

ti cc t chc

4.1.6. M hnh thng mi in t B2E

52

M hnh thng mi in t m theo cc t chc s cung

cp dch v, thng tin hay sn phm ti cc c nhn ngi lao
ng.

Cc ng dng ca B2E
53

Qun l trc tuyn

Thng bo ti ton cng ty
Yu cu cung cp trc tuyn
a ra mt s yu cu c bit cho nhn vin
Thng bo nhng li ch cho nhn vin

Management

4.2. Phn loi theo mc s ha

M hnh thng mi truyn thng

( Brick and Mortar)

M hnh thng mi bn truyn thng

(Brick and Click & Motar and Click)

M hnh thng mi in t thun ty

(Pure eCommerce)

4.3. Phn loi theo phng thc kt ni

Thng mi in t qua truyn hnh, mng internet, mng

in thoi.
Thng mi in t di ng: M-commerce (cng ngh y

bao gm in thoi 3G, wifi v bluetooth)

Thng mi in t di ng ( M-commerce)
56

Thng mi in t di ng (m-commerce, m-

business)

L bt k hot ng kinh doanh c tin hnh thng qua mng

vin thng khng dy hoc t thit b di ng
Thng qua mng Internet, ng truyn vin thng ring hoc
mng my tnh khc

S khc bit gia thng mi in t di ng v i th ng m i

in t?
Khng c s khc bit ch c mt s thch th c h n l:

An ninh/ Security
Tnh kh dng/ Usability
Cng ngh khng ng nht/Heterogeneous Technologies
Vn v m hnh kinh doanh/ Business Model Issues

Cc thuc tnh ca m-commerce

57

Tn ti khp ni/ Ubiquity

Thun tin/ Convenience
Tnh tng tc/ Interactivity
Tnh c nhn/ Personalization
Kh nng nh v/ Localization

4.4. Phn loi theo phng tin

Ngi vi ngi: email, chat, in thoi
Ngi vi my: ATM, POS, my bn hng, mua hng qua

mng,
My vi My: Thanh ton lin ngn, h thng kt ni t

ng,

4.5. Phn loi theo m hnh doanh thu

M hnh doanh thu l m hnh miu t cch thc doanh nghi p
tin hnh c c doanh thu

M hnh doanh thu qung co (Advertising revenue model)

M hnh doanh thu thu bao (Subscription revenue model)

M hnh doanh thu ph giao dch (Transaction fee revenue

model)

M hnh doanh thu bn hng (Sales revenue model)

M hnh doanh thu lin kt (Affiliate revenue model)

Cc m hnh doanh thu khc

4.6.M hnh TMT da trn gi tr em li cho khch hng

M hnh qung co trc tuyn ti khch hng (Online direct marketing)

(Wal-Mart)
M hnh u thu in t (E-tendering)(GE)
M hnh theo gi ngi mua (Name your own price) (priceline.com)
M hnh tm gi tt nht (Find the best price) (shopping.com)
M hnh qung co lin kt (Affiliate marketing)(amazon.com)
M hnh marketing lan ta (Viral marketing)
M hnh u gi trc tuyn (Online auction)(ebay.com)
C bit ha hng ha v dch v (Product and service customization)
(Dell.com)
M hnh sn giao dch in t (e-marketplaces)(Chemconnect.com)
M hnh mi gii thng tin (Information brokers)(google.com)
M hnh chit khu gi (Deep discounting)(half.com)
M hnh thnh vin (Membership)(NYTimes.com)
M hnh tch hp chui gi tr (Value-chain Intergrator)(carpoint.com)
M hnh cung cp dch v chui gi tr (Value-chain service provider)
( UPS.com)

5. Mt s m hnh kinh doanh TMT in hnh

Amazon.com Sn bn l trc tuyn hng u trn th gii

Facebook.com Knh Marketing hiu qu
Groupon.com Mua hng theo nhm
Paypal.com Gii php thanh ton trc tuyn
Craglist.com Gii php cho cc c nhn