EBiz05Search

(5):Search电子商务(5):搜索Content-based•Informationsearch(searchengines)•Productandvendorsearch(shopbots)Community-based•Reputationmanagement•RecommendationsandpersonalizationAndreasS.Weigend,PhD韋思岸教授EMBA2002/115-2ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search:Agenda教学纲要Content-based•Informationsearch-Technology(searchengines)-Businessmodels•Productandvendorsearch-Technology(comparisonshopbots)-BusinessmodelsCommunity-based•Reputationmanagement-Products,buyers,andsellers•Automateddiscoveryandrecommendations•Customizationandpersonalization点击//门户网站/电子邮件/广告Off-lineads/recommend离线广告/推荐NeedsDVDPlayer需要DVD播放机TypeinURL输入网站Search:DVDPlayer搜索：DVD播放机Search:Panasonic搜索：松下Search:BestBuy搜索：最受欢迎商品23%28%18%11%9%5%Amazon.comBestBuy.comSearchEngine搜索引擎40%Howdoonlineconsumersfindstores?在线消费者寻找商店最常用的方法是什么5-4ChinaEuropeInternationalBusinessSchool中欧国际工商学院Findwithoutsearch?1.Webbrowsing网络浏览:Nosearch--KnoworguessURL2.Directories目录指南:Organizedmanually•Byexpert“surfers”•BycommunityURL(universalresourcelocator,e.g.,http:)istheaddressthatidentifiestheWebpage(content-based)搜索引擎Technology技术•‘Crawl’throughweb,followinghyperlinks‘爬行’于网站间•Extractwordsfromthesite根据这些关键字编制网站索引•Matchuserinput(searchterms)tothesewords在用户搜索时与用户输入信息相匹配Hyperlink:Takesyoutoanotherpagewhenyouclickonit5-6ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search:Relevance,RankingandRevenues•InformationdesertÆInformationseaProblemisnottofindapagethatcontainsthesearchterm,buttoonlyshowthemostpromisingonestotheuser(ranking)•2millionpagesreturnedinresponseto“DVDplayer”Useadditionalinformationtocomputerelevance,e.g.,•Frequencyofsearchtermsonpage•NumberofhyperlinksgoingintopageindicatesitsrelevanceBUT…Searchsitesneedtomakemoney!(Anyalternative?)Reading:TheStraightStoryonSearchEngines,July2002,PCWorldMagazine中欧国际工商学院Search&Commerce:Keywordadvertising搜索与商务：关键字广告palm5-8ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search&Commerce:Keywordadvertising搜索与商务：关键字广告Mostrelevantsites最相关网站Paidplacement付费放置:Keywordadvertising搜索与商务：关键字广告palm5-12ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search&Commerce:Keywordadvertising搜索与商务：关键字广告Mostrelevantsites最相关网站Targetedbanner目标标题区广告YahooShoppinglinks雅虎购物链接搜索结果:Keywordadvertising搜索与商务：关键字广告palm5-14ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search&Commerce:Keywordadvertising搜索与商务：关键字广告Highestpayingsites付费最高的网站Targetedbanner?目标标题区广告？(Pay-for-prominence)有偿显著位置•Advertiserspaytoobtainhighrank广告商付费以获得最高排位的搜索结果Pay-for-inclusion有偿收录•Advertiserspaytobeindirectories广告商付费以被收录于目录指南Consumerreaction:DemandtransparencyaboutpaidplacementsDemandcomprehensivenessofsearch5-18ChinaEuropeInternationalBusinessSchool中欧国际工商学院MonetizingsearchAdditionalrevenuesourcesforasearchenginefirmAdvertising•Bannerads-Thebettertargeted,thehighertheprice•Payment-Byimprint(ifpresentedtouser)-Byclick-through(ifclickedonbyuser)Technology•Sellsearchservicetoothers-Providetechnology(licenseorsell)-Runindividualsearches(US$0.01perquery)•Goal:Reducebuyersearchcosts目的在于降低不同购买者搜索成本Shopbots•Crawlonlineretailers,collectpriceandproductdata浏览在线零售商，收集价格和产品数据•Returnrankedlistsbasedonusercriteria根据用户标准列出搜索结果Comparisonshoppingsites比较购物网站•Collectuseropinionsonproductsandchannels收集用户有关产品/渠道的意见•Summarize,rateandanalyze总结、评定、分析•Revenuesthroughcommission:Shopbots搜索与商务：购物机器人informationrules5-22ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search&Commerce:Shopbots搜索与商务：购物机器人:Shopbots搜索与商务：购物机器人5-24ChinaEuropeInternationalBusinessSchool中欧国际工商学院Search&Commerce:Shopbots搜索与商务：购物机器人Shopbotsmaderetailersveryworried购物机器人令零售商极为担忧•Thinnermargins,possiblemarketfailure利润更薄，而且可能失去市场•Branddilution(thebotbecomesthecontext)品牌稀释（购物机器人成了购物环境）•Siteoverload网站超载Reactions反应•Shopbotblockingbyretailers购物机器人遭零售商拦截•‘Intelligent’crawlingbyshopbots购物机器人“智能化”浏览(seealsoLectureB2BMarkets)5-26ChinaEuropeInt