Special Topics in Social Media Services
社會媒體服務專題
Business Models and Issues of
Social Media Service
992SMS07
TMIXJ1A
Sat. 6,7,8 (13:10-16:00) D502
Min-Yuh Day
戴敏育
Assistant Professor
專任助理教授
Dept. of Information Management, Tamkang University
淡江大學 資訊管理學系
http://mail.im.tku.edu.tw/~myday/
2011-04-16
1
Syllabus
週次月／日
1 100/02/19
2 100/02/26
3 100/03/05
4 100/03/12
5
6
7
8
9
100/03/19
100/03/26
100/04/02
100/04/09
100/04/16
10 100/04/23
內容（Subject/Topics）
Course Orientation for Social Media Services
Web 2.0, Social Network and Social Media
Theories of Media and Information
Theories of Social Media Services
and Information Systems
Paper Reading and Discussion
Behavior Research on Social Media Services
Research Methods in Social Media Services *
教學行政觀摩日
Business Models and Issues of Social Medial Service *
(Invited Speaker)
期中考試週 (期中報告)
2
Syllabus
週次 月／日
11 100/04/30
12 100/05/07
13 100/05/14
14 100/05/21
15 100/05/28
16 100/06/04
內容（Subject/Topics）
Paper Reading and Discussion
Strategy of Social Media Service
Paper Reading and Discussion
Social Media Marketing
Paper Reading and Discussion
Social Network Analysis, Link Mining,
Text Mining, Web Mining,
and Opinion Mining in Social Media
17 100/06/11 Project Presentation and Discussion
18 100/06/18 期末考試週 (期末報告)
3
Model
• “a simplified description and representation of
a complex entity or process.” (WordNet 2.0)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
4
Business
• “the activity of providing goods and services
involving financial, commercial and industrial
aspects.” (WordNet 2.0)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
5
Business model
• A business model is a conceptual tool
containing a set of objects, concepts and their
relationships with the objective to express the
business logic of a specific firm.
• Therefore we must consider which concepts
and relationships allow a simplified
description and representation of what value
is provided to customers, how this is done and
with which financial consequences.
Source: (Ostenwalder, Pigneur and Tucci, 2005)
6
Occurrences of the Term "Business Model"
in Scholarly Reviewed Journals
Source: (Ostenwalder, Pigneur and Tucci, 2005)
7
Business Model Concept Hierarchy
Source: (Ostenwalder, Pigneur and Tucci, 2005)
8
EVOLUTION OF THE BUSINESS MODEL
CONCEPT
Source: (Ostenwalder, Pigneur and Tucci, 2005)
9
Business Model vs.
Business Process Model
• Business Model
– a view of the firm's logic for creating and
commercializing value
• Business process model
– how a business case is implemented in processes
Source: (Ostenwalder, Pigneur and Tucci, 2005)
10
Business model vs.
Strategy
• Business models
– a system that shows how the pieces of a business
fit together.
– an abstraction of a firm's strategy
• Strategy
– includes competition
Source: (Ostenwalder, Pigneur and Tucci, 2005)
11
Implementing Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
12
The Business Model's Place in the Firm
Source: (Ostenwalder, Pigneur and Tucci, 2005)
13
Nine Business Model Building Blocks
Source: (Ostenwalder, Pigneur and Tucci, 2005)
14
Domains Addressed in Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
15
Domains Addressed in Business Models
(cont.)
Source: (Ostenwalder, Pigneur and Tucci, 2005)
16
Planning, Changing and
Implementing Business Models
Source: (Ostenwalder, Pigneur and Tucci, 2005)
17
Business Strategy and
Information Systems Alignment
Source: (Ostenwalder, Pigneur and Tucci, 2005)
18
Business and IT/IS Alignment
Source: (Ostenwalder, Pigneur and Tucci, 2005)
19
Infrastructure Alignment
Source: (Ostenwalder, Pigneur and Tucci, 2005)
20
Application Portfolio Management
Source: (Ostenwalder, Pigneur and Tucci, 2005)
21
Business Models and Goals for
Requirements Engineering
Source: (Ostenwalder, Pigneur and Tucci, 2005)
22
Business Model and
Balanced Scorecard
Source: (Ostenwalder, Pigneur and Tucci, 2005)
23
The 4C Typology of
Internet Business Models
Source: (Wirtz, Schilke and Ullrich, 2010)
24
The Web 2.0 - 4 factors model
Source: (Wirtz, Schilke and Ullrich, 2010)
25
Activities for embracing the Web 2.0
in existing Internet businesses
Source: (Wirtz, Schilke and Ullrich, 2010)
26
Relevance of the Web 2.0 factors for
individual business model types
27
References
• Alexander Ostenwalder, Yves Pigneur and Christopher L. Tucci,
“Clarifying Business Models: Origins, Present, and Future of
the Concept”, Communications of the Association for
Information Systems (CAIS), Vol. 15, No. 1, May 2005, pp. 1-25.
• Bernd W. Wirtz, Oliver Schilke and Sebastian Ullrich, “Strategic
Development of Business Models: Implications of the Web 2.0
for Creating Value on the Internet”, Long Range Planning,
Volume 43, Issues 2-3, April-June 2010, pp. 272-290.
28