3-1

Vanguad Group

Vanguard

Vanguard

1

Vanguard

Vanguard Vanguard

Vanguard

Vanguard

Vanguard

3-2

3-1

B2B B2C

B2B B2C

3-1-1

1872 Aaron Montgomery Ward

1895 Richard Sears Alvah

Roebuck Montgomery Ward 2001

Sears, Robuck & Company 1950

Apple Dell Gateway Sun Microsystems

3-1 Sun

Sun

3-3

3-1 Sun

Dell

Dell

1994 29 Jeff Bezos

20

Bezos

400

20 Bezos

Bezos 30

2800 Amazon.com

Amazon

Powell's Books

Borders

Amazon.com

1994 Jeff Bezos 24 Jason

Matthew Olim 1997 CDnow

CD CDnow

3-4

CDnow

Amazon.com CD

CDnow CD

Vera Wang Versace

3-2 Flash

Flash Tiffany & Co

Tiffany Flash

HTML Flash

3-5

3-2 Evian E-lounge

Land's End 1999 Land's End Live

Land's End Eddie Bauer L.L.Bean Talbots

Land's End

15%

40 Land's End

10%

3-3 Land's End

3-6

3-7

3-3 Land's End

Land's End

Godiva

3-4

Wal-Marts

CD

3-8

3-4 Harry and David

Beyond.com

Buy.com Buy.com

Cyberian Outpost 1995

2001

Fry's Electronics Outpost.com

Cotsco Kmart Target Wal-Mart

3-9

WALMART.COM

Wal-Mart 4,500 2,000

Sam Walton 1962

Wal-Mart

Wal-Mart 1996 7

Wal-Mart

1999

Wal-Mart 1999

2001 1

Wal-Mart

12 14

Wal-Mart

1

2000 1

3-10

Wal-Mart

J.C.Penney Sears Kmart Target

2000 10 Wal-Mart 4

Accel Partners Walmart.com 11

Wal-Mart

50

Walmart.com

Walmart.com

Walmart.com

1 5

3-1-2

LexisNexis LexisNexis

Lexis.com

LexisNexis Lexis.com

LexisNexis

3-11

ProQuest Bell and Howell

UMI University Microfilms International

UMI

ProQuest

ProQuest SilverPlatter Information EBSCO

Information Services

3-5

EBSCO Information Services

Dow Jones

Dow Jones Reuters 2002

Factiva Dow Jones Interactive

Dow Jones Reuters

3-5 EBSCO Information Services

ACM Association for Computer Machinery

ACM Digital Library

2000

3-1-3

1994 1998 20 2000

3-12

2000

Yahoo

Yahoo Yahoo

white pages yellow pages

Yahoo

Yahoo

Yahoo

refdesk.com

C-NET

3-13

niche market

2004 600

3-6

3-14

3-15

Trader Publishing

AutoTrader.com CycleTrader.com BoatTrader.com

AeroTrader.com

3-6 Monster.com

3-16

Trader Publishing

VetteFinders Convette

Musicians Buy-Line

ComicLink.com

The Golf Classifieds

3-1-4 -

-

-

1996

30

Business Week

3-17

Business Week

Business Week

ESPN

ESPN

Insider

ESPN - Insider

Consummers Unions Consumer Reports

ConsumerReports.org Consumers Union

3-1-5

Travelocity

Sabre Travelocity Sabre Travelocity 3-7

Expedia

2001 American

Contienntal Delta Northwest United

20 Orbitz

Orbitz

Orbitz

Travelocity Expedia Orbitz

3-18

3-7 Travelocity

3-19

Autobytel

Autobytel

CarsDirect

CarsDirect.com CarsDirect.com

Autobytel Autoweb.com

Autobytel Autoweb.com CarsDirect.com

1970

full line

E*Trade Datek

1990 15

Quotesmith.com 1984

1996

Quotesmith.com

Quotesmith.com 3-8

3-20

3-21

Progressive

Progressive

3-8 Quotesmith.com

National Association of Realtors Realtor.com

IndyMac

1 2 0

IndyMac Bank Quick

Pricer 3-9

3-22

3-23

3-9 IndyMac Bank Quick Pricer

10%

Citibank Online

First

Internet Bank of Indiana Bank One 1999 Wingspan Bank

One dot.com Winspan

Winspan Bank One Winspan

BankOne.com

3-24

Yodlee.com MSN MoneyCentral

Quicken.com My Fiances Yahoo Finance Yodlee.com

3-1-6

100

Microsoft Sony Electronic Arts RealNetwork

3-25

Sony

EverQuest 40 40 10

5~20

1700 17%

stream video

cable modem DSL

RealNetwork

10

ISP

3-26

3-10

3-2

CNN ESPN

10

2000

3-10 WebMD

3-27

3-2-1

Slate Magazine Slate

Slate

Slate

Slate 2 7

50 Slate

Slate

Slate MSN Slate

3-2-2

Salon.com

Slate

Salon.com

30 Salon Premium

Premium

3-2-3

Xdrive Technology 1999 Xdirve

Xdrive

MP3

3-28

Xdrive

5 75MB 1700

38GB 500

3-2-4

1997 8

Northern

Light

Northern Light

ProQuest EBSCO

Northern Light

1~5

Northern Light

2002 1 Northern Light

Northern Light

Northern Light

3-2-5

1768

FAQ

Britannica Internet Guide

Britannica

Encyclopadia Britannica

3-29

Online CD Britannica

1999 Britannica

1500

Britannica

Britannica.com

Merrian-Webster Collegiate Dictionary Britannica Book of the Year

Britannica Internet Guide Web

Britannica Store CD

Britannica 2001

Britannica

Merrricam-Webster Collegiate Dictionary 50 5

Britannica

Britannica

Britannica

3-11 Britannica

Britannica

3-3

3-3-1

Levi's

1998 Levi's

2000 1 Levi Strauss

3-30

3-11 Britannica

Levi's

3-12 Levi's

JCPenny Kohl's Mary's Foley's Levi's

Levi's

Maytag Levi Strauss

Maytag

Maytag

Maytag

Maytag Maytag

Levi's Maytag

Levi's

Maytag

3-31

3-12 Levi's

Eddie Bouer

Eddie Bauer

3-3-2

Levi's Levi's

Levi's

Yodlee

Yodlee

Amazon.com

Amazon.com

Amazon Target Target

Target Amazon.com Tool Crib of

the Nort Borders Amazon.com

Amazon.com ToysRUs drugstore.com

Amazon.com 3-13 3-14

3-32

3-33

3-13 Amazon.com Drugstore.com

50

Wal-Mart Kmart Handleman

Handleman CD

CD

1

Handleman

Amazon.com

3-34

3-14 Amazon.com ToysRUs.com

3-4

3-4-1

3-35

3-4-2

3-15 Toyota

3-36

3-15 Toyota

Toyota

Quaker Oats

3-16 1999

3-37

3-16

24

Toyota 1997

3-17

Quaker Man

2001

3-38

3-17

Toyota

3-18 ACLU American Civil Liberties Union

3-39

3-18 ACLU

ACLU

Feedback

ACLU ACLU

ACLU

ACLU

ACLU ACLU

ACLU

3-19

MoMA

MOMA

3-40

3-5

3-5-1

1990

3-41

3-19 MoMA

Christopher Locke

David Weinberger Journal of the Hyperlinked Organization

Locke Weinberger Cluetrain Manifesto

Cluetrain Manifesto

Cluetrain Manifesto

3-5-2

3-42

add-in plug-in

Trace Center IBM Home Page

Reader W3C Web

Accessibility Initiative

3-43

Macromedia Flash

HTML

Flash WebWord.com Flash Usability

Challenge Jakob Nielson Flash 99% Bad

Flash Flash

Lee FitFinders

Flash Lee 3-20

Lee Jeans FitFinder

3-44

3-20 Lee Jeans FitFinder Flash

HTML Adobe PDF Excel

HTML

PDF

Excel

3-5-3

5% 25~80%

3-45

3-5-4

Gomez.com

BizRate.com

BizRate.com

3-21 BizRate

3-46

3-5-5

70%

Eastman Kodak T.Rowe Price Maytag

focus group

Cambridge Technology

Partners and Forrester Research

3-47

3-21 BizRate.com

Ben Shneiderman Jakob Nielsen Shneiderman MaryLand

Human-Computer Internatioanl Lab Nielsen

Alextbox

T.Rowe Price 1996

1998

T.Rowe Price 3-22

3-48

3-22

T.Rowe Price

T.Rowe Price

T.Rowe Price Maytag

Maytag T.Rowe Price

Maytag

Maytag Maytag

Maytag

Maytag

Maytag repair man 3-23

3-49

3-23 Maytag

Zhivago Marketing Partners Kristin Zhivago

Webby Awards Webby Award

3-50

3-6

3-6-1

Prudential

Prudential

Amazon.com Jeff Bezos

hard middle

3-24

3-51

3-24

New

York Times Book Review Booklist

3-24

3-52

3-24

one-to-one communication model 3-24

The New

York Review of Books Booklist

BookBrowser

3-24

3-24

3-53

-

3-54

Account aggregation

Advertising-subscription mixed revenue model

-

Advertising-supported revenue model

Addressable media

Bill presentment

Cannibalization

Catalog model

Category managers

Channel conflict

Channel cooperation

Channel distribution managers

Communication modes

Customer-centric

Demographic information

Disintermediation

E-zine

Fee-for-service revenue model

3-55

Fee-for-transaction revenue model

Fulfillment managers

Mail order model

Many-to-many communications

Many-to-one communication model

Mass media

One-to-many communication model

One-to-one communication model

Personal contact

Personal shopper

Portal Web portal

Presence

Prospecting

Reintermediation

Revenue model

Stakeholders

Stickiness

Sticky

Usability testing

Virtual model

Web catalog revenue model

Web directory

1.

2.

3. presence

4. 1990

5. 500

3-56

1. 3-41

Webby Award

2.

About.com

3. refdesk.com Bob Drudge

Bob

500