(1) Directory service provider. Directory service providers collect, filter and sort out a large amount of information existing in the Internet, which is embodied in their own websites in the form of directories, so that customers can easily find the websites, webpages or files they need. Generally speaking, there are three forms of directory service: one is general directory, which classifies and combines different sites according to their levels, allowing users to search for sites according to their own needs, such as portals such as Sina, and providing users with a large number of site indexes and information; The second is the business directory, which provides an index of various business websites, similar to printed guides or manuals, such as the Internet store directory; The third is the professional directory, that is, the network intermediary establishes a network site for a certain industry or theme, which can contain information such as a certain product, enterprise and market. Manufacturers can use their websites to carry out online advertisements by paying online business fees, such as the special catalogue of China Chemical website.
(2) Search for service providers. Different from directory service providers, search service providers collect a lot of digital information, build a huge database and store various site introductions and page contents in different categories to provide users with keyword-based search services, such as Google, Baidu and other sites.
(3) Intelligent agent providers. Intelligent agent providers use their own specially designed intelligent software to search and screen the required manufacturer and product information or related evaluations for consumers in advance according to their needs and preferences, and finally feed back the results to consumers according to preset procedures. Consumers can freely choose to shop through such network middlemen or directly contact suppliers, and network middlemen get benefits by charging the fees of relevant suppliers.
(4) The seller represents the supplier. In the mode, contrary to the intelligent agent provider, the agent provider of the seller collects and sorts out the information of old customers and potential customers for the seller through its own website, and then sells the information of these customers to the seller to earn income. Generally speaking, platform vendors are equivalent to traditional trading markets, providing a virtual trading place for people who want to trade goods. Anyone or organization can upload the information of the items they want to sell to the website, and can also choose and buy the items they need at will in the website.
(1) online trading market. This kind of network middleman provides authoritative online trading platform and database management for enterprises or users by building an e-commerce platform and using advanced network technology and equipment. Online trading platform providers mainly collect store rents from enterprises or users to obtain income. The typical online trading market is Alibaba in B2B mode. Alibaba provides technology and services for SMEs through its own website. Small and medium-sized enterprises can not only expand the market area, find customers and reduce transaction costs through Alibaba's website, but also find suppliers that meet their own requirements and reduce procurement costs. Sellers and buyers can negotiate a deal through Alibaba's website and conduct online transactions through the trading system of Alibaba's website.
(2) Online auction market. The online auction market provides online trading places, organizes auction activities, and obtains sales commissions and advertising revenue. The seller provides product information on the website, but is not sure about the price of the product. Commodity prices are determined by registered members bidding with each other online in the form of auction, and the highest bidder can buy the goods within the specified time. For example, Yi Bei is the most successful online auction market in the world. Virtual retail stores are places where sellers and consumers conduct online transactions. They have their own commodity lists and can directly sell products or services to consumers. Generally speaking, virtual retail stores are very professional and often located in a certain type of products. The mode of operation is to purchase goods directly from manufacturers and then sell them to consumers at a discount. At present, virtual retail stores mainly include electronic retailers and electronic shopping centers.
(1) electronic retailer. E-retailers buy all kinds of goods first, and then sell them directly to the final consumers through their own websites to earn profits. Generally speaking, electronic retailers adopt B2C operation mode. E-retailers usually learn from the promotion experience of traditional retailers to attract consumers to shop by means of discounts and coupons.
(2) Electronic shopping center. Electronic shopping centers are established by many merchants joining the websites established by middlemen, and their products or services are oriented to consumers through the websites established by middlemen. The fundamental difference between it and the directory service is that the electronic shopping center not only provides links, information consultation and advertising services for merchants, but also provides network construction and development services for merchants who need to join the website, and charges certain fees, such as server rental fees, advertising fees, sales revenue commission and so on. The functions of commercial auxiliary service providers are the same as those of institutions responsible for supervision, credit guarantee and financial services in reality. The particularity of the Internet makes such organizations with online services become members of online distribution channels. At present, the auxiliary service providers mainly include network evaluation institutions, network statistics institutions and network financial institutions.
(1) Network evaluation organization. Network evaluation institutions are directly established for manufacturers with mixed online quality. They evaluate online merchants according to the pre-established evaluation standard system, provide consumers with credit rating information and consumption evaluation reports of online merchants, reduce the risk of online transactions of consumers, and try to avoid infringement on consumers' rights and interests, thus indirectly supervising the business behavior of online market merchants.
(2) Network statistical agencies. The development of online distribution channels also needs other auxiliary services. For example, online advertising providers need to know information such as website visits, visitor characteristics and the use effect of different online advertising methods. Enterprises need to understand consumers' purchasing preferences and the growth trend of network users. The establishment of network statistical agencies is to provide users with Internet statistical data and ensure the transparency of some necessary data in the transaction process, such as CNNIC in China.
(3) Internet financial institutions. The insecurity of online transactions makes it impossible for both parties to trust each other, which brings certain difficulties to the conclusion of the transaction. Therefore, some enterprises began to use their own credit to gradually intervene in online distribution channels and provide specialized financial services, such as payment, transfer and settlement. Online financial institutions provide professional financial services for the payment and security of online transactions. There are two main forms: first, some traditional financial service providers gradually open online banking, and buyers and sellers can settle accounts through online transfer as long as they have bank accounts; The second is the emerging virtual financial service, which provides security for online transactions as a third party.