1、1本科毕业论文外文翻译外文文献译文标题未来在这里营销和电子商务资料来源通信公司1999出版作者卢卡斯斯隆电子商务是个外来词，英文简写为EC。它的内容包括二个方面第一是电子方式；第二是商业行为。电子商务使用电子通讯的手段让买家和卖家简单，快速地完成各种经营活动。柯苏尔1998电子商务就是通过各种各样的电子手段完成通信。简单举例，你通过电话与顾客进行经营活动或传送信息，这些行为可以称为电子商务。但是现在，人们谈论的电子商务意味着由EDI电子数据交换和互联网共同完成的行为。所以电子商务是网上购物的一个新体验，在互联网开放环境之下，消费者与商家通过网上平台达成交易的过程。从商业活动观点看，电子商务可以
2、达到这方面需要。因此电子商务被划分成二个水平电子商务底层是电子信息，电子商务、电子合同等；完整的和最先进的电子商务应该能使用因特网执行所有商业活动，即所有信息流，企业流程的活动，建立流程，并且后勤的部分可以通过互联网充分地被实施。也可以说通过互联网您能完成在一个企业从寻找顾客，然后有交涉，预定物品，网上付款汇款，发布电子发货票对申请电子海关申报和电子缴纳税等等所有流程。完成整套电子商务它必须多方面的介入，买家和卖家以及财政机关、政府部门、证明当局、分配中心和其他机关等。由于在电子商务中交易的人不会互相见面，电子商务活动的整体过程不是物理世界的经营活动复制品。电子商务是互联网快速的发展的产物而且
3、是网络技术的应用的最新的开发的方向。开放性、全球性、便宜和互联网拥有的高效率的特征也成为电子商务的固有特征并且让电子商务成为一种新的贸易形式。它不仅会改变企业拥有生产、行销和管理的活动，而且影响经济实绩和结构整体社会。市场要变得更繁荣，市场工作人员就必须时刻掌握顾客的行程，了解顾客需求。网上购物很舒适，无所不在和特别的时髦保证了电子零售商网站空间消费者人数平2均保持2000流量的增涨。根据剑桥，马萨诸塞基于佛瑞斯特研究，1999年消费者电子商务消费，排除金融服务和拍卖，将超过170亿美元。将在2003年以前，那个数字到达1250亿美元。在互联网上未来的先进技术预示了未来电子商务的发展前景。许多
4、从事电子商务，在线和离线零售人员未达到顾客保留、回归政策和数据库管理基本要求。他们集中于那玫瑰色时候，当科技进步，包括宽频，将使消费者和电子裁缝师的梦想实现。事实上，宽带承诺永远在线的互联网连接、更加快速的交易和更加精心制作的网站。虚存储器能显示他们的商品与更多精心制作的视觉效果，从三维到想象充分的音频，并且把购物的经历录影改进，进一步将网上购物推广。根据产业专家的说法购物更多直接算是增加的销售。SHOPORG网上商店的执行董事，同时也是一个非营利的贸易协会的鲍伯史密斯说网上贩商认为消息灵通的网上消费者经常根据产品被提出的信息而购买更多产品，尤其是昂贵的那些。更多贩商认为增加的内容和特点会吸引
5、更多的消费者浏览和购买。当然，每天去商店的人梦想，当观看电视展示的消费者看到一个时尚的东西，就可以点击购买整套东西，把遥控器放下并且等待下一个喜爱的东西出现；如果消费者有如此喜欢的购物经历明晚她准备继续选购，对于衣物制造商来说是一个完美的前景。“我认为超过三年它就是有些徒劳，因为我们不知道宽频在网上有什么作用。”迪斯尼电子商务的总统查克迪维斯说，他承认宽频带来的是非常强有力的电视方法。观察家警告说，该行业的危险越来越超前；电子商务的人员更好地学习逐渐深入电子商务领域。在网上商务谈到“下一个大东西”它很容易陷入讨论冷却新技术，菲奥娜维尔德洛说。主管数字商务战略在纽约的互联网分析公司木星通讯业务。
6、然而，在线商务的人员必须获得基本排序第一客户服务，满足需求，顾客保留，分布在线商务，顾客买好离开。这是令人震惊的，这些基本步骤一些在线零售商还不确定。作为资深网上购物者会告诉你，它仍然很容易找到不提供商品的网上商店，他们说当买方要退回一个东西时，他们将提供一个简单的办法。3所面临的挑战将是常数，洛杉机BIZRATECOM（网上商店）总裁兼首席执行官法哈德墨西特说。进行客户满意度调查衡量电子商务，“消费者要求每次和最佳供应商交易”他预测，“如果供应商不接受这个，他们会切换到另一个供应商购买。本质上，该供应商接受了就将获得一个客户的业务和一个交易。”现在所有一切显示竞争只是一个点击。“当你在浏览网
7、页，去下一个商店时检查出来有一个边际成本”。贝尔维尤华盛DRUGSTORECOM网上商店的总裁和首席执行官皮特纽波特说的已经成为行业的咒语。毕竟，终究需要时间到传统商店光顾。各种商务叠加是网上零售商吸引和保持客户的新途径。分析家指出一个商务叠加，内容和社区网站鼓励电子商务忠诚的途径。而消费者可能不感兴趣的是与其他网上药店百忧解的游客讨论他们的经验，在现场他们可能想了解更多关于药物，或在其他一些网上药店，从而了解债券之间的买方和卖方。消费者电子商务研究公司的威廉姆斯西马说，“创新的企业家把握三原则，他们设想利用这三大支柱，创造新的生活方式的主要零售店。我认为这些人都要成为专家销售的产品在内容和社
8、区。”例如，电子商务可以使一个网络零售商创造机会讨论一个畅销书作家的新书。但它也需要一些世俗的幕后支持让它发生。有人来管理复杂的数据库系统，制造出的有针对性的电子邮件邀请人们，谁曾在线参与购买作者的书籍。零售商需要支持服务，总部在三藩的清晰图像的网络分公司的领导，包括数据挖掘专家梅瑞狄斯梅德兰说，趋势观察者营销专家，媒体等都可以查阅网站的。而且，梅德兰认为，零售商也必须认识到，他们的目标是一种新的人口，她所说的“E代”也就是经验丰富的网上买家。“这是一个全新的一代可能只有18岁或70岁。技术进入他们的个人生活和工作中，他们喜欢电子商务给他们带来的电子环境。”梅德兰说。零售商利用技术和创意爵士的
9、虚拟店铺吸引消费者。“我们必须去吸引他们，招待他们，使他们想购买我的产品，”纽约折扣服装和配件的网站BLUEFLYCOM的首席执行官肯赛弗说。而自从1998本身霍金普拉达袋和卡兰的衣服（相对）低价格出售。因此，随着竞争的网上市场升温，在2000年后的零售部门，获胜者将到底是谁，他们应该是消费者。“无论从哪个角度来看（价格、尺寸、方便等方面），大赢家都是消费者。”纽波特说。“我们认为，充分了解顾客的消费习惯，商家必须网上商店和传统商店相结合，4一个完美的购物体验将赢得客户的钱。”威廉姆斯说。大型传统企业开通了网上购物这是一个重大消息，它可能已敦促暴发户网站窃取业务，但公司还有如巴尼斯和贵族们和迪
10、斯尼品牌结合的网上存在和旧式商店。胜利的点击和购买成功，有些人认为，明显将之前点击购买的构想变为现实。“在这个假日季节将会有很多新的网站，消费者会试图找出其中适合购物的网站商店。”戴维斯说。他和其他离线在线零售商说，他们认为客户将会迁移到网站的商店。但这些预测有一个漏洞。当人类进入互联网的时代，会发现他们带来了压力与消费者日常的对手，因为新的消费者也同样都暴露。当光盘通过联合包裹服务来到你的门前，你对喜爱的唱片店的感觉会变淡。“如何将它显现出来呢这很难说，”纽约巴尼申德宝公司的高级副总裁卡尔罗森道夫承认，亚马逊公司是有竞争巨兽之称的网上零售商店。“我认为消费者会投票选出他们购买感到最舒服的商店
11、。”消费者是最终的判断，坦率地说，结果是无法预测的。5外文文献原文TITLETHEFUTUREISHEREMARKETINGANDELECTRONICCOMMERCEMATERIALSOURCECOPYRIGHT1999BPICOMMUNICATIONS，INCAUTHORSLOANELUCASTHEECOMMERCECOMESFROMTHEENGLISHWORDSOFELECTRONICCOMMERCE,WHICHCANBEABBREVIATEDASECASTHENAMESUGGESTS,ITSCONTENTCONSISTSOFTWOASPECTSTHEFIRSTONEISTHEMANNER
12、OFELECTRONTHESECONDISTHECOMMERCIALACTIVITYITUSESTHESIMPLE,FASTANDLOWCOSTMEANSOFELECTRONICCOMMUNICATIONTOLETBOTHBUYERANDSELLERCARRYTHROUGHVARIOUSBUSINESSACTIVITIESWITHOUTMEETINGEACHOTHERFACETOFACEKOSIUR1998ANECOMMERCECANBECOMPLETEDVIAAVARIETYOFMEANSOFELECTRONICCOMMUNICATIONSAYINGITSIMPLY,FOREXAMPLE,Y
13、OUDOTHEBUSINESSACTIVITIESWITHCUSTOMERSTHROUGHTHEPHONECALLORSENDINGTHEFAX,THESECONDUCTSCANBECALLEDASTHEECOMMERCEBUTNOW,THEECOMMERCEDISCUSSEDBYPEOPLEMEANSTHATTHEACTIONISCOMPLETEDBYEDIELECTRONICDATAINTERCHANGEANDTHEINTERNETTHEREFORE,THEECOMMERCEISANEWKINDOFBUSINESSOPERATIVEMODEFORREALIZINGTHEONLINESHOP
14、PINGBYCONSUMERS,THEONLINETRANSACTIONSBETWEENMERCHANTSANDTHEONLINEELECTRONICPAYMENTBASEDONTHEAPPLICATIONSOFBROWSERSAND/ORSERVERSUNDERTHEOPENINGNETWORKENVIRONMENTOFINTERNETINTHEPOINTOFVIEWOFANALYZINGTHETRADEACTIVITIES,THEECOMMERCECANBEACHIEVEDINNUMBERSOFASPECTSTHEREFORE,THEECOMMERCECANALSOBEDIVIDEDINT
15、OTWOLEVELSTHELOWERLEVELOFECOMMERCEISTHEECOMMERCIALINFORMATION,EBUSINESS,ECONTRACTANDETCTHEMOSTCOMPLETIVEANDADVANCEDECOMMERCESHOULDBEABLETOUSETHEINTERETNETWORKTOCARRYOUTALLOFTRADEACTIVITIES,THATIS,ALLOFTHEACTIVITIESOFINFORMATIONFLOW,BUSINESSFLOW,FOUNDSFLOWANDTHEPARTSOFLOGISTICSCANBEFULLYIMPLEMENTEDTH
16、ROUGHTHEINTERNETITALSOCANBESAIDTHATTHROUGHTHEINTERNETYOUCANCOMPLETEALLBUSINESSESINONEGOFROMTHEBEGINNINGOFLOOKINGFORCUSTOMER,ANDTHENHAVINGNEGOTIATIONS,ORDERINGGOODS,ONLINEPAYMENTCOLLECTION,ISSUINGTHEELECTRONICINVOICETOAPPLYINGFORTHE6ELECTRONICCUSTOMSDECLARATIONANDELECTRONICPAYINGTHETAX,ETCITALSOINVOL
17、VESMANYASPECTSTOACHIEVEACOMPLETIVESETOFECOMMERCETHEFINANCIALINSTITUTION,GOVERNMENTDEPARTMENT,CERTIFICATIONAUTHORITY,DISTRIBUTIONCENTREANDOTHERINSTITUTIONSHAVETOJOINTINITEXCEPTTHEBUYERANDSELLERBECAUSEALLTHEINVOLVEDPARTIESINANECOMMERCEDONOTMEETEACHOTHERPHYSICALLY,THEWHOLEPROCESSOFECOMMERCEACTIVITYISNO
18、TTHEREPLICAOFBUSINESSACTIVITIESOFPHYSICALWORLDTHEECOMMERCEISTHEDIRECTPRODUCTOFEXPLOSIVEDEVELOPMENTOFINTERNETANDISTHENEWESTDEVELOPINGDIRECTIONOFAPPLICATIONOFNETWORKTECHNOLOGYTHECHARACTERISTICSOFOPENNESS,GLOBALLY,LOWCOSTANDHIGHEFFICIENCYPOSSESSEDBYTHEINTERNETITSELFALSOBECOMETHEINHERENTCHARACTERISTICOF
19、ECOMMERCEANDLETTHEECOMMERCEGOESFARBEYONDTHEPOSSESSINGVALUEASBEINGANEWFMOFTRADEITWILLNOTONLYCHANGETHEENTERPRISESOWNACTIVITIESOFPRODUCTION,MARKETINGANDMANAGEMENT,BUTALSOINFLUENCETHEECONOMICPERFORMANCEANDSTRUCTUREOFWHOLESOCIOLOGYMARKETERSTHATPROSPERTOMORROWMUSTMASTERTHEBASICSOFETAILINGTODAYTHEEASEANDUB
20、IQUITYOFONLINESHOPPINGANDITSDROPDEADTRENDINESSENSURETHATTHECONSUMERETAILSPACEISPOISEDFOREXCEPTIONALPOST2000GROWTHACCORDINGTOCAMBRIDGE,MASSBASEDFORRESTERRESEARCH,1999CONSUMERECOMMERCESPENDINGEXCLUDINGFINANCIALSERVICESANDAUCTIONSWILLSURPASS17BILLIONBY2003,THATNUMBERWILLREACH125BILLIONBUTASOFTENHAPPENS
21、WITHTHEINTERNET,THEENTHUSIASMGENERATEDBYTHEPROMISEOFFUTURETECHNOLOGYOVERSHADOWSTODAYSREALITYMANYECOMMERCEPLAYERSHAVENTYETACHIEVEDTHEBASICSOFCUSTOMERRETENTION,RETURNPOLICIESANDDATABASEMANAGEMENTTHEOFONANDOFFLINERETAILSUCCESSYETTHEYFOCUSONTHATROSYTIMEWHENADVANCESINTECHNOLOGY,INCLUDINGBROADBAND,WILLMAK
22、ETHEDREAMSOFCONSUMERSANDETAILERSCOMETRUEINDEED,THESIRENSONGOFBROADBANDPROMISESALWAYSONINTERNETCONNECTIONS,FASTERTRANSACTIONSANDMOREELABORATEWEBSITESVIRTUALSTORESWILLBEABLETODISPLAYTHEIRWARESWITHMUCHMOREELABORATEEYECANDYFROM3DIMAGINGTOFULLAUDIOANDVIDEOENHANCEDSHOPPINGEXPERIENCES,WHICHWILLFURTHERDISTA
23、NCEONLINESHOPPINGFROMTRADITIONALCATALOGSSHOPPINGTHATISMOREENGAGINGIMMEDIATELYTRANSLATESINTOINCREASED7SALES,ACCORDINGTOINDUSTRYEXPERTS“THEINFORMEDONLINECONSUMEROFTENBUYSMOREPRODUCTSANDMOREEXPENSIVEONESONTHEBASISOFWELLPRESENTEDINFORMATIONABOUTTHEPRODUCT,”SAYSBOBSMITH,EXECUTIVEDIRECTOROFSHOPORG,ANOTFOR
24、PROFITTRADEASSOCIATIONFORONLINERETAILERS“MORERETAILERSARERECOGNIZINGTHISANDAREADDINGCONTENTANDFEATURESTHATCONSUMERSJUSTCANTFINDATBRICKANDMORTARSTORESORINCATALOGS”OFCOURSE,MARKETERSDREAMOFTHEDAYWHENACONSUMERWATCHINGATVSHOWSEESAFAVORITECHARACTERINTHELATESTFASHIONS,REACHESFORTHEREMOTE,CLICKSONTHEOUTFIT
25、,PUTSTHEREMOTEDOWNANDREACHESFORAPINTOFICECREAMMEANWHILE,ACLOTHINGMANUFACTURERWRAPSUPTHEPACKAGEANDFIRESITOFFTOHERHOMETHESCENARIOWOULDBECOMPLETEIFTHECONSUMERWASSOPLEASEDWITHTHEEXPERIENCETHATSHEWASREADYTODOITALLOVERAGAINTHENEXTNIGHTQVC20AIMFORINSTANTGRATIFICATIONONBOTHSIDESOFTHEEQUATIONITSATOTEMOFHOWFI
26、ERCELYTHEINDUSTRYCRAVESBROADBANDTHATEVENTHOSEWHOSHYAWAYFROMPREDICTIONSCANTSEEMTOSTOPTHEMSELVESFROMFORECASTING,ANYWAY“ITHINKITSSOMEWHATFUTILETOLOOKAHEADMORETHANTHREEYEARSBECAUSEWEDONTKNOWWHATEFFECTBROADBANDISGOINGTOHAVEONLINE,”SAYSCHUCKDAVIS,PRESIDENTOFECOMMERCEYETHEADMITSTHETVAPPROACHTHATBROADBANDBR
27、INGSIS“GOINGTOBEVERYPOWERFUL”OBSERVERSCAUTIONTHATTHEINDUSTRYISINDANGEROFGETTINGAHEADOFITSELFTHATECOMMERCEPLAYERSBETTERLEARNTOSWIMINTHESHALLOWENDBEFOREDIVINGINTOTHEDEEPEND“ITSEASYTOGETCAUGHTUPINADISCUSSIONOFCOOLNEWTECHNOLOGIESWHENTALKINGABOUTTHENEXTBIGTHINGINONLINECOMMERCE”SAYSFIONASWERDLOW,PRACTICED
28、IRECTORFORDIGITALCOMMERCESTRATEGIESATNEWYORKBASEDINTERNETANALYSTFIRMJUPITERCOMMUNICATIONS“HOWEVER,ONLINECOMMERCEPLAYERSHAVETOGETTHEBASICSSORTEDOUTFIRSTCUSTOMERSERVICE,FULFILLMENT,CUSTOMERRETENTION,DISTRIBUTIONFORONLINECOMMERCETOREALLYTAKEOFFITSSHOCKINGTHATTHESEBASICSARENTSOMETHINGTHATONLINERETAILERS
29、HAVEALREADYNAILED”ASANYVETERANONLINESHOPPERWILLTELLYOU,ITSSTILLPATHETICALLYEASYTOFINDONLINESTORESTHATDONTDELIVERMERCHANDISEWHENTHEYSAYTHEYWILL,ORPROVIDEASIMPLERECOURSE8WHENABUYERWANTSTORETURNAPURCHASETHECHALLENGESWILLBECONSTANTFORSITES,SAYSFARHADMOHIT,PRESIDENTANDCEOOFBIZRATECOM,LOSANGELES,WHICHCOND
30、UCTSCUSTOMERSURVEYSTOMEASUREECOMMERCESATISFACTION“CONSUMERSWILLDEMANDTHEBESTFROMAVENDOREACHTIMETHEYTRANSACT”HEPREDICTS“IFTHEYDONTRECEIVETHIS,THEYWILLSWITCHTOANOTHERVENDORFORTHENEXTPURCHASEINESSENCE,THEVENDORWILLHAVETOEARNACUSTOMERSBUSINESSONEACHANDEVERYTRANSACTION”ALLTOGETHERNOWTHECOMPETITIONISONLYO
31、NECLICKAWAY“WHENYOUAREONTHEWEBBROWSING,THERESAMARGINALCOSTOFGOINGTOTHENEXTSTOREANDCHECKINGTHEMOUT,”SAYSPETERNEUPERT,PRESIDENTANDCEOOFDRUGSTORECOM,BELLEVUE,WASH,BYWAYOFEXPLAININGWHATHASBECOMEANINDUSTRYMANTRAAFTERALL,ITTAKESTIMETOTRAVELTOTRADITIONALSTORES,SOCUSTOMERSTYPICALLYDONTLEAVEWITHOUTMAKINGAPUR
32、CHASETHECUSTOMERSATISFACTIONSOLUTIONSFORSITESSUCHASDRUGSTORECOMWHOSELARGESTINVESTORISAMAZONCOMHARDLYRESEMBLETHESCENARIOOFLETTINGACONSUMERCASUALLYPURCHASEGWYNETHPALTROWSOSCARGOWNSIMPLYBYPUSHINGABUTTONDRUGSTORECOMSOFFERINGSINCLUDEALLOWINGPEOPLETOORDERPRESCRIPTIONSONLINEFORSAMEDAYPICKUPATANYRITEAIDSTOR
33、ETHATTWISTONLYSCRATCHESTHESURFACEOFWHATONLINERETAILERSMIGHTDOTOLURE,ANDKEEP,CUSTOMERSANALYSTSPOINTTOATRIFECTAOFCOMMERCE,CONTENTANDCOMMUNITYASWAYSFORSITESTOENCOURAGEECOMMERCELOYALTIESWHILECONSUMERSMIGHTNOTBEINTERESTEDINDISCUSSINGTHEIREXPERIENCESWITHPROZACWITHOTHERDRUGSTORECOMVISITORS,THEYMAYWANTTOFIN
34、DOUTMOREABOUTTHEDRUGATTHESITE,ORATSOMEOTHERONLINEPHARMACY,THUSTIGHTENINGTHEBONDBETWEENBUYERANDSELLER“THETHREETENETSHAVECAPTUREDTHEENTREPRENEURSIMAGINATION,”SAYSSEEMAWILLIAMS,CONSUMERECOMMERCEANALYSTFORFORRESTERRESEARCH“THEYENVISIONUSINGTHESETHREEPILLARSTOCREATEESSENTIALLYNEWLIFESTYLERETAILOUTLETSITH
35、INKTHESEFOLKSAREGOINGTOBECOMEEXPERTATMERCHANDISINGPRODUCTSAROUNDBOTHCONTENTANDCOMMUNITY”FOREXAMPLE,CREATINGANETAILERBASEDOPPORTUNITYTODISCUSSABESTSELLINGAUTHORSUPCOMINGBOOKAPPROACHESTHESEXYVISIONOFWHATECOMMERCECOULDBEBUTITALSOREQUIRESSOMEMUNDANEBEHINDTHESCENESSUPPORTTOMAKEITHAPPENSOMEONEHASTO9MANAGE
36、THESOPHISTICATEDDATABASESYSTEMTHATSPEWSOUTTARGETEDEMAILINVITINGPEOPLEWHOHAVEPREVIOUSLYBOUGHTTHATAUTHORSBOOKSONLINETOPARTICIPATETHESUPPORTSERVICESTHATETAILERSWILLNEED,SAYSMEREDITHMEDLAND,DIRECTOROFTHESHARPERIMAGESINTERNETDIVISION,BASEDINSANFRANCISCO,INCLUDEDATAMININGSPECIALISTS,TRENDSPOTTERSWHOCANCON
37、SULTONASITESMERCHANDISING,MEDIAEXPERTSANDALLOFTHESOFTWARETHATCOMESWITHTHEMAND,MEDLANDARGUES,ETAILERSMUSTALSORECOGNIZETHATTHEYARETARGETINGANEWTYPEOFDEMOGRAPHIC,WHATSHECALLSTHE“EGENERATION”CUSTOMERSWHOAREWIREDANDCONNECTED,CONSUMERSWHOAREEXPERIENCEDONLINEBUYERS“THISISAWHOLENEWGENERATIONWHOCOULDBEASYOUN
38、GAS18ORASOLDAS70THISISAGENERATIONTHATHASALLOWEDTECHNOLOGYTOFLOODINTOTHEIRPERSONALANDPROFESSIONALLIFETHEYWELCOMETHEADVANTAGESTHATTHEEENVIRONMENTBRINGSTOTHEM,”SHESAYSONLYWHENETAILERSHAVEDEALTWITHSIGNIFICANTANCILLARYISSUESWILLTHEYBEREADYTOMOVETOTHENEXTLEVEL,USINGTECHNOLOGYANDCREATIVITYTOJAZZUPTHEIRVIRT
39、UALSTOREFRONTSTOLURECONSUMERS“WEAREGOINGTOHAVETOENTICETHEM,ENTERTAINTHEMANDMAKETHEMWANTTOBUYPRODUCTS,”SAYSKENSEIFF,CEOOFDISCOUNTCLOTHINGANDACCESSORYSITEBLUEFLYCOM,NEWYORK,WHICHHASMADEANAMEFORITSELFHAWKINGPRADABAGSANDDONNAKARANCLOTHESATRELATIVELYLOWPRICESSINCE1998THEREFORE,ASCOMPETITIONINTHEONLINEMAR
40、KETPLACEHEATSUPACROSSALLPOST2000RETAILSEGMENTS,THEWINNERSWILLBEEXACTLYWHOTHEYSHOULDBE,ACCORDINGTOTHEMETAPHYSICSOFMARKETING“THEBIGWINNERSINTHISARECLEARLYCONSUMERSBIGWINNERS,INEVERYDIMENSIONWHETHERITSTHEPRICEDIMENSION,THECONVENIENCEDIMENSION,THESELECTIONDIMENSION,”SAYSNEUPERTASTHEDREAMGETSCLOSER,THERE
41、SAGRANDIRONYINVOLVEDINPREDICTINGWHICHRETAILERSWILLWINCONSUMERSHEARTSINACONTESTBETWEENCLICKANDMORTARRETAILERSANDNOTHINGBUTNETS,ANALYSTSVOTEFORTHECLICKANDMORTARS“WEBELIEVETHATTOACCURATELYCAPTUREAFULLPICTUREOFASHOPPERSSPENDINGHABITS,MERCHANTSMUSTSELLBOTHONLINEANDINTRADITIONALSTORES,”SAYSWILLIAMS“THOSEW
42、HOMANAGETOSTRADDLETHECHANNELSWITHASEAMLESSSHOPPINGEXPERIENCEWILLWINCUSTOMERDOLLARS”10THISISMUSICTOTHEEARSOFLARGETRADITIONALBUSINESSESTHATHAVEOPENEDTHEIRSHOPSONTHENETITMAYHAVETAKENTHEPRODDINGOFUPSTARTSITESSTEALINGBUSINESS,BUTCOMPANIESSUCHASBARNESNOBLEANDDISNEYAREBETTINGTHEIRBRANDSONACOMBINATIONOFANON
43、LINEPRESENCEANDGOODOLDFASHIONEDSTORESANDTHETRIUMPHOFCLICKSANDBRICKS,SOMEARGUE,WILLBEAPPARENTBEFORETHECLICKONADRESSANDBUYVISIONBECOMESREALITY“THEREAREGOINGTOBESOMANYNEWSITESOUTTHERETHISHOLIDAYSEASONTHATTHECONSUMERISGOINGTOBEONOVERLOADTRYINGTOFIGUREOUTWHICHSITESTHEYSHOULDSHOP,”SAYSDAVISHEANDOTHEROFFLI
44、NEONLINERETAILERSSAYCUSTOMERSWILLMIGRATETOTHESITESOFTHESHOPSTHEYRECOGNIZEYETTHERESAGLITCHTOTHESEPREDICTIONSWHENGENYCOMESINTOITSOWN,NOTHINGBUTNETSMAYFINDTHEYCARRYASMUCHWEIGHTWITHCONSUMERSASTHEIREVERYDAYRIVALS,SINCETHENEWCONSUMERSHAVEBEENEQUALLYEXPOSEDTOBOTHITSHARDTOFEELGOODABOUTPERUSINGYOURFAVORITECD
45、STOREWHENEVERYCDINYOURRACKCAMETOYOURDOORVIAUNITEDPARCELSERVICEHOWWILLITALLSHAKEOUT“ITSHARDTOSAY,”ADMITSCARLROSENDORF,WHO,ASSENIORVICEPRESIDENTOFBARNESANDNOBLECOM,NEWYORK,HASHADTOCOMPETEAGAINSTTHEBEHEMOTHOFONLINERETAIL,AMAZONCOM“ITHINKTHECONSUMERSWILLVOTETHROUGHTHEIRPURCHASESONWHICHSTORESANDWHICHMEANSOFPURCHASINGTHEYFEELMOSTCOMFORTABLEWITH,”SAYSROSENDORF“THEYARETHEULTIMATEJUDGE,FRANKLY,ANDITSTOOEARLYTOPREDICTORPROJECTWHEREITALLMAYGO”
