1、Unit 4 Web Site of the Electronic Commerce,学习指导：本章将介绍：网上展示满足网站访问者的需要信任和忠诚电子商务网站开发战略,4.1. Web Presence,Traditional business has always created a presence in the physical world by building stores, factories , warehouses , and office buildings . An organizations presence is the public image that it con
2、veys to its stakeholders . The stakeholders of a firm include its customers , suppliers , employees , stockholders ,neighbors , and the general public .,Most companies tend not to worry much about the image they project until they grow to a significant size - until then , they are too focused on jus
3、t surviving to spare the effort . On the Web , presence can be much more important .,Many customers and other stakeholders of a Web business know the company only through its Web presence . Creating an effective Web presence can be critical even for the smallest and newest firms operating on the web
4、 .,Achieving Web Presence GoalsAn effective site is one that creates an attractive presence that meets the objectives of the business or organization . These objectives include :,Attracting visitors to the Web siteMaking the site interesting enough that visitors stay and explore,Convincing visitors
5、to follow the sites links to obtain informationCreating an impression consistent with the organizations desired image Building a trusting relationship with visitors Reinforcing positive images that the visitors might already have about the organization Encouraging visitors to return to the site,4.2
6、Meeting the Needs of Web Site Visitors,Businesses that are successful on the Web realize that every visitor to their Web sites is a potential customer.,Thus, an important concern for businesses Grafting Web presences is the variation in visitor characteristics. People who visit a Web site seldom arr
7、ive by accident; they are there for a reason.,1、Many Motivations of Web Site VisitorsUnfortunately for the Web designer trying to make a site that is useful for everyone, visitors arrive for many different reasons, including these:,Learning about products or services that the company offersBuying pr
8、oducts or services that the company offers,Obtaining information about warranty, service, or repair policies for products they purchasedObtaining general information about the company or organizationObtaining financial information for making an investment or credit-granting decision,Identifying the
9、people who manage the company or organization.Obtaining contact information for a person or department in the organization.,Creating a Web site that meets the needs of visitors with such a wide range of motivations can be challenging. Not only do Web site visitors arrive with different needs, they a
10、rrive with different experience and expectation levels. In addition to the problems posed by the diversity of visitor characteristics, technology issues can also arise.,These Web site visitors are connected to the Internet through a variety of communication channels that provide different bandwidths
11、 and data transmission speeds. They will also be using several different Web browsers.,Even those using the same browser can have a variety of configurations. The wide array of browser add-in and plug-in software adds yet another dimension to visitor variability.,Considering and addressing the impli
12、cations of these many variations in visitor characteristics when building a Web site can help convert these visitors into customers.,2、Making Web Sites AccessibleOne of the best ways to accommodate a broad range of visitor needs is to build flexibility into the Web sites interface. Many sites offer
13、separate versions with and without frames and give visitors the option of choosing either one.,Some sites offer a text-only version. As researchers at the Trace Center note, this can be an especially important feature for visually impaired visitors who use special browser software, such as the IBM H
14、ome Page reader, to access Web site content.,The W3C Web Accessibility Initiative site includes a number of useful links to information regarding these issues.,If the site uses graphics, it can give the visitor the option to select smaller versions of the images so that the page loads on a low-bandw
15、idth connection in a reasonable amount of time. If the site includes streaming audio or video clips, it can give the visitor the option to specify a connection type so that the streaming media adjusts itself to the bandwidth for that connection.,Web sites can also offer visitors multiple information
16、 formats by including links to files in those formats. For example, a page offering financial information could include links to an HTML file, an Adobe PDF file, and an Excel spreadsheet file. Each of these files would contain the same financial information in different formats. Visitors can then ch
17、oose the format that best suits their immediate needs.,Visitors looking for a specific financial fact might choose the HTML file so that the information appears in their Web browsers. Other visitors who want a copy of the entire annual report as it was printed would select the PDF file and either vi
18、ew it in their browsers or download and print the file.,Visitors who want to conduct analyses on the financial data would download the spreadsheet files and perform calculations using the data in their own spreadsheet software.,To be successful in conveying an integrated image and offering informati
19、on to potential customers, businesses should try to meet the following goals when constructing their Web sites:Offer easily accessible facts about the organization. Allow visitors to experience the site in different ways and at different levels.,Provide visitors with a meaningful, two-way (interacti
20、ve) communication link with the organization. Sustain visitor attention and encourage return visits.,Offer easily accessible information about products and services and how to use them.,4.3 Trust and Loyalty,When companies first started selling on the Web, many of them believed that their customers
21、would use the abundance of information to find the best prices and disregard other aspects of the buying experience. For some products, this may be true; however, most products include an element of service.,When customers buy a product, they are also buying that service element. A seller can create
22、 value in a relationship with a customer by nurturing customers trust and developing it into loyalty.,Recent studies by business researchers have found that a 5 percent increase in customer loyalty measures (such as proportion of returning customers) can yield profit increases ranging from 25 percen
23、t to 80 percent.,Even when products are commodity items, the service element can be a powerful differentiating factor for which customers will pay extra. These services include such things as delivery, order handling, help with selecting a product, and after-sale support.,Because many of these servi
24、ces are things that a potential customer cannot evaluate before purchasing a product, the customer must trust the seller to provide an acceptable level of service.,When a customer has an experience with a seller who provides good service, that customer begins to trust the seller. When a customer has
25、 multiple good experiences with a seller, that customer feels loyal to the seller. Thus, the repetition of satisfactory service can build customer loyalty that can prevent a customer from seeking alternative sellers who offer lower prices.,Customer service is a problem for many electronic commerce s
26、ites. Recent research indicates that customers rate most retail electronic commerce sites to be average or low in customer service.,A common weak spot for many sites is the lack of integration between the companies call centers and their Web sites.,As a result, when a customer calls with a complaint
27、 or problem with a Web purchase, the customer service representative does not have information about Web transactions and is unable to resolve the callers problem.,A number of studies show that the e-mail responsiveness of electronic commerce sites has also been disappointing. Many major companies a
28、re slow to respond to e-mail inquiries about product information, order status, or after-sale problems. A significant number of companies in these studies never acknowledged or responded to the e-mail queries,4.4 Strategies for Developing Electronic Commerce Web Sites 4.4.1 Internal Development vs.
29、Outsourcing,Although many companies would like to think that they can avoid electronic commerce, site development problems by outsourcing the entire project, savvy leaders realize that they cannot.,No matter what kind of electronic commerce initiative a company is contemplating, the initiatives succ
30、ess depends on how well it is integrated into and supports the activities in which the business is already engaged.,Using internal people to lead all projects helps to ensure that the companys specific needs are addressed and that the initiative congruent with the goals and the culture of the organi
31、zation.,Outside consultants are seldom able to learn enough about an organizations culture to accomplish these objectives. However, few companies are large enough or have sufficient in-house expertises to launch an electronic commerce project without some external help.,Even Wal-Mart, with annual sa
32、les of more than $150 billion, did not undertake its 2000 Web site relaunch alone. The key to success is finding the right balance between outside and inside support for the project.,Hiring another company to provide the outside support for all or part of the project is called outsourcing.,4.4.2 The
33、 Internal Team,The first step in determining which parts of an electronic commerce project to outsource is to create an internal team that is responsible for the project. This team should include people with enough knowledge about the Internet and its technologies to know what kinds of things are po
34、ssible.,Team members should be creative thinkers who are interested in taking the company beyond its current boundaries, and they should be people who have distinguished themselves in some way by doing something very well for the company.,If they are not already recognized by their peers as successf
35、ul individuals, the project may suffer from lack of credibility.,Some companies make the mistake of appointing as electronic commerce project leader a technical wizard who does not know much about the business and is not well-known throughout the company. Such a choice can greatly increase the likel
36、ihood of failure Business knowledge, creativity,and the respect of the firms operating function managers are all much more important than technical expertise in establishing successful electronic commerce. Project leaders need a good sense of the companys goals and culture to manage an implementatio
37、n effectively.,4.4.3 Early Outsourcing,In many electronic commerce projects, the company outsources the initial site design and development to launch the project quickly.,The outsourcing team then trains the companys information systems professionals in the new technology before handing the operatio
38、n of the site over to them. This approach is called early outsourcing.,Since operating an electronic commerce site can rapidly become a source of competitive advantage for a company, it is best to have the companys own people from information systems working closely with the outsourcing team and dev
39、eloping ideas for improvements as early as possible in the life of the project.,4.4.4 Late Outsourcing,In the more traditional approach to information systems outsourcing, the companys information systems professionals do the initial design and development work, implement the system, and operate the
40、 system until it becomes a stable part of the business operation.,Once the company has gained all the competitive advantage provided by the system, the maintenance of the electronic commerce system can be outsourced so that the companys information systems professionals can turn their attention and
41、talents to developing new technologies that will provide further competitive advantage.,This approach is called late outsourcing. Although for years late outsourcing has been the standard for allocating scarce information systems talent to projects, electronic commerce initiatives lend themselves mo
42、re to the early outsourcing approach.,4.4.5 Partial Outsourcing,In both the early outsourcing and late outsourcing approaches, a single group is responsible for the entire design, development, and operation of a project -either inside or outside the company. This typical outsourcing pattern works we
43、ll for many information system projects.,However, electronic commerce initiatives can benefit from a partial outsourcing approach, too. In partial outsourcing, which is also called component outsourcing, the company identifies specific portions of the project that can be completely designed, develop
44、ed, implemented, and operated by another firm that specializes in a particular function.,Many smaller Web sites outsource their e-mail handling and response functions. Customers expect rapid and accurate responses to any e-mail inquiry they make of a Web site with which they are doing business.,Many
45、 companies send the customer an automatic order confirmation by e-mail as soon as the order or credit card payment is accepted. A number of companies provide e-mail auto response functions on an outsourcing basis.,Vocabulary,presence / prezns / n. 出席, 到场, 存在stockholder / stkhld(r) / n. 股东critical /
46、kritikl / a. 批评的,决定性的, 危险的,挑剔的effective / ifektiv / a. 有效的,有影响的attractive / trktiv / a. 有吸引力的, 引起注意的mission / min / n. 任务,代表团,使命grafting / gr:fti / n. 嫁接法, 规划,motivation / mutivein / n. 动机accommodate / kmdeit / vt. 使适应,调节, 和解frame / freim / n. 框,结构,骨架 vt. 构成,设计,陷害impair / imp / vt. 损害,损伤sustain / ss
47、tein / vt. 承受,支持,经受,维持abundance / bndns / n. 丰富,充裕disregard / disrig:d / n. 忽视 vt. 忽视,不顾,nurture / n:t / n. 养育,养成,教育 v. 养育,给与营养物,教养differentiate / difrenieit / v. 区别,差别repetition / repitin / n. 重复,反复congruent / kgrunt / a. 全等的peer / pi / n. 同辈,匹敌,贵族; vi. 凝视,窥视,outsource/uts:s / vt. 外包,在IT软件行业, 外包软件等savvy /svi / v. & n. 理解能力,机智,悟性 a.有见识的，通情达理的launch / l:nt, l:nt / n. & v. 下水,发射, 开始,升天,汽艇distinguished / distigwit / a. 卓著的Credibility /kredbilti /n.可信性,确实性,可靠,Phrases,
