《实用电子商务》英语课件三.pptx

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1、Unti 3 Understanding B2C E-commerce,学习指导:本章主要介绍了:1. B2C电子商务中的主要活动2. 电子社区含义3. 在B2C电子商务中建立商务和客户价值4. B2C在电子商务中的模式,While the term e-commerce refers to all online transactions,B2C stands for “business-to-consumer” and applies to any business or organization that sells its products or services to consumer

2、s over the Internet for their own use. This article covers key activities and functions conducted in the context of B2C E-commerce.,It explains various kinds of e-communities, how organizations reach their business and consumer value through Web initiatives, and,famous B2C business model dynamics pu

3、re play, and brick-and-mortar.,3.1 Main Activities in B2C E-commerce,Important aspects of B2C initiatives include promotion, ordering, product / service delivery, after-sales support. All activities are conducted in a seamless manner with the help of todays Web technologies. Lets explain them one by

4、 one:,PromotionAccording to reports, advertising expenditures via Internet are expected to rise from $ 3.3 billion in 1999 to $ 33 billion by 2004. Web promotion includes banners, buttons, pop-up ads, rich-media banners, etc.,There are various advantages of using corporate Web sites as a promotional

5、 medium where successful initiatives provide premium content, market research, online contests, coupons etc. and have thus successfully established their consumer loyalty. Promotion via B2C has following key benefits :,Customization The Web experience can be tailored to users interests and needs. Cu

6、stomized ads. and product offers are made, and often, incentives are awarded to buyers for providing personal information covering purchasing habits and other lifestyle attributes.,Interactivity Users are provided with automated feedback which is not Just a quick response, but also a highly involvin

7、g characteristic of the Web platform.,Participation Web is a great participatory tool facilitating online communities such as Internet, discussion groups and societies for experts and ordinary users. Ordering Almost all Internet sites can be classified into three categories,(1) content-oriented site

8、s - university sites, online newspapers and magazines, (2) commerce-oriented sites , also called storefronts, (3) community-oriented sites, e. g. .,Product delivery The internet is a great medium to procure digital and intellectual products such as software, news, music etc. These properties are ide

9、ally suited for delivery over the Internet, thus saving time and expense compared to the alternative of shipping the product through physical means.,After-sales support The Internet allows delivery of after-sales service to customers through the use of E-mail, search-engines, and bulletin boards. Co

10、mpanies are developing knowledge-based systems so that they can find the answers to essential questions in a prompt and real-time manner.,3.2 Establishing an E-community,Many companies host virtual (Web-based) communities to assist their customers.,Some allow members to setup their own Web pages and

11、 provide information publishing tools. There are broadly three types of online communities:,Communities for intimacy These provide a platform for developing one-to-one relationships using member-generated documents and messages. Examples include E-mail, chatting, virtual greeting cards, etc.,Communi

12、ties for interests - This provides a many-to-many interaction in nature where users are driven by their shared interests. It covers moderated discussion groups with member-supplied contents along with threaded discussion and forums.,Communities for transactions Driven by information and transaction,

13、 such communities are one-to-many, and host-driven in nature. Here hostsupplied documents are available supported with multimedia facility to conduct commercial transactions.,3.3 Creating Business and Consumer Value in B2C E-commerce,1. In order to achieve the ultimate shareholder value, businesses

14、need to target intermediate goals described as business values. These are:,Reaching operational excellence -low cost, quick response, streamlined processes.Attaining customer intimacy life-long customer loyalty.Product and service leadershipinnovation and R&D.,Organizations achieve business value th

15、rough the Web site channel in multiple stages. In order to attract customers, companies deliver premium content on the Web, free of cost to provide valuable information to customers and to promote company products and services - articles, research, annual reports, product catalogs etc.,This is follo

16、wed by specialized activities aimed at establishing communication linkages between company and its current and prospective customers over E-mail, phone, fax etc. The next step is commerce or transaction where customers interface with automated ordering system of the company.,Famous examples include

17、companies such as Dell and Cisco that reach such business values at a cost that is fraction to that of a human-based system.,The last stage is using Web-enabled business processes technologies to improve or transform key internal business process (related with customer service and supply-chain).,Thi

18、s is how Web-based computer systems help deliver core business values: customer satisfaction, supply chain efficiencies, and developing innovative products and services.,2. Consumers shop on the Web since they get value in the form of (1) Lower cost in general, products such as books, CDs, and other

19、 intellectual material are cheaper on the Web (e-retailers, auctions) than brick-and-mortar alternatives;,(2) Greater choice: a variety of Web sites available with vast product /service offerings;,(3) Convenience users can easily review product details, compare process, place order, and pay online;

20、(4) Customization getting the right information tailored on user needs, preferences, and interests.,3.4 Models in Business-to-Consumer Ecommerce,A Business Model describes the basic framework of a business. It tells what market segment is being served, the product/service that is being provided, and

21、 the strategy adopted to produce and deliver services.,The business model provides the value proposition in terms of business value (to the organization) and customer value (to the users).,In B2C Ecommerce, there are two basic groups of business models: for pure play (purely Web-based) companies, an

22、d for brick and mortar (traditional companies).,Pure play business models include:Portal sites (Yahoo, Lycos) that depend upon Web advertising.,Auction-based consumer-to-consumer sites (eBay) :these sites bring buyers, suppliers together and facilitate transactions and earn their commissions.e-taile

23、rs and Webmalls such as Amazon.,For primarily Brick and Mortar companies, the option is either to use their own Web channel in order to strengthen existing operations to serve customers, or let competition do the same for them. Brick and Mortar business models include:,Opening Web-based channels: th

24、is move may pose a conflict with traditional sales channels (physical stores).,This direct interaction with customers may leave traditional channels useless and the concept is called disintermediation (i.e. getting rid of intermediaries, i.e. middleman). Examples include that used to sell its hardw

25、are at CompUSA (physical) stores throughout U. S. A.,Promotion of company products and services (Toyota. com, BMW.com)Ecommerce (e-retailing) transactions (, dell. com)Customer support and running operations (e.g. Fedex. com, UPS.com),Vocabulary,context / kntekst / n.上下文,文章的前后关系initiative / iniitiv

26、/ n. 主动 a.主动的,首创的brick /brik/ n. 砖, 砖块, 砖形物(如茶砖, 冰砖等), 心肠好的人mortar / m:t / n. 臼, 研钵, 灰泥, 迫击炮; vt. 用灰泥涂抹, 用灰泥结合seamless / si:mlis / a.无缝合线的,无伤痕的promotion / prmun / n.促进,发扬,提升, 提拔, 晋升,expenditure /ikspendit / n.支出, 花费coupon / ku:pn / n. 息票, 商家的优待券tailor / teil / n. 裁缝; v. 制做 vt. 剪裁, 缝制(衣服), 适应, 适合; in

27、centive / insentiv / n. 动机; a. 激励的lifestyle n. 生活方式participatory / p:tisipeitri / a. 供人分享的storefront n. 店头, 店面property / st:frnt / n. 财产, 所有物, 所有权, 性质, 特性, (小)道具,essential / isenl / a. 本质的, 实质的, 基本的, 提炼的, 精华的 n. 本质, 实质, 要素, 要点assist / sist / v. 援助, 帮助intimacy / intimsi / n. 亲密, 隐私, 亲昵行为forum / f:rm

28、/ n. 古罗马城镇的广场(或市场), 论坛, 法庭, 讨论会streamlined /stri:mlaind /a.最新型的,改进的 linkage / likid / n. 连接prospective / prspektiv / a. 预期的,innovative/inuveitiv / a.创新的,革新(主义)的intellectual / intilektul / a. 智力的, 有智力的, 显示智力的; n. 知识分子framework / freimw:k / n. 构架, 框架, 结构 proposition/ prpzin / n.主张,建议,陈述,命题strengthen /

29、 stren / v. 加强, 巩固disintermediation / disintmi:diein / n. 非居间化(指由储蓄银行存款转为直接证券投资),Phrases,after-sales support 售后支持one by one 一个接一个pop-up ads 弹出式广告market research 市场调研online contests 在线竞价greeting card 贺卡quick response 快速响应,content-oriented 内容导向的,面向内容的commerce-oriented商业导向的,面向商业的community-oriented社区导向的

30、,面向社区的in nature 实际上,本质上along with 连同一起,随同一起annual report 年度报告usiness Model 商业模型,商业模式conflict with 与相冲突,Abbreviations,R&D (Research & Development) 研究与发展,研发,Notes to the Passage,1.There are various advantages of using corporate Web sites as a promotional medium where successful initiatives provide pre

31、mium content, market research, online contests, coupons etc.把公司网站作为促销手段有很多益处,那些成功地启动了电子商务的网站提供奖励内容,市场研究,在线竞赛,优惠券等等。,本句中, using corporate Web sites as a promotional medium 是一个动名词短语 ,作介词 of的宾语 ; where successful initiatives provide premium content, market research online contests, coupons etc. 是一个定语从句

32、 ,修饰 和 限定 a promotional medium 。,2.These properties are ideally suited for delivery over the Internet, thus saving time and expense compared to the alternative of shipping the product through physical means. 这些特性非常适合通过网站交付,比通过物质方面运输产品更节约时间,更省钱。,本句中, thus saving time and expense compared to the alter

33、native of shipping the product through physical means是一个现在分词短语作结果状语。 在该结果状语中, compared to the alternative of shipping the product through physical means是一个过去分词短语做 比较状语 ,修饰和 限定 saving.,3.These provide a platform for developing one-to-one relationships using member-generated documents and messages. 通过

34、会员建议的文档和消息,为建立一对一的关系提供一个平台。本句中, using member-generated documents and messages是一个现在分词短语做方式状语 ,修饰谓语 provide。,4.This is followed by specialized activities aimed at establishing communication linkages between company and its current and prospective customers over E-mail, phone, fax etc. 随后有专门的活动以建立公司与其当

35、前及潜在客户的通讯联系,可以通过电子邮件,电话,传真等进行。,本句中, aimed at establishing communication linkages between company and its current and prospective customers over E-mail, phone, fax etc.是一个过去分词短语作定语,修饰和限定specialized activities。,Exercises,1.Comprehension Exercises1). What are the important aspects of B2C initiatives?2)

36、. How are all these activities conducted?3). What does Web promotion include?,4). How many basic groups of business models are there in B2C Ecommerce? What are they?5). What do pure play business models include? And what do brick and mortar business models include?,2.Exercises to terms and vocabular

37、iesA. Please translate the following phrases into English.年度报告售后支持通信连接 在线竞价店面 数字产品,B. Please translate the following phrases into Chinese.R&D commerce-orientedpop-up ads annual reportBusiness Modelproduct delivery,3.Translation ExercisesTranslate the following passage into Chinese:A site with no pro

38、motion is like a poster in a rural shop window only the locals see it. But you dont always have to spend millions. A well-constructed, well-targeted plan will start to drive people to your site.,Youll need a well-rounded plan. Its no longer enough to rely on trying to get listed on a few search engines ?its a very busy world out there. So, youll need a well-balanced mix of promotions to get ahead of the competition.,

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