1、 外文翻译 原文 E-commerce Web Site Design:Strategies and Modles MaterialSource:MCBUniversityPress Author:H.Joseph Wen The Web is one of the most revolutionary technologies that changes the business environment and has a dramatic impact on the future of electronic commerce (EC). The future of EC will accel
2、erate the shift of the power toward the consumer, which will lead to fundamental changes in the way companies relate to their customers and compete with one another. More and more companies set up their own corporate LANs by Intranet, apply Extranet and Internet to work collaboratively with their cu
3、stomers, suppliers, and partners. The Internet can bring down physical barriers to commerce, almost immediately giving even the smallest business access to untapped markets around the world. At the same time, consumers can conduct business and make purchases from companies previously unavailable to
4、them. Furthermore, companies are able to place marketing material on Internet servers ranging from simple advertising to comprehensive virtual brochures. In todays global marketplace, fast reliable information is a necessity for most companies to attain some kind of competitive advantage. For instan
5、ce, companies can create a virtual marketplace in which to sell their products. This virtual market is untapped and could reach millions of users on the Internet 24 hours a day. Electronic commerce is defined as buying and selling of product, services or information via computer networks, mainly the
6、 Internet. As the fastest growing facet of the Internet and other information technologies, EC offers functionality and new ways of doing business that no company can afford to ignore. The basis for moving to an electronic commerce is a belief that electronic markets have the potential to be more ef
7、ficient in developing new information-based goods and services, finding global customers and trading partners to conduct business. Electronic commerce via the Internet or the next generation Internet Protocol, IPv6, will change business institutions, operations and products/services as we know today
8、, just as the telephone, TV, fax, and E-mail changed the way businesses and consumers communicate. Electronic commerce has become very popular because of the benefits and the convenience it brings along. The benefits include product promotion, cost saving, timely information, shortened remittance ti
9、me, information consistency, better customer service, better customer relationship, customization of products, competitive advantages, and convenience of doing business. Electronic commerce is no longer an alternative, it is an imperative. The only choice open is whether to start quickly or slowly.
10、Many companies are still struggling with the most basic problem; what is the best EC model? Unfortunately, there is no simple answer for this question. Even companies in the same industry, of the same size, or with similar cultures are finding that one EC model does not fit all. Companies are requir
11、ed to review their EC models and rethink strategy in order to capitalize on the changing dynamics of the marketplace. The purpose of this article is to examine the currently available EC models and help readers to figure out the best way to make money in the EC era. Hoffman et al. (1995) proposed a
12、structural framework for examining the explosion in commercial activity on the Web. The authors examined the Web site designs in the context of integrated marketing and facilitated greater understanding of the Web as a commercial medium. This study, as well as those by Ju-Pak (1999) and Griffith and
13、 Krampf (1998) essentially perform Web site content analysis from an Internet marketing point of view. Kalakota and Whinston (1996) classified advertising, sales, and customer service as the main consumer-oriented electronic commerce activities. Liu et al. (1997) examined Web sites of US Fortune 500
14、 companies to provide a status report of Web usage by these companies. They concluded that about 93 percent of the Fortune 500 companies display their products and services on the ir Web sites, and about 26 per cent of them provide for some type of online business with their customers through their
15、Web sites. A study of 250 US Fortune 500 Web sites, conducted by Palmer and Griffith (1998), illustrate the powerful impact that the Web has made on marketing practices. The authors argued that Web-based marketing activities and its site design are driven by the interaction among the firms market of
16、fering, marketing activities and technical characteristics. From the sellers perspective, Angehrn (1997) proposed the ICDT model for analyzing and classifying EC strategies. Web design has evolved from static hypertext publishing in the early days to dynamic multimedia, Web database application serv
17、ers. More importantly, new business models that bring savings, revenues, and customer relationships are being incorporated into commercial Web site design. In the informational/communicational strategy, the Web is used to support but not to replace a companys main business activities. Companies do n
18、ot limit themselves to just marketing on the Web. As a matter of fact, they look at other traditional media of advertising and marketing study in order to meet their business goals and marketing objectives. The on-line/transactional strategy invariably provides an electronic catalog of products for
19、sale. Visitors can browse through the catalog and order products online. Although the informational/ communicational design often provides an electronic catalog as well as ordering information (e. g. by phone, fax, or E-mail), it does not support on-line transaction. Without on-line ordering Web dat
20、abase capability, it hardly exploits the potential of the Web as an interactive medium. The on-line/transactional strategy is what most proponents of marketing on the Web expect. Griffith and Krampf (1998) indicated that the ability to enhance a companys overall sales was a significant decision fact
21、or to establish a Web site. Although there are still some hidden obstacles (e. g. transaction security) , it seems that most companies are likely to benefit directly from marketing on the Web, especially for small and medium sized enterprises. In fact, there have been a lot of successful on-line/tra
22、nsactional designs, such as Amazon, com and Virtual Vineyards. The number of successful enterprises is growing. There are reasons to believe that the Web will become a significant moneymaking vehicle for electronic commerce. International Data Corp. forecasts that Internet purchase volume will jump
23、from $12.4 billion in 1997 to $425.7 billion by 2002. The US share is projected to be $268. 8 billion, the European Union $55.5 billion, Japan $21.4 billion, and Asia $15.6 billion. There is no doubt that many Web design models exist on the Internet and new models are increasing expeditiously. EC is
24、 not just about doing business over the Internet, it is about changing the way companies do business. It is about creating new business models while transforming traditional ones. Web sites that apply this model provide detailed, rational information about the firm and its offerings. They may also s
25、erve as a signal to current and prospective customers and competitors that the firm is on the cutting edge. The model reaches motivated customers with an information/image-rich communications message. Because the entry barriers are so low, smaller firms can set up this kind of site as well or in som
26、e cases even better than larger firms. Examples of the brand awareness and image-building model include; Ford (www. ford, com) not only lists all the models of its seven famous automotive brands, but also posts its environmental policy, community involvement, and corporate citizenship report. Saving
27、 from commercial activity on the Web includes cost-effective savings and productivity savings. By directly meeting information needs, a Web site can be highly cost-effective. Many companies now use their Web site to support the ownership phase of the customer service life cycle. Examples of the cost
28、 saving model include: Microsoft (www. microsoft, com) provides voluminous support material, live audio broadcasts of Microsoft conferences, product user groups, and free download of the patch and supplemental programs. FedEx (www. fedex. com) has a Web-based parcel tracking service. The Web site sa
29、ves at least 100,000 shipment tracking requests a day. The savings from reducing the number of employees in answering standard customer inquiries are tremendous. The promotion model represents a unique form of advertising that attracts a potential customer to a site. The objective is to attract the
30、user to the commercial site behind it. In many cases, Web sites provide free gifts to get users attention. The gifts typically include digitized material such as software, photographs, music, and consumer reports. Examples of the promotion model include; 译文 电子商务网站设计：策略与模型 资料来源 : MCB University 作者：约瑟
31、温 网络技术是改变商业环境最具革命性的技术，对未来电子商务有着重大的影响。电子商务的未来将加大向消费者转移的力度，这将导致客户关系与竞争方式的根本性变化。越来越多的企业建立了自己的企业内部网，应用外联网和因特网与客户、供应商和合作伙伴进行协作。 因特网能够消除商业运作上的障碍，甚至使最小的企业几乎立即就能打人全球市场。同时，消费 者可以和他们以前无法接近的公司进行商贸往来。 此外，公司可以把营销材料放到网络服务器上，包括简单的广告复杂的虚拟手册。 在今天的全球市场，对于大多数公司来说，快捷可靠的信息是获得某种竞争优势所必需的。例如，一些公司创建了虚拟市场销售其产品。 这个虚拟市场是有潜力的，在
32、因特网上每天 24 小时工作，可达数百万用户。电子商务是指通过计算机网络（主要是因特网）购销产品、服务或信息。由于因特网和其他信息技术的快速增长，电子商务提供了任何公司都不能忽视的做生意的新方式、新功能。向电子商务转移的基础是拥有这样的信念：电子市 场可能会更有效地开发新的信息产品和服务，会更有效地寻找全球范围的客户和贸易伙伴开展业务。因特网上的电子商务或下一代因特网协议 IPv6，将改变我们今天所了解的经营体制、运作和产品服务，就如同电话、电视、传真、电子邮件改变了商业及消费者沟通方式。电子商务因其带来的好处和便利而变得流行。这些好处包括：产品促销、节约成本、信息及时、缩短汇款时间、信息一致
33、性、良好的客户服务、良好的客户关系、个性化产品、竞争优势及做生意的便捷。电子商务已不再是一个选择而成为当务之急。唯一的选择是开始得迅速还是缓慢。许多公司仍面临着最 基本的问题：什么是最好的电子商务模式？不幸的是，对于这个问题没有简单的回答。即使同业中同等规模或文化相似的公司也发现：一种电子商务模式并不适合所有的情况。公司必须重新审查其电子商务模式并对其策略进行重新思考，以把握市场动态变化。本文的目的是研究现有的电子商务模式，帮助读者了解电子商务时代赚钱的最佳途径。 作者研究了销售一体化环境下网站的设计问题，有助于更好地把网络作为商业媒体来理解。这项研究及 Ju-Pak (1999 )、 Gri
34、ffith 和 Krampf 等人的研究主要是从网上销售的角度对网站内容进行分析。 Katakota 和 Whinston (1996）将主要面向消费者的电子商务活动分为广告、销售和客户服务。 Liu 等（ 1997）研究了美国财富五百强企业的网站，提供了这些网站使用情况的状态报告。报告的结论是，大约 93的财富五百强企业在他们的网站上展示其产品和服务，大约 26的财富五百强企业通过其网站为客户提供某种类型的在线业务。 Palmer 和 Griffith (1998）研究了 250 家财富五百强网站，研究结果显示了网络对市场营销的巨大影响。作者认为，公司的市场供应、技术和营销活动的互动驱动着网
35、上销售活动和网 站设计。 网站设计已从早期的静态超文本发展到动态多媒体、网络数据库应用服务。更重要的是，新的商业模式将储蓄、收入、客户关系纳人商业网站设计 ,网站设计一般有两种策略： 1信息沟通策略。 2在线交易策略。 在信息沟通策略中，网站的作用是支持而不是取代公司的主要业务活动。公司并不是把他们的营销活动限制在网上。实际上，为了实现他们的企业目标和营销宗旨，公司还是着眼于其他传统的广告和销售媒介。在线交易策略总是提供一份待售产品的电子目录。访问者可以浏览目录、在线订购产品。虽然信息沟通设计经常提供电子目录和 订货信息（如电话、电传或电子邮件），但它不支持在线交易。如果没有在线网络数据库能力
36、，就几乎无法开发出网络作为交互式媒体的本质。在线交易策略是大多数网络营销的拥护者所期望的策略。 Griffith 和 Krampf (1998）指出，提高公司整体销售量的能力是建立网站的关键决策因素。尽管存在一些潜在的障碍（如交易安全），但大多数公司还是可能直接从网络营销中获益，特别是那些中小企业。实际上，有许多成功的在线交易设计，如 Am-azon. com 和 Virtual Vineyards。成功的数量在增长。有理由相信网站会 成为电子商务重要的赚钱工具。国际数据机构预测网络购买量将从 1997 年的 124 亿美元跃升到 2002 年的 4257 亿美元，其中美国占 2688 亿美元
37、，欧洲占 555 亿美元，日本占 214 亿美元，亚洲其他国家占 156 亿美元。 毫无疑问，因特网上存在着许多网站设计模式，并且新的模型在迅速增长。电子商务不只是在因特网上做生意，它改变了公司做生意的方式。它在改造传统模式的同时创造着新的业务模式。应用这一模式的网站提供了关于公司和其产品详细、合理的资料。同时对于当前和未来的客户与竞争者来说，这也表明了公司 拥有先进的技术。这一模式用信息形象丰富的沟通信息来激励客户。正因为进人障碍很低，规模较小的公司也可以建立这样的网站，甚至在某些情况下其效果的那些大公司的还要好。树立品牌意识和企业形象模式的例子包括：福特汽车公司的网站不仅列出了 7 个著名汽 车品牌的所有模型，也公布了它的政策环境、社会参与及企业公民报告 网上商业活动的成本降低包括低本高效和生产力节约。通过直接满足信息需要，网站可以作到低成本高效率。目前，许多公司使用网站支持客户服务周期的拥有权阶段。
