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1、TheStrategicChallengesofE-commerceIntroduction11thCenturyEuropesawtheemergenceofcredit-basedbankingsystemsandfinancialinstrumentssuchasbillsofexchange.Theseconceptsremainwithus,intheirmodifiedform,tothisday(Chown,1994).Theyunderpinallmodernformsofcommerce.Thearrivalofinformationtechnology(compu
2、tersandtelecommunications)hasraisedtheprospectofradicalchangetothistraditionalmodel.TheriseoftheInternet(electroniccommerce),sincetheadventoftheWorldWideWeb,hasprovidedaneasytousecommunicationchannelforbusinessestocontactcurrentandpotentialcustomers.TheemergenceoftheInternetasageneralcommunicat
3、ionchannelhasalsogivenrisetothepossibilityofwidespreadelectroniccommerce.Eventhoughthereisstillmuchdebaterelatingtoelectronicpaymentforcommercialactivities,thisisclearlyanareaofgrowth.ItisdifficulttosayhowlargetheInternetis.Hoffman&Novak(1996)quoteanumberofsurveys(O'Reilly,FIND/SVP,TimesMirrora
4、ndCommerceNet)whichsuggestthatthereareatleast10millionInternetusersintheUnitedStatesalone.Thenumberofcomputers(hosts)connectedtotheInternettopped9.47million(NetworkWizards,1996)asofJanuary1996.Notethatasinglehostsupportsanywherefromasingleuserto,insomecases,thousandsofusers.AsofMarch21,1996,24,
5、347firmswerelistedinOpenMarket's(1996)directoryof"CommercialServicesontheNet,"andtherewere54,800entriesinthe"Companies"directoryoftheYahooGuidetoWWW(Yahoo,1996),withthetotalnumberofWebsitesdoublingapproximatelyeverytwomonths.JimClarke,thechairmanofNetscape,estimatedtheInternethas40millionusersi
6、n1995withgrowthat8%permonth(Clarke,1995).TheInternetisonlyoneaspectoftechnology.Businessesrequireinformationandsupportingsystems(processes)tohandlethedata-overtimethesesystemshavebecomecomputerised(IT).Moderninformationtechnologycanbothsupporttheprocessesandhelpcaptureusefulinformationfortheent
7、erprise.Thesetechnologiesinclude:1.Organizationalsupportsystems,suchasworkflowandgroupware-makingbusinessesmoreefficient.2.Customercontactdatabases-helpingcaptureinformationaboutcustomersandfacilitatenewmethodsofmarketing.3.Electr
