电子商务英语 第二版 unit10.doc

《电子商务英语 第二版 unit10.doc》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Unit10PlanningandManagingforElectronicCommerce学习指导：本章将介绍：设定电子商务的目标衡量效益目标成本管理投资回报10.1IdentifyingtheElectronicCommerceObjectivesTheabilityofcompaniestoplan,design,andimplementcohesiveelectroniccommercestrategieswillmakethedifferencebetweensuccessandfailureforthemajorityofth

2、em.ThetremendousleveragethatfirmscangainbybeingthefirsttodobusinessinanewwayontheWebhascaughttheattentionoftopexecutivesinmanyindustries.Thekeystosuccessfulimplementationofanyinformationtechnologyprojectareplanningandexecution.Businessesundertakeelectroniccommerceinitiati

3、vesforawidevarietyofreasons.Objectivesthatbusinessestypicallystrivetoaccomplishthroughelectroniccommerceinclude:increasingsalesinexistingmarkets,openingnewmarkets,servingexistingcustomersbetter,identifyingnewvendors,coordinatingmoreefficientlywithexistingvendors,orrecruit

4、ingemployeesmoreeffectively.Electroniccommerceopportunitiescaninspirebusinessestoundertakeactivitiessuchas:·Buildingbrands·Enhancingexistingmarketingprograms·Sellingproductsandservices·Sellingadvertising·Developingabetterunderstandingofcustomerneeds·Improvingafter-saleser

5、viceandsupport·Purchasingproductsandservices·Managingsupplychains·Operatingauctions·BuildingvirtualcommunitiesandWebportals10.2MeasuringBenefitsObjectivesSomebenefitsofelectroniccommerceinitiativesaretangibleandeasytomeasure.Theseincludesuchthingsasincreasedsalesorreduced

6、costs.Otherbenefitsareintangibleandcanbemuchmoredifficulttomeasure,suchasincreasedcustomersatisfaction.Whenidentifyingbenefitobjectives,managersshouldtrytosetobjectivesthataremeasurableevenwhenthoseobjectivesareforintangiblebenefits.Forexample,successinachievingagoalofinc

7、reasedcustomersatisfactionmightbemeasuredbycountingthenumberoffirst-timecustomerswhoreturntothesiteandbuy.PhilipsbuiltapilotWebsiteandinvitedanumberofitssmallercustomerstotryit.Thecompanyfoundthatcustomerservicephonecallsfromthetestgroupofcustomersdroppedby80percent.Based

8、onthatmeasurableincreaseinefficiency,Philipsdecidedtoinvestinadditionalhardwareandpersonneltosta