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1、Unit3.WebSitePresenceoftheElectronicCommerce电子商务的网上展示学习指导：本章将介绍：·网上展示·网站的可用性·顾客的信任和忠诚3.1WebPresence 3.1网上展示Traditionalbusinesseshavealwayscreatedapresenceinthephysicalworldbybuildingstores,factories,warehouses,andofficebuildings.Anorganization’spresenceis
2、thepublicimageitconveystoitsstakeholders.Thestakeholdersofafirmincludeitscustomers,suppliers,employees,stockholders,neighbors,andthegeneralpublic.Mostcompaniestendnottoworrymuchabouttheimagetheyprojectuntiltheygrowtoasignificantsize–untilthen,theyaretoofo
3、cusedonjustsurvivingtosparetheeffort.OntheWeb,presencecanbemuchmoreimportant.ManycustomersandotherstakeholdersofaWebbusinessknowthecompanyonlythroughitsWebpresence.CreatinganeffectiveWebpresencecanbecriticalevenforthesmallestandnewestfirmsoperatingonthewe
4、b.传统企业通常需要建造店铺、工厂、仓库或办公大楼等来展示自己。一家企业的展示是它传递给利益相关体的公众形象。企业的利益相关体一般包括顾客、供应商、员工、股东、周边社区及普通公众。一家公司只有发展到一定规模时才会考虑形象问题，在此之前，它的重点是生存。网上展示也非常重要，网上的企业同顾客及其他利益相关体的唯一接触点就是网上展示。在网上进行有效的展示，对网上的新企业和小企业至关重要。Whenabusinesscreatesaphysicalspaceinwhichtoconductitsactivities
5、,itsmanagersfocusonveryspecificobjectives.Fewoftheseobjectivesareimagedriven.3.1.1IdentifyingWebPresenceGoals3.1.1确定网上展示的目标Thenewcompanymustfindalocationthatwillbeconvenientforitscustomers,withsufficientfloorspaceandfeaturestoallowthesellingactivitytooccu
6、r.Anewbusinessmustbalanceitsneedsforinventorystoragespaceandemployeeworkspacewiththecostsofobtainingthatspace.Thepresenceofaphysicalbusinesslocationresultsfromsatisfyingthesemanyotherobjectivesandisrarelyamaingoalofdesigningthespace.当企业在现实环境中进行经营活动时，管理人员关
7、注非常具体的目标，这些目标通常同企业形象关联不大，例如，找到一个对顾客方便的位置，有足够场地进行促销活动，找到空间大又便宜的仓库和员工办公场所等。寻找经营场所主要是为满足上述目标，而空间设计很少会作为主要目标。OntheWeb,businessandotherorganizationshavetheluxuryofbuildingtheirWebsitesintentionallytocreatedistinctivepresences.Afirm’sphysicallocationmustsatisfy
8、somanyotherbusinessneedsthatitoftenfailstoconveyagoodpresence.AgoodWebsitedesigncanprovidemanyimage-creationandimage-enhancingfeaturesveryeffectively–itcanserveasasalesbrochure,aproductshowroom,afinancialreport,anem
