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1、Unit3WebSitePresenceoftheElectronicCommerce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3.1WebPresenceTraditionalbusinesseshavealwayscreatedapresenceinthephysicalworldbybuildingstores,factories,warehouses,andofficebuildings.Anorganization’spresenceisthepublicimag
2、eitconveystoitsstakeholders.Thestakeholdersofafirmincludeitscustomers,suppliers,employees,stockholders,neighbors,andthegeneralpublic.Mostcompaniestendnottoworrymuchabouttheimagetheyprojectuntiltheygrowtoasignificantsize–untilthen,theyaretoofocusedonj
3、ustsurvivingtosparetheeffort.OntheWeb,presencecanbemuchmoreimportant.ManycustomersandotherstakeholdersofaWebbusinessknowthecompanyonlythroughitsWebpresence.CreatinganeffectiveWebpresencecanbecriticalevenforthesmallestandnewestfirmsoperatingontheweb.3
4、.1.1IdentifyingWebPresenceGoalsWhenabusinesscreatesaphysicalspaceinwhichtoconductitsactivities,itsmanagersfocusonveryspecificobjectives.Fewoftheseobjectivesareimagedriven.Thenewcompanymustfindalocationthatwillbeconvenientforitscustomers,withsufficien
5、tfloorspaceandfeaturestoallowthesellingactivitytooccur.Anewbusinessmustbalanceitsneedsforinventorystoragespaceandemployeeworkspacewiththecostsofobtainingthatspace.Thepresenceofaphysicalbusinesslocationresultsfromsatisfyingthesemanyotherobjectivesandi
6、srarelyamaingoalofdesigningthespace.OntheWeb,businessandotherorganizationshavetheluxuryofbuildingtheirWebsitesintentionallytocreatedistinctivepresences.Afirm’sphysicallocationmustsatisfysomanyotherbusinessneedsthatitoftenfailstoconveyagoodpresence.Ag
7、oodWebsitedesigncanprovidemanyimage-creationandimage-enhancingfeaturesveryeffectively–itcanserveasasalesbrochure,aproductshowroom,afinancialreport,anemploymentad,andacustomercontactpoint.EachentitythatestablishesaWebpresenceshoulddecidewhichfeaturest
8、heWebsitecanprovideandwhichofthosefeaturesarethemostimportanttoinclude.Differentfirms,eventhoseinthesameindustry,mightestablishdifferentWebpresencegoals.Forexample,CocaColaandPepsiaretwocompaniesthathaveestablishedpowerfulbrandimagesinthesamebusiness
