标题：The Evolution of Internet Marketing
原文：Paper at a Glance:As multi-channel commerce (i.e., the ability to purchase goods and services via, for example, the Web and the call center) becomes increasingly ubiquitous, technology (now indistinguish able from the processes it enables) has become the means to instant gratification. However, the Web as a standalone channel presents as much of a liability as it does an opportun ity because best business practices for cohesively exploiting the internet and systematically thriving in cyberspace have lagged. Not least of all in the marketing arena. The “old”Internet laid the foundation for the most critical mistake organizations have made with the Web to date: failing to integrate the Web into their overall channel structure. The “new”Internet presents a new set of opportunities if marketers realize that decisions of online searchers are influenced by a broad number of offline sources and vice versa.
The Take-Away:Brand, relationship and internet marketers must break through (often artificial) boundaries to coalesce ar ound the customer as the design point. Organizations must plan to be customer-proactive as commerce paradigms shift from push to pull. Cross-channel integration will enable organizations to optimize the way they treat customers and right-size c ost s.
Introducti on
For too many organizations,"cross-channel integration" is simply a buzzword-complia n t trend du jour, and little more than lip-service is paid toward implementing it. Howev e r, from the customer's perspective, this lack of integration is aggravating an alr e ady frustrating problem when interacting with multi-line, multi -channel o r g a nizations, leading customers to wonder, "Why don't they know me HERE when I've already told them about me THERE?"
The Internet Has Changed the World
Well, maybe not the world, but the Internet has clearly gained momentum as it has moved from being a commercial experiment to a legitimate, mission-critical, business engine in almost every business sector. Among other statistics supporting
its significance, the U.S. Census Bureau reports that U.S. retail e-commerce sales in the f o ur th quarter of 2005 continued its steady climb, accounting for 2.4 % of total retail sales (up from 1.6% and 1.9% over previous years, adjusted for seasonality). And that’s just in the retail sector. However, the Web as a standalone channel presents as much of a liability as it does an opportunity because it offers consumers anonymity until the moment of purchas e.This, in turn, limits the ability of the enterprise to motivate (re)- purchasing based on the bu yer’s pain and needs - in turn, contributing to diminishing consumer loyalty and lower switching costs. Unfortunately, best business practices for cohesively exploiting the Internet and systematically thriving in cyberspace have lagged; not least of all in the marketing arena.
“Old”Internet Marketing
In the beginning, the I n te rn e t was cool. In a nod to modernization, many Global 2000 companies dabbled in the Web with experimental web sites, often nothing more than technology-lite brochure sites. These experiments were purposely separated from d a y- to-day operations given all the unknowns relative to business impact, claiming dedicated people, business processes, technology, and information. The Web was commonly run by the jeans-wearing ponytail set as opposed to the blue suits carrying sales bags. Throw a pizza into the “confe rence-room-cum-web-lab”now and again and all was right with the world. Web marketing largely consisted of mass, outbound e-mail blasts and getting e-mail right became a huge focus of Internet marketing. E-mail technology jockeys found themselves acting as new-age marketers and it became mo re about crafting the perfect e-mail than about getting the right message to the right customer via the right channel. Thus the foundation was laid for the most critical mistake organizations have made with the Web to date: failing to integrate the Web into their overall channel structur e.
Indeed we thought we were making things better by bifurcated marketing disciplines based on channel (e.g., online vs. offline) and formalizing the discipline of online or Internet marketing. We scoffed at the idea that a relationship or a brand
could be enhanced through the Internet, and Internet marketing evolved separately from Relationship Marketing and Brand Marketing. Online marketing sub-specialties evolv ed (e.g., search ma rketing),business disciplines were replicated (e.g., order management, online customer se rvice,revenue tracking) and voila! we created parallel e-businesses. Remember the pre-dot. bomb days of Internet spin-off businesses? Still, Internet marketers were not blind to the exigencies of cross-channel marketing;it’s just that to them, cross-channel was integrating Google to Yahoo!, rather than web activity to point-of-sale. Marketing was all about “pushing” messages to customers, and most marketing efforts were (and still are) designed with the channel as the primary consideration, and the customer as a secondary design point. All we were really doing was reinforcing the Internet as a separate and distinct element of business. We assumed that lack of access to technology and fear of the unknown would prevent customers from truly embracing (or even demanding) the Internet as a legitimate means of transacting business in combination with other channels.
Things improved with the advent of “pull”marketing and all its implications: customers would proactively pull companies (see Figure 1) to them on their terms, via their pre f e rr ed channels, and when they are ready. Banner ads are a classic example of pull marketing: the banners are ubiquitous (and presumably targeted at a user’s cur r e n t behavior), but a customer can choose to click through or not. Even with this evolution to pull marketing, customers remained subservient to the channel due to a dearth of information that could be culled from across channels and integrated into a “panor a m ic view”of the c u stome r. The panoramic view of the customer is an ente rpris e’s“corp orate memory” of a customer across time, channels, and business li nes.Also called the “360°view,” its purpose is to optimize customer interactions for maximum segment profitability. To create the panoramic vi e w, organizations must have a c onsiste nt approach to collecting accurate customer information, reaching beyond traditional transactional and demographic information to include information about all interactions whether or not a sale resulted.Indeed, marketing has remained la rgely static and reactive because channel/ customer/offer
combinations usually differ b y point-in-time, channel-specific, predefined rules. However a customer’s behavior can and will deviate from these rules and the lack of a panoramic view of the customer will gate an organization’s ability to effectively respond. This is a two-way street: the enterprise doe sn’t have a panoramic view of the c u stom er, but the customer d o es n’t have a single view of the enterprise eit h e r. This matters because to the customer, there is frustration associated with not being known across channels, leading to dissatisfaction and diminished loyalty. “New”Internet Marketing
We now know the Web experiment has succeeded, and the Internet as a commer c ial tool is here to stay. Consumers are purchasing goods and services more than ever via the Internet, and marketing spend on media such as online classifieds, searc h marketing, and display advertising is fast following.Indeed spending on Int e r n et marketing is projected to inc r ease,depending on who you believe, between 7% (Winterberry Group) and 20%+ (e Marketer) over the next 4 years. But just when w e think we’ve got it figured out,consumers tell us otherwis e. Customers understand that businesses operate through multiple channels, and they will leverage whichev e r channel is most appropriate to task. Studies show that Internet marketing is driving offline efforts; and there is a significant missed opportunity if all channels are not integrated.(See Fi gur e 2). As such, organizations must begin to regard the Web (som e call it the e-channel) as just another channel in its channel mix, as opposed to treating it as a separate business unit, operating company, or division. The integrated chan ne l system itself must be economically optimized, versus optimizing the use of a single channel (e.g., the Web) within a channel sy stem.
We also know that while the Web is a huge marketplace, 90%+ of the online pu rchasi ng and consideration process is occurring beyond the corporate website. Studies show that while customers may seek information from a corporate web site, the sale through this same channel rarely follows. So it would seem on the surface that the Web is an ineffective revenue-generating channel. B u t we know it is a very effective channel wh en taken as one element of the channel system. So looking at
the Web from a differe nt perspective, a cons umer’s abandoned shopping cart may indicate the existence of a commerce life cycle (See Figure 2) and not merely an aborted transaction. If viewed in this way, an organization has the opportunity to influence purchase even if the Web isn’t the right channel for that consumer at that moment in time. In this model, the efficacy of the Web increases exponentially as it is causally linked to transactions in other channels. Indeed millions of these telling web interactions go unnoticed eve r y week and harvesting this kind of information will lead to a more focused, prod uctive marketing effort where coordinating online and offline marketing involvement drives mindshare and ultimately transactions across channels.
What’s Web 2.0 Got To Do With It?
Web 2.0 is a buzzword referring to whatever is newly popular on the Web (e.g., blogs, podcasts); its meaning is still in flux. To be fair, Web 2.0 denotes an improved form of the Web, generally referring to a second generation of services that enable people to collaborate and share information online. I t is important for marketers to unde rsta nd the potential of this next-generation Web, as it provides the foundation for true (and seamless) cross-channel process and information integrati on.Web 2.0 e n ables marketers to predict and respond consistently to customer needs in every channel an d across every stage of the commerce life cycle.
Why Should a Marketer Care?
It’s clear that the (often artificial) boundaries among Relationship, Brand, and Inte rn et Marketers are blurring in the world of Web 2.0. (See definition check). Business usage of the Web typically trails consumer adopti on,which lags significantly behind Int e r n et technology advances. And social adoption of new Web capabilities is skyrocketing as increasing numbers of Internet users become indoctrinated. According to IDC, the number of unique global Internet users will grow from approximately 820 million in2004 to over 1.3 billion in 2009. So it’s time for businesses to move beyond the Web as “br o chureware”(i.e., Web 1.0 and static HTML pages) and exploit the interaction and social networking features of Web 2.0. Creating Pervasive Relationships
The underlying features of Web 2.0 support the creation of pervasive, cross-c hann e l customer relationships. A pervasive relationship is an “always on”
c onversatio n (“dialog”)which transcends individual transactions an
d interactions across all channels. Th
e dialog is informed by the panoramic customer view and a customer’s strategic value, and is considered by the customer to be useful, unobtrusive, personal, and respectful.To get this right, marketing must become the “air traffic con troller”o
f pervasive customer processes and interactions across every channel. In this way, all marketin
g disciplines work together to act on the panoramic customer view, p r ovidin g the right information to the right channel at the right time.
Defining the Dialog
As discussed above, consider the dialog to be an “always-on campaign.” Sometimes called event-based marketing, the conversation is predefined by marketing based on anticipated life cycle events. However messaging and triggers must be built around the cons ume r’s behavior and profile, and not around arbitrary time-tr i gger ed events. (See Figures 4, 5). As such, transforming one-off interactions into meaningful dialogs requir e s the context of the conversation be maintained and transferred from one channel to the next; and that requires cross-channel integ r ation.
The Cross-Channel Marketing Pl aybook
Businesses whose customer relationships consistently thrive must be prepared for marketing to act as an air traffic controller of sorts, providing consistent visibility of customers in every channel and across every stage of the commerce life cycle. Cross- channel integration enables organizations to optimize the way they treat customers and right-size costs. The following general imperatives must be executed to succeed wit h successful multi-channel systems and cross-channel integ r ation: Understand the commerce life cycle and associated events ―Bec ause marketing is ultimately about supporting revenue through proactive management of the ETFS commerce life cycle, organizations must create and apply the right business process e s to the right channels in a way that builds exit barriers and
switching costs into the relationship. I n addition, the multiple channels through which an organization goes t o market must be integrated with one another in support of a single ETFS process to present a consistent image to the customer as well as an integrated customer expe rie n ce.
Create a business strategy and value proposition for cross-channel interaction―The objective for multiple-channel programs is to make the sales, marketing, and service mix work together as a single, highly efficient execution system that delivers seamless service, rapid growt h,and appropriate cost of sale/cost to serve. Facilitating multiple sa les and service channels to work more closely requires new norms around c h a nn e l compensation and tighter territory “rules of engageme nt.”Furthermor e,the exponential growth in customer interaction points means that an understanding of customer interactions is as critical to a cross-channel strategy as are transactions for the following two reasons: 1) there is important behavioral information impounded in a customer interaction even if (or perhaps especially if) it does not result in a tr ansaction; and 2) organizations that do not tightly enforce consistency across every channel risk compromising their brand equity. Organizations must also assess channel efficiency economics as part of a cross-channel strate gy.
T r ansform channel-specific business processes―Cross-channel strategies are often inhibited by channel-specific business processes (e.g., marketing supports “push” strategies not “pull”). Perhaps the most important task is for organizations to bring the Web channel into the channel-management fold. The business model should also rightsize channels to ensure the selling system has the capacity to handle a growing number of transactions and customer inte r a ctions.
Embed Analytics I n to the Business Processes ― Predictive and declarative analy t ics (distinct from pure transactional reporting) must be embedded into the DNA of business process and then deployed through the operational environment. Te chnolo g y solutions must enable this tight coupling of operational and analytical processes so tha t knowledge and experience can be deployed into the busi n ess, independent of pe opl e and systems.
出处：Liz Roche.The Evolution of Internet Marketing [D].Customers incorporated designing business around customers White Paper.
标题：网络营销的发展
译文：摘要:多渠道营销(例如,通过网络和呼叫中心的能力来购买商品和服务)越来越普遍,网络技术成了有满足感的工具。然而,这些网页作为独立的渠道提出了更多的责任,因为最佳的商业模式为紧密开发的网络系统，它已经进入繁荣的网络空间（不仅仅在营销的舞台）。“旧”互联网奠定了基础但最关键的是错误组织与网路日期:未能把网路变成他们的整体渠道结构。“新“因特网提出了一套新的机遇，其意识到在广告商的决定搜寻者的影响下,在网上广泛的数量来自离线来源,反之亦然。
外卖:品牌、人际关系、互联网行销必须冲破(通常是人工)界限,以融合在客户的设计点中。组织必须计划将潜在顾客转变为商业模式。能使各单位进行跨海峡整合优化他对待客户的成本。
简介
对许多组织来说,“交叉渠道一体化”是一个简单顺应流行的趋势，它比支付多一点口头服务。然而,从广大客户的观点来看,该问题缺乏充分的整合，更加令人沮丧的是,多元渠道组织的主要客户问:"为什么他们不知道我在这里，我已经告诉他们关于我自己的事情了啊！”
网络已经改变了世界
互联网几乎在每一个商业领域都有一个合法的关键任务，商务引擎也已经获得了足够的动力。在支持他的其他统计数据之中,美国人口普查局的报导,美国电子商务零售额2005年第四季度,持续稳步上升,占零售总额24 % 1.6%和1.9%(前一年的季节性调整后的)。而且这只是在零售部门的。然而,一位不愿透露姓名的消费者表示这些网络作为独立的渠道提出了那么多的责任,因为它给消费者提供了免除手续费的机会。反过来,这限制了企业激励的能力——采购基于买方的需求,反过来,有助于减少消费者的忠诚度和更低的开销成本。
“旧”网络营销
起初,互联网是很酷的。谈到现代化,很多跨国公司在2000年在网上实验用的网站,只不过是超过简单知识手册的网站。这些实验蓄意地脱离日复一日的运营,相对于声称具有奉献精神的人们,业务流程、技术和信息带来所有的生意更具冲击。网络一般由穿着牛仔裤，头发梳成马尾辫,反对携带蓝色销售袋的人经营。
网络营销在很大程度上由质量、出库电子邮件的爆炸和获得电子邮件组成一个巨大的焦点网上营销。电子邮件技术员发现自己作为新时代前卫经营者，成为了需要制作更多完美的电子邮件而不是通过合适的渠道得到正确的信息和合适的客户。因此,基本上最关键的错误是组织与网路日期:未能把网路变成他们的整体渠道结构。
我们确信,基于渠道的营销学科(例如,上网和离线)和在线的网络营销能够把事情做好。网上销售代替了搜索营销、重复商务领域(如订单管理,在线客户服务、销售收入的跟踪),就这么简单!我们创造了类似的电子商务。记得https://www.doczj.com/doc/8313027435.html,的互联网分拆企业吗?尽管如此,互联网行销不是个人盲目的发出进行交叉渠道的销售;而是,整合出发进行交叉渠道也就是从谷歌到雅虎!营销都是将有关于讯息“推”给客户,促销曾经是(现在依然是)以有计划的渠道作为首要考虑目标;客户设计点是次要的。我们认为,缺乏技术和未知的恐惧会让客户从要求互联网成为一个商业和渠道结合的合法公司。
随着“拉”营销的出现和所有的含意的提高:当消费者准备好之后将会通过他们的首选渠道在允许的条件下积极“拉”公司。横幅广告是典型的拉营销:横幅在市场上无处不在(以及此后针对当前的用户行为),但客户可以通过点击选择。即使有了这种进化了的拉营销、但是由于缺少信息用户依然屈从于渠道,企业可以精选在渠道中融入“全景图”的客户。全景的客户是企业的一项“企业记忆”里的客户跨时空的渠道和业务线，也叫“360°视角”,“它的目的是为了优化客户的相互作用以取得最大段的盈利能力。创造尽收眼底,组织必须拥有固定的方法来收集准确的客户信息,收集到在传统的交易中的人口统计资料,包括所有互动销售信息是否发生病变。事实上, 因为渠道/客户提供的颜色搭配通常会不同，所以销售大体上仍然静态及无功的。企业需要及时指出预先确定特殊渠道的规则。然而,客户的行为会脱离这些规则以及缺乏组织能力的有效回答。这是一条双行道:企业没有全方位的客户,但客户也没有单一的观看整个企业。这很重要,因为对客户来说,通过渠道遭遇挫折,从而导致不满和不够忠诚。
“新”网络营销
我们现在知道互联网作为商务工具的网络实验已获得成功。消费者通过互联网购买产品和服务比以往任何时候都更加快速，市场营销在媒体如在线的分类,
搜索市场营销展示广告是快速追随者的花费。网络营销预计支出确实在增长,这取决于你相信谁,在接下来的4年，在7%（Winterberry集团)和20%之间(e—Marketer）。但是,正当我们认为我们已经了若指掌时,消费者告诉我们不然。目标消费群,通过多种渠道做生意,他们将利用哪个渠道是最合适的呢？研究表明,网络营销中如果所有频道不整合企业就会失去显著性的机会。因此,组织必须开始把网络(一些叫它的电子平台)作为另一种渠道的渠道组合,而不是把它看成是一个独立的企事业单位、自营公司、或分裂它。综合频道系统在一个渠道体系优化使用单一渠道(例如,网)本身必须有经济优化。
我们也知道,虽然互联网是一个巨大的市场,90%以上的网上采购和考虑采购的过程是发生在企业网站以外的。研究表明,客户同时从一个公司网站、通过这同一频道寻求销售信息的情况很少随之而来。这么看来在表面上的网络是无效的收益渠道。但我们知道它作为通道系统的一个元素是一种非常有效的渠道。所以从不同的角度看待网络,消费者抛弃了购物车则预示着一个商业存在生命周期的发生，而不仅仅是一个失败的交易。如果这样认为,一个组织有机会影响消费者在那个情况下的购买即使网络不是合适的渠道。在该模型中,功效网站增加,因为它存在于指数与其它渠道交易中。事实上数以百万计的这些网络互动不知不觉地在每一周、收获这种信息将导致更多的集中,生产市场营销努力协调在线和离线营销参与驱动,最终在依靠交叉渠道的地方。
什么是2.0网络？要做什么？
2.0网络是一个热门话题,是指放到网上的任何新流行(例如,博客,播客);其含义是仍在变化。说句公道话,2.0网络是指一种改进形式的网络,一般指第二代服务,让人们协作和交流的信息联机。它的重要性是为市场营销者了解这种新一代网络的潜力,因为它提供了真实的基础和进行交叉流程的信息集成。2.0网络使商家预测一致回应客户需求,每一个渠道在每一个阶段的商务生活周期。为什么市场营销者应该关心？
很明显，(通常是人工)边界关系,品牌,在世界上的2.0网络和互联网营销者中是模糊的(看定义核实)。商业使用的网络,在零售业中采用典型消费者创新滞后于互联网技术进步。随著愈来愈多的互联网用户成为灌输那种观点的人社会所采用的新网络能力大幅上涨。据IDC，在2004年许多独特的全球互联网用户大
约8.2亿，在2009年成长超过1.3亿元。是时候到企业超越网络“brochureware”(即网络1.0和静态HTML网页)和开发的互动和社交网络特点的互联网2.0版本。创造普遍的关系
下面是互联网2.0支持创造非常广泛,出发进行交叉渠道客户关系的特点。一个普遍的关系是一个“总是在”谈话(“对话”)超越个人交易和它们之间的相互作用在所有渠道的关系。当对话框通报全景的客户观和客户的战略价值,而且被认为是客户是很有用的, 得到谦和,个人,和尊重这些权利,营销应该在相互作用过程中进行普及，使客户在每一个通道成为“空中交通指挥员”。这样，每个市场营销专业在正确的时间提供正确的信息共同作用于全景的客户观，创造有效的渠道。
定义对话框
如上所述,考虑对话框来“总是在线行动”。有时根据估算的生命周期的事件被称为营销、谈话营销预定义。然而消息和触发必须围绕消费者行为与个人资料和任意及时触发事件(见表4、5)。这样，转变成有意义的对话框需要一次性相互作用的上下文来维护和谈话转移到下一个通道,而这就要求要出发进行交叉渠道的整合。
交叉渠道营销的剧本
企业是客户关系不断发展的市场作为一名空中交通管制人员必须准备应付的,提供各种各样客户一致的知名度,每一个渠道在每一个阶段的商务生活周期。,交叉渠道集成组织优化如何对待客户和合适的成本。以下是必须执行成功的多渠道系统和进行交叉渠道整合:
理解商业生命周期及相关的事件——因为营销最终是关于通过的预防性管理组织生命周期支持收入,ETFS必须创造和应用这一正确的业务流程,正确渠道,建立一种退出壁垒和转换成本的方式。此外,通过多种渠道组织去市场必须结合彼此支持一个单一的ETFS过程提供一个一致的形象展现给客户以及集成客户体验。
创造良好的营销策略和价值目标进行交叉渠道作用--建议多渠道计划是把销售、市场、服务和工作联系在一起,就像一个单一、高效的执行系统,提供完美的服务,适当的成本销售/成本服务快速增长。便于多重销售和服务渠道,更加密
切地在渠道需要新的规范补偿和紧密的领土“交战规则”。此外,快速成长的客户相互作用的理解就意味着作为关键客户间的相互作用是进行交叉渠道的策略,因为交易有以下两个原因:（1)有一个重要的行为的信息将被扣留在客户关系中即使(或者特别是如果)它不产生交易；（2)组织,不紧紧地执行每一个通道上的一致性风险影响品牌资产。组织必须要同时评估一部分渠道效率进行交叉渠道策略。
变换特殊渠道业务流程——交叉渠道策略往往被特殊渠道业务流程(例如,销售支持“推”不“拉”策略)抑制。也许最重要的任务是组织能够把网络航道进入渠道管理中的商业模式，也应该适合渠道销售系统,确保有能力去处理越来越多的交易和客户之间的相互作用。
嵌入分析到商业过程——预见性和声明分析(有别于纯交易报告)必须嵌入到DNA的业务流程,然后通过可操作环境部署。技术解决方案的操作和分析过程,可以使用的知识和经验,让它在商业、独立的人、系统方面紧密联合。
出处：莉兹罗氏.网络营销的发展[D]. 白皮书客户设计业务
外文翻译 原文 The development of e-commerce Material Source:The Economist, 2003 Author:Laudon, K.C When the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dot-cons are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the world economy would move into cyberspace—are, in one way or another, coming true. The raw numbers tell only part of the story. According to America’s Departme nt of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “brick s-and-mortar” world. But the commerce department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of https://www.doczj.com/doc/8313027435.html, and https://www.doczj.com/doc/8313027435.html,, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-price prescription drugs from across the border in Canada. And there is more. The commerce department’s figures include the fees earned
【网络营销】淘宝店铺网络营销策划一．市场分析 1.消费者随着社会经济、文化的飞跃进展，人们日益注重时尚元素的把握和追求个性魅力的张扬。而随着人们的工作学习日益繁忙，越来越多的人舍弃了上街消费，选择了网上购物，以求找到更加物美价廉的商品。 2.销售者我们的使命是“没有淘不到的珍宝，没有卖不出的珍宝”。 淘宝网，亚洲最大网络零售商圈，致力于打造全球首选网络零售商圈，由阿里巴巴集团于2003年5月10日投资创办。淘宝网目前业务跨过C2C（个人对个人）、B2C（商家对个人）两大部分。 截至2008年一季度，淘宝网注册会员超6200万人，覆盖了中国绝大部分网购人群；2008年一季度，淘宝网交易额突破188亿；2007年全年成交额突破433亿。 按照2007年第三方权威机构调研，淘宝网占据中国网购市场70％以上市场份额，C2C市场占据80%以上市场份额。 淘宝网倡导诚信、爽朗、高效的网络交易文化，坚持“宝可不淘，信不能弃。”（金庸） 在为淘宝会员打造更安全高效的网络交易平台的同时，淘宝网也全心营造和倡导互帮互助、轻松爽朗的家庭式氛围。每位在淘宝网进行交易的人，不但交易更迅速高效，而且交到更多朋友。 二．经营理念及模式 1．经营理念：“没有最好只有更好”，一切以消费者为中心，打造消费者心中最完美，最贴心的淘宝店铺 2．模式：一对一，一对多的销售模式，实现透亮经营 3．目标：要紧顾客范畴在15·50岁的中高等收入人群 三．销售方案 1．预备时期 1》店铺取名1)简洁通俗2)独树一帜3)与自己的经营商品有关 4)用字吉祥
2》店铺装修店铺好看才有人看，这是必定的，只有装修的漂亮才能有人喜爱看。除了美观外,还便于对信息进行分类,方便用户查看。 1）、有一定ps基础的人和懂网页设计的能够考虑自己装修，同时网上也有有关教程，也可到百度里搜下。 3》查找货源1）.服装品牌加盟店。这比较简单，选准了某个品牌，只需要在某个品牌厂家或是总代理那儿去进货，选货就能够了。 2）.多品牌服装经营，或是做杂牌，就要亲自去进一手货源。一样是在国内要紧的服装生产地或要紧集散地去进货。常见的是广州，杭州，武汉，福建，温州等地(具体就不写了，论坛和网络上有许多介绍，大伙儿能够参考)。在这些地点一样都能够一次搞定开家服装小店的货如果在中等都市，或是小都市(集镇)开店，就不必去那些地点，因为进货量不大，又进得比较频繁，去一次费用太高。(建议在每季开始时去一趟，目的要紧是了解流行趋势)能够在各省的大型批发市场进货，价格高不了多少，比去一次远门更划算。和当地的批发商搞好关系对小店的经营大有好处。譬如能够调货，换货甚至退货，享有专门多优待条件。别人是批发商，对流行趋势的把握，规避风险，资金，眼光都比你好，借别人的聪慧也是好方法之一。 3）.进多少服装合适？一样来讲，要有二手资金，一是进货资金，二是补货资金，还要预备有点结余，以万一部分货压住，对小的零售店而言，一个色，一个码进一到二件(套)就能够了。 4）.一业为主，兼顾其他。是专门多做杂牌店的经营方法。连带产品不要忽视，有时能够收到意想不到的好成效。 5）.躲开和邻近同类店竞争，实行错位经营。不要看到别人什么货号卖就去跟风，如此是万不可取的。 6）.一样来讲，进货应舍近求远，舍易求难，谁都能进得到的货一样来讲不行卖。 2.店铺营销
E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of Googel. shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot- bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
中英文对照外文翻译文 电子商务时代企业文化的再造 随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业在产生的一种新的价值观，使企业内部资源得到从新整合，在为企业带来降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革，传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变，传统的企业文化也面临着巨大的冲击。 一、企业文化对企业价值的贡献 文化现象是一个国家和民族文明的主要见证。广义的文化，包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化，对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物，符合市场经济的客观规律，体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学，企业面对所处的社会和商业环境，在长期的生产经营活动中，形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学，以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观，而这些价值观成为公司员工活动和行为的规范。 企业文化的本源问题是如何增加企业利润，降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源，以达到对外部的适应性，使公司在竞争中生存，进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性，并能根据环境变换做出迅速反应的行为方式能力，这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成，并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学，形成了自己独特的企业文化。 1、企业文化体现企业的形象和精神。树立良好的企业形象，需要企业文化的支撑。现
奕福茶叶网络营销策划书 一、前言 随着计算机网络技术的飞速发展，电子商务作为网络技术的一种重要应用以不争的事实席卷了全球每一个角落的每一个行业。电子商务的崛起，改变了许多企业传统经营的模式，也促生了许多商业模式和新型企业。其发展已成为一般无法阻挡的历史潮流，而如何增加网上商城平台的商户数量也逐渐走入人们的脑海中。 而目前该公司的营销模式主要处于原始的传统营销方式，即现有产品再找顾客。而且效率低，而网络营销推广则是弥补这一缺点的方法，它提供一个买卖双方互相了解的大平台，有利于双方的交流。提高了工作效率，降低了成本，扩大了市场，给企业带来社会效益和经济效益。相对于传统营销，网络营销具有国际化、信息化和无纸化，已经成为各国营销发展的趋势。因而，我们可以充分利用网络营销迅速的推广我们的产品及品牌。 二、网络营销环境分析 1.市场环境分析 我国作为茶叶的故乡，有着悠久的种茶、饮茶历史和深厚的茶文化传统，而且目前我国的茶园面积世界第一，茶叶产量居世界第二，茶叶因此被称为“国饮”，但是茶叶的市场价值尚未被完全挖掘出来，这使得我国的茶叶生产在国内和国际两个市场均处于一种比较尴尬的境地。 2.网店形象分析 奕福茶叶网店是一家专卖安溪铁观音的网店，该网店已签署了《消费者保障服务协议》，该店铺宝贝描述评分及发货速度评分与同行业相比高100%，服务态度
评分比同行业相比高82.20%。该网店好评率100%，宝贝数量54，搜藏人气65。该网店本月单项宝贝销售最多为4笔，销量较少，其最新资讯没有及时更新，目前已是秋茶销售的季节，最新资讯是2011年春茶正式上市。奕福茶叶网店首页商品较多，比较杂乱。该网店保证正宗口感、实惠，信誉极好，用心服务。
互联网网络营销外文文献翻译 (含：英文原文及中文译文) 文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29. 英文原文 The technical basis of network marketing Peter Kenzelmann Network marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. The theoretical basis for the network marketing Theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. (A) Direct Response Network Marketing Theory
个人淘宝网店网络营销策划书 61031p26章影
关键词：客源物流B2C C2C 摘要：个人淘宝网店是电子商务发展到高峰的产物，前景必定辉煌。但 是，面对高端的挑战和竞争，淘宝网店必须完善自身。着眼于目标市场， 开拓潜在市场，优化利用推广方式，发挥自身最大优势。 一、网店项目介绍 网店不同于公司网站，填补了互联网个人终端零售业务的空白，避免了资源浪费，自由度和延展性都得到了大大的提高。 如今网店购买已经普及到乐于接受新事物、开放生活的各类人群里，增强了人们的眼界。由于中国绝大多数民众迈入互联网的时间跨度不尽相同，所以对互联网的理解深度也不尽一致。互联网对于绝大多数中国人来言无非是一项虚拟交际的平台，更单纯者则形象的称之为另一个虚拟世界。
由于互联网监管性存在的诸多纰漏，也使得互联网交易的普及化进程十分缓慢，平台自身作为第三方监管人不具备行政权力，阻隔降低了网络交易的安全性。 网店是作为网络交易的主要行使工具和媒介，所涉及到的个人 纠纷所造成地社会不利影响更容易被放大。 二、淘宝网店开展的SWOT分析 优势：1. 开店成本以及运营费用低 2. 店铺风格多变 3. 网店的覆盖面广，您面对的顾客是全国甚至是 4. 网店时效性好，方便、快捷 5.交易方式稳妥，尤其是一些商品，完全可以做到先使用后付款， 退货也非常的方便 6.对于顾客而言，私密性强，尤其是一些敏感商品 7.商家信誉，一眼便知 劣势 1. 货物表达方式无法直观、生动，不真实 2. 物流问题多，运输途中发生各种情况 3. 客源不稳定 4. 网络安全问题 5. 信誉的评定，不利于新人新店的发展 机遇：首先，C2C卖家成长开始趋向成熟，管理能力也逐渐增强。较早一批进入C2C领域的卖家逐渐成熟，销售逐步形成规模，从采购、客服、资金管理、物流都逐渐形成体系，有不少卖家已经成为专职卖家，更有一些eBay易趣、
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
跨境电商外文文献综述 (文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型 摘要 通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务，跨境电商过程的有效管理对B2B电子商务系统十分重要。本文对局部模型的结构是基于B2B电子商务的基础设施三大层，消息层、业务流程层和内容层。由于伊朗的电子商务的要求，每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗，建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。本文试图通过交换商业文件在贸易过程中这一局部模型，实现在全球电子贸易供应链更接近区域单一窗口建设的关键目标。 关键词：电子商务;跨境贸易;电子文档管理;国际供应链
1.简介 电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B（企业对企业），描述了企业间的电子商务交易，如制造商和批发商，或批发商和零售商之间。本文的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口，可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关，可以有效地交换贸易文件。因此，首先，简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后，区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层，业务处理层和内容层。本文的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性，从而建立伊朗国家单一窗口 在本文的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位，最后结束本文。 2.背景 在本节中，除了了解B2B电子商务在伊朗的情况，还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。 2.1 B2B电子商务在伊朗 如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤，它的进口和出口过程可以通过公路，铁路，海上和空中的方式来完成。因此，这个国家的中部和战略作用，使得它在亚洲和中东地区货物运输的主要贸易点。今天，在伊朗海关几乎所有的贸易过程通过纸质表格完成，由商务部提供的电子服务仅限于谁该国境内交易的商人。今天，伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的，商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电子商务供应链交换电子文件的过程。这里提到的一些系统，由商务部在伊朗的电子服务被提及：进口订单管理系统。贸易统计制度。伊朗法典伊朗。这些电子系统的主要使用，以促进在伊朗贸易过程。这里提到的系统作为独立的贸易者可与建议本文模型在未来的作用。在亚洲的区域性单
跨境电商外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)
译文： 跨境电子商务在欧盟的发展动力和壁垒 摘要 互联网的兴起，往往是与“距离的消亡”或至少减少相关的地理距离在供应信息相关。我们研究距离 事宜仍在实物商品的网上交易是否。我们使用的数据从一个网络消费者调查小组对网上跨境货物贸易中的 一个语言支离破碎的欧盟市场。分析结果表明，相比线下交易在同一商品的距离相关的交易成本大大降低。然而，语言相关的交易成本的增加。此外，网上交易介绍新能源贸易成本如包裹递送和在线支付系统。在 平衡，没有迹象显示在线贸易不偏向于国内市场的产品比线下交易支持。我们提供给政策制定者推动欧盟数 字单一市场的跨境电子商务的选项。在高效灵活的跨境支付系统的使用增加1%可以增加多达7%的跨境电子 商务。我们还表明，在线交易给英语语言输出国家的比较优势。 关键词电子商务/引力方程/欧盟 1.介绍 本文实证研究的在线电子商务跨境贸易模式的影响。互联网的兴起，更一般地，数字通信技术，具有LED许多观察家宣布，距离“死”（Cairncross，1997）。在这方面，它不在乎信息所在的位臵因为它只是一个鼠标点击和信息成本不再是物理距 离有关。在传统的线下实物商品贸易，证据却指向距离成本增加（disdier和头，2008）。贸易相结合的基础上的信息和物理的货物运输。问题是是否将贸易从线 下到线上平台是一个足够大的凹痕在信息成本改变贸易总成本因此货物贸易模式。Blum 和Goldfarb（2006）表明，即使是纯粹的信息产品，距离仍然起着重要的 作用。他们认为这是文化上的差异，随着物理距离的增加。除了信息成本的影响， 可能会有副作用，对贸易模式的影响。网上贸易开辟了一个潜在的更大的地理汇水 面积，为供应商和消费者，在产品品种和价格竞争的增加。这两
淘宝营销策略 一、网络消费者心理因素分析 传统营销学所提供的理论认为：一个人的购买选择受到四种主要心理因素的影响。它们是动机、知觉、学习、信念和态度。在分析网络购买者的心理因素时也应当从这四方面这手。 1、马斯洛需求层次理论在网络需求分析中的应用 （1）生理的需求 作为一种先进的购物方法，网络购物目前尚不普及，且购物者需要一定的设备条件，如计算机、互联网等。能够上网购物的人多数已经解决了基本生活用品的购买问题，因此，他们的注意力往往不在这一层次需求中。 （2）安全的需求 众多网络购买者大多数是中青年，具有较高的分析能力。他们是在反复比较各个在线商场的商品之后才做出的，他们对所要购买商品的特点、性能和使用方法，早已心中有数，因此，较少受到外界气氛的影响。理智购买动机的最大特点就是安全，其次是具有客观、周密和易于控制的特点。在理智购买动机的驱使下，网络消费者首先注意的是商品的先进性、科学性和质量的好坏，一句话，就是强调购买的安全性。 （3）社交的需求 人们的感情能引起人们的购买动机。如果这是一种因为人们的道德感、美感、群体感所引起的高级形态感情购买动机，那么这种购买就具体有较大的稳定性。 由于在线商场提供异地买卖送货的业务，因而大推进了这类商品的购买动机的形成。 （4）尊重的需求 自我表现、尊重与受人尊重。 （5）实现的需求 在这个网络虚拟市场活动的商家应提供更多更好的信息服务，为人们创造更广阔的就业空间，为你创业创造充分发展的市场机遇。 2、虚拟社会中消费者需求的新特点 网络消费本身是一种高级消费形式，但就其消费内容来说，仍然可以分为由低级到高级的不同层次。在网络消费的开始阶段，消费者侧重于精神产品的 消费，如在网络书店购书等。到了成熟阶段，消费者在完全掌握了网络消费的 规律和操作，并且对网络购物有了一定的信任感后，消费者才会从侧重于精神 消费品的购买转向日用消费者品的购买。 网络冲浪者大部分是具有超前意识的年轻人，他们对新事物反应灵敏，没有旧框框，接受速度很快。电子商务构造了一个世界性的虚拟大市场，在这个市场中，最先进的产品和最时髦的商品会以最快的速度与消费者见面。具有创新意识的网络消费者必然很快接受这些新的商品（包括国内的和国外的），从而带动周围消费层新的一轮消费热潮。从事网络营销的店铺应当充分发挥自身的优势，采用多种方法，启发、刺激网络消费者的新的需求，唤起他们的购买兴趣，诱导网络消费者将潜在的需求转变为现实的需求。 3、据调查人们会更多地注意以下几方面的刺激物： （1）人们会多地注意那些与当前需要有关的刺激物。
毕业设计（论文）外文文献翻译 文献、资料中文题目：网络营销的技术基础 文献、资料英文题目：The technical basis of network marketing 文献、资料来源： 文献、资料发表（出版）日期： 院（部）： 专业：市场营销 班级： 姓名： 学号： 指导教师： 翻译日期： 2017.02.14
The technical basis of network marketing Peter Kenzelmann Network marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. [Edit] the theoretical basis for the network marketing Theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. (A) Direct Response Network Marketing Theory Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation. Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible. (B) the network theory of relationship marketing Relationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises
外文文献及译文 文献、资料题目：Electronic Commerce 外文文献： Electronic Commerce Electronic commerce, or Electronic trade, or electronic business as a newly rising mode of commerce will have far-reaching influence on social economy and play an important role in social development worldwide. It represents the trend of world trade in the 21st century and beyond. 1. What is Electronic Commerce? Electronic commerce refers to commercial data exchange in digital form through electronic transmission means and commercial activities conducted on-line. Usually, electronic commerce can be divided into two levels: One is low-level electronic commerce that is, electronic commercial intelligence, electronic trade, and electronic contracts. Another is high-level electronic commerce which includes all commercial activities done via Internet, ranging from searching for clients, commercial negotia-tion, making orders, on-line payment, releasing electronic invoice, to electronic dec-laration to Customs, electronic tax-payment, all conducted on Internet. Electronic commerce means electrification of all trade transactions. It is featured by these characters: ①fairness and freedom, ②high efficiency, ③globalization, ④virtualization, ⑤interactivity, ⑥autonomy, ⑦personalized service. With electronic commerce, clients and
附件1：外文资料翻译译文 电子商务战略 电子商务战略也许有益于发展组织在倡议一项电子商务活动实施之前考虑很多问题，其中涉及到该组织的任务，发展目标和组织结构。涉及的主要问题包括：资源扩张 - 主要目标是通过网上销售商品和提供服务产生的收入以抵销营运成本吗？如果是这样，组织期望或希望生成的收入是多少？这些战略问题将允许该组织把多少资金用于电子商务活动。如果该组织是以一个接近电子商务为主要手段不仅包括生产商品的总费用、服务成本和宣传开发新产品，而且希望扩大其收入基础，以支持其他项目的花费，那么它可能需要建立一个电子商务平台和制定策略以吸引顾客。该组织可能把运用电子商务活动作为资源的一种扩张，并使用经营策略和完整的营销手段。这导致了一个问题，该组织是否适应这种发展方式，并符合其慈善组织的地位的问题。将把电子商务活动置于扭曲的免税地位的发展组织吗？该组织在与法律冲突的情况下承担责任吗？如果他们出售的出版物和其他意味着“传统”的产品那么大多数开发组织已经面临的这些问题。 资本成本 - 是指该组织愿意把多少资金用于电子商务活动？电子商务平台可以是高价，这取决于复杂的程度。一个发展组织开展电子商务活动应考虑是否要承担比预期的要高的费用和预期销售水平可能的成本回收。这项活动收到来自捐助机构或合作伙伴组织的财政援助的可能是什么？发展组织根据其财政能力追求电子商务活动的多种选择可能决定他们的网上销售活动。这些选项可以分为1）技术的硬件和2）网站设计和维护。该组织将根据其组织的规模和计算需求决定是否要投资建立自己的内部服务器，或者寻找一个第三方愿意在其服务器托管网站。是把第三方作为组织发展的重点，还是把它作为私有公司/ ISP吗？关于设计和电子商务网站的维护，是组织聘请内部的技术人员来处理设计，开发和维护，还是聘用比较划算的外部人处理这些任务呢？开发一个电子商务网站产生的高水平的收入将响应商界的电子商务平台上的变化。开发组织可能要考虑使用信用卡安全加密软件进行付款，某种程度上的成本的增长还受益于增加顾客在事务处理过程中建立的信心。该网站设置醒目,希望吸引客户，可能增加更高级别的图形和设计网站开发成本吗？淘金的合作伙伴目前没有承担上述所有资金成本，但可能