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Chapter One Greetings and Introduction第一章问候与介绍Section 1 Business Background Tips第一节商务文化背景与技巧1．介绍（Introduction）是商务工作上的重要一环。
欧美商界非常重视这一点，因为这是扩展商务交际范围的关键途径。
2．欧美商人见面一般既可以直接用问候语言（Greetings）也可以用身体语言（Body Language），如握手（Handshake）、拥抱（Embrace）、点头（Nod）、招手（Beck）等。
握手时身体要稍微向前倾斜，握手时间和力度要适中。
在正规的商务场合中，一般男方不主动向女方握手除非女方先主动伸手，否则会造成不必要的尴尬。
男子与妇女握手时，应只轻轻握一下妇女的手指部分。
同一性别，辈份大（Senior）或职位高的人先伸手，辈份小（Junior）或职位低的人才可伸手。
握手前应先脱下手套，摘下帽子。
握手时应双目注视对方，微笑致意。
公共场合远距离遇到相识的人，一般举起右手打招呼并点头致意，也可脱帽致意。
与相识者在同一场合多次见面，只点头致意即可；对一面之交的朋友或不相识者，在社交场合均可点头或微笑致意。
3．在欧美国家，双方打招呼和相互问候的方式有一定的礼节（Ceremony）和讲究。
比如说中间人介绍其他人时，如果是同一性别，应该首先把辈份小（Junior）的介绍给辈份大（Senior）的人，把职位低的介绍给职位高的人，将本国人介绍给外国人。
如果是同辈，则将男方介绍给女方。
在介绍姓名的同时，一般需要说明其所在的单位和职务，介绍时，除妇女和年纪长者外，一般应起立。
但在宴会桌上、会谈桌上可不必起立，被介绍者只要微笑点头有所表示即可。
4．见面介绍后的欧美商人务必要牢记对方姓名、公司及职务，以示尊重。
中国人一般很难记住欧美人的姓名，此时不要碍于面子不好意思，应该及时礼貌地请对方再说一次。
其实记住欧美人的姓名最有效的技巧是问对方姓名的拼写，这种方法既可以加深印象，更重要的是对方觉得自己很受重视和尊重。
Unit 1 Text BB2B and B2CBusiness done electronically through a web of interconnected networks including the public Internet, intranets, extranets and value-added networks is e-commerce. Electronic commerce between businesses is not new. Businesses began sending and receiving purchase orders, invoices and shipping documents electronically via EDI in the late 1970s. EDI over private networks was complex, initially expensive and required training and installation. The Internet makes electronic commerce affordable to companies of all sizes. Companies of all sizes can now communicate with each other electronically, through the public Internet, networks for company use only (intranets) or for use by a company and its business partners (extranets), and private value-added networks.Business to business (B2B) e-commerce is the business done among businesses. It is used for coordination between the purchasing operations of a company and its suppliers; the logistics planners in company and the transportation companies that warehouse and move its products; the sales organizations and the wholesalers or retailers that sell its products; and the customer service and maintenance operations and the company’s final customers.B2B e-commerce supports seamless international business communication, cross-industry date sharing, complex procurement models, engineering collaboration, planning collaboration, manufacturing, and test collaboration, complex transactions, event tracking, customs clearance, global freight consolidation and more, regardless of supporting operating systems and software.Business done between enterprises and consumers on Internet is business to consumers (B2C) e-commerce. The business and consumers on Internet is business to consumers predicted to spend $ 100 billion on the Internet by 2003.the Internet is an extremely effective medium for creating customer loyalty and company profitability.A comprehensive business –to –consumer (B2C) solution is complete suite of secure end –to-end electronic commerce solution that performs real time credit card verification and online order processing to fulfillment and payments.>Successful online shopping sites validate the concept that customers are looking for the convenience, low prices, and variety they find online. The success of early entrants like Amazon. Com has validated the online channel in many market niches.The key component to a successful business-to-consumer portal is the ability to provide the right content, at the right time, to all of your customers -----without making them link to another web site. For dynamic business-to-consumer sites committed to achieving that goal. B2C solutions suite provides a range of solutions for aggregating rich, relevant content, personalizing and syndicating that content, and automating back-end business transactions with distributorsand manufacturers.The following are the typical software modules used in a B2C software solutions suite, different solution providers follow slightly different approaches but the following modules cover a representative situation.Provides rich, relevant content to your customers. It provides content aggregation, transformation, and delivery in real-time so customers can always see the latest information, smoothly integrated into the po rtal’s format and look-and-feel.eIntegrate-Delivers fast and seamless integration of back-office applications with your e-business portal to facilitate online ordering and customer service. eIntegrate should have a feature to let your online business interface directly back-office applications without requiring middleware programming or application customization.eNotify-Provides you a way to continue your customer relationship by allowing your customers to define what information they are interested in hearing about. eNotify monitors information sources and automatically notifies customers of events of interest as they occur, thus helping to build long-term relationships and customer loyalty.eSyndlicate-Lets you deliver specific sets of information in any number of different formats (including XML) to business partners. For those online businesses that need to share their content with online channel partners, such as affiliate partners, eSyndicate intelligently routes content to partners, and can be configured to deliver content using any electronic format open standard, or industry protocol.。
电子商务(英文版)课后作业及答案Chapter1 Introduction to Electronic Commerce1、One definition ：Electronic CommerceThe The electronic electronic electronic commerce commerce commerce is is is used used used in in in its its its broadest broadest broadest sense sense sense and and and includes includes includes all all business activities that use Internet technologies. 2、Three important thinking points ：Business Models, Revenue Models, Business ProcessBusiness Business model model model is is is a a a set set set of of of processes processes processes that that that combine combine combine to to to achieve achieve achieve a a a company’s company’s primary goal which is typical to yield a profit. Revenue Models is a specific collection of business processes used to identify customers, market to those customers, and generate sales to those customers. The idea is helpful for classifying revenue-generating activities for communication and analysis purposes. Business processes include purchasing raw materials or goods for resale, converting materials and labor into finished goods, managing transportation and logistics, hiring and training employees, managing the finances of the business, and many other activities.3、Three theoretical points: Value chains, Strategic alliance and SWOTValue chains is a way of organizing the activities that each strategic business unit undertakes to unit undertakes to design, produce, design, produce, promote, market, deliver, and support the products or service it sells. Strategic alliance is the relationship that companies coordinate their strategies, resources, and skill sets by forming long-term, stable relation with other companies and individuals based on shared purpose. SWOT analysis is including strengths, weaknesses, opportunities and threats. It’s It’s one one one popular popular popular technique technique for for analyzing analyzing analyzing and and and evaluating evaluating evaluating business business business opportunities. opportunities. The analyst first looks into the business unit to identify its strengths and weaknesses. Then the analyst reviews the environment in which the business unit operates and identifies opportunities presented by that environment and the threats posed by environment. Chapter2 Technology I nfrastructure: Infrastructure: T heThe Internet and the World Wide Web 1、P92 Review Questions 5P57 P57 Intranet Intranet Intranet and and and Internet Internet Internet compared, compared, compared, it it it can can can be be be said said said that that that the the the Internet Internet Internet is is is a a worldwide network and intranet is the implementation of Internet technology in the in-house, it can with little cost and time will enterprise internal information from from a a a large large large number number number of of of resources, resources, resources, reasonable reasonable reasonable transfer transfer transfer to to to everyone. everyone. everyone. Intranet Intranet Intranet for for enterprise provides a can make full use of the communication lines, economic and effective effective to to to establish establish establish intranet intranet intranet scheme scheme scheme and and and Intranet Intranet Intranet applications, applications, applications, enterprises enterprises enterprises can can effectively carry on financial management, supply chain management, inventory management, customer relationship management and so on. Chapter3 Selling o non the Web: Revenue Models and Building a Web Presence P174 Review Questions 3P158 Channel Channel conflict conflict conflict refers to refers to the activities that a member of a channel channel is is engaged in or is not conducive to the organization to achieve its own goals, and then all kinds of contradictions and disputes. Distribution channel channel design is design is the channel members in different angles, different interests and different methods and so so on, on, on, under under under the the the influence influence influence of of of many many many factors; factors; factors; therefore, therefore, therefore, the the the channel channel channel conflict conflict conflict is is inevitable. To To resolve resolve resolve conflicts conflicts conflicts through through through persuasion persuasion persuasion is is is to to to use use use leadership. leadership. leadership. In In In essence, essence, persuasion persuasion is is is the opportunity to the opportunity to c ommunicate with the channel communicate with the channel members of the conflict, which emphasizes the influence of the behavior rather than the information sharing, but also in order to reduce the conflict caused by the division of labor. The goal of the negotiation is to stop the conflict between members. Compromise may avoid conflict, but it can't solve the root cause of the conflict. exist, it will eventually lead to conflict. In As long as the pressure continues to fact, negotiation is a method of channel members to bargain. In the course of the negotiations, each member will give up some things to avoid the conflict, but the use of negotiation or persuasion to see members of the communication skills. In fact, when the conflict is resolved by the above method, each member needs to form an independent strategy to ensure that the problem can be solved. Chapter4 Marketing on the Web1、Two Market Strategies (Web Market Segmentation)4Cs of MarketingAimed at consumer demand. We must first understand (NEED CONSUMER'S) A imed at consumer demand. We must first understand study and analyze the needs and desires of consumers, rather than to consider what companies can produce products. (COST) The cost that the consumer is willing to pay. First of all, we should understand consumers to meet the needs and desires are willing to pay much money, rather than to make the price of the product, that is, to the consumers to how much money. (CONVENIENCE) Consumer convenience. Products should be taken into account how to facilitate the use of consumers. (COMMUNICATION) Communication with consumers. To the consumer as the center of the implementation of marketing communication is very important, through interaction, communication and other means, the enterprise internal and external marketing integration, the customers and the interests of both sides of the enterprise together.4Ps of MarketingPRODUCT: pay attention to the development of the functional requirements of the product has a unique selling point, the functional requirements of the product in the first place. PRICE: according to the different market positioning, the development of different pricing strategies, product pricing is based on the company's brand strategy, focusing on the gold content of the brand. (PLACE)Distribution: enterprises do not directly to consumers, but to pay attention to the cultivation of the dealer and the establishment of sales network, business and consumer contact is through the distributors to carry out. PROMOTION: enterprises focus on changing the sales behavior to stimulate the consumer, in order to promote the growth of consumer spending in the short term, to attract other brands of consumers or lead to advance consumption to promote sales growth. Market SegmentationNetwork market segmentation refers to enterprises on the basis of investigation and study, according to the network consumer desire to buy, purchase motivation and habits of different, the network marketing is divided into different types of groups, each consumer group constitutes the enterprise of a market segment. Funnel modelThe five tier of the funnel corresponds to each link of the enterprise's search marketing, which reflects the number and loss of customers from the display, click, access, and consultation until the order process is generated. From the maximum amount of the show to the minimum order quantity, this layer of the process of narrowing that there are customers for a variety of reasons to leave, to lose interest in the business or to give up. 2、Several Market TechniquesWeb AdvertisementsWeb Advertisement typesW eb advertising (including Banner, Button, huge vertical edges, etc.) Text link advertising Email advertising Button advertising Sponsorship Advertising combined with content Interstitial ads Home page advertisement Keyword advertising E-mail MarketingIt is a kind of network marketing means to transfer value information to target users through email, under the premise of user's prior permission. Email marketing has three basic elements: user license, e-mail delivery of information, information on the value of the user. Three factors, the lack of a, can not be called effective Email marketing. Email marketing is a direct way to communicate with customers by e-mail. At the same time, it is also widely used in the field of network marketing. E-mail marketing is one of the oldest online marketing practices, it can be said that email marketing than the vast majority of Web site promotion and Internet marketing practices are to be old. Technology-enabled customer relationshipClickstreamClick stream analysisClick stream the concept of pay more attention to the users browse the web site of the entire process, the web log records the user clicks as is figure of "point", and click stream is more like the "point" string together to form the "line." Can also be the point that is the site of the Page, and the line is to visit the site of the Session. So click on the flow of data is collected by the site log, which can contain more information than the web site log, so as to make the results based on click stream data more abundant and efficient. Searching engine positioning and domain names promotionpaid search engine placementIt is through the search engine optimization, search engine rankings and research key words popularity and relevance in the search engine results page to obtain a higher ranking of marketing tools. Search engine optimization of website ranking is very important, because search engine in by crawler or spider) program to collect web data, according to the complex algorithm (each search engine ranking algorithm and method is not the same) to determine the page for a search term correlation and decide the ranking of. When the customer in the search engine to find related products or services, it is through the professional search engine optimization page usually can get a higher ranking. 3、Online brandingAffiliate marketing 关联营销Affiliate marketing is a built in mutually beneficial mutual benefit based on marketing, in cross marketing (cross marketing is refers to the time, money, ideas, activities or presentation space resources integration, for any business to provide a channel for the low cost and to contact more potential customers a marketing method) based on, will be what things, products and brand marketing for relevance, to achieve deep multi guide. At the same time, the related marketing is also a new, low-cost, enterprise in the website to improve the income of marketing methods. Affiliate marketing is sometimes called tying marketing, the current association of sales in many stores have started to use the. Viral Marketing Strategies 病毒营销Viral marketing is refers to the through similar pathology and computer virus transmission modes, namely self-replicating viral propagation process, using existing social networks to enhance brand awareness or to other marketing purposes. Viral marketing is started by the information source, relying on user spontaneous word-of-mouth publicity; achieve a fast roll snowball communication effect. It describes a information transfer strategy, economics known for viral marketing, because this strategy like a virus, transmit information to thousands, hundreds of audience by rapid replication. 。
