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1、Unit 4 Web Site of the Electronic Commerce,学习指导：本章将介绍：网上展示满足网站访问者的需要信任和忠诚电子商务网站开发战略,4.1.Web Presence,Traditional business has always created a presence in the physical world by building stores,factories,warehouses,and office buildings.An organizations presence is the public image that it conveys to
2、its stakeholders.The stakeholders of a firm include its customers,suppliers,employees,stockholders,neighbors,and the general public.,Most companies tend not to worry much about the image they project until they grow to a significant size-until then,they are too focused on just surviving to spare the
3、 effort.On the Web,presence can be much more important.,Many customers and other stakeholders of a Web business know the company only through its Web presence.Creating an effective Web presence can be critical even for the smallest and newest firms operating on the web.,Achieving Web Presence GoalsA
4、n effective site is one that creates an attractive presence that meets the objectives of the business or organization.These objectives include:,Attracting visitors to the Web siteMaking the site interesting enough that visitors stay and explore,Convincing visitors to follow the sites links to obtain
5、 informationCreating an impression consistent with the organizations desired image Building a trusting relationship with visitors Reinforcing positive images that the visitors might already have about the organization Encouraging visitors to return to the site,4.2 Meeting the Needs of Web Site Visit
6、ors,Businesses that are successful on the Web realize that every visitor to their Web sites is a potential customer.,Thus,an important concern for businesses Grafting Web presences is the variation in visitor characteristics.People who visit a Web site seldom arrive by accident;they are there for a
7、reason.,1、Many Motivations of Web Site VisitorsUnfortunately for the Web designer trying to make a site that is useful for everyone,visitors arrive for many different reasons,including these:,Learning about products or services that the company offersBuying products or services that the company offe
8、rs,Obtaining information about warranty,service,or repair policies for products they purchasedObtaining general information about the company or organizationObtaining financial information for making an investment or credit-granting decision,Identifying the people who manage the company or organizat
9、ion.Obtaining contact information for a person or department in the organization.,Creating a Web site that meets the needs of visitors with such a wide range of motivations can be challenging.Not only do Web site visitors arrive with different needs,they arrive with different experience and expectat
10、ion levels.In addition to the problems posed by the diversity of visitor characteristics,technology issues can also arise.,These Web site visitors are connected to the Internet through a variety of communication channels that provide different bandwidths and data transmission speeds.They will also b
11、e using several different Web browsers.,Even those using the same browser can have a variety of configurations.The wide array of browser add-in and plug-in software adds yet another dimension to visitor variability.,Considering and addressing the implications of these many variations in visitor char
12、acteristics when building a Web site can help convert these visitors into customers.,2、Making Web Sites AccessibleOne of the best ways to accommodate a broad range of visitor needs is to build flexibility into the Web sites interface.Many sites offer separate versions with and without frames and giv
13、e visitors the option of choosing either one.,Some sites offer a text-only version.As researchers at the Trace Center note,this can be an especially important feature for visually impaired visitors who use special browser software,such as the IBM Home Page reader,to access Web site content.,The W3C
14、Web Accessibility Initiative site includes a number of useful links to information regarding these issues.,If the site uses graphics,it can give the visitor the option to select smaller versions of the images so that the page loads on a low-bandwidth connection in a reasonable amount of time.If the
15、site includes streaming audio or video clips,it can give the visitor the option to specify a connection type so that the streaming media adjusts itself to the bandwidth for that connection.,Web sites can also offer visitors multiple information formats by including links to files in those formats.Fo
16、r example,a page offering financial information could include links to an HTML file,an Adobe PDF file,and an Excel spreadsheet file.Each of these files would contain the same financial information in different formats.Visitors can then choose the format that best suits their immediate needs.,Visitor
17、s looking for a specific financial fact might choose the HTML file so that the information appears in their Web browsers.Other visitors who want a copy of the entire annual report as it was printed would select the PDF file and either view it in their browsers or download and print the file.,Visitor
18、s who want to conduct analyses on the financial data would download the spreadsheet files and perform calculations using the data in their own spreadsheet software.,To be successful in conveying an integrated image and offering information to potential customers,businesses should try to meet the fol
19、lowing goals when constructing their Web sites:Offer easily accessible facts about the organization.Allow visitors to experience the site in different ways and at different levels.,Provide visitors with a meaningful,two-way(interactive)communication link with the organization.Sustain visitor attenti
20、on and encourage return visits.,Offer easily accessible information about products and services and how to use them.,4.3 Trust and Loyalty,When companies first started selling on the Web,many of them believed that their customers would use the abundance of information to find the best prices and dis
21、regard other aspects of the buying experience.For some products,this may be true;however,most products include an element of service.,When customers buy a product,they are also buying that service element.A seller can create value in a relationship with a customer by nurturing customers trust and de
22、veloping it into loyalty.,Recent studies by business researchers have found that a 5 percent increase in customer loyalty measures(such as proportion of returning customers)can yield profit increases ranging from 25 percent to 80 percent.,Even when products are commodity items,the service element ca
23、n be a powerful differentiating factor for which customers will pay extra.These services include such things as delivery,order handling,help with selecting a product,and after-sale support.,Because many of these services are things that a potential customer cannot evaluate before purchasing a produc
24、t,the customer must trust the seller to provide an acceptable level of service.,When a customer has an experience with a seller who provides good service,that customer begins to trust the seller.When a customer has multiple good experiences with a seller,that customer feels loyal to the seller.Thus,
25、the repetition of satisfactory service can build customer loyalty that can prevent a customer from seeking alternative sellers who offer lower prices.,Customer service is a problem for many electronic commerce sites.Recent research indicates that customers rate most retail electronic commerce sites
26、to be average or low in customer service.,A common weak spot for many sites is the lack of integration between the companies call centers and their Web sites.,As a result,when a customer calls with a complaint or problem with a Web purchase,the customer service representative does not have informati
27、on about Web transactions and is unable to resolve the callers problem.,A number of studies show that the e-mail responsiveness of electronic commerce sites has also been disappointing.Many major companies are slow to respond to e-mail inquiries about product information,order status,or after-sale p
28、roblems.A significant number of companies in these studies never acknowledged or responded to the e-mail queries,4.4 Strategies for Developing Electronic Commerce Web Sites 4.4.1 Internal Development vs.Outsourcing,Although many companies would like to think that they can avoid electronic commerce,s
29、ite development problems by outsourcing the entire project,savvy leaders realize that they cannot.,No matter what kind of electronic commerce initiative a company is contemplating,the initiatives success depends on how well it is integrated into and supports the activities in which the business is a
30、lready engaged.,Using internal people to lead all projects helps to ensure that the companys specific needs are addressed and that the initiative congruent with the goals and the culture of the organization.,Outside consultants are seldom able to learn enough about an organizations culture to accomp
31、lish these objectives.However,few companies are large enough or have sufficient in-house expertises to launch an electronic commerce project without some external help.,Even Wal-Mart,with annual sales of more than$150 billion,did not undertake its 2000 Web site relaunch alone.The key to success is f
32、inding the right balance between outside and inside support for the project.,Hiring another company to provide the outside support for all or part of the project is called outsourcing.,4.4.2 The Internal Team,The first step in determining which parts of an electronic commerce project to outsource is
33、 to create an internal team that is responsible for the project.This team should include people with enough knowledge about the Internet and its technologies to know what kinds of things are possible.,Team members should be creative thinkers who are interested in taking the company beyond its curren
34、t boundaries,and they should be people who have distinguished themselves in some way by doing something very well for the company.,If they are not already recognized by their peers as successful individuals,the project may suffer from lack of credibility.,Some companies make the mistake of appointin
35、g as electronic commerce project leader a technical wizard who does not know much about the business and is not well-known throughout the company.Such a choice can greatly increase the likelihood of failure Business knowledge,creativity,and the respect of the firms operating function managers are al
36、l much more important than technical expertise in establishing successful electronic commerce.Project leaders need a good sense of the companys goals and culture to manage an implementation effectively.,4.4.3 Early Outsourcing,In many electronic commerce projects,the company outsources the initial s
37、ite design and development to launch the project quickly.,The outsourcing team then trains the companys information systems professionals in the new technology before handing the operation of the site over to them.This approach is called early outsourcing.,Since operating an electronic commerce site
38、 can rapidly become a source of competitive advantage for a company,it is best to have the companys own people from information systems working closely with the outsourcing team and developing ideas for improvements as early as possible in the life of the project.,4.4.4 Late Outsourcing,In the more
39、traditional approach to information systems outsourcing,the companys information systems professionals do the initial design and development work,implement the system,and operate the system until it becomes a stable part of the business operation.,Once the company has gained all the competitive adva
40、ntage provided by the system,the maintenance of the electronic commerce system can be outsourced so that the companys information systems professionals can turn their attention and talents to developing new technologies that will provide further competitive advantage.,This approach is called late ou
41、tsourcing.Although for years late outsourcing has been the standard for allocating scarce information systems talent to projects,electronic commerce initiatives lend themselves more to the early outsourcing approach.,4.4.5 Partial Outsourcing,In both the early outsourcing and late outsourcing approa
42、ches,a single group is responsible for the entire design,development,and operation of a project-either inside or outside the company.This typical outsourcing pattern works well for many information system projects.,However,electronic commerce initiatives can benefit from a partial outsourcing approa
43、ch,too.In partial outsourcing,which is also called component outsourcing,the company identifies specific portions of the project that can be completely designed,developed,implemented,and operated by another firm that specializes in a particular function.,Many smaller Web sites outsource their e-mail
44、 handling and response functions.Customers expect rapid and accurate responses to any e-mail inquiry they make of a Web site with which they are doing business.,Many companies send the customer an automatic order confirmation by e-mail as soon as the order or credit card payment is accepted.A number
45、 of companies provide e-mail auto response functions on an outsourcing basis.,Vocabulary,presence/prezns/n.出席,到场,存在stockholder/stkhld(r)/n.股东critical/kritikl/a.批评的,决定性的,危险的,挑剔的effective/ifektiv/a.有效的,有影响的attractive/trktiv/a.有吸引力的,引起注意的mission/min/n.任务,代表团,使命grafting/gr:fti/n.嫁接法,规划,motivation/mutive
46、in/n.动机accommodate/kmdeit/vt.使适应,调节,和解frame/freim/n.框,结构,骨架 vt.构成,设计,陷害impair/imp/vt.损害,损伤sustain/sstein/vt.承受,支持,经受,维持abundance/bndns/n.丰富,充裕disregard/disrig:d/n.忽视 vt.忽视,不顾,nurture/n:t/n.养育,养成,教育 v.养育,给与营养物,教养differentiate/difrenieit/v.区别,差别repetition/repitin/n.重复,反复congruent/kgrunt/a.全等的peer/pi/n
47、.同辈,匹敌,贵族;vi.凝视,窥视,outsource/uts:s/vt.外包,在IT软件行业,外包软件等savvy/svi/v.&n.理解能力,机智,悟性 a.有见识的，通情达理的launch/l:nt,l:nt/n.&v.下水,发射,开始,升天,汽艇distinguished/distigwit/a.卓著的Credibility/kredbilti/n.可信性,确实性,可靠,Phrases,add-in 附加项commodity item 大众商品after-sale support 售后服务call center 呼叫中心Customer-Centric 客户核心的,Abbreviat
48、ionsvs.versus 对比，比较，对(战),Notes to the Passage1.Most companies tend not to worry much about the image they project until they grow to a significant size-until then,they are too focused on just surviving to spare the effort.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，它的重点在生存上。,2.Reinforcing positive images that the v
49、isitors might already have about the organization与访问者建立信任关系,3.Not only do Web site visitors arrive with different needs,they arrive with different experience and expectation levels.网站访问者不但有不同的需求，而且还有不同的体验和期望水平,4.The wide array of browser add-in and plug-in software adds yet another dimension to visi
50、tor variability浏览器插件程序的差异也使访问者的差别非常大。add-in 附加项another dimension 另一维度，差异，区别,5.This can be an especially important feature for visually impaired visitors who use special browser software,such as the IBM Home Page reader,to access Web site content.用IBM Home Page Reader等特殊浏览器软件的访问者无法看到图形界面，对他们来说，基于文本的网
