信息管理與信息系統(tǒng)25709

1、專業(yè)詞匯內(nèi)容理解語句通順排版總分30303010100信息管理專業(yè)英語專業(yè)文獻翻譯專 業(yè) 信息管理與信息系統(tǒng)本11-1班 姓 名 李勝男 學(xué) 號 2011512602 指導(dǎo)教師 李文婧 2013年12月Understand Your Business,Products, Services and CustomersTo gain a competitive advantage and be successful in any business,you must clrarly define the nature of your products and serives, know who yo

2、ur target customers are, and understand how your customers perceive the use of your products and services in their business activities(for the B2B mosel) or in their personal lives(for the B2C model).To create sound business strategies you have to understand the value that your customers place on yo

3、ur products and services.了解你的生意，產(chǎn)品，服務(wù)和客戶得到一個競爭的有利條件并且在任何生意中獲得成功，你必須明確地給你的產(chǎn)品和服務(wù)在本質(zhì)上下一個定義，知道你的目標客戶是誰，還要理解你的顧客怎么樣察覺到你的產(chǎn)品和服務(wù)在他們的商業(yè)活動中的作用（為企業(yè)對企業(yè)模型），或者在他們的個人生活中（為消費者對消費者模型）。創(chuàng)造良好的商業(yè)策略你必須理解你的客戶在你的產(chǎn)品和服務(wù)上投入的價值。There are many worthwhile business activities.But as important as writing a mission statement and pr

4、oducing glitzy marketing brochures may be,what must come first is an objective,very down-to-earth understanding of what your business does.The reality is you cant be all things to all customers.You must answer two questions:(1)Who are your target customers?And(2)What is the value of your products an

5、d services as perceived by your customers?Lets look at each in turn.有許多有價值的商業(yè)活動。但是寫一個重要任務(wù)聲明和打造耀眼的銷售指南可能同樣重要，它必須是第一個目標，非常務(wù)實的理解你的工作在做什么。現(xiàn)實就是你不可以提供所有客戶需要的所有東西。你必須回答兩個問題：（1）誰是你的目標客戶？（2）你的產(chǎn)品和服務(wù)的價值被你的客戶看成了什么？讓我們一個一個的輪流看一下。Who Are Your Customers?Just as in a brick-and-mortar business,in the e-commerce worl

6、d you focus you efforts on selling to other businesses,to individual end consumers,or to somecombination of the two.If you were in a business like Gates Rubber Company,which produces mostly rubber and synthetic products primarily for sale to the automotive industry and manufacturers of such products

7、 as boats and bicycles, you would focus almostexclusively on the B2B e-commerce model,with other businesses as your target customers.If,however,you were selling resume writing and job placement services to individuals looking for careers,your customers would be B2C individual end consumers.Finally,

8、you might be like M(), which provides an electronic marketplace catering to both individuals looking for careers and businesses looking for employees.If you were in a business like Monsters,your customer mix would include both end consumers and businesses and youd need to carefully consider both gro

9、ups of customers, their needs,and the value to them of the products and services you sell.誰是你的客戶？正如磚塊和砂漿的生意，在貿(mào)易世界中你必須把你的精力集中在其他商業(yè)的銷售上，最后的單獨消費者，或者一些兩個的混合體。如果你在商業(yè)中像蓋茨橡膠公司，一個主要生產(chǎn)很多橡膠和人造產(chǎn)品賣給汽車工業(yè)，并且生產(chǎn)船和自行車這類產(chǎn)品的生產(chǎn)者，你可能把注意力僅僅集中在企業(yè)對企業(yè)的電子貿(mào)易模型上， 把其他生意也作為你的目標客戶。如果，然而，你正在繼續(xù)銷售和個人的尋找事業(yè)工作服務(wù)布置。最后，你可能像一個提供電子餐飲超市給個人的

10、尋找事業(yè)和商業(yè)雇傭者的怪物網(wǎng)站。如果你在商業(yè)中像怪物，你的客戶將包括最終消費者和商業(yè)，并且你將需要仔細考慮客戶的構(gòu)成，他們的需要和你銷售給他們的產(chǎn)品和服務(wù)的價值。Many businesses in the travel industry,American Express for example,cater to both businesses and end consumers. As an individual consumer,you might work with American Express to plan and pay for a vacation.At the same t

11、ime,many businesses use the services of American Express to handle all their business travel needs.旅行工業(yè)中的很多生意，例如：美國快遞，滿足生意和最終消費者。作為一個個人消費者，你和美國快遞一起工作去為一個假期計劃和消費。同時，很多商業(yè)使用美國快遞服務(wù)處理他們的商業(yè)旅行需求。Whatever the nature of your business, you must know who your customers are. In the world of e-commerce, that mea

12、ns clearly distinguishing between end consumers(B2C) and other businesses(B2B), even if you target both.As you will see throughout whis chapter,individual end consumers and other businesses have dramatically different needs.不管你的生意本質(zhì)是什么，你必須知道誰是你的顧客。在電子貿(mào)易世界中，意味著你要清楚的辨別最終消費者（企業(yè)對消費者）和其他的生意（企業(yè)對企業(yè)），最然這兩個都

13、是你的目標。由于你將貫穿這個章節(jié)，單獨消費者和其他的生意有戲劇化地不同需求。What Is the Value of Your Products and Services as Perceived by your Customers?If a customer orders a product or service from your organization,it is because that customer perceives some value in what you provide-the customer either wants or needs your product o

14、r service.When we examine wants and needs,the distinctions between end consumers and businesses as customers become increasingly important and clearly evident.Lets look at product/service categories needed by each customer group in turn.你的產(chǎn)品和服務(wù)的價值被你的客戶理解成了什么？如果一個客戶從你的組織里預(yù)定了一個產(chǎn)品或者服務(wù)，那是因為客戶察覺到了你提供的商品的

15、價值，客戶希望或者需要你的產(chǎn)品或者服務(wù)。當(dāng)我們檢查愿望或者需求，區(qū)別最終消費者和企業(yè)客戶變得越來越重要，顯而易見的。讓我們逐個來看看產(chǎn)品/服務(wù)在各客戶群的需要的類別。B2C:Convenience Versus SpecialtyIn many respects, you can differentiate between convenience and specialty merchandise(or services) on the basis of price and consumers frequency of purchase. To end consumers,convenienc

16、e merchandise is typically lower priced but something they often need,usually frequently.Nonperishable food items such as breakfast cereals are a good ecample.From organizations such as Peapod(), you can easily order food items and have them delivered to your home within 24 hours of making the order

17、 or at predetermined time intervals such as weekly. Consumers might pay more for these low-priced items in order to have them “conveniently”.企業(yè)對客戶：便利對抗專業(yè)在許多方面，你可以區(qū)分便利與專業(yè)商品（或服務(wù)）價格和消費者的購買頻率的基礎(chǔ)上。最終消費者，方便商品通常是低價位的，卻是他們的日常需求，經(jīng)常腐爛的食物。例如谷物早餐就是一個很好的例子。從組織如豌豆莢，你可以很容易的預(yù)定到食物，并把它們送到你家以24小時內(nèi)的時間間隔每周制作訂單。消費者會為這些低價

18、項目為他們帶來“方便”支付的更多。Specialty merchandise might be such things as home stereo systems,computers,name-brand clothing,furniture,and the like.For consumers,these are higher-priced(than concenience merchandise) items,are typically ordered on a less-frequent basis, and often require some sort of customizati

19、on or feature specification.For specialty merchandise,consumers will spend more time “shopping around,”not only to find the best deal in terms of price but also because value for these items is perceived in terms of customization,warranty,service,and other aftersales features.專業(yè)的商品可以作為家庭音響系統(tǒng)，這樣的電腦，名

20、牌服飾，家具等。對于消費者來說，這些都是更高的價格（對抗“方便”的商品）的項目，通常預(yù)約是在較不頻繁的基礎(chǔ)之上，常常需要一些定制或者規(guī)格。專業(yè)的商品，消費者會花更多的時間購物，不僅要在價格上找到最好的交易，也是因為這些項目的價值是定制服務(wù)，保修，知覺和其他服務(wù)的特點。B2C:Commodity like and DigitalIn B2C e-commerce, as a general rule,the best merchandise to sell is either commoditylike,digital,or a combination of the two.This enabl

21、es you to minimize your merchandise and attract consumers to you site.企業(yè)對消費者：商品和數(shù)字化在企業(yè)對消費者的電子商務(wù)中，作為一般規(guī)則，銷售最好的商品也是有利的，數(shù)字，或者兩者的組合。這使你減少你的商品并且吸引消費者去你的網(wǎng)站。Commoditylike merchandise, to your customers,is the same regardless of where they purchase it, and it is similar to convenience items in that respect.

22、 Books are a good example.No matter where you buy a particular book,it is the same.As a business,you compete in commoditylike environment on the basis of:Price Ease of orderingEase and speed of delivery Your return policyOf course,commoditylike business environments are typically easy to enter(i.e.

23、they have low barriers to entry) and thus buyer power is high(from Poters Five Forces Model).Your organizations goals in this type of environment would have to include(1)minimizing price to the end consumer and(2)minimizing your internal casts by creating a tight supply chain management system. You

24、also want to create a “sticky”Website that not only attracts consumers but also encourages them to return to your site again and again.Commoditylike商品提供給你的客戶不論在哪里，他們購買的是相同的，這是類似于這方面的方便食品。本書是一個很好的例子。不管你在哪里買一本特殊的書，它是相同的。作為一個企業(yè)，你的競爭環(huán)境在Commoditylike基礎(chǔ)上。訂購價格 緩解安逸和速度遞送 你的退貨政策當(dāng)然，Commoditylike商業(yè)環(huán)境通常很容易進入（即低進入壁壘），因此買方功率高（從波特的五力量模型）。在這種環(huán)境中的阻止目標必須包括（1）最低價格給最終消費者（2）最大限度地減少創(chuàng)建緊密供應(yīng)鏈管理系統(tǒng)的花費。你還要創(chuàng)建一個粘性網(wǎng)站，不僅吸引消費者，同時也鼓勵他們再次回到你的網(wǎng)站。Digital merchandise offerings are also important in the B2C e-commerce model. The goal here is to eliminate shipping costs by delive