電子商務(wù)-外文翻譯(共5頁)

1、精選優(yōu)質(zhì)文檔-傾情為你奉上B2B e-marketplace: an e-marketing framework for B2B commercePurpose The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intend

2、ed to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for mar

3、keting activities.Design/methodology/approach Literature from the B2B e-marketplaces and operations of e-marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e-marketing. The conceptual model was tested empirically through an online survey fr

4、om various industries in China, Malaysia, and Singapore.Findings With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e-marketing in the global environment. This new marketing paradigm is reported to reshape the bus

5、iness relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.Research limitations /implications The major limitation of this paper is associated with the sample selection. Although the literature findings were

6、international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large-scale orga

7、nisations may be limited. Practical implications The framework allows B2B firms to capitalise and understand the e-marketing opportunities provided by B2B e-marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e-marketplace to perform their e

8、-marketing activities.Originality/value Based on the need for a framework for e-marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes. BackgroundThe devel

9、opment of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactio

10、ns” According to the Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1). Many academics and practitioners have emphasized that the internet is a major platform for e-marketin

11、g to deal with marketing mixes, which include global accessibility (Laudon, 2002), convenience in updating (Sandeep and Singh, 2005), real-time information services (Harridge-March, 2004), interactive communications features (Chaffey, 2004), and unique customisation and personalised capabilities (Te

12、o and Tan, 2002). Additionally, e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy b

13、oth buyers and sellers. Strauss and Frost (2001) support the above statement and suggested that, sales, public relations, direct marketing, and advertising are marketing communication that comprises the crucial components of e-marketing strategy.B2B e-marketplace, as one of the major trading platfor

14、ms brought by the internet technology has made a significant contribution to the e-marketers. The larger organisations are taking advantages from the vast array of suppliers/buyers via the B2B e-marketplace (Stockdale and Standing, 2004). However, small and medium sized enterprises (SMEs) are also e

15、ager to compete in the electronic environment remain concerns as how their businesses can gain benefits from B2B e-marketplace. With significant online and offline publications from both academia and industry there is a growing awareness of the contribution of the e-marketing in the global environme

16、nt. Nonetheless, there is limitation on how to explore the opportunities for SMEs in benefiting from the emergent e-marketing practices, derive from the B2B e-marketplace.Review of e-marketing performances in B2B e-marketplaceThe internet is the foundation for B2B commerce that provides the technolo

17、gy and platform to enable this business relationships work effectively. B2B transactions over public and private sectors uses the internet as a delivery vehicle for transactions including; financial transfer, on-line exchanges, auctions, delivery of products, and services (OReily and Finnegan, 2007)

18、. Many practitioners are predicting B2B commerce is expected to have a massive growth and majority of the organisations will have to give consideration to involve with B2B commerce. Referring to Figure 5, B2B consists of three main elements and the e-marketplace performs the main tasks such as sourc

19、ing, automated purchasing, processing to facilitate the sellers and buyers to do business transactions.Laudon and Laudon (2000) stated that B2B e-marketplace refers to the exchange of information, products, services, and payment via the internet between buyers and sellers. B2B e-marketplaces are typ

20、ically defined as inter-organisational IS through which multiple buyers and sellers interact electronically to identify potential trading partners, select them and execute transactions (Rohmtal.2004). Argued that, B2B e-marketplace is able to remove some of the inefficiency of traditional business f

21、unctionality and allows partners to streamline their marketing activities by sharing information instantaneously.In recent years, B2B e-marketplace have improved/enhanced the extent of e-marketing activities; providing to all marketers especially to SMEs. Recent studies (Narayanasamy ET al.2008; Pav

22、aloia, 2009) are indicative of the fact that SMEs have started to respond positively to the changes brought about by the internet technologies.While the main concerns of SMEs are related to the generic SMEs characteristics of limited time/resources and expertise, B2B e-marketplace provide a favorabl

23、e environment for SMEs to; lower operating and marketing cost, better opportunity to promote their products/services, and enrich their overall marketing communications mix. Overall, the benefits of B2B e-marketplace as reported by many academics and practitioners include: reducing search costs by fa

24、cilitating comparison of price, products, and services(Kandampully, 2003; Bakos, 1998; Kaplan and Sawhney, 2000);.improving production and supply capability (Barua et al. , 1997; Albrecht et al. ,2005);.improving personalization and customization of product offerings (Bakos, 1998);.enhancing custome

25、rs relationships (Kierzkowski et al.1996);.reducing marketing costs compare to traditional marketing media (Sculley andWoods, 2001);.reducing numbers of marketing staff (Gloor, 2000).However, the current literatures do not fully explore the issues relating to the performances of B2B e-marketplace fr

26、om an e-marketing perspective. In addition, much of the research is focused on particular research areas of interest often ignoring the links to others dimensions in particular e-marketing services. Hence, there are concerns that the despite the efforts to promote adoption of B2B e-marketplace from

27、an e-marketing perspective, SMEs are not fully aware of the opportunities and benefits (Stockdale and Standing, 2004). The literature provides insights into the current level of internet-enabler marketing technologies from B2B e-marketplace to the marketers. The online and offline publications from

28、both academics and practitioners indicated that, e-marketing via B2B e-marketplace is a modern marketing practice for buying and selling goods/services, exchange information/ideas via the internet associated with communication and promotional purposes. The frameworks suggested by various authors inc

29、luding Chaffey (2004), Gloor (2000), Kierzkowski et al. (1996) makes a significant contribution to knowledge in the areas of e-marketing that has the potential to create competitive advantage and enhance customer value. However, it appears that there is limited exploitation of such frameworks by ind

30、ustry professional. In order to develop a better understanding of the topic under study, this paper will adapt a multidisciplinary approach by integrating; traditional SMEs marketing, e-marketing, IS/IT, and B2B e-marketplace to develop an e-marketing framework that will offer a greater value for SM

31、Es.B2B電子商務(wù)市場：電子營銷的B2B電子商務(wù)框架背景自上世紀(jì)90年代互聯(lián)網(wǎng)作為一種全球共享信息的工具，互聯(lián)網(wǎng)開辟了一種新的營銷模式?！熬W(wǎng)絡(luò)用戶的快速增長使得互聯(lián)網(wǎng)越來越重要，有吸引力的商業(yè)交易平臺也應(yīng)運而生”。根據(jù)互聯(lián)網(wǎng)世界統(tǒng)計（2007年），2008年3月互聯(lián)網(wǎng)用戶人數(shù)達到14億，2000年至2008年期間增加290。許多學(xué)者和從業(yè)者都強調(diào)，互聯(lián)網(wǎng)是一個電子營銷的主要平臺，其中包括全球無障礙（Laudon，2002），方便更新（Sandeep、Singh，2005），實時信息服務(wù)（Harridge，2004年3月），交互通信的特點（Chaffey，2004）和獨特的定制和個性化的能力（

32、Teo、Tan，2002年）。此外，網(wǎng)絡(luò)營銷也指使用電子手段或媒介，建立和維護客戶關(guān)系。網(wǎng)絡(luò)營銷有利于交換意見，滿足買家和賣家。銷售，公共關(guān)系，直接營銷，廣告是市場營銷的重要組成部分，也包括網(wǎng)絡(luò)營銷策略?；ヂ?lián)網(wǎng)技術(shù)的發(fā)展為電子商務(wù)提供的主要的貿(mào)易平臺B2B電子商務(wù)市場做出了重大的貢獻。規(guī)模較大的組織通過B2B電子商務(wù)市場在供應(yīng)商/買家獲得更多的優(yōu)勢，然而，中小企業(yè)也渴望受益于電子市場。在電子環(huán)境中的競爭，仍然是他們的企業(yè)可以如何從B2B電子商務(wù)市場獲得利益的關(guān)注。來自學(xué)術(shù)界和工業(yè)界有了越來越多的在線和離線出版物說明在全球環(huán)境中電子營銷的貢獻的意識正日漸提高。盡管如此，探索如何為中小企業(yè)，從新興

33、的電子營銷實踐中受益，以及B2B電子商務(wù)市場的局限性是本文討論的重點。目的本文的目的是使讀者清楚地了解企業(yè)對企業(yè)（B2B）的電子商務(wù)在全球商業(yè)環(huán)境中的表現(xiàn)。B2B公司尤其是中小型企業(yè)（SMEs）要采取積極進取的態(tài)度，使用信息和通信技術(shù)來以及探索營銷活動的互聯(lián)網(wǎng)技術(shù)提高企業(yè)的效率和競爭優(yōu)勢，本框架的目的是為企業(yè)作指導(dǎo)的。設(shè)計與方法通過對B2B電子商務(wù)市場和電子營銷等領(lǐng)域進行分析，制定了初步的電子商務(wù)營銷的概念模型，概念模型的實證檢驗通過來自中國，馬來西亞和新加坡各行業(yè)的網(wǎng)上調(diào)查。研究結(jié)果由于在全球環(huán)境下，電子營銷的貢獻意識正日漸提高，因此在電子營銷領(lǐng)域?qū)W術(shù)界和工業(yè)界有了越來越多的在線和離線出版物

34、。這種新的營銷模式改變了營銷人員和消費者之間的業(yè)務(wù)關(guān)系，改善了業(yè)務(wù)流程，提高了發(fā)現(xiàn)新市場的機會。研究限制與影響本文的主要的限制是樣本選擇， 雖然本文的研究是國際化的，但是實證研究只針對中國，馬來西亞，新加坡進行，因此，普遍性的結(jié)果可能并不適用于其他國家。此外，大多數(shù)受訪者來自中小企業(yè)，大型企業(yè)的適用性可能有限。實際影響該框架使得電子商務(wù)公司為把握和理解商務(wù)市場提供了機會，該框架還提供了一個指導(dǎo)營銷經(jīng)理最合適的方法，通過B2B電子商務(wù)市場，執(zhí)行他們的電子營銷活動。創(chuàng)造與價值在需要一個電子營銷框架的基礎(chǔ)上，這項研究的意義：中小企業(yè)，市場營銷，信息技術(shù)從業(yè)人員，和所有其他利益相關(guān)者，通過互聯(lián)網(wǎng)和其他電子手段用于市場營銷目的。B2B電子商務(wù)在電子商務(wù)中的表現(xiàn)互聯(lián)網(wǎng)為B2B電子商