外文翻譯---電子商務(wù)戰(zhàn)略挑戰(zhàn)-電子商務(wù)

1、附件1：外文資料翻譯譯文電子商務(wù)戰(zhàn)略挑戰(zhàn)11世紀歐洲出現(xiàn)了信貸和銀行系統(tǒng)等金融工具，如外匯支出。 這是我們的觀念的改變，當時，它們是現(xiàn)代商業(yè)形式。信息技術(shù)的到來(電腦與通訊)和開展前景徹底改變這種傳統(tǒng)商業(yè)模式。 網(wǎng)絡(luò)(電子商務(wù))自誕生以來，提供了一個方便的溝通渠道,使企業(yè)與現(xiàn)有和潛在的客戶更方便?；ヂ?lián)網(wǎng)的出現(xiàn)也引起了普遍的溝通渠道的變化，以電子商務(wù)巨大的潛力。 盡管仍有許多辯論疑心這種商業(yè)模式的支付平安性，這顯然是一個經(jīng)濟增長的熱點。 很難說互聯(lián)網(wǎng)是多么大的網(wǎng)絡(luò). 霍夫曼&諾瓦克(1996)引用了一些調(diào)查(地下發(fā)現(xiàn)/SVP時代鏡和CommerceNet)發(fā)現(xiàn)在美國至少有10萬互聯(lián)網(wǎng)用戶

2、。電腦數(shù)量(主機)連接因特網(wǎng)花費達9.47億美元(網(wǎng)絡(luò)奇才公司,1996年),1996年1月. 看到任何一個單一主辦支持用戶都有成千上萬的使用者。 截至1996年3月21日，在公開市場的上市公司24347(1996)目錄里網(wǎng)上商業(yè)效勞 共有54800份,在公司指導(dǎo)目錄里雅虎網(wǎng)站(Yahoo,1996年)網(wǎng)站的訪問人數(shù)大約每兩個月翻一番.克拉克董事長Jim估計在1995年有4000萬因特網(wǎng)用戶每月增長8% (克拉克,1995年)。 互聯(lián)網(wǎng)技術(shù)只是一個方面。 企業(yè)需要的信息系統(tǒng)和處理數(shù)據(jù)的應(yīng)用軟件一段時間內(nèi)成為新興的信息技術(shù)。現(xiàn)代信息技術(shù)幫助企業(yè)掌握并處理有用信息。這些技術(shù)包括：1.組織支持系統(tǒng),

3、 譬如工作流和群件- 使企業(yè)更加高效率。2. 顧客聯(lián)絡(luò)數(shù)據(jù)庫-幫助捕獲關(guān)于顧客的信息并促進行銷新方法3. 電子支付系統(tǒng)-這種方式剛剛涌現(xiàn),多數(shù)付款仍然應(yīng)用比擬昂貴的傳統(tǒng)現(xiàn)金結(jié)算。集體和個人,這些地區(qū)將發(fā)生重大變化,一個公司的方式進行經(jīng)營，WorkWareEnix已經(jīng)創(chuàng)立了一個新名詞來形容這些技術(shù)的結(jié)合。 在一定程度上，這個領(lǐng)域的變化將引起一個公司經(jīng)營方式巨大的的改變，Enix 打造術(shù)語Workware 來描述這些技術(shù)的結(jié)合。 但是， 有普遍誤解對于組織支持技術(shù)的價值。由Xephon 的研究公司(1996) 調(diào)查437 家大企業(yè)，一個令人驚訝的比例(44%) 沒有介紹現(xiàn)代信息處理系統(tǒng)的直接意圖(

4、由Xephon 定義作為Lotus Notes 的群件, 微軟交換和Novell GroupWise) 。 其中， 65% 認為他們是缺乏信心的對于這些技術(shù)能否應(yīng)用。 從這些統(tǒng)計來看，許多組織疑心這種技術(shù)的好處。電子商務(wù)workware銀行組織支付系統(tǒng)處理支持營銷客戶信息圖1 -電子商務(wù)的出現(xiàn)之后,會由三個主要要素加固它的根基有效地收集、利用、處理、儲存和傳播信息的是現(xiàn)代企業(yè)經(jīng)營成功一個重要因素。 然而，收集和使用信息必須考慮隱私和平安問題. 最近出現(xiàn)在金融時報 (1996)上 “ 在1990年實現(xiàn)金融效勞機構(gòu)為企業(yè)管理和操縱信息和操作賺錢一樣。此外,有興趣的課題,如TQM和委托過程的重要性,

5、也顯示了根本性的根底. 利益被顯示該課題像TQM 和BPR處理根本構(gòu)件一樣重要。一些有預(yù)見的組織必將設(shè)立的頂部門開發(fā)利用這三個要素市場改變老市場開拓新市場。 那些未能很快地適應(yīng)新的市場規(guī)那么企業(yè)其戰(zhàn)略規(guī)劃將是多余的， 各企業(yè)應(yīng)為了市場運作必須研究這些技術(shù)營銷 BudayNohria(1996)和說,電子商務(wù)的興起為消費過程帶來的變化通過網(wǎng)絡(luò)社區(qū)很可能導(dǎo)致新一輪的重整、合并與收購。 此外,為拓展新的業(yè)務(wù)領(lǐng)域架構(gòu),同時企業(yè)角色變化必須領(lǐng)先于互聯(lián)網(wǎng)的崛起。 例如:某雜志發(fā)行人Condé.Naste已進入旅游業(yè)務(wù)，比爾.蓋茲真正的網(wǎng)絡(luò)房地產(chǎn)經(jīng)紀人;補充性的廣告公司和貝爾納已成為補充性的電子公

6、司。 電子商務(wù)的出現(xiàn)，將極大地影響我們現(xiàn)在的需要'市場'。 顯然,出現(xiàn)網(wǎng)絡(luò)社區(qū)(阿姆斯特朗和黑格，1996)意味著行銷人才，必須擴大視野，這一技術(shù)的出現(xiàn)將威脅到現(xiàn)有的商業(yè)渠道。參與市場需要理解網(wǎng)絡(luò)世界產(chǎn)品和效勞的全部。要學會利用技術(shù)使客戶從信息傳播到無礙交易完成自由選擇，與各種必要的產(chǎn)品和效勞的供給商聯(lián)系是必須的。包含了一些有趣的問題是:1.收集什么樣的資料是有用的？ 這是收集有關(guān)資料,并且如何使用? 2.信息系統(tǒng)是否有能力掌握客戶的交易資料,使之對以后分析有用? 3.在處理電子社區(qū)、專業(yè)市場做不同理解. 人們需要把進行交易的客戶作為目標,而不是一味郵寄。 互聯(lián)網(wǎng)作為社會思想的

7、核心,自它起源就作為防御,但大多數(shù)學術(shù)計算機網(wǎng)絡(luò)還不是社區(qū)型商業(yè). 但是,世界上有廣泛的范圍和性質(zhì)的變化和互聯(lián)網(wǎng)的方式進行商業(yè)交易. 行政總裁柯達據(jù)說說他唱看柯達網(wǎng)站找廠商. 但據(jù)他所知,這是最重要的,因為個人的方式,因為出售逐戶推銷員,只是現(xiàn)在老百姓都對柯達客戶的大門. 阿姆斯特朗和黑格提出四種非專屬電子社區(qū)是:交易興趣. 網(wǎng)絡(luò)社區(qū)這個想法是在互聯(lián)網(wǎng)中心從它的起源作為防御和學術(shù)計算機網(wǎng)絡(luò)雖然多數(shù)社區(qū)特別仍然不被安置商務(wù)。 但是, 萬維網(wǎng)改變了和擴展了聯(lián)網(wǎng)的本質(zhì)并以這種方式產(chǎn)生了新的商業(yè)交易。 柯達的CEO 斷言陳述, 他不能告訴是否柯達網(wǎng)站是利潤的源泉。 但他知道它是重要的，它是超越個人挨家

8、挨戶的推銷的方式, 唯一顧客主動找上門來。 阿姆斯壯和Hagel 提出四類型非排除性的電子社區(qū), 那些: 對交易感興趣; 分享共同利益; 沉溺于夢想比賽; 并且以共有的生活經(jīng)驗。 商機是為那些支持和與這些社區(qū)相處融洽, 大廈顧客忠誠持續(xù)地。 由滿足關(guān)系行銷和交易的要求, 公司也許了解重要入他們的顧客的自然和需要。 例如, 嬰孩產(chǎn)品公司能誘惑顧客定購工程從伴生的線上物品價目表由提供海報欄為新父母。 欲望建立與越來越老練需求的長期客戶關(guān)系帶著公司尋找新建方式獲取, 管理和運用客戶信息(Peters 和Fletcher, 1995). 此外, 預(yù)付款在信息技術(shù)根本上修改了公司和客戶維護他們的關(guān)系的通

9、道。 能力獲得和運用客戶信息在進程之內(nèi)成為了一個關(guān)鍵戰(zhàn)略問題。 這經(jīng)常安置公司在要求敏感個人信息的位置從客戶。 Gummesson (1987 年, 1994 年, 1995) 觀看市場營銷作為一套關(guān)系, 網(wǎng)絡(luò)和交往和列表30Rs (關(guān)系) 與McCarthy 的(1981) 4Ps (產(chǎn)品比照, 價格, 安排& 促銷) 。 Gummesson 顯示情況電子關(guān)系不討論在市場宣傳品即使它由許多企業(yè)廣泛實踐。 他與虛構(gòu)的(相似與虛擬或網(wǎng)絡(luò)) 組織鏈接關(guān)系市場營銷。 他爭論那由越來越申請它, 更多關(guān)系被建立。 他們創(chuàng)立債券的新型對客戶和在員工之間。 電子式的關(guān)系，超越組織進入市場的例子,認為

10、航空公司、酒店、租車預(yù)訂系統(tǒng). 建立社區(qū)有再加強的作用。 這迫使我們認識,重新審查傳統(tǒng)的經(jīng)濟理論、制度、組織、市場、競爭、交易本錢分析。 為解除企業(yè)和市場之間的界限,網(wǎng)絡(luò)營銷和組織關(guān)系的特點,新的形象和企業(yè)的互動是必要的。 信息交換關(guān)系的重要性營銷(特別是利用電子渠道),必須清醒認識到潛在的問題。 隱私權(quán)也是一個問題是,從一個人到另一個私人之間以及不同文化。 那些有可能使用因特網(wǎng)并不太愿意讓較高的信息,除非信托受益。公司需要知道的唯一理由是他們進行客戶資料，因為他們的關(guān)系與客戶有沒有轉(zhuǎn)移。 這些客戶使用電子渠道，有可能到達更好的教育和更富裕的目標客戶。他們需要,確?？蛻粜畔⑾到y(tǒng)是否適宜。了解的

11、過程還需要建立信任。企業(yè)要作出自己的特色守信(獨特賣點!)。 對信任大廈過程的理解是必需的。 企業(yè)需要通過過程標志他們的可信賴性(一個獨特的賣點!)。信任最好通過過程開發(fā)出來。 該過程傾向于顧客飾面在各顧客互作用信任之根底上迅速筑起否那么下降。公司對信息的價值和意欲的用途必須是絕對清楚的。收集信息在技術(shù)上可能的(一天也許是有用的)很可能減弱信任開展。 霍夫曼(1996)、諾瓦克聲稱網(wǎng)絡(luò)營銷理念在逐漸演變。為了成功地教學推銷這種新的努力, 在新興的電子網(wǎng)絡(luò)社會需要新的商業(yè)模式重建營銷功能推動電子商務(wù)。 " 許多海外璵任何璽 " 依照通訊網(wǎng)絡(luò)模式(其實有很多多對一的例子)原那么

12、,將傳統(tǒng)媒體應(yīng)用在廣告中(一對一模式)(多霍夫曼和諾瓦克,1994年). 采用這種方法發(fā)揮被動廣告在網(wǎng)上俘虜消費者是多余的。 令人驚訝的是,它正在發(fā)生變化,沒有包括消費活動,旨在開展新興媒體(丹尼斯 & Pease,1994)。通過以市場為導(dǎo)向，企業(yè)必須了解如何對客戶和消費者進行研究。通過最有效的潛在客戶進行對話性新營銷方式. 逸事證據(jù)建議有二類型顧客， 便利顧客的和探險家的(愉快沖浪網(wǎng)尋找最正確的成交或多數(shù)適當?shù)漠a(chǎn)品組合) 的那些街道聰明的消費者。 此外, 用網(wǎng)(兆文件和指數(shù)地生長) 手段找到相關(guān)的信息的純粹大小變得越來越困難，盡管盡搜索引擎最正確的努力譬如雅虎。 我們的研究建議,大

13、比例的網(wǎng)友對于他們的代表寧可會依靠中介(社區(qū)操作員)過濾和選擇信息。網(wǎng)站沒簽名將要求有地址的知識(URL) 并且不太可能獲取何時相似的信息, 在社區(qū)里面產(chǎn)品或效勞是欣然可利用的。 對中介的奉獻保密性上升的伴生的問題, 信任和平安(Schell, 1996).在正常經(jīng)營活動狀況下討論關(guān)于互聯(lián)網(wǎng)保密性和證券的問題,成千上萬人以他們的個人財政為賭注相信其他人。有一例子，包括在通話中定貨, 通過信用卡對一位未知的侍者簽署的直接借項命令。 如果錯誤發(fā)生在這些類型交易中我們相信效勞提供者會改正錯誤。這就是在日常生活中為什么我們盼望互聯(lián)網(wǎng)支持我們不觀察信任和證券的水平? 相似的信任關(guān)系無法被建立在電子斡旋的

14、討論是沒有理由的。在一個電子社區(qū)范圍內(nèi) 如果任何人在那些違反規(guī)矩，個體(或小組個體) 尋找報應(yīng)變得容易了。在荷蘭，它傾向攻擊那些設(shè)法做廣告在學術(shù)討論組(郵件炸彈) 的證據(jù)可能被發(fā)現(xiàn) ，并且社區(qū)維持治安反對拍照者。 營銷經(jīng)理必須改建他們廣告的模型成為交互式的消費者受控媒介。 傳統(tǒng)顧客忠誠階梯(嫌疑犯, 前景, 顧客, 客戶, 伙伴, 提倡者) 是可適用的, 但現(xiàn)在操作格外時尚。在電子商務(wù)時代 第一三個階段經(jīng)常是瞬間的。 轉(zhuǎn)移從顧客到提倡者依靠忠誠贏得信任?；ヂ?lián)網(wǎng)的快速本質(zhì)使這變的更加困難。 通過價值鏈溝通它應(yīng)該被認可, 依照由以下例子展示過程不被限制在一個組織之內(nèi)- 他們穿越價值鏈。 Stein

15、field,描述一大, 多民族, 使用半新法國電信的Telnet 系統(tǒng)電氣用品和家電制造商支持EDI 象與大約10,000 個不同販商的連接和獨立效勞工程師一樣普及法國(被獲取通過微型 終端)。涌現(xiàn)普遍存在的剝削它的Telnet 效勞和商務(wù)應(yīng)用, 在全世界互聯(lián)網(wǎng)提供洞察商務(wù)的開展。 這位制造商售后效勞輔助者對它的廣泛并且被分散的用戶提供了替換件和訓練。Telnet系統(tǒng)是允許與最小的貿(mào)易的伙伴發(fā)生電子事務(wù)的。為迅速交付通過對在線排序的使用結(jié)合遞送急件效勞, 從二個星期到二天企業(yè)能消滅地方零件倉庫和減少平均修理時間。 從前, 效勞工程師直到他們有對零件有充足的需要之后才去向倉庫要料。一旦系統(tǒng)被實施

16、了, 他們使用了Telnet 基于JIT的庫存實踐為替換件。 行動在國家周圍向一個集中化倉庫減少了對被復(fù)制的存貨的需要和額外人員, 創(chuàng)造鞏固儲款。 而且, 效勞工程師將根據(jù)專家系統(tǒng)訓練應(yīng)用進一步說明介紹生產(chǎn)收入。 技術(shù)人員連接到被設(shè)計診斷缺點并且說明修理需要能問一系列的問題的專家系統(tǒng)。 這種"準時生產(chǎn)制" 訓練效勞意味技術(shù)人員不再需要昂貴和長的個人訓練，也就是說，用現(xiàn)在的電子產(chǎn)品一個難題將很快被解決。為連接到效勞效勞工程師也被收取了費用, 但它清楚地幫助他們對末端顧客提供一項更加快速的效勞，并且促進強制執(zhí)行他們對供給的企業(yè)的依賴性。專家系統(tǒng)也為修理問題積累數(shù)據(jù)并對公司的的設(shè)

17、計和加工反應(yīng)有價值信息。效勞的主要刺激是諫阻效勞工程師要從其它供給商獲得產(chǎn)品部件和效勞。在沒有對其它供給商翻開他們的效勞情況下，微型 無所不在，它創(chuàng)造了供給商能處理與顧客良好的關(guān)系的環(huán)境。附件2：外文原文復(fù)印件The Strategic Challenges of Electronic CommerceIntroduction11th Century Europe saw the emergence of credit-based banking systems and financial instruments such as bills of exchange. These concept

18、s remain with us, in their modified form, to this day (Chown, 1994). They underpin all modern forms of commerce. The arrival of information technology (computers and telecommunications) has raised the prospect of radical change to this traditional model. The rise of the Internet (electronic commerce

19、), since the advent of the World Wide Web, has provided an easy to use communication channel for businesses to contact current and potential customers. The emergence of the Internet as a general communication channel has also given rise to the possibility of widespread electronic commerce. Even thou

20、gh there is still much debate relating to electronic payment for commercial activities, this is clearly an area of growth.It is difficult to say how large the Internet is. Hoffman & Novak (1996) quote a number of surveys (O'Reilly, FIND/SVP, Times Mirror and CommerceNet) which suggest that t

21、here are at least 10 million Internet users in the United States alone. The number of computers (hosts) connected to the Internet topped 9.47 million (Network Wizards, 1996) as of January 1996. Note that a single host supports anywhere from a single user to, in some cases, thousands of users. As of

22、March 21, 1996, 24,347 firms were listed in Open Market's (1996) directory of "Commercial Services on the Net," and there were 54,800 entries in the "Companies" directory of the Yahoo Guide to WWW (Yahoo, 1996), with the total number of Web sites doubling approximately every

23、two months. Jim Clarke, the chairman of Netscape, estimated the Internet has 40 million users in 1995 with growth at 8% per month (Clarke, 1995).The Internet is only one aspect of technology. Businesses require information and supporting systems (processes) to handle the data - over time these syste

24、ms have become computerised (IT). Modern information technology can both support the processes and help capture useful information for the enterprise. These technologies include:1. Organizational support systems, such as workflow and groupware - making businesses more efficient.2. Customer contact d

25、atabases - helping capture information about customers and facilitate new methods of marketing.3. Electronic payment systems for goods and services - these are emerging, although the majority of payments are still based on relatively expensive traditional cheque clearance.Collectively and individual

26、ly, these areas will contribute to major changes in the way a company conducts its business. Enix have coined the term Workware to describe the combination of these technologies. Figure 1 - The emergence of Electronic Commerce will be underpinned by three key componentsHowever, there is still widesp

27、read misunderstanding on the value of organisational support technology. A recent survey of 437 large enterprises by research company Xephon (1996) indicated that an astonishing proportion (44%) had no immediate intention of introducing modern information handling systems (Groupware was defined by X

28、ephon as Lotus Notes, Microsoft Exchange and Novell GroupWise). Of these, 65% said they were unsure what these technologies could deliver. From these statistics, it is clear many organisations are still sceptical about the benefits of technology. The efficient collection, utilisation, handling, stor

29、age and dissemination of information is a vital component of corporate success in the modern business world. However, the gathering and use of information must take into account issues of privacy and security. A recent feature in the Financial Times (1996) noted that " in order to thrive in the

30、 1990s, financial services organisations are as much in the business of managing and manipulating information as managing and making money." Furthermore, the interest shown in topics such as TQM and BPR has demonstrated the importance of processes as a fundamental building block. Inevitably a f

31、ew savvy organizations in each sector will utilise all three components to change their market or develop new markets. Those who do not adapt quickly to the new ways of working are likely to be disadvantaged as their strategies become redundant. All businesses should investigate the implications of

32、these technologies for them and the markets within which they operate.Marketing Champy, Buday and Nohria (1996) argue that the rise of electronic commerce and the changing consumer processes brought about through electronic communities are likely to lead to a new wave of reengineering, mergers and a

33、cquisitions. Moreover, organizations may expand into new business areas, taking on roles unforeseen prior to the rise of the Web. For example: a magazine publisher, Cond Naste, has moved into the travel business; Bill Gates is now an electronic real estate agent; and a recruitment advertising agency

34、, Bernard Hodes, has now become an electronic recruitment company.The emergence of electronic commerce will significantly impact what we currently call marketing. Clearly, the appearance of electronic communities (Armstrong and Hagel, 1996) implies that marketing professionals must expand their hori

35、zons as the advent of this technology will threaten existing channels of business. Those involved in marketing need to understand the full range of products and services required by the electronic community. They must learn to take advantage of the technology that allows customers to move seamlessly

36、 from information gathering to completion of a transaction, interacting with the various providers of products and services as necessary. A number of interesting questions are implied:   1. What kind of information is available for collection? Is it appropriate to gather this information and fo

37、r what should it be used?2. Are information systems equipped to capture customer information and transactions, making it available for later analysis?3. When dealing with electronic communities, do marketing professionals comprehend the differences? One needs to engage the customer as part of the tr

38、ansaction rather than blindly mailing targets.This idea of community has been at the heart of the Internet since its origins as a defence and academic computer network although most communities are still not particularly oriented toward commerce. However, the World Wide Web has changed and broadened

39、 the nature of the Internet and the way in which commercial transactions are conducted. The CEO of Kodak is alleged to have remarked that he couldnt tell if the Kodak Website was a money maker. But he knew it was important because it was the most personal way of selling since door to door salesmen,

40、only now the customers were knocking on Kodaks door. Armstrong and Hagel propose four types of non-exclusive electronic communities, those: interested in transactions; sharing common interests; indulging in fantasy games; and with a shared life experience. The business opportunity is for those who s

41、upport and interact with these communities, building customer loyalty on an ongoing basis. By satisfying the requirements of relational marketing and transactions, companies may gain important insights into their customers nature and needs. For example, a baby products company could entice customers

42、 to order items from an associated on-line catalogue by providing bulletin boards for new parents.The desire to establish long-term customer relationships with increasingly sophisticated demands has led companies to seek new ways of acquiring, managing and utilising customer information (Peters and

43、Fletcher, 1995). Furthermore, advances in information technology have fundamentally altered the channels through which companies and customers maintain their relationships. The capacity to obtain and apply customer information within processes has become a key strategic issue. This often places the

44、company in the position of requiring sensitive personal information from customers.Gummesson (1987, 1994, 1995) views marketing as a set of relationships, networks and interactions and lists 30Rs (relationships) in contrast to McCarthys (1981) 4Ps (Product, Price, Place & Promotion). Gummesson h

45、ighlights the fact that the electronic relationship is not discussed in the marketing literature even though it is practised widely by many businesses. He links relationship marketing to the imaginary (similar to a virtual or network) organisation. He argues that by increasingly applying IT, more re

46、lationships are established. They create a new type of bond to customers and between employees. The electronic relationship extends beyond the bounds of the organisation into the market as seen in the example of airline, hotel and car rental reservation systems. The communities established have a re

47、-enforcing effect. These insights force us to re-examine traditional theories of economics, systems, organisations, marketing, competition and transaction cost analysis. As the boundaries between firms and markets dissolve, a characteristic of relationship marketing and network organisations, a new

48、image of interaction and business is needed.The importance of information exchange in relationship marketing (particularly using an electronic channel) requires a clear understanding and recognition of the potential problems. Privacy is also an issue - what is private changes from one person to anot

49、her as well as between different cultures. Those who use the Internet are likely to be better educated and less willing to give information, unless they trust the recipient. Companies need to realise that the only reason they hold information on a customer is because they have a relationship with th

50、at customer - something which is not transferable. Those using electronic channels to reach customers are likely to target better educated and more affluent customers. They need, therefore, to ensure that their customer information systems are appropriate.An understanding of the trust building proce

51、ss is also required. Firms need to make a feature of their trustworthiness (a unique selling point!). Trust is best developed through processes. Processes tend to be customer facing - within each customer interaction trust is built-up or eroded. Companies must be absolutely clear about the value and

52、 intended use of information. Collecting information because it is technically possible (and one day might be useful) is likely to weaken trust development. Hoffman and Novak (1996) assert that the Web heralds an evolution in marketing concepts. In order for marketing efforts to succeed in this new

53、medium, a new business paradigm is required in which the marketing function is reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web. The "many or any" communication model of the Web (in fact many instances of many-to-one) turns traditional p

54、rinciples of mass media advertising inside out (a one-to-many model) (Hoffman and Novak, 1994). The application of advertising approaches which assume a passive, captive consumer are redundant on the Web.Surprisingly, as it is currently evolving, there is little activity aimed at including the consu

55、mer in the development of emerging media (Dennis & Pease, 1994). In order to adopt a market orientation, firms must understand their customers and engage in consumer research. Potential customers are most effectively engaged through new conversational marketing approaches.Anecdotal evidence sugg

56、ests there are two types of customers - convenience shoppers and explorers (those street-smart consumers who are happy to surf the Web looking for the best deal or most appropriate product combination). Furthermore, the sheer size of the Web (trillions of documents and growing exponentially) means f

57、inding relevant information is becoming more and more difficult - despite the best efforts of search engines such as Yahoo. Our research suggests that the large proportion of Web users would rather rely on an intermediary (community operator) to sift and select information on their behalf. Web sites

58、 not endorsed will require knowledge of the address (URL) and are unlikely to be accessed when similar information, products or services are readily available inside the community.Contributing to the rise of intermediaries are associated issues of privacy, trust and security (Schell, 1996). Whilst t

59、here is much discussion on the issues of Internet privacy and security, in the context of normal business activities, many millions of people trust others with their personal financial information. Examples include ordering over the telephone, passing a credit card to an unknown waiter, even signing direct debit mandates. If an error occurs in these types of transactions we trust the service provi