電子市場的商業(yè)模式外文翻譯可編輯

電子市場的商業(yè)模式外文翻譯外文翻譯原文BusinessModelsforElectronicMarketsMaterialSource:JournalonElectronicmarkets,20072Author:PaulTimmers11thCenturyEuropesawtheemergenceofcredit-basedbankingsystemsandfinancialinstrumentssuchasbillsofexchange.Theseconceptsremainwithus,intheirmodifiedform,tothisday.Theyunderpinallmodernformsofcommerce.Thearrivalofinformationtechnologyhasraisedtheprospectofradicalchangetothistraditionalmodel.TheriseoftheInternet,sincetheadventoftheWorldWideWeb,hasprovidedaneasytousecommunicationchannelforbusinessestocontactcurrentandpotentialcustomers.TheemergenceoftheInternetasageneralcommunicationchannelhasalsogivenrisetothepossibilityofwidespreadelectroniccommerce.Eventhoughthereisstillmuchdebaterelatingtoelectronicpaymentforcommercialactivities,thisisclearlyanareaofgrowth.ItisdifficulttosayhowlargetheInternetis.Hoffman&Novakquoteanumberofsurveyswhichsuggestthatthereareatleast10millionInternetusersintheUnitedStatesalone.ThenumberofcomputersconnectedtotheInternettopped9.47millionNetworkWizards,1996asofJanuary1996.Notethatasinglehostsupportsanywherefromasingleuserto,insomecases,thousandsofusersAsofMarch21,1996,24,347firmswerelistedinOpenMarket'sdirectoryof“CommercialServicesontheNet,”andtherewere54,800entriesinthe“Companies"directoryoftheYahooGuideto,withthetotalnumberofWebsitesdoublingapproximatelyeverytwomonths.TheInternetisonlyoneaspectoftechnology.Businessesrequireinformationandsupportingsystemsprocessestohandlethedata-overtimethesesystemshavebecomecomputerisedIT.Moderninformationtechnologycanbothsupporttheprocessesandhelpcaptureusefulinformationfortheenterprise.Thesetechnologiesinclude:First,Organizationalsupportsystems,suchasworkflowandgroupware-makingbusinessesmoreefficient.Second,Customercontactdatabases-helpingcaptureinformationaboutcustomersandfacilitatenewmethodsofmarketing.Third,Electronicpaymentsystemsforgoodsandservices-theseareemerging,althoughthemajorityofpaymentsarestillbasedonrelativelyexpensivetraditionalchequeclearance.BudayandNohria1996arguethattheriseofelectroniccommerceandthechangingconsumerprocessesbroughtaboutthroughelectroniccommunitiesarelikelytoleadtoanewwaveofreengineering,mergersandacquisitions.Moreover,organizationsmayexpandintonewbusinessareas,takingonrolesunforeseenpriortotheriseoftheWeb.Forexample:amagazinepublisher,CondNaste,hasmovedintothetravelbusiness;BillGatesisnowanelectronicrealestateagent;andarecruitmentadvertisingagency,BernardHodes,hasnowbecomeanelectronicrecruitmentcompany.Theemergenceofelectroniccommercewillsignificantlyimpactwhatwecurrentlycall‘marketing'.Clearly,theappearanceofelectroniccommunitiesArmstrongandHagel,1996impliesthatmarketingprofessionalsmustexpandtheirhorizonsastheadventofthistechnologywillthreatenexistingchannelsofbusiness.Thoseinvolvedinmarketingneedtounderstandthefullrangeofproductsandservicesrequiredbytheelectroniccommunity.Theymustlearntotakeadvantageofthetechnologythatallowscustomerstomoveseamlesslyfrominformationgatheringtocompletionofatransaction,interactingwiththevariousprovidersofproductsandservicesasnecessary.Anumberofinterestingquestionsareimplied:Whatkindofinformationisavailableforcollection?Isitappropriatetogatherthisinformationandforwhatshoulditbeused?Areinformationsystemsequippedtocapturecustomerinformationandtransactions,makingitavailableforlateranalysis?Whendealingwithelectroniccommunities,domarketingprofessionalscomprehendthedifferences?Oneneedstoengagethecustomeraspartofthetransactionratherthanblindlymailingtargets.ArmstrongandHagelproposefourtypesofnon-exclusiveelectroniccommunities,those:interestedintransactions;sharingcommoninterests;indulginginfantasygames;andwithasharedlifeexperience.Thebusinessopportunityisforthosewhosupportandinteractwiththesecommunities,buildingcustomerloyaltyonanongoingbasis.Bysatisfyingtherequirementsofrelationalmarketingandtransactions,companiesmaygainimportantinsightsintotheircustomers'natureandneeds.Forexample,ababyproductscompanycouldenticecustomerstoorderitemsfromanassociatedon-linecataloguebyprovidingbulletinboardsfornewparents.Theelectronicrelationshipextendsbeyondtheboundsoftheorganisationintothemarketasseenintheexampleofairline,hotelandcarrentalreservationsystems.Thecommunitiesestablishedhaveare-enforcingeffect.Theseinsightsforceustore-examinetraditionaltheoriesofeconomics,systems,organisations,marketing,competitionandtransactioncostanalysis.Astheboundariesbetweenfirmsandmarketsdissolve,acharacteristicofrelationshipmarketingandnetworkorganisations,anewimageofinteractionandbusinessisneeded.Theimportanceofinformationexchangeinrelationshipmarketingrequiresaclearunderstandingandrecognitionofthepotentialproblems.Privacyisalsoanissue-whatisprivatechangesfromonepersontoanotheraswellasbetweendifferentcultures.ThosewhousetheInternetarelikelytobebettereducatedandlesswillingtogiveinformation,unlesstheytrusttherecipient.Companiesneedtorealisethattheonlyreasontheyholdinformationonacustomerisbecausetheyhavearelationshipwiththatcustomer-somethingwhichisnottransferable.Thoseusingelectronicchannelstoreachcustomersarelikelytotargetbettereducatedandmoreaffluentcustomers.Theyneed,therefore,toensurethattheircustomerinformationsystemsareappropriate.Anunderstandingofthetrustbuildingprocessisalsorequired.Firmsneedtomakeafeatureoftheirtrustworthinessauniquesellingpoint!.Trustisbestdevelopedthroughprocesses.Processestendtobecustomerfacing-withineachcustomerinteractiontrustisbuilt-uporeroded.Companiesmustbeabsolutelyclearaboutthevalueandintendeduseofinformation.CollectinginformationbecauseitistechnicallypossibleandonedaymightbeusefulislikelytoweakentrustdevelopmentSurprisingly,asitiscurrentlyevolving,thereislittleactivityaimedatincludingtheconsumerinthedevelopmentofemergingmediaDennis&Pease,1994.Inordertoadoptamarketorientation,firmsmustunderstandtheircustomersandengageinconsumerresearch.Potentialcustomersaremosteffectivelyengagedthroughnewconversationalmarketingapproaches.Anecdotalevidencesuggeststherearetwotypesofcustomers-‘convenienceshoppers'and‘explorers'thosestreet-smartconsumerswhoarehappytosurftheWeblookingforthebestdealormostappropriateproductcombination.Furthermore,thesheersizeoftheWebmeansfindingrelevantinformationisbecomingmoreandmoredifficult-despitethebesteffortsofsearchenginessuchasYahoo.Ourresearch“suggeststhatthelargeproportionofWebuserswouldratherrelyonanintermediarytosiftandselectinformationontheirbehalf.WebsitesnotendorsedwillrequireknowledgeoftheaddressURLandareunlikelytobeaccessedwhensimilarinformation,productsorservicesarereadilyavailableinsidethecommunity.Contributingtotheriseofintermediariesareassociatedissuesofprivacy,trustandsecuritySchell,1996.WhilstthereismuchdiscussionontheissuesofInternetprivacyandsecurity,inthecontextofnormalbusinessactivities,manymillionsofpeopletrustotherswiththeirpersonalfinancialinformation.Examplesincludeorderingoverthetelephone,passingacreditcardtoanunknownwaiter,evensigningdirectdebitmandates.Ifanerroroccursinthesetypesoftransactionswetrusttheserviceprovidertocorrecttheerror.SowhyisitthatweexpecttheInternettosupportaleveloftrustandsecuritywhichwedonotobserveineverydaylifeMarketeersmustreconstructtheiradvertisingmodelsfortheinteractive,consumercontrolledmedium.ThetraditionalcustomerloyaltyladderSuspect,Prospect,Customer,Client,Partner,Advocateisstillapplicable,butnowoperatesinadifferentfashion.Thefirstthreestagesareofteninstantaneousinelectroniccommerce.Thetransitionfromcustomertoadvocatereliesonloyaltyearnedthroughtrust.TheinstantaneousnatureoftheInternetmakesthismoredifficult.Itshouldberecognizedthatprocessesarenotconfinedwithinoneorganization-theycrossthevaluechainasdemonstratedbythefollowingexample.Steinfield,etal1995describealarge,multinational,electricalapplianceandconsumerelectronicsmanufacturerthatusedFranceTelecom'sTelnetsystemtosupportEDI-likeconnectionstoapproximately10,000separateretailersandindependentserviceengineersthroughoutFranceaccessedthroughMinitelterminals.TheubiquitousTelnetserviceandthecommercialapplicationswhichemergedtoexploitit,provideinsightsintothedevelopmentofcommerceonaworld-wideInternetTheafter-salesservicesubsidiaryofthismanufacturerprovidedreplacementpartsandtrainingtoitswidelydispersedcustomerbase.TheTelnetsystempermittedelectronictransactions,evenwiththesmallesttradingpartners.Throughtheuseofon-lineordering,coupledwithcourierserviceforrapiddelivery,thefirmwasabletoeliminateregionalpartswarehousesandreducetheaveragerepairtimefromtwoweekstotwodays.Inthepast,serviceengineerswaiteduntiltheyhadasufficientneedforpartsbeforedrivingtoaregionalwarehouse.Oncethesystemwasimplemented,theyusedtheTelnetbased"just-in-time"stockingpracticeforreplacementparts.Movingtoacentralisedwarehousereducedtheneedforreplicatedinventoriesandextrapersonnelaroundthecountry,creatingsubstantialsavings.Moreover,serviceengineerswerefurtherbound-infollowingtheintroductionofarevenueproducing,expertsystem-based,trainingapplication.TechniciansconnectedtotheexpertsystemwhichaskedaseriesofquestionsdesignedtodiagnosethefaultandindicatetherepairsneededThis"just-in-time"trainingservicemeantthattechniciansnolongerrequiredexpensiveandlengthyin-persontraining-adifficulttaskgiventheshortlifecycleofnewelectronicsproducts.Serviceengineerswerechargedafeeforconnectingtotheservice,butitclearlyhelpedthemtoprovideafasterservicetotheendcustomerwhilstalsofurtherenforcingtheirdependenceonthesupplyingfirm.Theexpertsystemalsoaccumulateddataonrepairproblemsandprovidedvaluablefeedbacktothedesignandmanufacturingdivisionsofthecompany.Aprimarymotivationforthisservicewastodissuadeserviceengineersfromobtainingpartsandservicesfromothersuppliers.TheubiquityofMinitelmerelycreatedtheenvironmentwithinwhichthesuppliercouldmanagerelationshipswithaverylargesetofbuyers,withoutopeningtheirservicetoothersuppliers.譯文電子市場的商業(yè)模式資料來源:電子市場期刊,2007(2)作者：PaulTimmers11世紀歐洲出現了信貸和銀行系統等金融工具,如外匯支出。由于當時我們觀念的改變形成現代商業(yè)形式,信息技術的到來和發(fā)展前景徹底改變了這種傳統商業(yè)模式。網絡自誕生以來,提供了一個便捷的溝通渠道,使企業(yè)與客戶溝通更方便?；ヂ摼W的出現也引起了很多的溝通渠道的變化,表現了電子商務巨大的潛力。盡管仍有許多辯論懷疑這種商業(yè)模式的支付安全性,但這肯定是一個經濟增長的熱點。很難說互聯網有多大。霍夫曼?諾瓦克做了一些調查,發(fā)現在美國至少有10萬互聯網用戶,電腦數量連接因特網花費達9.47億美元(網絡奇才公司,1996),199年61月。注意到一個單一的主人支持的任何地,從方一個單一的用戶,在某些情況下,數以千計的用戶。截至1996年3月21日,在公開市場的上市公司24347目錄里“網上商業(yè)服務”共有54800份,在公司指導目錄里雅虎網,站網站的訪問人數大約每兩個月翻一番?；ヂ摼W技術只是一個方面。企業(yè)需要的信息系統和處理數據的應用軟件一段時間內成為新興的信息技術。現代信息技術幫助企業(yè)掌握并處理有用信息。這些技術包括：組織支持系統,比如工作流和群件使企業(yè)更加高效率。顧客聯絡數據庫,幫助捕獲關于顧客的信息并促進行銷新方法。電子支付系統,這種方式剛剛涌現,多數付款仍然應用比較昂貴的傳統現金結算。Buday和Nohria(1996)說，電子商務的興起為消費過程帶來的變化。通過網絡社區(qū)很可能導致新一輪的重整、合并與收購。此外,為拓展新的業(yè)務領域架構,同時企業(yè)角色變化必須領先于互聯網的崛起。電子商務的出現,將極大地影響我們現在的需要市場。顯然,出現網絡社區(qū)（阿姆斯特朗和黑格,1996）意味著行銷人才,必須擴大視野,這一技術的出現將威脅到現有的商業(yè)渠道。參與市場需要理解網絡世界產品和服務的全部,要學會利用技術使客戶從信息傳播到自由選擇交易完成,必須與與各種必要的產品和服務的供應商聯系。其中包含了一些有趣的問題:1.收集什么樣的資料是有用的?這是收集有關資料,并且如何使用?2.信息系統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,而不是一直郵寄。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,沉溺于幻想比賽,并且以共有的生活經驗。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，嬰孩產品公司能誘惑顧客定購項目從伴生的線上物品價目表由提供海報欄為新父母。電子式的關系，超越組織進入市場的例子，認為航空公司、酒店、租車預訂系統。建立社區(qū)有再加強的作用。這迫使我們認識，重新審查傳統的經濟理論、制度、組織、市場、競爭、交易成本分析。為解除企業(yè)和市場之間的界限，網絡營銷和組織關系的特點，新的形象和企業(yè)的互動是必要的。信息交換關系的重要性營銷，必須清醒認識到潛在的問題。隱私權也是一個問題是，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，因為他們的關系與客戶有沒有轉移。這些客戶使用電子渠道，有可能達到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是否合適。了解的過程還需要建立信任。企業(yè)要作出自己的特色守信。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。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