电子商务和中小企业在互联网上选择正确商品销售论文英汉互译.docx
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电子商务和中小企业在互联网上选择正确商品销售论文英汉互译.docx
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电子商务和中小企业在互联网上选择正确商品销售论文英汉互译
附录A
E-CommerceandSmallBusiness
-FindingtheRightProductstoSellontheInternet
Abstract
TheInternethasprovidedarareopportunityespeciallyforsmalltomediumsizedenterprises.Itmovesorganizationsbeyondthephysicalconstraintsoftheirtraditionaldistributionchannelsandcreatesaworldwidevirtualcommunityinwhichsmallandmediumsizedcompaniescancompetewithlargeenterprises.ThepotentialoftheInternetasacommercialmediumandmarkethasbeenwidelydocumentedinavarietyofmedia.However,theliteraturetodateonelectroniccommerceisbyandlargeanecdotal.BothsuccessfulandunsuccessfulcasesofInternetmarketinghavebeenreported.TherearenoprovensuccessfulmodelsthatcanhelpthemanagementtodeterminehowbeneficialtheInternetmarketingcouldprovidefortheirbusiness.Inthisresearch,wefocusontheuseoftheInternetasavirtualstorefrontwhereproductsareoffereddirectlytocustomers.OurcontentionisthatproductcharacteristicsplayamajorroleinthesuccessfulnessofitsmarketingontheInternet.Ifwecanidentifythefactorsthatimpacttheuseofon-linemarketingapproach,wecanbuildaframeworktohelpevaluatethechanceforacompanytosucceedine-commerce.
Keywords:
Internetmarketing,productcategory,SME.
1.Introduction
ThetremendousgrowthoftheInternethascreatedopportunitiesforconsumersandfirmstoparticipateinanonlineglobalmarketplace.ItisconceivablethatinthefutureeverypersonwithaccesstoacomputerwillinteractwithfirmsmarketingontheInternet.TheInternethasprovidedarareopportunityespeciallyforsmalltomediumsizedenterprises(SME).ItmovesorganizationsbeyondthephysicalconstraintsoftheirtraditionaldistributionchannelsandcreatesaworldwidevirtualcommunityinwhichSMEcancompetewithlargeenterprises.ThepotentialoftheInternetasacommercialmediumandmarkethasbeenwidelydocumentedinavarietyofpublications.However,theliteraturetodateonelectroniccommerceisbyandlargeanecdotal.BothsuccessfulandunsuccessfulcasesofInternetmarketinghavebeenreported.TherearenoprovensuccessfulmodelsthatcanhelpthemanagementtodeterminehowbeneficialtheInternetmarketingcouldprovidefortheirbusiness.AWebsitegivesdirectcontactbetweentheorganizationandtheconsumer.Therapiddevelopmentsofon-linecomputingtechnology,someespeciallytargetedatSME[AsianBusiness2000],makeitinevitableforbusinessesnottoseriouslyconsidertheInternetasanalternativedistributionchanneltoavoidlosingcompetitiveadvantage.
Since1993,theInternethasbeenusedtosupportconventionalsalesandmarketingactivities;itmatchesbuyersandsellersinamorecost-effectivemanner,comparedwithtraditionaladvertisingandmarketing.WhiletransactionsaretakingplaceontheInternet,thecurrentlevelofcommerceissmallrelativetooverallcommerceintheUnitedStates.ThephenomenalgrowthoftheInternetcommunityhasbeguntoalterthewaybuyersandsellersexchangeinformationandthestructureofdistribution.Itbreaksthroughthephysicalbarrierstraditionallyplacedoncommerceandmovesfirmstoanewcommercialmarketplace.Inaddition,theopportunityforbuyerstoexamineortesttheproductorserviceandinteractwiththesellertoreceiveadditionalinformationorsupportcanbeprovidedthroughtheonlineservice.
Whilemanysuccessfulcasesoftheon-linemarketingapproachhavebeenrecordedinelectroniccommerceliterature,ahandfuloffailedcaseshavealsobeenreported.Theindustriesthathavebenefitedmostfromon-linemarketingsuchason-linebrokerageservices,travelagencies,andrealestateservices,arealsotheonesthatwerepredictedtobemostthreatenedbythenewInternetmarketing.Althoughthehistoryofelectroniccommerceisnotlong,especiallytheuseoftheInternetasavirtualstorefront.Webelievelessonscanbelearnedfrompreviouscases.Previousresearchhasidentifiedcommonproblemsofe-marketingstrategiesinclude:
failuretoclassifyproductcharacteristics,inappropriatechannelselection,pricing,andpromotionstrategies.Inthisresearch,wefocusontheuseoftheInternetasavirtualstorefrontwhereproductsareoffereddirectlytocustomers.WecontendthatproductcharacteristicsplayamajorroleinthesuccessfulmarketingofaproductontheInternet.Ifwecanidentifythefactorsthatimpacttheuseofanon-linemarketingapproach,wecanbuildamodeltohelpevaluatethechanceforaparticularkindofproducttosucceedinonlinemarketing.
2.ProsandConsofE-MarketingApproach
Channelselectionisacomplextaskforbothresearchersandpractitionersinmarketing.AlthoughInternetmarketinghasboomedinrecentyears,mostcompanieshaveuseditmainlyforadvertisingorpromotingcorporateimages.NotmanycompanieshavefullyutilizedthepowerofInternetmarketingasanewchannelformakingtransactionsontheInternet.Besidesthevarioustechnicalobstacles,issuessuchassecurityofonlinetrading,authentication,taxpolicies,etc.,haveyettobeovercome,themainreasonthathaspreventedcompaniesgoingonlineistheuncertaintyinvolvedastheInternetisanentirelynewtransactionchannel.Theexistingresearchinchanneldesignandselectionhasonlyconsideredthetraditionalchannels,includingdirectandindirectmarketingapproaches.Therearenodocumentedresultsorresearchthatprovidesasystematicmethodtoguideevaluation,planning,andexecutionofthechannelchoicedecisionwhenitcomestoInternetmarketing.AlthoughtheInternetisanentirelynewchannel,ithasmanyofthesamecharacteristicsasthoseofconventionalchannels.WebelievestudyingthefactorsconsideredsignificantinconventionalchannelselectioncanalsohelpinanalyzingthebehaviorsofInternetmarketing.
3.TheAdvantagesofInternetMarketing
Marketingactivityoccursthroughthreetypesofchannels:
communication,transaction,anddistributionchannels.AlthoughthisstudyfocusesonusingtheInternetasanewtransactionand/ordistributionchannel,therearesubstantialinteractionsandoverlappingamongtheactivitiesperformedbythethreetypesofchannels.Therefore,weneedtoconsidertheeffectofInternetmarketingonallaspectsofmarketingactivitiestobeabletorecognizethetruebenefitsofInternetmarketing.TheextantliteratureinElectronicCommercehasdocumentedvariousadvantagesforcompaniestoselldirectlyontheInternet.Theseadvantagescanbeclassifiedintothreechannelsbasedonthefunctionsperformed:
communication,transaction,ordistribution.
CommunicationChannel:
Exchangeinformationbetweensellersandbuyers.TheInternetisanextremelyeffectivemediumforaccessing,organizing,andcommunicatinginformation.Petersonetal.haveidentifiedseveraluniquecharacteristicsoftheInternetregardingcommunication:
(1)theabilitytostorevastamountsofinformationthatcanbesearchedanddisseminatedinacost-effectivemannerwhichisaccessiblebyvirtuallyeveryoneontheNet,
(2)interactivityandtheabilitytoprovideinformationondemand,and(3)provideperceptualexperiencesthataresuperiortoaprintedcatalog.
TheInternetcanprovidetimelyinformationtocustomersbecauseofitsabilityforinstantcommunicationanditsavailability24hoursaday,7daysaweek.Thismeansmoreinteraction,bettercustomerservicesandquickerresponses.TheInternetcanbeusedforbothinternalandexternalcommunications.Forexternalcommunication,itcanbeusedtocommunicatewithbothsuppliersandcustomers.ThewaysofcommunicationontheInternetrangefromthemostbasicformofelectronicmail(e-mail)service,mailinglist,andnewsgroups,toparticipatinginchat-roomactivities.Italsoallowsforeasyfollow-uponcustomers’needsandforexpandingandadjustingmarketingstrategyaccordingly.Asaplus,greaterrelianceonInternetcommunicationusuallyresultsinlowerlong-distancephoneandfaxcosts.
AnotherpotentialbenefitofusingtheInternetistheabilitytogatherinformationaboutyourcustomersviasurveysandcontests.Theinformationcanbeusedtoassistnewproductdevelopmentandintroduction.Companiescandesignandpersonalizeadvertisingforeachcustomerthrough“push”technology.Thecommunicationalsohelpswithidentifyingprospects,salesandrelationshipbuildinganddeepeningcustomerloyalty.
Anotherfactorthatmayconsideradvantageoustocertaintypesofproductsbutdisadvantageoustoothersisthefactthatthereisnoactualface-to-facecontactinvolvedintheInternetcommunication.Forthetypesofproductsthatreliesheavilyonbuildingpersonalrelationshipbetweenbuyersandsellerssuchasthesellingoflifeinsurance,andthetypeofproductsthatrequiresphysicalexamination,Internetmarketingmaybelessappropriate.Ontheotherhand,thetypesofproductsthatpeoplefeelembarrassedtopurchaseattraditionalretailstoressuchaspornographytendtosellwellonline.
TheInternetcanalsoeasetransactionprocessing,especiallyforhandlingcomplexorders,therebyreducingpaperwork,increasingefficiency,replacingprofessionalstasks,hencereducingthetransactioncost.Theonlinepaymentsystemminimizestheprocessingfeehenceallowsforsmall-feetransactionsformicro-services.ThisisespeciallyadvantageousforSMEbecausemostoftheirbusinessaregeneratedfromlow-volumeordersthusallowsthemtobettercompetewithlargecapcompanies.
Forbusiness-to-businesstransactions,shorteningtheprocessingtimealsomeansthebuyercanmaintainalowerinventorylevelandreduceotherrelatedoverheadforhandlingexcessiveinvento
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