Assignment寫作格式：Enhancing Business Through Online Presence
Assignment寫作格式-通過在線展示提高業(yè)務(wù)量。本文是一篇留學生Business Assignment寫作的范文，主要內(nèi)容是講述互聯(lián)網(wǎng)提供了獨特的接入方式和巨大的潛力，但人們卻傲慢地認為這是一個容易成功的環(huán)境：“互聯(lián)網(wǎng)泡沫”在過去幾年中已經(jīng)證明了這一點。互聯(lián)網(wǎng)是一個競爭異常激烈的市場，價格只是一個問題，這個問題并不像一些人想象的那么關(guān)鍵。在初創(chuàng)階段，折扣作為贏得客戶的一種手段，拍賣網(wǎng)站也比比皆是，許多新的商業(yè)活動形式正在出現(xiàn)。然而，比競爭對手便宜并不是唯一的考慮因素：為了取得成功，公司需要為客戶提供卓越的服務(wù)和易用性，因為互聯(lián)網(wǎng)的快速增長，許多客戶對互聯(lián)網(wǎng)并不熟悉。大多數(shù)電子商務(wù)只是順應(yīng)潮流，并因此而失敗。亞馬遜創(chuàng)造了一種趨勢，并繼續(xù)開拓新天地：他們足夠靈活地應(yīng)對拍賣時尚，并將繼續(xù)為客戶提供他們可以信任的獨特零售體驗。下面就一起來看一下這篇留學生Business Assignment格式范文的具體內(nèi)容。
Assignment prepared for VG Jones concerning redevelopment and enhancement of their online business presence and e-business strategy.為VG Jones編寫的關(guān)于重新開發(fā)和加強其在線業(yè)務(wù)和電子商務(wù)戰(zhàn)略的作業(yè)。
Executive Summary 執(zhí)行摘要
The Internet offers unique access and huge potential, yet it is arrogant to believe that this is an easy environment to succeed in: the “dot com bubble” has shown this over preceeding years . The Internet is an incredibly competitive market, with price just one issue and an issue not as critical as some would think. In the start-up phase discounting as used as a means to win customers, auction sites also abound and many new forms of commercial activity are emerging. However, being cheaper that competitors is not the only consideration: in order to succeed, companies need to offer excellent service and ease of use to customers, many of whom are unfamiliar with the Internet due to its rapid growth. Most of the e-businesses are just following trends, and failing as a result. Amazon.com made a trend and continues to break new ground: they were flexible enough to respond to the auction fad and will continue to offer customers unique retail experiences they can trust.
Amazon.com, Inc. is a Website where customers can find and discover anything they may want to buy online. The Company lists millions of unique items in categories such as books, music, DVDs, videos, consumer electronics, toys, camera and photo items, software, computer and video games, tools and hardware, lawn and patio items, kitchen products, and wireless products. Through its Amazon Marketplace, Auctions and zShops services, any business or individual can sell virtually anything to the Company’s approximately 30 million cumulative customers, and with Amazon.com Payments, sellers can accept credit card transactions. In addition to its U.S.-based Website, www.amazon.com , the Company operates four internationally focused Websites: www.amazon.co.uk , www.amazon.de , www.amazon.fr and www.amazon.co.jp . The Company also operates the Internet Movie Database, www.imdb.com, a comprehensive and authoritative source of information on movies and entertainment titles, and cast and crewmembers.
亞馬遜是一個網(wǎng)站，客戶可以在這里找到和發(fā)現(xiàn)他們想在網(wǎng)上購買的任何東西。該公司列出了數(shù)百萬種獨特的物品，如書籍、音樂、DVD、視頻、消費電子產(chǎn)品、玩具、相機和照片、軟件、電腦和視頻游戲、工具和硬件、草坪和庭院用品、廚房產(chǎn)品和無線產(chǎn)品。通過其亞馬遜市場、拍賣和zShops服務(wù)，任何企業(yè)或個人都可以向公司約3000萬累計客戶出售幾乎任何東西，通過亞馬遜支付，賣家可以接受信用卡交易。除了總部位于美國的網(wǎng)站www.amazon.com外，該公司還運營著四個專注于國際的網(wǎng)站：www.amazon.co.uk、www.amazon.de、www.amason.fr和www.amazon.com.jp。該公司還經(jīng)營著互聯(lián)網(wǎng)電影數(shù)據(jù)庫www.imdb.com，這是一個全面而權(quán)威的電影和娛樂標題以及演員和工作人員信息來源。
Amazon Website Analysis 亞馬遜網(wǎng)站分析
Impact of the Home Page 主頁的影響
Amazon has been a pioneer in the designing of e-business homepages: “From Amazon to eToys, major e-commerce sites are increasingly adopting a strikingly similar layout on their home pages. While colors and fonts vary, the tops of these sites feature not just the company logo, but a horizontal row of tabs for general site navigation, often underpinned by a row of subtabs; a search box; a triumvirate of “help,” “shopping cart,” and “my account,” usually at the top right; and a left-side vertical column beneath it all offering more detailed navigation.” (Marlatt, 1999)
亞馬遜一直是設(shè)計電子商務(wù)主頁的先驅(qū)：“從亞馬遜到eToys，主要的電子商務(wù)網(wǎng)站在主頁上越來越多地采用驚人的相似布局。雖然顏色和字體各不相同，但這些網(wǎng)站的頂部不僅有公司標志，還有一排用于一般網(wǎng)站導(dǎo)航的水平選項卡，通常由一排子選項卡、搜索框、“幫助”、“購物車”和“我的賬戶”組成通常在右上角；以及它下方的左側(cè)垂直柱，所有這些都提供了更詳細的導(dǎo)航。”
Further evidence from Marlatt’s article indicates that roughly 20 percent of the elements on an e-commerce home page are becoming standardized. Although this may lead to complaints about a lack of originality in webpage design, and Amazon.com claims that others are simply following its lead, experts believe that, as early as 1999, the trend seems destined to help consumers by allowing them to move from site to site without having to relearn a new layout each time. The implications of this are that designers can never assume that their site is the only one that people use, so it is important to plagarise good user interface designs, rather than create brand new ones that people would have to learn all over again. As such, the proposed new website design for VG Jones will be heavily based upon incorporating the company’s existing branding and marketing into a generic structure that is striking, like Amazon.com’s, but also easily recognisable and usable to any regular e-commerce user.
Marlatt文章中的進一步證據(jù)表明，電子商務(wù)主頁上大約20%的元素正在標準化。盡管這可能會導(dǎo)致人們抱怨網(wǎng)頁設(shè)計缺乏獨創(chuàng)性，亞馬遜網(wǎng)站聲稱其他人只是在效仿它，但專家們認為，早在1999年，這一趨勢似乎注定會幫助消費者，讓他們從一個網(wǎng)站移動到另一個網(wǎng)站，而不必每次都重新學習新的布局。這意味著設(shè)計師永遠不能認為他們的網(wǎng)站是人們唯一使用的網(wǎng)站，所以重要的是要推廣好的用戶界面設(shè)計，而不是創(chuàng)造人們必須重新學習的全新設(shè)計。因此，VG Jones擬議的新網(wǎng)站設(shè)計將在很大程度上基于將公司現(xiàn)有的品牌和營銷納入一個通用結(jié)構(gòu)，該結(jié)構(gòu)與亞馬遜一樣引人注目，但也很容易被任何普通電子商務(wù)用戶識別和使用。
Context of use 使用環(huán)境
Amazon.com’s website is used by a variety of consumers in a variety of ways. Many consumers simply visit the site directly looking for a specific article, or with specific search parameters in mind, others are “just browsing” certain categories or with vague parameters in mind, possibly for a gift idea. However, an increasing large number of consumers are coming from the “Amazon Associates Program” where Amazon pays a small one off royalty to the any registered site that directs a consumer to it for the first time. Video Business (2002) reported when amazon.com made available, free of charge, new software that allowed “registered third-party Web sites to search and display items that are available at the e-commerce giant.” At the time, more than 800,000 sites were enrolled in the Amazon Associates Program, and since that time the number has increased dramatically, and contributed to Amazon’s growing profitability, as well as its exposure and customer numbers.
亞馬遜網(wǎng)站被各種各樣的消費者以各種方式使用。許多消費者只是直接訪問網(wǎng)站，尋找特定的文章，或者考慮到特定的搜索參數(shù)，其他人則“只是瀏覽”某些類別，或者考慮了模糊的參數(shù)，可能是為了禮物。然而，越來越多的消費者來自“亞馬遜聯(lián)合計劃”，亞馬遜向第一次引導(dǎo)消費者訪問的任何注冊網(wǎng)站支付少量一次性版稅。《視頻商業(yè)》報道稱，亞馬遜網(wǎng)站免費提供了一款新軟件，允許“注冊的第三方網(wǎng)站搜索和顯示這家電子商務(wù)巨頭的商品”。當時，超過80萬個網(wǎng)站加入了亞馬遜聯(lián)合計劃，自那以來，這一數(shù)字急劇增加，并為亞馬遜不斷增長的盈利能力、曝光率和客戶數(shù)量做出了貢獻。
With this in mind, VG Jones’ site would have to aim to cater to these three groups of consumers as well as Amazon does. It would have to ensure that its search engine was state of the art, allowing visitors with specific parameters to find the object they are searching for quickly and easily, lest they become frustrated and begin searching another site. Equally, it needs a functional and straightforward navigation system that allows browsers to find the category they are looking for with equal ease, whilst not being overly restrictive. The referral business, Amazon’s most dominant and recognisable area of customer acquistion, ironically could be the easiest to break into: VG Jones simply needs to launch a similar program, and enrol as many of the major search engine and shopping sites as possible, ensuring that people have the choice of an Amazon or VG Jones product wherever possible.
考慮到這一點，VG Jones的網(wǎng)站必須像亞馬遜一樣，致力于滿足這三類消費者的需求。它必須確保其搜索引擎是最先進的，允許具有特定參數(shù)的訪問者快速輕松地找到他們正在搜索的對象，以免他們感到沮喪并開始搜索另一個網(wǎng)站。同樣，它需要一個功能強大、簡單明了的導(dǎo)航系統(tǒng)，讓瀏覽器能夠同樣輕松地找到他們想要的類別，同時又不受過度限制。具有諷刺意味的是，作為亞馬遜最占主導(dǎo)地位和最受認可的客戶獲取領(lǐng)域，推薦業(yè)務(wù)可能是最容易進入的：VG Jones只需要推出一個類似的計劃，并注冊盡可能多的主要搜索引擎和購物網(wǎng)站，確保人們盡可能選擇亞馬遜或VG Jones的產(chǎn)品。
Usability 可用性
Usability has long been viewed as one of Amazon’s greatest strengths, and is largely covered in the “Context of Use” section above, for customers with specific product requirements. However, New Media Age (11/11/2004) has recently reported that etailers could double sales made from keyword-based searches within a site if they improved poor search mechanisms, based on its study of British retail sites. The study, which included, Amazon, revealed that on average only 43 percent of all goods available were listed in results after shoppers searched for particular items. The article cites this as a key usability issue and blamed etailers for using unsophisticated search tools that don’t predict the varying search terms and word formations consumers use. Catriona Campbell, chairman of The Usability Company, claimed that this is a common problem with retail sites, and that it’s extremely important that etailers watch how people are using their search engines. According to the report, although online sales account for just 7 percent of total British retail sales, the market value is huge, with the Interactive Media in Retail Group (IMRG) estimating e-shopping to be worth ￡17 billion in 2004. Meanwhile, online sales in the U.S. rose by 28 percent in the third quarter of 2004 on the previous year, according to analyst Forrester.
長期以來，可用性一直被視為亞馬遜最大的優(yōu)勢之一，上面的“使用上下文”部分主要針對有特定產(chǎn)品要求的客戶進行了介紹。然而，《新媒體時代》最近報道稱，根據(jù)其對英國零售網(wǎng)站的研究，如果電子零售商改進了糟糕的搜索機制，他們可能會使網(wǎng)站內(nèi)基于關(guān)鍵詞的搜索銷售額翻倍。這項包括亞馬遜在內(nèi)的研究顯示，在購物者搜索特定商品后，平均只有43%的商品會出現(xiàn)在結(jié)果中。這篇文章指出這是一個關(guān)鍵的可用性問題，并指責etailer使用了不成熟的搜索工具，無法預(yù)測消費者使用的不同搜索詞和單詞結(jié)構(gòu)。易用性公司主席Catriona Campbell聲稱，這是零售網(wǎng)站的一個常見問題，零售商關(guān)注人們?nèi)绾问褂盟阉饕媸菢O其重要的。根據(jù)該報告，盡管在線銷售額僅占英國零售總額的7%，但市場價值巨大，據(jù)零售業(yè)互動媒體集團估計，2004年電子購物價值170億英鎊。與此同時，據(jù)Forrester分析師稱，2004年第三季度，美國的在線銷售額比前一年增長了28%。
These two pieces of information reveal a key potential way for VG Jones to challenge Amazon and succeed. If only 43% of goods available are being listed, then it is possible that around half of all potential online customers are being converted to true online customers; hence in the UK there could be a further ￡17 billion of business available to a site with a truly accurate search engine. Thus, if such an engine can be developed, or licensed, by VG Jones, then it could conceivably compete with, and maybe even outgrow, Amazon over the next few years, especially given the rapid growth of the e-commerce market.
這兩條信息揭示了VG Jones挑戰(zhàn)亞馬遜并取得成功的關(guān)鍵潛在途徑。如果只有43%的商品上市，那么大約一半的潛在在線客戶可能會轉(zhuǎn)變?yōu)檎嬲脑诰€客戶；因此，在英國，一個擁有真正準確搜索引擎的網(wǎng)站可能會有170億英鎊的業(yè)務(wù)。因此，如果VG Jones能夠開發(fā)或授權(quán)這樣的引擎，那么在未來幾年內(nèi)，它可能會與亞馬遜競爭，甚至超越亞馬遜，特別是考慮到電子商務(wù)市場的快速增長。
Page layout and navigation 頁面布局和導(dǎo)航
Layout and navigation are more of a concern for the users who are simply browsing: interested potential customers who, if they can be directed to the right product, can become buyers, and if the process is straightforward, possibly even loyal customers. Unfortunately, it appears that here Amazon is doing everything right: Wolf (2004) reported that: “The pioneering electronic-tailer Amazon.com ranked highest among 52 cyber stores analyzed in a 2004 Customer Respect Study that grades electronic-commerce sites on ease of navigation, responsiveness to inquiries, privacy protection, customer focus, openness and honesty of policies and regard for customer data.” This survey, which was conducted by the Consumer Research Group, a research and consulting firm in the U.S., showed that 54 percent of shoppers abandon Web sites due to difficult navigation and that nearly 30 percent of retailers share customers’ data without permission.
布局和導(dǎo)航更關(guān)心那些只是瀏覽的用戶：感興趣的潛在客戶，如果他們能找到合適的產(chǎn)品，就可以成為買家，如果流程簡單，甚至可能是忠誠的客戶。不幸地在這方面，亞馬遜似乎做得很好：Wolf報道稱：“在2004年的一項客戶尊重研究中，開創(chuàng)性的電子零售商亞馬遜在52家網(wǎng)店中排名最高，該研究對電子商務(wù)網(wǎng)站的導(dǎo)航方便性、對查詢的響應(yīng)性、隱私保護、以客戶為中心、政策的開放性和誠實性以及對客戶數(shù)據(jù)的尊重進行了評分。“這項由美國研究和咨詢公司消費者研究小組進行的調(diào)查顯示，54%的購物者因?qū)Ш嚼щy而放棄網(wǎng)站，近30%的零售商未經(jīng)許可共享客戶數(shù)據(jù)。
Given these statistics, it is clear that navigation is another key to successfully attracting customers, and creating the all important loyalty. As a seperate side issue, in order to maintain customer loyalty, and be seen as an ethical business, it has equally been shown that it is important that sites respect customer’s privacy and data. With this in mind, VG Jones’ new website should focus strongly on ease of navigation, borrowing heavily from Amazon’s layout, and using focused consumer surveys to determine what other features customers would like to see in a site, and implementing these wherever possible, but without detracting from the overall navigation. Equally, VG Jones should ensure that the data protection act is adhered to at all times, in spirit as well as letter, as the Internet is well known for spreading unfavourable news at high speed, and thus ethics become even more important in the e-commerce markets.
根據(jù)這些統(tǒng)計數(shù)據(jù)，很明顯，導(dǎo)航是成功吸引客戶和創(chuàng)造所有重要忠誠度的另一個關(guān)鍵。作為一個單獨的次要問題，為了保持客戶忠誠度，并被視為一項道德業(yè)務(wù)，網(wǎng)站尊重客戶隱私和數(shù)據(jù)同樣重要。考慮到這一點，VG Jones的新網(wǎng)站應(yīng)該大力關(guān)注導(dǎo)航的易用性，大量借鑒亞馬遜的布局，并使用重點消費者調(diào)查來確定客戶希望在網(wǎng)站上看到的其他功能，并盡可能實現(xiàn)這些功能，但不影響整體導(dǎo)航。同樣，VG Jones應(yīng)確保數(shù)據(jù)保護法在任何時候都得到遵守，無論是在精神上還是在文字上，因為互聯(lián)網(wǎng)以高速傳播不利消息而聞名，因此道德在電子商務(wù)市場變得更加重要。
Information content 信息內(nèi)容
Information content is one of the least understood dimensions to e-commerce: too little information and the consumer may be unwilling to buy something they have not had the chance to see. Too much information, and the consumer may feel that they are being misled or sold to, or may simply be confused, especially if the information is technical. Amazon’s system seem to tred the middle path quite skillfully: a reasonable amount of information is released at first, with the option for consumers to navigate to more complex and technical information should they wish.
信息內(nèi)容是電子商務(wù)最不被理解的維度之一：信息太少，消費者可能不愿意購買他們沒有機會看到的東西。信息太多，消費者可能會覺得自己被誤導(dǎo)或出賣了，或者可能只是感到困惑，尤其是在信息是技術(shù)性的情況下。亞馬遜的系統(tǒng)似乎非常巧妙地走上了中間道路：一開始會發(fā)布合理數(shù)量的信息，如果消費者愿意，可以選擇瀏覽更復(fù)雜的技術(shù)信息。
However, there is another dimension to information, which Nutley (2004) believe will be more important than this in the long term: the personalization of information. Personalization has long been one of the great dreams of interactive media, and Nutley claims that the past four years have exposed a significant problem with this dream: its cost. As a result, its other problems are becoming apparent: the two most common methods of personalizing content for an individual are collaborative filtering, the technique used by Amazon to produce its recommendations, and channel selection, where the user specifies what they are interested in. Unfortunately, collaborative filtering can easily be perceived as attempts to sell more goods on the back of a current sales, and channel selection relies on the user making a conscious effort to inform the retailer, which many refuse to do for fear of receiving excessive promotional correspondance.
然而，信息還有另一個維度，從長遠來看，Nutley認為這將比這更重要：信息的個性化。個性化一直是互動媒體的偉大夢想之一，Nutley聲稱，過去四年暴露了這個夢想的一個重大問題：成本。因此，它的其他問題也變得越來越明顯：為個人個性化內(nèi)容的兩種最常見的方法是協(xié)作過濾，這是亞馬遜用來產(chǎn)生推薦的技術(shù)，以及頻道選擇，用戶可以指定他們感興趣的內(nèi)容。不幸的是，協(xié)同過濾很容易被視為試圖在當前銷售的基礎(chǔ)上銷售更多商品，而渠道選擇依賴于用戶有意識地通知零售商，而許多人因為擔心收到過多的促銷信件而拒絕這樣做。
In terms of information content, it is difficult to make recommendations: it is clear that a balance should be provided in terms of information to the consumer, not overloading them with too much information, but making sure all information is available, so as not to mislead the consumer, or provide too little information to those that require it. In terms of gathering information, there are the ethical considerations highlighted in the Navigation section, which must be balanced with the economic costs, and practical difficulties of gathering and using consumer data.
就信息內(nèi)容而言，很難提出建議：很明顯，應(yīng)該在向消費者提供的信息方面保持平衡，不要讓他們的信息過載，而是確保所有信息都可用，以免誤導(dǎo)消費者，或向需要的人提供的信息太少，導(dǎo)航部分強調(diào)了道德考慮因素，必須與經(jīng)濟成本以及收集和使用消費者數(shù)據(jù)的實際困難相平衡。
Amazon Business Model Analysis 亞馬遜商業(yè)模式分析
It takes a great deal more than inexpensive global access to succeed: increasingly many companies claim to offer one-to-one relationship marketing but with little regard for the true scope such a strategy requires. One-to-one marketing is something you can not implement after reading one book. It is a great marketing strategy but it takes experience, investment, and most of all a respect for the customer, something many retailers simply do not have. You may learn a couple of lessons, but long-term success takes a commitment to succeed. (Budd, 1999)
要想成功，需要的不僅僅是廉價的全球渠道：越來越多的公司聲稱提供一對一的關(guān)系營銷，但很少考慮這種策略所需的真實范圍。一對一營銷是你讀了一本書就無法實施的。這是一個很好的營銷策略，但它需要經(jīng)驗、投資，最重要的是尊重客戶，而這是許多零售商所沒有的。你可能會學到一些教訓(xùn)，但長期的成功需要承諾才能成功。
Even after the dot com bubble burst, many people still expect the secrets of direct marketing to be so easy to attain. despite high failure rates even amongst experience experts. Reading a database may attain short-term success, but a long-term one has to possess some knowledge and experience of the customer. As such, Amazon’s business models and competitive advantage are based upon the three concepts of loyalty, quality and dependability.
即使在網(wǎng)絡(luò)泡沫破滅之后，許多人仍然期望直銷的秘密如此容易獲得。盡管即使在經(jīng)驗豐富的專家中失敗率也很高。閱讀數(shù)據(jù)庫可能會獲得短期的成功，但長期的數(shù)據(jù)庫必須擁有客戶的一些知識和經(jīng)驗。因此，亞馬遜的商業(yè)模式和競爭優(yōu)勢基于忠誠度、質(zhì)量和可靠性這三個概念。
Customer loyalty is critical for success and Amazon finds over 40 percent of first time customers will reorder, due to Amazon.com being customer-focused, rather than product, technology or marketing-focused. An even more critical concept is that they are winning the cross genre loyalty of their customers: by providing a good service they have won not just the book customer, but their entertainment spending and soon their commodity spending and maybe later others.
客戶忠誠度對成功至關(guān)重要，亞馬遜發(fā)現(xiàn)超過40%的首次客戶會重新訂購，這是因為亞馬遜以客戶為中心，而不是以產(chǎn)品、技術(shù)或營銷為中心。一個更關(guān)鍵的概念是，他們正在贏得客戶的跨類型忠誠度：通過提供良好的服務(wù)，他們不僅贏得了圖書客戶，還贏得了他們的娛樂支出，很快他們的商品支出，也許還有后來的其他支出。
Quality is also essential and any Amazon customer knows that they can rely on a total customer service package, due to Amazon’s easy to navigate interface and page design, proving that a great design is worth more than the best price. Also an important element behind the quality feel of Amazon is the e-mail service that informs customers of the progress of an order. Many people also admire the ability of Amazon to make recommendations without insulting the customers intelligence nor overwhelm with over abundant messages, due to its information content handling. (Budd, 1999)
質(zhì)量也是至關(guān)重要的，任何亞馬遜客戶都知道，由于亞馬遜易于導(dǎo)航的界面和頁面設(shè)計，他們可以依賴一個完整的客戶服務(wù)包，這證明了一個偉大的設(shè)計比最好的價格更有價值。亞馬遜質(zhì)量感背后的一個重要因素是向客戶通知訂單進度的電子郵件服務(wù)。許多人還欽佩亞馬遜的信息內(nèi)容處理能力，它能夠在不侮辱客戶智力的情況下提供推薦，也不會被過多的信息淹沒。
Finally, dependability is what Amazon.com has invested in from the start, and persevered with throughout its early losses, and is what drives Amazon ahead of any competition. Too many e-commerce solutions exist today which have tried to succeed without making the investment necessary to provide fast and efficient service. Amazon.com’s customers know they can trust the service so the idea of moving happy customers into other areas of merchandise and services is not a difficult one to arrive at.
最后，可靠性是亞馬遜從一開始就投入的，并在早期的虧損中堅持下來，也是亞馬遜在任何競爭中領(lǐng)先的原因。如今，有太多的電子商務(wù)解決方案試圖在沒有進行必要投資以提供快速高效服務(wù)的情況下取得成功。亞馬遜的客戶知道他們可以信任這項服務(wù)，所以把快樂的客戶轉(zhuǎn)移到商品和服務(wù)的其他領(lǐng)域并不難。
Final Summary and Conclusions 最終總結(jié)和結(jié)論
Amazon’s dedication to their customers, and their policies of loyalty, quality and dependability, are strongly backed up by the ease of navigation, availability of information, ability to cater to a diverse range of users, and respect for their customer’s data. It is this that has lead to Amazon’s dominance of the e-commerce retail market over the last six years. However, in this six years, Amazon has not truly evolved with the times, in order to better serve its customers, rather it has relied on the continuing inability of its competitors to actually improve on its formula.
亞馬遜對客戶的奉獻精神，以及他們的忠誠度、質(zhì)量和可靠性政策，都得到了導(dǎo)航方便、信息可用性、滿足各種用戶需求的能力以及對客戶數(shù)據(jù)的尊重的有力支持。正是這一點導(dǎo)致亞馬遜在過去六年中占據(jù)了電子商務(wù)零售市場的主導(dǎo)地位。然而，在這六年里，為了更好地為客戶服務(wù)，亞馬遜并沒有真正與時俱進，而是依賴于競爭對手持續(xù)無法真正改進其配方。
As a result, if VG Jones can successfully develop a website in a similar fashion to Amazon’s, whilst also making improved offerings in the vital search engine and navigation areas, they can wrest customers away from Amazon and also tap into the vital new customers that are a feature of the rapidly growing e-commerce markets in the developed world. With “ 54 percent of shoppers abandon Web sites due to difficult navigation” and “only 43 percent of all goods…listed in results” if is clear that here is where the niche lies, and here is where the competitive advantage can, and must be gained, in order for VG Jones to beat its major threat.
References:參考文獻
1. Budd, M. (1999) An Amazon. com Story Lessons Learned! Direct Marketing; Vol. 62 Issue 3, p. 57.
2. Marlatt, A. (1999) When imitation works. Internet World; Vol. 5 Issue 31, p. 60.
3. New Media Age (11/11/2004) Poor search functions are hitting sales, etailers told. p.4.
4. Nutley, M. (2004) Context will be king in the Web’s second decade. New Media Age; 7/22/2004, p. 16.
5. Video Business. (2002) noted. Vol. 22 Issue 29, p. 38.
6. Wolf, A. (2004) Amazon Tops 52 Cyber Stores In Customer Respect. TWICE: This Week in Consumer Electronics; Vol. 19 Issue 12, p. 16.
因此Assignment給出結(jié)論，如果VG Jones能夠以與亞馬遜類似的方式成功開發(fā)一個網(wǎng)站，同時在重要的搜索引擎和導(dǎo)航領(lǐng)域提供改進的產(chǎn)品，他們就可以從亞馬遜手中奪走客戶，并利用重要的新客戶，這是發(fā)達國家快速增長的電子商務(wù)市場的一個特點。“54%的購物者因?qū)Ш嚼щy而放棄網(wǎng)站”，“只有43%的商品在結(jié)果中列出”，如果很清楚的話，這就是利基市場所在，這是競爭優(yōu)勢可以而且必須獲得的地方，VG Jones才能戰(zhàn)勝其主要威脅。本站提供各國各專業(yè)留學生Assignment范文，Assignment代寫以及Assignment寫作指導(dǎo)服務(wù)，如有需要可咨詢本平臺。
