工商管理Essay范文翻譯：Justification for E-Commerce Shopping Platform
本文是工商管理專業(yè)的Essay范例，題目是“Justification for E-Commerce Shopping Platform（電子商務(wù)購物平臺的合理性）”，我建議TJX公司創(chuàng)建一個包含所有TJX家族門店的全方位電子商務(wù)購物平臺，因為我堅信這個內(nèi)部創(chuàng)業(yè)機(jī)會有潛力為已經(jīng)杰出和聲譽(yù)良好的TJX公司品牌提供更多的財務(wù)利益。自2014年以來，電子商務(wù)零售行業(yè)經(jīng)歷了指數(shù)級的繁榮，2018年占零售總額的14.3%，比前一年增長了15%(阿里和通，2019年)。鑒于電子商務(wù)行業(yè)的增長以及零售業(yè)的總銷售額，目前沒有跡象顯示在不久的將來會出現(xiàn)增長放緩的情況。
Rationale基本原理
I propose that The TJX Companies, Inc. create an all-inclusive e-commerce shopping platform to include all of the TJX Family stores as I strongly believe this intrapreneurial opportunity has the potential to provide increased financial benefits to the already distinguished and reputable TJX Companies, Inc. brand name. Since 2014, the e-commerce retail industry has experienced an exponential boom and in 2018 represented 14.3% of total retail sales, which was a 15% increase from the prior year (Ali & Tong, 2019). Given the growth of the e-commerce sector as well as total sales within the retail industry, there are currently no indications of reduced growth in the near future.
In order to keep up with modern society’s shifts of digital adoption, The TJX Companies, Inc. is presented an opportunity to make their one of a kind, ‘treasure hunt’ shopping experience accessible to loyal customers, labeled by the coined term ‘Maxxinistas’, all over the world. The notorious TJX Brand has established itself as a leader within the fashion and home décor industry through its key core competencies of opportunistic buying, aggressive inventory management, and high-value, off-price merchandise. An e-commerce shopping platform will capitalize on and align with today’s fashion consumer trends (Sullivan, 2018).
Problem or Opportunity問題或機(jī)會
In recent years, e-commerce has proven to become the most powerful engine for growth across all industries. Miva (2017) states, “With social media and mobile commerce growing exponentially in recent years, the conversation between businesses and consumers has become more engaging, making it easier for transactional exchanges to happen online.” (para#26) The loyal customers of The TJX Family stores have undoubtedly fueled the e-commerce boom, specifically the retail sector, in one way or another.
近年來，電子商務(wù)已被證明是所有行業(yè)最強(qiáng)大的增長引擎。Miva(2017)指出:“近年來，隨著社交媒體和移動商務(wù)呈指數(shù)級增長，企業(yè)和消費者之間的對話變得更有吸引力，使得在線交易交流更容易發(fā)生。(第26段)毫無疑問，The TJX家族商店的忠實客戶以某種方式推動了電子商務(wù)的繁榮，特別是零售業(yè)。
The e-commerce boom itself has created an opportunity for the TJX Family however, consumer’s involvement and recent adaptations have created a problem with the organization’s lack of e-commerce presence. In order to remain competitive and retain the loyalty of its customers, The TJX Companies, Inc. is faced with the problem of whether an e-commerce platform aligns with the organization’s operations and strategic goals rather than just with modern trends. I believe the ladder to be true based on the company’s unified family of stores, branded element of surprise within the consumer’s shopping experience, current physical footprint, and customer loyalty.
The stores that fall within the TJX Family are not simply stores owned by one company, but rather a family of stores that operate as, ‘One TJX’, yet offer different assortments of products in each unique store brand. This idea leverages a global presence including talent, infrastructure, ideas, and expertise across all geographies (The TJX Companies, Inc. 2018 Annual Report, 2019). For example, gift cards are universally sold and accepted across all stores, each store front is designed with an open layout concept: no walls, minimal displays and décor, and simply organized into major sections, and in some cases, the store fronts are combined to offer a more convenient, expanded shopping experiences to customers (i.e. T.J. Maxx & Homegoods where T.J. Maxx offers family apparel and accessories, and Homegoods home décor and furnishings). An all-inclusive e-commerce platform will further unify the idea of a family of stores and a global presence (Company, n.d.) (Sullivan, 2018)
A unified e-commerce shopping experience hosting a family of stores will also enhance the TJX Family’s important, branded element of surprise. “Eclecticism, combined with unpredictability and cut-rate prices, provides an ambience of surprise on each shopping visit; it also a provides a sense of urgency to commit and purchase, rather than simply browse.” (Sharma, 2018, para# 4). For example, if the website sporadically offered reduced sale prices according to an internal schedule, it would provide customers with the same experience they are drawn to in a TJX Family store. This also is a cost savings opportunity for The TJX Companies, Inc. as it is much less labor intensive to publish an online savings than it is to individually mark tags in a store (Burns, n.d.) (Sullivan, 2018).
一個統(tǒng)一的電子商務(wù)購物體驗托管一個家庭的商店，也將增強(qiáng)TJX家庭的重要的，品牌元素的驚喜。折中主義，加上不可預(yù)測性和優(yōu)惠的價格，在每次購物時都提供了驚喜的氛圍;它還提供了一種提交和購買的緊迫感，而不是簡單的瀏覽。(Sharma, 2018，第4段)。例如，如果該網(wǎng)站根據(jù)內(nèi)部時間表偶爾提供降價銷售，它將為客戶提供與TJX家族商店相同的體驗。對于TJX公司來說，這也是一個節(jié)省成本的機(jī)會，因為發(fā)布在線節(jié)省比在商店中單獨標(biāo)記標(biāo)簽要少得多(Burns, n.d.) (Sullivan, 2018)。
Based on the 2018 annual report, The TJX Companies, Inc. operates 4,070 physical store fronts, which equates to approximately 110,000,000 square feet. It was also planned in 2019 to expand this physical foot print to 4,306 stores across all the TJX Family brands. In addition, they either own or lease approximately 38,000,000 square feet of warehouse and distribution centers across the globe (2018 Annual Report, 2019). A combination of the element of surprise that requires extremely high inventory turnover and the large, worldwide, physical footprint are essential assets to an e-commerce expansion. The TJX family already has resources to facilitate the posing challenge of continuously housing and flushing inventory required with an e-commerce platform (Burns, n.d.) (Sullivan, 2018).
The TJX brand has proven to be successful by measuring customer loyalty. Loyal TJX Family customers are provided a consistent and familiar shopping experience and continually drawn by the treasure hunt atmosphere that enhances each future visit. In addition, customers are drawn to the brand’s authenticity and reciprocal loyalty to employees and customers within the surrounding community (Grillo, 2017) The overall purpose of a universal e-commerce platform is not a necessary means to seek new or maintain current customer loyalty, but rather a response to the shift in the retail market that will in turn generate a new type of loyalty to the same brand (Burns, n.d.) (Sullivan, 2018).
Marke市場
Demographically, the target market for the TJX Brand and family of stores is women between the ages of 20 and 39 who are single, married and/or with children. These women ideally at a minimum hold an associate’s degree and a part-time job contributing to their individual or combined household annual income between $30,000 and $350,000, which is considered middle to upper middle class (Alhanati, 2018) (Serafino, 2018). Pyschographically, the women described above should have interests in the trends of the rapidly evolving fashion industry, a healthy and active lifestyle, seasonal shifts, modern home designs, simplicity, and value their money and the meaning of savings (Wallace, 2018) (Sullivan, 2018).
從人口統(tǒng)計學(xué)上看，TJX品牌和商店家族的目標(biāo)市場是20至39歲的單身、已婚和/或有孩子的女性。理想情況下，這些女性至少擁有副學(xué)士學(xué)位和一份兼職工作，對她們個人或家庭年收入的貢獻(xiàn)在3萬至35萬美元之間，被認(rèn)為是中產(chǎn)至上層中產(chǎn)階級(Alhanati, 2018) (Serafino, 2018)。從外形上看，上述女性應(yīng)該對快速發(fā)展的時尚行業(yè)的趨勢、健康和積極的生活方式、季節(jié)變化、現(xiàn)代家居設(shè)計、簡單感興趣，并重視自己的金錢和儲蓄的意義(華萊士，2018)(沙利文，2018)。
The current population of the United States is 325,719,178 people. Based on the criteria of the target market described above, 27% of the population fall within the age range, 51% are female, 20.7% meet the education requirements, and 75.3% fall within the household income. Although we cannot quantify the pyschographics of the target market, the demographics suggest the TJX Family will be catering the new all-inclusive web platform to 6,991,052 people within the United States, in addition to all of those worldwide who also fit the same profile (U.S. Census Bureau, 2017). Although the target market is outlined above, The TJX takes pride in the ability of their focused efforts to reach beyond their target at a wider market, including men, women and children of all ages and demographics.
The TJX Companies, Inc. operates as the top competitor of 25,045 businesses within the Family Clothing Stores sector of the fashion industry, holding a 15% share of the approximately $112 billion industry (O’Conner, 2019). Currently, given the two TJX Family online platforms, e-commerce sales account for 2% of overall sales and revenue, or $320 million of $16 billion (The TJX Companies, Inc. 2018 Annual Report, 2019). The goal of an all-inclusive platform that provides more opportunities for the organization’s target market is to initially increase e-commerce sales to 15-20% of overall sales in addition to their current growth forecast, approximately $2.4 billion to $3.2 billion if based on 2018 revenues.
TJX公司是時尚行業(yè)中家庭服裝店部門25045家企業(yè)的最大競爭對手，在約1120億美元的行業(yè)中占有15%的份額(奧康納，2019年)。目前，考慮到TJX家族的兩個在線平臺，電子商務(wù)銷售額占總銷售額和收入的2%，即160億美元中的3.2億美元(TJX公司，Inc. 2018年年度報告，2019年)。一個為組織的目標(biāo)市場提供更多機(jī)會的全方位平臺的目標(biāo)是，在當(dāng)前增長預(yù)測的基礎(chǔ)上，最初將電子商務(wù)銷售額增加到總銷售額的15-20%，如果基于2018年的收入，大約為24億至32億美元。
The e-commerce and online auctions industry currently has 230,000 businesses, generating $560 billion in 2018. The clothing, footwear and accessories sector holds 16.8% of the industry, or $94 billion (Spitzer, 2019). Given this data, the TJX Family’s market for their new all-inclusive e-commerce shopping platform will be 2.4% of the family clothing stores sector of the fashion industry, 2.9% of the clothing, footwear and accessories sector of the e-commerce and online auctions industry, and .5% of the overall e-commerce and online auctions industry.
Competition競爭
The four key features of an e-commerce shopping platform that satisfy current customer needs include: the ability to control inventory, maintain a loyal customer base, quickly adapt to new technology, and offer superior after-sale services (Spitzer, 2019).
滿足當(dāng)前客戶需求的電子商務(wù)購物平臺的四個關(guān)鍵特征包括:控制庫存的能力，保持忠誠的客戶基礎(chǔ)，快速適應(yīng)新技術(shù)，并提供優(yōu)質(zhì)的售后服務(wù)(斯皮策，2019)。
Inventory
The TJX Family manages and controls their inventory much unlike any fashion retailer as described above with the, ‘treasure hunt’ effect. Not only does its uniqueness entice consumers, there are means and methods to control the process proving consumers with the off-price value they are promised. The TJX Companies, Inc.’s inventory is globally sourced from over 21,000 vendors in more than 100 countries. The company utilizes their resources to buy close to the need of timely fashion trends and brand emersions, and offer limited sizing and quantities (The TJX Companies, Inc. 2018 Annual Report, 2019) (Sullivan, 2018). This model is more efficient for the TJX Family’s operations of an e-commerce site while still satisfying consumer demands.
Loyal Customer Base忠誠的客戶群
As described above, The TJX Family has proven to have an expansive loyal customer base, which began during the Great Recession of 2008 where per capita disposable income plummeted and customers found joy and comfort in the company’s shopping experience that offered familiar brand name merchandise at a discounted price. Since the TJX Family’s rise to fame, the company was recently ranked #16 on the National Retail Federation’s list of top U.S. retailers. Also, after surveying more than 77,000 U.S. consumers and measuring familiarity, quality and purchase consideration, T.J. Maxx was voted Brand of the Year in the off-price retailer category by the Harris Poll (Serving Our Customers, n.d.).
如上所述，The TJX Family已被證明擁有龐大的忠實客戶群，這一客戶群始于2008年的大衰退，當(dāng)時人均可支配收入大幅下降，顧客在該公司提供熟悉品牌商品打折的購物體驗中找到了快樂和舒適。自從TJX家族聲名鵲起，該公司最近在全美零售聯(lián)合會的美國頂級零售商名單上排名第16位。此外，在對77000多名美國消費者進(jìn)行調(diào)查并衡量熟悉度、質(zhì)量和購買意愿后，T.J. Maxx被哈里斯民意調(diào)查(service Our Customers, n.d.)評為年度折扣零售商品牌。
New Technology
Modern consumers are most interested in the usability, personalization and privacy of an e-commerce shopping platform, which requires the TJX Family utilize and continually improve with new technologies.
Usability. is the most important part of an overall online shopping experience as it is expected to be instant and convenient. If the website is not functional, a consumer will simply go to another site that is (Sullivan, 2019).
Personalization. is the experience created to cater to every individual customer just as if they were being assisted by a sales associate in a store. Examples include the ability to create customer profiles and track purchase histories and/or personal preferences, as well as the ability to leave product reviews and ratings (Roesler, 2018).
個性化。這種體驗是為了迎合每一位顧客而創(chuàng)造的，就像他們在商店里得到銷售助理的幫助一樣。例如，創(chuàng)建客戶檔案和跟蹤購買歷史和/或個人偏好的能力，以及留下產(chǎn)品評論和評級的能力(Roesler, 2018)。
Privacy. Consumers have a greater challenge assessing the ethical behavior of an online retailer with the lack of face-to-face evaluation. As a result, consumer’s assessments are largely based upon their feeling of security before, in the process and after a transaction. Examples include account privacy, unsolicited, targeted marketing campaigns via phone/email/social media, and transactional security (Sergio, 2007) (Sullivan, 2018).
After-Sale Services售后服務(wù)
After-sale services include customer service, a return policy, a shipping policy and a rewards program. Modern consumers have high demands in each of these areas given Amazon’s takeover of the market. Customer service should include a help center, FAQ page, and 24/7 chat and phone service, as well as the ability for a customer to request the assistance of an in-store associate for an online order inquiry. The return policy should include a simple, automated process offree return shipping or free returns to the store. The shipping policy should include Domestic free standard shipping, Domestic flat rate standard shipping, Domestic flat rate expedited shipping, and International table rate shipping (Overton, 2019). Lastly, the current rewards program for TJX credit card holders and non-credit card holders should extend to the new platform (Sullivan, 2019).
售后服務(wù)包括客戶服務(wù)、退貨政策、送貨政策和獎勵計劃。由于亞馬遜占領(lǐng)了市場，現(xiàn)代消費者對這些領(lǐng)域的需求都很高。客戶服務(wù)應(yīng)該包括幫助中心、FAQ頁面、24/7聊天和電話服務(wù)，以及客戶請求店內(nèi)助理協(xié)助進(jìn)行在線訂單查詢的能力。退貨政策應(yīng)該包括一個簡單的、自動化的流程:免費退貨配送或免費退貨到商店。航運(yùn)政策應(yīng)包括國內(nèi)免費標(biāo)準(zhǔn)航運(yùn)，國內(nèi)統(tǒng)一費率標(biāo)準(zhǔn)航運(yùn)，國內(nèi)統(tǒng)一費率加急航運(yùn)，國際表費率航運(yùn)(歐弗頓，2019年)。最后，目前對TJX信用卡持有者和非信用卡持有者的獎勵計劃應(yīng)該擴(kuò)展到新的平臺(沙利文，2019年)。
Company
The TJX Companies, Inc.’s mission is to, “to deliver great value to our customers every day.” (Company, n.d., n.p.) To fulfill their mission, The TJX Family provides value to customers with a diverse inventory of high quality, brand name, designer merchandise at an off-price value between 20% to 60% lower than the manufacturer’s suggested retail pricing (MSRP). In addition, the organization operates an extremely flexible business model that adapts with shifts in the unpredictable external economic and retail environments. Key operational features of The TJX Companies, Inc. include: an open layout concept and minimalistic store displays that focus on reduced overhead costs, extremely high inventory turnover to create the treasure hunt for shoppers, and global merchandise sourcing through an extensive list of reputable, trusted vendors (Company, n.d.) (Sullivan, 2018). While looking ahead, the TJX Family states in their 2018 Annual Report, “we expect the cost headwinds to persist. At the same time, we are laser focused on identifying opportunities to partially mitigate the expense pressures in ways that protect our successful, flexible business model and our shopping experience for customers.” (The TJX Companies, Inc. 2018 Annual Report, 2019, p.4)
The proposed all-inclusive e-commerce shopping experience aligns with the TJX Family mission to continually reach and extend beyond their market. A web-based platform has the opportunity to drastically expand the number of consumers worldwide, and provide them with the same shopping experience and great value found within the TJX Family stores. Just as the flexible business model has attributed to their success, it will also provide foundational structure for an e-commerce site that will in turn generate significantly fewer overhead costs than a traditional brick and mortar store. As the trends indicate, e-commerce and mobile shopping will continue to shape the ideal experience for fashion consumers worldwide. Aligning with these trends will fulfill the TJX Family’s mission and long-term organizational strategy.
Innovation創(chuàng)新
An all-inclusive e-commerce shopping experience is innovative because currently, there is no off-price retailer within the e-commerce industry. If the TJX Family were to successfully implement an e-commerce platform that hosts all of their family of stores, they would be the first to do so, living up to the status of being the leading off-price retailer. The creation of their flexible business model was once an innovation that has led to an overwhelming success. At a point in time, many would have believed the business to fail because of their non-traditional model, and the same is true for a potential e-commerce platform. The TJX Companies, Inc. has not only established themselves as a leading retailer, but also a leading innovator from the beginning. The TJX Family would be the best to pilot the first e-commerce platform for an off-price retailer.
全方位的電子商務(wù)購物體驗是一種創(chuàng)新，因為目前電子商務(wù)行業(yè)還沒有打折零售商。如果TJX家族成功地實現(xiàn)了一個電子商務(wù)平臺來承載他們所有的家族商店，他們將是第一個這樣做的，不辜負(fù)作為領(lǐng)先的折扣零售商的地位。他們靈活的商業(yè)模式的創(chuàng)造曾經(jīng)是一種導(dǎo)致巨大成功的創(chuàng)新。在某個時間點上，許多人會認(rèn)為，由于他們的非傳統(tǒng)模式，業(yè)務(wù)將會失敗，對于一個潛在的電子商務(wù)平臺來說也是如此。TJX公司不僅建立了自己作為一個領(lǐng)先的零售商，但也是一個領(lǐng)先的創(chuàng)新者從一開始。TJX家族將是最好的試點電子商務(wù)平臺的第一個折扣零售商。
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