工商管理Essay范文：Factors to Consider for E-Commerce
本文是工商管理專業(yè)的Essay范例，題目是“Factors to Consider for E-Commerce（電子商務(wù)需要考慮的因素）”，你的朋友勞拉要開一家網(wǎng)上零售店。她計(jì)劃向世界各地的愛(ài)貓人士出售與貓有關(guān)的服裝和商品。勞拉知道你在學(xué)習(xí)商業(yè)，所以她向你尋求建議。
Your friend Lara is launching an online retail store. She plans to sell cat-related garments and merchandise to cat lovers all around the world. Lara knows that you are studying business, so she asks for your advice.
What does Lara need to consider as she prepares to engage in eCommerce?’
Electronic commerce (e-commerce) is the buying and selling of goods or services using the internet. This includes transmitting funds and agreeing contracts electronically, marketing goods and services online, making reservations online and much more. There is a lot to consider before engaging in e-commerce such as; digital marketing, information and security. It is important for businesses to consider engaging in e-commerce as ‘over the past decade global e-commerce has been expanding at an average rate of 20%’ (E-commerce takes off, 2017).
電子商務(wù)(e-commerce)是指通過(guò)互聯(lián)網(wǎng)進(jìn)行商品或服務(wù)的買賣。這包括電子轉(zhuǎn)賬和簽訂合同，在線銷售商品和服務(wù)，在線預(yù)訂等等。在從事電子商務(wù)之前，有很多事情需要考慮，比如;數(shù)字營(yíng)銷，信息和安全。對(duì)于企業(yè)來(lái)說(shuō)，考慮從事電子商務(wù)是很重要的，因?yàn)椤霸谶^(guò)去的十年中，全球電子商務(wù)一直以平均20%的速度擴(kuò)張”(電子商務(wù)起飛，2017年)。
Lara, who plans to sell cat-related garments and merchandise to cat lovers all around the world could use electronic commerce to give her businesses a competitive advantage. Ecommerce will also allow a business like Lara’s to gain customers from all around the world. she would need to consider the fact that not all countries are devolved and have access to electronics.
Digital marketing will give you insight on how to engage with your customers. Marketing is the activity of communicating, promoting products or services that have value for customers at large. Marketing becomes digital when it uses an electronic device or the internet to sport it. Social media plays an important part in digital marketing. A business like Lara’s, can use people with social platforms to advertise products or services available, to gain exposure and attract potential customers. Social media gives people an easy access to share, comment, and leave reviews for products and services. This will promote the brand and content to increase awareness which will increase overall sales for Lara.
數(shù)字營(yíng)銷將讓你了解如何與客戶互動(dòng)。市場(chǎng)營(yíng)銷是溝通，推廣產(chǎn)品或服務(wù)的活動(dòng)，對(duì)廣大客戶有價(jià)值。當(dāng)使用電子設(shè)備或互聯(lián)網(wǎng)進(jìn)行宣傳時(shí)，營(yíng)銷就變成了數(shù)字化。社交媒體在數(shù)字營(yíng)銷中扮演著重要的角色。像勞拉這樣的企業(yè)，可以利用社交平臺(tái)上的人來(lái)宣傳產(chǎn)品或服務(wù)，以獲得曝光度并吸引潛在客戶。社交媒體讓人們可以很容易地分享、評(píng)論和評(píng)論產(chǎn)品和服務(wù)。這將促進(jìn)品牌和內(nèi)容，提高知名度，從而增加勞拉的整體銷量。
Ecommerce allows businesses to sell products and services on an international platform. Customers can use search engines to look for specific products like cat garments which will lead them straight to a website that sells them. Not only is it easier for customers to just shop online from a website, it makes it easier for a seller to make sales as customers are actively searching for their products. Offering products and services on a website where the buying process is easy for customers to shop from is crucial as would increase customer satisfaction. Making the process complicated would make customers resistant to buying from the specific company.
Email marketing allows businesses to send commercial messages to a large group of people using email. Emails are an effective way to attract potential customers as not everyone has access to social media. When people subscribe to companies they would expect something in return, for example vouchers, discounts, rewards and special offers.
電子郵件營(yíng)銷允許企業(yè)向使用電子郵件的一大群人發(fā)送商業(yè)信息。電子郵件是吸引潛在客戶的有效方式，因?yàn)椴⒉皇敲總€(gè)人都能接觸到社交媒體。當(dāng)人們訂閱公司時(shí)，他們會(huì)期待一些東西作為回報(bào)，例如優(yōu)惠券、折扣、獎(jiǎng)勵(lì)和特別優(yōu)惠。
Before sending emails to people you have to make sure you have their consent and you have to provide them a way to let them opt-out of further communications. To get people to give their consent to emails, businesses usually have a pre-launch page on their websites to sign up for more information. Transactional emails are the first, out of three, category in e-commerce marketing emails. These include key points of a transaction for example, order confirmation and the dispatch of goods. The second category is promotional emails which are to promote offers and products. This includes offers for special holidays and occasions like mother’s day, father’s day or Valentine’s Day.
在給別人發(fā)郵件之前，你必須確保你得到了他們的同意，你必須給他們提供一個(gè)讓他們選擇退出進(jìn)一步交流的方法。為了讓人們同意使用電子郵件，企業(yè)通常會(huì)在其網(wǎng)站上設(shè)立一個(gè)預(yù)發(fā)布頁(yè)面，以便注冊(cè)獲取更多信息。交易電子郵件是電子商務(wù)營(yíng)銷電子郵件的三個(gè)類別中的第一個(gè)。這些包括交易的關(guān)鍵點(diǎn)，例如，訂單確認(rèn)和貨物發(fā)運(yùn)。第二類是促銷郵件，用于促銷商品和產(chǎn)品。這包括特殊的節(jié)日和場(chǎng)合，如母親節(jié)、父親節(jié)或情人節(jié)。
Customer lifecycle emails is the last category in e-commerce marketing emails. This is based on where the customer is in their relationship with the brand. Rather than sending generic emails to all customers, companies would send emails based on where the customer is in their relationship with the brand. Emails are targeted to specific customers depending on where they are in the lifecycle. This allows companies to advertise personalised products to the targeted customers.
Customer relationship management take account of the ‘understanding and influencing customer behaviours through meaningful communications to increase new customers, prevent the loss of existing customers, promote customer loyalty, and enhance customer profitability’ (Yang and Hu, p.175). Businesses that want to engage in ecommerce would use customer relationship management as a method to maintain the communications with current or future customers. Businesses could use customer relationship management to strengthen the loyalty and commitment customers have with them.
客戶關(guān)系管理考慮到“通過(guò)有意義的溝通理解和影響客戶行為，以增加新客戶，防止現(xiàn)有客戶的流失，提高客戶忠誠(chéng)度，并提高客戶盈利能力”(Yang和Hu，第175頁(yè))。想要從事電子商務(wù)的企業(yè)會(huì)將客戶關(guān)系管理作為一種與當(dāng)前或未來(lái)客戶保持溝通的方法。企業(yè)可以利用客戶關(guān)系管理來(lái)加強(qiáng)客戶對(duì)企業(yè)的忠誠(chéng)度和承諾。
The European convention on human rights states that everyone has the ‘right to respect for his private and family life, his home and his correspondence’. The definition of privacy becomes more complicated and harder to protect in the Information Age. As technology is continuously being developed, new threats are arising. Although businesses can use ‘personal information to provide better services, information could also be misused; for example, by sending unwanted emails to customers, selling customers’ information to others, or disclosing potentially sensitive information that the customer would prefer to keep private’(Boritz, 2011).
Online systems are exposed to cyber-attacks and IT failure. This could compromise any data an e-commerce business holds. If a business is solely based online and has a system failure, this could cost the business potential sales and expenses to maintain an online system. British Airways PLC experienced an IT failure that cost them ￡80m in 2017 (Financial Times). This clearly shows that the size of the business doesn’t really matter and that an IT failure can happen to any business at any time. Businesses that would like to engage in e-commerce should be prepared for any failures or cyber-attacks. Businesses will have to use privacy enhancing technology to allow online users to protect their identities. Even though technology is always developing to protect customers, ‘new technologies are equally able to facilitate gross breaches of an individual’s privacy’ (Smith and Shao, 2007). There are many rules and regulations in place regarding ecommerce which ensures that businesses take appropriate technical and organisational measures to secure personal data.
在線系統(tǒng)暴露于網(wǎng)絡(luò)攻擊和IT故障。這可能會(huì)損害電子商務(wù)企業(yè)持有的任何數(shù)據(jù)。如果一個(gè)業(yè)務(wù)只基于在線，并且出現(xiàn)了系統(tǒng)故障，這可能會(huì)導(dǎo)致潛在的業(yè)務(wù)銷售成本和維護(hù)在線系統(tǒng)的費(fèi)用。英國(guó)航空公司(British Airways PLC)在2017年經(jīng)歷了一次IT故障，損失了8000萬(wàn)英鎊(《金融時(shí)報(bào)》)。這清楚地表明業(yè)務(wù)的規(guī)模并不重要，IT故障可能在任何時(shí)候發(fā)生在任何業(yè)務(wù)上。想要從事電子商務(wù)的企業(yè)應(yīng)該為任何失敗或網(wǎng)絡(luò)攻擊做好準(zhǔn)備。企業(yè)將不得不使用增強(qiáng)隱私的技術(shù)，以允許在線用戶保護(hù)自己的身份。盡管技術(shù)一直在發(fā)展以保護(hù)客戶，但“新技術(shù)同樣能夠促進(jìn)對(duì)個(gè)人隱私的嚴(yán)重侵犯”(Smith和Shao, 2007)。關(guān)于電子商務(wù)，有許多規(guī)則和規(guī)定，以確保企業(yè)采取適當(dāng)?shù)募夹g(shù)和組織措施，以保護(hù)個(gè)人數(shù)據(jù)。
The General Data Protection Regulation (2016) is a regulation in EU law which relates to the processing of personal data. Any business that is considering engaging in e-commerce needs to familiarise themselves and put in practice of the regulations in order to protect customers and themselves. The General Data Protection Regulation applies to both public and private companies in the UK that process personal data and states that ‘technology allows both private companies and public authorities to make use of personal data on an unprecedented scale in order to pursue their activities’ ( EU Regulation, 2016).
‘Personal data’ has three types; the first is anything that allows a living person to be directly or indirectly identified. This includes names, addresses or even IP addresses. The second type of personal data includes sensitive personal data such as religious beliefs, political opinions, racial information and sexual orientation. The last type of personal data is criminal and offence data.
Processing data consists of collecting, recording, storing, retrieval and even destruction of data. The EU regulation gives EU citizens a right to their own data which means they can decide whether to share their personal data or not and even have it erased. This regulation ensures that businesses in the UK don’t take advantage of individuals’ privacy.
數(shù)據(jù)處理包括數(shù)據(jù)的收集、記錄、存儲(chǔ)、檢索甚至銷毀。歐盟的這項(xiàng)規(guī)定賦予了歐盟公民擁有自己數(shù)據(jù)的權(quán)利，這意味著他們可以決定是否分享自己的個(gè)人數(shù)據(jù)，甚至可以讓人刪除這些數(shù)據(jù)。這一規(guī)定確保了英國(guó)的企業(yè)不會(huì)利用個(gè)人隱私。
The Data Protection Act (2018) and Privacy and Electronic Communications Regulations (PECR) are UK regulations that protect personal data and privacy rights on computers in regards to electronic communications. The Data Protection Act implements the General Data Protection Regulation, controlling how businesses use your personal data but with more factors that is specific to the UK.
The Privacy and Electronic Communications Regulation outlines rules on marketing, cookies, communication services and customer privacy. Businesses in the UK that engage in e-commerce will have to be well aware of the use of data in their businesses as a breach of regulations can lead to the company being fined. This may create complications for a new business like Lara’s as it may be hard for them to pay the fines. It would also be bad for publicity if a business is in breach of any data protection acts as it will be very hard for people to trust them with their information.
Electronic commerce has numerous strengths and weaknesses. Online shopping has become very popular for customers with no time to shop in person. A weakness of ecommerce is the time and resources used to keep up maintenance and protection from cyber-attacks. Businesses would have to make sure they are operating with the restrictions of all the regulations regarding privacy and data protection.
電子商務(wù)有許多優(yōu)點(diǎn)和缺點(diǎn)。對(duì)于沒(méi)有時(shí)間親自購(gòu)物的顧客來(lái)說(shuō)，網(wǎng)上購(gòu)物已經(jīng)變得非常流行。電子商務(wù)的一個(gè)弱點(diǎn)是用于維護(hù)和保護(hù)網(wǎng)絡(luò)攻擊的時(shí)間和資源。企業(yè)將必須確保他們的運(yùn)營(yíng)受到有關(guān)隱私和數(shù)據(jù)保護(hù)的所有法規(guī)的限制。
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