工商管理Essay怎么寫：Factors to Consider for E-Commerce
本文是工商管理專業的留學生Essay范例，題目是“Factors to Consider for E-Commerce（電子商務需要考慮的因素）”，你的朋友勞拉要開一家網上零售店。她計劃向世界各地的愛貓人士出售與貓有關的服裝和商品。勞拉知道你是學商科的，所以她向你征求意見。
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(電子商務)是通過互聯網進行商品或服務的買賣。這包括電子轉賬和簽訂合同，在線營銷商品和服務，在線預訂等等。在從事電子商務之前有很多需要考慮的，例如;數字營銷，信息和安全。對于企業來說，考慮從事電子商務是很重要的，因為“過去10年，全球電子商務以平均20%的速度擴張”(電子商務起飛，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.
數字營銷將讓你了解如何與客戶打交道。市場營銷是一種交流活動，推廣對顧客有價值的產品或服務。當市場營銷使用電子設備或互聯網進行宣傳時，它就變得數字化了。社交媒體在數字營銷中扮演著重要的角色。像Lara’s這樣的企業，可以利用社交平臺上的人來宣傳產品或服務，以獲得曝光率并吸引潛在客戶。社交媒體讓人們可以很容易地分享、評論和評論產品和服務。這將提升勞拉的品牌和內容，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.
電子郵件營銷允許企業使用電子郵件向一大群人發送商業信息。電子郵件是吸引潛在客戶的有效方式，因為不是每個人都能接觸到社交媒體。當人們訂閱公司時，他們會期望得到一些回報，例如代金券、折扣、獎勵和特別優惠。
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.
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.
客戶生命周期電子郵件是電子商務營銷電子郵件的最后一類。這是基于客戶與品牌的關系。公司不會向所有客戶發送通用的電子郵件，而是根據客戶與品牌的關系發送電子郵件。電子郵件針對的是特定的客戶，這取決于他們在生命周期中的位置。這使得公司可以向目標客戶做個性化產品的廣告。
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.
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).
歐洲人權公約規定，每個人都“有權尊重他的私人和家庭生活、他的家庭和他的通信”。在信息時代，隱私的定義變得更加復雜和難以保護。隨著技術的不斷發展，新的威脅也隨之而來。雖然企業可以利用個人信息提供更好的服務，但這些信息也可能被濫用;例如，通過發送不必要的電子郵件給客戶，向他人出售客戶的信息，或披露客戶寧愿保密的潛在敏感信息”(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.
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).
《通用數據保護條例》(2016)是歐盟法律中與個人數據處理相關的法規。任何考慮從事電子商務的企業都需要熟悉這些規定，并付諸實踐，以保護客戶和自己。《通用數據保護條例》適用于英國處理個人數據的公共和私營公司，規定“技術允許私營公司和公共當局以前所未有的規模利用個人數據，以從事他們的活動”(歐盟法規，2016年)。
‘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.
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.
《數據保護法》(2018)和《隱私與電子通信條例》(PECR)是英國的法規，旨在保護與電子通信有關的計算機上的個人數據和隱私權。《數據保護法》實施了《一般數據保護條例》，控制企業如何使用您的個人數據，但有更多英國特有的因素。
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.
電子商務有許多優點和缺點。對于沒有時間親自購物的顧客來說，網上購物已經變得非常流行。電子商務的一個弱點是用于維護和保護免受網絡攻擊的時間和資源。企業必須確保自己的運營受到有關隱私和數據保護的所有法規的限制。
留學生dissertation相關專業范文素材資料，盡在本網，可以隨時查閱參考。本站也提供多國留學生課程essay寫作指導服務，如有需要可咨詢本平臺。
