电子商务战略挑战外文翻译-管理系统(编辑修改稿)

电子商务战略挑战外文翻译-管理系统(编辑修改稿)内容摘要：

e statistics, it is clear many organisations are still sceptical about the benefits of technology. The efficient collection, utilisation, handling, storage and dissemination of information is a vital ponent of corporate success in the modern business world. However, the gathering and use of information must take into account issues of privacy and security. A recent feature in the Financial Times (1996) noted that … in order to thrive in the 1990s, financial services organisations are as much in the business of managing and manipulating information as managing and making money. Furthermore, the interest shown in topics such as TQM and BPR has demonstrated the importance of processes as a fundamental building block. Inevitably a few savvy organizations in each sector will utilise all three ponents to change their market or develop new markets. Those who do not adapt quickly to the new ways of working are likely to be disadvantaged as their strategies bee redundant. All businesses should investigate the implications of these technologies for them and the markets within which they operate. Marketing Champy, Buday and Nohria (1996) argue that the rise of electronic merce and the changing consumer processes brought about through electronic munities are likely to lead to a new wave of reengineering, mergers and acquisitions. Moreover, organizations may expand into new business areas, taking on roles unforeseen prior to the rise of the Web. For example: a magazine publisher, Cond Naste, has moved into the travel business。 Bill Gates is now an electronic real estate agent。 and a recruitment advertising agency, Bernard Hodes, has now bee an electronic recruitment pany. The emergence of electronic merce will significantly impact what we currently call ‘marketing’. Clearly, the appearance of electronic munities (Armstrong and Hagel, 1996) implies that marketing professionals must expand their horizons as the advent of this technology will threaten existing channels of business. Those involved in marketing need to understand the full range of products and services required by the electronic munity. They must learn to take advantage of the technology that allows customers to move seamlessly from information gathering to pletion of a transaction, interacting with the various providers of products and services as necessary. A number of interesting questions are implied: 1. What kind of information is available for collection? Is it appropriate to gather this information and for what should it be used? 2. Are information systems equipped to capture customer information and transactions, making it available for later analysis? 3. When dealing with electronic munities, do marketing professionals prehend the differences? One needs to engage the customer as part of the transaction rather than blindly mailing targets. This idea of munity has been at the heart of the Inter since its origins as a defence and academic puter work although most munities are still not particularly oriented toward merce. However, the World Wide Web has changed and broadened the nature of the Inter and the way in which mercial transactions are conducted. The CEO of Kodak is alleged to have remarked that he couldn’t tell if the Kodak Website was a money maker. But he knew it was important because it was the most personal way of selling since door to door salesmen, only now the customers were knocking on Kodak’s door. Armstrong and Hagel propose four types of nonexclusive electronic munities, those: interested in transactions。 sharing mon interests。 indulging in fantasy games。 and with a shared life experience. The business opportunity is for those who support and interact with these munities, building customer loyalty on an ongoing basis. By satisfying the requirements of relational marketing and transactions, panies may gain important insights into their customers’ nature and needs. For example, a baby products pany could entice customers to order items from an associated online catalogue by providing bulletin boards for new parents. The desire to establish longterm customer relationships with increasingly sophisticated demands has led panies to seek new ways of acquiring, managing and utilising customer information (Peters and Fletcher, 1995). Furthermore, advances in information technology have fundamentally altered the chan。