电子商务专业英语

电子商务专业英语第1页/共40页CONTENTS123CONTENTSReading1B2BMarketingStrategiesReading2E-commerceProcurementmanagementReferenceDocumentation第2页/共40页Reading1B2BMarketingStrategies第3页/共40页SummaryKeyWordsKeySentencesReading1第4页/共40页SummaryBusiness-to-businessmarketingisemergingfromundertheshadowofitslargerbusiness-to-consumermarketing.B2Bmarketinghaslongbeenassociatedwithproductmarketing,butcustomerrelationshipmanagementhaschangedit.Brand-marketingandemailmarketingaretwoimportantofmarketingmethodsforB2B.Thefollowingarticlerefersto10stupidwaystosellandseveralexcellentwaystohelpyouattainsuccessforyourB2Bevent.第5页/共40页Summary

B2B营销兴起于巨大的B2C营销环境的阴影之下。B2B营销长期和产品营销相联系，但是客户关系管理改变了这种情况。品牌营销和邮件营销是B2B的两种重要的营销方式。以下的文章主要涉及了10种拙劣的销售方式和帮你实现B2B活动的成功的几种优秀的销售方式。第6页/共40页AgenciesBranding-marketingCustomerrelationshipmanagementB2BmarketingstrategiesTightregulationsKeyWords第7页/共40页SchedulePromoteStupidwaysE-mailmarketingLocationKeyWords第8页/共40页KeySentencesBusiness-to-Business(B2B)marketingemergingfromundertheshadowofitslargerbusiness-to-consumer(B2C)marketingcousinasbusinessesareincreasinglyrecognizingtheimportanceoftakinganholisticapproachtohowtheyconducttheirbusiness—notjustwithregardtotheircustomersbutalsointermsofhowtheyareperceivedbyemployeesandotherbusinessstakeholders,suchaspartners,suppliersandshareholders.第9页/共40页KeySentencesB2B营销兴起于巨大的B2C营销环境的阴影之下，因而企业越来越认识到在生意经营中全局法的重要性，在这种方法下，他们不仅仅只关注于客户，也要关注他们如何被自己的员工和其他利益相关者（如合作伙伴，供应商和股东）看待。第10页/共40页KeySentences

Customerrelationshipmanagement(CRM)hasdemonstratedtheneedforbusinessestomaketherequirementsoftheircustomerscentraltotheiroperations,withthesamehighstandardofserviceprovidedatallcustomer“touchpoints”(customercontactpoints).客户关系管理已经表明，企业的需要应该以客户的需求作为企业运营的中心，同时向所有客户“接触点”提供同样高标准的服务。第11页/共40页KeySentences

Somespecializeinprovidingmarketingservicesforparticularverticalsectors,suchasconstruction,healthcareorIT,andotherstakeamoreholisticapproach,workinginbrandmarketing.一些机构专门为特定的垂直行业（如建筑业，医疗保健或者IT行业）提供营销服务，其他的一些机构则采用全局法来进行品牌营销。第12页/共40页KeySentences

Evenworse,makingitdifficultforpeopletounsubscribecangetyouintrouble,possiblyevenblacklisted,ahardthingtobouncebackfrom.Instead,targetemailstodifferentcustomergroupsinyourlist.更糟糕的是，人们退订的困难会使你陷入麻烦中，甚至可能会使你进入客户的黑名单，而且你很难再从客户的黑名单中出来。取而代之的是在你的邮件的列表中定位不同的客户群体。第13页/共40页KeySentences

Webseminars,orwebinarswhateveryoucallthem,arevirtual-typeeventswhichtakeasmuchpreparationandpromotionasaliveevent,buthaveadditionalbarriersandconsiderationstokeepinmind.网络研讨会或者在线会议，作为一个实况直播活动，无论你怎么称呼他们，他们都是一个做了大量的准备和推广的虚拟形式的活动，但是要记住其他出现的障碍和考虑因素。第14页/共40页Reading2E-commerceProcurementManagement第15页/共40页SummaryKeyWordsKeySentencesReading2第16页/共40页SummaryThearticleshowsthate-procurementcanleadtoenormouscostreductionsandhigherflexibilityduetoshortenedtime-to-market.EPMprovidesextensivesupportandintelligentfeaturesthattakee-procurementtothenextlevel.Inaddition,Acasestudydescribesatypicalsituationwhereacompanyismakingapurchasingdecisiononautomobileparts.Finally,thebiggestchallengesinbuildingtheWorldBanke-procurementsolutionwerefunctionandtechnologynow.第17页/共40页Summary

文章表明，由于缩短上市时间，电子采购可以大大降低成本，提高灵活性。同时，EPM提供广泛的支持和智能功能将电子采购提升到新的水平。此外，案例研究描述了一家公司正在对汽车零部件进行采购决策的典型情况。最后，目前构建世行电子采购解决方案面临的最大挑战是功能和技术。第18页/共40页KeyWordsElectronicsupplychainE-procurementEfficientIntelligentEPM(e-commerceprocurementmanagement)第19页/共40页KeyWordsStrategicanalysisDecisionsupportBenefitChallengeCasestudy第20页/共40页keysentences1.Infact,ase-procurementandsupplychain

softwarecontinuetoevolve,therelativevaluetocompaniesofonlineretailingwillcontinuetoshrinkinrelationtotheenormouscostsavingsandfundamentalrestructuringofcompaniesthatwillcomeaboutasaresultoftheevolutionofweb-basedB2Bandbusiness-to-admin(B2A)activity.事实上，随着电子采购和供应链软件的不断发展，因为基于网络的B2B和企业对政府机构（B2A）的电商活动的演变，在线零售业务的相对价值将会随着公司的巨大成本节省和基础性重组而不断缩小。第21页/共40页电子采购成为能让企业将供应链从端到端，从销售到供应商，从投标到谈判，共享定价，产品属性，可用性和性能数据整合在一起的催化剂，从而使买家和供应商能够达成最优且互利的价格和日程安排。keysentences2.E-procurementbecomesthecatalystthatwillallowcompaniestointegratesupplychainfromendtoend,fromsalestosupplier,frombiddingtonegotiation,withsharedpricing,productattributes,availability,andperformancedatathatwillallowbuyersandsupplierstoworktooptimumandmutuallybeneficialpricesandschedules.第22页/共40页3.EPMconsistsofintelligentsoftwareagentsandexpertsystemsthatmayofferstrategicadviceandreal-timesupporttotheuser,helpingintheevaluationandproposalconsiderationprocess.keysentencesEPM由智能软件代理和专家系统组成，可为用户提供战略咨询和实时支持，以及在评估和提案考虑过程方面提供帮助。第23页/共40页由于使用以价格为中心的购买模式导致的价格压力下降导致的供应商关系恶化被列为采购经理的高风险问题。keysentences4.Deteriorationinsupplierrelationshipsresultingfromdownwardpricepressureduetotheusageofprice-centricpurchasemodelswaslistedasahigh-riskconcernforprocurementmanagers.第24页/共40页5.TheprocurementassistantisaproactivedecisionsupportfeatureinEPM,whichinterpretsthevendors'activitiesandprovidesadviceonbargainingstrategies,suggestsmovesandpossiblealternativesfortheuser.采购助理是EPM的主动决策支持功能，它解释供应商的活动，并提供有关议价策略的建议，为用户提出可能的替代方案。keysentences第25页/共40页referencedocumentation

B2BMarketingStrategies第26页/共40页B2Bwhatwhyfuturehow第27页/共40页WhatTitle：DeepKnowledgeofB2BRelationshipsWithinandAcrossBordersAuthor：Baxter,RogerSource：eBook.Year：2016第28页/共40页

Relationshipsofindividualandgroupsamongthree-plusfirmsrepresentthecornerstoneconceptinbusiness-to-business(B2B)contexts.Thethree-plusfirmsincludemanufacturer-suppliertomanufacturer-customertodistributor-customer,andfacilitators(e.g.,transportationandmanagementconsultingfirms).Thecommonthreadofthefivepapersinthisvolumeisthatmakingsenseandachievingdeepknowledgeofthree-plusB2Brelationshipsarenecessaryantecedentsforachievinghighoperatingeffectiveness,high(on-time)efficiency,andsustainingprofitsforeachfirmintheserelationships.Abstract:三大主体中个体和团体的关系是企业对企业(B2B)的基本概念。三大主体包括制造商供应商、制造商客户、分销商客户以及辅助商(如：运输和管理咨询公司)。这本书里的五篇论文主要是深入了解三大主体B2B关系的前身，分别为：实现高经营效能,(准时)高效率,并且在市场关系中保证公司的利润。第29页/共40页Industrialmanagement--Cross-culturalstudies;工业管理--跨文化研究Businessnetworks;商业网络

Internationalbusinessenterprises--Management--Cross-culturalstudies国际企业--管理--跨文化研究Subjects:第30页/共40页Title：WhyB2Bdoesn'tfollowB2C:bustingmarketingmythsAuthor：Lim,JoeSource：DatabaseandNetworkJournal.Oct2016,Vol.46Issue5,p9,1p.Year：2016why第31页/共40页Thisbelief,thoughlong-heldandparticularlyquotedinadigitalcontextis,quitesimply,rubbish.B2Bmarketersactuallyhavetheopportunitytodothingsmuchbetteriftheyputinthefocusandeffort.ExcellenceinB2Bsalesandmarketingisaboutfindingtherightformulaforyourownbusiness,ratherthanjustadoptingtrendsthatmayworkinB2C.Abstract:长期以来,用户在引用电子数据方面，得到的内容都很简单,有些甚至是垃圾。然而B2B营销者实际上有机会做一些更好的尝试，如果他们更加专注和努力。事实上，卓越的B2B销售和营销是找到合适的方式经营自己的业务,而不是仅仅采用B2C营销的方式工作。第32页/共40页Title:HowToBuildAStrategicB2BMarketingFunction.Authors:Klein,RachelSource:BrandQuarterly;Nov2016,Issue24,p62-66,5pYear: 2016How第33页/共40页ThearticlepresentsaninterviewwithorganizationTransUnionchiefmarketingofficer(CMO)JulieSpringerwhodiscussesbusiness-to-business(B2B)marketingstrategies.Abstract:本文提出了采访组织TransUnion首席营销官(CMO)朱莉Springer讨论企业对企业(B2B)的营销策略。第34页/共40页CEO:ChiefExecutiveOfficer首席执行官；CTO：ChiefTechnologyOfficer首席技术官CFO:ChiefFinancialOfficer首席财务官CIO:ChiefInformationOfficer首席信息官company第35页/共40页HowTitle: Functional,emotional,andsocialbenefitsofnewB2BservicesAuthors:Candi,Marinaa,⁎Kahn,KennethB.bSource:InIndustrialMarketingManagementAugust201657:177-184Year：2016Abstract:Whilemarketingliteraturehasdefinedthe