电子商务英语

Unit5HowtoCreateanE-CommerceWebSite,Introduction:TheelementsofECStep1:EstablishyouronlineidentitywiththerightwebaddressStep2:Buildauser-friendlysiteStep3:SetupyourwebserverStep4:MinimizetherisksofECStep5:AcceptandmanageallkindsofpaymentsStep6:Test,test,testStep7:PromoteyoursiteStep8:Startselling,Introduction:TheelementsofEC,Establishingyouridentity-therightdomainname.Findtherightonlinehome-location.Buildanattractivestorefront-Usingtherighttoolsandfollowingsomebasicguidelines.Letthecustomersknowtheycantrustyou-makesureyoursiteissecureandyourcustomersknowit.Makeiteasyforcustomerstopayyou.Lettheworldknowaboutyoursite.,Step1:Establishyouronlineidentitywiththerightwebaddress,Whyisitimportanttoestablishyouronlineidentity?ThefirststeptowardECisselectingthenameofyoursite.YourwebaddresstellsthecustomerswhoyouareandhowtofindyouontheInternet.ItisthecoreofyourInternetidentity-youronlinebrand,whichisuniquefornotwopartiescanhavethesamewebaddress.,Tipsinchoosingdomainname,MDescribeyourbusiness.Avoidconfusionbysimplyandlogicallydescribingyourbusiness.E.g.F;B,etc.Keepitshort.E.g.sohu,sina,163,baidu,etc.Onceyouvedecidedonyourwebidentity,thenextstepistodetermineifitisavailableandthenregisteritwithadomainnamecompanyor“registrar”.,Step2:Buildauser-friendlysite-planyoursitecarefully,Identifyclearmarketinggoalsforyoursite.Figureoutwhatyourpotentialcustomersneedtoknowbeforebuyingyourproductsandservices.1.Anoverviewofyourcompany,itsproductsandservices,andtheirapplications.2.Completeproductorservicedescriptions,includingfeatures,keybenefits,pricing,productspecifications,andotherinformation.3.Testmonials,orsuccessstories.4.AFAQsection.(frequentlyaskedquestions)Createasitemapthatoutlineseverypageonyoursite.,Step2:Buildauser-friendlysite-choosetherightsite-buildingtools,TwowaystobuildyourwebsiteProfessionalwebdesignstudiosSelf-servicewebsitebuildingtools,ECSiteDesignTips,CarefullyresearchyourownfavoriteECsites.Yourhomepageisyoursites-andyourbusiness-onlinefrontdoor.1.Yourcompanyname,logo,andtaglineprominentlydisplayed.2.Contactinformation.3.Alinktoan“Aboutthecompany”.4.Asitemenulistingthebasicsubsections.5.A“WhatsNew”section.6.Yourprivacystatement.Makeiteasyforcustomerstonavigateyoursite.Keepthingssimple.Keepdownloadtimesshort.,Step3:SetupyourWebserver,InvestingintheirownWebserver,includingthehardware,softwareandnecessaryinfrastrucuretogetyoursiteonline.AskforanISPorWebhostingcompanytoconnectyoursitetotheInternet.,Step4:MinimizetherisksofEC,Commonsecuritythreats:1.Spoofing.电子欺骗2.Unauthorizeddisclosure.非授权泄露3.Unauthorizedaction.4.Dataalteration.Thewaytoensureatrulysecureonlinetransaction:1.Encryption.2.Authentication.3.Digitalcertificates.,Step5:Acceptandmanageallkindsofpayments,Simplysetupacreditcardterminalandprocessordersmanually.ImplementanInternetpaymentgatewaythatprovidesInternetconnectivitybetweenbuyers,sellers,andthefinancialnetworksthatmovemoneybetweenthem.,PaymentGateway,支付网关（PaymentGateway）是银行金融网络系统和Internet网络之间的接口，是由银行操作的将Internet上传输的数据转换为金融机构内部数据的一组服务器设备，或由指派的第三方处理商家支付信息和顾客的支付指令。支付网关（PaymentGateway）将Internet传来的数据包解密，并按照银行系统内部的通信协议将数据重新打包；接收银行系统内部的传回来的响应消息，将数据转换为Internet传送的数据格式，并对其进行加密。即支付网关主要完成通信、协议转换和数据加解密功能，以保护银行内部网络。,Step6:Test,test,test,Reviewandtestyoursitethoroughlybeforelanchingyoure-commercestorefront.Haveobjectivetesterswalkthroughtheentireorderingprocesstotestitsusability.Neverneglectgoodcustomersupport.,Step7:Promoteyoursite,Registeryoursitewithsearchengines.Putyourdomainnameeverywhere.Advertise.Purchasekeywords.,Step8:Startselling,OnlineidentityAWebhostAneye-catching,professional-lookingWebstorefrontRock-solidsecurityEsay-to-usepaymentmanagementTherightpromotions,Unit7E-BusinessModels,StorefrontModelShopping-CartTechnologyAuctionModelPotralModelName-Your-PriceModelComparison-PricingModelBartingModel,StorefrontModel店面模式,Thismodelisabasicformofe-commerceinwhichbuyersandsellersinteractdirectly.Itprovidesacombinationoftransactionprocessing,security,onlinepaymentandinformationstorage.Howtoconductstorefronte-commerce?Merchantsmustorganizeonlineproductcatalogs,takeordersthroughtheirWebsites,acceptpaymentssecurely,sendmerchandisetocustomersandmanagecustomerdata.Theymustmarkettheirsitestopotentialcustomersthroughvariousmedia.,DivisionofStorefront,B2COnlineshopsIntergratedones综合型e.g.dangdang当当网Professionalones专业型e.g.Amazon,Joyo(卓越网)，mall.sina(新浪商城)B2C-traditionalretailerse.g.Walmart,CarrefourC2Conlineshopse.g.eBay，taobao，paipai,Shopping-CartTechnology购物车技术,Whatisshopping-carttechnology?Itisoneofthemostcommonlyusede-commerceenablers.Thisorder-processingtechnologyallowscustomerstoaccumulateitemstheywishtobuyastheybrowseane-businessWebsite.Itssupportedbyaproductcatalog,whichresidesonthemerchantserverintheformofadatabase.Themerchantserveristhedatastorageandmanagementsystem.,CaseStudy:A,Oneoftheworldslargestonlineretailers.Usingadatabaseontheserversidethatofferscustomerontheclientsidemultiplewaystosearchforproducts.Providingpersonalizedservicetoreturningcustomers.Simplepurchaseprocess.Check-out.Sendingaconfirmatione-mailtotheuser.Operatingonsecureserversthatprotectpersonalinformation.,AuctionModel拍卖模式,Sellerspostitemstheywishtosell,theminimumprices,deadlinestoclosetheauctions,photographs,detaileddescriptions,etc.Biddersmaysearchthesiteforitemstheyareseeking,viewthecurrentbiddingactivityandplacebids.,AuctionModel,Reverse-auctionmodel逆向拍卖模式Allowingbuyerstosetpricesthatcompetetomathorbeat.PAuctionsitesusuallyreceiveacommissiononeachsale.,CaseStudy:eBay,TheleadingonlineauctionWebsiteandoneoftheworldsmostprofitablee-businesses.Thecompanycollectsbothacommissionfeeandapercentageofeachsaleamount.Usingadatabasetomanageitsauctions.Theauctionprocessbeginswhenthesellerpostsadescriptionoftheitemforsaleandfillsintheappropriateregistrationinformation.Thesellermustspecifyaminimumopeningbid.Ifasuccessfulbidismade,theynegotiatetheshippingdetails,warrantyandotherparticulars.,PotralModel门户模式,Horizontalportals-aggregateinformationonabroadrangeoftopicsVerticalportals-morespecific,offeringagreatdealofinformationpertainingtoasingleareaofinterest,门户类模式简介,门户（portal），原意是指正门、入口，现多用于互联网的门户网站和企业应用系统的门户系统。广义来讲，门户是一个应用框架，它将各种应用系统、数据资源和互联网资源集成到一个信息管理平台之上，并以统一的用户界面提供给用户，使企业可以快速地建立企业对客户、企业对内部员工和企业对企业的信息通道，使企业能够释放存储在企业内部和外部的各种信息。狭义上讲，门户网站就是指通向某类综合性互联网信息资源并提供有关信息服务的应用系统。,31,Baidu和Google,Google是世界上最大的搜索门户，最大的英文搜索引擎，百度是最大的中文搜索引擎，两者占据了中国搜索引擎市场的大半。百度公司（）是全球最大的中文搜索引擎，1999年底成立于美国硅谷，它的创建者是在美国硅谷有多年成功经验的李彦宏先生及徐勇先生。2000年1月，百度公司在中国成立了它的全资子公司百度网络技术（北京）有限公司。,32,33,Baidu和Google,Google()公司成立于1998年。Google富于创新的搜索技术和典雅的用户截面设计使Google从当今的第一代搜索引擎中脱颖而出。2001年9月，Google的网页评级机制PageRank被授予了美国专利。2004年8月，Google在纳斯达克上市，开创了第二代搜索引擎技术，以此占据了万维网上的80%的搜寻请求。2005年7月19日，Google在中国设立研发中心。,34,TheAdvantagesofPortals,Portalscanlinkcustomerstoonlinemerchants,onlineshoppingmallsandauctionsites.Theseportalshelpuserscollectinformationonproductsandservices,thusfacilitatingcomparisonshopping.Portalsalsoallowuserstobrowseindependentlyownedstorefronts.,Name-Your-PriceMode用户定价模式,Thismodelempowerscustomersbyallowingthemtostatethepricetheyarewillingtopayforproductsandservices.Manye-businessthatofferthisservicehaveformedpartenershipswithleadersofvariousindustries,suchastravel,lendingandretail.Theonlinebusinesspasseseachcustomerspricerequesttoanappropriateindustrypartner,whodecideswhethertoselltheproductorservicetothecustomeratthestatedprice.Acustomerwhosepriceisrejectedcanofferanotherprice.However,ifapriceisaccepted,thecustomerisobligedtomakethepurchase.,Priceline,Priceline是美国一家基于C2B商业模式的旅游服务网站。打开Priceline网站，最直观的可选项目就是“机票”、“酒店”、“租车”、“旅游保险”。Priceline属于典型的网络经纪，它为买卖双方提供一个信息平台，以便交易，同时提取一定佣金。对于希望按照某一种住宿条件或者某一指定品牌入住的客人，Priceline也提供传统的酒店预订服务，消费者可以根据图片、说明、地图和客户评论来选择他们想要的酒店，并且按照公布的价格付款。但是Priceline所创立的“NameYourOwnPrice”（客户自我定价系统）十几年来一直是独树一帜，被认为是网络时代营销模式的一场变革，而Priceline公司则在发明并运用这一模式的过程中迅速成长。,用户定价模式,Priceline发明的“Nameyourownprice”（自我定价）系统是经济学中价格与价值相互关系原理的延伸解读。即产品的价值和使用价值可以通过价格体现出来，但是产品越接近保质期，它的使用价值就越小，理论上达到保质期时点之时，产品的使用价值就会变为0。具体到机票或者酒店行业，越临近登机或者入住，机票和酒店客房的实际价值就越小，而一旦飞机起飞或者客房空置超过夜里24点，其使用价值便会为0。,Comparison-PricingModel对比定价模式,Thismodelallowscustomerstopollvariousmerchantsinsearchofthelowestpriceforadesiredproductorservice.Comparison-pricingsitesoftengeneraterevenuefrompartenershipswithmerchants.,CaseStudy:Froogle,PeopleusetheInternetasapreferredmediumtopurchaseproductsandservices.Ase-retailingcontinuesto