外文翻译-电子商务战略挑战

----------------------------TheStrategicChallengesofElectronicCommerceCenturyEuropetheemergenceofcredit-basedbankingsystems感谢阅读financialinstrumentssuchasofexchange.Theseconcepts谢谢阅读remainus,intheirmodifiedform,tothis(Chown,1994).They谢谢阅读underpinallmodernformsofcommerce.Thearrivalofinformation精品文档放心下载technology(computersandtelecommunications)raisedtheprospect精品文档放心下载ofradicalchangetothistraditionalmodel.谢谢阅读TheriseoftheInternet(electroniccommerce),sincetheadventofthe精品文档放心下载WorldWideWeb,providedantocommunicationchannelfor精品文档放心下载businessestocontactcurrentpotentialcustomers.Theemergenceof感谢阅读theInternetasageneralcommunicationchannelalsogivenrisetothe谢谢阅读possibilityofwidespreadelectroniccommerce.Eventhoughthereisstill精品文档放心下载muchdebaterelatingtoelectronicpaymentforcommercialactivities,this谢谢阅读isanareaofgrowth.感谢阅读ItisdifficulttosaylargetheInternetis.Hoffman&Novak(1996)谢谢阅读quoteanumberofsurveys(O'Reilly,FIND/SVP,TimesMirror精品文档放心下载CommerceNet)whichsuggestthatthereatleast10millionInternet谢谢阅读usersintheUnitedStatesalone.Thenumberofcomputers(hosts)精品文档放心下载connectedtotheInternet9.47million(NetworkWizards,1996)精品文档放心下载精选资料----------------------------精品文档放心下载ofJanuary1996.Notethatasinglehostsupportsanywherefroma感谢阅读to,insomecases,thousandsusers.精品文档放心下载AsofMarch21,24,347firmswerelistedinOpenMarket's感谢阅读directoryof"CommercialServicesontheNet,"there54,800谢谢阅读entriesinthe"Companies"directoryoftheYahooGuidetoWWW感谢阅读1996),withthetotalnumberofWebsitesapproximatelyevery感谢阅读twomonths.JimClarke,thechairmanofNetscape,estimatedtheInternet精品文档放心下载40millionusersin1995withgrowth8%month(Clarke,1995).感谢阅读TheInternetisoneaspectoftechnology.Businessesrequire谢谢阅读informationandsupportingsystems(processes)tohandlethedata-感谢阅读timethesesystemsbecomecomputerised(IT).Moderninformation感谢阅读technologybothsupporttheprocessesandhelpcaptureuseful精品文档放心下载informationfortheenterprise.Thesetechnologiesinclude:感谢阅读1.Organizationalsupportsystems,suchasworkflowgroupware-精品文档放心下载makingbusinessesmoreefficient.谢谢阅读2.Customercontactdatabases-helpingcaptureinformation谢谢阅读customersandfacilitatenewofmarketing.谢谢阅读3.Electronicpaymentsystemsforandservices-theseemerging,感谢阅读althoughthemajorityofpaymentsarestillbasedonrelativelyexpensive谢谢阅读traditionalchequeclearance.精品文档放心下载精选资料----------------------------感谢阅读Collectivelyandindividually,theseareaswillcontributetomajorchanges精品文档放心下载inthewayacompanyconductsitsbusiness.Enixhavecoinedtheterm感谢阅读Workwaretodescribethecombinationofthesetechnologies.谢谢阅读Figure1-TheemergenceofElectronicCommercewillbeunderpinnedby感谢阅读threecomponentsHowever,thereisstillwidespreadmisunderstandingonthevalue感谢阅读organisationalsupporttechnology.Arecentsurveyof437large感谢阅读enterprisesbyresearchcompanyXephon(1996)indicatedthatan谢谢阅读astonishingproportion(44%)noimmediateintentionintroducing精品文档放心下载moderninformationhandlingsystems(GroupwaredefinedXephon谢谢阅读asNotes,MicrosoftExchangeandNovellGroupWise).Ofthese,65%精品文档放心下载theywereunsurewhatthesetechnologiescoulddeliver.Fromthese感谢阅读statistics,itismanyorganisationsarestillscepticalaboutthe谢谢阅读benefitsoftechnology.Theefficientcollection,utilisation,handling,storageanddisseminationof精品文档放心下载informationisavitalcomponentofcorporatesuccessinthe谢谢阅读精选资料----------------------------感谢阅读businessworld.thegatheringanduseofinformationmusttake谢谢阅读accountissuesofprivacysecurity.Arecentfeatureinthe感谢阅读FinancialTimesnotedthat"…inordertothriveinthe1990s,感谢阅读financialservicesorganisationsareasmuchinthebusinessofmanaging精品文档放心下载manipulatinginformationasmanagingandmakingmoney."谢谢阅读Furthermore,theinterestshownintopicssuchTQMBPR精品文档放心下载demonstratedtheimportanceprocessesasafundamentalbuilding感谢阅读block.Inevitablyafewsavvyorganizationsineachsectorwillutiliseallthree谢谢阅读componentstochangetheirmarketordevelopnewmarkets.Thosedo精品文档放心下载adaptquicklytothewaysworkingarelikelyto谢谢阅读disadvantagedastheirstrategiesbecomeredundant.Allbusinesses感谢阅读shouldinvestigatetheimplicationsthesetechnologiesforthemandthe感谢阅读marketswithinwhichtheyoperate.感谢阅读Champy,BudayNohria(1996)arguethattheriseofelectronic精品文档放心下载commerceandthechangingconsumerprocessesbroughtaboutthrough感谢阅读electroniccommunitieslikelytoleadtoawaveofreengineering,谢谢阅读mergersandacquisitions.Moreover,organizationsexpandinto精品文档放心下载businessareas,takingrolesunforeseenpriortotheriseoftheWeb.For谢谢阅读example:amagazinepublisher,Naste,movedintothetravel精品文档放心下载精选资料----------------------------谢谢阅读business;Gatesisanelectronicrealestateagent;a谢谢阅读recruitmentadvertisingagency,Hodes,nowbecomean谢谢阅读electronicrecruitmentcompany.谢谢阅读Theemergenceelectroniccommercewillsignificantlyimpactwe谢谢阅读currentlycall‘marketing’.Clearly,theappearanceelectronic精品文档放心下载communities(ArmstrongandHagel,1996)impliesthatmarketing感谢阅读professionalsmustexpandtheirhorizonsastheadventofthistechnology精品文档放心下载threatenexistingchannelsofbusiness.Thoseinvolvedinmarketing精品文档放心下载needtounderstandthefullrangeproductsservicesrequiredthe谢谢阅读electroniccommunity.Theymustlearntotakeadvantageofthe精品文档放心下载technologythatallowscustomerstomoveseamlesslyfrominformation精品文档放心下载gatheringtocompletionofatransaction,interactingwiththevarious谢谢阅读providersofproductsandservicesasnecessary.Aofinteresting感谢阅读questionsareimplied:1.Whatinformationisavailableforcollection?Isitappropriateto感谢阅读thisinformationandforshoulditbeused?谢谢阅读2.Areinformationsystemsequippedtocapturecustomerinformationand精品文档放心下载transactions,makingitavailableforlateranalysis?谢谢阅读精选资料----------------------------精品文档放心下载3.Whendealingelectroniccommunities,domarketingprofessionals感谢阅读comprehendthedifferences?Oneneedstoengagethecustomerasof感谢阅读thetransactionratherthanblindlymailingtargets.感谢阅读ThisideacommunitybeentheheartoftheInternetsinceits谢谢阅读originsasadefenceandacademiccomputernetworkalthoughmost精品文档放心下载communitiesarestillparticularlyorientedtowardcommerce.However,感谢阅读theWorldWideWebchangedandbroadenedthenaturethe精品文档放心下载Internetandthewayinwhichcommercialtransactionsconducted.感谢阅读TheCEOofKodakisallegedtohaveremarkedthathecouldn’ttellifthe精品文档放心下载Websitewasamoneymaker.heitwasimportant精品文档放心下载becauseitthemostpersonalofsellingsincedoorto谢谢阅读salesmen,onlythecustomersknockingonKodak’sdoor.感谢阅读ArmstrongandHagelproposefourtypesofnon-exclusiveelectronic精品文档放心下载communities,those:interestedintransactions;sharingcommoninterests;精品文档放心下载indulginginfantasyandwithasharedlifeexperience.The感谢阅读businessopportunityisforthosesupportinteractwiththese谢谢阅读communities,buildingcustomerloyaltyonanongoingBysatisfying谢谢阅读therequirementsofrelationalmarketingandtransactions,companies谢谢阅读maygainimportantinsightsintotheircustomers’natureandFor谢谢阅读example,ababyproductscompanycouldenticecustomerstoitems精品文档放心下载精选资料----------------------------精品文档放心下载fromanassociatedon-linecataloguebyprovidingbulletinboardsfornew精品文档放心下载parents.Thedesiretoestablishlong-termcustomerrelationshipsincreasingly谢谢阅读sophisticateddemandsledcompaniestowaysofacquiring,感谢阅读managingandutilisingcustomerinformation(PetersandFletcher,1995).感谢阅读Furthermore,advancesininformationtechnologyhavefundamentally精品文档放心下载alteredthechannelsthroughwhichcompaniescustomersmaintain谢谢阅读theirrelationships.Thecapacitytoobtainandcustomerinformation谢谢阅读withinprocessesbecomeakeystrategicissue.Thisoftenplacesthe感谢阅读companyinthepositionofrequiringsensitivepersonalinformationfrom感谢阅读customers.Gummesson(1987,1994,1995)viewsmarketingaofrelationships,精品文档放心下载networksandinteractionsandlists(relationships)incontrastto精品文档放心下载McCarthy’s(1981)4Ps(Product,Price,Place&Promotion).Gummesson感谢阅读highlightsthefactthattheelectronicrelationshipisnotdiscussedinthe谢谢阅读marketingliteratureeventhoughitispractisedwidelybymany精品文档放心下载businesses.Helinksrelationshipmarketingtotheimaginary(similartoa精品文档放心下载virtualornetwork)organisation.Hearguesthatbyincreasinglyapplying精品文档放心下载IT,morerelationshipsestablished.Theycreateanewtypeofbondto感谢阅读customersandbetweenemployees.感谢阅读精选资料----------------------------感谢阅读Theelectronicrelationshipextendsbeyondtheboundsoftheorganisation谢谢阅读themarketasintheexampleofairline,hotelcarrental谢谢阅读reservationsystems.Thecommunitiesestablishedhaveare-enforcing感谢阅读effect.Theseinsightsforceustore-examinetraditionaltheoriesof精品文档放心下载economics,systems,organisations,marketing,competition精品文档放心下载transactioncostanalysis.Astheboundariesbetweenfirmsmarkets感谢阅读dissolve,acharacteristicofrelationshipmarketingandnetwork感谢阅读organisations,aimageofinteractionandbusinessisneeded.谢谢阅读Theimportanceinformationexchangeinrelationshipmarketing感谢阅读(particularlyusinganelectronicchannel)requiresaclearunderstanding感谢阅读recognitionthepotentialproblems.Privacyisalsoissue-is感谢阅读privatechangesfrompersontoanotheraswellasbetweendifferent谢谢阅读cultures.ThoseusetheInternetarelikelytobebettereducatedand谢谢阅读willingtogiveinformation,unlesstheytrusttherecipient.Companies精品文档放心下载needtorealisethattheonlyreasontheyholdinformationonacustomeris谢谢阅读becausetheyhavearelationshipwiththatcustomer-somethingwhichis谢谢阅读transferable.Thoseusingelectronicchannelstoreachcustomersare谢谢阅读totargetbettereducatedmoreaffluentcustomers.They谢谢阅读therefore,toensurethattheircustomerinformationsystemsare谢谢阅读appropriate.精选资料----------------------------感谢阅读Anunderstandingofthetrustbuildingprocessisalsorequired.Firms谢谢阅读needtomakeafeatureoftheirtrustworthiness(auniquesellingpoint!).谢谢阅读Trustisdevelopedthroughprocesses.Processestendtobecustomer感谢阅读facing-withincustomerinteractiontrustisbuilt-uporeroded.感谢阅读Companiesmustbeabsolutelyclearaboutthevalueandintendeduseof感谢阅读information.Collectinginformationbecauseitistechnicallypossible(and感谢阅读daymightbeuseful)islikelytoweakentrustdevelopment.谢谢阅读HoffmanandNovak(1996)assertthattheheraldsanevolutionin谢谢阅读marketingconcepts.Informarketingeffortstosucceedinthisnew感谢阅读medium,abusinessparadigmisrequiredinwhichthemarketing谢谢阅读functionisreconstructedtofacilitateelectroniccommerceintheemerging精品文档放心下载electronicsocietyunderlyingtheWeb.谢谢阅读The"manyorany"communicationmodeloftheWeb(infactmany精品文档放心下载instancesmany-to-one)turnstraditionalprinciplesmassmedia精品文档放心下载advertisinginside(aone-to-manymodel)(HoffmanandNovak,1994).感谢阅读Theapplicationofadvertisingapproacheswhichassumeapassive,谢谢阅读captiveconsumerareredundantontheWeb.谢谢阅读Surprisingly,asitiscurrentlyevolving,thereislittleactivityaimed精品文档放心下载includingtheconsumerinthedevelopmentofemergingmedia(Dennis&精品文档放心下载1994).Intoadoptamarketorientation,firmsmust谢谢阅读understandtheircustomersandengageinconsumerresearch.Potential精品文档放心下载精选资料----------------------------谢谢阅读customersaremosteffectivelyengagedthroughnewconversational精品文档放心下载marketingapproaches.Anecdotalevidencesuggeststheretwotypesofcustomers-感谢阅读‘convenienceshoppers’‘explorers’(thosestreet-smart感谢阅读consumerswhoarehappytosurftheWeblookingforthebestormost谢谢阅读appropriateproductcombination).Furthermore,thesheersizetheWeb感谢阅读(trillionsofdocumentsandgrowingexponentially)meansfindingrelevant精品文档放心下载informationisbecomingmoremoredifficult-thebestefforts精品文档放心下载ofsearchenginessuchasYahoo.Ourresearchsuggeststhatthelarge谢谢阅读proportionofWebuserswouldratheronanintermediary(community感谢阅读operator)tosiftselectinformationontheirbehalf.Websites感谢阅读endorsedwillrequireknowledgeoftheaddress(URL)andareunlikelyto感谢阅读beaccessedwhensimilarinformation,productsorservicesarereadily精品文档放心下载availableinsidethecommunity.感谢阅读Contributingtotheriseofintermediariesareassociatedissuesofprivacy,精品文档放心下载trustsecurity(Schell,1996).Whilstthereismuchdiscussiononthe感谢阅读issuesInternetprivacyandsecurity,inthecontextofnormalbusiness谢谢阅读activities,manymillionspeopletrustotherswiththeirpersonal感谢阅读financialinformation.Examplesincludeorderingoverthetelephone,精品文档放心下载passingacreditcardtoanunknownwaiter,signingdirect谢谢阅读mandates.Ifanerroroccursinthesetypesoftransactionswetrustthe感谢阅读精选资料----------------------------谢谢阅读serviceprovidertocorrecttheerror.Soisitthatweexpectthe谢谢阅读Internettosupportaleveloftrustsecuritywhichwedoobservein谢谢阅读everydaylife?Thereisreasonwhysimilartrustrelationshipscannotbeestablished精品文档放心下载inelectronicallymediateddiscussions.Ifanything,itbecomeseasierfor感谢阅读anindividual(orgroupindividuals)toseekretributiononthosethat感谢阅读breaktheruleswithinanelectroniccommunity.ofthiscanbe谢谢阅读foundinthetendencytoattackthosethattrytoadvertiseonacademic精品文档放心下载discussiongroups(mailbombs)communitypolicingagainst精品文档放心下载pornographersintheNetherlands.精品文档放心下载Marketeersmustreconstructtheiradvertisingfortheinteractive,谢谢阅读consumercontrolledmedium.Thetraditionalcustomerloyalty感谢阅读(Suspect,Prospect,Customer,Partner,Advocate)isstillapplicable,谢谢阅读operatesinadifferentfashion.Thefirstthreestagesareoften精品文档放心下载instantaneousinelectroniccommerce.Thetransitionfromcustomerto精品文档放心下载advocatereliesonloyaltyearnedthroughtrust.Theinstantaneousnature感谢阅读oftheInternetmakesthismoredifficult.精品文档放心下载精品文档放心下载Itberecognizedthatprocessesarenotconfinedwithinone精品文档放心下载organization-theycrossthevaluechainasdemonstratedbythefollowing精品文档放心下载精选资料----------------------------精品文档放心下载example.Steinfield,etal(1995)describealarge,multinational,electrical精品文档放心下载applianceandconsumerelectronicsmanufacturerthatFrance谢谢阅读Telecom’sTelnetsystemtoEDI-likeconnectionsto精品文档放心下载approximately10,000separateretailersandindependentservice精品文档放心下载engineersthroughoutFrance(accessedthroughMinitelterminals).The谢谢阅读ubiquitousTelnetserviceandthecommercialapplicationswhichemerged精品文档放心下载toexploitit,insightsintothedevelopmentofcommercea精品文档放心下载world-wideInternet.Theafter-salesservicesubsidiaryofthismanufacturerprovided精品文档放心下载replacementpartstrainingtoitsdispersedcustomerbase.The谢谢阅读Telnetsystempermittedelectronictransactions,evenwiththesmallest谢谢阅读tradingpartners.Throughtheuseofon-lineordering,coupledwith精品文档放心下载courierserviceforrapiddelivery,thefirmtoeliminate感谢阅读partswarehousesreducetheaveragerepairtimefromtwoweeksto感谢阅读twodays.Inthepast,serviceengineerswaiteduntiltheyhadasufficient感谢阅读needforpartsbeforedrivingtoaregionalwarehouse.Oncethesystem谢谢阅读implemented,theyusedtheTelnetbased"just-in-time"stockingpractice感谢阅读forreplacementparts.Movingtoacentralisedwarehousereducedtheneedforreplicated谢谢阅读inventoriesextrapersonnelaroundthecountry,creatingsubstantial感谢阅读savings.Moreover,serviceengineerswerefurtherbound-infollowingthe感谢阅读精选资料----------------------------谢谢阅读introductionofarevenueproducing,expertsystem-based,training谢谢阅读application.Techniciansconnectedtotheexpertsystemwhichaskeda感谢阅读seriesquestionsdesignedtodiagnosethefaultindicatetherepairs精品文档放心下载needed.This"just-in-time"trainingservicemeantthattechniciansnolonger精品文档放心下载requiredexpensiveandlengthyin-persontraining-adifficulttask谢谢阅读theshortcycleofelectronicsproducts.Serviceengineerswere谢谢阅读chargedafeeforconnectingtotheservice,butithelpedthemto感谢阅读provideafasterservicetothecustomeralsofurtherenforcing精品文档放心下载theirdependenceonthesupplyingfirm.Theexpertsystemalso谢谢阅读accumulateddataonrepairproblemsandprovidedvaluablefeedbackto感谢阅读thedesignandmanufacturingdivisionsthecompany.Aprimary谢谢阅读motivationforthisservicetodissuadeserviceengineersfrom谢谢阅读obtainingpartsservicesfromothersuppliers.TheubiquityofMinitel精品文档放心下载merelycreatedtheenvironmentwithinwhichthesuppliercouldmanage精品文档放心下载relationshipswithaverylargesetofbuyers,withoutopeningtheirservice精品文档放心下载toothersuppliers.世纪欧洲出现了信贷和银行系统等金融工具，如外汇支出。这是我们的观谢谢阅读精选资料----------------------------感谢阅读念的改变，当时，它们是现代商业形式。信息技术的到来(电脑与通讯)和发展前景彻底改变这种传统商业模式。网络(电子商务)自诞生以来，提供了一个方便的沟通渠道,使企业与现有和潜在精品文档放心下载的客户更方便。互联网的出现也引起了普遍的沟通渠道的变化，以电子商务巨大的精品文档放心下载潜力。尽管仍有许多辩论怀疑这种商业模式的支付安全性，这显然是一个经济增感谢阅读长的热点。很难说互联网是多么大的网络.霍夫曼&诺瓦克(1996)引用了一些调查(地下谢谢阅读发现/SVPCommerce谢谢阅读量(主机)连接因特网花费达9.47亿美元(网络奇才公司,1996年),1996年1月.看精品文档放心下载到任何一个单一主办支持用户都有成千上万的使用者。截至年3月24347(1996)目录里”网上精品文档放心下载商业服务”共有54800份,在公司指导目录里雅虎网站(Yahoo,1996年)网站的访感谢阅读问人数大约每两个月翻一番.克拉克董事长Jim估计在1995年有万因特网感谢阅读用户每月增长(克拉克,1995年)。互联网技术只是一个方面。企业需要的信息系统和处理数据的应用软件一段精品文档放心下载时间内成为新兴的信息技术。现代信息技术帮助企业掌握并处理有用信息。这些技精品文档放心下载术包括：组织支持系统,譬如工作流和群件-使企业更加高效率。谢谢阅读顾客联络数据库-帮助捕获关于顾客的信息并促进行销新方法感谢阅读电子支付系统-这种方式刚刚涌现,多数付款仍然应用比较昂贵的传统现金结谢谢阅读算。集体和个人,这些地区将发生重大变化,一个公司的方式进行经营，感谢阅读精选资料----------------------------谢谢阅读WorkWareEnix已经创立了一个新名词来形容这些技术的结合。精品文档放心下载精品文档放心下载打造术语来描述这些技术的结合。但是，有普遍误解对于组织支持技术的价值。由Xephon的研究公司精品文档放心下载调查家大企业，一个令人惊讶的比例(44%)没有介绍现代信息处理系统的直精品文档放心下载接意图(由定义作为LotusNotes的群件,微软交换和Novell谢谢阅读GroupWise)。其中，认为他们是缺乏信心的对于这些技术能否应用。从谢谢阅读这些统计来看，许多组织怀疑这种技术的好处。银行支付系统营销客户信息图1精品文档放心下载处理、储存和传播信息的是现代企业经营成功一个重要因素。然而，收集和使用谢谢阅读信息必须考虑隐私和安全问题.最近出现在金融时报(1996)上“在1990年实谢谢阅读现金融服务机构为企业管理和操纵信息和操作赚钱一样。”此外,有兴趣的课题,如感谢阅读TQM和委托过程的重要性,也显示了根本性的基础.利益被显示该课题像TQM和谢谢阅读BPR处理根本构件一样重要。精选资料----------------------------精品文档放心下载一些有预见的组织必将设立的顶部门开发利用这三个要素市场改变老市场开精品文档放心下载拓新市场。那些未能很快地适应新的市场规则企业其战略规划将是多余的，各企业应为了市场运作必须研究这些技术营销BudayNohria(1996)和说,电子商务的兴起为消费过程带来的变化通过网络社区谢谢阅读很可能导致新一轮的重整、合并与收购。此外,为拓展新的业务领域架构,同时企业谢谢阅读角色变化必须领先于互联网的崛起。例如某杂志发行人Condé.Naste已进入旅精品文档放心下载游业务，比尔.盖兹真正的网络房地产经纪人;补充性的广告公司和贝尔纳已成为补谢谢阅读充性的电子公司。。显然,出现网络社区(阿感谢阅读姆斯特朗和黑格，1996)意味着行销人才，必须扩大视野，这一技术的出现将威胁精品文档放心下载到现有的商业渠道。参与市场需要理解网络世界产品和服务的全部。要学会利用技感谢阅读术使客户从信息传播到无碍交易完成自由选择，与各种必要的产品和服务的供应商谢谢阅读联系是必须的。包含了一些有趣的问题是:1.收集什么样的资料是有用的？这是收集有关资料,并且如何使用?谢谢阅读2.信息系统是否有能力掌握客户的交易资料,使之对以后分析有用?谢谢阅读3.在处理电子社区、专业市场做不同理解.人们需要把进行交易的客户作为目谢谢阅读标,而不是一味邮寄。互联网作为社会思想的核心,自它起源就作为防御,但大多数学术计算机网络还不精品文档放心下载是社区型商业.但是,世界上有广泛的范围和性质的变化和互联网的方式进行商业精品文档放心下载交易.行政总裁柯达据说说他唱看柯达网站找厂商.,这是最重要的,因为个人的方式,因为出售逐户推销员,只是现在老百姓都对柯达客户的大门.阿姆斯精品文档放心下载精选资料----------------------------精品文档放心下载特朗和黑格提出四种非专属电子社区是:交易兴趣.网络社区这个想法是在互联网中心从它的起源作为防御和学术计算机网络虽谢谢阅读然多数社区特别仍然不被安置商务。但是,万维网改变了和扩展了联网的本质并以感谢阅读这种方式产生了新的商业交易。柯达的断言陈述,他不能告诉是否柯达网站感谢阅读是利润的源泉。,唯一精品文档放心下载顾客主动找上门来。阿姆斯壮和Hagel提出四类型非排除性的电子社区,那些:对交易感兴趣;分精品文档放心下载享共同利益;沉溺于幻想比赛;并且以共有的生活经验。商机是为那些支持和与这感谢阅读些社区相处融洽,大厦顾客忠诚持续地。由满足关系行销和交易的要求,公司也许谢谢阅读了解重要入他们的顾客的自然和需要。例如,婴孩产品公司能诱惑顾客定购项目从精品文档放心下载伴生的线上物品价目表由提供海报栏为新父母。欲望建立与越来越老练需求的长期客户关系带领公司寻找新建方式获取,管理谢谢阅读和运用客户信息(Peters和Fletcher,1995).此外,预付款在信息技术根本上修改谢谢阅读了公司和客户维护他们的关系的通道。能力获得和运用客户信息在进程之内成为谢谢阅读了一个关键战略问题。这经常安置公司在要求敏感个人信息的位置从客户。精品文档放心下载Gummesson(1987年,1994年,观看市场营销作为一套关系,网络精品文档放心下载和交往和列表(关系)与McCarthy的(1981)(产品对比,价格,安排&谢谢阅读促销)。显示情况电子关系不讨论在市场宣传品即使它由许多企业感谢阅读广泛实践。他与虚构的(相似与虚拟或网络)组织链接关系市场营销。精品文档放心下载越来越申请它,更多关系被建立。他们创建债券的新型对客户和在员工之间。感谢阅读.谢谢阅读建立社区有再加强的作用。这迫使我们认识,重新审查传统的经济理论、制度、组感谢阅读精选资料----------------------------感谢阅读织、市场、竞争、交易成本分析。为解除企业和市场之间的界限,网络营销和组织谢谢阅读关系的特点,新的形象和企业的互动是必要的。信息交换关系的重要性营销(特别是谢谢阅读利用电子渠道),