电子商务专业英语Unit4 B2B E-commerce.ppt

1、UNIT 4 Business-to-Business E-commerce,（Reading 1） （Reading 2） （参考文献）,CONTENTS,CONTENTS,Reading 1 B2B Marketing Strategies,Reading 2 E-commerce Procurement management,Reference Documentation,Reading 1,B2B Marketing Strategies,Summary,Key Words,Key Sentences,Reading 1,Summary,Business-to-business mar

2、keting is emerging from under the shadow of its larger business-to-consumer marketing. B2B marketing has long been associated with product marketing, but customer relationship management has changed it. Brand-marketing and email marketing are two important of marketing methods for B2B. The following

3、 article refers to 10 stupid ways to sell and several excellent ways to help you attain success for your B2B event.,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。,Agencies,Branding-marketing,Customer relationship

4、management,B2B marketing strategies,Tight regulations,Key Words,Schedule,Promote,Stupid ways,E-mail marketing,Location,Key Words,Key Sentences,Business-to-Business (B2B) marketing emerging from under the shadow of its larger business-to-consumer (B2C) marketing cousin as businesses are increasingly

5、recognizing the importance of taking an holistic approach to how they conduct their businessnot just with regard to their customers but also in terms of how they are perceived by employees and other business stakeholders, such as partners, suppliers and shareholders.,Key Sentences,B2B营销兴起于巨大的B2C营销环境

6、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。,Key Sentences,Customer relationship management (CRM) has demonstrated the need for businesses to make the requirements of their customers central to their operations, with the same high standard of service provi

7、ded at all customer “touch points” (customer contact points).,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。,Key Sentences,Some specialize in providing marketing services for particular vertical sectors, such as construction, healthcare or IT, and others take a more holistic approach, wor

8、king in brand marketing.,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。,Key Sentences,Even worse, making it difficult for people to unsubscribe can get you in trouble, possibly even blacklisted, a hard thing to bounce back from. Instead, target emails to different customer groups in you

9、r list.,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。,Key Sentences,Web seminars, or webinars whatever you call them, are virtual-type events which take as much preparation and promotion as a live event, but have additional barriers and considerations to keep in mi

10、nd.,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。,Reading 2,E-commerce Procurement Management,Summary,Key Words,Key Sentences,Reading 2,Summary,The article shows that e-procurement can lead to enormous cost reductions and higher flexibility due to shortened time-to-mar

11、ket. EPM provides extensive support and intelligent features that take e-procurement to the next level.In addition ,A case study describes a typical situation where a company is making a purchasing decision on automobile parts.Finally,the biggest challenges in building the World Bank e-procurement s

12、olution were function and technology now.,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 。,Key Words,Electronic supply chain,E-procurement,Efficient,Intelligent,EPM(e-commerce procurement management),Key Words,

13、Strategic analysis,Decision support,Benefit,Challenge,Case study,key sentences,1.In fact, as e-procurement and supply chain software continue to evolve, the relative value to companies of online retailing will continue to shrink in relation to the enormous cost savings and fundamental restructuring

14、of companies that will come about as a result of the evolution of web-based B2B and business-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。,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。,ke

15、y sentences,2.E-procurement becomes the catalyst that will allow companies to integrate supply chain from end to end, from sales to supplier, from bidding to negotiation, with shared pricing, product attributes, availability, and performance data that will allow buyers and suppliers to work to optim

16、um and mutually beneficial prices and schedules.,3.EPM consists of intelligent software agents and expert systems that may offer strategic advice and real-time support to the user, helping in the evaluation and proposal consideration process.,key sentences,EPM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

17、虑过程方面提供帮助。,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。,key sentences,4.Deterioration in supplier relationships resulting from downward price pressure due to the usage of price-centric purchase models was listed as a high-risk concern for procurement managers.,5.The procurement assistant is a pr

18、oactive decision support feature in EPM, which interprets the vendors activities and provides advice on bargaining strategies, suggests moves and possible alternatives for the user.,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。,key sentences,reference documentation,B2B Marketing Strategies,

19、B2B,What,Title：Deep Knowledge of B2B Relationships Within and Across Borders Author：Baxter, Roger Source：eBook. Year：2016,Relationships of individual and groups among three-plus firms represent the cornerstone concept in business-to-business (B2B) contexts. The three-plus firms include manufacturer-

20、supplier to manufacturer-customer to distributor-customer, and facilitators (e.g., transportation and management consulting firms). The common thread of the five papers in this volume is that making sense and achieving deep knowledge of three-plus B2B relationships are necessary antecedents for achi

21、eving high operating effectiveness, high (on-time) efficiency, and sustaining profits for each firm in these relationships.,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。,Industrial management-Cross

22、-cultural studies ; 工业管理-跨文化研究,Business networks ; 商业网络,International business enterprises-Management-Cross-cultural studies 国际企业-管理-跨文化研究,Subjects:,Title：Why B2B doesnt follow B2C: busting marketing myths Author：Lim, Joe Source：Database and Network Journal. Oct 2016, Vol. 46 Issue 5, p9, 1 p. Year：

23、2016,why,This belief, though long-held and particularly quoted in a digital context is, quite simply, rubbish. B2B marketers actually have the opportunity to do things much better if they put in the focus and effort. Excellence in B2B sales and marketing is about finding the right formula for your o

24、wn business, rather than just adopting trends that may work in B2C.,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。,Title:How To Build A Strategic B2B Marketing Function. Authors: Klein, Rachel Source: Brand Quarterly;

25、 Nov2016, Issue 24, p62-66, 5p Year:2016,How,The article presents an interview with organization TransUnion chief marketing officer (CMO) Julie Springer who discusses business-to-business (B2B) marketing strategies.,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。,CEO: Chief Execu

26、tive Officer 首席执行官；,CTO： Chief Technology Officer 首席技术官,CFO: Chief Financial Officer 首席财务官,CIO: Chief Information Officer 首席信息官,company,How,Title:Functional, emotional, and social benefits of new B2B services Authors: Candi, Marina a, Kahn, Kenneth B. b Source: In Industrial Marketing Management August 2016 57:177-184 Year：2016 Abstract: