电子商务(英文版)课后作业及答案

电子商务(英文版)课后作业及答案Chapter1IntroductiontoElectronicCommerce1、Onedefinition：ElectronicCommerceTheelectroniccommerceisusedinitsbroadestsenseandincludesallbusinessactivitiesthatuseInternettechnologies.2、Threeimportantthinkingpoints：BusinessModels,RevenueModels,BusinessProcessBusinessmodelisasetofprocessesthatcombinetoachieveacompany’sprimarygoalwhichistypicaltoyieldaprofit.RevenueModelsisaspecificcollectionofbusinessprocessesusedtoidentifycustomers,markettothosecustomers,andgeneratesalestothosecustomers.Theideaishelpfulforclassifyingrevenue-generatingactivitiesforcommunicationandanalysispurposes.Businessprocessesincludepurchasingrawmaterialsorgoodsforresale,convertingmaterialsandlaborintofinishedgoods,managingtransportationandlogistics,hiringandtrainingemployees,managingthefinancesofthebusiness,andmanyotheractivities.3、Threetheoreticalpoints:Valuechains,StrategicallianceandSWOTValuechainsisawayoforganizingtheactivitiesthateachstrategicbusinessunitundertakestodesign,produce,promote,market,deliver,andsupporttheproductsorserviceitsells.Strategicallianceistherelationshipthatcompaniescoordinatetheirstrategies,resources,andskillsetsbyforminglong-term,stablerelationwithothercompaniesandindividualsbasedonsharedpurpose.SWOTanalysisisincludingstrengths,weaknesses,opportunitiesandthreats.It’sonepopulartechniqueforanalyzingandevaluatingbusinessopportunities.Theanalystfirstlooksintothebusinessunittoidentifyitsstrengthsandweaknesses.Thentheanalystreviewstheenvironmentinwhichthebusinessunitoperatesandidentifiesopportunitiespresentedbythatenvironmentandthethreatsposedbyenvironment.Chapter2TechnologyInfrastructure:TheInternetandtheWorldWideWeb1、P92ReviewQuestions5P57IntranetandInternetcompared,itcanbesaidthattheInternetisaworldwidenetworkandintranetistheimplementationofInternettechnologyinthein-house,itcanwithlittlecostandtimewillenterpriseinternalinformationfromalargenumberofresources,reasonabletransfertoeveryone.Intranetforenterpriseprovidesacanmakefulluseofthecommunicationlines,economicandeffectivetoestablishintranetschemeandIntranetapplications,enterprisescaneffectivelycarryonfinancialmanagement,supplychainmanagement,inventorymanagement,customerrelationshipmanagementandsoon.Chapter3SellingontheWeb:RevenueModelsandBuildingaWebPresenceP174ReviewQuestions3P158Channelconflictreferstotheactivitiesthatamemberofachannelisengagedinorisnotconducivetotheorganizationtoachieveitsowngoals,andthenallkindsofcontradictionsanddisputes.Distributionchanneldesignisthechannelmembersindifferentangles,differentinterestsanddifferentmethodsandsoon,undertheinfluenceofmanyfactors;therefore,thechannelconflictisinevitable.Toresolveconflictsthroughpersuasionistouseleadership.Inessence,persuasionistheopportunitytocommunicatewiththechannelmembersoftheconflict,whichemphasizestheinfluenceofthebehaviorratherthantheinformationsharing,butalsoinordertoreducetheconflictcausedbythedivisionoflabor.Thegoalofthenegotiationistostoptheconflictbetweenmembers.Compromisemayavoidconflict,butitcan'tsolvetherootcauseoftheconflict.Aslongasthepressurecontinuestoexist,itwilleventuallyleadtoconflict.Infact,negotiationisamethodofchannelmemberstobargain.Inthecourseofthenegotiations,eachmemberwillgiveupsomethingstoavoidtheconflict,buttheuseofnegotiationorpersuasiontoseemembersofthecommunicationskills.Infact,whentheconflictisresolvedbytheabovemethod,eachmemberneedstoformanindependentstrategytoensurethattheproblemcanbesolved.Chapter4MarketingontheWeb1、TwoMarketStrategies(WebMarketSegmentation)4CsofMarketing(NEEDCONSUMER'S)Aimedatconsumerdemand.Wemustfirstunderstandstudyandanalyzetheneedsanddesiresofconsumers,ratherthantoconsiderwhatcompaniescanproduceproducts.(COST)Thecostthattheconsumeriswillingtopay.Firstofall,weshouldunderstandconsumerstomeettheneedsanddesiresarewillingtopaymuchmoney,ratherthantomakethepriceoftheproduct,thatis,totheconsumerstohowmuchmoney.(CONVENIENCE)Consumerconvenience.Productsshouldbetakenintoaccounthowtofacilitatetheuseofconsumers.(COMMUNICATION)Communicationwithconsumers.Totheconsumerasthecenteroftheimplementationofmarketingcommunicationisveryimportant,throughinteraction,communicationandothermeans,theenterpriseinternalandexternalmarketingintegration,thecustomersandtheinterestsofbothsidesoftheenterprisetogether.4PsofMarketingPRODUCT:payattentiontothedevelopmentofthefunctionalrequirementsoftheproducthasauniquesellingpoint,thefunctionalrequirementsoftheproductinthefirstplace.:accordingtothedifferentmarketpositioning,thedevelopmentofdifferentpricingstrategies,productpricingisbasedonthecompany'sbrandstrategy,focusingonthegoldcontentofthebrand.(PLACE)Distribution:enterprisesdonotdirectlytoconsumers,buttopayattentiontothecultivationofthedealerandtheestablishmentofsalesnetwork,businessandconsumercontactisthroughthedistributorstocarryout.PROMOTION:enterprisesfocusonchangingthesalesbehaviortostimulatetheconsumer,inordertopromotethegrowthofconsumerspendingintheshortterm,toattractotherbrandsofconsumersorleadtoadvanceconsumptiontopromotesalesgrowth.MarketSegmentationNetworkmarketsegmentationreferstoenterprisesonthebasisofinvestigationandstudy,accordingtothenetworkconsumerdesiretobuy,purchasemotivationandhabitsofdifferent,thenetworkmarketingisdividedintodifferenttypesofgroups,eachconsumergroupconstitutestheenterpriseofamarketsegment.FunnelmodelThefivetierofthefunnelcorrespondstoeachlinkoftheenterprise'ssearchmarketing,whichreflectsthenumberandlossofcustomersfromthedisplay,click,access,andconsultationuntiltheorderprocessisgenerated.Fromthemaximumamountoftheshowtotheminimumorderquantity,thislayeroftheprocessofnarrowingthattherearecustomersforavarietyofreasonstoleave,toloseinterestinthebusinessortogiveup.2、SeveralMarketTechniquesWebAdvertisementsWebAdvertisementtypesWebadvertising(includingBanner,Button,hugeverticaledges,etc.)TextlinkadvertisingEmailadvertisingButtonadvertisingSponsorshipAdvertisingcombinedwithcontentInterstitialadsHomepageadvertisementKeywordadvertisingE-mailMarketingItisakindofnetworkmarketingmeanstotransfervalueinformationtotargetusersthroughemail,underthepremiseofuser'spriorpermission.Emailmarketinghasthreebasicelements:userlicense,e-maildeliveryofinformation,informationonthevalueoftheuser.Threefactors,thelackofa,cannotbecalledeffectiveEmailmarketing.Emailmarketingisadirectwaytocommunicatewithcustomersbye-mail.Atthesametime,itisalsowidelyusedinthefieldofnetworkmarketing.E-mailmarketingisoneoftheoldestonlinemarketingpractices,itcanbesaidthatemailmarketingthanthevastmajorityofWebsitepromotionandInternetmarketingpracticesaretobeold.Technology-enabledcustomerrelationshipClickstreamClickstreamanalysisClickstreamtheconceptofpaymoreattentiontotheusersbrowsethewebsiteoftheentireprocess,theweblogrecordstheuserclicksasisfigureof"point",andclickstreamismorelikethe"point"stringtogethertoformthe"line."CanalsobethepointthatisthesiteofthePage,andthelineistovisitthesiteoftheSession.Soclickontheflowofdataiscollectedbythesitelog,whichcancontainmoreinformationthanthewebsitelog,soastomaketheresultsbasedonclickstreamdatamoreabundantandefficient.SearchingenginepositioninganddomainnamespromotionpaidsearchengineplacementItisthroughthesearchengineoptimization,searchenginerankingsandresearchkeywordspopularityandrelevanceinthesearchengineresultspagetoobtainahigherrankingofmarketingtools.Searchengineoptimizationofwebsiterankingisveryimportant,becausesearchengineinbycrawlerorspider)programtocollectwebdata,accordingtothecomplexalgorithm(eachsearchenginerankingalgorithmandmethodisnotthesame)todeterminethepageforasearchtermcorrelationanddecidetherankingof.Whenthecustomerinthesearchenginetofindrelatedproductsorservices,itisthroughtheprofessionalsearchengineoptimizationpageusuallycangetahigherranking.3、OnlinebrandingAffiliatemarketing关联营销Affiliatemarketingisabuiltinmutuallybeneficialmutualbenefitbasedonmarketing,incrossmarketing(crossmarketingisreferstothetime,money,ideas,activitiesorpresentationspaceresourcesintegration,foranybusinesstoprovideachannelforthelowcostandtocontactm