電子商務英語0的知識

Unit5

HowtoCreateanE-CommerceWebSiteIntroduction:TheelementsofECStep1:EstablishyouronlineidentitywiththerightwebaddressStep2:Buildauser-friendlysiteStep3:SetupyourwebserverStep4:MinimizetherisksofECStep5:AcceptandmanageallkindsofpaymentsStep6:Test,test,testStep7:PromoteyoursiteStep8:StartsellingIntroduction:TheelementsofEC

Establishingyouridentitytherightdomainname.Findtherightonlinehomelocation.BuildanattractivestorefrontUsingtherighttoolsandfollowingsomebasicguidelines.Letthecustomersknowtheycantrustyoumakesureyoursiteissecureandyourcustomersknowit.Makeiteasyforcustomerstopayyou.Lettheworldknowaboutyoursite.Step1:Establishyouronlineidentitywiththerightwebaddress

Whyisitimportanttoestablishyouronlineidentity?ThefirststeptowardECisselectingthenameofyoursite.YourwebaddresstellsthecustomerswhoyouareandhowtofindyouontheInternet.ItisthecoreofyourInternetidentityyouronlinebrand,whichisuniquefornotwopartiescanhavethesamewebaddress.Tipsinchoosingdomainname

MDescribeyourbusiness.Avoidconfusionbysimplyandlogicallydescribingyourbusiness.E.g.F;B,etc.Keepitshort.E.g.sohu,sina,163,baidu,etc.Onceyou’vedecidedonyourwebidentity,thenextstepistodetermineifitisavailableandthenregisteritwithadomainnamecompanyor“registrar”.Step2:Buildauser-friendlysiteplanyoursitecarefully

Identifyclearmarketinggoalsforyoursite.Figureoutwhatyourpotentialcustomersneedtoknowbeforebuyingyourproductsandservices.1.Anoverviewofyourcompany,itsproductsandservices,andtheirapplications.2.Completeproductorservicedescriptions,includingfeatures,keybenefits,pricing,productspecifications,andotherinformation.3.Testmonials,orsuccessstories.4.AFAQsection.(frequentlyaskedquestions)Createasitemapthatoutlineseverypageonyoursite.Step2:Buildauser-friendlysitechoosetherightsite-buildingtools

TwowaystobuildyourwebsiteProfessionalwebdesignstudiosSelf-servicewebsitebuildingtoolsECSiteDesignTips

CarefullyresearchyourownfavoriteECsites.Yourhomepageisyoursite’sandyourbusiness’onlinefrontdoor.1.Yourcompanyname,logo,andtaglineprominentlydisplayed.2.Contactinformation.3.Alinktoan“Aboutthecompany”.4.Asitemenulistingthebasicsubsections.5.A“What’sNew”section.6.Yourprivacystatement.Makeiteasyforcustomerstonavigateyoursite.Keepthingssimple.Keepdownloadtimesshort.Step3:SetupyourWebserver

InvestingintheirownWebserver,includingthehardware,softwareandnecessaryinfrastrucuretogetyoursiteonline.AskforanISPorWebhostingcompanytoconnectyoursitetotheInternet.Step4:MinimizetherisksofEC

Commonsecuritythreats:

1.Spoofing.電子欺騙2.Unauthorizeddisclosure.非授權泄露3.Unauthorizedaction.4.Dataalteration.Thewaytoensureatrulysecureonlinetransaction:1.Encryption.2.Authentication.3.Digitalcertificates.Step5:Acceptandmanageallkindsofpayments

Simplysetupacreditcardterminalandprocessordersmanually.Implementan"Internetpaymentgateway"thatprovidesInternetconnectivitybetweenbuyers,sellers,andthefinancialnetworksthatmovemoneybetweenthem.PaymentGateway支付網(wǎng)關（PaymentGateway）是銀行金融網(wǎng)絡系統(tǒng)和Internet網(wǎng)絡之間的接口，是由銀行操作的將Internet上傳輸?shù)臄?shù)據(jù)轉(zhuǎn)換為金融機構內(nèi)部數(shù)據(jù)的一組服務器設備，或由指派的第三方處理商家支付信息和顧客的支付指令。支付網(wǎng)關（PaymentGateway）將Internet傳來的數(shù)據(jù)包解密，并按照銀行系統(tǒng)內(nèi)部的通信協(xié)議將數(shù)據(jù)重新打包；接收銀行系統(tǒng)內(nèi)部的傳回來的響應消息，將數(shù)據(jù)轉(zhuǎn)換為Internet傳送的數(shù)據(jù)格式，并對其進行加密。即支付網(wǎng)關主要完成通信、協(xié)議轉(zhuǎn)換和數(shù)據(jù)加解密功能，以保護銀行內(nèi)部網(wǎng)絡。

Step6:Test,test,test

Reviewandtestyoursitethoroughlybeforelanchingyoure-commercestorefront.Haveobjectivetesterswalkthroughtheentireorderingprocesstotestitsusability.Neverneglectgoodcustomersupport.Step7:Promoteyoursite

Registeryoursitewithsearchengines.Putyourdomainnameeverywhere.Advertise.Purchasekeywords.Step8:Startselling

OnlineidentityAWebhostAneye-catching,professional-lookingWebstorefrontRock-solidsecurityEsay-to-usepaymentmanagementTherightpromotionsUnit7E-BusinessModels?StorefrontModel?Shopping-CartTechnology?AuctionModel?PotralModel?Name-Your-PriceModel?Comparison-PricingModel?BartingModelStorefrontModel店面模式Thismodelisabasicformofe-commerceinwhichbuyersandsellersinteractdirectly.Itprovidesacombinationoftransactionprocessing,security,onlinepaymentandinformationstorage.Howtoconductstorefronte-commerce?Merchantsmustorganizeonlineproductcatalogs,takeordersthroughtheirWebsites,acceptpaymentssecurely,sendmerchandisetocustomersandmanagecustomerdata.Theymustmarkettheirsitestopotentialcustomersthroughvariousmedia.DivisionofStorefrontB2C

OnlineshopsIntergratedones綜合型

e.g.dangdang當當網(wǎng)Professionalones專業(yè)型e.g.Amazon,Joyo(卓越網(wǎng))，mall.sina(新浪商城)B2Ctraditionalretailerse.g.Walmart,CarrefourC2C

onlineshopse.g.eBay，taobao，paipaiShopping-CartTechnology

購物車技術Whatisshopping-carttechnology?Itisoneofthemostcommonlyusede-commerceenablers.Thisorder-processingtechnologyallowscustomerstoaccumulateitemstheywishtobuyastheybrowseane-businessWebsite.It’ssupportedbyaproductcatalog,whichresidesonthemerchantserverintheformofadatabase.Themerchantserveristhedatastorageandmanagementsystem.CaseStudy:AOneoftheworld’slargestonlineretailers.Usingadatabaseontheserversidethatofferscustomerontheclientsidemultiplewaystosearchforproducts.Providingpersonalizedservicetoreturningcustomers.Simplepurchaseprocess.Check-out.Sendingaconfirmatione-mailtotheuser.Operatingonsecureserversthatprotectpersonalinformation.AuctionModel拍賣模式Sellerspostitemstheywishtosell,theminimumprices,deadlinestoclosetheauctions,photographs,detaileddescriptions,etc.Biddersmaysearchthesiteforitemstheyareseeking,viewthecurrentbiddingactivityandplacebids.AuctionModelReverse-auctionmodel逆向拍賣模式Allowingbuyerstosetpricesthatcompetetomathorbeat.PAuctionsitesusuallyreceiveacommissiononeachsale.CaseStudy:eBay

TheleadingonlineauctionWebsiteandoneoftheworld’smostprofitablee-businesses.Thecompanycollectsbothacommissionfeeandapercentageofeachsaleamount.Usingadatabasetomanageitsauctions.Theauctionprocessbeginswhenthesellerpostsadescriptionoftheitemforsaleandfillsintheappropriateregistrationinformation.Thesellermustspecifyaminimumopeningbid.Ifasuccessfulbidismade,theynegotiatetheshippingdetails,warrantyandotherparticulars.PotralModel門戶模式HorizontalportalsaggregateinformationonabroadrangeoftopicsVerticalportalsmorespecific,offeringagreatdealofinformationpertainingtoasingleareaofinterest門戶類模式簡介門戶（portal），原意是指正門、入口，現(xiàn)多用于互聯(lián)網(wǎng)的門戶網(wǎng)站和企業(yè)應用系統(tǒng)的門戶系統(tǒng)。廣義來講，門戶是一個應用框架，它將各種應用系統(tǒng)、數(shù)據(jù)資源和互聯(lián)網(wǎng)資源集成到一個信息管理平臺之上，并以統(tǒng)一的用戶界面提供給用戶，使企業(yè)可以快速地建立企業(yè)對客戶、企業(yè)對內(nèi)部員工和企業(yè)對企業(yè)的信息通道，使企業(yè)能夠釋放存儲在企業(yè)內(nèi)部和外部的各種信息。狹義上講，門戶網(wǎng)站就是指通向某類綜合性互聯(lián)網(wǎng)信息資源并提供有關信息服務的應用系統(tǒng)。

31Baidu和Google

Google是世界上最大的搜索門戶，最大的英文搜索引擎，百度是最大的中文搜索引擎，兩者占據(jù)了中國搜索引擎市場的大半。百度公司（）是全球最大的中文搜索引擎，1999年底成立于美國硅谷，它的創(chuàng)建者是在美國硅谷有多年成功經(jīng)驗的李彥宏先生及徐勇先生。2000年1月，百度公司在中國成立了它的全資子公司－百度網(wǎng)絡技術（北京）有限公司。3233Baidu和GoogleGoogle()公司成立于1998年。Google富于創(chuàng)新的搜索技術和典雅的用戶截面設計使Google從當今的第一代搜索引擎中脫穎而出。2001年9月，Google的網(wǎng)頁評級機制PageRank被授予了美國專利。2004年8月，Google在納斯達克上市，開創(chuàng)了第二代搜索引擎技術，以此占據(jù)了萬維網(wǎng)上的80%的搜尋請求。2005年7月19日，Google在中國設立研發(fā)中心。34TheAdvantagesofPortalsPortalscanlinkcustomerstoonlinemerchants,onlineshoppingmallsandauctionsites.Theseportalshelpuserscollectinformationonproductsandservices,thusfacilitatingcomparisonshopping.Portalsalsoallowuserstobrowseindependentlyownedstorefronts.Name-Your-PriceMode

用戶定價模式Thismodelempowerscustomersbyallowingthemtostatethepricetheyarewillingtopayforproductsandservices.Manye-businessthatofferthisservicehaveformedpartenershipswithleadersofvariousindustries,suchastravel,lendingandretail.Theonlinebusinesspasseseachcustomer’spricerequesttoanappropriateindustrypartner,whodecideswhethertoselltheproductorservicetothecustomeratthestatedprice.Acustomerwhosepriceisrejectedcanofferanotherprice.However,ifapriceisaccepted,thecustomerisobligedtomakethepurchase.PricelinePriceline是美國一家基于C2B商業(yè)模式的旅游服務網(wǎng)站。打開Priceline網(wǎng)站，最直觀的可選項目就是“機票”、“酒店”、“租車”、“旅游保險”。Priceline屬于典型的網(wǎng)絡經(jīng)紀，它為買賣雙方提供一個信息平臺，以便交易，同時提取一定傭金。對于希望按照某一種住宿條件或者某一指定品牌入住的客人，Priceline也提供傳統(tǒng)的酒店預訂服務，消費者可以根據(jù)圖片、說明、地圖和客戶評論來選擇他們想要的酒店，并且按照公布的價格付款。但是Priceline所創(chuàng)立的“NameYourOwnPrice”（客戶自我定價系統(tǒng)）十幾年來一直是獨樹一幟，被認為是網(wǎng)絡時代營銷模式的一場變革，而Priceline公司則在發(fā)明并運用這一模式的過程中迅速成長。用戶定價模式Priceline發(fā)明的“Nameyourownprice”（自我定價）系統(tǒng)是經(jīng)濟學中價格與價值相互關系原理的延伸解讀。即產(chǎn)品的價值和使用價值可以通過價格體現(xiàn)出來，但是產(chǎn)品越接近保質(zhì)期，它的使用價值就越小，理論上達到保質(zhì)期時點之時，產(chǎn)品的使用價值就會變?yōu)?。具體到機票或者酒店行業(yè)，越臨近登機或者入住，機票和酒店客房的實際價值就越小，而一旦飛機起飛或者客房空置超過夜里24點，其使用價值便會為0。Comparison-PricingModel

對比定價模式Thismodelallowscustomerstopollvariousmerchantsinsearchofthelowestpriceforadesiredproductorservice.Comparison-pricingsitesoftengene