b2c o2o_企业对消费者– B2C | 第1部分

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企业对消费者– B2C (Business-To-Consumer – B2C)

Business-to-consumer, B2C, also business-to-customer, is the trade carried on directly between the producer, seller or service provider and the consumer via the Internet (Note: the consumer and not even necessarily client because the consumer may still only know the products and services). From the standpoint of the consumer: define an updated corporate image, demonstrating an evolving organization, modern and able to offer a product or service quality.

企业对消费者(B2C，也指企业对客户)是生产者，卖方或服务提供商与消费者之间通过Internet直接进行的交易(注意：消费者，甚至不一定是客户，因为消费者可能仍然仅了解产品和服务)。 从消费者的角度来看：定义更新的公司形象，展示一个不断发展的现代化组织，并能够提供产品或服务质量。

Capabilities and Features of the Model B2C

B2C模型的功能和特性

The Internet has quickly become a vital component for companies. The role and importance of electronic markets have been increasingly varied. The power of electronic circuits such as the Internet to increase efficiency of business performance is one of the most important reasons for it. The capacity and potential of electronic markets, depends on how well it can leverage the power of the Internet to create sustainable competitive advantages. Some of the capabilities of the electronic marketplace are:

互联网已Swift成为公司的重要组成部分。 电子市场的作用和重要性日益多样化。 诸如互联网之类的电子电路提高业务绩效效率的能力是其最重要的原因之一。 电子市场的能力和潜力取决于能否充分利用互联网的力量来创造可持续的竞争优势。 电子市场的一些功能包括：

Instant communication: Help on instant communication between the various participants of business systems. It also helps in reducing the “time to market” for new products.  Global Access: The products / services offered through electronic markets have a global reach and provide greater access to markets;

即时通信：帮助业务系统的各个参与者之间进行即时通信。 它还有助于减少新产品的“上市时间”。 全球访问：通过电子市场提供的产品/服务具有全球影响力，并提供了进入市场的更大渠道；

Customization: Providing the ability to offer products and services in real time, the ability to customize goods for the needs are greatest;

定制：提供实时提供产品和服务的能力，最大程度地根据需求定制商品的能力；

Increased availability: e-commerce offers a greater availability of company’s products being available 24 hours a day, 7 days a week 365 days a year;

可用性提高：电子商务使一年365天，每周7天，每天24小时都可以使用公司产品；

De-Intermediation: Aids in the elimination of inefficient intermediaries, offering a simplified electronic distribution and differentiation of products based on customer choice;

去中介化：帮助消除低效的中介，提供简化的电子分发，并根据客户的选择区分产品；

Consolidation and Convergence: Help to further consolidation and convergence, which makes the economies of scale, facilitating the implementation of orders and hence compliance. This allows the revitalization of products that add value through the depth, context, or scanning;

整合和融合：有助于进一步的整合和融合，这可以实现规模经济，从而有利于订单的执行以及合规性。 这可以使通过深度，环境或扫描增加价值的产品得到振兴；

Collaboration: Facilitates automation of electronic transactions between enterprises, support real-time exchange of information enabling a collaborative process.

协作：促进企业之间电子交易的自动化，支持实时信息交换，从而实现协作流程。

Challenges in the initiative to implement B2C

实施B2C的挑战

Organizational change: For the successful transformation of a traditional business to a B2C e-commerce, there must be a radical organization. This becomes particularly difficult due to strong resistance to change by workers.

组织变革：为了成功地将传统业务转换为B2C电子商务，必须有一个激进的组织。 由于强烈抵抗工人的改变，这变得特别困难。

Redesign of business: As explained above, there are profound differences in how a traditional business functions and how a company conducts its e-commerce functions. Hence, one of the biggest challenges for a traditional society which changes to a B2C e-commerce to be successful is to re-design and streamlining of existing processes under the new form of business.

重新设计业务：如上所述，传统业务的运作方式和公司履行其电子商务职能的方式存在很大差异。 因此，要转变为B2C电子商务成功的传统社会面临的最大挑战之一就是在新的业务形式下重新设计和简化现有流程。

System integration barriers: In addition, the B2C e-commerce also requires that the various systems that represent a business as well as those of its partners in the supply chain are integrated. That’s because the real power of e-business effectively when systems are integrated.

系统集成的障碍：此外，B2C电子商务还要求将代表业务以及其供应链中合作伙伴的各种系统进行集成。 这是因为集成系统后有效地发挥了电子商务的真正力量。

Difficulty in matching technology to business needs: Is there a big difference between having technology and this technology utilize properly? One problem that many electronics companies face is prominent around the face matching technology to business needs. The problem is further aggravated because the market is flooded with new products. Another major problem is that the rampant development of technologies.

难以将技术与业务需求相匹配：使技术与正确利用该技术之间有很大区别吗？ 许多电子公司面临的问题之一是围绕满足业务需求的面部匹配技术。 由于市场上充斥着新产品，因此问题进一步恶化。 另一个主要问题是技术的迅猛发展。

The role of intermediaries: The growth of electronic commerce has reduced the role of intermediaries allowing direct interaction between the company and end customers. Thus, a key challenge for a traditional business (which accounted for their activities through intermediaries) to become an e-business is to define the role of intermediaries in its supply chain.

中介机构的作用：电子商务的增长降低了中介机构的作用，从而允许公司与最终客户之间进行直接交互。 因此，传统企业(通过中介通过其活动进行活动)成为电子商务的关键挑战是定义中介在其供应链中的作用。

Getting browsers to buy: Have your site visitors is only half the battle, because only after a purchase (or several) is that it determines the success of a B2C site.

购买浏览器：让您的网站访问者成功只有一半，因为只有一次(或多次)购买之后，才可以确定B2C网站的成功。

Build customer loyalty: Customer Relationship Management is probably one of the most important challenges that can be done by the following ways:

建立客户忠诚度：客户关系管理可能是可以通过以下方式完成的最重要的挑战之一：

1. Personalization;
   个性化；
2. Create a service request easier for the customer;
   为客户创建服务请求更容易；
3. Making a site easy to use.
   使站点易于使用。

Compliance: The success of the B2C e-commerce requires that customer orders are fulfilled as promised, and this can be done by increasing the focus on investment, supply chain and logistics technologies.

合规性： B2C电子商务的成功需要按承诺履行客户订单，这可以通过增加对投资，供应链和物流技术的关注来实现。

Targeting the B2C market in consumer markets

针对消费市场中的B2C市场

Geographic: Is the process of dividing the total market into groups based on their geographic location and other criteria, or even climate;

地理区域：是根据市场所在的地理位置，其他条件甚至气候将整个市场分为几类的过程；

Population: This involves dividing the market based on population characteristics. This approach targets consumers according to variables such as age, income, gender, family size, education, occupation, etc;

人口：这涉及根据人口特征划分市场。 这种方法根据年龄，收入，性别，家庭规模，教育程度，职业等变量针对消费者。

Psychographic: Is the process of dividing the market based on how people conduct their lives, including activities, interests and opinions. Relates to the behavior, lifestyle, personality (outgoing, conservative, impulsive, shy, rude, etc.);

心理：是根据人们的生活方式(包括活动，兴趣和观点)划分市场的过程。 与行为，生活方式，个性有关(外向，保守，冲动，害羞，粗鲁等)；

Behavior: Sorts the people according to their willingness to buy, motivation and attitude. One form of this classification was the benefit segmentation, which classifies its customers according to the primary benefit they seek on the product.

行为：根据人们的购买意愿，动机和态度对他们进行分类。 这种分类的一种形式是收益细分，它根据客户在产品上寻求的主要收益对其客户进行分类。

Advantages of implementing B2C

实施B2C的优势

The advantages of an Internet portal B2C rests on certain aspects such as:

Internet门户B2C的优势在于某些方面，例如：

Retailers can build your online store, benefiting from the increased promotion of brands and at the same time, getting more revenue from consumers who prefer the Internet. With the development of Internet tools, new ways to market products (Carvalho, 2006, p.41).

零售商可以建立自己的在线商店，这得益于品牌促销的增加，同时，也从喜欢互联网的消费者那里获得了更多收入。 随着Internet工具的发展，新的产品营销方式(Carvalho，2006，p.41)。

The virtual store also offers the option of e-commerce directed at businesses of any size, whether small, medium or large business (Carvalho, 2006, p.41).

虚拟商店还提供针对各种规模的企业的电子商务选项，无论是小型，中型还是大型企业(Carvalho，2006年，第41页)。

Disadvantages of implementing B2C

实施B2C的缺点

Like most markets, B2C is subject to a number of influences, some of them to personal and emotional, some practical and rational. In making an order electronically, it is possible to know what the customer perceives and want the reporting of several steps it performs. In a traditional purchase, if not find the product you want, the customer walks out and leaves no record. However, under the aegis of the B2C concept, the company can generate experiences, based on real needs that customers have shown. With these experiences may also determine the fundamental needs and thus build, integrate and deploy their presence, with some success on the Internet (Carvalho, 2006, p.42);

像大多数市场一样，B2C受到多种影响，其中一些受到个人和情感的影响，一些受到实用和理性的影响。 通过电子方式进行订购时，可以知道客户的感受，并希望报告其执行的多个步骤。 在传统的购买方式中，如果找不到所需的产品，客户就会走出去，并且不会留下任何记录。 但是，在B2C概念的支持下，公司可以根据客户显示的实际需求来产生经验。 有了这些经验，也可能确定基本需求，从而建立，集成和部署它们的存在，并在互联网上取得一些成功(Carvalho，2006年，第42页)；

The truth is that one of the major constraints for this is the B2C logistics related to the business model you want. Such companies can only survive if they have a good grasp of the expectations, needs, and not least, the service that customers demand (often related to logistics) are constantly changing. This is because consumers have extensive range of information on alternative products and stores, as well as data on prices, with just one simple click, so the power of decision is, increasingly, the client side. In parallel, consumers compare the performances of different business systems and, while not knowing they assign names, places the associated logistics systems in question (Carvalho, 2006, p.41);

事实是，与此相关的主要限制之一是与您想要的业务模型相关的B2C物流。 这样的公司只有在对期望，需求以及对客户需求(通常与物流相关)的服务不断变化的掌握得很好的情况下才能生存。 这是因为消费者只需单击一下鼠标，即可获得有关替代产品和商店的广泛信息以及有关价格的数据，因此，决策的力量越来越多地是客户端。 同时，消费者比较了不同业务系统的性能，并且在不知道分配名称的情况下，将相关的物流系统置于了问题的境地(Carvalho，2006，p.41)。

The fact that the supplier does not own stock in one of the ordered products considered essential by the client, you can also call into question the performance of the supplier. In this situation the client may choose to move to a traditional market for the product itself must generate a feeling of rejection of this type of business and / or putting into question the company which had requested service (Carvalho, 2006, p .43);

供应商不拥有客户认为必不可少的一种订购产品中的库存这一事实，您也可以质疑供应商的表现。 在这种情况下，客户可能会选择转向传统市场，因为产品本身必须对这种类型的业务产生拒绝感，并且/或者对要求服务的公司提出质疑(Carvalho，2006，p.43)；

The gap between information and the availability of existing stock in order to respond effectively to a specific order. Ex: The terminal is a wrong count of the number of items from a given reference and the client, which is online; your order does normally, as if the product existed. These situations give rise to multiple errors, observing a crossover wrong information, which requires the company to a deterioration of its image and, additionally, very low levels of performance (Carvalho, 2006, p.43);

信息与现有库存的可用性之间的差距，以便有效地响应特定订单。 例如：终端错误地计算了来自给定参考和客户的项目数，该项目处于在线状态； 您的订单正常运行，就好像该产品存在一样。 这些情况会导致多种错误，观察到交叉错误的信息，这要求公司降低其形象并降低绩效水平(Carvalho，2006年，第43页)。

The customer of the online world is more demanding than the client’s physical world. On the Internet, words have more impact, as each potential customer of the Internet has a big megaphone “(your list of email and communication networks to which it belongs), that is, if the company fails to meet their desires can convey a message much more quickly than a prospective client in the traditional trade, expressing his displeasure at not five friends, but the five thousand. The reverse may be true, though usually with less exuberance. In traditional commerce, an underserved customer can not have a major impact on the purchase. In online commerce that is not true, since a client can ill-served, also using online tools, be heard by millions of potential customers who have also access to the Internet environment (Carvalho, 2006, p.43).

在线世界的客户比客户的实际世界要求更高。 在Internet上，言语的影响更大，因为Internet的每个潜在客户都有一个很大的“扩音器”(即您所属的电子邮件和通信网络列表)，也就是说，如果公司未能满足他们的期望，则可以传达信息。比潜在客户要快得多，他对五个朋友而不是五个朋友表示不满。 反之可能成立，尽管通常很少那么热闹。 在传统商业中，服务不足的客户不会对购买产生重大影响。 在网上交易中，情况并非如此，因为数百万潜在客户也可以使用网上工具来服务客户，他们也可以使用网上工具(Carvalho，2006，第43页)。

Continued…

继续…

翻译自: https://www.eukhost.com/blog/webhosting/business-to-consumer-b2c-part-1/

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