电子商务设计师教程 电子版_电子商务电子商务| 第1部分

电子商务设计师教程 电子版

电子商务–电子商务 (Electronic Commerce – eCommerce)

The term electronic commerce (eCommerce) is used to denote the set of transactions for the sale of goods and services between the producer (supply) and consumer (demand), made via the Internet. In the telecommunications industry may be considered e-commerce as the set of dedicated applications to commercial transactions. According to a third definition of electronic commerce (eCommerce) is the communication and management of business through electronic means such as EDI (Electronic Data Interchange) and automated data collection.

术语电子商务(eCommerce)用于表示通过Internet进行的生产者(供应商)和消费者(需求)之间的商品和服务销售交易集。 在电信行业中，可以将电子商务视为商业交易专用应用程序的集合。 根据电子商务的第三个定义，电子商务是通过诸如EDI(电子数据交换)和自动数据收集之类的电子手段进行的通信和管理。

电子商务一词的演变 (Evolution of the term eCommerce)

The meaning of the term “electronic commerce (eCommerce)” has changed over time. At first indicated support for commercial transactions electronically, usually using a technology called Electronic Data Interchange (EDI, introduced in the late seventies) to send commercial documents like purchase orders or invoices electronically.

术语“电子商务(eCommerce)”的含义已随着时间而改变。 首先，它表示以电子方式支持商业交易，通常使用一种称为电子数据交换(EDI，于70年代后期推出的技术)的技术，以电子方式发送商业文件，例如采购订单或发票。

Later were added the functions that can be known more accurately as “e-commerce – the purchase of goods and services via the World Wide Web using secure servers (HTTPS characterized the address, a protocol that encrypts sensitive customer data contained in the purchase details for the purpose of protecting the consumer), with payment services online, as authorized for payment by credit card.

后来又增加了一些功能，这些功能可以更准确地称为“电子商务-使用安全服务器通过万维网购买商品和服务(HTTPS刻画了地址，该协议对包含在购买明细中的敏感客户数据进行加密的协议以保护消费者为目的)，通过在线付款服务(已授权通过信用卡付款)。

电子商务成功的关键因素 (Key factors for success in e-commerce)

To create an e-commerce success takes a few key factors. Among the main note:

创建电子商务成功需要几个关键因素。 主要说明中：

1. Generating value for our clients. The seller can achieve this by offering a product or set which attracts potential customers at a competitive price as in traditional commerce.
   为客户创造价值。 卖方可以通过提供一种产品或套装来实现这一目标，就像传统商业中那样，该产品或套装以具有竞争力的价格吸引潜在客户。
2. Service offerings and performance. The range of shopping experience with a high level of information with a friendly tone to the client as if we were in the shop below the house can afford to achieve these goals.
   服务产品和性能。 丰富的购物经验以及对客户友好的语气，就好像我们在房屋下面的商店中一样，可以为实现这些目标提供帮助。
3. Make a website attractive. The correct combination of colors, graphics, animation, images, typefaces, and a relationship between space and page space occupied by text and images can be decisive in this respect.
   使网站更具吸引力。 在这方面，颜色，图形，动画，图像，字体的正确组合以及文本和图像所占据的空间与页面空间之间的关系可能是决定性的。
4. Encouraging customers to purchase and subsequent retention. Trade policy in this regard may include coupons, special offers and various types of discounts. It may be useful also to the use of affiliate sites with the creation of link exchange as well as the realization of common advertising to other sites.
   鼓励客户购买和随后的保留。 在这方面的贸易政策可能包括优惠券，特别优惠和各种类型的折扣。 这对于通过链接交换的创建以及对其他站点的通用广告的实现对会员站点的使用也是有用的。
5. Personalized relationship with customers. Websites that are customizable by the customer as possible, or through special interfaces, purchase suggestions and special offers on a personal basis can be effective substitutes for a direct customer-committed as occurs in traditional stores.
   与客户的个性化关系。 客户可能会定制的网站，或通过特殊界面，个人购买建议和特别优惠来定制的网站，可以有效替代传统商店中直接由客户承诺的网站。
6. Organizing a sense of community among visitors. Chat, discussion groups on the Internet, to receive suggestions from visitors, loyalty programs and trade integration with other sites can help strengthen the feeling among users.
   在访客中组织社区意识。 在Internet上进行聊天，讨论组，以接收访问者的建议，忠诚度计划以及与其他站点的贸易整合，可以帮助增强用户之间的感觉。
7. 7.    Offer reliability and safety. Parallel servers, hardware redundancy, fault-tolerant technology, data encryption and firewalls can improve this aspect.
   7.提供可靠性和安全性。 并行服务器，硬件冗余，容错技术，数据加密和防火墙可以改善这一方面。
8. The relationship with customers should be pursued as a full field, ensuring that all employees, suppliers and partners have a unique and complete vision of the client. But be careful because the customer might not like Big Brother type of experience, considering it too intrusive.
   与客户的关系应作为一个完整的领域来进行，以确保所有员工，供应商和合作伙伴对客户都有独特而完整的愿景。 但是要小心，因为客户可能会不喜欢老大哥这种类型的体验，因为它会带来很大的干扰。
9. Management of all commercial customer experience. The online retailers develop this aspect of managing every customer contact as if it were part of an experience, which in turn identifies with the brand.
   管理所有商业客户的经验。 在线零售商发展了这一方面的管理方式，就好像每一次客户联系都是体验的一部分一样，而体验又可以识别品牌。
10. Streamlining business processes, possibly through the use of a re-engineering and information technology.
    可能通过使用重新设计和信息技术来简化业务流程。
11. Making a site easy to use without assistance, a self-service so that customers are independent. In this way, customers will feel more independent and autonomous.
    自助服务使站点易于使用而无需帮助，从而使客户独立。 这样，客户将感到更加独立和自主。
12. Assist clients in their consumers. The online retailers can help customers by offering assistance with broad comparative information about products and services and with good search capabilities. The presence of component information and comments on health and safety of products can support online retailers to identify the functions to be assigned to customers.
    在客户中协助客户。 在线零售商可以通过提供有关产品和服务的广泛比较信息以及良好的搜索功能来为客户提供帮助。 组件信息的存在以及有关产品健康和安全的注释可以支持在线零售商确定要分配给客户的功能。
13. Making a solid business model. If this factor had been present in the manuals of 2000, probably the majority of that time would not be dot.com failure.
    制定可靠的业务模型。 如果2000年的手册中存在此因素，那么大部分时间可能不是dot.com故障。
14. Design a computer industry, in which each participant focuses on a number of “limited” powers of the goods or services – that is the opposite of overall activity (shops online, depending on how they were planned, may seem generalist or specialist).
    设计一个计算机行业，每个参与者都将注意力集中在商品或服务的“有限”力量上，这与总体活动相反(网上商店，取决于他们的计划方式，可能看起来是通才或专家)。
15. Keep up to date as possible with regard to technological solutions on the site, bearing in mind that the basis of trade remain unchanged.
    请牢记有关贸易基础的最新信息，以使现场技术解决方案保持最新状态。
16. Making an organization able to respond nimbly and quickly to changes that will occur in the economic, social and physical society in which we operate.
    使组织能够对我们运营所在的经济，社会和自然社会中发生的变化做出灵活而Swift的React。

电子商务问题(eCommerce) (Issues of electronic commerce (eCommerce))

Even if a supplier of goods and services Electronic commerce (eCommerce) follow strictly the above 16 “key” to implement a strategy of selling online, but can also arise difficulties. Among the major include:

即使商品和服务的提供者电子商务(eCommerce)严格遵循上述16个“关键”来实施在线销售策略，也可能会遇到困难。 其中主要包括：

1. Defects understanding of customer behavior, ie how and why they buy a certain product. If producers and sellers are unable to grasp the buying habits of consumers, as well as expectations and motivations, even a noble or renowned product may not achieve sales targets set. Electronic commerce (eCommerce) could avoid this potential problem with market research and targeted more aggressive, similar to those undertaken by traditional sales channels.
   缺乏对客户行为的理解，即他们如何以及为什么购买某种产品。 如果生产者和销售者无法掌握消费者的购买习惯以及期望和动机，那么即使是高贵或知名的产品也可能无法实现设定的销售目标。 电子商务(eCommerce)可以避免市场研究中的这一潜在问题，并且针对性更强，与传统销售渠道所采取的类似。
2. Lack of analysis of the competitive scenario. You can have the technical capability to achieve business selling books online, but may be missing the will to compete with Amazon.com.
   缺乏对竞争情景的分析。 您可以具备实现在线销售书籍业务的技术能力，但可能会缺少与Amazon.com竞争的意愿。
3. Inability to predict the reactions in the environment in which the company operates. What will competitors? Introduce our brands to compete with or may create websites similar to ours and compete with us. Expand the services offered? They will try to sabotage a competitor’s site? Burst price war? How will the government? To mitigate these possible consequences is advisable to analyze the competition, industry sectors and markets involved, just as you would if a traditional activity.
   无法预测公司运营环境中的React。 竞争对手会怎样？ 介绍我们的品牌以与我们竞争或可以创建与我们相似的网站并与我们竞争。 扩展提供的服务？ 他们会试图破坏竞争对手的网站吗？ 爆发价格战？ 政府将如何？ 与传统活动一样，为减轻这些可能的后果，建议对竞争，行业和市场进行分析。
4. Overestimation of business skills. Employees, the system hardware, selected software and information flows among these subjects, can master the strategy all along? The online retailers have failed to properly train their employees and develop the necessary skills?. These issues may require a more detailed resource planning and training of employees expanded.
   高估业务技能。 员工，系统硬件，选定的软件和这些主题之间的信息流，能否始终掌握这一策略？ 在线零售商未能正确培训其员工并开发必要的技能？ 这些问题可能需要更详细的资源计划并扩大员工培训范围。
5. Lack of coordination. If the controls and reporting are not enough, you can change the organizational structure by adopting a more flexible, reliable and straightforward, although it is said that this change in order to achieve a better internal coordination.
   缺乏协调。 如果控制和报告还不够，您可以通过采用更灵活，可靠和直接的方式来更改组织结构，尽管据说这样做是为了实现更好的内部协调。
6. Inability in securing the commitment of top management. Often the main effect means unable to attain a specific corporate goal due to limited resources allocated to it. It is advisable to involve from the outset in the new venture top management of electronic commerce (eCommerce).
   无法确保最高管理层的承诺。 通常，主要影响是指由于分配给它的资源有限而无法实现特定的公司目标。 建议从一开始就参与新的电子商务的风险管理高层。
7. Inability in securing commitment from employees. If designers do not translate clearly their strategy to undergo, or fail to delineate their full context in which they operate, a remedy may be to offer a course dedicated to training as well as to establish a incentive scheme for employees.
   无法确保员工的承诺。 如果设计师没有清楚地表达他们的战略，或者没有勾勒出他们运作的全部背景，那么补救措施可能是提供专门的培训课程以及为员工制定激励计划。
8. Underestimating the time required to achieve the business objectives. The implementation of an enterprise e-commerce may require a considerable investment of time and money, and inability to understand the proper sequence and timing of business processes relating to these transactions may lead to significant cost increases, than budgeted. A basic project planning, analysis of such critical path, critical chain, or PERT can alleviate the discomfort. The ability to generate profits may be sacrificed to achieve a certain market share.
   低估了实现业务目标所需的时间。 企业电子商务的实施可能需要大量的时间和金钱投资，并且无法理解与这些交易有关的业务流程的正确顺序和时机可能会导致成本大大超出预算。 基本的项目计划，对此类关键路径，关键链或PERT的分析可以缓解这种不适感。 为了获得一定的市场份额，可能会牺牲创造利润的能力。
9. Inability to comply with planning time. A lack of verification of compliance with the targets initially as well as a reduced control of corporate performance than assumed in the planning stage, may raise difficulties in conducting business. You can overcome these drawbacks with traditional enterprise management tools: benchmarks (indicators of the competitors taken as reference), internal performance targets, indicators and changes in business analysis, establishing penalties for obtaining or negative performance, conversely, rewards for achieving business goals, and, finally, measures to realign the business.
   无法遵守计划时间。 最初缺乏对目标合规性的验证，以及对企业绩效的控制低于计划阶段所设想的水平，可能会增加开展业务的难度。 您可以使用传统的企业管理工具克服这些弊端：基准(作为竞争对手的指标作为参考)，内部绩效目标，指标和业务分析中的变化，对获得或负面绩效的处罚，反之，对实现业务目标的奖励以及最后，采取措施调整业务。

Continued…

继续…

翻译自: https://www.eukhost.com/blog/webhosting/electronic-commerce-ecommerce-part-1/

电子商务设计师教程 电子版