电子商务 外文文献.docx
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电子商务 外文文献.docx
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电子商务外文文献
TheStrategicChallengesofE-commerce
Introduction
11thCenturyEuropesawtheemergenceofcredit-basedbankingsystemsandfinancialinstrumentssuchasbillsofexchange.Theseconceptsremainwithus,intheirmodifiedform,tothisday(Chown,1994).Theyunderpinallmodernformsofcommerce.Thearrivalofinformationtechnology(computersandtelecommunications)hasraisedtheprospectofradicalchangetothistraditionalmodel.
TheriseoftheInternet(electroniccommerce),sincetheadventoftheWorldWideWeb,hasprovidedaneasytousecommunicationchannelforbusinessestocontactcurrentandpotentialcustomers.TheemergenceoftheInternetasageneralcommunicationchannelhasalsogivenrisetothepossibilityofwidespreadelectroniccommerce.Eventhoughthereisstillmuchdebaterelatingtoelectronicpaymentforcommercialactivities,thisisclearlyanareaofgrowth.
ItisdifficulttosayhowlargetheInternetis.Hoffman&Novak(1996)quoteanumberofsurveys(O'Reilly,FIND/SVP,TimesMirrorandCommerceNet)whichsuggestthatthereareatleast10millionInternetusersintheUnitedStatesalone.Thenumberofcomputers(hosts)connectedtotheInternettopped9.47million(NetworkWizards,1996)asofJanuary1996.Notethatasinglehostsupportsanywherefromasingleuserto,insomecases,thousandsofusers.
AsofMarch21,1996,24,347firmswerelistedinOpenMarket's(1996)directoryof"CommercialServicesontheNet,"andtherewere54,800entriesinthe"Companies"directoryoftheYahooGuidetoWWW(Yahoo,1996),withthetotalnumberofWebsitesdoublingapproximatelyeverytwomonths.JimClarke,thechairmanofNetscape,estimatedtheInternethas40millionusersin1995withgrowthat8%permonth(Clarke,1995).
TheInternetisonlyoneaspectoftechnology.Businessesrequireinformationandsupportingsystems(processes)tohandlethedata-overtimethesesystemshavebecomecomputerised(IT).Moderninformationtechnologycanbothsupporttheprocessesandhelpcaptureusefulinformationfortheenterprise.Thesetechnologiesinclude:
1.Organizationalsupportsystems,suchasworkflowandgroupware-makingbusinessesmoreefficient.
2.Customercontactdatabases-helpingcaptureinformationaboutcustomersandfacilitatenewmethodsofmarketing.
3.Electronicpaymentsystemsforgoodsandservices-theseareemerging,althoughthemajorityofpaymentsarestillbasedonrelativelyexpensivetraditionalchequeclearance.
Collectivelyandindividually,theseareaswillcontributetomajorchangesinthewayacompanyconductsitsbusiness.EnixhavecoinedthetermWorkwaretodescribethecombinationofthesetechnologies.
Figure1-TheemergenceofElectronicCommercewillbeunderpinnedbythreekeycomponents
However,thereisstillwidespreadmisunderstandingonthevalueoforganisationalsupporttechnology.Arecentsurveyof437largeenterprisesbyresearchcompanyXephon(1996)indicatedthatanastonishingproportion(44%)hadnoimmediateintentionofintroducingmoderninformationhandlingsystems(GroupwarewasdefinedbyXephonasLotusNotes,MicrosoftExchangeandNovellGroupWise).Ofthese,65%saidtheywereunsurewhatthesetechnologiescoulddeliver.Fromthesestatistics,itisclearmanyorganisationsarestillscepticalaboutthebenefitsoftechnology.
Theefficientcollection,utilisation,handling,storageanddisseminationofinformationisavitalcomponentofcorporatesuccessinthemodernbusinessworld.However,thegatheringanduseofinformationmusttakeintoaccountissuesofprivacyandsecurity.ArecentfeatureintheFinancialTimes(1996)notedthat"…inordertothriveinthe1990s,financialservicesorganisationsareasmuchinthebusinessofmanagingandmanipulatinginformationasmanagingandmakingmoney."Furthermore,theinterestshownintopicssuchasTQMandBPRhasdemonstratedtheimportanceofprocessesasafundamentalbuildingblock.
Inevitablyafewsavvyorganizationsineachsectorwillutiliseallthreecomponentstochangetheirmarketordevelopnewmarkets.Thosewhodonotadaptquicklytothenewwaysofworkingarelikelytobedisadvantagedastheirstrategiesbecomeredundant.Allbusinessesshouldinvestigatetheimplicationsofthesetechnologiesforthemandthemarketswithinwhichtheyoperate.
Marketing
Champy,BudayandNohria(1996)arguethattheriseofelectroniccommerceandthechangingconsumerprocessesbroughtaboutthroughelectroniccommunitiesarelikelytoleadtoanewwaveofreengineering,mergersandacquisitions.Moreover,organizationsmayexpandintonewbusinessareas,takingonrolesunforeseenpriortotheriseoftheWeb.Forexample:
amagazinepublisher,CondNaste,hasmovedintothetravelbusiness;BillGatesisnowanelectronicrealestateagent;andarecruitmentadvertisingagency,BernardHodes,hasnowbecomeanelectronicrecruitmentcompany.
Theemergenceofelectroniccommercewillsignificantlyimpactwhatwecurrentlycall‘marketing’.Clearly,theappearanceofelectroniccommunities(ArmstrongandHagel,1996)impliesthatmarketingprofessionalsmustexpandtheirhorizonsastheadventofthistechnologywillthreatenexistingchannelsofbusiness.Thoseinvolvedinmarketingneedtounderstandthefullrangeofproductsandservicesrequiredbytheelectroniccommunity.Theymustlearntotakeadvantageofthetechnologythatallowscustomerstomoveseamlesslyfrominformationgatheringtocompletionofatransaction,interactingwiththevariousprovidersofproductsandservicesasnecessary.Anumberofinterestingquestionsareimplied:
1.Whatkindofinformationisavailableforcollection?
Isitappropriatetogatherthisinformationandforwhatshoulditbeused?
2.Areinformationsystemsequippedtocapturecustomerinformationandtransactions,makingitavailableforlateranalysis?
3.Whendealingwithelectroniccommunities,domarketingprofessionalscomprehendthedifferences?
Oneneedstoengagethecustomeraspartofthetransactionratherthanblindlymailingtargets.
ThisideaofcommunityhasbeenattheheartoftheInternetsinceitsoriginsasadefenceandacademiccomputernetworkalthoughmostcommunitiesarestillnotparticularlyorientedtowardcommerce.However,theWorldWideWebhaschangedandbroadenedthenatureoftheInternetandthewayinwhichcommercialtransactionsareconducted.TheCEOofKodakisallegedtohaveremarkedthathecouldn’ttelliftheKodakWebsitewasamoneymaker.Butheknewitwasimportantbecauseitwasthemostpersonalwayofsellingsincedoortodoorsalesmen,onlynowthecustomerswereknockingonKodak’sdoor.
ArmstrongandHagelproposefourtypesofnon-exclusiveelectroniccommunities,those:
interestedintransactions;sharingcommoninterests;indulginginfantasygames;andwithasharedlifeexperience.Thebusinessopportunityisforthosewhosupportandinteractwiththesecommunities,buildingcustomerloyaltyonanongoingbasis.Bysatisfyingtherequirementsofrelationalmarketingandtransactions,companiesmaygainimportantinsightsintotheircustomers’natureandneeds.Forexample,ababyproductscompanycouldenticecustomerstoorderitemsfromanassociatedon-linecataloguebyprovidingbulletinboardsfornewparents.
Thedesiretoestablishlong-termcustomerrelationshipswithincreasinglysophisticateddemandshasledcompaniestoseeknewwaysofacquiring,managingandutilisingcustomerinformation(PetersandFletcher,1995).
Furthermore,advancesininformationtechnologyhavefundamentallyalteredthechannelsthroughwhichcompaniesandcustomersmaintaintheirrelationships.Thecapacitytoobtainandapplycustomerinformationwithinprocesseshasbecomeakeystrategicissue.Thisoftenplacesthecompanyinthepositionofrequiringsensitivepersonalinformationfromcustomers.
Gummesson(1987,1994,1995)viewsmarketingasasetofrelationships,networksandinteractionsandlists30Rs(relationships)incontrasttoMcCarthy’s(1981)4Ps(Product,Price,Place&Promotion).Gummessonhighlightsthefactthattheelectronicrelationshipisnotdiscussedinthemarketingliteratureeventhoughitispractisedwidelybymanybusinesses.Helinksrelationshipmarketingtotheimaginary(similartoavirtualornetwork)organisation.HearguesthatbyincreasinglyapplyingIT,morerelationshipsareestablished.Theycreateanewtypeofbondtocustomersandbetweenemployees.
Theelectronicrelationshipextendsbeyondtheboundsoftheorganisationintothemarketasseenintheexampleofairline,hotelandcarrentalreservationsystems.Thecommunitiesestablishedhaveare-enforcingeffect.Theseinsightsforceustore-examinetraditionaltheoriesofeconomics,systems,organisations,marketing,competitionandtransactioncostanalysis.Astheboundariesbetweenfirmsandmarketsdissolve,acharacteristicofrelationshipmarketingandnetworkorganisations,anewimageofinteractionandbusinessisneeded.
Theimportanceofinformationexchangeinrelationshipmarketing(particularlyusinganelectronicchannel)requiresaclearunderstandingandrecognitionofthepotentialproblems.Privacyisalsoanissue-whatisprivatechangesfromonepersontoanotheraswellasbetweendifferentcultures.ThosewhousetheInternetarelikelytobebettereducatedandlesswillingtogiveinformation,unlesstheytrusttherecipient.Companiesneedtorealisethattheonlyreasontheyholdinformationonacustomerisbecausetheyhavearelationshipwiththatcustomer-somethingwhichisnottransferable.Thoseusingelectronicchannelstoreachcustomersarelikelytotargetbettereducatedandmoreaffluentcustomers.Theyneed,therefore,
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