电子商务专业外文文献

电子商务专业外文文献

本科毕业论文

外文文献及译文

文献、资料来源：期刊

文献、资料发表（出版）日期：2007.3.11

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电子商务专业外文文献

外文文献：

On the e-commerce business management ideas under

The face of rising prices, challenges snowstorms, earthquakes, such as the subprime mortgage crisis, China's e-commerce has always been difficult, but actively maintained a forward momentum. In such a Web2.0 'experience economy' Times, word of mouth marketing network seem more useful.

2008 is the Chinese year of opportunities and challenges. Faced with rising prices, challenges snowstorms, earthquakes, the subprime mortgage crisis, China's e-commerce has always been difficult, but actively maintained a forward momentum. According to iResearch statistics, the first half of the online shopping market transactions reached 53.15 billion yuan, close to last year's 56.1 billion yuan scale. Paper format. The 2007 total B2B trade with China reached 24.5 trillion yuan, representing an increase of 17.8% in 2006, 69.3% of which comes from international trade. According to iResearch forecasts 2008-2012, but because China's economy will continue to maintain an upward trend in the next five years, China's total B2B trade still remains more than 12% annual growth rate in 2012 will exceed 52.4 trillion yuan .

Even in the wave of the global financial crisis is still rapid development of e-commerce, e-commerce to enable enterprises to conduct business in a wide range around the world, but in the creation of a large number of e-commerce opportunities for enterprises, but also changed the way traditional business activities of enterprises, enterprises are facing new living environment, in order to adapt to the new living environment, business management is challenged a lot of new ideas, management mechanisms must be more perfect, management tools must also be more advanced.

1. Innovation is the fundamental survival in the network in the network market, 'only the first, there is no second', 'The Winner Take All' (winner takes all) theory is the law of e-commerce industry, the Internet is always the first a market.

In the Internet, communications technology enables communication between people easier and more extensive range of network technology has greatly improved the speed of information transmission, any new products, information and services will be very easily spread to competitors Once the new developments will soon be over, soon to be imitated competitors,

电子商务专业外文文献

e-commerce and business activities make a more direct, more frequent, faster speed fittest beyond people's imagination, the competitive model requires constant innovation. So any business at all times and only constant innovation in the Internet, in order to establish the differences between competitors, enhance their core competitiveness. Therefore, in the era of e-commerce, innovation is fundamental, no innovation will be eliminated.

Google, EBay, Amazon, Yahoo, Facebook, Alibaba is a pioneer in the Internet, their innovative use of the Internet has changed people's habits, but also a winner on the Internet. google world's largest search engine company, from its founding innovative product after another, such as GoogleAdwords, Google-Adsense, Google Earth, Google Blogger, Google Frooger, Google Reader, Google Suggest, Google Toolber, Google Sites, etc.

Thus, innovation is in the e-commerce environment based on the fundamental. In the e-commerce environment, who innovative new business models, innovation needs of the consumers, who changed consumer habits, who quickly occupy the market, who is the winner of the Internet.

2. E-commerce environment, organizations will be flat, networking, e-commerce by means of information communication technology, network technology and computer technology support, replacing the traditional online transaction information transfer and trade. Online marketing so that the distance between enterprises and customers getting closer, corporate communication with customers more convenient, easier to collect business to customer preferences, provide personalized customer service. So in the face of e-commerce allows businesses to customer needs, must be kept sharp and rapid response, can rapidly organize corporate resources for production.

Traditional organizational structure due to more middle management levels, poor road information, it is difficult to adapt to the requirements of e-commerce requires fast response, and e-commerce systems by means of information technology, through information sharing, sharing rules, methods, and sharing of experience sharing and fast operation and control of intelligent automation to improve, to achieve the automatic flow of information, and greatly reduce the organizational level to achieve the appropriate information.

In the age of electronic commerce, enterprise organizational structure should be conducive to high-speed transmission and exchange of information, to be able to achieve the integration of

电子商务专业外文文献

internal resources and information, and can take advantage of corporate external resources to achieve the organization's network. In short, the traditional organizational pyramid-style management system no longer exists reasonable, flat, network, network-based organization is more conducive to the rapid implementation of appropriate business e-commerce.

3. Strengthen the management of e-commerce logistics services so that information flow, capital flow and logistics coordination to integrate third-rate guarantee transactions convenient implementation. Logistics as a business process, an important link between the raw material provider bears and product manufacturers, distributors and customers between physical distribution services, and efficient logistics system is to give full play to the advantages of e-commerce guarantee. However, the important role of logistics in stark contrast is lagging behind its own management, so that as a constraint to the development of e-commerce 'bottleneck.' Lack of appropriate levels of logistics support system, operational efficiency of e-commerce will be greatly reduced. Paper format. In addition to logistics management has become a payment authentication, security of e-commerce development problems to be solved.

In addition, e-commerce, communication between businesses and customers are virtual, and only after the customers get the product, after contact with the company's logistics staff will have real feelings, so a direct impact on the logistics company's reputation. Enterprise logistics service out of advanced management methods, should also greatly improve the quality of logistics services personnel in transit to ensure product quality, and properly solve the 'last mile problem', while ensuring the quality and speed of logistics services.

4. To strengthen the development of eCRM management ideas and methods of use of the Internet and e-commerce, the function and value of customer relationship management are raised to a new level. Enterprises with a variety of advanced Internet tools and tools to create and deliver substantial dynamic customer calling environment, resulting in comprehensive coverage of automated customer response mechanism of the channels, the ability to integrate a full range of business and real-time coordination of operations, to expand and improve customer pay household level. eCRM can have both internal and external to provide customers with self-service system, but also take the initiative to deal with customer service requirements, not only saves manpower, reduce operating costs, but also to meet the customer's real-time needs.

电子商务专业外文文献

The most significant advantages of the Internet is to achieve the customer's 'personal' and 'interactivity', so in the e-business environment, enterprises should make full use of advanced Internet communication technologies and methods to fully understand and access to customer preferences and personality, meet customer needs.

5. good business network in W eb2.0 a public relations 'experience economy' era, the word of mouth marketing network seem more useful. Popularization and application of Web2.0 ideas networks, so that consumers get 'word of mouth' greatly broaden the scope extends from the side of a small circle to countless Internet users. Before buying something, not only to check the Internet user rating for commodities, but also take the initiative to go to some forum posting, more users for comments, the public right to speak. As the famous American scholar Lazarsfeld's 'multi-polar communication theory': Under the influence of the network economy, the impact of the audience between them is often greater than the influence of traditional media audiences. 'Internet word of mouth marketing' has become the most fashionable business concepts and opportunities.

However, word of mouth marketing network is double-edged sword, good word of mouth publicity can get screen name recognition, and any negative news can spread like a virus as quickly, the long-term accumulation of the brand instantly becomes wasted. So in the prevalence of word of mouth marketing network, enterprises need to establish their own positive image, good PR, but also need to give attention to the network environment, to monitor, to create a good network platform, standardize the behavior of word of mouth marketing.

6. Strengthening the network brand building similar to traditional markets, online brand for online market also has a very big influence. Paper format. Low trust of Internet users on the network, especially in the e-commerce process, the quality of online goods, the security of online payment transactions are skeptical, and online brand image is the only guarantee of online sales by brand a lot of influence.

It is worth noting also need online brand and the brand has a very different tradition, traditional brands are not necessarily no necessary link between the online brand advantage, brand and site traffic, online advantage therefore need to re-creation of the brand planning and investment, so the company to be successful in the Internet, must not expect to rely on traditional brand.

电子商务专业外文文献

E-commerce business has opened up a new way to change the traditional marketing companies, has changed the business of traditional sales channels, as well as traditional business management concepts, so that e-commerce enterprises are facing globalization, standardization and efficiency of the challenge. E-commerce companies to give the opportunities and challenges, which requires companies to properly examine the e-commerce environment, the rapid adjustment of the focus of corporate management, development of management mechanisms for e-commerce development.

电子商务专业外文文献

中文译文：

论电子商务下的企业管理新思想

面对物价上涨、雪灾、地震、次贷危机等严峻的挑战，我国电子商务却始终艰难但踊跃的保持着向前的发展势头。在Web2.0这样一个“体验经济”时代，口碑营销网络上显得更有用武之地。

2008年是中国年，机遇与挑战并存。面对物价上涨、雪灾、地震、次贷危机等严峻的挑战，我国电子商务却始终艰难但踊跃的保持着向前的发展势头。根据艾瑞咨询统计数据，今年上半年网购市场交易规模达531.5 亿元，接近去年全年561 亿元的规模。论文格式。而2007年中国的B2B贸易总额达到24.5万亿元，较2006年增长17.8%，其中69.3%来自国际贸易。根据艾瑞咨询的预测，2008-2012年，但由于中国经济将继续保持上升的态势，未来5年中国的B2B贸易总额仍然将保持12%以上的年增长率，2012年将突破52.4万亿元。

即使在全球金融风暴的浪潮下电子商务依然得到快速的发展，电子商务使企业在世界各地广泛地开展业务，但是电子商务在为企业创造大量商机的同时，也改变了企业传统商务活动的方式，企业面临着新的生存环境，为了适应新的生存环境，企业管理受到很多新思想的挑战，管理机制必须更加完善，管理手段也必须更加先进。

1.创新是企业在网络下生存的根本

在网络市场中“只有第一、没有第二”，“The Winner Take All”(赢者通吃)的理论是电子商务业界的法则，互联网永远是第一的市场。

在互联网下，通讯技术使人与人之间的沟通更方便，范围更加广泛，网络技术也极大地提高了信息传递速度，任何新的产品、信息、服务都将非常容易地传播给竞争者，一旦新事物出现后，很快就将成为过去，很快被竞争者模仿，电子商务使经营活动更直接、更频繁，优胜劣汰的速度之快超出人们的想象，企业的竞争模式需要不断创新。所以在互联网下任何一个企业只有时时刻刻不断地创新，才能树立与竞争者之间的差异，提高自己的核心竞争力。因此在电子商务时代，创新永远是根本，没有创新就会被淘汰。

Ｇoogle、EBay、Amazon、Yahoo、Facebook、阿里巴巴都是互联网上的先驱，他们创新了互联网的应用，改变了人们的使用习惯，同时也成为互联网上的赢家。google全球最大的搜索引擎公司，从创立至今创新产品层出不穷，比如ＧoogleAdwords、Ｇoogle-

电子商务专业外文文献

Ａdsense、Ｇoogle Earth、Ｇoogle Blogger、Ｇoogle Frooger、Ｇoogle Reader、Ｇoogle Suggest、Ｇoogle Toolber、Google Sites等。

由此可见，创新是企业在电子商务环境下立足的根本。在电子商务环境下，谁创新了新的商业模式，创新了消费者的需求，谁改变了消费者的使用习惯，谁快速地强占了市场，谁就是互联网中的赢家。

2.电子商务环境下企业组织将扁平化、网络化、信息化

电子商务借助通信技术、网络技术以及计算机技术的支撑，网上交易取代了传统的信息传递和贸易方式。网上营销使企业与顾客之间的距离越来越近，企业与顾客的沟通更为方便，企业更易于收集顾客的喜好，对顾客提供个性化的服务。所以电子商务使得企业在面对顾客的需求时，必须保持敏锐、快速的反应，能迅速组织企业资源进行生产。

传统企业组织结构由于中间管理层次较多，信息道路不畅，很难适应电子商务所要求的快速相应要求，而电子商务系统借助于信息技术，通过实现信息共享、规则共享、方法共享和经验共享，以及操作自动化和控制智能化程度的提高，实现了信息流的自动畅通 ，并大大减少了组织层次，实现了信息的快速相应。

在电子商务时代，企业组织结构要有利于信息的高速传输与交流，要能实现企业内部资源的整合和信息化，并能充分利用企业外部资源，实现企业组织的网络化。总之，企业组织传统的金字塔式的管理体制不可能再合理存在了，扁平化、网络化、网络化的快速相应的组织更有利于企业电子商务的实施。

3.加强对物流服务的管理

电子商务使信息流、资金流、物流三流相互协调整合，保证交易方便快捷的实现。物流作为商务过程中的重要环节，担负着原材料提供商与产品生产商之间，商家与顾客之间的实物配送服务，高效的物流体系是使电子商务优势得以充分发挥的保证。然而，与物流重要作用形成鲜明对比的却是其自身管理的滞后，以至于成为制约电子商务发展的“瓶颈”。缺乏相应程度的物流体系支持，电子商务的运作效率将大大降低。论文格式。物流管理已成为除支付认证、安全保密之外电子商务发展亟待解决的问题。

另外，在电子商务下，企业与顾客之间的交流都是虚拟的，只有在顾客得到产品之后，与公司物流人员接触之后才会有真实的感受，所以物流的好坏直接影响公司的声誉。企业物流的服务出了先进的管理方法之外，还要大力提高物流服务人员的素质，保证产品在运输途中的质量，妥善解决“最后一英里问题”，同时保证物流服务的质量与速度。

4.加强eCRM管理思想和方法的运用

电子商务专业外文文献

互联网和电子商务的发展，将客户关系管理的功能和价值都提高到了一个新的水平。企业借助互联网各种先进的手段与工具，创造和充实动态的客户交呼唤环境，产生覆盖全面渠道的自动客户回应机制，整合全线的业务能力并实时协调运营，拓展和提高客户交户水平。eCRM既能够有内外地为客户提供自助服务系统，又可主动地处理客户的服务要求，不仅节省了人力，降低了运营成本，同时也满足了客户的实时性需要。

互联网的优势最显著的就是实现顾客的“个人化”和“交互性”，所以在电子商务环境下，企业应充分利用各种先进的互联网沟通技术与方法，充分了解和获取顾客喜好和个性，满足顾客需求。

5.做好企业网络公关

在W eb2.0这样一个“体验经济”时代，口碑营销网络上显得更有用武之地。网络的普及以及Web2.0思想的应用，使消费者获得“口碑”的范围大大拓宽，从身边的小圈子扩展到无数网民。买东西之前，不但可以先上网查询用户对商品的评价，还可主动去一些论坛发帖，征集更多网友的意见，大众掌握话语权。正如美国著名学者拉扎斯菲尔德的“多极传播理论”：在网络经济的影响下，受众彼此间的影响往往大于传统媒体对受众的影响。“网络口碑营销”已成了最时髦的商业概念和机会。

然而网络口碑营销是把双刃剑，好的口碑宣传可以得到网名的认可，而任何负面消息也可以像病毒一样迅速蔓延，长期积累的品牌形象顷刻变付诸东流。所以在口碑营销盛行的网络下，企业更需要树立自己的正面形象，做好网络公关，同时也需要对网络环境给予关注，加以监控，创建一个好的网络平台，规范口碑营销的行为。

6.加强网络品牌建设

与传统市场类似，网上品牌对网上市场也有着非常大的影响力。论文格式。网民对网络的信任度较低，尤其在电子商务过程中，对网上商品的质量，网上支付交易的安全性都持怀疑态度，而网上品牌形象是唯一的保证，网上销售受品牌影响颇大。

还需要值得注意的是，网上品牌与传统品牌有着很大不同，传统品牌不一定是网上优势品牌，知名品牌与网站访问量之间没有必然的联系，因此网上优势品牌的创立需要重新进行规划与投资，所以公司要在网上取得成功，决不能指望依赖传统的品牌优势。

电子商务为企业开辟了一条新的途径，改变了企业的传统营销方式，改变了企业传统销售渠道，以及企业传统管理理念，电子商务使企业面临着全球化、标准化、高效化的挑战。电子商务给与了企业机遇与挑战，这就需要企业正确审视电子商务环境，快速调整企业管理重心，制定适合电子商务发展的管理机制。

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