电子商务英语（ 第二版） unit3.docVIP

Unit3 Web Site Presence of the Electronic Commerce 学习指导： 本章将介绍： ·网上展示 ·网站的可用性 ·顾客的信任和忠诚 3.1 Web Presence Traditional businesses have always created a presence in the physical world by building stores, factories, warehouses, and office buildings. An organization’s presence is the public image it conveys to its stakeholders. The stakeholders of a firm include its customers, suppliers, employees, stockholders, neighbors, and the general public. Most companies tend not to worry much about the image they project until they grow to a significant size–until then, they are too focused on just surviving to spare the effort. On the Web, presence can be much more important. Many customers and other stakeholders of a Web business know the company only through its Web presence. Creating an effective Web presence can be critical even for the smallest and newest firms operating on the web. 3.1.1 Identifying Web Presence Goals When a business creates a physical space in which to conduct its activities, its managers focus on very specific objectives. Few of these objectives are image driven. The new company must find a location that will be convenient for its customers, with sufficient floor space and features to allow the selling activity to occur. A new business must balance its needs for inventory storage space and employee work space with the costs of obtaining that space. The presence of a physical business location results from satisfying these many other objectives and is rarely a main goal of designing the space. On the Web, business and other organizations have the luxury of building their Web sites intentionally to create distinctive presences. A firm’s physical location must satisfy so many other business needs that it often fails to convey a good presence. A good Web site design can provide many image-creation and image-enhancing features very effectively–it can serve as a sales brochure, a product showroom, a financial report, an employment ad, and a customer contact po