电子商务---渠道冲突与互斥(中英文版).ppt

For example: The Levi’s Website now provides product information, but directs customers who want to buy its products to online stores that carry those products. Levi’s product pages also include links that lead to a store finder page, so that customers who want to shop for Levi’s products in a physical store can find stores near them. 例如：李维斯网站现在提供产品信息，但是指导消费者想要在网店上购买其产品需要携带。李维斯产品网页也包括通向一个商店页面的链接,以便顾客想买李维斯产品可以在一个实体商店找到他们附近的商店。 2. Channel cooperation渠道合作 For mutual benefit maximization, The same channel between different enterprises make a form of the partnership and cooperation relations. 对于共同利益最大化，相同的渠道在不同的企业之间形成了一种伙伴与合作关系。 The new type strategic alliance is the joining of Websites with channel distribution management companies, it is called “Channel Distribution Managers”, also called “Category Managers”. 一种新型战略联盟是在网站中加入渠道分销管理的公司，称之为“分销渠道管理公司”, 也称为“品类管理公司”。 It take over responsibility particular product line within a retail store. 它承担特别的产品线在零售店责任。 For example, Wal-Mart has company Handleman manages its inventory of music CDs in its physical store. 例如，沃尔玛的Handleman管理其实体商店的库存的音乐cd。 --attracting visitors to the Website吸引访问者 --making the site interesting enough that visitors stay and explore构建有趣的网站，使访问者流连忘返 --convincing visitors to follow the site’s links to obtain information 说服访问者按网站的链接来寻找信息 --creating an impression consistent with organization’s desired image创造共同合作的印象 --building a trusting relationship with visitors建立信任关系 --reinforcing positive images that the visitor might already have about the organization增强组织的正面形象 --Encouraging visitors to return to the site鼓励访问者再次来访 两个案例：成功的丰田网站和不成功的桂格网站 丰田的web表现很有效 ??The site provides: ??有产品展示厅 ??到每个产品有详细的链接 ??链接到经销商 ??链接到有关公司的信息及辅助服务 making Website accessible保持网站非常容易访问【满足广泛需求的最好方式是设计灵活的界面、提供不同的版本供客户选择、客户选择属性（不同细节或组合、显示和下载格式）】 3. Trust and loyalty信任和诚信 the studying found: 5% increase on customer loyalty, profit increase 25% to 80%研究发现：顾客诚信增加5%，利润将增加25% to 80% 4. Rating electronic commerce Website评价电子商务网