电子商务英语 第二版 unit10.docVIP

Unit 10 Planning and Managing for Electronic Commerce 学习指导： 本章将介绍： 设定电子商务的目标 衡量效益目标 成本管理 投资回报 10.1 Identifying the Electronic Commerce Objectives The ability of companies to plan, design, and implement cohesive electronic commerce strategies will make the difference between success and failure for the majority of them. The tremendous leverage that firms can gain by being the first to do business in a new way on the Web has caught the attention of top executives in many industries. The keys to successful implementation of any information technology project are planning and execution. Businesses undertake electronic commerce initiatives for a wide variety of reasons. Objectives that businesses typically strive to accomplish through electronic commerce include: increasing sales in existing markets, opening new markets, serving existing customers better, identifying new vendors, coordinating more efficiently with existing vendors, or recruiting employees more effectively. Electronic commerce opportunities can inspire businesses to undertake activities such as: · Building brands · Enhancing existing marketing programs · Selling products and services · Selling advertising · Developing a better understanding of customer needs · Improving after-sale service and support · Purchasing products and services · Managing supply chains · Operating auctions · Building virtual communities and Web portals 10.2 Measuring Benefits Objectives Some benefits of electronic commerce initiatives are tangible and easy to measure. These include such things as increased sales or reduced costs. Other benefits are intangible and can be much more difficult to measure, such as increased customer satisfaction. When identifying benefit objectives, managers should try to set objectives that are measurable even when those objectives are for intangible benefits. For example, success in achieving a goal of in