電子商務(wù)戰(zhàn)略挑戰(zhàn)外文翻譯(共13頁)

1、精選優(yōu)質(zhì)文檔-傾情為你奉上電子商務(wù)戰(zhàn)略挑戰(zhàn)11世紀(jì)歐洲出現(xiàn)了信貸和銀行系統(tǒng)等金融工具，如外匯支出。 這是我們的觀念的改變，當(dāng)時(shí)，它們是現(xiàn)代商業(yè)形式。信息技術(shù)的到來(電腦與通訊)和發(fā)展前景徹底改變這種傳統(tǒng)商業(yè)模式。 網(wǎng)絡(luò)(電子商務(wù))自誕生以來，提供了一個(gè)方便的溝通渠道,使企業(yè)與現(xiàn)有和潛在的客戶更方便?；ヂ?lián)網(wǎng)的出現(xiàn)也引起了普遍的溝通渠道的變化，以電子商務(wù)巨大的潛力。 盡管仍有許多辯論懷疑這種商業(yè)模式的支付安全性，這顯然是一個(gè)經(jīng)濟(jì)增長的熱點(diǎn)。 很難說互聯(lián)網(wǎng)是多么大的網(wǎng)絡(luò). 霍夫曼&諾瓦克(1996)引用了一些調(diào)查(地下發(fā)現(xiàn)/SVP時(shí)代鏡和電子商務(wù)網(wǎng)站)發(fā)現(xiàn)在美國至少有10萬互聯(lián)網(wǎng)用戶。電腦數(shù)

2、量(主機(jī))連接因特網(wǎng)花費(fèi)達(dá)9.47億美元(網(wǎng)絡(luò)奇才公司,1996年),1996年1月. 看到任何一個(gè)單一主辦支持用戶都有成千上萬的使用者。 截至1996年3月21日，在公開市場的上市公司24347(1996)目錄里”網(wǎng)上商業(yè)服務(wù)” 共有54800份,在公司指導(dǎo)目錄里雅虎網(wǎng)站(Yahoo,1996年)網(wǎng)站的訪問人數(shù)大約每兩個(gè)月翻一番.克拉克董事長Jim估計(jì)在1995年有4000萬因特網(wǎng)用戶每月增長8% (克拉克,1995年)。 互聯(lián)網(wǎng)技術(shù)只是一個(gè)方面。 企業(yè)需要的信息系統(tǒng)和處理數(shù)據(jù)的應(yīng)用軟件一段時(shí)間內(nèi)成為新興的信息技術(shù)。現(xiàn)代信息技術(shù)幫助企業(yè)掌握并處理有用信息。這些技術(shù)包括：1.組織支持系統(tǒng), 譬

3、如工作流和群件- 使企業(yè)更加高效率。2. 顧客聯(lián)絡(luò)數(shù)據(jù)庫-幫助捕獲關(guān)于顧客的信息并促進(jìn)行銷新方法3. 電子支付系統(tǒng)-這種方式剛剛涌現(xiàn),多數(shù)付款仍然應(yīng)用比較昂貴的傳統(tǒng)現(xiàn)金結(jié)算。集體和個(gè)人,這些地區(qū)將發(fā)生重大變化,一個(gè)公司的方式進(jìn)行經(jīng)營，WorkWareEnix已經(jīng)創(chuàng)立了一個(gè)新名詞來形容這些技術(shù)的結(jié)合。 在一定程度上，這個(gè)領(lǐng)域的變化將引起一個(gè)公司經(jīng)營方式巨大的的改變，Enix 打造術(shù)語Workware 來描述這些技術(shù)的結(jié)合。 但是， 有普遍誤解對(duì)于組織支持技術(shù)的價(jià)值。由Xephon 的研究公司(1996) 調(diào)查437 家大企業(yè)，一個(gè)令人驚訝的比例(44%) 沒有介紹現(xiàn)代信息處理系統(tǒng)的直接意圖(由X

4、ephon 定義作為Lotus Notes 的群件, 微軟交換和Novell GroupWise) 。 其中， 65% 認(rèn)為他們是缺乏信心的對(duì)于這些技術(shù)能否應(yīng)用。 從這些統(tǒng)計(jì)來看，許多組織懷疑這種技術(shù)的好處。電子商務(wù)workware銀行組織支付系統(tǒng)處理支持營銷客戶信息圖1 -電子商務(wù)的出現(xiàn)之后,會(huì)由三個(gè)主要要素加固它的根基 有效地收集、利用、處理、儲(chǔ)存和傳播信息的是現(xiàn)代企業(yè)經(jīng)營成功一個(gè)重要因素。 然而，收集和使用信息必須考慮隱私和安全問題. 最近出現(xiàn)在金融時(shí)報(bào) (1996)上 " 在1990年實(shí)現(xiàn)金融服務(wù)機(jī)構(gòu)為企業(yè)管理和操縱信息和操作賺錢一樣。 " 此外,有興趣的課題,如T

5、QM和委托過程的重要性,也顯示了根本性的基礎(chǔ). 利益被顯示該課題像TQM 和BPR處理根本構(gòu)件一樣重要。 一些有預(yù)見的組織必將設(shè)立的頂部門開發(fā)利用這三個(gè)要素市場改變老市場開拓新市場。 那些未能很快地適應(yīng)新的市場規(guī)則企業(yè)其戰(zhàn)略規(guī)劃將是多余的， 各企業(yè)應(yīng)為了市場運(yùn)作必須研究這些技術(shù)。營銷 BudayNohria(1996)和說,電子商務(wù)的興起為消費(fèi)過程帶來的變化通過網(wǎng)絡(luò)社區(qū)很可能導(dǎo)致新一輪的重整、合并與收購。 此外,為拓展新的業(yè)務(wù)領(lǐng)域架構(gòu),同時(shí)企業(yè)角色變化必須領(lǐng)先于互聯(lián)網(wǎng)的崛起。 例如:某雜志發(fā)行人Condé?Naste已進(jìn)入旅游業(yè)務(wù)，比爾.蓋茲真正的網(wǎng)絡(luò)房地產(chǎn)經(jīng)紀(jì)人;補(bǔ)充性的廣告公司和

6、貝爾納已成為補(bǔ)充性的電子公司。 電子商務(wù)的出現(xiàn)，將極大地影響我們現(xiàn)在的需要'市場'。 顯然,出現(xiàn)網(wǎng)絡(luò)社區(qū)(阿姆斯特朗和黑格，1996)意味著行銷人才，必須擴(kuò)大視野，這一技術(shù)的出現(xiàn)將威脅到現(xiàn)有的商業(yè)渠道。參與市場需要理解網(wǎng)絡(luò)世界產(chǎn)品和服務(wù)的全部。要學(xué)會(huì)利用技術(shù)使客戶從信息傳播到無礙交易完成自由選擇，與各種必要的產(chǎn)品和服務(wù)的供應(yīng)商聯(lián)系是必須的。包含了一些有趣的問題是:1.收集什么樣的資料是有用的？ 這是收集有關(guān)資料,并且如何使用? 2.信息系統(tǒng)是否有能力掌握客戶的交易資料,使之對(duì)以后分析有用? 3.在處理電子社區(qū)、專業(yè)市場做不同理解. 人們需要把進(jìn)行交易的客戶作為目標(biāo),而不是一味郵

7、寄. 互聯(lián)網(wǎng)作為社會(huì)思想的核心,自它起源就作為防御,但大多數(shù)學(xué)術(shù)計(jì)算機(jī)網(wǎng)絡(luò)還不是社區(qū)型商業(yè). 但是,世界上有廣泛的范圍和性質(zhì)的變化和互聯(lián)網(wǎng)的方式進(jìn)行商業(yè)交易. 行政總裁柯達(dá)據(jù)說說他唱看柯達(dá)網(wǎng)站找廠商. 但據(jù)他所知,這是最重要的,因?yàn)閭€(gè)人的方式,因?yàn)槌鍪壑饝敉其N員,只是現(xiàn)在老百姓都對(duì)柯達(dá)客戶的大門. 阿姆斯特朗和黑格提出四種非專屬電子社區(qū)是:交易興趣. 網(wǎng)絡(luò)社區(qū)這個(gè)想法是在互聯(lián)網(wǎng)中心從它的起源作為防御和學(xué)術(shù)計(jì)算機(jī)網(wǎng)絡(luò)雖然多數(shù)社區(qū)特別仍然不被安置商務(wù)。 但是, 萬維網(wǎng)改變了和擴(kuò)展了聯(lián)網(wǎng)的本質(zhì)并以這種方式產(chǎn)生了新的商業(yè)交易。 柯達(dá)的CEO 斷言陳述, 他不能告訴是否柯達(dá)網(wǎng)站是利潤的源泉。 但他知道它

8、是重要的，它是超越個(gè)人挨家挨戶的推銷的方式, 唯一顧客主動(dòng)找上門來。 阿姆斯壯和Hagel 提出四類型非排除性的電子社區(qū), 那些: 對(duì)交易感興趣; 分享共同利益; 沉溺于幻想比賽; 并且以共有的生活經(jīng)驗(yàn)。 商機(jī)是為那些支持和與這些社區(qū)相處融洽, 大廈顧客忠誠持續(xù)地。 由滿足關(guān)系行銷和交易的要求, 公司也許了解重要入他們的顧客的自然和需要。 例如, 嬰孩產(chǎn)品公司能誘惑顧客定購項(xiàng)目從伴生的線上物品價(jià)目表由提供海報(bào)欄為新父母。 欲望建立與越來越老練需求的長期客戶關(guān)系帶領(lǐng)公司尋找新建方式獲取, 管理和運(yùn)用客戶信息(Peters 和Fletcher, 1995). 此外, 預(yù)付款在信息技術(shù)根本上修改了公

9、司和客戶維護(hù)他們的關(guān)系的通道。 能力獲得和運(yùn)用客戶信息在進(jìn)程之內(nèi)成為了一個(gè)關(guān)鍵戰(zhàn)略問題。 這經(jīng)常安置公司在要求敏感個(gè)人信息的位置從客戶。 Gummesson (1987 年, 1994 年, 1995) 觀看市場營銷作為一套關(guān)系, 網(wǎng)絡(luò)和交往和列表30Rs (關(guān)系) 與McCarthy 的(1981) 4Ps (產(chǎn)品對(duì)比, 價(jià)格, 安排& 促銷) 。 Gummesson 顯示情況電子關(guān)系不討論在市場宣傳品即使它由許多企業(yè)廣泛實(shí)踐。 他與虛構(gòu)的(相似與虛擬或網(wǎng)絡(luò)) 組織鏈接關(guān)系市場營銷。 他爭論那由越來越申請它, 更多關(guān)系被建立。 他們創(chuàng)建債券的新型對(duì)客戶和在員工之間。 電子式的關(guān)系，超

10、越組織進(jìn)入市場的例子,認(rèn)為航空公司、酒店、租車預(yù)訂系統(tǒng). 建立社區(qū)有再加強(qiáng)的作用。 這迫使我們認(rèn)識(shí),重新審查傳統(tǒng)的經(jīng)濟(jì)理論、制度、組織、市場、競爭、交易成本分析。 為解除企業(yè)和市場之間的界限,網(wǎng)絡(luò)營銷和組織關(guān)系的特點(diǎn),新的形象和企業(yè)的互動(dòng)是必要的。 信息交換關(guān)系的重要性營銷(特別是利用電子渠道),必須清醒認(rèn)識(shí)到潛在的問題。 隱私權(quán)也是一個(gè)問題是,從一個(gè)人到另一個(gè)私人之間以及不同文化。 那些有可能使用因特網(wǎng)并不太愿意讓較高的信息,除非信托受益。公司需要知道的唯一理由是他們進(jìn)行客戶資料，因?yàn)樗麄兊年P(guān)系與客戶有沒有轉(zhuǎn)移。 這些客戶使用電子渠道，有可能達(dá)到更好的教育和更富裕的目標(biāo)客戶。他們需要,確保客

11、戶信息系統(tǒng)是否合適。了解的過程還需要建立信任。企業(yè)要作出自己的特色守信(獨(dú)特賣點(diǎn)!)。 對(duì)信任大廈過程的理解是必需的。 企業(yè)需要通過過程標(biāo)志他們的可信賴性(一個(gè)獨(dú)特的賣點(diǎn)!)。信任最好通過過程開發(fā)出來。 該過程傾向于顧客飾面在各顧客互作用信任之基礎(chǔ)上迅速筑起否則下降。公司對(duì)信息的價(jià)值和意欲的用途必須是絕對(duì)清楚的。收集信息在技術(shù)上可能的(一天也許是有用的)很可能減弱信任發(fā)展。 霍夫曼(1996)、諾瓦克聲稱網(wǎng)絡(luò)營銷理念在逐漸演變。為了成功地教學(xué)推銷這種新的努力, 在新興的電子網(wǎng)絡(luò)社會(huì)需要新的商業(yè)模式重建營銷功能推動(dòng)電子商務(wù)。 " 許多海外璵任何璽 " 依照通訊網(wǎng)絡(luò)模式(其實(shí)有

12、很多多對(duì)一的例子)原則,將傳統(tǒng)媒體應(yīng)用在廣告中(一對(duì)一模式)(多霍夫曼和諾瓦克,1994年). 采用這種方法發(fā)揮被動(dòng)廣告在網(wǎng)上俘虜消費(fèi)者是多余的。 令人驚訝的是,它正在發(fā)生變化,沒有包括消費(fèi)活動(dòng),旨在發(fā)展新興媒體(丹尼斯 & Pease,1994)。通過以市場為導(dǎo)向，企業(yè)必須了解如何對(duì)客戶和消費(fèi)者進(jìn)行研究。通過最有效的潛在客戶進(jìn)行對(duì)話性新營銷方式. 逸事證據(jù)建議有二類型顧客， 便利顧客的和探險(xiǎn)家的(愉快沖浪網(wǎng)尋找最佳的成交或多數(shù)適當(dāng)?shù)漠a(chǎn)品組合) 的那些街道聰明的消費(fèi)者。 此外, 用網(wǎng)(兆文件和指數(shù)地生長) 手段找到相關(guān)的信息的純粹大小變得越來越困難，盡管盡搜索引擎最佳的努力譬如雅虎。

13、我們的研究建議,大比例的網(wǎng)友對(duì)于他們的代表寧可會(huì)依靠中介(社區(qū)操作員)過濾和選擇信息。 網(wǎng)站沒簽名將要求有地址的知識(shí)(URL) 并且不太可能獲取何時(shí)相似的信息, 在社區(qū)里面產(chǎn)品或服務(wù)是欣然可利用的。 對(duì)中介的貢獻(xiàn)保密性上升的伴生的問題, 信任和安全(Schell, 1996).在正常經(jīng)營活動(dòng)狀況下討論關(guān)于互聯(lián)網(wǎng)保密性和證券的問題,成千上萬人以他們的個(gè)人財(cái)政為賭注相信其他人。有一例子，包括在通話中定貨, 通過信用卡對(duì)一位未知的侍者簽署的直接借項(xiàng)命令。 如果錯(cuò)誤發(fā)生在這些類型交易中我們相信服務(wù)提供者會(huì)改正錯(cuò)誤。這就是在日常生活中為什么我們盼望互聯(lián)網(wǎng)支持我們不觀察信任和證券的水平? 相似的信任關(guān)系無

14、法被建立在電子斡旋的討論是沒有理由的。在一個(gè)電子社區(qū)范圍內(nèi) 如果任何人在那些違反規(guī)矩，個(gè)體(或小組個(gè)體) 尋找報(bào)應(yīng)變得容易了。在荷蘭，它傾向攻擊那些設(shè)法做廣告在學(xué)術(shù)討論組(郵件炸彈) 的證據(jù)可能被發(fā)現(xiàn) ，并且社區(qū)維持治安反對(duì)拍照者。 營銷經(jīng)理必須改建他們廣告的模型成為交互式的消費(fèi)者受控媒介。 傳統(tǒng)顧客忠誠階梯(嫌疑犯, 前景, 顧客, 客戶, 伙伴, 提倡者) 是可適用的, 但現(xiàn)在操作格外時(shí)尚。在電子商務(wù)時(shí)代 第一三個(gè)階段經(jīng)常是瞬間的。 轉(zhuǎn)移從顧客到提倡者依靠忠誠贏得信任?；ヂ?lián)網(wǎng)的快速本質(zhì)使這變的更加困難。 通過價(jià)值鏈溝通它應(yīng)該被認(rèn)可, 依照由以下例子展示過程不被限制在一個(gè)組織之內(nèi)- 他們穿越

15、價(jià)值鏈。 Steinfield,描述一大, 多民族, 使用半新法國電信的Telnet 系統(tǒng)電氣用品和家電制造商支持EDI 象與大約10,000 個(gè)不同販商的連接和獨(dú)立服務(wù)工程師一樣遍及法國(被獲取通過微型電話終端) 。 涌現(xiàn)普遍存在的剝削它的Telnet 服務(wù)和商務(wù)應(yīng)用, 在全世界互聯(lián)網(wǎng)提供洞察商務(wù)的發(fā)展。 這位制造商售后服務(wù)輔助者對(duì)它的廣泛并且被分散的用戶提供了替換件和訓(xùn)練。Telnet系統(tǒng)是允許與最小的貿(mào)易的伙伴發(fā)生電子事務(wù)的。為迅速交付通過對(duì)在線排序的使用結(jié)合遞送急件服務(wù), 從二個(gè)星期到二天企業(yè)能消滅地方零件倉庫和減少平均修理時(shí)間。 從前, 服務(wù)工程師直到他們有對(duì)零件有充足的需要之后才去

16、向倉庫要料。一旦系統(tǒng)被實(shí)施了, 他們使用了Telnet 基于JIT的庫存實(shí)踐為替換件。 行動(dòng)在國家周圍向一個(gè)集中化倉庫減少了對(duì)被復(fù)制的存貨的需要和額外人員, 創(chuàng)造堅(jiān)固儲(chǔ)款。 而且, 服務(wù)工程師將根據(jù)專家系統(tǒng)訓(xùn)練應(yīng)用進(jìn)一步說明介紹生產(chǎn)收入。 技術(shù)人員連接到被設(shè)計(jì)診斷缺點(diǎn)并且表明修理需要能問一系列的問題的專家系統(tǒng)。 這種"準(zhǔn)時(shí)生產(chǎn)制" 訓(xùn)練服務(wù)意味技術(shù)人員不再需要昂貴和長的個(gè)人訓(xùn)練，也就是說，用現(xiàn)在的電子產(chǎn)品一個(gè)難題將很快被解決。為連接到服務(wù)服務(wù)工程師也被收取了費(fèi)用, 但它清楚地幫助他們對(duì)末端顧客提供一項(xiàng)更加快速的服務(wù)，并且促進(jìn)強(qiáng)制執(zhí)行他們對(duì)供應(yīng)的企業(yè)的依賴性。專家系統(tǒng)也為修理

17、問題積累數(shù)據(jù)并對(duì)公司的的設(shè)計(jì)和加工反饋有價(jià)值信息。服務(wù)的主要刺激是諫阻服務(wù)工程師要從其它供應(yīng)商獲得產(chǎn)品部件和服務(wù)。在沒有對(duì)其它供應(yīng)商打開他們的服務(wù)情況下，微型電話無所不在，它創(chuàng)造了供應(yīng)商能處理與顧客良好的關(guān)系的環(huán)境。附件2：外文原文（復(fù)印件）The Strategic Challenges of Electronic CommerceIntroduction11th Century Europe saw the emergence of credit-based banking systems and financial instruments such as bills of exchang

18、e. These concepts remain with us, in their modified form, to this day (Chown, 1994). They underpin all modern forms of commerce. The arrival of information technology (computers and telecommunications) has raised the prospect of radical change to this traditional model. The rise of the Internet (ele

19、ctronic commerce), since the advent of the World Wide Web, has provided an easy to use communication channel for businesses to contact current and potential customers. The emergence of the Internet as a general communication channel has also given rise to the possibility of widespread electronic com

20、merce. Even though there is still much debate relating to electronic payment for commercial activities, this is clearly an area of growth.It is difficult to say how large the Internet is. Hoffman & Novak (1996) quote a number of surveys (O'Reilly, FIND/SVP, Times Mirror and CommerceNet) whic

21、h suggest that there are at least 10 million Internet users in the United States alone. The number of computers (hosts) connected to the Internet topped 9.47 million (Network Wizards, 1996) as of January 1996. Note that a single host supports anywhere from a single user to, in some cases, thousands

22、of users. As of March 21, 1996, 24,347 firms were listed in Open Market's (1996) directory of "Commercial Services on the Net," and there were 54,800 entries in the "Companies" directory of the Yahoo Guide to WWW (Yahoo, 1996), with the total number of Web sites doubling appr

23、oximately every two months. Jim Clarke, the chairman of Netscape, estimated the Internet has 40 million users in 1995 with growth at 8% per month (Clarke, 1995).The Internet is only one aspect of technology. Businesses require information and supporting systems (processes) to handle the data - over

24、time these systems have become computerised (IT). Modern information technology can both support the processes and help capture useful information for the enterprise. These technologies include:1. Organizational support systems, such as workflow and groupware - making businesses more efficient.2. Cu

25、stomer contact databases - helping capture information about customers and facilitate new methods of marketing.3. Electronic payment systems for goods and services - these are emerging, although the majority of payments are still based on relatively expensive traditional cheque clearance.Collectivel

26、y and individually, these areas will contribute to major changes in the way a company conducts its business. Enix have coined the term Workware to describe the combination of these technologies. Figure 1 - The emergence of Electronic Commerce will be underpinned by three key componentsHowever, there

27、 is still widespread misunderstanding on the value of organisational support technology. A recent survey of 437 large enterprises by research company Xephon (1996) indicated that an astonishing proportion (44%) had no immediate intention of introducing modern information handling systems (Groupware

28、was defined by Xephon as Lotus Notes, Microsoft Exchange and Novell GroupWise). Of these, 65% said they were unsure what these technologies could deliver. From these statistics, it is clear many organisations are still sceptical about the benefits of technology. The efficient collection, utilisation

29、, handling, storage and dissemination of information is a vital component of corporate success in the modern business world. However, the gathering and use of information must take into account issues of privacy and security. A recent feature in the Financial Times (1996) noted that " in order

30、to thrive in the 1990s, financial services organisations are as much in the business of managing and manipulating information as managing and making money." Furthermore, the interest shown in topics such as TQM and BPR has demonstrated the importance of processes as a fundamental building block

31、. Inevitably a few savvy organizations in each sector will utilise all three components to change their market or develop new markets. Those who do not adapt quickly to the new ways of working are likely to be disadvantaged as their strategies become redundant. All businesses should investigate the

32、implications of these technologies for them and the markets within which they operate.Marketing Champy, Buday and Nohria (1996) argue that the rise of electronic commerce and the changing consumer processes brought about through electronic communities are likely to lead to a new wave of reengineerin

33、g, mergers and acquisitions. Moreover, organizations may expand into new business areas, taking on roles unforeseen prior to the rise of the Web. For example: a magazine publisher, Cond Naste, has moved into the travel business; Bill Gates is now an electronic real estate agent; and a recruitment ad

34、vertising agency, Bernard Hodes, has now become an electronic recruitment company.The emergence of electronic commerce will significantly impact what we currently call marketing. Clearly, the appearance of electronic communities (Armstrong and Hagel, 1996) implies that marketing professionals must e

35、xpand their horizons as the advent of this technology will threaten existing channels of business. Those involved in marketing need to understand the full range of products and services required by the electronic community. They must learn to take advantage of the technology that allows customers to

36、 move seamlessly from information gathering to completion of a transaction, interacting with the various providers of products and services as necessary. A number of interesting questions are implied:   1. What kind of information is available for collection? Is it appropriate to gather this in

37、formation and for what should it be used?2. Are information systems equipped to capture customer information and transactions, making it available for later analysis?3. When dealing with electronic communities, do marketing professionals comprehend the differences? One needs to engage the customer a

38、s part of the transaction rather than blindly mailing targets.This idea of community has been at the heart of the Internet since its origins as a defence and academic computer network although most communities are still not particularly oriented toward commerce. However, the World Wide Web has chang

39、ed and broadened the nature of the Internet and the way in which commercial transactions are conducted. The CEO of Kodak is alleged to have remarked that he couldnt tell if the Kodak Website was a money maker. But he knew it was important because it was the most personal way of selling since door to

40、 door salesmen, only now the customers were knocking on Kodaks door. Armstrong and Hagel propose four types of non-exclusive electronic communities, those: interested in transactions; sharing common interests; indulging in fantasy games; and with a shared life experience. The business opportunity is

41、 for those who support and interact with these communities, building customer loyalty on an ongoing basis. By satisfying the requirements of relational marketing and transactions, companies may gain important insights into their customers nature and needs. For example, a baby products company could

42、entice customers to order items from an associated on-line catalogue by providing bulletin boards for new parents.The desire to establish long-term customer relationships with increasingly sophisticated demands has led companies to seek new ways of acquiring, managing and utilising customer informat

43、ion (Peters and Fletcher, 1995). Furthermore, advances in information technology have fundamentally altered the channels through which companies and customers maintain their relationships. The capacity to obtain and apply customer information within processes has become a key strategic issue. This o

44、ften places the company in the position of requiring sensitive personal information from customers.Gummesson (1987, 1994, 1995) views marketing as a set of relationships, networks and interactions and lists 30Rs (relationships) in contrast to McCarthys (1981) 4Ps (Product, Price, Place & Promoti

45、on). Gummesson highlights the fact that the electronic relationship is not discussed in the marketing literature even though it is practised widely by many businesses. He links relationship marketing to the imaginary (similar to a virtual or network) organisation. He argues that by increasingly appl

46、ying IT, more relationships are established. They create a new type of bond to customers and between employees. The electronic relationship extends beyond the bounds of the organisation into the market as seen in the example of airline, hotel and car rental reservation systems. The communities estab

47、lished have a re-enforcing effect. These insights force us to re-examine traditional theories of economics, systems, organisations, marketing, competition and transaction cost analysis. As the boundaries between firms and markets dissolve, a characteristic of relationship marketing and network organ

48、isations, a new image of interaction and business is needed.The importance of information exchange in relationship marketing (particularly using an electronic channel) requires a clear understanding and recognition of the potential problems. Privacy is also an issue - what is private changes from on

49、e person to another as well as between different cultures. Those who use the Internet are likely to be better educated and less willing to give information, unless they trust the recipient. Companies need to realise that the only reason they hold information on a customer is because they have a rela

50、tionship with that customer - something which is not transferable. Those using electronic channels to reach customers are likely to target better educated and more affluent customers. They need, therefore, to ensure that their customer information systems are appropriate.An understanding of the trus

51、t building process is also required. Firms need to make a feature of their trustworthiness (a unique selling point!). Trust is best developed through processes. Processes tend to be customer facing - within each customer interaction trust is built-up or eroded. Companies must be absolutely clear abo

52、ut the value and intended use of information. Collecting information because it is technically possible (and one day might be useful) is likely to weaken trust development. Hoffman and Novak (1996) assert that the Web heralds an evolution in marketing concepts. In order for marketing efforts to succ

53、eed in this new medium, a new business paradigm is required in which the marketing function is reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web. The "many or any" communication model of the Web (in fact many instances of many-to-one) tur

54、ns traditional principles of mass media advertising inside out (a one-to-many model) (Hoffman and Novak, 1994). The application of advertising approaches which assume a passive, captive consumer are redundant on the Web.Surprisingly, as it is currently evolving, there is little activity aimed at inc

55、luding the consumer in the development of emerging media (Dennis & Pease, 1994). In order to adopt a market orientation, firms must understand their customers and engage in consumer research. Potential customers are most effectively engaged through new conversational marketing approaches.Anecdot

56、al evidence suggests there are two types of customers - convenience shoppers and explorers (those street-smart consumers who are happy to surf the Web looking for the best deal or most appropriate product combination). Furthermore, the sheer size of the Web (trillions of documents and growing expone

57、ntially) means finding relevant information is becoming more and more difficult - despite the best efforts of search engines such as Yahoo. Our research suggests that the large proportion of Web users would rather rely on an intermediary (community operator) to sift and select information on their b

58、ehalf. Web sites not endorsed will require knowledge of the address (URL) and are unlikely to be accessed when similar information, products or services are readily available inside the community.Contributing to the rise of intermediaries are associated issues of privacy, trust and security (Schell,

59、 1996). Whilst there is much discussion on the issues of Internet privacy and security, in the context of normal business activities, many millions of people trust others with their personal financial information. Examples include ordering over the telephone, passing a credit card to an unknown waiter, even signing direct debit mandates. If an error occurs in these types of transactions we trust the service provider t