What is E－commerce？

The research was based on interviews with 976 active customers of various top performing e-commerce companies (excluding travel) including Amazon, com, AOL-Time Warner, BN.com, eBay, Monster.com and Yahoo. Current, former and potential customers were asked to describe their ideal e-commerce company vis- avis a subset of the top e-commerce companies.

Of the five attributes customers use to evaluate e-commerce companies, the Clicks Interaction driver makes up only 15 percent of decision-making. The Clicks driver incorporates all aspects of the customer's online experience, including pricing, customer support, the quality of offerings, and mistake rectification. Brand Performance topped the list (35 percent), followed by Financial Longevity (18 percent), Strategic Direction (17 percent) and Clicks Interaction (15 percent). These five attributes, or drivers, make up 100% of a customer's decision to purchase from a site or not. Customers recognize the value of a well-performing brand and today's top e-commerce companies are clearly meeting their expectations-- a key to their success. Based on this response, the study suggests that companies should continue, or even increase, their investments in traditional advertising campaigns.

According to the study, Amazon. com is the premier e-commerce company, having translated its Brand Performance into value on the Bricks Interaction. The research shows Amazon's value here is essentially the equivalent of a retail storefront, something that customers don't see in the other e-commerce companies.

Customers wholeheartedly agree that e-commerce companies need to better demonstrate their financial security. What's more interesting is that customers do not necessarily equate financial resources such as revenue, net profits and market value with financial stability. Instead, customers see a company's aggressiveness and ability to seize new markets as increasing their financial longevity. After analyzing 27 bricks & mortar and e-commerce market leading companies, customers ranked Oracle number one in terms of financial security, outperforming others such as AOL-Time Warner, Dell Computer and General Motors. Amazon and Barnesandnoble.com enjoy a high ranking on perceived financial security.

"This shows us why so many recent activities and acquisitions have been taking place in e-commerce," said Miller-Williams CEO, Gary A. Williams." Their revenues and profits are stabilizing and becoming more predictable so they make nice merger or alliance candidates. E-Commerce customers are voting with their dollars, and the winners are companies that have shown their brand strength and ability to execute in a proven market space."

With respect to Brand Performance, the study warns e-commerce companies currently evaluating the use of pop-up advertisements: Customers see the use of technology and marketing and advertising as being an inseparable part of the company's brand. Key groups of e-commerce users have been resistant to this form. of advertising, so use of it may have an impact on the customer's decision to purchase from a site or not.

The thing that most e-commerce customers are concerned about is ______.

B．their own online experience

C．brand performance

D．their decision to purchase

E．percentage of the issues

1. __________ changed the way a company might carry out a marketing strategy over the past 10 years.()

A. The Internet

B. Local stores

C. The consumers

2. What does “virtually” mean in Paragraph One？()

A. In reality.

B. By means of a computer.

C. Safely.

3. Which of the following advantages of online marketing is not mentioned？()

A. Reach a wider market while cutting costs

B. Save time and eliminate paperwork

C. Increasing trust between traders and buyers.

4. What problems are still outstanding in online shopping？()

A. Cutting costs.

B. Credit card fraud on the Internet.

C. Eliminating paperwork.

5. Which is the author’s attitude towards online shopping？()

A. Our shopping was only done at local stores on the high street, using cash.

B. Online marketing refers to the conducting of business through the Internet.

C. Undoubtedly the era of e-commerce has arrived.

Professor Kumar Bhatt, founder and head of Warwick Manufacturing Group (WMG), and Rob Meakin, a personnel director at Marconi, have developed a partnership to train engineers and managers to become e-literate. The New Knowledge Partnership will include a team of 40 Marconi managers in what Professor Bhatt calls electronic engineering management or E2. A wide range of engineering and non-engineering companies has expressed interest in these exciting programs.

Professor Bhatt believes that e-commerce is changing the business environment to a huge extent. Many chief executives do not understand the power of the new technologies and, in some cases, are actually resisting change. He says, "as long as enough industry leaders realize its potential benefits, e-business will make possible a second productivity revolution in Britain. This could take the economy close to eliminating the still substantial competitiveness gap with its main rivals. Over the last five years in the US there has been a 30% improvement in manufacturing sector productivity because of information technology. In Britain we can achieve more than that and successful e-business will be worth billions to the UK economy. " Already Britain makes more use of computer-aided design and manufacture (CAD/CAM) and management information technology systems than other European countries, and has a government. that actively promotes e-business.

But, observes Professor Bhatt, Britain has never used technology as a growth driver. "The thing about electronic engineering management is that you can keep your legacy systems; you just need to link those systems with an information engine. At the touch of a button it will allow project managers to see the status of a project, identify problems precisely and make virtually immediate decisions based on information that will be much more complete than in the past. "

The E2 program is the result of an alliance by the Warwick Manufacturing Group with America's leading e-commerce study center, Carnegie Mellon. The latter will be responsible for training many of the Marconi managers in America, where the group has half its business. In Britain, Professor Bhatt has linked up with Sun Microsystems, Oracle and Parametric Technology, to set up a multi-million pound E2 design and manufacturing center at the university which will be used for training and research.

Professor Bhatt believes that e-commerce is changing business to such an extent that WMG is likely to be renamed Warwick Electronic Manufacturing Group. But, he warns "The move to globalize because of e-commerce is racing ahead. Although the net allows British industry to overtake their European peers, it also offers Asian countries to leapfrog (跃过) the West. For the first time it is not the privilege of the western world because this technology is universal. "

Professor Bhatt and Rob Meakin have developed a method to ______ .

A．teach electronic engineering management

B．train employees to be acquainted with e-commerce

C．train employees to be engineers and managers

D．teach employees about developing a partnership

1. Online retailers took hold of the shopping spree to increase sales successfully.() 2. The final figure of Singles Day for this year reached 19.1 billion yuan.()

3. Cyber Monday is a similar event in the Great Britain.()

4. Other e-commerce sites did as well as Alibaba Group on Singles Day.()

5. Jack Ma's goal of transaction size is to reach 100 billion yuan in several years.()

(名词解释)E-Commerce

A.e-consumer

B.e-business

C.e-government

D.e-commerce

电子商务(e-commerce)和电子业务(e-business)的区别是什么？

A.e-Markting

B.e-Sale

C.e-Service

D.e-Commerce