外文翻譯---電子商務(wù)的營銷策略(文件)
【正文】 o convey the convenience of buying your product online. Conveying the message that your product is conveniently accessible, lets the customer understand that they don’t need to stand in lines or deal with other customers. Long lines and other customers can keep customers from buying or decrease the amount they are willing to purchase. Explaining the convenience of buying on line is a good way to reduce the problem of intangibility.There are some instances where the convenience of online buying can be diminished. When the customer finally decides to purchase a good it’s important for this transaction to be quick and concise. The quicker this action can be done accurately the better. If it takes a long time for this action, customers may defect and buy the product through a local retail outlet panies need to be aware of this and implement the proper technology to assure that this barrier is minimized.PlaceSome of the distribution problems are uncontrollable at this point in the life cycle of the Internet, in some instances the problem of delivering the product to the customers isn’t the fault of the online pany. Nearly every online pany does choose to outsource the delivery function, which at this point is the most efficient. Online panies are having a difficult time satisfying their customers, because of something that isn’t their fault. The pany that they select to ship their product isn’t handling the demand. For high volume panies this can be easier to solve.There is a definite need for panies to manage the relationship with the shipping panies. The bigger the pany the more power it posses in the supply chain. The have the ability to hurt the shipping pany by choosing to change shippers. Even though there are few shipping panies, the online pany can claim they will switch, if their quality of service doesn’t increase. By threatening a switch, it will hopefully create better service for a large pany.One of the biggest problems with online buying is the lack of automated inventory and warehousing systems. The lack of automation really hinders in the efficiency and speed of meeting the customer needs. For small panies, it is a good idea to outsource the warehouse and distribution functions, because they aren’t efficient enough to meet customers’ needs. Outsourcing will reduce the actual profit, because it is expensive. Over time it will prove to be beneficial, because it will help in building loyalty. The most important thing to understand is choosing the correct outsourcer. Companies want to pick an outsourcer that isn’t overbooked with clients so they can efficiently handle demand requirements.Large online panies really need to consider automating the inventory and warehousing functions. This may be the best way
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