【正文】 and giftfinder services.Retailers are raising many questions about electronic merce, questions for which only partial answers are now being available, if at all. They want 2 Business Horizons / JulyAugust 1998 to know about the Inter consumer, online selling and distribution, security issues, and the potential to make money on the Web. Although the mood among retailers is cautious when it es to implementing electronic merce, the enthusiastic reaction to the programs at the NRF convention demonstrate that they recognize the potential.FTechnological Applicationsto Retail Management??Invento y Management. With retail spending flat and apparel spending drifting down, retailers are facing problems of inventory breakdown, including outofstocks, aged inventory, slow turnover, and low margins. Steven J. Nevill and David Rush of retailing consultant Kurt Salmon Associates 34 / 43describe many realworld examples of improving sales and increasing inventory turnover through technology. One example they cite is the application of a salesfloor electronic inventory system to a traditionally slowturn, SKI Jintensive businessa footwear retailer. The system all。 address books。 and??sporadically asking to knowmore about the customers to bettermerchandise to their needs.Among the added value services Freedman says are key to online success are registries (including baby, toy, and bridal)。??offering specially priced items forliquidation。 and 29 percent research products and services on the Web. Who are these online shoppers? Ingeneral, the study indicates they are welleducated, wellpaid, middleaged, and male. Retailers will have to recognize and tailor their Inter product offerings to this potential audience. Ernst and Young also surveyed retailers and found that 34 percent of them sell or plan to sell products on the Net, whereas 47 percent say their products are illsuited for Web sales. Lauren Freedman of the etailing group predicts that in the year 2022 and beyond, more than 50 million 33 / 43households will be online via personal puters, television, or telephone, and more than 46 million Americans will be buying online, spending an average of $350 per month for a total of more than $16 billion. She suggests the following online merchandising “best practices”:??building functional search systemsthat are fast, efficient, and lead tothe buy。G R ETAILRevolutionary changes in technology are transforming how retailers conduct nearly every facet of business. As leaders in the retailing industry wrestle with bigpicture questions about how to adapt and survive in a future of electronic merce and outofstore shopping, retail managers today are already creating innovative technological solutions to more traditional retailing challenges. These include employee training, inventory management, delivery systems, market research, and customer relationship development.The potential impact of technological innovations in all areas of retailmanagement, and the challenges associated with implementing them, is dominating the conversations among retail practitioners and academicians alike.Not surprisingly, technology was a consistent thread connecting many of the educational programs, policy meetings, and trade show exhibits at the 87th Annual National Retail Federation Convention, held 32 / 43last January in New York. The topic is receiving more attention between the covers of industry magazines and academic publications alike. The Center for Education and Research in Retailing at IU’s Kelley School of Business has identified technology as a critical initiative. It has mitted resources for a stateoftheart technology teaching classroom, is supporting cuttingedge marketing research in “virtual shopping,” and is planning educational programs on the use of technology in retail strategy and management.The number and variety of technological applications to retailing issues currently being implemented in industry and research are staggering. Electronic merce and the Inter are just partSponsored by the Center for Education and Research in RetailingKelley School of Business Indiana University of the picturealthough researchers are beginning to bring that part into better focus. b Electronic Commerce and the Inter Outofstore shopping is, without a doubt, the hottest issue for the retailing industry right now. The National Retail Federation (NRF) reports that it receives a deluge of calls each week about the Inter’s impact. An Ernst and Young survey of shopping on the Net, sponsored by the NRF and presented at its 1998 convention, indicates that 7 percent of . households have purchased products or services on the Net. Moreover, half of those that own personal puters are now online. This means that 20 percent of American households have Inter access.Among other results reported in the NRF study: Of those who are buying online, 40 percent have bought puter related products, 20 percent have bought books, and 16 percent have purchased travel. In addition, the Net has changed the way consumers perform everyday activities. For example, 35 percent of consumers with online access regularly use it to do their banking。參考文獻《市場營銷管理亞洲版（上下）》，云南大學出版社 ，2022 年 ，主編：馮正平 《實效促銷 SP》，清華大學電子出版社， 2022 年，主編：王容奎《營銷實踐 5 年之路》 企業(yè)管理出版社(3) 2022 年，主編：屈云波《世界商業(yè)評論》（日期：20221122 16：18） Peter J. Laplaca. Contributions to Marketing Theory and Practice from Industrial Marketing Management. Journal of Business Research, 19973, 38, (3).Philip G. Duffy. Business to Business Marketing. 4th Edition, IDG Books Worldwide Inc, 1992. Frank G.。 加強和完善電子郵件促銷隨著越來越多的企業(yè)意識到電子郵件促銷的重要性，企業(yè)也把電子郵件促銷作為維系老客戶和吸引新客戶的手段。 加強促銷人員隊伍建設促銷人員通過說服、溝通與合作等功能的實現(xiàn)，與中間商或最終用戶直接接觸，向流通或交換的最終端滲透，從而影響顧客，支配市場。沒有廣告宣傳的作用，再好的營業(yè)推廣策略、再強的人員陣容也不可能快速地在大范圍發(fā)揮作用。上述三