外文翻譯---電子商務(wù)的營(yíng)銷策略-文庫(kù)吧資料
2024-09-04 17:12本頁(yè)面
【正文】 and promotion, and applying them to emerce problems is the main focal point of this article part in the success of emerce. There fore, concentrating on these concepts will prove to be of the utmost importance as an emerce provider.ProductOne of the main issues of concern is the in tangibility of purchasing online. The intangibility is caused by not being able to focus on tangible aspects when purchasing online. The customer can’t actually touch of feel a product, which increases the risk of the purchase. The key to reducing intangibility is creating tangible cues that the customer recognizes. Creating a positive brand image will reduce the risk. For example, buying a product that has a quality image will reduce the risk for customers. Companies need to focus on creating a positive and reliable brand name.Stressing the actual or perceived benefits received from the product can also reduce intangibility. Relaying to the customer that they will be very satisfied with the benefits of the product is important. For example, if a pany sales golf clubs online, they want to stress concept that they will hit the ball farther and straighter, which will allow the person to increase their enjoyment when playing golf. Also, focusing on the actual ponents of the product is important. Explaining the benefits of the clubs grip and shaft in the product will also redirect the attention away from the intangible aspects.Focusing on advantages of buying on line is also important for panies to achieve increased sales. On the web site it is important to 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, wh
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