电子商务专业英语Unit BB Ecommerceppt课件.ppt

UNIT4Business to BusinessE commerce Reading1 Reading2 参考文献 1 CONTENTS CONTENTS Reading1B2BMarketingStrategies Reading2E commerceProcurementmanagement ReferenceDocumentation 2 Reading1 B2BMarketingStrategies 3 Summary KeyWords KeySentences Reading1 4 Summary Business to businessmarketingisemergingfromundertheshadowofitslargerbusiness to consumermarketing B2Bmarketinghaslongbeenassociatedwithproductmarketing butcustomerrelationshipmanagementhaschangedit Brand marketingandemailmarketingaretwoimportantofmarketingmethodsforB2B Thefollowingarticlerefersto10stupidwaystosellandseveralexcellentwaystohelpyouattainsuccessforyourB2Bevent 5 Summary B2B营销兴起于巨大的B2C营销环境的阴影之下 B2B营销长期和产品营销相联系 但是客户关系管理改变了这种情况 品牌营销和邮件营销是B2B的两种重要的营销方式 以下的文章主要涉及了10种拙劣的销售方式和帮你实现B2B活动的成功的几种优秀的销售方式 6 Agencies Branding marketing Customerrelationshipmanagement B2Bmarketingstrategies Tightregulations KeyWords 7 Schedule Promote Stupidways E mailmarketing Location KeyWords 8 KeySentences Business to Business B2B marketingemergingfromundertheshadowofitslargerbusiness to consumer B2C marketingcousinasbusinessesareincreasinglyrecognizingtheimportanceoftakinganholisticapproachtohowtheyconducttheirbusiness notjustwithregardtotheircustomersbutalsointermsofhowtheyareperceivedbyemployeesandotherbusinessstakeholders suchaspartners suppliersandshareholders 9 KeySentences B2B营销兴起于巨大的B2C营销环境的阴影之下 因而企业越来越认识到在生意经营中全局法的重要性 在这种方法下 他们不仅仅只关注于客户 也要关注他们如何被自己的员工和其他利益相关者 如合作伙伴 供应商和股东 看待 10 KeySentences Customerrelationshipmanagement CRM hasdemonstratedtheneedforbusinessestomaketherequirementsoftheircustomerscentraltotheiroperations withthesamehighstandardofserviceprovidedatallcustomer touchpoints customercontactpoints 客户关系管理已经表明 企业的需要应该以客户的需求作为企业运营的中心 同时向所有客户 接触点 提供同样高标准的服务 11 KeySentences Somespecializeinprovidingmarketingservicesforparticularverticalsectors suchasconstruction healthcareorIT andotherstakeamoreholisticapproach workinginbrandmarketing 一些机构专门为特定的垂直行业 如建筑业 医疗保健或者IT行业 提供营销服务 其他的一些机构则采用全局法来进行品牌营销 12 KeySentences Evenworse makingitdifficultforpeopletounsubscribecangetyouintrouble possiblyevenblacklisted ahardthingtobouncebackfrom Instead targetemailstodifferentcustomergroupsinyourlist 更糟糕的是 人们退订的困难会使你陷入麻烦中 甚至可能会使你进入客户的黑名单 而且你很难再从客户的黑名单中出来 取而代之的是在你的邮件的列表中定位不同的客户群体 13 KeySentences Webseminars orwebinarswhateveryoucallthem arevirtual typeeventswhichtakeasmuchpreparationandpromotionasaliveevent buthaveadditionalbarriersandconsiderationstokeepinmind 网络研讨会或者在线会议 作为一个实况直播活动 无论你怎么称呼他们 他们都是一个做了大量的准备和推广的虚拟形式的活动 但是要记住其他出现的障碍和考虑因素 14 Reading2 E commerceProcurementManagement 15 Summary KeyWords KeySentences Reading2 16 Summary Thearticleshowsthate procurementcanleadtoenormouscostreductionsandhigherflexibilityduetoshortenedtime to market EPMprovidesextensivesupportandintelligentfeaturesthattakee procurementtothenextlevel Inaddition Acasestudydescribesatypicalsituationwhereacompanyismakingapurchasingdecisiononautomobileparts Finally thebiggestchallengesinbuildingtheWorldBanke procurementsolutionwerefunctionandtechnologynow 17 Summary 文章表明 由于缩短上市时间 电子采购可以大大降低成本 提高灵活性 同时 EPM提供广泛的支持和智能功能将电子采购提升到新的水平 此外 案例研究描述了一家公司正在对汽车零部件进行采购决策的典型情况 最后 目前构建世行电子采购解决方案面临的最大挑战是功能和技术 18 KeyWords Electronicsupplychain E procurement Efficient Intelligent EPM e commerceprocurementmanagement 19 KeyWords Strategicanalysis Decisionsupport Benefit Challenge Casestudy 20 keysentences 1 Infact ase procurementandsupplychainsoftwarecontinuetoevolve therelativevaluetocompaniesofonlineretailingwillcontinuetoshrinkinrelationtotheenormouscostsavingsandfundamentalrestructuringofcompaniesthatwillcomeaboutasaresultoftheevolutionofweb basedB2Bandbusiness to admin B2A activity 事实上 随着电子采购和供应链软件的不断发展 因为基于网络的B2B和企业对政府机构 B2A 的电商活动的演变 在线零售业务的相对价值将会随着公司的巨大成本节省和基础性重组而不断缩小 21 电子采购成为能让企业将供应链从端到端 从销售到供应商 从投标到谈判 共享定价 产品属性 可用性和性能数据整合在一起的催化剂 从而使买家和供应商能够达成最优且互利的价格和日程安排 keysentences 2 E procurementbecomesthecatalystthatwillallowcompaniestointegratesupplychainfromendtoend fromsalestosupplier frombiddingtonegotiation withsharedpricing productattributes availability andperformancedatathatwillallowbuyersandsupplierstoworktooptimumandmutuallybeneficialpricesandschedules 22 3 EPMconsistsofintelligentsoftwareagentsandexpertsystemsthatmayofferstrategicadviceandreal timesupporttotheuser helpingintheevaluationandproposalconsiderationprocess keysentences EPM由智能软件代理和专家系统组成 可为用户提供战略咨询和实时支持 以及在评估和提案考虑过程方面提供帮助 23 由于使用以价格为中心的购买模式导致的价格压力下降导致的供应商关系恶化被列为采购经理的高风险问题 keysentences 4 Deteriorationinsupplierrelationshipsresultingfromdownwardpricepressureduetotheusageofprice centricpurchasemodelswaslistedasahigh riskconcernforprocurementmanagers 24 5 TheprocurementassistantisaproactivedecisionsupportfeatureinEPM whichinterpretsthevendors activitiesandprovidesadviceonbargainingstrategies suggestsmovesandpossiblealternativesfortheuser 采购助理是EPM的主动决策支持功能 它解释供应商的活动 并提供有关议价策略的建议 为用户提出可能的替代方案 keysentences 25 referencedocumentation B2BMarketingStrategies 26 B2B 27 What Title DeepKnowledgeofB2BRelationshipsWithinandAcrossBordersAuthor Baxter RogerSource eBook Year 2016 28 Relationshipsofindividualandgroupsamongthree plusfirmsrepresentthecornerstoneconceptinbusiness to business B2B contexts Thethree plusfirmsincludemanufacturer suppliertomanufacturer customertodistributor customer andfacilitators e g transportationandmanagementconsultingfirms Thecommonthreadofthefivepapersinthisvolumeisthatmakingsenseandachievingdeepknowledgeofthree plusB2Brelationshipsarenecessaryantecedentsforachievinghighoperatingeffectiveness high on time efficiency andsustainingprofitsforeachfirmintheserelationships Abstract 三大主体中个体和团体的关系是企业对企业 B2B 的基本概念 三大主体包括制造商供应商 制造商客户 分销商客户以及辅助商 如 运输和管理咨询公司 这本书里的五篇论文主要是深入了解三大主体B2B关系的前身 分别为 实现高经营效能 准时 高效率 并且在市场关系中保证公司的利润 29 Industrialmanagement Cross culturalstudies 工业管理 跨文化研究 Businessnetworks 商业网络 Internationalbusinessenterprises Management Cross culturalstudies国际企业 管理 跨文化研究 Subjects 30 Title WhyB2Bdoesn tfollowB2C bustingmarketingmythsAuthor Lim JoeSource DatabaseandNetworkJournal Oct2016 Vol 46Issue5 p9 1p Year 2016 why 31 Thisbelief thoughlong heldandparticularlyquotedinadigitalcontextis quitesimply rubbish B2Bmarketersactuallyhavetheopportunitytodothingsmuchbetteriftheyputinthefocusandeffort ExcellenceinB2Bsalesandmarketingisaboutfindingtherightformulaforyourownbusiness ratherthanjustadoptingtrendsthatmayworkinB2C Abstract 长期以来 用户在引用电子数据方面 得到的内容都很简单 有些甚至是垃圾 然而B2B营销者实际上有机会做一些更好的尝试 如果他们更加专注和努力 事实上 卓越的B2B销售和营销是找到合适的方式经营自己的业务 而不是仅仅采用B2C营销的方式工作 32 Title HowToBuildAStrategicB2BMarketingFunction Authors Klein RachelSource BrandQuarterly Nov2016 Issue24 p62 66 5pYear 2016 How 33 ThearticlepresentsaninterviewwithorganizationTransUnionchiefmarketingofficer CMO JulieSpringerwhodiscussesbusiness to business B2B marketingstrategies Abstract 本文提出了采访组织TransUnion首席营销官 CMO 朱莉Springer讨论企业对企业 B2B 的营销策略 34 CEO ChiefExecutiveOfficer首席执行官 CTO ChiefTechnologyOfficer首席技术官 CFO ChiefFinancialOfficer首席财务官 CIO ChiefInformationOfficer首席信息官 company 35 How Title Functional emotional andsocialbenefitsofnewB2BservicesAuthors Candi Marinaa Kahn KennethB bSource InIndustrialMarketingManagementAugust201657 177 184Year 2016Abstract Whilemarket