Currency Trading Strategies Ru Forex If You Feed Your Mind With The Right Currency Exchange Training Materials Then You Will Succeed In Forex Business Currency Trading Strategies The Top Ten Issues in E-Strategy - 电子商务 - 工商管理 - 就学网

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Thirdly, legal issue in electronic transactions has to do with contract negotiation. This is particularly important in dynamic B2B market places. Whether for an e-tailer, a B2B enterprise or a provider of on-line services, the contracts consummated on-line must be enforceable. Without this assurance, e-commerce simply isn't viable. In the future, it may be increasingly common to ensure the enforceability of online contracts through the use of digital signature technology. It is an encryption technology that verifies the integrity of the document and authenticity of the sender.[33]

 

Fourthly, when collecting information from purchasers or other users of a company’s web site, it is important to consider whether any privacy laws and regulations are applicable to the collection and use of such data. This will depend on the country of the individual who supplies the data. The failure to consider these issues may result in difficulties conducting business with individuals, especially in Europe. Many European countries have a much more comprehensive and protective approach to privacy issues than the United States has.[34]

 

Finally, the growth of Internet commerce requires that a company carefully review its trademark strategy to determine whether it needs to seek additional trademark registrations by virtue of doing business on the World Wide Web. This is because the Patent and Trademark Office may categorize the appropriate goods and services classifications for a trademark differently, depending on whether the applicable product or service is made available over the Internet. For example, Roland Vogl, a trademark lawyer agrees that AOL has an immediate interest in protecting its brand. "AOL must protect the payers of their fees," he told the E-Commerce Times. "If there is another ISP that establishes itself as tough on spammers, AOL could lose customers.[35]

 

 

A very important activity of the e-commerce initiative is its marketing and promotion.  Opening up an e-commerce web site is rather like setting up shop at a place at which nobody knows. It is not enough just to register with search engines. Instead, it is necessary to have an aggressive marketing campaign to make the target market aware of what the company has to offer. Based on the articles in E-commerce Times, I summarize 2 important e-commerce Marketing strategies as follows:

 

1.      Online Advertising

Targeting the right people at the right time is a key strategy in increasing sales and opening markets.
Investing money in advertising campaigns and banners can successfully build a business if targeted correctly. The best Internet marketing strategy involves targeting markets where potential buyers surf the net.

 

For example, and one of its partners - Amazon. have tied the knot in a deal designed to expand 's advertising presence and give Amazon. users greater access to products not listed on the e-tailer's site. For advertisers, it means access to a large amount of new traffic in the form of users who browse the Amazon site.[36]

 

2.      Website Promotion

 

A successful marketing strategy aims at targeting potential clients and customers who are offline as well as online. Website promotion can take many forms. An interesting email proposal or newsletters are also ways of achieving top results and rankings. However, consumers may be tired of receiving lots of email every day. In this situation, email promotion is not helpful for consumers to make decision. Successful marketers have to refine their e-mail blasts to a point at which recipients are not only willing, but also happy, to receive their missives.

According to Regan’s article: “Building a Better E-Mail Blast” in E-Commerce Times, savvy online marketers say a few basic ingredients can create e-mail campaigns that succeed every time as follows:[37]

The first is permission, which can be obtained indirectly by purchasing e-mail marketing lists that consumers at some point agreed to be part of. However, it is far better to obtain permission directly. The second vital ingredient is relevance: Spam is, by definition, a message that someone does not want to receive, regardless of who sent it. Another key is to think of e-mail marketing campaigns not as blasts or even batches, but as one-on-one communications between a brand and each individual consumer. Analysts recommend that a company always begin by evaluating whether its message is important enough to warrant taking some of a consumer's valuable time.

Some typical promotion includes free shipping or discount.

 

·        Free shipping

 

Amazon. is one of the prominent e-companies to offer free shipping. It announced it will make its free shipping offer, which applies to most orders of more than $25, permanent after an experiment that lasted well over a year.[38]

 

 

·        Discount

 

In last month, AOL, together with largest retailers, including 1-800-Flowers., Banana Republic, Blue Nile, Discovery Store, Electronic Arts, Godiva, Hewlett-Packard, JC Penney, Neiman Marcus, RedEnvelope and ShopNBC, launched a one-day discount sale. It resulted in at least a tenfold traffic spike for most of the 32 sites involved. There were some web site promotions on that day. Whenever a customer jumped from AOL to a retailer's site, welcome messages popped up, informing the shopper of special sale items and the amount of time left until certain offers expired. [39]

 

 

 

Having said the top ten issue of e-commerce strategy, I will make a conclusion of this paper. With the emergence of e-commerce, consumers get lots of advantages as follows:

 

·        Convenience and Ease of Use. Consumers can purchase the product they want at any time and from any location, by using an Internet connection.

·        Variety and Larger Selections. Consumers can compare and contrast more products more quickly.

·        Without Sales Pressure. Customers who dislike salesmen can avoid the experience altogether. Internet shopping makes it easy to go offline to think about a purchase.

·        Quickly gain of detail information. Customers can get detail information about the product itself and the vendor.

·        Easy comparison of price. Customers can compare the price of the same product with several vendors easily.  Consumers are able to research a product and its competitors more thoroughly before purchase and compare many prices from different retailers.

·        Personalization. Companies can target every customer individually.

 

However, nothing is perfect. When we go back to look at these issues like privacy, security, fraud and legal violations, we can see that there are still some disadvantages remaining as below:

Finally, let’s look at the future trend of e-commerce. There are some common Internet tends that are overall stats: [40]

 

·        Foreign users are generally young, well educated and often male.

·        Education is a key factor in Internet usage.

·        Cyber cafés and public access boost usage worldwide.

·        With liberalization and privatization - competition increases and technology improves.

·        The middle class worldwide is increasingly going online.

·        E-commerce is becoming increasingly popular worldwide.

·        The Internet is recognized as a mass medium.

·        New demographics are being created, as not only white-collars go online.