[雙語翻譯]--外文翻譯--互聯(lián)網營銷的問題和前景（原文）

1、JIBCicon[Home] [Current Edition] [Compendium] [Forum] [Web Archive] [Email Archive] [Guestbook] [Subscribe] [Advertising Rates]ARRAY LogoProblems And Prospects Of Internet MarketingDr. Mohammad Talha,Deputy Head of Acco

2、unting Department,Faculty of Business and Law,Multimedia University.Web: www.mmu.edu.my/~bm/fbl/talha.htm Email: mohammad.talha@mmu.edu.myDr. Mohammad Talha is Deputy Head of Accounting Department in the Faculty of Bu

3、siness and Law, Multimedia University. He has about 20 years teaching experience in accounting subjects.His research interest is financial accounting and reporting, Management Accounting and electronic commerce.He also

4、supervises a number of Master of Philosophy and Doctorate students. Dr. Talha has successfully published more than 50 papers at international and national journals, proceedings and conference proceedings.Mr. Deepak Shr

5、ivastva, Lecturer of Management Department,Bhilai Institute of Technology,Durga (India).Web: Email: deepak_bitm@rediffmail.comMr. Deepak Shrivastva is a MBA and presently working as a lecturer in the Department of Mana

6、gement of Bhilai Institute of Technology, Durga (India). He is also pursuing doctorate in Indian public sectors reform. He has authored a book, entitled “Globalisation, Privatisation public sector reforms in India and p

7、ubic policies. His columns are publishing regularly in various Indian newspapers on the issue of Indian political economy.Mr. Abdullah Sallehhuddin Abdullah Salim, Accounting and Economics Lecturer, Center for Affiliate

8、and Diploma Programme, Multimedia University. Web: www1.mmu.edu.my/~abduls Email: abdullah.sallehhuddin@mmu.edu.myMr. Abdullah Sallehhuddin, is currently lecturing accounting and economics at Center for Affiliated and D

9、iploma Program, Multimedia University. He has jointly written papers with Dr.Muhammad Talha in the area of merger and acquisitions, budgeting, segmental reporting and electronic commerce. His research interest is financi

10、al accounting and reporting, public sector accounting, strategic management and economics. Besides, he also experiences in teaching Mathematics, Computer System and Application and E-Commerce for the same academic center

11、.JIBCsuch as operating a sales force, fabricating a component or delivering products, and these activities have connection with the activities of suppliers, channels, and customers. Therefore, value chain is a framework

12、for identifying all these activities and analyzing how they affect both a companies costs and the value delivered to buyers. The one of the biggest advantage of the Internet is the ability to link one activity with other

13、s and make real-time data created in one activity widely available, both within the company and with outside suppliers, channels, and customers. Internet technology provides a standardized infrastructure, common and open

14、 set of communication protocols and browser interface for information access and delivery, bi-directional communication, and ease of connectivity, all of these at much lower cost than private networks and electronic data

15、 interchange.Prominent applications of the Internet in the value chain (Whitely d., 2000)Porter (1985) introduced his model of the generic value chain in his book competitive advantage: creating and sustaining superior p

16、erformance. This was essentially concerned with the internal activities of the company. The three (basic) primary activities of a product process are: 1.Inbound logistics: It refer to handling goods that are bought into

17、the company, storing them and making them available to operations as required. ^Real time integrated scheduling, shipping, warehouse management, demand management and planning, and advanced planning and scheduling acros

18、s the company and its suppliers. ^Dissemination throughout the company of real-time inbound and in-progress inventory data.2.Operation: the production process, in many cases a series of sub activities that can be repres

19、ented on a detailed value chain analysis. ^Integrated information exchange, scheduling, and decision-making in in-house plants, contract assemblers, and components suppliers. ^Real time available -to- promise and capab

20、le-to-promise information available to the sales force and channels.3.Outbound logistics: taking the products of the company, storing them if necessary and distributing them to the customer in a timely manner. ^ Real-ti

21、me transaction of orders whether initiated by an end consumer, a sales person, or a channel partner. ^Automated customer-specific agreements and contract terms. ^Collaborative integration with customer forecasting syst

22、em. ^Integrated channel management including information exchange, warranty claims, and contract management.To these basic primary activities Porter adds two further activities:1.Marketing and sales: finding out the req

23、uirement of potential customers and letting them know of the products and services that can be offered. ^ On-line sales channels including websites and marketplaces ^On-line product configurators ^Push advertising ^T

24、ailored on-line access ^Real time customer feedback through Web surveys ^Customer profiling2.Service: any requirement for installation or advice before delivery and then after-sales service once the transaction is comp

25、leted. ^On-line support of customer service representatives through e-mail response management, billing integration. ^Customer self-service via Web sites and intelligent service request processing including updates to

26、billing and shifting profiles.To support these primary functions there will be a company infrastructure that performs a number of support activities. Porter classify these activities as:1.Procurement: The function of fin

27、ding suppliers of the materials required as input to the operations of the organization. Procurement is responsible for negotiating quality supplies at an acceptable price and with reliable delivery. ^Internet-enabled