电子商务英语第二版课件03.pptVIP

3.1 Web Presence3.1网上展示 Traditional businesses have always created a presence in the physical world by building stores, factories, warehouses, and office buildings. An organization’s presence is the public image it conveys to its stakeholders. The stakeholders of a firm include its customers, suppliers, employees, stockholders, neighbors, and the general public. Most companies tend not to worry much about the image they project until they grow to a significant size–until then, they are too focused on just surviving to spare the effort. On the Web, presence can be much more important. Many customers and other stakeholders of a Web business know the company only through its Web presence. Creating an effective Web presence can be critical even for the smallest and newest firms operating on the web. 传统企业通常需要建造店铺、工厂、仓库或办公大楼等来展示自己。一家企业的展示是它传递给利益相关体的公众形象。企业的利益相关体一般包括顾客、供应商、员工、股东、周边社区及普通公众。一家公司只有发展到一定规模时才会考虑形象问题，在此之前，它的重点是生存。网上展示也非常重要，网上的企业同顾客及其他利益相关体的唯一接触点就是网上展示。在网上进行有效的展示，对网上的新企业和小企业至关重要。 When a business creates a physical space in which to conduct its activities, its managers focus on very specific objectives. Few of these objectives are image driven. The new company must find a location that will be convenient for its customers, with sufficient floor space and features to allow the selling activity to occur. A new business must balance its needs for inventory storage space and employee work space with the costs of obtaining that space. The presence of a physical business location results from satisfying these many other objectives and is rarely a main goal of designing the space. 当企业在现实环境中进行经营活动时，管理人员关注非常具体的目标，这些目标通常同企业形象关联不大，例如，找到一个对顾客方便的位置，有足够场地进行促销活动，找到空间大又便宜的仓库和员工办公场所等。寻找经营场所主要是为满足上述目标，而空间设计很少会作为主要目标。 On the Web, business and other organizations have the luxury of building their Web sites intentionally to create distinctive presences. A firm’s physical location must satisfy so many other business needs that it often fails to convey a good presence. A good Web