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1、Unit3 Web Site Presence of the Electronic Commerce学习指导：本章将介绍：网上展示网站的可用性顾客的信任和忠诚3.1 Web PresenceTraditional businesses have always created a presence in the physical world by building stores, factories, warehouses, and office buildings. An organizations presence is the public image it conveys to its
2、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 sizeuntil then, they are too focused on just surviving to spare t
3、he 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.3.1.1 Identifying Web Pre
4、sence GoalsWhen 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 t
5、o 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 desig
6、ning the space.On the Web, business and other organizations have the luxury of building their Web sites intentionally to create distinctive presences. A firms physical location must satisfy so many other business needs that it often fails to convey a good presence. A good Web site design can provide
7、 many image-creation and image-enhancing features very effectivelyit can serve as a sales brochure, a product showroom, a financial report, an employment ad, and a customer contact point. Each entity that establishes a Web presence should decide which features the Web site can provide and which of t
8、hose features are the most important to include.Different firms, even those in the same industry, might establish different Webpresence goals. For example, Coca Cola and Pepsi are two companies that have established powerful brand images in the same business, but they have developed significantly di
9、fferent Web presences. These two companies frequently change their Web pages. But the Coca Cola page usually includes a trusted corporate image such as the Coke bottle. Alternatively, the Pepsi page is usually filled with hyperlinks to a variety of activities and product-related promotions.These Web
10、 presences convey the images each company wishes to project. Each presence is consistent with other elements of the marketing efforts of these companies Coca-Colas traditional position as a trusted classic, and Pepsis position as the upstart product favored by a younger generation. 3.1.2 Achieving W
11、eb Presence GoalsAn effective site is one that creates an attractive presence that meets the objectives of the business or organization. These objectives include:Attracting visitors to the Web site;Making the site interesting enough that visitors stay and explore; Convincing visitors to follow the s
12、ites links to obtain information;Creating an impression consistent with the organizations desired image; Building a trusting relationship with visitors; Reinforcing positive images that the visitors might already have about the organization; Encouraging visitors to return to the site.3.2 Web Site Us
13、abilityResearch indicates that few businesses accomplish all of their goal for their Web sites in their current Web presences. Even sites that succeed in achieving most of these goals often fail to provide sufficient interactive contact opportunities for site visitors. In this chapter, you will lear
14、n how the Web is different from other ways in which companies have communicated with their customers, suppliers, and employees in the past. You will learn how companies can improve their Web presences by making their sites accessible to more people and easier to use, and by making sure that their si
15、tes encourage visitors to trust and even develop feelings of loyalty toward the organization behind the Web site.3.2.1 How the Web is DifferentWhen firms started creating Web sites in the mid-1990s, they often built simple sites that conveyed basic information about their business. Few firms conduct
16、ed any market research to see what kinds of things potential visitors might want to obtain from these Web sites, and even fewer considered what business infrastructure adjustments would be needed to service the site. For firms had e-mail address links on their sites. Those firms that did include an e-mail link often understaffed the department responsible for answering visitors e-mail messages. Thus, many site visitors se
