电子商务英语03

Unit5HowtoCreateanE-CommerceWebSiteIntroduction:TheelementsofECStep1:EstablishyouronlineidentitywiththerightwebaddressStep2:Buildauser-friendlysiteStep3:SetupyourwebserverStep4:MinimizetherisksofECStep5:AcceptandmanageallkindsofpaymentsStep6:Test,test,testStep7:PromoteyoursiteStep8:StartsellingIntroduction:TheelementsofECEstablishingyouridentity---therightdomainname.Findtherightonlinehome---location.Buildanattractivestorefront---Usingtherighttoolsandfollowingsomebasicguidelines.Letthecustomersknowtheycantrustyou---makesureyoursiteissecureandyourcustomersknowit.Makeiteasyforcustomerstopayyou.Lettheworldknowaboutyoursite.Step1:EstablishyouronlineidentitywiththerightwebaddressWhyisitimportanttoestablishyouronlineidentity?ThefirststeptowardECisselectingthenameofyoursite.YourwebaddresstellsthecustomerswhoyouareandhowtofindyouontheInternet.ItisthecoreofyourInternetidentity---youronlinebrand,whichisuniquefornotwopartiescanhavethesamewebaddress.TipsinchoosingdomainnameMakeitmemorable.3721.comDescribeyourbusiness.Avoidconfusionbysimplyandlogicallydescribingyourbusiness.E.g.Flowers.com;Books.com,etc.Keepitshort.E.g.sohu,sina,163,baidu,etc.Onceyou’vedecidedonyourwebidentity,thenextstepistodetermineifitisavailableandthenregisteritwithadomainnamecompanyor“registrar”.Step2:Buildauser-friendlysite---planyoursitecarefullyIdentifyclearmarketinggoalsforyoursite.Figureoutwhatyourpotentialcustomersneedtoknowbeforebuyingyourproductsandservices.1.Anoverviewofyourcompany,itsproductsandservices,andtheirapplications.2.Completeproductorservicedescriptions,includingfeatures,keybenefits,pricing,productspecifications,andotherinformation.3.Testmonials,orsuccessstories.4.AFAQsection.(frequentlyaskedquestions)Createasitemapthatoutlineseverypageonyoursite.Step2:Buildauser-friendlysite---choosetherightsite-buildingtoolsTwowaystobuildyourwebsiteProfessionalwebdesignstudiosSelf-servicewebsitebuildingtoolsECSiteDesignTipsCarefullyresearchyourownfavoriteECsites.Yourhomepageisyoursite’s---andyourbusiness’---onlinefrontdoor.1.Yourcompanyname,logo,andtaglineprominentlydisplayed.2.Contactinformation.3.Alinktoan“Aboutthecompany”.4.Asitemenulistingthebasicsubsections.5.A“What’sNew”section.6.Yourprivacystatement.Makeiteasyforcustomerstonavigateyoursite.Keepthingssimple.Keepdownloadtimesshort.Step3:SetupyourWebserverInvestingintheirownWebserver,includingthehardware,softwareandnecessaryinfrastrucuretogetyoursiteonline.AskforanISPorWebhostingcompanytoconnectyoursitetotheInternet.Step4:MinimizetherisksofECCommonsecuritythreats:1.Spoofing.电子欺骗2.Unauthorizeddisclosure.非授权泄露3.Unauthorizedaction.4.Dataalteration.Thewaytoensureatrulysecureonlinetransaction:1.Encryption.2.Authentication.3.Digitalcertificates.Step5:AcceptandmanageallkindsofpaymentsSimplysetupacreditcardterminalandprocessordersmanually.ImplementanInternetpaymentgatewaythatprovidesInternetconnectivitybetweenbuyers,sellers,andthefinancialnetworksthatmovemoneybetweenthem.PaymentGateway支付网关（PaymentGateway）是银行金融网络系统和Internet网络之间的接口，是由银行操作的将Internet上传输的数据转换为金融机构内部数据的一组服务器设备，或由指派的第三方处理商家支付信息和顾客的支付指令。支付网关（PaymentGateway）将Internet传来的数据包解密，并按照银行系统内部的通信协议将数据重新打包；接收银行系统内部的传回来的响应消息，将数据转换为Internet传送的数据格式，并对其进行加密。即支付网关主要完成通信、协议转换和数据加解密功能，以保护银行内部网络。Step6:Test,test,testReviewandtestyoursitethoroughlybeforelanchingyoure-commercestorefront.Haveobjectivetesterswalkthroughtheentireorderingprocesstotestitsusability.Neverneglectgoodcustomersupport.Step7:PromoteyoursiteRegisteryoursitewithsearchengines.Putyourdomainnameeverywhere.Advertise.Purchasekeywords.Step8:StartsellingOnlineidentityAWebhostAneye-catching,professional-lookingWebstorefrontRock-solidsecurityEsay-to-usepaymentmanagementTherightpromotionsUnit7E-BusinessModels►StorefrontModel►Shopping-CartTechnology►AuctionModel►PotralModel►Name-Your-PriceModel►Comparison-PricingModel►BartingModelStorefrontModel店面模式•Thismodelisabasicformofe-commerceinwhichbuyersandsellersinteractdirectly.Itprovidesacombinationoftransactionprocessing,security,onlinepaymentandinformationstorage.•Howtoconductstorefronte-commerce?•Merchantsmustorganizeonlineproductcatalogs,takeordersthroughtheirWebsites,acceptpaymentssecurely,sendmerchandisetocustomersandmanagecustomerdata.Theymustmarkettheirsitestopotentialcustomersthroughvariousmedia.DivisionofStorefront•B2COnlineshops–Intergratedones综合型e.g.dangdang当当网–Professionalones专业型•e.g.Amazon,Joyo(卓越网)，mall.sina(新浪商城)•B2C---traditionalretailers•e.g.Walmart,Carrefour•C2Conlineshops•e.g.eBay，taobao，paipaiShopping-CartTechnology购物车技术•Whatisshopping-carttechnology?•Itisoneofthemostcommonlyusede-commerceenablers.Thisorder-processingtechnologyallowscustomerstoaccumulateitemstheywishtobuyastheybrowseane-businessWebsite.•It’ssupportedbyaproductcatalog,whichresidesonthemerchantserverintheformofadatabase.Themerchantserveristhedatastorageandmanagementsystem.CaseStudy:Amazon.com•Oneoftheworld’slargestonlineretailers.•Usingadatabaseontheserversidethatofferscustomerontheclientsidemultiplewaystosearchforproducts.•Providingpersonalizedservicetoreturningcustomers.•