工商管理Essay怎么写：Factors to Consider for E-Commerce
本文是工商管理专业的留学生Essay范例，题目是“Factors to Consider for E-Commerce（电子商务需要考虑的因素）”，你的朋友劳拉要开一家网上零售店。她计划向世界各地的爱猫人士出售与猫有关的服装和商品。劳拉知道你是学商科的，所以她向你征求意见。
Your friend Lara is launching an online retail store. She plans to sell cat-related garments and merchandise to cat lovers all around the world. Lara knows that you are studying business, so she asks for your advice.
What does Lara need to consider as she prepares to engage in eCommerce?’
Electronic commerce (e-commerce) is the buying and selling of goods or services using the internet. This includes transmitting funds and agreeing contracts electronically, marketing goods and services online, making reservations online and much more. There is a lot to consider before engaging in e-commerce such as; digital marketing, information and security. It is important for businesses to consider engaging in e-commerce as ‘over the past decade global e-commerce has been expanding at an average rate of 20%’ (E-commerce takes off, 2017).
电子商务(电子商务)是通过互联网进行商品或服务的买卖。这包括电子转账和签订合同，在线营销商品和服务，在线预订等等。在从事电子商务之前有很多需要考虑的，例如;数字营销，信息和安全。对于企业来说，考虑从事电子商务是很重要的，因为“过去10年，全球电子商务以平均20%的速度扩张”(电子商务起飞，2017年)。
Lara, who plans to sell cat-related garments and merchandise to cat lovers all around the world could use electronic commerce to give her businesses a competitive advantage. Ecommerce will also allow a business like Lara’s to gain customers from all around the world. she would need to consider the fact that not all countries are devolved and have access to electronics.
Digital marketing will give you insight on how to engage with your customers. Marketing is the activity of communicating, promoting products or services that have value for customers at large. Marketing becomes digital when it uses an electronic device or the internet to sport it. Social media plays an important part in digital marketing. A business like Lara’s, can use people with social platforms to advertise products or services available, to gain exposure and attract potential customers. Social media gives people an easy access to share, comment, and leave reviews for products and services. This will promote the brand and content to increase awareness which will increase overall sales for Lara.
数字营销将让你了解如何与客户打交道。市场营销是一种交流活动，推广对顾客有价值的产品或服务。当市场营销使用电子设备或互联网进行宣传时，它就变得数字化了。社交媒体在数字营销中扮演着重要的角色。像Lara’s这样的企业，可以利用社交平台上的人来宣传产品或服务，以获得曝光率并吸引潜在客户。社交媒体让人们可以很容易地分享、评论和评论产品和服务。这将提升劳拉的品牌和内容，提高知名度，从而增加劳拉的整体销量。
Ecommerce allows businesses to sell products and services on an international platform. Customers can use search engines to look for specific products like cat garments which will lead them straight to a website that sells them. Not only is it easier for customers to just shop online from a website, it makes it easier for a seller to make sales as customers are actively searching for their products. Offering products and services on a website where the buying process is easy for customers to shop from is crucial as would increase customer satisfaction. Making the process complicated would make customers resistant to buying from the specific company.
Email marketing allows businesses to send commercial messages to a large group of people using email. Emails are an effective way to attract potential customers as not everyone has access to social media. When people subscribe to companies they would expect something in return, for example vouchers, discounts, rewards and special offers.
电子邮件营销允许企业使用电子邮件向一大群人发送商业信息。电子邮件是吸引潜在客户的有效方式，因为不是每个人都能接触到社交媒体。当人们订阅公司时，他们会期望得到一些回报，例如代金券、折扣、奖励和特别优惠。
Before sending emails to people you have to make sure you have their consent and you have to provide them a way to let them opt-out of further communications. To get people to give their consent to emails, businesses usually have a pre-launch page on their websites to sign up for more information. Transactional emails are the first, out of three, category in e-commerce marketing emails. These include key points of a transaction for example, order confirmation and the dispatch of goods. The second category is promotional emails which are to promote offers and products. This includes offers for special holidays and occasions like mother’s day, father’s day or Valentine’s Day.
Customer lifecycle emails is the last category in e-commerce marketing emails. This is based on where the customer is in their relationship with the brand. Rather than sending generic emails to all customers, companies would send emails based on where the customer is in their relationship with the brand. Emails are targeted to specific customers depending on where they are in the lifecycle. This allows companies to advertise personalised products to the targeted customers.
客户生命周期电子邮件是电子商务营销电子邮件的最后一类。这是基于客户与品牌的关系。公司不会向所有客户发送通用的电子邮件，而是根据客户与品牌的关系发送电子邮件。电子邮件针对的是特定的客户，这取决于他们在生命周期中的位置。这使得公司可以向目标客户做个性化产品的广告。
Customer relationship management take account of the ‘understanding and influencing customer behaviours through meaningful communications to increase new customers, prevent the loss of existing customers, promote customer loyalty, and enhance customer profitability’ (Yang and Hu, p.175). Businesses that want to engage in ecommerce would use customer relationship management as a method to maintain the communications with current or future customers. Businesses could use customer relationship management to strengthen the loyalty and commitment customers have with them.
The European convention on human rights states that everyone has the ‘right to respect for his private and family life, his home and his correspondence’. The definition of privacy becomes more complicated and harder to protect in the Information Age. As technology is continuously being developed, new threats are arising. Although businesses can use ‘personal information to provide better services, information could also be misused; for example, by sending unwanted emails to customers, selling customers’ information to others, or disclosing potentially sensitive information that the customer would prefer to keep private’(Boritz, 2011).
欧洲人权公约规定，每个人都“有权尊重他的私人和家庭生活、他的家庭和他的通信”。在信息时代，隐私的定义变得更加复杂和难以保护。随着技术的不断发展，新的威胁也随之而来。虽然企业可以利用个人信息提供更好的服务，但这些信息也可能被滥用;例如，通过发送不必要的电子邮件给客户，向他人出售客户的信息，或披露客户宁愿保密的潜在敏感信息”(Boritz, 2011)。
Online systems are exposed to cyber-attacks and IT failure. This could compromise any data an e-commerce business holds. If a business is solely based online and has a system failure, this could cost the business potential sales and expenses to maintain an online system. British Airways PLC experienced an IT failure that cost them £80m in 2017 (Financial Times). This clearly shows that the size of the business doesn’t really matter and that an IT failure can happen to any business at any time. Businesses that would like to engage in e-commerce should be prepared for any failures or cyber-attacks. Businesses will have to use privacy enhancing technology to allow online users to protect their identities. Even though technology is always developing to protect customers, ‘new technologies are equally able to facilitate gross breaches of an individual’s privacy’ (Smith and Shao, 2007). There are many rules and regulations in place regarding ecommerce which ensures that businesses take appropriate technical and organisational measures to secure personal data.
The General Data Protection Regulation (2016) is a regulation in EU law which relates to the processing of personal data. Any business that is considering engaging in e-commerce needs to familiarise themselves and put in practice of the regulations in order to protect customers and themselves. The General Data Protection Regulation applies to both public and private companies in the UK that process personal data and states that ‘technology allows both private companies and public authorities to make use of personal data on an unprecedented scale in order to pursue their activities’ ( EU Regulation, 2016).
《通用数据保护条例》(2016)是欧盟法律中与个人数据处理相关的法规。任何考虑从事电子商务的企业都需要熟悉这些规定，并付诸实践，以保护客户和自己。《通用数据保护条例》适用于英国处理个人数据的公共和私营公司，规定“技术允许私营公司和公共当局以前所未有的规模利用个人数据，以从事他们的活动”(欧盟法规，2016年)。
‘Personal data’ has three types; the first is anything that allows a living person to be directly or indirectly identified. This includes names, addresses or even IP addresses. The second type of personal data includes sensitive personal data such as religious beliefs, political opinions, racial information and sexual orientation. The last type of personal data is criminal and offence data.
Processing data consists of collecting, recording, storing, retrieval and even destruction of data. The EU regulation gives EU citizens a right to their own data which means they can decide whether to share their personal data or not and even have it erased. This regulation ensures that businesses in the UK don’t take advantage of individuals’ privacy.
The Data Protection Act (2018) and Privacy and Electronic Communications Regulations (PECR) are UK regulations that protect personal data and privacy rights on computers in regards to electronic communications. The Data Protection Act implements the General Data Protection Regulation, controlling how businesses use your personal data but with more factors that is specific to the UK.
《数据保护法》(2018)和《隐私与电子通信条例》(PECR)是英国的法规，旨在保护与电子通信有关的计算机上的个人数据和隐私权。《数据保护法》实施了《一般数据保护条例》，控制企业如何使用您的个人数据，但有更多英国特有的因素。
The Privacy and Electronic Communications Regulation outlines rules on marketing, cookies, communication services and customer privacy. Businesses in the UK that engage in e-commerce will have to be well aware of the use of data in their businesses as a breach of regulations can lead to the company being fined. This may create complications for a new business like Lara’s as it may be hard for them to pay the fines. It would also be bad for publicity if a business is in breach of any data protection acts as it will be very hard for people to trust them with their information.
Electronic commerce has numerous strengths and weaknesses. Online shopping has become very popular for customers with no time to shop in person. A weakness of ecommerce is the time and resources used to keep up maintenance and protection from cyber-attacks. Businesses would have to make sure they are operating with the restrictions of all the regulations regarding privacy and data protection.
电子商务有许多优点和缺点。对于没有时间亲自购物的顾客来说，网上购物已经变得非常流行。电子商务的一个弱点是用于维护和保护免受网络攻击的时间和资源。企业必须确保自己的运营受到有关隐私和数据保护的所有法规的限制。
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