What’s important when…?

　　Deciding to sell products on internet 進(jìn)行網(wǎng)上銷售時需考慮哪些要點?

　　l Security for customers 為客戶保密

　　l Distribution system 分銷體系

　　When deciding to sell products on the Internet, one very important thing is to consider security for customers. If this is not well handled, customers will simply give up online shopping. The company should introduce internet security solutions to manage clients’ security information, including anti-virus, firewalls and assessment of security across customers’ environments in order to prevent loss or theft of customer information. Also a classified or multi-tiered security plan of authentication, authorization and accounting could be effective against unauthorized system access.

　　Another important factor to consider for online selling is distribution system. A well-established distribution system can raise efficiency, expand trade and contribute a lot to the building up of a company’s good reputation and winning customer loyalty.

　　It’s also important to look at rivals. If they haven’t yet introduced online selling, it’s good time to have a try; if they have been doing quite well, you can look at where their strength lies and try to do even better.

　　在決定進(jìn)行網(wǎng)上銷售時，一個非常重要的考慮因素是為客戶保密。如果這點得不到很好的處理，客戶將選擇放棄在線購物。公司應(yīng)該引進(jìn)網(wǎng)上安全解決方案來管理客戶的安全信息，包括防病毒、防火墻以及跨客戶環(huán)境的安全評估為了避免客戶信息丟失或被盜取。一個機(jī)密的活多層的認(rèn)證、授權(quán)和計費(fèi)也能有效防止非法進(jìn)入。

　　另一個考慮在線銷售重要因素是分銷體系。一個健全完善的分銷體系能夠提高效率，擴(kuò)大貿(mào)易以及未建立公司良好聲譽(yù)以及贏得顧客忠誠度做出很多貢獻(xiàn)。

　　觀察對手也很重要。如果他們并沒有引進(jìn)在線銷售，則是我們嘗試的好時機(jī);如果他們已經(jīng)引進(jìn)的很好，你可以看一下他們的實力所在，并試圖做的更好。

　　PART THREE: DISCUSSION

　　On-line Promotion

　　Your company is planning to launch an on-line promotion of its new addition of a product range. You have been asked to make recommendations about how to do this well. Discuss the situation together, and decide:

　　l how will the promotion appeal to potential customers and be truly influential

　　l how to increase hits from customers

　　網(wǎng)上促銷活動

　　你們所在公司計劃開展一次網(wǎng)上促銷活動，宣傳公司的新產(chǎn)品。請你們就怎樣成功開展這一活動提出建議。討論并決定：

　　l 怎樣使該網(wǎng)上促銷活動吸引潛在客戶并真正產(chǎn)生影響

　　l 如何增加客戶點擊率

　　A: You know, our company is planning to launch an on-line promotion of its new addition of instant noodle range.

　　B: A worthy try, isn’t it? Instant noodles are most favored by busy young people and they are frequent visitors of the Internet. The question is how to make the promotion appeal to them and be truly influential?

　　A: We may use methods of online promotion such as pop-ups, banners and animations, to name a few. They can be impressive when well used.

　　B: That means they need to be intrusive, relevant, entertaining and not be overused. Otherwise they will be one of the most annoying things that will distract the user from reading the contect.

　　A: But of course they are not the best ways. For instance, banner ads can be expensive. To achieve any level of success, there must be heavy repetition in order to give the advertisement a chance to work and that requires a large budget.

　　B:In my opinion, a better way is to blend promotional and non-promotional information to deliver the advertising message. For instance, we may use newer formats such as flash or TV-like commercials to show to our potential customers the process of making quality instant noodles and highlight our selling point.

　　A: Great idea. I see what you mean. One of our strong points is that we add Vitamin E to prevent the noodle from going bad too quickly instead of traditional preservative or antiseptic which people are not comfortable with.

　　B: In that way product and promotion is subtly mixed and visitors hardly know an advertising message is delivered. That would be impressive and influential.

　　A: Exactly. Another thing we have to consider is how to increase hits from customers. Do you have any idea on that?

　　B: In my opinion, to encourage visits to our site, we have to update information frequently and provide many opportunities for interaction.

　　A: Good idea. And we can organize some online games and activities like sweepstakes, contests, coupons, and rebates to offer prizes to those who take part in.

　　B: Prizes may include weekend holidays, CD or stamp collections.

　　A: And a large pack of our new addition of instant noodles!

　　B: With that I believe hits will increase and brand recognition doubled. This is a good way to create any cultivate customer loyalty.

　　A: 你知道，我們公司正計劃為新增加的方便面系列推廣在線促銷。

　　B: 一個有價值的嘗試，不是么?方便面是最受繁忙認(rèn)識歡迎的而且他們是互聯(lián)網(wǎng)的頻繁造訪者。問題是怎樣去開展促銷活動來吸引他們并且真正影響他們購買?

　　A： 我們可以使用的網(wǎng)上促銷方法有彈出廣告窗口、橫幅以及動畫制作，僅舉幾個例子。我們?nèi)绻�能好好運(yùn)用將使人印象深刻。

　　B：那就意味著他們必須是搶眼的，內(nèi)容相當(dāng)?shù)�，娛樂性�?qiáng)的且不是濫用的。否則他們將打攪用戶使他們不能安心閱讀內(nèi)容，變得令人討厭。

　　A: 但是這當(dāng)然不是最好的方法。舉個例子來說，條幅廣告很昂貴。要想實現(xiàn)任何程度的成功，就必須大量的重復(fù)為了使廣告有機(jī)會運(yùn)作這需要很高的預(yù)算。

　　B: 我的觀點是，更好的辦法是講促銷信息與其他信息相混合來傳遞廣告信息。比如，我們使用更為新穎的形式比如動畫或者電視廣告來向潛在客戶展示高質(zhì)量方便面的制作程序來強(qiáng)調(diào)銷售特色。

　　A: 好主意。我明白你的意思。我們的優(yōu)點之一是我們在方便面中添加維他命E來代替?zhèn)鹘y(tǒng)的讓人不適的防腐劑以防止其快速腐壞。

　　B:那樣的話產(chǎn)品和促銷巧妙地結(jié)合在一起，訪問者幾乎沒有感受到廣告信息的傳遞，這將是令人深刻并具有影響力的。

　　A:確實是這樣。另一點是我們必須考慮怎樣增加客戶的點擊率。你對此有何想法?

　　B: 我的觀點是，鼓勵拜訪者到我們的網(wǎng)址來，我們必須頻繁更新信息而且提供許多互動的機(jī)會。

　　A: 好主意。而且我們可以組織一些在線游戲和活動比如抽獎、競賽、優(yōu)惠券和抵值券來為那些參加者提供獎品。

　　B: 獎品可以包括周末假期、CD或郵票收藏。

　　A:還有一個大包的新品方便面。

　　B:有這些獎品我相信點擊率將增加且能獲得品牌知名度。這是一個創(chuàng)建培養(yǎng)顧客忠誠度得好方法。

　　(1) Do you think online promotion is always expensive?(Why?/Why not?)

　　你是否認(rèn)為網(wǎng)上促銷永遠(yuǎn)是昂貴的?(為什么?)

　　Yes, because the success of online advertising lies on heavy repetition, which requires a large size of the budget.

　　(2) How important is e-business becoming nowadays?(Why?)

　　電子交易在當(dāng)今社會變得有多重要?(為什么?)

　　It is becoming a more and more popular business practice and whether a company can make good use of the internet may become a key point for its survival.

　　(3) What are the other ways of online promotion?

　　網(wǎng)上促銷還有什么其他方式?

　　In addition to banner advertisements, there are E-mail newsletters, opt-in E-mail announcements, and online press releases, etc.

　　(4) What do you think is essential for online promotion?

　　你認(rèn)為網(wǎng)上促銷什么是關(guān)鍵?

　　For online promotion, repetition is the key. The target market must have ample opportunity to view and understand a sales message multiple time to statistically increase the chances of a sale.

　　(5) Do you think companies will make more use of E-mail and the Internet in the future?(Why?/Why not?)

　　你認(rèn)為將來公司會更多使用電子郵件和互聯(lián)網(wǎng)嗎?(為什么?)

　　Sure. E-mail and the Internet are convenient, instant and cost-effective.