电子商务外文资料翻译译文

外文资料翻译译文：

电子商务战略

电子商务战略也许有益于发展组织在倡议一项电子商务活动实施之前考虑很多问题，其中涉及到该组织的任务，发展目标和组织结构。涉及的主要问题包括：

资源扩张- 主要目标是通过网上销售商品和提供服务产生的收入以抵销营运成本吗？如果是这样，组织期望或希望生成的收入是多少？这些战略问题将允许该组织把多少资金用于电子商务活动。如果该组织是以一个接近电子商务为主要手段不仅包括生产商品的总费用、服务成本和宣传开发新产品，而且希望扩大其收入基础，以支持其他项目的花费，那么它可能需要建立一个电子商务平台和制定策略以吸引顾客。该组织可能把运用电子商务活动作为资源的一种扩张，并使用经营策略和完整的营销手段。这导致了一个问题，该组织是否适应这种发展方式，并符合其慈善组织的地位的问题。将把电子商务活动置于扭曲的免税地位的发展组织吗？该组织在与法律冲突的情况下承担责任吗？如果他们出售的出版物和其他意味着“传统”的产品那么大多数开发组织已经面临的这些问题。

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网上客户的购买模式- 新产品的更新可能会影响客户所购买的物品数量和回访客户数量的频率。为了鼓励客户一次购买多个产品，重要的是要提供的多种产品品种。回到营销策略，开发企业可以考虑组织更新他们的电子商务网站计划，定期上添加新产品和促销活动。这样，以前的客户会看到新产品发售，并可能会吸引购买第二或第三次。

发展电子商务策略，可以让开发组织自主地去倡导并理解他们所要实现什么和如何实现它。这样可以鼓励他们去思考如何吸引潜在客户到现场以及如何让顾客再次光顾的战略。为了电子商务活动取得成功，是否产生的收入抵消生产成本或者增加整体收入以弥补运营成本，发展组织常常使用业务战略，以更有效地实现其总体目标。

附件2：外文原文

The e-commerce strategy

It may be useful for development organizations to consider the many issues involved before embarking on an e-commerce initiative, in relation to the organization's mandate, development goals, and organizational structure. The primary issues involved would include:

Resource Expansion -- Is the main goal of selling goods and services online the generation of revenue to offset operational costs? If so, how much revenue does the organization expect/wish to generate? These strategic questions will allow the organization to assess how much funding will go toward e-commerce activities. If the organization is approaching e-commerce as a means of covering not only the costs of producing the goods and services and disseminating development-focused products, but wishes to expand its revenue base to support other project costs, then it may want to develop an e-commerce platform and strategy that can attract customers. The organization may have to approach e-commerce as a resource expansion activity that uses business strategies and a full marketing approach. This leads to the question of whether this fits in with the development mandate of the organization and its charitable organization status. Will e-commerce activities distort the tax-free status of the development organization? Is the organization liable in the case of legal conflicts? Most development organizations have already faced these questions if they sell publications and other products by "traditional" means. Capital Costs -- How much funding is the organization willing to put into e-commerce activities? E-commerce platforms can be high priced, depending on the level of sophistication. A development organization undertaking e-commerce activities should consider whether it wants to incur higher costs, with the possibility of cost recovery from an expected higher level of sales. What are the possibilities of receiving financial assistance from donor agencies or partner organizations for this activity? Development organizations pursuing e-commerce activities may have to decide between a variety of options for their online selling activities, depending on their financial capacities. These options can be divided into 1) technical hardware and 2) site design and maintenance. The organization will have to decide whether it wants to invest in setting up its own in-house server, depending on the organization's size and computing requirements, or find a third party that is willing to host the site on its server. Is the third party another development-focused organization, or is it a private company/ISP? Regarding design and maintenance of the e-commerce site, is the organization able to hire in-house technical personnel to handle design, development, and maintenance, or is it more cost effective to hire an outside party to handle these tasks? Developing an e-commerce site that generates high levels of revenue will have to respond to the changes in e-commerce platforms in the commercial sector. The development organization may want to consider using security encryption software for credit card payment, increasing costs to an extent yet benefiting from increasing customer confidence in the transaction process. Will the site be eye-catching, with the hope of attracting customers, possibly increasing site development costs for higher level graphics and design? Pan Partners currently do not have to bear all of the above-mentioned capital costs, but may one day have to consider them when they initiate an e-commerce site on their own.

Marketing -- As evident from the discussion above, a good marketing strategy forms the basis of the operational strategy, in order to attract customers to the e-commerce site and ensure a steady pattern of sales. Development organizations often need not employ capital-intensive

marketing programs in order to have a successful marketing campaign. The marketing strategy can be divided into two main categories: 1) online markets and 2) offline markets.

Purchasing Patterns of Online Customers -- The frequency of updating new products can impact the number of items purchased by customers and the number of returning customers. In order to encourage customers to purchase more than one item at a time, it is important to offer a (wide) variety of products. Returning to the marketing strategies, development organizations can offer sales promotions mentioned above. This can increase the per-customer volume of sales, increasing overall revenue. Development organizations can consider organizing a schedule for updating their e-commerce site, adding new products and promotional offers on a regular basis. This way, previous customers will see that new products are available for sale and may be attracted to purchasing a second or third time.

Developing an e-commerce strategy can allow development organizations to approach this initiative with an understanding of what they want to achieve and how to achieve it. This can encourage strategic thinking of how to attract potential customers to the site and how to keep them returning. In order for e-commerce initiatives to be successful, whether generating revenue to offset production costs or increasing overall revenue to offset operational costs, development organizations can often use business strategies to more effectively achieve their overall goals.

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