在這些領(lǐng)域的技術(shù)突破，如傳真機，電話，視頻播放器，音頻設(shè)備和電視機花了很多年才商業(yè)化，并對企業(yè)產(chǎn)生影響。相比這些突破，電信、信息通信技術(shù)、小型化、計算機化和網(wǎng)絡(luò)化，經(jīng)歷了較短的產(chǎn)品生活風(fēng)格，取得了廣泛的傳播和改革業(yè)務(wù)操作，瞬間增強了商業(yè)環(huán)境的競爭。這種技術(shù)進步導(dǎo)致了許多的產(chǎn)品，服務(wù)和業(yè)務(wù)流程的改革和創(chuàng)新。互聯(lián)網(wǎng)使虛擬市場出現(xiàn)四個主要特色鮮明：實時、共享、開放和全球性。互聯(lián)網(wǎng)的應(yīng)用分為三個主要的活動，即發(fā)布企業(yè)信息，開展電子商務(wù)和業(yè)務(wù)轉(zhuǎn)型。互聯(lián)網(wǎng)最大的特點是沒有中介機構(gòu)；各廠家都能夠通過互聯(lián)網(wǎng)相對容易地對買家銷售他們的產(chǎn)品。今天電子商務(wù)不僅是技術(shù)問題，也是一個商業(yè)問題。電子商務(wù)涉及一系列的形式，不同的成本和復(fù)雜程度，這都取決于業(yè)務(wù)需要。

 

摘要—ABSTRACT

 

Technological breakthrough in such areas as fax machines, telephone, video player, audio devices and televisions took many years to commercialise and measure their impacts on business. Compared to these breakthroughs, telecommunications, information communication technology, miniaturization, computers and Internet went through shorter product life styles and achieved widespread diffusion and reformed the nature of business operation and enhanced competitive business environment instantly. This technological advancement has resulted in evolution and innovation of many products, services and business processes. One of them is the emergence of e-commerce or electronic commerce. The Internet has resulted in the emergence of virtual markets with four primary distinctive characteristics, which are real time, shared, open and global. The application of Internet is divided in to three major activities that are publishing corporate information, conducting electronic commerce and business transformation. The greatest feature of the Internet is the absence of intermediaries; the manufacturers are able to sell their product relatively easier to buyers via Internet. E-commerce today is no longer technological issue, but is also a business issue. E-commerce involves a number of forms, varying level of cost and complexity, depending on business need. For the past few years, across a globe, e-commerce has improved significantly, but some issues remain elusive. The explanatory and conceptual paper presents the ways in which e-commerce give information to the consumers. It further highlights some critical issues in e-commerce, suggestion and future strategies for e-commerce in years to come.

 

執(zhí)行摘要--EXECUTIVE SUMMARY

 

Arguably the best e-commerce site on the web, amazon.co.uk is a very famous site. It has lead the way for many sites, and online businesses. The criteria are as follows:#p#分頁標題#e#

• Speed of Page Downloads

• Navigation

• Ease of Use

• Range of Products

• Secure Server

 

Speed of Page Download

 

Impressively, amazon.co.uk manages to download entirely in the first three seconds. However, it's American counterpart takes twice as long. Both of these times are acceptable however, as a recent survey has claimed that the average internet user will wait for a maximum of 10 seconds and then will press the back button. This time actually reduces as you visit the site more and more as the images are stored on your computer, and so can be re-used. This speed is consistent on every page, even unvisited pages.

 

Navigation

 

Amazon has been held up as an example recently, as it's “three clicks to get anywhere” system grew steadily more popular. It's not entirely true, but navigation is still exceptionally easy. A small table down the side reveals all the places, and sub-categories available within that category, while a toolbar at the top makes it easy to flip quickly from books to music, plus underneath is the main sub-categories available.

 

Ease of Use

 

Once you have found what you want, and been persuaded by the reviews to buy it, you must click the elusive “Add to Shopping Basket” button, which actually took me some time to find (but maybe that's just me). Click it, and you are taken to a screen where you may save several things up, and buy them at once later, or delete something things from your shopping list, and then see the total. From there it's just a quick click to the "checkout" where you must sign up as a member, or enter your password if you've already shopped there before.

 

Range of Products

 

To say that amazon.co.uk has...

 

介紹--INTRODUCTION

 

The purpose of this research proposal is to critically analyse “e-commerce strategy and its impact on customers” using Amazon as a case study. The research is written in an eight-chapter style and includes a provisional title, a brief review of literature, aims and objectives, a statement of the design and methodology, sources and acquisition of data, method of data analysis, form of presentation, a timetable, and a reference chapter. The content of the proposal is book-ended by an abstract at the beginning and appendices at the end. Also, a table of contents at the front of the proposal allows the reader to logically and methodically peruse through the work, thus being able to understand how the research was conducted in order to prepare the presentation section.#p#分頁標題#e#

 

In the provisional title,------

 

The purpose of Chapter 2, the Literature Review, is to construct a thorough picture of all the research that has been done on the topic thus far, with the intention that the dissertation will be the next addition to the existing body of the research proposal. Because the research topic is on e-commerce strategy and its impact on Amazon's customers, the Literature Review pulls together research in these areas. In this chapter literature review of certain strategic business tools such as Application Portfolio Matrix, SWOT Analysis, PEST Analysis, Porter's Five Forces techniques, Change Management models and E-Commerce models will be analysed.

 

Many e-business models, both business to business (B2B) and business to consumer (B2C) are currently under consideration in order to access and verify their real effectiveness (Kalakota & Whinston, 1996). The models applied so far have generally shown that, with some exceptions related to e-procurement implementations of large enterprises (Timmers, 1999), vertical marketplace owners must look for different business paradigms in order to economically survive and to be actually able to create value to market industries chains they address (McDonald, 1997).

 

For many business relationships, the crucial performance-enhancing interactions take place before and after the transactions, and B2B will expand to occupy these broader horizons (Kyle, 2001)

 

A first pioneer period went by, where marketplace models have attracted business managers and, consequently, finance investors showing the possible strategic value of Web technology, that is, the ability to extend the enterprise business model and to improve process efficiencies; now that paybacks have not been respected and investors begin to retire their support, the marketplace model must be re-adapted and re-engineered (Bollier, 1996)

 

The name of Web services was first mentioned by Bill Gates in July, 2000 (Levitt, 2001)

 

Web services are not not only a key development area of the software industry in languages, tools, and standards, but also are very active in research both in industry and academic institutions (Zhao & Cheng, 2005)

 

Zwass (2003) defines e-commerce as ‘the sharing of business information, maintaining business information, and conducting business transactions by means of internet-based technology’. Figures released from Forester Research (2006) reveal that e-commerce is surging.

 

While research has shown that small to medium size enterprises (SMEs) are adopting the internet and e-commerce (Coltman, Devinney, Latukefu, & Midgley, 2001; Levy, Powell, & Yetton, 2001; Scupola, 2002), there is little systematic research into how such companies are adopting e-commerce.#p#分頁標題#e#

 

For the last number of years the internet and e-commerce have been offering exciting new competitive opportunities for small to medium size enterprises to extend their customer base into global marketplace, and broaden their involvement into new markets (Lewis & Cockrill, 2002)

 

E-commerce is widely argued to have the potential to transform the marketplace, and to provide small to medium size enterprises with a wider variety of opportunities to engage in business activities (Levy et al; 2001)

 

E-commerce is likely to have the most fundamental impact on small to medium size enterprises by offering tremendous opportunities to high growth SMEs, but successive research studies have shown that significant business benefits are not being realised (Poon & Swatman, 1999, Levy & Powell, 2000).

 

Internet adoption by small business is important to the generation of critical mass for internet commerce (Poon & Swatman, 1999).

 

Contemporary organizations are aligning IS and business strategies to improve organizational performance (Kearns & Lederer, 2000)

 

Charles Schwab and Amazon.com have leveraged existing processes with online access and employed a first mover strategy to realize record online revenues. Strategy can be defined as a “quest to match a firm's resources and capabilities to the opportunities and risks created by its external environment” (Grant, 1991).

 

During the 1980s the dominant Porterian competitive forces approach (Porter, 1980) emphasized the relation of a company to its environment, while more recently the resource-based view (RBV) highlighted the need to consider the firm's internal resources and capabilities. Barney (1991) adds that for resources to create sustained competitive advantage, they must be valuable, rare, imperfectly imitable, and not strategically substitutable.

 

Chapter 3 will look at the Aims and Objectives of the research proposal, and this is expected to flow directly from the focus of the literature review. The research objectives are to highlight how e-commerce can be used to increase sales, improve working effectiveness and promote operational efficiency. It will also highlight on the advantages and disadvantages associated with e-commerce implementation.

 

Unlike the other Chapters, the design and methodology section, a chapter dedicated to discussing how the research study presented in this proposal will be conducted, is far more compact. For instrumentation, a series of online surveys for a sample period of Amazon online customers will be created. Interviews, questionnaires, business process analysis and work measurement will be used as methods of collecting data for the evaluation of e-business strategy. This study is concerned with the factors that or facilitate e-commerce adoption process. This will be achieved by conducting an action research on online customers.#p#分頁標題#e#

 

Action research is one of several qualitative research methods used in the field of Information Systems (IS) (Galliers, 1992). Such qualitative research is important for studying complex, multivariate, real-world phenomena that cannot be reduced for study with more positivist approaches (Baskerville & Pries-Heje, 1999). Action research is especially important in situations where participation and organizational change processes are necessary (Baskerville & Wood-Harpier, 1996).

 

This implies a partnership between the researcher and the client. This approach may be deemed more satisfying and also more occupationally relevant (McNiff, 2000). Westbrook (1995) presents action research as an approach that could overcome three deficiencies associated with “traditional research methods”:

 

• It has broad relevance to practitioner

• It is applicable to unstructured or integrative issues

• It can contribute to theory.