Тунникова
В.А.
доцент
кафедры иностранных языков для экономических специальностей, к.ф.н.
Ростовский государственный экономический университет,
Россия
Ханджян
Т.А.
студент
группы ТОР-811 «Логистика в торговле»
Ростовский государственный экономический университет,
Россия
E-Commerce Technologies in World Wide Web
Integrated
marketing communications, is the strategy of using multiple forms and tactics
of marketing communications, all working together to communicate the same
message about the brand, the company, or the product. Today, marketers are
using Internet marketing to integrate their online communications with their
traditional marketing communications. Internet marketing consists of company
efforts to communicate about, promote, and sell products and services over the
Internet.
For example,
not-for-profit agencies with public relations or corporate communications
departments use their website as a new place to publish press releases and to
communicate with investors and other stakeholders. After the devastating
tsunami in Southeast Asia in December 2004, the Red Cross used its website to
communicate with the public about its relief efforts, and anyone with a credit
card was able to make a donation online. And Unilever Canada, the marketer
behind such popular brands as Lipton, Dove, Knorr, Sunlight, and Q-tips,
integrates its Homebasics website – which features food and entertainment,
health and nutrition, and a home and garden section - with a monthly print
magazine, also called Homebasics. The glossy magazine is mailed monthly to
consumers who have registered on the Homebasics website and asked to receive
it.
E-business is a
very broad term that refers to any business activity carried out using
electronic technology. Bank transactions carried out by electronic transfers
between branches, for example, are a form of e-business. So is any form of
informations processing, either within a company or between a company and its
suppliers or customers. E-business, then, existed long before the internet and
the World Wide Web were in popular use. In contrast, e-commerce is more
specific than e-business, It involves buying and selling processes supported by
electronic means, primarily the Internet.
Participants of
business transactions in e-commerce. The names of the classes (categories,
models, systems) EC is determined by the first characters of participants.
Government - G; Administration - A;
Business – B; Consumer - C; Employee - E; Exchange - E; Partner - P;
There are many
kinds of ecommerce: B2B, B2C, B2E, B2G, G2B, G2C, G2G, A2C, A2B, C2C, F2F (face
to face) and P2P (peer to peer).
But only three of
them are main types of EC. They include B2B (business to business), B2C
(business to consumer), and C2C (consumer to consumer).
Business-to-business
(B2B) e-commerce refers to electronic transactions that take place between
business. An automobile manufacturer, for example, must purchase thousands of
parts from parts manufacturers. The ordering and payment transactions for these
types of purchases are done electronically, using private Internet networks.
Most business purchasing today is carried out with B2B e-commerce.
Business-to-consumer
(B2C) e-commerce refers to electronic transactions that take place between
businesses and consumers. This is the form of e-commerce that we, as consumers,
are familiar with. If your buy body lotion from Cake Beauty's website, place an
order for a lawnmower on Amazon website, purchase an airline ticket at Hispania
Airways website, pay your bills online, or bank online, you are a consumer
taking part in B2C e-commerce.
Consumer-to-consumer
(C2C) e-commerce refers to electronic transactions taking place online between
consumers. Online auction sites such as eBay serve as a virtual meeting place
for consumers who have items to sell and consumers who wish to make purchases.
Ebay functions much like a giant international classified ads section of the
newspaper. EBay's business is to provide the technology that allows for these
C2C transactions to take place, and their revenue comes from the small fees
they charge the consumer who is selling the item. The consumer who buys an item
can pay for it online using a credit card, and that payment is transmitted
electronically to the seller's PayPal account. PayPal is a subsidiary of eBay
that manages the funds transfers between consumers.
Internet buying
benefits both consumers and business buyers in many ways. It can be convenient:
Customers don't have to battle traffic, find parking spaces, and trek thought
store and aisles to find and examine products. They can do comparative shopping
by browsing through mail catalogues or surfing websites. Online retailers never
close their doors. Buying is easy and private: Customers encounter fewer buying
hassles and don't have to face salespeople or open themselves up to persuasion
and emotional pitches. Business buyers can learn about and buy products and
services without waiting for and tying up time with salespeople.
In addition, the
Internet often provides buyers with greater product access and selection.
Unrestrained by physical boundaries, online sellers can offer an almost
unlimited selection. Compare the incredible selections offered by Web merchants
such as Chapters/Indigo to the more meagre assortments of their counterparts in
the brick-and-mortar world. For example, while approximately 3 million book
titles are available in print, most physical bookstores hold only about 125000
titles. By selling books online, Indigo can make all 3 million titles available
to its customers.
E-Commerce also
offers many benefits to sellers. First, the seller is able to reach a wider
audience – an international one, in fact – with its products. The next benefit
is that the seller can utilize direct distribution and may actually eliminate
intermediaries, thereby reducing costs, increasing profits, and getting the
product into the hands of the consumer faster. The Internet is also a powerful
tool for customer relationship building because of its one-to-one, interactive
nature. Such online interaction allows the firm to learn more about specific
needs and wants of its customers. Moreover, online customers can ask questions
and volunteer feedback.
In fact, the
number one reason why a person visits any website, whether for personal or
business reasons, is to find information. This is a big bonus for marketers who
normally have to push information about their products and services onto
consumers. In the online world, they have the opportunity to present detailed
information about their firms, products, and services to a willing and
receptive audience. Furthermore, consumers will often "reward" the
company that provides them with the best, or most comprehensive, or most
useful, information – by buying their products instead of those of their
competitors. Based on this ongoing interaction, companies can increase customer
value and satisfaction through product and service refinements.
This benefits
promote win-win situation for customers and sellers. As we know win-win situation,
also called a win-win game
or non-zero-sum game in game theory, is a
situation by
which cooperation, compromise, or group participation leads to all participants
benefiting.
In this
situation we can truly say that this is win-win situation for both sides.
E-commerce is a big theme to discuss, however there’re no doubts that it helps
buyers and customers to make their lives more comfortable and beneficial. As we
see it penetrates in people lives very quickly.
Literature:
1. SEO
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профессионалов»).
2. Бизнес-сайт: как найти
клиентов и увеличить продажи. – СПБ.: Питер, 2014. – 176 с.: ил. – (Серия «iБизнес»).
3. Электронная коммерция:
учебник и практикум для бакалавриата и магистратуры / Л.П. Гаврилов. – М. :
Издательство Юрайт, 2016. – 363 с.