What’s important when…?

　　Deciding to sell products on internet 进行网上销售时需考虑哪些要点?

　　l Security for customers 为客户保密

　　l Distribution system 分销体系

　　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.

　　在决定进行网上销售时，一个非常重要的考虑因素是为客户保密。如果这点得不到很好的处理，客户将选择放弃在线购物。公司应该引进网上安全解决方案来管理客户的安全信息，包括防病毒、防火墙以及跨客户环境的安全评估为了避免客户信息丢失或被盗取。一个机密的活多层的认证、授权和计费也能有效防止非法进入。

　　另一个考虑在线销售重要因素是分销体系。一个健全完善的分销体系能够提高效率，扩大贸易以及未建立公司良好声誉以及赢得顾客忠诚度做出很多贡献。

　　观察对手也很重要。如果他们并没有引进在线销售，则是我们尝试的好时机;如果他们已经引进的很好，你可以看一下他们的实力所在，并试图做的更好。

　　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

　　网上促销活动

　　你们所在公司计划开展一次网上促销活动，宣传公司的新产品。请你们就怎样成功开展这一活动提出建议。讨论并决定：

　　l 怎样使该网上促销活动吸引潜在客户并真正产生影响

　　l 如何增加客户点击率

　　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，我们公司正计划为新增加的方便面系列推广在线促销。

　　B: 一个有价值的尝试，不是么?方便面是最受繁忙认识欢迎的而且他们是互联网的频繁造访者。问题是怎样去开展促销活动来吸引他们并且真正影响他们购买?

　　A： 我们可以使用的网上促销方法有弹出广告窗口、横幅以及动画制作，仅举几个例子。我们如果能好好运用将使人印象深刻。

　　B：那就意味着他们必须是抢眼的，内容相当的，娱乐性强的且不是滥用的。否则他们将打搅用户使他们不能安心阅读内容，变得令人讨厌。

　　A: 但是这当然不是最好的方法。举个例子来说，条幅广告很昂贵。要想实现任何程度的成功，就必须大量的重复为了使广告有机会运作这需要很高的预算。

　　B: 我的观点是，更好的办法是讲促销信息与其他信息相混合来传递广告信息。比如，我们使用更为新颖的形式比如动画或者电视广告来向潜在客户展示高质量方便面的制作程序来强调销售特色。

　　A: 好主意。我明白你的意思。我们的优点之一是我们在方便面中添加维他命E来代替传统的让人不适的防腐剂以防止其快速腐坏。

　　B:那样的话产品和促销巧妙地结合在一起，访问者几乎没有感受到广告信息的传递，这将是令人深刻并具有影响力的。

　　A:确实是这样。另一点是我们必须考虑怎样增加客户的点击率。你对此有何想法?

　　B: 我的观点是，鼓励拜访者到我们的网址来，我们必须频繁更新信息而且提供许多互动的机会。

　　A: 好主意。而且我们可以组织一些在线游戏和活动比如抽奖、竞赛、优惠券和抵值券来为那些参加者提供奖品。

　　B: 奖品可以包括周末假期、CD或邮票收藏。

　　A:还有一个大包的新品方便面。

　　B:有这些奖品我相信点击率将增加且能获得品牌知名度。这是一个创建培养顾客忠诚度得好方法。

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

　　你是否认为网上促销永远是昂贵的?(为什么?)

　　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?)

　　电子交易在当今社会变得有多重要?(为什么?)

　　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?

　　网上促销还有什么其他方式?

　　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?

　　你认为网上促销什么是关键?

　　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?)

　　你认为将来公司会更多使用电子邮件和互联网吗?(为什么?)

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