浅谈SEO技术在服装类电子商务中的应用

搜索引擎优化(Search Engine Optimization,简称SEO)是一种利用搜索引擎的搜索规则来提高目标网站在有关搜索引擎内的排名的方式。在当前服装电子商务网站风起云涌的年代,SEO无疑是一种投入小、回报率高的推广方式。本文针对服装电子商务网站的SEO技术提出一些建议以及注意点,希望能对相关网站有所帮助。     

B2B电子商务模式研究

B2B电子商务的本质特征是在网络经济环境下，伴随企业间商务关系的变化而产生的企业经营运作方式的转变，从这个观点出发，本文提出三种B2B电子商务的基本模式，论述这些模式的内涵，并在此基础上探讨B2B电子商务的实施过程。     

并购Vendio．阿里巴巴角力海外

6月25日，全球最大网上交易商阿里巴巴正式宣布，已和美国知名B2C电子商务网站Vendio公司达成全资收购协议。这是阿里巴巴集团成立10年来首宗全资海外收购案，表明了阿里巴巴已迈开全面进军美国市场的实质性第一步。     

解析B2B电商三大案例

中国B2B电子商务交易规模稳步增长,2015年市场交易规模达11.8万亿元.应用软件服务模式为大宗商品贸易B2B电商发展提供了技术支持,而中小企业B2B电子商务深耕供应链需求、提供综合服务的能力将是未来的竞争点.本文推荐三大案例以做参考.     

从SEO到SMO

搜索引擎和SEO垄断互联网的时代正在过去，在社交媒体广泛分布和渗透的新世界里，营销人员需要修炼好社交媒体优化（SMO）的功夫。     

尤恩思环球财富网二十六个子站全面上线

在国际贸易日臻活跃的今天，距离障碍早已被打破，尤恩思环球财富网（www．unsbiz．com）致力于创建不同于其他平台的专业B2B网站，在充分实现整合资源功能的前提下，更是建立了26个行业子站，为各行业的客户，全球的买家卖家提供更为准确、快捷及方便的搜索引擎。在分秒必争的当今，无可非议是客户利益最大化的一个高效平台。     

浅谈城市信息化建设对B2C的推动

现在的电子商务直接与广大消费者相关的一种模式是“ＢｔｏＣ”模式（ＢｂｕｓｉｎｅｓｓＣｃｕｓｔｏｍｅｒ，即商家对顾客，以下简写为“Ｂ２Ｃ”）。Ｂ２Ｃ的出现，引发了一场购物方式的革命，用户只需上网，检索自己所需的商品，选中后，通过在线支付，便可以舒心地在家中等待商家以最快的速度把商品送到自己手中了。据统计，在我国的商务网站中，以网上购物类为数最多（１５００家以上），占商务网站总数的６０％左右，而在这类Ｂ２Ｃ网站中又分为综合类网上购物商城和专销某类产品的网上专卖店。目前网上商店所销售的商品种类集…     

阿里巴巴遭遇“诚信门”B2B海外声誉受损

在海外买家投诉增多，马云挥泪“斩”卫哲和一百多名销售人员之后，又有媒体调查发现，不仅阿里巴巴B2B公司在海外的生意受到质疑，其针对国内厂商的“诚信通”业务目前也存在诸多问题。     

服装电子商务B2B2C模式分析

本文介绍了服装电子商务B2B2C模式的内涵和它的特点,在此基础上着重研究了B2B2C模式的实现条件,指出该模式在实施和运用中的关键要素,对该模式的实施和运用具有指导意义。     

B to B电子商务呼唤全方位服务模式

2005年，国内B to B电子商务迎来新一轮的投资热潮，IDG、新乔、INTEL等企业均对该市场表现出了极大的热情，而行业分析人士也纷纷对BtoB一致看好。国内互联网用户突破1亿，宽带环境的不断进步，尤其是在4月刚刚结束的电子商务年会中，电子签名法以及国务院关于促进电子商务发展的若干意见同时成为了大家热捧的主题。但透过这些表面繁荣，我们也不得不注意到国内电子商务服务，尤其是B to B电子商务服务本身所潜伏的种种问题，以便获得更多的理性。     

How Does Ranking Affect User Choice in Online Search?

This paper investigates whether a search engine’s ordering of algorithmic results has an important effect on website traffic. A website’s ranking on a search engine results page is positively correlated with the clicks that it receives. This could result from the search engine’s accurately predicting the websites relevance to users. Or it could result from users merely clicking on the highest ranked links, regardless of the website’s relevance. Using a unique dataset, we find that a website’s rank, not just its relevance, strongly and significantly affects the likelihood of a click. We also find evidence that rank influences CTRs partly by controlling access to the scarce attention of users, but primarily by substituting the reputational capital of the search engine for the reputation of individual websites.     

Positioning through B2B carrier signals: Understanding how service quality is communicated via websites

Today's marketplace requires B2B motor carriers to connect with shippers in salient ways. To accomplish this, B2B carriers communicate signals of service quality in order to position themselves uniquely from the competition. Signaling theory describes how inequity in information between parties is filled by sending signals to convey missing information (Spence, 1973). Signaling theory was used as a foundation to investigate information used by B2B carriers to signal service quality and create positioning strategies. Results of a content analysis of 490 B2B motor carrier websites for signals of 12 dimensions of service quality are used to develop a typology of U.S. B2B motor carriers. These are: Minimalist, User-Friendly, and Safety First. Associations with firm revenues, firm size, credit score, and number of NAICS codes used are discussed along with implications.     

Web-based B2B portals

A portal development frenzy is sweeping through commerce in an attempt to capture the growing business-to-business (B2B) Internet market. However, the very tactics employed to attract users have blurred the significance and, consequently, the effective utilization of portals in B2B strategies. This research analyzes the development of portals to propose a classification based on the informational/transactional, horizontal/vertical, and public/private dimensions of portals. Clarification of portal dimensions should provide B2B marketing managers with a superior focus in the production of efficient portal strategies for achieving business objectives. Strategic implications for acquiring and maintaining users and a five-step approach for developing an effective B2B portal strategy are presented.     

再造门户

因为微博的出现,新浪、搜狐、腾讯又开始了你追我赶的竞争,传统的门户网站正在寻求根本的转变。今年7月,新浪的股价从35美元左右开始启动,在短短4个多月时间里就不断突破60美元、65美元、71.5美元等历史点位,一度摸高到75.62美元的最高点,翻了将近一倍。新浪股价上一次到达60美元左右已经是3年多前的遥远往事了。2007年10月30日,在创下59.27美元的历史高位之后,这三年中新浪股价一直在30～40美元的价位上盘整。     

A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.     

B2B service brand identity: Scale development and validation

Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research.     

B2B content marketing for professional services: In-person versus digital contacts

We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not in-person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.     

Technology readiness in a B2B online retail context: An examination of antecedents and outcomes

This paper develops and empirically tests a model that examines the role of technology readiness (TR) in the business-to-business (B2B) context. The research investigates how retailers' TR, and its antecedents, impacts their evaluation of a credence based B2B service, namely web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The findings of a survey conducted with 133 firms in the retail industry are that TR is an important contributor to the eventual achievement of service quality and satisfaction. The contributions of this study are; first it develops and validates a measure of TR in a B2B context; second it investigates the antecedents of TR in this domain, demonstrating the impact of past inexperience, industry trust and switching costs on firms' level of technology readiness to adopt online operations; and third, it finds that service quality and satisfaction are outcomes of TR. The key management implication for WSSPs is the need to address the TR levels of existing and potential clients if they wish to deliver successful e-business solutions to them. Their clients' TR can be better managed by making the offering more easily understood, building relational rapport, reducing risk perceptions and adopting a client centric perspective throughout the process.