Farce to force: building profitable e-commerce strategies
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio
Thomson Higher Education
c2006
|
| Subjects: | |
| Online Access: | Table of contents only Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XVII, 219 S. Ill. 24 cm |
| ISBN: | 0538726776 |
Staff View
MARC
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| 245 | 1 | 0 | |a Farce to force |b building profitable e-commerce strategies |c Sarah McCue |
| 264 | 1 | |a Mason, Ohio |b Thomson Higher Education |c c2006 | |
| 300 | |a XVII, 219 S. |b Ill. |c 24 cm | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Electronic commerce |x Management | |
| 650 | 4 | |a Strategic planning | |
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Dedication vjj
Chapter 1: E Commerce: Force or Farce 1
Changing Consumer and Buyer Psychology:
Shoving a Square Peg into a Round Hole? 2
Great Expectations 3
F edcompany.com: What Were They Thinking? 4
Making Sense of It 5
Myths and Misperceptions Regarding
E Commerce and ICT 9
What Site Characteristics Worked and What Didn t:
A Comparison of North American and
European Sites 11
A Force or Farce? 12
Chapter 2: The E Commerce Challenge Faced by
Enterprises Around the World 13
Learning to Survive and Thrive in the E conomy 13
The E Commerce Challenge:
Constraints and Barriers 14
Cost 14
Security 15
Lack of Success 15
Lack of Business E Commerce Strategy 15
Lack of National E Commerce Strategies 16
Lack of Support in Business Assistanct 16
Limited Use of Internet to Locate and
Buy Products and Services 16
Lack of Knowledge and Application of
Information Technology 17
Conflict mth Buyers and Consumers
Traditional Buying Practices 17
Lack of Adequate Internet Service Providers 18
Inability to Identify Successful E Commerce
Industries or Sectors 19
Inability to Identify What Products Sell Well
on the Internet 19
x Contents
Inability of Governments to Provide Solutions 21
Organizing the Web for Business 23
Buzz Words: The Problem with Educators and
the Media 25
Real Life Experiences with Internet Marketing 27
Purpose of the Study 27
Optimisms and Expectations 28
Frustrations 29
Lessons Learned: 1998 32
Chapter 3: Developing an E Commerce Strategy 35
Is Your E Commerce Strategy Integrated into
Your Business Strategy? 35
Benefits of an E Commerce Site 39
Benefits of an E Commerce Strategy:
A Before and After Comparison 40
Common Mistakes Firms Make in Building an
E Commerce Strategy 40
Traps to Avoid When Developing an
E Commerce Strategy 42
Getting Your Strategy Started:
Where Is the Company Heading? 44
Four Strategic Options for E Commerce 46
Targeted Customer and/or Supplier Relationship 46
TransactionallAutomated E Commerce 47
Participation in E Marketplaces 48
Mostly Informational, Open to All Web Site 49
Goals of Your E Commerce Strategy 49
Differences between Traditional and Online Sales 50
The Importance of Communicating Changes to Staff 50
E Market Factor Assessment 52
Strategic Networking: Enlightened Networking with
People, Organizations 55
Why Networking Is Important 57
Results: Improved Communication
and Cooperation 58
Coalescing to Use Technology to Reshape
E Commerce Sectors 61
Strategic Vertical Networking 63
Contents xj
Strategic Horizontal Networking 64
Assumptions about Networks 65
How Will You Know You ve Succeeded? 66
Importance of a Written E Commerce Strategy 67
Basic E Commerce Strategic Plan 68
Chapter 4: Five Cs of Successful E Commerce Web Sites 72
Winning Web Sites 72
Are We Listening to the Customer? 73
What Makes a Site Successful? 73
Earning a Customer s Trust 73
The Five Cs of Successful Sites 75
Clarity 75
Content 75
Convenience 76
Commerce 77
Customer Commitment 77
Primary Areas of E Commerce 78
Business to Business/B2B Web Sites 78
Business to Government/B2G Web Sites 79
Business to Consumer/B2C Web Sites 79
Government to Business/G2B Web Sites 79
Government to Governtnent/G2G Web Sites 80
Government to Consumer/G2C Web Sites 80
Consumer to Business/C2B Web Sites 80
Consumer to Government/C2G Web Sites 80
Consumer to Consumer/C2C Web Sites 81
Category Killer Web Sites 81
101 Winning Web Sites 81
Business to Business/B2B Web Sites 81
Business to Government/B2G Web Sites 85
Business to ConsumerlB2C Web Sites 87
Govemment to Business/G2B Web Sites 88
Govemment to Government/G2G Web Sites 90
Government to Consumer/G2C Web Sites 92
Consumer to Business/C2B Web Sites 93
Consumer to Government/C2G Web Sites 95
Consumer to ConsumerlC2C Web Sites 97
Category Killer Web Sites 98
x|; Contents
Chapter 5: The Secrets of Electronic Commerce 100
Origins of the Internet 100
Retail E Commerce: Its Role as a Model 101
Basic Technical Foundations for E Commerce 103
E Mail/Web Connection 103
Enterprise Resource Planning (ERP) 103
Enterprise Resource Planning Software
Systems 103
Application Service Provider (ASP) 104
Software and Hardware Needed to Go E 104
Hardware 104
Software 104
Browser Software 104
E Mail Software 104
Office Software 104
Virus Scan Software 105
Application Servers 105
Commerce Platform 105
E Commerce Application 105
Content Management 105
Customer Service Applications 105
Enterprise Portal Server 105
Integration Servers 106
Customer Service/Marketing Automation
Application Servers 106
Types of Internet Connections 106
Choosing, Registering, or Buying a Domain Name 106
E Mail Address Options for Business 108
E Mail Addresses with an ISP Domain Name 108
E Mail Addresses with Your Domain Name 108
Web Based E Mail Account 108
Obtaining a Web Site Address 109
Establishing a Web Site 109
Marketplaces Online 109
Auctions: Buy and Supply Side 111
Reports and Trade Publications 111
Finding Information about Your Competition 111
Product and Service Factors That Sell 114
Use of Unique Terms to Describe the Product or Service 114
Competitive Pricing 114
Contents xiii
The Touch Factor 114
Uniformity of Product 114
Non Immediate Needs 115
Consumer Understanding of the Product 115
Regularly Purchased Products 115
Services That Sell Well on the Internet 115
Products That Sell Well on the Internet 116
Finding Buyers 117
Getting Products listed Prominently by Major
Search Engines 117
E Mails: Writing Them Effectively 120
News Groups, Listserves, and Direct Marketing 123
News Groups 123
Listserves 123
Direct Marketing 123
Discussion Forum or Virtual Conference:
Organizing an Effective, Well Attended Event 124
Discussion Forum 124
Virtual Conference 124
Organizing Steps 125
Improved Communication through E Mail and
Web Sites 127
Providing Secure Payment Systems 128
Credit Cards 128
Authentication and Encryption Services
(Digital Signatures) 129
Choosing an Internet Service Provider and
Web Site Designer 129
Secured Servers: How to Set Them up Cost Effectively 132
Promoting Your Site: Generating More Leads 133
Chapter 6: Trends in E Commerce 134
Industries Changed Most Profoundly by E Commerce 135
Computing and Electronics 135
Telecommunications 136
Financial Services 136
Retailing *36
Energy 136
Travel 136
Changing the Way Business Is Conducted 137
xjv Contents
Corporate Responsibility 138
The Partnering Finn 138
Democratization 138
Focus on Aging Populations 139
Multilingual Sites 140
Shift to Nontraditional Labor 140
Continuing Education 141
Focus on Knowledge Acquisition and Knowledge
Management 141
Communities of Customers 142
Online Customer Service 143
Now and Wow Information Processing and
Customer Services 143
Shifts in Marketing Messages to Explain Better How
Internet Services Can Save Time 144
Change in Organizational Structure 144
Growing Need for Integration of Systems and
Transparency of Information 147
Trends in E Commerce: Supplier Opportunities and
Customer Benefits 148
Global Presence/Global Choice 148
Improved Competitiveness/Quality of Service 148
Mass Customization/Personalized Products
and Services 149
Shortened or Eradicated Supply Chains/
Rapid Response to Needs 149
Global Information Transparency 150
Mass Customization 150
Targeted Communication and Promotion 150
Global Bidding via Auctions 150
Using Customer Data for Personalized Sales 150
Earlier Adoption of Discoveries 151
Cut Costs, Not Trees 151
The Need to Create Value 151
Adoption of EDI Like Software by Smaller Firms 151
Industry Specific Portals 152
Impact of Wireless Technology 152
The Payers and Players Are Changing 153
Positive Globalization 153
Information Technologies 154
Contents xv
Greater Cooperation with Developing Countries 154
Win Win Win partnerships and Networks 155
Enormous Opportunity for Exports . . . and
Increased Competition 155
Rising and Falling Income Levels 156
Emergence of Technology Pioneers 157
General Trends 160
Chapter 7: Enhance Your EQ ...
Education for the 21st Century 161
What You Need to Know 161
E Commerce Management 163
E Commerce Technology: Do You Know
How All This Works? 163
Communications and Networking 163
The Internet 163
E Marketing Fundamentals 164
Marketing Research 164
Web Based Information Architectures 164
Finance and Financial Accounting 165
Electronic Payment Systems 165
Computer Security 165
E Commerce Systems Design 166
Supply Chain Management 166
E Commerce Law and Regulation 166
Pricing 167
Information Systems Development 167
Order Fulfillment 167
Multimedia 167
Databases 168
Electronic Negotiation 168
Intelligent Agents 168
Customer Service and Help Facilities 169
Mobile E Commerce 169
Language Technologies in E Commerce 170
How to Approach Cultural Aspects 170
How to Use Technology 170
How to Promote Your Products Electronically 171
How to Bill Customers and Get Paid 171
xvi Contents
How to Conduct Marketplace Research 171
How to Participate in Buy Side and Supply Side
Online Auctions 171
Chapter 8: Actions for Thought Leaders 172
Fostering a Hospitable Climate 172
Who Should Care? 173
Who Should Sit at the Table? 174
E Commerce Deliberations: A Workable Strategy 177
Essential Elements of the Strategy 177
Articulating the Vision 178
Public/Private Partnerships and Network Building 178
Targeted Sectors for E Commerce Growth and
Development 178
Goals to Improve Infrastructure 179
Development of Conducive Legislation, Sound
Regulations, and Trust Building Security Measures 180
Human Resource Development 181
Financing and Grant Programs 181
Questions to Consider When Preparing the Group s
E Commerce Strategy 181
Key E Commerce Programs and Services 183
Real Needs 184
New Technology 184
Sources of Assistance 184
Shared Learning 184
Guides 185
What the Group Should Do: Programming 185
Bridging the Counseling, Training, and
Education Divide? 187
It s All about Who s Going to Do What 190
Model Strategy Documents 192
Your Report 192
The Report as a Tool 193
Chapter 9 The Future of E Commerce for Developing
Countries 194
Conditions and Issues: Internet Access 196
Market for the ICT Sector/E Commerce 196
Contents xvii
Connectivity Cost 197
Lack of Equipment 198
Telecommunication Infrastructure 199
Limited Connectivity 199
Great Leap Forward? E Commerce Strategies in
Developing Countries 200
E Commerce and ICT in a Developing Country:
The Case of Azerbaijan 202
Afterword: Where Do We Go From Here? 204
Glossary 210
Index 214
About the Author 219
|
| adam_txt |
CONTENTS
Dedication vjj
Chapter 1: E Commerce: Force or Farce 1
Changing Consumer and Buyer Psychology:
Shoving a Square Peg into a Round Hole? 2
Great Expectations 3
F edcompany.com: What Were They Thinking? 4
Making Sense of It 5
Myths and Misperceptions Regarding
E Commerce and ICT 9
What Site Characteristics Worked and What Didn't:
A Comparison of North American and
European Sites 11
A Force or Farce? 12
Chapter 2: The E Commerce Challenge Faced by
Enterprises Around the World 13
Learning to Survive and Thrive in the E conomy 13
The E Commerce Challenge:
Constraints and Barriers 14
Cost 14
Security 15
Lack of Success 15
Lack of Business E Commerce Strategy 15
Lack of National E Commerce Strategies 16
Lack of Support in Business Assistanct 16
Limited Use of Internet to Locate and
Buy Products and Services 16
Lack of Knowledge and Application of
Information Technology 17
Conflict mth Buyers' and Consumers'
Traditional Buying Practices 17
Lack of Adequate Internet Service Providers 18
Inability to Identify Successful E Commerce
Industries or Sectors 19
Inability to Identify What Products Sell Well
on the Internet 19
x Contents
Inability of Governments to Provide Solutions 21
Organizing the Web for Business 23
Buzz Words: The Problem with Educators and
the Media 25
Real Life Experiences with Internet Marketing 27
Purpose of the Study 27
Optimisms and Expectations 28
Frustrations 29
Lessons Learned: 1998 32
Chapter 3: Developing an E Commerce Strategy 35
Is Your E Commerce Strategy Integrated into
Your Business Strategy? 35
Benefits of an E Commerce Site 39
Benefits of an E Commerce Strategy:
A Before and After Comparison 40
Common Mistakes Firms Make in Building an
E Commerce Strategy 40
Traps to Avoid When Developing an
E Commerce Strategy 42
Getting Your Strategy Started:
Where Is the Company Heading? 44
Four Strategic Options for E Commerce 46
Targeted Customer and/or Supplier Relationship 46
TransactionallAutomated E Commerce 47
Participation in E Marketplaces 48
Mostly Informational, Open to All Web Site 49
Goals of Your E Commerce Strategy 49
Differences between Traditional and Online Sales 50
The Importance of Communicating Changes to Staff 50
E Market Factor Assessment 52
Strategic Networking: Enlightened Networking with
People, Organizations 55
Why Networking Is Important 57
Results: Improved Communication
and Cooperation 58
Coalescing to Use Technology to Reshape
E Commerce Sectors 61
Strategic Vertical Networking 63
Contents xj
Strategic Horizontal Networking 64
Assumptions about Networks 65
How Will You Know You've Succeeded? 66
Importance of a Written E Commerce Strategy 67
Basic E Commerce Strategic Plan 68
Chapter 4: Five Cs of Successful E Commerce Web Sites 72
Winning Web Sites 72
Are We Listening to the Customer? 73
What Makes a Site Successful? 73
Earning a Customer's Trust 73
The Five Cs of Successful Sites 75
Clarity 75
Content 75
Convenience 76
Commerce 77
Customer Commitment 77
Primary Areas of E Commerce 78
Business to Business/B2B Web Sites 78
Business to Government/B2G Web Sites 79
Business to Consumer/B2C Web Sites 79
Government to Business/G2B Web Sites 79
Government to Governtnent/G2G Web Sites 80
Government to Consumer/G2C Web Sites 80
Consumer to Business/C2B Web Sites 80
Consumer to Government/C2G Web Sites 80
Consumer to Consumer/C2C Web Sites 81
Category Killer Web Sites 81
101 Winning Web Sites 81
Business to Business/B2B Web Sites 81
Business to Government/B2G Web Sites 85
Business to ConsumerlB2C Web Sites 87
Govemment to Business/G2B Web Sites 88
Govemment to Government/G2G Web Sites 90
Government to Consumer/G2C Web Sites 92
Consumer to Business/C2B Web Sites 93
Consumer to Government/C2G Web Sites 95
Consumer to ConsumerlC2C Web Sites 97
Category Killer Web Sites 98
x|; Contents
Chapter 5: The Secrets of Electronic Commerce 100
Origins of the Internet 100
Retail E Commerce: Its Role as a Model 101
Basic Technical Foundations for E Commerce 103
E Mail/Web Connection 103
Enterprise Resource Planning (ERP) 103
Enterprise Resource Planning Software
Systems 103
Application Service Provider (ASP) 104
Software and Hardware Needed to Go "E" 104
Hardware 104
Software 104
Browser Software 104
E Mail Software 104
Office Software 104
Virus Scan Software 105
Application Servers 105
Commerce Platform 105
E Commerce Application 105
Content Management 105
Customer Service Applications 105
Enterprise Portal Server 105
Integration Servers 106
Customer Service/Marketing Automation
Application Servers 106
Types of Internet Connections 106
Choosing, Registering, or Buying a Domain Name 106
E Mail Address Options for Business 108
E Mail Addresses with an ISP Domain Name 108
E Mail Addresses with Your Domain Name 108
Web Based E Mail Account 108
Obtaining a Web Site Address 109
Establishing a Web Site 109
Marketplaces Online 109
Auctions: Buy and Supply Side 111
Reports and Trade Publications 111
Finding Information about Your Competition 111
Product and Service Factors That Sell 114
Use of Unique Terms to Describe the Product or Service 114
Competitive Pricing 114
Contents xiii
The Touch Factor 114
Uniformity of Product 114
Non Immediate Needs 115
Consumer Understanding of the Product 115
Regularly Purchased Products 115
Services That Sell Well on the Internet 115
Products That Sell Well on the Internet 116
Finding Buyers 117
Getting Products listed Prominently by Major
Search Engines 117
E Mails: Writing Them Effectively 120
News Groups, Listserves, and Direct Marketing 123
News Groups 123
Listserves 123
Direct Marketing 123
Discussion Forum or Virtual Conference:
Organizing an Effective, Well Attended Event 124
Discussion Forum 124
Virtual Conference 124
Organizing Steps 125
Improved Communication through E Mail and
Web Sites 127
Providing Secure Payment Systems 128
Credit Cards 128
Authentication and Encryption Services
(Digital Signatures) 129
Choosing an Internet Service Provider and
Web Site Designer 129
Secured Servers: How to Set Them up Cost Effectively 132
Promoting Your Site: Generating More Leads 133
Chapter 6: Trends in E Commerce 134
Industries Changed Most Profoundly by E Commerce 135
Computing and Electronics 135
Telecommunications 136
Financial Services 136
Retailing *36
Energy 136
Travel 136
Changing the Way Business Is Conducted 137
xjv Contents
Corporate Responsibility 138
The Partnering Finn 138
Democratization 138
Focus on Aging Populations 139
Multilingual Sites 140
Shift to Nontraditional Labor 140
Continuing Education 141
Focus on Knowledge Acquisition and Knowledge
Management 141
Communities of Customers 142
Online Customer Service 143
"Now and Wow" Information Processing and
Customer Services 143
Shifts in Marketing Messages to Explain Better How
Internet Services Can Save Time 144
Change in Organizational Structure 144
Growing Need for Integration of Systems and
Transparency of Information 147
Trends in E Commerce: Supplier Opportunities and
Customer Benefits 148
Global Presence/Global Choice 148
Improved Competitiveness/Quality of Service 148
Mass Customization/Personalized Products
and Services 149
Shortened or Eradicated Supply Chains/
Rapid Response to Needs 149
Global Information Transparency 150
Mass Customization 150
Targeted Communication and Promotion 150
Global Bidding via Auctions 150
Using Customer Data for Personalized Sales 150
Earlier Adoption of Discoveries 151
Cut Costs, Not Trees 151
The Need to Create Value 151
Adoption of EDI Like Software by Smaller Firms 151
Industry Specific Portals 152
Impact of Wireless Technology 152
The Payers and Players Are Changing 153
Positive Globalization 153
Information Technologies 154
Contents xv
Greater Cooperation with Developing Countries 154
Win Win Win partnerships and Networks 155
Enormous Opportunity for Exports . . . and
Increased Competition 155
Rising and Falling Income Levels 156
Emergence of Technology Pioneers 157
General Trends 160
Chapter 7: Enhance Your EQ .
Education for the 21st Century 161
What You Need to Know 161
E Commerce Management 163
E Commerce Technology: Do You Know
How All This Works? 163
Communications and Networking 163
The Internet 163
E Marketing Fundamentals 164
Marketing Research 164
Web Based Information Architectures 164
Finance and Financial Accounting 165
Electronic Payment Systems 165
Computer Security 165
E Commerce Systems Design 166
Supply Chain Management 166
E Commerce Law and Regulation 166
Pricing 167
Information Systems Development 167
Order Fulfillment 167
Multimedia 167
Databases 168
Electronic Negotiation 168
Intelligent Agents 168
Customer Service and Help Facilities 169
Mobile E Commerce 169
Language Technologies in E Commerce 170
How to Approach Cultural Aspects 170
How to Use Technology 170
How to Promote Your Products Electronically 171
How to Bill Customers and Get Paid 171
xvi Contents
How to Conduct Marketplace Research 171
How to Participate in Buy Side and Supply Side
Online Auctions 171
Chapter 8: Actions for Thought Leaders 172
Fostering a Hospitable Climate 172
Who Should Care? 173
Who Should Sit at the Table? 174
E Commerce Deliberations: A Workable Strategy 177
Essential Elements of the Strategy 177
Articulating the Vision 178
Public/Private Partnerships and Network Building 178
Targeted Sectors for E Commerce Growth and
Development 178
Goals to Improve Infrastructure 179
Development of Conducive Legislation, Sound
Regulations, and Trust Building Security Measures 180
Human Resource Development 181
Financing and Grant Programs 181
Questions to Consider When Preparing the Group's
E Commerce Strategy 181
Key E Commerce Programs and Services 183
Real Needs 184
New Technology 184
Sources of Assistance 184
Shared Learning 184
Guides 185
What the Group Should Do: Programming 185
Bridging the Counseling, Training, and
Education Divide? 187
It's All about Who's Going to Do What 190
Model Strategy Documents 192
Your Report 192
The Report as a Tool 193
Chapter 9 The Future of E Commerce for Developing
Countries 194
Conditions and Issues: Internet Access 196
Market for the ICT Sector/E Commerce 196
Contents xvii
Connectivity Cost 197
Lack of Equipment 198
Telecommunication Infrastructure 199
Limited Connectivity 199
Great Leap Forward? E Commerce Strategies in
Developing Countries 200
E Commerce and ICT in a Developing Country:
The Case of Azerbaijan 202
Afterword: Where Do We Go From Here? 204
Glossary 210
Index 214
About the Author 219 |
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| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV021779088 |
| illustrated | Illustrated |
| index_date | 2024-07-02T15:40:58Z |
| indexdate | 2024-07-09T20:43:53Z |
| institution | BVB |
| isbn | 0538726776 |
| language | English |
| lccn | 2005031440 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014991891 |
| oclc_num | 62381175 |
| open_access_boolean | |
| owner | DE-1049 |
| owner_facet | DE-1049 |
| physical | XVII, 219 S. Ill. 24 cm |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Thomson Higher Education |
| record_format | marc |
| spelling | McCue, Sarah S. Verfasser aut Farce to force building profitable e-commerce strategies Sarah McCue Mason, Ohio Thomson Higher Education c2006 XVII, 219 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Electronic commerce Electronic commerce Management Strategic planning http://www.loc.gov/catdir/toc/ecip064/2005031440.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014991891&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McCue, Sarah S. Farce to force building profitable e-commerce strategies Electronic commerce Electronic commerce Management Strategic planning |
| title | Farce to force building profitable e-commerce strategies |
| title_auth | Farce to force building profitable e-commerce strategies |
| title_exact_search | Farce to force building profitable e-commerce strategies |
| title_exact_search_txtP | Farce to force building profitable e-commerce strategies |
| title_full | Farce to force building profitable e-commerce strategies Sarah McCue |
| title_fullStr | Farce to force building profitable e-commerce strategies Sarah McCue |
| title_full_unstemmed | Farce to force building profitable e-commerce strategies Sarah McCue |
| title_short | Farce to force |
| title_sort | farce to force building profitable e commerce strategies |
| title_sub | building profitable e-commerce strategies |
| topic | Electronic commerce Electronic commerce Management Strategic planning |
| topic_facet | Electronic commerce Electronic commerce Management Strategic planning |
| url | http://www.loc.gov/catdir/toc/ecip064/2005031440.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014991891&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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