電子商務(wù)論文外文翻譯(日趨完善的電子商務(wù))

1、<p>　　附件1：外文資料翻譯譯文</p><p>　　E-commerce is coming of age</p><p>　　The 21st century are the information time, the tertiary industry unceasingly rise in the various countries' proportion,

2、specially service industry, information service industry becomes for the 21stcentury the leading industries, this has caused the electronic commerce production and the development in the global information is under the i

3、nfluence which the situation drives, the various countries' electronic commerce unceasing improvement and the consummation, the electronic commerce is a focal p</p><p>　　And, along with the whole world e

4、lectronic commerce swift and violent development, the electronic commerce scale expands day by day, if US in 2000 the electronic commerce amounts to 488.7 billion US dollars, Japanese 31.9 billion US dollars, German 20.6

5、 billion US dollars. Thereupon, the various countries unceasingly opens sends out the form to be diverse, the characteristic each different electronic commerce solution. But, because various countries and some internatio

6、nal organization to electro</p><p>　　But in our country, the computer and the network technology popularization and the development, the electronic commerce rapidly rises, the multitudinous information techn

7、ology enterprise, the venture capital company, the production circulation enterprise develops the electronic commerce in abundance. </p><p>　　Looked from national Economical trade committee to more than 630

8、enterprises' investigations that, at present enterprise in Internet application and development electronic commerce aspect, eastern area enterprise good to middle area, middle is good to the west; The locus good at i

9、s situated at the far away enterprise in the big city enterprise, the new enterprise is good to the old enterprise. The economic potentiality is strong, the profit space big enterprise, the information construction and &

10、lt;/p><p>　　Enters the World Trade Organization along with China, the domestic market is open to the whole world. This meant the Chinese economy development one big surmounts, the electronic commerce also inevi

11、tably gradually will develop, impact tradition industry status does not need to question that, the Internet is becoming the new industrial revolution the leading strength, electronic business takes up honest work into th

12、e new economical growth spot. But, the website grows with does not have between th</p><p>　　This text from of our country e- commerce environment of development, existing problem, how improve development env

13、ironment and of our country development trend 3 of e-commerce at present, probed into and an aliped the current situation of e-commerce development of our country.</p><p>　　WHEN the technology bubble burst i

14、n 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising a

15、gain and some of the dotcoms are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namel

16、y, that vast chunks of the</p><p>　　The raw numbers tell only part of the story. According to America’s Department of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55

17、 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “bricks-and-mortar” world. </p><p>　　But the commerc

18、e department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner

19、 of expedia.com and hotels.com, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. </p&g

20、t;<p>　　Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating an

21、d a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a

22、 good proportion of the $700m that Americans spent last year on buying cut-</p><p>　　And there is more. The commerce department’s figures include the fees earned by internet auction sites, but not the value

23、of goods that are sold: an astonishing $24 billion-worth of trade was done last year on eBay, the biggest online auctioneer. Nor, by definition, do they include the billions of dollars-worth of goods bought and sold by b

24、usinesses connecting to each other over the internet. Some of these B2B services are proprietary; for example, Wal-Mart tells its suppliers that they must use</p><p>　　So e-commerce is already very big, and

25、it is going to get much bigger. But the actual value of transactions currently concluded online is dwarfed by the extraordinary influence the internet is exerting over purchases carried out in the offline world. That inf

26、luence is becoming an integral part of e-commerce. </p><p>　　To start with, the internet is profoundly changing consumer behaviour. One in five customers walking into a Sears department store in America to b

27、uy an electrical appliance will have researched their purchase online—and most will know down to a dime what they intend to pay. More surprisingly, three out of four Americans start shopping for new cars online, even tho

28、ugh most end up buying them from traditional dealers. The difference is that these customers come to the showroom armed with informati</p><p>　　Half of the 60m consumers in Europe who have an internet connec

29、tion bought products offline after having investigated prices and details online, according to a study by Forrester, a research consultancy (see chart 1). Different countries have different habits. In Italy and Spain, fo

30、r instance, people are twice as likely to buy offline as online after researching on the internet. But in Britain and Germany, the two most developed internet markets, the numbers are evenly split. Forrester says that<

31、;/p><p>　　People seem to enjoy shopping on the internet, if high customer-satisfaction scores are any guide. Websites are doing ever more and cleverer things to serve and entertain their customers, and seem set

32、 to take a much bigger share of people’s overall spending in the future.</p><p>　　This has enormous implications for business. A company that neglects its website may be committing commercial suicide. A webs

33、ite is increasingly becoming the gateway to a company’s brand, products and services—even if the firm does not sell online. A useless website suggests a useless company, and a rival is only a mouse-click away. But even t

34、he coolest website will be lost in cyberspace if people cannot find it, so companies have to ensure that they appear high up in internet search results. </p><p>　　For many users, a search site is now their p

35、oint of entry to the internet. The best-known search engine has already entered the lexicon: people say they have “Googled” a company, a product or their plumber. The search business has also developed one of the most ef

36、fective forms of advertising on the internet. And it is already the best way to reach some consumers: teenagers and young men spend more time online than watching television. All this means that search is turning into th

37、e internet’s nex</p><p>　　The other way to get noticed online is to offer goods and services through one of the big sites that already get a lot of traffic. Ebay, Yahoo! and Amazon are becoming huge trading

38、platforms for other companies. But to take part, a company’s products have to stand up to intense price competition. People check online prices, compare them with those in their local high street and may well take a peek

39、 at what customers in other countries are paying. Even if websites are prevented from shipping thei</p><p>　　What is going on here is arbitrage between different sales channels, says Mohanbir Sawhney, profes

40、sor of technology at the Kellogg School of Management in Chicago. For instance, someone might use the internet to research digital cameras, but visit a photographic shop for a hands-on demonstration. “I’ll think about it

41、,” they will tell the sales assistant. Back home, they will use a search engine to find the lowest price and buy online. In this way, consumers are “deconstructing the purchasing pro</p><p>　　It is not only

42、price transparency that makes internet consumers so powerful; it is also the way the net makes it easy for them to be fickle. If they do not like a website, they swiftly move on. “The web is the most selfish environment

43、in the world,” says Daniel Rosensweig, chief operating officer of Yahoo! “People want to use the internet whenever they want, how they want and for whatever they want.” </p><p>　　Yahoo! is not alone in defin

44、ing its strategy as working out what its customers (260m unique users every month) are looking for, and then trying to give it to them. The first thing they want is to become better informed about products and prices. “W

45、e operate our business on that belief,” says Jeff Bezos, Amazon’s chief executive. Amazon became famous for books, but long ago branched out into selling lots of other things too; among its latest ventures are health pro

46、ducts, jewellery and gourmet foo</p><p>　　And yet nobody thinks real shops are finished, especially those operating in niche markets. Many bricks-and-mortar bookshops still make a good living, as do flea mar

47、kets. But many record shops and travel agents could be in for a tougher time. Erik Blachford, the head of IAC’s travel side and boss of Expedia, the biggest internet travel agent, thinks online travel bookings in America

48、 could quickly move from 20% of the market to more than half. Mr Bezos reckons online retailers might capture 10-15</p><p>　　How will traditional shops respond? Michael Dell, the founder of Dell, which leads

49、 the personal-computer market by selling direct to the customer, has long thought many shops will turn into showrooms. There are already signs of change on the high street. The latest Apple and Sony stores are designed t

50、o display products, in the full expectation that many people will buy online. To some extent, the online and offline worlds may merge. Multi-channel selling could involve a combination of traditiona</p><p>　

51、　One of the biggest commercial advantages of the internet is a lowering of transaction costs, which usually translates directly into lower prices for the consumer. So, if the lowest prices can be found on the internet an

52、d people like the service they get, why would they buy anywhere else? </p><p>　　One reason may be convenience; another, concern about fraud, which poses the biggest threat to online trade. But as long as the

53、 internet continues to deliver price and product information quickly, cheaply and securely, e-commerce will continue to grow. Increasingly, companies will have to assume that customers will know exactly where to look for

54、 the best buy. This market has the potential to become as perfect as it gets.</p><p>　　Certain products or services appear more suitable for online sales; others remain more suitable for offline sales. While

55、 credit cards are currently the most popular means of paying for online goods and services, alternative online payments will account for 26% of e-commerce volume by 2009 according to Celent. </p><p>　　Many s

56、uccessful purely virtual companies deal with digital products, (including information storage, retrieval, and modification), music, movies, office supplies, education, communication, software, photography, and financial

57、transactions. Examples of this type of company include: Google, eBay and Paypal. Other successful marketers such as use Drop shipping or Affiliate marketing techniques to facilitate transactions of tangible goods without

58、 maintaining real inventory. Examples include numerous</p><p>　　Virtual marketers can sell some non-digital products and services successfully. Such products generally have a high value-to-weight ratio, they

59、 may involve embarrassing purchases, they may typically go to people in remote locations, and they may have shut-ins as their typical purchasers. Items which can fit through a standard letterbox — such as music CDs, DVDs

60、 and books — are particularly suitable for a virtual marketer, and indeed Amazon.com, one of the few enduring dot-com companies, has hist</p><p>　　Products such as spare parts, both for consumer items like w

61、ashing machines and for industrial equipment like centrifugal pumps, also seem good candidates for selling online. Retailers often need to order spare parts specially, since they typically do not stock them at consumer o

62、utlets -- in such cases, e-commerce solutions in spares do not compete with retail stores, only with other ordering systems. A factor for success in this niche can consist of providing customers with exact, reliable info

63、</p><p>　　Purchases of pornography and of other sex-related products and services fulfill the requirements of both virtuality (or if non-virtual, generally high-value) and potential embarrassment; unsurprisi

64、ngly, provision of such services has become the most profitable segment of e-commerce. </p><p>　　There are also many disadvantages of e-commerce. one of the main ones is fraud. This is where your details (na

65、me, bank card number, age, national insurance number) are entered into what look to be a safe site but really it is not. These details can then be used to steal money from you and can be used to buy things on line that y

66、ou are completely unaware of until it is too late. this information is leaked into the wrong hands. People are able to steal your identity, and commit more fraud crimes </p><p>　　Failure understands custome

67、rs why they buy and how they buy. Even a product with a sound value proposition can fail if producers and retailers do not understand customer habits, expectations, and motivations. E-commerce could potentially mitigate

68、this potential problem with proactive and focused marketing research, just as traditional retailers may do. Failure consider the competitive situation. One may have the will to construct a viable book e-tailing business

69、model, but lack the capability to</p><p>　　Products less suitable for e-commerce include products that have a low value-to-weight ratio, products that have a smell, taste, or touch component, products that n

70、eed trial fittings — most notably clothing — and products where color integrity appears important. Nonetheless, Tesco.com has had success delivering groceries in the UK, albeit that many of its goods are of a generic qua

71、lity, and clothing sold through the internet is big business in the U.S. Also, the recycling program Cheapcycle sell</p><p><b>　　日趨完善的電子商務(wù)</b></p><p>　　二十一世紀(jì)是信息化的時(shí)代，第三產(chǎn)業(yè)在各國(guó)的比重不斷上升，特別

72、是服務(wù)業(yè)，信息服務(wù)業(yè)成為21世紀(jì)的主導(dǎo)產(chǎn)業(yè)，這導(dǎo)致了電子商務(wù)的產(chǎn)生和發(fā)展，在全球信息化大勢(shì)所驅(qū)的影響下，各國(guó)的電子商務(wù)不斷的改進(jìn)和完善，電子商務(wù)成為各個(gè)國(guó)家和各大公司爭(zhēng)奪的焦點(diǎn)。</p><p>　　并且，隨著全球電子商務(wù)的迅猛發(fā)展，電子商務(wù)規(guī)模日益擴(kuò)大，如美國(guó)2000年電子商務(wù)達(dá)4887億美元，日本319億美元，德國(guó)206億美元。于是，各國(guó)不斷開發(fā)出形式多樣、特點(diǎn)各異的電子商務(wù)解決方案。但是，由于各國(guó)和一些國(guó)際

73、組織對(duì)電子商務(wù)的認(rèn)識(shí)存在差異，因而制定和實(shí)施的發(fā)展的電子商務(wù)政策也存在明顯的不同。國(guó)與國(guó)之間的電子商務(wù)活動(dòng)因缺乏有效的協(xié)調(diào)機(jī)制而發(fā)展緩慢，同時(shí)一國(guó)內(nèi)部的電子商務(wù)活動(dòng)也因缺乏有效的政策保障而受到制約。因此，研究探討電子商務(wù)現(xiàn)狀和制定實(shí)施恰當(dāng)?shù)碾娮由虅?wù)的政策問題就十分迫切</p><p>　　而在我國(guó)，計(jì)算機(jī)與網(wǎng)絡(luò)技術(shù)的普及與發(fā)展，電子商務(wù)迅速崛起，眾多的信息技術(shù)企業(yè)、風(fēng)險(xiǎn)投資公司、生產(chǎn)流通企業(yè)紛紛開展電子商務(wù)。 &

74、lt;/p><p>　　從國(guó)家經(jīng)貿(mào)委對(duì)630多家企業(yè)的調(diào)查來看，目前企業(yè)在互聯(lián)網(wǎng)應(yīng)用和開展電子商務(wù)方面，東部地區(qū)的企業(yè)好于中部地區(qū)，中部好于西部；所在地在大城市的企業(yè)好于地處偏遠(yuǎn)的企業(yè)，新企業(yè)好于老企業(yè)。經(jīng)濟(jì)實(shí)力強(qiáng)、利潤(rùn)空間大的企業(yè)，信息化建設(shè)和電子商務(wù)開展得比較好。如聯(lián)想集團(tuán)目前已經(jīng)完成了供應(yīng)鏈環(huán)節(jié)的信息化，做好了開展電子商務(wù)的全部基礎(chǔ)性工作。同時(shí)，大多數(shù)企業(yè)對(duì)信息化建設(shè)比較重視，普遍看好電子商務(wù)的未來，企業(yè)內(nèi)部信

75、息化建設(shè)取得了積極進(jìn)展，正在由信息孤島向信息集成跨越；建立在網(wǎng)絡(luò)應(yīng)用基礎(chǔ)上的電子商務(wù)建設(shè)也取得了一定進(jìn)展，一些企業(yè)已經(jīng)通過網(wǎng)絡(luò)開展采購業(yè)務(wù)和網(wǎng)上銷售。</p><p>　　另一方面，中國(guó)入世，國(guó)內(nèi)市場(chǎng)向全球開放。這意味著中國(guó)經(jīng)濟(jì)發(fā)展的一大跨越，電子商務(wù)也勢(shì)必逐步發(fā)展起來，沖擊傳統(tǒng)產(chǎn)業(yè)的地位.毋庸質(zhì)疑，互聯(lián)網(wǎng)正成為新的產(chǎn)業(yè)革命的主導(dǎo)力量，電子商務(wù)正成為新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)。但是，網(wǎng)站增長(zhǎng)與無效益之間的反差，電子商務(wù)交易的

76、安全技術(shù)與可*性差，交易雙方缺乏信譽(yù)等已經(jīng)嚴(yán)重制約了我國(guó)電子商務(wù)的發(fā)展，電子商務(wù)的發(fā)展在中國(guó)面臨著重重難關(guān)。</p><p>　　但是信息技術(shù)與之相關(guān)的電子商務(wù)已經(jīng)成為中國(guó)企業(yè)在新世紀(jì)進(jìn)入世界的真正機(jī)遇。市場(chǎng)將更加開放，企業(yè)導(dǎo)入電子商務(wù)的比例將持續(xù)增加，中國(guó)將成為電子商務(wù)在全球發(fā)展最快，潛力最大的地區(qū)之一。</p><p>　　當(dāng)2000年科技泡沫爆發(fā)時(shí)，備受炒作的網(wǎng)上公司好象隨之蒸發(fā)了，

77、眾多的網(wǎng)上貿(mào)易也被迫流產(chǎn)。劫后余生網(wǎng)上公司無一不緊縮商務(wù)，好在與日俱增的互聯(lián)網(wǎng)用戶在激勵(lì)著他們。現(xiàn)在，對(duì)網(wǎng)上公司的評(píng)價(jià)又有所提高了，并且很多.com公司的確也已開始贏利了，但工商界還是謹(jǐn)慎地評(píng)價(jià)互聯(lián)網(wǎng)的潛能。盡管如此，有人已大膽的預(yù)言：世界上大量經(jīng)濟(jì)巨頭不久都會(huì)以某種方式移師電腦空間。 </p><p>　　據(jù)商務(wù)部不完全統(tǒng)計(jì)表明，去年網(wǎng)上零售額增加了26%，達(dá)到550億美元。這聽起來的確是一個(gè)很大的數(shù)目，但這僅

78、相當(dāng)于全球零售業(yè)總額的1.6%。大部分的成年消費(fèi)者依然習(xí)慣于到“磚+混凝土”（bricks-and-mortar）的世界里消費(fèi)。 </p><p>　　其實(shí)商務(wù)部公布的數(shù)字僅涉及部分產(chǎn)業(yè)。例如，該數(shù)字雖然包括了網(wǎng)上旅游服務(wù)，這一電子商務(wù)界最成功也是增長(zhǎng)最快的行業(yè)之一。IAC (InterActiveCorp)，expedia.com 和 hotels.com兩個(gè)站的擁有者，去年僅它一家就有100億美元的營(yíng)業(yè)額，包

79、括航空業(yè)、賓館業(yè)、出租車公司在內(nèi)的競(jìng)爭(zhēng)對(duì)手去年網(wǎng)上營(yíng)業(yè)總額也有大幅攀升，但這些網(wǎng)上營(yíng)業(yè)額攀升的企業(yè)在商務(wù)部的數(shù)字中并未得到體現(xiàn)。 </p><p>　　同樣，商務(wù)部的數(shù)字也沒有包含財(cái)經(jīng)服務(wù)、票務(wù)代理、網(wǎng)上色情（據(jù)<成人視訊（A dult Video News）>（去年美國(guó)網(wǎng)上色情業(yè)營(yíng)業(yè)額高達(dá)20億美元）等行業(yè)在內(nèi)。另外大量與博彩業(yè)相關(guān)的商業(yè)形為(世界范圍內(nèi)的網(wǎng)上博彩業(yè)營(yíng)業(yè)額高達(dá)60億美元)也沒有提及。

80、 </p><p>　　另外，商務(wù)部的數(shù)字雖然包括了拍賣網(wǎng)站的利潤(rùn)，卻沒有包含所拍賣成交貨物的價(jià)值在內(nèi)，據(jù)估算，其價(jià)值高達(dá)數(shù)百億美元。去年僅eBay這家最大的拍賣網(wǎng)站出手的貨物價(jià)值就高達(dá)240億美元。按照商務(wù)部的界定，數(shù)十億美元的成交貨物總價(jià)值是沒有包括其中的，況且很多B2B模式的商貿(mào)形為都是不公開的，例如Wal-Mart公司就明確地告誡其供貨商，若想成為其2500億美元的營(yíng)業(yè)額的一部分，必需采用自己的運(yùn)轉(zhuǎn)體系。

81、 </p><p>　　由以上數(shù)字可以看出，電子商務(wù)已是很有規(guī)模了，并且正在發(fā)展壯大。但是網(wǎng)上交易額正受到離線交易的沖擊，而離線交易又是電子商務(wù)的一個(gè)重要組成部分。 </p><p>　　互聯(lián)網(wǎng)正深深地改變著消費(fèi)者的消費(fèi)行為。目前，有1/5的美國(guó)人在到商店購買電子產(chǎn)品前，會(huì)先到網(wǎng)上去查詢其最低價(jià)，以節(jié)省哪怕一毛錢。更讓人吃驚的是，有3/4的美國(guó)人在購買新汽車時(shí)也會(huì)首先想到互聯(lián)網(wǎng)，即使最后成

82、交仍可能是用傳統(tǒng)的方式---從經(jīng)銷商那購買，但他們會(huì)到網(wǎng)上去了解有關(guān)要購汽車的各種信息，并選定網(wǎng)上推薦的最好的經(jīng)銷商。有時(shí)，他們還會(huì)到相關(guān)網(wǎng)站上去打印自己感興趣的汽車的圖片等資料作參考。 </p><p>　　作為資深調(diào)查顧問的Forrester先生提供的圖表顯示，在歐洲6億消費(fèi)者中，有半數(shù)采取在網(wǎng)上查詢商品信息，然后離線購買的方式來消費(fèi)（見圖1）。當(dāng)然不同國(guó)家又有不同的消費(fèi)習(xí)慣，例如在意大利和西班牙，采取在網(wǎng)上

83、查詢?nèi)缓箅x線購買的人數(shù)大約是網(wǎng)上直接購買的兩倍。但在德國(guó)和英國(guó)這兩個(gè)最發(fā)達(dá)的網(wǎng)絡(luò)國(guó)家里，二者基本相當(dāng)。Forrester稱，人們從網(wǎng)上購物一般都是從一些簡(jiǎn)單的物品開始的，如DVD光盤，然后向較復(fù)雜的商品過渡。在美國(guó)，二手汽車是一個(gè)增長(zhǎng)最快的一個(gè)領(lǐng)域。 </p><p>　　如果網(wǎng)站的顧客導(dǎo)購做的成功的話，人們看來是樂意采取網(wǎng)上購物方式的，現(xiàn)在網(wǎng)站正在變的越來越明智，它們給顧客更多更實(shí)在的服務(wù)。在不久的將來，網(wǎng)上購

84、物占人們購物總額的比例肯定會(huì)有大的提高。 </p><p>　　網(wǎng)站建設(shè)對(duì)商業(yè)行為來說意義重大。一個(gè)不注重網(wǎng)站建設(shè)的公司無異于是在商戰(zhàn)中自殺。即便公司并不從事網(wǎng)上交易，網(wǎng)站也會(huì)成為人們了解其商標(biāo)、產(chǎn)品及服務(wù)的門戶。在電腦空間，一個(gè)無價(jià)值的網(wǎng)站往往預(yù)示著一個(gè)無價(jià)值的公司，他只會(huì)在人們的鼠標(biāo)點(diǎn)擊下被無情舍棄。所以一個(gè)成功的公司一定要建成一個(gè)優(yōu)秀的網(wǎng)站，以確保它能出現(xiàn)在每次搜索結(jié)果的前列。 </p>&l

85、t;p>　　對(duì)很多用戶而言，一個(gè)搜索站點(diǎn)往往是他們進(jìn)入互聯(lián)網(wǎng)的切入點(diǎn)。全球知名的搜索引擎早已進(jìn)入當(dāng)代詞典：人們會(huì)說他“Googled”了一個(gè)公司，一個(gè)產(chǎn)品或是一個(gè)管道工。這種搜索行為也成為了互聯(lián)網(wǎng)上最有成效的廣告途徑之一。并且這也是接近青少年這一顧客群體最好的方式，因?yàn)樗麄兓ㄔ诨ヂ?lián)網(wǎng)上的時(shí)間遠(yuǎn)遠(yuǎn)超過看電視的時(shí)間。所有這些都說明，網(wǎng)上搜索成了互聯(lián)網(wǎng)的一下個(gè)戰(zhàn)場(chǎng)，例如，Google就是依賴其優(yōu)異的搜索功能來抗衡Yahoo! 和 Mic

86、rosoft。 </p><p>　　另一條忠告就是公司最好在一家已擁有相當(dāng)訪問量的網(wǎng)站上登載自己的商品及服務(wù)。Ebay、Yahoo、Amazon正在某些方面成為眾多公司的展示自己商品的巨大平臺(tái)，不過一個(gè)公司要參與到這個(gè)平臺(tái)中來，則必需經(jīng)得住激烈的價(jià)格戰(zhàn)。網(wǎng)上消費(fèi)者往往會(huì)拿商品網(wǎng)上報(bào)價(jià)與當(dāng)?shù)厣痰昀镒饕槐容^，甚至?xí)c別的國(guó)家的售價(jià)進(jìn)行比較，即使網(wǎng)上銷售在境外是被禁止的，也會(huì)有大量的基于網(wǎng)站銷售方式的業(yè)主積極去運(yùn)作。

87、 </p><p>　　芝加哥Kellogg管理學(xué)院的科技教授 Mohanbir Sawhney說，我們應(yīng)清楚現(xiàn)今消費(fèi)者購物行為的改變。例如，某人想買一部數(shù)字照相機(jī)，他會(huì)先到附近的商店里去考察實(shí)物，選好型號(hào)后，他會(huì)和售貨員說：“我回去考慮一下再來”，然后他回家就會(huì)到網(wǎng)上去查該型號(hào)相機(jī)的最低售價(jià)，然后在網(wǎng)上訂購。所以從這個(gè)意義上說，消費(fèi)者已不再遵從傳統(tǒng)的購物流程。</p><p>　　不只是

88、互聯(lián)網(wǎng)上透明的價(jià)格使得消費(fèi)者成為強(qiáng)勢(shì)群體，網(wǎng)絡(luò)也使得他們成為“薄情”一族，如果他們不喜歡某一網(wǎng)站則會(huì)毫不猶豫地離開?！熬W(wǎng)絡(luò)是世界上最自私的場(chǎng)所”，Yahoo!執(zhí)行總裁Daniel Rosensweig 稱，“人們應(yīng)用互聯(lián)網(wǎng)可謂，隨時(shí)、隨地、隨人所欲”。 </p><p>　　象Yahoo!這樣，致力于尋找并提供客戶需要的各種信息的網(wǎng)站并不在少數(shù)（Yahoo!每月?lián)Q有2。6億訪問者）。消費(fèi)者最關(guān)心的就是最詳實(shí)的商

89、品名錄及其報(bào)價(jià)，Amazon執(zhí)行總裁Jeff Bezos說：“我們經(jīng)營(yíng)的基礎(chǔ)是消費(fèi)者的信任”。Amazon現(xiàn)在已是世界聞名的圖書經(jīng)銷商，以前它也曾在網(wǎng)上銷售過其它產(chǎn)品，例如保健品、珠寶和精選的食品。Bezos先生認(rèn)為除倉儲(chǔ)超市里那些體積大價(jià)格低的物品外，他們甚至可以出售一切，這也是數(shù)以百萬計(jì)的消費(fèi)者選擇eBay的原因。 </p><p>　　即便如此，沒有人會(huì)認(rèn)為傳統(tǒng)意義的商店可以消失，特別是那些“投機(jī)”性更強(qiáng)的

90、領(lǐng)域。許多“磚+混凝土”的商店仍有著不凡的業(yè)績(jī)，例如雜貨市場(chǎng)等，但象音像和旅游市場(chǎng)則受到了來自互聯(lián)網(wǎng)實(shí)實(shí)在在的沖擊。作為互聯(lián)網(wǎng)上最大的旅游代理商的Expedia旅游公司，其老板聲稱未來美國(guó)民眾網(wǎng)上預(yù)訂旅游服務(wù)的比例，將會(huì)從如今的20%上升到50%。Bezos先生估計(jì)未來十年網(wǎng)上零售業(yè)將會(huì)達(dá)到零售總額的10-15%，并將深刻地改變?nèi)藗兊南M(fèi)觀念。 </p><p>　　面對(duì)來勢(shì)洶洶的網(wǎng)上營(yíng)銷，傳統(tǒng)的商場(chǎng)將如何應(yīng)對(duì)呢

91、？Dell計(jì)算機(jī)公司的創(chuàng)始人Michael Dell先生，一直領(lǐng)導(dǎo)個(gè)人計(jì)算機(jī)的直銷市場(chǎng)，他認(rèn)為憑借各層銷售商店去出售計(jì)算機(jī)的方式只能進(jìn)陳列館作為古董了，Dell采用的直銷方式已收到了良好的效果。近來，Apple 和Sony的專賣店計(jì)劃展示全部可以在網(wǎng)上查到的該品牌商品，也是應(yīng)對(duì)措施之一。從長(zhǎng)遠(yuǎn)看，網(wǎng)上和離線銷售方式也必將融合，傳統(tǒng)商店也將成為多種銷售手段并存的集合體：打印出的商品名錄、家庭電視直銷、電視訂貨以及電子商務(wù)網(wǎng)站具全。但從消費(fèi)

92、者角度來說，從網(wǎng)上訂貨還是他們最為樂意的消費(fèi)方式。 </p><p>　　網(wǎng)上銷售最大的優(yōu)勢(shì)就在于其低價(jià)，這是因?yàn)榫W(wǎng)上商品沒有多層中轉(zhuǎn)，于是也就沒有多層加價(jià)，它們一般都是直接從生產(chǎn)廠家直接到消費(fèi)者。如果在互聯(lián)網(wǎng)上消費(fèi)者可以買到最低價(jià)格的商品并能得到最好的服務(wù)，還會(huì)有人去其它地方購物嗎？ </p><p>　　當(dāng)然，消費(fèi)才在網(wǎng)上購物時(shí)，可能會(huì)面對(duì)欺詐行為。但隨著互聯(lián)網(wǎng)的發(fā)展，它傳遞商品信息速

93、度進(jìn)一步加快，加上提供同一商品的多家網(wǎng)站必然會(huì)考慮自己的長(zhǎng)遠(yuǎn)發(fā)展，而爭(zhēng)相提供準(zhǔn)確翔實(shí)的商品信息和價(jià)格，并提供優(yōu)質(zhì)服務(wù)，以抓住更多的用戶。所以網(wǎng)上市場(chǎng)肯定會(huì)越來越完善。</p><p>　　Certain products or services appear more suitable for online sales; others remain more suitable for offline sales.

94、某些產(chǎn)品或服務(wù),似乎更適合于在網(wǎng)上銷售;其余較適合離線銷售. While credit cards are currently the most popular means of paying for online goods and services, alternative online payments will account for 26% of e-commerce volume by 2009 according to C

95、elent .而信用卡是目前最流行的方式支付訂購商品和服務(wù),另類在線支付將占26%的電子商務(wù)額由2009年根據(jù)塞倫提. </p><p>　　Many successful purely virtual companies deal with digital products, (including information storage, retrieval, and modification), music,

96、 movies, office supplies, education, communication, software, photography, and financial transactions.許多成功的純虛擬公司處理數(shù)碼產(chǎn)品(包括信息存儲(chǔ),檢索和修改等),音樂,電影,辦公用品,教育,通信,軟件,攝影,和金融交易. Examples of this type of company include: Google , eBay