國際經(jīng)濟(jì)與貿(mào)易專業(yè)畢業(yè)論文外文文獻(xiàn)翻譯---電子商務(wù)介紹

1、<p><b>　　中文2915字</b></p><p>　　Introduction to E-Commerce</p><p>　　Efraim Turban, David King</p><p>　　1 A perfect market</p><p>　　E-commerce is coming

2、of age, says Paul Markillie, but not in the way predicted in the bubble years. </p><p>　　WHEN the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many busines

3、ses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dotcoms are making real profits, but the business world has bec

4、ome much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the</p><p>　　The raw numbers tell only part of t

5、he story. According to America’s Department of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sa

6、les. The vast majority of people still buy most things in the good old “bricks-and-mortar” world.</p><p>　　But the commerce department’s figures deal with only part of the retail industry. For instance, they

7、 exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of expedia.com and hotels.com, alone sold $10 billion-worth of travel last year—and

8、it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. </p><p>　　Nor do the figures take in things like financial services, ticket-sale

9、s agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 bi

10、llion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-</p>

11、<p>　　2 Tip of the iceberg</p><p>　　And there is more. The commerce department’s figures include the fees earned by internet auction sites, but not the value of goods that are sold: an astonishing $2

12、4 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 businesses connecting to each other over t

13、he 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 it is going to get much bigger. But the a

14、ctual 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 influence is becoming an integral part of e-

15、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 buy an electrical appliance will have rese

16、arched 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 though most end up buying them from traditio

17、nal 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 connection bought products offline after having

18、 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, for instance, people are twice as likely to

19、 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</p><p>　　People seem to enjoy

20、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 to take a much bigger share of people’s

21、overall spending in the future.</p><p>　　3 Why websites matter</p><p>　　This has enormous implications for business. A company that neglects its website may be committing commercial suicide. A

22、website 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 ev

23、en the 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 the

24、ir point 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 mos

25、t effective 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 int

26、o the 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 trad

27、ing 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

28、peek 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, pr

29、ofessor 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 abou

30、t it,” 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>　　4 All abou

31、t me</p><p>　　It is not only 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.

32、 “The web is the most selfish environment 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>

33、<p>　　Yahoo! is not alone in defining 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 bett

34、er informed about products and prices. “We 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;

35、 among its latest ventures are health products, 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

36、 still make a good living, as do flea markets. 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,

37、 thinks online travel bookings in America 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? Micha

38、el Dell, the founder of Dell, which leads 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 la

39、test Apple and Sony stores are designed to 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 combin

40、ation of traditiona</p><p>　　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 lowe

41、st prices can be found on the internet and 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 t

42、hreat to online trade. But as long as the 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 cust

43、omers will know exactly where to look for the best buy. This market has the potential to become as perfect as it gets.</p><p><b>　　電子商務(wù)介紹</b></p><p>　　Efraim Turban, David King</p

44、><p>　　1 一個(gè)完善的市場</p><p>　　Paul Markillie說“電子商務(wù)是時(shí)代的來臨，但并非象泡沫時(shí)期所預(yù)測的那樣?！碑?dāng)2000年科技泡沫破滅，許多企業(yè)因?yàn)樗Я司W(wǎng)上公司的瘋狂的估值而倒閉。盡可能作到最好的而留下的幸存者，通過越來越多的互聯(lián)網(wǎng)用戶得到鼓勵(lì)?，F(xiàn)在估值再度上升，一些網(wǎng)絡(luò)公司正在獲得真正的利潤，但商業(yè)世界已變得對互聯(lián)網(wǎng)的潛力更為謹(jǐn)慎。有趣的是，野生的預(yù)測是在

45、經(jīng)濟(jì)最繁榮的──即高，在這種或那種方式的作用下，世界經(jīng)濟(jì)的大部分將進(jìn)入網(wǎng)絡(luò)空間即將實(shí)現(xiàn)。 </p><p>　　原始數(shù)字只是說明了事情的一部分。據(jù)美國商務(wù)部統(tǒng)計(jì)，世界上最大的網(wǎng)上零售市場銷售比去年增加了26％，達(dá)到550億美元。這聽起來很多錢，但只相當(dāng)于零售總額的1.6％。對絕大多數(shù)人來說，大部分商品仍在舊的好“傳統(tǒng)的實(shí)體企業(yè)”世界購買。 </p><p>　　但商務(wù)部的數(shù)字處理比起來只是

46、零售行業(yè)中的一部分。例如，他們不包括網(wǎng)上旅游服務(wù)，最成功也是發(fā)展最快的電子商務(wù)的行業(yè)之一。 InterActiveCorp公司（IAC）—expedia.com及hotels.com業(yè)主，去年競爭激烈的在線銷售中獨(dú)自售出100億美元，而不是從航空公司，酒店和汽車租賃公司， </p><p>　　不僅數(shù)字表明，如金融服務(wù)的事情，門票銷售機(jī)構(gòu)，色情（在美國20億美元的業(yè)務(wù)去年，根據(jù)成人視頻新聞，貿(mào)易雜志），網(wǎng)上約會(huì)以

47、及其他活動(dòng)的東道主，從追蹤祖先賭博（價(jià)值60億美元或許全世界）。他們還留下了灰色市場購買，如認(rèn)為被認(rèn)為是一元的，美國人去年花700萬美元在購買越過邊界在加拿大廉價(jià)處方藥的比例，良好的網(wǎng)上藥房負(fù)責(zé)在。 </p><p>　　他們也離開了灰色市場購買,如在線藥房, 去年美國人跨越邊界在加拿大買廉價(jià)處方藥物被認(rèn)為是負(fù)責(zé)一個(gè)良好的比例的7000萬美元,。</p><p><b>　　2

48、 冰山的一角</b></p><p>　　而且還有更多。美國商務(wù)部的數(shù)字顯示，去年在最大的網(wǎng)上拍賣eBay上貿(mào)易總值，包括通過互聯(lián)網(wǎng)拍賣網(wǎng)站的收費(fèi)收入，但不屬于銷售貨物的價(jià)值：一個(gè)驚人的數(shù)字，240億美元。根據(jù)定義， 這還不包括通過連接在互聯(lián)網(wǎng)上企業(yè)互相購買和出售價(jià)值數(shù)十億美元的商品。這些B2B服務(wù)有一部分是專有的，例如，沃爾瑪告訴它的供應(yīng)商，如果他們想成為其2500億美元的年?duì)I業(yè)額的一部分，他們必須

49、使用自己的系統(tǒng)。 </p><p>　　由此看來，電子商務(wù)已經(jīng)非常大，它將會(huì)變得更大。但目前的在網(wǎng)上完成的實(shí)際價(jià)值的交易的非凡影響力的網(wǎng)絡(luò)進(jìn)行離線超過了世界上購買。這種影響力正在成為一個(gè)組成電子商務(wù)不可分割的部分。 </p><p>　　首先，互聯(lián)網(wǎng)正在深刻地改變消費(fèi)者的行為。五分之一的客戶走進(jìn)美國西爾斯百貨公司買一電器時(shí)，他們打算付錢之前，將研究他們的網(wǎng)上購買，甚至知道什么下降到1角錢。

50、更奇怪的是，四分之三的美國人開始了新興的汽車網(wǎng)上購物，盡管大部分最終會(huì)從傳統(tǒng)的經(jīng)銷商買他們車。所不同的是，這些客戶前來訪問的目的是獲得賽車和處理武裝最佳信息的陳列室。有時(shí)，他們甚至有電腦打印件確定從經(jīng)銷商的股票的特殊車輛，他們希望購買。 </p><p>　　根據(jù)研究顧問Forrester的研究，在歐洲的6000萬用戶的一半通過互聯(lián)網(wǎng)連接誰買了，網(wǎng)上產(chǎn)品的價(jià)格和細(xì)節(jié)，在調(diào)查后離線，（見圖表1）。不同國家有不同的習(xí)

51、慣。在意大利和西班牙，例如，近兩倍的人在線購買后在互聯(lián)網(wǎng)上脫機(jī)。但在英國和德國這兩個(gè)最發(fā)達(dá)的網(wǎng)絡(luò)市場，這些數(shù)字是平均分割的。福斯特說，人們開始購買簡單，明確的產(chǎn)品，如DVD，然后升級到更復(fù)雜的項(xiàng)目線上。二手車銷售目前是美國最大的在線增長的地區(qū)之一。 </p><p>　　人們似乎喜歡在互聯(lián)網(wǎng)上購物，因?yàn)楦叩目蛻魸M意度是指導(dǎo)。對他們的客戶來說，網(wǎng)站正在做的娛樂服務(wù)和事情越來越聰明，似乎未來為需要的人設(shè)置對整體開支更

52、大份額。 </p><p><b>　　3 網(wǎng)站關(guān)系原因</b></p><p>　　這對業(yè)務(wù)產(chǎn)生巨大的影響。一個(gè)公司，其網(wǎng)站可能是商業(yè)戰(zhàn)爭中自殺。網(wǎng)站正日益成為一個(gè)網(wǎng)關(guān)到公司的品牌，產(chǎn)品和服務(wù)，甚至企業(yè)不在線銷售。一個(gè)無用的網(wǎng)站顯示公司的無用，只有一個(gè)鼠標(biāo)點(diǎn)擊即可。但即使是最酷的網(wǎng)站將失去在網(wǎng)絡(luò)空間而沒人找到，所以公司必須確保它們在互聯(lián)網(wǎng)搜索結(jié)果出現(xiàn)頻率的高。 &

53、lt;/p><p>　　對于許多用戶而言，一個(gè)搜索網(wǎng)站現(xiàn)在是他們到互聯(lián)網(wǎng)入點(diǎn)。最有名的搜索引擎已經(jīng)進(jìn)入詞典：人們說他有“Google搜索”一個(gè)企業(yè)，一個(gè)產(chǎn)品或水暖工。該搜索業(yè)務(wù)也發(fā)展了最有效的廣告在互聯(lián)網(wǎng)上形式之一。它已經(jīng)是接觸一些消費(fèi)者最好的方式：青少年和青年男子花比看電視更多的時(shí)間上網(wǎng)。這一切都意味著，搜索是進(jìn)入互聯(lián)網(wǎng)的下一個(gè)大戰(zhàn)場，由于谷歌能夠抵御來自雅虎本身的挑戰(zhàn)！也包括微軟。 </p><

54、;p>　　另一種在網(wǎng)上獲得注意方法是提供通過大網(wǎng)站提供商品和服務(wù)已經(jīng)得到許多成效。易趣，雅虎和亞馬遜等公司正在成為巨大的交易平臺。但要是想?yún)⑴c，公司的產(chǎn)品要強(qiáng)大起來取應(yīng)對激烈的價(jià)格競爭。人們在網(wǎng)上查詢價(jià)格，在對比當(dāng)?shù)乇容^高的街道，他們可能會(huì)采取什么措施看看其他國家的客戶支付。即使網(wǎng)站阻止從國外運(yùn)送貨物，也有很多基于網(wǎng)絡(luò)的企業(yè)家從善如流。 </p><p>　　加哥Kellogg管理學(xué)院Mohanbir Sa

55、whney技術(shù)教授芝說，“在這里的將是不同的銷售渠道之間的套利。例如，有人可能會(huì)利用因特網(wǎng)來研究數(shù)碼相機(jī)，但訪問攝影店為動(dòng)手示范。 “我會(huì)考慮的，”他們會(huì)這樣告訴售貨員?；氐郊依?，他們會(huì)使用搜尋引擎來尋找最低的價(jià)格并且網(wǎng)上購買。這樣，消費(fèi)者是“解構(gòu)采購流程”，桑尼教授說。他們是從分拆交易本身的產(chǎn)品信息。 </p><p>　　4 所有關(guān)于我的信息</p><p>　　不僅是價(jià)格的透明度使

56、互聯(lián)網(wǎng)用戶如此強(qiáng)大，也是由于凈的方式使他們更容易為善變的。如果他們不喜歡的網(wǎng)站，他們迅速前進(jìn)。 “網(wǎng)絡(luò)是世界上最自私的環(huán)境，” 雅虎首席營運(yùn)官丹尼爾羅森格說，“每當(dāng)他人們想要的，他們希望如何以及任何他們想要的他們希望利用互聯(lián)網(wǎng)?！?</p><p>　　雅虎并非唯一確定其作為二制定什么樣的客戶（每月2.6億獨(dú)立用戶）正在尋找，然后試圖把它給他們的策略。第一件事情，他們希望能更好地了解產(chǎn)品和價(jià)格情況?！拔覀兿嘈盼覀?/p>

57、經(jīng)營有關(guān)的業(yè)務(wù)，”貝亞馬遜的首席執(zhí)行官佐斯說。亞馬遜成為著名的書籍，但早已跨足賣很多其他太多的東西了，在其最新的企業(yè)是保健品，珠寶和美食。除了廉價(jià)和龐大的項(xiàng)目，如園林，貝佐斯先生認(rèn)為他可以賣出大部分事情。所以使用易趣的人以百萬計(jì)。 </p><p>　　然而，沒有人認(rèn)為真正的網(wǎng)上商店完成后，特別是那些在利基市場的運(yùn)作。許多現(xiàn)實(shí)實(shí)體書店為跳蚤市場仍然有一個(gè)好的生活。而且，許多唱片店和旅行社也在一個(gè)艱難的時(shí)期。IAC

58、的旅游方和Expedia的老板埃里克布萊克福德，最大的互聯(lián)網(wǎng)旅行社負(fù)責(zé)人認(rèn)為，美國在線旅游預(yù)訂可以快速移動(dòng)20％的市場份額超過一半以上。貝佐斯先生估計(jì)網(wǎng)上零售商在未來10年的零售銷售額可能捕捉10-15％，這將是一個(gè)巨大的消費(fèi)轉(zhuǎn)變。 </p><p>　　如何響應(yīng)傳統(tǒng)商店？邁克爾戴爾，戴爾公司的創(chuàng)始人——直接出售給客戶的個(gè)人電腦市場，一直認(rèn)為很多商店會(huì)變成陳列室，已經(jīng)有對高街改變的跡象。最新的蘋果電腦和索尼公司的

59、門店設(shè)計(jì)，以充分展示產(chǎn)品的期望，許多人會(huì)在線購買。在一定程度上，在線和離線世界可能合并。多渠道銷售可能涉及的傳統(tǒng)商店，印刷目錄，在電視，家庭購物頻道組合一個(gè)電話，以便服務(wù)電子商務(wù)功能的網(wǎng)站。但往往很可能是客戶將他們的訂單鼓勵(lì)網(wǎng)站。 </p><p>　　互聯(lián)網(wǎng)的最大優(yōu)勢之一，是一個(gè)商業(yè)的交易成本，通常直接轉(zhuǎn)化為消費(fèi)較低的價(jià)格降低。因此，如果在互聯(lián)網(wǎng)上可以找到最低的價(jià)格，他們也喜歡得到的服務(wù)，為什么他們會(huì)到別的地方

60、購買？ </p><p>　　其中一個(gè)原因可能是方便，另外，關(guān)于騙局，構(gòu)成了最大威脅網(wǎng)上交易。但只要互聯(lián)網(wǎng)繼續(xù)提供快速，廉價(jià)，安全的價(jià)格和產(chǎn)品信息，電子商務(wù)將繼續(xù)增長。越來越多的公司將不得不承擔(dān)客戶會(huì)確切地知道在哪里尋找最合算的。這個(gè)市場有潛力變得越來越完善。</p><p>　　螇肈膃蒁蚃肇芆芄蕿肆羅葿蒅螞膈節(jié)蒁螞芀薇螀蟻羀莀蚆蝕肂薆薂蠆膄莈蒈螈芇膁螆螇羆莇螞螇聿腿薈螆芁蒞薄螅羈羋蒀螄肅

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