Chapter 1 Introduction to E-Commerce （课件）《电子商务专业英语》（中国水利电力出版社）

1 An English Course for E-Commerce (The Second Edition) Chapter 1 Introduction to E-Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-2 Key points: useful terms and definitions of E-Commerce Difficult points: Identifying electronic commerce opportunities Chapter 1 Introduction to E-Commerce 2 电子商务专业英语 1-3 Requirements: 5. 了解科技英语的特点，掌握科技英语翻译要点 1. Categories of electronic commerce 2. Product/Process suitability to electronic commerce 3. Economic forces and electronic commerce 4. International nature of electronic commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-4 1.1 The Invention of the Computer New Words & Expressions: dealer n. 商人，经销商 no-haggle 不砍价 exhausted adj. 耗尽的，疲惫的 transaction n. 交易，事务 sales volume 销售量 exclusive right 专有权，专营权利 brand n. 商标 benefits from 通过……获益 subscription fee入网费，加盟费 revenue n. 收入，收益 inception n. 开始，开端 flatten v. 变平 electronic commerce 电子商务 pursue vt. 追求 boom n. 繁荣 emerged from 露出，浮现 Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-5 Very few people in the United States truly enjoy their hunt for a new or used car. Although many auto dealers have worked to improve their customers’ experiences by introducing fixed pricing and “no-haggle” policies, a number of auto dealers continue to use aggressive sales approaches that can leave buyers exhausted, confused, or even worried that they might have been cheated in the transaction. In 1995, Autobytel (Autobytel’s URL is http://www.autobytel.com) launched an online car-buying service that promised purchasers a haggle-free experience and offered car dealers a way to increase new vehicle sales volumes and reduce selling costs. 美国很少有人能够真正地享受到买车过程中的快乐。虽然一些汽车经销商已经通过引入固定价格和不砍价策略来改善客户的购车经历，但仍有许多的经销商继续采用卖气旺盛的销售办法，使顾客感到筋疲力尽、困惑，甚至担心自己可能在交易中受骗。1995年，Autobytel公司（Autobytel公司的网址是http://www.autobytel.com）开始提供在线购车服务，承诺为购买者提供一个不砍价的购车经历，并为汽车经销商提供一种能够增加新车销售量、降低销售成本的销售渠道。 1.1 Introduction Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-6 1.1 Introduction Buying a car with the assistance of Autobytel requires that the buyer register with an Autobytel Website and specify the desired auto in detail, usually after researching the vehicle’s options and features on the Internet or by visiting local dealers. More than 95 percent of car buyers today do research on the Internet before buying their cars. Autobytel provides the buyer with a firm price quote for the selected car, then forwards the buyer’s contact information to a local participating dealer. Dealers pay Autobytel a subscription fee to receive exclusive rights to referrals from a particular geographic area for the brands of vehicles that they sell. The dealer contacts the buyer, who then completes the purchase transaction at the dealer’s location. 顾客在购车前会通过互联网或走访当地的经销商来了解汽车的配件和特性，目前大概有超过95%的购车者是通过互联网来了解汽车信息的。顾客若要享受Autobytel公司的购车服务，需要在该公司的网站上进行注册，并指定自己心仪的汽车的性能指标。Autobytel提供给购车者他所选择的汽车的约定价格，并把购车者的联系信息转给当地的加盟经销商。经销商付费给Autobytel以便获得Autobytel只把自己推荐给特定区域顾客的权利。经销商随后会与顾客进行联系并完成交易。 Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-7 The buyer benefits from a speedy, hassle-free, straightforward, and predictable buying process. The dealer benefits by selling more automobiles and not paying a commission to a salesperson. Autobytel receives a monthly subscription fee from each dealer that it has under contract and sells advertising to insurance and finance companies on its Web site. Autobytel currently has contracts with more than 20,000 auto dealers. Autobytel’s revenue from fees paid by auto dealers on these transactions is more than $70 million per year (the company earns another $20 million each year by selling advertising on its Web site and marketing services to car dealers). Internet sales referrals to dealers from Autobytel and companies like it accounted for about 30 percent of all U.S. new vehicle sales in 2007. 顾客从快速、没有争论的、直接而且价格明确的购车过程中受益，而经销商则可以从提高销量和不支付佣金给销售员中获利。Autobytel接收经销商每月缴纳的加盟费，并将网站上的广告位卖给保险公司和金融机构。Autobytel目前已经与20000家汽车经销商签约。汽车经销商每年支付给Autobytel的费用已经超过7千万美元（而且通过卖网站上的广告位和向汽车销售商提供服务，Autobytel每年又可赚取2千万美元）。在2007年， Autobytel公司和类似于Autobytel的公司在网上的汽车销量已占全美新车销量的30%。 1.1 Introduction Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-8 Autobytel experienced rapid growth in sales from its inception in 1995 through 2002, when sales growth flattened. Like many other companies launched during the early boom years of electronic commerce, Autobytel had to change its focus. Instead of pursuing a strategy of revenue growth at all costs, it began to examine its costs carefully. The company also took steps to improve the quality of its service by ending relationships with a number of dealers who were generating significant numbers of customer complaints. Since 2004, Autobytel has expanded by buying other companies and offering sales management services and software to auto dealers. Autobytel has emerged from the difficult years of 2001 through 2003 and today is a growing and generally profitable participant in the second wave of electronic commerce that you will learn about in this chapter. 从1995年到2002年，Autobytel经历了快速成长，然后就是销售增长趋缓。像在电子商务最初的泡沫期成立的其他公司一样，Autobytel不得不转变它的经营重点。Autobytel从不惜代价追求收入的增长，开始转向仔细的控制成本。公司采取了一些措施来提高服务质量，如通过终止和顾客抱怨较多的经销商的合作关系。自从2004年以来，Autobytel公司通过购买其他的公司、提供销售管理服务和软件给销售商，已经逐步壮大。Autobytel已经度过了2001~2003年的困难期，今天他已成长为本章所要讲述的电子商务第二次浪潮中的一个成功的参与者。 1.1 Introduction Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-9 New Words & Expressions: phenomenon n. 现象 humble adj. 谦逊的，卑微的 downturn n. (价格或活动)开始下降 bust v. 打破，打碎 bomb v. 轰炸，失败 obituary n. 讣告，讣闻 gloomy adj. 黑暗的，令人沮丧的 perception n. 感知，观念 in the doldrums意气消沉，无精打彩 under way 已经开始并进行着 transformation n. 转型，转变 interchangeably adv. 可交地，可替交地 wireless transmissions 无线传输 business processes 业务流程 characteristics n. 特性，特征 predominantly adv. 主要地，显著地，突出地 currency conversion外汇汇兑 impediment n. 妨碍、阻碍某事物进展的人或物 start-up n. 启动 capital n. 资金，资本 overemphasis n. 过分的强调 exploit vt. 开发，开采 underlying adj. 根本的，潜在的 subsidize vt. 给…津贴或补贴，资助或补助… be integrated into 统一到……中 bar codes n. 条形码 assembly n. 装配, 组装 inventory n. 详细目录, 存货清单 patchwork n. 拼凑物 biometric technology 生物技术, 生物辨识技术 fingerprint reader 指纹读取器 retina n. 视网膜 dip n.凹陷处 renewed adj. 复兴的，重申的 devise vt. 想出; 计划; 设计; 发明 fraught adj. 充满着不愉快的事情的 music recording industry唱片业 piracy n. 盗版，非法翻印 intellectual property知识产权 rampant adj. 猖獗的 thrive vi. 兴盛，兴隆 innovative adj. 新发明的, 新引进的，革新的 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-10 Abbreviations: e-commerce(electronic commerce) 电子商务 PDA (personal digital assistants) 掌上电脑 B2C(business-to-consumer) 企业与消费者间电子商务 B2B(business-to-business) 企业间电子商务 C2C(consumer-to-consumer) 消费者间的电子商务 B2G(business-to-government) 企业与政府间的电子商务 EDI(Electronic Data Interchange) 电子数据交换, 无纸贸易 RFID(Radio Frequency Identification) 射频识别 e-mail(electronic mail) 电子邮件 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-11 The business phenomenon that we now call electronic commerce has had an interesting history. From humble beginnings in the mid-1990s, electronic commerce grew rapidly until 2000, when a major downturn occurred. Many people have seen news stories about the “dot-com boom” followed by the “dot-com bust” or the “dot-bomb.” In the period from 2000 to 2003, many industry observers were writing obituaries for electronic commerce. Just as the unreasonable expectations for immediate success fueled the high expectations during the boom years, overly gloomy news reports colored perceptions during this time. Beginning in 2003, with the general economy still in the doldrums, electronic commerce began to show signs of new life. Companies that had survived the downturn were not only seeing growth in sales again, but many of them were showing profits. Although the rapid expansion and high levels of investment of the boom years are not likely to be repeated, the second wave of electronic commerce is well under way. This section defines electronic commerce and describes how it is growing once again in its second wave. 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-12 我们现在所谓的电子商务这种商业现象有着一段有趣的历史。电子商务从20世纪90年代中期默默无闻地起步，进而迅猛地发展，又到2000年进入低迷期。许多人在刚刚目睹了“.com泡沫”之后又看到了“.com泡沫的破灭”。在2000~2003年间，许多行业观察家都著文宣告电子商务的破灭。就好像在泡沫年代突然地成功激起了不切实际的期望一样，此时媒体报道的色彩又过分灰暗。从2003年开始，虽然整体的经济依然停滞不前，但电子商务却展示出了新生的迹象。在低迷期幸存的公司不仅有了销售的增长，而且其中许多的公司开始盈利。虽然在泡沫年代的快速膨胀和大规模投资的情况不可能再次出现，但电子商务的第二次浪潮却正在袭来。本节将给出电子商务的定义并描述它在第二次浪潮中如何再一次的成长。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-13 1.2.1 Electronic Commerce and Electronic Business To many people, the term “electronic commerce” means shopping on the part of the Internet called the World Wide Web (the Web). However, electronic commerce (or e-commerce) also includes many other activities, such as businesses trading with other businesses and internal processes that companies use to support their buying, selling, hiring, planning, and other activities. Some people use the term electronic business (or e-business) when they are talking about electronic commerce in this broader sense. For example, IBM defines electronic business as “the transformation of key business processes through the use of Internet technologies.” Most people use the terms “electronic commerce” and “electronic business” interchangeably. In this book, the term electronic commerce (or e-commerce) is used in its broadest sense and includes all business activities that use Internet technologies. Internet technologies include the Internet, the World Wide Web, and other technologies such as wireless transmissions on mobile telephones or personal digital assistants (PDAs). Companies that operate only online are often called dot-com or pure dot-com businesses to distinguish them from companies that operate in physical locations (solely or together with online operations). 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-14 1.2.1 Electronic Commerce and Electronic Business 对许多人来说，“电子商务”就是在称为万维网的互联网上购物。但电子商务（e-commerce）的领域还包括很多其他的活动，比如企业间的交易活动、公司用来支持采购、销售、招聘、计划以及其他活动的内部业务流程。有人喜欢使用electronic business （或e-business）来描述广义上的电子商务。例如，IBM公司将e-business定义为“使用互联网技术实现的主要业务流程转型”。但大部分人在使用“electronic commerce”和 “electronic business”时却不加区分。本书将采用电子商务(e-commerce)的最广泛的定义：使用互联网技术所从事的所有商业活动。互联网技术包括互联网、WWW和其它的技术，比如在移动电话或掌上电脑（PDA, personal digital assistant）设备上使用的无线传输技术。只在网上从事交易的公司通常被称为网络公司或纯网络公司，以区别于那些只在实际地域中进行商业活动的公司（或同时也有业务在网络上进行的公司）。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-15 1.2.2 Categories of Electronic Commerce Some people find it useful to categorize electronic commerce by the types of entities participating in the transactions or business processes. The five general electronic commerce categories are business-to-consumer, business-to-business, business processes, consumer-to-consumer, and business-to-government. The three categories that are most commonly used are: Consumer shopping on the Web, often called business-to-consumer (or B2C). Transactions conducted between businesses on the Web, often called business-to-business (or B2B). Transactions and business processes in which companies, governments, and other organizations use Internet technologies to support selling and purchasing activities. 有些人认为可以按照参与到交易或业务流程中的实体对电子商务进行分类。因此将电子商务分为五类，分别是企业与消费者间的电子商务(B2C),企业间的电子商务(B2B)，企业业务流程，消费者间的电子商务(C2C)，企业与政府间的电子商务(B2G)。最常见的有三种电子商务： 消费者在网上购物，通常称为企业与消费者间电子商务（或B2C）； 企业之间在网上进行的交易，称为企业间电子商务（或B2B） 支持企业、政府以及其他组织在网上进行销售和采购所需的交易和业务流程。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-16 1.2.2 Categories of Electronic Commerce Some researchers define a fourth category of electronic commerce, called consumer-to-consumer (or C2C), which includes individuals who buy and sell items among themselves. For example, C2C electronic commerce occurs when a person sells an item through a Web auction site to another person. In some books, C2C sales are included in the B2C category because the person selling the item acts much as a business would for purposes of the transaction. 有些研究人员提出了第四类电子商务——消费者间的电子商务（C2C）,即个人之间进行的买卖。例如，当某人通过拍卖网站向他人销售商品时，就构成了C2C电子商务。在有些书中，把C2C电子商务归在B2C之内，因为个人销售商品的交易目的和企业类似。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-17 1.2.2 Categories of Electronic Commerce Finally, some researchers also define a category of electronic commerce called business-to-government (or B2G); this category includes business transactions with government agencies, such as paying taxes and filing required reports. An increasing number of states have Web sites that help companies do business with state government agencies. For example, the CA.gov Procurement site makes it easy for businesses to conduct online transactions with the state of California. In some books, B2G transactions are included in our discussions of B2B electronic commerce. Figure 1-1 summarizes these five categories of electronic commerce. 还有些研究人员提出了另一种电子商务——企业与政府间的电子商务（或B2G），即企业与政府机构进行交易，比如，纳税和填写报表。美国有越来越多的州建立了网站来帮助企业和政府机构进行交易，例如，加州的CA.gov Procurement网站方便了企业和政府进行在线交易。在有些书中，把B2G归为B2B电子商务一类。表1-1总结了这五类电子商务。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-18 1.2.3 The Second Wave of Electronic Commerce Economists Chris Freeman and Francisco Louçã describe four waves that occurred in the Industrial Revolution in their book As Time Goes By. Many researchers predict that electronic commerce and the information revolution brought about by the Internet will go through similar waves. Those researchers agree that the second wave of electronic commerce has begun. This section outlines the defining characteristics of the first wave of electronic commerce and describes how the second wave is different. 经济学家克里斯·弗里曼(Chris Freeman)和弗朗西斯科·劳卡（Francisco Louçã）在其著作《光阴似箭：从工业革命到信息革命》中描述了工业革命的四次浪潮。许多研究人员预测电子商务和由互联网带来的信息革命也将经历类似的浪潮。并且他们认为电子商务的第二次浪潮已经开始了。本节概述了电子商务第一次浪潮的特征并描述第二次浪潮的不同之处。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-19 1.2.3 The Second Wave of Electronic Commerce The first wave of electronic commerce was predominantly a U.S. phenomenon. Web pages were primarily in English, particularly on commerce sites. The second wave is characterized by its international scope, with sellers doing business in many countries and in many languages. Language translation and currency conversion are two impediments to the efficient conduct of global business in the second wave. 电子商务的第一次浪潮主要是美国的现象。网页，特别是商务网站中的网页，大部分主要使用的是英语。第二次浪潮以国际化为特点，支持许多国家的企业以多种语言开展商务活动。在第二次浪潮中，对于高效的全球交易活动而言，语言翻译和外汇汇兑是两个亟待解决的问题。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-20 1.2.3 The Second Wave of Electronic Commerce In the first wave, easy access to start-up capital led to an overemphasis on creating new large enterprises to exploit electronic commerce opportunities. Investors were excited about electronic commerce and wanted to participate, no matter how much it cost or how weak the underlying ideas were. In the second wave, established companies are using their own internal funds to finance gradual expansion of electronic commerce opportunities. These measured and carefully considered investments are helping electronic commerce grow more steadily, though more slowly. 在第一次浪潮中，由于很容易得到启动资金导致过分强调创建大型企业来抓住电子商务的机遇。投资者对电子商务热情高涨，急于参与，而不考虑成本或可能存在的风险。在第二次浪潮中，现有的企业用其内部的资金储备来为逐步扩大电子商务提供资金。这些审慎的投资尽管放慢了增长速度，但却使电子商务的发展更加稳健。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-21 1.2.3 The Second Wave of Electronic Commerce The Internet technologies used in the first wave, especially in B2C commerce, were slow and inexpensive. Most consumers connected to the Internet using dial-up modems. The increase in broadband connections in homes is a key element in the B2C component of the second wave. In 2004, the number of U.S. homes with broadband connections began to increase rapidly. Most industry estimates showed that about 12 percent of U.S. homes had broadband connections in early 2004. By late 2007, those estimates were ranging between 40 and 50 percent. Other countries, such as South Korea, subsidize their citizens’ Internet access and have an even higher rate of broadband usage. Although these connections are more expensive, they are more than 10 times faster than dial-up. This increased speed not only makes Internet use more efficient, it can alter the way people use the Web. For example, a broadband connection allows a user to watch movies and television programs online—something that is impossible to do with a dial-up connection. 在第一次浪潮中，特别是在企业与消费者间的电子商务所使用的是低速廉价的互联网技术。大多数的消费者采用拨号上网。家庭宽带上网数量的增加是企业与消费者间电子商务第二次浪潮的关键因素。在2004年，美国宽带上网的家庭数量飞速增加。据行业估算，在2004年初，大约12%的美国家庭使用宽带上网。到2007年底，这个数字已经介于40%到50%之间。其他的国家，比如韩国，资助国民上网，使用宽带的家庭比例甚至更高。虽然这种接入方式成本高，但却别拨号上网快10倍以上。速度的增加不仅使互联网的使用更有效率，而且它还改变了人们使用网络的方式。例如，宽带上网可以使用户在线看电影、看电视——而这对于拨号上网而言几乎是不可能的。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-22 1.2.3 The Second Wave of Electronic Commerce In the first wave, Internet technologies were integrated into B2B transactions and internal business processes by using bar codes and scanners to track parts, assemblies, inventories, and production status. These tracking technologies were not well integrated. Also, companies sent transaction information to each other using a patchwork of communication methods, including fax, e-mail, and EDI. In the second wave, Radio Frequency Identification (RFID) devices and smart cards are being combined with biometric technologies, such as fingerprint readers and retina scanners, to control more items and people in a wider variety of situations. These technologies are increasingly integrated with each other and with communication systems that allow companies to communicate with each other and share transaction, inventory level, and customer demand information effectively. 在第一次浪潮中，互联网技术集成在企业间的交易和企业内部的业务流程主要是通过使用条形码和扫描设备来跟踪零部件、组装、库存和生产状态。这些跟踪技术并未很好地集成。而且，公司之间发送业务信息使用包括传真、电子邮件和EDI混合的通信方式。在第二次浪潮中，电子商务使用无线射频设备和智能卡连同诸如指纹识别和视网膜扫描等生物技术来管理更大范围的业务和人员。这些技术彼此集成并和通信系统进行整合，使得企业之间的通信和共享交易、库存水平及用户需求信息更加有效。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-23 1.2.3 The Second Wave of Electronic Commerce The use of electronic mail (or e-mail) in the first wave was as a tool for relatively unstructured communication. In the second wave, sellers are using e-mail as an integral part of their marketing and customer contact strategies. 在第一次浪潮中，电子邮件（e-mail）是作为一种非结构化的通信工具来使用的。在第二次浪潮中，商家使用电子邮件作为整合他们销售和与客户联系策略的一部分。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-24 1.2.3 The Second Wave of Electronic Commerce Online advertising was the main intended revenue source of many failed dot-com businesses in the first wave. After a two-year dip in online advertising activity and revenues, companies began the second wave with a renewed interest in making the Internet work as an effective advertising medium. Some categories of online advertising, such as employment services (job wanted ads) are growing rapidly and are replacing traditional advertising outlets. Companies such as Google have devised ways of delivering specific ads to Internet users who are most likely to be interested in the products or services offered by those ads. 在第一次浪潮中，在线广告是许多失败的“.com”公司的主要收入来源。在经历了在线广告和收入的2年低迷期后，许多企业以对将互联网作为有效地广告媒介又重新产生兴趣为开端，开始了电子商务的第二次浪潮。一些类型的在线广告，例如招聘，呈现出非常快的增长态势，并且正在取代传统广告。诸如谷歌（Google）这样的公司又发明了将广告发布给那些有可能对广告中的产品和服务感兴趣的互联网用户的方法。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-25 1.2.3 The Second Wave of Electronic Commerce The sale of digital products was fraught with difficulties during the first wave of electronic commerce. The music recording industry was unable (or, some would say, unwilling) to devise a way to distribute digital music on the Web. This created an environment in which digital piracy—the theft of musical artists’ intellectual property—became rampant. The promise of electronic books was also unfulfilled. The second wave is fulfilling the promise of available technology by supporting the legal distribution of music, video, and other digital products on the Web. Apple Computer’s iTunes Web site is an example of a second wave digital product distribution business that is meeting the needs of consumers and its industry. 在电子商务的第一次浪潮中，电子产品的销售困难重重。唱片业无法（或者，有人说是不愿）想出在网上分销数字音乐的方法。这就产生了数字盗版——侵犯音乐家知识产权——十分猖獗的环境。电子书的也未获成功。第二次浪潮则实现了支持网上分销音乐、视频和其它数字产品的可用技术。Apple公司的iTunes网站就是第二次浪潮中数字产品网上分销的成功例子。它满足了顾客和它所在行业的需求。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-26 1.2.3 The Second Wave of Electronic Commerce Not all of the future of electronic commerce is based in its second wave. Some of the most successful first-wave companies, such as Amazon.com, eBay, and Yahoo! continue to thrive by offering increasingly innovative products and services. The second wave of electronic commerce will provide new opportunities for these businesses, too. 电子商务的未来并非完全基于它的第二次浪潮。第一次浪潮中很成功的公司，例如Amazon.com，eBay，和Yahoo通过不断地提供创新的产品和服务而变得更加兴盛。电子商务的第二次浪潮也同样会对这些公司带来新的机遇。 1.2 Electronic Commerce: The Second Wave Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-27 New Words & Expressions: business model 商业模型 yield v. 生产, 出产, 带来 dominance n.优势; 支配地位; 控制力 dramatic adj. 戏剧性的 streamline vt. 简化使效率更高 revenue model 盈利模式 logistics n.物流 tactile adj. 触觉的,触觉感知的 antique n. 古董 profile n. 轮廓, 外形 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-28 A business model is a set of processes that combine to achieve a company’s goal, which is to yield a profit. In the first wave of electronic commerce, many investors sought out start-up companies with appealing business models. A good business model was expected to lead to rapid sales growth and market dominance. The idea that the key to success was simply to copy the business model of a successful dot-com business led the way to many business failures, some of them quite dramatic. 商业模式是指为完成公司目标（盈利）而建立的业务流程的集合。在电子商务的第一次浪潮中，许多投资者都在寻找具有吸引力的商业模式的新企业。一个好的商业模式可以带来销售的快速增长并主导市场。认为成功的关键就是简单地模仿成功的.com公司的想法导致了许多企业的失败，其中有些公司十分具有戏剧性。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-29 Copying or adapting someone else’s business model is neither an easy nor wise road map to success. Instead, companies should examine the elements of their business; that is, they should identify business processes that they can streamline, enhance, or replace with processes driven by Internet technologies. 模仿或采用别人的商业模式并非是通向成功之路的简单或聪明的办法。相反，企业应该审查自己的业务要素，即他们应该识别出可以通过互联网技术简化、提高、或替代的业务流程。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-30 Companies and investors do still use the idea of a revenue model, which is a specific collection of business processes used to identify customers, market to those customers, and generate sales to those customers. The revenue model idea is helpful for classifying revenue- generating activities for communication and analysis purposes. 企业和投资者当前依然在使用盈利模式的思想，即用于识别客户、向其推销并从中获取收益的业务流程的集合。这种思想可以帮助企业区分产生收益的活动，以便进行交流和分析。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-31 1.3.1 Focus on Specific Business Processes In addition to the revenue model grouping of business processes, companies think of the rest of their operations as specific business processes. Those processes include purchasing raw materials or goods for resale, converting materials and labor into finished goods, managing transportation and logistics, hiring and training employees, managing the finances of the business, and many other activities. 除了由业务流程组成的盈利模式外，企业还要考虑其他的业务作为专门的业务流程。那些流程包括购买原材料或用来经销的商品，将原材料和劳动转化为成品，管理运输和物流、招聘和培训员工、管理企业财务和其他业务活动。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-32 1.3.1 Focus on Specific Business Processes In some cases, business processes use traditional commerce activities very effectively, and technology cannot improve them. Products that buyers prefer to touch, smell, or examine closely can be difficult to sell using electronic commerce. For example, customers might be reluctant to buy items that have an important element of tactile feel or condition such as high-fashion clothing (you cannot touch it online and subtle color variations that are hard to distinguish on a computer monitor can make a large difference) or antique jewelry (for which elements of condition that require close inspection can be critical to value) if they cannot closely examine the products before agreeing to purchase them. 在某些情况下，一些业务流程使用传统的商务活动就可以有效地完成，而新技术并不能改进它们。一些顾客愿意触摸、嗅闻或近距离观察的产品很难通过电子商务进行销售。例如，对于那些必须通过接触才能深切感受的商品，如时装（在网上无法触摸到它，并且电脑的显示器很难区分颜色的细微差别）、古董珠宝（要求近距离观察才能知道它的价值）。如果顾客不能近距离的检查这些商品，他们是不会购买的。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-33 1.3.2 Product/Process Suitability to Electronic Commerce One business process that is especially well suited to electronic commerce is the selling of commodity items. A commodity item is a product or service that is hard to distinguish from the same products or services provided by other sellers; its features have become standardized and well known. Gasoline, office supplies, soap, computers, and airline transportation are all examples of commodity products or services, as are the books and CDs sold by Amazon.com. 特别适合电子商务的业务流程是商品的销售。这里的商品是指不同商家提供的同类产品或服务很难加以区分，它的特征已经标准化了并且广为人知。汽油、办公用品、肥皂、计算机和航空运输都是商品的典型事例，亚马逊网站所销售的书和光盘也是这样。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-34 1.3.2 Product/Process Suitability to Electronic Commerce Another key factor that can make an item well suited to electronic commerce is the product’s shipping profile. A product’s shipping profile is the collection of attributes that affect how easily that product can be packaged and delivered. A high value-to-weight ratio can help by making the overall shipping cost a small fraction of the selling price. An airline ticket is an excellent example of an item that has a high value-to-weight ratio. Products that are consistent in size, shape, and weight can make warehousing and shipping much simpler and less costly. The shipping profile is only one factor, however. Expensive jewelry has a high value-to-weight ratio, but many people are reluctant to buy it without examining it in person unless the jewelry is sold under a well-known brand name and with a generous return policy. 另一个决定商品适合电子商务的关键因素是产品的运输规格。产品的运输规格是指影响产品包装和运输难易程度的产品的特性集合。价值/重量比高就意味着运输成本只占销售价格的一小部分。机票是价值/重量比高的一个典型例子。在大小、形状和重量上始终如一的商品，储存和运输简单，而且成本低。然而，运输规格只是一个因素。昂贵的珠宝也是价值/重量比高的商品，但许多人在没有亲自检查它之前是不会购买的，除非是著名的店铺并有无条件退货的承诺 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-35 1.3.2 Product/Process Suitability to Electronic Commerce A combination of electronic and traditional commerce strategies works best when the business process includes both commodity and personal inspection elements. 当业务流程既有商品的特征又需要顾客的亲自触摸，采用电子商务和传统商务结合的策略会比较好。 1.3 Business Models, Revenue Models, and Business Processes Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-36 1.4 Economic Forces and Electronic Commerce New Words & Expressions: scarce adj. 缺乏的, 罕见的 barter n.物物交换, 易货 firm n. 公司 mechanism n. 机制 motivation n. 动机，诱因 incur vt.遭受; 招致, 引起 brokerage n. 经纪业,佣金,经纪费 coordination n.协调, 和谐 forego vt. (在位置时间或程度方面)走在…之前,居先 telecommute vi. 远程办公 uprooting n. 倒根,挖除伐根 diminishing returns收益递减 network effect 网络效应 Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-37 Economics is the study of how people allocate scarce resources. One important way that people allocate resources is through commerce (the other major way is through government actions, such as taxes or subsidies). Many economists are interested in how people organize their commerce activities. One way people do this is to participate in markets. Economists use a formal definition of market that includes two conditions: first, that the potential sellers of a good come into contact with potential buyers, and second, that a medium of exchange is available. This medium of exchange can be currency or barter. Most economists agree that markets are strong and effective mechanisms for allocating scarce resources. Thus, one would expect most business transactions to occur within markets. However, much business activity today occurs within large hierarchical business organizations, which economists generally refer to as firms, or companies. 经济学是研究人们如何分配稀缺资源的。分配资源的一种重要方式是通过商业（另一种主要的方式是通过政府行为，比如征税或补贴）。许多经济学家对人们组织商务活动的方式很感兴趣。人们从事商务活动的一种方式是进入市场。经济学家认为规范的市场定义包含两个条件：一是，商品的潜在销售者和其潜在消费者进行接触；二是，有适合的交换媒介。这种交换的媒介可以是货币或物物交换。大多数的经济学家认为市场是分配稀缺资源的坚挺而有效地机制。因而，大多数的商务交易都应该在市场内进行。然而，当前大量的商业活动是在大型的等级制企业组织内发生的，经济学家把这种企业组织称为公司（firms或 companies）。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-38 These large firms often conduct many different business activities entirely within the organizational structure of the firm and participate in markets only for purchasing raw materials and selling finished products. If markets are indeed highly effective mechanisms for allocating scarce resources, these large corporations should participate in markets at every stage of their production and value-generation processes. Nobel laureate Ronald Coase wrote an essay in 1937 in which he questioned why individuals who engaged in commerce often created firms to organize their activities. He was particularly interested in the hierarchical structure of these business organizations. Coase concluded that transaction costs were the main motivation for moving economic activity from markets to hierarchically structured firms. 这些大型公司的许多商务活动是完全在公司组织内部进行的，只有购买原材料和销售产成品时才进入市场。如果市场确实是分配稀缺资源的高效机制，那么这些大型公司应该在生产和创造价值的每个阶段都进入市场。诺贝尔奖金得主罗纳德·科斯在1937年著文提到，为什么参与商务活动的个人常常会创建公司来组织这些活动。他对这些企业组织的等级结构特别感兴趣。科斯得出结论，交易成本是商人将经济活动从市场转向等级制企业的主要动机。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-39 1.4.1 Transaction Costs Transaction costs are the total of all costs that a buyer and seller incur as they gather information and negotiate a purchase-and-sale transaction. Although brokerage fees and sales commissions can be a part of transaction costs, the cost of information search and acquisition is often far larger. Another significant component of transaction costs can be the investment a seller makes in equipment or in the hiring of skilled employees to supply the product or service to the buyer. 交易成本是买卖双方在收集信息和协商买卖交易时所发生地全部成本的总和。中介费和销售佣金也是交易成本的一部分，但信息的寻找和获取却占交易成本的很大一部分。交易成本的另一个主要部分是卖主为了向买主提供产品和服务而在设备和人员培训上的投资。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-40 1.4.2 Markets and Hierarchies Coase reasoned that when transaction costs were high, businesspeople would form organizations to replace market-negotiated transactions. These organizations would be hierarchical and would include strong supervision and worker-monitoring elements. 科斯推论，当交易成本很高时，商人就会创建组织以代替市场协商交易。这些组织是等级制的，包括对工人进行监督和控制。 The practice of an existing firm replacing one or more of its supplier markets with its own hierarchical structure for creating the supplied product is called vertical integration. 现有的公司建立等级制的结构来生产自己所需要的产品以代替供应商市场的做法称为垂直一体化。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-41 1.4.3 Using Electronic Commerce to Reduce Transaction Costs Businesses and individuals can use electronic commerce to reduce transaction costs by improving the flow of information and increasing the coordination of actions. By reducing the cost of searching for potential buyers and sellers and increasing the number of potential market participants, electronic commerce can change the attractiveness of vertical integration for many firms. 企业和个人都可以使用电子商务来改善信息的流动和协调活动来降低交易成本。通过降低寻找潜在买卖双方的信息成本和增加潜在市场参与者的数量，电子商务可以改变垂直一体化对许多公司的吸引力。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-42 1.4.3 Using Electronic Commerce to Reduce Transaction Costs To see how electronic commerce can change the level and nature of transaction costs, consider an employment transaction. The agreement to employ a person has high transaction costs for the seller—the employee who sells his or her services. These transaction costs include a commitment to forego other employment and career development opportunities. Individuals make a high investment in learning and adapting to the culture of their employers. If accepting the job involves a move, the employee can incur very high costs, including actual costs of the move and related costs, such as the loss of a spouse’s job. Much of the employee’s investment is specific to a particular job and location; the employee cannot transfer the investment to a new job. 为了理解电子商务如何改变交易成本的水平和性质，来看雇用的交易活动。雇用员工的协议对于卖方（出售自己服务的雇员）来说有很高的交易成本。这些交易成本包括放弃其它职位和职业发展的机会。个人在学习和适应雇主上所进行的高额投资。如果接受工作需要搬家，这个雇员将花费很高的成本，包括搬家的实际成本和其他的相关成本，如配偶工作地丧失。大部分员工的投资是对特定的工作而发生的，而不能将其看成是对新工作的投资。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-43 1.4.3 Using Electronic Commerce to Reduce Transaction Costs If a sufficient number of employees throughout the world can telecommute, then many of these transaction costs could be reduced or eliminated. Instead of uprooting a spouse and family to move, a worker could accept a new job by simply logging on to a different company server! 如果全球有大量的员工可以远程工作，那么许多的交易成本就可以降低或消除。雇员的配偶不必辞职，不用搬家，雇员就可以通过简单地登录到不同公司的服务器上来接受新的工作。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-44 1.4.4 Network Effects Economists have found that most activities yield less value as the amount of consumption increases. For example, a person who consumes one hamburger obtains a certain amount of value from that consumption. As the person consumes more hamburgers, the value provided by each hamburger decreases. Few people find the fifth hamburger as enjoyable as the first. This characteristic of economic activity is called the law of diminishing returns. In networks, an interesting exception to the law of diminishing returns occurs. As more people or organizations participate in a network, the value of the network to each participant increases. This increase in value is called a network effect. 经济学家发现随着消费额的增长，大多数业务活动的所产生的价值会减少。例如，一个人在吃一个汉堡时可以从这次消费中获得一定的价值。当这个人吃更多的汉堡时，每个汉堡提供的价值却在减少。很少有人感觉吃第五个汉堡时和吃第一个汉堡时一样好。这种经济活动的特点称为边际效益递减。在互联网上，边际效益递减规律却发生了例外。当有越来越多的人或组织上网时，对于每一个网络的参与者而言价值却在增加。这种价值的增加称为网络效应。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-45 1.4.5 Using Electronic Commerce to Create Network Effects Your e-mail account, which gives you access to a network of other people with e-mail accounts, is an example of a network effect. If your e-mail account were part of a small network, it would be less valuable than it is. Most people today have e-mail accounts that are part of the Internet. In the early days of e-mail, most e-mail accounts only connected people in the same company or organization to each other. Internet e-mail accounts are far more valuable than single-organization e-mail accounts because of the network effect. 你的电子邮件账户可以让你和网络上的其他人的电子邮件账户进行联系，这是网络效应的一个例子。如果你的电子邮件账户属于一个小型网络，它的价值就比较小。今天大多数人的电子邮件账户都属于互联网。早期的电子邮件账号只能和同一个公司或组织内部的员工之间进行联系。由于网络效应，互联网电子邮件帐户却比单个组织的电子邮件账户有着更大的价值。 1.4 Economic Forces and Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-46 New Words & Expressions: shareholder n. 股东 industry n. 行业 value chains 价值链 primary activities基本活动 supporting activities辅助活动 consultants n. 顾问 life cycle生命周期 formulate vt. 构想出, 规划 capitalized on充分利用某事物 1.5 Identifying Electronic Commerce Opportunities Abbreviations: SWOT(strengths, weaknesses, opportunities, and threats) 态势分析法(优势、劣势、机会、威胁) Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-47 Internet technologies can be used to improve so many business processes that it can be difficult for managers to decide where and how to use them. One way to focus on specific business processes as candidates for electronic commerce is to break the business down into a series of value-adding activities that combine to generate profits and meet other goals of the firm. 互联网技术可以改善如此多的业务流程以致于管理者很难决定何处以及如何来使用这些技术。关注专门的业务流程是否适合使用电子商务的一种办法是，将业务分解成一系列的增值活动，这些活动联合起来共同实现公司的利润和其它目标。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-48 Commerce is conducted by firms of all sizes. Smaller firms can focus on one product, distribution channel, or type of customer. Larger firms often sell many different products and services through a variety of distribution channels to several types of customers. In these larger firms, managers organize their work around the activities of strategic business units. Multiple business units owned by a common set of shareholders make up a firm, or company, and multiple firms that sell similar products to similar customers make up an industry. 任何规模的公司都可以进行商务活动。小型公司关注一种产品、一条分销渠道或一类顾客。大型的公司通常通过多种分销渠道去向不同类型的顾客销售不同的产品和服务。在这些大型公司里，管理者围绕策略性业务单位来组织工作。相同股东拥有的多个业务单位构成公司，向相似的客户销售相似产品的多个公司构成行业。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-49 1.5.1 Strategic Business Unit Value Chains In his 1985 book, Competitive Advantage, Michael Porter introduced the idea of value chains. A value chain is a way of organizing the activities that each strategic business unit undertakes to design, produce, promote, market, deliver, and support the products or services it sells. In addition to these primary activities, Porter also includes supporting activities, such as human resource management and purchasing, in the value chain model. 迈克尔·波特在1985年的《竞争优势》一书中提出了价值链的思想。价值链是一种组织活动的方法，这些活动是策略性业务单位承担他所销售的产品或服务的设计、生产、促销、销售、运输和售后服务的活动。除了这些基本活动，波特认为价值链模型还包括辅助活动，比如人力资源管理和采购。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-50 1.5.2 Industry Value Chains Porter’s book also identifies the importance of examining where the strategic business unit fits within its industry. Porter uses the term value system to describe the larger stream of activities into which a particular business unit’s value chain is embedded. However, many subsequent researchers and business consultants have used the term industry value chain when referring to value systems. When a business unit delivers a product to its customer, that customer may, for example, use the product as purchased materials in its value chain. By becoming aware of how other business units in the industry value chain conduct their activities, managers can identify new opportunities for cost reduction, product improvement, or channel reconfiguration. 波特的书中也强调了审查策略性业务单位在行业内所处地位的重要性。波特使用术语价值系统来描述某个业务单位的价值链所嵌入的更大的业务活动流。然而，许多后来的研究者和企业咨询人员使用术语行业价值链来指代价值系统。当某个业务单位交付一种产品给客户时，客户可能在其价值链中将这种产品作为其购买的原料。通过了解行业价值链中的其他业务单位是如何开展业务的，管理者可以找到降低成本、改进产品或重组渠道的新机会。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-51 1.5.2 Industry Value Chains As they examine their industry value chains, many managers are finding that they can use electronic commerce and Internet technologies to reduce costs, improve product quality, reach new customers or suppliers, and create new ways of selling existing products. For example, a software developer who releases annual updates to programs might consider removing the software retailer from the distribution channel for software updates by offering to send the updates through the Internet directly to the consumer. This change would modify the software developer’s industry value chain and would provide an opportunity for increasing sales revenue (the software developer could retain the margin a retailer would have added to the price of the update), but it would not appear as part of the software developer business unit value chain. By examining elements of the value chain outside the individual business unit, managers can identify many business opportunities, including those that can be exploited using electronic commerce. 当管理者考察他们的行业价值链后，他们会发现可以使用电子商务和互联网技术来降低成本、改进产品质量、寻找新客户或供应商，并产生销售现有产品的的新方法。例如，每年都升级程序的软件开发商可能会考虑从分销渠道中去除软件零售商，转向通过互联网直接向用户提供软件升级。这种变化改变了软件开发商的行业价值链，提供了增加销售收入（软件开发商获得了零售商的利润）的机会。但这并不会出现在软件开发商业务单位价值链中。通过分析单个业务单位之外的价值链，管理者就能识别出许多业务机会，包括那些可以使用电子商务的机会。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-52 1.5.2 Industry Value Chains The value chain concept is a useful way to think about business strategy in general. When firms are considering electronic commerce, the value chain can be an excellent way to organize the examination of business processes within their business units and in other parts of the product’s life cycle. Using the value chain reinforces the idea that electronic commerce should be a business solution, not a technology implemented for its own sake. 价值链的概念是从整体上考虑业务策略的有效途径。当企业准备实施电子商务时，价值链将会是一种考察业务单位内部流程和产品生命周期其余部分的业务流程的好办法。使用价值链增强了一种理念，即电子商务是一种业务解决方案，而不是为了实施而实施的技术。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-53 1.5.3 SWOT Analysis: Evaluating Business Unit Opportunities Now that you have learned how to identify industry value chains and break each value chain down into strategic business units, you can learn one popular technique for analyzing and evaluating business opportunities. Most electronic commerce initiatives add value by either reducing transaction costs, creating some type of network effect, or a combination of both. In SWOT analysis (the acronym is short for strengths, weaknesses, opportunities, and threats), the analyst first looks into the business unit to identify its strengths and weaknesses. The analyst then reviews the environment in which the business unit operates and identifies opportunities presented by that environment and the threats posed by that environment. Figure 1-1 shows questions that an analyst would ask in conducting a SWOT analysis. 既然你已经知道了如何识别行业价值链并将每个价值链都分解成策略性业务单位，那么你就应该学会分析和评估业务机会的的一种常用的技术。大多数的电子商务要么通过降低交易成本，创造某种网络效应，要么通过综合这两种方法来增加价值。在SWOT（优势、劣势、机会和威胁的首字母缩写）分析中，分析家首先识别业务单位的优势和劣势。然后，考查业务单位开展业务的环境，并识别该环境所带来的机会和威胁。图1-1展示了分析家在使用SWOT分析时可能会提出的问题。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-54 1.5.3 SWOT Analysis: Evaluating Business Unit Opportunities By considering all of the issues that it faces in a systematic way, a business unit can formulate strategies to take advantage of its opportunities by building on its strengths, avoiding any threats, and compensating for its weaknesses. In the mid-1990s, Dell Computer used a SWOT analysis to create a business strategy that helped it become a strong competitor in its industry value chain. Dell identified its strengths in selling directly to customers and in designing its computers and other products to reduce manufacturing costs. It acknowledged the weakness of having no relationships with local computer dealers. Dell faced threats from competitors such as Compaq (now a part of Hewlett-Packard) and IBM, both of which had much stronger brand names and reputations for quality at that time. Dell identified an opportunity by noting that its customers were becoming more knowledgeable about computers and could specify exactly what they wanted without having Dell salespeople answer questions or develop configurations for them. It also saw the Internet as a potential marketing tool. The results of Dell’s SWOT analysis appear in Figure 1-2. 业务单位通过考查他在战略方向所面临的问题，就可以利用其优势并以加强自身优势，规避威胁，弥补劣势为原则来规划出自身的发展战略。在20世纪90年代中期，戴尔电脑公司使用SWOT分析制定了一个业务战略，帮助公司称为其行业价值链中的一个强大的竞争者。戴尔公司识别出其优势是向终端用户直销电脑，以及低生产成本设计电脑和其他产品。劣势则是与各地经销商的关系薄弱。戴尔公司面临着康柏（Compaq）公司和IBM着两大公司的威胁，在当时，这两大公司在品牌和质量声誉上有强大的优势。戴尔发现了自己的机会：客户的电脑知识越来越丰富，在没有戴尔销售人员帮助下就能够确切地指出他们所需要的电脑。同时，戴尔公司也看到互联网这种潜在的营销工具。图1-2展示了戴尔公司的SWOT分析。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-55 1.5.3 SWOT Analysis: Evaluating Business Unit Opportunities The strategy that Dell followed after doing the analysis took all four of the SWOT elements into consideration. Dell decided to offer customized computers built to order and sold over the phone, and eventually, over the Internet. Dell’s strategy capitalized on its strengths and avoided relying on a dealer network. The brand and quality threats posed by Compaq and IBM were lessened by Dell’s ability to deliver higher perceived quality because each computer was custom made for each buyer. Ten years later, Dell observed that the environment of personal computer sales had changed and did start selling computers through dealers. 戴尔公司在做了SWOT分析后，制定了战略：按照订单生产电脑，先通过电话直销，，最终实现互联网直销。戴尔公司的战略充分利用了他的优势，避免了对经销商网络的依赖。由于公司提供的电脑可以为消费者量身定做，从而提供了客户感知的质量，因而减少了来自于康柏和IBM公司的威胁。10年后，戴尔观察到个人电脑销售环境的变化，也开始通过经销商销售电脑。 1.5 Identifying Electronic Commerce Opportunities Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-56 1.6 International Nature of Electronic Commerce New Words & Expressions: anonymity n. 匿名，作者不明(或不详) multinational adj. 多国的，跨国的 commensurate adj. 相称的，相当的 anticipate vt. 预感，期望 dispute n. 辩论，争端，争执 stem from来自，起源于，由…造成 unfettered adj. 无拘无束的 at odds with与…不和，与…争吵 flat-rate access 固定费率访问 Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-57 Because the Internet connects computers all over the world, any business that engages in electronic commerce instantly becomes an international business. When companies use the Web to improve a business process, they are automatically operating in a global environment. The key issues that any company faces when it conducts international commerce include trust and culture, language, and infrastructure. The related issues of international law and currency are covered in subsequent chapters. 由于互联网连接了全世界的计算机，所以从事电子商务的任何公司都立刻成为了国际化的公司。当公司利用WWW改进业务流程时，他们的活动自然是在全球化得环境中开展的。开展国际商务的公司所面临的主要问题包括信任和文化，语言、基础设施。相关的国际法和货币问题将在后续章节中介绍。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-58 1.6.1 Trust Issues on the Web It is important for all businesses to establish trusting relationships with their customers. Companies with established reputations in the physical world often create trust by ensuring that customers know who they are. These businesses can rely on their established brand names to create trust on the Web. New companies that want to establish online businesses face a more difficult challenge because a kind of anonymity exists for companies trying to establish a Web presence. 对所有企业而言，建立与客户之间的信任关系显得非常重要。在现实环境中已经建立起声誉的公司是通过让客户了解自己来建立信任的。这些公司依靠他们的知名品牌在网上建立信任。想在网上开展业务的新公司面临着非常大的困难挑战，因为公司在网上存在匿名问题。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-59 1.6.1 Trust Issues on the Web Customers’ inherent lack of trust in “strangers” on the Web is logical and to be expected; after all, people have been doing business with their neighbors—not strangers—for thousands of years. When a company grows to become a large corporation with multinational operations, its reputation grows commensurately. Before a company can do business in dozens of countries, it must prove its trustworthiness by satisfying customers for many years as it grows. Businesses on the Web must find ways to overcome this well-founded tradition of distrusting strangers, because today a company can incorporate one day and, through the Web, be doing business the next day with people all over the world. For businesses to succeed on the Web, they must find ways to quickly generate the trust that traditional businesses take years to develop. 顾客对网上的陌生人缺乏信任是有情可原的，毕竟，千百年来，人们都是和自己的邻居而不是陌生人做生意。当企业发展成大型的跨国企业时，他的声誉也在相应的提升。一个公司想要在各国开展业务，必须通过多年来使客户满意来证明自己是值得信赖的。网上的公司必须想办法克服人们不信任陌生人的传统，因为当前的公司可能今天开业，第二天就通过网络和全世界的人做生意。为了在网络上成功，企业必须想办法快速获取传统企业花费多年才能建立起来的信任。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-60 1.6.2 Language Issues Most companies realize that the only way to do business effectively in other cultures is to adapt to those cultures. The phrase “think globally, act locally” is often used to describe this approach. The first step that a Web business usually takes to reach potential customers in other countries, and thus in other cultures, is to provide local language versions of its Web site. This may mean translating the Web site into another language or regional dialect. Researchers have found that customers are far more likely to buy products and services from Web sites in their own language, even if they can read English well. Only about 400 million of the world’s 6 billion people learned English as their native language. 许多公司意识到在不同文化中开展业务的有效途径是适应那些文化。“思维全球化，行动本地化”就是用来描述这种途径的。网上企业接触他国或其他文化的潜在顾客的第一步就是提供本地语言版本的网站。这就意味着将网站翻译成另一种语言或当地的方言。研究者发现顾客即使精通英语，也还是更愿意在那些母语网站上购买产品和服务。全球60亿人中只有大约4亿人的母语是英语 。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-61 1.6.2 Language Issues The translation services and software manufacturers that work with electronic commerce sites do not generally use the term “translation” to describe what they do. They prefer the term localization, which means a translation that considers multiple elements of the local environment, such as business and cultural practices, in addition to local dialect variations in the language. The cultural element is very important because it can affect—and sometimes completely change—the user’s interpretation of text. 为电子商务网站提供翻译的公司和软件公司通常不愿意用“翻译”来描述他们的工作。他们更愿意使用本地化，即除了考虑本地语言的方言外，还要考虑当地环境的多种因素，比如商业和文化。文化因素非常重要，因为它可能影响、有时甚至是完全改变原文所表达的意思。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-62 1.6.3 Cultural Issues An important element of business trust is anticipating how the other party to a transaction will act in specific circumstances. A company’s brand conveys expectations about how the company will behave, therefore companies with established brands can build online businesses more quickly and easily than a new company without a reputation. For example, a potential buyer might like to know how the seller would react to a claim by the buyer that the seller misrepresented the quality of the goods sold. Part of this knowledge derives from the buyer and seller sharing a common language and common customs. Business partners ideally have a common legal structure for resolving disputes. The combination of language and customs is often called culture. Most researchers agree that culture varies across national boundaries and, in many cases, varies across regions within nations. All companies must be aware of the differences in language and customs that make up the culture of any region in which they intend to do business. 企业信誉的一个重要因素是交易的另一方在特定的环境下的行为方式。品牌传达了对公司行为的期望，因而有知名度品牌的公司比无名的新公司可以更快、更容易地在网上开展业务。例如，潜在的客户可能很想知道当他们对卖家所销售的产品质量不满意，要求索赔时，卖家会如何反应。这种知识来自于买卖双方共有的语言和习惯。业务伙伴有解决争端的共同的法律结构。语言和习惯的组合称为文化。大多数研究人员认为，不同国家的文化存在差异，在很多情况下，即使在同一个国家，不同地区的文化也有差异。所有的公司必须认识到在他们想要开展业务的地区中构成文化的语言和习惯的差异。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-63 1.6.3 Cultural Issues Some errors stemming from subtle language and cultural standards have become classic examples that are regularly cited in international business courses and training sessions. For example, General Motors’ choice of name for its Chevrolet Nova automobile amused people in Latin America—no va means “it will not go” in Spanish. Pepsi’s “Come Alive” advertising campaign fizzled in China because its message came across as “Pepsi brings your ancestors back from their graves.” 一些由于细微的语言和文化的差异所造成的错误已经成为了国际商务课程和培训中的经典例子。例如，通用汽车公司雪弗莱牌汽车的Nova车型的名字使拉丁美洲的你们感到可笑，因为在西班牙语中“no va”是“开不动”的意思。百事可乐“come alive”广告活动在中国也失败了，因为它被翻译成“百事让你的祖先走出坟墓”。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-64 1.6.4 Culture and Government Some parts of the world have cultural environments that are extremely inhospitable to the type of online discussion that occurs on the Internet. These cultural conditions, in some cases, lead to government controls that can limit electronic commerce development. The Internet is a very open form of communication. This type of unfettered communication is not desired or even considered acceptable in some cultures. For example, a Human Rights Watch report stated that many countries in the Middle East and North Africa do not allow their citizens unrestricted access to the Internet. The report notes that many governments in this part of the world regularly prevent free expression by their citizens and have taken specific steps to prevent the exchange of information outside of state controls. For instance, Saudi Arabia, Yemen, and the United Arab Emirates all filter the Web content that is available in their countries. 世界上有些地区的文化环境对于互联网上的在线讨论方式有着强烈的敌视态度。在某些情况下，这些文化会导致政府对电子商务发展的控制。互联网的沟通非常开放。这种无拘无束的沟通是某些文化无法接受的。例如，《人权观察》的一份报告指出，中东和北非的许多国家不允许国民自由地上网。这份报告提到，这些地区的许多政府常常阻止国民自由发表言论，并采取措施阻止国家无法控制的信息交流。例如，沙特阿拉伯，也门和阿联酋都过滤网上的内容。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-65 1.6.4 Culture and Government In most North African and Middle Eastern countries, officials have publicly denounced the Internet for carrying materials that are sexually explicit, anti-Islam, or that cast doubts on the traditional role of women in their societies. In many of these countries, uncontrolled use of Internet technologies is so at odds with existing traditions, cultures, and laws that electronic commerce is unlikely to exist locally at any significant level in the near future. In contrast, other Islamic countries in that part of the world, including Algeria, Morocco, and the Palestinian Authority, do not limit online access or content. 北非和中东的大多数国家官员公开指责互联网传播色情和反伊斯兰教内容，并称这些内容给其社会中妇女的传统角色投上了阴影。在这些国家中，互联网的自由使用和现存的传统、文化和法律冲突很大，以致于电子商务在近期内不可能有太大发展。相反，在其他一些伊斯兰国家，如阿尔及利亚、摩洛哥和巴基斯坦政权，都不限制上网，也不过滤内容。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-66 1.6.5 Infrastructure Issues Businesses that successfully meet the challenges posed by trust, language, and culture issues still face the challenges posed by variations and inadequacies in the infrastructure that supports the Internet throughout the world. Internet infrastructure includes the computers and software connected to the Internet and the communications networks over which the message packets travel. In many countries other than the United States, the telecommunications industry is either government owned or heavily regulated by the government. In many cases, regulations in these countries have inhibited the development of the telecommunications infrastructure or limited the expansion of that infrastructure to a size that cannot reliably support Internet data packet traffic. 成功驾驭了信任、语言和文化问题所带来的挑战的企业，还必须面对互联网基础设施的差异和不足所带来的问题。互联网基础设施包括计算机、连接互联网的软件和传递信息包的通信网络。除了美国，世界上的许多国家，通信行业要么是政府所有的，要么是由政府严重控制的。很多情况下，这些国家的控制阻碍了电信基础设施的发展，或限制了基础设施的扩展，使其无法满足互联网数据的可靠通信。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-67 1.6.5 Infrastructure Issues Local connection costs through the existing telephone networks in many developing countries are very high compared to U.S. costs for similar access. This can have a profound effect on the behavior of electronic commerce participants. For example, in countries where Internet connection costs are high, few businesspeople would spend time surfing the Web to shop for a product. They would use a Web browser only to navigate to a specific site that they know offers the product they want to buy. Thus, to be successful in selling to businesses in such countries, a company would need to advertise its Web presence in traditional media instead of relying on Web search engines to deliver customers to their Web sites. 许多国家通过现有的电话网络接入互联网的成本比美国高得多。这对电子商务参与者有着的行为有很大的影响。例如，在互联网接入费用很高的国家，很少有商人花时间在网上冲浪来购买产品。他们只会使用浏览器来访问他们所知道的提供他们所需要的产品的网站。因而，如果要在这些国家成功地开展业务，企业就需要使用传统的媒介来宣传他的网站，而不能依靠搜索引擎把客户带到自己的网站。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce 电子商务专业英语 1-68 1.6.5 Infrastructure Issues Until the late 1990s, most Europeans paid for the amount of time they used the telephone line, including time for local calls. In the United States, telecommunications companies have long sold local telephone service as a flat-rate access system, in which the consumer or business pays one monthly fee for unlimited telephone line usage. Activists in European countries argued that flat-rate access was a key to the success of electronic commerce in the United States. Although many factors contributed to the rapid rise of U.S. electronic commerce, many industry analysts agree that flat-rate access was one of the most important. As more European telecommunications providers began to offer flat-rate access, electronic commerce in those countries increased dramatically. 直到20世纪90年代后期，大部分的欧洲人还是按照他们使用电话线路的时间来付费，其中也包括本地电话。在美国，电信公司以固定费率访问模式销售本地电话服务。在这种模式中，消费者或企业只需支付月租费就可以不限时使用电话线。欧洲的活动家认为固定费率访问时美国电子商务成功的关键。虽然，美国电子商务的成功因素很多，但行业分析家认为，固定费率访问是最重要的因素之一。随着欧洲的电信公司开始提供固定费率访问，这些国家的电子商务也飞速地发展起来了。 1.6 International Nature of Electronic Commerce Chapter 1 Introduction to E-Commerce $$