电子商务翻译

1、Benefits &Impacts of E-commerceFew innovations in human history encompass as many potential benefits as E-commerce does to organizations, individuals, and society. These benefits are just starting to materialize, but they will increase significantly as E-commerce expands. It is not surprising that s

2、ome maintain that the EC revolutions is just“as profound as the change that came with in the industrial revolution”(Clinton and Gore 1997).Electronic commerce expands the marketplace to national and international markets. With minimal capital outlay, a company can easily and quickly locates more cus

3、tomers, the best suppliers, and the most suitable businesspartners worldwide.Electronic commerce decreasesthe cost of creating, processing, distributing, storing, and retrieving paper-based information. It reduces the time between the outlay of capital and the receipt of products and services. EC ca

4、n lowers telecommunications cost the Internet is much cheaper than VANS. For example, by introducing an electronic procurement system, companies can cut the purchasing administrative costs by as much as 85 percent.Electronic commerce allows reduced inventories and overheads by facilitating pull-type

5、 supply chain management. In a pull-type system the process starts from customer orders and uses just-in-time manufacturing.E-commerce brings about improved image, improved customer service, newfound business partners, simplified processes,compressed time, increased productivity, eliminating paper,

6、expediting access to information, reduced transportation costs, and increased flexibility.Electronic commerce enables customers to shop or do other transactions 24 hours a day, all year round, from almost any location. It provides customers with more choices; they can select from many vendors and fr

7、om more products.E-commerce is perceived not as a product, but rather as an agent thant will transform the every way product and service is created and sold. It completely changes the rules of business processes and benefits expected throughout the economy.1、Reduced per Transaction Cost versus Other

8、 ChannelsAlthough establishing and maintaining a Web site on the Internet has costs of its own, the price of using the Web versus other sales channels is substantially reduced. As an advertising medium, promotion using a Web site results in the sale of ten times the number of units with one-tenth of

9、 the advertising budget.Colorful, graphical and distributing printed materials. If specialty hot-sauce vendor Hot Hot Hot printed catalogs for its products rather than offering them on the Web, the Company estimates its costs would skyrocket from the current $100 PER MONTH TO $500 000 per month. AMP

10、 International of H ARRISBURG, Pennsylvania, once printed its catalogs at a cost of $8 million. By putting its stock of 70 000 items on the Web, such costs have been greatly reduced and sales have increased. Furthermore, the specially designed Web site makes it easier for the customer to pinpoint de

11、sired equipment parts then the paper catalog ever did.Producing and mailing one technical information packet costs the Global Energy Network International an estimated $25. The cost for distributing the same information over the Web is marginal and does not increase as more people access it.The Web

12、can reduce the call volume and cost for providing effective customer support. For example, Federal Expresss Web site enables customers to track their own packagesat a cost to the company of $0.1 per inquiry. When live operators handle these inquires over toll-free telephone lines, each call costs Fe

13、deral Express $7. There is no question that doing business over the Web is costeffective.2、Full-Time BusinessBecause of differences in time zones, coordinating international business negotiations can be highly inconvenient.Providing support and service 24 hours per day, seven days per week is expens

14、ive. However,Web sites, unlike salespeople,are always online. Users can find the answers to their questions any day of the year and can E-mail inquires if the Web site does not answer their questions.In addition ,prospects that are unaware of the companys existence can find it online because Web sit

15、es can be indexed by Internet searchenginesunder a variety of keywords. A web site becomes the companys permanent home base, an information resource continually available to the world.Allowing customers to transact business at their convenience can result in increased sales. Expro, a company that su

16、pplies parts to oil companies, set up a Web site enabling engineersfrom Shell Oil on a tanker in the North Sea to immediately place orders on the Web, rather than waiting to return onshore. The engineers admit that they do, in fact, place more orders because they can place orders when they are facin

17、g the need for the product.An online store can afford to be open at all times of the day and every day of the year. Few real world stores can justify such an arrangement.3、Physical Infrastructure is OptionalExisting businesses can create Web sites as an additional sales channel, but the Web also ope

18、ns the possibilities for new types of enterprises that have no real-world counterparts. In the most virtual of cases, a store can have no inventory and square footage to maintain.If the product itself is sold online, as is the case with information, entertainment or software, warehouses and the like

19、 are completely superfluous. The entire sales cyclefrom research to order to payment to delivery occurs online.Even stores with retail outlets find that their Web-based stores do not face the same shelf space limitations real-world stores do. No restrictions exist on the number of items an online st

20、ore can carry.Online stores can be more flexible about the products they carry and how they price those products. RCS Net, a Manhattan computer retailer, often changes its prices every day or even more than once per day. In short, online retailers can garner a broader audience, and carry more produc

21、ts. These stores represent the ultimate in flexibility. However, such store must offer a generous return policy because customers cannot physically examine products.A Virtual StoreE-commerce includes any business transacted electronically ,whether the transaction occurs between two business partners

22、 or a business and its customers .Electronic data interchange(EDI),which has to-date been implemented almost exclusively by larger businesses that can afford the necessary initial investment ,is reaching smaller organizations as transactions occur more frequently over the Internet .Companies are pos

23、ing electronic storefronts on the World Wide Web and garnering worldwide customers .These online businessesmay represent a new sales channel for the company or may be completely virtualized ,holding no inventory . From 1995 to2000, we have witnessed many innovative applications ranging from advertis

24、ement to auctions and virtual reality experience .Almost every medium and large-sized organization in the United States already has a web site .Many are very extensive ;for example, in 1998 General Motors Corporation offered 18000 pages of information that included 9800 links to its products,service

25、s,and dealers.1、Advantages of Virtual StoreGenerally, the benefits of operating a virtual storefront fall into several areas of business strategy.A companys distribution channels can become expanded with the presence of a virtual storefront, which in turn can transfer more power to direct marketing,

26、 which is the most targeted communications vehicle. This capacity allows the company to choose what is to be the purpose of the Web site:online sales, online advertising, online customer service, or other sales or communications activities. Using the Web as new distribution channel will require a st

27、rategic review of the companys other distribution channels to streamline the direct marketing function. Many times the type of merchandise, the direct marketing function. Many times the type of merchandise, such as dry goods or service, will influence the integration of the Web into the promotional

28、and distribution strategy.With a virtual presence, capital expenditure is much less in starting consumer-directed or business-to business-directed marketing programas. The capital expenditure to open electronic storefront is much less than opening a tangible store(real estate and structures); this f

29、actor should reduce the amount to borrow, which is probably earmarked for electronic equipment, ISP server, and necessary software to support the virtual storefront.There is much more flexibility in providing a base for operations to support the virtual store. The flexibility is such that an entrepr

30、eneur could maintain sales and service from any location. The Web site can operate twenty-four hours every day, and this capability is valuable for those firms that market overseas. Whether the staff is actual people or an automated system, the customer is relieved in having her order acknowledged.T

31、o expand the firms credentials and qualifications, the retail Web site can dispense marketing or sales materials automatically on request. Sales brochures can be obtained by prospects(as well as competitiors) through a Web presence, and with the proliferation of color printers, sales brochures retri

32、eved from the Web are as attractive as the printed sales piece. As stated before, these sales materials are available to download and print twenty-four a day.Producing a first-class Web site will enhance the virtual presence of the company using the promotional mix elements. With the advent of the c

33、olor, sound, movement, and selectivity of the Web, other promotional tools can be incorporated to the page design or as a banner on a search engine home page.The opportunity to test new products or services may be one of the biggest advantages of the Web. This interactive ability can also be employe

34、d into sampling new product or service concepts among existing customer bases. It is a great way to get feedback on customer opinions for future use. New tools are available almost daily and integrated into Web sites for customer evaluation and convenience. Lands End Inc. is adding a feature to its

35、Web site that will allow shoppers to see what clothes will look like on their bodies. The feature, called Your Personal Model, enables a user to select hair color, height, and shoulder width, waist and hip size to match her body.The technology then combines those features to form a three-dimensional

36、 virtual body. The site then selects clothes to suit that body type, and a shopper can click on items to see them on the model. The technology allows for fifteen different feature combinations.Many marketers are eager to sell internationally with minimal electronic sales support.There are many marke

37、ting issues to be considered in addition to the operational and financial issues in selling and delivering the product or service abroad. A good place to ask these business questions is in a discussion environment. Discussion groups members range all over the globe, so with the proper no borders pro

38、duct, an effective marketing program could tap selected test markets. The reach of the Web is international, so with language-correct packaging and close scrutiny to accommodate the countries legal restrictions, usage patterns, and consumers values, the marketer can sell throughout the world at an a

39、mazingly low communications cost.2、Building the Cyberstores AwarenessEmpathy for the cutomers wants and desires is one of the key ingredients for storefront success. This quest to satisfy a customer segment is no different from attracting buyers to a real store filled with desirable merchandise. The

40、 marketer develops a merchandising strategy from prospect input. The major concerns that the marketer must manipulate are matching corporate strategy, content of the site, graphics and text appearance,and site security for customer ordering and privacy. These strategic and tactical issues should be

41、constant regardless if the site is a singular address or part of a cybermall.Minding the corporate or division objectives should be stated in the corporate marketing plan;these objectives might be dictated as generating 60 percent sales and profits from the young adult novels. Specific objectives, w

42、hich are usually expressed numerically as a sales volume or percentage return on investment or asset,will depend on the environmental or competitive forces facing the company as a whole or the division in particular.3、The Best AdviceThe marketers as the merchant should investigate the pitfalls befor

43、e he begins to extol the potentials of E-commerce and become blinded by its advantages.The suspicious marketer will perform much better than the casual or misinformed one because there are many details to address that unorganized, sloppy managers may skip. To avoid commerce overconfidence, the gener

44、al strategy of setting up commercial units by function should not be any different for E-commerce activities. Traditional organizational responsibilities for establishing financial affaires, production concerns, and marketing actions should be determined in the same manner for virtual commerce compa

45、nies. After all, the same series of steps should be undertaken as running a real business.Balancing the commercial functions is critical. For example, if the marketing department over-prices the merchandise, sales will slow and may affect cash flow, which in turn destabilizes finances. With slowing

46、sales, the operations/manufacturing function also slows, and maximum utilization of resources is lost. An important axiom to follow, regardless of electronic or tangible commerce operations, is that the business should perform on time, one specification, and on budget. Relationships are cemented whe

47、n the merchant delivers these qualities to a customer or when a supplier produces the same to a commercial enterprise.电子商务的优点和影响电子商务可能给企业、 个人和社会带来巨大的益处， 这几乎是人类历史上任 何一次革命都无法比拟的。 这些益处正在变为现实， 并且随着电子商务的发展而 迅猛增长。 因此有人认为电子商务革命 “如同工业革命一样正给人类带来深刻的 变化”（克林顿和戈尔， 1997）。电子商务将市场拓展到全国乃至全球。 公司以最低的资金支出， 便可迅速便 捷地在全球范

48、围内发展更多的客户，找到最好的供应商和最佳的商务伙伴。电子商务能降低创新、加工、销售、存储和检索纸面信息的成本，同时也缩 短了从资金支出到商品和服务到位的时间。由于国际互联网比增值往（VANS价格低廉，电子商务还可降低电信费用， 如借助于电子采购系统， 企业可以把采购 管理成本降低 85%。电子商务提供下拉式的供应连锁管理， 有利于减少库存与管理费用。 在下拉 式系统里，商务运作从客户下订单开始，采取即时生产。电子商务有利于企业提高形象， 改善客户服务， 寻找新的商务伙伴， 简化生 产过程，节约时间，提高生产率，消除纸面业务， 加快信息检索，降低交通费用， 以及提高业务的灵活性。电子商务可全年

49、为客户提供全天候、 随时随地的购物服务。 它为客户提供了 更多的选择机会，客户可以从众多的卖主和更多的商品中进行选择。在某些情况下， 尤其是对于数字化商品， 电子商务可实现快速交货。 客户可 在瞬间获取相关详细信息，而不必等待数天甚至是几周的时间。电子商务本身并不是一种商品， 而是改变生产和销售商品、 服务方式的催化 剂。它彻底改变了商务的运作规律，提高了经济效益。1、相对于其他渠道，其交易成本低 尽管建立和维护一个网站需要一定的投资， 但是与其他销售渠道相比， 使用 万维网的成本已经大幅度地降低了。 假如使用网站作为广告媒介进行网上促销活 动，其结果是在增加 10 倍销售量的同时，只花费传统

50、广告预算的 1/10 。网上色彩斑斓的图像效果， 比传统四色印刷并散发促销材料的做法总会节省 成本。以一家出售辛辣调料的零售商( Hot Hot Hot )为例，如果该公司按照传 统方式印制彩色产品目录， 而不是像目前在网上展示其产品的话， 该公司预计其 促销成本会从网上成本的每月 100 美元提高到不可想象的每月 50 万美元。美国 宾夕法尼亚的一家公司美资安普公司( AMPInternational of Harrisburg ) 曾经花费 800万美元印制产品目录。 现在该公司将其所有 7万元项产品在网上展 示，其成本已经大大降低，而且销售量大幅度增加。除此之外，精心设计的网页 可以大大

51、方便客户准确迅速地查找到所需的设备零部件， 而纸面产品目录却不容 易做到这一点。对于全球能源网络公司( Global Energy Network International)来说，每份精心设计并散发的技术资料要花费大约 25 美元，而在网上公布散发相同的 技术资料，其成本微不足道，并且不随浏览人数的增加而增加。企业通过网络提供有效的客户支持服务，可以大量地减少电话咨询的次数， 进而节省大量开支。 例如，美国的联邦快递公司通过设立网站咨询服务系统， 使 客户可以随时跟踪快递包裹的运输情况， 客户每次咨询只花费公司 0.1 美元。如 果相同的查询工作由人工接话员通过免费电话来做的话， 客户每次查

52、询将花费公 司 7 美元。毫无疑问，使用万维网可以大大降低交易成本。2、全天候经营由于世界各地总存在时差， 从而造成了国际商务谈判的不便。 对于企业来说， 提供没周 7 天、每天 24小时的客户支持与服务，费用相当昂贵。然而，不同于 销售人员，互联网的网站可以实现 24 小时的在线服务。用户可以随时得到问题 的答案。如果网站没有回复他们的问题， 用户还可以发电子邮件进行查询。 即使 不了解该公司存在与否， 也可以通过国际互联网上所提供的搜索引擎采用输入关 键字的方式查找。 企业的网址成为永久性的地址， 为全球的用户提供不间断的信 息。随时为客户提供在线服务可以增加企业的销售量。例如， Expr

53、o 公司是一家 向石油公司提供零部件的机械制造商， 该公司在网上创立了在线交易网站， 使远 在北海油轮上工作的壳牌石油公司( Shell Oil )的工程师们通过网站就可以立 即下单订货，而不需要像原来那样还必须返回到岸上来操作。 工程师们承认， 通 过这种方式下订单， 其订货数量大大增加， 因为他们会在需要该产品时便下单订 货。网上商店能够做到每时每刻都在营业，而传统市场上的实际店铺很难做到。3、物理基础设施是可选的 现在的企业可以通过在网上设立网站来开辟新的销售渠道。 不过，万维网也 为那些新兴的虚拟运作企业提供了发展机会。 在虚拟运作的情况下， 商店可以没 有库存，也可以不必具备实物运作

54、空间。对于信息、娱乐或计算机软件类的产品而言， 如果产品本身可以实现在线销 售和支付的话，仓储设施完全是多余的。 整个销售环节，包括从研制开发、 订货、 付款到商品的交付，都可以在网上实现。即使那些有实物零售店铺的商店也会发现在网上设立虚拟店铺可以不受货 架空间的限制。网上虚拟店铺所出售的商品的种类可以是无限的。网上商店的经营可以更灵活， 如对于商品经营的种类及定价等各方面都可以 随时灵活掌握。例如，RCS网（曼哈顿一家网上计算机零售商店）经常天天变换 商品的定价，甚至每天都变几次。总之，在线虚拟商店可以招揽更多的顾客，展 示更多的商品。 它们的经营方式更为灵活多样。 然而，这类商店必须向客户

55、提供 更好的退货条件，因为顾客在采购时不能亲自检查商品。虚拟商店 电子商务是指一切通过电子手段进行的交易， 包括在商务伙伴之间和商务 机构与其客户之间的贸易活动。 电子数据交换一直被那些可以支付得起首笔投 资的大型商务机构所独用，现在随着交易活动更经常地通过国际互联网来进 行，电子数据交换正在被小型企业所利用。 众多的公司在万维网上建立了电子 商店，拥有了全球的客户。这些在线商务可以成为公司新的销售渠道，或可能 成为完全虚拟的没有任何库存的经营形式。 从 1995 年到 2000年，世人已经目 睹了许多的创新利用，如从广告、拍卖到虚拟现实。在美国，几乎每一家大中 型机构都拥有自己的网站，许多网站的规模还很大。例如，在1998 年，通用汽车公司提供了 18000页的信息， 其中包括 98000条与产品、 服务及交易商的 联接。1虚拟商店