新时代职业英语教学课件《电子商务英语》教学课件Unit1

Unit

1

Overview

of

E-comme

rceStart

with

E-commerceJ

ourney

with

E

-commer

ceForward

with

E-commerceS

TART

WITH

E-COMME

RCEDouble

Ele

ve

n

a

nd

Bla

ck

Frida

yJ

OURNEY

WITH

E-COMME

RCE煉

P

ra

ctica

l

Re

a

ding

S

hopping

s

e

rvice

s煉

Inte

ns

ive

Re

a

ding

Dig

ita

l

bus

ine

s

s

pla

tform煉

Compa

ra

tive

Re

a

ding

Dis

tribution

de

ns

ity

vs

.

dis

tribution

le

ng

th煉

Exte

ns

ive

Re

a

ding

E-comme

rce

de

ve

lopme

nt

in

ChinaFORWARD

WITH

E-COMME

RCE煉

Furthe

r

P

ra

ctice

Re

fund

s

te

ps煉My

le

a

rninglogUNIT

1Ov

e

r

v

ie

w

o

f

E

-c

o

m

m

e

r

c

eLEARNING

OBJ

ECTIVEAfter

studying

this

unit,

you’ll

be

able

to:煉know

the

basic

information

about

Double

Eleven

andBlack

Friday煉know

the

shopping

services

an

online

shopping

websiteoffers煉have

a

general

idea

of

DBPs

and

the

development

ofdigital

marketing煉distinguish

distribution

density

from

distribution

length煉understand

e-commerce

development

in

ChinaS

TART

WITH

E-COMME

RCERead

the

following

statements

about

Double

Eleven

and

Black

Friday

and

decide

whetherthey

are

true

(T)

or

false

(F).(

F

)

1

Black

Friday

originated

in

China

and

is

mainly

celebrated

by

Asian

people.(

T

)

2

Double

Eleven

is

a

good

day

for

online

shopping.

On

that

day,

many

shops

sell

theirgoods

at

a

much

lower

price.(

T

)

3

Occurring

on

the

fourth

Friday

in

November,

Black

Friday

has

routinely

been

thebusiest

shopping

day

of

the

year

in

the

US.(

F

)

4

Double

Eleven

is

celebrated

on

the

eleventh

day

of

January.(

T

)

5

When

Black

Friday

comes,

many

people

will

stay

up

late

to

purchase

thecommodities

they

want.P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEAs

a

popular

fashion

retailer,

we

have

been

dedicated

tooffering

customers

outstanding

online

shopping

servicesfor

more

than

10

years.

We

sincerely

hope

that

everycustomer

can

get

the

best

possible

shopping

experience

onour

website.

The

following

text

details

some

of

theoutstanding

services

we

offer.1

PersonalstylistsThis

will

allow

you

to

get

personalized

style

suggestionsfrom

professional

stylists.

They

can

design

a

new

stylethat

will

suit

you

and

help

you

find

the

outfits

you

want.Just

spare

a

few

minutes

and

complete

a

short

survey

tolet

us

know

your

style

and

needs.

You

will

then

meet

yourstylist

online

very

soon.

Don’t

worry

about

extra

feesbecause

this

service

is

completely

free.Shopping

Services—From

an

online

shopping

website2

Personalized

wish

listsThis

will

help

you

list

your

favorite

itemsin

a

list

and

check

any

sales

informationabout

them.

Connect

your

email

box

to

youraccount

and

then

you

will

receive

messagesinforming

you

whether

your

favorite

itemsare

in

stock

or

on

sale.译P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEShopping

Services—From

an

online

shopping

website3

Gift

cardsA

gift

card

is

not

only

great

for

personal

use

but

also

aperfect

present

for

friends

and

relatives.

After

purchasing

agift

card

online,

you

will

receive

it

in

two

ways:

throughemail

or

by

express

delivery.

When

using

a

gift

card,please

input

the

gift

card

code

at

checkout.

Gift

cards

canbe

recharged.4

Preorder

policyThis

gives

you

early

access

to

the

most

popular

items

ofthe

next

season.

When

your

order

is

complete,

we

willmake

sure

that

you

receive

your

chosen

item

as

soon

as

itcomes

onto

the

market.

Besides,

orders

can

be

canceled

orreturned

withintwo

weeks.5

The

member

clubJoin

our

member

club

to

get

special

discounts

and

gifts!Members

of

our

website

will

get

access

to

a

15%discount

every

month

and

obtain

an

extra

50%

discountwith

free

standard

delivery

on

birthday

month.

Plus,exclusive

birthday

presents

will

be

sent

to

our

members.Pay

10

yuan

per

month

to

join

our

member

club

andyou

can

get

all

of

these

benefits.

What

are

you

waitingfor?译Read

the

text

and

complete

the

dialog.1(J

ane

asks

her

friend

Lisa

about

how

to

purchasea

pair

of

heels

on

the

online

shopping

website

of

afashion

retailer.)L

:

I

think

you

can

ask

a

personal

stylist

for

help.

Look

at

part

one

of

the

website’s

shopping

service

introduction.The

professionalstylist

can

design1

and

help

you

2

.will

receive

messages

informing

you

whether

your

favorite

items

are

in

stock

or

on

sale.J

:

OK!

Do

I

need

to

pay

by

credit

card?find

the

outfits

you

wantL

:

Not

exactly.

Rememberctohmat

pgliefteclayrdfrIeegave

you?

You

can

pay

with

that.

Refer

to

part

three.

You

should

inputthe6

at

checkout

when

using

it.personalized

wish

listJ

:

Hi,

Lisa.

Can

we

talk

for

a

minute?

I

want

to

buy

a

pair

oCf

hoenenlsecotnytohuershemopapiilnbgowx

etbosyitoeuyroaucrceocuonmt

mendedyesterday,

but

I

don’t

know

how

to

do

that.L

:

Yes,

of

course.

What’s

your

problem?J

:

I

have

found

three

beautiful

pairs

of

heels

on

the

website,

but

I

don’t

know

which

pair

would

be

the

best

forme

to

wear

at

my

sister’s

wedding

as

a

bridesmaid.gift

codeJ

:

Well,

I

see.

Do

I

need

to

pay

extra

money?

L

:

No,

this

serviceis

3

.J

:

That’s

great!

It

seems

that

my

favorite

pair

is

out

of

stock.

How

would

I

know

when5i0t

%is

back

in

stock?L

:

Hearen,erweasdtyplaerthtwa

tow4il_l_s_u_it

y_o_u

.

5

and

then

youdiscussion

Read

the

following

questions

and

share

your

answers

with2your

group

members.How

often

do

you

use

online

shopping

websites?What

kind

of

commodities

do

you

usually

purchase

online?Do

you

think

online

shopping

makes

your

life

more

convenient?

Why

or

why

not?P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEWords

&

PhrasesWordsdelivery

n.递送discount

n.折扣，减价outfit

n.全套服装retailer

n.零售商stylist

adj.造型设计师，形象设计师Phrasesexpress

delivery

快递extra

fee

额外费用gift

card

礼品卡in

stock

有货wish

list

愿望单课P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEP

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCE作为备受追捧的时尚零售商，我们十多年来一直致力于为顾客提供优质的线上购物服务。我们真诚地希望每位顾客都能在我们的网站上获得最佳购物体验。下文详细介绍了部分我们所提供的优质服务。1

私人设计师个人设计师服务将为您提供来自专业设计师的个性化造型建议。设计师会设计出适合您的新风格，并帮助您找到您想要的服装。只需花几分钟的时间完成简短的调查，让我们了解您的风格和需求，很快您将会有您的私人设计师。该项服务完全免费。2

个性化心愿单个性化心愿单可帮助您将喜欢的商品添加至列表，查看这些商品所有的销售信息。请在您的账户中

添加邮箱信息，随后您将收到邮件，告知您的心

愿商品是否有货以及是否打折。课购物服务——来自在线购物网站J

OURNEY

WITH

E-COMME

RCEP

ra

ctica

l

Re

a

ding礼品卡礼品卡不仅适合个人使用，也是赠送亲朋好友的佳品。在线购买礼品卡后，您将通过两种方式收到卡片：电子邮件或快递。结账时输入礼品卡代码即可使用礼品卡。礼品卡可充值。预定政策通过预定您可以提前了解并订购下一季的热门商品。您的订单完成后，我们将确保您在所选商品上市后立即收到商品。此外，预订订单可在两周内取消或退货。5

会员俱乐部加入我们的会员俱乐部即可获得惊喜折扣及

礼品！本网站会员每月可享受一次85折优惠，并在生日当月获得额外5折优惠及免费标准配送服务。此外，会员还将收到独家生日礼物。每月支付10元即可加入我们的会员俱乐部，获得以上所有优惠。心动不如行动！课购物服务——来自在线购物网站Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEEver

since

online

platforms

began

to

replace

traditional

pipeline

businesses,

our

economy

has

witnessed

avariety

of

major

transformations

in

the

business

arena.The

development

of

digital

marketing

has

kept

pace

with

the

development

of

technology.

In

the

1990s,

theterm

“digital

marketing”was

first

coined,

as

the

popularity

of

personal

computers

continued

to

grow.

In

the21st

century,

with

the

increasing

number

of

Internet

and

smartphone

users,

customers

began

to

search

forproducts

and

make

purchasing

decisions

online,

instead

of

consulting

a

salesperson.

Therefore,

there

was

anurgent

need

for

salespeople

to

find

new

ways

to

integrate

digital

technology

into

their

marketing

tool

kit.Traditional

pipeline

businesses

follow

a

linear

value

chain

to

promote

their

goods

and

achieve

success.They

purchase

inputs

from

others

and

transform

those

into

value-added

goods

and

services

throughmanufacturing,

assembly,

or

branding.

In

contrast,

a

digital

business

platform

(DBP)

provides

anopportunity

for

individuals

and

organizations

to

innovate

or

interact

in

a

brand-new

way

with

the

potentialfor

development

in

nonlinear

chains.Digital

business

platform—A

salient

footstep

in

digital

marketing

history译tDBPs

use

digital

technology

to

enable

business

interactions

among

registered

users.

The

platform

functions

as

avirtual

marketplace

connecting

these

parties

so

they

can

interact

and

complete

transactions.

For

instance,Alibaba

and

Jingdong

are

DBPs

connecting

two

or

more

parties,

realizing

easy

transactions

between

supplierswith

different

offerings

on

one

side

and

potential

customers

on

the

other.However,

many

business

platforms

do

not

qualify

as

DBPs.

Three

criteria

are

set

to

define

a

DBP:煉the

core

matchmaking

functions

of

linking

one

user

to

another

on

the

platform

are

executed

digitally煉the

platform

promotes

direct

communication

and

business

transactions

among

its

users煉platform

users

are

independent

parties

who

retain

residual

ownership

rights6

To

sum

up,

there

are

at

least

three

parties

associated

with

a

DBP:

the

buyer,

the

seller

and

the

platform.

This,therefore,

implies

at

least

three

transaction

models:

the

buyer

and

the

seller,

the

buyer

and

the

platform,

and

theseller

and

the

platform.译Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEDigital

business

platform—A

salient

footstep

in

digital

marketing

historyWords

&

PhrasesWordsbrand-new

adj.全新的innovate

v.革新，创新integrate

v.（使）合并，（使）结合interact

v.交流，互相来往linear

adj.线性的manufacture

v.（用机器大量）生产，制造registered

adj.已注册的salient

adj.重要的，显著的supplier

n.供应商tr

ansaction

n.交易，买卖tr

ansform

v.使转化vir

tual

adj.虚拟的，模拟的witness

v.见证Phrasestool

kit

工具包，工具箱value

chain

价值链课Inte

ns

ive

Re

a

dingNotesvaluechain：价值链，是指公司为了向最终客户提供商品或服务而执行的一系列活动。Fill

in

the

blanks

with

the

proper

form

of

the

words

in

the

boxes.1transactionwitnessvirtualinteractpotential1

This

is

a(n)shopping

center

offering

visitors

products

online.2

Anyone

whothe

accident

yesterday

should

call

the

police.5

Customers

shopping

online

with

the

seller

and

the

platform

in

anovel

manner.v_i_r_tu_a_lw_i_tnes_sThe

firm

identified

60

p_o_te_n_t_i_a_l

customers

by

going

through

a

file

of

theirshopping

preferences.The

bank

charges

a

fixed

rate

for

each

_t_r

a_nsa_c_t_io_n

.i_n_t_e_r_a_ctInte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEFill

out

the

following

table

based

on

the

text

and

yourpersonal

understanding.2Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCETraditional

pipelinebusinessesDigital

businessesVa

lue

chainsParties

involvedRepresentative

businessesBusiness

modelsFeatureslinearnonlinearinput

suppliers,manufacturers,

sellers,buyersregistered

users

includingsuppliers

and

potentialusers,

a

virtual

marketplaceall

the

traditional

corporationsPayPal,

UnionPayDecide

whether

the

following

statements

are

true

(T)

or3false

(F).(

T)

1

Traditional

pipeline

businesses

have

begun

to

be

replaced

by

online

platforms.(

F

)

2

In

the

1990s,

the

birth

of

smartphones

contributed

to

the

emergence

of

digital

marketing.(

F

)

3

The

popularity

of

the

Internet

and

smartphones

made

customers

more

likely

to

consult

a

salesperson.(

T

)

4

The

linear

value

chain

is

a

feature

of

traditional

pipeline

businesses.(

F

)

5

Alibaba

and

Jingdong

are

typical

examples

of

traditional

pipeline

businesses.(

T

)

6

With

DBPs,

suppliers

and

customers

interact

and

make

a

deal

more

conveniently.(

T

)

7

The

matchmaking

function

is

the

core

of

DBPs.(

F

)

8

DBP

business

involves

only

buyers

and

sellers.Nowadays,

most

digital

business

platforms

adopt

a

combinedapproach

to

executing

digital

marketing.

Here

are

some

of

the

main

digitalmarketing

str

ategies.

Have

you

ever

experienced

any

of

them?

Write

a

passage

todescribe

your

experience

of

being

targeted

by

digital

marketing.4Nowadays,

most

digital

business

platforms

adopt

a

combined4approach

to

executing

digital

marketing.

Here

are

some

of

the

main

digitalmarketing

str

ategies.

Have

you

ever

experienced

any

of

them?

Write

a

passage

todescribe

your

experience

of

being

targeted

by

digital

marketing.Reference:Once

upon

a

time,

I

opened

a

search

engine

and

search

for

a

recipe

for

Kung

Pao

chicken.

Virtually,

the

website

provided

diverse

versions,

each

of

which

contained

a

cluster

of

basic

ingredients,

but

differed

in

some

others.

Thus,

I

had

to

make

a

final

decision

on

which

recipe

to

apply

in

my

dish.

Considering

combining

those

condiments

in

my

favor,

I

went

back

to

the

cover

page

of

the

search

engine.

What

caught

my

eye

was

a

cooking

video

on

the

screen

with

an

embedded

advertisement

for

a

professional

cooking

vocational

school.

B

y

clicking

on

the

l

ink,

several

steps

f

rom

ingredients

preparation

towarming

up

a

pan

were

presented.

However,

when

the

video

proceeded

to

the

core

part

of

how

that

Chinese

cuisine

was

cooked,

it

halted

with

a

floating

notice

which

advocated

its

audience

to

register

for

a

cooking

course.

At

the

very

moment,

I

realized

I

was

targeted

by

the

clouding

data

which

informed

the

backstage

websites

of

my

needs.

Thus,

I

was

precisely

estimated

as

their

prospective

customer.3

传统的渠道销售商业模式遵循线性价值链来推广他们的商品，并取得了成功。他们从他人那里购买原材料，并通过制造、组装或品牌化将其转化为增值商品和服务。相比之下，数字业务平台(DBP)为个人和组织提供了以全新方式进行创新或互动的机会，具有在非线性链中发展的潜力。AI历史上的里程碑课Inte

ns

ive

Re

a

ding自从在线平台开始取代传统的渠道销售商业模式以来，我们的经济就见证了商业领域的各种各样的重大转变。数字营销的发展与技术的发展保持同步。1990年代，随着个人电脑持续普及，

“数字营销”一词首次出现。二十一世纪，随着互联网和智能手机用户的数量不断增加，客户开始在网上搜索产品并在线做出购买决定，而不是咨询销售人员。因此，销售人员迫切需要找到将数字技术整合到自己的营销工具包中的新方法。J

OURNEY

WITH

E-COMME

RCE数字商务平台——数字营销史上的重要一步煉平台促进用户之间的直接交流和商业交易；煉平台用户作为独立方，可保留剩余所有权。6

综上所述，DBP涉及至少三方：买方、卖方和平台。因此，这也意味着至少三种交易模式：买方与卖方、买方与平台、卖方与平台。数字商务平台——数字营销史上的重要一步课Inte

ns

ive

Re

a

dingDBP使用数字技术来实现注册用户之间的业务交互。平台充当连接各方的虚拟市场，使得他们可以互动并完成交易。例如，阿里巴巴和京东是连接两方或多方的DBP，能够实现提供不同产品的供应商与另一方的潜在客户之间的轻松交易。但是，许多业务平台并不具备DBP资格。定义DBP有以下三个标准：煉核心功能是以数字化的方式在平台上将一个用户链接到另一个用户这一配对功能；J

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RCEDistribution

densityDistribution

density

refers

to

the

number

of

sales

outlets

required

to

provide

an

adequate

range

for

aproduct.

Density

requirements

directly

reveal

the

end

user’s

purchasing

habits.

Changes

in

density

needswill

ripple

through

to

change

other

components

of

the

distribution

chain.

The

key

to

proper

density

isconsumer

habit

research.A

fine

example

of

density

and

its

effect

on

distribution

can

be

found

in

the

computer

industry.

Formany

years,

consumers

went

to

computer

sales

outlets

scattered

around

the

city

to

look

at,

compareand

test

personal

computers

prior

to

purchase.

They

shopped

for

computers

much

in

the

same

wayas

they

shopped

for

stereo

equipment

or

televisions.

Not

surprisingly,

outlets

for

these

types

ofelectronic

consumer

goods

were

also

some

of

the

early

distributors

of

computer

hardware.

Overtime,

however,

consumers

became

more

skilled

at

computer

usage

and

more

knowledgeable

abouttechnology,

and

it

came

to

the

point

where

they

no

longer

required

the

assistance

of

sales

personnelor

hands-on

comparison

shopping.

At

present,

it

is

hard

to

find

many

computer

stores

in

a

singlestreet

or

district.Distribution

density

vs.distribution

length译J

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E

-COMME

RCECompa

ra

tive

Re

a

ding译J

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E

-COMME

RCECompa

ra

tive

Re

a

ding3

Distribution

lengthDistribution

length

refers

to

the

number

of

intermediaries

needed

to

move

a

product

through

themarketplace

to

the

end

user.4

A

company

may

choose

to

shorten

the

length

of

its

distribution

by

setting

up

a

vertical

marketingsystem

in

which

all

parts

of

the

chain

come

under

the

direct

control

of

the

producer.

There

are

threetypes:煉Cor

porate:The

company

owns

all

areas

of

the

distribution

channel,including

shipping

and

retailoutlets.煉Contr

actual:Distribution

channel

members

are

under

long-term

contract

to

the

producer

and

mustperform

according

to

exacting

standards

set

by

that

producer.煉Administr

ative:The

producer,through

dominance

in

its

market

segment,oversees

all

areas

of

thedistribution

channel.

Members

willingly

participate,

due

to

the

amount

of

business

generated

by

theproducer.

Some

international

companies

have

taken

this

a

step

further

by

controlling

all

areas

oftheir

business,

including

the

supply

lines,

an

approach

known

as

vertical

integration.Distribution

density

vs.distribution

lengthWords

&

PhrasesWordsadministrative

adj.管理的，行政的channel

n.渠道，途径contractual

adj.合同规定的，依据合同的corporate

adj.公司的hands-on

adj.实际操作的，亲身实践的r

ipple

v.传开segment

n.细分，部分Phrasesconsumer

goods

消费品distr

ibution

chain

分销链distr

ibution

channel

分销渠道end

user

（某产品的）最终用户purchasing

habit

购买习惯retail

outlet

零售店supply

line

供应线课J

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E

-COMME

RCECompa

ra

tive

Re

a

dingChoose

the

appropriate

meaning

of

the

terms

according

to

the

text.11

distribution

densityThe

number

of

sales

outlets

required

for

direct

marketing.The

number

of

sales

outlets

required

to

provide

an

adequate

range

for

aproduct.2

distribution

lengthThe

number

of

intermediaries

needed

to

move

a

product

through

themarketplace

to

the

end

user.The

number

of

intermediaries

needed

to

contact

potential

customers.齟B齟AJ

OURNEY

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E

-COMME

RCECompa

ra

tive

Re

a

dingDecide

whether

the

following

statements

are

true

(T)

or2false

(F).F

1

The

key

to

proper

distribution

density

is

the

advertising

campaign.T

2

Consumers

used

to

went

to

sales

outlets

to

buy

computers

because

they

were

notaccustomed

to

using

computers

and

needed

the

assistance

of

sales

personnel.F

3

A

company

may

choose

to

shorten

its

distribution

length

by

setting

up

a

horizontalmarketing

system

in

which

all

parts

of

the

chain

come

under

the

direct

control

of

theproducer.T

4

In

the

corporate

marketing

system,

the

company

owns

all

areas

of

the

distributionchannel,

including

shipping

and

retail

outlets.F

5

In

the

contractual

marketing

system,

distribution

channel

members

are

immune

fromexacting

standards

set

by

the

producer.J

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E

-COMME

RCECompa

ra

tive

Re

a

dingTranslate

the

following

paragraph

and

compare

your

tr

anslation

with3行政管理：生产商通过在其细分市场中的主导地位，监督分销渠道的所有领域。由于生产者产生的业务量，成员愿意参与。一些国际公司通过控制其业务的所有领域（包括供应线）更进一步，这种方法称为垂直整合。机器翻译the

machine

tr

anslation.Administrative:

The

producer,

through

dominance

in

its

market

segment,oversees

all

areas

of

the

distribution

channel.

Members

willingly

participate,

dueto

the

amount

of

business

generated

by

the

producer.

Some

internationalcompanies

have

taken

this

a

step

further

by

controlling

all

areas

of

their

business,including

the

supply

lines,

an

approach

known

as

vertical

integration.J

OURNEY

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E

-COMME

RCECompa

ra

tive

Re

a

ding我的翻译分销密度分销密度指的是为一种产品提供足够销售范围所需的销售点数量。分销密度的不同要求直接反映出最终用户的购买习惯。密度需求的变化将会影响到分销链的其他组成部分。对消费者购买习惯的研究是合理布局分销密度的关键。我们在计算机行业可以看到密度及其对分销的影响的例子。多年以来，消费者在购买电脑前，都会到分散在城市各处的电脑销售点去了解、对比、测试不同的电脑。他们购买电脑的方式与购买音响设备或者电视的方式大致相同。毫无意外，这些电子产品的销售点也是一些早期的计算机硬件分销商。然而，随着时间的推移，消费者们对计算机的使用越来越熟练，对计算机技术的了解也日益增多，以至于他们在购买电脑时不再需要销售人员的帮

助或者亲自进店对比选购。现在，在一条街道或一个地区很难再看到林立的电脑零售店了。分销密度与分销渠道长度课J

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RCECompa

ra

tive

Re

a

ding分销渠道长度分销渠道长度是指将产品通过市场运送到最终用户手中所需的中间环节的数量。公司可以选择通过建立垂直营销系统来缩短其分销渠道长度，在该系统中，供应链的所有环节都由生产商直接管控。具体包括以下三种类型:煉公司式：公司把握分销渠道的所有领域，包括运输和零售网点。煉合同式：分销渠道成员与生产商签订长期合同，必须严格遵守生产商制定的标准。煉管理式：生产商通过其在市场细分的主导地位，监管整个分销渠道。由于生产商的业务量相当可观，分销渠道成员愿意参与协作。有些国际化大公司则更进一步，它们控制全产业链，包括供应链。这种方式也被称为垂直整合。课分销密度与分销渠道长度J

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RCECompa

ra

tive

Re

a

dingFrom

the

birth

of

the

first

e-commerce

website

to

today’s

popular

social

mediaapps,

China

has

drawn

global

attention

to

its

digital

economy.

E-commerce

inChina

keeps

growing

rapidly,

and

now,

it

is

an

essential

part

of

China’s

GDP.E-commerce

helps

producers,

farmers,

restaurants,

drivers

etc.

to

reach

theircustomers

online

directly.

It

increases

market

efficiency,

and

at

the

same

time,creates

many

new

business

opportunities.

Many

migrant

workers

have

returnedhome

to

do

e-business.

Farmers

in

remote

areas

can

sell

fresh

local

producedirectly

to

customers

in

cities

through

e-commerce

platforms.

The

platforms

canalso

connect

restaurants

with

customers

online

and

have

created

millions

of

jobs

infood

delivery.

Moreover,

ride-hailing

apps

provide

job

opportunities

for

theunemployed

and

great

convenience

for

passengers.E-comme

rce

development

in

China译J

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E

-COMME

RCEExte

ns

ive

Re

a

dingThere

are

several

reasons

for

China’s

fast

e-commerce

development.

In

China,

itis

easyto

get

access

to

the

Internet,

and

phone

network

coverageis

widespread,

even

in

ruralareas.

Large

smartphone

manufacturers

make

smartphones

less

expensive,

which

bringsmany

rural

people

onto

the

mobile

Internet.

These

are

preconditions

of

e-commerce.Second,

the

logistics

infrastructure

is

important

to

rural

e-commerce.

In

order

to

improve

thelogistics

system

in

the

countryside,

one-stop

shops

are

built

to

help

people

who

are

not

tech-savvy

to

buy

and

sell

goods

on

the

Internet.译Social

media

has

also

led

to

the

rapid

growth

of

e-commerce

in

China.

Sellers

are

making

use

ofsocial

media

to

sell

products

and

services.

When

people

share

products

on

their

WeChat

andgroup

enough

buyers,

they

will

get

a

cheaper

price

from

the

sellers.

However,

many

peopleworry

that

their

data

leaks

from

e-commerce

platforms.

Data

protection

is,

therefore,

a

greatchallenge

to

e-commerce

platforms.J

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RCEExte

ns

ive

Re

a

dingE-comme

rce

development

in

ChinaWords

&

PhrasesWordschallenge

n.挑战essential

adj.极其重要的，必不可少的global

adj.全球的，全世界的infrastructure

n.基础设施leak

v.泄露logistics

n.物流precondition

n.前提，先决条件

produce

n.农产品widespread

adj.分布广的，广泛流传的Phrasesdata

protection

数据保护digital

economy

数字经济r

ide-