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Computer English,Chapter 14 The Basics of E-Commerce,Requirements:,The meaning difference between e-commerce and e-business Describe the major types of e-commerce 了解广告文体的特点,New Words & Expressions interchangeably adv.可交换地, 可替交地 impressive adj.给人深刻印象的 spectacular adj.引人入胜的, 壮观的 enabled adj.激活的 extraordinary adj.非常的, 特别的, 非凡的 inflation n. 通货膨胀, (物价)暴涨 mediate v.仲裁, 调停, 作为引起.的媒介 enablement n. 允许,启动,实现 inventory n.详细目录, 存货, 财产清册 mechanism n.机理, 机构, 机制 infrastructure n.下部构造, 基础设施 blur v.涂污, 把界线等弄得模糊不清, turn into v.进入, (使)变成 profound adj.深刻的, 意义深远的, prior to adv.在前, 居先 blitz n.闪电战, vi.用闪电战攻击 branding n.烙印, 标记 asymmetry n.不对称 disparity n.不一致, 不同, 不等 unique adj.唯一的, 独特的 ubiquitous adj.到处存在的, 普遍存在的 personalization n. 个性化 cognitive adj.认知的, 认识的, 有感知的 outlay n.费用 almanac n.历书, 年鉴 outlet n.出口, 出路 aural adj.听觉的 visual adj. 视觉的, 形象的 interactivity n. 交互性, n.相互作用 cue n. 暗示, 提示, 球杆,New Words & Expressions trade off n.权衡,折衷,换位,物物交换 transparent adj.透明的, 明晰的 discrimination n.辨别, 区别, 歧视 exotic adj.异国情调的, 奇异的 premium n. 超票面价格,加价 avid adj.渴望的 customization n.用户化,专用化,定制 pitch v.t. 极力推销 exponentially adv.按指数规律地 animation n.动画 matchmaker n.媒人, 安排体育比赛的人 precursor n.先驱 juggernaut n.不可抗拒的力量,世界的主宰 pharmaceutical n.药物,adj.制药 (学)的 killer application 招人喜爱的应用程序 minitel n.小型电传 spawn vt. 分散;产生 leverage vt. 通过杠杆作用进行影响 cap vt. 胜过, 凌驾 recede v.后退 Internet 因特网 platform 平台 portal n. 门户 marketspace n.市场空间 transaction n.办理, 处理, 交易, 事务 infomediary n. 信息媒体 Wall Street Journal Online 华尔街日报在线 retailer n.零售商 banner ad. n.标题广告、横幅广告 clearing n.结算 for the most part: 在极大程度上,Abbreviations: e-commerce 电子商务 B2C (Business-to-Consumer) 企业对消费者电子商务 e-business 电子商业 B2B (Business-to-Business) 企业间电子商务 WWW (World Wide Web) 万维网 C2C (Consumer-to-Consumer) 消费者间电子商务 P2P (Peer-to-peer) 对等商务 M-commerce 无线商务,Our focus in this book is e-commercethe use of the Internet and the Web to transact business. More formally, we focus on digitally enabled commercial transactions between and among organizations and individuals. Each of these components of our working definition of e-commerce is important. Digitally enabled transactions include all transactions mediated by digital technology. For the most part, this means transactions that occur over the Internet and the Web. Commercial transactions involve the exchange of value (e.g., money) across organizational or individual boundaries in return for products and services. Exchange of value is important for understanding the limits of e-commerce: Without an exchange of value, no commerce occurs. 本书的中心内容是电子商务利用因特网和万维网进行商业交易。更正式地说,我们关注数字化使能的企业间和企业与个人间的商业交易。我们使用的电子商务定义的每个组成部分都很重要。数字化使能的交易包括所有以数字技术为媒介的交易。在很大程度上,这意味着通过因特网和万维网发生的交易。商业交易包括越过企业和个人界限进行的价值(如钱)与产品和服务的交换。价值交换对理解电子商务的界限尤其重要:如果没有价值交换,就不会发生任何商业活动。,14.1 What is e-commerce?,14.2 The difference between e-commerce and e-business,Figure 14-1 The differences and complex relationship between e-commerce and e-business,14.2 The difference between e-commerce and e-business,There is a debate among consultants and academics about the meaning and limitations of both e-commerce and e-business. Some argue that e-commerce encompasses the entire world of electronically based organizational activities that support a firms market exchangesincluding a firms entire information systems infrastructure. Others argue, on the other hand, that e-business encompasses the entire world of internal and external electronically based activities, including e-commerce. 咨询人员和技术人员对电子商务与电子商业的意义和局限存在争议。有人认为电子商务包含所有支持公司市场交换、基于电子化的企业活动包括整个企业的信息系统基础设施。另一方面,有些人说,电子商业包含企业内部和外部进行的所有电子化活动包括电子商务。,14.2 The difference between e-commerce and e-business,We think that it is important to make a distinction between e-commerce and e-business because we believe they refer to different phenomena. For purposes of this text, we will use the term e-business to refer primarily to the digital enablement of transactions and processes within a firm, involving information systems under the control of the firm. For the most part2, in our view, e-business does not include commercial transactions involving an exchange of value across organizational boundaries. 我们认为划清电子商务与电子商业的界限非常重要,因为我们坚信它们是两种不同的现象。为此,在本书中我们使用“电子商业”术语主要指在企业内部进行的电子化交易和过程,包括企业控制下的信息系统。在很大程度上,我们认为电子商业并不包括越过企业界限、涉及价值交换的商业交易。,14.2 The difference between e-commerce and e-business,For example, a companys online inventory control mechanisms are a component of e-business, but such internal processes do not directly generate revenue for the firm from outside businesses or consumers, as e-commerce, by definition, does. It is true, however, that a firms e-business infrastructure can also support e-commerce exchanges. And e-commerce and e-business systems can and do blur together at the business firm boundary, at the point where internal business systems link up with suppliers, for instance. E-business applications turn into e-commerce precisely when an exchange of value occurs. Figure 14-1 illustrates the differences and complex relationship between e-commerce and e-business. 比如,一个公司的在线库存控制机构是电子商业的组成部分,但这种内部过程并不为企业直接从外部企业或消费者产生收益,而根据定义,电子商务则不然。然而,一个公司的电子商业设施也确实可以支持电子商务交换。电子商务和电子商业系统的界限可以也确实变得模糊不清,譬如,在内部企业系统与其供应商相连的情况下。正是在价值交换发生的条件下,电子商业转化为电子商务。图14-1说明了两者的区别及其复杂关系。,14.3 Why study e-commerce?,Why are there college courses and textbooks on e-commerce when there are no courses or textbooks on “TV Commerce,” “Radio Commerce,” “Direct Mail Commerce,”“Railroad Commerce,” or “Highway Commerce,” even though these technologies have had profound impacts on commerce in the twentieth century and account for far more commerce than e-commerce? The reason is that e-commerce technology is different and more powerful than any of the other technologies we have seen in the past century. 为什么大学中有电子商务课程与教材,而没有“电视商务”、“无线电商务”、“直接邮件商务”、“铁路商务”或“公路商务”等课程语教材,尽管在21世纪这些技术对商业发生了深远的影响,并且其影响远远超过电子商务。其原因在于电子商务技术与上个世纪我们见到的其他任何技术不同而且功能更加强大。,14.3 Why study e-commerce?,Prior to the development of e-commerce, the process of marketing and selling goods was a mass-marketing and salesforce-driven process. Consumers were viewed as passive targets of advertising “campaigns” and branding blitzes intended to influence consumers long-term product perceptions and immediate purchasing behavior. Selling was conducted in well-insulated “channels.” Consumers were considered to be trapped by geographical and social boundaries, unable to search widely for the best price and quality. Information about prices, costs, and fees could be hidden from the consumer, creating profitable “information asymmetries” for the selling firm. Information asymmetry refers to any disparity in relevant market information among parties in a transaction. 在电子商务发展之前,货物的营销和销售过程是大众营销,也是销售力驱动的过程。消费者被当作是广告活动的被动目标,而品牌闪击战企图影响消费者对产品的长期认识和即时购买行为。销售以相当隔绝的渠道进行。消费者被地理的和社会的分界所限制,不能广泛地搜寻最好的价格与质量。价格、成本和费用等信息能被隐瞒,导致使销售商有利可图的“信息不对称”。信息不对称指相关市场信息在交易团体之间存在的任何不平衡。,14.3 Why study e-commerce?,E-commerce has challenged much of this traditional business thinking. We list here seven unique features of e-commerce technology that both challenge traditional business thinking and explain why we have a high interest in e-commerce. 电子商务对这种传统的商业观点提出了相当大的挑战。我们列出了电子商务技术的七大独有特征,它们既对传统的商业观点提出了挑战,又解释了为什么我们对电子商务高度感兴趣。,14.4 Types of e-commerce,Table 14-1 Major types of e-commerce,14.4 Types of e-commerce,There are a variety of different types of e-commerce and many different ways to characterize these types. Table 14-1 lists the five major types of e-commerce discussed in this book. 目前存在大量不同的电子商务类型和许多划分这些类型的方法。表14-1列出了本书主要讨论的五种电子商务类型。 For the most part, we distinguish different types of e-commerce by the nature of the market relationshipwho is selling to whom. The exceptions are P2P and m-commerce, which are technology-based distinctions. 大致上,我们根据市场关系的性质区分电子商务的类型谁正在卖给谁。对等商务和无线商务是两个例外,它们以技术为基础来区别。,14.4 Types of e-commerce,B2C. The most commonly discussed type of e-commerce is Business-to-Consumer (B2C) e-commerce, in which online businesses attempt to reach individual consumers. Even though B2C is comparatively small (about $65 billion in 2001), it has grown exponentially since 1995, and is the type of e-commerce that most consumers are likely to encounter. Within the B2C category there are many different types of business models: portals, online retailers, content providers, transaction brokers, market creators, service providers, and community providers. 企业对消费者电子商务(B2C)。讨论最普遍的电子商务类型是企业对消费者(B2C)电子商务, 即在线企业试图影响个体消费者。虽然 B2C 比较少(2001年650亿美元),但它自 1995以来一直呈指数生长, 而且它是绝大多数消费者有可能遇到的电子商务类型。 在 B2C 范畴内存在许多不同的企业模型:门户、在线零售商、,目录供给者、交易经纪人、市场创造者、服务供给者和团体供给者等。,14.4 Types of e-commerce,B2B. Business-to-Business (B2B) e-commerce, in which businesses focus on selling to other businesses, is the largest form of e-commerce with about $700 billion in transactions in 2001. In 2001, there was an estimated $12 trillion in business-to-business exchanges of all kinds, online and offline, suggesting that B2B e-commerce has significant growth potential. The ultimate size of B2B e-commerce could be huge. At first, B2B e-commerce primarily involved inter-business exchanges, but a number of other B2B business models have developed, including e-distributors, B2B service providers, matchmakers, and infomediaries that are widening the use of B2B e-commerce. 企业间电子商务(B2B)。企业间电子商务(B2B)是规模最大的电子商务形式,其商业重心集中于向其他企业出售,2001年大概完成了7000亿美元交易。在2001年,所有的类型的企业间交易,包括在线和脱机交易,估计有12万亿美元,暗示着B2B电子商务具有重要的增长潜力。B2B电子商务的终极规模可能是极大的。起先,B2B 电子商务主要涉及企业内部交易,但是许多其他B2B商业模型得到了发展,包括电子经销商、B2B服务供给者、商务媒介和正在拓宽B2B电子商务应用的信息中介。,14.4 Types of e-commerce,C2C. Consumer-to-Consumer (C2C) e-commerce provides a way for consumers to sell to each other, with the help of an online market maker such as the auction site eBay. The size of this market is estimated to be over $5 billion and growing rapidly (eB, 2001). In C2C e-commerce, the consumer prepares the product for market, places the product for auction or sale, and relies on the market maker to provide catalog, search engine, and transaction-clearing capabilities so that products can be easily displayed, discovered, and paid for. 消费者间电子商务(C2C)。借助在线市场制造者的帮助,例如拍卖网站eBay,消费者间电子商务(C2C)为消费者提供一个彼此交易的手段。这个市场的规模估计在50亿美元之上且增加迅速。(eB,2001)。在C2C电子商务中,消费者为市场准备产品,为拍卖或售卖安排产品,而且仰赖市场制造者提供目录、搜索引擎和交易-结算能力以便产品能被容易地显示、发现、而且得到货款。,14.4 Types of e-commerce,P2P. Peer-to-peer technology enables Internet users to share files and computer resources directly without having to go through a central Web server. In peer-to-peers purest form, no intermediary is required. For instance, Gnutella is a peer-to-peer freeware software application that permits users to directly exchange musical tracks, typically without any charge. Since 1999, entrepreneurs and venture capitalists have attempted to adapt various aspects of peer-to-peer technology into Peer-to-Peer (P2P) e-commerce. 对等电子商务(P2P)。端对端技术(对等技术)使因特网用户能够直接共享文件和计算机资源而不必通过中央网络服务器。纯粹的端对端形式不需要任何媒介。举例来说,Gnutella是一个端对端的共享软件应用,允许使用者直接交换音乐专辑,而不收取任何费用。1999年以来,企业家和冒险资本家尝试了改变端对端技术的不同方面使其适应端对端(P2P)电子商务。,14.4 Types of e-commerce,N, which was established to aid Internet users in finding and sharing online music files known as MP3 files, is perhaps the most wellknown example of peer-to-peer e-commerce, although purists note that Napster is only partially peer-to-peer because it relies on a central database to show which users are sharing music files1. In 2000, the Recording Industry of America, a trade organization of the largest recording companies, successfully sued Napster for violating copyright law by allowing Napster members to exchange copyrighted music tracks without compensation to the copyright holders. N是对等电子商务最著名的实例,其建立目标是帮助因特网用户发现并分享在线音乐文件,即人所共知的MP3文件。虽然纯化论者强调:因为它依赖一个中央的数据库来显示哪一位使用者正在分享音乐文件,所以Napster仅仅是部分的端对端。在2000年,美国录制工业协会,最大录制公司的一个贸易组织,以Napster没有对版权持有人补偿而允许其成员交换版权音乐专辑、违犯版权法为由,成功地控告了Napster。,14.4 Types of e-commerce,M-commerce. Mobile commerce, or m-commerce, refers to the use of wireless digital devices to enable transactions on the Web. These devices are described more fully in other books, but essentially, they utilize wireless networks to connect cell phones and handheld devices such as the PalmVIIx to the Web. Once connected, mobile consumers can conduct many types of transactions, including stock trades, instore price comparisons, banking, travel reservations, and more. Thus far, m-commerce is used most widely in Japan and Europe (especially Finland), where cell phones are more prevalent than in the United States, but, as discussed in the next section, it is expected to grow rapidly in the United States over the next five years. 移动商务。移动商务指使用无线数传装置实现网上交易。这些装置将在第9章中详细描述,但是本质上,他们是利用无线网络将蜂窝电话和手持式装置,如PalmVIIx,连接到网络。一旦连接上网,移动消费者能进行许多种交易,包括股票交易、店内价格比较、银行业务、旅行预订和更多。迄今,移动商务在日本和欧洲(尤其在芬兰)得到了最广泛的应用,这些地方蜂窝电话给比在美国更普遍。但是,正如下一节所讨论,预期在未来五年移动商务在美国将快速地增长。,14.5 Origins and growth of e-commerce,It is difficult to pinpoint just when e-commerce begins. There are many precursors to e-commerce. In the late 1970s, a pharmaceutical firm named Baxter Healthcare initiated a primitive form of B2B e-commerce by using a telephone-based modem that permitted hospitals to reorder supplies from Baxter. This system was later expanded during the 1980s into a PC-based remote order entry system and was widely copied throughout the United States long before the Internet became a commercial environment. Electronic Data Interchange (EDI) standards were developed in the 1980s that permitted firms to exchange commercial documents and conduct digital commercial transactions across private networks. 很难确定电子商务是什么时候开始的。电子商务有许多先驱。在20世纪70年代后期,一家叫Baxter Healthcare的医药公司利用基于电话的调制解调器允许医院再定购Baxter供应的产品,从而开始了B2B电子商务的原始形式。这个系统后来在80年代期间被扩展为以个人计算机为基础的远程订货系统,并且在因特网变成商业环境之前,该系统在美国各地被广泛复制。在80年代开发了电子的数据交换(EDI)标准,允许公司交换商业文件和进行数字化商业交易。,14.5 Origins and growth of e-commerce,In the B2C arena, the first truly large-scale digitally enabled transaction system was deployed in France in 1981. The French Minitel was a videotext system that combined a telephone with an 8-inch screen. By the mid-1980s more than 3 million Minitels were deployed, and today there are about 15 million in use throughout France. Over 25,000 different services can be found on Minitel, including ticket agencies, travel services, retail products, and online banking. Purchases are paid for by means of the monthly telephone bill. No credit cards are needed. 在B2C电子商务领域,第一个能够真正地进行大规模数字化交易的系统是1981年在法国使用的。法国的 Minitel是一个将电话与8吋荧屏结合在一起的图文系统。在80年代中期,全法国有超过300万Minitels系统投入使用,今天有约1500万。在 Minitel之上能发现超过25,000个不同的服务,包括票务代理、旅行服务、零售产品和在线银行。购买的费用由每月的电话账单支付,而不需要信用卡。,14.5 Origins and growth of e-commerce,Yet none of these precursor systems had the functionality of the Internet. Generally, when we think of e-commerce today, it is inextricably linked to the Internet. For our purposes we will say e-commerce begins in 1995, following the appearance of the first banner advertisements placed by ATT, Volvo, Sprint and others on H in late October 1994, and the first sales of banner ad space by Netscape and Infoseek in early 19952. Since then, e-commerce has been the fastest growing form of commerce in the United States. 这些先驱系统没有因特网的功能。通常,当我们想到今天的电子商务的时候,不可避免地把它与因特网联系起来。伴随着ATT,Volvo,Sprint等公司所做的第一例横幅广告于1994年10月下旬出现在H上,和199年初Netscape与Infoseek领先出售横幅广告空间,我们会说电子商务是从1995年开始的。自从那时以后,电子商务在美国一直是最快速的增长的商业形式。,14.6 Technology and e-commerce in perspective,Although in many respects, e-commerce is new and different, it is also important to keep e-commerce in perspective. First, the Internet and the Web are just two of a long list of technologies that have greatly changed commerce in the United States and around the world. Each of these other technologies spawned business models and strategies designed to leverage the technology into commercial advantage and profit and was also accompanied by explosive early growth, characterized by thousands of entrepreneurial start-up companies, followed by painful retrenchment, and then a long-term successful exploitation of the technology by larger established firms. 虽然在许多方面,电子商务是新的且不同的,但展望电子商务也是重要的。首先,因特网和万维网仅仅是在美国和全世界对商业带来巨大改变的众多技术之中的两种。其他这些技术每一种都产生了商业模型和调节这种技术使其具有商业优势并获利的策略,而且每种技术也都伴随着早期爆炸性的增长,以数以千计的起动公司为特色,接着是痛苦的紧缩,然后通过设立更大的公司籍此技术长期获利。,14.6 Technology and e-commerce in perspective,In the case of automobiles, for instance, in 1915, there were over 250 automobile manufacturers in the United States. By 1940, there were five. In the case of radio, in 1925, there were over two thousand radio stations across the United States, most broadcasting to local neighborhoods and run by amateurs. By 1990, there were fewer than 500 independent stations. There is every reason to believe e-commerce will follow the same patternwith notable differences discussed throughout the text. 以汽车的情况为例,1915年,在美国有超过250家汽车制造商。到1940年,只剩下5家。在无线电行业,1925年,全美国有超过2000家无线电台,大多数对当地邻居广播并被业余爱好者管理。到1990年,只剩下少于500家独立的无线电台。有每个理由可以相信电子商务将会遵循相同的模式具有显著的不同点,贯穿全书讨论。,14.6 Technology and e-commerce in perspective,Second, although e-commerce has grown explosively, there is no guarantee it will continue to grow forever at these rates, and much reason to believe e-commerce growth will cap as it confronts its own fundamental limitations. For instance, B2C e-commerce is still a small part (about 1%) of the overall retail market. With current growth rates, in 2005, all of B2C e-commerce will roughly equal the annual revenue of Wal-Martthe worlds largest and most successful retailer. 其次,虽然电子商务已经爆炸性地增长,但并不能保证它永远照此速度持续增长,并有很多的理由相信由于它面对自身的基本限制,电子商务的增长将会封顶。举例来说,B2C电子商务仍然仅占整个零售市场的一小部份(约 1%)。如保持当前的增长率,到2005年,全部的B2C电子商务大概等于Wal-Mart(世界商最大和最成功的零售商)的年度收入。,一、产品广告的结构 (Elements of product advertisement) 一则广告一般包含如下内容: (1) 标题,用于阐述该产品名称和最显著、最重要的特点,有的还用小标题进一步说明。 (2) 产品样本照片或外形图、剖面图。这部分往往与标题相互配合,简短广告常省略此部分。 (3) 正文列举其主要品种、规格、性能、用途和特点。 (4
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