电子商务案例分析(双语案例).docx

BUSINESS IN SECOND LIFE In 2003,a 3-D vitual world called Second Life(SL)was opened to the public.The world is entirely built and owned by its resident. In 2003,the virtual world consisted of 64 acres. By 2010it had grown to over 100000 acresand was inhabited by millions of residents from around the planet(see ).The virtual world consists of ahuge digital contient,island,people,enterainment,experiences,and opportunities. Thousands of new residents join each day and creat their own avatats through which they travel around the SL world meeting people,communicating,having fun,and buying virtual land and other virtual properties where they can open a business or build a personal space, limited only by their imaginations and their abilityTo use the virtual 3-D applications.Avatars have unique names and move around in imaginative vehicles including helicopers, submarines, and hot-air balloons. Rsaidents get some free virtual land (and they can buy more)where they build a house, a city, or a business.They can then sell the virtrual properties or the virtual products or servives they create.Residents can also sell real-world products or services.For example,Copeland and Kelleher(2007)report that more than 25000 aspiring entrepreneurs trade virtual products or services at SL. Virtual goods entrepreneurs,landowners,in-world builders, and service providers generated user-to-user transactions totaling US$350 million in 2008(Linder 2009).Stevan Lieberman, an attorney, is one of these people .He uses his expertise in intellectual property and the site to solcit work-mainly from programmers who are looking to patient their code. SL is manage by Linden Labs, which provides Linden dollars that can be converted to U.S dollars.SL uses several Web 2.0 tools such as blogs, wikis,RSS,and tags (from ). Virtual businesses succeed due to the onwersingenuity,artistic ability, entrepreneurial expertise, and reputation. Many organizations use SL from 3-D persentations of their products. Even goverments open viatual embassies on “Diplomacy Island,” localed on the site. Many univer-sities offer educational courses and seminars in virtual classrooms(see “EduIslands” on the SL site and Appendix A in Rymaszewski,et al.2008). Roush (2007) describes how to combine SL with Google Earth.Such combinations enable investigation of phenomena that would otherwise be difficult to visualize or understand . Shopping for virtual goods is popular in SL. You can start at the GNUBIE Store(bargin prcies),New Citizens Incorporates(NCI),and free Dove.SL frends will help you choose!You can shop outside SL(for real goods)yet pay Linden dollars, the currency of SL(see ).For SL fashion selection, try .Also /php/shop lets you quickly and easily search and shop for many items.You can even use a shopping cart on this site. Note:We suggest you build your own virtual business in SL in order to experience real-life thrills.For suggestions on how to profit in SL see Chapter 1 in Rymaszewski,et al.(2008).You can work as a musician, hunter, financial,speculator,or a writer. You can also work in many other virtual jobs you are only limited by your imagination. Example. For some time, real world organizations have been taking a growing interest in SL.Educational institutions were the first to recognize the potential of the virtual world to act as a new communications, adver-tising,and learning platform, and they were quickly followed by corporations doing what most corporations do: Look for profit. Appendix C of Rymaszewki,et a.(2008)provides information about real-life brand presence and retail outlets in SL. At the time of this writing, corporate activity in SL is still in its infancy.Although an impressive number of companies have made or are in the process of making a foray into the virtual world, many treat it as an experiment ehose only sure payoff is the madia publicity it generates in the real world. However,to other-perhaps more visionary-SL offers very tangible adventages：A visit to will educate you in depth on how organizations utilize SLs virtual environment.For readers interested in the corporate take on virtual world, Rymaszweski et al.(2008)present three voices from three countries, representing companies in difficult fields of business. The most common commercial activities in SL are:AdvertisingJoint designing and prototypingMarket researchMarketing and salesCorporate communicationBroadcasting and entertainmentTravel and tourismTraining and e-learning For details ,see Chapter 7 and Bell(2008). An increasing number of businesses are using the virtual world.For example,IBM uses it as a location for meetings, training,and recruitment. Amercian Apparel was the first major retailer to set up shop in SL.The Mexican Tourism Board and Morocco Tourism are examples of 3-D presentations of major tourise attractions. Many companies use SL as a hot place to go to try new business ideas(see Rosedale 2007).For example,you can test drive a Toyota Scion,toymakers prototype toys,and anyone can become a virtual architect.For a comprehensive video see blip.tv/file/242816. Sources: Compiled from Copeland and Kelleher(2007),linden(2009),Robbins and Bell(2008),Rosedale(2007),and Rymaszewski,et al.(2008),Roush(2007),and (accessed April 2011).BUSINESS IN SECOND LIFE第二生命In 2003,a 3-D vitual world called Second Life(SL)was opened to the public.The world is entirely built and owned by its resident. In 2003,the virtual world consisted of 64 acres. By 2010it had grown to over 100000 acresand was inhabited by millions of residents from around the planet(see ).The virtual world consists of ahuge digital contient,island,people,enterainment,experiences,and opportunities.2003、三维虚拟世界“第二人生（SL）向公众开放，世界完全是建立在居民拥有的。在2003，虚拟世界包括64英亩。的人口已经超过了100000 acresand居住着成千上万的居民从周围的行星（见SecondL）。虚拟世界由巨大的数字内容，岛人，娱乐，经验和机会。Thousands of new residents join each day and creat their own avatats through which they travel around the SL world meeting people,communicating,having fun,and buying virtual land and other virtual properties where they can open a business or build a personal space, limited only by their imaginations and their ability新居民加入数以千计的每一天，创造自己的avatats通过它们环游世界的SL的人见面，交流，玩乐，和购买虚拟土地和其他虚拟财产，他们可以打开一个业务或建立个人空间，只有通过他们的想象力和他们的能力有限To use the virtual 3-D applications.Avatars have unique names and move around in imaginative vehicles including helicopers, submarines, and hot-air balloons.使用虚拟三维应用。头像都有唯一的名字和走动，在想象力的车辆包括直升机、潜水艇和热气球。Rsaidents get some free virtual land (and they can buy more)where they build a house, a city, or a business.They can then sell the virtrual properties or the virtual products or servives they create.Residents can also sell real-world products or services.For example,Copeland and Kelleher(2007)report that more than 25000 aspiring entrepreneurs trade virtual products or services at SL. Virtual goods entrepreneurs,landowners,in-world builders, and service providers generated user-to-user transactions totaling US$350 million in 2008(Linder 2009).Stevan Lieberman, an attorney, is one of these people .He uses his expertise in intellectual property and the site to solcit work-mainly from programmers who are looking to patient their code. SL is manage by Linden Labs, which provides Linden dollars that can be converted to U.S dollars.SL uses several Web 2.0 tools such as blogs, wikis,RSS,and tags (from ).rsaidents得到一些免费的虚拟土地（他们可以买更多），他们建立一个家，一个城市，或者一个企业，他们可以出售虚拟财产或虚拟产品或服务他们创造，居民也可以卖真实的产品或服务。例如，Copeland凯莱赫（2007）报告说，超过25000有抱负的企业家贸易虚拟产品或服务在SL虚拟商品的企业家、地主、世界的建设者，和服务提供商所产生的用户交易总额为3亿5000万美元的2008（林2009）。Stevan Lieberman，一名律师，是这些人中的一个。他在知识产权和现场solcit工作主要从程序员希望病人自己的代码运用他的专业知识。SL是林登实验室的管理，它提供了林登币可以转换为美国dollars.sl使用几个Web 2工具，如博客、维基、RSS、标签（鲜美。com）。Virtual businesses succeed due to the onwersingenuity,artistic ability, entrepreneurial expertise, and reputation.由于虚拟企业成功的onwersingenuity、艺术能力、创业知识、和声誉。Many organizations use SL from 3-D persentations of their products. Even goverments open viatual embassies on “Diplomacy Island,” localed on the site. Many univer-sities offer educational courses and seminars in virtual classrooms(see “EduIslands” on the SL site and Appendix A in Rymaszewski,et al.2008).许多组织使用SL从他们的产品三维的东西。即使政府开放虚拟大使馆的外交”岛”坐落在网站。许多大学提供虚拟教室的教育课程和研讨会（见“eduislands“在SL的网站在Rymaszewski，等人 2008 附录一）。Roush (2007) describes how to combine SL with Google Earth.Such combinations enable investigation of phenomena that would otherwise be difficult to visualize or understand . Shopping for virtual goods is popular in SL. You can start at the GNUBIE Store(bargin prcies),New Citizens Incorporates(NCI),and free Dove.SL frends will help you choose!You can shop outside SL(for real goods)yet pay Linden dollars, the currency of SL(see ).For SL fashion selection, try .Also /php/shop lets you quickly and easily search and shop for many items.You can even use a shopping cart on this site.劳什（2007）描述如何SL与谷歌地球相结合。这样的组合使现象，否则将很难想象或理解的调查。虚拟商品购物很受欢迎，在SL.你可以在gnubie店开始（最低价格），新公民结合（NCI），和自由dove.sl朋友会帮助你选择！你可以店外SL（实物）尚未支付林登币，SL的货币（见）。SL的时尚选择，尝试.also /php/shop让您快速，很多物品容易搜索和商店。你甚至可以使用购物车在这个网站。Note:We suggest you build your own virtual business in SL in order to experience real-life thrills.For suggestions on how to profit in SL see Chapter 1 in Rymaszewski,et al.(2008).You can work as a musician, hunter, financial,speculator,or a writer. You can also work in many other virtual jobs you are only limited by your imagination.注意：我们建议您建立自己的虚拟经营在SL为了体验现实生活中的刺激，建议盈利在SL Rymaszewski，等人见1章。（2008）。你可以作为一个音乐家，猎人，金融投机者，或作家。你也可以在许多其他的虚拟工作中工作，你只受你的想象的限制。Example. For some time, real world organizations have been taking a growing interest in SL.Educational institutions were the first to recognize the potential of the virtual world to act as a new communications, adver-tising,and learning platform, and they were quickly followed by corporations doing what most corporations do: Look for profit. Appendix C of Rymaszewki,et a.(2008)provides information about real-life brand presence and retail outlets in SL.例子.有一段时间，真实的世界组织已经采取了在SL的教育机构越来越大的兴趣是认识到虚拟世界的可能作为一种新的通讯，广告第一，和学习的平台，他们很快就跟着公司做什么，大多数企业做的：寻找利润。对rymaszewki附录C，等（2008）提供SL.信息对现实生活中的品牌和零售店At the time of this writing, corporate activity in SL is still in its infancy.Although an impressive number of companies have made or are in the process of making a foray into the virtual world, many treat it as an experiment ehose only sure payoff is the madia publicity it generates in the real world. However,to other-perhaps more visionary-SL offers very tangible adventages：A visit to will educate you in depth on how organizations utilize SLs virtual environment.For readers interested in the corporate take on virtual world, Rymaszweski et al.(2008)present three voices from three countries, representing companies in difficult fields of business.在写这篇文章的时候，SL的企业活动仍处于起步阶段，虽然公司令人印象深刻的数字已经或正在进入虚拟世界的过程中，很多把它作为一个实验所有物唯一确定的收益是媒体宣传，它产生在现实世界。然而，其他或许更富有远见的SL提供了非常具体的优点：访问会让你深度对组织如何利用SL的虚拟环境。在企业感兴趣的读者在虚拟的世界中，Rymaszweski等人（2008）提出三种声音来自三个国家的代表在经营困难的企业等。The most common commercial activities in SL are:在SL最常见的商业活动：Advertising广告Joint designing and prototyping联合设计与原型设计Market research市场研究M