电子商务营销中英文对照外文翻译文献
电子商务营销中英文对照外文翻译文献
电子商务营销中英文对照外文翻译文献(文档含英文原文和中文翻译)
电子商务在马来西亚中小企业的应用
摘要：该研究项目旨在探讨电子商务是否适用于马来西亚马来洲的中小型企业。主要参与研究的人群是马来西亚马来人的德瓦恩和吉兰丹州的登记入住人员，一共有302个受访者被选择参加我们的研究。根据世界商界的一般假设，一致认为，电子商务的应用与全球经济的生存和挑战高度相关。同时，获取知识和认识环境，应对和处理变化，加快业务决策的过程能够进一步提高中小型企业的竞争力。通过应用建立的模型，我们的调查集中在5个可识别的变量，以表现采用电子商务对推动中小企业的实用性。我们的分析表明，所有选择的变量对加强电子商务的应用，从而保持其在该行业的的竞争优势有显著意义。
关键词：电子商务应用物流营销采购安全中小企业
1.介绍
电子商务
电子商务的出现正在根本性地改变商业进行的方式。客户可以在其全面休闲的任何地方，任何时候购物，并且总是享受几乎没有任何成本的同等水平的服务。显然，通过这种无纸化交易，顾客不再需要填写订购表格，或到经营场所去放置他们的订单。什么事都可以在客户便利的条件下电子化地完成。根据EDI报文（2000），即使中小企业因为缺乏专业知识和资金而可能有困难建立一个先进的网站，但是他们仍然需要电子商务去繁荣和持续生存。
许多个人和组织在用典型的方式去解释电子商务。当企业开始意识到互联网作为强大媒体的角色开展业务，特别是在服务行业，因为它能够提高客户与供应商的关系，电子商务术语出现了。电子商务是指主要的相关商业关系或交易通过互联网实现的流程，包括采购，营销，销售和客户支持。劳顿和特拉弗形容电子商务涉及所有时间周期，速度和全球化，可以增强生产力，获取新顾客和跨机构分享知识，通过数字化实现跨边界产品和服务的交易。
电子商务是商业圈各种关系演变而成的。它可以是企业对个人的形式（B2C），企业对企业（B2B）的形式，商业业务（BIB）的形式，和最后的个人对个人（C2C）的形式。一般来说，B2B是组织之间形成的批量的电子商务活动。虽然电子商务意味着企业间的信息和技术在企业和消费者之间和消费者自己之间同等适用。因此，互联网在电子商务中作为主要工具的角色变得越来越来越显著，同时它也作为一个分销渠道，高于涉及传统中介机构的任务。
由多媒体发展公司（MDEC）做的统计表明电子商务在马来西亚的渗透率正年复一年的大幅的增长，从而为中小型公司采用电子商务提供了巨大的潜力。预计这个比率会以大量率年复一年的持续增长。
在电子市场中，主要的参与者——交易处理程序员，购房者，经纪人和
销售者分布在不同地点，甚至不知道对方是谁。有些人认为，电子商务的实现既昂贵又麻烦。然而，在现实中，它通过压低成本因素，能够提高性能，从而为实现产品在品牌和价格上的差异化竞争优势提供了机会。除此之外，它为交易各方加强合作提供更好的渠道，另外，缩短了产品或服务的时间。
中小企业和电子商务
为了在当今充满挑战的环境中生存，当务之急是中小企业的竞争力和弹性。为此，中小企业需要不断加强其潜力和以有竞争力的价格生产高质量产品和服务的能力。
以前在马来西亚马来中小企业中进行的研究表明，他们在产品，促销和分配制度创新上薄弱，因此这些反映了中小企业表现欠佳。
以前的文献曾经从不同的角度来定义中小企业，例如雇员人数，实收资本，经营行业，还有投资费用的强度。因此没有一个有关定义中小企业可接受的标准。但是，有一些测量，他们可能回考虑进去，例如其类别，销售营业额及员工人数。在马来西亚，最广泛采用的定义通常是被那些SMIDEC（中小企业发展公司）和BNM（马来西亚中央银行）所定义的，据此，中小企业可分为三大类：微型，小型，或中型。这些分组是要么是根据一个公司员工的数量所决定，要么是根据一年里由业务产生的总销售收入所决定。总之，中小型企业是由其大小来具体定义的：
表1：中小型工业的特征
部门分类定义
销售额（马币）雇员人数
制造业微型
小型
中型
少于250,000
250,000-少于10mil
10mil-25mil
<5
5-50
51-150
服务微型
小型
中型
少于200,000
200,000-少于1mil
1mil-5mil
<5
5-19
20-50
来源：SMIDEC（2005）
中小企业是劳动力市场的主要雇主。根据国家银行（2005），中小企业在招聘条件上提供更大的灵活性，因此中小企业的工人的76.5%是全职的。进一步的文献发现，马来西亚的绝大多数中小企业更愿意参与零售，农业，参观，食堂或餐厅工艺品，裁缝，小规模制造，美容美发，直销，送货上门业务。这些行业的类型主要是较低的密集型资本和需要与客户的个人通信。因此，发现电子商务在这些行业的应用是不太理想的。
即使电子商务在马来西亚的应用是令人鼓舞的，但它仍然处于婴幼儿阶段。回顾Abu Bakar和Rohaizat的发现（2002），大部分马来西亚中小企业仍然停留在其商业交易中使用互联网的阶段。第一种促进电子商务的应用的方法是，通过加快其在当地处于最高地位且是全国IT策略的核心的公司的应用。尽管在促进中发现，大部分的这些处于最高地位的公司使用互联网做保守的工作，诸如通讯和互联网信息收集的目的。过去对霹雳州的中小型企业的研究表明，电子商务在大多数商业行业的应用率偏低。类似的情况在初学者状态或是被公认状态下盛行。
市场营销
电子商务的作用在于通过匹配的信息，提供了渠道走出家庭，走上消费者的数字通信设备，从而满足了消费者的偏好，方便了人口统计，市场营销人员将可以用正确的信息在适当的时间更好地对准目标收件人的权利。除此之外，市场营销的作用在一个超媒体，以计算机为中介，且交互性和连接正在取代传统的谈判和沟通模式的环境下实现了。
一个成功的电子商务企业必须具备全球意识，系统导向，客户敏感。在电子商务下，公司可以直接访问消费者去收集信息，然后通过自定义或创造新的优势产品，从而能够帮助他们更好地开发产品，满足消费者的需求。一般大部分公司使用电子商务主要是为了提供有关公司，产品和服务，以及内部和对外沟通的信息。此外网上消费者可以很容易地获得图像，声音，甚至电影，从而在选定的方便的时间，实现实时交易的互动。
这对于中小企业在国际市场营销其产品来说，是一个很好的机会，因为信息可以在世界各地广泛传播。
正如奥布莱恩所声称的，当大部分的商业活动通过计算机网络涉及到产品或服务的买卖，营销时，电子商务改变了竞争的模式，行动的速度，以及精简了消费者和公司之间，公司和供应者之间的相互作用和付款方式。另一个有趣的特征是电子商务营销相对于传统方法的灵活性的吸引力。这种灵活性根据收到的客户直接反馈，不仅增加了新的项目，而且更新了信息，但是强大的24小时访问导致增加了世界各地的营业时间。
物流与采购
物流涉及到产品或服务在有关各方之间的流动交易。零售商或中小企业应用电子商务间接地去除了中介销售渠道的服务，扩大了在全球各地的分布范围。由于电子商务易接受，并且它的实际使用正改变着分配系统的趋势，因为电子零售商同时也是一个零售商和分销中心。随着网络的连接，运费可实时准确地确定，并且一个跟踪号码可以涉及到订单下达时货物的装运。
中小企业采用电子商务还可以从物流中心获得一些优势，例如通过改进工艺的效率降级成本，提高覆盖率，分拆业务系统和降低价格。尽管存在这些优势，但是仍然发现电子商务在全国的应用较低。
电子采购成为了任何电子商贸业务不可分割的一部分，并且大部分的供应链管理涉及到改造或交付材料的采购。在任何业务中处理任何问题时，这一直是一个主要成本。一个精心设计的业务流程中添加互联网技术无疑是为其提供了一个系统的，有效的成本控制。电子商务采购可以被解释为任何由商业银行或政府机构在互联网上所进行的以促进货物收购为目的的行为，它设计到材料组件，设备，分包，IT设备和供应品，消耗品，文具和其它构成大量金钱交易的服务的花费。由于它是电子招标，是商品和服务的采购，通过申请，他们能够获得大量的世界各地的供应商，从而享受更优惠的价格，更好的质量和更好的交付。
因为采购是一项昂贵的商业活动，一旦业务切换到线上采购系统，他们可以立即见到效益。每次购买的行政费用会显著地减少，因为更少的文书工作是通过采购系统运行的，而不是通过劳动者。此外，当员工知道方便和符合成本效益的新的采购策略是怎么一回事的时候，他们将不太可能通过非合同供应商进行购买，从而为企业节省了更多的钱。
The Application of E-Commerce Among Malaysian Small
Medium Enterprises
Norudin Mansor
Faculty of Business Management,Universiti Teknologi MARA
Campus Dungun,23000 Dungun,Terengganu,Malaysia
Abstract
The research project was conducted to investigate the understanding of E-commerce Application among the SMEs in one of the state in Malaysia. Focusing on the population of registered members of Dewan Perniagaan Melayu Malaysia, Kelantan, a total of 302 respondents were selected to participate in our study. Moving in line with the general assumption of world business community it is agreed that e-commerce application is highly relevant for the survival and meeting the challenges of borderless economy. At the same time, the process of acquiring knowledge and
understanding the environment, coping with changes, and speeding up the business decision, able to further enhance the competitive advantage of the SMEs. Using the established model, our investigation focused on 5 identifiable variables to demonstrate its usefulness towards motivating SMEs to adopt e-commerce. Our analysis indicated that all the selected variables were significant towards enhancing the application of e-commerce and thus maintaining competitive advantage in the industry.
Keywords: E-Commerce application, logistic, marketing, procurement, security, SMEs.
1.Introduction
E-Commerce
The emergence of e-commerce is creating fundamental changes to the way that business is conducted. Customer can shop around comprehensively at their leisure anywhere, at any time and always enjoy the same level of services at virtually no costs. Apparently, with paperless transaction, buyers are no longer required to fill in order forms or visit a business premise to place their order. Everything can be done electronically at buyers’ convenience. According to Edim(2000), even though SMEs might have a difficulty to develop a sophisticated web due to lack of expertise and fund, but they still need e-commerce to prosper and for on-going survival.
Numerous people and organizations interpret Electronic Commerce or E-commerce in typical ways. The term “e-commerce”emerged when businesses started to realize the role of Internet as a powerful medium for conducting business especially in the service sector as it is able to improve customer-supplier relationship. E-commerce is the flow of process which is purchasing, marketing, sales and customer support that is mainly associated with a commercial relationship or transaction over the internet. Laudon and Traver describe e-commerce as all about time cycle, speed, and globalization, enhanced productivity, reaching new customers and sharing knowledge across institution, through digitally enabled transaction across boundaries in return for products and services.
E-commerce evolved in various means of relationship within the business circle.
It can be in the form of Business to Customer(B2C),Business to Business(B2B), Business in Business(BIB)and lastly Customer to Customer(C2C).Generally, B2B which is between organizations formed the bulk of the e-commerce activities. Although e-commerce implies information between businesses, the technology is equally applicable between business and consumers and indeed between consumers themselves. As such, the significant role of internet as the main tool in e-commerce is becoming more relevant as it also act as a distribution channel on top of involving with the task of the traditional intermediaries.
Statistic revealed by Multimedia Development Corporation (MDEC) indicates the penetration rate of e-commerce in Malaysia which is substantially increased by year provides a huge potential for SMEs to adopt e-commerce in their business. This rate is expected to constantly growing up at substantial rate from year to year.
In electronic markets, the principal participants–transaction handlers, buyers, brokers, and sellers are at different locations and even not knowing each other. Some people think that the implementation of e-commerce found to be both costly and cumbersome. However, in reality it driving down cost factors and able to improve performance which offers opportunities to achieve competitive advantage through product differentiation with particular reference to branding and pricing. Other than that, it provide better avenues for enhancing cooperation between trading parties beside shortening the time in marketing the products or services.
SMES and E-Commerce
In order to survive in today’s challenging environment, it is imperative that SMEs be competitive and resilient. Towards this end, SMEs need to continuously strengthen their capacity and capability to produce high quality products and services at competitive prices.
Previous studies conducted among Malaysian Bumiputera SMEs indicated that they were weak in product, promotion, and distribution innovation which therefore reflecting the poor performance of the SMEs.
Previous literatures used to define SMEs from different perspectives such as defining based on number of employees, paid-up capital, sectors of operations, and
also the intensity of investment incurred. As such there is no one acceptable standard about defining SMEs. However, there are a few measurements that they may take into consideration such as its categories, sales turnover and number of employees. In Malaysia, the most widely adopted definition usually those as been defined by SMIDEC (Small and Medium Development Corporation) and BNM (Bank Negara Malaysia) whereby SMEs can be grouped into three categories: Micro, Small, or Medium. These groupings are decided based on either the numbers of people a business employs or on the total sales revenue generated by a business in a year. In summary, detailed definitions of SMEs by size are: The Application of E-Commerce Table 1: Characteristics of Small and Medium Industry
Sector Category Definition
销售额（马币）雇员人数
Manufacturing Micro
Small
Medium
Less than 250,000
250,000–less than 10mil
10,000,000–25,mil
<5
5-50
51-150
Services Micro
Small
Medium
Less than 200,000
200,000–less than 1mil
Medium 1mil–5mil
<5
5-19
20-50
Sources:SMIDEC(2005)
SMEs are major employers in the labor market. According to BNM (2005), they provided greater flexibility in employment terms whereby 76.5%of total SME workers were hired on a full-time basis. Further literatures discovered that majority of the SMEs in Malaysia prefer to be involved in retailing, agriculture, restaurants, canteen and cafeteria, handicrafts, tailoring, small-scale manufacturing, beauty saloon, direct selling, and door-to-door business. This type of businesses largely to be less-capital intensive and requires personal communication with the customers. As such,the application of e-commerce therefore found to be less desirable.
The application of E-commerce in Malaysia even though is encouraging, but it is still at its infant stage. Reviewing on the finding by Abu Bakar and Rohaizat(2002),
most of the Malaysian SMEs are still left behind in terms of using internet in their business transaction. One way to promote the application is by speeding the usage among the local MSC status companies which act as the centerpiece of the national IT strategy. Despite of the promotion most of the MSC status companies found to be using the internet for conservative task such as for communication and information gathering purposes.Previous study on the SMEs in Perak indicated the low usage of the application in most business sectors. Similar trend prevailed even for those who had been in operation with the novice status or already established.
Marketing
The role of e-commerce in providing avenue to shift out of the home and onto consumers' digital communication devices by matching messages to consumer preferences and demographics, marketers will be able to better target the right recipient with the right message at the right time. Other than that, marketing functions are now performed under a hypermedia-computer-mediated-environment where interactivity and connectivity are replacing the traditional mode of negotiation and communication.
A successful e-commerce business must be globally aware, system-oriented and customer sensitive. Companies can use the direct access to consumers to collect information that will help them better develop products to meet the consumers need through customizations or create new niche products. In general most firms used e-commerce primarily to provide information about company, its product and services, and for both internal and external communication. In addition online consumer can easily gain access to graphics, sound, and even movies, thus enabling real time transaction interactivity at a selected convenience time. This is a good opportunities to SMEs to market their product internationally since the information can be widely spread all over the world.
As indicated by O’ Brien, as most of the business activities involved with buying and selling, marketing of product and services over computer network, e-commerce therefore changing the shape of competition, the speed of action, and the streamlining of interactions and payments from customers to companies and from companies to
网络营销外文翻译
E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.360docs.net/doc/7f4662971.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
电子商务企业文化中英文对照外文翻译文献
中英文对照外文翻译文 电子商务时代企业文化的再造 随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业在产生的一种新的价值观，使企业内部资源得到从新整合，在为企业带来降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革，传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变，传统的企业文化也面临着巨大的冲击。 一、企业文化对企业价值的贡献 文化现象是一个国家和民族文明的主要见证。广义的文化，包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化，对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物，符合市场经济的客观规律，体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学，企业面对所处的社会和商业环境，在长期的生产经营活动中，形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学，以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观，而这些价值观成为公司员工活动和行为的规范。 企业文化的本源问题是如何增加企业利润，降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源，以达到对外部的适应性，使公司在竞争中生存，进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性，并能根据环境变换做出迅速反应的行为方式能力，这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成，并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学，形成了自己独特的企业文化。 1、企业文化体现企业的形象和精神。树立良好的企业形象，需要企业文化的支撑。现
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译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
营销策略外文翻译
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
跨境电商外文翻译参考文献
跨境电商外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)
译文： 跨境电子商务在欧盟的发展动力和壁垒 摘要 互联网的兴起，往往是与“距离的消亡”或至少减少相关的地理距离在供应信息相关。我们研究距离 事宜仍在实物商品的网上交易是否。我们使用的数据从一个网络消费者调查小组对网上跨境货物贸易中的 一个语言支离破碎的欧盟市场。分析结果表明，相比线下交易在同一商品的距离相关的交易成本大大降低。然而，语言相关的交易成本的增加。此外，网上交易介绍新能源贸易成本如包裹递送和在线支付系统。在 平衡，没有迹象显示在线贸易不偏向于国内市场的产品比线下交易支持。我们提供给政策制定者推动欧盟数 字单一市场的跨境电子商务的选项。在高效灵活的跨境支付系统的使用增加1%可以增加多达7%的跨境电子 商务。我们还表明，在线交易给英语语言输出国家的比较优势。 关键词电子商务/引力方程/欧盟 1.介绍 本文实证研究的在线电子商务跨境贸易模式的影响。互联网的兴起，更一般地，数字通信技术，具有LED许多观察家宣布，距离“死”（Cairncross，1997）。在这方面，它不在乎信息所在的位臵因为它只是一个鼠标点击和信息成本不再是物理距 离有关。在传统的线下实物商品贸易，证据却指向距离成本增加（disdier和头，2008）。贸易相结合的基础上的信息和物理的货物运输。问题是是否将贸易从线 下到线上平台是一个足够大的凹痕在信息成本改变贸易总成本因此货物贸易模式。Blum 和Goldfarb（2006）表明，即使是纯粹的信息产品，距离仍然起着重要的 作用。他们认为这是文化上的差异，随着物理距离的增加。除了信息成本的影响， 可能会有副作用，对贸易模式的影响。网上贸易开辟了一个潜在的更大的地理汇水 面积，为供应商和消费者，在产品品种和价格竞争的增加。这两
汽车营销类外文文献翻译、英文翻译汽车行业渠道的转变复习过程
原文 Changing Channels In The Automotive Industry: The Future of Automotive Marketing and Distribution Who will be the winners and losers in the revolution that is radically reshaping the marketing, distribution and selling of automobiles? Will the vehicle manufacturers and their franchised-dealer networks be able to overcome years of inertia and complacency to pioneer and execute new concepts that will strengthen and extend the value of their brands? Or will nimbler, more imaginative retailers or software companies get there first? The transformation of the business of selling cars and trucks is happening before our eyes at an incredible pace -- promising to change forever an industry that has long been noted for its high costs, poor service and extremely unpleasant selling process. Auto manufacturers have competed fiercely among themselves to drive out cost and meet consumer needs for cheaper and better cars and trucks. Now the survivors face new threats from outside the industry that might thwart their renewed interest in building strong, lasting relationships with their customers. Entrepreneurs have dissected the cost-value equation and come up with new retail concepts. Their stories have been persuasive enough to attract hundreds of millions of dollars in public equity investment and persuade dozens of fiercely independent car dealers to sell out. Internet technology has lowered entry barriers for other entrepreneurs with new ideas about helping customers find, evaluate and buy new vehicles. These patterns are consistent with revolutions in other consumer durables markets that effectively transferred market power from manufacturers to retailers. Consumers are the only clear winners in this battle. While we are not sure which vehicle manufacturers will survive, we are confident that winning will require a better understanding of the life-cycle value equations of both cars and buyers, and the development of innovative strategies to capture that value. FORCES OF CHANGE From the days of Henry Ford's production line, the automobile industry has been based on a "supply-push" philosophy -- a strong bias toward "filling the factories" to cover high fixed costs. Dealer networks were created as logical extensions of the "supply-push" model. The networks were designed to hold inventory, leverage private capital (without threatening the manufacturers' control) and service and support what was then a less reliable and more maintenance-intensive product. Those networks generally were built around entrepreneurs focused on a defined geographic area, selling one or at most two brands. Despite its longevity, the traditional dealer channel leaves many people unhappy.
营销渠道中英文对照外文翻译文献.doc
本科生毕业设计（论文）外文翻译 学院：商贸学院 学号： 120134030 专业班级：市场营销1301班 学生姓名：宫超 指导教师：赵丹 年月日 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user. Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management