农村电子商务外文文献翻译最新译文
文献信息: Maribel P. The research of rural e-commerce pattern [J]. Information Systems Research, 2016, 12(2): 60-71.
原文
The research of rural e-commerce pattern
Maribel P
Abstract
Based on the characteristics of rural areas, regional scattered small-scale production, is put forward for regional trade core e-commerce concept, namely, region to region (both A2A), area of business (A2B) and business to regional (B2A) model. Discuss the connotation of the three models and basic methods. To build agricultural product supply, high benefit value chain, and put forward the rural regional collaborative e-commerce model (ABC), and discusses the collaborative approach, namely technology together, data and business synergy together. Rural electronic commerce is discussed, the key technologies to be solved in the dynamic planning, logistics business matching and human-computer interaction technology, agricultural knowledge search engine.
Keywords: Rural electronic commerce; Collaborative commerce; Logistics; The cloud service
1 Introduction
Mergence, dispersion of agricultural production and the regional, low-value and perishable, large range of agricultural products, such as top factors greatly restricted the agricultural production industrialization, modernization and radiation area of the market. These characteristics of agricultural production is the difficulty to realize e-commerce, e-commerce comes in. Realize the electronic commerce mode must be built the following three elements: business model, logistics mode and operation platform. Its core value is the service "three rural", promote the circulation of agricultural products, promote agricultural technology popularization of science and technology, and ensure that all parties involved. Implement approaches should be considered in the rural economic base, cultural education, regional characteristics, to build a system of high value chain, low cost. Therefore, put forward a region as the
core of rural e-commerce mode, and study to achieve this goal of the rural model of e-commerce, logistics and related key technologies.
2 The rural electronic commerce model
Due to the dispersion can't produce scale effect to agriculture, rural areas and farmers, thus to an area as the core to form a group of unity in the face of distributors, suppliers, customers, in order to achieve better returns. Construction of regional sales network the main node is the kiosk, a kiosk represents a small region (country), by the kiosk connected together to form a larger area, then step by step together constitute a huge sales network. The researcher is the bridge of farmers and the network, agent role; information. The logistics node is polymerization and divergent role. Represented by the area can be formed three main business models, namely, both A2A, A2B, B2A and thus form a comprehensive, the countryside electronic commerce system.
2.1 A2A model
Both A2A modes (Area to Area) are the Area of regional pattern. Will be scattered small farmers, the collection of the minor agricultural production to the cities, distribution to consumers, need a set of organized, perfect sales network system, including business mode and the logistics distribution system. Business model is the most basic function is to establish a farmers' market on the net, for online transactions decentralized farmers supply and demand information, industry information, market information, and send the customer feedback information to farmers on a regular basis. Logistics distribution system to be in a kiosk Mei Village construction and set up more than a messenger, and feedback to the farmers purchasing information and collecting information of agricultural products. In short-range Mei Village set of logistics, the concentration of distribution; Composed of kiosk logistics network by chain transmission to realize the rapid delivery of logistics. Through the information of the supply and demand information and logistics information platform for unified management and scheduling. The researcher and logistics agent can be held by a rural transportation profession of part-time, in order to reduce system operating costs. Through this kind of distribution system and the supporting information platform can
provide regional rural e-commerce services. Both A2A modes centered on the core idea of region, radiation surrounding areas at the same time; mainly for the region of agricultural products and agricultural production and business operation entities to provide e-commerce services. Farm shop provides the information of agricultural products distribution and virtual display network platform, at the same time can provide the first-of-the-season products trading market and offline trading services. 2.2 A2B model
A2B model (Area to Business) the Area of Business model. In the new rural construction pushing moronic Hamamatsu demands for agricultural products deep processing, for the scope of agricultural products marketing, economies of scale will have a big breakthrough. But the size of the agricultural cooperatives is not big, should also form the regional advantage, e-commerce activities. The task of the kiosk can be borne by the professional cooperatives, and broker’s professionals of the main agricultural cooperatives. The basic idea of A2B model is similar to an area of agricultural information gathered, futures information, this information can be also can be the spot information, and published on the Internet, sales to the businessman. Mainly provide online trading services, such as bidding, futures, contracts, Internet, etc. Complete logistics, on the other hand, with the help of a third party's logistics system. Heart A2B model is to create a virtual professional market, correspond to that of the real market.
2.3 B2A model
B2A mode (Business to Area) is merchants and regional model. In the region's farmers need all kinds of agricultural materials, such as pesticides, fertilizers, etc., concentrated accesses by unified procurement to suppliers, in order to reduce the intermediate links, lower the price? Merchants can also by the researcher and kiosk, online survey and product promotion, to farmer’s agricultural materials message (e.g., price information, performance information, etc.).Supply and demand information collected through a unified, unified resource allocation, businesses focus to regional sales of agricultural materials, to reduce costs and expand sales area. This is a win-win pattern on both sides. Here, stood up and the function of logistics transit
information.
3 ABC model
In order to further reduce the risk of the production and sale of agricultural products, the ABC model should be introduced in the rural electronic commerce. The ABC model is (Area & Business Chain Collaboration) Area and Business synergy model. Agricultural production cycle is long, the demand of the market is difficult to define, as a result, the area (producers and consumers), and agricultural products to distributors, agricultural materials suppliers, such as agricultural materials manufacturers formed a kind of symbiosis, interaction relations of the chain. Regional farmers by participating in collaborative commerce establish new value chain orientation, the value chain to regional business (A2B) or business as a support on the relationship between the regional (B2A);And through the parties work together to expand value become a collaborative network, provide area between farmers and merchants more effective communication channel, product circulation mechanism and information service mode, will demand chain and supply chain, make the parties get maximum benefit. Integrated use of the Internet and multimedia technology (especially the 3 d technology), cloud computing technology and modern management technology, the area and virtual set up businesses, enterprises, upstream and downstream manufacturers, the supply of agricultural materials, agricultural production, agricultural products processing, logistics tracking and certification regulation and organic together, realize information sharing and collaborative work, to achieve dynamic equilibrium of supply and demand. Through collaborative e-commerce platform to provide integrated business activities for all parties, the "production, supply and sale" to form a chain of high efficiency, high benefit, high specification, carry out performance of agricultural products (business model, including production, processing, product design, distribution, transportation, distribution, retail and related services, etc.) and business integration, building integrated virtual national and global market. Be very perfect, corresponding e-commerce mode function should provide business matching services, online services, online services, online payment services, signing a contract intelligent search
and match, agricultural products market price and trend analysis, assistant decision making and OLAP services online. The main coordinating function of ABC model includes technical coordination, data and business synergy together.
3.1The technology together
Technology synergy instigating build platform has good integration, scalability, portability, consistency, standardization and manageability. Cloud computing is an optimal mode. Cloud technology can be divided into three levels of SaaS, PaaS and IaaS. SaaS (Software as a Service) is a Software as a Service layer, the function of this layer is applied as a Service to the guess households. Users can use them directly through a web browser running on the cloud, and not need to install. PaaS (Platform as a Service) is a Platform as a Service layer; the function of this layer is a development Platform as a Service to the user. Users can in a, including all kinds of components, documentation, and testing environment, the development of the platform is very convenient to write application, and whether the deployment or at run time, the user doesn't have resources such as servers, operating systems, storage management, the tedious work of PaaS supplier is responsible for handling. IaaS (Infrastructure as a Service) is the infrastructure as a Service layer, the function of this layer is the virtual machine or other resources as a Service to the user, the user can get what he needs from suppliers or storage of virtual machine and other related resources to load the application, at the same time, the management of the infrastructure will have to be completed by the IaaS provider. These characteristics of cloud model, such as convenient operation, system function extension is convenient, save money, etc., especially suitable for rural information environment.
3.2 Data together
In ABC brought together all of the information on the mode of collaborative supplies chain, information resource covering rural economy basic link such as production, agricultural capital, market, management, science and technology, etc. Its characteristic is there are many different kinds of information, sources, different standards, overlapping, do not have a unified data format; storage distribution area is large, different database platform. Therefore, data coordination is particularly
important. Data collaborative goal is to distribution in the network virtual together all kinds of data, to meet the requirements of the cooperative parties for data sharing, to facilitate the synergy of business. Synergy is the core of data exchange platform, will all kinds of data into a unified standard, the various heterogeneous, distributed data sources in the standard Web services, to shield the difference between the data source. Virtual technology using cloud services provide a uniform data access. Cloud services that cloud storage system structure, the storage system is composed of distribution around a storage device, through clustering function such as grid computing, distributed file system or similar unite to work together, and through the service software to provide storage services to users and access the service.
3.3 Businesses together
Business synergy is auxiliary area on the supply chain, suppliers, manufacturers, customers; realize the online orders and plan coordination and management of the production process, the enterprise internal management, improve management and high production efficiency, help enterprise to realize the business collaboration between different departments, branches. Main technology is through the integration of ERP, SCC, CRM, CAM, information system, EDI, instant communication, such as module, realize the sharing of data and information transmission based on workflow, and makes the whole chain business coordination function, build a unified, huge virtual enterprise, the upstream suppliers, middle reaches of the manufacturers, area farmers and downstream customers closely linked together, to create a service chain of supply, production, sales service. Because ABC chain store large amounts of data, can build all sorts of data warehouse and data mart, processing all kinds of data mining and on-line analytical processing (OLAP) analysis; Can provide all kinds of auxiliary decision scheme, such as resources, coordination, profit distribution, and even cultural synergy, etc., is the user seize market opportunities, to maximize the interests of the perfect protection.
译文
农村电子商务模式研究
Maribel P
摘要
基于农村地区小生产、区域分散等特点，提出以区域为交易核心的电子商务理念，即区域对区域（A2A）、区域对商家（A2B）和商家对区域（B2A）模式。讨论了三种模式的内涵及运作基本方法。为了打造农产品产供销高效益价值链，提出了农村区域电子商务协同模式（ABC），并讨论了协同的方法，即技术协同、数据协同和业务协同。讨论了农村电子商务中应解决的关键技术，即物流动态规划、商务撮合、农业知识搜索引擎与人机交互技术。
关键词：农村电子商务；协同商务；物流；云服务
1引言
农业生产的广域性、分散性和农产品的区域性、低值、易腐、品类繁多、无标准等因素极大地制约了农产品生产产业化、通现代化、市场的辐射区域。农业品的这些特性是实现电子商务的难点，也正是电子商务的用武之地。实现农村电子商务模式必须构建好以下三个要素：商务模式、物流模式和运营平台。其核心价值是服务“三农”、促进农产品流通、促进农业科技技术推广，并确保参与各方均获利。实现手段上应考虑农村的经济基础、文化教育、地域等特点，要建成一个高价值链、低成本、的系统。因此，提出一种以区域为核心的农村电子商务模式，并研究实现这一目标的农村电子商务模式、物流模式及相关的关键技术。
2农村电子商务模式
由于三农的分散性无法产生规模效应，因此要以一个区域为核心形成一个集团，统一面对销售商、供应商、客户，以期获得较好的收益。建设区域销售网络的主要节点是信息站，一个信息站代表一个小区域（乡村），由信息站互联汇聚形成一个较大的区域，再逐级汇聚构成一个庞大的销售网络。信息员则是农民与网络的桥梁，承担经纪人的角色；信息则是物流的节点，起着聚合与发散的作用。以这一区域为代表可以形成三种主要商务模式，即A2A、A2B、B2A 与由此构成一个综合的、庞大的农村电子商务体系。
2.1 A2A 模式
A2A 模式（Area to Area）即区域对区域模式。要将分散的小农户所生产的小宗农产品汇集到城市，分销给消费者，需要一套有组织、完善的销售网络
体系，包括商务模式和物流配送体系。商务模式最基本的功能是建立网上农贸集市，为分散的农户的网上交易提供供求信息、行业信息、市场行情等信息，并定期将客户的反馈信息发送给农户。物流配送体系要在每村建设一个信息站并设置多名信息员，信息员向农民发布求购信息并采集农产品信息。在每村设置多名物流员，进行短程的集中配送；由信息站构成的物流网络通过链式传递实现物流的快速配送。通过信息平台对供求信息以及物流组织信息进行统一管理和调度。信息员和物流员可以由农村的运输专业户兼职担任，以降低系统运行成本。通过这种分销体系以及与之配套的信息平台可提供区域性农村电子商务服务。A2A 模式的核心思想是以区域为中心，同时辐射周边区域；主要为本区域的农产品和农业生产经营单位提供电子商务服务。农家网店为农产品信息发布和虚拟展示提供了网络平台，同时可提供当下时鲜产品交易价格行情和线下交易服务等。
2.2 A2B模式
A2B 模式（Area to Business）即区域对商家模式。目前新农村建设中推行的“一村一品” 要求对农产品进行深层次的加工处理，这对于农产品的行销范围、规模效应将有大的突破。但是农业合作社的规模还不大，还应形成区域优势，展开电子商务活动。此时信息站的任务可以由专业合作社来承担，经纪人主要农业合作社的专业人员担任。A2B 模式的基本思路是将一个区域内类似的农产品信息聚集起来，这个信息可以是期货信息，也可以是现货信息，并在网上发布，向商家销售。网上主要提供交易服务，如竞拍、期货、合约、网上洽谈等。物流则借助第三方的物流体系完成。A2B 模式心是建立一个虚拟专业市场，使之与现实市场相呼应。
2.3 B2A模式
B2A 模式（Business To Area）即商家与区域的模式。本区域农民需要的各种农资，如农药、化肥等，集中由信息员向供应商统一采购，以减少中间环节，降低价格。商家也可以通过信息员和信息站，在网上进行调查和产品宣传，向农户传递农资信息（如价格信息、性能信息等）。通过统一收集供求信息、统一的资源调配，商家集中向一个区域销售农资，以降低销售成本和扩大销售区域。这是一个双方共赢的模式。这里，信息站起着物流中转的作用。交易模式包
括网上洽谈、合同管理、客户关系管理等。
3 ABC模式
为进一步降低农产品的生产和销售风险，在农村电子商务中应引入ABC 模式。ABC 模式（Area & Business Chain Collaboration）即区域与商家协同模式。农产品的生产周期长，市场的需求难界定，因此，要将区域（生产者和消费者）、农产品销售商、农资供应商、农资生产商等结成一种共生、共利、交互的链式关系。区域农户通过参与协同商务确立新的价值链定位，此价值链以区域对商家（A2B）或商家对区域（B2A）的关系作为支撑；并通过各方的协同作业扩展成为价值协同网络，发提供区域农户与商家之间更有效的交互渠道、产品流通机制和信息服务模式，将需求链和供应链关联起来，使各方获得最大利益。综合运用互联网、多媒体技术（特别是3D 技术）、云计算技术和现代管理技术，将区域（种养大户、合作社、实现一村一品的农村）和商家、企业、上下游厂商虚拟集合起来，将农资供给、农产品生产、农产品加工、物流跟踪和认证监管等有机联系在一起，实现信息共享、协同工作，达到供需动态平衡。通过协同电子商务平台为合作各方提供集成商务活动，使“产、供、销” 形成一条高效率、高效益、高规格的产业链，实现广域性的农产品（商务模型包括生产、加工、产品设计、分销、运输、配送、零售及相关服务等）和商务运作的一体化，构建一体化虚拟全国乃至全球大市场。相应的电子商务模式功能要十分完善，应提供商机撮合服务、网上洽谈服务、网上签订合同服务、网上支付服务、智能搜索与匹配、农产品市场价格与趋势分析、辅助决策与在线OLAP等服务。ABC 模式的主要协同功能包括技术协同、数据协同和业务协同。
3.1技术协同
技术协同指使构建的平台具有较好的集成性、可扩充性、可移植性、一致性、标准化和可管理性。云计算就是一个最佳的模式。云技术可分为三个层次SaaS、PaaS 和IaaS。SaaS （Software as a Service）是软件即服务层，本层的作用是将应用作为服务提供给客户。用户通过网络浏览器就能直接使用在云端上运行的应用，而不需要安装。PaaS（Platform as a Service）是平台即服务层，（本译文归百度文库所有，完整译文请到百度文库）本层的作用是将一个
电子商务的发展【外文翻译】
外文翻译 原文 The development of e-commerce Material Source:The Economist, 2003 Author:Laudon, K.C When the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dot-cons are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the world economy would move into cyberspace—are, in one way or another, coming true. The raw numbers tell only part of the story. According to America’s Departme nt of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “brick s-and-mortar” world. But the commerce department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of https://www.360docs.net/doc/7718138175.html, and https://www.360docs.net/doc/7718138175.html,, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-price prescription drugs from across the border in Canada. And there is more. The commerce department’s figures include the fees earned
电子商务英文文献
2.2 移动电子商务的服务质量 移动电子商务的文献资料显示，几乎没什么直接衡量移动电子商务服务质量的文章。很多对电子服务的研究通过研究消费者行为来调查移动电子商务的服务质量。比如，Turel and Serenko(2006) 修改了美国顾客满意度模型来研究加拿大的顾客满意度。在他们的模型中，感知质量，即感知服务质量，被定义为对服务经验的市场评估。通过该服务的个性化和可靠性来衡量。早期研究中有六个服务质量衡量方法，包括电话服务质量，定价结构，移动设备，增值服务，手续简便以及客户的支持度。通过对因素的探索性分析，他们派出了移动设备、手续简便以及客户支持度等因素，因为这些因素的因素负荷很低。因此，他们采用剩下的三个因素衡量服务质量。类似的还有，Lim也认为顾客对移动电子商务的感知质量有5个方面，包括定价规划，网络服务质量，数据服务，广告系统和顾客服务，这些都是Lim通过探索性分析确定的。 也有人认为服务质量与各种各样的移动电子商务的应用程序有关。Chae et al 在调查移动电子商务信息质量的时候，他延伸了先前一个信息质量的框架，将移动电子商务（比如移动设备和背景）的特点结合了起来。他们从四个方面来测量移动电子商务信息质量。
1）连接质量，其受稳定性和反应性的影响；2）内容质量，其受客观性，可信性和数量的影响；3）互动质量和情境质量，其受结构，导航，介绍，时间性以及准时性的影响。另外，他们认为顾客的预期目标缓和了四个信息质量的衡量标准和用户满意度之间的关系。在另一份研究中，Kar et al认为移动电子商务所在的环境具有不稳定性，并采取了电子商务的质量衡量方法。他们的测量方法包括可靠性，反应性，用户界面，信任以及定制化。还有一份关于移动电子服务质量的感知的研究，Yun et al检验了八项移动数据服务，包括短信服务，来电铃声，振铃声，背景图像服务，游戏，多媒体信息服务，基于语境的服务，电视点播，以及关键的质量属性（包括声音质量，游戏时间和图像质量）。 总而言之，研究学者都是从不同的角度来研究移动电子商务，所以对其衡量方法也各持己见。现在，在中国电信市场中，移动电信的竞争日益激烈。为了能在这高度竞争的市场中占有一席之地，服务提供者需要准确评估顾客对移动电子服务的感知质量。前面有提过，我们知道SERVQUAL和SERVPERF在衡量服务质量时都有不足之处，这两项都没有反映出移动电子商务市场的特点。在本论文中，我们提出了一个
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
零售企业营销策略中英文对照外文翻译文献
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
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：
市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
跨境电商外文文献综述
跨境电商外文文献综述 (文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型 摘要 通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务，跨境电商过程的有效管理对B2B电子商务系统十分重要。本文对局部模型的结构是基于B2B电子商务的基础设施三大层，消息层、业务流程层和内容层。由于伊朗的电子商务的要求，每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗，建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。本文试图通过交换商业文件在贸易过程中这一局部模型，实现在全球电子贸易供应链更接近区域单一窗口建设的关键目标。 关键词：电子商务;跨境贸易;电子文档管理;国际供应链
1.简介 电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B（企业对企业），描述了企业间的电子商务交易，如制造商和批发商，或批发商和零售商之间。本文的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口，可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关，可以有效地交换贸易文件。因此，首先，简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后，区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层，业务处理层和内容层。本文的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性，从而建立伊朗国家单一窗口 在本文的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位，最后结束本文。 2.背景 在本节中，除了了解B2B电子商务在伊朗的情况，还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。 2.1 B2B电子商务在伊朗 如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤，它的进口和出口过程可以通过公路，铁路，海上和空中的方式来完成。因此，这个国家的中部和战略作用，使得它在亚洲和中东地区货物运输的主要贸易点。今天，在伊朗海关几乎所有的贸易过程通过纸质表格完成，由商务部提供的电子服务仅限于谁该国境内交易的商人。今天，伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的，商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电子商务供应链交换电子文件的过程。这里提到的一些系统，由商务部在伊朗的电子服务被提及：进口订单管理系统。贸易统计制度。伊朗法典伊朗。这些电子系统的主要使用，以促进在伊朗贸易过程。这里提到的系统作为独立的贸易者可与建议本文模型在未来的作用。在亚洲的区域性单
差异化营销策略外文文献翻译
文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For
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
外文文献(市场营销策略)
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
文献翻译----电子商务中英文对照
外文文献及译文 文献、资料题目：Electronic Commerce 外文文献： Electronic Commerce Electronic commerce, or Electronic trade, or electronic business as a newly rising mode of commerce will have far-reaching influence on social economy and play an important role in social development worldwide. It represents the trend of world trade in the 21st century and beyond. 1. What is Electronic Commerce? Electronic commerce refers to commercial data exchange in digital form through electronic transmission means and commercial activities conducted on-line. Usually, electronic commerce can be divided into two levels: One is low-level electronic commerce that is, electronic commercial intelligence, electronic trade, and electronic contracts. Another is high-level electronic commerce which includes all commercial activities done via Internet, ranging from searching for clients, commercial negotia-tion, making orders, on-line payment, releasing electronic invoice, to electronic dec-laration to Customs, electronic tax-payment, all conducted on Internet. Electronic commerce means electrification of all trade transactions. It is featured by these characters: ①fairness and freedom, ②high efficiency, ③globalization, ④virtualization, ⑤interactivity, ⑥autonomy, ⑦personalized service. With electronic commerce, clients and
电子商务英语专业外文资料翻译--电子商务战略
附件1：外文资料翻译译文 电子商务战略 电子商务战略也许有益于发展组织在倡议一项电子商务活动实施之前考虑很多问题，其中涉及到该组织的任务，发展目标和组织结构。涉及的主要问题包括：资源扩张 - 主要目标是通过网上销售商品和提供服务产生的收入以抵销营运成本吗？如果是这样，组织期望或希望生成的收入是多少？这些战略问题将允许该组织把多少资金用于电子商务活动。如果该组织是以一个接近电子商务为主要手段不仅包括生产商品的总费用、服务成本和宣传开发新产品，而且希望扩大其收入基础，以支持其他项目的花费，那么它可能需要建立一个电子商务平台和制定策略以吸引顾客。该组织可能把运用电子商务活动作为资源的一种扩张，并使用经营策略和完整的营销手段。这导致了一个问题，该组织是否适应这种发展方式，并符合其慈善组织的地位的问题。将把电子商务活动置于扭曲的免税地位的发展组织吗？该组织在与法律冲突的情况下承担责任吗？如果他们出售的出版物和其他意味着“传统”的产品那么大多数开发组织已经面临的这些问题。 资本成本 - 是指该组织愿意把多少资金用于电子商务活动？电子商务平台可以是高价，这取决于复杂的程度。一个发展组织开展电子商务活动应考虑是否要承担比预期的要高的费用和预期销售水平可能的成本回收。这项活动收到来自捐助机构或合作伙伴组织的财政援助的可能是什么？发展组织根据其财政能力追求电子商务活动的多种选择可能决定他们的网上销售活动。这些选项可以分为1）技术的硬件和2）网站设计和维护。该组织将根据其组织的规模和计算需求决定是否要投资建立自己的内部服务器，或者寻找一个第三方愿意在其服务器托管网站。是把第三方作为组织发展的重点，还是把它作为私有公司/ ISP吗？关于设计和电子商务网站的维护，是组织聘请内部的技术人员来处理设计，开发和维护，还是聘用比较划算的外部人处理这些任务呢？开发一个电子商务网站产生的高水平的收入将响应商界的电子商务平台上的变化。开发组织可能要考虑使用信用卡安全加密软件进行付款，某种程度上的成本的增长还受益于增加顾客在事务处理过程中建立的信心。该网站设置醒目,希望吸引客户，可能增加更高级别的图形和设计网站开发成本吗？淘金的合作伙伴目前没有承担上述所有资金成本，但可能
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
网络营销策略外文文献翻译
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
跨境电商外文文献综述
跨境电商外文文献综述 跨境电商外文文献综述跨境电商外文文献综述(文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型摘要通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务，跨境电商过程的有效管理对B2B电子商务系统十分重要。对局部模型的结构是基于B2B电子商务的基础设施三大层，消息层、业务流程层和内容层。于伊朗的电子商务的要求，每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗，建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。试图通过交换商业文件在贸易过程中这一局部模型，实现在全球电子贸易供应链更接近区域单一窗口建设的关键目
标。关键词：电子商务;跨境贸易;电子文档管理;国际供应链跨境电商外文文献综述 1.简介电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B，描述了企业间的电子商务交易，如制造商和批发商，或批发商和零售商之间。的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口，可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关，可以有效地交换贸易文件。因此，首先，简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后，区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层，业务处理层和内容层。的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性，从而建立伊朗国家单一窗口
在的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位，最后结束。 2.背景在本节中，除了了解B2B电子商务在伊朗的情况，还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。B2B电子商务在伊朗如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤，它的进口和出口过程可以通过公路，铁路，海上和空中的方式来完成。因此，这个国家的中部和战略作用，使得它在亚洲和中东地区货物运输的主要贸易点。今天，在伊朗海关几乎所有的贸易过程通过纸质表格完成，商务部提供的电子服务仅限于谁该国境内交易的商人。今天，伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的，商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电