虚拟网络商业模式外文翻译文献
5 电子商务 外文翻译 英文文献 中英对照 管理信息系统
英文原文The Source Of Article：Russ Basiura, Mike BatongbacalManagement Information SystemIt is the MIS(Management Information System ) that we constantly say that the management information system , and is living to emphasize the administration , and emphasizes that it changes into more and more significantly and more and more is universalized in the contemporary community of message . MIS is a fresh branch of learning, and it leaped over several territories, and for instance administers scientific knowledge, system science, operational research, statistic along with calculating machine scientific knowledge. Is living on these the branches of learning base, and takes shape that the message is gathered and the process means, thereby take shape the system that the crossbar mingles.1. The Management Information System Summary20 centuries, in the wake of the flourishing development of whole world economy, numerous economists propose the fresh administration theory one by one. Xi Men propose the administration and was dependent on idea to message and decision of strategic importance in the 50’s 20 centuries. The dimension of simultaneous stage is admitted issuing cybernetics, and he thinks that the administration is a control procedure. In 1958, Ger. write the lid: “ the administration shall obtain without delay with the lower cost and exact message, completes the better control “. This particular period, the calculating machine starts being used accountancy work. The data handling term has risen.In 1970, Walter T.Kennevan give administration that has raised the only a short while ago information system term to get off a definition: “ either the cover of the book shape with the discount, is living appropriately time to director, staff member along with the outside world personnel staff supplies the past and now and message that internal forecasting the approaching relevant business reaches such environment, in order to assist they make a strategic decision”. Is living in this definition to emphasize, yet does not emphasize using the pattern, and mention the calculating machine application in the way of the message support decision of strategic importance.In 1985, admonishing information system originator, title Buddhist nun Su Da university administration professor Gordon B.Davis give the management information system relatively integrated definition, in immediate future “ administer the information system is one use calculating machine software and hardware resources along with data bank man - the engine system.It be able to supply message support business either organization operation, administration or the decision making function. Comprehensive directions of this definition management information system target and meritorious service capacity and component, but alsomake known the management information system to be living the level that attains at that time.1.1 The Developing History of MISThe management information system is living the most primarily phase is counting the system, the substance which researched is the regular pattern on face between the incremental data, it what may separate into the data being mutually related and more not being mutually related series, afterwards act as the data conversion to message.The second stage is the data are replaced the system, and it is that the SABRE that the American airline company put up to in the 50’s 20 centuries subscribes to book the bank note system that such type stands for. It possess 1008 bank note booking spots, and may access 600000 traveler keep the minutes and 27000 flight segments record. Its operation is comparatively more complex, and is living whatever one “spot ”wholly to check whether to be the free place up some one flight numbers. Yet through approximately attending school up to say, it is only a data and replaces the system, for instance it can not let know you with the bank note the selling velocity now when the bank note shall be sell through, thereby takes remedying the step. As a result it also is administer information system rudimentary phase.The third phase is the status reports system, and it may separate into manufacture state speech and service state and make known and research the systems such as status reports and so on. Its type stands for the production control system that is the IBM corporation to the for instance manufacture state speech system. As is known to all, the calculating machine corporation that the IBM corporation is the largest on the world, in 1964 it given birth to middle-sized calculating machine IBM360 and causes the calculating machine level lift a step, yet form that the manufacture administration work. Yet enormously complicatedly dissolve moreover, the calculating machine overtakes 15000 difference components once more, in addition the plant of IBM extends all over the American various places to every one components once more like works an element, and the order of difference possess difference components and the difference element, and have to point out that what element what plant what installation gives birth to, hence not merely giving birth to complexly, fitting, installation and transportation wholly fully complex. Have to there be a manufacture status reports system that takes the calculating machine in order to guarantee being underway successfully of manufacture along with else segment as the base. Hence the same ages IBM establish the systematic AAS of well-developed administration it be able to carry on 450 professional work operations. In 1968, the corporation establishes the communal once more and manufactures informationsystem CMIS and runs and succeeds very much, the past needs 15 weeks work, that system merely may be completed in the way of 3 weeks.It is the data handling system that the status reports system still possess one kind of shape , and that it is used for handles the everyday professional work to make known with manufacture , and stress rests with by the handwork task automation , and lifts the effectiveness with saves the labor power . The data handling system ordinarily can not supply decision of strategic importance message.Last phase is the support systems make a strategic decision, and it is the information system being used for supplementary making a strategic decision. Thatsystem may program and the analysis scheme, and goes over key and the error solve a problem. Its proper better person-machine dialogue means, may with not particularly the personnel staff who have an intimate knowledge of the calculating machine hold conversation. It ordinarily consists of some pattern so as to come into being decision of strategic importance message, yet emphasize comprehensive administration meritorious service capacity.1.2 The Application of Management Information SystemThe management information system is used to the most base work, like dump report form, calculation pay and occurrences in human tubes and so on, and then developing up business financial affairs administrations and inventory control and so on individual event operational control , this pertains to the electron data handling ( EDP Data Processing ) system . When establish the business data bank, thereby possess the calculating machine electric network to attain data sharing queen , the slave system concept is start off , when the implementation the situation as a whole is made program and the design information system ,attained the administration information system phase . In the wake of calculating machine technique progress and the demand adjust the system of people lift further, people emphasize more furthermore administer the information system phase. Progress and people in the wake of the calculating machine technique lift at the demand adjust the system further, people emphasize more furthermore to administer the information system whether back business higher level to lead makes a strategic decision this meritorious service capacity, still more lay special emphasis on the gathering to the external message of business and integrated data storehouse, model library , means storehouse and else artificial intelligence means whether directly to decision of strategic importance person , this is the support system ( DDS ) mission making a strategic decision.There is the part application that few business start MIS inner place the limit of the world at the early da ys of being living in the 70’s 20 centuries. Up at the moment, MIS is living, and there be the appropriatePopularization rate in every state nation in world, and nearly covered that every profession reaches every department.1.3 The Direction of MIS DevelopmentClose 20 curtains; external grand duke takes charge of having arisen3 kinds of alternations:A. Paying special attention to the administration being emphasized toestablishing MIS’s system, and causing the administration technique headfor the ageing.B. The message is the decision of strategic importance foundation, and MISsupplies the message service in the interest of director at all times.C. Director causes such management program getting in touch with togetherwith the concrete professional work maneuver by means of MIS. not merelybig-and-middle-sized business universally establish MIS some small-sizebusiness also not exceptions of self, universally establish the communal datanetwork, like the electronic mail and electron data exchange and so on, MISsupplied the well support environment to the application of Intranet’stechnique to speedily developing of INTERNET especially in the past fewyears in the interest of the business.Through international technique developme nt tendency is see, in the 90’s 20 centuries had arisen some kinds of brand-new administration technique.1. Business Processes Rebuild (BPR)A business should value correctly time and produce quality, manufacturing cost and technical service and so on several section administrations, grip at the moment organization and the process compose once more,andcompletes that meritorious service capacity integrationist, operation processization and organization form fluctuation. Shall act as the service veer of middle layer management personnel staff the decision of strategic importance of the director service?2. Intelligentization Decision Support System (IDSS)The intelligentization decision of strategic importance support system was sufficiently consider demand and the work distinguishing feature of business higher level personnel staff.3. Lean Production (LP)Application give birth to on time, comprehensive quality control and parallel project that picked amount is given birth to and so on the technique, the utmost product design cutting down and production cycle, raise produce quality and cuts down the reproduced goods to reserve, and is living in the manufacture promote corps essence, in order to meet the demand that client continuously changes.4. Agile Manufacture (AM)One kind of business administration pattern that possess the vision, such distinguishing feature is workers and staff members’ quality is high, and the organization simplifies and the multi-purpose group effectiveness GAO message loading is agile and answers client requires swiftly.2. The Effect To The Business Administration of MIS DevelopmentThe effect to the business administration of the management information system development is administered the change to business and business administration of information system development and come into being and is coming into being the far-reaching effect with.Decision of strategic importance, particularly strategic decision-making may be assisted by the administration information system, and its good or bad directly affects living and the development up the business. The MIS is impeding the orientation development that the administration means one another unites through quality and ration. This express to utilize the administration in the calculation with the different mathematical model the problem in the quantitative analysis business.The past administer that the problem is difficult to test, but MIS may unite the administration necessaries, and supply the sufficient data, and simulates to producethe term in the interest of the administration.In the wake of the development of MIS, much business sit up the decentralized message concentration to establish the information system ministry of directly under director, and the chief of information system ministry is ordinarily in the interest of assistant manager’s grade. After the authority of business is centralized up high-quality administration personnel staff’s hand, as if causing much sections office work decrease, hence someone prophesy, middle layer management shall vanish. In reality, the reappearance phase employed layer management among the information system queen not merely not to decrease, on the contrary there being the increase a bit.This is for, although the middle layer management personnel staff getting off exonerate out through loaded down with trivial details daily routine, yet needs them to analyses researching work in the way of even more energy, lift further admonishing the decision of strategic importance level. In the wake of the development of MIS, the business continuously adds to the demand of high technique a talented person, but the scarce thing of capability shall be washed out gradually. This compels people by means of study and cultivating, and conti nuously lifts individual’s quality. In The wake of the news dispatch and electric network and file transmission system development, business staff member is on duty in many being living incomparably either the home. Having caused that corporation save the expenses enormously, the work efficiency obviously moves upward American Rank Zeros corporation the office system on the net, in the interest of the creativity of raise office personnel staff was produced the advantageous term.At the moment many countries are fermenting one kind of more well-developed manufacturing industry strategy, and become quickly manufacturing the business. It completely on the basis of the user requirement organization design together with manufacture, may carry on the large-scale cooperation in the interest of identical produce by means of the business that the flow was shifted the distinct districts, and by means of the once more programming to the machinery with to the resources and the reorganization of personnel staff , constituted a fresh affrication system, and causes that manufacturing cost together with lot nearly have nothing to do with. Quickly manufacturing the business establishes a whole completely new strategy dependence relation against consumer, and is able to arouse the structure of production once more revolution.The management information system is towards the self-adoption and Self-learning orientation development, the decision procedure of imitation man who is be able to be better. Some entrepreneurs of the west vainly hope that consummate MIS is encircles the magic drug to govern the business all kinds of diseases; Yet also someone says, and what it is too many is dependent on the defeat that MIS be able to cause on the administration. It is adaptable each other to comprehend the effect to the business of MIS, and is favor of us to be living in development and the research work, and causes the business organization and administer the better development against MIS of system and administration means , and establish more valid MIS.英文翻译文章的出处：Russ Basiura, Mike Batongbacal管理信息系统管理信息系统就是我们常说的MIS(Management Information System), 在强调管理，强调信息的现代社会中它变得越来越重要、越来越普及。
O2O商业模式和团购网站外文文献翻译2014年译文3100字
O2O商业模式和团购网站外文文献翻译2014年译文3100字This article discusses the development of O2O (online-to-offline) business models and group purchasing。
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Overview-of-business model商业模式概述毕业论文外文文献翻译及原文
毕业设计（论文）外文文献翻译文献、资料中文题目：商业模式概述文献、资料英文题目：Overview of business model 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14英文原文Overview of business modelA business mode l describes the rationale of how an organization creates, delivers, and captures value[1] (economic, social, or other forms of value). The process of business model construction is part of business strategy.In theory and practice the term business model is used for a broad range of informal and formal descriptions to represent core aspects of a business, including purpose, offerings, strategies, infrastructure, organizational structures, trading practices, and operational processes and policies. The literature has provided very diverse interpretations and definitions of a business model. A systematic review and analysis of manager responses to a survey defines business models as the design of organizational structures to enact a commercial opportunity[2]. Further extensions to this design logic emphasize the use of narrative or coherence in business model descriptions as mechanisms by which entrepreneurs create extraordinarily successful growth firms [3].Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those paymentsto profit: it thus reflects management’s hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.[4]Business models are used to describe and classify businesses (especially in an entrepreneurial setting), but they are also used by managers inside companies to explore possibilities for future development. Also, well known business models operate as recipes for creative managers.[5] Business models are also referred to in some instances within the context of accounting for purposes of public reporting.Over the years, business models have become much more sophisticated. The bait and hook business model (also referred to as the "razor and blades business model" or the"tied products business model") was introduced in the early 20th century. This involves offering a basic product at a very low cost, often at a loss (the "bait"), then charging compensatory recurring amounts for refills or associated products or services (the "hook"). Examples include: razor (bait) and blades (hook); cell phones (bait) and air time (hook); computer printers (bait) and ink cartridge refills (hook); and cameras (bait) and prints (hook). An interesting variant of this model is Adobe, a software developer that gives away its document reader free of charge but charges several hundred dollars for its document writer.In the 1950s, new business models came from McDonald's Restaurants and Toyota. In the 1960s, the innovators were Wal-Mart and Hypermarkets. The 1970s saw new business models from FedEx and Toys R Us; the 1980s from Blockbuster, Home Depot, Intel, and Dell Computer; the 1990s from Southwest Airlines, Netflix, eBay, , and Starbucks.Today, the type of business models might depend on how technology is used. For example, entrepreneurs on the internet have also created entirely new models that depend entirely on existing or emergent technology. Using technology, businesses can reach a large number of customers with minimal costs.Business model frameworksThere are various ways to define and conceptualize business models. In the following some of these conceptualizations are introduced.Business model canvasBusiness Model Canvas: Nine business model building blocks, Osterwalder, Pigneur, & al. 2010[1]Osterwalder's work [1][6] propose a single reference model, called Business Model Canvas based on the similarities of a wide range of business model conceptualizations. It is nowadays one of the most used frameworks for describing the elements of business models.With this business model design template, an enterprise can easily describe their business model. Aspects of the template are Infrastructure, Offering, Customers, Finances, etc.Other approaches•Business reference modelBusiness reference model is a reference model, concentrating on the architectural aspects of the core business of an enterprise, service organization or government agency.•Component business modelTechnique developed by IBM to model and analyze an enterprise. It is a logical representation or map of business components or "building blocks" and can be depicted on a single page. It can be used to analyze the alignment of enterprise strategy with the organization's capabilities and investments, identify redundant or overlapping business capabilities, etc.Although Webvan failed in its goal of disintermediating the North American supermarket industry, several supermarket chains (like Safeway Inc.) have launched their own delivery services to target the niche market to which Webvan catered.•Industrialization of services business modelBusiness model used in strategic management and services marketing that treats service provision as an industrial process, subject to industrial optimization proceduresBusiness ModellingBusiness Modelling is an important tool to capture, design, innovate and transform the business.[7] However, in order to transform ones organization and align them to ones business model, a business model should not be seen separately, but in connection with[8]:A step-by-step roadmap that describes the synergy and context between BusinessModel and alignment of Strategy Map, Scorecards, etc. into the organization.•The main business goals of the organization, e.g. strategic business objectives, critical success factors and key performance indicators, which a holisticbusiness model approach should include.•The main business Issues/pain points and thereby organizational weakness, which a holistic business model approach should include for they represent the threat to the company’s business model.• A clear cause and effect linkages between the competencies, desired outcomes and performance measurements e.g. scorecards.•An emphasis on business model management and thereby a continuous improvement and governance approach to the business model.•The business maturity level, in order to develop the organizationrepresentation of core differentiated and core competitive competencies[linked to strategy], which is a basis for building a business model as they therepresent some of the most important sources of uniqueness. These are thethings that a company can do uniquely well, and that no-one else can copyquickly enough to affect competition.•Linkages among competences and competency development.•The possible value creation and realization of the organization.•The information flow, and thereby information need for effective and efficient decision making.Such a holistic approach would help clarify both intent and sources of synergy and disconnect between business model, strategy, scorecards, information, innovation, processes and IT systems. This includes architectural alignment as well as business transformation and value and performance views. Such dialogues allow Executives to use the business model with their business alignment.Theoretical and empirical insights to business modelsDesign Logic and Narrative CoherenceDesign logic views the business model as an outcome of creating new organizational structures or changing existing structures to pursue a new opportunity. Gerry George and Adam Bock (2011) conducted a comprehensive literature review and surveyedmanagers to understand how they perceived the components of a business model. In that analysis, these authors show that there is a design logic behind how entrepreneurs and managers perceive and explain their business model. In further extensions to the design logic, George and Bock (2012) use case studies and the IBM survey data on business models in large companies to describe how CEOs and entrepreneurs create narratives or stories in a coherent manner to move the business from one opportunity to another. They also show that when the narrative is incoherent or the components of the story are misaligned that these businesses tend to fail. They recommend ways in which the entrepreneur or CEO can create strong narratives for change.Business Model 2.0Chen (2009) pointed out that the business model in the twenty-first century has to take into account the capabilities of Web 2.0, such as collective intelligence, network effects, user generated content, and the possibility of self-improving systems. He suggested that the service industry such as the airline, traffic, transportation, hotel, restaurant, Information and Communications Technology and Online gaming industries will be able to benefit in adopting business models that take into account the characteristics of Web 2.0. He also emphasized that Business Model 2.0 has to take into account not just the technology effect of Web 2.0 but also the networking effect. He gave the example of the success story of Amazon in making huge profits each year by developing a full blown open platform that supports a large and thriving community of companies that re-use Amazon’s On Demand commerce services.[9]Complementarities of business models between partnering firmsStudying collaborative research and the accessing of external sources of technology, Hummel et al. (2010) found that in deciding on business partners, it is important to make sure that both parties’ business models are complementary[10]. For example, they found that it was important to identify the value drivers of potential partners by analyzing their business models, and that it is beneficial to find partner firms that understand key aspects of our own firm’s business model.[11]ApplicationsMalone et al.[12] at MIT found that some business models, as defined by them, indeed performed better than others in a dataset consisting of the largest U.S. firms, in the period 1998 through 2002, while they did not prove whether the existence of a business model mattered.The concept of a business model has been incorporated into certain accounting standards. For example, the International Accounting Standards Board (IASB) utilizes an "entity's business model for managing the financial assets" as a criterion for determining whether such assets should be measured at amortized cost or at fair value in its financial instruments accounting standard, IFRS 9.[13][14][15][16] At least two members of the U.S. based Financial Accounting Standards Board (FASB) have expressed the position that the business model of an entity should be used as a criterion for the classification of financial liabilities.[17] The concept of business model has also been introduced into the accounting of deferred taxes under International Financial Reporting Standards with 2010 amendments to IAS 12 addressing deferred taxes related to investment property.[18][19][20]Both IASB and FASB have proposed using the concept of business model in the context of reporting a lessor's lease income and lease expense within their joint project on accounting for leases.[21][22] The concept has also been proposed as an approach for determining the measurement and classification when accounting for insurance contracts.[23][24] As a result of the increasing prominence the concept of business model has received in the context of financial reporting, the European Financial Reporting Advisory Group (EFRAG), which advises the European Union on endorsement of financial reporting standards, commenced a project on the "Role of the Business Model in Financial Reporting" in 2011.[25]Examples of Business modelsIn the early history of business models it was very typical to define business model types such as bricks-and-mortar or e-broker. However, these types usually describe only one aspect of the business (most often revenue model). Therefore, more recent literature on business models concentrates on describing business model as a whole instead of one most visible aspect. Following examples provide an overview for various business model types that have been in discussion since the invent of term business model:中文译文商业模式概述商业模式业务模型描述了如何创建组织的理由，提供和捕捉价值（经济，社会，或其他形式的价值）。
商业模式创新外文文献翻译
文献信息：文献标题：Business Model Innovation: It’s Not Just about Technology Anymore（商业模式创新：超越技术问题）国外作者：Henry Chesbrough文献出处：Strategy & Leadership, 2007(6) Vol.35:12-17字数统计：英文1764单词，9111字符；中文2436汉字外文文献：Business Model Innovation: It’s Not Just about Techno logyAnymoreWhat is a business model?Every company has a business model, whether they articulate it or not. At its heart, a business model performs two important functions: value creation and value capture. First, it defines a series of activities, from procuring raw materials to satisfying the final consumer, which will yield a new product or service in such a way that there is net value created throughout the various activities. This is crucial, because if there is no net creation of value, the other companies involved in the set of activities won’t participate. Second, a business model captures value from a portion of those activities for the firm developing and operating it. This is equally critical, for a company that cannot earn a profit from some portion of its activities cannot sustain those activities over time.There can be real tensions between the aspects of a business model that create value and those that help to capture a portion of that value. A high-value proprietary technology, for example, easily earns a profit for the firm, if alternatives offer lesser value. But in many circumstances customers are reluctant to buy such products (because of price, limited availability, or delivery or service issues).Yet making thetechnology more open, which makes it more appealing to customers, makes it harder to capture value from the offering. So these offsetting factors must be balanced. How to define a business model? The term ‘‘business model’’ is often used, but not often clearly defined. Richard S. Rosenbloom, Professor Emeritus of Harvard, and I have developed a specific working definition (see Exhibit 1).A better business model often will beat a better idea or technology.One benefit of this working definition is that each of its six parameters identifies where innovation might generate new value in an industry.Value proposition. The GE Aircraft engines unit crafted an innovative value proposition when they shifted from selling airlines jet engines to selling them flight hours. This shifted the risk of downtime from the airline customer to GE, and enabled GE to establish a very profitable service operation.Target market. Ryanair, a growing European discount airline, innovated a different target market by going after leisure travelers, instead of the usual business travelers.Value chain. Wal-Mart (which targeted an innovative market by going after underserved rural communities in its early days) is celebrated for its management of its supply chain.Revenue mechanism(s). Xerox got its start in the copier business by leasing its copiers, instead of selling them. Air Products gets paid for the delivery of its industrialgases right to the manufacturing station inside the plant, instead of by the box car.Value network or ecosystem. Ryanair again innovated here, by striking novel arrangements with underutilized regional airports. Ryanair gets a percentage of concession sales at these airports, and in some circumstances even gets paid for landing passengers at the airports.Competitive strategy. One interesting aspect of business models is how difficult it is for others to imitate them. Many airlines have tried to emulate Southwest’s low cost approach. Most of their attempts have not fared well. Copying the Southwest model apparently creates too many co nflicts with the airlines’ established business model.Thus this working definition points the way to certain improvements that can be made to a business model. But more can be done to improve a specific business model if managers think of stages of business model advancement. The Business Model Framework (BMF) is a model that sequences possible business models from very basic (and not very valuable) models to far more advanced (and very valuable) models. Using the BMF, companies can assess where their current business model stands in relation to its potential and then define appropriate next steps for the further advancement of that model.The Business Model FrameworkType 1 – Company has an undifferentiated business modelThe vast majority of companies operating today do not articulate a distinct business model, and lack a process for managing it. These companies are operating with Type 1 business models. A business using the undifferentiated model competes on price and availability, and serves customers who buy on those criteria. In a word, firms utilizing Type 1 business models are selling commodities, and are doing so in ways that are no different from many, many other firms. They often are caught in the ‘‘commodity trap’’. Think of restaurants and barbe r shops as examples of this commodity model.Type 2 – Company has some differentiation in its business modelIn companies using Type 2 business models, the company has created some degree of differentiation in its products or services. This differentiation can also lead to a different business model from that of the Type 1 company, allowing the company to target a customer other than those that buy simply upon price and availability (such as a performance-oriented customer). This allows the Type 2 company to serve a different and less congested market segment from that served by its Type 1 counterpart.The Type 2 company may lack the resources and staying power to invest in the supporting innovations to sustain its differentiated position. This gives rise to the pattern of so-called ‘‘one hit wonders’’, where a company or inventor has a successful first product, but is unable to follow up this success with additional products of similar success. Many technology startup companies fall into this type.Type 3 – Company develops a segmented business modelThe company now can compete in different segments simultaneously. More of the market is thus served, and more profit is extracted from the market as well. The price sensitive segment provides the volume base for high volume, low cost production. The performance segment supplies high margins for the business. Other niches can now be addressed, creating a stronger presence in the distribution channels. The firm’s business model now is more distinctive and profitab le, which supports the firm’s ability to plan for its future via product and technology roadmaps.While its greater level of planning helps the Type 3 company avert the one-hit wonder syndrome, problems still remain. The Type 3 firm remains vulnerable to any major new technical shift beyond the scope of their current business and innovation activities, and also to major shifts in the market. Think of a mature, vertically integrated industrial company, as an example of this kind of model. Or in the IT space, think of an ERP system that is deeply connected to business processes, but has few ways to link in other software on top of its own code.Type 4 – Company has an externally aware business modelIn this business model, the company has started to open itself to external ideas and technologies in the development and execution of the business. This unlocks asignificantly greater set of resources available to such a company.The roadmaps of the Type 4 firm provide a shopping list of needs within the firm for external ideas and technologies. Relationships with outsiders help identify external projects that fulfill some of these needs. This reduces the cost of serving the business, reduces the time it takes to get new offerings to market, and shares the risks of new products and processes with external parties.Internal roadmaps are now shared with suppliers and customers on a frequent basis. This enables the firm to make much more systematic use of innovative ideas from suppliers and from customers. It also allows suppliers and customers to plan their own activities in concert with the innovative activities of the firm. Companies that make it a practice to share real-time information with their suppliers exemplify this approach.Type 5 – Company integrates its innovation process with its business model In a Type 5 model, the company’s business model now plays a key integrative role within the company. Suppliers and customers now enjoy formalized institutional access to the firm’s innovation process, and this access is now reciprocated by the suppliers and customers. Customers and suppliers now share their own roadmaps with the company, giving the company much better visibility into the customers’ future requirements.In this stage, companies begin to experiment more directly with the business model itself. Type 5 companies now take the time to understand the supply chain all the way back to the basic raw materials, as they look for major technical shifts or cost reduction opportunities. Type 5 companies also invest substantial resources to study ‘‘the customer’s customer’’ to learn about the deeper unmet needs and opportunities in the market. Some experimentation is conducted on alternative distribution channels, and indeed, upon alternative configurations of the business model. Companies that are moving from offering products to offering services, and are bringing in external technologies to support this new approach are examples of Type 5 models.Type 6 –Company’s business model is an adaptive platformThe Type 6 business model is an even more open and adaptive model than types4 or 5. This ability to adapt requires a commitment to experimentation with one or more business model variants. This experimentation can take a number of different forms. Some companies utilize corporate venture capital as a means to explore alternative business models in small startup companies. Some utilize spin-offs and joint ventures as means to commercialize technologies outside of their own current business model. Some have created internal incubators to cultivate promising ideas that are not yet ready for high volume commercialization.In Type 6 firms, key suppliers and customers become business partners, entering into relationships in which both technical and business risk may be shared. The business models of suppliers are now integrated into the planning processes of the company. The company in turn has integrated its business model into the business model of its key customers. Intel, Microsoft and Wal-Mart are examples here.One important capability that enables this integration of business models throughout a value chain is the ability of the company to establish its technologies as the basis for a platform of innovation for that value chain. In this way, the company can attract other companies to invest their resources, expanding the value of the platform without consuming extra investment by the platform maker. For example, anyone making software for PCs, accessories for iPods, or games for cell phones is indirectly contributing to the value of each of these platforms.中文译文：商业模式创新：超越技术问题商业模式的定义每个公司都有其商业模式，无论他们是否能清楚地表明。
电子商务英文参考文献
The Development of E-commerceA perfect marketMay 13th 2004From The Economist print edition E-commerce is coming of age, says Paul Markillie, but not in the way predicted in the bubble yearsWhen 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 dotcoms 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 Department 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 “bricks-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 expedia、com and hotels、com, 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 by internetauction sites, but not the value of goods that are sold: an astonishing $24 billion-worth of trade was done last year on eBay, the biggest online auctioneer、Nor, by definition, do they include the billions of dollars-worth of goods bought and sold by businesses connecting to each other over the internet、Some of these B2B services are proprietary; for example, Wal-Mart tells its suppliers that they must use its own system if they want to be part of its annual turnover of $250 billion、So e-commerce is already very big, and it is going to get much bigger、But the actual value of transactions currently concluded online is dwarfed by the extraordinary influence the internet is exerting over purchases carried out in the offline world、That influence is becoming an integral part of e-commerce、To start with, the internet is profoundly changing consumer behaviour、One in five customers walking into a Sears department store in America to buy an electrical appliance will have researched their purchase online—and most will know down to a dime what they intend to pay、More surprisingly, three out of four Americans start shopping for new cars online, even though most end up buying them from traditional dealers、The difference is that these customers come to the showroom armed with information about the car and the best available deals、Sometimes they even have computer print-outs identifying the particular vehicle from the dealer’s stock that they want to buy、Half of the 60m consumers in Europe who have an internet connection bought products offline after having investigated prices and details online, according to a study by Forrester, a research consultancy (see chart 1)、Different countries have different habits、In Italy and Spain, for instance, people are twice as likely to buy offline as online after researching on the internet、But in Britain and Germany, the two most developed internet markets, the numbers are evenly split、Forrester says that people begin to shop online for simple, predictable products, such as DVDs, and then graduate to more complex items、Used-car sales are now one of the biggest online growth areas in America、People seem to enjoy shopping on the internet, if high customer-satisfaction scores are any guide、Websites are doing ever more and cleverer things to serve and entertain their customers, and seem set to take a muc h bigger share of people’s overall spending in the future、This has enormous implications for business、 A company that neglects its website may becommitting commercial suicide、A website is increasingly becoming the gateway to a company’s brand, products and services—even if the firm does not sell online、A useless website suggests a useless company, and a rival is only a mouse-click away、But even the coolest website will be lost in cyberspace if people cannot find it, so companies have to ensure that they appear high up in internet search results、For many users, a search site is now their point of entry to the internet、The best-known search engine has already entered the lexicon: people say they have “Googled” a company, a product or their plumber、The search business has also developed one of the most effective forms of advertising on the internet、And it is already the best way to reach some consumers: teenagers and young men spend more time online than watching television、All this means that search is turning into the internet’s next big battleground as Google defends itself against challenges from Yahoo! and Microsoft、The other way to get noticed online is to offer goods and services through one of the big sites that already get a lot of traffic、Ebay, Yahoo! and Amazon are becoming huge trading platforms for other companies、But to take part, a company’s products have to stand up to intense price competition、People check online prices, compare them with those in their local high street and may well take a peek at what customers in other countries are paying、Even if websites are prevented from shipping their goods abroad, there are plenty of web-based entrepreneurs ready to oblige、What is going on here is arbitrage between different sales channels, says Mohanbir Sawhney, professor of technology at the Kellogg School of Management in Chicago、For instance, someone might use the internet to research digital cameras, but visit a photographic shop for a hands-on demonstration、“I’ll think about it,” they will tell the sales assistant、Back home, they will use a search engine to find the lowest price and buy online、In this way, consumers are “deconstructing the purchasing process”, says Professor Sawhney、They are unbundling product information from the transaction itself、It is not only price transparency that makes internet consumers so powerful; it is also the way the net makes it easy for them to be fickle、If they do not like a website, they swiftly move on、“The web is the most selfish environment in the world,” says Daniel Rosensweig, chief operatingofficer of Yahoo! “People want to use the internet whenever they want, how they want and for whatever they want、”Yahoo! is not alone in defining its strategy as working out what its customers (260m unique users every month) are looking for, and then trying to give it to them、The first thing they want is to become better informed about products and prices、“We operate our business on that belief,” says Jeff Bezos, Amazon’s chief executive、Amazon became famous for books, but long ago branched out into selling lots of other things too; among its latest ventures are health products, jewellery and gourmet food、Apart from cheap and bulky items such as garden rakes, Mr Bezos thinks he can sell most things、And so do the millions of people who use eBay、And yet nobody thinks real shops are finished, especially those operating in niche markets、Many bricks-and-mortar bookshops still make a good living, as do flea markets、But many record shops and travel agents could be in for a tougher time、Erik Blachford, the head of IAC’s travel side and boss of Expedia, the biggest internet travel agent, thinks online travel bookings in America could quickly move from 20% of the market to more than half、Mr Bezos reckons online retailers might capture 10-15% of retail sales over the next decade、That would represent a massive shift in spending、How will traditional shops respond? Michael Dell, the founder of Dell, which leads the personal-computer market by selling direct to the customer, has long thought many shops will turn into showrooms、There are already signs of change on the high street、The latest Apple and Sony stores are designed to display products, in the full expectation that many people will buy online、To some extent, the online and offline worlds may merge、Multi-channel selling could involve a combination of traditional shops, a printed catalogue, a home-shopping channel on TV, a phone-in order service and an e-commerce-enabled website、But often it is likely to be the website where customers will be encouraged to place their orders、One of the biggest commercial advantages of the internet is a lowering of transaction costs, which usually translates directly into lower prices for the consumer、So, if the lowest prices can be found on the internet and people like the service they get, why would they buy anywhere else?One reason may be convenience; another, concern about fraud, which poses the biggest threat to online trade、But as long as the internet continues to deliver price and productinformation quickly, cheaply and securely, e-commerce will continue to grow、Increasingly, companies will have to assume that customers will know exactly where to look for the best buy、This market has the potential to become as perfect as it gets、。
O2O商业模式及发展策略外文翻译文献
O2O商业模式及发展策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：O2O Business Patterns and Developing StrategiesCasillas J C.AbstractTo most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile Internet is beyond ordinary people imagine the pace of development, make O2O business model more rich, let more O2O mentioned. However, the majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O business model, and think about effective O2O strategy.Key words: O2O business pattern; Electronic commerce; Development strategy1 IntroductionO2O mainly depending on the degree of active network goods to complete the construction of the actual goods store, carry, people can choose their own goods at home at any time and complete the related transactions, then can enjoy the activities of the entity stores offer directly. The basic existing way is to use a discount, sales information andservice standard of complete online business structure transformation. This is like is the center of the network as offline trading platform, the shop which can be realized using this channel, assures the consumer also dispense with the trouble that the entity shop and the goods directly to screening, this convenient service process started by most Internet users, and promote its has been towards larger scale expansion and development.2 The background and objectives of O2OIs the background of the O2O business model, in addition to pure Offline business or community, other business or community may have Offline (Offline) and Online (Online) two pieces, need to get through. Current situation is that many businesses online and offline business/community contact closely, even fragmented, online and offline business or community to enterprises' development is adverse, it also clearly against the idea of integrated marketing communications. In fact, online and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the two sides form partnerships, so more conducive to the comprehensive development of the enterprise, to produce more benefits. In the end of the O2O fundamental goal is to get through offline and online. From the concrete situation, O2O is divided into the development of new customers and retaining old customers two stage, two stages have different goals. For the new customer development stage, the main target of the O2O has two kinds: one kind is drainage to offline, another kind is the drainage to online. For retaining old customers stage, O2O's main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loop, let the customer constantly shuttling between online and offline.O2O combination of four different business model for the application of the O2O, one thing must first clear train of thought, namely the O2O are contain both online and offline business or community enterprise, its have four kinds of offline online portfolio model.First, there is "online + offline consumption/community".This is a must to offline consumption O2O mode, online mainly online interactions, and conduct some discount or promotional activities. This model adapted to the consumption must personally to the scene of hotel, catering and other fields.The second categor y is "+ offline/online consumer community”. This is a kind of onlinesales only O2O mode, online and online communication or promotion effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores only online store of pure online electricity field.The third kind is "consumption/community + offline/online communities”. This is a kind of online and offline sales O2O mode at the same time, the demand of online and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the online store and offline store area.The fourth class for "online + offline community”. This is a no sales O2O mode, suitable for offline and offline communication interactive social platform.If the careful analysis of online consumer/community, its may be divided into multiple positions, such as official website/online store, mobile APP/mobile online store and the official account of all kinds of social networking sites, and the drainage problem between them. Whether the above what combination of O2O business model, are need to drainage of new customers and retain old customers. Just, drainage could be launched in online or offline. From a new customer online by drainage could lead to the offline or online, the drainage from offline launch will new customers to online (from offline drainage to offline does not belong to the scope of this article).When a new customer is led to the offline or online platform, there needs to be optimized registration and service process, and force them into your real customers, and start spending or integrated into the community. Then, the focus of the target is to let the person has become a customer willing to long-term consumption or use your community, and make them willing to online and offline in the closed loop back and forth.3 Analysis of the actual effect of O2O business modelIn electronic commerce management structure, the user account's actual position is more important, the specific influence of preferential treatment and services of different businesses have a more comprehensive and scientific information, at the same time able to quickly complete a commodity consulting and reservation process, and use the price lower than entity shop to complete the scene; Involved to provide a specific service businesses, for their own marketing products provide an opportunity for you to show more often, to absorb more number of customers, the actual transaction records can query at any time, and improvethe advice given by the user requirements, the number of the old customer maintenance and marketing meaning added a significant support effect. Through the effective function of online booking, at the same time can be done to the reasonable arrangement of business activities, as far as possible to reduce the cost of waste, to ensure that the actual economic benefits rise. For own O2O system platform, user everyday to achieve a certain understanding of the standard of living, etc, it can be more reasonable to provide preferential, consumer protection, such as information, to promote the strength of complement and validation are presented, can attract a large number of merchants to join, virtually development power for their own ads.4 The development strategy of the O2O business modelO2O drainage priority is initiated by the offline, drew customers to online official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites. If it is normal by online and offline drainage to main approach usually has three types: one is online advertising stimulus, which can provide or corresponding code, at the same time for the customer to enter or take pictures, obviously the latter is more popular at present, because the former input more trouble;2 it is offline word-of-mouth, drive potential customers own way Internet search to find the corresponding online store or community; Three is to provide can use coupons in the online offline. If it is a consumer business by online and offline drainage to also need move customer eventually led to the official online store or online store.Consumer drainage, in addition to the above strategy, can also have other two kinds of method: one is through in the subway station or bus station and other public space to establish a virtual supermarket, potential customers to purchase through or code into the corresponding page; The second is through direct or code provide payment type, complete consumption directly.Initiated by online drainage is usually divided into two categories: one is online drainage to online, online drainage to offline. If it is from online drainage to online, the latter may be the same official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites, while the former may come from other online platform. The method and the above from offline drainage to online, just advertising, website,or codes and coupons can directly provide online, operation more convenient. If it is from online drainage to offline, mainly means usually has three types: one is posted online coupons can be used for offline; The second is to pay attention to consumption or online offline can give you a discount after an account given gifts; Three is to design sweepstakes, ask some of the links need to be done offline. Have to remind again that drainage is just the first step of O2O, the corresponding web site or community, must constantly optimize service process, to attract potential customers to register and real consumption. Obviously, simple, practical or affordable, plus the aforementioned advertising, word of mouth or coupons, is to attract potential customers to register and consumption power.O2O operation strategy of retaining old customers, retaining old customers O2O operation strategy in many things like above drainage strategy, but the main goal is to let customers to become your loyal customers for a long time, can long-term consumption or use community, best can have higher single for a long time consumption and consumption frequency, or can become active community customers for a long time, and on the premise of necessary and reasonable, voluntary to wander in offline and online platform. Here let customer voluntary, reasonably necessary to offline or online, you will need to understand the following business logic.To the above the first "online and offline consumption/community" O2O business portfolio model, for example, to think seriously about, why and how to let the customer from online to offline? Why and how to let the customer from offline to online? In the first kind of O2O mode, because of your service must be offline to consumption, and faithful old customer, finally must also from online to offline, otherwise unable to realize the real consumption, even cannot be called a loyal customers. So how to make old customer from online to offline? This question is really a problem how to make the old customer repeated consumption. Mainly classic a few action: it is a new product or service, the second is integral offers or promotions, three is timed to use coupons. But, these things can be online is widely spread, and often have a virus or word of mouth effect, to stimulate customers to offline repeated consumption. On the other hand, the model of why let customer back online? Interaction between main purpose may be to let the customer, provide after-sales or additional services to the customers, allow customers to share the good experience, and thus word-of-mouth effect. So how to let the customer to return to the online, some is the onlineservice value or more than the imagination, stimulate customer share online outside surprised; Others are organized by merchants draw or game, make customer help expand enterprise brand communication range.5 ConclusionsNetwork consumer market space is more and more broad, visible O2O service activity is how has the existence value, in attracting customers and merchants main premise, complete the internal economic strength, the comprehensive function is the most direct embodiment of the current network marketing link, and also the important basis of late e-commerce reform.译文：O2O商业模式及策略摘要对于许多人而言，O2O（Offline to Online）并不难理解。
O2O模式研究外文文献及文献综述.doc
本份文档包含：关于该选题的外文文献、文献综述一、外文文献文献信息Analysis of 020 Model's Development Problems and TrendAbstractFuture competition not only exists in the products and channels, but also exists in the resource integration and terminal consumers. 020 mode is new commerce model which does a deeper explore to the sales channels，and has a very good prospect. But there are certain obstacles in its development. This paper analyzes their respective advantages of two kinds of sale models under the background of electronic commerce， including online electricity sales mode and offline store sales model. Then it points out the problems that are needed to solve in the development process of 020 mode. At last，this paper analyzes the five networks needing to be built in the process of 020 model integration.Keywords： 020 Mode，Online and Offline，Mobile Commerce，Network1 • IntroductionPeople who hold resources and consumers can win in this industry. Since the rise of Internet (especially the mobile Internet) and e-commerce, the Omni-Channel is often considered by the major merchants as a strategic direction of a traditional business, that puts all the "customers contact11 including traditional channels based on the aid of the application of Internet and information integration as the sales opportunities and channels, in order to achieve maximum of potential traffic and purchases deal. The better model development is currently 020 mode (Online To Offline). 020 is an electronic commerce mode based on online effective interactivity. This efficient integration mode between virtual world and real world gets support and recognition from all walks of life. 020 aims to maximize the use of offline and online resource; they promote each other and depend on each other to achieve a win-win situation [l]-[4]. 020, unlike Omni-Channel’s perspective of business thinking，puts more attention onthe maximization of consumption value，and makes consumption cost of customer lower through building the systematic process and the consumption system; 020 realizes the transformation process from the simple vendors or manufacturers to life service providers by developing the biggest advanced technology and commercial environment.2.Analysis of Two Patterns of Online e-Commerce2.1.Advantage of Online e-Commerce ModeChina’s e-commerce started late, but its development is rapid. Since the establishment of Taobao, a large number of electric business enterprises grew up，and，its online commodity trading appeared with explosive growth (Figure 1). They absorbed many small entities sellers on the platfonru The reason why this online store has many sellers is mainly that the display of shop goods close to zero cost，no stock，and sellers have risk-free inventory for commodities although they have no professional experience.In a word，these sellers simply put main energy into online infrastructure，including IT system to be build, fine decoration details of online store page，team building，etc. Some sellers with vivid web design have been very successful to show their own products，and win a lot of successful online transactions.2.2.Advantage of Offline Entity Sales ModelOffline entity model whose core is the shopping experience still maintain a strong competitive advantage. While online e-commerce price has certain advantages，customers need better service in this era of giving priority to customer demand，and not just the low price. The development of e-commerce is limited after all. Entity industry cannot be replaced at all by service industry anyway. Especially the new electronic products，have taken the customer experience as its tenet to retain customers only through better service experience. E-commerce in its business essence is difficult to achieve good service, which is the one important reason why entity industry cannot be replaced at the moment.So the advantages and disadvantages are summed up as follows: (Table 1).2.3.The Development Trend of Online and Offline IntegrationAs the e-commerce still warming trend in 2014, more and more consumers begin to turn to offline store，online flagship store, or to buy goods in e-commerce platform or mobile client through related e-commerce sites query. Whether e-commerce or no e-commerce, both within the Taobao and out of Taobao, only the basic daily IP traffic operating sites have or daily UV，they have basic business value. The growing number of Internet users reflects the growth of the whole flow supply，and the growth of the e-commerce group is a form of traffic demand growth. Obviously，the customer traffic supply falls short of demand on the background of the growth of absolute number of netizen in Internet has slowed，but the absolute number of electric business absolutely continue to surge. The client drive is becoming economic main body，the customer traffic flow and direction become new power to drive the development of new commodity supply chain, and this kind of power will trigger a new business model，which called 020 and mobile e-commerce business integration model.There is no denying that，the entity industry still gives a support of our country economic artery. So if they want to have strong competitiveness in such economic trends，they should not only build their own trading system (including the construction of the platform, products promotion, store layout，etc.) in the field of e麵commerce platform, but also cooperate between online and offline, balance layout of goods distribution online and offline, and balance the relationship between the form and sales price so that realize complement each other，promote each other，and then build online and offline integration business model.For example, has transformed successfully into 020 mode about online and offline double fusion. Compared with the traditional shopping mode，020 shopping mode fuse online and offline，and gets through the data between online and offline member，payment and after sales，logistics，etc. Make online be trading platform to offline stores. Online obtain consumers and then drainage to offline. Consumers can screen services online, and also clinch a deal by online settlement. Offline can not only provideconsumers with display，experience, and other functions，but also can be logistics distribution site.3.The Research of Realize Online Integrated Problem3.1.The Layout of the 020 Need to Secure the Support of Traditional Enterprise Decision-MakersOffline guide to online need the support of policy makers. From the intuitive level，we can discover that 020 destroyed the traditional enterprise solid mode and organization system，as well as the traditional sales channels. It is difficult to change the traditional thinking，and it is also difficult to gain support and decision makers to make policymakers understand the profit pattern of 020. Offline guide to online, for example, the lost is in the interests of the entity shop，where the entrepreneur's enthusiasm is, how to bring offline sales to online，all these need time to be proved, and how to get understanding and recognition from decision-makers.3.2.How to Change User Flow Leaded by Consumption HabitsHow online bring traffic and sales to the offline. From the point of practice, there is a big piece of no coincidence degree between online and offline consumers. Consumers may be more willing to spend a certain amount of money on a physical store than to place an order online. Because of their traditional consumption idea，they would feel more ease if they purchase in a physical store when they need to buy merchandise of big value and good quality, it is the most obvious when they use commodity in the home especially. To persuade and guide the consumer’s process ,either from the perspective of the commodity prices，the emotional care，or to move con- sumers from the humanistic spirit，e-commerce conversion rate will be made by customer perception of value and price upside down and secondary experience to dec ide except the drainage technique •Traditional stores，the business process is a process of ’’turning a visitor into a customer, turning the customer into the regular，making familiars VIP member’’，the cumulative members process is so slow. In the face of t oday’s e-commerce, more and more consumers choose online shopping. However, Customers who purchase onlinecanl experience the entity shop service of face to face，customers who purchase offline can’t enjoy novelty online discount. Whether online or offline，the number of membership is increasing continuously and losing at the same time.Such as Starbucks，who gave up online group-buying for that there is no customer loyalty. Starbucks choose cooperation with the third-party payment，per one hundred electronic payments in the United States and Canada, have one payment from Starbucks，while in China’ stores, per ten consumptions，there is one from a cash card.3.3.The Difference between Online and OfflineIt’s not only to do some diversion，but how to make difference. Because online provided actually is a kind of service that cannot experience offline. It includes appreciate and cognition early to the new products, the balance of the price differential，indifference of channels.Any e-commerce are unable to get rid of disturbance that comes from these three factors，as follows, percent conversion，per customer transaction，and passenger flow cost (AD). The percent conversion is one of the most important factors. The factors affecting the conversion can be summed up in the degree of inversion in value and price, which is called popularly ’’cost performance”. As e-commerce business，anything they do is making high cost-effective for consumers，high cost performance is the key to impress consumers，in addition, in order to improve cost-effective，it also needs precision flow and high quality. Because the goods’ value is the largest reflect for people in need. How to create a perfect，efficient supply chain logistics system to control the cost in order to reduce the cost or increase profits, how to use the collected data to understand the consumer psychology，how to show consumer goods value and convince consumers with details page and advertising material, and then to enhance the brand value. All these are the issues to consider.Ikea do n’t sell things online firmly，which is different from Suning. If it can directlybuy Ikea products on the Internet rather than go to the store, the customers will don’t have the strong brand feeling of shopping experience anymore.3.4.The Insufficiency of 020 Model in Logistics，Inventory and Supply Chain Management of CongenitalFirst，020 mode can’t improve the delivery service and commodity experience，unable to solve the problem of user trust; Second，020 mode need high requirement of line strength and the degree of localization; Third，020 mode emphasizes only paying online and offline experiences，lack of a clear concept of the fresh market positioning，market demand, quality assurance，and user consumption habits.4.The Analysis of Development Pattern of 020 e-Commerce Integration in the Age of the Internet020 e-commerce integration pattern needs to establish and improve integration mode which including the physical network，service network, logistics network, data network and mobile network. How to build the five networks，this paper analyzes as follows:4.1.Physical NetworksThere are two forms of the physical network. One is represented by Haier’s offline store mode; the other is virtual nationwide layout experience mode which is called Heike convenience store. Offline entity stores can be layout on a national scale. Entity network needs entity business’s operation to be digital transformation and experience, including terminal entity equipment of digital (such as virtual fitting), digital marketing (LED interaction), mobile payment (QR code or NFC payments)，independent service (independent checkout), CRM management (No card member， Customize privilege), commodity information (electronic price tag) etc.4.2.Service NetworkService network is a service auxiliary system by means of physical network and mobile network. It offers both social communication and relationship maintenance, information transmission (using the micro letter, weibo and other social tools)，serve the customerexperience，complaint response, etc.; It also provide entity process services of online consumption and the rights, including online order (online buying)，service experience (go to the store or pick up the goods)，marketing return (discount stores)，making an appointment (offline payment) and so on.4.3.Logistics NetworkThe construction of logistics network is based on the user's individualized demand. Integrate highly and cultivate deeply four networks consisting of the Internet，logistics network, service network, the marketing network, to construct competitive advantage driven by the user experience in the whole process formed by combination of emptiness and reality. By building the country network and the provinces and cities radiation network，to make the customer experience the advantage of great distribution services through resources integration. The logistics network needs the national inventory synchronization，as well as increase or decrease inventory keep seamless synchronization. There is a core that 020 sector needs to have a virtual warehouse，including the national all items online data，and can realize inventory synchronization. On the basis of these, it just can have the synchronization of logistics system. Because most of the enterprises regard regional synchronous growth as the core, any transaction can be delivered by the area branch warehouse. The efficiency of logistics will be the fastest the most direct. Logistics network eventually solve a problem: one is the efficiency，the second is cost，the third is experience.4.4.Data NetworkIn the process of the realization of the 020，data network provide a powerful background analysis and calculation system. The entire industry from consumers order to the brand, from brands to raw materials，from raw materials to all links, use data to get through all the industrial chain，so the efficiency changed thoroughly previous production status. Through Data mining of the 020 e-commerce users， including data collection, data preparation, data conversion, data extraction, data mining, mining using and other process are used to analyze the characteristics of user groups，and then analyze users’personal characteristics, gain valuable knowledge, in order to gain business value. Data help do a better understand of the need of customers，online users get in to the mall throu gh micro letter or other mobile platforms. They obtain the data about user’s age，gender，usual spending habits through marketing encouraging and technical means. According to the above several basic dimensions，they can determine the user’s consumption habit s to do the precise marketing effectively. In this part，the above e-commerce companies have no essential difference. The mobile Internet has a very good function, such as LBS positioning. Through technical and marketing incentives，encourage users to share their address. When the addresses are accumulated enough, it can paint basically specific consumer groups1 area of the street about some company, and the data can be directly transferred to offline stores to provide support. The mobile e-commerce data already is not only convenient for online marketing，but also has effected offline real decisions.4.5.Mobile NetworksThe popularity of smart phones，and the younger trend of use age of shopping software，as well as each big e-commerce enterprise promote actively in the mobile client，make Chinese users’ habits of mobile shopping be formed gradually. With the more and more use of 3G network and more and more Wifi free places provided，integration model of online，offline and mobile e-commerce has a rapid growing environment (Figure 3). Under the influence of the Internet thought，020 model is currently the latest marketing model. This model combines offline business opportunities and the Internet，make Internet become offline trading desk. Especially the emergence of QR code, becomes the key to mobile operators who enter the mobile Internet and layout the future 020 e-commerce.The instant communication tool in the top of list，combine online services with applications to improve greatly the user viscosity，and platform barriers to competition has been formed. By moving the versatility business to the same platform, it can achieve real-time order, inquiry，information push actively，membership management andthat the omni-directional mobile self-service. Customers can also use micro letter，companies Alipay to complete the payment，to avoid the trouble of change. In order to realize the integration，e-commerce companies should achieve information sharing，including mobile devices of the client and the real network，service network, logistics network and data network. It requests the construction of the mobile phone network security mechanism, and the development and maintenance of software security can achieve more rigorous and more generalization.4.6.Case AnalysisHaier Riri shun, as the first Internet brand whose value is billions of, integrate advantages of virtual network (e-business platform)，physical network，logistics network and service network, provides one-stop shopping experience for consumers，also provides users with the household design of online, interactive experience, personality of product customization, synchronization and so on. Riri shun arranges itself in creating 020 four network advantages，specific as follows: (Figure 4).5- Conclusion020 is upgraded from e麵commerce to the business of electronic. It also brings upgrade that electronic commerce department plays a role in organization management department (Figure 5). The integration of online，offline and mobile electronic commerce ensures a series of products sales and service through the complete supply chain system，at the same time，to satisfy the consumers demand in goods, services, experience，price, etc. On the one hand，consumers can enjoy the goods store experience and human services; on the other hand, they can be able to use mobile client to surf the Internet anytime and anywhere to pick a variety of products， or they choose goods and place an order in the stores, and then pick up by customer themselves. The dual experience online and offline, and convenience provided by mobile client for the consumer, reduce greatly the risk of shopping，at the same time， also save shopping time and improve the efficiency of the clinch a deal and turnover. These successful trading models become free advertising to customers who will buy goods next time andto promote surrounding community marketing. The way，offline promotion and online deals，has gradually influenced the secondary consumption habits of customers.二、文献综述020模式研究综述随着近年来团购网站的兴起和发展，人们已经开始接触/ 020模式的电子商务，而且这一模式正在被人们逐步认识和接受。
基于.NET 的网络商城的设计外文文献翻译购物网站2014年译文3450字
文献出处: Sabato G, Wilson N. Design and Implementation of Status Authentication System Based On [J]. The Journal of Credit Risk, 2014, 6(2): 95-127.（声明：本译文归百度文库所有，完整译文请到百度文库。
）原文Design and Implementation of Status Authentication System Based On Sabato G, Wilson N.AbstractWith the rapid development of internet technologies, as a newly developed trading operation mode, more and more emphasis are placed on electronic trading. Status authentication system is an essential component of electronic trading, which gives more conveniences and fastness to customers who are in favor of internet shopping. This thesis deals with how to construct status authentication system with newly developed internet technologies, improve the trading capabilities of internet trading platform and give a full play of the information of the internet. The programming of status authentication system and user interface are constructed with technology. Back-end database is constructed with SQL SERVER 2008. A secure access to status authentication system database is implicated with . Demand-analysis, business procedure, systemic structure and database mode of status authentication system are analyzed and designed with three tire structure. The advantages of and three tire structure are discussed, and a status authentication system is constructed.Key words: Status authentication system; ; Three tire structure; Database1 The Summary of online shopping1.1 Online shopping definitionOnline mall is similar to ordinary mall, is to use various means of electronic commerce from buy to sell deal process virtual store, so as to reduce the intermediate links, eliminate operating costs and agency in the middle of the price difference, and increase market circulation, with a huge space for development. As far as possible,also the consumer, drive the rapid development of the company.1.2 Construction of online mallSuch as using a special platform. Advantage is low investment cost, high efficiency. Enterprises only need to register and submit relevant information you can use the establishment of the online platform to complete you’re online shopping. For lack of funds and technical support of corporate entrepreneurship can make full use of the mall. Defect is unable to effectively control space, domain names, procedures, and other important resources. In the long run can produce adverse effect to the enterprise network sales.Shopping mall and relative platform independent relatively complex network mall, invest more. But the effect is better. Enterprises can choose the programming language, ASP language, have a lower development costs and a large market coverage, but the safety problem is outstanding. The PHP language is characterized by convenience, flexible, very suitable for program development. The most commonly used programming language mainstream products. Weakness is not suitable for big projects and secondary development. In the high-end application ability is limited. Have an ECSHOP, SHOPEX, etc.JA V A language to build online shopping system in the current products on the market is very little. Have superior language features, built by the online shopping system in safety, functional expansibility and secondary development has very excellent performance. But high development cost, the difficulty is big. Usually only use big business, government, etc.2 Network mall development process2.1 The requirements analysisUnderstand customer needs, including company introduction, item description, basic functional requirements, business process, etc.2.2 Construction scheme design online mallAccording to the demand analysis, according to the actual situation of enterprises, choose suitable for the enterprise network mall construction plan. Such as web hosting service or buy your own server.2.3 Host the DNS queryDomain name is part of the image of enterprise. Easy to remember and highlight the characteristics of enterprise name easy to improve enterprise brand image.2.4 Interface design, manufacture, and modification.The code a good interface design to the information release at the same time to the company's business philosophy and purpose accurate interpretation. And can attract the customers. At the same time for architecture design, coding. To provide customers with convenient browsing navigation, suitable business function modules, such as information release system, product display, shopping cart system, etc. To suit demand of the enterprise, this step needs to actively cooperate with customers.2.5 debugging functionDebug the whole system function, to provide customer tests and listen to customer comments, a change in a timely manner.2.6 ReleaseAfter through customer audit through online shopping system, can be uploaded to the site to run the server, the formal release. And timely after-sale technical support and maintenance.3 The key technologies of online shopping3.1 Definition: is Microsoft for XML Web services platform. The software will use a way of unified, personalized information, equipment and personnel closely linked together.XML Web services allow applications regardless of what kind of operating system, device, or adopted by a programming language, can through the Internet to communicate and share platform provides create XML Web services at the same time meet the needs of the integrate these services together. Specifically, platform includes development tools, XML WEB services, the client and server. experience.3.2 XML Web servicesThe basis of XML Web services is programming model. The core of technology. Is to other Application data and services application logic unit. Application using the standard Web protocol and data format (such as HTTP, XMLand SOAP) access to the XML Web services, has nothing to do with each XML Web services is implemented. Through XML Web services, customers and users from one service to another, from one application, or even from one environment to another environment will be very easy. Allows the user plane degree computer world will become simpler.3.3. framework Framework (.net Framework) is developed by Microsoft for more than a language component development and execution environment, it provides a unified cross-language programming environment. The purpose of framework is convenient for developers to more easily build Web applications and Web services, making the Internet between various applications, Can use Web services to communicate. Is mainly composed of the following two: Common Language Runtime (CLR: Common Language Runtime) CLR manages memory, thread execution, code safety verification, compilation, and other system services. CLI is a set of operation environment, including general system, the middle of the base class library has nothing to do with the machine code, called the common intermediate language (CLI).The CLR is confirm password in accordance with the CLI platform operation. The CLR in CLI instruction before implementation compiled into the original mechanical code in a timely manner.3.4 The predecessor of the ASP technology, is a server-side scripting technology developed by Microsoft, but to let the script embedded in a web page by intent web server implementation. includes all kinds of needed services to facilitate Web application developers to generate the enterprise level The program. Provides developers with a new kind of programming structure and model of the generated application has better Scalability and stability, and better security protection, is a unified model for Web application development.Developers can gradually add in the existing ASP application capabilities, to enhance and improve its function at any time. All applications can be applied to the whole. Framework, compared with ASP, application development can use any. NET compatible languages, such as c # and JScript. NET.., Visual , etc. And instant interpreter speed is much quicker than is a kind of natural layered architecture, the SQL Server, Oracle, consistent access to all sorts of data and public data sources such as, and through the data provider is a Dataset and. NET Frame Work of two core components complete decomposition data access tasks. For large-scale complicated information system development and maintenance.4 Three layer structure4.1 C/S structureC/S (Client/Server), namely the Client/Server structure is a kind of system architecture, currently most application software system based on C/S structure, in the form of this structure can make full use of the advantages of both ends hardware environment, make reasonable tasks assigned to the Client and the Server side, reduce the communication overhead of the system. In this structure, the server is the core of the network, the customer is the foundation of the network, the client server to obtain the required network resources, the server must provide for the customer network resources.C/S structure can give full play to the Client's ability to process, make a lot of work on the Client side processing and then submitted to the server, business processing logic is mainly, on the Client side and could be called Fat Client (Fat Client) structure. So the client speed accordingly.4.2 B/S structureB/S (Browser/Server) structure namely the Browser and Server structure. Is a variable of C/S structure And the improved structure, with the rapid development of Internet technology and the rise. Under B/S structure, the application server implementation of professional software applications, and Web server implementation customer performance, because the client through the browser to make the business process, greatly reduce the cost of system maintenance and upgrade and workload, simplify the client computer load at the same time. Is the first choice for today's application software architecture.B/S system structure, the client through the browser to a Web server database access request, a Web server to the client request into SQL syntax, and to the database server, database server get request, verify its legitimacy, and carry on data processing, processing results back to the Web server, Web server will get all the results into HTML document form, sent to the client browser, in the form of Web page display to the customer.4.3 Three layer structureThree layer structure (3 - tier application) refers to the entire business application is divided into: the presentation layer (UI), business logic layer (BLL), data access layer (DAL).In software architecture design, and a hierarchical structure is the most common, also is one of the most important kind of structure. Is on the basis of the client and server two layer structure to join the middle layer, application service layer, namely between multiple applications share the business logic layer of three layer structure, the formation of "thin client - fat middle tier - thin server" calculation model.Microsoft's recommended layered structure. Three layer architecture and not physical three layer, refers to the three logical layer, regardless of the three layer is placed in a machine or machine, the C/S architecture and B/S three layer structure can be used in the architecture. In the three-tier architecture, the client usually do not directly interact with the database, the business rules, data access work and the check of legitimacy on the middle business logic layer, the middle layer is responsible for the number According to the library to interact.4.3.1 Presentation layer (UI)Used for processing the human-computer interaction, is responsible for handling user requests. Popular speak be presented to the user interface, and is responsible for the display data and receive user input data. Main responsibility is to provide users with information and translate user's instruction and passed to the middle business logic layer, the. NET in the asp page. User’s closest ideal should not include the business processing system, the logic code only related to the interface elements.4.3.2 Business Logic Layer, Business Logic Layer) referred to as "the BLLThe business logic layer is three layer system structure embodies the core valuesin the section. Used for data processing business logic. In the data access layer and presentation layer, plays an essential role in data exchange. Because the three layers structure is weak coupling between the structure, the dependence between layer and layer is downward, change the design of the upper does not have any effect for the called the bottom. Therefore, the design of the business logic layer architecture scalability is particularly important. According to the different needs of application system, can be divided into different modules.4.3.3 Data access layer (DAL)The data access layer directly responsible for database operation, data add, delete, modify, query and other operations. And can be referred to as persistence layer, can access the database system, binary files, text documents, and XML documents, framework using complete access to the database, access to the function of the different types of data sources is encapsulated into different classes are stored. NET Class Library, can be based on. application calls.译文基于NET 的网络商城的设计作者：萨巴托；威尔逊.摘要随着互联网技术的快速发展，作为一种新兴的商务运作模式，电子商务正越来越受到人们的重视。
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虚拟网络商业模式外文翻译文献(文档含中英文对照即英文原文和中文翻译)译文：中国网络游戏产业的商业模式和运作问题摘要：互联网越来越的广泛使用使得网络社区如雨后春笋般发展起来。
其中特别有趣的现象之一就是网络游戏的出现。
本文就虚拟世界的开发者在其探索切实可行的商业模式途中将面临的困难进行论述。
本文作为探索性课题是一个对中国虚拟世界的开发者和用户进行研究的个别案例，来确定在这种商业模式下存在的问题。
本文讨论宽带和网络游戏以及诸如文化，历史，外挂，私服，虚拟财产贸易，开发商控制，管理和调控此类的反馈效果。
尽管大部分中国虚拟世界的运营商都具有盈利能力，但通过密切观察发现即使最成功的中国虚拟世界运营商仍然处于商业模式的早期阶段。
关键词：虚拟世界，中国，商业模式，网络1. 简介随着MacInnes(2004a)创造出来的互联网在全球范围内的拓展,网络对于交流变得至关重要。
随之而来的结果就是不同形式，为各种目的而发展起来的网络社区为人们提供了工作，社交以及娱乐上的便利。
在不同形式的网络社区中最吸引人眼球的就是虚拟世界，但是何为虚拟世界呢？就是人们在一个持续的合成的环境中通过虚拟角色（通常是一个头像）来相互交流。
虚拟世界属于网络游戏的一种，在这个虚拟世界中成千上万的人们可以同时参与相互影响。
这种在中国最受欢迎的网络游戏就是虚拟世界。
MacInnes(2004a)对虚拟世界这一现象提出了概观。
这一概念的提出对于现如今我们通过案例研究来完善这项工作起到了重要作用。
我们以一个别案例开始研究中国网络游戏产业，是因为随着宽带的大范围使用，中国的网络游戏为虚拟世界带来的市场的发展速度比许多国家都快。
这一点比其他因素更有说服力。
本文将从商业形式的前景方面讨论社会，法律，以及一些其他环境方面的问题。
现今中国虚拟世界产业所面临的挑战和机遇并不仅仅只在我们国家存在。
同样的问题很可能在虚拟世界市场欠发达的北美，欧洲等地区也一样存在。
从这一案例中吸取的教训同样可以被那些以网络为根基的产业使用动态商业模式框架来促进技术革新的所使用。
作为探索性课题，这是一个对中国虚拟世界的开发者和使用者进行研究的个别案例，来确定在这种商业模式下存在的问题。
本文引用了许多人们对其提出的疑问。
比如，中国网络游戏的运营者面对日益增加的竞争问题该采取什么样的策略？中国的网络游戏公司会在他们的价值链中趋于上游吗？宽带在产业发展中扮演了怎样的角色？中国社会对于这一新的娱乐方式会有如何反应？为什么中国的网络游戏相对于单机游戏发展地更好？2. 理论背景互联网的蓬勃发展促使了许多新网络社区的出现。
商业虚拟社区面临的一个重要问题是如何找到一个有利可获的商业模式同时兼顾着促使这些社区由最初的小规模向大规模发展。
早期的虚拟社区大多都是十分科学的但近期越来越多的发展成果刺激人们在虚拟空间里共享各自的兴趣爱好。
虚拟世界不仅为虚拟社区丰富多彩的图形支持，也带来了复杂的市场活动。
在因特网发展的早期，它着重于汇聚研究人员。
但一旦大学之间通过网络相互联系了，基于个人爱好的网络社区就开始发展起来了。
这些社区往往讨论兴趣还好，娱乐方式等Rheingold(1993）。
那时大多使用电子邮件，群发，后来发展为BBS，MUDs,人们就在那里开始创造一个奇妙的世界Castronova(2002）。
这些都是现今图形化了的虚拟世界的先驱。
对于网络社区的研究已经改进了。
学者已经证明了虚拟社区的使用能改善公民的行为Blanchard and Horan(1998)，促进社会抵制运动的发展De(2003)。
虚拟社区同样可以用来创造，集结，组织，运用知识([Bruynseels and Vos,2000], [Daniel et al., 2002], [Jansen et al., 2000] and [Schubert and Koch, 2002])。
他们也作为一种管理工具被用于组织中。
营销部门发现人们对于产品和服务的迷恋能帮助一家公司发展与顾客的关系，使他们产生对其的忠诚度( [Kardaras and Karakostas, 2000] and [Schubert and Koch, 2002]).。
然而这些社区常常会招致公司的批评(Lueg, 2001)。
虚拟社区可以根据活动，会籍的不同种类进行分类。
例如，Hagel and Armstrong (1996)把网络社区分为四类：交易社区，兴趣社区，幻想社区，关系社区。
相似地，Klang and Olsson (1999)把它们分为社区网络，专业协会，个人社团，“第三位置”（人们会见新老朋友的地方）。
Klang and Olsson (1999)确定四种社区类型：论坛，商店，俱乐部，集市。
这里的市场就是买卖实品，或者虚拟商品的地方。
这种活动正变得越来越流行。
以上四位作者都已承认这些社区不仅具有娱乐价值也同样具有商业价值。
本文我们将着重陈述虚拟社区具有的娱乐方面的价值，目的是来理解这个产业的商业模式动态。
很多使用者都愿意为这些社区付钱，比如互联网国际象棋俱乐部(Ginsburg and Weisband, 2003).。
更有甚者在结构化的游戏中，会员们会引进一种叫“chekels”用来当筹码，然后用来换成现金。
一些社区的社会方面正在迅速为使用者带来商业上的基于这并不是骇人听闻的。
社区的设计假想通常可以决定开发者是否能为使用带来利益。
缺少公司控制能造成困难。
尽管世上有成千上万的人活跃于这些虚拟世界中，但学者们只是最近才开始认识到这些社区的发展动态。
因为这些虚拟世界如今已能产生盈利，本研究着重于那些社区的商业模式方面。
在过去5年里商业模式文献数量已经有了增长地飞快，对于虚拟世界开发者与使用者在试图开发基于虚拟财产的有利可图商业的道路上遇到的困难将带来帮助。
学者在研究商业模式上做的贡献可分为三个领域：研究单个因素来突出他们的重要性，研究证明能使一种商业模式成功的几个条件，研究证明商业模式的组成成分。
我们把重点放在这个产业的商业模式方面的其中的一个原因是它所具有的巨大经济潜力。
即使在应用率较低的中国，这个产业正在产生巨大的经济收入。
我们因此需要去理解这个产业是怎样发展起来的，将来会朝着哪个方面发展。
这些商业模式的文献数量已经相当丰富了，甚至有点过头了。
在很多方面，学者往往过分单独强调许多模式已经参与了成分的静态分析，而笔者认为这是影响了公司的经济发展的。
这些静态商业模式在一定程度是无效的，我们分析一个新兴产业，往往开发商在找到切实可行的商业模式之前他们必然会经历很多困难。
MacInnes (2004a)考虑到发展中产业的动态因素提出了一个四阶段动态商业模式框架的理论。
这一理论特别是为比如中国网络游戏市场一类的新兴产业所设计的。
2.1. 动态商业模式框架动态商业模式框架是用来观察商业发展经历，来更好地了解他们的产业。
这对于虚拟世界游戏开发商，运营商刚成立的业务分部来说尤其适用。
这一模式由四个相互关联的阶段组成。
如下图：图1：动态商业模式影响一个公司商业模式在其早期阶段与成熟阶段的因素是不同的。
第一阶段技术问题是最为重要的；第二阶段环境问题，例如应该注重法律；第三阶段开发商可以结合传统收入模式；第四阶段应着重于支撑商业的因素。
虚拟社区的企业和用户模式开始出现，公司仍有许多事情要去解决。
这一部分引用了其他学者已确定的四个阶段的成功商业模式。
基于这些因素，在开发虚拟世界的不同阶段将面临的问题都有可能解决。
2.1.1.第一阶段：技术因素在技术开发的早期阶段，技术因素对于商业成功起着至关重要的作用。
这些技术因素是那些正在销售的产品或服务所固有的。
我们应当注意的是在信息领域许多商业是从技术革新发展起来的。
因此我们需要找到一种商业模式使他们的产品朝着努力的方向商业化。
不幸的是技术有时候并不完全被商业化所适用，这些问题需要在公司进行营利模式之前就被解决。
在虚拟世界产业中，技术因素可以摧毁一家公司因为人们在虚拟世界中创造的财产拥有相当大的价值。
如果这些财产因为技术问题或者安全漏洞问题丢失的话，那么开发者将会失去信誉，破产，或者因为不赔偿用户而被起诉。
因此，在虚拟世界中人们拥有客观的财产，公司服务器的安全问题必须放在首要位置。
Duh et al. (2001)发现市场的安全性和完整性因素是至关重要的，我们必须把他们放在首要位置，因为只有这样会员才会信任虚拟世界的开发者。
2.1.2.第二阶段：环境因素商业模式的第一阶段的技术问题已经解决了。
虚拟世界现在进入第二阶段要来克服环境因素所带来的问题。
环境因素包括法律，社会，一般的经济限制。
这一阶段通常被所忽略，因为直到技术商业化后人们才可能意识到技术为社会带来的问题。
许多商业化的技术如录像机，对等网络等由于法律问题或者对社会，经济有着不良影响，受到了人们的质疑。
Vasilopoulou et al. (2002)提出政策和规则对于商业模式的成功的起着至关重要的作用。
相似地，Schroeder et al. (2001)认为缺乏安全保障，组织和法律问题是公司从传统商业模式过渡到电子商务过程中最难克服的问题。
在目前对于这一商业的法律机制尚未成熟的情况下这些论文中所提到的法律问题也将起着一定的作用。
例如，谁拥有虚拟世界的财产，或者是虚拟货币的兑换是否赋予虚拟银行功能。
随着虚拟世界平行于现实世界，当出现违法事件的时候政府可能会出面干预，或遇通货膨胀时会去保护财产。
2.1.3.第三阶段：收入模式问题商业模式发展的第三阶段主要是传统的问题，例如收入来源，顾客价值，成本和基础设施管理。
从笔者已研究的单独因素上看，瓦斯尼和海德强调使用增加转换成本来作为维持顾客忠诚度的这一策略。
或在这种商业模式内从一网站上创建和维护社区来支持，促进经济活动。
随着时间的推移作为参与者发展的属性和角色的结果虚拟世界拥有高转化成本。
他们会发现换到另一个虚拟世界，或者重新开始一个角色，发展新的关系这会需要很高成本。
瓦斯尼和海德也暗示开发互补产品。
一些公司运营网络游戏卖真实产品用来换成数码产品。
相似地，Amit和Zott说网络游戏公司在这一阶段也会考虑到其他传统因素，包括：1.降低交易成本形式下的效率问题。
2.技术，活动和产品之间的互补。
3.锁定网络外部性和高转换成本。
4.新结构，内容，参与者带来的新奇问题。
虚拟世界为玩家提供新奇的内容。
但它们可以无限制地虚拟因为用户可以添加内容，有着丰富多彩的体验。
在所有令开发虚拟世界的公司感到最棘手的问题包括人员发展，社区发展以及资产管理。
随着一些用户发展他们自己的商业，开发商渐渐失去了控制。
Business models and operational issues in the Chinese online gameindustryAbstract：The rapid growth of Internet usage has enabled many new online communities to develop. A particularly interesting phenomenon that has arisen through Internet communities is the virtual world (VW) style of online game. This paper identifies the challenges that developers of VWs will face in their efforts to find viable business models. This is a single case study of China as an exploratory project to determine the issues surrounding business models for virtual world developers and users. The paper discusses the feedback effects between broadband adoption and online games as well as issues such as culture, history, Waigua, private servers, virtual property trade, developer control, governance, and regulation. In spite of the profitability of major Chinese VW operators, close observation of the Chinese case suggests that even the most successful VW operators are still in the early stages of their business model development.Key words：Virtual world China Business model Online game1.IntroductionAs the Internet continues to grow worldwide, Internet-based channels have become increasingly important for communication. As a result, online communities of many forms and for various purposes have developed and have enabled people to work, socialize and entertain themselves. Among the many types examples of online communities, a particularly interesting phenomenon is the virtual world (VW), a persistent synthetic environment where people communicate with each other using a virtual persona, often called an avatar. VWs are a type of online game that can have thousands of people involved and potentially interacting at the same time. The vast majority of popular online games in China are VWs.MacInnes (2004a) provided an overview and framework for understanding the VW phenomenon. It is now important to supplement this work through case studies. We chose to begin with a single case study of the Chinese online game industry because its marketfor VWs is growing more quickly than in many other countries due to the rapid adoption of broadband among other factors. Social, legal and other environmental issues are discussed in this paper from the perspective of business models. The challenges and opportunities facing the current Chinese VW industry are not merely country specific. The same issues are likely to play out as less developed VW markets in North America and Europe grow. The lessons from this case can also be compared to other Internet based industries using the dynamic business model framework for emerging technologies (MacInnes, 2004a).This is a single case study of China as an exploratory project to determine the issues surrounding business models for virtual world developers and users. The paper addresses a number of questions. What alternative strategies are available to Chinese online game operators who are facing an increasingly competitive market? Will Chinese online game companies move upstream in their value chain? What is the role of broadband in the development of the industry? How is Chinese society reacting to this new form of entertainment? Why has the online game industry achieved greater success in China than stand-alone computer games?2.Theoretical contextThe growth of the Internet has enabled many new virtual communities to be established. One of the key issues facing a commercial virtual community is finding a profitable business model that also fosters the initial growth of the community toward critical mass. Early virtual communities were mainly scientific but more recent developments have motivated people to congregate in a virtual space to share personal interests. Virtual worlds provide a new level of graphical richness to virtual communities while also supporting complex market activities.The early years of the Internet emphasized bringing together researchers but once many universities were connected, communities based on personal interests developed. These often involved hobbies and entertainment (Rheingold, 1993). In these early days the most common technologies were e-mail and listservs that later evolved into bulletin boards and MUDs where people began to create fantasy worlds (Castronova, 2002). These were forerunners of today’s graphical virtual worlds.Research about online communities has evolved. Scholars have documented theeffectiveness and use of virtual communities in society to foster, for example, civic behavior (Blanchard and Horan, 1998) and social resistance movements (De, 2003). Virtual communities can also be used to create, gather, organize, and manage knowledge ( [Bruynseels and V os, 2000], [Daniel et al., 2002], [Jansen et al., 2000] and [Schubert and Koch, 2002]). They have also been used as a management tool in organizations. Marketing departments have found that people’s fascination with the product or service can help a company develop relationships with customers to generate loyalty ( [Kardaras and Karakostas, 2000] and [Schubert and Koch, 2002]). These communities often result in criticism of companies, however (Lueg, 2001).Virtual communities can be classified according to types of activities and membership. For example Hagel and Armstrong (1996) identified four categories of online communities: communities of transactions, communities of interest, communities of fantasy, and communities of relationship. Similarly Klang and Olsson (1999) divide them into community networks, professional soci eties, personal societies and the “third place,” where people go to meet with new and old friends. Klang and Olsson (1999) identify four types of communities: the forum, the shop, the club, and the bazaar. The bazaar involves activities where the members themselves are buying and selling physical and now virtual products as well. This type of activity is becoming more and more prevalent. These authors have recognized the entertainment as well as the commercial value that communities have. In this paper we focus primarily on the entertainment segment of virtual communities and aim to understand the business model dynamic of this industry.Many users are willing to pay for communities such as the Internet Chess Club Even in a structured game such as chess, m embers introduced “chekels,” a monetary unit that could be exchanged for dollars. It is thus not surprising to see that the social aspects of these communities are rapidly transforming into commercial opportunities for users as well. Design assumptions of the community will often determine whether developers want to encourage or discourage the profit motives of users. Lack of company control can cause difficulties. Even though there are millions of people around the world who are active in these virtual worlds, scholars have only recently begun to understand the dynamics of these communities.Because of the revenue streams that virtual worlds are now able to generate, this studyfocuses on the business model aspects of those communities. Business model literature has grown rapidly over the past five years and is helpful in understanding the challenges that VW developers and users are likely to face in their attempts to develop profitable businesses based on virtual property. Contributions from scholars in business models can be divided into three areas: studies that focus on single factors to highlight their importance, studies that identify several elements that make a business model successful, and studies that identify business model components.One of the reasons why we want to focus on the business model aspects of this industry is because of its large economic potential. Even with its relatively low adoption percentage in China, the industry is already generating large revenues. We thus want to understand how the industry has evolved and how it will be able to generate further growth. The business model literature is quite rich and sometimes overwhelming. In many instances scholars have tended to emphasize some aspects over others and many of their models have involved static analysis of the components that the authors believe affect the economic success of companies. These static models are, to a certain extent ineffective when we are analyzing an emerging industry, as they have to go through many challenges before they have a viable business model. MacInnes (2004a) provides a four stage dynamic business model framework that takes into consideration the dynamic aspects of an evolving industry. The model was designed specifically for emerging industries such as the Chinese online game market.2.1. The dynamic business model frameworkThe dynamic business model framework was designed to take into consideration the evolution that businesses experience as they become more knowledgeable about their industry. This is particularly true for business segments that are just emerging as is the case with virtual world game developers/operators. The model is composed of four interrelated stages. Fig. 1 shows the different stages.Fig1 Dynamic business model framework for emerging technologies.The factors that affect the success of a company’s b usiness model at its early stages are different from those affecting the business at a more mature stage. In the first stage technical issues are of greatest importance. In the second stage environmental factors such as law and adoption should be considered. In the third stage developers can begin to incorporate traditional revenue model factors. The fourth stage focuses on factors that will sustain the business.Corporate and user models around virtual communities are beginning to emerge and companies still have many elements to work out. This section addresses the factors that other scholars have identified in each of the four stages that contribute to the success of a business model. Based on these factors it is possible to specify the challenges that these virtual worlds will face as they move through different stages of development.2.1.1. First stage: technological factorsIn the early stages of technological advance, technical factors are crucial to the success of the business. These technical factors are those that are inherent to the product or service being sold. It should be noted that in the information field many businesses emerge from technical innovations. Thus finding a business model that allows them to commercialize such products is the natural progression to their efforts. Unfortunately sometimes the technology is not entirely ready to be launched commercially and these issues need to be dealt with before the firm can concentrate on revenue models.2.1.2. Second stage: environmental factorsMany of the technical aspects faced in the first stage of business models have been overcome. VWs are now in the second stage where they have to overcome environmental factors. Environmental factors include legal, societal, and general economic limitations.This is a stage that is generally overlooked because it is not until a technology has been commercialized that people might realize the problems that the technology could pose for society in general. A number of commercialized technologies, such as the VCR and some peer-to-peer networks, have had their survival challenged because of a legal problem or another negative impact on society or the economy. Vasilopoulou et al. (2002) point out that issues of regulation and policy are critical to the success of a business model. Similarly Schroeder et al. (2001) determined that lack of security, organizational, and legal issues are the most difficult to overcome when companies make the transition from a traditional business model to one centered on electronic commerce. The legal issues that both of these papers identify will also play a role in these businesses as it is not yet clear in a legal sense, for example, who owns property in VWs or whether the convertibility of virtual currencies gives VWs banking functions. As VWs appear to parallel the real world, governments may want to intervene when illegal activities occur or to protect assets if there is inflation.2.1.3. Third stage: revenue model concernsThe third stage of business model development focuses on traditional concerns such as revenue sources, customer value, costs, and infrastructure management. From the authors that have looked at single factors Wathne and Heide (2001) emphasize the use of strategies that increase switching costs as a way of maintaining customer loyalty, or look at a way of creating and maintaining communities within the context of the business as a way of supporting and enhancing the economic activity from a website. VWs have high switching costs as a result of the property and persona that a participant in such a community develops over time. They may find it costly to switch to another VW and have to begin another persona and develop new relationships. Wathne and Heide also suggest developing complementary products. Some companies running online games offer physical products that can be exchanged for their digital versions. Similarly other traditional factors that companies in the online game industry can consider at this stage, according to Amit and Zott (2001), include: (1) efficiency in the form of reduced transaction costs; (2) complementarities between technologies, activities and products; (3) lock-in through network externalities and high switching costs; and (4) novelty through new structures, content and participants. VWs provide novel features for their players and they are virtually limitless as users can add content, improving the richness of the experience. Among the most challenging factors that companies developing virtual worlds face are member development, community development, and asset management (Williams andCothrel, 2000). With some users developing their own businesses, developers lose some control.虚拟网络商业模式外文翻译文献。