电子商务翻译

Benefits &Impacts of E-merce

Few innovations in human history enpass as many potential benefits as E-merce does to organizations, individuals, and society. These benefits are just starting to materialize, but they will increase significantly as E-merce expands. It is not surprising that some maintain that the EC revolutions is just “as profound as the change that came with in the industrial revolution”(Clinton and Gore 1997).

Electronic merce expands the marketplace to national and international markets. With minimal capital outlay, a pany can easily and quickly locates more customers, the best suppliers, and the most suitable business partners worldwide.

Electronic merce decreases the cost of creating, processing, distributing, storing, and retrieving paper-based information. It reduces the time between the outlay of capital and the receipt of products and services. EC can lowers telemunications cost—the Internet is much cheaper than VANS. For example, by introducing an electronic procurement system, panies can cut the purchasing administrative costs by as much as 85 percent.

Electronic merce allows reduced inventories and overheads by facilitating pull-type supply chain management. In a pull-type system the process starts from customer orders and uses just-in-time manufacturing.

E-merce brings about improved image, improved customer service, newfound business partners, simplified processes,pressed time, increased productivity, eliminating paper, expediting access to information, reduced transportation costs, and increased flexibility.

Electronic merce enables customers to shop or do other transactions 24 hours a day, all year round, from almost any location. It provides customers with more choices; they can select from many vendors and from more products.

E-merce is perceived not as a product, but rather as an agent thant will transform the every way product and service is created and sold. It pletely changes the rules of business processes and benefits expected throughout the economy.

1、Reduced per Transaction Cost versus Other Channels

Although establishing and maintaining a Web site on the Internet has costs of its own, the price of using the Web versus other sales channels is substantially reduced. As an advertising medium, promotion using a Web site results in the sale of ten times the number of units with one-tenth of the advertising budget.

Colorful, graphical and distributing printed materials. If specialty hot-sauce vendor Hot Hot Hot printed catalogs for its products rather than offering them on the Web, the pany estimates its costs would skyrocket from the current $100 PER MONTH TO $500 000 per month. AMP International of H ARRISBURG, Pennsylvania, once printed its catalogs at a cost of $8 million. By putting its stock of 70 000 items on the Web, such costs have been greatly reduced and sales have increased. Furthermore, the specially designed Web site makes it easier for the customer to pinpoint desired equipment parts then the paper catalog ever did.

Producing and mailing one technical information packet costs the Global Energy Network International an estimated $25. The cost for distributing the same information over the Web is marginal and does not increase as more people access it.

The Web can reduce the call volume and cost for providing effective customer support. For example, Federal Express's Web site enables customers to track their own packages at a cost to the pany of $0.1 per inquiry. When live operators handle these inquires over toll-free telephone lines, each call costs Federal Express $7. There is no question that doing business over the Web is costeffective.

2、Full-Time Business

Because of differences in time zones, coordinating international business negotiations can be highly inconvenient.Providing support and service 24 hours per day, seven days per week is expensive. However,Web sites, unlike salespeople, are always online. Users can find the answers to their questions any day of the year and can inquires if the Web site does not answer their questions.In addition ,prospects that are unaware of the pany's existence can find it online because Web sites can be indexed by Internet searchengines under a variety of keywords. A web site bees the pany's permanent home base, an information resource continually

available to the world.

Allowing customers to transact business at their convenience can result in increased sales. Expro, a pany that supplies parts to oil panies, set up a Web site enabling engineers from Shell Oil on a tanker in the North Sea to immediately place orders on the Web, rather than waiting to return onshore. The engineers admit that they do, in fact, place more orders because they can place orders when they are facing the need for the product.

An online store can afford to be open at all times of the day and every day of the year. Few real world stores can justify such an arrangement.

3、Physical Infrastructure is Optional

Existing businesses can create Web sites as an additional sales channel, but the Web also opens the possibilities for new types of enterprises that have no real-world counterparts. In the most virtual of cases, a store can have no inventory and square footage to maintain.

If the product itself is sold online, as is the case with information, entertainment or software, warehouses and the like are pletely superfluous. The entire sales cycle—from research to order to payment to delivery—occurs online.

Even stores with retail outlets find that their Web-based stores do not face the same shelf space limitations real-world stores do. No restrictions exist on the number of items an online store can carry.

Online stores can be more flexible about the products they carry and how they price those products. RCS Net, a Manhattan puter retailer, often changes its prices every day or even more than once per day. In short, online retailers can garner a broader audience, and carry more products. These stores represent the ultimate in flexibility. However, such store must offer a generous return policy because customers cannot physically examine products.

A Virtual Store

E-merce includes any business transacted electronically ,whether the transaction occurs between two business partners or a business and its customers .Electronic data interchange(EDI),which has to-date been implemented almost exclusively by larger businesses that can afford the necessary initial investment ,is reaching smaller organizations as transactions occur more frequently over the Internet .panies are posing electronic storefronts on the World Wide Web and garnering worldwide customers .These online businesses may represent a new sales channel for the pany or may be pletely virtualized ,holding no inventory . From 1995 to2000, we have witnessed many innovative applications ranging from advertisement to auctions and virtual reality experience .Almost every medium and large-sized organization in the United States already has a web site .Many are very extensive ;for example, in 1998 General Motors Corporation offered 18000 pages of information that included 9800 links to its products,services,and dealers.

1、Advantages of Virtual Store

Generally, the benefits of operating a virtual storefront fall into several areas of business strategy.

A pany's distribution channels can bee expanded with the presence of a virtual storefront, which in turn can transfer more power to direct marketing, which is the most targeted munications vehicle. This capacity

allows the pany to choose what is to be the purpose of the Web site:online sales, online advertising, online customer service, or other sales or munications activities. Using the Web as new distribution channel will require a strategic review of the pany's other distribution channels to streamline the direct marketing function. Many times the type of merchandise, the direct marketing function. Manytimes the type of merchandise, such as dry goods or service, will influence the integration of the Web into the promotional and distribution strategy.

With a virtual presence, capital expenditure is much less in starting consumer-directed or business-to business-directed marketing programas. The capital expenditure to open electronic storefront is much less than opening a tangible store(real estate and structures); this factor should reduce the amount to borrow, which is probably earmarked for electronic equipment, ISP server, and necessary software to support the virtual storefront.

There is much more flexibility in providing a base for operations to support the virtual store. The flexibility is such that an entrepreneur could maintain sales and service from any location. The Web site can operate twenty-four hours every day, and this capability is valuable for those firms that market overseas. Whether the staff is actual people or an automated system, the customer is relieved in having her order acknowledged.

To expand the firm's credentials and qualifications, the retail Web site can dispense marketing or sales materials automatically on request. Sales brochures can be obtained by prospects(as well as petitiors) through a Web presence, and with the proliferation of color printers, sales brochures retrieved from the Web are as attractive as the printed sales piece. As stated before, these sales materials are available to download and print twenty-four a day.

Producing a first-class Web site will enhance the virtual presence of the pany using the promotional mix elements. With the advent of the color, sound, movement, and selectivity of the Web, other promotional tools can be incorporated to the page design or as a banner on a search engine home page.

The opportunity to test new products or services may be one of the biggest advantages of the Web. This interactive ability can also be employed into sampling new product or service concepts among existing customer bases. It is a great way to get feedback on customer opinions for future use. New tools are available almost daily and integrated into Web sites for customer evaluation and convenience. Land's End Inc. is adding a feature to its Web site that will allow shoppers to see what clothes will look like on their bodies. The feature, called Your Personal Model, enables a user to select hair color, height, and shoulder width, waist and hip size to match her body.The technology then bines those features to form a three-dimensional virtual body. The site then selects clothes to suit that body type, and a shopper can click on items to see them on the model. The technology allows for fifteen different feature binations.

Many marketers are eager to sell internationally with minimal electronic sales support.There are many marketing issues to be considered in addition to the operational and financial issues in selling and delivering the product or service abroad. A good place to ask these business questions is in a discussion environment. Discussion groups' members range all over the globe, so with the proper no borders product, an effective marketing program could tap selected test markets. The reach of the Web is international, so with language-correct packaging and close scrutiny to acmodate the countries' legal restrictions, usage patterns, and consumers' values, the marketer can sell throughout the world at an amazingly low munications cost.

2、Building the Cyberstore's Awareness

Empathy for the cutomer's wants and desires is one of the key ingredients for storefront success. This quest to satisfy a customer segment is no different from attracting buyers to a real store filled with desirable merchandise. The marketer develops a merchandising strategy from prospect input. The major concerns that the marketer must manipulate are matching corporate strategy, content of the site, graphics and text appearance, and site security for customer ordering and privacy. These strategic and tactical issues should be constant regardless if the site