电子商务【外文翻译】.doc

1、本科毕业论文（设计）外文翻译原文ELECTRONICCOMMERCEBETTEANNSTEADJACKIEGILBERTABSTRACTTHEAUTHOREXPLAINSHOWECOMMERCEISMERGINGWITHTRADITIONALFORMSOFRETAILINGACCORDINGTOAMERICASDEPARTMENTOFCOMMERCE,ONLINERETAILSALESINTHEWORLDSBIGGESTMARKETLASTYEARROSEBY26,TO55BILLIONTHATSOUNDSALOTOFMONEY,BUTITAMOUNTSTOONLY16OFTOTALRETAI

2、LSALESTHEVASTMAJORITYOFPEOPLESTILLBUYMOSTTHINGSINTHEGOODOLD“BRICKSANDMORTAR“WORLDBUTTHECOMMERCEDEPARTMENTSFIGURESDEALWITHONLYPARTOFTHERETAILINDUSTRYFORINSTANCE,THEYEXCLUDEONLINETRAVELSERVICES,ONEOFTHEMOSTSUCCESSFULANDFASTESTGROWINGSECTORSOFECOMMERCENORDOTHEFIGURESTAKEINTHINGSLIKEFINANCIALSERVICES,TI

3、CKETSALESAGENCIES,PORNOGRAPHY,ONLINEDATINGANDAHOSTOFOTHERACTIVITIES,FROMTRACINGANCESTORSTOGAMBLINGBUTTHEACTUALVALUEOFTRANSACTIONSCURRENTLYCONCLUDEDONLINEISDWARFEDBYTHEEXTRAORDINARYINFLUENCETHEINTERNETISEXERTINGOVERPURCHASESCARRIEDOUTINTHEOFFLINEWORLDTOSTARTWITH,THEINTERNETISPROFOUNDLYCHANGINGCONSUME

4、RBEHAVIOURHALFOFTHE60MCONSUMERSINEUROPEWHOHAVEANINTERNETCONNECTIONBOUGHTPRODUCTSOFFLINEAFTERHAVINGINVESTIGATEDPRICESANDDETAILSONLINE,ACCORDINGTOASTUDYBYFORRESTER,ARESEARCHCONSULTANCYTHISHASENORMOUSIMPLICATIONSFORBUSINESSACOMPANYTHATNEGLECTSITSWEBSITEMAYBECOMMITTINGCOMMERCIALSUICIDEAWEBSITEISINCREASI

5、NGLYBECOMINGTHEGATEWAYTOACOMPANYSBRAND,PRODUCTSANDSERVICESEVENIFTHEFIRMDOESNOTSELLONLINETOSOMEEXTENT,THEONLINEANDOFFLINEWORLDSMAYMERGEMULTICHANNELSELLINGCOULDINVOLVEACOMBINATIONOFTRADITIONALSHOPS,APRINTEDCATALOGUE,AHOMESHOPPINGCHANNELONTV,APHONEINORDERSERVICEANDANECOMMERCEENABLEDWEBSITESECTIONASURVE

6、YOFECOMMERCEECOMMERCEISCOMINGOFAGE,SAYSPAULMARKILLIE,BUTNOTINTHEWAYPREDICTEDINTHEBUBBLEYEARSWHENTHETECHNOLOGYBUBBLEBURSTIN2000,THECRAZYVALUATIONSFORONLINECOMPANIESVANISHEDWITHIT,ANDMANYBUSINESSESFOLDEDTHESURVIVORSPLUGGEDONASBESTTHEYCOULD,ENCOURAGEDBYTHEGROWINGNUMBEROFINTERNETUSERSNOWVALUATIONSARERIS

7、INGAGAINANDSOMEOFTHEDOTCOMSAREMAKINGREALPROFITS,BUTTHEBUSINESSWORLDHASBECOMEMUCHMORECAUTIOUSABOUTTHEINTERNETSPOTENTIALTHEFUNNYTHINGISTHATTHEWILDPREDICTIONSMADEATTHEHEIGHTOFTHEBOOMNAMELY,THATVASTCHUNKSOFTHEWORLDECONOMYWOULDMOVEINTOCYBERSPACEARE,INONEWAYORANOTHER,COMINGTRUETHERAWNUMBERSTELLONLYPARTOFT

8、HESTORYACCORDINGTOAMERICASDEPARTMENTOFCOMMERCE,ONLINERETAILSALESINTHEWORLDSBIGGESTMARKETLASTYEARROSEBY26,TO55BILLIONTHATSOUNDSALOTOFMONEY,BUTITAMOUNTSTOONLY16OFTOTALRETAILSALESTHEVASTMAJORITYOFPEOPLESTILLBUYMOSTTHINGSINTHEGOODOLD“BRICKSANDMORTAR“WORLDBUTTHECOMMERCEDEPARTMENTSFIGURESDEALWITHONLYPARTO

9、FTHERETAILINDUSTRYFORINSTANCE,THEYEXCLUDEONLINETRAVELSERVICES,ONEOFTHEMOSTSUCCESSFULANDFASTESTGROWINGSECTORSOFECOMMERCEINTERACTIVECORPIAC,THEOWNEROFEXPEDIACOMANDHOTELSCOM,ALONESOLD10BILLIONWORTHOFTRAVELLASTYEARANDITHASPLENTYOFCOMPETITION,NOTLEASTFROMAIRLINES,HOTELSANDCARRENTALCOMPANIES,ALLOFWHICHINC

10、REASINGLYSELLONLINENORDOTHEFIGURESTAKEINTHINGSLIKEFINANCIALSERVICES,TICKETSALESAGENCIES,PORNOGRAPHYA2BILLIONBUSINESSINAMERICALASTYEAR,ACCORDINGTOADULTVIDEONEWS,ATRADEMAGAZINE,ONLINEDATINGANDAHOSTOFOTHERACTIVITIES,FROMTRACINGANCESTORSTOGAMBLINGWORTHPERHAPS6BILLIONWORLDWIDETHEYALSOLEAVEOUTPURCHASESING

11、REYMARKETS,SUCHASTHEONLINEPHARMACIESTHATARETHOUGHTTOBERESPONSIBLEFORAGOODPROPORTIONOFTHE700MTHATAMERICANSSPENTLASTYEARONBUYINGCUTPRICEPRESCRIPTIONDRUGSFROMACROSSTHEBORDERINCANADATIPOFTHEICEBERGANDTHEREISMORETHECOMMERCEDEPARTMENTSFIGURESINCLUDETHEFEESEARNEDBYINTERNETAUCTIONSITES,BUTNOTTHEVALUEOFGOODS

12、THATARESOLDANASTONISHING24BILLIONWORTHOFTRADEWASDONELASTYEARONEBAY,THEBIGGESTONLINEAUCTIONEERNOR,BYDEFINITION,DOTHEYINCLUDETHEBILLIONSOFDOLLARSWORTHOFGOODSBOUGHTANDSOLDBYBUSINESSESCONNECTINGTOEACHOTHEROVERTHEINTERNETSOMEOFTHESEB2BSERVICESAREPROPRIETARYFOREXAMPLE,WALMARTTELLSITSSUPPLIERSTHATTHEYMUSTU

13、SEITSOWNSYSTEMIFTHEYWANTTOBEPARTOFITSANNUALTURNOVEROF250BILLIONSOECOMMERCEISALREADYVERYBIG,ANDITISGOINGTOGETMUCHBIGGERBUTTHEACTUALVALUEOFTRANSACTIONSCURRENTLYCONCLUDEDONLINEISDWARFEDBYTHEEXTRAORDINARYINFLUENCETHEINTERNETISEXERTINGOVERPURCHASESCARRIEDOUTINTHEOFFLINEWORLDTHATINFLUENCEISBECOMINGANINTEG

14、RALPARTOFECOMMERCETOSTARTWITH,THEINTERNETISPROFOUNDLYCHANGINGCONSUMERBEHAVIOURONEINFIVECUSTOMERSWALKINGINTOASEARSDEPARTMENTSTOREINAMERICATOBUYANELECTRICALAPPLIANCEWILLHAVERESEARCHEDTHEIRPURCHASEONLINEANDMOSTWILLKNOWDOWNTOADIMEWHATTHEYINTENDTOPAYMORESURPRISINGLY,THREEOUTOFFOURAMERICANSSTARTSHOPPINGFO

15、RNEWCARSONLINE,EVENTHOUGHMOSTENDUPBUYINGTHEMFROMTRADITIONALDEALERSTHEDIFFERENCEISTHATTHESECUSTOMERSCOMETOTHESHOWROOMARMEDWITHINFORMATIONABOUTTHECARANDTHEBESTAVAILABLEDEALSSOMETIMESTHEYEVENHAVECOMPUTERPRINTOUTSIDENTIFYINGTHEPARTICULARVEHICLEFROMTHEDEALERSSTOCKTHATTHEYWANTTOBUYHALFOFTHE60MCONSUMERSINE

16、UROPEWHOHAVEANINTERNETCONNECTIONBOUGHTPRODUCTSOFFLINEAFTERHAVINGINVESTIGATEDPRICESANDDETAILSONLINE,ACCORDINGTOASTUDYBYFORRESTER,ARESEARCHCONSULTANCYSEECHART1DIFFERENTCOUNTRIESHAVEDIFFERENTHABITSINITALYANDSPAIN,FORINSTANCE,PEOPLEARETWICEASLIKELYTOBUYOFFLINEASONLINEAFTERRESEARCHINGONTHEINTERNETBUTINBR

17、ITAINANDGERMANY,THETWOMOSTDEVELOPEDINTERNETMARKETS,THENUMBERSAREEVENLYSPLITFORRESTERSAYSTHATPEOPLEBEGINTOSHOPONLINEFORSIMPLE,PREDICTABLEPRODUCTS,SUCHASDVDS,ANDTHENGRADUATETOMORECOMPLEXITEMSUSEDCARSALESARENOWONEOFTHEBIGGESTONLINEGROWTHAREASINAMERICAPEOPLESEEMTOENJOYSHOPPINGONTHEINTERNET,IFHIGHCUSTOME

18、RSATISFACTIONSCORESAREANYGUIDEWEBSITESAREDOINGEVERMOREANDCLEVERERTHINGSTOSERVEANDENTERTAINTHEIRCUSTOMERS,ANDSEEMSETTOTAKEAMUCHBIGGERSHAREOFPEOPLESOVERALLSPENDINGINTHEFUTUREWHYWEBSITESMATTERTHISHASENORMOUSIMPLICATIONSFORBUSINESSACOMPANYTHATNEGLECTSITSWEBSITEMAYBECOMMITTINGCOMMERCIALSUICIDEAWEBSITEISI

19、NCREASINGLYBECOMINGTHEGATEWAYTOACOMPANYSBRAND,PRODUCTSANDSERVICESEVENIFTHEFIRMDOESNOTSELLONLINEAUSELESSWEBSITESUGGESTSAUSELESSCOMPANY,ANDARIVALISONLYAMOUSECLICKAWAYBUTEVENTHECOOLESTWEBSITEWILLBELOSTINCYBERSPACEIFPEOPLECANNOTFINDIT,SOCOMPANIESHAVETOENSURETHATTHEYAPPEARHIGHUPININTERNETSEARCHRESULTSFOR

20、MANYUSERS,ASEARCHSITEISNOWTHEIRPOINTOFENTRYTOTHEINTERNETTHEBESTKNOWNSEARCHENGINEHASALREADYENTEREDTHELEXICONPEOPLESAYTHEYHAVE“GOOGLED“ACOMPANY,APRODUCTORTHEIRPLUMBERTHESEARCHBUSINESSHASALSODEVELOPEDONEOFTHEMOSTEFFECTIVEFORMSOFADVERTISINGONTHEINTERNETANDITISALREADYTHEBESTWAYTOREACHSOMECONSUMERSTEENAGE

21、RSANDYOUNGMENSPENDMORETIMEONLINETHANWATCHINGTELEVISIONALLTHISMEANSTHATSEARCHISTURNINGINTOTHEINTERNETSNEXTBIGBATTLEGROUNDASGOOGLEDEFENDSITSELFAGAINSTCHALLENGESFROMYAHOOANDMICROSOFTTHEOTHERWAYTOGETNOTICEDONLINEISTOOFFERGOODSANDSERVICESTHROUGHONEOFTHEBIGSITESTHATALREADYGETALOTOFTRAFFICEBAY,YAHOOANDAMAZ

22、ONAREBECOMINGHUGETRADINGPLATFORMSFOROTHERCOMPANIESBUTTOTAKEPART,ACOMPANYSPRODUCTSHAVETOSTANDUPTOINTENSEPRICECOMPETITIONPEOPLECHECKONLINEPRICES,COMPARETHEMWITHTHOSEINTHEIRLOCALHIGHSTREETANDMAYWELLTAKEAPEEKATWHATCUSTOMERSINOTHERCOUNTRIESAREPAYINGEVENIFWEBSITESAREPREVENTEDFROMSHIPPINGTHEIRGOODSABROAD,T

23、HEREAREPLENTYOFWEBBASEDENTREPRENEURSREADYTOOBLIGEWHATISGOINGONHEREISARBITRAGEBETWEENDIFFERENTSALESCHANNELS,SAYSMOHANBIRSAWHNEY,PROFESSOROFTECHNOLOGYATTHEKELLOGGSCHOOLOFMANAGEMENTINCHICAGOFORINSTANCE,SOMEONEMIGHTUSETHEINTERNETTORESEARCHDIGITALCAMERAS,BUTVISITAPHOTOGRAPHICSHOPFORAHANDSONDEMONSTRATION“

24、ILLTHINKABOUTIT,“THEYWILLTELLTHESALESASSISTANTBACKHOME,THEYWILLUSEASEARCHENGINETOFINDTHELOWESTPRICEANDBUYONLINEINTHISWAY,CONSUMERSARE“DECONSTRUCTINGTHEPURCHASINGPROCESS“,SAYSPROFESSORSAWHNEYTHEYAREUNBUNDLINGPRODUCTINFORMATIONFROMTHETRANSACTIONITSELFALLABOUTMEITISNOTONLYPRICETRANSPARENCYTHATMAKESINTE

25、RNETCONSUMERSSOPOWERFULITISALSOTHEWAYTHENETMAKESITEASYFORTHEMTOBEFICKLEIFTHEYDONOTLIKEAWEBSITE,THEYSWIFTLYMOVEON“THEWEBISTHEMOSTSELFISHENVIRONMENTINTHEWORLD,“SAYSDANIELROSENSWEIG,CHIEFOPERATINGOFFICEROFYAHOO“PEOPLEWANTTOUSETHEINTERNETWHENEVERTHEYWANT,HOWTHEYWANTANDFORWHATEVERTHEYWANT“YAHOOISNOTALONE

26、INDEFININGITSSTRATEGYASWORKINGOUTWHATITSCUSTOMERS260MUNIQUEUSERSEVERYMONTHARELOOKINGFOR,ANDTHENTRYINGTOGIVEITTOTHEMTHEFIRSTTHINGTHEYWANTISTOBECOMEBETTERINFORMEDABOUTPRODUCTSANDPRICES“WEOPERATEOURBUSINESSONTHATBELIEF,“SAYSJEFFBEZOS,AMAZONSCHIEFEXECUTIVEAMAZONBECAMEFAMOUSFORBOOKS,BUTLONGAGOBRANCHEDOUT

27、INTOSELLINGLOTSOFOTHERTHINGSTOOAMONGITSLATESTVENTURESAREHEALTHPRODUCTS,JEWELRYANDGOURMETFOODAPARTFROMCHEAPANDBULKYITEMSSUCHASGARDENRAKES,MRBEZOSTHINKSHECANSELLMOSTTHINGSANDSODOTHEMILLIONSOFPEOPLEWHOUSEEBAYANDYETNOBODYTHINKSREALSHOPSAREFINISHED,ESPECIALLYTHOSEOPERATINGINNICHEMARKETSMANYBRICKSANDMORTA

28、RBOOKSHOPSSTILLMAKEAGOODLIVING,ASDOFLEAMARKETSBUTMANYRECORDSHOPSANDTRAVELAGENTSCOULDBEINFORATOUGHERTIMEERIKBLACHFORD,THEHEADOFIACSTRAVELSIDEANDBOSSOFEXPEDIA,THEBIGGESTINTERNETTRAVELAGENT,THINKSONLINETRAVELBOOKINGSINAMERICACOULDQUICKLYMOVEFROM20OFTHEMARKETTOMORETHANHALFMRBEZOSRECKONSONLINERETAILERSMI

29、GHTCAPTURE1015OFRETAILSALESOVERTHENEXTDECADETHATWOULDREPRESENTAMASSIVESHIFTINSPENDINGHOWWILLTRADITIONALSHOPSRESPONDMICHAELDELL,THEFOUNDEROFDELL,WHICHLEADSTHEPERSONALCOMPUTERMARKETBYSELLINGDIRECTTOTHECUSTOMER,HASLONGTHOUGHTMANYSHOPSWILLTURNINTOSHOWROOMSTHEREAREALREADYSIGNSOFCHANGEONTHEHIGHSTREETTHELA

30、TESTAPPLEANDSONYSTORESAREDESIGNEDTODISPLAYPRODUCTS,INTHEFULLEXPECTATIONTHATMANYPEOPLEWILLBUYONLINETOSOMEEXTENT,THEONLINEANDOFFLINEWORLDSMAYMERGEMULTICHANNELSELLINGCOULDINVOLVEACOMBINATIONOFTRADITIONALSHOPS,APRINTEDCATALOGUE,AHOMESHOPPINGCHANNELONTV,APHONEINORDERSERVICEANDANECOMMERCEENABLEDWEBSITEBUT

31、OFTENITISLIKELYTOBETHEWEBSITEWHERECUSTOMERSWILLBEENCOURAGEDTOPLACETHEIRORDERSONEOFTHEBIGGESTCOMMERCIALADVANTAGESOFTHEINTERNETISALOWERINGOFTRANSACTIONCOSTS,WHICHUSUALLYTRANSLATESDIRECTLYINTOLOWERPRICESFORTHECONSUMERSO,IFTHELOWESTPRICESCANBEFOUNDONTHEINTERNETANDPEOPLELIKETHESERVICETHEYGET,WHYWOULDTHEY

32、BUYANYWHEREELSEONEREASONMAYBECONVENIENCEANOTHER,CONCERNABOUTFRAUD,WHICHPOSESTHEBIGGESTTHREATTOONLINETRADEBUTASLONGASTHEINTERNETCONTINUESTODELIVERPRICEANDPRODUCTINFORMATIONQUICKLY,CHEAPLYANDSECURELY,ECOMMERCEWILLCONTINUETOGROWINCREASINGLY,COMPANIESWILLHAVETOASSUMETHATCUSTOMERSWILLKNOWEXACTLYWHERETOLO

33、OKFORTHEBESTBUYTHISMARKETHASTHEPOTENTIALTOBECOMEASPERFECTASITGETSREFERENCES01AGARTNERGROUPSTUDYESTIMATEDTHAT40OFALLBILLSWOULDBEONLINEBYTHEYEAR2000BRANNIGAN,199902BY2003,FORRESTERRESEARCHINCPROJECTSTHEVALUEOFALLECOMMERCESALESWILLBE14T,92OFWHICHWILLBEBUSINESSTOBUSINESSTHATSUPFROM511BIN1998ONRAMP,19990

34、3BY2002,THEUSMARKETFORINTERNETCOMMERCESOFTWAREWILLZOOMTO38BILLION,ASPRODUCTSMATUREANDSYSTEMSINTEGRATORSDEVELOPTHESKILLSTOIMPLEMENTTHISNEWCLASSOFSYSTEMS,ACCORDINGTOARECENTFORRESTERREPORTINTHEFUTURE,199904ANDERSENCONSULTINGESTIMATESBY2007,8TO12OFALLPURCHASESOFPACKAGEDGOODSINCLUDINGTOILETRIES,HOUSEHOLD

35、PRODUCTSANDDRYANDFRESHGROCERIESWILLBEMADEELECTRONICALLY,REPRESENTINGA60BILLIONTO85BILLIONBUSINESSNELSON,199905INTERNETRETAILSALESAREEXPECTEDTODOUBLETHISYEARTO1104B,ANDTOACCOUNTFORABOUT25OFTOTALRETAILSALESBY2004THEPERCENTAGEOFTOTALCONSUMERSANDBUSINESSESSALESAREEXPECTEDTOINCREASEABOUT50ANNUALLYTHROUGH

36、2004TOTALRETAILSALESAREEXPECTEDTOGROWABOUT36AYEARINTERNETRETAILSALES,1999译文电子商务作者蓓特安位杰基吉尔伯特文摘介绍了电子商务是如何和传统形式的零售行业融合在一起的。据美国商务部、在线零售销售在这个全球最大的市场,去年上升了26,约有550亿美元。那听起来很多钱,但只占了全国零售总额的16，但绝大多数人还买东西还是在品牌声誉较好的实体店铺中。但商务部的统计数字仅涉及零售行业的一部分。例如,他们排除他们排除了在线旅行服务这种最成功和发展最快的电子商务行业。这些数字也不包括在诸如金融服务、自动贩售机、色情、网上约会和许多其他

37、的活动，还疏漏了赌博。但实际情况表明目前网上交易的相形见拙，但因特网是对现实世界里的购买力发挥影响。首先,因特网是深刻地改变消费者的行为。通过调查价格和细节在线的购物和研究咨询公司一项研究表明在欧洲大约有6亿一半的左右的消费者通过互联网连接购买了离线产品。这里面说明欧洲市场有巨大的商务上的含义。公司网站,可在商战承诺商业自杀。一个网站是日益成为通往一个公司的品牌,他的产品和服务即便公司并不在网上出售。在某种程度上在线和离线世界可能融合。多渠道销售可能包括结合传统商店,打印出的产品目录、电视购物,移动电话购物和现实可行的电子商务服务网站。章节进行的一项电子商务调查显示保罗马克里尔说电子商务是一个

38、时代的到来,但不能预测的泡沫年当技术泡沫破裂出现在2000年,许多网络公司因为疯狂的估值而消失了,而身下许多电子企业因此相互联结在一起。而他们中的幸存者也因为越来越多的因特网用户备受鼓励。企业也因为产生了真正的利润,所以他们现在估值又上涨了一些，但商业世界也因为互联网的潜力变得更加谨慎,。有趣的是经济的高度繁荣也产生了胡乱的预测，像大量的世界实体经济以各种途径进入网络空间正在实现。原始数据告诉人们的只是冰山一角。据美国商务部统计网上零售销售在这个全球最大的市场去年上升了26,550亿美元。那听起来是很大一笔钱,但只占了全国零售总额的16。绝大多数人还买东西还是在品牌声誉较好的实体店铺中。但商务

39、部的统计数字仅涉及零售行业的一部分。例如,他们排除了在线旅行服务这种最成功和发展最快的电子商务行业。国际咨询委员会（IAC,艾迪派旅游预测和旅社两个网站因有了已经有足够的竞争力，他们的老板在去年单单旅游方面的销售额就有10亿美元,，那还不包括从航空公司、饭店、和全公司的,所有的这些在网上出售的越来越多。这些数字不包含诸如金融服务、售票机、色情去年在美国有20亿美元的商业活动,在色情录影带、新闻和杂志行业,网上约会和很多其它的活动,从追踪传统的赌博也价值在世界范围内也许有6亿美元。他们也省去购买灰色市场,如在线药房,从加拿大边境购买的廉价的药品有7亿美金的交易额被认为是一个很好的比例。事情的表现

40、更多的现象来自，商务部的数据包括从网上拍卖网所赚取的站的费用,但不包括全球最大的在线拍卖网站易趣，因为在去年它单单货物的销售值就有惊人的24美元。根据定义,当然他们包括在因特网上有数十亿美元的货物买卖互相连接了的企业。但其中的一些B2B服务是专用的,例如,沃尔玛告诉其供应商,如果他们想要成为2500亿美元的年营业额的蛋糕的分享者，他们必须用沃尔玛的系统。所以电子商务已经初具规模,而且它会变得更大。但实际价值的结论表现的是目前网上交易的相形见绌，但因特网非凡的影响已经进入了现实购买的世界里。另外，电子商务的影响力也说明它已成为现实购物中不可分割的一部分。首先,因特网是深刻地改变消费者的行为。在美

41、国，大约有五分之一的顾客进入了西尔斯百货公司买电器，将研究他们买的电器的在线购置特别是知道他们打算缴纳的下一笔钱在哪里。更让人吃惊的是,四分之三的美国人开始在网上买新汽车,尽管大多数人最终从传统的汽车店购买。不同的是,这些客户前来展示厅里，为了能获得实惠的买卖，都能了解有关的汽车更多更详细的信息。有时他们甚至用计算机输出识别特定的车经销商，他们想买的股票,。通过一个购物研究咨询公司一项调查价格和在线细节的研究表明在欧洲，约有6亿的一半消费者通过互联网链接了买了产品。不同的国家有不同的习惯。在意大利和西班牙,例如,如果在浏览了购物咨询网站后有在互联网上购买离线的产品的人翻了两倍。但是在英国和德国

42、,这两个号称最发达的互联网市场,其实名不副实。购物说,人们开始在网上购物为简而可见的产品,如DVD，然后毕业生到较为复杂的物品。在美国二手车现在的销售是其中最大的在线业务增长区块。人们似乎喜欢网上购物,如果有较高的顾客满意度评价作向导。网站正做更多、更简明的东西要娱乐和服务他们的顾客,并且似乎准备冒了人们未来能在网上消费更多的份额风险。为什么做网站因为这上面存在着巨大的商业价值。公司可能在商战中的疏忽而消亡。但公司的网站在渐渐成就公司的品牌后,他的产品和服务，即便公司并不在网上出售也是无法消亡的。无益的网站称无益的公司,对手只有滑鼠和按键盘。但即使是人们不能找到的最冷门的网站或将消失在网络世界

43、的网站,公司一定要高以确保它能在互联网搜索中出现的次数。对于大多数用户来说,一个搜索地址目前它们的重点进入互联网。最著名的搜索引擎已进入词汇有人说他们有一个“谷歌”公司,这是服务产品或他们的救急稻草。搜索业务也形成了其中一个最有效的广告形式在互联网上。它已经是最好的方式,它能够触及到一些消费者青少年和少年人上网比看电视花更多的时间。这一切都意味着,在互联网的下一个大战场，谷歌以搜索来应对雅虎和微软的挑战来保护自己。此外，让别人注意到的是透过能在线提供产品和服务一家大的网站,经可以获得很多交易。易趣、雅虎和亚马逊巨大的贸易平台成为其他公司的产品。即便是参与,一个公司的产品不得不面对激烈的价格竞争

44、。人查阅对比各个网站的价格,并与那些实体店铺做对比，而且还很可能会偷看其他顾客在其他国家支付情况。所以虽然网站能阻止国外商品输入,但还有许多网络商准备这些顾客的胃口。芝加哥凯洛格管理学院莫汉伯。索赫尼,管理技术教授问不同销售渠道的套利这是究竟是怎么回事。例如,说不定有人会使用互联网来研究数码相机,但是身体力行地访问一家数码店。“我要考虑一下,“他们会告诉售货员。回家之后,他们将利用搜索引擎可以找到价格最低的相机并网上购物了。斯塔布斯教授说，通过这种方式,这是用户对采购过程的结构的分离。他们是从交易本身分离了产品信息。综上所述电子商务不仅是使网络消费者对价格透明度了解被放大,但是通过这种网络的方

45、式很容易让他们对要购买的东西忠实度不够。如果他们不喜欢一个网站,他们会迅速地浏览其他网站。雅虎首席执行官丹尼尔罗格森说“网站是世界上最自私的环境。人们愿意使用互联网每当他们想要的,他们要怎么可以得到的及以任何他们想要的东西。”雅虎不仅仅是明确要学会科学地制定其客户战略26亿每月独特用户，他们正在寻找的那些互联网赐给他们的顾客。他们想要的第一件事就是成为更好的了解产品和价格。像杰夫贝索斯,亚马逊的首席执行官说“我们在经营我们令人难以置信的业务,”。亚马逊的销售闻名于书,但很久以前它的领域扩张到销售其他许多好东西了。贝佐斯先生认为他可以卖很多东西除了便宜又笨重的东西,如园林工具，企业在其最新的健康

46、产品、珠宝和美食佳肴都有涉及。并且每年有数以百万计的人都在使用易趣。但没人认为实体的商店都会消失,特别是那些细分市场存在。许多实体的书店仍生活得很好,就像跳蚤市场。但是许多记录商店和旅行社只能采取更强硬的时间。最大互联网在线旅行预订艾派迪和国际咨询旅行的老板艾瑞克布莱切福特,认为在美国在线订购旅行的市场可能很快升至百分之二十到一半以上的份额。贝佐斯先生认为可能捕捉实现网络零售商零售在未来的十年。这将是消费领域一个大规模的转移。传统商店将怎样反应呢迈克尔戴尔,戴尔电脑的创始人,致使国内的个人电脑市场转向为对客户的直销模式,有许多家电商店开始被认为会变成陈列室。在街头巷尾已经有变化。最新的苹果和索

47、尼商店都用来显示产品,在充分的预期,即许多人会购买在线。在某种程度上在线和离线世界可能融合。多渠道销售可能包括结合传统商店,打印出的产品目录、电视购物，移动电话购物和可行的电子商务服务网站。但通常是在网站可能鼓励客户去下单。销售最大的优势就在于互联网是一个交易成本较低,这通常较低的价格可以直接转化给消费者。所以,如果最低的价格可以在网络上搜寻得到并能得到最好的服务,为什么他们买别的地方吗其中有一个原因可能是方便,另一个,造成在线交易的最大威胁是关注欺诈。但只要互联网继续提供价格便宜的产品和快速、安全的信息，那么电子商务还会继续增长。渐渐的，公司可以精确地为客户提供要哪里可以找到购买最好的商品的

48、网站。这一市场有潜力变得完美。参考文献01AGARTNERGROUPSTUDYESTIMATEDTHAT40OFALLBILLSWOULDBEONLINEBYTHEYEAR2000BRANNIGAN,199902BY2003,FORRESTERRESEARCHINCPROJECTSTHEVALUEOFALLECOMMERCESALESWILLBE14T,92OFWHICHWILLBEBUSINESSTOBUSINESSTHATSUPFROM511BIN1998ONRAMP,199903BY2002,THEUSMARKETFORINTERNETCOMMERCESOFTWAREWILLZOOMTO

49、38BILLION,ASPRODUCTSMATUREANDSYSTEMSINTEGRATORSDEVELOPTHESKILLSTOIMPLEMENTTHISNEWCLASSOFSYSTEMS,ACCORDINGTOARECENTFORRESTERREPORTINTHEFUTURE,199904ANDERSENCONSULTINGESTIMATESBY2007,8TO12OFALLPURCHASESOFPACKAGEDGOODSINCLUDINGTOILETRIES,HOUSEHOLDPRODUCTSANDDRYANDFRESHGROCERIESWILLBEMADEELECTRONICALLY,REPRESENTINGA60BILLIONTO85BILLIONBUSINESSNELSON,199905INTERNETRETAILSALESAREEXPECTEDTODOUBLETHISYEARTO1104B,ANDTOACCOUNTFORABOUT25OFTOTALRETAILSALESBY2004THEPERCENTAGEOFTOTALCONSUMERSANDBUSINESSESSALESAREEXPECTEDTOINCREASEABOUT50ANNUALLYTHROUGH2004TOTALRETAILSALESAREEXPECTEDTO