B2B电子商务【外文翻译】.doc

1、 外文翻译 原文 Business-to-Business Electronic Commerce Material Source: Journal of Economic Perspectives, 2000(11) Author:David Lucking-Reiley and Daniel F. Spulber Economic Efficiency Gains from Intermediation in B2B E-Commerce Intermediation and market-making are central activities in a market-oriented

2、 economy, bringing buyers and sellers together. Intermediaries can reduce transaction costs relative to direct exchange, by reducing the costs of search, certifying product quality, mitigating communication costs, and providing guarantees for buyer or seller commitments (Spulber , 1996, 1999). Compa

3、nies acting as market-makers enhance transaction efficiency by creating institutions of exchange, adjusting and communicating prices , clearing markets, allocating goods, and providing liquidity and immediacy ( Spulber , 1998) . Business-to-business e-commerce appears likely to transform the traditi

4、onal patterns of intermediation in ways large and small. Intermediaries reduce search costs by consolidating markets, providing market information and offering an assortment of goods and services , so that buyers obtain the cost efficiency of one-stop shopping, rather than spending time contacting m

5、ultiple suppliers. Many business-to-business intermediaries seek to offer a broader range of services including communication of price information and price adjustment. Centralized markets often reduce time costs by replacing bilateral negotiation with formal bidding mechanisms and information about

6、 transaction prices. B2B e-commerce companies cover a wide spectrum of industries. Companies have been formed to trade items from advertising to almonds , from lighting fixtures to laboratory equipment, from cattle embryos to circuit boards. Online markets have been established ( or at least announc

7、ed) for aircraft parts, agriculture, apparel, automotive parts, chemicals , computers and electronics, energy, financial instruments, food and beverages, health care, intellectual property, freelance services, laboratory supplies , industrial machinery, advertising, metals , office supplies, plastic

8、s, paper, printing services , telecommunications , shipping, and travel services . One market receiving particular attention has been products for maintenance, repair, and operations (MRO) because materials like belts , pumps, and light fixtures are required by almost all firms in all industries, an

9、d therefore are seen as a large potential market. Many business-to-business companies hope to create additional intermediation services.Many B2B companies propose to design innovative procurement transactions between a company and its many suppliers. Other firms are setting up markets that can provi

10、de novel types of transactions that aggregate supply and demand. For example, the oil companies BPAmoco, Royal Dutch/Shell Group and Totalfina Elf Group, along with financial services companies Deutsche Bank, Goldman Sachs, Morgan Stanley Dean Witter and Societ Generale, have announced a new global

11、electronic marketplace for over-the-counter energy, metal, and other commodities called the Intercontinental Exchange to replace transactions that were largely conducted bilaterally by telephone (Shmukler, 2000) . The Intercontinental Exchange market will have various novel features including the pr

12、ovision of information to traders regarding the creditworthiness and other characteristics of their counterparties , along with information regarding market aggregates ( Market News Publishing, 2000) . A number of online companies described ambitious plans for offering some of the value-added servic

13、es frequently offered by established dealers: trade credit, supply-chain-management services, appraisal, transportation, storage and other wholesale activities. For example, ChemConnect, an online exchange for chemicals and plastics, arranged for Optimum Logistics to provide transportation services.

14、 VerticalNet provides consulting services to complement its intermediation activities on the dozens of specialized websites it operates in different markets . VerticalNets websites also feature services often referred to as“ community and content,“ including industry news, reviews, and other editori

15、al features. Popular discussions often suggest that efficiencies in B2B e-commerce are obtained by disintermediation: that is, by “ cutting out “middlemen“ and supplanting presumably costly intermediaries with direct transactions. However, less expensive intermediation and lower transactions costs d

16、o not necessarily mean fewer intermediaries . If B2B e-commerce encourages outsourcing to replace some transactions previously internal to the firm, or if firms can use intermediaries to outsource some of the their current external purchasing and sales efforts, or if firms can employ specialized int

17、ermediaries to avoid inefficient one-on-one direct meetings between companies and their suppliers , the end result would be a greater number of intermediaries (Spulber , 1999) . E-commerce intermediaries can be classified into four main categories: brokers, auctioneers, dealers, and exchanges. These

18、 categories depend on the intermediarys pricing mechanism and whether or not the intermediary takes ownership of the goods and services . Brokers match buyers and sellers for a fee. Some brokers offer referral services that resemble yellow-page directories , but with more comprehensive information a

19、nd search facilities. Buyers generally do not pay for access, using the directories to contract sellers who in turn pay listing fees. Examples include Buzzsaw (construction) and Bakery Online (bakery supplies) . Sellers also can place product listings that resemble classified ads . At the web sites

20、of some B2B brokers known as “catalog aggregators,“ buyers can view sets of catalogs that contain information about products and prices from different sellers . Examples are iProcure(office supplies)and Chemdex ( laboratory chemicals ). catalog aggregators take orders for products on the sellers beh

21、alf , typically leaving order fulfillment up to sellers. Auctioneers take a more active role in transactions by setting up a mechanism to determine prices. Internet technology significantly reduces the cost of running an auction relative to using posted prices, and auctions are useful in situations

22、where there is enough uncertainty about market-clearing prices.Some auctioneers hold auctions of surplus inventory for sellers; examples include MetalSite (steel) and One Media Place ( advertising space). Other auctioneers hold reverse auctions for buyers, in which sellers compete against each other

23、 for a procurement contract. FreeMarkets Online, founded in 1995, is perhaps the largest “ reverse auctioneer ;“ their 1999 financial statements report over $2.7 billion in transactions and $20.9 million in corporate revenues . FreeMarkets has conducted procurement auctions for dozens of clients , i

24、ncluding Quaker Oats, Deere 例子包括MetalSite（钢）和一个媒体广场（广告空间）。其他拍卖行对买家举行逆向的拍卖，其中有卖家彼此竞争的采购合同 FreeMarkets 在线，成立于 1995年，也许是最大的 “ 逆向拍卖， ”1999 年的财务报表超过 27亿美元的交易，并且公司营业收入为 209亿美元。 FreeMarkets 已为客户进行了几十个拍卖，包括贵格燕麦，迪尔公司和宾夕法尼亚州的交通运输部的采购拍卖，从 4000多个供应商来自 超过 50个国家的 70多个类别（古普塔， 2000年）。 交易商利用供应商提供的货物的所有权把货物转售给买家。交易商询

25、问买家要的价格并把价格发给卖家。他们赚取的买卖差价，调整价格来改变市场条件情况。在 B2B 电子商务发展的早期阶段，试图成为新的经销商的网络公司很少。相反基础设施建设为库存和运输的要求，大多选择把重点放在建立市场（经纪人，拍卖，或交换）的电子基础设施。 网上交易中介机构往往是 “ 旧经济 ” 的分销商的子公司与现有的物理基础设施。建立分销商具有一定的优势，包括行业的专业知识以及客户和供应商接触。 W.W.格兰 杰利用其长期的分销网络优势。格兰杰，一个维修用品经销商，修复和行动于 1927年，做出了成百上千的可供网上订购的项目目录。有趣的是，格兰杰洽谈客户的具体合同，让每一位客户的意见定制到一组

26、价格后，登录到格兰杰 .COM。安然在线是安然公司一个包括天然气和其他商品直接交易，其他批发商和自己的销售和营销部门的业务合同等的线上延伸。安然公司转移其交易从通过电话交易到在网上发布买卖价格。根据安然公司在 2000年第三季度季度报告，安然在线从 1999年 11月推出后创造了 35万次价值一千八百三万点零零零万美元的交易。 交易所是 个双面市场，类似于现有市场的金融工具和一些商品（如在芝加哥商品交易的交易所）。 B2B 的公司承诺，扩大这些市场的新产品的种类，包括工业品，主要投入和服务等。交易所提供一系列服务，包括交易，价格透明度，集中结算的规则。交易规则的结构可以让买家和卖家期望到最佳的

27、交易价格。通常情况下，买家和卖家可以观察它们的交易价格发生。集中结算降低交易成本，因为买家和卖家只需要解决他们设在网上在这一天结束后的交易，而不是每一笔交易单独去解决。 B2B 交易通常处理不受管制的远期合约，不同于金融期货交易所，这是由美国商品期货交易委员 会和其他政府机构规定的。 B2B 公司有组织的交流例如 AlmondEx（ almonds）， Altra 能源（石油和天然气）， Arbinet 公司（电信带宽）， CheMatch（化学品），鄂钢（钢），以及PaperExchange（纸张和纸浆）。 Cantor Fitzgerald 公司，母公司的 eSpeed，提供了一个公司建立一个在线服务，来关联其现有的业务的重要例子。 Cantor Fitzgerald 公司经营约全球 50%的批发市场，如国债，公司债券和市政债券的固定收益证券。