商务英语专业论文.docx

商务英语专业论文.docx

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商务英语专业论文

DiscussiononE-commerceImpactonEnterprises

WangJunSchoolofEnglishforInternationalBusiness

Abstract:

E-commerceismoreandmoreprofoundlychangingthetraditionalbusinessmode.Ithastwocoreconcepts,oneforbusinessandtheotherfordigitaltechnology.Digitaltechnologyisonlyatool,butbusinessactivitiesarethefinalpurpose.E-commerceisvirtualandnotrestrictedbyspace-time.However,thetraditionalmarketingislimitedbythetime,spaceandtheintermediatelinks.SoE-commerceexertsanenormousinfluenceonenterprisemarketingcosts,marketingconcepts,marketingarea,thewayofmarketingandthetimelinessofmarketingactivities.

Keywords:

E-commerce,enterprisemarketing,impact

论电子商务对企业营销的影响

王军国际商务英语学院商务英语双学位1002班

摘要:

电子商务越来越深刻的改变着传统商务模式，电子商务有两个核心概念，一为商务,二为数字化技术。

数字化技术是工具，进行商务活动是最终目的。

电子商务具有虚拟性和不受时空限制的特征，而传统企业营销则存在着中间环节和时空的限制。

电子商务则对企业的营销成本、营销理念、营销区域和营销方式以及对市场活动的及时性产生了巨大的影响。

关键词：

电子商务；企业营销；影响

Contents

Abstract…………………………………………………………………………………Ⅰ

中文摘要…………………………………………………………………………………Ⅱ

1Introduction3

2TheconceptandfeaturesofE-commerce3

2.1ConceptofE-commerce3

2.2FeaturesofE-commerce4

3Thelimitationofthetraditionalenterprisemarketing6

4Theinfluenceofe-commerceonenterprisemarketing7

4.1Impactonmarketingconcept7

4.2Impactonmarketingarea8

4.3Impactonpersonalizedmarketing8

4.4Impactontimelinessofmarketingresponse9

5Challengesandopportunitiesinthedevelopmentofelectroniccommercetotheenterprise10

5.1Electroniccommercebringsdevelopmentopportunitiestotheenterprise10

5.2Electroniccommercebringschallengestotheenterprise11

6.Conclusion13

References14

ACKNOWLEDGEMENTS15

1Introduction

SincethetwentiethCentury,theextensiveapplicationofinformationtechnologyonvariousaspectsofhumanlifehasbroughttherevolutionarychange.Therapiddevelopmentofinformationtechnologyconstantlycreatesarefreshingnewworld,andtheinfluenceofinformationtechnologyonthetraditionalbusinessactivitiesisdramatic.Indevelopedcountries,e-commerceisverypopularandmature.Itisappliedinpeople’sdailylife.However,indevelopingcountries,e-commercehasnotinaverycrucialposition.Physicalstores’turnoverisstillbiggerthanonlinestores’.Andpeopleespeciallywhowithloweducationaremucheasiertotrustphysicalstores.Besides,somecompaniesorgovernmentsstillusetraditionalmethodssuchasusepapertorecordtheinformationandthenspendalongtimetoswitchtoanotherleadertoapprove.But,wemustadmitthate-commerceasanewthingisrisingatanimmeasurablerateindevelopingcountries,anditwillsubvertthetraditionalbusinessmodel.Accordingtoonlineshoppingresearchreport,asofJune2012,thedomesticB2C,C2Candothermodeofenterprisesreached24,620,anincreaseof20.1%comparedtolastyear.Besides,bytheendofJune2012,theChinesee-commerceusersizeis214million,representingayear-on-yearincreaseof23.7%.AndChina'se-commercemarkettransactionsamountedto3.5trillionyuanbytheendofJune2012,ayear-on-yearincreaseof18.6%.InNovember11,2012,TaobaoandTmallthesetwocompanies’turnoverreached19.1billionyuanaday.Thisisamazing,anditreflectstheprosperityofthee-commercemarket.Accordingtothatdata,someprofessorspredictthatin2013e-commercemarketwillcreatemorewealth.Wecanseewiththeintegrationofworldeconomyandtheaccelerationofeconomicglobalization,electroniccommerceismoreandmorewidelyusedinenterprise'seconomicandtradefields.Fromalong-termperspective,e-commerceisimmeasurable.Itwillcreategreatvalueandpromoteabusinessrevolutionandeventuallyitwillchangeenterprisebusinessmodel.

2TheconceptandfeaturesofE-commerce

2.1ConceptofE-commerce

ElectronicCommerceisadevelopingconcept,E-commercepioneerIBMin1996forthefirsttimeputforwardElectronicCommerce（E-Commerce）concept,andin1997putforwardElectronicBusiness（E-Business）concept.Infact,companies,socialorganizationsandacademiccirclesontheelectroniccommercehaveoffereddifferentdefinitions.However,sofarthereisstillnooneauthoritativedefinitiononelectronicbusinesswhichcanbewidelyrecognizedbytheparties.Wesummarizecurrentrepresentativedefinitionsasfollows:

（1）E-commerceingeneral（ElectronicBusiness）:

awiderangeofindustries,includinggovernmentagenciesandenterprises,institutionsofvariousbusinesselectronicnetworks,andsoon.

（2）E-commerce（ElectronicCommerce）inthenarrowsense:

Peopleuseelectronicmeansforvariousbusinessactivitieswhichcentersaroundthecommodityexchange.

（3）E-commerce（ElectronicCommerce）inUnitedNationsinternationaltradeprocedure:

Usingtheelectronicformstocarryoutbusinessactivities,includingthroughanyelectronictoolsbetweensuppliers,customers,governmentandparty,suchasEDI,Web,emailandothersharedunstructuredbusinessinformation,andmanagementandcompletingavarietyoftransactionsinthebusinessactivities,managementactivitiesandconsumptionactivities.

Summarizingthedefinitionsabove,theauthorthinksthatelectroniccommercehastwocoreconcepts:

oneforbusinessandtheotherfordigitaltechnology.Digitaltechnologyisonlyatool,butbusinessactivitiesarethefinalpurpose.Theso-callede-commerceistheuseofdigitalinformationtechnologytoexchange,processandcollectbusinessdataandfinallyusevirtualplatformtocompletethebusinessactivities.

2.2FeaturesofE-commerce

（1）Virtuality

Thebiggestcharacteristicofelectroniccommerceisvirtuality.Electroniccommercevirtualityisshownintwoaspects.Thefirstisthevirtualenterpriseoperation.Electroniccommerceenablesenterprisestodowithouttherealityofthefactoriesandshopstoachieveitsbusinessactivities.Businessescansetuptheshoponthenetworkandhirefewpeopletoselltheproducts.Nordoesthecustomerneedtogotothemalltobuygoods.Theycanbrowseontheinternetandcomparethepricefromdifferentshopswithinashorttime.Ontheonehand,greatlyreducingthestorethreshold,theynotonlydonotneedtospendalotofmoneytorentshopentities,butalsoeliminatetheneedofcomplicatedprocedures.Ontheotherhand,itgreatlycantersthecustomers.Itcanreducethecustomer’sshoppingcostnotonlymoneybutalsotime.Customersonlyneedtositinfrontofthecomputertoclickthemousetochoosethecommoditieswhichtheylike.Thesecondistheprocessofvirtualpropertytransactions.Oncethetwosidesintradereachaconsensus,thebuyercanpaythemoneytothethirdsides.Andthenwhenthebuyerissurethatthegoodshereceivedhavenoproblem,thethirdsidescangivethemoneytotheseller.Afterthiswholetransaction,eachonestilldoesnotknowanother.Andcompletethewholeprocesswithoutmeetingeachother.Itcanbesaidthatthevirtualelectroniccommercesavesthetransactionlinkmany,reducestransactioncostsandimproveseconomicefficiency.Butitisnottosaythate-commerceiscompletelyvirtual.Ithasfinallybeenincorporatedintoreality.Inaddition,Electroniccommerceisatradewithoutpaper.Comparedtothetraditionalmarketingway,ithasnophysicalmediumtoguaranteethesecurityofthetransaction,whichisdependentonthepassword,authenticationandothersecuritymeasures.Insuchamarket,reputationisrelatedtotheenterprise’ssurvival.Iftheenterprisedoesnothavegoodreputation,consumerswillhavenoconfidentwithitanditisverydifficultforittolivelonginthemarket.

（2）Withoutthelimitationofspaceandtime

Electroniccommerce’ssecondfeatureisnotconstrainedbytimeandspace.Theelectroniccommercecanguaranteeall-weathertransactionusingthenetworktradingplatform,aslongasonecansurftheInternet.Nowpeoplecanusedeskcomputerandphonetosurftheinternet,soitisveryconvenient.Atthesametime,theelectroniccommercealsocrossedthespaceconstraints.Thecustomercanfindtherightgoodsandservicesintheglobalscopethroughthenetwork,andthespatialdistanceisnolongeraproblemaswellasyoucansavealotoftimetocomparethepricefromdifferentshops.Besides,youcanshoppingatanytime,especiallyduringthenightwhenyouhavedoneallthingsandhavetimetorelax.Theseareabsolutelyadvantagesofelectroniccommercecomparedtothetraditionalenterprises.

3Thelimitationofthetraditionalenterprisemarketing

Electroniccommercebringshugereformtotheenterprisemarketing.Sointheelectroniccommercemodethelimitationsoftraditionalenterprisemarketingbecomemoreandmoreobvious,thatspecifiedasfollows:

firstofall,theintermediatelinksaretoomany.Inthetraditionalmarketing,manufacturingenterprisesgenerallydonotdirectlyfacetheterminalconsumers,butthroughtheintermediatelinkssuchasdistributorsforproductmarketing.What’sworse,theintermediatelinksarenotonlyone.Thedealermayalsoselltootherdistributorsorretailers,andfinallythroughthelatterselltheproductstoconsumers.Toomanymarketingintermediaries,ononehand,willincreasethecostoftheproductsandthenincreasethepriceofgoods,therebyraisingprices,whichwillbepassedontoconsumers.However,withsuchhighpricesometimecustomersstillcan’tenjoythegoodafter-sellservices.Asaresult,manyconsumerscomplain,buttheystillcan’tgetpleasureservicesfortheoriginalmanufactureronlygetsalittleprofit.Ontheotherhand,thepresenceofthemiddlepartmakestheproductionenterprisesunabletomeetface-to-facewithconsumers,sothereisnowaytodirectlyconveytheneedsoftheconsumertotheenterprise,andenterpriseshavenowa