电子商务翻译.docx

电子商务翻译.docx

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电子商务翻译

Benefits&ImpactsofE-commerce

FewinnovationsinhumanhistoryencompassasmanypotentialbenefitsasE-commercedoestoorganizations,individuals,andsociety.Thesebenefitsarejuststartingtomaterialize,buttheywillincreasesignificantlyasE-commerceexpands.ItisnotsurprisingthatsomemaintainthattheECrevolutionsisjust“asprofoundasthechangethatcamewithintheindustrialrevolution”（ClintonandGore1997）.

Electroniccommerceexpandsthemarketplacetonationalandinternationalmarkets.Withminimalcapitaloutlay,acompanycaneasilyandquicklylocatesmorecustomers,thebestsuppliers,andthemostsuitablebusinesspartnersworldwide.

Electroniccommercedecreasesthecostofcreating,processing,distributing,storing,andretrievingpaper-basedinformation.Itreducesthetimebetweentheoutlayofcapitalandthereceiptofproductsandservices.ECcanlowerstelecommunicationscost—theInternetismuchcheaperthanVANS.Forexample,byintroducinganelectronicprocurementsystem,companiescancutthepurchasingadministrativecostsbyasmuchas85percent.

Electroniccommerceallowsreducedinventoriesandoverheadsbyfacilitatingpull-typesupplychainmanagement.Inapull-typesystemtheprocessstartsfromcustomerordersandusesjust-in-timemanufacturing.

E-commercebringsaboutimprovedimage,improvedcustomerservice,newfoundbusinesspartners,simplifiedprocesses,compressedtime,increasedproductivity,eliminatingpaper,expeditingaccesstoinformation,reducedtransportationcosts,andincreasedflexibility.

Electroniccommerceenablescustomerstoshopordoothertransactions24hoursaday,allyearround,fromalmostanylocation.Itprovidescustomerswithmorechoices;theycanselectfrommanyvendorsandfrommoreproducts.

E-commerceisperceivednotasaproduct,butratherasanagentthantwilltransformtheeverywayproductandserviceiscreatedandsold.Itcompletelychangestherulesofbusinessprocessesandbenefitsexpectedthroughouttheeconomy.

1、ReducedperTransactionCostversusOtherChannels

AlthoughestablishingandmaintainingaWebsiteontheInternethascostsofitsown,thepriceofusingtheWebversusothersaleschannelsissubstantiallyreduced.Asanadvertisingmedium,promotionusingaWebsiteresultsinthesaleoftentimesthenumberofunitswithone-tenthoftheadvertisingbudget.

Colorful,graphicalanddistributingprintedmaterials.Ifspecialtyhot-saucevendorHotHotHotprintedcatalogsforitsproductsratherthanofferingthemontheWeb,theCompanyestimatesitscostswouldskyrocketfromthecurrent$100PERMONTHTO$500000permonth.AMPInternationalofHARRISBURG,Pennsylvania,onceprinteditscatalogsatacostof$8million.Byputtingitsstockof70000itemsontheWeb,suchcostshavebeengreatlyreducedandsaleshaveincreased.Furthermore,thespeciallydesignedWebsitemakesiteasierforthecustomertopinpointdesiredequipmentpartsthenthepapercatalogeverdid.

ProducingandmailingonetechnicalinformationpacketcoststheGlobalEnergyNetworkInternationalanestimated$25.ThecostfordistributingthesameinformationovertheWebismarginalanddoesnotincreaseasmorepeopleaccessit.

TheWebcanreducethecallvolumeandcostforprovidingeffectivecustomersupport.Forexample,FederalExpress'sWebsiteenablescustomerstotracktheirownpackagesatacosttothecompanyof$0.1perinquiry.Whenliveoperatorshandletheseinquiresovertoll-freetelephonelines,eachcallcostsFederalExpress$7.ThereisnoquestionthatdoingbusinessovertheWebiscosteffective.

2、Full-TimeBusiness

Becauseofdifferencesintimezones,coordinatinginternationalbusinessnegotiationscanbehighlyinconvenient.Providingsupportandservice24hoursperday,sevendaysperweekisexpensive.However,Websites,unlikesalespeople,arealwaysonline.UserscanfindtheanswerstotheirquestionsanydayoftheyearandcanE-mailinquiresiftheWebsitedoesnotanswertheirquestions.Inaddition,prospectsthatareunawareofthecompany'sexistencecanfinditonlinebecauseWebsitescanbeindexedbyInternetsearchenginesunderavarietyofkeywords.Awebsitebecomesthecompany'spermanenthomebase,aninformationresourcecontinuallyavailabletotheworld.

Allowingcustomerstotransactbusinessattheirconveniencecanresultinincreasedsales.Expro,acompanythatsuppliespartstooilcompanies,setupaWebsiteenablingengineersfromShellOilonatankerintheNorthSeatoimmediatelyplaceordersontheWeb,ratherthanwaitingtoreturnonshore.Theengineersadmitthattheydo,infact,placemoreordersbecausetheycanplaceorderswhentheyarefacingtheneedfortheproduct.

Anonlinestorecanaffordtobeopenatalltimesofthedayandeverydayoftheyear.Fewrealworldstorescanjustifysuchanarrangement.

3、PhysicalInfrastructureisOptional

ExistingbusinessescancreateWebsitesasanadditionalsaleschannel,buttheWebalsoopensthepossibilitiesfornewtypesofenterprisesthathavenoreal-worldcounterparts.Inthemostvirtualofcases,astorecanhavenoinventoryandsquarefootagetomaintain.

Iftheproductitselfissoldonline,asisthecasewithinformation,entertainmentorsoftware,warehousesandthelikearecompletelysuperfluous.Theentiresalescycle—fromresearchtoordertopaymenttodelivery—occursonline.

EvenstoreswithretailoutletsfindthattheirWeb-basedstoresdonotfacethesameshelfspacelimitationsreal-worldstoresdo.Norestrictionsexistonthenumberofitemsanonlinestorecancarry.

Onlinestorescanbemoreflexibleabouttheproductstheycarryandhowtheypricethoseproducts.RCSNet,aManhattancomputerretailer,oftenchangesitspriceseverydayorevenmorethanonceperday.Inshort,onlineretailerscangarnerabroaderaudience,andcarrymoreproducts.Thesestoresrepresenttheultimateinflexibility.However,suchstoremustofferagenerousreturnpolicybecausecustomerscannotphysicallyexamineproducts.

AVirtualStore

E-commerceincludesanybusinesstransactedelectronically,whetherthetransactionoccursbetweentwobusinesspartnersorabusinessanditscustomers.Electronicdatainterchange（EDI）,whichhasto-datebeenimplementedalmostexclusivelybylargerbusinessesthatcanaffordthenecessaryinitialinvestment,isreachingsmallerorganizationsastransactionsoccurmorefrequentlyovertheInternet.CompaniesareposingelectronicstorefrontsontheWorldWideWebandgarneringworldwidecustomers.Theseonlinebusinessesmayrepresentanewsaleschannelforthecompanyormaybecompletelyvirtualized,holdingnoinventory.From1995to2000,wehavewitnessedmanyinnovativeapplicationsrangingfromadvertisementtoauctionsandvirtualrealityexperience.Almosteverymediumandlarge-sizedorganizationintheUnitedStatesalreadyhasawebsite.Manyareveryextensive;forexample,in1998GeneralMotorsCorporationoffered18000pagesofinformationthatincluded9800linkstoitsproducts,services,anddealers.

1、AdvantagesofVirtualStore

Generally,thebenefitsofoperatingavirtualstorefrontfallintoseveralareasofbusinessstrategy.

Acompany'sdistributionchannelscanbecomeexpandedwiththepresenceofavirtualstorefront,whichinturncantransfermorepowertodirectmarketing,whichisthemosttargetedcommunicationsvehicle.ThiscapacityallowsthecompanytochoosewhatistobethepurposeoftheWebsite:

onlinesales,onlineadvertising,onlinecustomerservice,orothersalesorcommunicationsactivities.UsingtheWebasnewdistributionchannelwillrequireastrategicreviewofthecompany'sotherdistributionchannelstostreamlinethedirectmarketingfunction.Manytimesthetypeofmerchandise,thedirectmarketingfunction.Manytimesthetypeofmerchandise,suchasdrygoodsorservice,willinfluencetheintegrationoftheWebintothepromotionalanddistributionstrategy.

Withavirtualpresence,capitalexpenditureismuchlessinstartingconsumer-directedorbusiness-tobusiness-directedmarketingprogramas.Thecapitalexpendituretoopenelectronicstorefrontismuchlessthanopeningatangiblestore（realestateandstructures）;thisfactorshouldreducetheamounttoborrow,whichisprobablyearmarkedforelectronicequipment,ISPserver,andnecessarysoftwaretosupportthevirtualstorefront.

Thereismuchmoreflexibilityinprovidingabaseforoperationstosupportthevirtualstore.Theflexibilityissuchthatanentrepreneurcouldmaintainsalesandservicefromanylocation.TheWebsitecanoperatetwenty-fourhourseveryday,andthiscapabilityisvaluableforthosefirmsthatmarketoverseas.Whetherthestaffisactualpeopleoranautomatedsystem,thecustomerisrelievedinhavingherorderacknowledged.

Toexpandthefirm'scredentialsandqualifications,theretailWebsitecandispensemarketingorsalesmaterialsautomaticallyonrequest.Salesbrochurescanbeobtainedbyprospects（aswellascompetitiors）throughaWebpresence,andwiththeproliferationofcolorprinters,salesbrochuresretrievedfromtheWebareasattractiveastheprintedsalespiece.Asstatedbefore,thesesalesmaterialsareavailabletodownloadandprinttwenty-fouraday.

Producingafirst-classWebsitewillenhancethevirtualpresenceofthecompanyusingthepromotionalmixelements.Withtheadventofthecolor,sound,movement,andselectivityoftheWeb,otherpromotionaltoolscanbeincorporatedtothepagedesignorasabanneronasearchenginehomepage.

TheopportunitytotestnewproductsorservicesmaybeoneofthebiggestadvantagesoftheWeb.Thisinteractiveabilitycanalsobeemployedint