电子商务英文参考文献Word文档格式.docx
- 文档编号:19060314
- 上传时间:2023-01-03
- 格式:DOCX
- 页数:6
- 大小:23.38KB
电子商务英文参考文献Word文档格式.docx
《电子商务英文参考文献Word文档格式.docx》由会员分享,可在线阅读,更多相关《电子商务英文参考文献Word文档格式.docx(6页珍藏版)》请在冰豆网上搜索。
TheDevelopmentofE-commerce
Aperfectmarket
May13th2004
FromTheEconomistprintedition
E-commerceiscomingofage,saysPaulMarkillie,butnotinthewaypredictedinthebubbleyears
Whenthetechnologybubbleburstin2000,thecrazyvaluationsforonlinecompaniesvanishedwithit,andmanybusinessesfolded.Thesurvivorspluggedonasbesttheycould,encouragedbythegrowingnumberofinternetusers.Nowvaluationsarerisingagainandsomeofthedotcomsaremakingrealprofits,butthebusinessworldhasbecomemuchmorecautiousabouttheinternet’spotential.Thefunnythingisthatthewildpredictionsmadeattheheightoftheboom—namely,thatvastchunksoftheworldeconomywouldmoveintocyberspace—are,inonewayoranother,comingtrue.
Therawnumberstellonlypartofthestory.AccordingtoAmerica’sDepartmentofCommerce,onlineretailsalesintheworld’sbiggestmarketlastyearroseby26%,to$55billion.Thatsoundsalotofmoney,butitamountstoonly1.6%oftotalretailsales.Thevastmajorityofpeoplestillbuymostthingsinthegoodold“bricks-and-mortar”world.
Butthecommercedepartment’sfiguresdealwithonlypartoftheretailindustry.Forinstance,theyexcludeonlinetravelservices,oneofthemostsuccessfulandfastest-growingsectorsofe-commerce.InterActiveCorp(IAC),theownerofand,alonesold$10billion-worthoftravellastyear—andithasplentyofcompetition,notleastfromairlines,hotelsandcar-rentalcompanies,allofwhichincreasinglysellonline.
Nordothefigurestakeinthingslikefinancialservices,ticket-salesagencies,pornography(a$2billionbusinessinAmericalastyear,accordingtoAdultVideoNews,atrademagazine),onlinedatingandahostofotheractivities,fromtracingancestorstogambling(worthperhaps$6billionworldwide).Theyalsoleaveoutpurchasesingreymarkets,suchastheonlinepharmaciesthatarethoughttoberesponsibleforagoodproportionofthe$700mthatAmericansspentlastyearonbuyingcut-priceprescriptiondrugsfromacrosstheborderinCanada.
Andthereismore.Thecommercedepartment’sfiguresincludethefeesearnedbyinternetauctionsites,butnotthevalueofgoodsthataresold:
anastonishing$24billion-worthoftradewasdonelastyearoneBay,thebiggestonlineauctioneer.Nor,bydefinition,dotheyincludethebillionsofdollars-worthofgoodsboughtandsoldbybusinessesconnectingtoeachotherovertheinternet.SomeoftheseB2Bservicesareproprietary;
forexample,Wal-Marttellsitssuppliersthattheymustuseitsownsystemiftheywanttobepartofitsannualturnoverof$250billion.
Soe-commerceisalreadyverybig,anditisgoingtogetmuchbigger.Buttheactualvalueoftransactionscurrentlyconcludedonlineisdwarfedbytheextraordinaryinfluencetheinternetisexertingoverpurchasescarriedoutintheofflineworld.Thatinfluenceisbecominganintegralpartofe-commerce.
Tostartwith,theinternetisprofoundlychangingconsumerbehaviour.OneinfivecustomerswalkingintoaSearsdepartmentstoreinAmericatobuyanelectricalappliancewillhaveresearchedtheirpurchaseonline—andmostwillknowdowntoadimewhattheyintendtopay.Moresurprisingly,threeoutoffourAmericansstartshoppingfornewcarsonline,eventhoughmostendupbuyingthemfromtraditionaldealers.Thedifferenceisthatthesecustomerscometotheshowroomarmedwithinformationaboutthecarandthebestavailabledeals.Sometimestheyevenhavecomputerprint-outsidentifyingtheparticularvehiclefromthedealer’sstockthattheywanttobuy.
Halfofthe60mconsumersinEuropewhohaveaninternetconnectionboughtproductsofflineafterhavinginvestigatedpricesanddetailsonline,accordingtoastudybyForrester,aresearchconsultancy(seechart1).Differentcountrieshavedifferenthabits.InItalyandSpain,forinstance,peoplearetwiceaslikelytobuyofflineasonlineafterresearchingontheinternet.ButinBritainandGermany,thetwomostdevelopedinternetmarkets,thenumbersareevenlysplit.Forrestersaysthatpeoplebegintoshoponlineforsimple,predictableproducts,suchasDVDs,andthengraduatetomorecomplexitems.Used-carsalesarenowoneofthebiggestonlinegrowthareasinAmerica.
Peopleseemtoenjoyshoppingontheinternet,ifhighcustomer-satisfactionscoresareanyguide.Websitesaredoingevermoreandclevererthingstoserveandentertaintheircustomers,andseemsettotakeamuchbiggershareofpeople’soverallspendinginthefuture.
Thishasenormousimplicationsforbusiness.Acompanythatneglectsitswebsitemaybecommittingcommercialsuicide.Awebsiteisincreasinglybecomingthegatewaytoacompany’sbrand,productsandservices—evenifthefirmdoesnotsellonline.Auselesswebsitesuggestsauselesscompany,andarivalisonlyamouse-clickaway.Buteventhecoolestwebsitewillbelostincyberspaceifpeoplecannotfindit,socompanieshavetoensurethattheyappearhighupininternetsearchresults.
Formanyusers,asearchsiteisnowtheirpointofentrytotheinternet.Thebest-knownsearchenginehasalreadyenteredthelexicon:
peoplesaytheyhave“Googled”acompany,aproductortheirplumber.Thesearchbusinesshasalsodevelopedoneofthemosteffectiveformsofadvertisingontheinternet.Anditisalreadythebestwaytoreachsomeconsumers:
teenagersandyoungmenspendmoretimeonlinethanwatchingtelevision.Allthismeansthatsearchisturningintotheinternet’snextbigbattlegroundasGoogledefendsitselfagainstchallengesfromYahoo!
andMicrosoft.
Theotherwaytogetnoticedonlineistooffergoodsandservicesthroughoneofthebigsitesthatalreadygetalotoftraffic.Ebay,Yahoo!
andAmazonarebecominghugetradingplatformsforothercompanies.Buttotakepart,acompany’sproductshavetostanduptointensepricecompetition.Peoplecheckonlineprices,comparethemwiththoseintheirlocalhighstreetandmaywelltakeapeekatwhatcustomersinothercountriesarepaying.Evenifwebsitesarepreventedfromshippingtheirgoodsabroad,thereareplentyofweb-basedentrepreneursreadytooblige.
Whatisgoingonhereisarbitragebetweendifferentsaleschannels,saysMohanbirSawhney,professoroftechnologyattheKelloggSchoolofManagementinChicago.Forinstance,someonemightusetheinternettoresearchdigitalcameras,butvisitaphotographicshopforahands-ondemonstration.“I’llthinkaboutit,”theywilltellthesalesassistant.Backhome,theywilluseasearchenginetofindthelowestpriceandbuyonline.Inthisway,consumersare“deconstructingthepurchasingprocess”,saysProfessorSawhney.Theyareunbundlingproductinformationfromthetransactionitself.
Itisnotonlypricetransparencythatmakesinternetconsumerssopowerful;
itisalsothewaythenetmakesiteasyforthemtobefickle.Iftheydonotlikeawebsite,theyswiftlymoveon.“Thewebisthemostselfishenvironmentintheworld,”saysDanielRosensweig,chiefoperatingofficerofYahoo!
“Peoplewanttousetheinternetwhenevertheywant,howtheywantandforwhatevertheywant.”
Yahoo!
isnotaloneindefiningitsstrategyasworkingoutwhatitscustomers(260muniqueuserseverymonth)arelookingfor,andthentryingtogiveittothem.Thefirstthingtheywantistobecomebetterinformedaboutproductsandprices.“Weoperateourbusinessonthatbelief,”saysJeffBezos,Amazon’schiefexecutive.Amazonbecamefamousforbooks,butlongagobranchedoutintosellinglotsofotherthingstoo;
amongitslatestventuresarehealthproducts,jewelleryandgourmetfood.Apartfromcheapandbulkyitemssuchasgardenrakes,MrBezosthinkshecansellmostthings.AndsodothemillionsofpeoplewhouseeBay.
Andyetnobodythinksrealshopsarefinished,especiallythoseoperatinginnichemarkets.Manybricks-and-mortarbookshopsstillmakeagoodliving,asdofleamarkets.Butmanyrecordshopsandtravelagentscouldbeinforatoughertime.ErikBlachford,theheadofIAC’stravelsideandbossofExpedia,thebiggestinternettravelagent,thinksonlinetravelbookingsinAmericacouldquicklymovefrom20%ofthemarkettomorethanhalf.MrBezosreckonsonlineretailersmightcapture10-15%ofretailsalesoverthenextdecade.Thatwouldrepresentamassiveshiftinspending.
Howwilltraditionalshopsrespond?
MichaelDell,thefounderofDell,whichleadsthepersonal-computermarketbysellingdirecttothecustomer,haslongthoughtmanyshopswillturnintoshowrooms.Therearealreadysignsofchangeonthehighstreet.ThelatestAppleandSonystoresaredesignedtodisplayproducts,inthefullexpectationthatmanypeoplewillbuyonline.Tosomeextent,theonlineandofflineworldsmaymerge.Multi-channelsellingcouldinvolveacombinationoftraditionalshops,aprintedcatalogue,ahome-shoppingchannelonTV,aphone-inorderserviceandane-commerce-enabledwebsite.Butoftenitislikelytobethewebsitewherecustomerswillbeencouragedtoplacetheirorders.
Oneofthebiggestcommercialadvantagesoftheinternetisaloweringoftransactioncosts,whichusuallytranslatesdirectlyintolowerpricesfortheconsumer.So,ifthelowestpricescanbefoundontheinternetandpeopleliketheservicetheyget,whywouldtheybuyanywhereelse?
Onereasonmaybeconvenience;
another,concernaboutfraud,whichposesthebiggestthreattoonlinetrade.Butaslongastheinternetcontinuestodeliverpriceandproductinformationquickly,cheaplyandsecurely,e-commercewillcontinuetogrow.Increasingly,companieswillhavetoassumethatcustomerswill
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 电子商务 英文 参考文献
![提示](https://static.bdocx.com/images/bang_tan.gif)