经济管理外文翻译 农业电子商务的出现文档格式.docx
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经济管理外文翻译 农业电子商务的出现文档格式.docx
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E-commerceredefinestherulesofdoingbusiness,itsfutureisspectacular,thosewhoembraceitearlywillbethewinnersbutthehesitantwillbeobliterated.ThisiswhatNewEconomypunditskepttellinguswhilesharepricesofdot.comssoared.WhenstockpricesdroppedsharplyinApril,2000,someofthefunwasoverbutthatdidnotspelltheendofe-commerce.
E-commercehaspenetratedagricultureinCaliforniaaswellastherestoftheworld.By2000,onein25U.S.farmshadalreadyboughtorsoldagriculturalproductsontheInternet(USDA,AgriculturalResourceManagementStudy,1999).GoldmanSachsestimatesthat12%ofallagriculturalsalesintheU.S.willbeconductedovertheInternetin2004,comparedtoonly4%in1999.
Theadventofe-commerceinagricultureraisesmanyquestions:
Whate-commercebusinessmodelsarebestsuitedforwhichagriculturalmarkets?
Whatistheimpactofe-commerceonfarms,agribusinessfirms,markets,andruralcommunities?
Arethereonlywinnersorarethereloserstoo?
Ifso,whoarethey?
Whatwillgovernmentdoto,withoragainste-commerceinagriculture?
And,whatshouldleadersinagriculturedotoreadythemselvesandtheindustryfore-commerce?
Sincee-commerceisstillevolving,itistooearlyfordefinitiveanswers.Aninspectionofcurrentpractices,however,suggeststhatdistinctpatternsareemerginginagriculturale-commerceandwhatweseealreadymayhelpforetellfuturedevelopmentsandimpactsofthisnewwayofdoingbusiness.ThisIssuesBriefprovidessomebackground,somecurrentfactsandsomeinterpretationoftheroleofe-commerceinagriculture
Theconcept
Whetheragriculturalornot,wedefinee-commercesimplyasbusinesstransactionsconductedovertheInternet.Thisdefinitionallowsformanydifferentwaysofconductingbusiness.Transactionsmayinvolvematerialgoods,immaterialservices,orrightsandobligations.PaymentmaybeonlineorofftheInternet.AccesstoInternetcommunicationchannelsusedine-commerceisoftenopentoeveryonebutissometimesrestricted,andthemessagesexchangedmayberigidlystandardized,asinElectronicDataInterchange(EDI).
E-commercetransactionsareoftenclassifiedaccordingtothepartnersinvolved–consumers,business,andgovernment.Withthreetypesofpartners,sixcombinationsarepossiblebutonlytwoarepresentlyimportant:
business-to-consumer(B2C)andbusiness-to-business(B2B).Ofthetwo,B2Ce-commercecurrentlyreceivesmostpublicattention.
E-commercereadinessofagriculture
Participationine-commercerequiresthatbothbuyersandsellershaveaccesstotheInternet,andthattheyareabletousetherequiredhardwareandsoftwareeffectively.Furthermore,thepartofe-commercethatisobservabletothirdpartiesisconductedontheWorldWideWeboftheInternet,whereatleastonepartytoatransactionmustoperateawebsite.Mostoftenthewebsiteisrunbythemorespecializedpartyinaparticulartypeoftransaction,suchasthesellersoffarminputsorthebuyersoffarmoutputs.Thelessspecializedparty,suchasthefarmer,needonlyhaveaccesstotheInternetinordertoparticipateine-commerceontheweb.
Itisimpossibletogetacompleteandcurrentsenseofwhatisavailableontheweb.Forexample,asearchthroughthe“agriculture”and“foodandbeverages”sectionsoftheCaliforniaYahooInternet“YellowPages”yieldedover500functioninglinkstoCaliforniaagriculturalsites.Abouthalfoftheselinksweretowineries,andanother60weretosmallfarms,withmanyofferingB2Ce-commerce.B2Be-commercewasalsoasignificantpresence,withCalifornia-basedcompaniesadvertisingandofferingavarietyofpre-andpost-harvestproducts
andservicesforfarmers.However,eventhoughtheYahoosearchyieldedalargenumberoflinkstoavarietyofsites,itwascertainlynotanexhaustivelistofCaliforniaagricultureandagribusinessfirms.ItyieldedlinkstosomeofCalifornia’smajoragriculturalcompaniesandcooperativessuchasCalcotandBlueDiamond,butsurprisinglyleftoutotherssuchasSunkistandMorningStar.Furthermore,evenifacompletelistingwereavailabletoday,itwouldbeoutofdatetomorrow
DatapublishedbytheNationalAgriculturalStatisticsServiceshowthat29percentofU.S.farmshadInternetaccessin1999(Fig.1).InternetpenetrationintheagriculturalsectorofmoststatesisbelowtheU.S.totalandarural-urbandivideexists(BiksonandPanis,1999).CaliforniarankshighamongthestatesincomputerandInternetuse:
Itrankssixthincomputerownershipamongfarms(55%),secondintheshareoffarmsthatusecomputersforfarmbusiness(40%),andthirdintheshareoffarmswithInternetaccess(46%).Thesepercentageshaveincreasedconsiderablyinrecentyears.AsshowninFigure1,theshareofCaliforniafarmswithInternetaccessdoubledbetween1997and1999.
Statisticalevidenceonfarmers’useoftheInternetisrare.OnestudybyRockwellResearch/FJIR()ofInternetusebysome400commercialfarmersfoundthatfarmersprimarilyusethe“Net”toaccessinformationoncommodityprices,weather,farmchemicals,andmachinery.Thestudyalsofoundthatfarmersarequicktomaketheswitchtoe-transactions,specificallywithregardtopurchasingseed,cropchemicals,andmachinery(NUA,2000).
E-commerceapplicationsinagriculture
Theweballowsmanyusesthatcanbecombinedinmanyways.Forexample,displaysmaybestaticoranimated,searchforspecificproductsmaybeassistedbyasearchfunction,soundmaybeadded,paymentbycreditcardmaybepossible,encryptionmayenhancethesecurityoftransactions,etc.Theresultisanevolving,diversesetofe-commerceusesandbusinessmodels.Amidthediversityandchange,patternsofe-commercepracticesinagricultureareemerging.WhatprovidesordertothediversityisnotsomuchtechnologicalcapabilitiesandconstraintsasitiseconomicinterestsandnecessitiesthatareasvalidontheInternetasinothermarkets.Wethereforegroupagriculturale-commercesitesintofourcategoriesaccordingtotheeconomicpurposetheyapparentlyserve:
nSavingtransactioncost
nE-marketintermediation
nIntegratinge-commerceservices
nProvidinge-commercesupportservices
Mostsitesserveseveralpurposesandtheexamplesareonlyindicative.Theremaybeotheragriculturalecommercesitesthatbetterrepresentthegroup.
Savingtransactioncosts
Atransactioncomprisesflowsofinformation,ofmerchandise,andofmoney.Inconventionaltransactionsdifferentmediaareinvolvedinthethreeflows.Forexample,therearephysicaldisplayssignalingtheavailabilityofproducts,visionandtouchfortheirinspection,printtocommunicatethetermsofexchange,andpaperandmetalasmeansofpayment.Ine-commerce,however,allinformation,money,andsometimeseventhemerchandisetoo,aretransformedintobinarydigitsorbits,whichcanbesentthroughtheInternetoverlongdistancesatthespeedoflightandatzeromarginalcost.
TheInternetmayreducetransactioncostsbyloweringtradingcosts,ortransfercosts,orboth.Tradingcostsfallwhensearchbybuyersandsellersisfacilitated,whenthecostsofadjustingpostedpricesarelowered,whennegotiationsbetweengeographicallyseparatebuyersandsellersarefacilitated,andwhenfulfillmentcanbemonitoredmoreeasily.Whentransactionsinvolvegoodsthatcanbedigitized,suchasmoney,informationproducts,orrightsandobligations,transfercostsaresavedontopoftradingcosts.Furthermore,becausecommunicationcostsontheInternetarelargelyindependentofdatavolumeanddistancebetweensenderandreceiver,geographicdistanceisunimportantinsearchandnegotiation.Finally,theInternethasthemostprofoundimpactontradingcostswheninformationisdigitized,e.g.whencattleorfreshproducearesoldbydigitalvideoratherthanbyphysicaldisplay.
Costsavingsfrome-commercecanbesubstantial.Forexample,transactioncostsinthebankingindustryarereducedfrom$1.30foracountertransactionto$0.27foranonlinetransaction(NUA,2000),andtheFordMotorCompanyexpectstoreduceitspurchasingcostsfrom$100to$10pertransactionbyusingitsnewlydevelopedpurchasingplatform(Wirtschaftswoche,2000).Costsavingsfrome-commerceinagriculturehavenotyetbeenreported,butthereisnoreasontoexpectthemtobesmallerinagriculturethaninotherindustries.Sometimessavingsinpurchasingcostsfrome-commerceareaccompaniedbypricediscounts.
SincephysicalservicesandproductscannotbedeliveredthroughtheInternet,onlypartofthetransactionscostsaresaved.Digitizedinformationproducts,incontrast,areprimecandidatesfore-commerce.Severalagriculturalinformationprovidersofferanddelivertheirproductsonline.Oftentheinformationincludesweatherforecasts,news,andmarketintelligence,sometimescustomizablebythebuyer(;
).Somesupplycurrentmarketpricesforarangeoffarmproducts(),othersofferforecastsanddataoncropsandlivestock().Somesitesmakecleveruseofthewebby,insteadofdirectlydeliveringinformation,providinghyperlinksthatleaduserstositeswithbusinessandmarketinformation().
AgriculturalmanagementandconsultingservicesarealsoavailableontheInternet.Forexample,somesitesprovidemanagementsupporttoolssuchasanalysisofsoildata,databasemanagementforfarmandsite-specificdata,farmandfieldmaps,cropmodels,croppingrecommendations,andstorageandsalestrackingsystems(;
www.vant
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