商务英语专业论文.docx
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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
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