工程管理外文翻译中英文对照.docx
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工程管理外文翻译中英文对照.docx
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工程管理外文翻译中英文对照
大连理工大学城市学院本科外文翻译
互联网在房地产业的应用
TheInternetisApplicatedinRealEstaten
学院(系):
建筑工程学院
专业:
工程管理
学生姓名:
成宝
学号:
200834009
指导教师:
徐冰冰
完成日期:
2012年5月10日
大连理工大学程城市学院
DalianUniversityofTechnologyCityInstitut
TheInternetisApplicatedinRealEstate
TheRealEstateIndustryandtheWorldWideWeb:
ChangingTechnology,ChangingLocation.TheInternet,initsWebbasedgraphicsversion,hascapturedtheimaginationofbothconsumersandbusinesses.Itsconvenience,speed,lowcostandversatilityarebeingexploitedonadailybasisinever-changingways.Togetherwithitscapacitytotransformexistingbusinesses,promotenewbusinessesandfacilitateexchangeofinformationanddata,itsotherstrikingattributehasbeenthespeedwithwhichthisnewtechnologyhasspreadthroughouttheglobaleconomy.
Keywords:
Theinternet;RealEstate;Applicated
Thenumberofcomputerhostsgrewbymorethanten-foldbetween1995andearly1999.ThenumberofWebsitesincreasedalmost100-fold,toovertwomillion,between1995and1998.Bytheyear2000,therewillbeapproximately400-500millionInternetusersintheworld,andthetotalnumberofWebsiteswillexceedfivemillion.
Thisnewtechnologyhasthepotentialforaffectingtherealestateindustrydirectlyandindirectly.Directly,itmaybecomeatoolthatallowsarealestatebusinesstoexpanditsinformationandsalesnetwork.Indirectly,itmaychangethelocationequationwhereandhowfirmsdobusinesswhichinturnwillaffecttheroleoffirmsinvolvedinrealestatedevelopment,investmentandtransactions.
MeasuringtheSpreadoftheWeb
TherearefewreliablepublishedstatisticsonInternetorWebuse,andstatisticsreportedbydifferentanalystsareofteninconsistent.OurdiscussionoftheWebandrealestateisbasedonlimitedinformationfromsurveysandonexaminationofWebsitesratherthanonmorecomprehensivedata.WehavebuiltouroverviewoftheroleoftheWorldWideWebandrealestatebyexaminingavarietyofsources(includingtradepublications,existingWebsites,andourownsurveyofselectedrealestatefirms)
FromE-mailtoE-commerce
BeforetheadventoftheWorldWideWeb,theInternetexistedmostlyforthepurposesofe-mail,datatransfers,newsgroupsandbulletinboards,anditsreachwaslimitedprimarilytotheacademicandthedefensecommunity.Thetechnologyitselfwasnotparticularlyuser-friendly,thenetworkspeedwasnotveryhigh,themediumwaslimitedtotextanddata,andaccessinginformationwascumbersomeandtime-consuming.Thebrowsertechnologygreatlysimplifiedusage,enabledmultimediainformation,andcreatedinteractivepossibilities.ThetechnologybroughttogetherTVentertainment,libraryinformation,newsbulletins,communicationanddatainonedesktopmachine.
AlthoughinitiallythegreatestpatronsoftheInternetweretheacademiccommunity,thecommercialsectorquicklycaughtontothepotentialoftheWeb.TheprivatesectorsawintheWebanopportunitytowidenitsmarketingreach,lowercostsofinformationdissemination,improvecustomerrelations,andultimatelytoconductsales.ExistingprivatesectorWebsitescanberoughlycategorizedintothreetypes,assummarized.Themostbasiclevelisforsimpleinformationdissemination.ThefirmregistersaWebsiteanddevelopsapagegivingbasiccompanyinformation.Thesecondstageisanexpansionofinformation,marketinggoodsandservicesorprovidingothercustomerinformation.ThethirdstageistheadditionoftransactionstotheactivitiespossibleontheWebsite.
MostbusinesssitesatpresentareinStage2.TheuseoftheWorldWideWebfordetailedinformationdissemination,andmarketinghashadseveraladvantages.Forthefirm,marketing,informationdisseminationandcustomerservicesontheWebcanbemonitoredandanalyzedwithsomedetailsunavailablefromconventionalmethodsofmarketingusingothermedia.Internettoolscannowprovideafirmwithdataonwhoaccessedthesite,whichpageswerevisitedmost,heavily,fromwhereandforhowlong.Thisinformationcontributestoimprovedmeasuresoftheresultsofpromotionalefforts.ThepromotionalcostsassociatedwiththeInternethavealsobeenverylow.Forexample,indirectmailmarketing,tosendaone-pagecolorbrochureto5,000randomaddresseswillcostupwardsof$2,500.ThecostofsettingupaWebsitecouldbeone-tenthofthisamountorless(althoughtrackingandanalysiscanquicklyaddtothecost)?
Manydifferentsectors,includingrealestate,havefoundtheInternettobebothefficientandcost-effectiveasamarketingdevice.
Thenextlogicalstep-afull-fledgedoffice/storeontheWebwithtransactioncapabilityandcommerceontheInternetisnowbeingattemptedinvaryingdegrees dependingonthefirm'sareaofbusiness.Retailsitessellingproductsbetween$10and$100,thekindthataretraditionallypartofadirectmailsalescatalog,seemtobetheoneshavingthegreatestsuccess(although4%ofsitessellproductsover$10,000andanother13%sellproductsrangingfrom$100to$9,999)?
Anumberofretailsiteshavealsoharnessedasecondaryrevenuestreamfromadvertising.AdvertisingrevenuesontheWebhavecrossedthebillion-dollarmarkandtotalInternetgeneratedrevenuewillapproach$100billionthisyear.
Consumers'UseoftheWeb
SurveysofconsumersusingtheWebsuggestthataWebsitedoesnotsubstituteforthemoretraditionalformsofbusiness,butcangreatlyfacilitatetherun-uptothefinaltransaction.ThemostcommonuseoftheWebisforinformationsearching,closelyfollowedbywork-relateduses,education,andentertainment.AsignificantmajorityofthosethatusetheWebforshoppingdosotocarryoutdetailedresearchonproductinformation(90%)andtodopricecomparisons(85%).Thismoreoftenleadstopurchasesthroughnormalchannels(67%).Mostoftheonlinepurchasestendtobeofitemsthatarestandardized-fourofthefivetopitemsboughtontheWeb,accordingtosurvey,aresoftware,books,hardwareandmusic(thefifthistravel).MorethanhalfofconsumerswhomakepurchasesontheWebspendlessthan$500inasix-monthperiod.
ThedemographicsofWebusersvarywidelyinageandincome.SurveysbyGeorgiaTech,ActiveMediaandWebindicatethattheaverageageofWebusersis35years,withaveragehouseholdincome$67,000.Mostarecollegeeducated(65%).Ahighproportionoftherespondents(42%)hasaccessedrealestatesites.
LimitstotheWeb-Some"Catches"totheNewTechnology
Newtechnologyisfrequentlyamixedblessing,andtheWorldWideWebisnoexception.Apartfromtheteethingtroublesthatanynewtechnologyfacesandthetime,aswellasresourcesneededtolearn,adaptandmasterit,theWebposessomeuniqueissuesandproblemsofitsown.Consumerstodayarefacinginformationoverloadoftaxingproportions.Itisnotalwayseasy,orevenpossible,tolocatetherelevantinformationontheWeb,despitesophisticatedsearchengines.Oncethesiteislocated,fancygraphics,complexlinkages,labyrinthineroutings,andalotofirrelevantinformationmayoverwhelmtheconsumer-inshort,poorandconfusingsitedesigncanreducethesite'seffectiveness.
Fromthepointofviewofthebusiness,therearetwocommonlyheardcomplaints.First,thebusinessmayfindthatitssitedoesnotfigureprominentlyonsearchresults,limitingthenumberofcustomersreached.Second,formanyfirms,Webinitiatedleadsareasyetfewandfarbetween.
RealEstateWebSites
RealEstatefirmsandrelatedbusinesseswereamongtheearlyprivatesectorpioneersofInternetuseandhavehadafastgrowingpresenceontheWeb.presenceontheWeb.Oneexampleoftherealestatesector'spresenceontheInternetinitspre-WorldWideWebincarnationwastherealestateclassifiedbulletinboardofProdigy,theonlineservice,whichhadlistingsforhomesandotherrealestate.AfewrealestaterelatedWebsitesstartedin1994(generallyregardedastheinauguralyearoftheWeb).TheNewYorkCityRealEstateGuideWebsite,createdinthesummerof1994,wasoneofthefirsttoofferfreeaccesstothelatestNewYorkrealestateinformation.Bythesummerof1995,thesitewasreceivingmorethan100,000inquiriesamonth.
TherealestateindustryregistereditsentryontheWebinadramaticwayin1995.Bytheendofthatyeartherewerecloseto4,000realestateWebsites.Thecontentmatterofthesites,aswellasthemixofrealestaterelatedfirmsontheWebhavechangedovertime.Initially,quiteafewofthesiteswereresidentialrealestatebrokeragesandlistingguides,butfairlyrapidlythelistexpandedtoincludecommercialandretaillistings,mortgagebrokers,appraisers,architects,realestateattorneys,developers,constructionfirms,andsuppliers.Asinvestmentvehiclesforrealestateexpanded,REITs,publiclyheldfirms,andinvestmentadvisorsalsoaddedWebsites.
TheearlyrealestatebrokerWebsitesquicklytookadvantageoftheuniquefeaturesoftheWeb.Prospectivecustomerscouldfindoutwhatpropertieswereforsaleorrent,lookupdetaileddescriptionsofeachlisting,viewphotographsandfloorplans,andcontactthebrokerbye-mail.Viewerscouldalsolookupstatisticalanddatareportsonconditionsinvariousgeographicalareasandonemergingmacroeconomictrends.
Eversincethen,therealestateindustryhasbeenamongthemostenthusiasticusersoftheWeb,bysomemeasuresaccountingfor4%to6%ofcommercialWebsites.AsurveyconductedbyRealEstateBroker'sInsiderinearly1998confirmedthatnearly95%oftherespondents/brokershadaWebsite,andmorethan90%ofthehousingstockonsaleatagiventimeisnowlistedontheWeb.Indeed,becauseoft
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