电子商务翻译.docx
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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
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