第一章 - tsinghua · web viewif ye agreed to implant ads in 50 percent of his posts, he could...

Chapter 1E-commerce in the 21st Century

1.1 E-commerce: Implications for Business in the21st Century

1.1.1 IntroductionA new technology profoundly alters the competitive setting and provides the seeds of radical

change in a century(Brynjolfsson and Urban, 1999). In the 21st century, the technology is internet. Internet is the net of networks. It is also known as the mother of all networks (Ryder and Hughes, 1999), which has brought along with its new wave of shopping system known as Electronic Commerce, E-commerce for short. E-commerce is the buying and selling goods and services on the web. In its broader sense, E-commerce is called E-business.

The advent of sailing ships in ancient times, and inventions as the printing press, the steam engine, and the telephone had all changed the way in which people conducted commerce activities (Schneiderand Perry, 1999). The emerging of electronic communication technology made banks can use Electronic Funds Transfer System (EFTS) to move customers' money around the world. Businesses might use Electronic Data Interchange (EDI) to place orders and send invoices. Retailers would use television advertising to attract telephone orders for merchandise from the general public. None of these technologies could compare with the generation of the technology—internet. Internet is the most profound technological innovation, and E-commerce is its by-product.

E-commerce refers any business transacted electronically, whether the transaction between two business partners or a business and its customers. The breadth of E-commerce includes both internet-based transactions concerning with business and other electronic transactions over value-added networks (VANS) such as EDI, purchase transaction via websites portals, online services, and every transaction using direct links with a company's computer network. The definition of E-commerce excludes sales that occur through facsimile (fax), television (TV), shopping channels,

电子商务英语E-commerce English

mail order or telephone sales unless the transactions are initiated through the internet. E-commerce involves more than simple online transactions. The term also encompasses such diverse activities as market research, products popularization, customer service, cultivating with customers and providers, and joint product design.

1.1.2 Origin of E-commerceIn 1994, a young financial analyst and fund manager named Jeff Bezos became fascinated

with the rapid growth of the internet. He made a list of 20 products that might sell well on the internet. After an intense analysis, he determined that books were at the top of the list. Five year later, his Amazon.com internet book company had annual sales of over $600 million ! Since then, E-commerce has developed rapidly and cyber shopping is over a whopping $800 billion annually.

1. Traditional CommerceThe oldest form of traditional commerce was bartering, by which products and services were

exchanged. Eventually, bartering gave way to the use of currency as the principal way of making transactions. In traditional commerce, buyers use various search techniques: referencing catalogs, consulting friends, reading advertisements, examining directories such as the business pages, or asking salespersons. After selecting a product and a vendor, buyer contacts the vendor by mail, telephone, or trade expos. A purchase transaction negotiation follows. The elements of the negotiation include delivery date, shipment mode, price, quality warranty, payment terms, return policy, and product inspection.

Businesses undertake the business procedures of market research, making advertisement and sales transactions, transferring funds, delivering and receiving orders, sending invoices, and shipping goods. Although E-commerce has increased the speed of delivery and dispersion of commercial products and services, for certain things it doesn't work. Products such as clothing and perishable food products (meat or agricultural product) that buyers prefer to touch, smell, or examine closely are not proper to sell by electronic commerce.

Table1-1 Traditional Commerce VS E-commerce(Schneider and Perry, 1999)

Business Processes Well-Suited to:

Electronic Commerce Traditional CommerceCombination of E-commerce and Traditional Commerce

sale/purchase of books and CDs sale/purchase of high fashion clothing sale/purchase of automobiles

on-line delivery of software sale/purchase of perishable food products on-line banking

advertising and promotion of travel small denomination transactions roommate-matching services

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services

on-line tracking of shipments sale of expensive jewelry and antiquessale/purchase of investment and instance products

2. Benefits of E-commerceThe reason why firms are interested in E-commerce is quite simple, that is, it can help to

increase profits. All the advantages of E-commerce for business entities can be summed up in one statement: E-commerce can increase sales and decrease costs.

(1) For Companies: It increases profits. It increases sales. Advertising can reach potential customers in every country in the world. A virtual community is formed, not in the physical world, but on the internet. It decreases costs. Cisco Systems sold 72 percent of its computer equipment sales via the

Web, thereby avoiding handling 500 000 calls per month, for an annual savings of over 500 million.

(2) For Buyers: Increases purchasing opportunities. Getting competitive bid information. Increases speed and accuracy of information. Reduces costs. A wider range of choices are available. Some products such as software, audio clips, or images can be downloaded via the

internet. Benefits from net communication. Tax refunds, public retirement, and welfare are available on net without fees. Electronic payment is more secure and faster. E-payments are easier to control than checks, which can help protect against fraud and

theft losses. You can work at home. It reduces car fare and traffic jams. It reduces environmental pollution. It makes Distance Education possible.

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3. Disadvantages of E-commerce (1) Some products like perishable foods and high-cost items as jewelry or antiques that can't

be inspected online may be not proper to sell online. (2) E-commerce is totally new and some people are slow to adapt to it. (3) Technologies are changing rapidly, and keeping pace with change will ultimately

become too costly.(4) There is frequent employee turnover. Many skilled employees leave and start their own

businesses or for higher salaries.(5) Many companies face cultural and legal impediments to E-commerce.(6) There is difficulty in integrating existing database into the E-commerce software. (7) Some consumers are still fearful of sending their credit card information on the internet. (8) Other consumers are simply resistant to purchase online and are uncomfortable viewing

merchandise on a computer screen.(9) Internet laws are confusing and conflicting.

4. E-commerce Safety ProblemsTo ensure electronic commerce, client computer, the communication information, and web

servers are especially important.Tips for safe shopping on-line:(1) Know the merchant. Find the company physical location. (2) Know the refund and return policy. (3) Protect our internet passwords. (4) Protect your privacy. Input your credit card and social security information only in

secure environment.(5) Keep accurate shopping records. (6) Know your consumer rights. As the traditional markets, there are lots of fakes in shopping online. Consumers and vendors

should beware.

1.2 The Current Development Situation of E-commerce in China

The development of China's E-commerce presents a typical massive economic characteristic.

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The southeast coast belongs to the more developed regions, and the northern & central parts belongs to the rapid development of the region, the relatively backward western region.

With gradual establishment and improvement of domestic logistics, payment, credit system, and further development of information infrastructure, E-commerce market in China obviously got resuscitated, and market vigor of E-commerce market significantly strengthens.

Global research group Euromonitor predicted in a recent study that T-mall will overtake Amazon in revenue by 2015, making T-mall become the world's largest E-commerce site. T-mall's revenues should hit $120 billion by 2017, while Amazon's revenues will likely be $100 billion.

Besides Alibaba.com, China's other E-commerce players have also reaped good harvests in 2012. Three million orders were taken during a three-day burst of promotions from Nov. 9 to 11 on Suning.com, the website of China's top home appliance retailer. And JD.com, one of China's biggest E-commerce sites, received orders worth 600 million yuan.

Indeed, E-commerce in China has become a behemoth worth many hundreds of billions of dollars. In 2012, China's internet population reached 538 million, of which some 194 million had shopped online. Online retail sales in China have soared in recent years and are expected to hit $360 billion by 2015.

Generally speaking, the China E-commerce market contains huge commercial opportunities, and the development prospect is extremely broad.

Notes to the Text（附注）1. The emerging of electronic communication technology made banks can use Electronic

Funds Transfer System (EFTS) to move customers' money around the world. EFTS：电子资金转账系统电子通信技术的产生，使得银行可以利用电子资金转账系统在全球范围内转移顾客的资金。

2. Electronic Data Interchange (EDI)：电子数据交换。3. Since then, E-commerce has developed rapidly and cyber shopping is over a whopping

$800 billion annually.从那时起，电子商务得到了迅速的发展，网络购物的年销售额达到了 8 000亿美

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元。4. The elements of the negotiation include delivery date, shipment mode, price, quality

warranty, payment terms, return policy, and product inspection.谈判内容包括交货日期、运输方式、价格、质量保证、付款条件、退货方式与产品检验。

Pre-class Work（课前预习）I. Read the passage once for the main idea. Do not refer to the notes,

dictionaries or the glossary yet.

II. Read the text second time. Learn the new words and expressions listed below.

Glossaryprofoundly[prəˈfaʊndlɪ] adv. deeply；dearly 深深地；深切地；深刻地；极度地alter[ˈɔltɚ] vt. change；transform；turn 改变；更改；改建（房屋）；（人）变老 vi. amend 改变；修改competitive[kəmˈpɛtɪtɪv] adj. competitory；rival 竞争的；比赛的setting[ˈsɛtɪŋ] n. environment；surroundings 镶嵌；环境；装置radical[ˈrædɪkəl, ˈrædɪkl] adj. fundamental 根本的；基本的internet[ˈɪntɚˌnɛt] n. 互联网；因特网network[ˈnɛtˌwɚk] n. 网；网络 vt.& vi. 将……连接成网络；建立工作关系vendor[ˈvɛndɚ] n. supplier；seller 供应商；卖主；商家potential[pəˈtɛnʃəl] adj. possible 潜在的；有可能的benefit[ˈbɛnəfɪt] n. profit；interest 利益；好处； vt. 有益于；有助于；使受益tip[tɪp] n. proposal；cue 小建议；小窍门；提示merchant[ˈmɚtʃənt] n. businessman；trader 商人；批发商virtual[ˈvɚtʃuəl] adj. essential；suppositional 虚拟的；实质上的advent[ˈædˌvɛnt] n. appearance；arrival 出现；到来retailer[ˈritelɚ] n. stockist；trader 零售商；零售店

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merchandise[ˈmɚtʃəndaɪz, -daɪs] n. commodity；goods 商品；货物 vt. trade 买卖；销售fascinate[ˈfæsəˌnet] vt. charm；entrance 使着迷；使神魂颠倒whopping[ˈhwɑpɪŋ, ˈwɑp-] adj. giant；tremendous 巨大的；庞大的 adv. extermly 非常地；异常地barter[ˈbɑrtɚ] vt.& vi. trade-off 作物物交换；以货换货impediment[ɪmˈpedɪmənt] n. obstacle 妨碍；阻止障碍物sale[sel] n. selling；sales amount 卖；出卖；销售额cosmetics[kɔzˈmetiks] n. 美容品；化妆品（cosmetic的名词复数）warehouse[ˈwɛrˌhaʊs] n. storehouse 仓库；货栈assortment[əˈsɔrtmənt] n. classification 分类；搭配plethora[ˈplɛθərə] n. excess；redundancy 过多；过剩pertinent[ˈpɚtnənt] adj. concerned；related 有关的；相干的；切题的insider[ɪnˈsaɪdɚ] n. person in the know 知情人；了解内幕的人；内部人士battleground[ˈbætlˌɡraʊnd] n. battlefield 战场sponsor[ˈspɑnsɚ] n. supporter 发起者；主办者；担保者；倡议者；提案人；后援组织 vt. to assist 赞助Phrases and Expressionsby-product 副产品light-hearted 轻松的half-jokingly 半开玩笑地unpredictable 不可预知的known as 称为；叫做along with 与……一起；同……一道；随着on-line 在线；联机provide...with 提供给……compare...with 与……相比give way to 让位于；为……所取代keep pace with... 同……齐步并进；跟上piles of 一大堆

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yoga mat 瑜伽垫profit margin 利润率；利润幅度Electronic Funds Transfer System (EFTS) 电子资金转账系统Electronic Data Interchange (EDI) 电子数据交换United Parcel Service (UPS) 美国联合包裹服务（财富 500强公司之

一，总部所在地美国，主要经营邮递包裹货运）

Exercises（课后练习）I. Words and expressions to be explained through their context or with the help

of a dictionary.

1. E-commerce2. Electronic Funds Transfer System (EFTS)3. by-product4. on-line shopping5. cyber shopping6. product inspection7. transferring funds8. B2B9. B2C10. C2C

II. Questions for the passage:

1. What are the characteristics of traditional commerce?2. To list the benefits and disadvantages of E-commerce.3. Is E-commerce totally safe?4. What will be concerned in E-commerce?

III. Translate the following sentences into Chinese.

1. E-commerce is the buying and selling of goods and services on the web. 2. Internet is the most profound technological innovation, and E-commerce is its by-

product.

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3. Indeed, E-commerce in China has become a behemoth worth many hundreds of billions of dollars.

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Reading Material 1

The campus business heroes of online shopping age

阅读材料 1 网购时代的校园商业英雄

The New York Times: Yang Fugang's online store is listed on Taobao.com, a Chinese company that generated nearly $15 billion in sales last year.纽约时报消息，杨甫刚的淘宝网店去年的销售额近 150亿美元。

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Review:Nowadays, the difficult employment among college students is increasingly becoming

urgent reality. In Yi Wu, the small town in the South, online store owned by graduates Yang

Fugang monthly sales approached $150 000, and his personal annual income is several

hundred thousand. Yang Fugang's success gave juniors an alternative.导读：当今，大学生就业难日益成为紧迫现实，在南方小城——义乌，应届毕业生杨甫刚自创

的网店月销售额已逼近 15万美元，其个人年收入数十万。杨甫刚的成功给学弟学妹们提供了另一种选择。


In June before his college graduation in, Yang Fugang spent most of his days away from campus, managing an online store that sells cosmetics, shampoo and other goods he wholesales from local factories.在今年 6月大学毕业前，杨甫刚有好几个月都没有待在学校里，他大部分时间都花在

管理一家在线商店上，这家店出售从当地工厂批发来的化妆品、洗发水等各种商品。Today, his store is on Taobao.com, China's fast-growing online shopping bazaar, and he has

been the boss with 14 employees, two warehouses and piles of cash.杨甫刚的网店开在中国增长最快的网络交易平台淘宝网上，他如今已是拥有 14名员

工、2家仓库和丰厚现金流的网店老板。"I never thought I could do that well." Yang Fugang said. He, at the age of 23, earned

$75 000 last year. "I started out selling yoga mats and now I'm selling a lot of makeup and cosmetics. The profit margins are higher."

“我从没想过可以做得这么好。”杨甫刚说。年仅 23岁的他去年赚了 75 000美元。“最开始，我只卖瑜伽垫，现在我卖各种化妆品和护肤品，它们的利润更高。”

Taobao.com fever has swept Yang Fugang's school, Yi Wu Industrial and Commercial College, where administrators say a quarter of its 8 800 students now operate the online store, and they can work in the dorm.

“淘宝热”已经席卷了杨甫刚的母校——义乌工商学院。学校行政人员称，该校 8 800名学生中约有 1/4的人经营网店，他们在宿舍里就可以工作。

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Yi Wu claims to be the site of the world's biggest wholesale market, and Taobao.com has started to change the fate of Yi Wu Industrial and Commercial College.义乌市号称全世界最大的批发市场，淘宝网的出现也正在改变义乌工商学院的命运。The school's vice dean, Jia Shaohua, points out an area designated as a start-up site for

students seeking to get rich. He points to the students who are taking orders by computer, packaging products, sorting inventory and taking photos of the items for display online, then adds, "Around the school now, there is a whole Taobao industrial chain."义乌工商学院副院长贾少华指给记者看一块为希望致富的大学生开辟的创业基地。他

指着那些确认订单、打包货品、盘点库存和为即将上线货品拍照的学生说：“学校已形成了一整条淘宝产业链。”

Every afternoon, even this summer, when the school is relatively empty, one can hear the ripping sounds of tape being wrapped around boxes in a building that could pass for a United Parcel Service shipping terminal.即使在这个夏日午后，学校相对空旷的时候，还是可以听到楼里面传来的撕胶带贴在

包装盒上的声音，这些包装盒可能就是送往联邦快递（UPS）物流中心的。"The students don't need a lot of money, " Mr Jia said. "They just get orders and go find the

items at local factories."贾院长说：“学生并不需要大笔资金，他们不过是取订单，然后从义乌本地工厂找到

订单要的商品。”Yang Fugang, the cosmetics seller, has become a campus hero. He operates his own

warehouses a few miles from the school, in the basements of a pair of residential buildings.上文提到的化妆品卖家杨甫刚已是义乌工商学院的校园偶像，他在离学校几英里的地

方有着一间自己的仓库，位于两栋住宅楼的地下室里。Standing in his crowded warehouse, near boxes of Neutrogena sun block, hairpins,

toothbrushes and a wide assortment of cosmetics, Yang Fugang says The business could not be better.杨甫刚站在他拥挤的库房里，旁边就是露得清防晒霜、发夹、牙刷和各种化妆品，他表

示自己的生意好得不能再好了。"Soon, I'll reach $150 000 a month in sales, " he said, flashing a big grin.他咧嘴笑道：“很快，我每月的销售额就能达到 15万美元了。”资料来源：China Daily．

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Reading Material 2

Micro blogs and macro payments

阅读材料 2 微博衍生“围脖经济”

The development of the internet over the past 20 years has not only changed the way most people live their lives, but also provided a plethora of new platforms for business. The advertising industry adopt the micro blog as a promotional tool, which is a pertinent example.在过去 20年间，互联网的发展不仅改变了大多数人的生活方式，还为各行各业提供了

十分充足的新平台。广告业采用微博作为促销工具正是一个生动的例子。Ye Feng, 34, a marketing professor in Beijing, frequently takes calls from public relations

(PR) companies offering to pay him 5 000 Yuan ($769) for every post on his micro blog that promotes their products.来自北京的 34岁的市场营销学教授叶峰（音译）不断接到公关公司的电话，对方希望

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Review:Micro blogging, the emerging popular social platform (platform), what business

opportunities lurks in it? And what kind of change it will give our lives? Let's concern about

it together.导读：颇具人气的新兴社交平台（platform）——微博究竟潜藏着怎样的商机？又会给我们的生

活带来怎样的改变呢？一起来关注吧。


他能在个人微博上推销他们的产品，并提出愿意为每一条微博支付 5 000元人民币的酬劳。He writes an average of eight posts daily, mainly about business matters and information

about his courses.叶峰平均每天发 8条微博，主要都是有关商务及自己所教课程的信息。More importantly, he has more than 300 000 followers who read his posts on the micro-

blogging website. com.更重要的一点是，叶峰在新浪微博上的粉丝超过 30万。If Ye agreed to implant ads in 50 percent of his posts, he could make 20 000 Yuan a day, just

by typing fewer than 500 words, all of which are provided by PR companies.如果叶峰同意在其发布的半数微博中植入广告，那么他每天将会有 20 000元入账，而

他需要做的仅仅是录入不到 500个字，而这些内容则全部由公关公司提供。However, he has consistently declined all offers.然而，叶峰一如既往地婉拒了这些提议。"I don't want to make my micro blog too commercial, " he said. "I might lose fans if I am

discovered promoting products in my postings."叶峰表示：“我不想让自己的微博过于商业化，如果粉丝们发现我在微博中推销产品，

可能就不会再关注我了。”In addition to his work teaching Executive Master of Business Administration (EMBA)

courses at many of China's top universities, Ye is also the founder of Sunup Consulting Co. Ltd., a Beijing-based strategic consulting company.

除了担任国内很多一流大学 EMBA课程的教师外，叶峰还是北京一家名为“日出咨询有限公司”的战略咨询公司的创始人。

He previously helped Shanghai Volkswagen Automobile Company Ltd. to open its official account on Sina micro-blog and delivers a series of online marketing activities through his connections with micro-blogging industry insiders.之前，叶峰曾帮助上海一汽大众有限公司在新浪微博上开通其官方微博，并依靠与微

博业内人士的关系，协助一汽大众展开了一系列网络营销活动。"The battleground of marketing is the internet and the micro blog is the center of it." he said.叶峰称：“互联网是营销的战场，而微博则是战场的中心。”

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Micro-blogging is no longer just a tool to make contact with friends and celebrities online, reading their news and leaving comments on their pages. It is also establishing a new business model.微博已不再只是供人们在线联系朋友和名人、浏览他们的新闻并在其主页上留言的工

具了，它正在建立一种新的商业模式。According to Ye, a number of people in the industry have sponsored teams to operate micro

blogs purely for commercial marketing purposes. He claims that these sites can earn as much as 100 000 Yuan a day from this activity.叶峰表示，业内很多人纯粹出于广告营销的目的，出资建立专门的团队来运作微博。

叶峰称，通过这样的运作，这些网站的日盈利达 10万元之多。These accounts center around jokes, fashion and other light-hearted topics. Millions of

people have signed up as followers.这些微博发布的信息主要围绕笑话、时尚等轻松的话题，数百万的用户会关注此类微

博，成为其粉丝。Insiders have said half-jokingly that the influence of a popular micro blog can be compared

with a national newspaper if it has more than 1 million fans. If it has 10 million fans, its impact is similar to that of a TV station.内部人士半开玩笑称，如果一个微博账号拥有 100多万的粉丝，其影响力就相当于一

个全国性报刊；若拥有 1 000万粉丝，其影响力就相当于一个电视台。"Many accounts have achieved those sort of numbers already." Ye said.叶峰说：“很多微博账户的粉丝数量已达到这样的数字。”The micro-blog account with the largest fan base belongs to a Chinese actress called Yao

Chen. She mostly posts about her daily life and work, and, as of June 17, her account had attracted 8 962 014 fans.微博上拥有最多粉丝的账户属于中国女演员姚晨，她发布的微博大多是关于自己的日

常生活和工作，截至 2011年 6月 17日，她已经拥有了 8 962 014位粉丝。According to industry insiders, Yao has been offered at least 100 000 Yuan for each post

featuring product placements, but her agent has refused all offers.据业内人士透露，已经有人想在姚晨的微博中植入广告，并提出每条微博至少支付给

姚晨 10万元，但都被其经纪人拒绝了。·15·


Yao's agent confirmed to China Daily that her client has received a huge number of offers, but that all have been declined.

姚晨的经纪人在接受《中国日报》采访时证实，姚晨的确收到了很多此类的邀请，但她都谢绝了那些请求。

"I have never discussed payment for Yao's postings with any of the companies, but I think the value of her micro blog would be more than 100 000 Yuan (for each post)." she said.

她表示：“我从未和任何一家公司谈论过姚晨发布微博的酬劳问题，但我认为，姚晨每条微博的价值应该超过 10万元。”

Like Yao, most movie stars or singers have resisted the pressure to make their micro blogs too commercial, so the PR companies have to think of other ways to get their message across.多数影星和歌星也都跟姚晨一样，反对自己的微博被过度商业化，因此公关公司不得

不另辟蹊径进行推销。How to make money from micro-blogging will remain a hot topic for some time, but internet

is a place of unpredictable changes.在一段时间内，微博经济这个话题依旧会保持它的热度。不过，互联网一直都是个变

幻莫测的地方。"The business model for micro-blogging will become fully established over the next three to

five years, but it is hard to predict its business potential after that. " Ye said.叶峰说：“在未来三五年内，微博商业模式将逐渐健全起来，但很难预测此后其潜藏

的商机。”"Changes come everywhere and at all times. Something new will replace it sometime, for

sure."“变化每时每刻，无处不在。敢肯定的是，总有一天这种商业模式将被新事物取代。”资料来源：China Daily．

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Reference Version（参考译文）

第 1 章 21世纪新型商业文明——电子商务

1.1 电子商务：21世纪新型商业文明1.1.1 引言每一个世纪通常都会有一项新的技术深深地改变竞争环境，提供巨变的契机

（Brynjolfsson and Urban，1999）。在 21世纪，这项新技术就是互联网。互联网是网络之网络，亦被称为网络之母（Ryder and Hughes，1999）。互联网的诞生，掀起了称之为电子商务的购物方式的新浪潮。电子商务就是在网上购买和销售产品与服务。广义上说，E-commerce也被称作 E-business。

古代帆船的出现和以后的一些发明，如印刷术、蒸汽机以及电话等都改变着人们的交易方式（Schneiderand Perry，1999）。电子通信技术的产生，使得银行可以利用电子资金转账系统在全球范围内转移顾客的资金。各类企业可以使用电子数据交换技术发送订单和发票。零售商则针对各种商品做电视广告，以吸引顾客的电话订货，但是这些技术都不能与互联网技术的发明相媲美。互联网是最为意义深远的技术发明，而电子商务则是互联网技术与商业完美结合的一个典型特例。电子商务是指一切通过电子手段进行的交易，包括商务伙伴之间和商务机构与其客户

之间的贸易活动。电子商务的范畴既包括通过国际互联网进行的任何与商务有关的活动，也包括如通过专网所进行的其他电子交易，如电子数据交换（EDI），还包括通过电商门户网站进行的采购交易、企业在线式服务以及通过直接链接企业计算机网络发生的各种商务活动等。电子商务不包含通过传真、电视购物、邮购、电话等进行的交易，除非交易活动是通过国际互联网进行的。电子商务除了包括简单的在线交易以外，还包括其他各种不同的商务活动，如进行市场调研、产品推广和客户服务、与客户和供应商建立良好关系及共同设计产品。

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1.1.2 电子商务的起源1994 年，一位名叫杰夫·贝佐斯的年轻人迷上了迅速发展的互联网，当时他还只是个

财务分析师兼基金管理员。他列出了 20种可能在互联网上畅销的产品。经过认真分析，他选择了图书。5年之后，他创办的亚马逊网上书店年销售额超过了 6亿美元。从那时起，电子商务得到了迅速的发展，网络购物的年销售额达到了 8 000亿美元。

1．传统商务传统商务最古老的形式是易货贸易，产品和服务以此方式得以交换。后来，货币的出

现取代了易货贸易而成为主要的经营方式。在传统的商务活动中，买方寻找产品或服务的方法很多，他们可以参考产品目录、请教朋友、阅读广告、查找工商企业名录或咨询推销员。选择了一个产品及其卖主之后，买主可以通过邮件、电话或贸易展览会与卖主联系，随后即可进行购买交易的谈判。谈判内容包括交货日期、运输方式、价格、质量保证、付款条件、退货方式与产品检验。商务活动主要包括市场研究、发布广告和销售交易，资金转账，发送与接收订单，邮

寄发票以及货运等环节。尽管电子商务提高了配送商品与服务的速度，但对有些商品的销售，电子商务则无能为力。诸如时装和易腐食品（肉类或农产品）等，购物者更希望通过手感、嗅觉仔细检查其品质，而此类物品就不宜开展网上营销。传统商务与电子商务适合业务的比较如表 1-1所示。

表 1-1 传统商务与电子商务比较适合电子商务的业务适合传统商务的业务适合电子商务与传统商务结合的业务

图书和激光唱片的购销高级时装的购销汽车的购销在线传输软件易腐食物的购销在线金融服务旅游服务的宣传与促销小额商品的买卖寻找合作伙伴的服务运输货物的在线跟踪昂贵珠宝与古董的销售投资和保险产品的购销

2．电子商务的优势企业对电子商务感兴趣的理由非常简单，就是它可以为企业增加利润。对于企业来说，

电子商务的所有优势可以归纳为一句话：电子商务可以增加销售并降低成本。（1）电子商务对于企业的好处：增加利润。增加销售。广告宣传可以抵达世界各国所有潜在顾客。

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在网上而非现实世界形成虚拟机构。降低成本：Cisco 公司售出的计算机设备中，有 72%是网销，从而每月可以少处理

500 000个电话，每年可节约 5亿美元之多。（2）电子商务对于顾客的好处：增加了购物机会。获取竞标信息。增加了信息的传递速度和准确性。减少开支。获得更广的选择范围。软件、音像、图片等可以从网上直接下载。通过网上交流受益。退税、退休金和福利金可以通过网络获得，无需手续费。电子支付更加安全快捷。电子支付比支票支付更易控制，有助于防范欺诈与偷盗。可在家中工作。降低了交通费用，减少了交通拥挤。减少了环境污染。可以接收远程教育。

3．电子商务的不足之处（1）某些商品诸如易腐类食品、价格昂贵的珠宝、古董等不能在网上加以检测的物品，

不宜在网上进行。（2）电子商务是一个全新的事物，一些人一时难以适应。（3）信息技术发展迅猛，设备投入很大。（4）雇员跳槽频繁，许多技能娴熟的雇员离开企业自己开公司，或去了薪水更高的

单位。（5）一些企业开展电子商务会面临文化与法律的障碍。（6）将已有数据库与电子商务软件集成比较困难。（7）一些消费者仍然对在网上输入他们的信用卡信息心存疑虑。（8）一些消费者就是不愿意网上购物，他们对在计算机屏幕上浏览商品感觉不适。（9）网络法律法规尚未健全。4．电子商务要注意的安全问题为了确保电子商务安全，客户计算机、通信信息和Web服务器的安全尤为重要。同时网

上购物时要注意以下要点。·19·


（1）了解商家，知道该公司的准确地址。（2）了解退款与退货条件。（3）保护好自己的网络口令。（4）保护好自己的重要信息，只有在安全环境下才能在线输入信用卡或社保信息。（5）保存好准确的购物记录。（6）了解自己的消费者权利。正如传统的市场一样，网上购物也会出现众多的欺诈行为，无论是客户还是商家都应

注意规避风险。

1.2 中国电子商务发展现状我国电子商务发展呈现典型的块状经济特征，东南沿海属于较为发达地区，北部和中

部属于快速发展地区，西部则相对落后。随着国内物流、支付和信用系统的逐步建立，信息基础设施的进一步发展，中国电子

商务市场明显复苏，市场活力显著增强。全球研究小组 Euromonitor最近的一项研究预测：到 2015年，阿里巴巴 T-mall的收入

将超越亚马逊，从而使 T-mall成为世界上最大的电子商务网站；到 2017年，T-mall的收入将达 120亿美元，而亚马逊的收入很可能达到 100亿美元。

除了阿里巴巴，中国的其他电子商务网站在 2012年同样收获颇丰：中国最大的家电零售商网站苏宁易购在 2012年 11月 9 至 11日为期三天的促销活动中收获三百万订单；中国最大的电子商务网站之一——京东商城，订单值达 6亿元。

事实上，电子商务在中国已经成为一个价值数千亿美元的庞大产业。2012年，中国网民数量达到 5.38亿，其中 1.94亿曾经网上购物。中国近几年的在线零售额持续飙升，预计到 2015年将突破 360亿美元。总体而言，中国电子商务市场蕴藏着巨大的商业机会，发展前景十分广阔。

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第一章 - tsinghua · web viewif ye agreed to implant ads in 50 percent of his posts, he could...

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