配套课件-商务英语

1、Tutorial 1What Is Electronic Commerce Tutorial 1Contents of Tutorial 1 What Is Electronic CommerceCASESESSION 1.1Defining Electronic Commerce TRADITIONAL COMMERCE VS. ELECTRONIC COMMERCE Buyer and Seller Roles in Electronic CommerceEvolution of Electronic CommerceInternational Nature of Electronic C

2、ommerceSESSION 1.2 ADVANTAGES AND DISADVANTAGES OF E-COMMERCEAdvantages of Electronic CommerceDisadvantages of Electronic CommerceTutorial 1本章内容 什么是电子商务案例SESSION 1.1 电子商务定义 传统商务 VS. 电子商务 电子商务中买方和卖方的活动电子商务的发展电子商务的国际性SESSION 1.2 电子商务的利弊电子商务的优势电子商务的不足Tutorial 1CASE Tutorial 1CASE As success provides a

3、blueprint for any business that is thinking of ways to use the Web: Carefully analyze the characteristics of the markets into which you sell and from which you buy Consider the logistics of delivering your product or service to customers Identify ways the Web can help you capitalize on the opportuni

4、ties that exist in your business 对于那些想借助网络便利的商业机构而言，A的成功为他们提供了一个蓝图： 对于自己将要参与的市场，要仔细分析其特征； 考虑将产品或服务交付给顾客的保障体系； 确定在现有业务的哪些环节上可以借助网络的优势。Tutorial 1SESSION 1.1Defining Electronic Commerce In this book, the term electronic commerce (or e-commerce) is used in its broadest sense; that is, the conduct of sel

5、ling, buying, logistics, or other organization-management activities via the Web.在本课中，我们使用术语“electronic commerce”或“e-commerce”指代广义的电子商务，即通过网络所进行的买卖活动以及后勤服务或其他的织织管理活动。Tutorial 1SESSION 1.1Defining Electronic CommerceElectronic data interchange (EDI) occurs when one business transmits computer-readabl

6、e data in an agreed-upon format to another business. Many large businesses have standardized the format of the paperwork they exchange with each othersuch as invoices, purchase orders, and bills of ladingand transmit that information using EDI. EDI是指一家公司以对方认可的格式将计算机可识别的数据传送给另一家公司。许多大公司都会针对即将在它们之间传送的

7、文书比如发票、采购单和发货单等建立起标准化的格式，然后使用EDI来传送这些信息。Tutorial 1SESSION 1.1Traditional Commerce vs. Electronic CommerceBuyer and Seller Roles in Electronic CommerceArrange for deliveryInspection,testing,and acceptanceMake paymentWarranty claims and regular maintenanceBuyerIdentify a needSearch for products or ser

8、vices that will satisfy the needNegotiate a purchase transactionSellerIdentify customerCreate a product or service that will meet customer needsNegotiate a sale transactionArrange for deliveryReceive and process customer paymentsProvide after-sale support,maintenance,and warranty servicesAdvertise a

9、nd promote the product or serviceInvoice and bill customerTutorial 1电子商务中买方和卖方的活动 安排货物的运输验货、调试和接收支付货款寻求担保和常规维护买方确定自己的需求选择能满足自己需要的产品或服务洽谈购买交易卖方确定客户需求制造可满足客户需求的产品和服务洽谈销售交易安排送货接收并处理客户付款提供售后技术支持、维护和担保服务对产品或服务进行广告宣传或促销开列发票并催收货款SESSION 1.1Traditional Commerce vs. Electronic CommerceTutorial 1Evolution of

10、Electronic Commerce到1995年， Internet和Web的迅速发展，以及个人和商业机构内电脑拥有量的剧增，使得支持商业交易的新型通信网绍得以出现，这是前所未有的。可以说， Internet的商业化、Web的出现以及大量的互联计算机的共同作用，才促使了电子商务的发展。By 1995, the rapid growth of the Internet and the Web had combined with the proliferation of personal computers (PCs) in homes and businesses to create a ne

11、w communications network that could support business transactions as nothing ever had before. These three factorsthe commercialization of the Internet, the invention of the Web, and the proliferation of networked PCscombined to make electronic commerce possible.SESSION 1.1Traditional Commerce vs. El

12、ectronic CommerceTutorial 1International Nature of E-Commerce电子商务的许多优点都源于其降低交易成本的能力，而公司和个人的交易成本之所以能够降低，是因为电子商务提供了更为便宜、更为快捷的通信。除了使用方便和价格低廉外，Internet和web还使不同地域的人们能前所未有地紧密联系在一起。Many of the advantages that electronic commerce offers arise from its ability to reduce transaction costs. By making communica

13、tion quick and inexpensive, technology makes commerce less expensive for both businesses and individuals. In addition to being inexpensive and easy to use, the Internet and the Web also offer people an unprecedented degree of geographic reach. SESSION 1.1Traditional Commerce vs. Electronic CommerceT

14、utorial 1International Nature of E-Commerce(contiunued)不幸的是，世界各国的政治体系和Internet技术的发展并不同步，所以国际间的电子商务将面临着许多的挑战。货币兑换、税收、进出口限制、本地的商业习俗和贸易伙伴所在国家的法律等都使国际电子商务变得困难。Unfortunately, the political structures of the world have not kept up with Internet technology, so doing business internationally presents a numb

15、er of challenges. Currency conversions, tariffs, import and export restrictions, local business customs, and the laws of each country in which a trading partner resides can all make international electronic commerce difficult.SESSION 1.1Traditional Commerce vs. Electronic CommerceTutorial 1SESSION 1

16、.2 Advantages and Disadvantages of E-Commerce Advantages of Electronic Commerce Businesses can use electronic commerce in their purchasing processes to identify new suppliers and business partners. Negotiating price and delivery terms is easier because the Web can provide competitive bid information

17、 very efficiently. Electronic commerce increases the speed and accuracy with which businesses can exchange information, which reduces costs on both sides of transactions.商业机构如果在其采购环节中使用电子商务，则可以更加方便地寻找新的供应商和商业伙伴。由于通过Web可高效地提供投标信息，所以关于价格和交付条件的磋商将变得更加轻松。电子商务增加了商业机构的信息交流速度和淮确性，从而阶低了交易双方的成本。Tutorial 1Dis

18、advantages of Electronic Commerce (1) Most of the disadvantages of electronic commerce today, however, stem from the newness and rapidly developing pace of the underlying technologies.(2) Technology costs can change dramatically during electronic commerce implementation projects because the technolo

19、gies can change so rapidly.(3) Many firms have trouble recruiting and retaining employees with the technological, design, and business process skills needed to create an effective electronic commerce presence.(4) In addition to the technology and software issues, many businesses face cultural and le

20、gal impediments to electronic commerce.SESSION 1.2 Advantages and Disadvantages of E-Commerce Tutorial 1电子商务的不足 (1)现阶段电子商务的大多数不足，都源于电子商务所采用的技术太新并且发展过快。(2)由于技术的快速发展，在电子商务项日实施期间的技术成本的变化也很大。(3) 在创建高效电子商务模式时，许多公司很难招聘和留住具有所需的技术、设计能力以及商业运作技能的员工。(4)除了技术和软件问题，许多商业机构在从事电子商务时还要面临文化和法律的障碍。SESSION 1.2 Advantage

21、s and Disadvantages of E-Commerce Tutorial 1QUICK CHECK 1 (1) True or False: Businesses have been engaging in a form of electronic commerce called EDI for over 20 years.(2) What three factors combined to make electronic commerce possible?(3) Name three factors that might make international electroni

22、c commerce difficult.(4) Name three ways in which electronic commerce can improve the general welfare of society.Tutorial 1QUICK CHECK 1(1)判断对或错：商业机构已经从事了20多年一种被称为EDI的电子商务形式。(2)哪三个因素的结合才使得电子商务成为可能?(3)说出可能造成国与国之间电子商务障碍的三个因素。(4)说出电子商务可以通过哪三种方式改善普通社会福利事业。Tutorial 2Business Models Using Electronic Comme

23、rceTutorial 2Contents of Tutorial 2 Business Models Using Electronic Commerce CASESESSION 2.1SELLING ON THE WEBSelling Goods and ServicesSelling Information or Other Digital ContentAdvertising-Supported Web SitesCombined Advertising-Subscription Web SitesFee-for-Transaction Web SitesSESSION 2.2 BUSI

24、NESS-TO-BUSINESS ELECTRONIC COMMERCEDelivery ActivitiesPurchasing ActivitiesSupport ActivitiesNEW BUSINESSES MADE POSSIBLE BY THE WEBConsumer Web AuctionsBusiness-to-Business Web AuctionsSeller-Bid Auctions and Group Purchasing SitesVirtual CommunitiesWeb Portal StrategiesTutorial 2本章内容 案例SESSION 2.

25、1 网上销售销售货物和服务销售信息或其他数字产品由广告支持的网站广告-订阅网站交易佣金网站SESSION 2.2 商业机构间（ BUSINESS-TO-BUSINESS）的电子商务采购活动交付活动支持性活动WEB引发的新商业模式客户Web 拍卖商业机构间的Web 拍卖竞卖拍卖和群体购买网站虚拟社区Web 门户战略Tutorial 2CASE Because eBay was one of the first auction Web sites and because it has pursued an aggressive promotion strategy, it has become t

26、he first choice for many people who want to participate in auctions. Both buyers and bidders benefit from the large marketplace that eBay has created. EBays early advantage in the online auction business will be hard for competitors to overcome. In an attempt to address buyer concerns about seller r

27、eliability, eBay has instituted a rating system. 因为是最早的拍卖网站之一并且归功于它颇具魄力的促销策略，eBay已成为拍卖者的首选网站。无论是买方还是拍卖方，他们都能从eBay所创建的大市场中获益。eBay 在在线拍卖业中所确立的早期优势令其对手难以赶超。为了使买方对拍卖方的可信度做到心中有数，eBay创建了拍卖方信用评估系统。Tutorial 2CASE Tutorial 2CASE Tutorial 2SESSION 2.1 Selling on the WebSelling Goods and Services Many of the m

28、ost successful Web catalog sales businesses are firms that were in the mail order business and have simply expanded their operations to the Web. One reason these firms have been successful is that they already have the order fulfillment activitieswarehousing, purchasing, and deliveryup and running t

29、o service their mail order businesses.在通过web价目表经营方式获得成功的商业机构之中，大多数原本就是邮购商业机构，只不过现在他们将经营范围扩展到了Web之上。这些公司之所以会成功，其中的一个原因是他们已经具备了完善的订单履行方式库存、购买和交付这些在邮购经营方式中就已经建立了。Tutorial 2SESSION 2.1 Selling on the WebSelling Information or Other Digital Content(1) LEXIS-NEXIS has been an important legal research tool

30、 that has been available as an online product for years. LEXIS-NEXIS provides full-text search of court cases, laws, patent databases, and tax regulations. (2) ProQuest, a Web site that sells digital copies of published documents has its roots in two businesses, the former Bell and Howell learning m

31、aterials business and University Microfilms International (UMI).(3) Dow Jones Interactive is a business-focused seller of subscriptions to digitized newspaper, magazine, and journal content. The Dow Jones Interactive site offers a customized digital clipping service that provides subscribers with da

32、ily e-mail messages with news on topics of interest to them.Tutorial 2SESSION 2.1 Selling on the Web LEXIS-NEXIS HOME PAGETutorial 2SESSION 2.1 Selling on the Web PROQUEST HOME PAGETutorial 2SESSION 2.1 Selling on the WebSelling Information or Other Digital Content(1) LEXIS-NEXIS是一种重要的法律研究工具，它成为网上商品

33、已有数年。 LEXIS-NEXIS提供了法院案例、法律、专利数据库以及税法条文的详尽文字搜索。(2) ProQuest,网站专门销售出版物的数字拷贝。它的前身是以前的Bell and Howell learning materials business 和University Microfilms International (UMI)。(3) Dow Jones Interactive是从事数字化报纸、杂志和期刊内容订阅的销售商。该网站提供了定制的数字信息剪辑服务。这项服务会将订户感兴趣的文章通过日常电子邮件发送给他们。Tutorial 2SESSION 2.1 Selling on the

34、 WebAdvertising-Supported Web SitesIn addition to large numbers of visitors and page views, advertising-supported Web sites try to develop stickiness. The stickiness of a Web site is its ability to keep visitors at the site and to attract repeat visitors. People spend more time at a sticky Web site

35、and are thus exposed to more advertising. In general, sticky Web sites can generate more advertising revenue than non-sticky Web sites. 为了拥有足够的访问量和页面浏览量，由广告支持的网站会竭尽全力地增强其网站的吸引力。通过网站的吸引力可以将访问者挽留在该网站并且吸引回头客的光顾。在具有吸引力的网站中，人们会停留更长的时间，进而可能看到更多的广告。一般而言，富有吸引力的网站与吸引力较差的网站相比，前者可以获得更多的广告收入。 Tutorial 2SESSION

36、2.1 Selling on the WebTutorial 2SESSION 2.1 Selling on the Web MONSTERTRAK HOME PAGETutorial 2SESSION 2.1 Selling on the WebCombined Advertising-Subscription Web Sites (1) Northern Light is a search engine with a twist. Northern Lights strategy extends the usual Web search engine to include services

37、 such as those offered by ProQuest. (2) The Reuters wire service also uses a combined model in its Web offerings. A wire service collects news reports from around the globe, consolidates these reports, and sells them to newspapers, radio and television stations, governments, and large companies. (3)

38、 Sports fans visit the ESPN site for all types of sports-related information. Leveraging its brand name from its cable television businesses, ESPN is one of the most-visited sites on the Web. Tutorial 2SESSION 2.1 Selling on the Web NORTHERN LIGHT HOME PAGETutorial 2SESSION 2.1 Selling on the Web RE

39、UTERS HOME PAGETutorial 2SESSION 2.1 Selling on the WebESPN HOME PAGETutorial 2SESSION 2.1 Selling on the WebCombined Advertising-Subscription Web Sites (1) Northern Light 是经过了转型的搜索引擎。 它的发展战略已从普通的 Web 搜索引擎扩展到了包括诸如ProQuest所提供的那些服务。 (2) Reuters有线服务在其web经营中采用的也是这种混合模式。该有线服务从世界各地搜集新闻报道，然后将这些报道汇总后卖给报纸、广播

40、和电视台、政府以及大公司等。(3) 体育迷访问ESPN 站点可以获得各种与体育有关的信息。借助经营有线电视服务所建立起的品牌， ESPN 成为Web上访问量最大的站点之一。Tutorial 2SESSION 2.1 Selling on the WebFee-for-Transaction Web Sites(1) Travel agents earn commissions on each airplane ticket, hotel reservation, auto rental, or cruise that they book. The transportation or lodgi

41、ng provider pays these commissions to the travel agent. (2) A and other firms will locate dealers in the buyers area that are willing to sell cars for a small premium over the dealers cost. The buyer can purchase the car from the dealer without negotiating its price with a salesperson. (3) Stock bro

42、kerage firms also use a fee-for-transaction model. They charge their customers a commission for each trade executed. Online brokers are replacing traditional brokerage firms by offering trading over the Web.Tutorial 2SESSION 2.1 Selling on the WebTutorial 2SESSION 2.1 Selling on the WebFee-for-Trans

43、action Web Sites(1)旅行社在预订机票、旅馆、船票或租赁汽车时都会从中赚取佣金。这些佣金由运输或食宿提供商支付。(2) A和其他的公司会根据购买者所在的区域来寻找该区域中让利销售的经销商。购买者不需要向推销员交涉即可买到汽车。(3)股票经纪公司也采用交易佣金模式。它们针对每一笔交易向客户收取佣金。通过在网上提供交易服务，在线经纪公司正在取代传统的经纪公司。Tutorial 2SESSION 2.2 B2B Electronic Commerce Purchasing Activities Purchasing activities include identifying ven

44、dors, evaluating vendors, selecting specific products, placing orders, and resolving any issues that arise after receiving the ordered goods or services. These issues might include late deliveries, incorrect quantities shipped, incorrect items shipped, and defective items.采购活动包括寻找厂商、评估厂商、选择具体产品、下订单以

45、及解决交货后可能出现的问题。这些问题包括交付日期延误、装运数量有误、装运商品有误以及商品存在质量缺陷等。Tutorial 2SESSION 2.2 B2B Electronic Commerce Delivery Activities The goal of delivery and warehousing activities, often called logistics, is to provide the right goods in the right quantities in the right place at the right time. Businesses have b

46、een increasing their use of information technology to achieve this objective. Firms that run their own trucking operations have also begun implementing tracking systems that use satellite global positioning technology to monitor vehicle movements. 交付和入库活动(通常称为“后勤”)的目标是，在合适的时间、地点提供正确数目的货物。为了实现这个目标，越来

47、越多的商业机构开始借助于信息技术。 对于那些拥有自己运输系统的公司，它们已经开始借助卫星全球定位技术建立起跟踪系统来监控运输工具的行程。Tutorial 2SESSION 2.2 B2B Electronic Commerce Support ActivitiesSupport activities include finance and administration, human resources, and technology development. Finance and administration includes activities such as payment of ob

48、ligations, processing payments received from customers, planning capital expenditures, and the budgeting and planning that ensure sufficient funds will be available to meet the organizations obligations as they come due. The operation of the computing infrastructure of the organization is also an ad

49、ministration activity.支持性活动包括财务和行政管理、人力资源以及技术开发。财务和行政管理活动包括债务支付、接收客户付款、资金支出安排，以及为保证债务到期时有足够可用的备付资金而作的预算和调度等。机构中计算机系统的日常运行也属于行政管理活动。Tutorial 2SESSION 2.2 New Businesses Made Possible by the Web (1) One of the Internets strengths is that it can bring together people who share narrow interests but are

50、geographically dispersed. Web auctions can capitalize on that ability by either catering to a narrow interest or by providing a general auction site that has sections devoted to specific interests.(2) Two of the three main business-to-business Web auction models that are emerging are direct descenda

51、nts of these two traditional methods for handling excess inventory. (3) The posted price ultimately goes down as the number of bids increases.(4) A virtual community, also called a Web community or an online community, is a gathering place for people and businesses that does not have a physical exis

52、tence. (5) They argue that incorporating the sense of belonging developed in Web communities with the handy tools of search engines and Web directory sites will yield high levels of stickiness that will be extremely attractive to advertisers.Tutorial 2SESSION 2.2 New Businesses Made Possible by the

53、Web (1) Internet的特点之一在于，它能将在某方面有共同兴趣但地理上分散的人召集起。通过迎合用户某方面的兴趣或建立综合性的拍卖站点为不同的兴趣服务，web拍卖可以将Internet的这个优点发挥到极致。(2)现阶段出现的商业机构间的拍卖网站主要有三种模式。其中的两种模式直接来源于处理冗余物资的传统方法。(3)当加入竞价的人数增加时,该物品的价格最终也会降低。(4)虚拟社区，也被称作Web社区或在线社区。它是物理上不在同一位置的人或商业机构聚集的地方。 (5)他们说，通过在虚拟社区中培养出来的归属感，并结合由搜索引擎和web目录服务站点所提供的便捷功能，会使门户网站产生高度的吸引力。

54、Tutorial 2QUICK CHECK 2 (1) True or False: Many firms that adapted their existing catalog-based mail order and telephone order operations to work on the Web have been successful in electronic commerce.(2) What critical element must an advertising-supported Web site have to ensure that it will be att

55、ractive to advertisers?(3) Why is the ESPN Web site called “combined model” ?(4) Why has the success of eBay in the general consumer auction business been so hard for other auction sites to duplicate?(5) What specific need motivated many companies to create business-to-business Web auctions?(6) How

56、do virtual community and Web portal sites generate revenue? Tutorial 2QUICK CHECK 2 (1)判断对或错：许多公司将它们原有的价目表邮购服务和电话订购方式搬到Web上以后，都在电子商务中获得了成功。(2) 由广告支持的网站必须具备什么条件才能赢得广告客户的青睬?(3)为什么说ESPN网站属于混合模式网站?(4)为什么其他拍卖站点很难达到eBay在综合拍卖业务中取得的成功?(5)是什么特定需求使得许多公司开始创建商业机构间的拍卖网站?(6)虚拟社区和Web门户通过何种方式获得收入?Tutorial 3Creating

57、 A Successful Web Presence Tutorial 3Contents of Tutorial 3 Creating A Successful Web Presence CASESESSION 3.1CREATING AN EFFECTIVE WEB PRESENCEIdentifying Web Presence GoalsAchieving Web Presence GoalsExploring the Web Presence of Not-for-Profit OrganizationsHOW THE WEB IS DIFFERENTSESSION 3.2 MEET

58、ING THE NEEDS OF WEB SITE VISITORSCreating Flexible Web Site InterfacesUsability TestingWeb Site Advertising Effectiveness and CostTutorial 3本章内容 创建成功的 Web 形象 CASESESSION 3.1创建高效的 WEB 形象确定建立 Web 形象的目的Web 形象的实现研究非营利性机构的 Web 形象如何使 WEB 个性化SESSION 3.2 满足站点访问者的需求创建灵活的网站界面实用性测试网站的广告效力和广告成本Tutorial 3CASE T

59、utorial 3SESSION 3.1 Creating an Effective Web Presence An organizations presence or reputation is the public image it conveys. Individual persons create a presence every time they meet another person. This first impression is enhanced by every subsequent contact, whether that contact is a face-to-f

60、ace meeting, a phone call, a letter, or an e-mail message.一个机构的形象(声誉)是指它在公众心目中的印象。每一个人在与他人的交往中都会给对方留下印象。这种第一印象会在以后的接触中(不管是面对面的接触还是通过电话、信件或电子邮件进行的接触)逐渐得到加深。Tutorial 3SESSION 3.1 Identifying Web Presence GoalsA Web site can perform many image-creation and image-enhancement tasks very effectively; it c