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E-business(electronicbusiness),atermcoinedbyIBM’smarketingand
Internet
teams
in
1996,
is
defined
as
the
application
ofinformation
and
communication
technologies
in
support
of
businessactivities.
It
enables
companies
to
link
their
internal
and
externaldata
processing
systems
more
efficiently,
to
work
more
closely
withsuppliers
and
partners,
and
to
better
satisfy
the
needs
of
theircustomers.
In
this
unit,
we
will
learn
about
e-business
throughconcreteexamples.•
Listening•
Writing•
SpeakingActivityLead-inUnit5E-BusinessActivityGroup
discussion•
Divideintogroupsof4-5anddiscussthefollowingquestions:Whatise-business?Whatareitsfunctions?•
Divisionofthetextintothreepartsaccordingtothetitle.TheFutureof
E-Business:Growth,Opportunities,andChallengesLead-inUnit5E-BusinessActivityListen
to
an
introduction
to
the
concept
of
e-business,and
fill
in
the
blanks
with
the
exact
words
you
hear.collaboratingwithbusinesspartnersIBMpartsandsuppliesdojointresearchE-Business
•
Text
AThe
Future
of
E-Business:
Growth,Opportunities,
and
Challenges•
Specializedvocabulary•
FormalEnglishTextACriticalreadingandthinkingUnit5E-BusinessBackgroundinformationE-Business•
AtermusedtodescribebusinessesrunontheInternet,orutilizingInternettechnologiestoimprovetheproductivityorprofitabilityofabusiness.Inamoregeneralsense,thetermmaybeusedtodescribeanyformofelectronicbusiness—thatistosay,anybusinesswhichutilizesacomputer.Inmostcontextse-businessrefersexclusivelytoInternetbusinesses.TextACriticalreadingandthinkingUnit5E-BusinessOverview—TextanalysisGrowth•
Definition
of
business
modelsAbusinessmodelrepresentsagroupofcommoncharacteristicsandmethodsofdoingbusinesstogeneratesalesrevenuesandreduceexpenses.TextACriticalreadingandthinkingUnit5E-BusinessOverview—Textanalysis•
Two
most
popular
e-business
modelsB2BType1:Focusingonfacilitatingsalestransactionsbetweenbusinessese.g.DellType2:involvingacompanyanditssupplierse.g.GM;FordTextACriticalreadingandthinkingUnit5E-BusinessOverview—TextanalysisB2C•
focusingonindividualconsumers•
understandinghowconsumersbehaveonline•
AfewquestionsforB2Ccompaniestoanswer•
Theimportanceoflong-termrelationshipwithcustomere.g.Barnes&NTextACriticalreadingandthinkingUnit5E-BusinessOverview—Textanalysis•
Other
modelsC2BC2CO2OTextACriticalreadingandthinkingUnit5E-BusinessOverview—TextanalysisOpportunities•
Internetwillcontinuetoexpandalongwithrelatedtechnologies.•
Todate,onlyasmallpercentoftheglobalpopulationusestheInternet.•
Increasinguseofsmartphonesandothermobiledevices•
Firmsthatadaptexistingbusinessmodelstoanonlineenvironmentwillcontinuetodominatedevelopment.TextACriticalreadingandthinkingUnit5E-BusinessOverview—TextanalysisChallenges:adaptingtoenvironmentalforcesType
ofenvironmental
DefinitionforcesFactorsinvolvedTextACriticalreadingandthinkingUnit5E-BusinessOverview—TextanalysisType
ofenvironmental
DefinitionforcesFactorsinvolvedInternalforcesfactorscloselyafirm’splanningassociatedwiththeactionsanddecisionstakingplacewithinafirmactivities,organizationstructure,humanresources,managementdecisions,informationdatabase,availablefinancingExternalforcesfactorsaffectinge-businessplanningthat
demographic,societal,originatefromoutside
economic,competitive,globalization,theorganizationtechnological,andpoliticalandlegalforcesTextACriticalreadingandthinkingUnit5E-BusinessGroupdiscussion•
Listsomefamouse-businessesyouknow.•
Whatarethesee-businessesmostfamousfor?•
Whataretheirrespectivebusinessmodels?•
Whatistheirgreatestsource(s)ofrevenue?TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabularyTranslatethefollowingtermsfromEnglishintoChineseorviceversa.•
e-businessmodels•
reduceexpenses•
电子商务模式•
减少开销•
corporateclients•
企业客户•
unsoldinventory•
未售的存货•
批发商和零售商•
比较购物•
wholesalersandretailers•
comparisonshopping•
buyingpreferences•
individualizedservice•
购物偏好•
个性化服务TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabularyTranslatethefollowingtermsfromEnglishintoChineseorviceversa.•
创造销售收入•
简化交易程序•
generatesalesrevenues•
facilitatesalestransactions•
标价合理、高品质的电脑产品
•
fairlypriced,high-qualitycomputerproducts•
largequantitiesofrawmaterials•
大量的原材料•
increasethevolumeofpurchases•
增加购买量•
buildlong-termrelationshipswiththecustomers•
与消费者建立长期的关系•
broadbandaccesstotheInternet•
因特网宽带连接•
informationdatabase•
信息数据库TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabulary•
salesrevenue:
销售收入Salesrevenue
istheamountrealizedfromsellinggoodsorservicesinthenormaloperationsofacompanyinaspecifiedperiod.Companiescancalculatetheir
salesrevenue
fromaderivednumberbasedonthecostofaunitandthenumberofunitssold.TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabulary•
conductbusiness:
开展业务Hesaidhehadto
conductsomebusiness
withthegrainmerchant.•
salestransaction:
销售，交易Everyday,millionsofpeopletakepartincountless
salestransactionsacrosstheglobe,creatingaconstantflowofvalue.TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabulary•
carryingcosts:
持有成本Inmarketing,
carryingcost
referstothetotalcostofholdinginventory.•
comparisonshopping:
货比三家Sisa
comparisonshopping
websitethatcomparespricesandproductsatonlinestorestohelpconsumerssavemoney.TextALanguagebuilding-upUnit5E-BusinessSpecializedvocabulary•
long-termrelationships:
长期关系Oureffortsarefocusedinbuildingandmaintaining
long-termrelationships.•
buyingpreference:
购买倾向Thecompanycouldcarryoutthequestionnairestomakesurethecustomers’
buyingpreference
andtheirhabitsofbuyingtoys.TextALanguagebuilding-upUnit5E-BusinessFormalEnglishThefollowingsentencesareselectedfromTextA.Replacetheunderlinedformalwordswithlessformalones.knowmorethanenoughveryimpressive,extraordinaryTextALanguagebuilding-upUnit5E-BusinessFormalEnglishgiveprotectTextAUnit5E-BusinessSuggestedanswersCompletethefollowingsentenceswiththecorrectformofthetermsinthebox.conductbusinessHumanresourcesTextAUnit5E-BusinessSuggestedanswersCompletethefollowingsentenceswiththecorrectformofthetermsinthebox.buyingpreferencesgeneratesalesrevenue–
Backgroundinformation–
SpeakingTextBBackgroundinformationUnit5E-BusinessAnotherwaytolookate-businessmodels•
Storefront(店面)model•
Auctionmodel•
Portalmodel•
Dynamic-pricingmodel•
AdvertisingTextBBackgroundinformationUnit5E-BusinessStorefrontmodel•
Buyersandsellersinteractdirectly.•
ManyleadingstorefrontmodelcompaniesareB2C•
Theshopping-carttechnology
isthemostcommonlyuesedtool•
Onlineshoppingmalls
gatherawidevarietyofvendorsfortheconvenienceofconsumersTextBBackgroundinformationUnit5E-BusinessAuctionmodel•
Asellerpostsanitemforsell,setsaminimumpriceandadeadlinetoclosetheauction.•
Abidderviewsthecurrentbiddingactivityandplacesabid—usuallyindesignatedincrements.•
Auctionsitesusuallyrequireacommissiononsalesthereverse-auctionmodelallowsthebuyertosetapricethatsellerscompetetomatch,orevenbeat.TextBBackgroundinformationUnit5E-BusinessPortalmodel•
Horizontalportals(水平门户):orsearchengines,theyaggregateinformationonabroadrangeoftopics•
Verticalportals
(垂直门户):theyofferinformationonasingleareaofinterestTextBBackgroundinformationUnit5E-BusinessDynamic-pricingmodel•
Name-your-pricemodel:customersstatethepricetheyarewillingtopay,andtheymustmakethepurchasewhensuchapriceisacceptedbybusinesses.(e.g.P)•
Comparison-pricingmodel(e.g.P)•
Demand-sensitivepricingmodel(groupdiscounts)(e.g.G)•
Barteringmodel(以货易货):offeroneiteminexchangeforanother(e.g.U)•
Rebates(退款):customersreceivearebateoneverypurchase.(e.g.E)TextBBackgroundinformationUnit5E-BusinessAdvertisingMajorrevenuemodels•
CPM(CostPerMille)orCPT(CostPerThousandImpressions)每千人成本，千人印象成本•
CPV(CostPerVisitor)单个访问者成本•
CPV(CostPerView)单次浏览成本•
CPC(CostPerClick)orPPC(Payperclick)单次点击成本，按点击付费•
CPA(CostPerActionorCostPerAcquisition)orPPF(PayPerPerformance)单次行动成本，按业绩付费•
CPA(CostPerConversion)单次转化成本TextBCriticalreadingandthinkingUnit5E-BusinessTextanalysisCase1:Travelocity•
WhatbusinessmodelshasTravelocityadopted?•
OfPorter'sthreegenericcorporatestrategies,whichhasTravelocityadopted?•
WhatisTravelocity'sgrowth/expansionstrategy?TextBCriticalreadingandthinkingUnit5E-BusinessTextanalysisTravelocity'sbusinessmodels•
B2C•
shopfrontmodel(shoppingmall:flights,hotels,carrentals,travelpackages)•
verticalportalmodel•
dynamicpricingmodel(comparison-pricing;)TextBCriticalreadingandthinkingUnit5E-BusinessTextanalysisCorporatestrategy•
Startingfromlowcost•
Migratingtowarddifferentiationtobuildcustomerloyalty•
Focusingonthewholetravelexperience•
CustomerBillofRights•
Encouragingcustomerstocall(athighercosts)•
Honorcommitmenttocustomerseveniferroneouslycommitted•
User-friendlywebsiteredesignTextBCriticalreadingandthinkingUnit5E-BusinessTextanalysisGrowth/expansionstrategy•
Fromplaneticketstotravelpackages•
FromB2CtoB2B(corporatetravel)•
FromAmericatointernational(usedtobeaU.K.company)•
FromonewebsitetoseveralTextBCriticalreadingandthinkingUnit5E-BusinessTextanalysisCase2:AWinningformulaforfashionretail•
livechat:在线聊天Live
chat
allowsyourbusinesstointeractwithyourwebsitevisitorsinrealtime.•
rock-bottomprice:
最低价Hesaid$50.00wasthe
rock-bottom
price.TextBCriticalreadingandthinkingUnit5E-BusinessTextanalysis•
mediacoverage:媒体报道The2003invasionofIraqinvolvedunprecedentedU.S.media
coverage,particularlybyFOXNews.•
giftcertificate:
礼品券Lookingforlastminutegiftideas?PurchaseAlaskaAirlines
gift
certificates
onlineforfriendsandfamily.TextBCriticalreadingandthinkingUnit5E-BusinessTextanalysis•
travelpackage:旅行套餐Findcheap
travel
packages
anddealsthatmeetyourbudgetandtravelneeds.•
adcampaign:广告宣传活动Agood
advertising
campaign
willincreasesales.Unit5E-BusinessListeningJeffBezos:BoyBillionaireListen
once
and
answer
the
following
questions.•
AtwhatratewastheInternetgrowingbackintheyear1994?•
WhatproductdidJeffexpectthatpeoplewouldmostlikelytobuyontheweb?Andwhy?•
WhatdidJeff’smomthinkaboutgivingfamilysavingstoJeffwhenhestartedAmazon?•
Why,accordingtoJeff,isn’tafamilygaragethebestplacetolaunchahigh-techcompany?•
WhatdidJeffandhisteamhaveinmindasatopprioritywhentheyaddedsomethingontotheirwebsite?Unit5E-BusinessListeningJeffBezos:BoyBillionaireKeys:•
2300%ayear.•
Books.Bookscanbeextensivelycatalogedandareeasytoship.Theyareoneofthethingsyou’vethisadvantageonline—you’veinfiniteshopspace.•
ShethoughttheinvestmentwasnotinAmazon,ayetunnamedcompany.TheinvestmentwasinJeffandtheyhadmadealifetimeoftheirinvestmentsinJeff.•
Itisnotbecauseafamilygaragemightrunoutofroomforpeople,butbecauseitmightrunoutofelectricpower.•
Simplicity.Unit5E-BusinessListeningFill
in
the
blanks
as
you
listen
a
second
time.1.
OriginallycreatedbytheUSDefenseDepartment,theInternethasonlyrecentlybeenopentothepublic.Atfirst,sendemailsandsearchdatabasespeopleuseditto___________________________.2.
Peoplereallyforgethow_________
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