外文翻译---电子商务战略挑战

跨境电子商务的发展与挑战随着全球化进程的加速，跨境电子商务（Cross-border e-commerce）在近年来得到了快速发展。

跨境电子商务是指在电子商务平台上进行的国际交易活动，双方主要参与者分布在不同的国家或地区。

本文将分析跨境电子商务的发展趋势以及面临的挑战。

一、跨境电子商务的发展1.技术进步的推动随着互联网技术的不断创新和进步，跨境电子商务得以迅速发展。

互联网的普及使得全球各个地区都可以方便地进行在线交易，这为跨境电子商务提供了便利条件。

2.消费者需求的增长全球范围内消费者对于国外商品的需求逐渐增长，跨境电子商务提供了一种便捷的购物方式。

同时，消费者对于商品的质量和品牌认知的有所提高，更倾向于通过跨境电子商务平台购买高品质商品。

3.政府政策的支持国家政府积极推动跨境电子商务的发展，采取了一系列政策措施来支持这一领域的发展。

例如，降低跨境电子商务的关税和税费，简化海关清关手续等，使得跨境电子商务可以更加顺利地进行。

二、跨境电子商务的挑战1.语言和文化差异跨境电子商务中，买家和卖家可能来自不同的国家或地区，语言和文化差异可能成为交易过程中的障碍。

买家可能由于无法准确地理解商品信息而降低购买意愿，卖家则需要进行多语言服务和适应不同文化背景的交流。

2.物流和配送问题跨境电子商务中，物流和配送是一个重要的环节。

由于国与国之间的距离较远，物流时间较长，配送成本较高。

同时，关税、海关手续等问题也会在物流过程中带来一定的不确定性和成本压力。

3.知识产权保护跨境电子商务的发展也面临着知识产权保护的问题。

在某些国家或地区，知识产权意识较弱，假冒伪劣商品的风险较高。

这对于企业的合法权益和消费者的权益都是一种威胁。

4.支付和结算问题跨境电子商务中，支付和结算方式也是一个挑战。

目前，全球各个国家和地区采用的支付方式和结算系统存在着差异，这对于双方的交易造成运营成本和风险。

三、应对跨境电子商务挑战的策略1.跨境电子商务平台的建设和升级跨境电子商务平台应该不断进行技术升级和功能拓展，提供多语言、多货币的服务，同时加强安全保障措施，确保交易过程的安全性和可靠性。

B2B e-marketplace:an e-marketing framework for B2B commercePurpose– The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.Design/methodology/approach– Literature from the B2B e-marketplaces and operations of e-marketing fields were analysed,and the findings were synthesised to develop a preliminary conceptual model of e-marketing.The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore.Findings– With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e-marketing in the global environment.This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.Research limitations/implications– The major limitation of this paper is associated with the sample selection. Although the literature findings were international,the empirical study was restricted to China,Malaysia,and Singapore.Therefore,the generalizability of the results may not be applicable for other countries.Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large-scale organisations may be limited.Practical implications– The framework allows B2B firms to capitalise and understand the e-marketing opportunities provided by B2B e-marketplace.The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e-marketplace to perform their e-marketing activities.Originality/value–Based on the need for a framework for e-marketing,this study is significance to:SMEs, marketers,information technology practitioners,and all other stakeholders that adopted the internet and other electronic means for marketing purposes.BackgroundThe development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions”According to the Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1). Many academics and practitioners have emphasized that the internet is a major platform for e-marketing to deal with marketing mixes, which include global accessibility (Laudon, 2002), convenience in updating (Sandeep and Singh, 2005), real-time information services (Harridge-March, 2004), interactive communications features (Chaffey, 2004), and unique customisation and personalised capabilities (Teo and Tan, 2002). Additionally,e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy both buyers and sellers.Strauss and Frost (2001)support the above statement and suggested that,sales,public relations,direct marketing,and advertising are marketing communication that comprises the crucial components of e-marketing strategy.B2B e-marketplace, as one of the major trading platforms brought by the internet technology has made a significant contribution to the e-marketers.The larger organisations are taking advantages from the vast array ofsuppliers/buyers via the B2B e-marketplace (Stockdale and Standing,2004).However,small and medium sized enterprises (SMEs) are also eager to compete in the electronic environment remain concerns as how theirbusinesses can gain benefits from B2B e-marketplace.With significant online and offline publications from both academia and industry there is a growing awareness of the contribution of the e-marketing in the global environment. Nonetheless, there is limitation on how to explore the opportunities for SMEs in benefiting from the emergent e-marketing practices, derive from the B2B e-marketplace.Review of e-marketing performances in B2B e-marketplaceThe internet is the foundation for B2B commerce that provides the technology and platform to enable this business relationships work effectively.B2B transactions over public and private sectors uses the internet as a delivery vehicle for transactions including;financial transfer,on-line exchanges,auctions,delivery of products, and services (O’Reily and Finnegan, 2007). Many pra ctitioners are predicting B2B commerce is expected to have a massive growth and majority of the organisations will have to give consideration to involve with B2B commerce. Referring to Figure 5, B2B consists of three main elements and the e-marketplace performs the main tasks such as sourcing, automated purchasing, processing to facilitate the sellers and buyers to do business transactions.Laudon and Laudon (2000)stated that B2B e-marketplace refers to the exchange of information,products, services,and payment via the internet between buyers and sellers.B2B e-marketplaces are typically defined as inter-organisational IS through which multiple buyers and sellers interact electronically to identify potential trading partners, select them and execute transactions (Rohmtal.2004). Argued that, B2B e-marketplace is able to remove some of the inefficiency of traditional business functionality and allows partners to streamline their marketing activities by sharing information instantaneously.In recent years,B2B e-marketplace have improved/enhanced the extent of e-marketing activities;providing to all marketers especially to SMEs. Recent studies (Narayanasamy ET al.2008; Pavaloia, 2009) are indicative of the fact that SMEs have started to respond positively to the changes brought about by the internet technologies.While the main concerns of SMEs are related to the generic SMEs characteristics of limited time/resources and expertise,B2B e-marketplace provide a favorable environment for SMEs to;lower operating and marketing cost, better opportunity to promote their products/services,and enrich their overall marketing communications mix. Overall,the benefits of B2B e-marketplace as reported by many academics and practitioners include:reducing search costs by facilitating comparison of price, products, and services(Kandampully, 2003; Bakos, 1998; Kaplan and Sawhney, 2000);.improving production and supply capability (Barua et al. , 1997; Albrecht et al. ,2005);.improving personalization and customization of product offerings (Bakos, 1998);.enhancing customers relationships (Kierzkowski et al. 1996);.reducing marketing costs compare to traditional marketing media (Sculley andWoods, 2001);.reducing numbers of marketing staff (Gloor, 2000).However,the current literatures do not fully explore the issues relating to the performances of B2B e-marketplace from an e-marketing perspective. In addition, much of the research is focused on particular research areas of interest often ignoring the links to others dimensions in particular e-marketing services.Hence,there are concerns that the despite the efforts to promote adoption of B2B e-marketplace from an e-marketing perspective, SMEs are not fully aware of the opportunities and benefits (Stockdale and Standing, 2004). The literature provides insights into the current level of internet-enabler marketing technologies from B2B e-marketplace to the marketers. The online and offline publications from both academics and practitioners indicated that,e-marketing via B2B e-marketplace is a modern marketing practice for buying and selling goods/services,exchange information/ideas via the internet associated with communication and promotional purposes.The frameworks suggested by various authors including Chaffey (2004), Gloor (2000),Kierzkowski et al.(1996) makes a significant contribution to knowledge in the areas of e-marketing that has the potential to create competitive advantage and enhance customer value. However, it appears that there is limited exploitation of such frameworks by industry professional. In order to develop a better understanding of the topic under study,this paper will adapt a multidisciplinary approach by integrating;traditional SMEs marketing,e-marketing,IS/IT,and B2B e-marketplace to develop an e-marketing framework that will offer a greater value for SMEs.B2B 电子商务市场：电子营销的 B2B 电子商务框架背景自上世纪 90 年代互联网作为一种全球共享信息的工具，互联网开辟了一种新的营销模式。

外文文献原文The Strategic Challenges of Electronic CommerceIntroduction11th Century Europe saw the emergence of credit-based banking systems and fi nancial instruments such as bills of exchange. These concepts remain with us, in their modified form, to this day (Chown, 1994). They underpin all modern forms of comm erce. The arrival of information technology (computers and telecommunications) has raised the prospect of radical change to this traditional model.The rise of the Internet (electronic commerce), since the advent of the World Wi de Web, has provided an easy to use communication channel for businesses to conta ct current and potential customers. The emergence of the Internet as a general communication channel has also given rise to the possibility of widespread elect ronic commerce. Even though there is still much debate relating to electronic payme nt for commercial activities, this is clearly an area of growth.It is difficult to say how large the Internet is. Hoffman & Novak (1996) quote a n umber of surveys (O'Reilly, FIND/SVP, Times Mirror and CommerceNet) which sugges t that there are at least 10 million Internet users in the United States alone. The num ber of computers (hosts) connected to the Internet topped 9.47 million (Network Wiz ards, 1996) as of January 1996. Note that a single host supports anywhere from a sin gle user to, in some cases, thousands of users.As of March 21, 1996, 24,347 firms were listed in Open Market's (1996) director y of "Commercial Services on the Net," and there were 54,800 entries in the "Compa nies" directory of the Yahoo Guide to WWW (Yahoo, 1996), with the total number of Web sites doubling approximately every two months. Jim Clarke, the chairman of Net scape, estimated the Internet has 40 million users in 1995 with growth at 8% per mo nth (Clarke, 1995).The Internet is only one aspect of technology. Businesses require information an d supporting systems (processes) to handle the data - over time these systems have become computerised (IT). Modern information technology can both support the proc esses and help capture useful information for the enterprise. These technologies incl ude:1. Organizational support systems, such as workflow and groupware - making bu sinesses more efficient.2. Customer contact databases - helping capture information about customers a nd facilitate new methods of marketing.3. Electronic payment systems for goods and services - these are emerging, alth ough the majority of payments are still based on relatively expensive traditional cheq ue clearance.Collectively and individually, these areas will contribute to major changes in the way a company conducts its business. Enix have coined the term Workware to descri be the combination of these technologies.Figure 1 - The emergence of Electronic Commerce will be underpinned by three key componentsHowever, there is still widespread misunderstanding on the value of organisatio nal support technology. A recent survey of 437 large enterprises by research compan y Xephon (1996) indicated that an astonishing proportion (44%) had no immediate in tention of introducing modern information handling systems (Groupware was define d by Xephon as Lotus Notes, Microsoft Exchange and Novell GroupWise). Of these, 6 5% said they were unsure what these technologies could deliver. From these statistic s, it is clear many organisations are still sceptical about the benefits of technology.The efficient collection, utilisation, handling, storage and dissemination of information is a vital component of corporate success in the modern business world. How ever, the gathering and use of information must take into account issues of privacy a nd security. A recent feature in the Financial Times (1996) noted that " … in order to t hrive in the 1990s, financial services organisations are as much in the business of ma naging and manipulating information as managing and making money." Furthermore, the interest shown in topics such as TQM and BPR has demonstrated the importance of processes as a fundamental building block.Inevitably a few savvy organizations in each sector will utilise all three compone nts to change their market or develop new markets. Those who do not adapt quickly to the new ways of working are likely to be disadvantaged as their strategies become redundant. All businesses should investigate the implications of these technologies fo r them and the markets within which they operate. MarketingChampy, Buday and Nohria (1996) argue that the rise of electronic commerce an d the changing consumer processes brought about through electronic communities a re likely to lead to a new wave of reengineering, mergers and acquisitions. Moreover, organizations may expand into new business areas, taking on roles unforeseen prior to the rise of the Web. For example: a magazine publisher, Cond Naste, has moved in to the travel business; Bill Gates is now an electronic real estate agent; and a recruit ment advertising agency, Bernard Hodes, has now become an electronic recruitment company.The emergence of electronic commerce will significantly impact what we curren tly call ‘marketing’. Clearly, the appearance of electronic communities (Armstrong and Hagel, 1996) implies that marketing professionals must expand their horizons as the advent of this technology will threaten existing channels of business. Those involve d in marketing need to understand the full range of products and services required b y the electronic community. They must learn to take advantage of the technology tha t allows customers to move seamlessly from information gathering to completion of a transaction, interacting with the various providers of products and services as nece ssary. A number of interesting questions are implied:1. What kind of information is available for collection? Is it appropriate to gatherthis information and for what should it be used?2. Are information systems equipped to capture customer information and trans actions, making it available for later analysis?3. When dealing with electronic communities, do marketing professionalscomprehend the differences? One needs to engage the customer as part of the t ransaction rather than blindly mailing targets.This idea of community has been at the heart of the Internet since its origins as a defence and academic computer network although most communities are still not particularly oriented toward commerce. However, the World Wide Web has changed and broadened the nature of the Internet and the way in which commercial transacti ons are conducted. The CEO of Kodak is alleged to have remarked that he c ouldn’t tel l if the Kodak Website was a money maker. But he knew it was important because it was the most personal way of selling since door to door salesmen, only now the cust omers were knocking on Kodak’s door.Armstrong and Hagel propose four types of non-exclusive electronic communiti es, those: interested in transactions; sharing common interests; indulging in fantasy g ames; and with a shared life experience. The business opportunity is for those who s upport and interact with these communities, building customer loyalty on an ongoing basis. By satisfying the requirements of relational marketing and transactions, comp anies may gain important insights into their customers’ nature and needs. For exampl e, a baby products company could entice customers to order items from an associate d on-line catalogue by providing bulletin boards for new parents.The desire to establish long-term customer relationships with increasingly sophi sticated demands has led companies to seek new ways of acquiring, managing and ut ilising customer information (Peters and Fletcher, 1995).Furthermore, advances in information technology have fundamentally altered t he channels through which companies and customers maintain their relationships. T he capacity to obtain and apply customer information within processes has become a key strategic issue. This often places the company in the position of requiring sensiti ve personal information from customers.Gummesson (1987, 1994, 1995) views marketing as a set of relationships, netwo rks and interactions and lists 30Rs (relationships) in contrast to McCarthy’s (1981) 4Ps (Product, Price, Place & Promotion). Gummesson highlights the fact that the electro nic relationship is not discussed in the marketing literature even though it is practise d widely by many businesses. He links relationship marketing to the imaginary (simila r to a virtual or network) organisation. He argues that by increasingly applying IT, mor e relationships are established. They create a new type of bond to customers and bet ween employees.The electronic relationship extends beyond the bounds of the organisation into t he market as seen in the example of airline, hotel and car rental reservation systems. The communities established have a re-enforcing effect. These insights force us to re-examine traditional theories of economics, systems, organisations, marketing, compe tition and transaction cost analysis. As the boundaries between firms and markets dis solve, a characteristic of relationship marketing and network organisations, a new im age of interaction and business is needed.The importance of information exchange in relationship marketing (particularly using an electronic channel) requires a clear understanding and recognition of the po tential problems. Privacy is also an issue - what is private changes from one person to another as well as between different cultures. Those who use the Internet are likely t o be better educated and less willing to give information, unless they trust the recipie nt. Companies need to realise that the only reason they hold information on a custo mer is because they have a relationship with that customer - something which is not transferable. Those using electronic channels to reach customers are likely to target b etter educated and more affluent customers. They need, therefore, to ensure that th eir customer information systems are appropriate.An understanding of the trust building process is also required. Firms need to m ake a feature of their trustworthiness (a unique selling point!). Trust is best develope d through processes. Processes tend to be customer facing - within each customer int eraction trust is built-up or eroded. Companies must be absolutely clear about the va lue and intended use of information. Collecting information because it is technically possible (and one day might be useful) is likely to weaken trust development.Hoffman and Novak (1996) assert that the Web heralds an evolution in marketin g concepts. In order for marketing efforts to succeed in this new medium, a new busi ness paradigm is required in which the marketing function is reconstructed to facilitat e electronic commerce in the emerging electronic society underlying the Web.The "many or any" communication model of the Web (in fact many instances of many-to-one) turns traditional principles of mass media advertising inside out (a one -to-many model) (Hoffman and Novak, 1994). The application of advertising approac hes which assume a passive, captive consumer are redundant on the Web.Surprisingly, as it is currently evolving, there is little activity aimed at including t he consumer in the development of emerging media (Dennis & Pease, 1994). In orde r to adopt a market orientation, firms must understand their customers and engage i n consumer research. Potential customers are most effectively engaged through new conversational marketing approaches.Anecdotal evidence suggests there are two types of customers - ‘convenience sh oppers’ and ‘explorers’ (those street-smart consumers who are happy to surf the We b looking for the best deal or most appropriate product combination). Furthermore, t he sheer size of the Web (trillions of documents and growing exponentially) means fi nding relevant information is becoming more and more difficult - despite the best eff orts of search engines such as Yahoo. Our research suggests that the large proportion of Web users would rather rely on an intermediary (community operator) to sift and select information on their behalf. Web sites not endorsed will require knowledge of the address (URL) and are unlikely to be accessed when similar information, products or services are readily available inside the community.Contributing to the rise of intermediaries are associated issues of privacy, trust a nd security (Schell, 1996). Whilst there is much discussion on the issues of Internet pr ivacy and security, in the context of normal business activities, many millions of peop le trust others with their personal financial information. Examples include ordering o ver the telephone, passing a credit card to an unknown waiter, even signing direct de bit mandates. If an error occurs in these types of transactions we trust the service provider to correct the error. So why is it that we expect the Internet to support a level of trust and security which we do not observe in everyday life?There is no reason why similar trust relationships cannot be established in electr onically mediated discussions. If anything, it becomes easier for an individual (or gro up of individuals) to seek retribution on those that break the rules within an electroni c community. Evidence of this can be found in the tendency to attack those that try t o advertise on academic discussion groups (mail bombs) and community policing aga inst pornographers in the Netherlands.Marketeers must reconstruct their advertising models for the interactive, consu mer controlled medium. The traditional customer loyalty ladder (Suspect, Prospect, C ustomer, Client, Partner, Advocate) is still applicable, but now operates in a different f ashion. The first three stages are often instantaneous in electronic commerce. The tr ansition from customer to advocate relies on loyalty earned through trust. The instan taneous nature of the Internet makes this more difficult.Communicating Across The Value ChainIt should be recognized that processes are not confined within one organization - they cross the value chain as demonstrated by the following example. Steinfield, et al (1995) describe a large, multinational, electrical appliance and consumer electroni cs manufacturer that used France Telecom’s Telnet system to support EDI-like connec tions to approximately 10,000 separate retailers and independent service engineers t hroughout France (accessed through Minitel terminals). The ubiquitous Telnet servic e and the commercial applications which emerged to exploit it, provide insights into t he development of commerce on a world-wide Internet.The after-sales service subsidiary of this manufacturer provided replacement pa rts and training to its widely dispersed customer base. The Telnet system permitted e lectronic transactions, even with the smallest trading partners. Through the use of on -line ordering, coupled with courier service for rapid delivery, the firm was able to eli minate regional parts warehouses and reduce the average repair time from two wee ks to two days. In the past, service engineers waited until they had a sufficient need f or parts before driving to a regional warehouse. Once the system was implemented, they used the Telnet based "just-in-time" stocking practice for replacement parts.Moving to a centralised warehouse reduced the need for replicated inventories and extra personnel around the country, creating substantial savings. Moreover, servi ce engineers were further bound-in following the introduction of a revenue producin g, expert system-based, training application. Technicians connected to the expert syst em which asked a series of questions designed to diagnose the fault and indicate the repairs needed.This "just-in-time" training service meant that technicians no longer required ex pensive and lengthy in-person training - a difficult task given the short life cycle of ne w electronics products. Service engineers were charged a fee for connecting to the se rvice, but it clearly helped them to provide a faster service to the end customer whils t also further enforcing their dependence on the supplying firm. The expert system al so accumulated data on repair problems and provided valuable feedback to the desig n and manufacturing divisions of the company. A primary motivation for this service was to dissuade service engineers from obtaining parts and services from other suppl iers. The ubiquity of Minitel merely created the environment within which the suppli er could manage relationships with a very large set of buyers, without opening their s ervice to other suppliers.翻译电子商务战略挑战介绍11世纪欧洲出现了信贷和银行系统等金融工具，如外汇支出。

Our country foreign trade enterprise how to deal with the opportunities and challenges of e-commerceAbstract: with the constant expansion of the Internet, electronic commerce activity rise and rapid development in the countries all over the world, and to our country international trade field far-reaching. After joining the WTO, China's international trade under the tide of e-commerce faces great opportunities and challenges. The advantages of high speed information, our country foreign trade enterprise facing the huge opportunity, inevitable is faced with great challenge. In an enterprise as a network economy era to adapt to the network virtual enterprise management new mode of market development, will break through the traditional business model, under the condition of foreign trade enterprises will certainly to make adjustments to adapt to this pattern, in order to achieve the ultimate goal of development.Keywords: foreign trade enterprise electronic commerce business strategies to respond to the challengeFirst, electronic commerce researchE-commerce as an important industry in modern service industry, "chaoyang industry, green industry", has the characteristics of the "three highs", "3". "Three highs" namely high human capital content, high technology content and high additional value; "Sanxin" refers to new technologies, new forms and new ways. Stream of people, logistics, cash flow, information flow and "four circulations" is the core of electronic commerce value chain. E-commerce industry has the marketglobalization, continuous trading, the cost is low, the advantage such as resource intensive.(a) the electronic commerce development situationThroughout the global e-commerce market, regional development is not balanced, the United States, the European Union, Asia's "three pillar" of the situation. Global B2B e-commerce trading has been dominated, since 2002, thesustained high-speed growth, global B2B trading to $8.3 trillionin 2007, is expected to maintain the growth rate of more than 40% in the next few years, to 2010 B2B transactions will reach $26 trillion, more than 30 times higher than in 2002.Always attach importance to the development of electronic commerce in our country, our country electronic commerce application is still in the primary level, pay most of the electronic commerce is a type of electronic commerce, Internet marketing, namely offline payment; Small is e-commerce payment type,that is, Internet marketing, online payment. Have to carry out the electronic commerce enterprise also is only a small number of large enterprise groups.. Because our country industry, imbalance of regional development, the southeast coast and the central and western regions have very big difference, at present, the traditional industry in some industries and southeast coastal cities has to develop e-commerce, some industries and thebroad masses of urban and rural areas has not yet to carry outthe electronic commerce in the Midwest. But it's very likely. National economy informationization foundation weak, the commercial automation level is low, the traditional business and electronic commerce of modern business will co-exist for a longtime; Traditional stores and online mall long period; Must adopt diversified, multi-level and multimodal development of electronic commerce strategy with Chinese characteristics.1, the function and advantage of e-commerce in international trade1.1 looking for trading partners, build your own website or with the aid of relevant countries trade e-commerce platform, to the world within the scope of the potential customers to provide information about products and services, and online directory, attract customers consultation regarding the related trade, on a global scale to find the ideal trading partner and more business opportunities.Trade negotiations. Under the electronic commerce mode, via the Internet for consultation and negotiation between the seller and the buyer can span the limitation of face-to-face negotiations, offers a variety of convenient and cheap way of long-distance communication, greatly save the transaction time and expenses.1.2 the advantages of e-commerce in international tradeTo reduce international trade transaction costs, the use of e-commerce in international trade can reduce inventory carrying costs, save the storage fee; Improve transaction efficiency of various relevant documents on the Internet can realize instant transfer, greatly save the document transmission time, its effect in improve transaction efficiency is very obvious; Improve the national competitiveness of enterprises, as the development direction of international trade, e-commerce will become the international trade will become mainstream.This advocate the use of e-commerce markets would reject without the use of e-commerce to international trade of traders, makes those who lag behind the foreign trade enterprises tolose a lot of trading opportunities, and those using e-commerce to international trade enterprises get more opportunities, improve the competitiveness of the enterprises.(2) the status quo of China's foreign trade enterprises to use e-commerceOur country as the world's most populous country, electronic commerce has caused many companies enough attention, and many companies have even e-commerce as an indispensable important part of enterprise management to management. For example, we are very familiar with taobao, dangdang, such as the network trading platform on the seller initially is for individuals or small shops. But after years of development and progress of network technology and network and regulations more and more enterprises to join the network trading platform, made outstanding contributions to the business development of our country. But in the overseas trade, most enterprises are preliminary involved in e-commerce. There are 4.5% of the export enterprises have been extensively developed, and the preliminary began to 31.2% of the enterprises, 28.7% of companies have embarked on, 12% of the enterprises have to consider, only 23.6% of the enterprise has not yet been considered.Using e-commerce mostly limited to 1, the our country foreign trade enterprise information delivery, collection, communication, and information recording and processing. Raw material supplyinformation such as collect, record orders, accounting unit time income and cost, etc. But for the order and the contract is signed, and payment, distribution and other activities mainly in offline, the scope of electronic commerce become very limited.1.1 the enterprise information infrastructure is weakTo drive industrialization by informationization in our country development of strategic objectives. At present our country enterprise widespread lack of core competitiveness. Problems such as outdated management ideas, management foundation is weak, is still widespread. These problems have restricted to improve the economic benefits of the enterprises and the improvement of market competition ability.1.2 to the implementation of B2B electronic commerce foreign trade enterprises do not have enough attentionEnterprise development electronic commerce activity directly, can drive the enterprise internal network construction, thus realizing the each link of production and operation of electronic commerce. Is also very easy to maintain direct and close contact with customers. Our country foreign trade enterprise, however, didn't pay enough attention to for B2B e-commerce. 2, due to our country foreign trade e-commerce environment is not yet mature, our country foreign trade enterprise electronic commerce development in terms of overall, still stay on for security, security certification, technical means such as law and standard specification is mature and reliable. Not real network trade at the present stage in China, and can only be "browse online, offline trade".2.1 China's e-commerce logistics couldn't keep up with the international trade developmentThe growth of the added value of the total social logistics and logistics constitutes a powerful logistics market demand.China's e-commerce logistics, however, failed to keep pace with the development of international trade, lead to the restriction of the logistics cost, thinking consciousness and the constraints of the rule of law, power to do international logistics, international logistics problems such as lack of professional talents.2.2 international payments in foreign trade activities is difficult to achieveOur country is in the development of market economy less developed countries, financial law remains to be perfect, credit card system remains to be development. Implementation in our country electronic commerce electronic payment of the subjective and objective conditions have not fully mature, need to build e-commerce payment systems have their own characteristics. Formulate corresponding laws to clear the legal relations between the parties of electronic payment, formulate relevant electronic payment system.Second, the electronic commerce brings to the our country foreign trade enterprise of business opportunities and challengesGlobal economy is entering the information economy era, the electronic commerce is the next 25 years economic development an important driving force in the world, and its effects can even 200 years ago the industrial revolution for thepromotion of economic development role. Just as President jiang zemin on the sixth APEC leaders' informal meeting pointed out: "the electronic commerce represents the developing direction of future trade way, its application promotion will bring more trade opportunities for members." Compared with the traditional business mode, e-commerce will have a major impact on human social life, also will certainly to our country traditional industry play a positive role in promoting the modify and improve:(a) the electronic commerce brings to the our country foreign trade enterprise of business opportunities1. The huge market gestates unlimited business opportunities The rapid development of the Internet has become after the traditional market is a huge market, this market break through the borders and territory, is forming a new continent on earth, that is: "the seventh continent" - virtual state. Enterprise or business can be on the "virtual state" building global business marketing network, and thus obtain a global, unlimited business space. The global Internet users has close to 400 million, and still growing. It is predicted that the next 10 years, a third of the global international trade will be completed in the form of network trade. For China's foreign trade enterprises, it will be a huge piece of cake. Huge market and infinite business opportunities, show the market reality and potential commercial profits.1.1 with the help of a new method for global competitive advantageInformation in the information age has become the most important strategic resources, e-commerce is the best means of access. Method of e-commerce, enterprises can build global business marketing system, the implementation of global management strategy, strengthen the cooperation between industry globally, and thus enhance the global competitiveness. Especially for small business or small business, to understand the world through e-commerce market demand, promote cooperation between companies all over the world, it certainly gave a stage of their foreign trade enterprises.1.2 the new business model, make the enterprise management efficiency and productivity hugelyE-commerce in a way of maximizing network customers, distributors, suppliers and employees together, make the supply and demand in the most appropriate time to get the most suitable market information, thus greatly promote the economic activity of supply and demand, reduce transaction costs and operating costs, improve enterprise economic efficiency and the ability to participate in world competition.1.3 e-commerce is becoming a new growth point of national economy and the core competitiveness in the futureElectronic commerce is the dominant technology of information technology, it will strongly promote the development of a group of information industry and the development of the information service industry, promote the adjustment of economic structure, so as to promote economic development. In 1996, the world bank estimates that global upgrade for information infrastructure investment of $300 billion, predictably, the futurewill be from all around the world to attract capital to construct information infrastructure and fierce competition. Based on the above, countries will develop electronic commerce in recent years, as for the plans of national competitiveness. Know this is going to the transformation of Chinese traditional enterprises and network company and industry development is of great significance.(2) although in the electronic commerce to our country foreign trade enterprise got the huge opportunity, but at the same time also faces great challenges:1, lack of awareness of e-commerceMost of the foreign trade enterprise although has been on the Internet, but it is mainly used for information query and import and export of parts and building enterprise website or in the professional network platform to build enterprise web is still few. For production, supply and sale, people, money, and other important resources electronically, network management a smaller proportion of business. Thus caused many enterprise site under the Internet's vast information, cannot reflect its product differentiation competition.1.1 the electronic commerce itself security problemsWith the development of e-commerce, Internet banking, online contract, electronic signature application more and more widely, such as the network has become an indispensable part of our life. In e-commerce bring convenient to our work life at the same time, there is also a safe hidden trouble. E-commerce must be conducted through the Internet, the Internet does not have the security of business need. A large number of economicinformation on the Internet, online transfer flow of funds, online trading authority authentication are required to do foolproof,both international and domestic e-commerce security is worrying.1.2 the legal system of electronic commerceWith the popularity of Interment, through the Interment theft software will become very easy, on software, music, movies and other intellectual property disputes are increasing; On the other hand, the establishment of related legal system is far behind the development of information industry.1.3 the information infrastructure construction problems of e-commerceElectronic commerce is based on the information network communication business activities, its characteristic is real-time, fast, the development of electronic commerce to some extentcan be said to depend on the size of the information infrastructure, therefore, need to build the necessaryinformation infrastructure. But in our country because of economic strength and technology, the network infrastructure is relatively slow and lag. Our country most enterprise informationization, electronic degree is extremely low, many enterprises even the computer is not to buy, a few enterprises is mainly used to even have a computer typing and calculation,and the production, supply and sale, people, goods, content and other important resources management mostly no electronically.1.4 the foreign trade enterprise electronic commerce lack of talentE-commerce is a new things, need to build e-commerce in the information consciousness, information technology based on knowledge level and the consumption idea of habit change, need to master e-commerce talents. Its development effects and level depends largely on the quality and ability of professional talents. The lack of interdisciplinary talents is to restrict international trade one of the key factors for enterprises to implement electronic commerce.Three, our country foreign trade enterprise in the face of the countermeasures of e-commerce(a) to speed up the construction of information infrastructure Application and development of international e-commerce in a country depend on complete information infrastructure as the foundation. At present, the global international e-commerce sales of 80, took place in the United States. The United States in the advantage position in the competition for its high investment, capital, technology and complete information infrastructure construction as the foundation. Impoverishment "" information is regarded as the bottleneck of economic development in the developing world in the 21st century, and in the information infrastructure in our country, is likely to lose our international electronic commerce brings to the economic development opportunities. Widens the gap with developed countries in the competition. In order to promote the development of international e-commerce in our country. At the same time to speed up the construction of information infrastructure, a more effective use of existing network resources. Must do, (1) break the industry division managementsystem, improve the efficiency of the resources, (2) reform the existing charging system, cut down the high rates.(2) strong key technology researchCurrent around the confidential technology, security management, CA authentication and the research of key technologies such as electronic payment, the parties should strengthen the contact, close cooperation and common development, to change the situation of domestic network "silos", the early realization of the domestic network interconnection, set up special national foreign trade information network, then planned and organized to achievewith the United Nations and other international trade information network connected to the Internet business information network, and strive to in a relatively short period of time to make our country power has an obvious increase of technological research.(3) promoting the public awareness of societyIn the process of the development of international e-commerce, government support, encourage and guide is essential, it is introduced the international e-commerce more successful countries Shared experience. Our country government information consciousness is relatively weak. Although the central government has founded in April 1998 to form the ministry of information industry, but local governments at all levels of the impact of the global informationization tide may know enough, lack of initiative in promoting the activities of the international e-commerce, measures are not effective, did not play a proper role. At present, the international electroniccommerce in our country is still in its infancy stage, must give full play to the government's guiding and promoting role.(4) push the enterprise informationEnterprise is an important subject, carry out international e-commerce enterprises to actively participate in is essential guarantee for the development of international e-commerce. But at present, our country enterprise is in the crucial stage of reform. In the enterprise management mechanism and leadership, employee ideas, haven't really realize the transition from planned economy to market economy. There's not a good benefit and the pursuit of the development of the inner motivation of doing basic, inevitably cause enterprise information consciousness, the lack of development of international e-commerce.(5) strengthen the study and draft laws and regulationsThe current international trade law is based on the traditional paper trade way, many rules do not apply to international e-commerce way, the development of international e-commerce will bring a lot of difficult to overcome obstacles. In order to guarantee the development of international e-commerce. Around the international e-commerce development and related network management, information security, financial settlement, the protection of intellectual property rights and other issues, should speed up the pace of current law changes, timely, introduce new trade regulations.(6) to actively participate in international cooperation and dialogueInternational e-commerce to break the boundaries of time and space, speed up the global economic integration. In the face of international e-commerce, such as tariffs and taxes, uniform commercial code, the protection of intellectual property rights and a series of new problems, and the countries to strengthen dialogue and cooperation. For international discussion activity, our government is involved, but not positive enough.(7) to participate in the international conventions and trade partner agreementThe opportunity and the challenge seems to is always coexist, international e-commerce for China's foreign trade, is not only an unprecedented opportunity. Is an unprecedented challenge. Our country is in economic reform period, the market system construction is still in progress. The reform of state-owned enterprises are at a crucial stage. Combined with the management system of international e-commerce itself. International legal issues of e-commerce, the security problem, and the personnel quality requirements for international electronic commerce, is the current enterprise engaged in international e-commerce, banking, information management department, the economic and trade management departments at all levels and the workers engaged in research on related theory and method must face and solve the problem seriously. Changeable international trade environment will not falter for who. In international e-commerce under the big push of flood. Both size enterprises, and the whole foreign trade policy, are under great pressure. At the beginning of the world, under the benign interaction of China should make hay while the sunshines. In international e-commerce, for incision, international trade as the backing, in the entire national economy onto a new stage. In the new world economic pattern.。

外文翻译：E-commerce Strategy for Small and Medium Sized Enterprises Form:Morteza Okhovvata. E-commerce Strategy for Small and Medium Sized Enterprises[J]. Procedia Computer Science..2012(03):1157-1159中小企业电子商务发展策略来源：Morteza Okhovvata.中小企业电子商务发展策略[J].计算机科学.2012(03):1157-1159Abstract:With the rapid development of Internet and the wide use of e-commerce，online consumption has been widely accepted and used by the majority of consumers over the world．The market has greatly changed because of the combination of enterprises and e-commerce．E-commerce is an effective way for the small and medium-sized enterprises to have a long-term development．In order to seek an effective way for the SMEs in China to carry out e-commerce，this article analyzes the present situation of China s SME e-commerce applications，discusses the problems of China s SME e-commerce，summarizes the important role ofe-commerce to the development of SMES，and then puts forward some specific strategies．Key words: e-commerce; development of small and medium-sized enterprises; implementing strategies[摘要]随着互联网的快速发展、电子商务的广泛应用，网上消费在全球范围已被广大的用户接受和使用，企业和电子商务的结合已经催生了巨大的市场变化，中小企业要想长足发展，开展电子商务是行之有效的途径。

毕业论文外文翻译题目：企业网络营销策略研究一、外文原文标题：Pull to push: The new E-marketing process and Tackling tough topics: Anticipating and mastering the media interview原文：Before the Internet, business buyers had limited options for learning about your company's product and services. This simplified the marketer's job. They built brands from the top down, staring with mass communications, such as trade advertising and press releases, and targeted tactics Use direct mail and sales collateral. In each case, marketers pushed promotional Information into the market. Prospects received information because marketers chose the right media to reach them. I5y repeatedly casting a big enough net, you were bound to catch some customers. Today, prospective customers can get information about any product, service or subject fume the Internet, when and how they wish.Their options include keyword searches, e-newsletter subscriptions and blog surfing. Opinion oriented, personal-soap box content on blogs has received most of the attention, yet this aspect of the medium has been over hyped as a marketing tool. The real potential for marketers lays in the delivery mechanism — RSS feeds. RSS (Really Simple Syndication) is a technology that can bridge the gap between the information you passively offer on your Web site and the information you'd like to push directly into the marketplace via e-mail. Here’s a workable sequence of communication tools and tactics that can move prospects from merely being curious to asking for a proposal. The middle steps, involving RSS, are what are new in the sequence that moves firm pure pull to pure push.Your Web siteIn the beginning of the e-world, there was the Web site. It's still the backbone of the business information matrix, maintaining vigil around the clock, explaining and promoting your offering.Recent surveys by Marketing Sherpa and Enquire indicate that more than 90 percent Of business people use the Internet to research majorbusiness decisions. At its best, your Web site captures a lead after capturing a prospect's Imagination and demonstrating that your company can meet the prospect's need.Without search engine and directory listing visibility, however, the prospect will never find you. A 2006 Global Spec survey shows that three out of four industrial equipment buyers will use search engines and directories as the first step to find new sources. Search engine optimization can make you a contender when prospects decide that they need a product or service in the next year or so, want to keep up with the latest technology and want to know who makes and sells the item or service they want. Meta tags, text that uses keywords, relevant in-bound links and updated content are all important to ensuring you'll be found.PR onlineNext, the prospect gets serious and needs additional information about the product, the sources and applying the technology. The prospect is now interested in learning about the product from a credible news source. The more expensive or complex the purchase, the longer the time between the initial search and purchase. During this period, prospects may decide to sign up for Google News or similar keyword driven news sources to get pertinent information as it becomes available. When disseminated correctly, your releases and articles put your content with in the Web pages of these searchable online news sources. A strong, ongoing PR program feeding material to the media is the only way to fully capitalize on this channel. Note that releases and articles focusing on no promotional facts fix in surveys or application experience have a better chance of being picked up by the media than new product releases filled with superlatives and advertising jargon.RSS and blogswhen prospects need to understand the pros and cons of a product or service, they will consider reading all input, including blogs, on the subject. Prospects at this stage use blog search tools to find relevant blogs and other information sources. They can set up a "watch list" that compiles all entries with certain keywords, allowing them to return to the site, skim entries at their convenience and decide what they want to read. Set up properly, your blog or (RSS delivered newsletter) will appear in the searchresults with news and information that establish you as a credible resource. Your blog software automatically alerts("pings'") blog searching engines and aggregators such as Technocratic, Google and Blog lines when you create a new blog post. The prospect still remains anonymous, unless he or she decides to comment in response to your blog. To do so, the prospect typically needs to create a user name and password, and the relationship begins. Now your tactics are starting to look more like push than pull. The new direct mailSay your potential client wants your input on the subject and no longer wants to filter through dozens of blogs and related news to get it. What's the next step? Direct access to It’s the moment of the interview that every spokesperson dreads: when the tone shifts from pleasant, neutral questions to challenging, uncomfortable ones. Journalists look for ways to inject drama and tension into their stories. It makes stories more interesting. But you can stay cool through a tough interview by knowing the tactics reporters use to elicit juicy quotes. And you can come to the interview with your own strategies as well.Let silence beAs a society, we're uncomfortable with silence. People want to fill a void with words, and reporters may use this tendency against you. They’ll stay quiet and perhaps nod and smile, encouraging you to continue. The more you talk, the greater the chance that you will veer off message and say too much. To combat this, deliver your message and supporting points, and then stop talking. The journalist will then fill the void with a question.Facing the firing lineThe opposite of the silent technique is the quick-drill question or statement. The reporter may ask several questions at once or make several brief statements that invite comment. You'll either forget some of them or be unsure as to which to respond to. The best way to handle this is to pick the question you prefer, and then answer. This gives you more control over your topic. If reporters want you to answer the other questions, they'll ask themSo what you mean i s . . .To prompt the quote they want from you, reporters may try to put words in your mouth. The reporter may paraphrase something you've said, or come up with an original statement, and then add a phrase like "Don't you agree?"or"Isn't data what you mean?" The paraphrased statement may introduce a more controversial take on the conversation. If the statement is inaccurate, counteract it with your own statement, such as What actually said is ..." or” To sum up what I said, I……Accentuate the positiveOther words reporters may try to put in your mouth: not, nobody or nothing. Reporters may —intentionally (or not —frame questions using negative words, hoping that you'll repeat the word. (This always makes for a nice headline.) If you do, you '11 sound defensive at best, and guilty at worst. The defining example: Richard Nixon's "I am not a crook." Instead, reframe a negative question into a positive answer.Eliminate the speculativeRelated to previous technique is the "comment on something you don't know firsthand" tactic. Speculation is an easy way to get something new and potentially sensational on the record. Reporters may ask you "If X happens, what will you do?" to elicit something fresh. They may also confront you with rumors or negative statements from unnamed sources. State clearly that you aren't able to speculate on that topic or statement. Then deliver a message that's on topic.Bridge to the positiveSometimes you can go right into your message after a challenging question. Other times you'll need a transition to bridge from that negative question to your positive answer. Here's how to use the bridging technique. First, acknowledge the topic the journalist raised. Acknowledge, however, doesn't mean answer directly. It means address the subject so the journalist knows you heard the question. Otherwise you won't be successful. The second step is to use a phrase that builds a bridge from the journalist's topic to one of your key messages. Phrases Such as"Actually"or"rd characterize that differently" can help redirect the conversation. The final step is to deliver a relevant message.Keep it short and simpleOnce you've used your bridging phrase and delivered your message., where do you go next? Add one supporting point to back up your message, such as a statistic, an example or a customer story .Providing proof to illustrate your message is an important step, particularly during difficult questioning, when the reporter is skeptically evaluating everything you say Then, stop talking. Keeping it short uill also help you stay out of trouble. Don't repeat damaging words or debate negative allegations, no matter how tempting it may be. You'll supply that one quote that will end up in the headline or the first paragraph, and that will shift the entire context of the story.Saying no to "no comment"One of the most common challenges you may face is feeling compelled to tackle a question that you can't answer. The reasons you can't answer it may include the following:• It's not your area of expertise.•Your organizati on isn't yet revealing details about it.•The issue is before the courts.• Government or financial regula tions prohibit you from talking about it. Never issue a simple: "No comment." You will look like you're hiding something. Instead, handle these questions with this three-step process:• I can't discuss that.• Here's why I can't discuss that.•T his is what 1 can discuss. .These tactics will enable you to stay on message, no matter what the question. You'll be able to master the interview, and, knowing that, will build your confidence in media interactions from now on.E-marketingYour RSS-fed newsletter or blog. The mode of obtaining information has moved from keyword-driven to opt-in. Now you get to push. The prospect discovers it's easy and free to sign up to get your RSS feed via a personalized Web page (free from."aggregators like B1oglincs) or right in their browser (IE7 for instance) .Then they can easily check this page to see when you post new information. RSS allows your blog to "ping" the aggregators and search engines so that your reader will know a new post is available when they check their personalized page. Due to a higher level of interest, or an impending buying decision, prospects may want new posts e-mailed to them so they can read new information immediately, rather than having the posts collected on a personal Web page. Free online services such as Feed BIitz offer this option. Unless the receivers choose to remain anonymous, you now know who they are. This is a more committed opt-in.One-to-one dialogueNow, die client wants you to contact them directly. This is what you've been working toward. Your company gets asked for specific information in response to an RSSfed post. Now, you can send them targeted information via e-mail, and hopefully, it won't be long before your sales people are talking with the prospect on the phone. This is not necessarily as long a process as it might seem because the steps vary and the sequence is typically not linear. This list is not all-inclusive, either.Webinars and other tools can be a part of the path to a relationship.出处：By David Schmidt and Betsy Goldberg二、翻译文章标题：新的电子商务营销过程与解决艰难的问题译文：在互联网上, 对于贵公司的产品和服务，商业买家选择的经验有限，网络营销简化了由一手的工作从上到下建立品牌，例如商业广告、新闻报道和有针对性的战术，直接邮件和销售担保。

电子商务环境下商务英语翻译探析【摘要】电子商务环境下商务英语翻译的重要性日益凸显。

本文从电子商务对商务英语翻译的影响、电子商务平台中的商务英语翻译实践、商务英语翻译中的挑战、商务英语翻译的发展趋势以及跨境电商领域中的商务英语翻译进行探讨。

随着电子商务的快速发展，商务英语翻译在国际贸易中扮演着越来越重要的角色。

商务英语翻译中也存在着一些挑战，如专业术语的翻译和文化差异的处理。

为了提高翻译质量，发展未来方向，我们需要深入研究商务英语翻译，并提出相应建议。

只有不断提升翻译水平，才能更好地适应电子商务时代的需求，实现跨境贸易的顺利进行。

通过深入探讨电子商务环境下商务英语翻译的重要性以及未来发展方向，可以更好地指导和规范商务英语翻译的实践，促进跨境电商的持续发展。

【关键词】电子商务环境、商务英语翻译、影响、平台、实践、挑战、发展趋势、跨境电商、重要性、提高、水平、建议、未来发展方向1. 引言1.1 电子商务环境下商务英语翻译探析随着互联网的迅速发展，电子商务已经成为商业活动的主要形式之一。

在这个数字化时代，商务英语翻译在电子商务环境中扮演着至关重要的角色。

本文将从电子商务对商务英语翻译的影响、电子商务平台中的商务英语翻译实践、商务英语翻译中的挑战、商务英语翻译的发展趋势以及跨境电商中的商务英语翻译等方面展开探讨。

电子商务的兴起改变了传统商务交流的方式，商务英语翻译也随之迎来了新的挑战和机遇。

在电子商务平台上，商务英语翻译不仅要准确传达商品信息和服务内容，还需要符合不同文化背景下用户的习惯和口味。

商务英语翻译必须具备专业知识和跨文化沟通能力，以确保信息传达的准确性和有效性。

商务英语翻译在电子商务环境中面临着诸多挑战，如语言的多样性、商务术语的复杂性和信息的快速更新等。

如何在翻译过程中保持语言的准确性和专业性，成为商务英语翻译者需要思考和解决的问题之一。

随着跨境电商的不断发展，商务英语翻译也需要与国际贸易、法律等领域的知识相结合，以满足不同国家和地区的商务需求。

外文资料翻译译文电子商务战略挑战11世纪欧洲出现了信贷和银行系统等金融工具，如外汇支出。

这是我们的观念的改变，当时，它们是现代商业形式。

信息技术的到来(电脑与通讯)和发展前景彻底改变这种传统商业模式。

网络(电子商务)自诞生以来，提供了一个方便的沟通渠道,使企业与现有和潜在的客户更方便。

互联网的出现也引起了普遍的沟通渠道的变化，以电子商务巨大的潜力。

尽管仍有许多辩论怀疑这种商业模式的支付安全性，这显然是一个经济增长的热点。

很难说互联网是多么大的网络. 霍夫曼&诺瓦克(1996)引用了一些调查(地下发现/SVP时代镜和CommerceNet)发现在美国至少有10万互联网用户。

电脑数量(主机)连接因特网花费达9.47亿美元(网络奇才公司,1996年),1996年1月. 看到任何一个单一主办支持用户都有成千上万的使用者。

截至1996年3月21日，在公开市场的上市公司24347(1996)目录里”网上商业服务”共有54800份,在公司指导目录里雅虎网站(Yahoo,1996年)网站的访问人数大约每两个月翻一番.克拉克董事长Jim估计在1995年有4000万因特网用户每月增长8% (克拉克,1995年)。

互联网技术只是一个方面。

企业需要的信息系统和处理数据的应用软件一段时间内成为新兴的信息技术。

现代信息技术帮助企业掌握并处理有用信息。

这些技术包括：1. 组织支持系统, 譬如工作流和群件- 使企业更加高效率。

2. 顾客联络数据库-帮助捕获关于顾客的信息并促进行销新方法3. 电子支付系统-这种方式刚刚涌现,多数付款仍然应用比较昂贵的传统现金结算。

集体和个人,这些地区将发生重大变化,一个公司的方式进行经营，WorkWareEnix已经创立了一个新名词来形容这些技术的结合。

在一定程度上，这个领域的变化将引起一个公司经营方式巨大的的改变，Enix 打造术语Workware 来描述这些技术的结合。

但是，有普遍误解对于组织支持技术的价值。

外文翻译ESSAYS ON STRATEGIC COMPETITION IN E-COMMERCEDISSERTATIONMaterial Source: The Ohio State UniversityAuthor: Waleed Muhanna YiFanWangTo display advertisements in the “sponsored links” location on search engine and content web sites, advertisers must compete for the premium ad placements through a bidding process. Advertisers have to judge the value generated from consumers’ actions, which in most cases is measured as the number of “clicks” on the advertisement that connect to more information. The bids that advertisers submit signal their commitment to winning this advertising space among potential competitors. Media owners of these search sites usually charge for advertisements as a “pay-per-click” rate; advertisers bid on the amount they will pay for each “click.” Therefore, the strategy of managing these pay-per-click bids has significant implications for media owners.The practice in business and in marketing and economics literature has been dominated by a focus on “pay-for-placement,” in which advertisers bid on their placement, or rank, of their advertisement within the collection of sponsored links. This mechanism recognizes that advertisers have different threshold amounts that they are willing to pay. By merging the ad’s location rank with the bidding process, media owners can utilize the scarce ad space most efficiently. However, this chapter examines bids, as a management strategy, if the willingness of advertisers to pay is similar.At search engines or content networks, advertisers bid so that their ad appears based on the keywords entered into search query; the keywords can be broad or narrow. The more narrow the keyword, the fewer the advertisers who are interested in bidding on that term. When potential advertisers want their information to appear based on the same keyword, the bidding for the ad’s rank does not reflect any difference among them. Instead, the bidding becomes a strategic move to obtain an ad location rank near close competitors, since an ad rank has the same value to all advertisers. A framework of bidding on common-value items consequently yields a modification in the strategy of managing pay-per-click. The analysis demonstratesthat media owners can improve their advertising revenue, when the advertiser heterogeneity is absent, by switching from a pay-for-placement bid process to a bid-for-inclusion format.1. IntroductionPay per click is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement (ad) to visit the advertisers' website.The pay per click model has generated billions of dollars of revenue for search engines and advertising networks. Media owners find the bidding process, or auction, naturally appealing, as managing the problem of asymmetric information from advertisers can be handled by pay per click. Search Marketing, and Ask Sponsored Listings all use advertisers’ bids to determine their ad rank. However, the advertiser heterogeneity assumption has not been closely scrutinized in the context of Internet advertising. Particularly, situations where the advertisers are close competitors have received little attention in the existing literature. This paper is an effort to analyze asymmetry-proof situations, from the media owner’s perspective, and explores issues of managerial interest in this Internet advertising model.A casual look at search entries reveals that they can be either very broad or very narrow terms. For example, a consumer can search by the keyword “allergy,” or he can search for a very specific allergy product, such as the medication Zyrtec. The broad search term, allergy, will attract a variety of advertisers with differing levels of interest, while the narrow search term, Zyrtec, is more selective. In the extreme, when the term is most selective, potential advertisers’ backgrounds become very closely matched and their willingness to pay is leveled. This paper focuses on using narrow search terms; it addresses a gap in literature by providing analysis of pay per click management in this new situation.Research into Internet advertising has evolved from early banner ads to recent search ads. Chatterjee et al. (2003) collected consumer click stream data to analyze consumer responses to banner ads. They identify the effects of ad exposure time, location, and iteration on the likelihood of the advertisement being clicked by the consumer. They also identify consumer heterogeneity in clicking patterns. Mangani (2003) discusses the pricing situation of banner ads, in which a web publisher compares pay-per-view pricing, pay-per-click pricing, and mixed pricing for banner ads. The general findings are that pay-per-click is better suited when consumers arelooking for information, and pay-per-view is better suited when consumers are more impressed by their perception of the banner image.In the research stream of search ads, Feng and Bhargava et al. (2003) focus on controlling of advertising content. The media owner favors advertisements that suit the web page theme; meanwhile the advertiser’s goal may not align well with media owner’s goal. For example, a repulsive advertisement can deteriorate the reputation of the mediaowner’s site. It is in t he interest of the media owner to put controls on the advertising contents accepted at his site. Feng and Bhargava, et al. (2003), in particular, simulate the revenue impact of various ranking methods on pay-per-click in search ads, including the method that considers past advertisement click-through rate. Edelman et al. (2007) closely models the Yahoo! pay-per-click practice. All the research builds on the auction literature, in which bidders’ willingness to pay is diverse and assumed unknown by the media owner.The recognition of narrow keywords in search entries suggests a new area of study, and the analysis leads to a different strategy on pay-per-click management when bidder heterogeneity is absent. For example, if the keyword entry is narrow enough that very few advertisers are interested, and these turn out to be close competitors in the same industry, the assumption of asymmetric advertisers is lost. Allocating ad location rank among close bidders becomes the focus of pay per click management. In a setting where oligopoly advertisers bid for rank at search ads sites, this analysis shows that current private-auction driven policy generates sub-optimal revenue for the media owner. The content relevancy (Feng & Bhargava, et al. 2003) is still an important area of work for media owners. However, in the long run, irrelevant advertising will not attract adequate clicks, and, thus, it will dissipate. Editorial filtering also can provide additional content guards. This paper selects two genuine-fit advertisers and examines the ad rank choices (the top or bottom of the page) through bidding at a search ads’ website. 50Intuitively, the auction of ad ranks at a search engine’s web page will force advertisers to compete. Because advertisers hold same willingness-to-pay for these ad rankings, the auction fails to separate advertisers, and the competition increases the cost to obtain these positions. In contrast, a randomizing strategy where the media owner gives advertisers equal chances to obtain positions through a random allocation process decreases the cost of obtaining the preferred rank that turns into a higher value of the listing service for advertisers that media owners can extract.The popular business literature often has discussed the importance of search ads. Jupiter Media Metrix conducted an online advertising effectiveness study in 2001 among several ways to advertise on the Internet: banner, e-mail, paid inclusion, and search ads at the search engine. The search ads came out at the top by ROI comparison.A study of Jupiter Research (Stain, 2005) yielded the following finding:Online advertising will continue the steady growth it has seen since 2002, with total revenue growing to $18.9 billion in 2010. Paid search advertising will be critical to this burgeoning growth and will eventually comprise a larger portion of total spent than display advertising.Given the importance of search ads to the industry, a thorough study of its practice is warranted. This chapter complements current on-going literature on this subject.The remainder of this chapter is organized as follows. The model is introduced in Section 2, while Section 3 establishes the decreasing value of advertising positions at search ads. In Section 4, the media owner’s auction policy is ana lyzed and compared to a new policy that shows an improvement of the media owner’s revenue. Section 5 relates this study to other economics literature, and Section 6 concludes with a discussion of the findings.2.ModelThe setting involves two advertisers and two ad locations with different ranks at a search advertisement service. Both advertisers are interested in being associated with a certain search keyword. However, each advertiser can only purchase one space associated with that entry, and one space is listed ahead of the other.The value of the space for an advertisement is assumed to link directly with the number and the quality of clicks generated from that ranking. It is assumed that the more sales generated from an advertisement location, the more valuable that space is for the advertiser. Therefore, the value of the ad location is driven by consumer activity rather than an advertiser’s idiosyncratic taste, as held in auction literature.This new interpretation of the value of an ad location consequently changes the meaning of pay per click to advertisers. In the existing literature, pay per click reflects advertiser’s valuation of the clicks, such as the amount advertisers would pay to have their ad clicked and viewed. Now, pay per click is the up-front cost to reach consumers and subsequently generates sales.Two advertisers procure the same product with marginal cost c, assumed to bezero without loss of generality. Two advertisers want to obtain an ad location associated with a certain search entry. The media owner sets up a policy to sell space. One policy is to accept bids from two advertisers and award the top space to the winning bid. It is a common knowledge that the space located at the top of the Web page generates more sales; hence, that space is worth more money. To bid high or low is no longer connected with an advertiser’s desire to place the ad in a specific location, but the strategic willingness to win or concede in bidding war. The analysis examines the efficiency of this auction mechanism to a media owner under this new perspective. A valuable insight is uncovered through a modeling exercise.The model assumes that advertisers can predict future sales from each ad space prior to submitting bids. Given the uncertain nature of Internet buyers, this may seem too strong and unrealistic at first glance. But in the real-time interactive environment of search ads advertising, where advertisers can monitor sales and adjust bids in a very short period, advertisers may be not too far from learning the real demand information. After the learning period in Internet advertising, the bid is likely to be in-line with the actual effect of click advertising on sales.It is important to recognize that the search ads are different from a multi-unit auction, where all units are identical and bidders’ valuations are unknown. In the search ads, the locations are not identical: a low-ranked ad space attracts fewer clicks than a high-ranked space, in general. This is because the ranks are subject to self-selection by customers. Only shoppers tend to reach low-ranked advertisements. Therefore, lower ranked ad spaces face fewer and tougher demands. This observation suggests that multi-unit auction framework does not fit the search ads advertising.Common knowledge: ranking value of ad location at search ads serviceThe value of the ranking of search ads is studied in this section, as a means to build the first step of analysis. First, it is important to recognize that the common knowledge that the top-ranked space generates more sales is not because of more clicks on the advertisement. An issue with search ads is the sale conversion rate. Advertisers pay for actual clicks. But real sales generated depend on sale conversion rate. That rate can be very tricky. For example, a high-ranked position can get lots of clicks, but few purchases. A low-ranked position can get few clicks, but percentage-wise, yields a higher purchase ratio. The analysis in this paper does not incorporate sale conversion rate. The values of ad spaces are established by competitive force between two advertisers, as will be shown.The analysis implicitly assumes that consumers visiting the online media are heterogeneous in the amount of time willing to spend in a search. Similar to search literature (Salop & Stiglitz, 1977; Varian, 1980; Stahl, 1989), there are high search cost consumers and low search cost consumers in the market. Low search cost consumers click on both spaces, while high search cost consumers limit their exposure to the top ad space only. Therefore, a low rank position will only receive visits from low search cost consumers, while a top rank position reaches both types of consumers. Because low search cost consumers check both spots, advertisers have to compete based on that type of consumer.The demand curves of high search cost consumers and low search cost consumers are assumed independent to each other and both linear in price. The top ranked advertiser has a monopoly over high search cost consumers. The bottom ranked advertiser needs to maintain a price advantage to obtain low search cost consumers because they compare prices. The two advertisers engage in price competition over high and low search cost consumers through the interface of search ads.译文论电子商务的战略竞争资料来源: 美国俄亥俄州立大学作者：瓦利德Muhanna 王一凡要显示在“赞助商链接”的搜索引擎和内容的网站定位广告，广告客户必须通过竞争投标过程溢价广告展示位置。

跨境电子商务平台运营模式与挑战分析在当今全球化的商业环境中，跨境电子商务平台已经成为了国际贸易的重要组成部分。

它们为企业和消费者提供了更广阔的市场和更多的选择，同时也带来了一系列独特的运营模式和挑战。

一、跨境电子商务平台的运营模式1、 B2B 模式B2B（BusinesstoBusiness）模式是跨境电商中较为常见的一种运营模式。

在这种模式下，企业与企业之间进行交易，通常涉及大宗商品和原材料的采购。

例如，一家中国的制造企业可以通过跨境电商平台向国外的供应商采购原材料，或者将自己的产品销售给国外的批发商。

这种模式的特点是交易规模较大，交易流程相对复杂，需要涉及到合同签订、物流运输、报关报检等多个环节。

2、 B2C 模式B2C（BusinesstoConsumer）模式则是企业直接面向消费者进行销售。

这是消费者在跨境电商中最常接触到的模式，比如我们通过海外电商平台购买国外的商品。

对于企业来说，B2C 模式需要建立完善的客户服务体系，处理订单、支付、物流和售后等一系列问题。

同时，要针对不同国家和地区的消费者需求和消费习惯，进行产品推广和市场营销。

3、 C2C 模式C2C（ConsumertoConsumer）模式是消费者与消费者之间的交易。

在跨境电商领域，一些平台为个人卖家提供了销售商品的机会，例如一些二手商品交易平台或者个人手工制品销售平台。

这种模式的优势在于商品种类丰富，个性化程度高，但也存在商品质量参差不齐、交易风险较大等问题。

4、综合模式许多大型跨境电商平台采用了综合模式，即同时涵盖 B2B、B2C 和C2C 等多种交易模式。

这种模式能够满足不同用户的需求，扩大平台的用户群体和交易规模。

例如，亚马逊、阿里巴巴国际站等知名跨境电商平台，既提供企业之间的大宗交易服务，也有面向消费者的零售业务，同时还允许个人卖家在平台上开设店铺。

二、跨境电子商务平台的运营流程1、商品上架卖家在平台上注册账号后，将自己的商品信息上传至平台，包括商品图片、描述、价格、库存等。