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。

外文翻译An analysis of challenges facing E-commerce in China Material Source:/intradoc/groups/public/documents/UN/UNPAN001185.pdf Author：James J .Zhu PH.DThe author in the brief report analyzes nine major challenges that E-commerce sector faces in China. The nine challenges that may impede the development of E-commerce include: A) Lack of Real Understanding of E-commerce; B) Lack of Infrastructure to Support E-commerce; C) Lack of Access or High Access Cost Limiting E-commerce Growth; D) Lack of Low Price, Simple Application Solution;E) Lack of Trust - Reliability and Security Issues; F) Lack of Resource to Implement and Maintain E-commerce; G) Lack of Legal and Regulatory Framework; H) Lack of Other Critical Elements –Online Payment & Certification; and I) Lack of Technology Standards to Ensure Interoperability. The author will further lead to the discussion of E-commerce strategy during the presentation and invite the participants of the meeting to shed light on how to encounter these challenges.Albeit the market back-slash to numerous newly emerged dotcoms in China as well as the rest of world, E-commerce sector still grows at an unprecedented rate and exerts major impact on the economy. Despite the potential growth, there are many challenges to be encountered for time to come. It is time to do a reality check on these challenges and think about strategies to facilitate the growth of E- commerce in China.The Chinese E-commerce market has faced the following ten most challenging issues, which may, without proper attentions and solutions, slow down the continuous growth of E-commerce.A. Lack of Real Understanding of E-commerceAt present, E-commerce in China is more of exuberance than a genuine market development. Although awareness of E-commerce is high, there is a lack of understanding about what E-commerce is all about, the technology involved, infrastructure or network readiness, operating and implementing cost, and real economic benefits to users. When it comes down to real revenue-generating E-commerce business, most participants move back to their traditional ways ofdoing business due to many factors as to be mentioned below, or simply, lack of tangible economic value E-commerce can bring in comparison to traditional business process. Besides, CEOs of many enterprises in China rarely use computers bearing limited knowledge of Internet and E-commerce. Therefore, when it comes to enable their businesses through E-commerce, they lack the passion that would help them get online. It will take time to get them used to the concept of E-commerce. Accordingly, E-commerce providers or governments need to actively promote awareness and in-depth understanding of how E-commerce could be used to reduce information asymmetry, increase productivity, cut production and transaction costs, and make business processes more efficient.B. Lack of Infrastructure to Implement E-commerce SolutionsCompanies need to achieve IT integration before planning to adopt E-commerce. The major companies in China, especially those small and medium enterprises, do not have a local area network environment in place or even dial-in subscription from which E-commerce solution can be implemented, not to mention internal enterprise recourse planning system or office administration system in place. Without an existing infrastructure, E-commerce at most is perceived as an information-focus exchange marketplace where transactions can be done more conveniently in a traditional fashion. E-commerce providers will face innumerable difficulties in educating customers and promoting e- commerce. By rapidly building infrastructure through system integration and providing value-added ISP service and business software solution to visibly improve work efficiency, the transition to on-line commerce may over time greatly eased.C. Lack of Access or High Access Cost Limiting E-commerce GrowthSet aide coastal provinces and cities in China, to the rest of area, accessing to the Internet is still luxurious. Users wishing to surf the Net via the dial-up mode have to pay two kinds of costs: call fees to be paid to telecom companies and Internet access fees to be paid to the Internet Service Providers (ISPs), added up to a total of RMB 5 per hour to customers online. This amount is expensive for the Chinese users to access the Internet since the average Chinese per capita income is about $100. This will prevent many users from going online and delay the growth of the E-commerce in China.D. Lack of Low Price, Simple Application SoftwareAt present, there is a range of application software in the market forprocurement, enterprise resource planning (ERP), customer relationship management (CRM), sales fore automation (SFA) to provide e-business solutions. However, managing and operating an internal E-commerce solution requires a relatively high knowledge and understanding of technology and network operations. For a few large companies and multinationals, implementing, operating, and managing a solution is not as arduous a task, as most have internal information technology (IT) departments that are able to manage the system. For most of companies in China, however, this is a significant restraining factor. Hence, E-commerce providers need to develop simpler, low-cost application software solutions to users. Otherwise, market development and E-commerce adoption are likely to be slow.E. Lack of Trust - Reliability and Security Issues of E-commerceUsers perceive E-commerce as a open, continuous, information sharing business environment. Oxymoronically, they are told that E-commerce is safe, secure, and confidential. There is general reluctance for Chinese users to give out personal or corporate information on Internet. There is a genuine concern over the security of E-commerce platform due to numerous stories of hackers and crackers. Accordingly, providing network security and changing the mindset and perception of consumers are expected to pose greater challenges to all E-commerce players.F. Lack of Resource to Implement and Maintain E-commerceThe resource required to implement an E-commerce solution is very high. There are two major resources involved here: capital and human resources. Users need funding to build certain infrastructure first, and then employ an external party to help maintain the system and look after operations, or have in-house personnel to oversee the system. It is well known that most Chinese companies especially state-owned, both large and medium-sized, are short of cash. Funds in these enterprises are scarce and workers are always looking forward to getting their salaries on time. It is unrealistic to let these enterprises deploy E-commerce on their own. Moreover, there are those huge costs involved in buying equipment for them. The high cost of equipment and infrastructure is a significant barrier for businesses to engage in E-commerce. In addition, since the Internet is still a novel economy and there are only few people in the market having acquired knowledge, the need to rapidly expand the human capital to fuel E-commerce growth is urgent. In fact, there is a dearth of such people and the few sophisticated professionals around are alreadyemployed. At the same time, due to scarcity of supply, engineers in E-commerce sector become very expensive to hire. The high initial and maintaining cost, along with the shortage of well- qualified personnel pose another major challenge to the development of Ecommerce sector in China.G. Lack of Other Critical Elements – Online Payment & CertificationEnterprises or consumer users are reluctant to engage in on-line transaction because of difficulty in finding convenient method of payment. Although 30% of Chinese Internet users own credit card, they still have to resort to other method, such as COD, to pay for the purchase of on-line items. However, this issue is becoming less concerned recently since banks and several E-commerce company have partnered together to resolve on-line payment issue.H. Lack of Legal and Regulatory FrameworkAs usual, legal framework always lags behind the emerging economy. Ecommerce is a novel economic phenomenon and will take time for government to response to it. However, for the use of E-commerce to expand and extend to commercial proportions, users need to be assured of the security and legal framework. Until this issue is addressed, the market for E-commerce application server software would not be able to develop, as companies are likely to be very reluctant to implement an E-commerce solution due to the high risk of unsecured transactions. At this point, the regulatory and legal infrastructure in China has not been fully established. The Chinese government did stipulate some regulations that require Internet companies to obtain license for content listed in their websites, although the regulatory impact on E-commerce is unclear. In the near future, governments are likely to be forced to address these issues passing laws that recognize on-line transactions and certification, and digital signatures.I. Lack of Technology Standards to Ensure InteroperabilityThere are several platforms that have been put forth for the E-commerce including XML, Open Buying, Java, and electronic data interchange (EDI). The lack of standards has not impeded the development of the market. However, Ecommerce providers in China need to work together to establish a standard. This is because, as the E-commerce market continues to grow, the interoperability of all product categories is a must for various users to communicate each other, reduce the cost for various interface solution, and reduce the risks of project failure. Another unique issue in China is the Chinese language. Many Ecommerce sites are designed only inthe Chinese language that significantly limits the data exchange or cross border transaction. Setting up a universal standard and solving language issue will ease the growth of E-commerce in China.Having detailed the challenges that E-commerce business in China faces, it should be born in mind that despite all these difficulties, E-commerce is making significant strides in China. After the hype for E-commerce drew its curtain, serious thinking and strategies have to be laid out to encounter these challenges. It may call for the effort from government, local enterprises as well as international players in the E-commerce market. Only when we are willing to meet the challenge and remove barriers toward the future shall we see the genuine market development of E-commerce sector in China.译文分析中国电子商务所面临的挑战资料来源:/intradoc/groups/public/documents/UN/UNPAN001185.pdf作者：詹姆斯·朱博士在本报告中作者分析了中国电子商务所面临的九个主要挑战。

外文翻译原文：E-Finance: Current Developments, Issues, Impacts, and Future As the growth of Internet broadens its scope, e-finance grows accordingly. As part of e-commerce, e-finance has its own unique characteristics. On one hand, the Internet offers convenience, price transparency, and broader access to information and lower costs; on the other hand, financial services are data intensive and do not generally need physical delivery of products. The combination of the two seems to give unique advantages to help e-financial services grow faster than other e-commerce sectors. The impact of Internet on traditional financial services can be categorized into price transparency, differential pricing, and bypass and disintermediation. Since there is no broadly accepted definition of e-finance, we tentatively define e-finance as the provision of financial services: Internet banking, brokerage, payment, mortgage and other lending, insurance and related services over the Internet or via other public networks.Sato (2001) shows recent developments in e-finance. The growth of financial services is estimated to exceed one trillion dollars. According to one estimate, e-finance revenues will more than double in three years (Morgan Stanley Dean Witter, 1999). However, not all segments grow at the same speed in financial services. Among the segments such as brokerage, online banking, e-payments, life insurance, and investment banking, Internet brokerage grows the fastest. Online banking grows a little bit more slowly. E-payments, life insurance, and Internet banking hardly see any dramatic growth. However, some simpler financial service products might see potential growth in the next few years. They include online credit cards, mortgages, student loans, and car loans and leases; simpler insurance products such as car insurance, travel insurance, and home equity insurance. From an international perspective, e-finance grows the fastest in the United States and Europe. Pacific region also grows at a quick speed, led by Japan, Singapore, and other countries in the region. Even though the e-finance leaders are in the U.S. and Europe, they also showdifferent characteristics. U.S. e-finance is largely PC-based. That is caused by years of penetration of PC in the U.S. market. However, in Europe, both PC and mobile phones penetrate fairly well in the market. This is not surprising because Europe has the mobile phone leaders such as Nokia and Ericsson. European countries usually adopt WAP (Wireless Application Protocol) technology, allowing Internet banking and brokerage via mobile phones. This kind of banking is also referred to as “Martini banking”: “anytime, any place, from any access device”.According to Mantel (2001), the first is product diffusion theory. Building on a new product diffusion theory, some studies cite a laundry list of barriers standing in the way of e-finance growth path. On the demand side, studies have cited customer resistance or inertia, lack of incentives, and lack of customer awareness of the innovation as obstacles to change. On the supply side, studies have pointed to the lack of clear standards, the need to overcome industry fragmentation, inadequate incentives among incumbents, and the presence of network externalities. This theory assumes implicitly that a significant portion of e-finance innovations are clear substitutes for existing services and that additional work by incumbent firms alone or in collaboration will lead to broad acceptance. A competing theory about the e-finance phenomenon is called new market development. The theory suggests that broader structural changes are underway, driven by technology, and these changes are blurring the lines between banking and commerce. While it is both natural and critical for incumbent firms to experiment, this theory suggests that innovations tend to unleash improvements that incumbents may not find valuable in the short-or mid-term. Some observers may suggest that incumbent firms in these industries do not understand their markets or are not adequately investing in the future. However, studies have found that incumbent firms, for purely profit maximizing reasons, may not want to choose to pioneer some of these innovations themselves, leaving other firms with different specialties to do so. In other words, such fi rms do not see “first mover” benefits. Each of the above-mentioned theory can show why some segments are more inclined to fast growth, and some other segments will grow much slowly. The first theory will show that brokerage services will be much easier to move online, because the services arerelatively simple. On the demand side, lower transaction costs and greater information transparency means more incentives for customers to join the service. On the supply side, relative low entry barriers push the incumbent firms to move to the online services quickly. Otherwise, the incumbent firms will face market share erosion. In the case of slow growth in e-money service, investment banking service and other more complicated financial services, entry barriers are higher (investment banking), inconvenient (complicated financial service), and insecure (e-payment service). Therefore, these segments show sluggish growth. According to the second theory, the fast growth of brokerage shows that the first mover benefits tremendously. First mover will be able to grab a large chunk of customers. Even though profit margin might erode in the short-term, the large volume from large market share will be more than enough to compensate the margin loss. From profit maximization point of view, brokerage firms will be able to identify the trends and move quickly. However, other e-financial services are not able to show the fast growth observed in the brokerage house.As e-finance grows, many interrelated issues emerge. it shows that economic integration within and across countries, deregulation, advances in telecommunications, and the growth of the Internet and wireless communication technologies are dramatically changing the structure and nature of financial services. Internet and related technologies are more than just new distribution channel, they are also different ways of providing financial services. The related issues to e-finance are:1. Safety and soundnessa) Over the long run, there may be less need for a financial sector safety net, including prudential regulation and supervision of banks. b) Authorities should be wary of extending guarantees to new deposit substitutes, as the moral hazard implications could be substantial. c) Over the short run, authorities could require nonfinancial corporations to provide payment services through bank subsidiaries. Over the long run, authorities may want to consider separating payment from other credit services and allow freer entry in payment services. d) E-finance will lower the franchise value of incumbent institutions.2. Competition policy.a) Freer trade in financial services. b) Defining markets. c) More economies of scale. d) Competition policy will require that authorities simultaneously define technology and information policy. e) Competition policy for financial services will increasingly need to be harmonized worldwide.3. Global public policya) Limits on cross-border financial services will become costlier and more distorting as the Internet expands its reach, the location of providers becomes more difficult to pinpoint, solicitation harder to define. b) As e-finance expands, less informed consumers will gain access to markets, raising issues for cross-border investor protection and transparency. c) Access of new trading systems to contingent financing is also unclear, especially on a global basis.4. Impact on developing countriesa) Different entry barriers in developing countries pose different challenges for e-financial firms. b) E-finance will offer fewer choices to economies with poorly capitalized banking systems, weak regulations, and extensive guarantees on liabilities.c) E-finance will require a reassessment of the approach to financial sector development. d) E-finance offers opportunities to quickly widen access to and improve financial services.We believe that e-finance will grow in any high agency cost industries with low entry barrier. In those industries, ‚Äúfirst mover‚ it will have greater advantages over followers. More importantly, lower barriers mean that incumbent face greater challenges from newcomers if they do not move first. This creates incentives for incumbent firms to move ahead. Brokerage and trading systems will further the current development and attract more customers at greater reach.Future models in banking systems might include:a) A universal bank that bundles a broad range of financial products and services under one roof for a broad range of customers.b) An institution that focuses on the broad financial and nonfinancial needs of a narrow segment of the market.c) They that uses technology to integrate financial services from a variety of specialized providers.d) A traditional, financial institution, which focuses on a limited number of financial products.Pillar (2001) argued that as e-commerce grew, more legal measures would be mature to accommodate the growth in e-finance. They showed that there were two trends going on at the same time. First, technology is escalating at an astounding pace. Secondly, the world market has been tie much more closely than ever. These two trends put more pressure on firms 'decision making process and increase the chance for firms to take a wrong growth path. These two trends also motivate financial service firms to go abroad, which have been more and more commonplace in the recent developments. However, Pillar listed three barriers that firms had to face: governmental, legal, and economic. Governmental barriers result from enactment of regulation and laws targeted at the financial services industry. These can be minimum capital investment requirements, restrictions on business activities, and disclosure and reporting requirements. Some barriers can be a result from lack of regulation in countries without sophisticated legal infrastructure. This may create uncertainty regarding enforceability of contracts or electronic signatures, inadequate intellectual property protection, and concerns over privacy and security. Economic barriers are those that will bring economic costs when financial services firms try to complete transactions across borders. A good example will be the “cost of market access”, or the aggregate cost of constructing the technical infrastructure to enable information technology components to be effectively utilized. These would include legal and regulatory costs. Another area that many e-finance reviews neglect is that the Internet financial services will also bring inefficiencies to the financial market. Barber shows that even though ECNs bring more liquidity, more information, and more price transparency to the investors, it is not true that more information will lead to a more efficient market. As more and more uneducated investors come into the market, irrational behavior occurs in the market. Sometimes, such irrational activities can last a fairly long period of time before a more reasonable new equilibrium is established.Advancement in behavioral finance has shown much evidence that investors behave “irrationally”. More information might lead to an illusion of knowledge. Another effect from illu sion of knowledge might lead to investors’ overconfidence about their skills, judgment and sometimes both. Evidence shows that those investors turn over positions more quickly, borrow on margin more aggressively, and create a more volatile stock market. Barber also show that the current movement and encouragement of online trading is actually hazardous to investors’ wealth. They found that from the sample of online accounts during 1991 to 1996, the most frequent trade accounts earned an 11.4% returns versus the market returns 17.9%. The average online account earned an annual 16.4%, with common stock portfolio tied towards high beta stocks. The evidence showed that an e-financial service in online trading was adversarial to investors’ wealth. The reason for disappointing results may be many folds. But it does show that e-financial services may empower something that traditional financial services are avoiding. Market inefficiency from information overload may be more serious than we think. Lamont and Thales (2001) shows that the market misprices technology stock carve-outs in the recent years. The obvious example is the 3Com carve out, which will give old 3Com shareholders with 1.5 new shares of the newly established entity. Interestingly, the market priced the new entity with about $60/share and a mid $40’s for the parent company. The only possibility for that to occur is that 3Com has a negative worth. But by checking further with 3Com’s financial strength, the company obviously has more than $300 million positive cash flows. The seemingly apparent mispricing lasted for 3 months with all the necessary information available to investors. Another interesting aspect of online trading is that it might create a clientele effect. Barber show that more wealthy young investors are more likely to switch to online trading. Men trade more than their women counterparts. Their studies show that e-finance growth does reshape the way of thinking and behaving from all walks of lives, especially to those who feel self-competence and feel self-control valuable.Future payment systems framework might include a complex system as illustrated in Mantel (2001). Federal Reserve Banks (central banks) will need to workmore closely with each other around the world, as more globalization in trading systems and exchanges occur across countries. Supervisory work of the central banks needs more cooperation, and coordination. Legal rules need to be crafted more carefully for jurisdiction domain when cross border transactions occur. In the meantime, within the United States, both benefits and costs are to be evaluated from the recent innovation of e-finance. Much evidence is needed to show the pervasive changes in the market. More importantly, investors should have more education about risks involved in e-finance. Because e-finance does not only relate to some fields, but to many, the future growth of e-finance can‚ Äôt depend on one or two related areas to grow, but to all the related development of areas.Source: Yong H. Kim (2001), “E-Finance: Current Developments, Issues, Impacts, and Future”. Lecture Notes on Treasury Management, University ofCincinnat. Edward Elgar Publishing, pp262-271.译文：电子商务的发展现状、问题、影响和未来随着互联网发展范围的不断扩大，电子金融也开始相应地发展。

电子商务外文文献Title: E-commerce: A Review of the Literature and Perspectives for Future ResearchE-commerce, or electronic commerce, has become a fundamental aspect of business and economic activity in the globalized digital age. The交易研究领域的一个重要组成部分。

在这个日益数字化的时代，电子商务已经成为全球商业和经济活动的一个重要组成部分。

本文旨在回顾和分析电子商务领域的研究现状，探讨未来可能的研究方向和挑战。

The literature on e-commerce has been extensive, covering a range of topics from online retailing to global supply chain management. The Journal of Electronic Commerce in Organizations (JECO) and Journal of Electronic Commerce Research (JECR) are two of the leading journals in the field, publishing high-quality research on various aspects ofe-commerce. Additionally, several books and conference proceedings provide valuable insights into the development and evolution of e-commerce.E-commerce research has examined the impact of technology on business processes, explored innovative business models, andanalyzed the role of e-commerce in global trade and development. The literature has addressed a range of important issues, including security and privacy, electronic payment systems, and the impact of social media on e-commerce.Despite the significant progress made in e-commerce research, several areas for future exploration remn. These include the development of new e-commerce technologies, such as blockchn and artificial intelligence, and their potential impact on global trade and supply chns. Additionally, research on the role of e-commerce in sustnable development, particularly in terms of environmental sustnability and social inclusivity, represents an important area for future investigation.In conclusion, e-commerce has become a fundamental aspect of business and economic activity in the digital age. The literature on e-commerce has provided valuable insights into its development and evolution, but there remn several areas for future exploration. Future research should address these unexplored areas and contribute to the development ofe-commerce as a transformative force in global trade and development.商学院电子商务外文文献Title: E-commerce in Business Schools: A Critical Analysis of Curriculum, Teaching Methods, and Future TrendsThe rise of e-commerce in recent years has revolutionized business education, with business schools across the globe scrambling to keep up with the latest trends and prepare students for the digital economy. This article delves into the world of e-commerce education in business schools, exploring curriculum, teaching methods, and predicting future trends. E-commerce has become an integral part of modern business, and business schools are responding to this trend by incorporating e-commerce courses into their curriculum. The primary objective of these courses is to provide students with a comprehensive understanding of the e-commerce industry, including the latest trends, tools, and techniques. In addition to fundamental topics such as online marketing and web design, today's e-commerce courses also cover more specialized topics such as cloud computing, big data analysis, and social media marketing.Business schools are adopting a variety of teaching methods to impart knowledge on e-commerce, ranging from traditional classroom lectures to more innovative hands-onbs and simulations. These experiential learning opportunities allow students to gain practical experience in real-world settings, providing them with a deeper understanding of the dynamics and challenges of the e-commerce industry.With the continuous evolution of the internet and e-commerce landscape, it is essential to track and predict future trends in this field. Business schools are playing a crucial role in this regard by staying abreast of industry developments and incorporating relevant content into their courses. The trend towards more personalized and interactive learning experiences is likely to continue, with business schools tloring their teaching methods to suit the needs of individual students. Additionally, the integration of technology into every aspect of business will continue to drive changes in e-commerce education, with an increasing focus on areas such as cybersecurity and artificial intelligence.In conclusion, business schools have responded to the rise of e-commerce with a comprehensive approach that includes updating curriculum, adopting innovative teaching methods, and predicting future trends. However, there are still challengesahead, such as keeping up with the rapidly changing landscape and providing all students with equal opportunities to access e-commerce education. By continuing to adapt and innovate, business schools can help shape a brighter future fore-commerce and prepare students to thrive in the digital economy.电子商务外文翻译文献电子商务的发展及其影响：外文翻译文献随着全球互联网的迅速普及，电子商务在全球范围内得到了前所未有的发展。

电子商务企业风险防范外文文献翻译最新译文文献出处: Markus D. The Study On the E-commerce Enterprise Risk Prevention [J]. European Management Journal, 2015, 12(3): 125-135.原文The Study On the E-commerce Enterprise Risk PreventionMarkus DAbstractAt present, the rapid development of e-commerce, occupied the commanding heights of economic development, and become the driving force to promote a new round of economic growth, mean that the society becomes more digitization and information. However, the country still in the early development of electronic commerce, the relevant political, economic and legal conditions are not perfect, enterprises are facing the risk of the external environment; low barriers to entry, market competition, the changing financing constraints, forcing B2C e-commerce business internal focus on risk. Therefore focus its risk prevention research has theoretical and practical significance.Keywords: B2C; E-commerce business; Risk analysis1 IntroductionThe most popular in the 1990 s, electronic commerce, has realized the trade of globalization. E-commerce more than 20 years of development, its rapidly expanding at an average annual rate of 70%.Electronic commerce is the fifth revolution of human society, its mode of production and life bring great change, the impact to the society as any time in the history of the reform.In the rapid development of e-commerce, has some scholars pointed out that B2C e-commerce is the ultimate mode of e-commerce development. From its data representation, B2C e-commerce enterprises showing a strong growth momentum, but in the B2C e-commerce enterprise vigorous development also has exposed many problems. In the era of big data, the change of business environment, electronic business enterprise faces the opportunity of rapid growth, but because of the complexity of the environment and own existence problems will inevitably accompanied by severe challenges. At the same time, because of B2C e-commerce enterprise's financial environment is also a drastic change, it faces more complex and diversified financial risk, and poses a serious threat to the enterprise. In addition, the macro political instability of the situation, the global market supply and demand and price level of volatility, the change of factors such astheir own financial credit policy and the operator's own management level, corporate governance mechanism, internal control mechanism, will influence the development of B2C e-commerce enterprises.2 Related concepts2.1 Electronic commerceThe popularity of the Internet has greatly pushed forward the development of electronic commerce. Of e-commerce to explore gradually from the perspective of e-commerce it extends to the electronic commerce network. But to define, scholars explore different perspective, not yet. The United Nations economic and development organization think e-commerce based on the open network, mainly to business dealings between enterprises, between enterprises and consumers. The definition of electronic commerce is relatively simple, did not specify the electronic commerce connotation and the extension. While Canadaelectronic commerce association believe that e-commerce is through the buying and selling of goods and services, as well as digital devices for the transfer of money. With digital equipment as the foundation for the definition. Include not only online transactions, but also influence enterprise business activities ranging from production to consumption of link, is using the Internet to reflect from the purchase of raw materials, processing, to the finished product and complete chain of online payment etc.2.2 B2C e-commerce enterpriseB2C e-commerce is the enterprise directly facing the consumer business model, is the enterprise through the Internet network consumer direct selling products or providing services to the individual mode of electronic commerce, its integration in the enterprise production and marketing aspects of camp, reshape enterprise business process, organization structure and business model, and implements the enterprise information and electronic. Narrow sense of B2C e-commerce refers to the online retailer, in addition to the way of shopping and payment, similar to traditional stores. Generalized B2C e-commerce enterprise including online retailer, or covered by providing information service and profit of enterprise. This article B2C e-commerce enterprise is narrow, namely online retailer.2.3 B2C e-commerce enterprise featuresB2C e-commerce enterprise through the effective integration of resources, economic, market and industry structure, products, services and circulation, customer segmentation, and businessaspects of a disruptive impact. The difference between the B2C e-commerce enterprise and traditional enterprise lies in itsmode of operation of virtualization; B2C e-commerce enterprise is the backbone of the information technology, computer and network technology provides B2C e-commerce enterprise information layer and network layer, application layer of the technical support. The most notable features of B2C e-commerce enterprises are to implement the efficient integration of the supply chain. Therefore, B2C e-commerce enterprise operating characteristics are: mode of operation of virtualization, technology dependence, supply chain integration. Mode of operation of virtualization, B2C e-commerce enterprises and traditional sales reflected in the visual difference between stores of virtualization, the sales way of virtualization, shelves of wireless, all-weather logistics distribution services, and online services, breakthrough time and space limit, has realized the convenient transactions, reduce costs, etc. Technology dependence, it is embodied in two aspects: one is the dependence on macro environment technology. Second, the reliance is on specific techniques. From the point of macroscopic environment technology, the rapid development of information technology brings the reform of electronic commerce. In the era of "people's online behavior is rely on a web browser to browse the web. Fret entering the WEB2.0 era, people closer links with the Internet, has realized the online dating, produced a variety of modern tools such as instant messaging software, and more affected people's production and way of life. In its dependence on specific techniques, performance and more cooperation enterprise information system, based on ISP technology support. Supply chain integration, refers to the electronic commerce enterprise through the integration of upstream and downstream enterprises, shorten the supply chain directly, improve the service efficiency,reduce transaction costs, increase the coverage, realized the integrated supply chain.3 B2C e-commerce enterprise risk analysisDue to the virtualization of B2C e-commerce enterprises has a mode of operation, technology dependence, the integration of supply chain management features, so its risk has both generality and features. This article was to explore its risk prevention countermeasures, based on the characteristics of the risk.3.1 Strategic riskStephen p. Robbins thinks strategy mainly includes: enterprise overall strategy, business strategy and functional strategy. Which is located in the top of the company strategy, the macroscopically strategy, strong leadership and commander in chief global role? Business strategy is for the enterprise management of a particular business. The micro level, the functional strategy its operability is strong, is mainly used to guide or the specific work of each function department under the state council. In this paper, the strategic risk mainly discussed from the Angle of the company's strategy.B2C e-commerce enterprise strategy features: on the basis of the low cost strategy, condensed enterprise's core competitiveness, giving full play to the advantages of the enterprise, finally forms the comprehensive competitive strategy. Strategic risk refers to the process of strategy formulation and strategy implementation may be hindered enterprise win the advantage of internal and external factors of uncertainty. Strategic risk management is a continuous process, begins with the strategic analysis and selection stage, infiltration in strategy formulation and strategy implementation phase, and the strategic management process, the ultimate goal is to reduce the blocking enterprises win theadvantage of uncertainty, ultimately achieve the goal of the enterprise, to achieve strategy.3.2 Technical riskElectronic commerce is the "modern information technology" and "business" organic combination of the whole. E-commerce covered by "modern information technology" refers to all kinds of electronic technology based communication way.The meaning of "business" is a broad sense, including none one by one and business relations. For e-commerce, the relationship is between the modern information technology and business. Therefore, B2C e-commerce enterprise's technical characteristics is the fusion of technology and business activities with the aid of the development of information technology, B2C e-commerce enterprises to realize the combination of the information flow, cash flow, logistics. The essential difference between B2C e-commerce and traditional sales enterprise lies in information technology. Receive the goods from the seller's release information about the goods to the buyer completed, the whole process with the support of the Internet and information technology. Will produce the following risks, because of the lack of effective, it means of identity authentication and is means of protection information confidentiality and integrity. It is caused by hackers, steal enterprise key information and reveal the risk of important data. Layer information risk is mainly refers to the distortion of information. Information distortion associated with technical flaws, but the more important risk produced by artificially tampered with, including trade information in the process of transmissionwas illegal interception and modification, etc. In the era of big data, therefore, need accurate real time data processing,precise marketing and marketing. If a whole technology, in business express layer, logic layer and data layer can have a fatal blow to the electronic commerce enterprise, resource waste and loss.3.3 Supply chain riskControl is the enterprise through the supply chain logistics, information flow, cash flow, raw materials procurement, manufacturing, sales, and will eventually reach the consumer integration as a whole the function structure of the network model. Around the core enterprise to establish a supply chain enterprise alliance, while improve the efficiency of management and competitiveness will appear the following risks: first of all, the operation of supply chain risk. Supply chain operation is refers to the procurement, production, distribution and other operation link, supplier enterprises need timing quantitative quality to deliver goods or raw materials, production enterprise is responsible for processing, distribution business directly to consumers, to take measures to improve the quality of service, improve the satisfaction of consumer. Second, information transfer risk. Supply chain information flow, logistics, business flow, capital live, but the electronic commerce enterprise is more concerned with information technology. With the increasingly complex supply chain structure, increase the probability of the risk information transfer between enterprises, resulting in decreased efficiency of the supply chain, the crisis is produced.3.4 Investment and financing riskInvestment risk refers to the enterprise in itself or outside of the main activities, for finance and business purposes, in the fixed assets, equity or industry class projects occupied capital, physical, etc.B2C e-commerce enterprise's investment risk is reflected in:first, the macro environment policy, exchange rate uncertainty of many factors, such as increasing the investment risk of the enterprise. The external environment of the enterprise faces the dynamic complexity and the uncertainty of consumer preferences, Internet technology with each passing day, the invasion of foreign e-commerce enterprises, and many other factors make the B2C electronic commerce enterprise investment risk. Second, the complexity of risk in overseas markets.B2C e-commerce enterprise overseas investment is both opportunity and challenge. Faced with the market development opportunities, but at the same time, is the competition strategy of fuzzy, organization structure and management mode of the challenge.B2C e-commerce enterprise financing is more risky than traditional enterprises, this is because: first, it is difficult to achieve long-term funds from the bank, relying too much on short-term borrowing, repayment period is short, the financing risk of the enterprise; When the second, the enterprise need the money, the way to choose equity financing and issuance of bonds, financing cost is high, the stress of fixed costs, such as pay interest.译文电子商务企业风险防范研究Markus D摘要当前电子商务的快速发展，占领了经济发展的制高点，成为推动新一轮经济增长的动力，标志着社会进入数字化和信息化时代。

电子商务营销中英文对照外文翻译文献电子商务营销中英文对照外文翻译文献(文档含英文原文和中文翻译)电子商务在马来西亚中小企业的应用摘要：该研究项目旨在探讨电子商务是否适用于马来西亚马来洲的中小型企业。

主要参与研究的人群是马来西亚马来人的德瓦恩和吉兰丹州的登记入住人员，一共有302个受访者被选择参加我们的研究。

根据世界商界的一般假设，一致认为，电子商务的应用与全球经济的生存和挑战高度相关。

同时，获取知识和认识环境，应对和处理变化，加快业务决策的过程能够进一步提高中小型企业的竞争力。

通过应用建立的模型，我们的调查集中在5个可识别的变量，以表现采用电子商务对推动中小企业的实用性。

我们的分析表明，所有选择的变量对加强电子商务的应用，从而保持其在该行业的的竞争优势有显著意义。

关键词：电子商务应用物流营销采购安全中小企业1.介绍电子商务电子商务的出现正在根本性地改变商业进行的方式。

客户可以在其全面休闲的任何地方，任何时候购物，并且总是享受几乎没有任何成本的同等水平的服务。

显然，通过这种无纸化交易，顾客不再需要填写订购表格，或到经营场所去放置他们的订单。

什么事都可以在客户便利的条件下电子化地完成。

根据EDI报文（2000），即使中小企业因为缺乏专业知识和资金而可能有困难建立一个先进的网站，但是他们仍然需要电子商务去繁荣和持续生存。

许多个人和组织在用典型的方式去解释电子商务。

当企业开始意识到互联网作为强大媒体的角色开展业务，特别是在服务行业，因为它能够提高客户与供应商的关系，电子商务术语出现了。

电子商务是指主要的相关商业关系或交易通过互联网实现的流程，包括采购，营销，销售和客户支持。

劳顿和特拉弗形容电子商务涉及所有时间周期，速度和全球化，可以增强生产力，获取新顾客和跨机构分享知识，通过数字化实现跨边界产品和服务的交易。

电子商务是商业圈各种关系演变而成的。

它可以是企业对个人的形式（B2C），企业对企业（B2B）的形式，商业业务（BIB）的形式，和最后的个人对个人（C2C）的形式。

消费者电子商务交易的在线纠纷解决Online Dispute Resolution in Business to ConsumerE-commerce Transactions作者：朱莉娅Julia Hörnle出版日期（期刊号）：The Journal of Information, Law and Technology (JILT) 2002 (2).U.K. Aug.2002出版单位：/jilt/02-2/hornle.html.pdf外文翻译译文：摘要：大量的在线纠纷解决机制所涉及的是解决在互联网上进行电子商务交易时产生的消费纠纷。

本文将讨论这个机制及其所涉及的问题。

第一部分将解释为什么涉及消费者的电子商务纠纷是一个挑战，这一部分将主要关注追求跨境纠纷解决的最低成本和增加得到公正的审判的途径所遇到的困难。

下一步将一一讨论自主解决机制的方式，并将说明计算机技术和远程通信可以改变这些自主解决机制。

第三，将审查、研究在线纠纷解决的效力和与此相关的消费者对这种纠正机制的信心问题。

第四部分将探讨在线解决消费纠纷所要求的正当程序。

第五部分将讨论为制定监管框架所应做出的努力。

本文的结论是应最终建立严格的规范架构，以确保正当程序的适用，但目前还很难做到这一点。

关键词：消费者保护，电子商务，跨国界，解决纠纷的替代方式，仲裁，调解，和解，信用卡费用收回，在线纠纷解决，正当程序，电子商务规范，信用，电子商务市场。

1.简介：产生于电子商务中的消费纠纷特点电子商务由于其本身的性质导致了越来越远距离（甚至跨边界）的交易，因此，纠纷当事方之间通常相隔甚远。

通过法院诉讼和执行这类纠纷由于增加的费用（如雇用当地律师，旅行和翻译费用）而大大增加了中小型纠纷索赔的诉讼成本。

这就是说，只有数额非常大的索赔才适宜采取这种方式。

然而，目前来说，消费者所进行的电子商务交易往往是非常小的价值，如物品、书籍、音乐、软件和其他消费品，但这可能会影响未来消费者在互联网上购买汽车等价值较高货物及购买金融等服务的信心。

毕业论文（设计）外文翻译标题：Dynamic Customer-Relationship Management Model in Electronic Commerce Environment原文：Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce, market-management, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （e-commerce）have really changed. The Customer-Relationship Management Model established under e-commerce can help enterprises to reduce costs, enhance partners’ cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach through a new model. The paper analyzes the relation between customer-relationship management in traditional circumstances and that in e-commerce environment, and expatiates on characteristic of customer-relationship management under e-commerce. On the basis of the analyses, the paper studies the model of Dynamic Customer-Relationship Management before sale, during sale and after sale in the enterprise.Keywords: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-customer.1 IntroductionCustomer Relationship Management (CRM) has become a focus of marketing academic circles and corporation community. Around the world, research on CRM originated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwards, researchers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively.With standardizing of application of CRM in the domestic enterprises, domestic researchers have come to focus on CRM, some higher level research achievements have emerged continuously, but these research achievements are related to customer relationship based on Business-to-Business (B2B) which centers on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer (B2B) which is the relationship between business and other customers, for example, employees, shareholders, ultimate customers, other cooperation partners, especially ultimate customers. One-to-one marketing based on the mode of B2B has presented a good application prospect in a walk of life. For example, “common customer flight plan” in aviation industry and “golden card project plan” in a health club are all tactics of customer relationship management made in the light of ultimate customers, whose purpose is to maintain stable long-term relation with the customers to attain “bilateral win” or “multilateral win”. As to research methods, most of research achievements on CRM are quantitative and static, less pointing out clearly how to make marketing decision and how to implement customer relationship strategy. The reason is that the profit resulted from these research achievements is insufficient for making up for the huge cost of collecting and conserving database. There is lack of the research on customer-relationship management based on quantitative and static conditions under theMode of B2C. Customer Relationship Management can’t work without all kind of knowledge about employees, customers and cooperative partner. Therefore, it is very important to research dynamic customer-relationship management based on knowledge management under the mode of B2C. On the basis of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relationship management based on knowledge management, and points out the guiding meaning about the enterprise CRM practice and the future research direction.2 General Issues and Concepts.Relationship Marketing and Customer-relationship Management Most relationship marketing definitions stress the need to develop long-termrelationships with customers and sometimes other stakeholders (Galantines, 1994; Gringos, 2000). Jackson published an insightful book and an article on business-to-business marketing (B2B) in 1985 (Jackson, 1985) where she defined relationship marketing by contrasting it with transaction marketing. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-term perspective should be preferred. She argued that it all depends on the situation. Et al. (1997) identified four types of marketing in their research. One is transaction marketing, but the others have a relational content: database marketing (information exchange with the help of IT); interaction marketing (face-to-face or ear-to-ear interaction); and network marketing, as essentially (but not solely) a B2B phenomenon where networks of relationships are built with a large number of stakeholders.CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationships - turning into practical application. The implementation steps used in one-to-one marketing summarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; interact with the customers efficiently and effectively; customize your offerings; and, finally, in the process of doing this, build learning relationships with your customers through dialogue (Peppers and Rogers, 1999; First, 2000; Newell, 2000).3 Characteristics of Customer Relationship Management under Electronic Commerce3.1 Similarity between Electronic Commerce and Traditional Business3.1.1 Identified PurposeDespite customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business is how to satisfy customers' demand and desire, just customer relationship management under electronic commerce is easy to realize the purposewith the help of network information technology.3.1.2 Identical effectThe purpose of implementing customer relationship management is to grasp and satisfy certain customers demand and desire, establish service concept which is centering on customers, and make enterprise establish an unassailable position in severe market competition.3.2 Characteristics of Customer Relationship Management under Electronic Commerce3.2.1 AdaptabilityIn comparison with customer relationship management under traditional business circumstances, customer-relationship management in electronic commerce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information technology, enterprise should realize the service mode of 365×24; time and space would impede trading among regions in the world no longer. Much trading has being proceeded among regions, enterprises, and countries at any time. Because the emerging business manner is very convenient for customers, the degree of satisfaction of customers will be improved with the development of commerce manner.3.2.2 AutomaticityCompared to customer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information technology. Supported under network information technology, enterprise could realize paperless customer-relationship management authentically. In traditional customer-relationship management, we frequently request customers to fill in questionnaires about a base data sheet and commodity quality feedback, but the firsthand information-papered materials need to be put in order, copied with, and analyzed by man-manner, this results in mistakes and low efficiency. In electronic commerce environment, all statistic data are input into a database directly, technology is shared, statistic data are exchanged, with the computer calculating and handling ability, we are very easy to deal with and analyze thesestatistic data.3.2.3 Interaction characteristicCustomer-relationship management in electronic commerce environment could carry out real time and two-way dialogue communication mode. Because internet has possessed quite interaction characteristic and guidance, under system guidance, customers often chose their production and service and put up their request through the internet, enterprises come to produce and provide service timely according to customer's choice and request. All these could realize real time and two-way dialogue with customers. Enterprise will provide more content services for customers.4 DCRM under the Mode of the B2C4.1 Characteristic of Trading Between Corporation and ConsumerTrading process between corporation and customer is considered as continuous interactive process. In the every period, enterprise decides to adopt certain marketing constituting tactics, for example price and communication tactics, customers decide if he or she will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetrading process between enterprise and customers has become stochastic game process. The consumer's decision influences the enterprise marketing, and illustrates transformation from one state to another state. From a view of corporation, customer's decision is ransom variable, under the hypothesis which purchasing decision is only a function of customer and corporation tactic, customers state sequence has formed the Markov chains. Because enterprise have ability to control the evolution of the Markov chains by choice controlling variable, customer relationship management under the mode of B2C is considered as Markov decision process.4.2 DCRM Implication under the Mode of the B2CThe“Dynamic”in Dynamic Customer-Relationship Management includes three layer significance, i.e., first, from marketing management, dynamic customer-relationship management system should focus on the marketing tactic influence on customer net asset value. This could heighten expecting returns, reduce marketing cost; secondly, from quantitative analysis, dynamic customer-relationshipmanagement system should care about not only present benefits and also future benefits when enterprise makes a decision. Thirdly, dynamic customer-relationship management system should follow with interest in customer and enterprise benefits, not one side benefits. So, dynamic customer relationship management under the mode of B2C is a method which is how to analyze customer behavior quantitatively on the basis of “multilateral win”.5 DCRM Model in Electronic Commerce Environment5.1 DCRM before Sale5.1.1 Establish customer's filesThe purpose of establishing customer's files is to grasp customer's specific characteristic information including sex, age, profession and interest to understand customer consuming tendency. In electronic commerce environment, enterprise could make full use of establishingCustomer files through sharing network statistic database resources. Under network environment, customer input his essential datum in database, which will be reserved in enterprise all the time. Every section of enterprise shares the resources.5.1.2 Renew customer's filesRenewing customer's files means renewing customer's specific characteristic information in time in the light of time and variation after enterprise establishes files for customers. The computer system can renew basic data of natural change automatically. For example, the data that is about customer age, while entering a new annual, customer age will automatically add one year of customer relationship management in electronic commerce environment; if using all manners of communication in basic data, it is unable to keep track of the customer, this record will become invalid and computer system will automatically delete this record.5.2 DCRM during Sale5.2.1 Participate in serviceParticipating in service indicates that customer take part in product designing in order to acquire Individuality product which satisfies customers. Under electronic commerce, people have their individuality about demand for productions. productmarket is named as face-to-face market. Based on providing product common model by corporation, customer puts up his or her requests. Corporation produces products in the light of customers' demand; this could enhance customer's degree of satisfaction and save designing cost. For example, Dell sells personal computer under the model of B-to-C, customer could pick out personal computer on the enterprise website, and producing department organizes product production according to customer request. Dell sales volume of 1996 is 71% more than that of 1995 by using the model of the B-to-C.5.2.2 Infer other Demand of CustomerInferring other demand of customer indicates that enterprise could speculate other demand of customer by analyzing customer purchasing behavior to improve the sale volume of product and heighten customer content. For example, when a twenty-six years old woman buys a baby bottle, we are easy to think of that the woman has a lovely baby; we can infer that the woman could buy baby food, baby costume, baby toy and so on. When the customer touches a sort of baby bottle, system will show automatically all sorts of baby commodities. If a customer buys one portable computer, we can infer that this customer belongs to high-grade customers, and speculate that superior quality products such as digital camera and family cinema belong to a scope of customer's purchasing. So when customer touches on the portable computer, system will show automatically digital camera and family cinema and so on. The manner of “Inferring” could advertise for enterprise product.5.3 DCRM after Sale5.3.1 Track ServiceTracking service indicates that the enterprise provides service for all customers after sale at any Time. Under electronic commerce, the enterprise should provide lifelong service for customer after sale through establishing customer files and utilizing the advantage of network. The high quality service will forever be a good way of creating and maintaining customer. In the keen competition of market, service for customer is no longer a sort of passive reaction when customer puts up a certain request, the enterprise should regard customer as “God”.5.3.2 Customer self-serviceCustomer self-service indicates that enterprise excavates customers latent and improves service quality by interacting with customers. There exists a common phenomenon in our real life, if product has many kinds of functions; customers only know one or several kinds of common functions. This brings about wasting product function and weakening product competition. Under electronic commerce, customer self-service can solve this problem.5.3.3 Emotions communicationEstablishing good relationship with customer is the key to customer-relationship management in electronic commerce and traditional business environment. Under electronic commerce, customer frequently carries out his or her business in the internet; the enterprise is very difficult to get in touch with customer, so it has become more important for the enterprise to actively communicate with customer. Under electronic commerce, the enterprise should make full use of network information technology. E-commerce system sends automatically a greeting card to customer on his or her birthday and wedding anniversaries and so on to express enterprise's congratulation to customer. In the meanwhile, the enterprise may recommend enterprise new product to customer. Like this, customer will not forget the enterprise website and browse enterprise web more5.4 DCRM Model in Electronic Commerce EnvironmentWith above theory framework, we may construct the DCRM model in electronic commerce environment as follows:6 ConclusionsCustomer relationship management in electronic commerce environment which is very different from that in traditional business circumstances puts emphasis on one-to-one relationship marketing; it is dynamic customer relationship management. Before sale, company should establish and renews customers files, design friendly interface, differentiate market and induce new consuming of old customer. During sale, company should make customers taking part in product designing in order to acquire individuality product which satisfy customer, Infer other demand of customerand analyze customer purchasing behavior in order to improve the sale volume of product and heighten customer content. After sale, company should track customer, establish self-service platform to let them communicate with each other and enterprise in order to acquire more product information and communicate with customers. Customer relationship management in electronic commerce environment must encircle the center of customer, satisfy customer with demand and provide lifelong service for customers. Like this, the enterprise improves the quality of product and service, increase sales volume, enhance the degree of customer loyal and promote the enterprise competitiveness.出处：Wang Xuejun Rao Yangde，Business School, Wuhan University，Wuhan 430072 China，ICEMI’2005二、翻译文章标题：在电子商务环境下的动态客户关系管理策略译文：摘要：随着信息技术的发展，电子商务在改变企业管理策略的方向，家庭和人们的生活方式，在电子商务中，市场策略营销策略和企业的客户关系和那些传统的商务有大量的不同。

附件1：外文资料翻译译文电子商务战略1、隐私隐私权问题是网上环境与电子商务战略辩论，也是当今最热门话题之一。

隐私不仅影响消费者在线信心与信任，而且还可能造成潜在法律问题与伦理问题。

如果消费者不熟悉电子隐私，对企业在线做法感到不满意，很难想像电子商务将有一个繁荣未来。

事实上，根据最近一项民意调查显示...美国人说，他们对医疗保健与犯罪关注比不上他们对网上个人隐私损失关注。

并根据全球DMA沃思林所进展研究，近百分之六十购物者说，立法会需要使企业保持良好隐私政策。

互联网行业是建立在企业与客户之间信任之上 - 隐私是信任最重要成分。

除非他们有效地解决了隐私问题，否那么互联网公司将会失去信任，以及他们客户生意。

世界之窗万维网是一个巨大有方便信息数据库，是可以轻松获得人，公司，机构与许多其他组织资料来源。

这带来了关于互联网上隐私问题。

消费者隐私得到了实质性关注，因为我们进入了新时代在线商务环境。

互联网开展制定出了有关未来保护消费者隐私权许多新问题。

新技术，可以提高数据收集，不断变化市场趋势与新电子商务全球市场正在促使越来越重要信息在全球经济中重要作用。

由于有关资料显示，特别是已成为了一种有价值商品，可以带来更多就业时机，企业与客户效劳。

因此，这些因素带来了越来越大压力，收集、保存、处理与使用个人数据比以前更多了。

这些因素也减少了消费者隐私与消费者信心水平在这样环境中缺乏。

在某些情况下，公司没有披露根本技术与数据收集特点已经成为了他们自己网站关注焦点。

用户认为该网站提供者并没有通知他们正在发生事情对他们幕后数据有多大作用。

站在公司角度想，说明他们是在监测未经授权目，这种做法很可能造成严重信誉问题，并且会阻止网络用户访问其网站与参与建议。

对于这些关系着未来营销方法与隐私问题解决方案，有技术战略已经开展到有助于预防与防范并且可以识别网站与网友称其为数据磁铁。

它们包括Cookie，网络信标〔或网页错误，这是在网站与商业电子邮件软件代码插入追踪访问与运动时，建立配置文件〕，数据聚合〔个人电子邮件地址与第三方销售或市场营销传播集合〕，个性化、软件下载与社区站点之间共享数据。