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1、宁波大红鹰学院 毕业论文外文翻译所在学院： 经济与管理学院 专 业： 市场营销 班 级： 10经管/营销4班 学 号： 1031070437 姓 名： 姚文龙 指导教师： 陈虹 2013年 10 月 24 日译文： 电子商务与旅游业电子商务的鼎盛时期已经过去还是仅仅只是在休整？商业和股市期望没有得到满足。但是，抛去其强硬的经济问题和数量稀少旅客，电子商务在诸如旅游和旅游业的网上交易的一些部门依然不断增加。这个行业是在B2C（企业对消费者）领域的领导型应用。而在其他行业有较强的坚持传统工艺，旅游业正经历一个电子商务的接受过程，该行业的结构正在发生变化。网络不仅用于收集信息；通过互联网订购服务正在
2、被接受。一个新型的用户正在出现，接受成为他自己的旅行社，并建立自己的旅游套票。在2002年美国在线旅游市场增长了45至27亿元。占市场总值的14.4，欧洲在线旅游增加了67，占市场总额的3.6（根据区域与旅游研究，www.crt.dk丹麦中心）。同年美国32的旅客已使用互联网预订旅游安排（见，其他的市场研究机构发布其他，高和低，编号。这些统计数据问题，他们是基于不同，要么宽或窄、定义：要么区分：电子商务和电子商务(看到后者作为部分的第一)或不是，并且使用不同的变量和测量方法。但是，即使证明不同的定义，给出了所有的统计数字旅游域点向上。然而，在所有这些定义亏缺了一个重要方面我们可以看出在旅游案例
3、：他们是所有交易和商业导向和忽略了这个事实，即网络也是一个中等的好奇心、创建社区或刚一件有趣的事，所有这一切都可能发生，也可能不会获得业务。特别是旅游产品与情感体验，有趣但并不仅仅是业务。一、关于这个行业旅游及旅游业作为一个全球或者说全球化的行业体现了非常具体的特点：1.旅行和观光的代表了大约11%世界范围内(GDP)旅游卫星账户后举行的世界旅游的方法和旅游委员会)；2.将有十亿国外游客在2010年世界旅游组织，平均而言，旅游增长速度超过其他的经济部门；3.作为一个伞业它涉及到许多部门，如文化或体育运动，超过30种不同的工业部件，服务已确认的旅行者；4.解释了整个行业的非均质性，因为它的中小企
4、业结构(尤其是拍照的时候目的地的观点)，它有一个巨大的重要性了区域发展。例如,在欧盟的饭店和餐厅部门占了超过130万个企业,这些8.5都是欧洲的企业。95%的企业是非常小的,例如有的企业只有1-9名员工；5.供给与需求面形成一个世界范围的网络，两种生产和分配规律是基于合作。6.该产品是具有阶段性和复杂性的，（1）一个宾馆房间的床上，不卖一晚代表一个失落的收入。供应商面临着潜在危险，而这种危险通过获得的信息的可能得意减少；(2)旅游产品本身是一种“捆绑型”的基本产品。支持相当复杂的捆绑产品必须有很好定义与尊重对消费者需求、价格或者还经销渠道的接口。旅游是一种以信息为基础的业务，给予一个先于体验的
5、综合评价它的特质是不可能的。游客不得不离开自己的日常环境消费产品。此刻的决策，只可得到一个基于一系列的信息通过后天的多套频道(网络、电视、小册子或朋友)的产品的抽象模型。这一特点的旅游产品信息都需要消费者和供应商两个方面，面对高信息搜寻成本，导致信息市场的不完善。所有这些反过来使其建立起相应的信息和价值的长链。原文：ELECTRONIC COMMERCE AND TOURISM Has e-commerce past its prime or just resting? Business and stock market expectations have not been fulfilled
6、. However, in some sectors such as the travel and tourism industry online transactions are continuously increasing, despite its tough economic problems and fewer travelers. This industry is the leading application in the B2C (business-to-consumer) arena. Whereas in other industries there is a strong
7、er hold to traditional processes, the tourism industry is witnessing an acceptance of e-commerce to the extent that the structure of the industry is changing. The net is used not only for information gathering; there is an acceptance of ordering services over the Internet. A new type of user is emer
8、ging, who seems to accept to become his own travel agent and to build his travel package. In 2002 the US online travel market increased by 45% up to 27 Bn. U$, accounting for 14.4% of the total travel market; and in Europe the online travel increased by 67%, making up 3.6 % of the total market (acco
9、rding to the Danish Center for Regional and Tourism Research, www.crt.dk). In the same year 32 % of US travelers have used the Internet to book travel arrangements (see And 9 forecasts that by 2007 30% of all B2C transaction in the European German speaking countries will be done via the Internet. Ho
10、wever, other market research institutes publish other, both higher and lower, numbers. These statistics have the problem that they are based on varying, either broad or narrow, definitions: either distinguishing between e-business and e-commerce (seeing the latter as part of the first) or not, and u
11、sing different variables and measurement methods. But even when following different definitions, all the statistics given for the travel domain point upwards. However, all those definitions fall short in one important aspect as we can see in the tourism case: they are all transaction and business or
12、iented and ignore the fact that the Web is also a medium of curiosity, of creating communities or having just fun, all of which may or may not result into business. Especially the tourism product has to do with emotional experiences, with fun; it is not just business. 1 The Industry The travel & tou
13、rism industry as a global (and a globalization) industry shows very specific features: Travel and tourism represents approx. 11% of the world wide GDP (following the tourism satellite account method of the World Travel & Tourism Council). There will be one Billion international arrivals in the year
14、2010 (following the World Tourism Organization), and on average tourism grows faster than the other economic sectors. As an umbrella industry it relates to many sectors such as culture or sport, over 30 different industrial components have been identified that serve travelers. This explains the indu
15、strys heterogeneity, and due to its SME structure (especially when taking a destination point of view) it has a huge importance for regional development. For example, in the EU the hotel and restaurants sector accounts for more than 1.3 million enterprises, these are 8.5 % ofball European enterprise
16、s. 95.5 % of these enterprises are very small, e.g., 1-9 employees. The supply and the demand side form a worldwide network, where both production and distribution are based on cooperation. The product is perishable and complex: i) a hotel bed not sold for one night represent a lost income. Supplier
17、s are in a risky situation, which can be reduced if access to information is available; ii) the tourism product itself is a bundle of basic products. To support the rather complex bundling products must have well defined interfaces with respect to consumer needs, prices or also distribution channels
18、. Tourism is an information based business, the product is a “confidence good“; an a priori comprehensive assessment of its qualities is impossible. Tourists have to leave their daily environment for consuming the product. At the moment of decision-making, only an abstract model of the product is av
19、ailable, which is based on a range of information acquired through a multiple set of channels (Web, TV, brochures or friends). This characteristic of tourism products requires information on both, the consumers and suppliers sides, entailing high information search costs and causing informational ma
20、rket imperfections. These, in turn, led to the establishment of comparably long information and value chains. 译文：在中国电子商务对旅游业的影响 一、中国旅游业的发展从持续快速发展的中国旅游、国际旅游行业已普遍看好中国市场,并预测中国将成为最受欢迎的旅游目的地在21世纪。在市场经济中,需求是最重要的资源,需求是最大的优势。在中国,要求入境旅游、国内旅游和出境旅游是变热门了,它已成为世界上最高的增长率多年。特别是近年来,世界经济的增长,东南亚经济复苏,极大地鼓舞了国际旅游需求的上升。与此
21、同时,作为主要的旅游经济的重要力量,刺激国内需求,国内旅游也出现了一个巨大的市场潜力在过去的两年里。它可以预计在未来20年,中国的经济发展将进一步加快人们的生活标准,旅游需求将继续扩大。因此,中国,这是世界上第一个国内旅游市场,有可能实现世界旅游的能量。中国抓住机遇,迎接挑战,用高科技改造传统旅游业向现代旅游。二、旅游业的分析电子商务环境下的价值链 “电子商务”是传播与普及的互联网。旅游是一个劳动密集型和技术密集型行业的信息。在旅游市场,非物质商品为导向的旅游活动在旅游市场的推动力量在流动的物质形式的商品,但信息的传播旅游产品所引起的流动的游客,从这点来看,旅游业的核心是信息的传播。引入旅游电
22、子商务带来了新的机会为发展旅游业。电子商务已经介绍给旅游业做了几年,但它的势头非常强。在信息时代电子商务已成为旅游贸易新模式。2002年,全球旅游业电子商务销售额超过630亿美元,连续5年超过350%的增长速度。根据世界旅游组织预计在未来的5年里,旅游电子商务将占25%的所有旅游事务,和旅游电子商务电子商务的比例将达到20%至25%。 在中国,旅游电子商务的网站出现在1996年,到现在,它已经超过了5000,其中有超过300名专业旅游网站,包括三个类别、区域网站、专业网站。区域性站点主要是对当地景点,风景秀丽的介绍,整体实力差用更少的信息,他们很难保证他们的金融收入。专业的网站主要进行专业的旅
23、行社业务,包括传统旅行社和专业网站的电子商务的网站。前者有中青旅网络,国旅净。舒适旅行也打开了第一个出境旅游网站,提供服务,为出境旅游登记、护照、签证、边境控制、海关和其他知识。后者有携程旅游网,e长网、中国旅游网。电子商务是最重要的为中国旅游业参与国际比赛。国家旅游局高度关注这个。三、旅游和旅游电子商务 作为一个先进的电子商务贸易、电子商务包括三个部分:信息咨询服务系统、货币支付系统、物流和分销系统,简言之,即:信息流、资金流和物流。相比其他传统产业,除了大量的信息服务、高可靠性、“在线旅游”还有另一个优势,这是非常方便的物流和分销。一般旅游网站刚刚发布了一些旅游信息,而不是使用网上电子商务
24、,这就是为什么他们没有取得太多突破。从1999年下半年,旅游电子商务也正式启动,出现了大量的IT专业人员进入旅游网站。目前,“中青旅在线”网站正式对外开放作为一个大的,传统的旅行社,它标志着中国青年旅行社的旅游电子商务行业正式拉开帷幕。原文：Impact of E-commerce on Tourism in China IThe development of Chinese tourism From the sustained and rapid developing of Chinese tourism, the international tourism industry has bee
25、n generally optimistic about the Chinese market, and predicted that China will be the most popular tourist destination in the 21st century. In a market economy, the demand is the most important resource, demand is the biggest advantage. In China, the demands for inbound tourism, domestic tourism and
26、 outbound tourism are heating up, it has become the worlds highest growth rate for years. Especially for recent years, the growth of world economy, and the economic recovery in Southeast Asia, has greatly encouraged the rising of international tourism demand. Meanwhile, as the main tourist economy a
27、nd an important force in stimulating domestic demand, the domestic tourism has showed up a huge marketing potential in the past two years. It can be expected in the next 20 years, Chinas economic development will further accelerate the peoples living standard, and the tourism demand will continue to
28、 expand. Therefore, China, which is the worlds first domestic tourism market, has the potential to achieve a world tourism power. Its the time for China to seize opportunities, meet challenges, and use the high-technology to transform traditional tourism to a modern toursim. IIThe analysis of the to
29、urism industry value chain under e-commerce environment E-commerce is spread with the popularity of the Internet. Tourism is a labor-intensive and information technology-intensive industry. In the tourism market, non-material goods as a trade-oriented tourism activities in the tourism market is not
30、the driving force in the flow of material in the form of a commodity, but the transmission of information on tourism products caused by the flow of tourists. From this point of view, the core of tourism circulating is information. The introduction of tourism e-commerce has brought new opportunities
31、for the development of tourism industry. E-commerce has been introduced to tourism industry just for a few years, but its momentum is very strong. E-commerce has become new model for tourism trade in the information age. In 2002, global tourism e-commerce sales exceeded $ 63 billion, five consecutiv
32、e years of more than 350% growth rate. According to theWorld Tourism Organization expected in the next five years, tourism e-commerce will account for 25% of all travel transactions, and tourism e-commerce in the proportion of e-commerce will reach 20% to 25%. In China, tourism e-commerce website ap
33、peared in 1996, to the present, it has reached more than 5,000, among which, there are more than 300 professional travel sites, including three categories, regional sites, professional sites. Regional sites are mainly about local attractions, scenic beauty of the introduction, the overall strength i
34、s poor with less information, its difficult for them to guarantee their financial income. The professional sites mainly carry out professional travel agency business, including traditional travel agencies and professional web site e-commerce website. The former has CYTS network, CITS net. Comfort Tr
35、avel also opened the first outbound tourism web site that provide the service for outbound tourism registration, passports, visas, border control, customs and other knowledge. The latter has Ctrip Travel Network, e long net, China travel net. E-commerce is the most important way for Chinas tourism i
36、ndustry to participate in international competitions. The National Tourism Administration attaches great attention on this. IIITourism and tourism E-commerce As an advanced e-commerce trade, e-commerce consists of three parts: information consulting services system, currency payment system, logistic
37、s and distribution system, in short, that is: information, capital and logistics. Compared with other traditional industries, besides the huge amount of information service, high reliability, online travel has another advantage, its has very convenient logistics and distribution. General travel site
38、s just released some tourist information, not using the online electronic commerce, thats why they have not achieved much breakthrough. From the second half of 1999, the travel e-commerce was officially activated, which was marked by a large number of IT professionals entering travel sites. At present, CYTS Online website officially opened as a large, traditional travel agency, which marks the China Youth Travel Services travel e-commerce industry officially kicked off.
