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1、Unit 5 E-commerce电子商务,Unit5-main,Part IReading,Part II Oral Practice,Part III Mini-Project,Part IV Phrases&Terms,Part V Surfing the Internet,Part VI Video Clip,From studying this unit,students are expected to1.understand the characteristics of e-commerce;2.know about the second generation of e-comme
2、rce,i.e.m-commerce;3.learn the key to the success of A.,Objectives,Learning Objectives,Part II Reading-main,Text AIntroduction to E-commerce,Part I Reading,Text BMobile Commerce,Exercises,Exercises,Text C Amazon Case Study,Exercises,Part IReadingText A,Text A,Part IReadingText A,Introduction to E-co
3、mmerce,Definition and Types of E-commerce1 E-commerce(e-commerce)or electronic commerce,a subset of ebusiness,is the purchasing,selling,and exchanging of goods and services over computer networks(such as the Internet)through which transactions or terms of sale are performed electronically.Ecommerce
4、can be broken into four main categories:B2B,B2C,C2B,and C2C.,Text A1,电子商务入门 电子商务的定义和类型 电子商务，即：electronic commerce,是电子商业的一大组成部分，指的是通过网络系统，如：互联网，进行商品买卖、货物交换以及其它服务业务。通过网络媒介，买卖交易业务和合同的签订都是电子化操作。电子商务可以分为以下四大类：企业对企业；企业对消费者；消费者对企业；消费者对消费者。,Chinese Version,Chinese Version,subset/sbset/n.（大组中的）一部分category/n.
5、种类,Words&Phrases,subset,B2B(Business-to-Business)2 Companies doing business with each other such as manufacturers selling to distributors and wholesalers selling to retailers.Pricing is based on quantity of order and is often negotiable.,Text A2,企业对企业（Business-to-Business）公司之间相互做生意，比如：生产厂家将产品卖给经销商、批
6、发商将产品卖给零售商。定价取决于定购量（的多寡），而且价格是可以商谈的。,Chinese Version,Chinese Version,distributor/n.经销商 wholesaler/hlsel/n.批发商 retailer/ri:tel/n.零售商 negotiable/a.可商量的,distributor,Words&Phrases,B2C(Business-to-Consumer)3 Businesses selling to the general public typically through catalogs utilizing shopping cart softw
7、are.By dollar volume,B2B takes the prize,however B2C is really what the average Joe has in mind with regards to ecommerce as a whole.4 Having a hard time finding a book?Need to purchase a custom,high-end computer system?How about a first class,all-inclusive trip to a tropical island?With the advent
8、of ecommerce,all three things can be purchased literally in minutes without human interaction.Oh how far weve come!,Text A3,企业对消费者(Business-to-Consumer)对普通百姓的商业销售往往是根据购物电脑软件制定的商品目录。从销售额来讲，企业对企业的电子商务占了优势。然而，把电子商务作为整体来考虑，企业对消费者的销售模式就是一般人心目中的电子商务活动。很难找到要买的书吗？需要购买一套常规的质优价高的计算机系统吗？想要享受一切费用都包括在内且服务一流的热带岛国
9、的旅游吗？随着电子商务的问世，所有这一切均可在不需要人际间接触的情况下数分钟内基本搞定。,Chinese Version,Chinese Version,catalog,catalog/n.价目表 average Joe 普通人with the advent of 到来，出现literally/ad.差不多,Words&Phrases,C2B(Consumer-to-Business)5 A consumer posts his project with a set budget online and within hours companies review the consumers re
10、quirements and bid on the project.The consumer reviews the bids and selects the company that will complete the project.Elance empowers consumers around the world by providing the meeting ground and platform for such transactions.,Text A4,消费者对企业（Consumer-to-Business）消费者根据自定的预算通过网络为项目开价（招标）。在数小时内，多家公司
11、在审读了消费者的要求之后，纷纷对项目进行投标。然后，消费者仔细查看各类标书，从中挑选出能够完成其项目的公司。Elance公司为此类交易活动向世界各地的消费者提供接洽业务的场所和平台。,Chinese Version,Chinese Version,Elance empowers consumers around the world by providing the meeting ground and platform for such transactions.Elance公司为此类交易活动向世界各地的消费者提供接洽业务的场所和平台。Elance是美国一家提供在线交易平台服务的公司。Elan
12、ce在1999年是作为eBay式的外包平台而建立的，在这个交易平台上，卖家将各种项目出售，专业人员则完成工作和得到报酬。Elance is a global online employment platform.Clients can hire independent freelance professionals and use online collaboration tools to manage remote teams and projects.,Elance,Notes,bid/v.出价,投标 empower/v.授权；使能够,empower,Words&Phrases,C2C(C
13、onsumer-to-Consumer)6 There are many sites offering free classifieds,auctions,and forums where individuals can buy and sell thanks to online payment systems like PayPal where people can send and receive money online with ease.eBays auction service is a great example of where person-to-person transac
14、tions take place everyday since 1995.7 G2G(Government-to-Government),G2E(Government-to-Employee),G2B(Government-to-Business),B2G(Business-to-Government),G2C(Government-to-Citizen),C2G(Citizen-to-Government)are other forms of ecommerce that involve transactions with the governmentfrom procurement to
15、filing taxes to business registrations to renewing licenses.,Text A5,消费者对消费者(Consumer-to-Consumer)许多机构因运而生，它们免费提供分类广告、拍卖会和供个人买卖的露天广场；而且，因为有了诸如付费宝这样的网上付费系统，人们能够轻松自如地收付钱款。eBay拍卖服务就是一个声名显赫的例子。自从1995年成立以来，个人对个人的交易买卖天天进行。政府对政府、政府对雇员、政府对企业、企业对政府、政府对居民和居民对政府等等是其它形式的电子商务，统统涉及到与政府之间的各种交易行为有关于商品采购、税收申报、企业注册和营
16、业执照更新等各项业务。,Chinese Version,Chinese Version,PayPal:贝宝。网站名：，贝宝是一种网上支付方式，可以付钱给任何有email的人，主要用于个人之间的网上交易。PayPal is a global e-commerce business allowing payments and money transfers to be made through the Internet.,PayPal,Notes,eBay:易贝网。美国著名的、世界上最大的网上拍卖公司，又译为“电子港湾”，成立于1995年9月，是全球最大的C2C电子商务网站，任何人都可以在这里出售
17、商品和参加拍卖，现任总裁兼首席执行官为梅格怀特曼。2003年6月12日，eBay以1.5亿美元的价格收购中国电子商务网站易趣(美国)公司剩余67%的股份，实现完全控股，打入中国电子商务市场。eBay Inc.is an American multinational internet consumer-to-consumer corporation that manages eB,an online auction and shopping website in which people and businesses buy and sell a broad variety of goods a
18、nd services worldwide.,eBay,Notes,auction/n.拍卖 forum/n.论坛,auction,Words&Phrases,Features of E-commerceUbiquity and Global Reach and Universal Standards8 There are eight basic features of e-commerce.The first three relate to the global nature of the e-commerce environment.Ubiquity means that the comm
19、ercial transaction or activity is available at anytime from anywhere in the world.Global reach is the number of potential consumers a business can reach;this means high levels of global Internet connectivity.Universal standards are standards shared by the world,which means that e-commerce operates o
20、n standard platforms with agreed methods and systems.,Text A6,电子商务的特征普遍性和全球影响力和通用标准 电子商务有八个基本的特征。前三个特征涉及到电子商务环境的全球性。普遍性意味着商业交易或活动可以在任何时候、在世界上的任何地方进行。全球影响力是指一个企业能获得的潜在消费者的数量；这意味着高水平的全球互联网连接。通用标准是指世界共享的标准，这意味着电子商务是在拥有协议方法和系统的标准平台上运行的。,Chinese Version,Chinese Version,ubiquity/ju:5bIkwEtI/n.普遍存在 potenti
21、al consumer 潜在顾客,ubiquity,Words&Phrases,Richness and Interactivity9 Richness means the commercial activity and experience is conducted through a variety of messages and means,such as videos,text,pictures,sound,links,SMS and more.Interactivity allows online merchants to engage consumers in face-to-fa
22、ce like interactions.Information Density10 Information density relates to the technological capabilities of e-commerce,in that vast amounts of information can be stored and made accessible very cheaply and without the need for bulky storage.In e-commerce banking,a customer can have access to a vast
23、array of personal records and the bank can store huge amounts of information as well.,Text A7,丰富性和交互性 丰富性意味着商业活动和体验是通过各种信息和手段进行的，如视频、文字、图片、声音、链接、手机短信服务等。交互性让网上商家可与消费者进行面对面似的互动。信息密集 信息密集是涉及电子商务的技术能力，大量的信息可以被存储并低价获取，而不需要大容量的储存。在电子商务银行中，客户可以访问到大量的个人记录，而银行也可以存储大量的信息。,Chinese Version,Chinese Version,SMS:
24、手机短信服务。SMS 是一种存储和转发服务。也就是说，短消息并不是直接从发送人发送到接收人，而始终通过 SMS 中心进行转发。如果接收人处于未连接状态（可能电话已关闭），则消息将在接收人再次连接时发送。SMS:Short Message(or Messaging)Service,a system that enables mobile phone users to send and receive text messages.,SMS,Notes,Interactivity allows online merchants to engage consumers in face-to-face
25、like interactions.交互性让网上商家可与消费者进行面对面似的互动。,Interactivity,Notes,Information density relates to the technological capabilities of e-commerce,in that vast amounts of information can be stored and made accessible very cheaply and without the need for bulky storage.信息密集是涉及电子商务的技术能力，大量的信息可以被存储并低价获取，且不需要大容量
26、的储存。,Information,Notes,video/5vIdIEJ/n.视频；录像 merchant/n.商家；零售商 capability/n.能力；性能 bulky/a.庞大的；体积大的 array/n.一系列；一大批，大量,video,Words&Phrases,Personalization and Customization11 Personalization and Customization are tailoring messages and products to consumers based on their preferences.Customization is
27、 something really hard for traditional businesses to do because just like richness the more people it reaches the less customized it gets.,Text A8,个性化和订制个性化和订制是指消费者根据自己的喜好订制的信息和产品。订制是传统行业很难做到的事情，因为正如丰富性一样，获取的客户越多，就越难订制。,Chinese Version,Chinese Version,Personalization and Customization are tailoring
28、messages and products to consumers based on their preferences.个性化和订制是指消费者根据自己的喜好订制的信息和产品。,Personalization,Notes,tailor/5teIlE/v.量身定制,tailor,Words&Phrases,History of E-commerce12 When the Web first became well-known among the general public in 1994,many journalists and pundits forecast that e-commerc
29、e would soon become a major economic sector.However,it took about four years for security protocols to become sufficiently developed and widely deployed(during the browser wars of this period).Subsequently,between 1998 and 2000,a substantial number of businesses in the United States and Western Euro
30、pe developed rudimentary web sites.,Text A9,电子商务的历史 当网络从1994年起在普通百姓中名声鹊起时，许多记者和权威人士纷纷预测：用不了多久，电子商务就会成为一个主要的经济部门。然而，使安全保障协议书得以充分的发展和广泛的利用就花了大约四年时间（期间，浏览器软件市场的争夺战突起）。后来（于1998年至2000年间），为数众多的企业在美国和西欧建立了初等规模的网站。,Chinese Version,Chinese Version,browser wars:浏览器之战。网页浏览器的发展是随着万维网（World Wide Web）的发展而发展的。Mosa
31、ic项目的领导Marc Andreesen创建了著名的Netscape Communications Corporation。1994年10月，Netscape发布了它的旗舰产品Navigator。1995年，Microsoft在从Spyglass公司购买了技术并改造成了Internet Explorer之后，浏览器软件市场的争夺战（Browser Wars）在软件巨头微软和网景之间展开，同时进一步加快了万维网的发展。这场争夺战结束时，网景公司承认他们的市场份额已经无法挽回，这主要是由于微软将它的浏览器与操作系统捆绑销售。接着，网景公司又开发了开源的浏览器Mozilla，但这并不能挽回Nets
32、cape的市场份额。1998年美国在线（AOL）收购了网景公司，但Mozilla浏览器凭借着开源社区的优势，不断成长。特别是自从Mozilla Firefox发布之后，IE的优势开始下降，而Firefox正在高速夺去IE的市场占有率。,browser wars,Notes,Browser wars is a metaphorical term that refers to competitions for dominance in usage share in the web browser marketplace.The term is often used to denote two sp
33、ecific rivalries:the competition that saw Microsofts Internet Explorer replace Netscapes Navigator as the dominant browser during the late 1990s and the erosion of Internet Explorers market share since 2003 by a collection of emerging browsers including Mozilla Firefox,Google Chrome,Safari,and Opera
34、.,browser wars,Notes,pundit/pndt/n.权威人士，专家 sector/5sektE/n.领域 protocol/prtkl/n.协议 deploy/v.有效地利用 rudimentary/7ru:dI5mentErI/a.基本的；早期的,tailor,Words&Phrases,13 Although a large number of“pure e-commerce”companies disappeared during the dot-com collapse in 2000 and 2001,many“bricks-and-mortar”retailers
35、 recognized that such companies had identified valuable niche markets and began to add e-commerce capabilities to their web sites.,Text A10,尽管大量“纯电子商务”公司在互联网公司土崩瓦解的2000年和2001年期间纷纷消失，但众多“实体的”零售业主意识到这类(专业的电子商务)公司已经确定了这些宝贵的、利润可观的专业化市场，并开始在他们自己的网站上增加电子商务的功能。,Chinese Version,Chinese Version,many“bricks-a
36、nd-mortar”retailers recognized that such companies had identified valuable niche markets and began to add e-commerce capabilities to their web sites.众多“实体的”零售业主意识到这类(专业电子商务)公司已经确定了这些宝贵的、利润可观的专业化市场，并开始往自己的网站增加电子商务的功能。,many,Notes,niche market:利基市场（还有翻译成：缝隙市场、壁龛市场、针尖市场）。利基是英文名词“Niche”的音译，Niche来源于法语。法国人
37、信奉天主教，在建造房屋时，常常在外墙上凿出一个不大的神龛，以供放圣母玛利亚。它虽然小，但边界清晰，洞里乾坤，因而后来被用来形容大市场中的缝隙市场。20世纪80年代，美国商学院的学者们开始将这一词引入市场营销领域。指那些被市场中的统治者/有绝对优势的企业忽略或细分的数量较小的客户群，这部分市场虽然规模不大，也没有得到令人满意的服务，但蕴含丰富的市场机遇，有获取利益的基础。企业在确定利基市场后往往是用更加专业化的经营来获取最大限度的收益，以此为手段在强大的市场夹缝中寻求自己的出路。企业无论大小，要实施利基成长战略，都需要经历一个过程：寻找利基、进入利基市场、占领并保持市场、企业的持续发展。A ni
38、che market is the subset of the market on which a specific product is focusing.It is also a small market segment.,niche market,Notes,dot-com collapse:Its the collapse of the dot-com bubble(also referred to as the dot-com boom)which was a historic speculative bubble covering roughly 1997 2000 during
39、which stock markets in industrialized nations saw their equity value(股本价值)rise rapidly from growth in the Internet sector and related fields.The period was marked by the founding of a group of new Internet-based companies commonly referred to as dot-coms(dot-com companies).Companies were seeing thei
40、r stock prices shoot up if they simply added an“e-”prefix to their name and/or a“.com”to the end.They had millions of people visiting the sites but they were just not sustaining the profits they made initially.The dot-com collapse took place during 2000-2001.Some companies failed completely.Others l
41、ost a large portion of their market capitalization but remained stable and profitable.Some later recovered and surpassed their dot-com-bubble peaks,e.g.,A,whose stock went from 107 to 7 dollars per share,but a decade later exceeded 200.,dot-come collapse,Notes,bricks-and-mortar/a.实体的；有营业场所的 niche ma
42、rket 利润可观的专业化市场；利基市场,bricks-and-mortar,Words&Phrases,14 Selling goods and services online is the natural progression for many companies that are looking to expand their market.There is no other way of reaching more customers that is more cost-effective than an ecommerce site.As you know,this model h
43、as been so successful that some businesses(e.g.A and eBay)have even forgone a physical location.While their situations stand out from the rest,even existing“bricks-and-mortar”businesses can benefit from selling online.,Text A11,在网上销售商品和各项服务是许多欲想扩大自己市场份额的公司所做的合乎常理的进步行为。没有其他方式能以比电子商务更低的成本接触到更多的顾客。这种（电
44、子商务）模式大获成功，结果有些公司（如A 和eBay）甚至放弃了实体商铺。虽然它们的销售情况优于其它公司，显得较为突出，但即使是现存的“实体”企业也能从网上销售获益。,Chinese Version,Chinese Version,this model has been so successful that some businesses(e.g.A and eBay)have even forgone a physical location.While their situations stand out from the rest,even existing“bricks-and-mort
45、ar”businesses can benefit from selling online.这种（电子商务）模式大获成功，结果有些公司，如:A 和eBay,甚至放弃了实体商铺。虽然它们的销售情况优于其它公司，显得较为突出，但即使是现存的“实体”企业也能从网上销售获益。,model,Notes,cost-effective/-/a.有成本收益的；合算的 forgo/v.放弃 physical location 实体位置,cost-effective,Words&Phrases,15 The past decade witnessed the rapid development of e-comm
46、erce around the world.E-commerce became a powerhouse for economic globalization.The wide application of e-commerce reduces enterprises operation and management cost and the cost on business activities,facilitates the flow of capital,technology,products,services and human resources worldwide,and prop
47、els economic globalization.At present,e-commerce application has become an important factor determining enterprises international competitiveness.The success of Amazon and eBay in the U.S.A and Chinas Alibaba shows that e-commerce is leading the development of the global service industry,and affecti
48、ng the development model of commerce in the future.,Text A12,人们在过去的十年间亲历了世界各地电子商务的迅速发展。电子商务已成为全球化经济的巨子。电子商务的广泛应用大大降低了企业运作和管理的成本和各项商业活动的成本，促进了世界范围内的资本流动、技术交流、产品销售、服务往来和人才流动，从而推动了经济全球化。目前，电子商务的应用已成为衡定企业国际竞争能力的重要因素。美国（的商务电子公司）亚马逊、“电子港湾”和中国（的电子商务公司）阿里巴巴的成功表明，电子商务正引领着全球服务业的发展，影响着未来商务的发展模式。,Chinese Versio
49、n,Chinese Version,powerhouse/phs/n.强大的事物 facilitate/v.促进，使便利 propel/prpel/v.推动，推进,powerhouse,Words&Phrases,True or False,Test A-Exercises-main,Exercises,Blank Filling,Matching,Translation,()1.Whatever name it be,Ecommerce or electronic commerce is,in short,buying,selling and exchanging goods and ser
50、vices on the Internet.()2.In the category of B2B,prices are based on quantity of order and are usually fixed.()3.In the category of C2B,a consumer will bid on the project at the very beginning for transactions.,Decide whether the following statements are true(T)or false(F).,True or False,ExercisesTr
