级国际经济与贸易专业毕业论文外文文献翻译封皮格式及内容要求.docx
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级国际经济与贸易专业毕业论文外文文献翻译封皮格式及内容要求.docx
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级国际经济与贸易专业毕业论文外文文献翻译封皮格式及内容要求
毕业论文外文文献翻译
学院经济学院
专业国际经济与贸易
班级2008级1班
指导教师张金萍
学生姓名张三
2011年6月01日
备注:
(1)从所引用的外文文献中选择一篇,翻译其中一部分或,中文字数达到3000字以上。
(2)外文文献翻译的装订时前面排外文原文;后面排该外文文章的中文翻译。
(3)外文文献尽量减少标题,正文按毕业论文格式排版,两部分内容不能联排,用分页符分页。
(4)2012年答辩将符合要求的外文文献翻译与毕业论文、毕业实习报告、毕业实习日记、毕业实习鉴定表一起交给论文指导教师。
样例
IntroductiontoE-Commerce
EfraimTurban,DavidKing
1Aperfectmarket
E-commerceiscomingofage,saysPaulMarkillie,butnotinthewaypredictedinthebubbleyears.
WHENthetechnologybubbleburstin2000,thecrazyvaluationsforonlinecompaniesvanishedwithit,andmanybusinessesfolded.Thesurvivorspluggedonasbesttheycould,encouragedbythegrowingnumberofinternetusers.Nowvaluationsarerisingagainandsomeofthedotcomsaremakingrealprofits,butthebusinessworldhasbecomemuchmorecautiousabouttheinternet’spotential.Thefunnythingisthatthewildpredictionsmadeattheheightoftheboom—namely,thatvastchunksoftheworldeconomywouldmoveintocyberspace—are,inonewayoranother,comingtrue.
Therawnumberstellonlypartofthestory.AccordingtoAmerica’sDepartmentofCommerce,onlineretailsalesintheworld’sbiggestmarketlastyearroseby26%,to$55billion.Thatsoundsalotofmoney,butitamountstoonly1.6%oftotalretailsales.Thevastmajorityofpeoplestillbuymostthingsinthegoodold“bricks-and-mortar”world.
Butthecommercedepartment’sfiguresdealwithonlypartoftheretailindustry.Forinstance,theyexcludeonlinetravelservices,oneofthemostsuccessfulandfastest-growingsectorsofe-commerce.InterActiveCorp(IAC),theownerofand,alonesold$10billion-worthoftravellastyear—andithasplentyofcompetition,notleastfromairlines,hotelsandcar-rentalcompanies,allofwhichincreasinglysellonline.
Nordothefigurestakeinthingslikefinancialservices,ticket-salesagencies,pornography(a$2billionbusinessinAmericalastyear,accordingtoAdultVideoNews,atrademagazine),onlinedatingandahostofotheractivities,fromtracingancestorstogambling(worthperhaps$6billionworldwide).Theyalsoleaveoutpurchasesingreymarkets,suchastheonlinepharmaciesthatarethoughttoberesponsibleforagoodproportionofthe$700mthatAmericansspentlastyearonbuyingcut-priceprescriptiondrugsfromacrosstheborderinCanada.
2Tipoftheiceberg
Andthereismore.Thecommercedepartment’sfiguresincludethefeesearnedbyinternetauctionsites,butnotthevalueofgoodsthataresold:
anastonishing$24billion-worthoftradewasdonelastyearoneBay,thebiggestonlineauctioneer.Nor,bydefinition,dotheyincludethebillionsofdollars-worthofgoodsboughtandsoldbybusinessesconnectingtoeachotherovertheinternet.SomeoftheseB2Bservicesareproprietary;forexample,Wal-Marttellsitssuppliersthattheymustuseitsownsystemiftheywanttobepartofitsannualturnoverof$250billion.
Soe-commerceisalreadyverybig,anditisgoingtogetmuchbigger.Buttheactualvalueoftransactionscurrentlyconcludedonlineisdwarfedbytheextraordinaryinfluencetheinternetisexertingoverpurchasescarriedoutintheofflineworld.Thatinfluenceisbecominganintegralpartofe-commerce.
Tostartwith,theinternetisprofoundlychangingconsumerbehaviour.OneinfivecustomerswalkingintoaSearsdepartmentstoreinAmericatobuyanelectricalappliancewillhaveresearchedtheirpurchaseonline—andmostwillknowdowntoadimewhattheyintendtopay.Moresurprisingly,threeoutoffourAmericansstartshoppingfornewcarsonline,eventhoughmostendupbuyingthemfromtraditionaldealers.Thedifferenceisthatthesecustomerscometotheshowroomarmedwithinformationaboutthecarandthebestavailabledeals.Sometimestheyevenhavecomputerprint-outsidentifyingtheparticularvehiclefromthedealer’sstockthattheywanttobuy.
Halfofthe60mconsumersinEuropewhohaveaninternetconnectionboughtproductsofflineafterhavinginvestigatedpricesanddetailsonline,accordingtoastudybyForrester,aresearchconsultancy(seechart1).Differentcountrieshavedifferenthabits.InItalyandSpain,forinstance,peoplearetwiceaslikelytobuyofflineasonlineafterresearchingontheinternet.ButinBritainandGermany,thetwomostdevelopedinternetmarkets,thenumbersareevenlysplit.Forrestersaysthatpeoplebegintoshoponlineforsimple,predictableproducts,suchasDVDs,andthengraduatetomorecomplexitems.Used-carsalesarenowoneofthebiggestonlinegrowthareasinAmerica.
Peopleseemtoenjoyshoppingontheinternet,ifhighcustomer-satisfactionscoresareanyguide.Websitesaredoingevermoreandclevererthingstoserveandentertaintheircustomers,andseemsettotakeamuchbiggershareofpeople’soverallspendinginthefuture.
3Whywebsitesmatter
Thishasenormousimplicationsforbusiness.Acompanythatneglectsitswebsitemaybecommittingcommercialsuicide.Awebsiteisincreasinglybecomingthegatewaytoacompany’sbrand,productsandservices—evenifthefirmdoesnotsellonline.Auselesswebsitesuggestsauselesscompany,andarivalisonlyamouse-clickaway.Buteventhecoolestwebsitewillbelostincyberspaceifpeoplecannotfindit,socompanieshavetoensurethattheyappearhighupininternetsearchresults.
Formanyusers,asearchsiteisnowtheirpointofentrytotheinternet.Thebest-knownsearchenginehasalreadyenteredthelexicon:
peoplesaytheyhave“Googled”acompany,aproductortheirplumber.Thesearchbusinesshasalsodevelopedoneofthemosteffectiveformsofadvertisingontheinternet.Anditisalreadythebestwaytoreachsomeconsumers:
teenagersandyoungmenspendmoretimeonlinethanwatchingtelevision.Allthismeansthatsearchisturningintotheinternet’snextbigbattlegroundasGoogledefendsitselfagainstchallengesfromYahoo!
andMicrosoft.
Theotherwaytogetnoticedonlineistooffergoodsandservicesthroughoneofthebigsitesthatalreadygetalotoftraffic.Ebay,Yahoo!
andAmazonarebecominghugetradingplatformsforothercompanies.Buttotakepart,acompany’sproductshavetostanduptointensepricecompetition.Peoplecheckonlineprices,comparethemwiththoseintheirlocalhighstreetandmaywelltakeapeekatwhatcustomersinothercountriesarepaying.Evenifwebsitesarepreventedfromshippingtheirgoodsabroad,thereareplentyofweb-basedentrepreneursreadytooblige.
Whatisgoingonhereisarbitragebetweendifferentsaleschannels,saysMohanbirSawhney,professoroftechnologyattheKelloggSchoolofManagementinChicago.Forinstance,someonemightusetheinternettoresearchdigitalcameras,butvisitaphotographicshopforahands-ondemonstration.“I’llthinkaboutit,”theywilltellthesalesassistant.Backhome,theywilluseasearchenginetofindthelowestpriceandbuyonline.Inthisway,consumersare“deconstructingthepurchasingprocess”,saysProfessorSawhney.Theyareunbundlingproductinformationfromthetransactionitself.
4Allaboutme
Itisnotonlypricetransparencythatmakesinternetconsumerssopowerful;itisalsothewaythenetmakesiteasyforthemtobefickle.Iftheydonotlikeawebsite,theyswiftlymoveon.“Thewebisthemostselfishenvironmentintheworld,”saysDanielRosensweig,chiefoperatingofficerofYahoo!
“Peoplewanttousetheinternetwhenevertheywant,howtheywantandforwhatevertheywant.”
Yahoo!
isnotaloneindefiningitsstrategyasworkingoutwhatitscustomers(260muniqueuserseverymonth)arelookingfor,andthentryingtogiveittothem.Thefirstthingtheywantistobecomebetterinformedaboutproductsandprices.“Weoperateourbusinessonthatbelief,”saysJeffBezos,Amazon’schiefexecutive.Amazonbecamefamousforbooks,butlongagobranchedoutintosellinglotsofotherthingstoo;amongitslatestventuresarehealthproducts,jewelleryandgourmetfood.Apartfromcheapandbulkyitemssuchasgardenrakes,MrBezosthinkshecansellmostthings.AndsodothemillionsofpeoplewhouseeBay.
Andyetnobodythinksrealshopsarefinished,especiallythoseoperatinginnichemarkets.Manybricks-and-mortarbookshopsstillmakeagoodliving,asdofleamarkets.Butmanyrecordshopsandtravelagentscouldbeinforatoughertime.ErikBlachford,theheadofIAC’stravelsideandbossofExpedia,thebiggestinternettravelagent,thinksonlinetravelbookingsinAmericacouldquicklymovefrom20%ofthemarkettomorethanhalf.MrBezosreckonsonlineretailersmightcapture10-15%ofretailsalesoverthenextdecade.Thatwouldrepresentamassiveshiftinspending.
Howwilltraditionalshopsrespond?
MichaelDell,thefounderofDell,whichleadsthepersonal-computermarketbysellingdirecttothecustomer,haslongthoughtmanyshopswillturnintoshowrooms.Therearealreadysignsofchangeonthehighstreet.ThelatestAppleandSonystoresaredesignedtodisplayproducts,inthefullexpectationthatmanypeoplewillbuyonline.Tosomeextent,theonlineandofflineworldsmaymerge.Multi-channelsellingcouldinvolveacombinationoftraditionalshops,aprintedcatalogue,ahome-shoppingchannelonTV,aphone-inorderserviceandane-commerce-enabledwebsite.Butoftenitislikelytobethewebsitewherecustomerswillbeencouragedtoplacetheirorders.
Oneofthebiggestcommercialadvantagesoftheinternetisaloweringoftransactioncosts,whichusuallytranslatesdirectlyintolowerpricesfortheconsumer.So,ifthelowestpricescanbefoundontheinternetandpeopleliketheservicetheyget,whywouldtheybuyanywhereelse?
Onereasonm
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