1、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Introduction to
2、 E-CommerceEfraim Turban, David King1 A perfect marketE-commerce is coming of age, says Paul Markillie, but not in the way predicted in the bubble years. WHEN the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors pl
3、ugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dotcoms are making real profits, but the business world has become much more cautious about the internets potential. The funny thing is that the wild predictions made at t
4、he height of the boomnamely, that vast chunks of the world economy would move into cyberspaceare, in one way or another, coming true.The raw numbers tell only part of the story. According to Americas Department of Commerce, online retail sales in the worlds biggest market last year rose by 26%, to $
5、55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “bricks-and-mortar” world.But the commerce departments figures deal with only part of the retail industry. For instance, they exclude online tr
6、avel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of and , alone sold $10 billion-worth of travel last yearand it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell on
7、line. Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billio
8、n worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-price prescription drugs from across the border in Canada. 2 Tip of the icebergAnd there is mo
9、re. The commerce departments figures include the fees earned by internet auction sites, but not the value of goods that are sold: an astonishing $24 billion-worth of trade was done last year on eBay, the biggest online auctioneer. Nor, by definition, do they include the billions of dollars-worth of
10、goods bought and sold by businesses connecting to each other over the internet. Some of these B2B services are proprietary; for example, Wal-Mart tells its suppliers that they must use its own system if they want to be part of its annual turnover of $250 billion.So e-commerce is already very big, an
11、d it is going to get much bigger. But the actual value of transactions currently concluded online is dwarfed by the extraordinary influence the internet is exerting over purchases carried out in the offline world. That influence is becoming an integral part of e-commerce. To start with, the internet
12、 is profoundly changing consumer behaviour. One in five customers walking into a Sears department store in America to buy an electrical appliance will have researched their purchase onlineand most will know down to a dime what they intend to pay. More surprisingly, three out of four Americans start
13、shopping for new cars online, even though most end up buying them from traditional dealers. The difference is that these customers come to the showroom armed with information about the car and the best available deals. Sometimes they even have computer print-outs identifying the particular vehicle f
14、rom the dealers stock that they want to buy.Half of the 60m consumers in Europe who have an internet connection bought products offline after having investigated prices and details online, according to a study by Forrester, a research consultancy (see chart 1). Different countries have different hab
15、its. In Italy and Spain, for instance, people are twice as likely to buy offline as online after researching on the internet. But in Britain and Germany, the two most developed internet markets, the numbers are evenly split. Forrester says that people begin to shop online for simple, predictable pro
16、ducts, such as DVDs, and then graduate to more complex items. Used-car sales are now one of the biggest online growth areas in America.People seem to enjoy shopping on the internet, if high customer-satisfaction scores are any guide. Websites are doing ever more and cleverer things to serve and ente
17、rtain their customers, and seem set to take a much bigger share of peoples overall spending in the future.3 Why websites matterThis has enormous implications for business. A company that neglects its website may be committing commercial suicide. A website is increasingly becoming the gateway to a co
18、mpanys brand, products and serviceseven if the firm does not sell online. A useless website suggests a useless company, and a rival is only a mouse-click away. But even the coolest website will be lost in cyberspace if people cannot find it, so companies have to ensure that they appear high up in in
19、ternet search results. For many users, a search site is now their point of entry to the internet. The best-known search engine has already entered the lexicon: people say they have “Googled” a company, a product or their plumber. The search business has also developed one of the most effective forms
20、 of advertising on the internet. And it is already the best way to reach some consumers: teenagers and young men spend more time online than watching television. All this means that search is turning into the internets next big battleground as Google defends itself against challenges from Yahoo! and
21、 Microsoft.The other way to get noticed online is to offer goods and services through one of the big sites that already get a lot of traffic. Ebay, Yahoo! and Amazon are becoming huge trading platforms for other companies. But to take part, a companys products have to stand up to intense price compe
22、tition. People check online prices, compare them with those in their local high street and may well take a peek at what customers in other countries are paying. Even if websites are prevented from shipping their goods abroad, there are plenty of web-based entrepreneurs ready to oblige. What is going
23、 on here is arbitrage between different sales channels, says Mohanbir Sawhney, professor of technology at the Kellogg School of Management in Chicago. For instance, someone might use the internet to research digital cameras, but visit a photographic shop for a hands-on demonstration. “Ill think abou
24、t it,” they will tell the sales assistant. Back home, they will use a search engine to find the lowest price and buy online. In this way, consumers are “deconstructing the purchasing process”, says Professor Sawhney. They are unbundling product information from the transaction itself.4 All about meI
25、t is not only price transparency that makes internet consumers so powerful; it is also the way the net makes it easy for them to be fickle. If they do not like a website, they swiftly move on. “The web is the most selfish environment in the world,” says Daniel Rosensweig, chief operating officer of
26、Yahoo! “People want to use the internet whenever they want, how they want and for whatever they want.”Yahoo! is not alone in defining its strategy as working out what its customers (260m unique users every month) are looking for, and then trying to give it to them. The first thing they want is to be
27、come better informed about products and prices. “We operate our business on that belief,” says Jeff Bezos, Amazons chief executive. Amazon became famous for books, but long ago branched out into selling lots of other things too; among its latest ventures are health products, jewellery and gourmet fo
28、od. Apart from cheap and bulky items such as garden rakes, Mr Bezos thinks he can sell most things. And so do the millions of people who use eBay.And yet nobody thinks real shops are finished, especially those operating in niche markets. Many bricks-and-mortar bookshops still make a good living, as
29、do flea markets. But many record shops and travel agents could be in for a tougher time. Erik Blachford, the head of IACs travel side and boss of Expedia, the biggest internet travel agent, thinks online travel bookings in America could quickly move from 20% of the market to more than half. Mr Bezos
30、 reckons online retailers might capture 10-15% of retail sales over the next decade. That would represent a massive shift in spending. How will traditional shops respond? Michael Dell, the founder of Dell, which leads the personal-computer market by selling direct to the customer, has long thought m
31、any shops will turn into showrooms. There are already signs of change on the high street. The latest Apple and Sony stores are designed to display products, in the full expectation that many people will buy online. To some extent, the online and offline worlds may merge. Multi-channel selling could
32、involve a combination of traditional shops, a printed catalogue, a home-shopping channel on TV, a phone-in order service and an e-commerce-enabled website. But often it is likely to be the website where customers will be encouraged to place their orders. One of the biggest commercial advantages of the internet is a lowering of transaction costs, which usually translates directly into lower prices for the consumer. So, if the lowest prices can be found on the internet and people like the service they get, why would they buy anywhere else? One reason m
