文献出处：Guilherme Pires, John Stanton & Ioannis-Dionysios Salavrakos (2010) The Interaction of Foreign Direct Investment with Electronic Commerce in Less Developed Countries, Forum for Social Economics, 2010( 2), 127-143.
原文
The Interaction of Foreign Direct Investment with Electronic Commerce in Less
Developed Countries
Guilherme D. Pires & John Stanton & Ioannis
Abstract
This paper argues that the international growth of e-commerce (whether business–business, business–consumer or consumer–business) can increase a critical technology infrastructure gap that disadvantages less-developed countries (LDCs) in their future e-commerce participation. This gap is linked to the type as well as the volume of foreign direct investment (FDI) which economies at different levels of development attract. The macro technical, legal and socio-economic problems that entwine FDI inflow and e-commerce growth in LDCs, reducing e-commerce attractiveness and also making FDI less attractive, are classified. Governments must recognise this interdependence, pin-point the types of macro constraints operating in their particular economy that curb FDI in e-commerce attracting investment and prioritise the desirability and incentives offered to the various types of FDI infrastructure.
Keywords: E-commerce. Foreign direct investment. Infrastructure. Information communication technologies, Development. Less-developed-countries
Introduction
This paper contends that to avoid a potentially growing disparity in e-commerce participation, LDCs need to address a specific range of technical, legal and socio-economic constraints hindering their e-commerce participation on an equal footing with ICT infrastructural issues and their links to FDI. Addressing the growth of e-commerce for an LDC is tied to macro environmental constraints that shape the level and type of FDI in that country. Failure to address these constraints can act as a barrier for inflows of FDI and hence for e-commerce participation. ICT infrastructure can be seen as a necessary but not sufficient condition for e-commerce takeoff. While FDI in ICT can benefit economic growth and may be sought by governments, attracting FDI in e-commerce requires addressing issues in addition to those in the FDI and ICT linkage.
The Importance of ICT Infrastructure
The e-commerce development path has been troubled, first by the collapse of the https://www.doczj.com/doc/571803449.html, boom in 2001 and more recently, by an apparent disenchantment by investors with business adoption rates, relatively low trade volumes and arguably, low profitability in the B2B environment, at least prior to 2004 (EMarketer 2004). Expectations for an increased volume of transactions have tended to rest on an expansion of participants at the global level, a corresponding increase in the value of trade exchanges and increased profitability resulting, for example, from transaction costs economies. This contrasts with the fact that the bulk of e-commerce in developed countries continues to be generated by business-to-business (B2B) economic activity. In the US, for example, B2B e-commerce (defined as transactions by manufacturers and merchant wholesalers) accounted for 93% of all online transactions in 2004, (E-Stats 2006).
Reliance on ICT, particularly the Internet, to achieve value creating global linkages of stakeholders means that FDI and e-commerce will be vulnerable to the diversity of different countries with respect to their culture, demography and infrastructure. For example, ICT infrastructure in the form of telecommunications capacity and computing resources includes Web servers, application service providers and computers which support browser-based commercial transactions (OECD 2000a). It also includes the skilled workforce necessary to maintain, develop and support the on-line information systems that underpin e-commerce (ILO 2000). Such infrastructure is essential for attracting FDI and thereby achieving effective e-commerce participation in increasingly competitive world markets (Matambalya and Wolf 2001). While some affluent countries may finance ICT infrastructure domestically, less affluent ones may require FDI for this financing.
The need to attract FDI to develop an ICT infrastructure itself capable of attracting FDI that seeks to take advantage of global e-commerce opportunities, is challenging, particularly when other types of infrastructure, such as housing, education, basic communications and energy, may be lacking. This challenge arises because the benefits (and costs) from infrastructural investment can be measured in terms of efficiency, equity and social welfare (Weisbrod 1997). Efficiency is associated with business costs and productivity gains. Equity refers to a better distribution of employment and income opportunities. Efficiency and equity gains can sustain strategic benefits associated with an improved competitive position in the global market and economic development. Finally, social welfare gains refer to other quality of life factors resulting from economic development. Hence, it is suggested that the digital divide amongst nations may combine with a cultural divide (Aisbett and Pires 2003) to distinguish between …haves? and …have-nots? Macro Issues that
Affect E-commerce and Related FDI
Macro Issues that Affect E-commerce and Related FDI
While there are several alternative explanations for FDI (Dunning 1977), the advantages of FDI are often expressed the same way as, or in association with, those of e-commerce, involving an increase in value to stakeholders. Borrowing from the classification used by Wood (2004) for e-commerce activities, e-commerce and FDI flows in a country can result from developmental or infrastructural activities, from entrepreneurial activities and from residual activities.
To benefit from e-commerce participation a country needs to establish and develop the neces sary infrastructure, both ICT (including the Internet?s World Wide Web as the prime driver of contemporary e-commerce) and general trade supporting infrastructure (e.g. roads, ports, energy and telecommunications). Where domestic investment is not available, governments may seek to attract FDI, for example by providing greater entry opportunities for foreign business through deregulation. While liberalization can attract FDI, not all such investment is equally advantageous for the host country. More beneficial FDI activities may require locational advantages and promotional effort by government, as well as national policies, such as the upgrading of technologies and skills (Gergely 2003, p.4). This is the case, for example, of the permission given to the Mex ican company Telmex?s mobile subsidiary to partner with the Swedish company Ericsson to introduce a wireless Internet service in Mexico (Kearney 2001, p.12).
FDI and E-commerce: Cause or Effect?
Gholami et al. (2005) findings that, for developed economies, investment in ICT has a positive effect on foreign direct investment (FDI), but for developing economies FDI may cause ICT investment, is consistent with the conclusion that …poorer
countries may find themselves in a “low-ICT equilibrium trap”. They canno t attract ICT intensive FDI because they do not have an ICT infrastructure to start with, and they do not have sufficient private or public resources to develop such an ICT infrastructure? (Addison and Heshmati 2002). Hence, it is argued that countries nee d to achieve a …threshold level of development? (Blomstrom et al. 1994), a certain level of educational, technological and infrastructure development before they can attract FDI (OECD 2000b, p. 69, cited in Gholami et al. 2005).
译文
发展中国家的外商直接投资与电子商务之间的相互作用
吉列尔梅;约翰;尼斯
摘要
本文认为,电子商务的国际化成长(无论是企业与企业、业务用户或用户业务)会加大关键技术基础设施之间的差距，对欠发达国家参与未来电子商务产生不利影响。与这种差距相关联的外商直接投资(FDI)的类型、数量都会对经济体产生不同水平的吸引力。宏观技术、法律和社会经济问题会影响欠发达国家外商直接投资的流入和电子商务的发展，故而减少电子商务和外国直接投资的吸引力。政府必须认识到，这两者之间存在相互依赖的关系,在特定的经济环境下，宏观限制操作的类型抑制了外商在电子商务中直接投资的愿望和动机，为外商直接投资提供了各种类型的基础设施。
关键词：电子商务，外商直接投资，基础设施，信息通信技术，发展，欠发达国家
引言
本文认为,为了避免电子商务参与的潜在差异越来越大,欠发达国家需要在一个特定范围内解决技术、法律和社会经济问题，以摆脱其约束阻碍电子商务平等参与信息通信技术基础设施问题,以及他们与外商直接投资的联系。解决电子商务发展与欠发达国家之间的问题与宏观环境的约束有关，并与外商在这个国家直接投资的水平和类型息息相关。这些约束若不能得到解决，就会对外商直接投资的流入产生影响,因而也会影响其参与电子商务。信息通信技术基础设施可以被视为电子商务发展的必要条件但不是充分条件。外商直接投资信息通信技术也会受益于经济增长，这是政府寻求的目标之一,吸引外商直接投资于本国电子商务需要解决的问题就是要衔接好外商直接投资和信息通信技术。
电子商务ICT基础设施建设的重要性
电子商务的发展道路已经陷入困境，首先2001年https://www.doczj.com/doc/571803449.html,的崩溃，投资者都恍然醒悟，这一年相对低的网络交易量，B2B环境下的盈利能力是很低的，至少一直到2004年之前是这样的(爱玛科特，2004)。预期增加的交易额往往取决于交易参与者在全球层面的商业扩张，贸易往来相应增加了价值，也增加了企业的盈利能力，例如，通过电子商务技术，企业的交易成本大幅度降低。大部分发达国家的电子商务仍然是企业对企业(B2B)这一类的电子商务经济活动。例如，在美国，2004年B2B电子商务占在线交易总量的93% (斯达特，2006)。
依赖信息通讯技术，特别是互联网，全球范围内的商业人士实现了价值创造，利益相关者也互相加强了联系，但这也意味着外商投资FDI和电子商务将很容易受到不同国家多样性文化、人口和基础设施的伤害。例如，ICT基础设施通信容量和计算资源的形式包括Web服务器、应用程序服务提供者和基于浏览器的商业交易计算机支持系统(经合组织，2000)。(完整译文请到百度文库)它还包括需要
外文翻译 原文 The development of e-commerce Material Source:The Economist, 2003 Author:Laudon, K.C When the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dot-cons are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the world economy would move into cyberspace—are, in one way or another, coming true. The raw numbers tell only part of the story. According to America’s Departme nt of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $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 “brick s-and-mortar” world. But the commerce department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of https://www.doczj.com/doc/571803449.html, and https://www.doczj.com/doc/571803449.html,, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. 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 billion 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. And there is more. The commerce department’s figures include the fees earned
中英文对照外文翻译文 电子商务时代企业文化的再造 随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业在产生的一种新的价值观，使企业内部资源得到从新整合，在为企业带来降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革，传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变，传统的企业文化也面临着巨大的冲击。 一、企业文化对企业价值的贡献 文化现象是一个国家和民族文明的主要见证。广义的文化，包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化，对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物，符合市场经济的客观规律，体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学，企业面对所处的社会和商业环境，在长期的生产经营活动中，形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学，以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观，而这些价值观成为公司员工活动和行为的规范。 企业文化的本源问题是如何增加企业利润，降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源，以达到对外部的适应性，使公司在竞争中生存，进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性，并能根据环境变换做出迅速反应的行为方式能力，这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成，并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学，形成了自己独特的企业文化。 1、企业文化体现企业的形象和精神。树立良好的企业形象，需要企业文化的支撑。现
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
跨境电商外文文献综述 (文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型 摘要 通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务，跨境电商过程的有效管理对B2B电子商务系统十分重要。本文对局部模型的结构是基于B2B电子商务的基础设施三大层，消息层、业务流程层和内容层。由于伊朗的电子商务的要求，每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗，建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。本文试图通过交换商业文件在贸易过程中这一局部模型，实现在全球电子贸易供应链更接近区域单一窗口建设的关键目标。 关键词：电子商务;跨境贸易;电子文档管理;国际供应链
1.简介 电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B（企业对企业），描述了企业间的电子商务交易，如制造商和批发商，或批发商和零售商之间。本文的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口，可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关，可以有效地交换贸易文件。因此，首先，简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后，区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层，业务处理层和内容层。本文的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性，从而建立伊朗国家单一窗口 在本文的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位，最后结束本文。 2.背景 在本节中，除了了解B2B电子商务在伊朗的情况，还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。 2.1 B2B电子商务在伊朗 如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤，它的进口和出口过程可以通过公路，铁路，海上和空中的方式来完成。因此，这个国家的中部和战略作用，使得它在亚洲和中东地区货物运输的主要贸易点。今天，在伊朗海关几乎所有的贸易过程通过纸质表格完成，由商务部提供的电子服务仅限于谁该国境内交易的商人。今天，伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的，商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电子商务供应链交换电子文件的过程。这里提到的一些系统，由商务部在伊朗的电子服务被提及：进口订单管理系统。贸易统计制度。伊朗法典伊朗。这些电子系统的主要使用，以促进在伊朗贸易过程。这里提到的系统作为独立的贸易者可与建议本文模型在未来的作用。在亚洲的区域性单
文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For
跨境电商外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)
译文： 跨境电子商务在欧盟的发展动力和壁垒 摘要 互联网的兴起，往往是与“距离的消亡”或至少减少相关的地理距离在供应信息相关。我们研究距离 事宜仍在实物商品的网上交易是否。我们使用的数据从一个网络消费者调查小组对网上跨境货物贸易中的 一个语言支离破碎的欧盟市场。分析结果表明，相比线下交易在同一商品的距离相关的交易成本大大降低。然而，语言相关的交易成本的增加。此外，网上交易介绍新能源贸易成本如包裹递送和在线支付系统。在 平衡，没有迹象显示在线贸易不偏向于国内市场的产品比线下交易支持。我们提供给政策制定者推动欧盟数 字单一市场的跨境电子商务的选项。在高效灵活的跨境支付系统的使用增加1%可以增加多达7%的跨境电子 商务。我们还表明，在线交易给英语语言输出国家的比较优势。 关键词电子商务/引力方程/欧盟 1.介绍 本文实证研究的在线电子商务跨境贸易模式的影响。互联网的兴起，更一般地，数字通信技术，具有LED许多观察家宣布，距离“死”（Cairncross，1997）。在这方面，它不在乎信息所在的位臵因为它只是一个鼠标点击和信息成本不再是物理距 离有关。在传统的线下实物商品贸易，证据却指向距离成本增加（disdier和头，2008）。贸易相结合的基础上的信息和物理的货物运输。问题是是否将贸易从线 下到线上平台是一个足够大的凹痕在信息成本改变贸易总成本因此货物贸易模式。Blum 和Goldfarb（2006）表明，即使是纯粹的信息产品，距离仍然起着重要的 作用。他们认为这是文化上的差异，随着物理距离的增加。除了信息成本的影响， 可能会有副作用，对贸易模式的影响。网上贸易开辟了一个潜在的更大的地理汇水 面积，为供应商和消费者，在产品品种和价格竞争的增加。这两
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
外文文献及译文 文献、资料题目：Electronic Commerce 外文文献： Electronic Commerce Electronic commerce, or Electronic trade, or electronic business as a newly rising mode of commerce will have far-reaching influence on social economy and play an important role in social development worldwide. It represents the trend of world trade in the 21st century and beyond. 1. What is Electronic Commerce? Electronic commerce refers to commercial data exchange in digital form through electronic transmission means and commercial activities conducted on-line. Usually, electronic commerce can be divided into two levels: One is low-level electronic commerce that is, electronic commercial intelligence, electronic trade, and electronic contracts. Another is high-level electronic commerce which includes all commercial activities done via Internet, ranging from searching for clients, commercial negotia-tion, making orders, on-line payment, releasing electronic invoice, to electronic dec-laration to Customs, electronic tax-payment, all conducted on Internet. Electronic commerce means electrification of all trade transactions. It is featured by these characters: ①fairness and freedom, ②high efficiency, ③globalization, ④virtualization, ⑤interactivity, ⑥autonomy, ⑦personalized service. With electronic commerce, clients and
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
附件1：外文资料翻译译文 电子商务战略 电子商务战略也许有益于发展组织在倡议一项电子商务活动实施之前考虑很多问题，其中涉及到该组织的任务，发展目标和组织结构。涉及的主要问题包括：资源扩张 - 主要目标是通过网上销售商品和提供服务产生的收入以抵销营运成本吗？如果是这样，组织期望或希望生成的收入是多少？这些战略问题将允许该组织把多少资金用于电子商务活动。如果该组织是以一个接近电子商务为主要手段不仅包括生产商品的总费用、服务成本和宣传开发新产品，而且希望扩大其收入基础，以支持其他项目的花费，那么它可能需要建立一个电子商务平台和制定策略以吸引顾客。该组织可能把运用电子商务活动作为资源的一种扩张，并使用经营策略和完整的营销手段。这导致了一个问题，该组织是否适应这种发展方式，并符合其慈善组织的地位的问题。将把电子商务活动置于扭曲的免税地位的发展组织吗？该组织在与法律冲突的情况下承担责任吗？如果他们出售的出版物和其他意味着“传统”的产品那么大多数开发组织已经面临的这些问题。 资本成本 - 是指该组织愿意把多少资金用于电子商务活动？电子商务平台可以是高价，这取决于复杂的程度。一个发展组织开展电子商务活动应考虑是否要承担比预期的要高的费用和预期销售水平可能的成本回收。这项活动收到来自捐助机构或合作伙伴组织的财政援助的可能是什么？发展组织根据其财政能力追求电子商务活动的多种选择可能决定他们的网上销售活动。这些选项可以分为1）技术的硬件和2）网站设计和维护。该组织将根据其组织的规模和计算需求决定是否要投资建立自己的内部服务器，或者寻找一个第三方愿意在其服务器托管网站。是把第三方作为组织发展的重点，还是把它作为私有公司/ ISP吗？关于设计和电子商务网站的维护，是组织聘请内部的技术人员来处理设计，开发和维护，还是聘用比较划算的外部人处理这些任务呢？开发一个电子商务网站产生的高水平的收入将响应商界的电子商务平台上的变化。开发组织可能要考虑使用信用卡安全加密软件进行付款，某种程度上的成本的增长还受益于增加顾客在事务处理过程中建立的信心。该网站设置醒目,希望吸引客户，可能增加更高级别的图形和设计网站开发成本吗？淘金的合作伙伴目前没有承担上述所有资金成本，但可能
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
跨境电商外文文献综述 跨境电商外文文献综述跨境电商外文文献综述(文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型摘要通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务，跨境电商过程的有效管理对B2B电子商务系统十分重要。对局部模型的结构是基于B2B电子商务的基础设施三大层，消息层、业务流程层和内容层。于伊朗的电子商务的要求，每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗，建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。试图通过交换商业文件在贸易过程中这一局部模型，实现在全球电子贸易供应链更接近区域单一窗口建设的关键目
标。关键词：电子商务;跨境贸易;电子文档管理;国际供应链跨境电商外文文献综述 1.简介电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B，描述了企业间的电子商务交易，如制造商和批发商，或批发商和零售商之间。的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口，可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关，可以有效地交换贸易文件。因此，首先，简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后，区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层，业务处理层和内容层。的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性，从而建立伊朗国家单一窗口
在的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位，最后结束。 2.背景在本节中，除了了解B2B电子商务在伊朗的情况，还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。B2B电子商务在伊朗如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤，它的进口和出口过程可以通过公路，铁路，海上和空中的方式来完成。因此，这个国家的中部和战略作用，使得它在亚洲和中东地区货物运输的主要贸易点。今天，在伊朗海关几乎所有的贸易过程通过纸质表格完成，商务部提供的电子服务仅限于谁该国境内交易的商人。今天，伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的，商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电
电子商务发展趋势外文翻译文献 电子商务发展趋势外文翻译文献(文档含中英文对照即英文原文和中文翻译) 外文： On The E-Commerce Business Development Is Inevitable Abstract Paper Introduction: E-commerce refers to the use of computer and Internet technologies to support the business activities carried out. Business efficiency, the paper Daquan, On the development of e-commerce business is inevitable. Keywords: E-Commerce, E-Business,Business Efficiency
Introduction E-commerce refers to the use of computer and Internet technology to support business activities carried out. Paper Encyclopedia, business efficiency. . E-commerce is not so much in the development of enterprise innovation to as it is inevitable, as has its unique advantages. Today, enterprises in the market economy, the ring, who can take advantage of e-commerce, one might get the winning edge. 1The Current Form Of Electronic Commerce 1.1 Within The Enterprise In The Form Of E-Commerce Companies to establish their own websites, local area network, also known as enterprise-wide intranet. Intranet has become an effective business management and business matters dealing with economic business tool, but also in the form of e-commerce enterprises. It provides enterprise between the various administrative departments, fast, efficient, safe and reliable information exchange channels and support between policy and administration departments to transmit data, voice and video images, resource sharing of information, as well as for online media office, online communication, online services. Paper Encyclopedia, business efficiency. . Such as decision-making departments announcement, documents, decisions; management departments to provide sales, planning, production, inventory, equipment, human resources, accounting, statistics and other reports or dynamic data, for personnel access, analysis, and utilization. Can also be related to the business of processing, financial accounting and other economic matters. The web site also should the enterprise market positioning, brand positioning, service commitments, product superiority displayed, the corporate philosophy to show up, making it independent of the soul, inspiring site. Enterprises must also establish contact with customers and consumers channel, interactive communication is healthy to get feedback and revise corporate business strategy or remedy defects or deficiencies. Internal e-commerce saves time, manpower and material resources to enable