電子商務(wù)外文翻譯

1、<p>　　With the rapid growth of e-commerce, more and more conventional retailers have initiated sales online. Some traditional retailers have gained ground on the Web while the pure Internet retailers have been enco

2、untering economic difficulties and failing widely. There are different pricing behavior between online-only retailers and online branches of multichannel retailers. (Tang & Xing, 2001) </p><p>　　Interest

3、ingly, it is not the pure Internet outlets like” www.amazon.com” that are enjoying the real benefits of the Internet. This is because traditional retailers with a website earn 62 percent of all revenues. One reason for

4、this situation is that it is much cheaper for a multi-channel retailer to attract Web customers than for on-line only operation (organizations with no premises for customers to visit). (Chaston, 2002) </p><p

5、>　　Enders and Jelassi (2000) argue that for the time being, it is sensible to design a multi- </p><p>　　channel business model that includes both physical stores and online presence. However, this integ

6、ration has turned out to be more difficult than expected. Having both online and offline distributio channels could contribute to major channel conflicts, different channels may require different pricing, and the In

7、ternet could compose a threat to the existing business model. </p><p>　　Based on the study of Hyokjin K., books are position in a high-information required and a popular segment. Therefore, advertising pract

8、itioner may want to use internet and offline media print rather than radio or TV to stimulate interest (Hyokjin K. et al, 2002; p35). Online ads, for instance, provide information; while offline advertising campai

9、gns are used to keep popularity. The integrated campaign works both to build image and sales over the long term. Among the findings in last</p><p>　　In order to support sales activities and pricing boo

10、k companies need to find out what their customers would value most. Online book sellers, to various degrees, had successfully pursued a differentiated strategy on dimensions of brand, price and assortment. (Clay et al.,

11、2001; Smith and Brynjolfsson, 2001; P277). However, some online companies such as Borders.com, Barnes & Noble.com, and Bertelsmann each charged approximately the same price, differing at most by 5 cents; these price

12、s were subst</p><p>　　5 and Jaworski, 2001;P278). Consumers will find that it is different buying from Amazon.com or BN.com because the online interface and after-sales services are ifferent. In fact, the

13、retailers with the lowest prices do not receive the most sales (Smith and Brynjolfsson, 2001). </p><p>　　"The new technology is today a part of the bookseller's reality, most booksellers are connect

14、ed to the Internet."--- Director of the Swedish Booksellers Association Today, only about 38% of all books sold are purchased at traditional bookstores. Not surprisingly, the number of bookstores has been drasti

15、cally diminished. (Peter Curman,1999) Given the state of the Swedish book market, online bookselling has much to offer the reading public. In Sweden, e-commerce of all types is on the rise. C</p><p>　　There

16、 are not many case studies being done for interpreting factors that have impacts on </p><p>　　pricing strategy. Therefore this can be seen as a pilot case, which will support future argument or leave as a qu

17、estion for further test by followers. The purpose of this master thesis is to understand the factors associated pricing strategy as well as find out the pricing strategy in the new business environment, virtual market p

18、lace. This means that it must be possible to use the information that will be retained from the research as a compliment or comparison with the traditional the</p><p>　　Although Sweden is not the uni

19、que in the area of pricing strategies in offline and online environments, news came that Sweden has overtaken the US to become the leading nation in terms of e-readiness , based on new research from the Economist In

20、telligence Unit (EIU), Apr 04 2003. Ranking is based on a number of factors including connectivity and technology infrastructure, business environment, consumer and business adoption, social and cultural infrastructur

21、e, and legal and policy enviro</p><p>　　電子商務(wù)的快速發(fā)展,越來越多的傳統(tǒng)零售商已經(jīng)開始進行網(wǎng)絡(luò)銷售。一些傳統(tǒng)的零售商在網(wǎng)絡(luò)上有所斬獲,而純網(wǎng)絡(luò)零售商一直遇到經(jīng)濟困難和失敗。有不同的定價行為只能在線零售商和在線分支機構(gòu)之間的多通道的零售商。(唐及腥,2001年)</p><p>　　有趣的是,它不是單純的網(wǎng)絡(luò)網(wǎng)點像“www.amazon.com”,

22、正在享受著互聯(lián)網(wǎng)的實際效益。這是因為傳統(tǒng)的零售商,他們有一個網(wǎng)站賺取62%的收入。這樣做的原因之一的情況下,它是一種多通道零售商要便宜得多,為吸引顧客只比在線網(wǎng)絡(luò)操作(組織沒有房屋客戶參觀)。(Chaston,2002年)</p><p>　　恩德斯和Jelassi(2000)認為,隨著時間的推移,它是一個明智的選擇設(shè)計一個多-</p><p>　　渠道業(yè)務(wù)模型,包括物理商店和上線的時候的

23、安全。然而,這種集成已經(jīng)成為比預(yù)期的更困難。同時擁有在線和離線分配通道,可能導(dǎo)致主要渠道沖突,不同的通道,可能需要不同的定價,和因特網(wǎng)可以組成一個威脅到現(xiàn)有的商業(yè)模式。</p><p>　　研究的基礎(chǔ)上Hyokjin k .書是一個位置high-information要求以及受歡迎的部分。因此,廣告從業(yè)者可能想利用互聯(lián)網(wǎng)和離線媒體打印而不是收音機或電視機來刺激利息(k . Hyokjin學(xué)組,2002;人民)。在

24、線廣告,例如,提供信息,而線下廣告活動是用來保持普及。綜合運動工程無論建造的形象和銷售在長期的發(fā)展。研究中發(fā)現(xiàn)在去年的報告使購買的是消費者,為讀者提供了年齡在14 -17更有可能是受到的建議人們他們知道要比用評論或者價格。封面設(shè)計,評論,和價格扮演了最重要的角色在促使消費者做出購買決定關(guān)于成年的書。</p><p>　　為了支持銷售活動和定價的書公司需要找出他們的客戶最迫切需要的。網(wǎng)上書店,不同程度的,已經(jīng)成功地

25、追趕分化的策略上規(guī)模的品牌、價格、品種。蘇達(粘土等雜志,2001;2001年,史密斯和Brynjolfsson P277)。 然而,一些網(wǎng)上公司,如Borders.com,巴尼斯和Noble.com每個指控,貝塔斯曼大致相同的價格,由不同最多5美分;這些價格明顯高于最低的價格提供其它網(wǎng)上零售商(貝克蘇達權(quán)等,2001;www.bisg.org/publications/index.html雜志,2001;Rayport漢密爾頓2001

26、年,第5和Jaworski P278)。 消費者將會發(fā)現(xiàn)它是不同的購買從亞馬遜網(wǎng)站或BN.com因為在線界面和售后服務(wù)是數(shù)字。事實上,零售商和最低的價格沒有獲得最多的銷售(史密斯和Brynjolfsson,2001)。</p><p>　　今天是“新技術(shù)發(fā)展的一個重要組成部分的實相,大部分書商連接到網(wǎng)際網(wǎng)路書商。"——瑞典書商協(xié)會主任的今天,也只有38%左右售課本上買來所有傳統(tǒng)書店。這一點也不奇怪,一定

27、數(shù)量的書店已被大幅度的減少了。(彼得Curman,1999)給定的狀態(tài),在線bookselling瑞典圖書市場有很多東西可以提供大眾讀者。在瑞典,各種類型的電子商務(wù)正在上升。計算機技術(shù)已是一個恩賜給瑞典書商。公司的西利格先生,最大的批發(fā)經(jīng)銷商,提供了相當(dāng)先進的電腦服務(wù)書店。他們的新網(wǎng)頁目錄允許書商訂購標題來自世界各地。它也刺激了,標題的新數(shù)字出版社從領(lǐng)獎臺上現(xiàn)在可在許多商店里?！?彼得Curman,1999)</p>&l

28、t;p>　　目前,并沒有很多案例研究正在做的解釋因素的影響定價策略。所以這可以被看作是一個飛行員的案例,其中將支持未來的爭論或離開看作一個問題作進一步的試驗的追隨者。本碩士論文的目的旨在了解相關(guān)因素的定價策略以及發(fā)現(xiàn)的定價策略在新的商業(yè)環(huán)境,虛擬市場的地方。這意味著必須使用該信息,可能將保留從研究看作一種恭維或相對傳統(tǒng)的理論。闡述了相關(guān)的理論將在隨后的章節(jié)中。摘要在討論背景下,我們注意到一個問題出現(xiàn)了:定價策略在一個離線和在線環(huán)境

29、。所以我們決定把諸如“定價策略在離線和在線environment.”作為我們的研究討論,進一步了解在線和離線的定價策略。</p><p>　　盡管瑞典不是獨特的在該地區(qū)的定價策略在離線和在線環(huán)境、消息傳來,瑞典已取代美國,成為領(lǐng)先的國家而言,e-readiness的新研究,基于經(jīng)濟學(xué)人信息),4月04 2003年。排名是基于一系列因素,包括連通性和技術(shù)基礎(chǔ)設(shè)施、商業(yè)環(huán)境、消費者和商業(yè)收養(yǎng)、社會及文化基礎(chǔ)設(shè)施、法律