社會網(wǎng)絡(luò)與電子商務【外文翻譯】

1、<p><b>　　中文3900字</b></p><p><b>　　畢業(yè)論文（設(shè)計）</b></p><p><b>　　外文翻譯</b></p><p><b>　　外文原文：</b></p><p>　　Social networks a

2、nd E-commerce</p><p>　　1 Abstract</p><p>　　Social networking has become popular and raised a controversial question on its profitability and future influences.This paper is to provide a general

3、snapshot of social networking and discuss its pros and cons. A useful method judging whether or not a company should apply the technology is presented. It is suggested in this paper that social networking is not necessar

4、ily useless or a panacea, and only with careful judgments it can be wielded rationally.</p><p>　　2 Introduction</p><p>　　In October 2006, Google made its biggest buy in its 8-year history by off

5、ering USD 1.65 billion to Youtube. At the mean while, Facebook, Youtube, MySpace and many other social networking websites emerge and bloom in the Internet environment.The objective of this paper is to study how social n

6、etworking sites bring added value to e-commerce and online advertising, and at the same time, detect why many famous E-enterprises are interested in them.</p><p>　　2.1 Changing realities in customer behavior

7、 and advertising</p><p>　　Customers nowadays are changing their behavior dramatically in line with the technologies and world business environment. They are getting great volume of information andproduct acq

8、uaintances,loosing trust towards advertisements,preferring product and service customization,changing their buying channels, etc. Therefore, survival business has to modify or even change their advertising strategies to

9、cope with the changing realities of customer behavior.</p><p>　　As informedness plays a key role in changing customer or potential consumer behaviors, advertisers and E-enterprises have been exerting a lot o

10、f efforts on finding new effective advertising channels and measures to increase sales and materialize advertising investments.</p><p>　　Lack of trust on paid messages and advertisements could be a main reas

11、on in which resulted from some significant collapses of commercial fish harvests. Nowadays E-commerce is transiting from transaction-based towards social networkbased or trust-based and from paid corporate promotions to

12、organic informedness. For traditional advertising channels keep loosing attentions and trusts from customers, socialnetwork-related communities gain eyeballs more and more recently.</p><p>　　2.2 Social netwo

13、rking as an emerging ads tool</p><p>　　Social networking as an emerging phenomenon holds many attractive properties both interesting to customers and businesses.Youtube, Facebook, and MySpace demonstrate big

14、 volumes of traffic online, and credited for around 6 percent retail traffic in 2006, redirect considerable click-through to E-commerce websites. When Google purchased Youtube,New Corp acquired MySpace, and probably late

15、r the combination of Amazon and Facebook, high expectations and statements appeared from their official website </p><p>　　In the rest parts of this paper, the definition of social networking,its drives, oppo

16、rtunities and challenges are discussed in chapter 2 and Chapter 3 introduces the useful Braudel rule that is regarded useful for companies to judge whether social networking is a good choice in their own company situatio

17、ns. In chapter 4 conclusions upon this paper are made.</p><p>　　3 Social networking</p><p>　　3.1 What is social networking</p><p>　　A social network service focuses on the building

18、and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.

19、 It involves plenty of relationships and interactions within a group of individuals,which often plays a fundamental role as a medium for the spread of information, ideas, and influence among its members. The social netwo

20、rk could be</p><p>　　Suggested that social network is not necessarily being groups of people or friends from physical world, but also from virtual one. Those relationships could be people to people peering,

21、people to stuff peering, stuff to stuff peering, and many other possibilities. To give some examples, friends can be generated from virtual gaming environment with common values and interests, from same purchasing behavi

22、orsfor specific products, and may also from same situations like divorces encountering in real</p><p>　　3.2 Forces of applying social networking</p><p>　　The upcoming addiction towards social ne

23、tworking infrastructure from E-enterprises is driven by economic and technological forces emerging these days. Forces of applying social networking could be changing realities of customer behavior, decreasing sales, and

24、dropping advertisement effectiveness and efficiency. To be specific, it can be classified as followed.</p><p>　　Firstly, big volume of information provides customers acquaintance with diverse options includi

25、ng price, attribute,and possible discount. This so-called informedness make customers more proactive than ever before so that they could adjust their needs and compromises with various choices without confined by a small

26、 number of sellers. The available information indicates that informedness alters customers shopping behavior even for purchases that are made in traditional physical venues.</p><p>　　Secondly, paid messages

27、and advertisements are loosing their attractions. Having more available information and plenty of choices for customer makes a great challenge to sellers as a simple advertising campaign can not work ever as effective as

28、 before. From several analysts, it has been testified that people are loosing their traditional advertisement reading behavior and also trust towards paid messages.</p><p>　　Last but not least, the fast deve

29、lopment of technology, especially the prevailing of Internet and its implications drive companies to change, and provide them new advertising options at the mean while. Even though some scientists and criticizers still h

30、old negative stands towards social networking,it is manifest that social networking indeed has some good attributes which may be useful if well utilized. However,it is necessary to understand that the profitability or mo

31、netizing of traffics genera</p><p>　　3.3 Opportunities and challenges</p><p>　　A controversial problem rose when talking about social networking is whether it is profitable or not. This is somet

32、hing mentioned later in chapter 3, but here we discuss more on social networking opportunities and challenges, in both which E-enterprises should be motivated and prepared.</p><p>　　3.3.1 Opportunities</p

33、><p>　　Google, New Corp and many other E-businesses have shown great interests towards web-based social networks.There must be some reasons initiating them. Despite of the solid amount evidence that social netw

34、orks redirected to e-business, there are many other interrelated implications.</p><p>　　First of all, by finding the reality of decreasing trust from traditional paid messages, the trust from social networki

35、ngis crucial for advertisement. People are provided a number of high quality and personalized reviews of a product from trusted sources to convince them to buy. The idea lying in social networking is that valuation gener

36、ated from trusts within specific social networks, and therefore, can improve profitability, effectiveness and efficiency of advertising.</p><p>　　Also, by incorporating social networking and other technologi

37、es such as recommendation system, E-enterprises can reach useful data for predictions of market trends, customer behaviors and so forth. For example, an E-commerce website can identify opinion leaders with high influence

38、 and maximize the effectiveness of marketing based on a social network surrounding opinion leaders. It can help the company establish its competitive advantage differentiating from others.</p><p>　　3.3.2 Cha

39、llenges</p><p>　　Despite of the optimistic perspective some disputes exist suspecting its promising profitability and effectiveness. The main point of optimistic opinion is virtual social networking holds th

40、e same attribute of real social network so that persons inside the society trust each other, and the virtual nets promise the credibility for people. However, there is doubt about the similarities between the virtual and

41、 the physical one.</p><p>　　According to [4], incredibility lies somehow in nowadays most popular social networks. For example, MySpace does not indicate to be a trusted community on college campuses; Advert

42、ising on Facebook or MySpace will either be unseen by Millennials or ignored etc. Simply thinking social networking as something money promising, however,probably may cause a failure of investment as customers or online

43、surfers may consider advertisements offensive and intrusive. It is suggested that overstatement may a</p><p>　　4 Value creation</p><p>　　4.1 Why value creation is important</p><p>　

44、　When talking about changes in business whatever it is a organizational structure change or a new technology introduced,it is necessary to make sure that the change decision is strategic and efficient. Even though it is

45、unlikely to materialize every change to monetary form, it is compulsory to present the investment company that the change is to influence the company in a good way in short or long terms.Electronic and Mobile technologie

46、s are difficult to some extent to be judged if they are good </p><p>　　In order to make proper decisions on choosing whether or not to use the social network, it is prerequisite to findsome method other than

47、 monetary one. A popular method for judging mobile commerces technologies is the Braudel Rule. According to [1], a technology will create value for potential users if it is built and implemented in such a way that it wil

48、l expand the limit of the possible within the structure of users everyday life. However, the author regarded an important rule also for e-commer</p><p>　　4.2 How value is created</p><p>　　It is

49、necessary to understand how value created within the supply chain management. Generally, value created is the difference between the consumer benefits (or the maximum willingness to pay for the product) and the costs for

50、 providing the product. Figure 1 demonstrates the idea.</p><p>　　However, the value created goes not only to sellers but also to customers. According to [1] and Figure 2, creating value is not just about ma

51、king visible profits but also creating competitive advantages by setting companys strategies.The customers willingness to pay is crucial and can be only reached by distinctive products and services offered and well-lever

52、aged organizational efforts.The objectives of introducing and utilizing new advertising channels therefore should focus on creating long-te</p><p>　　4.3 Value-creating properties of social networking</p&g

53、t;<p>　　For those properties social networking creating value,it is necessary to find whether they are good-to-have or have-to-have. During the value creation process, or leta?r´s say supply chain, the Braude

54、l rule helps a lot in judging whether valuable or just more options of a service. That is to say, value is created through the whole value chain after the new technology is introduced. The Braudel rule is used to judge i

55、f a service is to create new possibilities of everyday life or just options.</p><p>　　The view of the interests holding by researchers and businesses should be on how to make social networking valuable rathe

56、r than on whether or not to adopt social networking.Creating value by using new technologies is more art than science. Many may be pessimistic on credibility of social networking and customers attitudes towards it, while

57、 the First Wives Club does make money through its divorced group of people. The power of the online experience and of online friendships may give the website m</p><p>　　5 Conclusion</p><p>　　Soc

58、ial networks in a way is changing e-commerce and helping it towards new directions. With its help, e-commerce can conquer some problems facing by e-business enterprises.However, its opportunities and limitations should b

59、e carefully studied so as to be fully utilized. It is important to understand how much value created depends on innovative use of technologies than simply duplicate others activities.To establish competitive advantage re

60、quires great efforts, inwhich the activities are art more</p><p>　　For example, it is efficient to advertise in a cooking forum with rare and demanding cooking wares and seasonings contrasted with Moto produ

61、cts even though it is a chat forum without any commercial purposes before. Improvements on recommendation systems and data mining are extremely important for queuing keywords and attributes of a social network so as to p

62、roperly judge on users preferences.</p><p>　　Source: Yu Qiao. Social networks and E-commerce[J]. Business and Economy, 2008,(4):715-734.</p><p><b>　　譯文：</b></p><p><b

63、>　　社會網(wǎng)絡(luò)與電子商務</b></p><p><b>　　1摘要</b></p><p>　　日前，社會網(wǎng)絡(luò)已經(jīng)成為一種流行，與之相伴而產(chǎn)生的關(guān)于社會網(wǎng)絡(luò)對未來的影響到底是好還是壞的爭論也日趨激烈。本文對社會網(wǎng)絡(luò)進行了一個簡要的介紹并討論其優(yōu)點和缺點，同時還介紹了一種判斷一個公司是否適合運用新技術(shù)的有用方法。本文提出，社會網(wǎng)絡(luò)并不是萬能或絕對有用

64、的，只有通過仔細的判斷，才可以對它有一個理性的認識。</p><p><b>　　2簡介</b></p><p>　　2006年10月，谷歌以1.65億美元收購了YouTube，這是谷歌近8年來最大的交易。在這其間，F(xiàn)acebook、YouTube、MySpace和其他很多社交網(wǎng)站脫穎而出。本文意在研究社交網(wǎng)站如何給電子商務和在線廣告帶來附加價值，并在與此同時，檢測為

65、什么許多著名電子企業(yè)會對社會網(wǎng)絡(luò)產(chǎn)生興趣。</p><p>　　2.1不斷變化的消費者行為與廣告</p><p>　　為了與世界的技術(shù)和商業(yè)環(huán)境保持一致的步調(diào)，現(xiàn)在的消費者都在快速地改變他們的消費行為。他們獲得了大量的廣告信息與商品簡介，以至于失去了對廣告的信任，寧愿定制產(chǎn)品和服務，或者是改變他們的購買渠道等等，因此，現(xiàn)存商業(yè)必須修改甚至是改變他們的廣告策略，以應付客戶不斷變化的現(xiàn)實行為。

66、</p><p>　　由于知識在改變消費者或潛在的消費行為時起著關(guān)鍵的作用，因此，廣告商和電子企業(yè)都在尋找新的能更有效增加銷售和廣告投資的途徑和方法。</p><p>　　對支付信息和廣告信任的缺乏可能會成為導致商業(yè)坍塌的一個主要原因。如今電子商務已由傳統(tǒng)的實物基礎(chǔ)轉(zhuǎn)到了網(wǎng)絡(luò)以及信用的基礎(chǔ)上，同時也從以促進公司的局部發(fā)展轉(zhuǎn)到促進整體有機的綜合發(fā)展軌道上來。相比不斷失去客戶的關(guān)注和信任的傳統(tǒng)

67、廣告渠道，社會網(wǎng)絡(luò)越來越吸引人們的眼球。</p><p>　　2.2社會網(wǎng)絡(luò)作為一種新興的廣告工具</p><p>　　作為一個新興的社會現(xiàn)象，無論是對客戶還是商人網(wǎng)絡(luò)都擁有許多吸引人的特性。Youtube，F(xiàn)acebook和MySpace都顯示了巨大的交通網(wǎng)絡(luò)，占了2006年零售交通量的6%，并為電子商務網(wǎng)站引導了可觀的點擊率。當谷歌收購YouTube、New Corp收購MySpace

68、以及對Amazon和Facebook在不久后可能的合并，許多期望為客戶提供更好的服務和前景的吶喊出現(xiàn)在了他們的官方網(wǎng)站上。 在本文的其余部分，將對社會網(wǎng)絡(luò)的定義，其驅(qū)動器，機遇和挑戰(zhàn)等進行討論并在第2和第3章介紹了一個公司應該如何根據(jù)自身的實際情況來判斷是否適合運用社會影響的布羅代爾規(guī)則。在第四章中給出了本文的結(jié)論。</p><p><b>　　3社會網(wǎng)絡(luò)</b></p>

69、<p>　　3.1什么是社會網(wǎng)絡(luò)</p><p>　　社會網(wǎng)絡(luò)服務的主要對象是那些必須使用軟件建立在線社交網(wǎng)絡(luò)并驗證的人，他們或是共享興趣和活動，或是和別人一樣在探索活動上有興趣的。它廣泛地涉及到一個團體隊友間的相互關(guān)系和作用，并在成員之間的信息、想法和互相影響中起著重要作用。社會網(wǎng)絡(luò)可以是一個聊天室，一個交流論壇，或是一個擁有評分和評論系統(tǒng)的電子購物網(wǎng)站，比如一個社會推薦系統(tǒng)。</p>

70、<p>　　社會網(wǎng)絡(luò)不一定是現(xiàn)實生活中人群或朋友間的一個團體，也可能是一個虛擬構(gòu)成。這些關(guān)系可以是人與人之間的，人與物之間的，以及許多其他的相互關(guān)系。舉例來說，朋友間在一定的過程中可能產(chǎn)生相同的價值觀和興趣，比如在虛擬的游戲環(huán)境中，在購買一個相同產(chǎn)品的過程中，或在生活中遇到相同的情況比如離婚。</p><p>　　3.2社會網(wǎng)絡(luò)應用力</p><p>　　在即將到來的日子里，來

71、自電子企業(yè)的社會網(wǎng)絡(luò)基礎(chǔ)設(shè)施將會由于經(jīng)濟和技術(shù)的新興力量而興起。運用社會網(wǎng)絡(luò)力量會改變客戶行為的實現(xiàn)，降低銷售和廣告的效果與效率。具體而言，可進行如下分類。 首先，大量的信息為客戶提供包括價格，屬性，以及可能的折扣等不同方案的認識。這種所謂的線索作出之前，可以讓客戶比以往更加積極主動，他們可以調(diào)整以及各種選擇的需要，而不會受到少數(shù)賣方的限制。 第二，支付的信息和廣告正在失去其吸引力。對客戶來說有更多可用的信息供其選擇，使

72、賣方無法以一個簡單的廣告永遠獲得像以前那樣有效的成果。一些分析家認為，它已被證實，人們正在失去其傳統(tǒng)的閱讀廣告消息的行為，以及為廣告支付的信任。最后但并非最不重要的，技術(shù)的快速發(fā)展，特別是互聯(lián)網(wǎng)和它對改變公司的影響，同時在為他們提供了新的廣告選擇。盡管一些科學家和社會批評家仍然對網(wǎng)絡(luò)站在消極的立場上，但是很明顯的，社交網(wǎng)絡(luò)確實有一些很好的屬性，如果能好好利用的話，這可能是很有用的。然而，有必要認識到，盈利能力或從社會網(wǎng)絡(luò)產(chǎn)生的流量貨幣

73、化仍是一個問號，因為這是一個新的領(lǐng)域，需要更多的探索。</p><p><b>　　3.3機遇和挑戰(zhàn)</b></p><p>　　關(guān)于社會網(wǎng)絡(luò)到底是有利還是有弊的討論日趨激化，這將在后文中繼續(xù)闡述。在這里我們先討論面對社會網(wǎng)絡(luò)的機遇和挑戰(zhàn)，電子商務企業(yè)應及時采取的行動和相關(guān)的準備。</p><p><b>　　3.3.1機會</

74、b></p><p>　　谷歌，新公司和許多其他電子企業(yè)都表示對社會網(wǎng)絡(luò)擁有極大的興趣，這其中必然包含著某些吸引他們的原因。盡管有不少證據(jù)表明，社會網(wǎng)絡(luò)重定向到電子商務，但這里面還是存在著許多其他相關(guān)的問題。 首先，通過日漸減少的對傳統(tǒng)支付信息的信任，我們將了解到社會網(wǎng)絡(luò)在廣告業(yè)務中起著越來越重要的作用。人們總是從可靠的來源來購買高品質(zhì)、個性化的商品。這個觀點放置在社會網(wǎng)絡(luò)中就是要以特殊的社會網(wǎng)絡(luò)形式

75、來保證商品的質(zhì)量，因此，對企業(yè)的盈利能力、經(jīng)濟效益以及廣告效益都會有所提高。 此外，通過整合社會網(wǎng)絡(luò)推薦系統(tǒng)等其他技術(shù)，電子企業(yè)可以得到有關(guān)市場趨勢，客戶行為預測等有用數(shù)據(jù)。例如，一個電子商務網(wǎng)站能夠識別具有較高影響力的輿論領(lǐng)袖和最大限度地提高營銷于社會網(wǎng)絡(luò)的意見領(lǐng)袖周圍的成效。它可以幫助公司建立不同于他人的競爭優(yōu)勢。</p><p><b>　　3.3.2挑戰(zhàn)</b></p&g

76、t;<p>　　盡管存在著不少樂觀的看法，但還是有不少人對其盈利能力和經(jīng)濟效益抱著懷疑的態(tài)度。樂觀看法的主要觀點是虛擬網(wǎng)絡(luò)社會和真實的社會擁有相同的屬性，使在虛擬網(wǎng)絡(luò)里的人們互相信任對方，并承諾在虛擬網(wǎng)中人對人的信譽是可靠的。然而，所謂的虛擬與現(xiàn)實的相同屬性卻引起了人們的懷疑。 根據(jù)文獻的分析，違反信用的現(xiàn)象還是一定程度地存在于當前流行的社會網(wǎng)絡(luò)當中。例如，MySpace就未被大學校園認定為是一個值得信賴的網(wǎng)絡(luò)；在F

77、acebook或MySpace的廣告要么是被千禧屏蔽要么是被人忽略。社會網(wǎng)絡(luò)只被人們認為是某些與錢有關(guān)的東西，有時甚至會因為廣告對客戶或在線用戶的強大攻勢和侵擾而導致投資失敗。有人建議，網(wǎng)絡(luò)上不真實的信息已經(jīng)越來越多，人們必須謹慎地選擇。</p><p>　　4價值創(chuàng)造4.1 價值創(chuàng)造的重要性 在談到商業(yè)更改時，無論它只是一種組織結(jié)構(gòu)上的變化還是新技術(shù)的引入，都必須確保變更決定是否具有戰(zhàn)略性和有效性。雖然

78、說每一改變不一定都能在最終轉(zhuǎn)化為貨幣的的形式，但它必須或多或少地反映投資公司因為進行了該項改變而朝著有意的方向發(fā)展。在一定程度上我們往往很難判斷電子和技術(shù)的引入到底是好還是壞，因為它們通常都是投資于公司的基礎(chǔ)設(shè)施，產(chǎn)出的價值難以單獨計量。社會網(wǎng)絡(luò)就是這種投資的一個很好的例子。 與獲取資金相比，我們應尋找到一種合適的方法來制定是否要使用社會網(wǎng)絡(luò)，其中，一種較為流行的方法就是布羅代爾法則。根據(jù)第一篇文獻，對于一種新的技術(shù)，如果它的建立

79、和執(zhí)行能擴寬人們?nèi)粘Ｉ罱Y(jié)構(gòu)的限制，那它將為潛在的用戶創(chuàng)造價值。然而，筆者認為電子商務和其他日益更新的技術(shù)所創(chuàng)造的價值將會更大。它們不僅僅是提供選擇而且還幫人們解決根本性問題，所以，相比現(xiàn)有的技術(shù)，它們將被更多的人所接受。要清楚，價值本身的特點將決定創(chuàng)造出何種價值。因此，想要創(chuàng)造價值，我們就要先了解什么是價值或者更具體地說就是如何使廣告創(chuàng)造價值。4.2如何創(chuàng)造價值 我們有必要了解在供應鏈中價</p><p&

80、gt;<b>　　五、結(jié)論</b></p><p>　　電子商務在社會網(wǎng)絡(luò)的影響下正向著一個新的方向發(fā)生著改變。從事電子商務方面工作的企業(yè)在它的幫助下，可以克服許多困難。然而，我們更應該仔細研究其中的機會和挑戰(zhàn)，以使其得到充分的利用。更重要的是，我們要清楚的認識到有多少價值是建立在技術(shù)創(chuàng)新的基礎(chǔ)上，而不是簡單地復制其他企業(yè)的行為。我們要通過更多的努力去建立起競爭優(yōu)勢，而不是隨意的進行不科學的

81、活動。進一步的研究表明，根據(jù)不同的經(jīng)營情況制定公司策略可以使用企業(yè)得到改善。</p><p>　　比如，摩托羅拉相關(guān)產(chǎn)品的廣告很少出現(xiàn)在烹飪論壇和相應的烹飪要求中，盡管只是一個無任何商業(yè)目的聊天論壇。推薦系統(tǒng)與數(shù)據(jù)挖掘的改進是關(guān)鍵字排列和社會網(wǎng)絡(luò)屬性中極其重要的一部分，它將使我們更準確的判斷用戶的喜好。</p><p>　　出處: 余喬，社會網(wǎng)絡(luò)與電子商務,《商業(yè)經(jīng)濟》, 2008,(4)