新時代職業(yè)英語教學(xué)課件《電子商務(wù)英語》教學(xué)課件Unit1

Unit

1

Overview

of

E-comme

rceStart

with

E-commerceJ

ourney

with

E

-commer

ceForward

with

E-commerceS

TART

WITH

E-COMME

RCEDouble

Ele

ve

n

a

nd

Bla

ck

Frida

yJ

OURNEY

WITH

E-COMME

RCE煉

P

ra

ctica

l

Re

a

ding

S

hopping

s

e

rvice

s煉

Inte

ns

ive

Re

a

ding

Dig

ita

l

bus

ine

s

s

pla

tform煉

Compa

ra

tive

Re

a

ding

Dis

tribution

de

ns

ity

vs

.

dis

tribution

le

ng

th煉

Exte

ns

ive

Re

a

ding

E-comme

rce

de

ve

lopme

nt

in

ChinaFORWARD

WITH

E-COMME

RCE煉

Furthe

r

P

ra

ctice

Re

fund

s

te

ps煉My

le

a

rninglogUNIT

1Ov

e

r

v

ie

w

o

f

E

-c

o

m

m

e

r

c

eLEARNING

OBJ

ECTIVEAfter

studying

this

unit,

you’ll

be

able

to:煉know

the

basic

information

about

Double

Eleven

andBlack

Friday煉know

the

shopping

services

an

online

shopping

websiteoffers煉have

a

general

idea

of

DBPs

and

the

development

ofdigital

marketing煉distinguish

distribution

density

from

distribution

length煉understand

e-commerce

development

in

ChinaS

TART

WITH

E-COMME

RCERead

the

following

statements

about

Double

Eleven

and

Black

Friday

and

decide

whetherthey

are

true

(T)

or

false

(F).(

F

)

1

Black

Friday

originated

in

China

and

is

mainly

celebrated

by

Asian

people.(

T

)

2

Double

Eleven

is

a

good

day

for

online

shopping.

On

that

day,

many

shops

sell

theirgoods

at

a

much

lower

price.(

T

)

3

Occurring

on

the

fourth

Friday

in

November,

Black

Friday

has

routinely

been

thebusiest

shopping

day

of

the

year

in

the

US.(

F

)

4

Double

Eleven

is

celebrated

on

the

eleventh

day

of

January.(

T

)

5

When

Black

Friday

comes,

many

people

will

stay

up

late

to

purchase

thecommodities

they

want.P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEAs

a

popular

fashion

retailer,

we

have

been

dedicated

tooffering

customers

outstanding

online

shopping

servicesfor

more

than

10

years.

We

sincerely

hope

that

everycustomer

can

get

the

best

possible

shopping

experience

onour

website.

The

following

text

details

some

of

theoutstanding

services

we

offer.1

PersonalstylistsThis

will

allow

you

to

get

personalized

style

suggestionsfrom

professional

stylists.

They

can

design

a

new

stylethat

will

suit

you

and

help

you

find

the

outfits

you

want.Just

spare

a

few

minutes

and

complete

a

short

survey

tolet

us

know

your

style

and

needs.

You

will

then

meet

yourstylist

online

very

soon.

Don’t

worry

about

extra

feesbecause

this

service

is

completely

free.Shopping

Services—From

an

online

shopping

website2

Personalized

wish

listsThis

will

help

you

list

your

favorite

itemsin

a

list

and

check

any

sales

informationabout

them.

Connect

your

email

box

to

youraccount

and

then

you

will

receive

messagesinforming

you

whether

your

favorite

itemsare

in

stock

or

on

sale.譯P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEShopping

Services—From

an

online

shopping

website3

Gift

cardsA

gift

card

is

not

only

great

for

personal

use

but

also

aperfect

present

for

friends

and

relatives.

After

purchasing

agift

card

online,

you

will

receive

it

in

two

ways:

throughemail

or

by

express

delivery.

When

using

a

gift

card,please

input

the

gift

card

code

at

checkout.

Gift

cards

canbe

recharged.4

Preorder

policyThis

gives

you

early

access

to

the

most

popular

items

ofthe

next

season.

When

your

order

is

complete,

we

willmake

sure

that

you

receive

your

chosen

item

as

soon

as

itcomes

onto

the

market.

Besides,

orders

can

be

canceled

orreturned

withintwo

weeks.5

The

member

clubJoin

our

member

club

to

get

special

discounts

and

gifts!Members

of

our

website

will

get

access

to

a

15%discount

every

month

and

obtain

an

extra

50%

discountwith

free

standard

delivery

on

birthday

month.

Plus,exclusive

birthday

presents

will

be

sent

to

our

members.Pay

10

yuan

per

month

to

join

our

member

club

andyou

can

get

all

of

these

benefits.

What

are

you

waitingfor?譯Read

the

text

and

complete

the

dialog.1(J

ane

asks

her

friend

Lisa

about

how

to

purchasea

pair

of

heels

on

the

online

shopping

website

of

afashion

retailer.)L

:

I

think

you

can

ask

a

personal

stylist

for

help.

Look

at

part

one

of

the

website’s

shopping

service

introduction.The

professionalstylist

can

design1

and

help

you

2

.will

receive

messages

informing

you

whether

your

favorite

items

are

in

stock

or

on

sale.J

:

OK!

Do

I

need

to

pay

by

credit

card?find

the

outfits

you

wantL

:

Not

exactly.

Rememberctohmat

pgliefteclayrdfrIeegave

you?

You

can

pay

with

that.

Refer

to

part

three.

You

should

inputthe6

at

checkout

when

using

it.personalized

wish

listJ

:

Hi,

Lisa.

Can

we

talk

for

a

minute?

I

want

to

buy

a

pair

oCf

hoenenlsecotnytohuershemopapiilnbgowx

etbosyitoeuyroaucrceocuonmt

mendedyesterday,

but

I

don’t

know

how

to

do

that.L

:

Yes,

of

course.

What’s

your

problem?J

:

I

have

found

three

beautiful

pairs

of

heels

on

the

website,

but

I

don’t

know

which

pair

would

be

the

best

forme

to

wear

at

my

sister’s

wedding

as

a

bridesmaid.gift

codeJ

:

Well,

I

see.

Do

I

need

to

pay

extra

money?

L

:

No,

this

serviceis

3

.J

:

That’s

great!

It

seems

that

my

favorite

pair

is

out

of

stock.

How

would

I

know

when5i0t

%is

back

in

stock?L

:

Hearen,erweasdtyplaerthtwa

tow4il_l_s_u_it

y_o_u

.

5

and

then

youdiscussion

Read

the

following

questions

and

share

your

answers

with2your

group

members.How

often

do

you

use

online

shopping

websites?What

kind

of

commodities

do

you

usually

purchase

online?Do

you

think

online

shopping

makes

your

life

more

convenient?

Why

or

why

not?P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEWords

&

PhrasesWordsdelivery

n.遞送discount

n.折扣，減價outfit

n.全套服裝retailer

n.零售商stylist

adj.造型設(shè)計師，形象設(shè)計師Phrasesexpress

delivery

快遞extra

fee

額外費用gift

card

禮品卡in

stock

有貨wish

list

愿望單課P

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEP

ra

ctica

l

Re

a

dingJ

OURNEY

WITH

E-COMME

RCE作為備受追捧的時尚零售商，我們十多年來一直致力于為顧客提供優(yōu)質(zhì)的線上購物服務(wù)。我們真誠地希望每位顧客都能在我們的網(wǎng)站上獲得最佳購物體驗。下文詳細介紹了部分我們所提供的優(yōu)質(zhì)服務(wù)。1

私人設(shè)計師個人設(shè)計師服務(wù)將為您提供來自專業(yè)設(shè)計師的個性化造型建議。設(shè)計師會設(shè)計出適合您的新風(fēng)格，并幫助您找到您想要的服裝。只需花幾分鐘的時間完成簡短的調(diào)查，讓我們了解您的風(fēng)格和需求，很快您將會有您的私人設(shè)計師。該項服務(wù)完全免費。2

個性化心愿單個性化心愿單可幫助您將喜歡的商品添加至列表，查看這些商品所有的銷售信息。請在您的賬戶中

添加郵箱信息，隨后您將收到郵件，告知您的心

愿商品是否有貨以及是否打折。課購物服務(wù)——來自在線購物網(wǎng)站J

OURNEY

WITH

E-COMME

RCEP

ra

ctica

l

Re

a

ding禮品卡禮品卡不僅適合個人使用，也是贈送親朋好友的佳品。在線購買禮品卡后，您將通過兩種方式收到卡片：電子郵件或快遞。結(jié)賬時輸入禮品卡代碼即可使用禮品卡。禮品卡可充值。預(yù)定政策通過預(yù)定您可以提前了解并訂購下一季的熱門商品。您的訂單完成后，我們將確保您在所選商品上市后立即收到商品。此外，預(yù)訂訂單可在兩周內(nèi)取消或退貨。5

會員俱樂部加入我們的會員俱樂部即可獲得驚喜折扣及

禮品！本網(wǎng)站會員每月可享受一次85折優(yōu)惠，并在生日當(dāng)月獲得額外5折優(yōu)惠及免費標(biāo)準(zhǔn)配送服務(wù)。此外，會員還將收到獨家生日禮物。每月支付10元即可加入我們的會員俱樂部，獲得以上所有優(yōu)惠。心動不如行動！課購物服務(wù)——來自在線購物網(wǎng)站Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEEver

since

online

platforms

began

to

replace

traditional

pipeline

businesses,

our

economy

has

witnessed

avariety

of

major

transformations

in

the

business

arena.The

development

of

digital

marketing

has

kept

pace

with

the

development

of

technology.

In

the

1990s,

theterm

“digital

marketing”was

first

coined,

as

the

popularity

of

personal

computers

continued

to

grow.

In

the21st

century,

with

the

increasing

number

of

Internet

and

smartphone

users,

customers

began

to

search

forproducts

and

make

purchasing

decisions

online,

instead

of

consulting

a

salesperson.

Therefore,

there

was

anurgent

need

for

salespeople

to

find

new

ways

to

integrate

digital

technology

into

their

marketing

tool

kit.Traditional

pipeline

businesses

follow

a

linear

value

chain

to

promote

their

goods

and

achieve

success.They

purchase

inputs

from

others

and

transform

those

into

value-added

goods

and

services

throughmanufacturing,

assembly,

or

branding.

In

contrast,

a

digital

business

platform

(DBP)

provides

anopportunity

for

individuals

and

organizations

to

innovate

or

interact

in

a

brand-new

way

with

the

potentialfor

development

in

nonlinear

chains.Digital

business

platform—A

salient

footstep

in

digital

marketing

history譯tDBPs

use

digital

technology

to

enable

business

interactions

among

registered

users.

The

platform

functions

as

avirtual

marketplace

connecting

these

parties

so

they

can

interact

and

complete

transactions.

For

instance,Alibaba

and

Jingdong

are

DBPs

connecting

two

or

more

parties,

realizing

easy

transactions

between

supplierswith

different

offerings

on

one

side

and

potential

customers

on

the

other.However,

many

business

platforms

do

not

qualify

as

DBPs.

Three

criteria

are

set

to

define

a

DBP:煉the

core

matchmaking

functions

of

linking

one

user

to

another

on

the

platform

are

executed

digitally煉the

platform

promotes

direct

communication

and

business

transactions

among

its

users煉platform

users

are

independent

parties

who

retain

residual

ownership

rights6

To

sum

up,

there

are

at

least

three

parties

associated

with

a

DBP:

the

buyer,

the

seller

and

the

platform.

This,therefore,

implies

at

least

three

transaction

models:

the

buyer

and

the

seller,

the

buyer

and

the

platform,

and

theseller

and

the

platform.譯Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEDigital

business

platform—A

salient

footstep

in

digital

marketing

historyWords

&

PhrasesWordsbrand-new

adj.全新的innovate

v.革新，創(chuàng)新integrate

v.（使）合并，（使）結(jié)合interact

v.交流，互相來往linear

adj.線性的manufacture

v.（用機器大量）生產(chǎn)，制造registered

adj.已注冊的salient

adj.重要的，顯著的supplier

n.供應(yīng)商tr

ansaction

n.交易，買賣tr

ansform

v.使轉(zhuǎn)化vir

tual

adj.虛擬的，模擬的witness

v.見證Phrasestool

kit

工具包，工具箱value

chain

價值鏈課Inte

ns

ive

Re

a

dingNotesvaluechain：價值鏈，是指公司為了向最終客戶提供商品或服務(wù)而執(zhí)行的一系列活動。Fill

in

the

blanks

with

the

proper

form

of

the

words

in

the

boxes.1transactionwitnessvirtualinteractpotential1

This

is

a(n)shopping

center

offering

visitors

products

online.2

Anyone

whothe

accident

yesterday

should

call

the

police.5

Customers

shopping

online

with

the

seller

and

the

platform

in

anovel

manner.v_i_r_tu_a_lw_i_tnes_sThe

firm

identified

60

p_o_te_n_t_i_a_l

customers

by

going

through

a

file

of

theirshopping

preferences.The

bank

charges

a

fixed

rate

for

each

_t_r

a_nsa_c_t_io_n

.i_n_t_e_r_a_ctInte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCEFill

out

the

following

table

based

on

the

text

and

yourpersonal

understanding.2Inte

ns

ive

Re

a

dingJ

OURNEY

WITH

E-COMME

RCETraditional

pipelinebusinessesDigital

businessesVa

lue

chainsParties

involvedRepresentative

businessesBusiness

modelsFeatureslinearnonlinearinput

suppliers,manufacturers,

sellers,buyersregistered

users

includingsuppliers

and

potentialusers,

a

virtual

marketplaceall

the

traditional

corporationsPayPal,

UnionPayDecide

whether

the

following

statements

are

true

(T)

or3false

(F).(

T)

1

Traditional

pipeline

businesses

have

begun

to

be

replaced

by

online

platforms.(

F

)

2

In

the

1990s,

the

birth

of

smartphones

contributed

to

the

emergence

of

digital

marketing.(

F

)

3

The

popularity

of

the

Internet

and

smartphones

made

customers

more

likely

to

consult

a

salesperson.(

T

)

4

The

linear

value

chain

is

a

feature

of

traditional

pipeline

businesses.(

F

)

5

Alibaba

and

Jingdong

are

typical

examples

of

traditional

pipeline

businesses.(

T

)

6

With

DBPs,

suppliers

and

customers

interact

and

make

a

deal

more

conveniently.(

T

)

7

The

matchmaking

function

is

the

core

of

DBPs.(

F

)

8

DBP

business

involves

only

buyers

and

sellers.Nowadays,

most

digital

business

platforms

adopt

a

combinedapproach

to

executing

digital

marketing.

Here

are

some

of

the

main

digitalmarketing

str

ategies.

Have

you

ever

experienced

any

of

them?

Write

a

passage

todescribe

your

experience

of

being

targeted

by

digital

marketing.4Nowadays,

most

digital

business

platforms

adopt

a

combined4approach

to

executing

digital

marketing.

Here

are

some

of

the

main

digitalmarketing

str

ategies.

Have

you

ever

experienced

any

of

them?

Write

a

passage

todescribe

your

experience

of

being

targeted

by

digital

marketing.Reference:Once

upon

a

time,

I

opened

a

search

engine

and

search

for

a

recipe

for

Kung

Pao

chicken.

Virtually,

the

website

provided

diverse

versions,

each

of

which

contained

a

cluster

of

basic

ingredients,

but

differed

in

some

others.

Thus,

I

had

to

make

a

final

decision

on

which

recipe

to

apply

in

my

dish.

Considering

combining

those

condiments

in

my

favor,

I

went

back

to

the

cover

page

of

the

search

engine.

What

caught

my

eye

was

a

cooking

video

on

the

screen

with

an

embedded

advertisement

for

a

professional

cooking

vocational

school.

B

y

clicking

on

the

l

ink,

several

steps

f

rom

ingredients

preparation

towarming

up

a

pan

were

presented.

However,

when

the

video

proceeded

to

the

core

part

of

how

that

Chinese

cuisine

was

cooked,

it

halted

with

a

floating

notice

which

advocated

its

audience

to

register

for

a

cooking

course.

At

the

very

moment,

I

realized

I

was

targeted

by

the

clouding

data

which

informed

the

backstage

websites

of

my

needs.

Thus,

I

was

precisely

estimated

as

their

prospective

customer.3

傳統(tǒng)的渠道銷售商業(yè)模式遵循線性價值鏈來推廣他們的商品，并取得了成功。他們從他人那里購買原材料，并通過制造、組裝或品牌化將其轉(zhuǎn)化為增值商品和服務(wù)。相比之下，數(shù)字業(yè)務(wù)平臺(DBP)為個人和組織提供了以全新方式進行創(chuàng)新或互動的機會，具有在非線性鏈中發(fā)展的潛力。AI歷史上的里程碑課Inte

ns

ive

Re

a

ding自從在線平臺開始取代傳統(tǒng)的渠道銷售商業(yè)模式以來，我們的經(jīng)濟就見證了商業(yè)領(lǐng)域的各種各樣的重大轉(zhuǎn)變。數(shù)字營銷的發(fā)展與技術(shù)的發(fā)展保持同步。1990年代，隨著個人電腦持續(xù)普及，

“數(shù)字營銷”一詞首次出現(xiàn)。二十一世紀(jì)，隨著互聯(lián)網(wǎng)和智能手機用戶的數(shù)量不斷增加，客戶開始在網(wǎng)上搜索產(chǎn)品并在線做出購買決定，而不是咨詢銷售人員。因此，銷售人員迫切需要找到將數(shù)字技術(shù)整合到自己的營銷工具包中的新方法。J

OURNEY

WITH

E-COMME

RCE數(shù)字商務(wù)平臺——數(shù)字營銷史上的重要一步煉平臺促進用戶之間的直接交流和商業(yè)交易；煉平臺用戶作為獨立方，可保留剩余所有權(quán)。6

綜上所述，DBP涉及至少三方：買方、賣方和平臺。因此，這也意味著至少三種交易模式：買方與賣方、買方與平臺、賣方與平臺。數(shù)字商務(wù)平臺——數(shù)字營銷史上的重要一步課Inte

ns

ive

Re

a

dingDBP使用數(shù)字技術(shù)來實現(xiàn)注冊用戶之間的業(yè)務(wù)交互。平臺充當(dāng)連接各方的虛擬市場，使得他們可以互動并完成交易。例如，阿里巴巴和京東是連接兩方或多方的DBP，能夠?qū)崿F(xiàn)提供不同產(chǎn)品的供應(yīng)商與另一方的潛在客戶之間的輕松交易。但是，許多業(yè)務(wù)平臺并不具備DBP資格。定義DBP有以下三個標(biāo)準(zhǔn)：煉核心功能是以數(shù)字化的方式在平臺上將一個用戶鏈接到另一個用戶這一配對功能；J

OURNEY

WITH

E-COMME

RCEDistribution

densityDistribution

density

refers

to

the

number

of

sales

outlets

required

to

provide

an

adequate

range

for

aproduct.

Density

requirements

directly

reveal

the

end

user’s

purchasing

habits.

Changes

in

density

needswill

ripple

through

to

change

other

components

of

the

distribution

chain.

The

key

to

proper

density

isconsumer

habit

research.A

fine

example

of

density

and

its

effect

on

distribution

can

be

found

in

the

computer

industry.

Formany

years,

consumers

went

to

computer

sales

outlets

scattered

around

the

city

to

look

at,

compareand

test

personal

computers

prior

to

purchase.

They

shopped

for

computers

much

in

the

same

wayas

they

shopped

for

stereo

equipment

or

televisions.

Not

surprisingly,

outlets

for

these

types

ofelectronic

consumer

goods

were

also

some

of

the

early

distributors

of

computer

hardware.

Overtime,

however,

consumers

became

more

skilled

at

computer

usage

and

more

knowledgeable

abouttechnology,

and

it

came

to

the

point

where

they

no

longer

required

the

assistance

of

sales

personnelor

hands-on

comparison

shopping.

At

present,

it

is

hard

to

find

many

computer

stores

in

a

singlestreet

or

district.Distribution

density

vs.distribution

length譯J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

ding譯J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

ding3

Distribution

lengthDistribution

length

refers

to

the

number

of

intermediaries

needed

to

move

a

product

through

themarketplace

to

the

end

user.4

A

company

may

choose

to

shorten

the

length

of

its

distribution

by

setting

up

a

vertical

marketingsystem

in

which

all

parts

of

the

chain

come

under

the

direct

control

of

the

producer.

There

are

threetypes:煉Cor

porate:The

company

owns

all

areas

of

the

distribution

channel,including

shipping

and

retailoutlets.煉Contr

actual:Distribution

channel

members

are

under

long-term

contract

to

the

producer

and

mustperform

according

to

exacting

standards

set

by

that

producer.煉Administr

ative:The

producer,through

dominance

in

its

market

segment,oversees

all

areas

of

thedistribution

channel.

Members

willingly

participate,

due

to

the

amount

of

business

generated

by

theproducer.

Some

international

companies

have

taken

this

a

step

further

by

controlling

all

areas

oftheir

business,

including

the

supply

lines,

an

approach

known

as

vertical

integration.Distribution

density

vs.distribution

lengthWords

&

PhrasesWordsadministrative

adj.管理的，行政的channel

n.渠道，途徑contractual

adj.合同規(guī)定的，依據(jù)合同的corporate

adj.公司的hands-on

adj.實際操作的，親身實踐的r

ipple

v.傳開segment

n.細分，部分Phrasesconsumer

goods

消費品distr

ibution

chain

分銷鏈distr

ibution

channel

分銷渠道end

user

（某產(chǎn)品的）最終用戶purchasing

habit

購買習(xí)慣retail

outlet

零售店supply

line

供應(yīng)線課J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

dingChoose

the

appropriate

meaning

of

the

terms

according

to

the

text.11

distribution

densityThe

number

of

sales

outlets

required

for

direct

marketing.The

number

of

sales

outlets

required

to

provide

an

adequate

range

for

aproduct.2

distribution

lengthThe

number

of

intermediaries

needed

to

move

a

product

through

themarketplace

to

the

end

user.The

number

of

intermediaries

needed

to

contact

potential

customers.齟B齟AJ

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

dingDecide

whether

the

following

statements

are

true

(T)

or2false

(F).F

1

The

key

to

proper

distribution

density

is

the

advertising

campaign.T

2

Consumers

used

to

went

to

sales

outlets

to

buy

computers

because

they

were

notaccustomed

to

using

computers

and

needed

the

assistance

of

sales

personnel.F

3

A

company

may

choose

to

shorten

its

distribution

length

by

setting

up

a

horizontalmarketing

system

in

which

all

parts

of

the

chain

come

under

the

direct

control

of

theproducer.T

4

In

the

corporate

marketing

system,

the

company

owns

all

areas

of

the

distributionchannel,

including

shipping

and

retail

outlets.F

5

In

the

contractual

marketing

system,

distribution

channel

members

are

immune

fromexacting

standards

set

by

the

producer.J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

dingTranslate

the

following

paragraph

and

compare

your

tr

anslation

with3行政管理：生產(chǎn)商通過在其細分市場中的主導(dǎo)地位，監(jiān)督分銷渠道的所有領(lǐng)域。由于生產(chǎn)者產(chǎn)生的業(yè)務(wù)量，成員愿意參與。一些國際公司通過控制其業(yè)務(wù)的所有領(lǐng)域（包括供應(yīng)線）更進一步，這種方法稱為垂直整合。機器翻譯the

machine

tr

anslation.Administrative:

The

producer,

through

dominance

in

its

market

segment,oversees

all

areas

of

the

distribution

channel.

Members

willingly

participate,

dueto

the

amount

of

business

generated

by

the

producer.

Some

internationalcompanies

have

taken

this

a

step

further

by

controlling

all

areas

of

their

business,including

the

supply

lines,

an

approach

known

as

vertical

integration.J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

ding我的翻譯分銷密度分銷密度指的是為一種產(chǎn)品提供足夠銷售范圍所需的銷售點數(shù)量。分銷密度的不同要求直接反映出最終用戶的購買習(xí)慣。密度需求的變化將會影響到分銷鏈的其他組成部分。對消費者購買習(xí)慣的研究是合理布局分銷密度的關(guān)鍵。我們在計算機行業(yè)可以看到密度及其對分銷的影響的例子。多年以來，消費者在購買電腦前，都會到分散在城市各處的電腦銷售點去了解、對比、測試不同的電腦。他們購買電腦的方式與購買音響設(shè)備或者電視的方式大致相同。毫無意外，這些電子產(chǎn)品的銷售點也是一些早期的計算機硬件分銷商。然而，隨著時間的推移，消費者們對計算機的使用越來越熟練，對計算機技術(shù)的了解也日益增多，以至于他們在購買電腦時不再需要銷售人員的幫

助或者親自進店對比選購。現(xiàn)在，在一條街道或一個地區(qū)很難再看到林立的電腦零售店了。分銷密度與分銷渠道長度課J

OURNEY

WITH

E

-COMME

RCECompa

ra

tive

Re

a

ding分銷渠道長度分銷渠道長度是指將產(chǎn)品通過市場運送到最終用戶手中所需的中間環(huán)節(jié)的數(shù)量。公司可以選擇通過建立垂直營銷系統(tǒng)來縮短其分銷渠道長度，在該系統(tǒng)中，供應(yīng)鏈的所有環(huán)節(jié)都由生產(chǎn)商直接管控。具體包括以下三種類型:煉公司式：公司把握分銷渠道的所有領(lǐng)域，包括運輸和零售網(wǎng)點。煉合同式：分銷渠道成員與生產(chǎn)商簽訂長期合同，必須嚴(yán)格遵守生產(chǎn)商制定的標(biāo)準(zhǔn)。煉管理式：生產(chǎn)商通過其在市場細分的主導(dǎo)地位，監(jiān)管整個分銷渠道。由于生產(chǎn)商的業(yè)務(wù)量相當(dāng)可觀，分銷渠道成員愿意參與協(xié)作。有些國際化大公司則更進一步，它們控制全產(chǎn)業(yè)鏈，包括供應(yīng)鏈。這種方式也被稱為垂直整合。課分銷密度與分銷渠道長度J

OURNEY

WITH

E-COMME

RCECompa

ra

tive

Re

a

dingFrom

the

birth

of

the

first

e-commerce

website

to

today’s

popular

social

mediaapps,

China

has

drawn

global

attention

to

its

digital

economy.

E-commerce

inChina

keeps

growing

rapidly,

and

now,

it

is

an

essential

part

of

China’s

GDP.E-commerce

helps

producers,

farmers,

restaurants,

drivers

etc.

to

reach

theircustomers

online

directly.

It

increases

market

efficiency,

and

at

the

same

time,creates

many

new

business

opportunities.

Many

migrant

workers

have

returnedhome

to

do

e-business.

Farmers

in

remote

areas

can

sell

fresh

local

producedirectly

to

customers

in

cities

through

e-commerce

platforms.

The

platforms

canalso

connect

restaurants

with

customers

online

and

have

created

millions

of

jobs

infood

delivery.

Moreover,

ride-hailing

apps

provide

job

opportunities

for

theunemployed

and

great

convenience

for

passengers.E-comme

rce

development

in

China譯J

OURNEY

WITH

E

-COMME

RCEExte

ns

ive

Re

a

dingThere

are

several

reasons

for

China’s

fast

e-commerce

development.

In

China,

itis

easyto

get

access

to

the

Internet,

and

phone

network

coverageis

widespread,

even

in

ruralareas.

Large

smartphone

manufacturers

make

smartphones

less

expensive,

which

bringsmany

rural

people

onto

the

mobile

Internet.

These

are

preconditions

of

e-commerce.Second,

the

logistics

infrastructure

is

important

to

rural

e-commerce.

In

order

to

improve

thelogistics

system

in

the

countryside,

one-stop

shops

are

built

to

help

people

who

are

not

tech-savvy

to

buy

and

sell

goods

on

the

Internet.譯Social

media

has

also

led

to

the

rapid

growth

of

e-commerce

in

China.

Sellers

are

making

use

ofsocial

media

to

sell

products

and

services.

When

people

share

products

on

their

WeChat

andgroup

enough

buyers,

they

will

get

a

cheaper

price

from

the

sellers.

However,

many

peopleworry

that

their

data

leaks

from

e-commerce

platforms.

Data

protection

is,

therefore,

a

greatchallenge

to

e-commerce

platforms.J

OURNEY

WITH

E

-COMME

RCEExte

ns

ive

Re

a

dingE-comme

rce

development

in

ChinaWords

&

PhrasesWordschallenge

n.挑戰(zhàn)essential

adj.極其重要的，必不可少的global

adj.全球的，全世界的infrastructure

n.基礎(chǔ)設(shè)施leak

v.泄露logistics

n.物流precondition

n.前提，先決條件

produce

n.農(nóng)產(chǎn)品widespread

adj.分布廣的，廣泛流傳的Phrasesdata

protection

數(shù)據(jù)保護digital

economy

數(shù)字經(jīng)濟r

ide-