电子商务案例分析(双语案例).docxVIP

BUSINESS IN SECOND LIFEIn 2003,a 3-D vitual world called Second Life(SL)was opened to the public.The world is entirely built and owned by its resident. In 2003,the virtual world consisted of 64 acres. By 2010it had grown to over 100000 acresand was inhabited by millions of residents from around the planet(see ).The virtual world consists of ahuge digital contient,island,people,enterainment,experiences,and opportunities. Thousands of new residents join each day and creat their own avatats through which they travel around the SL world meeting people,communicating,having fun,and buying virtual land and other virtual properties where they can open a business or build a personal space, limited only by their imaginations and their abilityTo use the virtual 3-D applications.Avatars have unique names and move around in imaginative vehicles including helicopers, submarines, and hot-air balloons. Rsaidents get some free virtual land (and they can buy more)where they build a house, a city, or a business.They can then sell the virtrual properties or the virtual products or servives they create.Residents can also sell real-world products or services.For example,Copeland and Kelleher(2007)report that more than 25000 aspiring entrepreneurs trade virtual products or services at SL. Virtual goods entrepreneurs,landowners,in-world builders, and service providers generated user-to-user transactions totaling US$350 million in 2008(Linder 2009).Stevan Lieberman, an attorney, is one of these people .He uses his expertise in intellectual property and the site to solcit work-mainly from programmers who are looking to patient their code. SL is manage by Linden Labs, which provides Linden dollars that can be converted to U.S dollars.SL uses several Web 2.0 tools such as blogs, wikis,RSS,and tags (from ). Virtual businesses succeed due to the onwers’ingenuity,artistic ability, entrepreneurial expertise, and reputation. Many organizations use SL from 3-D persentations of their products. Even