Unit 4 B2C Electronic Commerce 电子商务英语教材.ppt

* * ? Warm-up ? Background Information ? Word Study Text Analysis ? Exercises Warm-up Read the following categories of A, and try to tell your classmates: ? the difference compared with the categories in the Warm-up part of Unit 3; ? the suitable products for selling online in you opinion. Background Information B2C电子商务主要是指企业通过Internet向个人消费者直接销售产品、提供服务，它是电子商务应用最普遍、发展最快的类型。然而随着电子商务的发展，电子商务模式中的B、C将逐渐趋于融合和统一。例如，Amazon 在其网站平台上建立了 C2C模式，允许个人和 小型商户出售商品， Amazon收取一定费用。 著名的B2C网站有： (1)美国的亚马逊() B2C电子商务模式的开创者和典范，创立于1995年，创始人是贝索斯，他希望公司能像世界最长的河流亚马逊河一样奔腾不息。 Background Information Text Analysis A Brief Introduction to B2C Electronic Commerce Basic B2C Concept In the real world, retailing is done in stores that customers must visit in order to make a purchase. Retailing conducted over the Internet is called electronic retailing, or e-tailing, and those who conduct retail business online are called e-tailers.(译文) Business-to-consumer electronic commerce (B2C EC) [1] means retail transactions of products or services from businesses to individual shoppers. (译文) In fact, the distinction between B2C and B2B is not always clear [2]. For example, A [3] is considered as a typical B2C Web site, but it also sells to businesses. Wal-Mart and Dell sell to both consumers and businesses. Text Analysis Characteristics of Successful B2C Successful B2C comes from offering quality merchandise at good prices, coupled with excellent service. (译文) In that sense, the online and traditional channels are not very different. However, e-tailers can offer expanded consumer services which are not available in traditional retailing. Products with the following characteristics are expected to facilitate higher sales volumes: (译文) Text Analysis high brand recognition (e.g., Dell, Sony), digitized format (e.g., software, music, videos), relatively inexpensive items (e.g., office supplies), commodities with standard specifications (e.g., books, CDs, airline tickets), making physical i