英語(yǔ)六級(jí)巔峰閱讀附詳解 第78期:網(wǎng)絡(luò)商業(yè)

　　In the first year or so of Web business, most of the action has revolved around efforts to Lap the consumer market. More recently, as the Web proved to be more than a fashion. companies have started to buy and sell products and services with one another. Such business-to-business sales make sense because business people typically know what product they’re looking for.

　　Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. "Businesses need to feel they can trust the pathway between them and the supplier," says senior analyst Blane Erwin of Forrester Research. Some companies are limiting the risk by conducting online transactions only with established business partners who are given access to the company's private intranet.

　　Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activities have focused on strategies to "pull" customers into sites. In the past year, however, software companies have developed tools chat allow companies to "push" information directly out to consumers, transmitting marketing messages directly to targeted customers, Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscribers' computer monitors. Subscribers can customize the information they want to receive and proceed directly to a company's Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offering, or other events.But push technology has earned the contempt of many Web users. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fades. Thar's a prospect that horrifies Net purists.

　　But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money, The examples of Virtual Vineyards, Amazon.com and other pioneers show that a Web site selling the right. kind of products with the right mix of interactivity, hospitality, and security will attract online customers, And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop m silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.

　　大約在網(wǎng)上交易的第一年中，大部分業(yè)務(wù)活動(dòng)都是圍繞著努力開(kāi)拓消費(fèi)者市場(chǎng)而進(jìn)行的。最近，隨著網(wǎng)絡(luò)被證明不是一時(shí)的時(shí)髦后，公司間才開(kāi)始在網(wǎng)上交易產(chǎn)品和提供服務(wù)。公司間的這種交易方式能行得通是因?yàn)樯倘艘话愣贾雷约核枰漠a(chǎn)品。

　　[1]然而，許多公司由于懷疑網(wǎng)絡(luò)的可靠性，仍對(duì)網(wǎng)絡(luò)的使用猶豫不決。[2]Forrester研究中心的資深分析家Blane Erwin說(shuō)，“交易雙方需要認(rèn)識(shí)到他們可以信賴(lài)銷(xiāo)售商和供應(yīng)商之間的途徑。”有些公司只向固定交易伙伴提供公司內(nèi)部的局域網(wǎng)接點(diǎn)，它們通過(guò)這種在線交易方式來(lái)達(dá)到降低風(fēng)險(xiǎn)的目的。

　　網(wǎng)絡(luò)商業(yè)模式的另一個(gè)重大變化是營(yíng)銷(xiāo)策略的變化。直到最近，互聯(lián)網(wǎng)上的銷(xiāo)售活動(dòng)重點(diǎn)是把用戶(hù)“吸引”到自己的網(wǎng)站上來(lái)。[3]然而，就在去年，軟件公司開(kāi)發(fā)出了新的技術(shù)，能讓公司直接向用戶(hù)“推銷(xiāo)”信息——將銷(xiāo)售信息直接傳送給特定的用戶(hù)。最突出的例子是Pointcast網(wǎng)絡(luò)，該網(wǎng)絡(luò)使用一種屏幕保護(hù)系統(tǒng)，將最新的信息和廣告不斷地傳送到用戶(hù)的計(jì)算機(jī)顯示器上。用戶(hù)可以定制想要的信息，然后直接進(jìn)入某個(gè)公司的網(wǎng)站。像Virtual Vineyards這樣的公司已經(jīng)開(kāi)始使用類(lèi)似的策略將有關(guān)特價(jià)商品、產(chǎn)品推銷(xiāo)或其他活動(dòng)的信息“推”向用戶(hù)。但是，推銷(xiāo)策略遭到許多網(wǎng)上用戶(hù)的鄙視。[4]網(wǎng)上文化珍視這樣一個(gè)概念，即信息應(yīng)傳送給那些提出需求的用戶(hù)。一旦商業(yè)廣告不請(qǐng)自來(lái)地充斥著電腦屏幕，網(wǎng)絡(luò)與電視就沒(méi)多大差別了。這樣的前景令網(wǎng)絡(luò)純粹主義者感到不安。

　　[5]但是，網(wǎng)上公司完全可以避免使用“推銷(xiāo)”策略來(lái)賺錢(qián)。Virtual Vineyards和Amazon.com以及其他開(kāi)拓者的例子表明：網(wǎng)站銷(xiāo)售對(duì)路的產(chǎn)品，加上將相互合作、禮貌周到、安全可靠這幾方面恰到好處地結(jié)合起來(lái)，將同樣能吸引網(wǎng)上客戶(hù)。計(jì)算機(jī)的運(yùn)算能力成本不斷下降，這對(duì)于企事業(yè)單位在計(jì)算機(jī)上建立銷(xiāo)售點(diǎn)—個(gè)好兆頭。只要回顧一下過(guò)去5到10年的歷史，人們很可能會(huì)感到奇怪：為什么如此少的公司嘗試在線服務(wù)呢?

　　1.What do we learn about the present Web business?

　　A) Web business is no longer in fashion.

　　B) Business-to-business sales are the trend.

　　C) Web business is prosperous in the consumer market.

　　D) Many companies still lack confidence in Web business.

　　2.Established business partners are preferred in Web business because____________.

　　A) they are more creditable than others

　　B) they specify the products they want

　　C) they have access to the company's private intranet

　　D) they are capable of conducting online transactions

　　3.Pointcast Network is most probably_______________.

　　A) a company that develops the latest push software

　　B) a tool that promotes a company's online marketing

　　C) the firs! company that used an online push software

　　D) the most popular software that helps a company push

　　4.Net purists arc most worried that_________________.

　　A) only the requested information comes to the screen

　　B) the Net is filled with commercial promotion

　　C) the difference between the Web and TV will fade

　　D) push technology will dominate the screen of the computers

　　5.What does the author intend to express by mentioning Amazon.com'?

　　A) Its success is attributed to push strategies.

　　B) It is prosperous without push strategies.

　　C) It is highly concerned about the cost of computing power.

　　D) It is a good example of the flourishing online business.

　　1.對(duì)于目前的網(wǎng)絡(luò)商務(wù)我們知道什么?

　　A)網(wǎng)絡(luò)商務(wù)不再時(shí)興。

　　B)企業(yè)對(duì)企業(yè)電子商務(wù)是潮流。

　　C)網(wǎng)絡(luò)商務(wù)在消費(fèi)市場(chǎng)正興旺。

　　D)許多公司對(duì)網(wǎng)絡(luò)商務(wù)依然缺少自信。

　　[D]第2段開(kāi)頭的Nonetheless表明該句與首段提到的內(nèi)容有轉(zhuǎn)折關(guān)系，而D與該句內(nèi)容相同，為本題答案。

　　2.在網(wǎng)絡(luò)商務(wù)中已建立關(guān)系的商業(yè)伙伴是優(yōu)先的，因?yàn)開(kāi)___________。

　　A)他們比其他人更可信

　　B)他們能詳細(xì)說(shuō)明自己想要的產(chǎn)品

　　C)他們擁有進(jìn)入公司專(zhuān)用內(nèi)部網(wǎng)的權(quán)利

　　D)他們能夠進(jìn)行網(wǎng)上交易

　　[A]由第2段最后一句可知公司這樣做的原因是為“控制風(fēng)險(xiǎn)”，而再由上文中的reliability，trust等詞可看出風(fēng)險(xiǎn)問(wèn)題是源于“信譽(yù)”問(wèn)題，只有A與該段所說(shuō)的核心意思相符，故選A。

　　3.Pointcast Network最可能是_____________。

　　A)研發(fā)最新推銷(xiāo)軟件的公司

　　B)促進(jìn)公司網(wǎng)上營(yíng)銷(xiāo)的工具

　　C)第一家使用網(wǎng)上推銷(xiāo)軟件的公司

　　D)幫助公司進(jìn)行推銷(xiāo)的最流行軟件

　　[A]第3段第4句開(kāi)頭的Most notably表明該句提及的Pointcast Network是說(shuō)明上一句觀點(diǎn)的例子，由此可見(jiàn)，Pointcast Network應(yīng)為一家開(kāi)發(fā)軟件的公司，因此A為本題答案。

　　4.網(wǎng)絡(luò)純粹主義者最擔(dān)心______________。

　　A)只有被需求的信息顯示在屏幕上

　　B)網(wǎng)絡(luò)中滿是商業(yè)促銷(xiāo)

　　C)網(wǎng)絡(luò)和電視的區(qū)別會(huì)淡化

　　D)網(wǎng)上推銷(xiāo)技術(shù)將掌控屏幕

　　[D]第3段末句開(kāi)頭的That's a prospect表明前面提到的內(nèi)容就是使網(wǎng)絡(luò)凈化者覺(jué)得擔(dān)憂的問(wèn)題，上文說(shuō)網(wǎng)絡(luò)廣告不應(yīng)像電視那樣不請(qǐng)自來(lái)，由此可見(jiàn)，網(wǎng)絡(luò)凈化者最擔(dān)心的是以后電腦屏幕會(huì)被不請(qǐng)自來(lái)的廣告占據(jù)，因此D為本題答案。

　　5.關(guān)于亞馬遜我們能推斷出什么?

　　A)其成功源于網(wǎng)上推銷(xiāo)策略。

　　B)它沒(méi)有采用推銷(xiāo)策略，仍很繁榮。

　　C)它對(duì)計(jì)算能力的花費(fèi)高度關(guān)注。

　　D)它是繁榮的網(wǎng)絡(luò)商務(wù)的一個(gè)很好的例子。

　　[B]末段首句中的hardly inevitable(不是不可避免)表明有些公司不使用“推銷(xiāo)”策略也可取得成功，第2句以Amazon.com為例說(shuō)明這個(gè)觀點(diǎn)，由此可見(jiàn),B正確而A錯(cuò)誤。

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