文献翻译--解读移动电子商务

解读移动电子商务

1.简介

20世纪90年代以来，得益于互联网的普及，电子商务获得了巨大的发展。最近，人们可以在任何时间、任何地点获得信息，因为手机的大面积普及以及移动通讯技术的进步。因此，一种新的电子商务，也就是所谓的移动电子商务，开始出现在人们的眼前，移动电子商务是一种新兴的模式，它通过通信网络传输数据，并通过移动终端从事各类商业活动。现在，移动电子商务正在变着越来越受欢迎，但在中国，移动电子商务的研究还制停留在基本阶段。

毫无疑问，无线设备和移动网络正在全世界增长，从上世纪90年代开始，人们花费了大量的精力来寻找一种使用电子设备来做交易的方法，学者、商人甚至个人群体都在专注寻找一种新的方式以实现无线网络经商，先进而成熟的无线和移动技术促进了有线电子商务到无线电子商务的转变。因此，移动电子商务可以看做是电子商务的一部分。

当用户使用电子商务如电子银行或者够买产品时，他们并不需要使用个人计算机系统。他们可以通过使用一些简单的移动手持设备，如个人电子助理和手机来进行各种电子商务活动。在过去，这些设备被视为奢侈的东西，然而，到现在，这种情况已经改变，最近这些年移动市场出现了显著增长，这就给移动电子商务的发展创造了新的契机。根据一项研究表明，2010年全球移动电子商务的的收入将会达到617亿。移动电子商务显然有着一个光明的未来。

2.移动电子商务的基本概念

 移动电子商务是指任何方法，无论是直接的还是间接的，但都通过无线网络来实现货币

价值的交易，统称为电子商务。

3.移动电子商务的优缺点

利用互联网，高效便捷，有更广泛的选择和极具竞争力的价格，丰富的信息和多样性的优点是众所周知的。因此，得益于现代互联网电子商务，包括广告，购物，投资，银行和其它在线服务（电子邮件，信息搜索等）的集体进步，使得人类有可能在日常生活里尽可能多的利用网络，互联网用户数持续增加。这种互联网的使用基础奖帮助移动电子商务的发展和应用。电子商务业务的增加，可能会增加商人的利润，但如果对客户需求把握不准，或者缺乏技术基础那么也将阻碍移动电子商务的成功。从消费者角度来看，成本通常是在交易里最为看重的一点，当要进行不同的选择时，性价比将决定消费者是否会考虑使用电子商务。

互联网电子商务也有缺点，比如有许多涉及金钱交易，产品采购和商品服务的被动问题。尽管互联网电子商务已经逐渐在很多领域使用，但很大一部分用户仍然担心有关个人隐私和交易安全等问题。这些消极的问题将会因为类似的电子商务机制，对移动电子商务有相似的影响。因为移动网络和内容的限制而导致的信息的不充分的提供，或者虚假信息，如果相关负责人没有进行密切的审查，那么消费者的利益将存在受损的潜在风险。因此，有一些关键的因素，如隐私保护和安全无风险的环境是否收到关注，将决定移动电子商务是否能大规模的发展。

4. 中国目前移动电子商务的发展情况

移动电子商务在中国正在蓬勃发展，以至于传统的基于PC的电子商务网站都感受到了压力。

据艾瑞咨询的最新数据，移动电子商务已经占中国总移动互联网使用量的42 ％，超越移动增值服务和手机游戏。与此形成鲜明对比的是无利可图的移动应用领域， PC厂商和企业家都正在完成对移动电子商务分一杯羹。

在市场规模和增长来看，移动电子商务是一个令人兴奋的途径。但是，几乎所有的电子商务公司都面临一个问题：在移动平台上的转化率比在PC上要低得多。此外，获得新客户的成本比PC终端较高，而每个客户的交易规模较低。例如，当当网来自移动的用户流量相当于亚马逊中国相当于三分之一的流量，而只有1％的采购来自于移动用户。

如何变换移动电子商务网站从一个浏览平台到进入销售渠道的问题一直是所有电子商务公司的一个老大难的问题，虽然大量的网站流量和庞大的用户数量仍然在电子商务领域受追捧，但用户黏性，用户的活动等额外指标已经发展成为新的指标来衡量电子商务公司的运营能力。

许多互联网分析人士认为，在2014年，随着网上手机购物的进一步发展，在移动应用市场上将有更加激烈的竞争。但真正的较量是基于平台的电子商务公司，其斗争，实际上仍然是整个电子商务行业的主体之间。

5.总结

从以上关于电子商务的文章中，我们可以知道电子商务的美好前景。但我们更应该明白移动电子商务现在仍处于起步阶段，电子商务应用目前的研究是有限的。不过电子商务发展迅速，我们应该做更多的研究。移动电子商务及其应用的认识不足，将降低消费者的意愿来使用它。更多的研究，特别是有远见的研究，并且能付诸行动才能有助于移动电子商务的发展。

英文原文：

Interpretation of mobile e-commerce

1.Introduction

Since 1990s, the electronic commerce(E-commerce) gains a huge development because of the popularity of Internet.Recently, people can gains information anywhere and anytime they are because ofthe popularity of the mobile phone and the mobile communication technology. Asa result, a new kind of electronic commerce which is called mobile commerce(M-commerce) is developed. M-commerce is a new model, which transfers data bycommunication network and engages in kinds of commercial activity by mobileterminal. Today, M-commerce is becoming more and more popular in the world.M-commerce research and application in China are in the elemental developingstage.

    Thereis no doubt that the use of wireless and mobile networks and devices is growingall over the world. From the 1990s onwards, we have been a great shift inmethods of doing business with the emergence of the electronic commerce(E-commerce). Scholars, business men, and even individuals have been focusingon this new way of conducting business online. Advanced and mature wireless andmobile technologies facilitate E-commerce conducted from a wired network to awireless network. Mobile commerce can be viewed as a part of E-commerce andrefers to favorable transaction with monetary value that is conducted via amobile network.

When users use E-commerce such as E-bankingor purchase products, they do not need to use a personal computer system. Theycan simply use some mobile handheld devices such as Personal Digital Assistantsand mobile phones to conduct various E-commerce activities. In the past, thesemobile devices or technologies were regarded as a kind of expensive things forindividuals. However, this situation has changed. The market for mobiletechnologies has seen significant growth in the past few years .This iscreating a new opportunity for the growth of M-commerce. According to a studyconducted by Data monitor; global M-commerce revenues will amount to$61.7billion by 2010.It is obviously that the E-commerce has a bright future.

1.     Basic concepts of E-commerce

    M-commerce refers to any transactions, eitherdirect or indirect, with a monetary value implemented via a wirelesstelecommunication network.

2.     The advantages and weakness of M-commerce

    The advantages of using InternetE-commerce, efficiency, convenience, broader selections, competitive pricing,rich information, and diversity are well known. Consequently, the advances inmodern Internet E-commerce, including advertising, shopping, investing, bankingand other online services (E-mail, information seeking, etc.) have made itpossible for people to use the Internet in their daily lives. The number ofInternet users has continued to increase. Such Internet use will helpM-commerce development and applications. As with Electronic business, Mobilebusiness will increase transactions and probably increase profits for businessman and revenues for customer. Yet, limited understanding of the customers’demands and lack of technological infrastructure will be obstacles toM-commerce success. From the consumer perspective, the costs is typically oneof the most important concern in M-commerce usage. When transferring todifferent products or online services, consumers must deal with high costs.High cost will be one of essential factors considered by consumers whendeciding whether to use M-commerce.

InternetE-commerce also has weaknesses and there are many passive issues involvingmonetary transactions, product purchases and merchandise services. AlthoughInternet E-commerce has gradually come into use in many fields, a number ofusers are still worried about personal privacy and transaction security. Thesepassive issues will have a similar impact on M-commerce, because of the similarelectronic commerce mechanism. Limited and insufficient information is providedto M-commerce users because of the constraints of mobile terminals, mobilenetworks, and content. Without close examining, consumers will suffer potentialrisks. Thus, there are some key factors, such as business concerns, privacyprotection, security, and a risk free environment, which will decide if theM-commerce will be popular.

4.The development of MobileE-commerce in China

Mobilee-commerce is booming in China, so much so that traditional PC based e-commercesites are feeling the heat.

According to thelatest data from iResearch, mobile e-commerce already accounts for 42% ofChina’s total mobile internet usage, surpassing mobile value-added services andmobile games. In sharp contrast to the unprofitable mobile apps sector, PCmakers and entrepreneurs alike are completing for a slice of the mobilee-commerce pie.

In terms of themarket size and growth, mobile e-commerce is an exciting avenue. But almost alle-commerce companies are facing a problem: the conversion rate on mobileplatforms is much lower than on PCs. Furthermore, the cost of acquiring newcustomers is higher than that of PC terminals, while the per customertransaction size is lower. For example, one-third of traffic on Amazon’sChinese equivalent, Dangdang comes from mobile users, while only 1% of purchasescome from mobile users.

The question ofhow to transform mobile e-commerce sites from a browsing platform into thesales channel has been a persistent problem for all e-commerce companies. Whilelarge volumes of web traffic and large user numbers are sought after ine-commerce, additional benchmarks of user stickiness, user retention andactivity have been developed as new indices to measure the operationalcapability of e-commerce companies.

Many internetanalysts hold the view that in 2014, there will be fierce competition in themobile application market along with the further development in online mobileshopping. But the real contest is between the platform-based e-commercecompanies whose struggle, in effect, remains the theme of the whole e-commerceindustry.

5. Summary

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