03-4 3.4 Value Chains in E-commerce.pptx

第1页：3.4 生词表

第2页：3.4 生词表（续）

第3页：3.4 生词表（续）

第4页：3.4 常用短语

第5页：在电子商务中

语言点分析：简单句。句中gounnoticed意思是“不被关注”，这里go是系动词，多表示“(从好的状态)变成坏的状态”。例如：Inhotweather，meatgoesbad.热天，肉会变坏。Ican'tlet this act of kindness go unnoticed.我不能让这种好人好事湮没无闻.3.4 Value Chains in E-commerce

Ine-commerce, a number of business process and activities go unnoticed by the consumer and are often taken for granted. Withanonline merchant's business, value-added activities work together to make the business-to-consumer interface operational.

在电子商务中，消费者并不关注交易的许多进程和活动，并且经常认为那是理所当然的。在线交易中，价值增值活动一起发生作用使得B2C（企业对消费者）模式的交易得以实施。

第6页：一书，在书中他介绍了价值链的概念

1985年迈克尔·波特写了《竞争优势》一书，在书中他介绍了价值链的概念。企业接受原材料为“输入”，经过各种不同的流程为其增加价值，然后将最终的产品作为“输出”销售给消费者。

In 1985 Michael Porterwrotea book called Competitive Advantage, in which he introduced the concept of the value chain. Businesses receive raw materials as input, add value to them through various processes, and sell the finished product as output to customers.

第7页：当一个组织能比其他竞争者更有效更便宜的将

Competitive advantage is achieved when an organization links the activities in its value chain more cheaply and more effectively than its competitors. Forexample, the purchasing function assists the production activity to ensure that raw materials and other supplies are available on time and meet the requirements of the products to be manufactured.

当一个组织能比其他竞争者更有效更便宜的将价值链中的活动连接起来时，竞争优势就实现了。举例来说，采购部门辅助生产活动，确保原材料和其他供给及时到位并满足产品生产的需求。

第8页：相应地，生产部门有责任生产出销售团队可依

The manufacturing function, inturn, has the responsibility to produce quality products that the sales staff can depend on. The human resource function must hire, retain, and develop the right personnel to ensure continuity in manufacturing, sale, and other areas of the business. Bringing in qualified people contributes to stability, continuity, and integrity of operations throughout the firm.

相应地，生产部门有责任生产出销售团队可依赖的高质量的产品。人力资源部门要雇佣、保留和发展合适的人才以保证公司在制造、销售和其他环节上具有连续性。吸引高素质的人才才能保证整个公司的稳定持续发展。

第9页：一个交易在被认定是成功或有效之前

一个交易在被认定是成功或有效之前，其行为没有时间顺序或特别顺序。这个想法是以下面的方式连接不同的商务活动：一个环节（部门、流程等）的增加价值（输出）直接作用于另一个环节的输入。这些环节的整合导致组织调整以获得收益和增长。

Thereisno time sequence or special sequence of activities before a business is considered successful or effective. Theideaisto link different activities in such away that the value-added (output)of one activity (department, process, etc.)contributes to the input of another activity. The integration of these activities results in an organization fine-tuned for profitability and growth.

第10页：据波特介绍

据波特介绍，商务活动（价值链的构成要素）主要包括：

内运物流。包含一些采购活动如供应商选择、比较购买、合同谈判和货物的即时抵达。他们代表着商务的供应方。在电子商务中，企业必须有能力快速地和供应商交换信息，不管采用何种电子形式

According to Porter, the primary activities of a business are:

Inbound logistics. These are procurement activities vendors election, comparative shopping, negotiating supply contracts, and just-in-time arrival of goods. They represent the supply side of the business. Ine-commerce, the business must be capable of exchanging data with suppliers quickly, regardless of the electronic format.

第11页：营运是原材料转变成制成品的环节

营运。营运是原材料转变成制成品的环节，包括制造、装配、测试和包装产品。这一生产活动增加了市场营销功能的价值。

Operations. This is the actual conversion of raw materials received into finished products. It includes fabrication, assembly, testing, and packaging the product. This production activity provides added value for the marketing function.

第12页：营运活动

营运活动是价值链中增加价值的最重要的环节，这些活动发生在后台，如比萨饼烘烤、计算机的装配和股票交易。参与增值流程的公司内部人员和外部合伙人以最大网络速度共享数据。

Operational activities are the point in the value chain where the value is added. These happen in the back-office where the pizza is baked, the PCsare assembled, or the stock trades are executed. Data are shared at maximum network speed among internal and external partners involved in the value-adding processes.

第13页：该环节是存储

配送物流。该环节是存储、分配和运输最终产品的环节，包括仓储、材料处理、运输和及时发送到零售商或消费者。该环节的输出直接和市场销售相联系。

Outbound logistics. This activity represents the actual storing, distributing, and shipping of the final product. It involves warehousing, materials handling, shipping, and timely delivery to the ultimate retailer or customer. The output of this activity ties indirectly with marketing and sales.

第14页：该环节与最终的消费者有关

Marketing and sales. This activity deals with the ultimate customer. It includes advertising, product promotion, sales management, identifying the product's customer base, and distribution channels. The output of this activity could trigger increased production, more advertising, etc.

营销和销售。该环节与最终的消费者有关，包括广告、促销、销售管理、了解客户需求和销售渠道。该环节的输出可以提高产量，增加广告。

第15页：该环节针对为客户提供售后服务

服务。该环节针对为客户提供售后服务，它包括测试、维护、修理、质量保证和退换产品。这个环节的输出是使客户满意，以提高产品和企业的形象，从而潜在地提高产销量。Service. This activity focuses on after-sale service to the customer. It includes testing,maintenance,repairs,warrantywork,and replacement parts. The output of this activity means satisfied customers,improved image of the product and the business,and potential for increased production,sale,etc.

第16页：有基本的商务价值活动并不够

有基本的商务价值活动并不够，一个企业需要支撑活动来确保基本商务活动的实施。设想一下，制造业没有人力资源或者说没有熟练员工能行吗？

Primary activities are not enough. A business unit needs support activities to make sure the primary activities are carried out. Imagine, forexample, a manufacturing concerns with no people or with poorly skilled employees.

第17页：在价值链中的主要支撑活动是

在价值链中的主要支撑活动是：

公司内部管理系统。公司的核心活动，包括一般的管理、会计、财政、计划和法制服务。通常在组织结构图中展示不同位置之间的关系、联系网络和职权结构。很明显，每个位置的环节都会给其前后的环节增加价值。

The key support activities in the value chain are:

Corporate infrastructure. This activity is the backbone of the business unit. It includes general management, accounting, finance, planning, and legal services. Itismost often pictured in an organization chart showing the relationship among the different positions, the communication network, and the authority structure. Obviously, each position holder must add value to those above as well as below.

第18页：调配最优的人们到适合工作岗位的独特环节

人力资源。调配最优的人们到适合工作岗位的独特环节，包括招募、保持、职业发展、薪酬、培训与发展、津贴管理等。这个环节直接影响到公司其他所有环节。

Human resources. This is the unique activity of matching the right people to the job. It involves recruitment, retention, career path development, compensation, training and development, and benefits administration. The output of this activity affects virtually every other activity in the company.

第19页：改进基本环节中的产品和业务流程的形式进行

技术研发。改进基本环节中的产品和业务流程的形式进行增值的活动。技术研发工作对产品质量、完整性和可信度有益，从而可以增强购买力，增进与顾客的关系。

Technology development. This activity adds value in the way it improves the product and the business processes in the primary activities. The output of this activity contributes to the product quality, integrity, and reliability, which make life easier for the salesforce and for customer relations.

第20页：这个环节的主要功能是采购

采购。这个环节的主要功能是采购，确保得到高质量的原材料用于生产。

电子商务适合在什么环节呢？价值链是考虑一个公司运作的有效方式，利用价值链考虑各种不同的商务活动环节如何为其他商务活动环节增值、为整个公司增值。

Procurement. This activity focuses on the purchasing function and how well it ensures the availability of quality raw material for production.

Wheredoese-commerce fit in? The value chain is a useful way of looking at a corporation's activities and how the various activities add value to other activities and to the company in general.

第21页：电子商务能在降低成本

[2]E-commerce can play akeyrole in reducing costs, improving product quality and integrity, promoting a loyal customer base, and creating a quick and efficient way of selling products and services. By examining the elements of the value chain, corporate executives can look at ways of incorporating information technology and telecommunications to improve the overall productivity of the firm. Companies that do their homework early and well ensure themselves a competitive advantage in the marketplace.

语言点分析：简单句，其中reducingcosts,improving product quality and integrity,promoting a loyal customer base,and creating a quick and efficient way of selling products and services是并列的动名词短语，作in的宾语。

电子商务能在降低成本、改善产品质量和完整性、促成忠诚客户基础和创建快捷高效的产品销售与服务方面起到关键作用。通过对价值链中的要素进行分析，公司管理人员可以考虑信息技术和远程通讯结合的各种方式以改进公司的总体生产力。那些尽早做好准备工作的公司可以确保在市场中具备竞争优势。