社会网络与电子商务【外文翻译】

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1、中文 3900 字 毕业论文（设计） 外文翻译 外文原文： Social networks and E-commerce 1 Abstract Social networking has become popular and raised a controversial question on its profitability and future influences.This paper is to provide a general snapshot of social networking and discuss its pros and cons. A useful method

2、judging whether or not a company should apply the technology is presented. It is suggested in this paper that social networking is not necessarily useless or a panacea, and only with careful judgments it can be wielded rationally. 2 Introduction In October 2006, Google made its biggest buy in its 8-

3、year history by offering USD 1.65 billion to Youtube. At the mean while, Facebook, Youtube, MySpace and many other social networking websites emerge and bloom in the Internet environment.The objective of this paper is to study how social networking sites bring added value to e-commerce and online ad

4、vertising, and at the same time, detect why many famous E-enterprises are interested in them. 2.1 Changing realities in customer behavior and advertising Customers nowadays are changing their behavior dramatically in line with the technologies and world business environment. They are getting great v

5、olume of information andproduct acquaintances,loosing trust towards advertisements,preferring product and service customization,changing their buying channels, etc. Therefore, survival business has to modify or even change their advertising strategies to cope with the changing realities of customer

6、behavior. As informedness plays a key role in changing customer or potential consumer behaviors, advertisers and E-enterprises have been exerting a lot of efforts on finding new effective advertising channels and measures to increase sales and materialize advertising investments. Lack of trust on pa

7、id messages and advertisements could be a main reason in which resulted from some significant collapses of commercial fish harvests. Nowadays E-commerce is transiting from transaction-based towards social networkbased or trust-based and from paid corporate promotions to organic informedness. For tra

8、ditional advertising channels keep loosing attentions and trusts from customers, socialnetwork-related communities gain eyeballs more and more recently. 2.2 Social networking as an emerging ads tool Social networking as an emerging phenomenon holds many attractive properties both interesting to cust

9、omers and businesses.Youtube, Facebook, and MySpace demonstrate big volumes of traffic online, and credited for around 6 percent retail traffic in 2006, redirect considerable click-through to E-commerce websites. When Google purchased Youtube,New Corp acquired MySpace, and probably later the combina

10、tion of Amazon and Facebook, high expectations and statements appeared from their official website for better customer service and prospects. In the rest parts of this paper, the definition of social networking,its drives, opportunities and challenges are discussed in chapter 2 and Chapter 3 introdu

11、ces the useful Braudel rule that is regarded useful for companies to judge whether social networking is a good choice in their own company situations. In chapter 4 conclusions upon this paper are made. 3 Social networking 3.1 What is social networking A social network service focuses on the building

12、 and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. It involves plenty of relationships and interactions within a group of individ

13、uals,which often plays a fundamental role as a medium for the spread of information, ideas, and influence among its members. The social network could be a chat room, a discussion forum, or sometimes with rating and comment functions embedded in a e-shopping website, such as a social recommendation s

14、ystem. Suggested that social network is not necessarily being groups of people or friends from physical world, but also from virtual one. Those relationships could be people to people peering, people to stuff peering, stuff to stuff peering, and many other possibilities. To give some examples, frien

15、ds can be generated from virtual gaming environment with common values and interests, from same purchasing behaviorsfor specific products, and may also from same situations like divorces encountering in real life. 3.2 Forces of applying social networking The upcoming addiction towards social network

16、ing infrastructure from E-enterprises is driven by economic and technological forces emerging these days. Forces of applying social networking could be changing realities of customer behavior, decreasing sales, and dropping advertisement effectiveness and efficiency. To be specific, it can be classi

17、fied as followed. Firstly, big volume of information provides customers acquaintance with diverse options including price, attribute,and possible discount. This so-called informedness make customers more proactive than ever before so that they could adjust their needs and compromises with various ch

18、oices without confined by a small number of sellers. The available information indicates that informedness alters customers shopping behavior even for purchases that are made in traditional physical venues. Secondly, paid messages and advertisements are loosing their attractions. Having more availab

19、le information and plenty of choices for customer makes a great challenge to sellers as a simple advertising campaign can not work ever as effective as before. From several analysts, it has been testified that people are loosing their traditional advertisement reading behavior and also trust towards

20、 paid messages. Last but not least, the fast development of technology, especially the prevailing of Internet and its implications drive companies to change, and provide them new advertising options at the mean while. Even though some scientists and criticizers still hold negative stands towards soc

21、ial networking,it is manifest that social networking indeed has some good attributes which may be useful if well utilized. However,it is necessary to understand that the profitability or monetizing of traffics generated from social networking is still a question mark as this area is pretty new, and

22、needs more exploration. 3.3 Opportunities and challenges A controversial problem rose when talking about social networking is whether it is profitable or not. This is something mentioned later in chapter 3, but here we discuss more on social networking opportunities and challenges, in both which E-enterprises should be motivated and prepared.