Chapter I

Chapter I The New World of E-commerce

(第一章电子商务新世界)

1. What is E-commerce?

We are all aware of the dramatic growth of the Internet as well as of the rapid evolution of its technical infrastructure[技术基础设施].

The Internet offers a variety of services, of which E-mail and the World Wide Web (www) are the most popular ones.

Roughly 50% of all adults living in the US access the web, and the percentage in other regions of the world is rising very fast.

The Web offers almost infinite options, from viewing the filmography of your favorite actors to checking stock market quotations[证券市场行情表]. But from an economic point of view, the most important and potentially revolutionary service of the web is Electronic Commerce. Known popularly as e-commerce[电子商务], this facility[电脑设施] consists in allowing the selling and purchasing of almost anything, from almost any place of the world to any other place of the world, through the Internet.

2. The e-commerce revolution

Now, why do we use the word "revolution" ? This is in fact a very strong word.

We all heard of the Industrial Revolution (IR)[工业革命]. Basically, the IR was a process of mechanization: doing with machines, much more efficiently, the same things that were made before by hand: cotton spinning, webbing cloth, making shoes, etc.

Now, was this really a revolution? It can be argued that it was simply an accelerated process of improved productivity[生产率]. Nothing really new or revolutionary was present.

Peter Drucker [彼得.德鲁克，著名管理学家] maintains that only the railroads were the new, revolutionary element in the times of the IR. Allowing people to get in contact and trade over long in land distances, the railroads were the facility, which motorized the rapid, revolutionary changes of the IR era.

By the same reasoning, the advent of the computer was not revolutionary. The same procedures (invoicing[开发票], accounting[记账], etc.) are performed more efficiently with computers. Only e-commerce is the really new, revolutionary facility which will produce dramatic changes in the same way the railroads did in the 19th century.

3. Merchant (Business) to Consumer E-commerce: B2C

Any person with access to the web can easily purchase books, CDs, electronic equipment, and almost anything from suppliers [供应商] located in any country. We can compare prices and make rational purchase decisions. It does not matter where we live, and the cost of access to the web is not high.

This part of e-commerce, the selling by merchants [商人，尤指大的批发商] directly to consumers is certainly very important. It is growing rapidly, and will cause many changes in the way the traditional manufacturer to consumer chain [从制造商到消费者链] is structured. Many businesses will simply disappear and others will have to adjust to the new model if they are to survive. Managing a business engaged in producing and/or selling will be radically different.

4. Firm to firm (Business to Business) E-commerce: B2B)

But the most important part of e-commerce, both in volume and in its potential to produce radical changes, is firm to firm commerce[厂商到厂商贸易].

Businesses will no longer be restricted to the traditional system of selling and purchasing industrial goods[工业品]. By offering their goods on the Internet sellers of raw materials or industrial goods may reach customers all over the world. And firms will be able to find the best providers [供应者] of the inputs they need in the same way.

You may imagine how this will affect selling and purchasing organizations in every firm. And, here again, managing a business in the near future will require new types of knowledge and different talents. Just imagine how differently Ford, and the surviving Ford dealers[商人], will have to manage their businesses when:

? Car buyers will find the car they want at the right price on the web instead of being limited to the nearest car dealership[商品特许经销处].

? Ford will be able to quickly obtain the materials they need to produce cars, at the best price on any given moment, from an unlimited number of suppliers from anywhere in the world.

Just in case you are wondering when this will happen, the answer is now: on November 2nd. 1999 Ford and GM announced that their purchasing operations [采购业务] would be transferred to the web. Both operations became operative early in 2000. All suppliers, business partners [业务合作者] and customers from all over the world will be connected.

5. The e-commerce savvy [知识性] manager

To successfully manage a business in the e-commerce era, all of the traditional skills will still be necessary: marketing[市场营销], finance[资金], personnel administration[ 人事管理], etc. will still be vital.

The additional new skills needed will be:

? A good understanding of how the www works.

? Flexibility of mind to follow (or better, produce) the quick changes which are taking place in this environment. These changes are technological as well as cultural, social and economical.

6. The new mentality [心态]

Although the traditional skills will still be necessary, many of the basic assumptions a manager could make until a short time ago will have to change. Let’s look at some examples of concep ts that do not work anymore:

? "I can charge a higher price than some of my competitors, based on the fact that the customer has no easy way to find my competitors and look at their prices."

?No way! The web did away with this inability of the customer to compare prices. ? "Since I deliver to the customer's door, the y cannot purchase from a far-away supplier." ?Forget it: UPS[联合包裹运输公司], Federal Express[联邦快递公司], etc. will deliver door to door in 24 hours from one corner of the world to the other.

? "I can afford a few unsatisfied customers, since they have no way to communicate their complaints to my mass of customers and prospects."

?Silly!

One single unhappy customer can post his complaint on the web and let thousands know.Recently in Japan a buyer of a Toshiba[东芝公司] video recorder, unhappy with the way the company ignored his request for service, posted this complaint in the web. He got 6.3m hits a day as other customers added their complaints. Toshiba sued but last June the courts ruled in favor of

the customer. The company publicly apologized.

? "I manage a giant chain of retail stores[零售连锁店]. No way a competitor can be a menace, the amount of capital needed would be too large."

?Ha! Just look at how https://www.wendangku.net/doc/9215728835.html, put Barnes & Noble in a tight spot in a short time.

7. Why an existing traditional firm must sell on the web

An existing firm will probably have to complement (possibly not replace) its business using e-commerce forced by new and existing competitors.

We mentioned Barnes & Noble. This is a traditional, giant chain of bookstores [连锁书店] in the US. https://www.wendangku.net/doc/9215728835.html, started as a web retailer of books and shortly thereafter B&N was forced to establish a web store, too. The traditional stock brokers [证券和股票经纪人] like Merrill Lynch [3] are, reluctantly, trading shares on the web (at much lower commissions [佣金] than they charge for their conventional service) forced by low cost web brokers such as E-Trade.

The traditional shopping mall [购物中心] is not going to disappear, but is certainly under siege. Are the owners of the malls worried? At least one of them is. The Wall Street Journal [华尔街日报] reported that the owners of The Saint Louis Galleria, a 170-store mall, prohibited tenants who operate the stores from advertising the sale of their products on the web.

8. The opportunities for start-ups

Imagination is the limit. From an ambitious objective of competing head to head with the giants (as https://www.wendangku.net/doc/9215728835.html, does) to a housewife wanting to sell hand-made dolls, all is possible with e-commerce.

Establishing a business like https://www.wendangku.net/doc/9215728835.html, still costs a lot of money, although much less than opening 500 or 1000 traditional stores. But Yahoo, https://www.wendangku.net/doc/9215728835.html, and many others are offering to sell anyone's wares on the web, no matter how small the volume of sales [销售量] might be. Many companies, including IBM and CNET https://www.wendangku.net/doc/9215728835.html,, will open an e-commerce store for you at a reasonable, affordable price.

9. The e-commerce "boutique" vs. the on-line department store

Different strategies [战略] are being used in B2C e-commerce. One is to specialize in a particular category. A good example is eToys; as the name suggests, they sell only toys and a few other products for children. On the other hand, https://www.wendangku.net/doc/9215728835.html,, while starting with books, has expanded into a wide variety of products. The very nature of e-commerce allows these very different strategies to be successful.

10. Time for a Review

What are the conclusions?

? It is obvious that e-commerce is both a great challenge for existing businesses, and a golden opportunity for start-ups[开业], or for existing firms to grow.

? The traditional managing skills will still be necessary, but new skills and a different mentality must be also present.

? If you are, or will become a professional manager, you will have to acquire those new skills and convert to the new mentality.

And if you plan to start your own business, this is the best time in history to reach this goal, via e-commerce, no matter how small your available capital; you may even start a company in your spare time. 英文资料来源：网上

Question for Review

1.Give three examples of how a company can become leaner and more efficient by adopting

e-commerce

2.State an ecommerce in my experience.

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Melville also criticizes New England Transcendentalism of its emphasis on individualism and Oversoul. Another theme of this novel is “rejection and quest.” (3) The novel is highly symbolic. The voyage itself is a metaphor for “search and discovery, the search for the ultimate truth of experience.” Moby Dick is the most conspicuous symbol in the book and it is capable of many interpretations. It is a symbol of evil to some, one of goodness to others, and both to still others. Its whiteness is a paradoxical color, signifying as it does death and corruption as well as purity, innocence, and youth. It represents the final mystery of the universe which man will do well to desist from pursuing. (4) Melville manages to achieve the effect of ambiguity through employing the technique of multiple views of his narratives. He tends to write periodic sentences. His rich rhythmical prose and his poetic power have been profusely commented upon and praised. B. what does the white whale in Moby Dick symbolize? Why do you think so? For Captain Ahab, the white whale represents evil. After the loss of his leg in his encounter with the white whale, Ahab begins to hate Moby Dick and tries his best to kill the whale. It seems that he embodies all of the evil he once consigned to the white whale. For other members on the whaling ship, the white whale symbolizes the unknown, mysterious natural force of the universe. For the readers, the white whale is capable of many interpretations, for it is “paradoxically benign an d malevolent, nourishing and destructive,” “massive, brutal, monolithic, but at the same time protean, erotically beautiful, infinitely variable.” C. Major themes: obsession, religion, and idealism versus pragmatism, revenge, racism, sanity, hierarchical relationships, and politics. D. the Pequod is the microcosm of human society and the voyage becomes a search for truth. Moby Dick is a mystery, an ultimate mystery of the universe, and the voyage of the mind will forever remain a search, not a discovery, of the truth. The whole story turns out to be a symbolic voyage of the mind quest of the truth and knowledge of the universe, a spiritual exploration into man’s deep reality and psychology. 5. Walt Whitman: Leaves of Grass.It has been praised as “Democ ratic Bible”, and as American Epic. 主题：(1)he shows concern for the whole hard-working people and the burgeoning life of cities. (2) realization of the individual value. (3) pursuit of love and happiness. (4) Before and during the Civil War, Whitman expressed much mourning for the sufferings of the young lives in the battlefield and showed a determination to carry on the fighting dauntlessly until the final victory. 写作风格：(1) Whitman wrote “free verse”, that is, poetry without a fixed beat or regular rhyme scheme. (2) There is a strong sense of the poems being rhythmical. Parallelism and phonetic recurrence at the beginning of the lines contribute to the musicality of his poems. (3) Most of the pictures he painted with words are honest, undistorted images of different aspects of America of the day. (4) Whitman’s language is relatively simple and even rather crude. Another characteristic in Whitman’s language is his strong tendency to use oral English. Whitman’s vocabulary is amazing. He would use powerful, colorful, as well as rarely-used words. Leaves of Grass的分析： (1). Grass, the most common thing with the greatest vitality, is an image of the poet himself, a symbol of the then rising American nation and an embodiment of his ideals about democracy and freedom. (2). In this giant work, openness, freedom, and above all, individualism are all that concerned him. (3). In this book he also praises nature, democracy, labor and creation, and sings of man’s dignity and equality, and of th e brightest future of mankind. Most of the poems in Leaves of Grass sing of the “en-masse” and self as well. 6. Emily Dickinson: 诗歌的主要内容：love, nature, death and immortality. 7. Edgar Allen Poe: 短篇小说家和诗人。 Poe is the father of psychoanalytic criticism and the father of detective story. 主题：death of one’s beloved lover of great intelligence and beauty. He also writes about horror (Gothic) stories, murder, and insanity. 8. Henry James: The turn of the screw The founder of psychological realism. He was the first American writer to conceive his artistic work in international themes. 9. Mark Twain:The adventures of Huckleberry Finn Hemingway described it as the book from which “all modern American literature comes”. The style of this book is quite simple. The book is written in the colloquial style. Though a local book, it touches upon the human situation in a general, indeed universal way: humanitarianism ultimately triumphs. It tells a story about the United States before the Civil War, around 1850, when the great Mississippi Valley was still being settled. Here lies an America, wit its great national faults, full of violence and even cruelty, yet still retaining the virtues of “some simplicity, some innocence, some peace.” 10. Stephen Crane, Frank Norris, Theodore Dreiser: 自然主义的代表人物。 11. F. Scott Fitzgerald:The Great Gatsby 迷惘一代的代表人物 12. Ernest Hemingway: A Farewell to Arms; For Whom the Bell Tolls; The Old Man and the Sea The title of For Whom the Bell Tolls comes from John Donne’s Meditation. 13. William Faulkner: stream of consciousness的写作手法 14. Ezra Pound: 意象派代表人物。 意象派基本主张： (1) Direct treatment of the “thing”, whether subjective or objective. (2) To use absolutely no word that does not contribute to the presentation (3) As regarding rhythm, to compose in the sequence of the musical phrase, not in the sequence of a metronome. 15. Robert Frost: natural poet. 16. Eugene Glastone O’Neill: Desire Under the Elms Long Days Journey into Night: Mark Twain H. L. Mencken considered "the true father of our national literatu re” Adventures of Huckleberry Finn(1884) and Life on the Mississippi(1883) Twain shaped the world's view of American and made a more extensive combination of American folk humor and serious literature than previous writers had ever done. Mark Twain’s sty le 1) Twain is also known as a local colorist, who preferred to present social life through portraits of the local characters of his regions 2) Another fact that made Twain unique is his magic power with language, his use of vernacular. His words are colloquial, concrete and direct in effect, and his sentence structures are simple, even ungrammatical, which is typical of the spoken language 3) Mark Twain's humor is remarkable, too. Most of his works tend to be funny, containing some practical jokes, comic details, witty remarks. 4) Paid more attention to the "life" of the Americans, Concerned with the life of a small, well-defined region and the lower-class people 5) Nostalgic in a vanishing way of life and recorders of a present that faded before their eyes Adventures of Huckleberry Fin The character analysis and social meaning of Huck Finn Huck is a typical American boy with “a sound heart and a deformed conscience”. He appears to be vulgar in language and in manner, but he is honest and decent in es sence. His remarkable raft’s journey down on the Mississippi river can be regarded as his process of education and his way to grow up. Huck is the son of nature and a symbol for freedom and earthly pragmatism. Through the eye of Huck, the innocent and reluctant rebel, we see the pre-Civil War American society fully exposed. Twain contrasts the life on the river and the life on the banks, the innocence and the experience, the nature and the culture, the wilderness and the civilization. Ernest Hemingway A Nobel Prize winner for literature His style, the particular type of hero in his novels, and his life attitudes have been widely recognized, not only in English-speaking countries but all over the world Hemingway shot himself with a hunting gun In Our Time (1925)is the first book to present a Hemingway hero--Nick Adams The Sun Also Rises(1926) is Hemingway's first true novel. A vivid portrait of "The Lost Generation," -- a group of young Americans who left their native land and fought in the war and later engaged themselves in writing in a new way about their own experiences. Hemingway's second big success is A Farewell to Arms, telling us a story about the tragic love affair of a wounded American soldier with a British nurse -- emphasizes his belief that man is trapped both physically and mentally, but goes to some lengths to refute the idea of nature, man is doomed to be entrapped For Whom the Bell Tolls clearly represents a new beginning in Hemingway's career as a writer, which concerns a volunteer American guerrilla Robert Jordan fighting in the Spanish Civil War, this work Caps his career and leads to his receipt of the Nobel Prize The Old Man and the Sea, Men Without Women(1927), Death in the Afternoon(1932), The Snows of Kilimanjaro, To Have and Have Not (1937) Hemingway develops the style of colloquialism initiated by Mark Twain Hemingway was highly praised by the Nobel Prize Committee for "his powerful style-forming mastery of the art" of creating modern fiction. Indian Camp The title indicates that the material is contemporary and to some extent, representative of the early twentieth-century experience A reference to the well-know phrase from the Book of Common Prayer:" Give us peace in our time, O Lord," the title is very ironic because there is no peace at all in the stories In a chronological order, introduces Nick Adams to readers from his childhood to adolescence and manhood Nick watches his father deliver an Indian woman of a baby by Caesarian section, with a Jack-knife and without anesthesia. This incident brings the boy into contact with something that is perplexing and unpleasant, and is actually Nick's initiation into the pain and violence of birth and death. Most of Hemingway's later works are merely variations of the Nick Adams stories in In Our Time The Hemingway code heroes and grace under pressure They have seen the cold world, and for one cause, they boldly and courageously face the reality. They have an indestructible spirit for his optimistic view of life. Whatever the result is, they are ready to live with grace under pressure. No matter how tragic the ending is, they will never be defeated. Finally, they will be prevailing because of their indestructible spirit and courage. The iceberg technique Hemingway believes that a good writer does not need to reveal every detail of a character or action. The one-eighth is presented will suggest all other meaningful dimensions of the story. Thus, Hemingway’s language is symbolic and suggestive.