[设计]电子商务外文翻译

[设计]电子商务外文翻译

东北大学东软信息学院

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电子商务时代企业文化的再造

随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业在产生的一种新的价值观，使企业内部资源得到从新整合，在为企业带来降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革，

传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变，传统的企业文化也面临着巨大的冲击。

一、企业文化对企业价值的贡献

文化现象是一个国家和民族文明的主要见证。广义的文化，包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化，对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物，符合市场经济的客观规律，体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学，企业面对所处的社会和商业环境，在长期的生产经营活动中，形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学，以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观，而这些价值观成为公司员工活动和行为的规范。

企业文化的本源问题是如何增加企业利润，降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源，以达到对外部的适应性，使公司在竞争中生存，进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性，并能根据环境变换做出迅速反应的行为方式能力，这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成，并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学，形成了自己独特的企业文化。

1、企业文化体现企业的形象和精神。树立良好的企业形象，需要企业文化的支撑。现代企业，从领导水平到员工素质，从产品质量到管理设施，从环境建设到产品开发，无不渗透文化的因素，无不体现企业形象。企业的良好形象(即“商誉”)本身就是一笔无形的财富和资产，以展示“名牌效应”赢得社会与公众支

持，符合现代公共关系和市场营销理论。从现代管理理论看，企业精神反映企业群体的理想目标，显示企业的发展方向和经营

宗旨，代表企业的未来和前景，使企业的每个成员都能够自觉自愿地为组织目的实现做出贡献，从深层推动企业在激烈的竞争中技压“群芳”。

2、企业文化作为新的管理理论，在企业建设中发挥着极其重用的作用。

其一，有利于营造灵活协调的企业营运环境，企业作为社会大系统中的一个子系统，不断与周围环境进行物质、能量与信息的交换、社会环境相对与企业而言更具有客观性，企业适应环境变化的需要，研究环境变化的规律和要求，明确与经济发展趋势相适应的社会需求及潜在需求，完善企业的各种薄弱环节，调整企业战略，塑造全新的企业文化，在与环境的相互影响中达到动态平衡，为企业营造良性循环的市场环境，促使改制以后的股份制企业进入良性运作状态。

其二，有利于形成企业整体运行的价值观。企业文化作为企业发展的深层动因，价值观是企业文化的核心，是一个组织和企业的基本概念和信念。对企业来说，其核心任务是如何在竞争激烈的市场上谋求生存，为消费者提供适用的产品和服务。企业对核心任务的认同并不自动保证企业成员具有共同目标。价值观的确立，为企业极其员工的行为准则界定了成功和追求的目标。

其三，有利于提高企业的整体素质，培养合作意识。企业文化的构成，包括思想文化、技术文化、管理文化、品质文化和娱乐文化，这些文化的整合与相互作用，一方面促进整个员工素质的提高，另一方面由于共同文化的熏陶，形成共同的意识和行为导向，保持和维护了团结、协作、融洽的员工关系，客观上加强了团结奋斗、共同创业、整体发展的效能。

3、企业文化是企业的一种内涵。有别于周围环境的企业自成系统，其内部各种机制的协调运行离不开企业文化。一方面，企业文化直接影响到员工的行为准则、职业道德与夹子指向，培育和发展企业文化，能够提高企业的凝聚力和向心

力，增加企业员工的满足感、认同感和归属感。另一方面，企业文化对企业的重大决策、公司的长远目标、策略以至规章制度的执行都有不可低估的影响。

二、企业文化塑造与变革的必要性

进入21世纪，中国企业的企业文化建设遇到了多重挑战:知识经济的到来，为企业文化提出了如何提升知识价值，如何面对知识员工的新课题;市场化改革的深入，使得在计划经济时代形成的企业文化老方法、老套路屡屡失灵;而网络技术的兴起，又为催生新的企业文化提供了利器。一句话:机制变了、时代变了、技术变了，于是许多企业都面临着

重塑企业文化的问题。郭士纳在拯救蓝色巨人时，首先是明确地改变了IBM企业文化的基本价值观，创立了IBM的新文化，这就是“力争取胜(Win)”“快速执行(Execute)”和“团队精神(Team)”。郭士纳说“作为IBM的领导人，你当然需要领导的规划和具体的项目。但是你的职责还包括带领员工、建立工作团队、并创立高绩效的企业文化。”GE前CEO韦尔奇也认为:“我们的活力曲线之所以能有效发挥作用，是因为我们花了十年的时间在我们企业里建立起一种绩效文化。”

从我国企业文化的发展现状来看，只能说尚处于较底层次，“企业文化战略”没有得到应有的重视，企业文化的培养缺乏系统理论的指导，企业文化大多是传统文化在企业中的缩影这样的企业通常活力不够，死气沉沉，缺乏优患意识，严重者可能离心现象严重。从总体上看我国企业文化存在较多缺陷与错误现象，我国企业文化常见错误有:

1、文化愚民现象。此类现象常见于那些领导人专权或者经营出现问题的企业。表现为领导人极端强调某种文化价值观念，推广教育手段过激。它产生的原因多数是因为领导人希望在企业内部实现。

2、无文化现象。通常表现为企业有十分系统和严明的各种规章制度。这些制度规定了员工必须怎样做和不能怎样做，但没有明确的文化理念和价值倡导，疏于

对员工的教育与培训。此类现象多产生于工业制造企业，产生的原因多数是因为领导人本身素质不高，或对企业文化缺乏认识。个人崇拜或者希望掩盖某种事实真相。该类企业通常易产生盲目崇拜或者对领导人的噤若寒蝉的情况。

3、文化理想现象。它常见于那些有年轻人作为创业主体力量的新兴企业。表现症状为这些企业会提出一些不切实际的远大抱负和文化理想，其倡导的理念中会有种超出企业范围、改造世界的使命感。“大而空”的口号使人们可望而不可及;宏伟、统一的崇高目标往往缺乏实实在在的客观基础。此类现象产生的原因多数是因为领导人具有过于远大的人生理想和缺乏笾的工作精神。该类企业员工表现多数都激昂澎湃，但可能忽略了眼前的险恶形势和今天该干什么。

另外，许多企业的企业文化抑制了人的个性，在企业中只重视人的“集体性”，抹杀了人的想象力和创造力，小生产观念下产生的“集体主义”，难以形成企业的内聚力。

现在的竞争异常激烈，优胜劣汰成为游戏的新规则，我国企业的企业文化建设较美国、日本已落后许多，现在如不急起直追，在竞争中失败将在所难免。所以，全新的企业文化

的塑造与变革工程是我国企业的一项时不我待的新课题。

三、电子商务时代我国企业文化塑造与变革的思路

1、分析内外因素，提炼速度文化和创新文化

在电子商务时代一个企业选择什么样的核心价值观是创造企业文化的首要问题。信息经济就是“速度经济”，速度已经成为企业一个提高竞争力的工具。因特网的出现，使得世界的变化越来越快，可谓一日千里。因而基于因特网的电子商务可以迅速地了解市场信息，快捷地收集客户需求，广泛地进行产品宣传，即时地完成网上交易结算，众多的商务活动都可以瞬间完成，企业的生产效率得到了极大的提高。一句话，信息技术和网络技术的广泛应用使得电子商务企业进入市场的门槛

得以大大降低。现在全世界都在讲创新，因为在今天的经济环境里，唯一不变的规律就是一切都在变。对此，任何组织和企业如果不时时变革和创新，就不可能维持自己的竞争优势。“不创新，就死亡”，创新已成为一个企业存在和发展的重要基础，只有通过自身创新的确定性才能来对付快速变化的不确定性。在信息化背景下，创新的作用得到了空前强化，并升华成一种社会主题。在电子商务时代，创新逐渐成为企业的生命力源泉，传统的生产规模、成本优势等因素不再决定未来，企业唯有通过持续不断的创新才能生存发展。抱残守缺，固步自封，是根本无法在激烈的市场竞争中立足的，企业要想在未来的全球化竞争中拥有一席之地，就必须突破传统的思想禁锢和思维定式，大胆创新，牢牢把握瞬息万变的商机。

2、更新观念，塑造员工行为。

企业员工行为的塑造是企业文化建设的重要组成部分。对于那些在电子商务方面独领风骚的企业而言，最短缺的既不是原材料，也不是资金;既不是技术，也不是新兴市场，而是人才的匮乏。这些人才可以为瞬息而至的未来插上想象的翅膀。美国麦肯锡公司总裁埃德?迈克尔斯说:“筹集资金并不难，精明的经营策略也可以模仿。技术的半衰期一直在缩短。对当今的许多公司而言，人才是赢得竞争优势的首要因素”。如今管理人员意识到，在当今经济全球化、电子商务化和以网络速度运行的全球市场上，由拥有自主权的人才组建的精干企业对快速决断具有关键意义。电子商务企业有赖于员工的聪明才智和主动性来作出更贴近消费者、对市场反应更快的决定。

电子商务，重在服务，电子不过是手段。电子商务也可以说是电子服务，使Internet能够为人类服务，服务的核心不是技术，而是企业的文化、员工的素质;Internet经济是服务经济，而不是技术经济、网络消费者交易的平台，也不是商品陈列的环境;厂商不是单纯的供应商或销售商，而是服务供应商，谁比谁服务得更好，谁赚到的钱就更多。

在全新的电子商务环境中，最成功的企业给予新员工在过去只有顾客才能享受的尊重:它们通过创造人人平等的精英管理体制，满足员工们对从事有意义工作和创造财富的愿望。它们慷慨地回报员工们的良好表现，不只是支付现金，而且也让他们拥有企业所有权，

3、领导者身体力行，信守价值观念

在电子商务企业的决策行为中，创新性是十分重要的。首先，企业组织结构要由原来的金字塔式、自上而下、递阶控制的组织结构向新型的网络组织结构转化。其次，管理重点由资本管理转为知识管理。知识管理是指运用集体的智慧提高应变和创新能力。第三，新的管理思想和方法不断涌现。在信息时代和网络条件下，新的经济形态产生了许多新的管理思想和管理方法，例如柔性制造、分布式制造、敏捷生产、企业流程重组、学习型组织、制造资源计划等新思想新方法。

在创办电子商务企业和企业经营中必定会遇到各种意想不到的困难和挫折:如

金融风险，交易风险等，而且市场竞争日趋激烈，一旦遭受不测，没有韧性就会彻底垮台。因此，企业家要有不怕失败、不怕挫折和百折不挠的勇气，要有献身事业、不惧风险、敢冒风险的精神。

E-commerce corporate culture re-

With the development of large-scale e-commerce Internet age, the resulting e-business culture, it is an enterprise in the production of a new value, so that the new integration of internal resources, for the enterprises to reduce transaction costs and improve efficiency shorten the production cycle, and many other benefits, but also on the existing corporate culture challenged. The rise of e-commerce is a means of rapid development of technology-led business models change, the survival of traditional economic activities based on mode of operation and

management mechanisms have undergone radical change, the traditional corporate culture also faces enormous impact.

First, the corporate culture of the enterprise value of the contribution

Cultural phenomenon is a civilized country and the nation a major witness. Broader culture, including knowledge, beliefs, art, morals, laws, customs and any person as a member of a society's ability to

obtain and habits, including the complex whole. As a "sub culture" of

the corporate culture, the survival and development of the enterprise also plays an important role. Commodity economy and corporate culture is the product of a market economy, in line with the objective laws of market economy, reflects the company's competitive practices,

competitive spirit and overall image. The so-called enterprise culture

is the company's management philosophy, enterprises face in which the social and business environment in the long-term production and business activities, the formation of all employees to accept and agree to honor, and to fight for a set of informal rules of success. It shows what kind of management philosophy and business practice, and corporate management to achieve through what kind of target. Is an important part of economic management. Corporate culture means that a company's values, and these values become employees activities and norms of behavior.

The origin of the corporate culture is how to increase profits, reduce costs and expenses. Its essence is how to enable enterprises to effectively integrate resources in order to achieve external flexibility,

the company survive in the competition, so as to realize sustainable development. Corporate culture for the enterprises to develop cultural management that a clear direction. The fundamental purpose of enterprise culture to foreign competition environment for building highly adaptable and can respond quickly to change according to environmental behavior capacities, which in fact is the company owned by the external competitive environment

according to the needs of internal resources the ability to

integrate and use. Corporate culture should promote the formation of the capacity of the system, and the ability to maintain a good system. Many Chinese companies such as Haier, Lenovo and other one of the secrets of business success is to develop a set of corporate philosophy, business philosophy, formed its own unique corporate culture.

1, the corporate culture reflects the company's image and spirit. Establish a good corporate image, corporate culture needs support. Modern business, from leadership to staff quality, from product quality to management facilities, from the environment to the product development, permeates cultural factors, all reflect the corporate image. Good corporate image (the "goodwill") is itself an intangible wealth and assets in order to display the "brand effect" won the social and public support, in line with modern public relations and marketing theory. From the look of modern management theory, reflect the spirit of enterprise groups, the ideal goal, showing the direction of development of enterprises and business purposes, and on behalf of the company's future

prospects, so that each member company can voluntarily contribute to the achievement of organizational goals, from Deep encourage enterprises in the fierce competition in the technology press "beautiful and fragrant flowers."

2, the corporate culture as a new management theory, in the business to play an extremely re-building role.

First, create a conducive environment for flexible coordination of business operations, corporate social systems as a subsystem, continuously with the surrounding environment material, energy and information exchange, social environment is relatively more objective

and enterprises, enterprises the need to adapt to environmental changes, research the laws and requirements of environmental change, a clear

trend of economic development compatible with the social needs and potential demand, improve the enterprise's various weaknesses and adjust business strategy, create a new corporate culture, and environment interaction to achieve dynamic balance that creates a virtuous cycle of market environment, to promote the restructuring of joint-stock company into the future state of healthy functioning.

Second, is conducive to the formation of the values of their overall operation. Development of corporate culture as the underlying motivation, values are the core of corporate culture, is a

business organization and the basic concepts and beliefs. For businesses, the core task is how competitive the market to survive, to provide consumers with appropriate products and services. Agree on the

core mission of business does not automatically guarantee a corporate member with a common objective. Values established for the company code of conduct for employees defined in an extremely successful and the objectives pursued.

Third, help to improve the overall quality, foster co-consciousness. The composition of the corporate culture, including ideology, culture, technology, culture, management culture, quality culture and entertainment culture, the culture of integration and interaction, on the one hand to promote the improvement of the quality of the entire staff, partly because the influence of a common culture, the formation of a common awareness and behavior-oriented, to preserve and maintain the unity, cooperation, and harmonious employee relations, the objective to strengthen the unity, co-founder, the overall development of the performance.

3, the enterprise culture is a kind of meaning. Different from the surrounding environment of the enterprise as a system, its internal mechanisms of the coordinated operation of the corporate culture can not be separated. On the one hand, a direct impact on corporate culture, employee code of conduct, professional ethics and clip point, nurture and develop the corporate culture, to improve the cohesion and solidarity, increase employees satisfaction, sense of identity and belonging. On the other hand, the corporate culture of the major decisions of enterprises, the company's long-term goals and strategies

as well as the implementation of rules and regulations have not be underestimated.

Second, corporate culture building, and the need for change

In the 21st century, the enterprise culture of Chinese enterprises face multiple challenges: the arrival of knowledge economy, the

corporate culture, the question of how to enhance the value of knowledge, knowledge workers how to deal with new issues; market-oriented reform, making the planned economy era the formation of corporate culture and

old ways, old routines often fail; and the rise of network technology, but also for the birth of a new corporate culture provides a weapon. Sentence: mechanism changed, times have changed, technology has changed, so many companies are faced with reshaping corporate culture. Gerstner saved Big Blue, the first is to explicitly change the corporate culture of IBM's basic values, the creation of IBM's culture, which is "strive

to win (Win)" "fast execution (Execute)" and "team spirit (Team) ". Gerstner said,

"as IBM's leaders, of course you need to lead the planning and

specific projects, but your responsibilities also include leading the staff, the establishment of work teams, and the creation of high-performance corporate culture." GE Jack Welch, former CEO also said: "Our vitality curve is able to function effectively, because we spent a decade in our enterprise to establish a performance culture."

From our point of view of corporate culture development status, can only say that the end is still in a relatively level, the "corporate

culture strategy" did not receive due attention, the cultivation of corporate culture, lack of guidance systems theory, corporate culture, most of the traditional culture in the enterprise the epitome of such enterprises often lack vitality, dead, suffering from a lack of

excellent sense, may be severe centrifugal serious. Overall there are more defects in our corporate culture phenomenon with error, our corporate culture common errors are:

1, the phenomenon of cultural obscurantism. Such phenomenon is common in those autocratic leaders or operational problems of the enterprise. Performance of the leaders of the extreme stress on certain cultural values, education and means to promote radical. It is because the causes of most of the leaders hope to achieve within the enterprise.

2, no cultural phenomenon. Usually presents companies have a very strict system and the various rules and regulations. The system provides for employees to do and not do, but there is no clear cultural ideas and values advocate, neglect of education and training of employees. Such phenomena generate up to industrial manufacturing companies, most of the causes of quality is not high because the leaders themselves, or lack of understanding of corporate culture. Or want to cover up some kind of

cult of the individual facts. Such enterprises are usually easy to produce leaders of the blind worship or silent on the situation.

3, the ideal culture phenomenon. It is common in those with young people as the main force of the emerging entrepreneurial companies. Manifestations of these companies will make some unrealistic ambitions

and cultural ideals, its advocacy of the concept will be a kind of beyond the enterprise to transform the world's sense of mission. "Great and empty," the slogan of the people beyond the reach; grand, lofty goals often lack a unified real objective basis. Most of the causes of such phenomena is that leaders have too lofty ideals and the lack of work basket for fruits of the spirit. Performance of the majority of such employees are passionate emotion, but may have

overlooked the immediate situation and today what to do evil.

In addition, many corporate culture inhibits the human personality, in the enterprise is only concerned about people's "collective", denied the people's imagination and creativity, produced under the concept of small-scale production of "collectivism", it is difficult to form business cohesion.

Now the competition is intense, and survival of the fittest as the new rules of the game, our company's corporate culture than the United States, Japan has lagged behind many, if not catch up now, defeat in the competition will be inevitable. Therefore, the new corporate culture and change the shape of a project is China's enterprises not wait for new topics.

Third, the age of electronic commerce to shape and change our corporate culture, the idea of

1, analysis of internal and external factors, refined culture and a culture of innovation speed

In the era of e-commerce business to choose what kind of a core

value is to create the most important issue of corporate culture. Information economy is the "speed economy", the speed has become a tool to improve competitiveness. The emergence of the Internet makes the

world changes faster and faster, can be described by leaps and bounds. Internet-based e-commerce can thus quickly understand market information, quickly and easily collect customer needs, extensive product information, complete the online transactions in real-time settlement, a large number of business activities can be instantaneous, the production efficiency has been greatly to improve. In short, information technology and

network technology makes extensive use of e-commerce enterprises to

enter the market, the threshold can be greatly reduced. Now the world is talking about innovation, because in today's economic environment, the only constant rule is everything is changing. In this regard, any organization or business if you do not always change and innovation, it is impossible to maintain their competitive advantage. "No innovation,

on the death", innovation has become a corporate existence and development of important, and that only through its own innovation and certainty in order to deal with the uncertainty of rapid change. In the information context, the role of innovation has been an unprecedented strengthening, and sublimated into a social theme. In the age of electronic commerce, innovation has become the source of the vitality of enterprises, the traditional production scale, cost

advantages and other factors will not decide the future, companies only through continuous innovation to survival and development. Conservative and conservative, is simply not in the fierce market competition based on the enterprise in the future in order to have a place in the global competition, we must break through the traditional idea of imprisonment and mindset, bold innovation, firmly grasp the

ever-changing business opportunities.

2, new ideas, to shape employee behavior.

Shaping the behavior of employees is a corporate culture an

important part. For those who play the leading role in e-commerce companies, the most is neither a shortage of raw materials, nor money; neither the technology nor the emerging markets, but lack of talent. The twinkling of an eye and talent for the future to plug the wings of imagination. ? McKinsey & Company, president of the United States Ed Michaels said: "is not difficult to raise funds, a smart business strategy can be imitated. Technology half-life has been shortened for many of today's companies, talent is the primary competitive advantage factor. " Today, managers realize that in today's economic globalization, e-commerce and network speed of the global market, ownership of talent from the established elite business decisions quickly is critical. E-commerce businesses depend on employees' ingenuity and initiative to make closer to consumers, the decision to market faster response.

E-commerce, focusing on service, but electronic means. E-commerce

can also be said of electronic services, the Internet to the service of

humanity, the core service is not technology, but the corporate culture, quality of the staff; Internet economy is the service economy, rather than the technical and economic, the network platform for consumer transactions, environment is not a merchandise display; manufacturers not simply suppliers or vendors, but service providers, who have better service than anyone else, who earn more money.

In the new e-commerce environment, the most successful companies in the past only to give new employees to enjoy the respect of customers: their equality through the creation of an elite management system to meet the employees engaged in meaningful work and the desire to create wealth. They generously reward employees for good performance, not just cash, but also allow them to have ownership of enterprises, 3, the leader personally, keep values

In decision-making behavior in e-commerce businesses, innovation is very important. First,

the organizational structure to be from the original pyramid, top-down, hierarchical control structure of the network to the new organizational structure transformation. Second, the management focus from capital management to knowledge management. Knowledge management is the use of collective wisdom to improve responsiveness and innovation. Third, the new management ideas and methods are emerging. In the information age and network conditions, the new economy and created many new management ideas and management methods, such as flexible manufacturing, distributed manufacturing, agile manufacturing, business

process reengineering, learning organizations, manufacturing resource planning and other new ideas and new methods .

电子商务的发展【外文翻译】

外文翻译 原文 The development of e-commerce Material Source:The Economist, 2003 Author:Laudon, K.C When the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dot-cons are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the world economy would move into cyberspace—are, in one way or another, coming true. The raw numbers tell only part of the story. According to America’s Departme nt of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “brick s-and-mortar” world. But the commerce department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of https://www.wendangku.net/doc/c68796110.html, and https://www.wendangku.net/doc/c68796110.html,, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-price prescription drugs from across the border in Canada. And there is more. The commerce department’s figures include the fees earned

电子商务企业文化中英文对照外文翻译文献

中英文对照外文翻译文 电子商务时代企业文化的再造 随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业在产生的一种新的价值观，使企业内部资源得到从新整合，在为企业带来降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革，传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变，传统的企业文化也面临着巨大的冲击。 一、企业文化对企业价值的贡献 文化现象是一个国家和民族文明的主要见证。广义的文化，包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化，对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物，符合市场经济的客观规律，体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学，企业面对所处的社会和商业环境，在长期的生产经营活动中，形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学，以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观，而这些价值观成为公司员工活动和行为的规范。 企业文化的本源问题是如何增加企业利润，降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源，以达到对外部的适应性，使公司在竞争中生存，进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性，并能根据环境变换做出迅速反应的行为方式能力，这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成，并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学，形成了自己独特的企业文化。 1、企业文化体现企业的形象和精神。树立良好的企业形象，需要企业文化的支撑。现

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：

市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意

顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服

电子商务英文文献

2.2 移动电子商务的服务质量 移动电子商务的文献资料显示，几乎没什么直接衡量移动电子商务服务质量的文章。很多对电子服务的研究通过研究消费者行为来调查移动电子商务的服务质量。比如，Turel and Serenko(2006) 修改了美国顾客满意度模型来研究加拿大的顾客满意度。在他们的模型中，感知质量，即感知服务质量，被定义为对服务经验的市场评估。通过该服务的个性化和可靠性来衡量。早期研究中有六个服务质量衡量方法，包括电话服务质量，定价结构，移动设备，增值服务，手续简便以及客户的支持度。通过对因素的探索性分析，他们派出了移动设备、手续简便以及客户支持度等因素，因为这些因素的因素负荷很低。因此，他们采用剩下的三个因素衡量服务质量。类似的还有，Lim也认为顾客对移动电子商务的感知质量有5个方面，包括定价规划，网络服务质量，数据服务，广告系统和顾客服务，这些都是Lim通过探索性分析确定的。 也有人认为服务质量与各种各样的移动电子商务的应用程序有关。Chae et al 在调查移动电子商务信息质量的时候，他延伸了先前一个信息质量的框架，将移动电子商务（比如移动设备和背景）的特点结合了起来。他们从四个方面来测量移动电子商务信息质量。

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