中小型企業(yè)之間的電子商務(wù)擴散理論意義與實證【外文翻譯】

1、<p><b>　　畢業(yè)論文（設(shè)計）</b></p><p><b>　　外文翻譯</b></p><p><b>　　外文原文</b></p><p>　　The Diffusion of E-commerce among SMEs: Theoretical Implications an

2、d Empirical Evidence</p><p>　　ABSTRACT. As a specific institution of distributive trades,e-commerce displays similarities with retail stores and mail order companies. As well as providing theoretical suppor

3、t for the assumption that e-commerce is a way to sell certain goods and services at prices potentially lower than those of traditional distributive channels, this paper analyses its inter-firm diffusion among a sample of

4、 firms (mostly SMEs) in Italy. The paper has three main purposes. Firstly, it challenges the view of e-</p><p>　　1. Introduction</p><p>　　Despite rapid growth experienced in recent years, e-com

5、merce sales account for a very small share of total transactions. As a matter of fact, electronic transactions in either business-to-consumer (B2C) or business-to-business (B2B) markets are still in their infancy, with B

6、2B representing approximately 80 per cent of all electronic sales (International Data Corporation, 2000). B2B is expected to continue to grow faster than B2C over the next few years, also owing to technological and organ

7、izati</p><p>　　2. Transaction costs and the institutional arrangements of distribution</p><p>　　In its most commonly accepted definition, the term e-commerce denotes transactions in which the I

8、nternet is used a) to establish the terms of trade (price, availability, time to delivery, and the other details of the transaction usually called coordination costs) among the participants in a marketing channel and the

9、n b) to sell goods and services which can be delivered offline or services which can be “digitized” and delivered online. According to the relevant literature (for a survey, cf. Garic</p><p>　　2.1. E-commerc

10、e and mail order: two sides of the same coin?</p><p>　　From a theoretical viewpoint, e-commerce is a source of transaction cost advantages based on the exploitation of information and communication technolog

11、ies. In this connection, significant differences in technological features notwithstanding, e-commerce can be likened to a technologically up-to-date version of the mail order business, whose origins (dating to the end o

12、f the fifteenth century in Venice ) were closely linked with printing and the depiction of products for sale in a catalogue.</p><p>　　The forerunners of the modern mail order companies, mail order catalogue

13、appeared in the mid-nineteenth century America. In 1844, for example, Orvis distributed a catalogue listing a range of fishing supplies and in 1845 Tiffany & Company of Fifth Avenue published a catalogue of “Useful a

14、nd Fancy Articles” – which offered goods imported from Europe and China. In 1872 A.M. Ward founded the later world-famous company Montgomery Ward and his competitor R.W. Sears started up business in 1886 by send</p>

15、;<p>　　It is evident why mail order companies came to fruition in the second half of the nineteenth century: mass-produced consumer goods became available and, therefore, forced manufacturers find new and bigger m

16、arkets. This was combined with the growth of the railway network and a regular and relatively cheap mail delivery system, especially as regards parcels. The development of consumer credit facilities, daily and weekly pap

17、ers, and new printing techniques were the more technical aspects of the de</p><p>　　The new communication technologies that permit the widespread diffusion of e-commerce –which enables better and more direct

18、 communication and dialogue between sellers and customers– are similar in principle to the railway network that permitted the development of mail order in the nineteenth century. To some extent, they have engendered a de

19、-maturity process (as defined by Abernathy and Utterback, 1975) in the mail order business which stems from the availability of this faster communication net</p><p>　　Hence, more than a revolution, e-commerc

20、e seems to be the result of the adoption of the new, pervasive information and communication technology within a traditional institutional frame work. The main difference is that the modern communication equipment availa

21、ble to producers, retailers and consumers is easy to handle, not too cumbersome, and substantially inexpensive. At this point, one may answer the question asked above by saying that e-commerce is the most recent develop

22、ment in the mail ord</p><p>　　2.2. A transaction costs approach to e-commerce </p><p>　　As shown by most students of marketing, transaction costs also include establishment of the terms of trade

23、 among the participants in a marketing channel (cf. Stern and Elansary, 1982). It is therefore a useful device for analysis of how firms choose among alternative distributive channels. In this connection, one can either

24、treat the problem in terms of consumer substitution behavior among distributive channels (Ward,2001) or simply employ transaction costs theory (Williamson, 1985) in assuming </p><p>　　(a) Both mail order and

25、 e-commerce reduce a buyer’s cost of finding suppliers because searching for products and comparing prices on the Internet (catalogues) is less costly than visiting retail stores and making phone calls;</p><p&

26、gt;　　(b) The Internet (and the catalogues received in the mail) provides buyers with better information about product characteristics, including prices and availability.</p><p>　　In turn, advantages associat

27、ed with the density of customers in a given geographical area are identified in the following circumstances: </p><p>　　(1) On the customers’ side, when they are faced by significant transport costs in reachi

28、ng the location of the seller (as is typically the case in rural areas), they draw advantage from online (or postal) information on the goods/ services that they are interested in purchasing. In this case, the purchase p

29、rice paid by the customer includes a payment for descriptive information (i.e., the online/offline catalogue) that should be significantly lower than the transport costs that s/he would incur </p><p>　　(2) O

30、n the sellers’ side, a low density of the customers is an argument in favor not only of sending them an online catalogue, but also of using guaranteed overnight carriers for shipments in all cases in which the goods/serv

31、ices sold cannot be “digitized” and delivered online. In this way, a larger proportion of customers can be reached at a relatively low cost and the seller is more likely to gain control of a much wider potential market t

32、han that associated with a traditional retail store. Th</p><p>　　More general considerations can be put forward as regards the characteristics of the goods/services sold:</p><p>　　E-commerce (bu

33、t not mail order) is more efficient than other forms of distribution when the goods/services involved in the transaction can be digitized and delivered online, as in the case of software, music, and financial broker age

34、services. This is the only circumstance in which e-commerce can be regarded as a major process innovation. In all other cases it is merely a way to speed up the exchange of information between suppliers and customers;<

35、;/p><p>　　E-commerce (as well as mail order) may be associated with lower distribution costs in the case of search goods, or of those goods and services which do not require much information to the customer. Ot

36、herwise, e.g. in the case of experience goods, if information on the goods/services can only be obtained by direct inspection or consumption (as is the case, for example, with new perfume, a soap, or a restaurant meal),

37、customers prefer to travel to one or more stores so that e- commerce is no longe</p><p>　　Thus, even from a theoretical perspective, e- commerce can be likened to the traditional mail order channel. In this

38、connection, one cannot rule out a priori that e-commerce will be overtaken by traditional institutional arrangements as market and technological conditions change and its cost advantage is eroded. In particular, it is hi

39、ghly likely that (a) as the population density increases and the information required by customers increases as well, retail stores will still enjoy a transaction </p><p>　　2.3. SMEs and the potential benefi

40、ts of e-commerce</p><p>　　Recent studies (cf., among others, Chappell and Feindt, 2000; Sadowski et al., 2002) have shown that the perceived importance of e-commerce among SMEs deals mainly with their commun

41、ication requirements. Thus, adoption of Internet related technologies follows a “wait-and-see” attitude, and is to a large extent dependent upon implementation of a defensive strategy. </p><p>　　In general,

42、conditional on the availability of the knowledge base and the skills needed to deal with the information and communication technologies, SMEs may benefit from adopting e-commerce to reduce their market entry and distribu

43、tive costs, and to reach a higher number of potential customers. In particular, SMEs which would otherwise incur high costs in organizing a proprietary distributive channel may benefit from disinter mediating and dealing

44、 directly with their customers, either in the bu</p><p>　　In fact, most SMEs are faced with the problem of developing an efficient retail channel. In this respect, e-commerce represents a relatively low cost

45、 alternative to any other solution, and efficiently serves the purpose of enabling the firm to reach a significant number of customers without having to invest heavily in the development of a marketing channel. The probl

46、em remains, however, that in those sectors in which such costs advantages are higher from a theoretical viewpoint (namely, software</p><p><b>　　譯文：</b></p><p>　　中小型企業(yè)之間的電子商務(wù)擴散：理論意義與實

47、證</p><p>　　摘要 作為一個特殊的分銷業(yè)，電子商務(wù)與零售商店和郵購公司相似。除了理論提供的假設(shè)所支持的，即電子商務(wù)是一個以比傳統(tǒng)的分銷渠道低的價格來銷售某些商品和服務(wù)的方法，本文分析了電子商務(wù)在意大利企業(yè)間（大部分是中小型企業(yè)）的擴散。本文有三個主要目的。首先，它通過指出電子商務(wù)是一個成本最小化的營銷渠道的類型，挑戰(zhàn)了“技術(shù)革命”的觀點。特別是，它顯示了電子商務(wù)如何在一定條件下取得與郵購業(yè)務(wù)相似的交

48、易成本優(yōu)勢。其次，本文從理論的角度得出電子商務(wù)銷售額在那些否則將花費高成本在組織私有分布渠道的中小企業(yè)之間的滲透力水平將達(dá)到一個客觀的水平。第三，它采用了獨特的數(shù)據(jù)，顯示了意大利制造業(yè)，服務(wù)業(yè)，和接待企業(yè)（近90％的人數(shù)少于100名員工）來估計擴散模型為基礎(chǔ)的后勤曲線。據(jù)估計，到2003年的第四季度，近百分之五十的受訪企業(yè)所在區(qū)域的人，將在自己的營銷渠道中引入電子商務(wù)。</p><p><b>　　1.

49、 引言</b></p><p>　　盡管近年來經(jīng)歷了快速增長，電子商務(wù)銷售額占了總交易量非常小的份額。事實上，無論是在企業(yè)對消費者（B2C）或企業(yè)對企業(yè)（B2B）的電子交易市場電子商務(wù)仍處于起步階段，電子商務(wù)與B2B的市場約占所有電子銷售額的百分之八十（國際數(shù)據(jù)公司， 2000年）。在未來幾年內(nèi)， B2B電子商務(wù)預(yù)計將繼續(xù)高于B2C電子商務(wù)的增長速度，原因也是以電子中心擴散和反聚合出現(xiàn)（參見卡普蘭和桑

50、尼，2000年）為代表的技術(shù)和組織的改進。然而，盡管“互聯(lián)網(wǎng)泡沫壯觀的破滅導(dǎo)致了對網(wǎng)絡(luò)重要性的一些質(zhì)疑”（經(jīng)濟學(xué)家，2001年，第7條），電子商務(wù)對企業(yè)的營銷策略的潛在影響可能在未來幾年變得更加重要。本文有三個主要目的。首先（2.1節(jié)），它的挑戰(zhàn)了電子商務(wù)作為“技術(shù)革命”的普遍觀點，指出它與傳統(tǒng)的郵購零售渠道的密切聯(lián)系。其次（2.2節(jié)），它確定了電子商務(wù)銷售額在那些否則將花費高成本在組織私有分布渠道的中小企業(yè)之間的滲透力水平將達(dá)到一個客

51、觀的水平，這可能得益于發(fā)掘調(diào)解和能夠直接與無論是在業(yè)務(wù)還是消費行業(yè)的客戶處理。第三（第3節(jié)和第4節(jié)），它采用了位于意大利艾米利亞-羅馬涅大區(qū)的制造業(yè)，服務(wù)業(yè)和食宿業(yè)（其中大部分中小型）獨特的數(shù)</p><p>　　2. 交易成本和分配的制度安排</p><p>　　在其最普遍接受的定義，電子商務(wù)是指交易中，互聯(lián)網(wǎng)被用來： a）設(shè)立在營銷渠道中參與者之間的貿(mào)易條款（價格，可用性，交貨時間，以

52、及通常稱為合作成本的交易的其他細(xì)節(jié)）；b）使可脫機的商品和服務(wù)變成“數(shù)字化”和提供在線服務(wù)。據(jù)有關(guān)文獻(xiàn)（對于調(diào)查，比照。Garicano和Kaplan，2000），目前還不清楚電子商務(wù)是否是一個全新的模式或是盡管在傳統(tǒng)分銷業(yè)重要且經(jīng)過改善卻是一個簡單的模式。更謹(jǐn)慎地考慮分銷業(yè)的制度安排可能會揭示出這個有爭議的問題的一些情況。</p><p>　　2.1. 電子商務(wù)和郵購：一個問題的兩個硬幣的兩面？</p&g

53、t;<p>　　從理論的角度看，電子商務(wù)是信息和通信技術(shù)的開發(fā)的交易成本優(yōu)勢的來源。在這方面，盡管存在技術(shù)特點顯著差異，電子商務(wù)可以說是郵購業(yè)務(wù)技術(shù)上的說法，其起源（追溯到15世紀(jì)末的威尼斯）是和印刷術(shù)緊密聯(lián)系在一起的，描述了一系列產(chǎn)品銷售。現(xiàn)代郵購公司的前身，郵購目錄出現(xiàn)在十九世紀(jì)中期美國。 1844年，例如，奧維斯分布式的目錄列出了一系列的釣魚用品和蒂芙尼公司于1845年的第五大道出版的“實用和花式細(xì)則”的目錄—這提供

54、了來自歐洲和中國的進口商品。1872年上午沃德創(chuàng)立了后來世界著名的公司蒙哥馬利沃德，他的競爭對手刻錄西爾斯在1886年開始創(chuàng)辦發(fā)送手表在遠(yuǎn)東西部客戶的業(yè)務(wù)。迅速增長的需求吸引了其他三個行業(yè)的大玩家：施皮格爾，貝拉斯赫斯和芝加哥郵購公司。在接近本世紀(jì)末，沃德目錄已經(jīng)包括244頁和上千個主動提供的業(yè)務(wù)。從1897年的沃德身上，西爾斯（同行業(yè)的佼佼者，在1919年有43％的銷售郵購）做到了在1904年春季的正常業(yè)績從31.8萬跳躍到超過一百萬

55、，在1907年秋季的全部業(yè)績超過三百萬的循環(huán)。在20世紀(jì)20年代，美國的郵購公司成立了一個存儲網(wǎng)絡(luò)，使其更貼近他們的客戶，后來在歐洲以及在因為一些列商</p><p>　　這是顯而易見的，為什么郵購公司在十九世紀(jì)下半葉能取得成功：大規(guī)模生產(chǎn)的消費品面世，因此，迫使制造商尋求新的更大的市場。這與鐵路網(wǎng)絡(luò)和定期相對便宜的郵件傳遞系統(tǒng)的增長相結(jié)合，特別是關(guān)于包裹。消費信貸工具的發(fā)展，每天和每周的文件，以及新的印刷技術(shù)發(fā)

56、展是發(fā)展中國家郵購部門的更多的技術(shù)方位。今天，許多成功的郵購的房子仍然在一些國家使用（如施皮格爾和美國的JC Penney，意大利市場的郵政），但是互聯(lián)網(wǎng)銷售（電子商務(wù)，網(wǎng)上零售）的滲透力已促使其中一些人采取多渠道方式?；謴?fù)活力的郵購渠道因此被傳統(tǒng)的郵購公司使用，如一些新的公司（如Amazon.com），和大量的用郵購業(yè)務(wù)進行直銷商品/服務(wù)的公司（其中大部分是中小型企業(yè)）。這是否意味著電子商務(wù)就是現(xiàn)代的郵購業(yè)務(wù)？使電子商務(wù)廣泛擴散的新的

57、通訊技術(shù)，為顧客和賣家提供了更好更直接的交流和溝通，在原則上和支持十九世紀(jì)的郵購發(fā)展的鐵路網(wǎng)是相似的。從某種程度上說，他們已經(jīng)引起了來自快速的通信網(wǎng)絡(luò)的可利用性的郵購業(yè)務(wù)的去成熟的過程（如阿伯納西和厄特巴克，1975年定義的）。</p><p>　　因此，超過革命，電子商務(wù)似乎是新的，廣泛的信息和通信技術(shù)在傳統(tǒng)體制的框架內(nèi)的工作。主要的區(qū)別是，生產(chǎn)商，零售商和消費者都可得到的現(xiàn)代化的通訊設(shè)備很容易處理，不用太繁瑣

58、，且相當(dāng)便宜。在這一點上，人們可能會這樣回答上面的問題，電子商務(wù)是在最近的郵購貿(mào)易中出現(xiàn)的，是一個能夠振興這一零售機構(gòu)的最新發(fā)展。</p><p>　　2.2.一個電子商務(wù)的處理成本的方法</p><p>　　正如大多數(shù)營銷學(xué)生提出的，交易費用也包括參與者在營銷渠道中對貿(mào)易地位的建立（參見斯特恩和Elansary，1982）。因此，它對分析企業(yè)如何選擇分銷渠道是有用的工具。在這方面，人們可

59、以就消費者在銷售渠道之間的替代行為（沃德，2001年）方面的問題，當(dāng)顧客密度很低時，干脆采用交易成本理論（威廉姆森，1985）的假設(shè)，如果電子商務(wù)和郵購能帶來協(xié)調(diào)的成本優(yōu)勢（ Garicano和Kaplan，2000）和更好的表現(xiàn)（邁克爾，1994）。接下來，我們進行調(diào)查的第二步。因此，出現(xiàn)協(xié)調(diào)成本優(yōu)勢，因為：</p><p>　?。╝）郵購和電子商務(wù)都減少了買方尋找供應(yīng)商的成本，而在互聯(lián)網(wǎng)（目錄）上比較價格比去

60、零售店比較或打電話比較都便宜；（b）互聯(lián)網(wǎng)（和在郵件中收到的目錄）為買家提供了更好地了解產(chǎn)品特性，包括價格和可用性的信息。</p><p>　　反過來，與在一個特定的地理區(qū)域的客戶密集度相關(guān)的優(yōu)勢在以下情況顯示：</p><p>　　(1)在顧客方面，當(dāng)他們在運送商品到賣方時面臨巨大的運送費用（如通常是在農(nóng)村地區(qū)的情況），他們從他們有興趣購買的產(chǎn)品/服務(wù)的網(wǎng)絡(luò)（或郵寄）信息得到優(yōu)勢。在這種

61、情況下，采購價格包括用于描述信息的應(yīng)大大低于零售商店日常處理商品和經(jīng)受檢查的運輸成本的費用由客戶支付（如，在線/離線目錄）；</p><p>　　(2)在賣家方面，客戶的低密度是一個爭議，不僅向他們發(fā)送一個在線目錄，還在所有業(yè)務(wù)中，擔(dān)保對不能“數(shù)字化”或在線交貨的產(chǎn)品/服務(wù)提供快速的運輸。通過這種方式，比例較大的客戶可以達(dá)到一個相對較低的成本，賣方更可能比傳統(tǒng)的零售商店獲得更廣泛的對潛在的市場的控制。這是因為賣方

62、可以從一個中央位置提供一個巨大的市場，而不用建一個廣泛的零售渠道和一些列商店。當(dāng)然，當(dāng)客戶的密度超過一定的閾值，使用互聯(lián)網(wǎng)，并保證夜間運營商的合并費用可能比建設(shè)和維護一個零售渠道，包括幾家商店大得多。</p><p>　　更全面的關(guān)于產(chǎn)品/服務(wù)的特點的考慮將被提出：</p><p>　　當(dāng)貨物/參與交易的服務(wù)可以被數(shù)字化并提供在線交易時電子商務(wù)（但不是郵購）比其他分配方式更有效率，如軟件，

63、音樂，年齡和金融經(jīng)紀(jì)服務(wù)。這是電子商務(wù)可以作為一個重大工藝創(chuàng)新的唯一的情況。在所有其他情況下，它僅僅是一種加快供應(yīng)商和客戶之間的信息交流的方式；</p><p>　　電子商務(wù)（以及郵購）可能在搜索貨物時降低銷售成本或降低那些對顧客來說不需要太多信息的商品的銷售成本。否則，例如：在經(jīng)驗貨物的情況下，如果對產(chǎn)品/服務(wù)的信息只能通過直接檢查或消費獲得（在此，例如，新的香水，肥皂，或餐廳用餐），客戶更愿意前往一個或更多的

64、商店，因此電子商務(wù)不再是一個可行的解決辦法。</p><p>　　因此，即使從理論的角度來看，電子商務(wù)可以被比作是傳統(tǒng)的郵購渠道。在這方面，不能排除先前驗證的結(jié)論，電子商務(wù)將作為市場和技術(shù)條件的變化和成本優(yōu)勢取代傳統(tǒng)的制度安排。特別是，它極有可能是（a）隨著人口密度的增加，客戶需求的信息也在增加，零售商店將仍然享受通過電子商務(wù)得到的交易的成本優(yōu)勢;（b）已經(jīng)使用了電子商務(wù)銷售渠道的公司將推出（或加強，如果已經(jīng)在使

65、用）更傳統(tǒng)的零售渠道，其理由和早期的郵購公司是一樣，即以利用他們的采購組織更有效地提高其在潛在顧客中的知名度;（c）在不能被檢查通過互聯(lián)網(wǎng)的情況下，電子商務(wù)將永遠(yuǎn)不會被共享。</p><p>　　2.3.中小企業(yè)和電子商務(wù)的潛在利益</p><p>　　最近的研究（參見，除其他外，Chappell和Feindt，2000;薩多斯基等，2002）表明，電子商業(yè)在中小企業(yè)交易之間的理解的重要性

66、是溝通所需要的。因此，互聯(lián)網(wǎng)相關(guān)技術(shù)的采用遵循“等待和觀望”的態(tài)度，并在相當(dāng)大程度后，依據(jù)防御戰(zhàn)略的實施來確定。</p><p>　　一般來說，在知識基礎(chǔ)可得有效，信息和通信技術(shù)需要處理的條件下，中小型企業(yè)可能會受益于采用電子商務(wù)，以減少他們的市場進入和分配費用，并得到較高的潛在客戶數(shù)量。特別是那些否則會導(dǎo)致在組織專有銷售渠道時花費高成本的中小企業(yè)，可以直接與顧客進行交易。這也意味著，發(fā)展中私有的分配渠道和使用專

67、門交易商的服務(wù)之間已有的困境可以用更靈活，成本低的分配渠道解決。例如，一個專門從事一個特定區(qū)域典型商品的小公司（例如在食品行業(yè)的Culatellodi Zibello和Lardodi Colonnata 意大利的帕爾馬和Massa Carrara）遠(yuǎn)遠(yuǎn)超出了狹隘的邊界可能會擴大其客戶生產(chǎn)基地的范圍;這樣做卻不引起建立分銷渠道的高成本覆蓋了所有想出口或租用特殊服務(wù)商的區(qū)域/國家。在這種方式下，關(guān)于大公司消失的傳統(tǒng)成本劣勢，小公司就可以和與

68、它相對應(yīng)的大公司競爭了。</p><p>　　事實上，大多數(shù)中小企業(yè)都面臨著發(fā)展一個有效的零售渠道的問題。在這方面，電子商務(wù)是對于任何其他替代解決方案來說，成本相對較低的，有效地服務(wù)于公司使其能夠不必投資大量的營銷渠道開發(fā)成本達(dá)到獲得大量的客戶的目的。但是問題依然存在，在那些成本優(yōu)勢比理論的高的行業(yè)中，（即，軟件，金融和中介服務(wù)等）存在著一種將大大減少中小企業(yè)發(fā)展的可能性的經(jīng)濟趨勢。但是，這主要涉及增加關(guān)注所帶來