移動(dòng)電子商務(wù)畢業(yè)論文中英譯文

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1、 畢業(yè)論文附件：英譯漢(譯文) 中 文 題 目: 移動(dòng)電子商務(wù) 英 文 題 目:The Emergence of M-Commerce 原 作：[美] HenryStewart 學(xué)院(直屬系): 經(jīng)濟(jì)與貿(mào)易學(xué)院 年級(jí)、專業(yè): 09級(jí)電子商務(wù) 學(xué) 生 姓 名:

2、 學(xué) 號(hào): 312009110209409 中文譯文： 摘要：移動(dòng)電子商務(wù)作為電子商務(wù)在無(wú)線網(wǎng)絡(luò)中的拓展和延伸，會(huì)進(jìn)一步促進(jìn)網(wǎng)絡(luò)消費(fèi)的成熟。據(jù)獨(dú)立機(jī)構(gòu)研究結(jié)果顯示，移動(dòng)電子商務(wù)，即通過(guò)移動(dòng)設(shè)備及無(wú)線網(wǎng)絡(luò)進(jìn)行的商務(wù)與服務(wù)活動(dòng)，不久將會(huì)成為商業(yè)和社會(huì)的主導(dǎo)力量 關(guān)鍵詞：移動(dòng)電子商務(wù) 驅(qū)動(dòng)移動(dòng)電子商務(wù)的力量 在90年代中期，美國(guó)聯(lián)邦通信委員會(huì)拍賣了個(gè)人通信服務(wù)的頻譜空間，推動(dòng)了當(dāng)代無(wú)線通信方式的發(fā)展。現(xiàn)代無(wú)線通信終端不僅僅包括移動(dòng)電話，而且還包含個(gè)人掌上電腦（PDA），數(shù)字助理等一系列設(shè)備。 無(wú)線

3、基站的建設(shè) 互聯(lián)網(wǎng)的應(yīng)用使傳統(tǒng)PC領(lǐng)域的網(wǎng)絡(luò)發(fā)展強(qiáng)大。據(jù)Dataquest公司和Yankee集團(tuán)預(yù)測(cè)，服務(wù)器的發(fā)展規(guī)模將會(huì)在2003年達(dá)到5億。電子商務(wù)及其他溝通應(yīng)用促使如此大規(guī)模的服務(wù)器領(lǐng)域必須持續(xù)增長(zhǎng)。此外，由于這些系統(tǒng)將擁有更大的處理能力和存儲(chǔ)能力、更好的價(jià)格性能比、更強(qiáng)大的性能以及更復(fù)雜的應(yīng)用，它的出現(xiàn)有可能會(huì)漸漸成為臺(tái)式機(jī)應(yīng)用和互聯(lián)網(wǎng)的主流。 雖然這些預(yù)測(cè)令人印象深刻，但個(gè)人電腦有兩個(gè)限制的地方。首先，用戶必須坐在它們面前。其次，即使便攜筆記本電腦，但它需要加載軟件，撥入和網(wǎng)絡(luò)服務(wù)供應(yīng)商連接，并在接入互聯(lián)網(wǎng)前需要等待握手協(xié)議的進(jìn)行。這個(gè)過(guò)程是可以理解的，但它最好是在一個(gè)可容忍

4、的范圍。因此，主要應(yīng)用雖有許多麻煩，但仍在可接受范圍內(nèi)讓那些用戶遵循這一訪問(wèn)序列，至少以保持計(jì)算機(jī)和應(yīng)用程序的操作運(yùn)行。 總體來(lái)說(shuō)PC的規(guī)模是巨大的，當(dāng)中還包括了更多的移動(dòng)通訊設(shè)備在使用。 Gartner集團(tuán)和其他研究機(jī)構(gòu)估計(jì)，到2004年，全球移動(dòng)電話用戶群將超過(guò)10億，以2倍于PC用戶的數(shù)量。此外，其他無(wú)線移動(dòng)設(shè)備的用戶數(shù)量也將大幅度增加。無(wú)線PDA的應(yīng)用規(guī)模將會(huì)在未來(lái)三年內(nèi)擴(kuò)大3倍 。不同于個(gè)人電腦，這些無(wú)線設(shè)備無(wú)需啟動(dòng)順序，因此人們可以以方便、快捷的方式使用它們，這種快捷應(yīng)用能使這些產(chǎn)品更具吸引力。 無(wú)線協(xié)議標(biāo)準(zhǔn) 正如傳輸控制協(xié)議/ Internet協(xié)議和通用瀏覽器作為中流砥

5、柱力量驅(qū)動(dòng)著互聯(lián)網(wǎng)的發(fā)展，讓不同的設(shè)備互連以及交流，類似的因素將簡(jiǎn)化異構(gòu)互連和無(wú)線設(shè)備通訊。移動(dòng)網(wǎng)絡(luò)運(yùn)營(yíng)商目前依靠在一個(gè)多標(biāo)準(zhǔn)且互不兼容的無(wú)線接入標(biāo)準(zhǔn)。最近一個(gè)共同的通信技術(shù)終于出現(xiàn)了，它制定和提供了移動(dòng)設(shè)備的無(wú)線服務(wù)、無(wú)線應(yīng)用協(xié)議（WAP）的統(tǒng)一接口標(biāo)準(zhǔn)。 Wap的規(guī)格包括一個(gè)微型瀏覽器、類似JavaScript的腳本、接入功能、會(huì)話分層交互規(guī)范、傳輸以及安全性。這些規(guī)范使應(yīng)用程序的接口獨(dú)立和互操作成為可能。 大多數(shù)手機(jī)和無(wú)線設(shè)備制造商，以及一些服務(wù)和基礎(chǔ)設(shè)施供應(yīng)商，已經(jīng)認(rèn)可了WAP標(biāo)準(zhǔn)。 充足的帶寬 當(dāng)前的接入技術(shù)，包括TDMA（時(shí)分多址）、CDMA（碼分多址）和GSM，提供

6、速度為9.6至19.2 Kbps的傳輸。這種速度對(duì)比臺(tái)式的撥號(hào)接入互聯(lián)網(wǎng)具備相當(dāng)大的差距。雖然移動(dòng)電子商務(wù)可以在這種低速帶寬下實(shí)現(xiàn)，但這種低速卻不利于調(diào)動(dòng)廣泛商家和消費(fèi)者參與的積極性。 到2002年，3G（第三代）無(wú)線技術(shù)將實(shí)現(xiàn)應(yīng)用。除了擁有高達(dá)2 Mbps帶寬速率，3G還將支持多媒體傳輸。整合語(yǔ)音、數(shù)據(jù)交互、以及多方視頻將可以在任何無(wú)線設(shè)備上進(jìn)行移動(dòng)電子商務(wù)。此外，3G技術(shù)得到了國(guó)際電訊聯(lián)盟的積極支持，并提高3G技術(shù)實(shí)現(xiàn)的可能。 移動(dòng)電子商務(wù)的應(yīng)用 移動(dòng)電子商務(wù)的應(yīng)用可分為三大類：交易管理，數(shù)字內(nèi)容交付，遙測(cè)服務(wù)。 交易管理 用戶通過(guò)移動(dòng)設(shè)備將會(huì)體驗(yàn)到越來(lái)越豐富的商業(yè)應(yīng)用

7、。針對(duì)手機(jī)和掌上電腦的在線購(gòu)物平臺(tái)已經(jīng)出現(xiàn)，并已實(shí)現(xiàn)瀏覽、選擇、購(gòu)買、付款及交付的功能。 這些網(wǎng)站囊括了購(gòu)物所必要的因素，如在線目錄、購(gòu)物車和后臺(tái)功能。在這個(gè)領(lǐng)域中網(wǎng)上書店已經(jīng)實(shí)現(xiàn)了無(wú)線平臺(tái)的購(gòu)物交易。 另一種移動(dòng)電子商務(wù)交易應(yīng)用涉及通過(guò)無(wú)線設(shè)備實(shí)現(xiàn)購(gòu)買支付以及實(shí)時(shí)服務(wù)。這種交易應(yīng)用會(huì)隨著用戶所獲得的越來(lái)越多的應(yīng)用體驗(yàn)而不斷增長(zhǎng)，并可使管理更為簡(jiǎn)便。 對(duì)移動(dòng)電子商務(wù)發(fā)展呼聲最高的來(lái)自小額交易。相對(duì)于硬幣他們更愿意通過(guò)手機(jī)或掌上電腦使用電子貨幣，以便解決諸如地鐵付費(fèi)等問(wèn)題，電子貨幣的廣泛應(yīng)用將會(huì)成為現(xiàn)實(shí)。 內(nèi)容交付服務(wù) 數(shù)字內(nèi)容交付使用了無(wú)線頻道的分布特征。這些移動(dòng)電子商務(wù)活動(dòng)包括信

8、息瀏覽、即時(shí)狀態(tài)信息檢索（天氣，交通時(shí)刻表，體育比分，門票銷售情況和市場(chǎng)價(jià)格）和目錄服務(wù)。CNN的無(wú)線新聞?dòng)嗛喎?wù)和UPS掌上電腦的包裹追蹤和定位服務(wù)是這種新興內(nèi)容交付服務(wù)的代表。 數(shù)碼產(chǎn)品易于通過(guò)無(wú)線設(shè)備實(shí)現(xiàn)傳輸。因此，3G的到來(lái)能使如娛樂(lè)、MP3音樂(lè)等下載應(yīng)用變得更為普遍 。傳輸軟件、高分辨率圖像和全動(dòng)畫廣告信息也將成為日漸普遍。高品質(zhì)的顯示屏和更大帶寬的出現(xiàn)無(wú)疑將引發(fā)視頻應(yīng)用領(lǐng)域的發(fā)展創(chuàng)新。人們?cè)谖磥?lái)可實(shí)現(xiàn)通過(guò)無(wú)線設(shè)備訪問(wèn)、檢索、存儲(chǔ)和展示多媒體的高清晰視頻內(nèi)容，以及遠(yuǎn)程教育。 遙測(cè)服務(wù) 以傳輸、接收、傳感和測(cè)量信息的遙測(cè)服務(wù)，這個(gè)新領(lǐng)域的廣泛應(yīng)用離不開(kāi)以移動(dòng)設(shè)備建立的基礎(chǔ)。

9、這領(lǐng)域的創(chuàng)新成果，可以讓人們使用手機(jī)和其他無(wú)線設(shè)備接入到他們的家、辦公室或者其他地方。比如，送貨司機(jī)接入到智能配送機(jī)或倉(cāng)庫(kù)的電腦，確定他們哪里最需要活動(dòng)庫(kù)存或哪里需要立即服務(wù)。同樣，用戶可以通過(guò)發(fā)送郵件來(lái)激活錄音設(shè)備或遠(yuǎn)程服務(wù)系統(tǒng)。 被動(dòng)式應(yīng)用 主動(dòng)式移動(dòng)電子商業(yè)應(yīng)用是指只有在當(dāng)事人傳達(dá)付款細(xì)節(jié)，請(qǐng)求信息，接收具體內(nèi)容，或檢索狀態(tài)信息等活動(dòng)，應(yīng)用才會(huì)被啟用。相比之下，被動(dòng)式應(yīng)用是作用在用戶沒(méi)有實(shí)施任何行為的情況下，例如個(gè)人現(xiàn)金卡的消費(fèi)資料收集。電子資金流在移動(dòng)設(shè)備上的集成將會(huì)對(duì)現(xiàn)金卡造成沖擊，使現(xiàn)金卡變得不那么必要了 。這些無(wú)線設(shè)備可以促進(jìn)和記錄消費(fèi)支付、交通運(yùn)輸、快餐、其他交易、所有未

10、經(jīng)授權(quán)的用戶或?qū)γ總€(gè)交易信息進(jìn)行確認(rèn)。用戶通過(guò)無(wú)線設(shè)備的直接自動(dòng)更新可以安排他們的資金流，連接他們的資金源，以及在他們需要的時(shí)候下載額外的數(shù)字現(xiàn)金。 在歐洲較為流行的短信，是一種長(zhǎng)度為最多160個(gè)字符的文本信息，它會(huì)顯示在收件人的屏幕上，這是一種典型的被動(dòng)式應(yīng)用例子。隨著數(shù)字融合日漸普及，無(wú)線設(shè)備將會(huì)被各種郵件所被動(dòng)，其中包括數(shù)字化語(yǔ)音郵件、傳真文件和電子郵件。這些必要技術(shù)目前已趨于完美，進(jìn)一步認(rèn)識(shí)和得到普遍訪問(wèn)使這些服務(wù)將很快普及。這些有償?shù)囊苿?dòng)電子商務(wù)活動(dòng)將會(huì)增加，并有可能會(huì)使支付系統(tǒng)得到革新。例如，無(wú)線設(shè)備中那些以音頻或視頻廣告為收入的免費(fèi)服務(wù)。 被動(dòng)安全、預(yù)防入侵和緊急遙測(cè)服務(wù)會(huì)

11、對(duì)設(shè)施及個(gè)人進(jìn)行完善的檢測(cè)。任何不尋常的事件或不能接受的條件會(huì)及時(shí)給用戶提醒，無(wú)論身在何處。 航空公司正在測(cè)試一項(xiàng)技術(shù)，通過(guò)無(wú)線設(shè)備用以提醒乘客，特別是那些飛行的?？停o予他們一些座椅的升級(jí)、日程的變動(dòng)等信息。目前一些航空公司已將這種原型遙測(cè)系統(tǒng)投入應(yīng)用，當(dāng)旅客進(jìn)入機(jī)場(chǎng)或者通過(guò)就近的自助服務(wù)設(shè)施時(shí)，就會(huì)及時(shí)收到這一類的信息。 被動(dòng)式移動(dòng)電子商務(wù)遙測(cè)是另一種互動(dòng)營(yíng)銷形式的基礎(chǔ)。商店可以將他們的產(chǎn)品與服務(wù)以促銷優(yōu)惠券和信息的形式傳遞給客戶，如“：進(jìn)來(lái)免費(fèi)品味一杯我們店新推出的混合咖啡吧！”或者“半價(jià)促銷，僅限這半小時(shí)哦！”但這種營(yíng)銷也可能面臨一種新的挑戰(zhàn)：關(guān)掉您的移動(dòng)設(shè)備，防止移動(dòng)垃圾信息。

12、 這種技術(shù)對(duì)移動(dòng)電子商務(wù)的促進(jìn)是無(wú)窮的，甚至可以演變成為其發(fā)展的障礙。 應(yīng)用程序和無(wú)線設(shè)備的發(fā)展是相輔相成的，二者中一個(gè)領(lǐng)域的革新都會(huì)使另一方變得更為強(qiáng)大 商業(yè)的機(jī)遇和挑戰(zhàn)是需要一個(gè)不斷變化的戰(zhàn)略， 利用移動(dòng)電子商務(wù)的優(yōu)勢(shì)，去幫助他們?cè)谌諠u白熱化的數(shù)字市場(chǎng)中競(jìng)爭(zhēng)。而構(gòu)建這種策略所面臨的最大挑戰(zhàn)，來(lái)自于技術(shù)創(chuàng)新能給用戶什么功能，與消費(fèi)者與商業(yè)人士所期望的是什么功能，這一矛盾。 (摘自：電腦報(bào)：移動(dòng)電子商務(wù)的興起，2000年12月，第148-150頁(yè)。) The Emergence of M-Commerce Driven by a widesprea

13、d understanding of the Internet’s capabilities, the power of electronic commerce, and advances in wireless technologies and devices, mobile commerce (m-commerce) is rapidly approaching the business forefront. According to independent research findings, m-commerce—the conduct of business and services

14、 over portable, wireless devices—will soon be a dominant force in business and society. For example, ? IDC, an information technology research firm, reports that 70 percent of all wireless subscribers worldwide will access data applications via their phones by 2002. ? The investment firm Robinson

15、 Humphrey predicts that, in the US, 50 percent of Internet hits will originate from wireless devices by 2004. ? The Yankee Group, a telecommunications research firm, projects that by 2004 more than 40 percent of wireless users in the US will access Internet content directly from their mobile device

16、s. The viability of these projections depends on the power of the underlying technology drivers and the attractiveness of m-commerce applications. To compete in a marketplace dominated by wireless devices, businesses must devise effective m-commerce strategies. Building successful strategies begins

17、 by recognizing the forces driving m-commerce’s emergence. FORCES DRIVING M-COMMERCE The US Federal Communication Commission’s auctioning of personal-communication-service spectrum space in the mid-1990s triggered the current rush to the wireless communication methods. Wireless communication now e

18、ncompasses not only telephones but also appliances, including personal digital assistants (PDAs). Wireless-installed base Internet use has grown on the strength of PC networks. According to Dataquest and Yankee Group projections, the installed base of PCs will reach 500 million by 2003, as Figure

19、1 shows. This huge base is essential to continued growth in electronic commerce and other communications applications. Moreover, because these systems will have greater power and storage capability, as well as the best ever price-performance ratios, more powerful and sophisticated applications will

20、likely emerge into the mainstream of desktop computing and the Internet. Although these expectations are impressive, PCs still have two limiting characteristics. First, users must sit in front of them. Second, even portable notebook PCs require loading software, dialing into and connecting with a n

21、etwork service provider, and awaiting completion of the handshaking process before launching an Internet application. This sequence is understandable, but at best it seems a tolerable nuisance. Hence, the dominant applications are still those that are worth the trouble it takes for a user to follow

22、this access sequence or, at least, to keep the computer and applications running. The aggregate PC installation is substantial, but even more mobile communication devices are in use. The Gartner Group and other research firms project that by 2004, the installed base of mobile phones worldwide will

23、exceed 1 billion— more than twice the number of PCs. In addition, the number of other wireless mobile devices will also increase dramatically. Wireless PDA use will more than triple in the next three years. Unlike PCs, these wireless devices require no boot sequence, so people can use them as soon a

24、s they turn them on—making them attractive for quick-hit applications. Wireless protocol standards Just as the transmission control protocol/Internet protocol and the general-purpose browser were principal drivers of Internet growth, letting disparate devices interconnect and communicate, similar

25、factors will simplify the interconnectivity and communication of heterogeneous wireless devices. As Figure 2 shows, mobile network carriers have relied on a variety of incompatible wireless access standards. Recently, however, a common communications technology and uniform interface standard for pre

26、senting and delivering wireless services on mobile devices—wireless application protocol (WAP)—has emerged. WAP specifications include a micro-browser; scripting similar to JavaScript; access functions; and layered communication specifications for sessions, transport, and security. These specificat

27、ions enable interface-independent and interoperable applications. Most wireless handset and device manufacturers, as well as several service and infrastructure providers, have adopted the WAP standard. Ample bandwidth Current access technologies, including TDMA (time division multiple access), CDM

28、A (code division multiple access), and GSM (Groupe Spcial Mobile), transmit at 9.6 to 19.2 Kbps. These speeds are dramatically slower than the dial-up rates of desktop PCs connecting to the Internet. Although m-commerce is possible at these bandwidth rates, the slow speeds are not conducive to creat

29、ing widespread business or consumer participation. By 2002, 3G (third-generation) wireless technology will be available. Besides having greater bandwidth rates, with speeds up to 2 Mbps, 3G will support multimedia transmission. Integrating voice, data, and one- or two-way video will let m-commerce

30、run over any wireless device. Moreover, active support from the International Telecommunications Union is likely to make 3G practical. M-COMMERCE APPLICATIONS M-commerce applications fall into three main categories: transaction management, digital content delivery, and telemetry services. Transac

31、tion management Users will increasingly initiate a wide range of business transactions from mobile devices. Online shopping sites tailored to mobile phones and PDAs— including browsing, selection, purchase, payment, and delivery—have already emerged. These sites include all the necessary shopping f

32、eatures, such as online catalogs, shopping carts, and back office functions. Online booksellers are among the firms that have already implemented wireless shopping transactions. Another class of m-commerce transactions involves using wireless devices to initiate and pay for purchases and services i

33、n real time. These kinds of transactions will likely increase as users gain the capability—and become comfortable enough—to manage them. The highest m-commerce transaction volume will probably occur in micro-transactions. When individuals reach for their e-cash-equipped mobile phones or PDAs—rather

34、 than coins—to settle transactions such as subway fees, widespread use of digital cash will be a reality. Content delivery services Digital content delivery uses the wireless channel’s distribution characteristics. These m-commerce activities include information browsing—instant retrieval of statu

35、s information (weather, transit schedules, sports scores, ticket availability, and market prices)—and directory services. The CNN Wireless news subscription service and the UPS PDA-linked package tracking and locator service are representative of emerging content delivery services. Digital products

36、 easily transport to and from wireless devices. Hence, downloading entertainment products—for example, MP3 music—is likely to become even more commonplace when 3G arrives. Transferring software, high-resolution images, and full-motion advertising messages will also become common activities. The emer

37、gence of high-quality display screens and greater bandwidth will undoubtedly trigger the development of innovative video applications. Individuals will use wireless devices to access, retrieve, store, and display high-resolution video content for entertainment, product demonstration, and distance le

38、arning. Telemetry services The transmission and receipt of status, sensing, and measurement information—telemetry services—forms the basis for a wide range of new applications involving mobile devices. Innovations in this area let people use wireless phones and appliances to communicate with vario

39、us devices from their homes, offices, or in the field. For instance, delivery drivers will “ping” intelligent dispensing machines or store computers to determine where their rolling inventory is needed most or which locations need immediate service. Similarly, users will transmit messages to activat

40、e remote recording devices or service systems. PASSIVE APPLICATIONS Active m-commerce applications function only when someone directly initiates them by transmitting payment details, requesting information, receiving specific content, or retrieving status information. In contrast, in passive appli

41、cations, a transaction occurs without the user taking any action—for example, automatic collection of toll charges with dedicated cash cards. Integrating digital cash into mobile devices would make these cash cards unnecessary. These wireless devices would facilitate and record payment of toll, mass

42、-transit, fast-food, and other transactions, all without the user authorizing or entering identification information for each individual transaction. Users could arrange to have their cash chips update automatically by directing the wireless device to contact their money source and download addition

43、al digital cash whenever necessary. Popular in Europe, short messages— text messages, up to 160 characters in length, that show up on the recipient’s display as they arrive—are examples of passive content delivery. As digital convergence becomes more commonplace, all forms of mail will passively g

44、o to wireless devices, including digitized voice mail, fax documents, and e-mail. The necessary technology is nearly perfected, and greater awareness and universal access to these services will soon make its use commonplace. These fee-for-service m-commerce activities will increase and will likely t

45、rigger innovative payment systems—for example, free services in return for viewing audio or video advertising delivered to the wireless device. Passive security, intrusion, and emergency telemetry services will refine monitoring of facilities and individuals. Any unusual event or unacceptable condi

46、tion will trigger user notification, regardless of location. Airlines are testing technology that will let them alert passengers, especially frequent fliers, of seat upgrades, schedule changes, and so on, through wireless devices. Some airlines already have prototype telemetry systems that transmit

47、 this kind of information to passengers as soon as they enter the airport or pass near a kiosk-like device. Passive m-commerce telemetry is the foundation of still another form of interactive marketing. Stores will be able to market their products and services by transmitting promotional coupons an

48、d messages to passers-by: “Come in and enjoy a complimentary cup of our new coffee blend,” or “Get half off, if you make your purchase within the next 30 minutes.” This type of marketing may give rise to a new challenge: managing m-junk messages without turning off your wireless device. The technol

49、ogy to facilitate m-commerce is within reach, even as barriers to its development fall away. Applications and wireless devices promise to evolve together, each driving the introduction of innovative and powerful features in the other. The opportunity, and challenge, for business is to develop strate

50、gies that capitalize on the strengths of mobile commerce, thereby helping them to compete in an increasingly digital marketplace. The greatest challenge in structuring such a strategy may be creating innovations that will meet the needs and expectations of the consumers and commercial participants. (Computer：The Emergence of M-Commerce December 2000 pp. 148-150)