1、信息學院畢業設計(論文)外文資料翻譯系 別 電子商務系 專 業 電子商務 姓 名 學 號 (用外文寫)外文出處 E-Business: The E-Business Legal Survival Kit（Writer: J.T. Westermeier and Lee J. Plave） 附 件：1.外文資料翻譯譯文；2.外文原文指導教師評語： 簽名： 年 月 日附件1：外文資料翻譯譯文電子商務與旅游業摘要電子商務的鼎盛時期已經過去還是僅僅只是在休整？商業和股市期望沒有得到滿足。但是，拋去其強硬的經濟問題和數量稀少旅客，電子商務在諸如旅游和旅游業的網上交易的一些部門依然不斷增加。這個行業是在B

2、2C（企業對消費者）領域的領導型應用。而在其他行業有較強的堅持傳統工藝，旅游業正經歷一個電子商務的接受過程，該行業的結構正在發生變化。網絡不僅用于收集信息；通過互聯網訂購服務正在被接受。一個新型的用戶正在出現，接受成為他自己的旅行社，并建立自己的旅游套票。在2002年美國在線旅游市場增長了45至27億元。占市場總值的14.4，歐洲在線旅游增加了67，占市場總額的3.6（根據區域與旅游研究，www.crt.dk丹麥中心）。同年美國32的旅客已使用互聯網預訂旅游安排（見 ，其他的市場研究機構發布其他，高和低，編號。這些統計數據問題，他們是基于不同，要么寬或窄、定義：要么區分：電子商務和電子商務(看

3、到后者作為部分的第一)或不是 ，并且使用不同的變量和測量方法。但是，即使證明不同的定義，給出了所有的統計數字旅游域點向上。然而，在所有這些定義虧缺了一個重要方面我們可以看出在旅游案例：他們是所有交易和商業導向和忽略了這個事實，即網絡也是一個中等的好奇心、創建社區或剛一件有趣的事，所有這一切都可能發生，也可能不會獲得業務。特別是旅游產品與情感體驗，有趣但并不僅僅是業務。一、關于這個行業旅游及旅游業作為一個全球或者說全球化的行業體現了非常具體的特點：1. 旅行和觀光的代表了大約11%世界范圍內(GDP)旅游衛星賬戶后舉行的世界旅游的方法和旅游委員會)；2. 將有十億國外游客在2010年世界旅游組織

4、，平均而言，旅游增長速度超過其他的經濟部門；3. 作為一個傘業它涉及到許多部門，如文化或體育運動，超過30種不同的工業部件，服務已確認的旅行者；4. 解釋了整個行業的非均質性，因為它的中小企業結構(尤其是拍照的時候目的地的觀點)，它有一個巨大的重要性了區域發展。例如,在歐盟的飯店和餐廳部門占了超過130萬個企業,這些8.5都是歐洲的企業。95%的企業是非常小的,例如有的企業只有1 - 9名員工；5. 供給與需求面形成一個世界范圍的網絡，兩種生產和分配規律是基于合作。6. 該產品是具有階段性和復雜性的，（1）一個賓館房間的床上，不賣一晚代表一個失落的收入。供應商面臨著潛在危險，而這種危險通過獲得

5、的信息的可能得意減少；(2)旅游產品本身是一種“捆綁型”的基本產品。支持相當復雜的捆綁產品必須有很好定義與尊重對消費者需求、價格或者還經銷渠道的接口。旅游是一種以信息為基礎的業務，給予一個先于體驗的綜合評價它的特質是不可能的。游客不得不離開自己的日常環境消費產品。此刻的決策，只可得到一個基于一系列的信息通過后天的多套頻道(網絡、電視、小冊子或朋友) 的產品的抽象模型。這一特點的旅游產品信息都需要消費者和供應商兩個方面，面對高信息搜尋成本，導致信息市場的不完善。所有這些反過來使其建立起相應的信息和價值的長鏈。圖1.市場結構視圖 12圖1區分了供給和需求側和各自的中介。鏈接標記的關系以及信息的流動

6、。它僅僅顯示最相關的鏈接，節顯示點的參與者在各自區域的相關類型。在供應方面，我們與“主要的供應商”指企業如酒店或餐館里，大部分中小企業。對于這些公司在泛函數微分在同一水平為“大”的成員，像航空公司。旅游經營者可以被看作是產品匯集者，旅游代理充當信息經紀人，提供最終用戶提供有關信息和訂的設施。CRS / GDS(中央預訂系統/全球分銷系統)，出于航空訂票系統已經發展了他在60年代，還涉及其他產品，如打包度假，或者其他方式的交通工具。而中介機構在右邊可以被看作是“專業”連接供給與需求之間(主要是基于電子基礎建設和功能的CRS /(GDS)，左側是相關的管理、規劃和品牌的一個目的地。這些國家、地區和

7、地方旅游組織通常是政府資助的，以及代表所有的供應商在目的地和不從事預約的過程。上游流按照圖1的流程構成產品信息，而下游流動報告主要在于在市場行為，主要表現在條款的統計上。兩個信息流動創造一個旅游信息網綁在一起，而且很明顯地反映了所有市場參與者之間的經濟關系。二、層業務正在改變（一）新的產品和服務網絡引導兩個新的方法來滿足改變消費習慣他們并不忠誠，往往會使更多但更短的假期、決策之間的時間和消費減少，整個旅游價值鏈的“信息化”也是如此。這允許不同的策略來產生價值11：1. 增加價值的提取效率，降低物流成本，如：自動化的具體進程或外包給客戶，自我入住酒店的客人或航空公司的乘客。2. 價值捕獲：客戶端

8、和銷售數據用來支持營銷，例如，數據挖掘的預報或產量的管理。3. 價值增長：一個線性組合價值的產品及服務，創造更豐富的產品捆綁，例如，新服務品質為消費者通過將無線服務，以現有的網站給游客建議購買他們的服務。4. 價值創造：把重點放在網絡效應，例如，游客們在一個目的地參與服務的定義和規劃。這樣，不但過程變化，而且能自行設計新服務延伸的范圍和配置選項來定制產品。定制過程在基于互聯網技術的規模定制下進行了描述有個性的產品或服務。配置是指產品或服務捆綁的不同成分的綜合，公司結合他們的核心產品與層附加的服務。（二）新商業網絡動力學和部門的已經很有競爭力的電子市場，幾乎所有的利益相關者已經實施了他們的策略。

9、同樣，旅游業也成為了新入者的發展領域，不論是初創企業還是公司來自媒體和IT領域。自從旅游是一種以信息為基礎的業務，它非常適合各自的背景。一個可以觀察進一步專業化的趨勢并不斷解構由成員和產品并聯集成的價值鏈。最新評論的競爭和合作的同時，在邊界行業內是模糊的，所有類型的市場參與者都受影響。1. 游客們被更多的成員訪問，但是他們同樣也在說明它們的服務例如，用反向拍賣網站中扮演更積極的角色。2. 旅行社在銷售渠道看到一個渺茫的權力，后果是他們將重點更多地放在咨詢和更復雜的產品上。3. 進一步提高網絡旅游網站提供了新的市場功能和技術，焦點集中在對旅行者的個性化智能工具見在主要網站使用的建議功能)。目的地

10、管理機構在目的地開發合作模式，在那里他們會占據一個新角色作為經驗和集成服務商，例如愛爾蘭。4. 旅游經營者基于規模化定制和靈活的配置(例如，意大利操作員科斯塔Crociere已經開發了一種個性化的巡航建造者)，總是將個體之間和包裝旅游的邊界模糊。5. CRS / GDS顯示了一個“英特爾內置”的營銷戰略，利用鏈接到主要旅游網站提高其交易額，同時進行直接銷售以增加零售環節。6. 供應商將日益形成同盟和支持電子直銷，增加價格競爭和價格，重新分化過程，如電子的票務客戶或自動登機手續。這導致了市場的一種進化，形象地描述為一個進行中的相互影響的集中(例如，如美國與全國各大網站，例如Expedia在線旅行

11、，Orbitz或Travelocity)和同步的新進入的新成員。增加了復雜性，但是也生成了需要新的服務項目，如提供透明訪問，市場概覽，或價格的比較，這反過來又會促進創新，將更加強調技術創新。三、IT系統：特點和發展趨勢新興的商業場景是基于靈活的網絡結構和一個消費者不斷提高的整合。如果一個人增加旅游生命周期考慮到流動性方面的旅游者可以得出以下的簡化圖中的鏈接各自的旅游階段與公司的過程。圖2.旅游生命周期和公司的進程(供應商和中介機構)很明顯，公司合伙人得交叉過程促進了了分布式的b2b2c的形成，并且支持移動通信公司和消費者之間的合作。技術基于一種普遍深入人心的基礎設施將變得透明，對消費者來說是無

12、形的；信息就會出現在家中、工作中和在旅行中。在這樣一個場景的IT系統應該具有以下特點：1. 支持異構數據格式和 業務功能以及分布式數據來源，因為他們必須考慮的不同類型的參與主體與他們的功能差異；2. 有彈性和開放性，關于地理和功能擴展。他們會支持整個消費生命周期和所有商業階段；3. 使各自的參與者擁有充分的自主權，而是增強合作行為，為供應商提供復雜工具以及進行動態的網絡配置；4. 移動和固網服務的整合，促成服務的多渠道訪問，提供像先前描述的所有不同類型的成員；5. 支持細心的用戶界面和通過廣泛的開發的用戶模型的個性化，考慮到用戶的行為、認知以及感情方面。交叉的研究和開發工作已經在著手解決旅游及

13、旅游業應用上述主題，并取得了一些顯著的成績。很自然地，很多這些活動遵循一個基于AI途徑。接下來，我們參考他們中的一些人，集中關注于那些更有影響力，已經或即將有重大作用的途徑。這些都是具有相當水平的技術，它能在不同的應用中被開發，如旅游規劃與調度、來訪者導引系統、個人定價、反向拍賣，或工作流管理支持合作的市場中。1信息提取。旅游信息門戶網站仍然很大程度上基于非結構化的信息。因此，發展中的一個關鍵問題在于存取數據的分布式系統為人類使用格式化并把它們轉換成一個結構化的數據格式，如XML。這個問題通過包覆技術得到妥善解決來學習高度精確提取規則，適應結構的改變網站確保正確的抽取數據(5，6)。2信息集成

14、。包裝器可以利用頂部或結構化信息來源的半結構化來建立。這為解答基于多重包裝的數據的結合與提取的疑問的系統 4 搭建了舞臺。旅游相關資訊來源代表一個完美的應用等技術。例如，TheaterLoc是一種信息集成的應用程序，可以讓用戶檢索在美國的劇院和餐館的信息，這些信息來自5個不同的線上資源1。這個應用程序的核心部件是一個開發AI規劃技術的媒介，是一個領域模型(含一種本體論)，它結合一套公理描述之間的映射關系與綜合性數據來源。當查詢時，系統原因提出關于領域的模型的描述和來源，建立一個計劃數據檢索和整合。3信息的簡報。旅游是一種特殊的文化遺產，是一個享有特權的應用領域為智能信息介紹技術10。自然語言技

15、術被用來建造語境演講，演講和手勢識別以及動畫角色支持一條增量互動性涉及用戶在欣賞文化遺產。應用已經開發出來，因為這才是真正的展覽的信息，即用戶混合，監測，一組感測器，能在移動設備上活化個性化的窗戶，那里提供在展的的信息 (例如，在一個博物館)。此外，即使是不請自來的對進一步話題或對象設想都可以提供交付。4建議。建議系統建會推薦產品并未消費者提供建議的產品信息以便于決策。有一些顯著的應用聚焦于旅游目的地的選擇和應用旅游產品捆綁(2，8)。在這些應用中用戶關于對他的需要和系統被明確的要求，包括約束和基于內容過濾技術、交互式查詢管理、和過濾寫作方法的變化趨勢或基于實例推理的，等級建議提取結構化的目錄

16、。旅游推薦提出關于其復雜性和無形的旅游產品的特殊要求。改進措施必須設計多種產品(地點、吸引力、住宿、航班，等等。)，以提供有意義的圖片所提出的旅行。5語義網。語義網的設想將數據數據在網絡上的定義并連接一個途徑通過這個途徑它可以被機器使用以實現自動化、集成化和在不同的應用程序重復使用，在上述技術提供了一個統一的觀點。該技術在旅游業有重大影響(見，例如，歐洲計劃3)。該行業基于語義網的整合與點對點網路服務提供了一個具有挑戰性的試驗臺為點對點語義萬維網服務。例如，服務尋找或整合資訊供應者，最終需要直接開發資源用在其他沒有被中心服務器要求或申請過得結點，在這里結點可以直接加入并整合在一個特定的方式中。

17、6機動性。旅游者希望從各種各樣的設備得到服務和信息，不論何時何地，只要他們需要它。在以下領域：航空公司、酒店、餐廳、交通、城市指南、交通、天氣條件、其它服務，像平移、貨幣轉換都可以發現典型的移動應用程序。移動終端打開和改進新的的方式以在旅游中支持游客。在新技術承諾了好處和附加值的同時，他們也會在不同的設備提高關于可用性，可達性的挑戰，誠信和互動性。面臨的挑戰是一個上敏感的、個性化、有效的考慮約束條件下的無所不在的訪問的互動模型。但這里，做為被提前描述的建議體系，在旅游領域中被開發在開發的復雜的用戶模型可以在排除這些障礙中起到很大作用。四、結論旅游和旅游業表明電子商務將如何會改變這個產業的結構和

18、商業運作的方式，并且這樣的制造程序也帶來了新的商機。更多的專業服務的部署，靈活的網絡配置和進一步整合會形成機敏消費者市場，整合所有利益相關者。潛在的信息技術場景普及以及強制執行這一發展表明，旅游業是一個有趣的應用以及研究領域的。同樣它也將使其它行業產生學習這種發展和理解在這個發展新興電子市場的興趣。 附件2：外文原文（復印件）ELECTRONIC COMMERCE AND TOURISMHas e-commerce past its prime or just resting? Business and stock market expectations have not been fulfi

19、lled. However, in some sectors such as the travel and tourism industry online transactions are continuously increasing, despite its tough economic problems and fewer travelers. This industry is the leading application in the B2C (business-to-consumer) arena. Whereas in other industries there is a st

20、ronger hold to traditional processes, the tourism industry is witnessing an acceptance of e-commerce to the extent that the structure of the industry is changing. The net is used not only for information gathering; there is an acceptance of ordering services over the Internet. A new type of user is

21、emerging, who seems to accept to become his own travel agent and to build his travel package. In 2002 the US online travel market increased by 45% up to 27 Bn. U$, accounting for 14.4% of the total travel market; and in Europe the online travel increased by 67%, making up 3.6 % of the total market (

22、according to the Danish Center for Regional and Tourism Research, www.crt.dk). In the same year 32 % of US travelers have used the Internet to book travel arrangements (see And 9 forecasts that by 2007 30% of all B2C transaction in the European German speaking countries will be done via the Internet

23、. However, other market research institutes publish other, both higher and lower, numbers. These statistics have the problem that they are based on varying, either broad or narrow, definitions: either distinguishing between e-business and e-commerce (seeing the latter as part of the first) or not, a

24、nd using different variables and measurement methods. But even when following different definitions, all the statistics given for the travel domain point upwards. However, all those definitions fall short in one important aspect as we can see in the tourism case: they are all transaction and busines

25、s oriented and ignore the fact that the Web is also a medium of curiosity, of creating communities or having just fun, all of which may or may not result into business. Especially the tourism product has to do with emotional experiences, with fun; it is not just business. 1 The IndustryThe travel &a

26、mp; tourism industry as a global (and a globalization) industry shows very specific features:· Travel and tourism represents approx. 11% of the world wide GDP (following the tourism satellite account method of the World Travel & Tourism Council).· There will be one Billion internationa

27、l arrivals in the year 2010 (following the World Tourism Organization), and on average tourism grows faster than the other economic sectors.· As an umbrella industry it relates to many sectors such as culture or sport, over 30 different industrial components have been identified that serve trav

28、elers.· This explains the industrys heterogeneity, and due to its SME structure (especially when taking a destination point of view) it has a huge importance for regional development. For example, in the EU the hotel and restaurants sector accounts for more than 1.3 million enterprises, these a

29、re 8.5 % ofball European enterprises. 95.5 % of these enterprises are very small, e.g., 1-9 employees.· The supply and the demand side form a worldwide network, where both production and distribution are based on cooperation.· The product is perishable and complex: i) a hotel bed not sold

30、for one night represent a lost income. Suppliers are in a risky situation, which can be reduced if access to information is available; ii) the tourism product itself is a bundle of basic products. To support the rather complex bundling products must have well defined interfaces with respect to consu

31、mer needs, prices or also distribution channels.Tourism is an information based business, the product is a “confidence good“; an a priori comprehensive assessment of its qualities is impossible. Tourists have to leave their daily environment for consuming the product. At the moment of decision-makin

32、g, only an abstract model of the product is available, which is based on a range of information acquired through a multiple set of channels (Web, TV, brochures or friends). This characteristic of tourism products requires information on both, the consumers and suppliers sides, entailing high informa

33、tion search costs and causing informational market imperfections. These, in turn, led to the establishment of comparably long information and value chains. Figure 1. Structural view of the market 12.Figure 1 differentiates between the supply and demand side and the respective intermediaries. Links m

34、ark the relationships as well as the flow of information. It only shows the most relevant links, the nodes indicate the relevant types of players in the field. On the supply side we denote with “primary” suppliers enterprises like hotels or restaurants, mostly SMEs. With respect to a functional diff

35、erentiation these companies are on the same level as the “big“ players like airlines. Tour operators can be seen as product aggregators, travel agents act as information brokers, providing the final consumer with the relevant information and booking facilities. CRS/GDS (Central Reservation Systems /

36、 Global Distribution Systems), stemming from the airline reservation systems already developed in the 60s, include also other products such as packaged holidays, or other means of transport. Whereas the intermediaries on the right side can be seen as the “professional“ connection between supply and

37、demand (mainly based on the electronic infrastructure and functionality of CRS/GDS), the left side is relevant for the management, planning and branding of a destination. These national, regional and local tourism organizations are normally publicly funded, act on behalf of all suppliers within a de

38、stination and are not engaged in the booking process. The upstream flow of fig. 1 consists of product information, whereas the downstream flow reports on market behavior, mostly represented in terms of statistical aggregates. Both information flows create a tourist information network tying together

39、 all market participators and, apparently, reflecting the economic relationships between them. 2 Business is Changing2.1 New Products and ServicesThe Web leads both to new ways to meet changing consumer behavior they are less loyal, tend to make more, but shorter vacations, the time between decision

40、 making and consumption decreases and to an “informatization” of the entire tourism value chain. This allows different strategies to generate value 11: · Value extraction: increases efficiency and reduces costs, e.g., automation of specific processes or outsourcing to clients such as self check

41、-in of hotel guests or airline passengers.· Value capturing: client and sales data are used to support the marketing, e.g., data mining for forecast or yield management.· Value adding: a linear combination of products and services to create richer product bundles, e.g., new service quality

42、 for consumer by linking mobile services to existing Web sites to advise tourists during their travel.· Value creation: the focus is on network effects, e.g., tourists within a destination participate in service definition and planning.Thus, not only processes are changed, but also new services

43、 can be designed, extending the range of options to customize and to configure products. Customization describes the process of individualizing products or services, based on IT enabled mass-customization. Configuration refers to the bundling of different product or service components to integrated

44、offerings. Companies combine their core products with layers of additional services. 2.2 The New Business NetworkGiven the dynamics of the sector and the already very competitive e-market, nearly all stake holders have implemented their strategy. Tourism has also become the playing field for new ent

45、rants, either start-ups or companies from the media and IT sector. Since tourism is an information based business, it fits well with their respective background. One can observe a trend towards further specialization and an ongoing deconstruction of the value chain paralleled by an integration of pl

46、ayers and products. Companies compete and cooperate at the same time, boundaries within the industry are blurring. All types of market players are affected: · Tourists are addressed by more players, and they are also playing a more active role in specifying their services (e.g., using reverse a

47、uctions sites). · Travel agents see a diminishing power in the sales channel, as a consequence they will put more emphasis on consulting and more complex products. · Internet travel sites are further enhancing providing new market functionality and technology, focusing on personalized inte

48、lligent tools for travelers (see the recommendation functionalities used by major sites). · Destination management organizations are developing cooperation models within destinations, where they will occupy a new role as consolidator and aggregator; see, for example, the case of Ireland. ·

49、 Tour operator will blur the boundaries between individual and packaged tour, based on masscustomization and flexible configurations (e.g., the Italian operator Costa Crociere has developed a personalized cruise builder). · CRS / GDS show an "INTEL inside" marketing strategy by linkin

50、g to major tourist Web sites for increasing their transaction volume, and they also move into direct sales for the retail segment. · Suppliers will increasingly form alliances and support electronic direct sales, increasing price competition as well as price differentiation, and they will redef

51、ine customer processes such as electronic ticketing or automated check-in. This leads to an evolution of the market best described as an ongoing interaction of concentration (e.g., as in the US with the major online travel sites such as Expedia, Orbitz or Travelocity) versus the simultaneous enterin

52、g of new players. The related increased complexity, however, generates the need for new services such as providing transparent access, market overview, or price comparisons. This in turn will accelerate innovation, putting even more emphasis on technical innovation. 3 IT Systems: Features and Trends

53、The emerging business scenario is based on flexible network structures and an increasing consumer integration. If one adds the tourist life cycle taking into consideration the mobility aspect of travelers one can draw the following simplified figure of linking the respective tourist phases with comp

54、anies processes. Figure 2. Tourist life cycle and companies processes (both suppliers and intermediaries)Obviously, processes cross company boarders, leading to distributed b2b2c applications, supporting both cooperation between companies as well as mobile communication with the consumer. Technology

55、 based on a common pervasive infrastructure will become transparent, invisible for the consumer; information will be available at home, at work and during travel. In such a scenario IT systems should · support heterogeneous data formats and business functions as well as distributed data sources

56、, as they have to take into consideration different types of participating entities, with their functional differences; · be scalable and open with regard to geographical and functional extensions. They will support the entire consumer life cycle and all business phases; · enable full auto

57、nomy of the respective participants but enhance cooperative behavior, providing sophisticated tools for suppliers as well as for dynamic network configurations; · integrate mobile and fixed services, enabling multi-channel access to services, provided by all the different types of players descr

58、ibed previously; · support attentive user interfaces and personalization through extensive exploitation of user modeling, taking into consideration user behavior and cognition as well as emotional aspects. The research and development activities crossing travel and tourism applications have addressed the above themes, producing some remarkable results. Quite naturally, many of those activities follow an AI b