電子商務(wù)案例分析雙語(yǔ)案例

BUSINESSINSECONDLIFEIn,a3-DvitualworldcalledSecondLife(SL)wasopenedtothepublic.Theworldisentirelybuiltandownedbyitsresident.In,thevirtualworldconsistedof64acres.Byithadgrowntoover100000acresandwasinhabitedbymillionsofresidentsfromaroundtheplanet(see).Thevirtualworldconsistsofahugedigitalcontient,island,people,enterainment,experiences,andopportunities.ThousandsofnewresidentsjoineachdayandcreattheirownavatatsthroughwhichtheytravelaroundtheSLworldmeetingpeople,communicating,havingfun,andbuyingvirtuallandandothervirtualpropertieswheretheycanopenabusinessorbuildapersonalspace,limitedonlybytheirimaginationsandtheirabilityTousethevirtual3-Dapplications.Avatarshaveuniquenamesandmovearoundinimaginativevehiclesincludinghelicopers,submarines,andhot-airballoons.Rsaidentsgetsomefreevirtualland(andtheycanbuymore)wheretheybuildahouse,acity,orabusiness.Theycanthensellthevirtrualpropertiesorthevirtualproductsorservivestheycreate.Residentscanalsosellreal-worldproductsorservices.Forexample,CopelandandKelleher()reportthatmorethan25000aspiringentrepreneurstradevirtualproductsorservicesatSL.Virtualgoodsentrepreneurs,landowners,in-worldbuilders,andserviceprovidersgenerateduser-to-usertransactionstotalingUS$350millionin(Linder).StevanLieberman,anattorney,isoneofthesepeople.Heuseshisexpertiseinintellectualpropertyandthesitetosolcitwork-mainlyfromprogrammerswhoarelookingtopatienttheircode.SLismanagebyLindenLabs,whichprovidesLindendollarsthatcanbeconvertedtoU.Sdollars.SLusesseveralWeb2.0toolssuchasblogs,wikis,RSS,andtags(from).Virtualbusinessessucceedduetotheonwers’ingenuity,artisticability,entrepreneurialexpertise,andreputation.ManyorganizationsuseSLfrom3-Dpersentationsoftheirproducts.Evengovermentsopenviatualembassieson“DiplomacyIsland,”localedonthesite.Manyuniver-sitiesoffereducationalcoursesandseminarsinvirtualclassrooms(see“EduIslands”ontheSLsiteandAppendixAinRymaszewski,etal.[]).Roush()describeshowtocombineSLwithGoogleEarth.Suchcombinationsenableinvestigationofphenomenathatwouldotherwisebedifficulttovisualizeorunderstand.ShoppingforvirtualgoodsispopularinSL.YoucanstartattheGNUBIEStore(barginprcies),NewCitizensIncorporates(NCI),andfreeDove.SLfrendswillhelpyouchoose!YoucanshopoutsideSL(forrealgoods)yetpayLindendollars,thecurrencyofSL(see).ForSLfashionselection,try.Also/php/shopletsyouquicklyandeasilysearchandshopformanyitems.Youcanevenuseashoppingcartonthissite.Note:WesuggestyoubuildyourownvirtualbusinessinSLinordertoexperiencereal-lifethrills.ForsuggestionsonhowtoprofitinSLseeChapter1inRymaszewski,etal.().Youcanworkasamusician,hunter,financial,speculator,orawriter.Youcanalsoworkinmanyothervirtualjobs–youareonlylimitedbyyourimagination.Example.Forsometime,realworldorganizationshavebeentakingagrowinginterestinSL.Educationalinstitutionswerethefirsttorecognizethepotentialofthevirtualworldtoactasanewcommunications,adver-tising,andlearningplatform,andtheywerequicklyfollowedbycorporationsdoingwhatmostcorporationsdo:Lookforprofit.AppendixCofRymaszewki,eta.()providesinformationaboutreal-lifebrandpresenceandretailoutletsinSL.Atthetimeofthiswriting,corporateactivityinSLisstillinitsinfancy.Althoughanimpressivenumberofcompanieshavemadeorareintheprocessofmakingaforayintothevirtualworld,manytreatitasanexperimentehoseonlysurepayoffisthemadiapublicityitgeneratesintherealworld.However,toother-perhapsmorevisionary-SLoffersverytangibleadventages：AvisittowilleducateyouindepthonhoworganizationsutilizeSL’svirtualenvironment.Forreadersinterestedinthecorporatetakeonvirtualworld,Rymaszweskietal.()presentthreevoicesfromthreecountries,representingcompaniesindifficultfieldsofbusiness.ThemostcommoncommercialactivitiesinSLare:AdvertisingJointdesigningandprototypingMarketresearchMarketingandsalesCorporatecommunicationBroadcastingandentertainmentTravelandtourismTrainingande-learningFordetails,seeChapter7andBell().Anincreasingnumberofbusinessesareusingthevirtualworld.Forexample,IBMusesitasalocationformeetings,training,andrecruitment.AmercianApparelwasthefirstmajorretailertosetupshopinSL.TheMexicanTourismBoardandMoroccoTourismareexamplesof3-Dpresentationsofmajortouriseattractions.ManycompaniesuseSLasahotplacetogototrynewbusinessideas(seeRosedale).Forexample,youcantestdriveaToyotaScion,toymakersprototypetoys,andanyonecanbecomeavirtualarchitect.Foracomprehensivevideoseeblip.tv/file/242816.Sources:CompiledfromCopelandandKelleher(),linden(),RobbinsandBell(),Rosedale(),andRymaszewski,etal.(),Roush(),and(accessedApril).BUSINESSINSECONDLIFE第二生命In,a3-DvitualworldcalledSecondLife(SL)wasopenedtothepublic.Theworldisentirelybuiltandownedbyitsresident.In,thevirtualworldconsistedof64acres.Byithadgrowntoover100000acresandwasinhabitedbymillionsofresidentsfromaroundtheplanet(see).Thevirtualworldconsistsofahugedigitalcontient,island,people,enterainment,experiences,andopportunities.、三維虛擬世界“第二人生（SL）向公眾開放，世界完全是建立在居民擁有的。在，虛擬世界包括64英畝。的人口已經(jīng)超過(guò)了100000acresand居住著成千上萬(wàn)的居民從周圍的行星（見SecondL）。虛擬世界由巨大的數(shù)字內(nèi)容，島人，娛樂，經(jīng)驗(yàn)和機(jī)會(huì)。ThousandsofnewresidentsjoineachdayandcreattheirownavatatsthroughwhichtheytravelaroundtheSLworldmeetingpeople,communicating,havingfun,andbuyingvirtuallandandothervirtualpropertieswheretheycanopenabusinessorbuildapersonalspace,limitedonlybytheirimaginationsandtheirability新居民加入數(shù)以千計(jì)的每一天，發(fā)明自己的avatats通過(guò)它們環(huán)游世界的SL的人會(huì)面，交流，玩樂，和購(gòu)置虛擬土地和其他虛擬財(cái)產(chǎn)，他們可以打開一種業(yè)務(wù)或建立個(gè)人空間，只有通過(guò)他們的想象力和他們的能力有限Tousethevirtual3-Dapplications.Avatarshaveuniquenamesandmovearoundinimaginativevehiclesincludinghelicopers,submarines,andhot-airballoons.使用虛擬三維應(yīng)用。頭像均有唯一的名字和走動(dòng)，在想象力的車輛包括直升機(jī)、潛水艇和熱氣球。Rsaidentsgetsomefreevirtualland(andtheycanbuymore)wheretheybuildahouse,acity,orabusiness.Theycanthensellthevirtrualpropertiesorthevirtualproductsorservivestheycreate.Residentscanalsosellreal-worldproductsorservices.Forexample,CopelandandKelleher()reportthatmorethan25000aspiringentrepreneurstradevirtualproductsorservicesatSL.Virtualgoodsentrepreneurs,landowners,in-worldbuilders,andserviceprovidersgenerateduser-to-usertransactionstotalingUS$350millionin(Linder).StevanLieberman,anattorney,isoneofthesepeople.Heuseshisexpertiseinintellectualpropertyandthesitetosolcitwork-mainlyfromprogrammerswhoarelookingtopatienttheircode.SLismanagebyLindenLabs,whichprovidesLindendollarsthatcanbeconvertedtoU.Sdollars.SLusesseveralWeb2.0toolssuchasblogs,wikis,RSS,andtags(from).rsaidents得到某些免費(fèi)的虛擬土地（他們可以買更多），他們建立一種家，一種都市，或者一種企業(yè)，他們可以發(fā)售虛擬財(cái)產(chǎn)或虛擬產(chǎn)品或服務(wù)他們發(fā)明，居民也可以賣真實(shí)的產(chǎn)品或服務(wù)。例如，Copeland凱萊赫（）匯報(bào)說(shuō)，超過(guò)25000有理想的企業(yè)家貿(mào)易虛擬產(chǎn)品或服務(wù)在SL虛擬商品的企業(yè)家、地主、世界的建設(shè)者，和服務(wù)提供商所產(chǎn)生的顧客交易總額為3億5000萬(wàn)美元的（林）。StevanLieberman，一名律師，是這些人中的一種。他在知識(shí)產(chǎn)權(quán)和現(xiàn)場(chǎng)solcit工作重要從程序員但愿病人自己的代碼運(yùn)用他的專業(yè)知識(shí)。SL是林登試驗(yàn)室的管理，它提供了林登幣可以轉(zhuǎn)換為美國(guó)dollars.sl使用幾種Web2工具，如博客、維基、RSS、標(biāo)簽（鮮美。com）。Virtualbusinessessucceedduetotheonwers’ingenuity,artisticability,entrepreneurialexpertise,andreputation.由于虛擬企業(yè)成功的onwers'ingenuity、藝術(shù)能力、創(chuàng)業(yè)知識(shí)、和聲譽(yù)。ManyorganizationsuseSLfrom3-Dpersentationsoftheirproducts.Evengovermentsopenviatualembassieson“DiplomacyIsland,”localedonthesite.Manyuniver-sitiesoffereducationalcoursesandseminarsinvirtualclassrooms(see“EduIslands”ontheSLsiteandAppendixAinRymaszewski,etal.[]).許多組織使用SL從他們的產(chǎn)品三維的東西。雖然政府開放虛擬大使館的外交”島”坐落在網(wǎng)站。許多大學(xué)提供虛擬教室的教育課程和研討會(huì)（見“eduislands“在SL的網(wǎng)站在Rymaszewski，等人[]附錄一）。Roush()describeshowtocombineSLwithGoogleEarth.Suchcombinationsenableinvestigationofphenomenathatwouldotherwisebedifficulttovisualizeorunderstand.ShoppingforvirtualgoodsispopularinSL.YoucanstartattheGNUBIEStore(barginprcies),NewCitizensIncorporates(NCI),andfreeDove.SLfrendswillhelpyouchoose!YoucanshopoutsideSL(forrealgoods)yetpayLindendollars,thecurrencyofSL(see).ForSLfashionselection,try.Also/php/shopletsyouquicklyandeasilysearchandshopformanyitems.Youcanevenuseashoppingcartonthissite.勞什（）描述怎樣SL與google地球相結(jié)合。這樣的組合使現(xiàn)象，否則將很難想象或理解的調(diào)查。虛擬商品購(gòu)物很受歡迎，在SL.你可以在gnubie店開始（最低價(jià)格），新公民結(jié)合（NCI），和自由dove.sl朋友會(huì)協(xié)助你選擇！你可以店外SL（實(shí)物）尚未支付林登幣，SL的貨幣（見）。SL的時(shí)尚選擇，嘗試.also/php/shop讓您迅速，諸多物品輕易搜索和商店。你甚至可以使用購(gòu)物車在這個(gè)網(wǎng)站。Note:WesuggestyoubuildyourownvirtualbusinessinSLinordertoexperiencereal-lifethrills.ForsuggestionsonhowtoprofitinSLseeChapter1inRymaszewski,etal.().Youcanworkasamusician,hunter,financial,speculator,orawriter.Youcanalsoworkinmanyothervirtualjobs–youareonlylimitedbyyourimagination.注意：我們提議您建立自己的虛擬經(jīng)營(yíng)在SL為了體驗(yàn)現(xiàn)實(shí)生活中的刺激，提議盈利在SLRymaszewski，等人見1章。（）。你可以作為一種音樂家，獵人，金融投機(jī)者，或作家。你也可以在許多其他的虛擬工作中工作，你只受你的想象的限制。Example.Forsometime,realworldorganizationshavebeentakingagrowinginterestinSL.Educationalinstitutionswerethefirsttorecognizethepotentialofthevirtualworldtoactasanewcommunications,adver-tising,andlearningplatform,andtheywerequicklyfollowedbycorporationsdoingwhatmostcorporationsdo:Lookforprofit.AppendixCofRymaszewki,eta.()providesinformationaboutreal-lifebrandpresenceandretailoutletsinSL.例子.有一段時(shí)間，真實(shí)的世界組織已經(jīng)采用了在SL的教育機(jī)構(gòu)越來(lái)越大的愛好是認(rèn)識(shí)到虛擬世界的也許作為一種新的通訊，廣告第一，和學(xué)習(xí)的平臺(tái)，他們很快就跟著企業(yè)做什么，大多數(shù)企業(yè)做的：尋找利潤(rùn)。對(duì)rymaszewki附錄C，等（）提供SL.信息對(duì)現(xiàn)實(shí)生活中的品牌和零售店Atthetimeofthiswriting,corporateactivityinSLisstillinitsinfancy.Althoughanimpressivenumberofcompanieshavemadeorareintheprocessofmakingaforayintothevirtualworld,manytreatitasanexperimentehoseonlysurepayoffisthemadiapublicityitgeneratesintherealworld.However,toother-perhapsmorevisionary-SLoffersverytangibleadventages：AvisittowilleducateyouindepthonhoworganizationsutilizeSL’svirtualenvironment.Forreadersinterestedinthecorporatetakeonvirtualworld,Rymaszweskietal.()presentthreevoicesfromthreecountries,representingcompaniesindifficultfieldsofbusiness.在寫這篇文章的時(shí)候，SL的企業(yè)活動(dòng)仍處在起步階段，雖然企業(yè)令人印象深刻的數(shù)字已經(jīng)或正在進(jìn)入虛擬世界的過(guò)程中，諸多把它作為一種試驗(yàn)所有物唯一確定的收益是媒體宣傳，它產(chǎn)生在現(xiàn)實(shí)世界。然而，其他或許更富有遠(yuǎn)見的SL提供了非常詳細(xì)的長(zhǎng)處：訪問(wèn)會(huì)讓你深度對(duì)組織怎樣運(yùn)用SL的虛擬環(huán)境。在企業(yè)感愛好的讀者在虛擬的世界中，Rymaszweski等人（）提出三種聲音來(lái)自三個(gè)國(guó)家的代表在經(jīng)營(yíng)困難的企業(yè)等。ThemostcommoncommercialactivitiesinSLare:在SL最常見的商業(yè)活動(dòng)：Advertising廣告Jointdesigningandprotot