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英语六级巅峰阅读附详解 第78期:网络商业

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2015年07月31日

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  In the first year or so of Web business, most of the action has revolved around efforts to Lap the consumer market. More recently, as the Web proved to be more than a fashion. companies have started to buy and sell products and services with one another. Such business-to-business sales make sense because business people typically know what product they’re looking for.

  Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. "Businesses need to feel they can trust the pathway between them and the supplier," says senior analyst Blane Erwin of Forrester Research. Some companies are limiting the risk by conducting online transactions only with established business partners who are given access to the company's private intranet.

  Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activities have focused on strategies to "pull" customers into sites. In the past year, however, software companies have developed tools chat allow companies to "push" information directly out to consumers, transmitting marketing messages directly to targeted customers, Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscribers' computer monitors. Subscribers can customize the information they want to receive and proceed directly to a company's Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offering, or other events.But push technology has earned the contempt of many Web users. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fades. Thar's a prospect that horrifies Net purists.

  But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money, The examples of Virtual Vineyards, Amazon.com and other pioneers show that a Web site selling the right. kind of products with the right mix of interactivity, hospitality, and security will attract online customers, And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop m silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.

  大约在网上交易的第一年中,大部分业务活动都是围绕着努力开拓消费者市场而进行的。最近,随着网络被证明不是一时的时髦后,公司间才开始在网上交易产品和提供服务。公司间的这种交易方式能行得通是因为商人一般都知道自己所需要的产品。

  [1]然而,许多公司由于怀疑网络的可靠性,仍对网络的使用犹豫不决。[2]Forrester研究中心的资深分析家Blane Erwin说,“交易双方需要认识到他们可以信赖销售商和供应商之间的途径。”有些公司只向固定交易伙伴提供公司内部的局域网接点,它们通过这种在线交易方式来达到降低风险的目的。

  网络商业模式的另一个重大变化是营销策略的变化。直到最近,互联网上的销售活动重点是把用户“吸引”到自己的网站上来。[3]然而,就在去年,软件公司开发出了新的技术,能让公司直接向用户“推销”信息——将销售信息直接传送给特定的用户。最突出的例子是Pointcast网络,该网络使用一种屏幕保护系统,将最新的信息和广告不断地传送到用户的计算机显示器上。用户可以定制想要的信息,然后直接进入某个公司的网站。像Virtual Vineyards这样的公司已经开始使用类似的策略将有关特价商品、产品推销或其他活动的信息“推”向用户。但是,推销策略遭到许多网上用户的鄙视。[4]网上文化珍视这样一个概念,即信息应传送给那些提出需求的用户。一旦商业广告不请自来地充斥着电脑屏幕,网络与电视就没多大差别了。这样的前景令网络纯粹主义者感到不安。

  [5]但是,网上公司完全可以避免使用“推销”策略来赚钱。Virtual Vineyards和Amazon.com以及其他开拓者的例子表明:网站销售对路的产品,加上将相互合作、礼貌周到、安全可靠这几方面恰到好处地结合起来,将同样能吸引网上客户。计算机的运算能力成本不断下降,这对于企事业单位在计算机上建立销售点—个好兆头。只要回顾一下过去5到10年的历史,人们很可能会感到奇怪:为什么如此少的公司尝试在线服务呢?

  1.What do we learn about the present Web business?

  A) Web business is no longer in fashion.

  B) Business-to-business sales are the trend.

  C) Web business is prosperous in the consumer market.

  D) Many companies still lack confidence in Web business.

  2.Established business partners are preferred in Web business because____________.

  A) they are more creditable than others

  B) they specify the products they want

  C) they have access to the company's private intranet

  D) they are capable of conducting online transactions

  3.Pointcast Network is most probably_______________.

  A) a company that develops the latest push software

  B) a tool that promotes a company's online marketing

  C) the firs! company that used an online push software

  D) the most popular software that helps a company push

  4.Net purists arc most worried that_________________.

  A) only the requested information comes to the screen

  B) the Net is filled with commercial promotion

  C) the difference between the Web and TV will fade

  D) push technology will dominate the screen of the computers

  5.What does the author intend to express by mentioning Amazon.com'?

  A) Its success is attributed to push strategies.

  B) It is prosperous without push strategies.

  C) It is highly concerned about the cost of computing power.

  D) It is a good example of the flourishing online business.

  1.对于目前的网络商务我们知道什么?

  A)网络商务不再时兴。

  B)企业对企业电子商务是潮流。

  C)网络商务在消费市场正兴旺。

  D)许多公司对网络商务依然缺少自信。

  [D]第2段开头的Nonetheless表明该句与首段提到的内容有转折关系,而D与该句内容相同,为本题答案。

  2.在网络商务中已建立关系的商业伙伴是优先的,因为____________。

  A)他们比其他人更可信

  B)他们能详细说明自己想要的产品

  C)他们拥有进入公司专用内部网的权利

  D)他们能够进行网上交易

  [A]由第2段最后一句可知公司这样做的原因是为“控制风险”,而再由上文中的reliability,trust等词可看出风险问题是源于“信誉”问题,只有A与该段所说的核心意思相符,故选A。

  3.Pointcast Network最可能是_____________。

  A)研发最新推销软件的公司

  B)促进公司网上营销的工具

  C)第一家使用网上推销软件的公司

  D)帮助公司进行推销的最流行软件

  [A]第3段第4句开头的Most notably表明该句提及的Pointcast Network是说明上一句观点的例子,由此可见,Pointcast Network应为一家开发软件的公司,因此A为本题答案。

  4.网络纯粹主义者最担心______________。

  A)只有被需求的信息显示在屏幕上

  B)网络中满是商业促销

  C)网络和电视的区别会淡化

  D)网上推销技术将掌控屏幕

  [D]第3段末句开头的That's a prospect表明前面提到的内容就是使网络净化者觉得担忧的问题,上文说网络广告不应像电视那样不请自来,由此可见,网络净化者最担心的是以后电脑屏幕会被不请自来的广告占据,因此D为本题答案。

  5.关于亚马逊我们能推断出什么?

  A)其成功源于网上推销策略。

  B)它没有采用推销策略,仍很繁荣。

  C)它对计算能力的花费高度关注。

  D)它是繁荣的网络商务的一个很好的例子。

  [B]末段首句中的hardly inevitable(不是不可避免)表明有些公司不使用“推销”策略也可取得成功,第2句以Amazon.com为例说明这个观点,由此可见,B正确而A错误。

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