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1、中文2915字IntroductiontoE-CommerceEfraimTurban,DavidKing1AperfectmarketE-commerceiscomingofage,saysPaulMarkillie,butnotinthewaypredictedinthebubbleyears.WHENthetechnologybubbleburstin2000,thecrazyvaluationsforonlinecompaniesvanishedwithit,andmanybusinessesfolded.Thesur
2、vivorspluggedonasbesttheycould,encouragedbythegrowingnumberofinternetusers.Nowvaluationsarerisingagainandsomeofthedotcomsaremakingrealprofits,butthebusinessworldhasbecomemuchmorecautiousabouttheinternet'spotential.Thefunnythingisthatthewildpredictionsmadeattheheight
3、oftheboom一namely,thatvastchunksoftheworldeconomywouldmoveintocyberspace一are,inonewayoranother,comingtrue.Therawnumberstellonlypartofthestory.AccordingtoAmerica'sDepartmentofCommerce,onlineretailsalesintheworld'sbiggestmarketlastyearroseby26%,to$55billion.Thatsoundsa
4、lotofmoney,butitamountstoonly1.6%oftotalretailsales.Thevastmajorityofpeoplestillbuymostthingsinthegoodold"bricks-and・mortar”world・Butthecommercedepartment'sfiguresdealwithonlypartoftheretailindustry.Forinstance,theyexcludeonlinetravelservices,oneofthemostsuccessfula
5、ndfastest-growingsectorsofe-commerce.InterActiveCorp(IAC),theownerofexpedia.comandhotels.com,alonesold$10billion-worthoftravellastyear—andithasplentyofcompetition,notleastfromairlines,hotelsandcar-rentalcompanies,allofwhichincreasinglysellonline・Nordothefigurestakei
6、nthingslikefinancialservices,ticket-salesagencies,pornography(a$2billionbusinessinAmericalastyear,accordingtoAdultVideoNews,atrademagazine),onlinedatingandahostofotheractivities,fromtracingancestorstogambling(worthperhaps$6billionworldwide).Theyalsoleaveoutpurchases
7、ingreymarkets,suchastheonlinepharmaciesthatarethoughttoberesponsibleforagoodproportionofthe$700mthatAmericansspentlastyearonbuyingcut-priceprescriptiondrugsfromacrosstheborderinCanada.1TipoftheicebergAndthereismore・Thecommercedepartment'sfiguresincludethefeesearnedb
8、yinternetauctionsites,butnotthevalueofgoodsthataresold:anastonishing$24billion-worthoftradewasdonelastyearoneBay,thebiggestonlineauctionee
