1、畢業論文（設計）外文翻譯 題目： 農業電子商務的出現 系部名稱： 經濟管理系 專業班級： 營銷082 學生姓名： 李 寧 學 號： 200880424231 指導教師： 楊子卿 教師職稱： 教 授 2011年12月30日農業電子商務的出現羅夫.A.E米勒引言電子商務被重新定義為做生意的規則，它的未來是很可觀的，誰能夠早點抓住它，將成為贏家，但那些瞻前顧后、猶豫不定的人將會錯失這些。這是新的經濟學者們不斷告訴我們，股票價格點，串口飆升。2000年4月，當股票價格急劇下降時，一些有趣的事情結束了，但這并不代表電子商務的結束。在加利福尼亞以及世界各地，電子商務滲透到農業中。到2000年，二十五分之一

2、的美國農場已經在網上購買或出售農產品（美國農業部，農業資源管理研究，1999）。戈德曼估計，在美國，2004年有百分之十二的農業銷售在網上進行，相比之下，1999年只有百分之四。電子商務在農業的出現引發很多問題：什么樣的電子商務商業最適合農業市場？電子商務對農場，龍頭企業，市場，和農業社區有什么影響？有唯一的勝者或失敗者嗎？如果有，他們是誰？政府做了什么支持或反對農業中的電子商務？，領導人應該做些什么準備好自己的農業和農業電子商務？由于電子商務仍然是不斷變化的，所以現在想要有明確的答案還為之過早。然而，現在所實施的檢查表明，獨特的模式出現在農業電子商務和我們所看到的已經可以幫助預測未來的發展和

3、影響的這種新的經營方式。這個問題簡要地提供了一些背景，一些當今的實事以及電子商務在農業中的作用。正文： 無論是不是農業，我們都簡單地把電子商務定義為企業在網上的交易。這一定義允許許多不同的方式開展業務。交易會涉及到貨物，服務，或權利義務。付款可以在線或從因特網上。訪問互聯網的溝通渠道在電子商務中的應用往往是向所有人開放，但有時也有所限制，信息的交換有很嚴格的標準化，像是電子數據的交換。電子商務交易分類通常是根據合作伙伴消費者，企業，政府三種類型的合作伙伴，六種組合都是可能的，但只有兩種是現在最重要的：企業對消費者以及企業對企業。這兩種類型，企業對費者電子商務現在引了大部分人的注意。1、 農業電

4、子商務的準備條件 參與電子商務需要，買家和賣家都有互聯網接入，他們能夠有效的使用所要求的硬件和軟件。此外，該部分的電子商務，是觀察到第三方是在萬維網上的網絡，其中至少有一方的交易必須經營一個網站。最常見的網站是由更專業的人在一個特定類型的交易，如賣方或買方的農場農業投入產出。專業程度較低的群體，例如農民，只需要為參與電子商務網站上而訪問互聯網即可。在網站上，對于什么是可利用的這一問題，是不可能得到一個完整的、當前意義上的概念。例如，搜索加利福尼亞雅虎網“黃頁”取得的五百的運作中的“農業”和“食品和飲料”部分與加利福尼亞農業網站相聯系。約半數的這些鏈接的酒廠，和另外60個小農場提供企業對消費者的

5、電子商務。企業對企業的電子商務也明顯地存在著。總部位于加州的公司的廣告和提供各種產前和產后的產品為農服務。然而，盡管雅虎搜索產生大量鏈接到各種網站，它肯定不是一個詳盡的清單是加利福尼亞省農業龍頭企業。它與一些加利福尼亞的主要農業企業和合作社取得了聯系，例如考爾科特和和藍色鉆石，但令人驚訝的是一些其他的，例如香吉士晨星。此外，即使一個完整的清單在今天也是有用的，它將成為過時的明天。國家農業統計服務局所公布的數據表明，在1999年美國百分之二十九的農場進入網上貿易。互聯網的普及在農業部門的大多數國家低于美國和城鄉鴻溝的存在。加利福尼亞排名高的國家之間在使用電腦和網絡：在擁有電腦農場之間（55%）它

6、名列第六，其次在分享的農場，使用電腦的農場企業（40%），第三在分享與互聯網接入占百分之四十六。在最近幾年，這些百分比已大大增加。在1997年和1999年之間加利福尼亞農場的股份與互聯網接入有一倍之多。對農民用互聯網的統計證明，還是很罕見的。羅克韋爾的一個使用互聯網的研究，大約有400個商業農民發現，農民主要使用“網”獲得的信息商品價格，天氣，農用化學品，機械。研究還發現，農民快速轉換到電子交易，用來購買種子，農作物化學品，機械。2、 電子商務在農業上的應用 網絡有多種結合方式的用途。例如：顯示可以是靜態的或者是動態的、搜尋特定的產品可以輔之以一個搜索功能、聲音可以添加、以信用卡付款可能成為現

7、實、加密可以提高安全交易等。結果是一個不斷發展的、多元組電子商務用途和商業模式。旨在多樣化的農業電子商務實踐模式正在涌現。其多樣性的原因，與其說是技術能力，不如說是經濟利益以及互聯網上其他市場的必需。所以我們集團農業電子商務網站根據他們顯而易見的經濟目的分為四類：（一）、節約交易成本（二）、電子市場中介（三）、電子商務綜合服務部（四）、提供電子商務配套服務大多數網站提供的一些目的和例子只是象征?？赡苓€有其他的農業電子商務網站能更好地代表公司。 （一）、節約交易成本交易包括信息交易、商品交易，金錢交易。在傳統的交易中，因媒介的不同被分為這三種交易。例如：有物理信號來顯示產品的功能，以視覺，觸覺來

8、核查，溝通交換條件，以及用紙幣或金屬貨幣作為支付手段。然而在電子商務中，所有信息，錢，甚至商品，被轉換成二進制數字或位，可以以光速在距離很長的互聯網上傳播，其邊際成本為零?；ヂ摼W可以降低交易成本，或轉讓費用，或兩者兼而有之。當買家和賣家的搜索便利，當成本調整張貼價格降低，當地域分離的買家和賣家之間的談判便利，當監測更容易實現時，交易成本降低。當交易涉及的商品可以被數字化，如金錢，信息產品，權利與義務，轉移成本將會被存儲在交易成本的頂部。此外，因為在互聯網上的溝通成本很大程度上是一個在發送者和接收者之間的獨立的數據量和距離，因此，地理上的距離在搜索和談判中無關緊要。最后，當信息被數字化，互聯網對

9、交易成本有著深刻的影響。例如：?；蛐迈r農產品通過數字視頻被賣出而不是實物展示。、通過電子商務節約成本是穩固的。例如：交易成本在銀行業從1.3美元的柜臺交易將為0.27美元的在線交易（NUA，2000）。福特公司希望利用其新開發的采購平臺，把采購費用從每宗交易100美元降低到10美元（經濟周刊2000）。從電子商務在農業生產中節約成本尚未被報告過，但是沒有理由期待他們在農業上能比其他行業減少的更多。有時在節約采購成本的同時，與之相伴的是電子商務的價格折扣。由于體制服務和產品不能通過互聯網傳送，只能節省部分交易費用。信息數字化產品，是電子商務的頭號候選人。幾個農業信息提供者在線提供產品。信息往往包

10、括天氣預報，新聞，市場信息，有時得有買方決定。一些現行市場供應一系列農產品，其他的提供對農作物和家畜的預測和數據。一些網站巧妙利用網站，而不是直接傳遞信息，提供超連接，影響用戶網站的業務和市場信息。農業生產管理和咨詢服務也可在互聯網上進行。例如：某些網站提供管理支持工具，如土壤分析數據，農場的數據管理和定位數據，農場和野外地圖，作物模型，種植建議，以及存儲和銷售跟蹤系統。類似的智能網站也可用于家畜生產商，在其他事情上，也可以幫助偵測家畜群體中的疾病。目前還不清楚是否有任何產品，服務或權利不能在網絡上部分或全部的進行交易。農業商品公司通過展示一個目錄或產品提供網上銷售機構的數量越來越多。甚至一些

11、舊經濟目錄公司也已經轉向網絡。農業也在網上提供經濟服務，如網上銀行及金融、財產保險、農場管理服務以及農場銷售的買家代表。（二） 、電子市場中介當運用市場的成本下降，這種情況在電子商務中，一些公司通過市場進行公司內部的協調。這是真正的生產活動以及信息和貿易活動。因此，減少交易成本不會消除市場中介組織，就像一些學者的“無摩擦電子商務”預測。相反，降低交易成本會鼓勵新的和不同的市場中介活動。新經濟的信徒凱文凱利說：“網絡是中介組織的搖籃?！毕旅嬗兴念愔薪槿耍?、 供應商分類廣告和目錄服務2、 比賽制造商3、 市場提供4、 拍賣行1、供應商分類廣告和目錄服務 互聯網是需求是巨大的，要找到它所需要的是一

12、個苦差事。但是搜索可以為提供商輕松提供經常從事產品的種類廣告和目錄服務,如牲畜（www.agriads），活植物材料（www.findplants），農場勞動（；www.agnet），地面和地表水（www.waterrightsmarket），或組合的類別（）2、比賽制造商這種服務更多的信息比目錄，他們利用互聯網的互動能力。比賽制造商試圖連接買家和賣家來提供具體的產品和服務。他們利用互聯網的互動能力提供服務，這樣的服務將比目錄服務提供更多的信息。例如，購買新的和使用農業設備也可以提交請求報價。這個請求是再交由參與零售商人反過來提交報價。然后買家提交航運和信用卡信息，賣方

13、由買方選擇進行交易。同樣的, 由一些大型農業產業化企業建立的一個網站,將購買農業投入與當地經銷商的輸出連接起來。3、市場提供在電子市場下是允許買家和賣家交流和討論關于產品信息及價格。許多人經過談判后獲得滿意的價格。美國農業電子商務市場大約可以追溯到1975年。例如，棉花的電子商務交易自1976由Telco引起（(Lindsey，1990），以及一個早期電子銷售農產品的繁榮在出現在70年代末和80年代初（亨德森，1984）。然而，由于這些系統不使用互聯網，他們將無法進入大多數市場。一旦因特網向商業應用開放，企業家就開始競爭，提供各種農業電子商務市場的設計以及一系列農業投入和產出，這只是一個時間問

14、題。一些電子商務者專注于加利福尼亞是唯一的或主要的生產者的作物，包括葡萄酒，核桃，杏仁，葡萄干，李子和加工番茄（，www.agex。”）。電子商務市場也包括有肉類和家禽（www.sellmeat。”），玉米，小麥，大豆，大米，谷物和其他（）易腐農作物（www.tradingproduce）以及農業化學品（www.directag），其他農業投入（www.agriplace）和一些允許輸入和輸出的交易（www.folnetworks）。然而許多電子商務市場是為農業，農民和農場主提供服務的，只有一些是針對零售商農產品（www.agribuy）和其他批發商（www.tradingproduce）。最

15、讓加利福尼亞農民感興趣的是加利福尼亞農場局聯合會提供一個市場，對有400個以上農業商品交易和成員的有免費使用權。一種廣泛的認知：互聯網的開放性,必須想辦法讓電子商務比傳統市場更為開放和透明。不需要這樣想。在互聯網上提供的信息可以是私有的、個性化的信息。這是互聯網一個可取的特點。顯然，私人談判和未公開的市場價格對價格的透明形成和信息內容的價格統計沒有幫助。4、拍賣行 拍賣市場是按照一定的規則公開談判價格的地方。許多農業投入和產出已經在網絡上涌現出電子拍賣。有拍賣家畜（www.onlinelivestockauction）、谷物和飼料（www.icecorp）、干草（www.hayexchange

16、）、農產品（www.farmbid）以及設備配件（www.xsag）?？赡苓€有更多的農業項目將在網上拍賣。 區分拍賣的往往他們的投標規則。在英語拍賣中,買家一直可以投標直到只剩一個買方。在荷蘭拍賣中,相比之下,要求的價格降低到最急切的買家接受；在雙向拍賣中，買家增加其投標而賣家降低價格，直到他們的要求達到匹配。一個變種流行的電子商務拍賣，根據買家的需求、買家的出價競標購買他們愿意購買物品。但是目前在使用的電子商務拍賣選擇競價規則中還沒有明確的趨勢。 （三）、電子商務綜合服務部有幾個網站本身作為農業“門戶網站”，試圖提供一系列的信息服務以及市場中介。訪問者可以輕易地從一個網站通過超鏈接到另一個網

17、站，它可能是一組高度專業化的網站鏈接的網絡社區的形成。最近創建的網站，vTraction（www.vtraction），是一個門戶網站，可以讓訪客看到幾個專業的電子商務市場。 由于大多數農產品無法數字化，如果充分利用電子商務，那么整合倉儲，運輸，商檢與保險服務都是可以實現的。這樣的服務是提供專業服務（，www.dhl-）或者更經常地通過市場中介機構提供（www.foodtrader）。 （四）、電子商務支持服務參與電子商務需要公司在互聯網上會出現在自己的網站。對農民和小型企業，往往不會有先進的網站和一個重要的主頁圍棋提供服務。然而卻有互聯網集中在農業的供應商提供信息和市場中介服務為這些用戶提供

18、服務（ )。對于要求更高的農民和農業企業，也有專門的編程網站為農業產業提供服務。三 結語蓬勃的創業精神和強大的網絡預示著農業電子商務實踐和商業模式已進入靜態模式了，他們還阻止任何試圖準確地預測具體的趨勢的發展。但是無法預測未來電子商務、農業電子商務沒有未來不應被當做錯誤的論點。相反，我們應該留意有關規則的預測。一個規則由未來研究所的保羅沙弗說：“最重要的規則其實是我學到的不要由于目光短淺而犯錯誤?！绷硪粋€規則由沙弗的明確觀點提出：“不要由于目光朦朧而犯錯誤。”我們無法預測在三至五年內農業電子商務將會發展成什么樣子，但是我們應該確信電子商務的蓬勃發展和演變將在農業和其他行業展現。附注：本文摘譯自

19、“農業問題研究中心”，加利福尼亞大學，2000年12月14日。原文：Emergent E-Commerce in AgricultureRolf A.E. Mueller1E-commerce redefines the rules of doing business, its future is spectacular, those who embrace it early will be the winners but the hesitant will be obliterated. This is what New Economy pundits kept telling us whi

20、le share prices of dot. coms soared. When stock prices dropped sharply in April, 2000, some of the fun was over but that did not spell the end of e-commerce.E-commerce has penetrated agriculture in California as well as the rest of the world. By 2000, one in 25 U.S. farms had already bought or sold

21、agricultural products on the Internet (USDA, Agricultural Resource Management Study, 1999). Goldman Sachs estimates that 12% of all agricultural sales in the U.S. will be conducted over the Internet in 2004, compared to only 4% in 1999.The advent of e-commerce in agriculture raises many questions: W

22、hat e-commerce business models are best suited for which agricultural markets? What is the impact of e-commerce on farms, agribusiness firms, markets, and rural communities? Are there only winners or are there losers too? If so, who are they? What will government do to, with or against e-commerce in

23、 agriculture? And, what should leaders in agriculture do to ready themselves and the industry for e-commerce?Since e-commerce is still evolving, it is too early for definitive answers. An inspection of current practices, however, suggests that distinct patterns are emerging in agricultural e-commerc

24、e and what we see already may help foretell future developments and impacts of this new way of doing business. This Issues Brief provides some background, some current facts and some interpretation of the role of e-commerce in agricultureThe conceptWhether agricultural or not, we define e-commerce s

25、imply as business transactions conducted over the Internet. This definition allows for many different ways of conducting business. Transactions may involve material goods, immaterial services, or rights and obligations. Payment may be online or off the Internet. Access to Internet communication chan

26、nels used in e-commerce is often open to everyone but is sometimes restricted, and the messages exchanged may be rigidly standardized, as in Electronic Data Interchange (EDI).E-commerce transactions are often classified according to the partners involved consumers, business, and government. With thr

27、ee types of partners, six combinations are possible but only two are presently important: business-to-consumer (B2C) and business-to-business (B2B). Of the two, B2C e-commerce currently receives most public attention. E-commerce readiness of agricultureParticipation in e-commerce requires that both

28、buyers and sellers have access to the Internet, and that they are able to use the required hardware and software effectively. Furthermore, the part of e-commerce that is observable to third parties is conducted on the World Wide Web of the Internet, where at least one party to a transaction must ope

29、rate a web site. Most often the web site is run by the more specialized party in a particular type of transaction, such as the sellers of farm inputs or the buyers of farm outputs. The less specialized party, such as the farmer, need only have access to the Internet in order to participate in e-comm

30、erce on the web.It is impossible to get a complete and current sense of what is available on the web. For example, a search through the “agriculture” and “food and beverages” sections of the California Yahoo Internet “Yellow Pages” yielded over 500 functioning links to California agricultural sites.

31、 About half of these links were to wineries, and another 60 were to small farms, with many offering B2C e-commerce. B2B e-commerce was also a significant presence, with California-based companies advertising and offering a variety of pre- and post-harvest productsand services for farmers. However, e

32、ven though the Yahoo search yielded a large number of links to a variety of sites, it was certainly not an exhaustive list of California agriculture and agribusiness firms. It yielded links to some of Californias major agricultural companies and cooperatives such as Calcot and Blue Diamond, but surp

33、risingly left out others such as Sunkist and Morning Star. Furthermore, even if a complete listing were available today, it would be out of date tomorrowData published by the National Agricultural Statistics Service show that 29 percent of U.S. farms had Internet access in 1999 (Fig. 1). Internet pe

34、netration in the agricultural sector of most states is below the U.S. total and a rural-urban divide exists (Bikson and Panis, 1999). California ranks high among the states in computer and Internet use: It ranks sixth in computer ownership among farms (55%), second in the share of farms that use com

35、puters for farm business (40%), and third in the share of farms with Internet access (46%). These percentages have increased considerably in recent years. As shown in Figure 1, the share of California farms with Internet access doubled between 1997 and 1999.Statistical evidence on farmers use of the

36、 Internet is rare. One study by Rockwell Research/FJIR () of Internet use by some 400 commercial farmers found that farmers primarily use the “Net” to access information on commodity prices, weather, farm chemicals, and machinery. The study also found that farmers are quick to make the switch to e-t

37、ransactions, specifically with regard to purchasing seed, crop chemicals, and machinery (NUA, 2000).E-commerce applications in agricultureThe web allows many uses that can be combined in many ways. For example, displays may be static or animated, search for specific products may be assisted by a sea

38、rch function, sound may be added, payment by credit card may be possible, encryption may enhance the security of transactions, etc. The result is an evolving, diverse set of e-commerce uses and business models. Amid the diversity and change, patterns of e-commerce practices in agriculture are emergi

39、ng. What provides order to the diversity is not so much technological capabilities and constraints as it is economic interests and necessities that are as valid on the Internet as in other markets. We therefore group agricultural e-commerce sites into four categories according to the economic purpos

40、e they apparently serve:n Saving transaction costn E-market intermediationn Integrating e-commerce servicesn Providing e-commerce support servicesMost sites serve several purposes and the examples are only indicative. There may be other agricultural ecommerce sites that better represent the group.Sa

41、ving transaction costsA transaction comprises flows of information, of merchandise, and of money. In conventional transactions different media are involved in the three flows. For example, there are physical displays signaling the availability of products, vision and touch for their inspection, prin

42、t to communicate the terms of exchange, and paper and metal as means of payment. In e-commerce, however, all information, money, and sometimes even the merchandise too, are transformed into binary digits or bits, which can be sent through the Internet over long distances at the speed of light and at

43、 zero marginal cost.The Internet may reduce transaction costs by lowering trading costs, or transfer costs, or both. Trading costs fall when search by buyers and sellers is facilitated, when the costs of adjusting posted prices are lowered, when negotiations between geographically separate buyers an

44、d sellers are facilitated, and when fulfillment can be monitored more easily. When transactions involve goods that can be digitized, such as money, information products, or rights and obligations, transfer costs are saved on top of trading costs. Furthermore, because communication costs on the Inter

45、net are largely independent of data volume and distance between sender and receiver, geographic distance is unimportant in search and negotiation. Finally, the Internet has the most profound impact on trading costs when information is digitized, e.g. when cattle or fresh produce are sold by digital

46、video rather than by physical display.Cost savings from e-commerce can be substantial. For example, transaction costs in the banking industry are reduced from $1.30 for a counter transaction to $0.27 for an online transaction (NUA, 2000), and the Ford Motor Company expects to reduce its purchasing c

47、osts from $100 to $10 per transaction by using its newly developed purchasing platform (Wirtschaftswoche, 2000). Cost savings from e-commerce in agriculture have not yet been reported, but there is no reason to expect them to be smaller in agriculture than in other industries. Sometimes savings in p

48、urchasing costs from e-commerce are accompanied by price discounts.Since physical services and products cannot be delivered through the Internet, only part of the transactions costs are saved. Digitized information products, in contrast, are prime candidates for e-commerce. Several agricultural info

49、rmation providers offer and deliver their products online. Often the information includes weather forecasts, news, and market intelligence, sometimes customizable by the buyer (; , ). Some supply current market prices for a range of farm products (), others offer forecasts and data on crops and live

50、stock (). Some sites make clever use of the web by, instead of directly delivering information, providing hyperlinks that lead users to sites with business and market information ().Agricultural management and consulting services are also available on the Internet. For example, some sites provide ma

51、nagement support tools such as analysis of soil data, database management for farm and site-specific data, farm and field maps, crop models, cropping recommendations, and storage and sales tracking systems (; ). Similar smart sites are also available for livestock producers who, among other things,

52、are helped to detect illnesses in a herd ().It is not clear whether there are any products, services, or rights that cannot be traded more conveniently by using the Internet for part or all of the transaction. A large and seemingly swelling number of agribusiness firms offer their wares with online

53、sales facilities or by showing a catalog of their products. Even some Old Economy catalog firms have moved to the web (). Business services for agriculture are also offered on the web, such as online banking and finance (), property insurance (), farm management services (), and buyer representation

54、 at farm sales ().E-commerce intermediariesWhen the costs of using the market fall, as is the case in e-commerce, some activities previously carried out within a firm will be coordinated through the markets (Coase, 1998). This is true for production activities as well as for information and trading

55、activities. Therefore, reductions in transaction costs will not eliminate market intermediaries, as some pundits of a “friction-free e-economy” predict. Rather, reduced transaction costs encourage new and different market intermediation activities. The New Economy apostle Kevin Kelly stated this as:

56、 “Networks are the cradle of intermediaries.”There are four categories of intermediaries:n Providers of classified ads and directory servicesn Match makersn Market place providersn AuctioneersProviders of classified ads and directory servicesThe web is vast and finding what is needed can be a chore.

57、 The search can be made easier by providers of classifieds and directory services that often specialize in product categories, such as livestock (), live plant material (), farm labor (; ), ground- and surface water (), or combinations of categories (; ;)Match makersMatch makers attempt to connect buyers and sellers of specific products and services. Such services are much more information-intensive than directo