passage2

注解：標(biāo)題為紅色，翻譯為藍(lán)色，分析為綠色。

? ? ? ??In the first year or so of Web business, most of the action has revolved around efforts to tap 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 that 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 offerings, 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. That'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 in silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.

一、文章結(jié)構(gòu)分析

? ? ? ? 這是一篇關(guān)于網(wǎng)絡(luò)商務(wù)的文章，講述了網(wǎng)絡(luò)商務(wù)的兩大變化，從意群上也分為兩大部分：先指出商家之間網(wǎng)絡(luò)商務(wù)活動(dòng)的興起，繼而介紹了網(wǎng)絡(luò)營(yíng)銷策略的變化。

? ? ? ? ?第一至第二段：指出網(wǎng)絡(luò)商務(wù)由單一的開拓消費(fèi)者市場(chǎng)轉(zhuǎn)向公司互相交易產(chǎn)品和服務(wù)，但商家對(duì)網(wǎng)上商業(yè)活動(dòng)的可靠性存在懷疑。

? ??? ? ?第三段：指出網(wǎng)絡(luò)商務(wù)的另外一個(gè)變化是營(yíng)銷策略由“拉”轉(zhuǎn)為“推”。本段對(duì)兩種營(yíng)銷策略進(jìn)行了比較論證，并使用了例證法。

? ? ? ? ?第四段：分析網(wǎng)上銷售的可行性，給出了成功網(wǎng)絡(luò)銷售的例子和成本持續(xù)降低的事實(shí)，并指出這一事實(shí)對(duì)于建立了網(wǎng)上銷售點(diǎn)的企業(yè)都是個(gè)好的征兆。

15. We learn from the beginning of the passage that Web business.

[A] has been striving to expand its market

[B] intended to follow a fanciful fashion

[C] tried but in vain to control the market

[D] has been booming for one year or so

15.從文章開始部分我們了解到網(wǎng)絡(luò)商務(wù)。

[A]一直努力擴(kuò)展市場(chǎng)

[B]打算遵循一種奇異的時(shí)尚

[C]企圖控制市場(chǎng)，但是徒勞無(wú)功

[D]已經(jīng)繁榮了大約一年的時(shí)間

16. Speaking of the online technology available for marketing, the author implies that.

[A] the technology is popular with many Web users

[B] businesses have faith in the reliability of online transactions

[C] there is a radical change in strategy

[D] it is accessible limitedly to established partners

16.談到可用于營(yíng)銷的在線技術(shù)時(shí)，作者暗示。

[A]該技術(shù)受到很多網(wǎng)絡(luò)用戶的喜愛

[B]企業(yè)對(duì)在線交易的可靠性有信心

[C]在策略上發(fā)生了根本變化

[D]只限于固定商業(yè)伙伴可以使用

17. In the view of Net purists,.

[A] there should be no marketing messages in online culture

[B] money making should be given priority to on the Web

[C] the Web should be able to function as the television set

[D] there should be no online commercial information without requests

17.在網(wǎng)絡(luò)凈化者看來(lái)，。

[A]在線文化中不應(yīng)該有營(yíng)銷信息

[B]網(wǎng)絡(luò)上應(yīng)該優(yōu)先考慮賺錢

[C]網(wǎng)絡(luò)在功能上應(yīng)該和電視一樣

[D]在沒(méi)有要求的情況下，不應(yīng)該有在線商業(yè)信息

18. We learn from the last paragraph that.

[A] pushing information on the Web is essential to Internet commerce

[B] interactivity, hospitality and security are important to online customers

[C] leading companies began to take the online plunge decades ago

[D] setting up shops in silicon is independent of the cost of computing power

18.從最后一段我們可以知道。

[A]在網(wǎng)上推出信息對(duì)于網(wǎng)絡(luò)商務(wù)是必不可少的

[B]互動(dòng)、友好、安全對(duì)于在線顧客是非常重要的

[C]一些大公司幾十年前就大膽嘗試在線業(yè)務(wù)

[D]建立網(wǎng)上銷售點(diǎn)與計(jì)算機(jī)計(jì)算能力的成本無(wú)關(guān)

二、核心詞匯與超綱詞匯

①customize vt.按顧客的要求制作，定制，用戶化

②intranet n.局域網(wǎng)，企事業(yè)單位內(nèi)部互聯(lián)網(wǎng)；intra前綴，表示“在……）里，在（…）內(nèi)”，如：intra departmental a.部門內(nèi)的

③pathway（=path）n.[C]

1.小路，小徑；（移動(dòng)的）路線，道路

2.a plan of action or a way of achieving sth行動(dòng)計(jì)劃，成功的途徑

例：a career pathway 職業(yè)道路

④plunge?

1.[一般用單數(shù)]a sudden movement downward or away from sth突降，俯沖，突然分離

例：a plunge towards the Earth 向地面俯沖

2.（財(cái)產(chǎn)、股票等價(jià)值的）暴跌，驟降

例：a dramatic plunge in house prices房?jī)r(jià)的突然暴跌

3.跳水；快速短時(shí)間的游泳

vt.&vi.（使）突然前移或跌落

例：Her car plunged off the cliff.她的車突然跌下懸崖。

[短語(yǔ)搭配]*take the plunge（尤指經(jīng)過(guò)拖延或長(zhǎng)時(shí)間躊躇之后）最終決定決定冒險(xiǎn)一試

⑤proceed vi.

1.繼續(xù)進(jìn)行，繼續(xù)做

例：He paused to consult his notes，then proceeded with his questions.

他停下來(lái)看了看筆記，然后繼續(xù)提問(wèn)。

*2.（向某一方向）前進(jìn)，移動(dòng)（后跟介詞或副詞）

例：Passengers should proceed to gate 25.旅客請(qǐng)前往25號(hào)門登機(jī)。

3.to happen or exist as a result of sth源于，出自（后跟介詞from）

例：diseases that proceed from poverty由貧困引起的疾病

4.起訴，對(duì)…提起訴訟（后跟介詞 against）

⑥r(nóng)evolve around sth[不用被動(dòng)態(tài)]

*1.以……為主題或目的，圍繞

例：Her life revolves around her career.她的生活以她的事業(yè)為中心。

2.圍繞……旋轉(zhuǎn)

例：The moon revolves around the Earth.月球圍繞地球旋轉(zhuǎn)。

⑦tap vi.&vt.

1.輕敲，輕拍，輕叩

例：Someone tapped at the door.有人輕輕叩門。

*2.利用，開發(fā)，發(fā)掘（已有的資源、知識(shí)等）（后跟介詞into）

例：We need to tap the expertise and skill of the people we already?

have.我們需要利用我們現(xiàn)有人員的專業(yè)知識(shí)和技能。

n.[C]

1.龍頭，塞子

2.輕叩，輕拍

3.利用，使用

例：on tap可隨時(shí)使用的，隨時(shí)提供的

⑧targeteda.被定為目標(biāo)的；

target

n.目標(biāo)，對(duì)象，靶子

v.瞄準(zhǔn)，以……為目標(biāo)

⑨t(yī)ransmit vt.&vi.發(fā)送，播送，播放（電子信號(hào)、信息等）

例：The World Cup final is being transmitted live to over fifty countries.世界杯決賽現(xiàn)正向五十多個(gè)國(guó)家作實(shí)況轉(zhuǎn)播。

vt.*to send or pass sth from one person，place or thing to another傳送，傳遞，傳播，傳染例：The tension soon transmitted itself to all the members.這種緊張情緒很快感染了所有人。

三、閱讀答案：A?C?D?B

四、全文翻譯：

? ? ? ?網(wǎng)上商務(wù)開始的第一年左右，大部分活動(dòng)都圍繞著開拓消費(fèi)者市場(chǎng)而進(jìn)行。最近，隨著網(wǎng)絡(luò)被證實(shí)不僅僅是一種時(shí)尚，公司便開始（在網(wǎng)上）相互交易產(chǎn)品和服務(wù)。公司之間的這種交易非常合理，因?yàn)樯倘硕记宄刂浪麄冃枰氖钱a(chǎn)品。

? ? ? ?不過(guò)，由于懷疑網(wǎng)絡(luò)的可靠性，許多公司仍對(duì)網(wǎng)絡(luò)的使用猶豫不決。弗瑞斯特研究所的資深分析員布蘭·歐文說(shuō)，“商家需要感受到，他們可以信賴自己和供應(yīng)商之間的這種溝通途徑”。有些公司為了降低風(fēng)險(xiǎn)，只與固定的貿(mào)易伙伴進(jìn)行在線貿(mào)易，給予這些伙伴進(jìn)入本公司局域網(wǎng)的權(quán)利。（長(zhǎng)難句①）

? ? ? ?網(wǎng)絡(luò)商業(yè)模式的另一個(gè)重大變化與可用于營(yíng)銷的技術(shù)有關(guān)。直到最近，因特網(wǎng)上的營(yíng)銷活動(dòng)還集中在使用將用戶“拉進(jìn)”網(wǎng)站的策略上。然而去年，軟件公司開發(fā)出新的技術(shù)，使公司可以將信息直接“推出”給消費(fèi)者，直接把營(yíng)銷信息傳送給特定的用戶。最突出的例子是Pointcast網(wǎng)絡(luò)，該網(wǎng)絡(luò)使用一種屏幕保護(hù)系統(tǒng)，將最新的信息和廣告不斷地傳送到用戶的計(jì)算機(jī)顯示器上。用戶可以量身設(shè)定自己想要接收的信息，然后直接進(jìn)入某個(gè)公司的網(wǎng)址。像Virtual Vineyards這樣的公司業(yè)已開始采用類似的技術(shù)將有關(guān)特價(jià)銷售、產(chǎn)品促銷或其他活動(dòng)的信息“推”向用戶。但這種“推”的技術(shù)遭到許多網(wǎng)上用戶的鄙視。在線文化推崇這樣一個(gè)理念：流動(dòng)到屏幕上的信息應(yīng)是在專門的請(qǐng)求之后才出現(xiàn)。一旦商業(yè)促銷不請(qǐng)自來(lái)地充斥著電腦屏幕，那么網(wǎng)絡(luò)和電視就沒(méi)多大差別了。這種前景讓網(wǎng)絡(luò)凈化者感到不安。

? ? ??公司在網(wǎng)上并不是非得依靠“推”的策略方能掙錢。（長(zhǎng)難句②）像Virtual Vineyards和Amazon.Com及其他開拓者的例子表明：一個(gè)銷售適類商品的網(wǎng)站，如果將互動(dòng)、熱情服務(wù)、安全相結(jié)合，肯定會(huì)吸引網(wǎng)上用戶的。（長(zhǎng)難句③）計(jì)算機(jī)計(jì)算能力的成本持續(xù)下降，對(duì)任何建立了網(wǎng)上銷售點(diǎn)的企業(yè)來(lái)說(shuō)都是個(gè)好的征兆。（長(zhǎng)難句④）回顧過(guò)去的5年或10年，人們或許會(huì)感到奇怪。為什么只有這么少的公司嘗試網(wǎng)上銷售呢？（佳句）