图书销售行业、传统图书零售_外文翻译.doc

译文（字数 5377）：

 电子市场中的中间商的权利-德国图书销售行业的情况

  资料来源： Bernd wingert卡尔斯鲁厄研究中心，

technikfolgenabschätzung und systemanalyse（Institut itas）         

  作者： riehm Carsten orwat，乌尔里希

  摘要：本文对“脱媒”的假说，建立作用递减的交易者，或者中介机构分别与电子商务的到来，因为生产者和消费者可以直接在线交易。然而，德国的图书销售行业的分析，其中有一个相对完善的分支B2C电子商务，提出了一种模糊的图片。结构的变化，这不仅是由于技术发展，导致在一个广泛的传统和新的在线中介机构，实现特定的中介功能组合的类型。

“脱媒”假说

在电子商务的早期的讨论中，我们可以发现假设“脱媒”信息和通信技术的传播，特别是互联网，可以减少必要的时间和费用，以收集有关交易的信息。因此，生产者和消费者应该能够更好地处理直接。结果，商人的中介功能，如批发商和零售商，将变得越来越不必要。

外文原文（字符数 19907）：

The Power of the Middleman in Electronic Markets

– The Case of the German Bookselling Industry

Carsten Orwat, Ulrich Riehm, Bernd Wingert Forschungszentrum Karlsruhe,

Institut für Technikfolgenabschätzung und Systemanalyse (ITAS)

The paper focuses on the hypothesis of “disintermediation”, that establishes a diminishing role for traders, or intermediaries respectively, with the arrival of electronic commerce, because producers and consumers may transact online in a direct way. However, the analysis of the German bookselling industry, which has a relatively well-established branch of b2c electronic commerce, presents an ambiguous picture of disintermediation. Structural changes which are not only caused by technological development, result in a wide range of types of traditional and new online intermediaries which fulfil specific combinations of intermediary functions.

The “Disintermediation” Hypothesis

In the early discussion of electronic commerce, we can find the hypothesis of “disintermediation” (e.g. Benjamin, Wigand 1995). The spread of information and communication technologies (ICT), in particular the Internet, allows the reduction of necessary time and costs for gathering the information that is relevant for trading transactions. Therefore, producers and consumers should be able to better transact directly. As a result, the intermediary functions of traders, e.g. wholesalers and retailers, would become more and more unnecessary.