复旦大学：《学术英语（管理科学）Academic English for Business》学术英语综合素养教学课件_Unit 5 E-Business Text B EBusiness case studies

Unit5 eBusiness Text b eBusiness case studies

Unit 5 EBusiness Text B EBusiness case studies

Case 1 Travelocity takes E-Business a Long Way Travelocity: an Internet-based American travel company founded in 1996 A Travelocity commercial (Roaming gnome) Please read the case quickly and do task 1 on p.110

Case 1 Travelocity Takes E-Business a Long Way • Travelocity: an Internet-based American travel company, founded in 1996 • A Travelocity commercial (Roaming Gnome) • Please read the case quickly and do Task 1 on p. 110

Case 1 Travelocity takes E-Business a Long Way What steps has travelocity taken to retain its market share and increase revenues and profits? Step 1: Creating an emotional connection with customers(para. 3) Step 2 Guaranteeing customers'rights (para 4-5) Step 3: Redesigning its website(para.6-7) Step 4: Diversifying its business(para. 8)

Case 1 Travelocity Takes E-Business a Long Way What steps has Travelocity taken to retain its market share and increase revenues and profits? • Step 1: Creating an emotional connection with customers (para. 3) • Step 2: Guaranteeing customers’ rights (para. 4-5) • Step 3: Redesigning its website (para.6-7) • Step 4: Diversifying its business (para. 8)

Researching Will theTaobao Effect and the continued growth of online shopping undermine the traditional retailer model in China? Which model provides more competitive pricing? Which model has a wider selection of products? Which model guarantees a better authenticity of products? Which model offers a more convenient shopping process? Which model has a more convenient payment system? Which model ensures a better after-sales service?

Researching Will the “Taobao Effect” and the continued growth of online shopping undermine the traditional retailer model in China? • Which model provides more competitive pricing? • Which model has a wider selection of products? • Which model guarantees a better authenticity of products? • Which model offers a more convenient shopping process? • Which model has a more convenient payment system? • Which model ensures a better after-sales service?

What happens in the U.s Holiday season Brick-and-mortar stores fight online competition Best buy Target Wal-Mart Shoppers are flocking to Brick and mortar Retailers-The Store is StillKing

What happens in the U.S. Holiday season • Brick-and-mortar stores fight online competition – Best Buy – Target – Wal-Mart • Shoppers are Flocking to Brick and Mortar Retailers – The Store is Still ‘King’

Textual analysis Learn how to write a case study Case 1 travelocity takes e-Business a long way 1. Paragraph 2 Analysis Opinions What opinion is given? This is why the site goes beyond emphasizing price to feature vacation packages and hotel choices more prominently -a change that has increased sales of these lucrative offerings dramatically

Textual analysis Learn how to write a case study • Case 1 Travelocity takes e-Business a long way 1. Paragraph 2 Analysis & Opinions • What opinion is given? – This is why the site goes beyond emphasizing price to feature vacation packages and hotel choices more prominently – a change that has increased sales of these lucrative offerings dramatically

Textual analysis Learn how to write a case study 1. Paragraph 2 Analysis Opinions Tense:一般过去时;一般现在时;现在完成 时 Reason for the use of tense 般过去时:公司在过去某个特定时间的具体 事件 一般现在时:公司的一般状况,常态 现在完成时:过去发生的情况,强调对现在的 意义

Textual analysis Learn how to write a case study 1. Paragraph 2 Analysis & Opinions • Tense: 一般过去时；一般现在时；现在完成 时 • Reason for the use of tense: – 一般过去时：公司在过去某个特定时间的具体 事件 – 一般现在时：公司的一般状况，常态 – 现在完成时：过去发生的情况，强调对现在的 意义

Textual analysis Learn how to write a case study 2. Paragraph 4 Information assessment Types of information: facts; statistics Tense:现在完成时;一般现在时 Reason for the use of tense 现在完成时:过去发生的情况,强调对现在的 意义 一般现在时:公司的一般状况,常态

Textual analysis Learn how to write a case study 2. Paragraph 4 Information assessment • Types of information: facts; statistics • Tense: 现在完成时；一般现在时 • Reason for the use of tense: – 现在完成时：过去发生的情况，强调对现在的 意义 – 一般现在时：公司的一般状况，常态

Textual analysis Learn how to write a case study 3. Paragraph 5 Analysis Opinions What opinion is given? This brought positive media coverage, further enhancing travelocity's reputation ense:一般过去时 Reason for the use of tense: 一般过去时:过去发生的具体事件

Textual analysis Learn how to write a case study 3. Paragraph 5 Analysis & Opinions • What opinion is given? – This brought positive media coverage, further enhancing Travelocity’s reputation. • Tense: 一般过去时 • Reason for the use of tense: – 一般过去时：过去发生的具体事件

Textual analysis Learn how to write a case study 4. Paragraph 7 Information assessment Types of information: facts; statistics Tense:一般现在时;一般过去时 Reason for the use of tense 般现在时:公司的一般状况,常态 般过去时:过去发生的具体事件

Textual analysis Learn how to write a case study 4. Paragraph 7 Information assessment • Types of information: facts; statistics • Tense: 一般现在时；一般过去时 • Reason for the use of tense: – 一般现在时：公司的一般状况，常态 – 一般过去时：过去发生的具体事件