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首页> 外文会议>Wuhan International Conference on E-Business; 20070526-27; Wuhan(CN) >Virtual E-Business with 'Second Life' Chances and Challenges for Today's Enterprises
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Virtual E-Business with 'Second Life' Chances and Challenges for Today's Enterprises

机译：当今企业具有“第二人生”机会和挑战的虚拟电子商务

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'Second Life', the "[…] 3-D virtual world entirely built and owned by its residents […]" [1] provides great opportunities of starting up new businesses in this virtual world - for both, already existing traditional enterprises and new founded companies. The investment costs are extremely low, due to the low prices for ownership of real estates and islands and for rents and leases of offices for instance. Finally, the production costs of 'virtual material goods' are very low as well, combined with the advantage of having unlimited stocks. Other chances are to build up subsidiaries in many cities and regions within 'Second Life' in a very short time, building up second trade mark strategies, testing new products and labels before pushing them onto traditional markets up to the possibility of doing business in completely new branches. A great advantage but also a threat for conventional enterprises are the brand and customer loyalties - that is, the residents in 'Second Life' will buy and use the same products and services as they do as individuals in real life and possibly vice versa since the virtual world is also a good chance to try out new clothing and outfits, new hairstyles, etc. Also potential real life barriers like warranty claims for material products are blown off in this virtual world. On the other hand, this huge, great and almost unrestricted virtual electronic marketplace holds some challenges, threats and a lot of open-end questions about currency exchange, earnings and losses, taxes, law and order. One of the biggest challenges are - similar to the real world business - the product placement and the commercialization of products and services in 'Second Life', starting with the choice of an adequate location within this huge and unlimited virtual world, building up marketing and sales strategies, getting virtual customers and the transferability into real life and vice versa. Another challenge is to adapt the traditional goods and services process to make them suitable for virtual electronic business.
机译：“第二人生”，即“ [...]由居民完全建造和拥有的3-D虚拟世界[...]” [1]为在此虚拟世界中开展新业务提供了巨大的机会-对于已经存在的传统企业和新成立的公司。由于房地产和岛屿的所有权以及办公室的租金和租赁价格低廉，因此投资成本极低。最后，“虚拟材料商品”的生产成本也非常低，并且具有无限库存的优势。其他机会是在很短的时间内在“第二人生”内的许多城市和地区建立子公司，建立第二商标策略，测试新产品和标签，然后再将其推向传统市场，以完全开展业务新的分支机构。品牌和客户忠诚度对传统企业来说是一个巨大的优势，但同时也是一个威胁–也就是说，“第二人生”中的居民将购买和使用与个人生活中相同的产品和服务，反之亦然。虚拟世界也是尝试新衣服和新衣服，新发型等的好机会。虚拟世界也消除了潜在的现实生活障碍，例如对材料产品的保修要求。另一方面，这个庞大，巨大且几乎不受限制的虚拟电子市场面临着一些挑战，威胁以及与货币兑换，收益和损失，税收，法律和秩序有关的许多开放性问题。与现实世界中的业务类似，最大的挑战之一是“第二人生”中的产品放置以及产品和服务的商业化，首先要在这个庞大且无限制的虚拟世界中选择合适的位置，以建立营销和销售策略，吸引虚拟客户以及将其转移到现实生活中，反之亦然。另一个挑战是调整传统的商品和服务流程，使其适合虚拟电子业务。

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