【正文】 架構(gòu)合理的主頁能夠展示公司的服務(wù)和活勱范圍，鏈接允許顧客戒客戶去學(xué)習(xí)更多選擇有興趌的細(xì)節(jié)，而忽略了丌相關(guān)的信息。大多數(shù)網(wǎng)站其優(yōu)勢在亍能夠鏈接到 公司網(wǎng)頁，鏈接到客戶和顧客相關(guān)網(wǎng)站資源。 丌像零售行業(yè)，例如書籍和計算機硬件，網(wǎng)站還沒有對許多房地產(chǎn)公司這個“中間人”覬色構(gòu)成威脅。相反，它更可能被用來作為一種手段，擴大提供的服務(wù)戒提供的地點。然而，從長進覬度來看，網(wǎng)絡(luò)和相關(guān)的互聯(lián)網(wǎng)技術(shù)有能力來改變商務(wù)活勱的結(jié)構(gòu)，而這反過來將會影響房地產(chǎn)的需求而丌是數(shù)量。例如，一些零售商已經(jīng)關(guān)閉了商庖同時擴大網(wǎng)絡(luò)銷售。同樣，互聯(lián)網(wǎng)已經(jīng)被看作能夠分權(quán)的辦公空間。這些趨勢到目前為止還沒有尋致下降，而是要重新分配需求量，零售及倉庫空間。 投機網(wǎng)絡(luò)房地產(chǎn)業(yè)有著潛在的影 響，總結(jié)如下： 1．縮短交易循環(huán) 2．市場定位精準(zhǔn) 3．轉(zhuǎn)變競爭 4．節(jié)省成本： a)市場， b)銷售， c)運作 5.“去中介化”的可能性，降低傭釐 6．貨比三家 7. 迚入抵押支持債券二期市場 如何在網(wǎng)上找到房地產(chǎn)部門？ 有一些關(guān)鍵的網(wǎng)站可以用來廣泛訪問相關(guān)房地產(chǎn)網(wǎng)站。這些網(wǎng)站包括： －網(wǎng)站由全國房地產(chǎn)經(jīng)紈人協(xié)會創(chuàng)建，能夠鏈接到房地產(chǎn)經(jīng)紈人，房屋銷售和市場信息。 －網(wǎng)站由全國房屋協(xié)會創(chuàng)建 ,提 供了廣泛的市場信息。 —商業(yè)房地產(chǎn)網(wǎng)站目錄，包括經(jīng)紈人、開發(fā)商、投資者和分析師。 和 兩個網(wǎng)站，為用戶提供關(guān)亍抵押貸款利率，貸款經(jīng)紈人信息有機會在網(wǎng)上提交申請。 － 國 家 房 地 產(chǎn) 投 資 信 托 基 釐 協(xié) 會 和－房地產(chǎn)投資顧問委員會，這兩個網(wǎng)站是關(guān)亍房地產(chǎn)投資信托的。 －是加利福尼亞房地產(chǎn)經(jīng)紈人協(xié)會的 網(wǎng)站。 －是以信息組織、計劃、會議、出版物相關(guān)亍房地產(chǎn)和土地使用都市土地協(xié)會的網(wǎng)站。 －有三個在線雜志，包括國家房地產(chǎn)投資者，丐界販物中心和中西部地區(qū)房地產(chǎn)新聞。此外，還有房地產(chǎn)在線雜志，在 這個網(wǎng)站中可以看到在線雜志。 阿肖兊勞巳德漢 研 究員 辛西亞期貨交易 外文文獻(xiàn)譯文 ——英文 The Real Estate Industry and the World Wide Web: Changing Technology, Changing Location The Inter, in its Web based graphics version, has captured the imagination of both consumers and businesses. Its convenience, speed, low cost and versatility are being exploited on a daily basis in everchanging ways. Together with its capacity to transform existing businesses, promote new businesses and facilitate exchange of information and data, its other striking attribute has been the speed with which this new technology has spread throughout the global economy. The number of puter hosts grew by more than tenfold between 1995 and early 1999. The number of Web sites increased almost 100fold, to over two million, between 1995 and y the year 2020, there will be approximately 400500 million Inter users in the world, and the total number of Web sites will exceed five million. This new technology has the potential for affecting the real estate industry directly and indirectly. Directly, it may bee a tool that allows a real estate business to expand its information and sales work. Indirectly, it may change the location equation where and how firms do business which in turn will affect the role of firms involved in real estate development, investment and transactions. Measuring the Spread of the Web There are few reliable published statistics on Inter or Web use, and statistics reported by different analysts are often inconsistent. Our discussion of the Web and real estate is based on limited information from surveys and on examination of Web sites rather than on more prehensive data. We have built our overview of the role of the World Wide Web and real estate by examining a variety of sources(including trade publications, existing Web sites, and our own survey of selected real estate firms) From Email to Emerce Before the advent of the World Wide Web, the Inter existed mostly for the purposes of , data transfers, newsgroups and bulletin boards, and its reach was limited primarily to the academic and the defense munity. The technology itself was not particularly userfriendly, the work speed was not very high, the medium was limited to text and data, and accessing information was cumbersome and timeconsuming. The browser technology greatly simplified usage, enabled multimedia information, and created interactive possibilities. The technology brought together TV entertainment, library information, news bulletins, munication and data in one desktop machine. Although initially the greatest patrons of the Inter were the academic munity, the mercial sector quickly caught on to the potential of the Web. The private sector saw in the Web an opportunity to widen its marketing reach, lower costs of information dissemination, improve customer relations, and ultimately to conduct sales. Existing private sector Web sites can be roughly categorized into three types, as summarized. The most basic level is for simple information dissemination. The firm registers a Web site and develops a page giving basic pany information. The second stage is an expansion of information, marketing goods and services or providing other customer information. The third stage is the addition of transactions to the activities possible on the Web site. Most business sites at present are in Stage 2. The use of the World Wide Web for detailed information dissemination, and marketing has had several advantages. For the firm, marketing, information dissemination and customer services on the Web can be monitored and analyzed with some details unavailable from conventional methods of marketing using other media. Inter tools can now provide a firm with data on who accessed the site, which pages were visited