譯文（字數 5377）：

 電子市場中的中間商的權利-德國圖書銷售行業的情況

  資料來源： Bernd wingert卡爾斯魯厄研究中心，

technikfolgenabschätzung und systemanalyse（Institut itas）         

  作者： riehm Carsten orwat，烏爾里希

  摘要：本文對“脫媒”的假說，建立作用遞減的交易者，或者中介機構分別與電子商務的到來，因為生產者和消費者可以直接在線交易。然而，德國的圖書銷售行業的分析，其中有一個相對完善的分支B2C電子商務，提出了一種模糊的圖片。結構的變化，這不僅是由于技術發展，導致在一個廣泛的傳統和新的在線中介機構，實現特定的中介功能組合的類型。

“脫媒”假說

在電子商務的早期的討論中，我們可以發現假設“脫媒”信息和通信技術的傳播，特別是互聯網，可以減少必要的時間和費用，以收集有關交易的信息。因此，生產者和消費者應該能夠更好地處理直接。結果，商人的中介功能，如批發商和零售商，將變得越來越不必要。

外文原文（字符數 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.