1999年考研英语阅读理解第二篇—这是一篇关于网络商务的文章
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原文+译文：
In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market.
网上商务开始的第一年左右，大部分活动都围绕着开拓消费者市场而进行。
More recently, as the Web proved to be more than a fashion, companies have started to buy and sell products and services with one another.
最近，随着网络被证实不仅仅是一种时尚，公司便开始（在网上）相互交易产品和服务。
Such business-to-business sales make sense because businesspeople typically know what product they’re looking for.
公司之间的这种交易非常合理，因为商人都清楚地知道他们需要的是产品。
Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. “Businesses need to feel they can trust the pathway between them and the supplier,” says senior analyst Blane Erwin of Forrester Research.
Some companies are limiting the risk by conducting online transactions only with established business partners who are given access to the company’s private intranet.
不过，由于怀疑网络的可靠性，许多公司仍对网络的使用犹豫不决。弗瑞斯特研究所的资深分析员布兰·欧文说，“商家需要感受到，他们可以信赖自己和供应商之间的这种沟通途径”。有些公司为了降低风险，只与固定的贸易伙伴进行在线贸易，给予这些伙伴进入本公司局域网的权利。
Another major shift in the model for Internet commerce concerns the technology available for marketing.
网络商业模式的另一个重大变化与可用于营销的技术有关。
Until recently, Internet marketing activities have focused on strategies to “pull” customers into sites.
直到最近，因特网上的营销活动还集中在使用将用户“拉进”网站的策略上。
In the past year, however, software companies have developed tools that allow companies to “push” information directly out to consumers, transmitting marketing messages directly to targeted customers.
然而去年，软件公司开发出新的技术，使公司可以将信息直接“推出”给消费者，直接把营销信息传送给特定的用户。
Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscribers’ computer monitors.
最突出的例子是Pointcast网络，该网络使用一种屏幕保护系统，将最新的信息和广告不断地传送到用户的计算机显示器上。
Subscribers can customize the information they want to receive and proceed directly to a company’s Web site.
用户可以量身设定自己想要接收的信息，然后直接进入某个公司的网址。
Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offerings, or other events.
像Virtual Vineyards这样的公司业已开始采用类似的技术将有关特价销售、产品促销或其他活动的信息“推”向用户。
But push technology has earned the contempt of many Web users.
但这种“推”的技术遭到许多网上用户的鄙视。
Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request.
在线文化推崇这样一个理念：流动到屏幕上的信息应是在专门的请求之后才出现。
Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fades. That’s a prospect that horrifies Net purists.
一旦商业促销不请自来地充斥着电脑屏幕，那么网络和电视就没多大差别了。这种前景让网络净化者感到不安。
But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money.
公司在网上并不是非得依靠“推”的策略方能挣钱。
The examples of Virtual Vineyards, Amazon.com, and other pioneers show that a Web site selling the right kind of products with the right mix of interactivity, hospitality, and security will attract online customers.
像Virtual Vineyards 和Amazon.Com及其他开拓者的例子表明：一个销售适类商品的网站，如果将互动、热情服务、安全相结合，肯定会吸引网上用户的。
And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop in silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.
计算机计算能力的成本持续下降，对任何建立了网上销售点的企业来说都是个好的征兆。回顾过去的5年或10年，人们或许会感到奇怪。为什么只有这么少的公司尝试网上销售呢？
试题：
51. We learn from the beginning of the passage that Web business.
[A] has been striving to expand its market
[B] intended to follow a fanciful fashion
[C] tried but in vain to control the market
[D] has been booming for one year or so
52. Speaking of the online technology available for marketing, the author implies that.
[A] the technology is popular with many Web users
[B] businesses have faith in the reliability of online transactions
[C] there is a radical change in strategy
[D] it is accessible limitedly to established partners
53. In the view of Net purists,.
[A] there should be no marketing messages in online culture
[B] money making should be given priority to on the Web
[C] the Web should be able to function as the television set
[D] there should be no online commercial information without requests
54. We learn from the last paragraph that.
[A] pushing information on the Web is essential to Internet commerce
[B] interactivity, hospitality and security are important to online customers
[C] leading companies began to take the online plunge decades ago
[D] setting up shops in silicon is independent of the cost of computing power
答案：
A C D B