[长难句突破]

The examples of Virtual Vineyards, , 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.

主体句式：The examples show that...

结构分析：本句的主语较长，因为其中包含了一些列举的名称，但其实是可以忽略的。主句的that引导了一个宾语从句，从句的主干是"a Web site will attract online customers"，但这个句子中有一个修饰"a Web site"的较长的修饰结构"selling the right kind of products with the right mix of interactivity, hospitality, and security"。

[全文译文]

In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. 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. Such business-to-business sales make sense because businesspeople typically know what product they're looking for.

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 internet .

Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activities have focused on strategies to "pull" customers into sites. 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. Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscribers' computer monitors. Subscribers can customize the information they want to receive and proceed directly to a company's Web site. 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. But push technology has earned the contempt of many Web users. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. 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.

But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money. The examples of Virtual Vineyards, , 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. 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.

在网上交易刚开始的一两年中，大部分业务活动都是围绕着努力开发消费者市场来进行的。最近，在网络证明其不只是一种时尚之后，许多公司之间才开始在网上交易产品和服务。这类公司之间的交易是行得通的，因为商人通常都知道他们需要什么样的产品。

但是，许多公司由于怀疑网络的可靠性，因此仍然对网络的使用犹豫不决。Forrester研究所的资深分析家布兰·欧文说，"交易的商家们需要认识到他们可以信赖销售商和供应商之间的这种途径。"有些公司为了降低风险，只与那些已经熟识的固定贸易伙伴进行在线贸易，并给予这些伙伴进入本公司局域网的权利。

网络商业模式的另一个重大变化体现在营销策略上。就在不久前，互联网上的营销活动还集中在如何将用户"拉进"网站的策略问题上。然而，去年软件公司开发出新的技术，公司通过使用这项技术可以将信息直接"推出"给消费者，即直接把营销信息传送给特定的用户。最突出的例子是Pointcast网络，该网络使用一种屏幕保护系统，将大量最新的信息和广告源源不断地传送到用户的计算机显示屏上。用户可以定制自己想要的信息，然后直接进入某个公司的网址。像"虚拟葡萄园"这样的公司业已开始采用类似的技术将有关特价商品、产品推销或其他活动的信息"推"向用户。但这种"推"销技术遭到许多网上用户的蔑视。网上文化推崇这样一个概念，即流动到屏幕上的信息应是在接到明确的请求之后才能出现的。一旦商业促销不请自来地充斥电脑屏幕，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忧虑。

然而，网上公司并不是非得依靠"推销"策略才能挣钱。像"虚拟葡萄园"和亚马逊网站及其他开拓者的例子都表明：只要网站销售的产品对路，同时又能将交互性、热情服务、安全可靠性等几个方面合理结合，就一定会吸引网上的客户。随着计算能力的成本持续大幅度下降，这对任何建立了网上销售的企业来说都是个好的征兆。再过5到10年，当人们回顾今天的历史时，他们很可能会感到奇怪：为什么尝试网上销售的公司会如此之少呢？