蓝色尼罗河的客户基础相对而言较容易定义。
钻石恒久远，但如果蓝色尼罗河继续横扫珠宝市场，一些传统商家也许不再恒久。
Diamonds are forever, but if Blue Nile continues to wash over the market, some traditional sellers may not be.
除了一些特定的竞争对手外，对于蓝色尼罗河而言还有另外两大威胁。
In addition to specific competitors, there are two other large threats to Blue Nile's business model.
蓝色尼罗河采用虚拟模式，它为供应商提供一个虚拟橱窗，而不用冒险投入自己的资金。
Blue Nile adopted a virtual model, in which it provides a shop window for suppliers yet does not put any of its own capital at risk.
对潜在顾客群体进行市场营销的同时，蓝色尼罗河还需要了解这样做的几个特点与问题。
There are several characteristics and issues Blue Nile needs to understand when marketing to its potential customers.
“男人们走进珠宝店买他们第一件珠宝的时候总会有些压迫感。”蓝色尼罗河的总经理黛安。厄文说。
"MEN are intimidated when they go into a jewellery store to buy their first diamond," says Diane Irvine, the chief executive of Blue Nile.
“男人们走进珠宝店买他们第一件珠宝的时候总会有些压迫感。”蓝色尼罗河的总经理黛安.厄文说。
“MEN are intimidated when they go into a jewellery store to buy their first diamond,” says Diane Irvine, the chief executive of Blue Nile.
因此，对珠宝商的信任度以及产品品质保证对于蓝色尼罗河的目标市场而言都是十分重要的。
Therefore, trust in the jeweler as well as product guarantees would seem to be important to Blue Nile's target market.
蓝色尼罗河必须记住在线购买珠宝的最大阻碍来自于顾客总是无法亲眼见到、亲手摸到这些商品。
Blue Nile has to remember that the main objection to purchasing jewelry online will always be that consumers cannot actually see and touch the product.
然而，重复购买的可能性将倚赖于蓝色尼罗河能否为网站上初次购买婚戒的顾客带来难忘的回忆。
However, the likelihood of repeat sales depends on Blue Nile's ability to deliver a truly memorable experience to those customers who first purchase an engagement ring from the web site.
然而，蓝色尼罗河还敏锐地发现，许多网站访问者仅仅是通过网站获取信息，然后到线下去购买珠宝。
However, Blue Nile is keenly aware that many visitors simply use the website to gather information before purchasing a piece of jewelry offline.
其结果是，蓝色尼罗河将目标特别锁定为年龄介于20- 30岁，正在寻找订婚戒指的男性顾客。
As a result, Blue Nile specifically targets those men in their 20s and 30s who are searching for an engagement ring.
通过它的手机，他为他的妻子购买了一枚蓝色尼罗河的戒指，还在一家叫做阿甘的家庭装饰店里买了一个桉树花圈。
From his cellphone he bought a Blue Nile ring for his wife and a eucalyptus wreath from Gump's, the home decor shop.
蓝色尼罗河是九十年代末兴办的钻石或珠宝行之一。而在网络股崩盘之后，为了保存资产，它的商业模式有了重大的变革。
Blue Nile was one of several diamond or jewellery sites launched during the late 1990s, but its need to preserve capital after the dotcom crash led to a crucial innovation in its business model.
而蓝色尼罗河最主要的访客却是女性。她们浏览网页，发送宝石和戒指的图片给朋友征求意见，最后再发给准未婚夫。
Yet the majority of visitors to the Blue Nile site are women, who browse and e-mail pictures of the stone and ring they want to friends for comment, and ultimately to the target fiancé-to-be.
厄文女士认为蓝色尼罗河在经济疲软期能“愈战愈勇”，取得更大的市场份额。 主要因为高级珠宝商正由于高昂的固定成本而陷入僵局。
Ms Irvine thinks Blue Nile “can emerge stronger” from the economic slowdown and will gain market share, not least because high-street jewellers are stuck with much higher fixed costs.
提供这些具有教育意义的信息对蓝色尼罗河的目标市场而言绝对非常重要，因为，据统计45%的男人都没有在购买订婚戒指前做任何研究准备工作。
The educational information provided is definitely important to Blue Nile's target market, especially since 45% of all men conduct no research prior to purchasing an engagement ring.
蓝色尼罗河2007年的收入高达三亿一千九百万美元，其中的70%是销售订婚戒指所得。它已成为目前最大的在线专业珠宝商，占有全美4%的订婚戒指市场。
With revenues of $319m in 2007, 70% of which is from sales of engagement rings, it is now the biggest online specialist jeweller, and has a 4% share of the engagement-ring market in America.
蓝色尼罗河2007年的收入高达三亿一千九百万美元，其中的70%是销售订婚戒指所得。它已成为目前最大的在线专业珠宝商，占有全美4%的订婚戒指市场。
With revenues of $319m in 2007, 70% of which is from sales of engagement rings, it is now the biggest online specialist jeweller, and has a 4% share of the engagement-ring market in America.
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