這本書，不單單只介紹披薩的起源，同時我們也可從中了解一樣美食的推廣，靠的是生產流程的精進，效率的提升，口感的調整與大眾可負擔的價格。
披薩是一種全球知名的食物，它隨著各地的飲食文化而作食材上的調整，因此更能快速融入於不同的種的飲食習慣。

拿坡里是義大利的一個地方，它是披薩的起源地。過去這種食物在當地廣受勞動階層與一般人民的喜愛，其原因是它吃起來簡單方便價格上又十分極具優勢。所費不高卻又能填飽肚子。但可想而知的是，它的品質無法於餐館裡的食物作比較。 過去在拿坡里的披薩通常都是有小販，在街上販售。依據客人的預算做披薩大小的切割，因此這食物往往一早就被生產出來，加上過去的保鮮技術不及現代與食品衛生觀念尚未發達，街上所販售的食物通常是便宜但不潔的。

雖然說披薩已經是世界所知名的食物，但在過去它只能算是拿坡里地區的地方菜色，無法遍及義大利整個國家。過去人們想到義大利的食物 往往第一個反應是義大利麵，而為何披薩能成為第二項代表義大利的食物呢?
其中有幾個關鍵的因素， 其一，在20世紀中，至各國旅遊的遊客大量的增加，當時的遊客，傾向品嚐當地的特色美食，而義大利除了義大利麵時之外，披薩也是其中一個品項。當它能順應當地的食材與消費者的口味作變化時 就注定它能大放異彩
其二，當義大利人移民至其他國家，特別是美國時，他們也把這傳統的美食一同帶往到其他的國度去。因而快速的擴展披薩在全球的地圖。

最後，也做重要的發展是企業對披薩的標準化生產流程的改進。當披薩店不在是一家獨立經營的餐廳時。連鎖的披薩店必需透過生產的流程標準化，原物料的控管來維持產品的品質。而透過這樣的一個流程，消費者可以買到一個物美價廉口感又不差的披薩。而連鎖店的出現，帶動整個披薩在全美各地的盛行，而後更延展到其他國家。

透過品質的一致性與口味當地化的商業模式，迅速的擄獲大部人的心。


Pizza: The History

Pizza is one of the famous foods in the world. The foods’ ingredients can vary anywhere and anybody’s flavor so it is accepted so fast.

Naples, the Pizzas origin is a small city in Italy. The food is very popular with the workers and even with the Naples local citizens in the past because it is easy to eat and cheap, no need to spend a lot of money but can fill people’ stomach. Pizza was sold in slices on the street by many vendors to suit the customers’ budget but the quality always poor because the food was produced very early and laid on the vendor’s table or inside shop whole day until the customers buy it. We could imagine that the flavor of some ingredient was different and the food was spoiled because it was exposed to the air outside.

Before, pizza was a local dish because it was just famous around Naples area, but nowadays, it is already a popular food worldwide. If we ask Italians what dish can represent their country, Italian noodles always first in their mind, so an interesting question is how pizza could become a famous food in the world? It includes some reasons. The first one is the pizza‘s ingredients can vary everywhere. Chefs can use fresh local vegetables and special fruits to create a wonderful eating experience. The second reason is the Italians bring their food culture to other counties when they immigrate. The situation sped up pizza was known to the world. The final but important thing is managing skills be used in chain pizza shops by controlling the quality and adjusting the favors the pizza and this can catch the customers’ eyes and touch their heart. Customers can taste same flavor and feel safe when they eat in chain shops anywhere. At the same time, these kinds of restaurants offer the affordable price to customers by cost down such as contact with suppliers and purchase huge amount.

Although the book’s title is Pizza, it does not only introduce what pizza is and where pizza from but also tell us about how to successfully promote any food to be popular. It must rely on improving manufacture effectively、adjust the taste for the local people and offer an affordable price.

這本書我想是想要述說，過去的數據發展有其歷史因素，為了解決當下的問題而發展出各樣的數據指標，但過去的指標在發展之初就已經受到技術、人力的總總因素而有所侷限，無法完全提供全面且清晰、正確的視野。

雖然只能得到籠統的統計數據但利用這些資料可以作為政府政策的依據。舉例來說在沒有數據的過往，政府就像在深夜無光的晚間，開著車去沒有任何照明的清況下載著人民前進。而在有數據的提供下，就好像把車子裝上了車燈，讓政府能多少看清楚前方的方向並藉此去發現問題且做調整。這樣的情況確實比沒有數據來的好多了。

但目前總總的數據也使人們模糊了焦距。如我們透過國民所得GDP的高低來衡量人民的生活水準程度，卻無法保證高GDP的國度，其人民是否過的較為幸福。 另外因為統計數據都是依照可評斷的標的來得到的，因此那些模糊、無法定義的指標就不得不捨棄。

當然現今的社會 因科技的進展 我們可以引進先進的技術來改善過去數據內容的不足。同時去深思那些我們無法用數據來表達的元素，如何影響我們的生活，而非對它們視而不見。


About this book, GDP and other economic indicators, I think the author wants to tell the readers one important issue that the economic index was built for solving or explaining special problem in the past. For solving these special problems such as unemployment rates or inflation, government developed some indexes by statistics. Although these indexes offer a lot of information to the government, we still need to know these data cannot represent the whole real world because there are many factors that cannot be measured.

Government made policies to establish centers for employees’ training or try to balance between inflation and that economic situation after they get these indexes.
Two centuries ago, we didn’t have any indexes could that help government departments or agencies to make decisions. We could imagine that it was like driving a car at night but the lights were not turned on, in the situation, accident could happen easily. Nowadays it is getting better when we get some statistics to help us, just like when we are driving at night and we turn on our headlights that help and guide us drive safely. We can find some problems and adjust our direction if we know that path already deviate the targets. This situation, have indexes that we can review, is better than without any statistical data but we still need to remember that the indexes can’t response one hundred percent fully to our real life. For example, we use GDP index to represent people’s life status but this index can’t guarantee that the people are happy when the GDP is high. Another thing, statistical data must be gotten from measurable factors so we have to ignore some elements if we cannot measure them.


I think the book wants to tell us that we can use new technology to get more useful data and detailed information from people and companies anywhere、anytime by mobile phone、Internet or other portable sensors to improve the data that we need. We also need to consider that there are still some elemental factors that cannot be measured until now. We cannot focus on the statistics alone and ignore invisible factors in this world. Everything is important in our life.

這是一本關於網路創業要注意的書，書中諸多觀念簡潔但執行上才會知道困難重重。
當我們在看到網路開店的種種光鮮成功案例下或許許多人也曾經夢想著透過網路開店來完成自己的美夢，過著自由無拘束且財富充足的生活，或者藉由網路來達成自己的美夢。

網路開店給人無限的遐想，它可以是無遠弗屆，它可以是24小時全年無休，更甚者它也可以立即滿足消費者的需求。它是一個築夢的起點。但現實與美夢間的殘酷我們終究還是需要面對。網路的使用者近幾十年來增加快速且花費更多時間在於瀏覽或搜尋資訊，加上網路交易安全性也有逐年的改善，網路交易的金額也日益提升。但大眾都一窩蜂的投入網路開店時，利潤也大幅的被稀釋。因為網路是個資訊透明且競爭者眾的所在，因此能成功脫穎而出的廠商必須在行銷、產品、訂價、客戶服務等方面達到一定的水準之上。

在我們開店時我們需要注意到
1. 開店的模式:是自架網站、在網站中成立店家，還是單純只是提供商品…
2. 利潤與成本的計算要清楚:利潤來至消費者的購買金額，因此如何提高消費者的點閱率，購買率與採購金額十分重要。 而成本則來至產品本身的成本，網路架設的成本，員工的成本，物流的成本，若有與其它網站合作，則分成的成本也需算下去。
3. 如何行銷: 在眾多競爭者環視下。產品本身的獨特性，差異化，客戶的滿意度與搭配各式的行銷活動如，特定節日特賣，專屬會員商品，滿額好禮與大數據的資料以便提供更適合個別消費者的專屬行銷模式
4. 銷售後的客戶回流，能使網站在持續的經營下去，且吸引回頭客戶的成本遠遠低於一個新客戶的成本， 因此做好顧客關係管理也是十分重要的一環。切記一個企業若要長久經營下去，其不論在於產品的持續改善，客戶的體驗與回饋。都是需要注意的。

雖然網路開店的美夢經由這本書道出了些許心酸處後已經不如我們想的美好。

但透過本書的說明，可以讓真正想開店的人，少走一些冤枉路。

有夢最美築夢而踏實.

觀光業是當今世界上頗具規模的行業之一，從運輸、交通，文化展覽，生態保護及衍生出來的商品皆屬於這個範疇之內因此如何大力的發展其觀光產業是眾多國家的一個重要課題

良好的景點開發與規劃讓旅客可以獲得難忘的美好回憶，加上運輸效率的提升與日益便宜的交通成本，讓長途的洲際旅行更加的簡單。

因此近年來觀光旅遊的人數持續的提升。旅行已不是富有人士能享受的特權。但在旅遊業光鮮亮麗的表面背後卻也同時隱藏著鮮為人知的代價。

舉例來說；當我們倘佯在大型郵輪，享受日光浴或是大型表演時，我們不曾思考郵輪公司透過雇用大批低於該國最低薪資的員工來壓低成本，讓我們得以享受如此美妙的時刻。再者當船停靠港口時，引擎持續運轉以供電給船上遊客使用或者因廢水處理設備的不足，偷排放排洩物至大海裡，這都造成環境的污染。
又或我們時常可見在一些旅遊熱門景點遊客如織，確沒有做好人數的管制導致旅遊的品質低落。這些都是常見的現象

另外，我們過去時常認為遊客的拜訪可以帶動該地的就業機會也同時拉動景氣的提升。 但卻忽略了，在全球化的影響下，紀念品的生產已經大幅度的變成由中國或是其他低工資、低成本的國家生產後，販售到該旅遊景點取代了傳統當地自製紀念品銷售的模式，在者現代化的經營式，各大旅遊集團在各景點皆與當地大型公司廠家配合，藉此壓低旅客初期報名的成本，透過抽傭的方式取的回扣來貼補旅費的不足。當這樣的現象持續發生的時候，我們可以預見小型店家因店面租金昂貴且利潤不足的情況下，退出市場。也會看見各國的文化因因應旅客的需求而所做的妥協與調整

透過旅遊來增廣視野我想是大部分人喜歡的一件活動，在他們有閒有錢時。但我們也需要自我省思，在每趟的旅行中我們帶給了目的地多少傷害，而我們又在該次的旅行中獲得了多少人生的成長。


Travel business is one of the biggest industries in the world today. It includes transport, culture, exhibition, environment protection, and selling many kind of souvenir and anything you can imagine. Many people rely on this huge industry to live. So how to develop this business between improving the economy and protect the environment balance is a big topic.

Building or exploiting nice spot and offer good schedules for visitors can make all customers enjoy the trip and get wonderful memories. Nowadays, transport efficiency is getting better so people can get lower price to travel, we can buy cheaper air ticket、book hotel by ourselves and search online to get/look for information about famous spots. These factors make travel be easier than before even the long distance trips.

Recently, people can go to almost all places in the world and get visa easily so traveling is not just for the rich privileged anymore. We always see the colorful side of the traveling business but ignore the dark side; this industry has side effects to local people who live in the famous spots.

For example, when we are lying on the deck of the ship、enjoying show or playing in the casino or doing exercise in the gym, we never considered that these companies just pay most employees low salary; it is lower than the governments law. Another thing is that ship’s engine still needs to continue running even if it already arrived at the destination because it must also think of the travelers who opted to stay on the boat. The wastewater equipment is also important in the ship. If it couldn’t run properly or is overloaded, releasing wastewater into the sea will truly affect our world because the ocean can't decompose too much excretion and other pollutants.

We thought that the local economy would be increased at visitors coming; shop and companies need to hire more employees to service these people. It is a good thing because the lives of the local citizens will be improved when travel business enters the area. However, we ignore that it is a global world nowadays, maybe the products sold in the local market are not really produced in the locality, they are just imported as low cost products from other countries such as China、Vietnam or other place. This situation can’t create net income to local place. But instead the visitors ruin the environment than bringing benefits.

Traveling companies use lower price package to attract their potential customers but how can they offer lower price trip? Some reasons are: they have a deal with hotels、airline companies to get a discount. It is good arrangement between travel companies and airlines、hotels because this strategy can make sure hotel rooms can be used efficiently or airplane seats can be sold out.
Another way is the partnership with souvenir shops for example, bring customers to special place for shopping and in this way the travel agency can get commission.
We can get new ideas and make new friends when we are traveling. In my opinion, I think most people like traveling when they have time and money. We also need to think of the environment when we explore the world, not only just to enjoy when we are traveling.

會買這本書是因為這個譯者

我從上一本書(虛擬貨幣經濟學)開始接觸這個譯者。

翻譯者的功夫了得，文學造詣高超

閱讀本書有身歷其境的感受

這本書的內容很有趣也頗具參考價值

(如舒適區、反省點、假牙套等...)

唯翻譯翻的很難讓人一次就讀懂。

也就是說要多讀幾次、細細品味。

因此我只給3顆星。