微信营销外文翻译
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。
It is a subset of e-business and includes activities such as online advertising。
search engine n。
email marketing。
social media marketing。
and mobile marketing.The first step in ___ target audience。
This can be done through market research。
analyzing website traffic。
and studying social media trends。
Once the target audience is identified。
the next step is to create a marketing plan that includes goals。
objectives。
tactics。
and metrics.One of the advantages of e-marketing is ___。
it is ___ of content。
language。
and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。
By optimizing website content and structure。
businesses canimprove their search engine rankings and drive more traffic to their site。
Social media ___ e-marketing。
微信营销外文文献翻译
文献出处：J Avery. The Research of Wechat Marketing to Customers’ Behavior[J]. International journal of business and social science, 2016, 5(6).原文The Research of Wechat Marketing to Customers’ BehaviorJ AveryAbstractThe progress of science and technology promote the development of the society. With the continuous development of information technology, human beings ushered in a new era of mobile Internet era. With the advent of the era of mobile Internet, smart phones, tablets, become an indispensable tool in people's life. All kinds of intelligent software with the help of mobile phones, tablets and other terminal also become many People's Daily "partners".WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use, more and more companies spend a lot of money, manpower and material resources to participate in the WeChat marketing, to communicate with consumers, by WeChat influence consumer behavior.Keywords: WeChat marketing, consumer behavior, and buying decision1 IntroductionWith the coming of the age of the Internet, all kinds of application software with the help of mobile phones, tablet into people's lives. One of the software is using ten cent platform quickly has many users, it is WeChat.WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use of, this raises WeChat marketing craze. In early 2013, WeChat only 300 million breakthrough in 2 years the number of users, development speed greatly exceeded the microblog.At the end of 2014, tencent WeChat global number of registered users has exceeded 600 million, of which more than 440 million active users.WeChat become zero sheep in the mobile instant messaging, the downloads and the number of users in the world, formed the world ", where the Chinese have WeChat ".After its launch overseas version, due to its excellent function also received a lot ofusers in the west. The rapid development of WeChat pull into the miles of space that intervene between a man and at the same time, also widen the spread of information channel, to speed up the spread of information, in gradually changed people's ability to obtain information and communication.2 Literature review2.1 WeChat marketing theory2.1.1 WeChat and WeChat marketingWeChat (WeChat) on January 21, 2011, tencent company is launching a support S40, S60v3, S60v5, BlackBerry, Windows Phone, Android and iPhone instant messaging software, through the intelligent mobile terminal to provide customers with text and image sharing, photos, video sharing, Shared location, and support group chat and voice, and video intercom function, broadcast news (one-to-many), information communication, the Internet shopping, financial management, games and other services, and a location based social plugging "shake", "bottle" and Shared streaming media content of Feed, WeChat through mobile Phone network or the Internet transmission information, support for multiple languages, as well as a variety of mobile data network, free of charge.WeChat after launch, with the aid of tencent this big tree, grows quickly in the mobile phone users, are popular with the masses of users, the registration number has been soaring, break through 300 million in January 2013, at the end of 2014, 600 million. The number of users of its large number of excellent functions, for many enterprises to see the broad market, mobile platform by using this platform to promote their brands, products of the company. So what exactly is WeChat marketing?WeChat marketing is based on WeChat platform, through this platform to focus on the user promotion enterprise brand and product of a kind of modern marketing mode. This research institute WeChat marketing mainly refers to the enterprise through WeChat public number to its focus on the user push related to enterprise brand or product or other marketing information.WeChat provide enterprises with a variety of ways to do marketing, enterprises and public WeChat ID.In August 2014, tencent company to the public, is divided into two kinds: subscription and services.Service, compared to subscribe to, the more precise interaction, subscription, interaction can only be WeChat user manual input, voice sends a message to companies, and in addition to the subscription service, interaction, way beyond, also provides users with already defined messages to the user, convenient for users to send, users only need to click, enterprise has been defined for this good news to the definite answer.2.1.2 WeChat marketing role and development trendFirst of all, in the enterprise business promotion activities, compared to the previous wall advertising, distribution of brochures and other traditional mode of propaganda.WeChat marketing has unique advantages, it can real-time connection consumer groups in different regions. These huge consumer groups is propaganda enterprise huge number of potential customers.WeChat news high accessibility and timeliness marketing for WeChat provides a huge advantage, and the most idea is consistent with the information dissemination and consistent. Because WeChat user is active subscription enterprise business promotion activities and other related information, subscribers to this message are not usually present resistance, enterprise can also through WeChat push its related activities in timely and accurate information to business promotion activities is the most important potential customers and users. Second, a form of the embodiment of the competition in the market can be done in marketing management, now such a competitive market economy, WeChat marketing can bring more profits for enterprise and development prospects, is an important means of marketing management.WeChat marketing not only meet the demand of the development of the enterprise, also bring all kinds of cheap and good customer.Again, WeChat marketing can effectively combining WeChat appeal and word of mouth, by diversified means to show the advantages of a product concept, core values, and many other deep value. It can bring the audience a psychological shock and friendly interactive, take great advantage of the marketing and publicity, drive the consumers in the traditional model for brand value to the mobile Internet to accept the change of brand value.WeChat marketing effectively the brand image and word of mouth publicity products together.In the near future, the number of Internet users use mobile Internet will greatly exceed the number of Internet users to use traditional Internet.And WeChat is one of the important strategies in the mobile Internet company tencent layout, tencent company will use the WeChat this a tool to create a new chain, integration of social, entertainment, shopping, and its own resources, such as communication, taking a taxi is solid form of barriers, for their own future to lay a better foundation for the long-term development. As China's network and communications business, WeChat even run at independence from basic network services, to provide users with calls and text messages and other communication services. Their own future, WeChat may have to pay function or with goods ten pay binding, in the field of Chinese pay and pay treasure to compete, a share in the field of mobile payment. Because WeChat can call mobile phone positioning function, the future can be associated with merchants from all walks of life, to provide users with nearby shops offer information, and provide one-stop service for the user.Currently WeChat function as well as other properties are not completed, the future development of space is limited.2.2 Consumer behavior researchAjzen and Fishbein (1980) argue that behavioral intention refers to the customer to a certain behavior of the will of the positive degree, it tends to have spontaneously, without shadow interference with other external factors, the positive intention will enable customers to some kind of behavior.Generally engage in this behavior the stronger the will, the more likely to go for this behavior.Ajzen (1991) points out that the behavior intention than factors such as attitudes, feelings and beliefs that can more accurately describe the behavior, thus determine the consumer is in the future a certain period of time no will to take some actions, the best way is to know whether the intention for the behavior.Fishbein Martin (1992) pointed out that the study of consumer behavior has for many years, for the traditional research methods in general consumer purchase decision process first, and then according to each part of the process of research Gui analysis, determine its influencing factors. This traditional method is a very bigdifficulty lies in the consumer behavior is hard to follow, even if can track, cost is high, it's not good for scholars, after continuous exploration, many scholars have researched, not directly but through indirect research act intending to study consumer behavior, because light behavior intention is the behavior of consumers, it often can accurately predict consumer behavior.3 analysis model and research hypothesisWeChat for the new marketing mode - WeChat provides a good platform, many companies want to seize this opportunity in trying hard, trying to use this platform to develop the enterprise itself. What WeChat most welcome, but consumers which WeChat marketing methods most easily accepted by consumers, marketing in different ways, specific how should operate, which WeChat marketing methods provide the possibility for its own development, the problem for WeChat marketing companies are universal, then this one problem to be solved.To conduct a comprehensive analysis, the function of the WeChat summary WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer behavior model, the specific model is shown in figure 3.1.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprises WeChat marketing and put forward the corresponding Suggestions.3.1 WeChat marketing factorsOn consumer purchase decisions are involved in many disciplines, and different subjects scholars Angle and thinking is not the same, give the explanation is exactly the same. Even so, but can draw universal conclusion: enterprise products or services to consumers or indirectly stimulate, and consumers through thinking, formed in the brain buying motives. Is consumer completed inside thinking process, this process now science cannot fully explain, relative to the outside world is visible, he is a "black box" process. Consumer’s ultimate behavior reflect consumer decision-making, reflected the consumers' attitudes, to release his preference information, and so on.Enterprise through WeChat marketing, on the basis of influence consumerattitudes of product, expects the consumer purchase behavior. Enterprises should be how to carry out marketing activities more effectively use WeChat? And what factors influence on the consumer purchase behavior of the dominant? To know consumer's attitude toward WeChat marketing, explore WeChat marketing factors affecting consumer purchase behavior, in this paper using the depth interview method, the open-ended questions, the refining effect factors provide the basis for designing questionnaire.3.2 Build the modelTo conduct a comprehensive analysis, the function of the WeChat summarizing domestic WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer purchase decision model, the specific model is shown in figure 3.2.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprise microblogging marketing and put forward the corresponding Suggestions.In this model emphasize WeChat marketing, brand image, the relations between and among purchase behavior. Including WeChat WeChat marketing mainly covers enterprise management maturity, enterprise WeChat content on marketing, discounts and promotions marketing and corporate WeChat and user interaction between marketing, etc.;Brand image is mainly the company image, brand performance and brand personality these three aspects.译文微信营销对消费者行为的影响研究J Avery摘要科技的进步推动社会的发展。
网络营销外文资料及中文译文
外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. [Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labormarket, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not thecharacteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willingto sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing.Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in thecompany's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.中文译文网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
体验营销外文文献翻译2019年译文3000多字
体验营销外文文献翻译2019年译文3000多字XXX quality。
This shift is due to the XXX performance。
including customer n。
n。
XXX experiment。
taking into account both the XXX.2 XXXXXXXXX of the customer's experience。
including sensory。
nal。
cognitive。
XXX on the customer and to build long-term XXX.3 XXXXXX it creates a unique and memorable experience for the customer。
which can lead to increased customer n。
loyalty。
XXX differentiate the brand from its competitors and can lead to increased brand awareness and positive word-of-XXX。
XXX a strong nal n een the customer and the brand.4 XXXXXX marketing。
including events。
sponsorships。
product ns。
and XXX and can include trade shows。
festivals。
XXX totry out products and experience them firsthand。
XXX.5 CONCLUSIONXXX of the customer's experience。
companies can create nal ns with their XXX。
With the right methods and strategies。
Modern Communication Tools——WeChat 微信
powerful [ˌpauəful] 强大,有力,强有力
WeChat is a mobile text and voice messaging application developed by Chinese Internet service portal Tencent.
微信是一个由中国互联网门户网站腾讯服务开 发的移动文本和语音消息应用程序。
WeChat is quickly becoming the most popular social media in China.
微信正迅速成为中国最受欢迎的社交媒体。
Chinese Internet service portal 中国互联网门户网站
Group chat
群聊
Check who is using WeChat nearby (LBS : Location Based Service)
检查附近谁使用微信（LBS：基于位置的服务）
Use some functions in QQ (blog、 QQ email ……)
使用在QQ的一些功能（博客、QQ邮件......） expressions [ɪk'spreʃənz] facial ['feɪʃl] 表情( expression的名词复数 ) 面部的，表面的
What functions do Wechat has?
微信有什么功能？
Send messages with voice, videos, pictures, facial expressions and words.
发送语音，视频，图片信息，面部表情和言语。
Video chat
微信营销外文翻译文献
文献信息：文献标题：Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?（中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？）国外作者：Diana B.Kontsevaia，Paul D.Berger文献出处：《International Journal of Marketing Studies》,2016,8(4):37-43字数统计：英文3025单词，15549字符；中文5192汉字外文文献：Mobile Marketing in China: Can WeChat Turn Their NewAdvertising Strategy into a Sustainable Advantage?Abstract WeChat is China’s equivalent of WhatsApp, Facebook, and Paypal all combined into one app. In this paper, we examine mobile marketing in China, and specifically focus on WeChat’s strategy in opening up its platform to advertising. There is profit potential and also risk potential for WeChat in adopting this strategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that were handled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer.Keywords: WeChat, mobile marketing, social media, marketing in China1.IntroductionMobile marketing is the latest acclaimed marketing strategy. At a time when other marketing channels are said to be losing effectiveness, “mobile” has become the best way to reach consumers. Executives from North America are flocking to mobile as the biggest new solution. “Your mobile device quickly has become the easiestportal into your digital self,” proclaims Phil Nickinson from Android Central. And Google’s Eric Schmidt believes that “Mobile is the future, and there’s no such thing as communication overload.” In sum, the marketing world currently loves mobile marketing!Before getting carried away by wonderful quotes about mobile and its place in everyone’s future, however, one might reflect on the following phrase from Matt Haig, author of Mobile Marketing: The Message Revolution: “End users, not technologies, shape the market. Consequently, marketers need to stay abreast not only of technological developments, but also, of the way people respond to them” (Haig, 2002). In other words, while talking about mobile marketing, it is vital not to forget the users and the place they occupy in the mobile marketing world. In some ways, this mirrors the very long-standing concept usually applied to new products, but also to new services: the distinction between tech-push and demand-pull, and the recognition of both.2.Wechat: The App That “Stole” Mobile in ChinaWeChat emerged in 2011, and started out as a purely text-messaging platform created by Tencent Holdings. By 2015, the platform boasted some 600 million daily-active users (Bao, 2015). Its tremendous growth over the last five years disrupted the telecommunications business, by replacing the need to send SMS, and even replaced the need for phone numbers, as people share their WeChat IDs, rather than phone numbers or e-mail addresses. Moreover, since its launch, WeChat has developed an array of applications within its own app. For example, it added a payments system connected to , one of China’s biggest online stores, ensuring that people increasingly shop on WeChat’s own platform. This, in turn, hurt China’s e-commerce giant, Alibaba, dominant on the e-commerce scene until then (Rein, 2015).WeChat users can join the network by either giving their WeChat ID, by scanning a personalized QR code, or simply by shaking the phone and letting the device read the other people who have WeChat and are in the area. The massive number of usersWeChat has attracted has not gone unnoticed by China’s commercial sector. There are QR codes everywhere: on tables, TVs, and billboards, so people can scan them and subscribe to their favorite (or at least moderately interesting) brands in an instant. Businesses have been known to successfully connect with their constituents using the platform by making their own profiles.3.Differentiation and RevenueAccording to Juniper Research, it will be a struggle for mobile messaging companies to sustain revenue, despite growing traffic (Juniper Research, 2015). Many predictions have been made that argue that just because traffic is going to increase, so will the revenue (e.g., Su-fang et al., 2016). Juniper shows, however, that this is not necessarily the case. According to their research, the revenue generated from each message sent over apps similar to those of WeChat will be less than 1% of what will be generated from SMS and MMS (Juniper Research, 2015). They predict that, despite the doubling of mobile traffic, free-messaging platforms will struggle to turn that traffic into revenue, even for advertising-enabled platforms. In light of possible stagnation of revenue from mobile messaging platforms, will a mobile marketing strategy hurt WeChat’s revenue by weakening its focus on users? First, let’s examine other companies which have been successful with native advertising, and their future strategies.3.1.Facebook: Why Mobile Needs to DifferentiateFacebook started out as a single social website based in the United States and has since expanded its universe to include a variety of apps such as WhatsApp, a text communications app, Instagram, a photo sharing app, and Messenger, Facebook’s own text messaging app. Facebook’s biggest challenge in an immensely competitive space is to ensure that their users stay engaged with their universe. Acquisition of apps such as WhatsApp and Instagram was a way to ensure that Facebook gets access to a variety of user data, even when users are not directly connected to Facebook (Johnson, 2016).Of course, Facebook needs a lot of data to sustain their main source of revenue:native advertising. Facebook began using native advertising in 2011. While it did not exactly invent the practice, Facebook is the one that perfected it, by giving businesses access to an unprecedented product—a social-media platform that revolutionized communication, and thus, became ingrained and entrenched in the world’s mind.Facebook ads work on a pay-per-click or pay-per-impression basis, and vary in price, depending on the type of audience being targeted. Many businesses jumped on the opportunity to not only connect with customers using their social profiles or “pages,” but also to directly impress upon a tailored audience. Indeed, Facebook remains one of the platforms with the most detailed targeting options available.Despite Facebook’s using their community as their main product, they have been very successful in remaining the number one social-media platform and have steadily begun their migration to mobile. In 2014, Facebook’s Messenger was the number one messenger accessed per month in the USA, followed by Google+, then SnapChat, and fourth being Facebook-owned Instagram (Kokalitcheva, 2015). However, there are more changes coming. In the fast world of mobile advertising, it is no longer effective to rely on users simply logging in onto a network. People have to be engaged; otherwise there is no utility for them in using an application. That is why, in recent years, Facebook has put a lot of focus on developing its messaging platform into an all-around communications platform. Its latest challenge is to integrate services and eventually, payments, to ensure that users can derive continued benefit (Gottfried, 2013).While diversification of its product may seem natural, it also comes at a time when Facebook posted drops in advertising revenues (Johnson, 2016). The revenue drop suggests that monetizing ads might no longer be enough to sustain growth in the long run, and that other business models might be necessary. The drop in revenues and differentiations supports Juniper Research’s findings that user growth does not always equal revenue growth, despite the disbelief it has received in the literature.3.2.Revenue from New MarketsEven if Juniper Research is wrong and the text messaging business will continue to grow at the current pace, turning traffic into revenue, it is not apparent how WeChatcould replicate the same success as Facebook. Recently, Facebook’s ad revenue came mainly from foreign countries, rather than from inside its “home” country, the United States (Gottfried, 2013). That is primarily because people in the U.S. have likely become desensitized to social ads, if not leaving the platform altogether.If WeChat’s user base becomes similarly desensitized, expansion into foreign markets will prove very difficult, because 93% of its operations is concentrated in the Chinese Mainland. They have a small presence in the U.S., Hong Kong, Europe and other locations, but as noted, these markets account for only about 7% of their influence (Marketline, 2013). While WeChat can spend resources at dominating other local markets, it is unlikely that they will be able to replace the competition already within those countries. In fact, WeChat owes its beginning success to its own innovation in its local market. For example, by adding a voice note it became a very useful tool, taking into account how the Chinese language is structured (Rein, 2015). Its entry into foreign markets would have to replicate the same vigor and localization they showed in their home market, which could be difficult and expensive, and may even require help from a local partner.4.Customer Perception and Personalization4.1.Chinese Consumers and Mobile MarketingThe Chinese consumer perception of mobile marketing has changed over time. While blanket marketing no longer works, personalized, timely ads, can still be effective. Utility is the key. Research conducted in Taiwan in 2006 suggested that users very much disliked the idea of mobile advertising; the majority perceived mobile ads as “annoying, excessive and offensive”(Su-fang et al., 2016). In fact, when people received mobile advertisements, most put it aside to read later. Mobile was not an effective communications channel. Since then, however, both practices and perceptions of mobile marketing have changed significantly, and mobile marketing has become much more targeted, localized and optimized.When mobile ads are optimized, consumers tend to tolerate them much better.What does “optimized”entail? It could mean security, localization for the market, delivering ease of use, or serving a specific purpose, such as communication or payment, or any combination of these. Adaptation to a certain market plays a limited role, in that there are specific features that Chinese consumers will appreciate, such as the ability to easily compare products and prices when shopping. Yet, that’s not the most influential characteristic when it comes to Chinese consumers’desire to spend time and money on mobile. In fact, what had the most positive effect on mobile purchase behavior is perceived usefulness (Gong et al., 2013). Therefore, the more uniquely useful the app, the more people will continue to use it. Services, again, play the central role in customer satisfaction. How is WeChat going to grow its revenue through ads, without compromising the current utility it has made for itself?4.2.Dangers of Over-AdvertisingWeChat knows that there is a potential risk of losing some of its user base. Thus, it began implementing mobile ads very cautiously. Asians, on average, are less receptive to ads imbedded in mobile, as compared to Europeans and Americans (Olson, 2015). So, WeChat restricted access to its users. Indeed, at first, only vendors who talked directly to the platform could launch a campaign.There is a reason WeChat was aware that it needed to be cautious when implementing ads. It learned from Weibo’s experience only a few years before, when Weibo did the same thing with mobile marketing. Weibo is China’s Twitter-like microblogging platform that saw a rapid decline in its user base after it overwhelmed its users with a nonstop myriad of ads (Olson, 2015). Weibo ended up losing a lot of market share (to WeChat) because users were dissatisfied. Using Weibo's service simply became less useful to (former) users, because of the effort of getting past the ads. Restricting access to its audience was one of the best things that WeChat could do in order to get access to potential revenue from ads, and yet keep its users’faith. As the program grows, however, the protection of users is likely to become de-emphasized, and more and more ads will appear in user feeds.4.3.Data ProtectionData security could become a problem in the future. With the increased need forinformation about target audiences, many social-media platforms are now turning to mining images that are found on people’s profiles as a source of information (Macmillan, 2016). Given WeChat’s fairly basic targeting-scheme, it seems unlikely that they will employ this technology soon; but, if they are to compete with the likes of Facebook, it is only a matter of time until they also have to adopt similar technologies to provide the most transparent view of their audience. All this does is to guarantee that the users are no longer at the center of the product; rather, the users become the product.WeChat has been excellent thus far in guessing its user needs, and has seen great growth because of that. By entering into the world of mobile marketing, it may have endangered its position simply by switching their main user-base from the people using the app, to the companies who will pay for their ads.4.4.Me-MarketingAlongside short-term revenue, WeChat’s entry into mobile advertising is meant to push the envelope and immediately begin with personalized marketing. WeChat already showed that its advertising is going to be completely different, by raising demand for its “premium”users. Yet, it’s unclear how this model will evolve in the future. Will WeChat lower its prices and become China’s equivalent of Facebook advertising? If so, why not start out with low prices from the beginning, as Facebook did? The strategy is especially unclear, because the first ever campaign it conducted raised a few eyebrows and bruised some egos.The first campaign was signed with BMW. BMW wanted to target only affluent, educated people in the so-called first and second tier cities (Beijing, Shanghai and other large cities). People who did not fit the targeting criteria saw ads for soda and smartphones instead. People who did fit the category saw BMW ads pop up on their Moments page. The highly-anticipated opening to WeChat’s own platform was noticed by many, and many also noticed the blatant targeting. While the BMW’s brand soared immediately after the campaign, it soon received a backlash, as people who did not see BMW’s ad appear in their newsfeeds began referring to themselves as diao, a polite term for loser (Loras, 2015). WeChat came away happy with theadditional press the campaign received; yet, it managed to alienate some of its community in return for securing a bold entry into the world of mobile marketing. Alienation, obviously, is not useful to engendering success.5.In Summary—Focus On UtilityWeChat grew into a huge, successful application, as a result of a combination of fortunate events and Chinese socio-cultural needs and characteristics. It began its successful rein as an innovator for the Chinese market, creating new app features specifically useful for the Chinese speaking population. Moreover, as noted earlier, little separation between private and professional life in China aided WeChat’s journey to becoming the one app that dominates the Chinese ecommerce, social media and telecom space. Tencent, WeChat’s parent company, also had an easier time than similar global companies such as Facebook, in terms of data-privacy issues, as it strongly cooperates with the Chinese government. It also indirectly benefits from the fact that it is difficult to carry a civil case through the Chinese court system.From the beginning, Tencent’s WeChat put the customer at the center of its platform; thanks to that, it reaped huge benefits. Interestingly, this is not a “rocket science”idea. For many years, the biggest change in the field of marketing, accompanied by the use of the internet, has been the movement from a transaction-based approach to a customer-centric approach. WeChat's approach can be thought of as yet another extension of this very prevalent principle.WeChat first dominated Chinese communications, then payments, and now it is moving into becoming a full-fledged mobile social-platform, including mobile advertisements. Its success with this will depend on two vital factors. The first is that mobile ad revenue may actually decrease in the long run, despite increasing traffic. The evidence of this potential decline is exemplified by Facebook’s attempt to differentiate their offering the way WeChat already has, by incorporating payments and other services within its own application.The second vital factor is to remain relevant to its users. WeChat’s platform cannot work if all its users decide to leave. Are people actually going to be receptiveto seeing ads among their Moments? Historically, Chinese users have not been too friendly to over-advertising, as the case of WeiBo’s decline suggests. Plus, WeChat may have already started off on the wrong foot with its first campaign featuring BMW that targeted only WeChat’s affluent users. Furthermore, there may be growing privacy issues that the Chinese government and society have yet to tackle—for example, issues such as image mining. At what point will brands actually be infringing on user privacy?The good news for WeChat is the fact that Chinese consumers seem to care mostly about the usefulness of their apps. Security and ease-of-use concerns do not influence their online behavior positively or negatively. The users who are already online understand the implications of engaging with online platforms, and giving up some private data does not discourage them from engaging and shopping online. As a result, WeChat must focus specifically on remaining useful to its user base—exactly how it was when it started out.Mobile advertising is a potentially huge source of revenue, especially in the short term. To be sustainable in the long-run, however, WeChat must remember that mobile interaction is not just about the technology and the revenue. Rather, it’s also about the user and the utility the users are able to derive. Users are the ones who shape the market, by choosing to log-on to a given social or mobile platform. Since it is their choice, mobile platforms must keep in mind that their users’needs and their experience on the platform is what matters most, or else they risk that their users may log-off forever.中文译文：中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？摘要微信在中国，相当于是WhatsApp、Facebook和Paypal这些组合而成的一个应用程序。
微信营销-中英文
The creation and promotion of ‘Micro-Chatting’ based on the media technologies1 IntroductionMicro-Chatting is an APP which serves for chatting and it supports to send voice messages, video, pictures and text (including facial expressions). Micro-Chatting makes users keep communications with friends at all times and places. Besides, the function of sending voice and video enhances the interactivity of chat. In addition, users may get to know the people nearby through Micro-Chatting so as to expand the social network. Micro-Chatting is an APP of location based service. The purpose of this report is to construct two digital media platforms to create and promote Micro-Chatting and make a comparative analysis of the two digital media platforms so as to make plans for Micro-Chatting’s design and promotion. This report mainly consists of six parts. Firstly, it comes to the introduction, which introduces the background and the aims of report. Secondly, it is the basic information of product. Thirdly, it is the pre-production of digital promotion for Micro-Chatting. Fourthly, it comes to the plan for the creation of the branding.Fifthly, it is the comparative analysis of the two digital media platforms. Finally, it comes to the conclusions.2 The basic information of product2.1 A narrative describing of Micro-Chatting微聊一个为智能终端提供即时通讯服务的免费应用程序，微聊支持跨通信运营商、跨操作系统平台通过网络快速发送免费（需消耗少量网络流量）语音短信、视频、图片和文字。
微信营销外文翻译
正确地点和时间下新媒体伴随的社会营销Jay M. Bernhardt 佛罗里达大学健康教育与行为系，佛罗里达州Gainesville Darren Mays乔治敦大学医学中心肿瘤科，哥伦比亚特区华盛顿Amanda K. Hall佛罗里达大学健康教育与行为系，佛罗里达州Gainesville摘要：目的：本文的目的是寻求讨论新媒体革命以何种方式将“渠道”更贴近消费者从而提高社会营销。
研究思路：这篇论文描述当前有关的社交媒体和移动通信技术的新媒体发展趋势，并通过运用商业营销，社会变革和公众健康实例分析讨论其对社会营销产生的影响。
成果：快速增长的在线社交网络和世界大部分地区无处不在的手机为社会营销人员提供了巨大的潜力，以全新方式吸引消费者。
这些新的通信平台的性质不同于传统媒体是可以使他们更有效地为市场营销服务，最明显的是更深层次消费者参与、多方位信息交流、和基于位置跟踪和消息传递的重要方式。
现实作用：本文所描述的趋势正在快速，从根本上改变商业营销人员、品牌经理和客户关系经理如何与当前的和潜在的消费者相处。
社会营销活动应该从中学习，并利用这些新媒体更深入地联系大量的消费者，上述从业人员比以往任何时候都更接近“正确的地点和正确的时间”。
独创性/价值：本文探讨已经介绍了在爱尔兰都柏林的全球非营利和社会营销大会于2011年4月的一个话题。
讨论应鼓励社会营销重新考虑“渠道”的作用，并探讨新媒体如何令地方更贴近消费者。
关键词：社会营销，新媒体，社交媒体，移动电话，4P理论，移动通信系统市场营销组合（或4P理论）是旨在鼓励行为改变的社会营销计划规划和实施的中心结构(Grier and Bryant,2005)。
尽管价格、产品和促销策略通常是社会营销活动的主要元素,达到期望的目标受众的地方卫生决策往往是一个挑战(GrierandKumanyika,2010)。
地方经常困惑在营销组合那些寻求社会营销作为一个框架申请健康行为改变。
玩微信学英语
1.Wechat 微信
WeChat (a mobile phone text and voice messaging communication service developed by Tencent in China)
Байду номын сангаас Wechat shop
Now there are some people open a shop in Wechat. They use Wallet trading with buyers. So Wechat is not just to chat now.
2. WeChatacholic 微信控
Workacholic Shopaholic wechatacholic
3.Red envelope微信红包
"Red envelope" fever has swept the country since Jan 26 when WeChat, China's popular mobile chat app, rolled out a program allowing users to send cash through electronic payments. 自从1月26日中国热门手机聊天应用微信 推出让用户通过电子支付发红包的活动以 来，“抢红包热”席卷了全国。
微信是腾讯公司于2011年1月21日推出的 一款通过网络快速发送语音短信、视频、 图片和文字，支持多人群聊的手机聊天软 件。
推荐-网络营销外文文献翻译 精品
南京航空航天大学金城学院（）外文文献翻译系部管理系专业市场营销学生姓名唐敏学号2109064116 指导教师袁昊职称助教20XX年 2 月network marketingAbstract:Today, mankind has entered the era of rapid economic development of e-merce-based network. A full range of rapid development and wide application of puter network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will bee the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing. Keywords: network marketing sales model of network management marketing planning SME.work Marketing TheoryNetwork marketing is based on the technology infrastructure of puter network technology, as represented by information technology. puter networks of modern munications technology and puter technology to the product of bining it in different geographic regions and specialized puter equipment for external interconnection lines of munication into a large, powerful networks, thus enabling a large number of puters can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the puter network there are three types: the Internet, Extranet and Intranet.the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.2.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-merce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.4.Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual munity.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods.5.The network marketing existence question of enterprises5.1. The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessed network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal petition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but sitefunction and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist hidden troubleNetwork marketing an entire transaction is pleted, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the puter.5.3. The network infrastructure inpletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise network marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method bined with Internet marketing tools, and improve overall enterprisenetwork marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very plete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and the establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders mercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see plete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small and medium-sized enterprises shall be the means and the traditional marketing strategy of bined, in order to obtain the best marketing effect and improve their petitive ability and make the enterprise can better than the petition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of bining according to pany's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and petitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of theenterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will bee the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 20XX网络营销作者：翻译:唐敏摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。
微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat Marketing ReviewJohn Scouriaspresent situationWeChat micro-blog marketing be just unfolding, and quicklybecame the brand manufacturers in addition to the official micro-blog another Internet marketing hot. Since August 18, 2012WeChat public platform officially launched, the media, brands and celebrities use more methods to their fans push all kinds of information, more and more WeChat marketing effectcan not be ignored. WeChat marketing, and gradually spread to the domestic industry salesfield, and plays an important role to change the existing marketing mode. This paper is a summary of the relevant WeChat marketing research summary of predecessors, throughanalysis, summary of the scholars of the WeChat marketing research. The advantages and disadvantages of WeChat marketing mode, and WeChat marketing prospects, existing problems and countermeasures are summarized, and put forward the direction of theirthinking.Theme1.WeChat born marketing modelIn recent years, although the domestic enterprises in the electronic marketing aspects withgreatly improved but it is still will be influenced and restricted by social environment. When the enterprise risk in the marketing process, then because of the risk and the cost will rise, while the sales of the product will be affected, thisis very dangerous for enterprises. How to get agreater return on sales by small investment, has become a key issue in the enterprise need to consider, there WeChat is become a ready-made panacea to solve the enterprise marketing mode. The main way WeChat platform for public communication is a two-dimensional code,the emergence of a two-dimensional code is a creative transformation of many enterprises for domestic and international, it is the marketing and media industry has brought new impetus to the development of. In today's increasingly competitive market, WeChat these two-dimensional code, low cost, quick network marketing mode was used by many enterprises.From the opening of WeChat business point of view, they will put the dealer to WeChat camp,the enterprise can make some backbone staff participation, establishing a business WeChatarmy. From the information released, mainly in brand information, industry information,business activities, the official website, promotional activities, in fact, are for business promotion, brand building, information push to build a good platform.2. on the WeChat marketing model to explore(1)on the WeChat marketing mode is known as the following four modes:(2)LBS+see nearby "function,mining potential customers,opening up new channels of enterprise sales;(3)O2O+ "two-dimensional code scanning" function, boost brand virality, key entrancethrough online and offline businesses;(4)WeChat public platform+"circle of friends"new features,to create anew social relationships chain,to create a new mode of enterprise reputation; (5)WeChat interactive push, push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.Zhang Li (2013) used in the analysis of enterprise marketing WeChat when, think to the enterprise, WeChat marketing or marketing mode must be used to distinguish, for differententerprises of different products and services, to adopt different marketing methods, such asO2O+, two-dimensional code scanning mode is suitable for dining, entertainment and otherproducts or services and users closely related enterprises; she also pointed out that WeChatmarketing cost is low, the advantages of potential customers.parison of definition of WeChat marketing and traditional modeWeChat marketing is the era of network economy on the innovation of marketing mode, and is accompanied by a kind of network marketing way of WeChat, WeChat has no distance limit,the user registration WeChat, and around the same registration "friends" to form aconnection, users subscribe to their required information businesses, by providing the needed information, the way of marketing to promote their products.Han Mei (2013) said WeChat is defined as a new media, the new network marketing channels,and to WeChat as an example, through the contrast WeChat platform for traditional network platform characteristics and advantages compared, analyzed the enterprise three characteristics by WeChat platform to carry outmarketing activities that word of mouth communication, content positioning precision marketing, the geographical position of marketing. To accept a high degree of accuracy and content is the use of the two characteristics of network marketing WeChat platform, and the two is the lack of the traditionalmass media marketing mode..I think,WeChat marketing to solve the major problems in marketing-- Discussion on precision marketing,WeChat marketing based on the mobile Internet is the first attempt to pioneer the precision marketing.WeChat public platform authentication account background according to the various conditions on the classification of the user,user specific information can be sent to a certification account classification.The dissemination of information WeChat public accountis the first by the user to choose,the user of the information rejection is small,and themessage type is rich,support mixed map and text or video,audio,flexible and diverse forms.As a mobile social networking application,the possibility of WeChat also provides greater public accounts and individual users to interact.Marketing: in WeChat public platform, everyone can use a QQ number, create an ownWeChat public number, and in the WeChat platform to achieve text, pictures, voice andspecific groups of the full range of communication, interaction. The recent wave of Cadillachad "found heart Highway No. 66" activities, WeChat public account every day will send a group of the most beautiful travel image to the user, in order to resonate. Other content, basic to the main models of beauties, suchas overseas spy photos show. Cadillac also use theaccount to publish real-time content, such as before the Shanghai released orange rainstormwarning, made a safe travel alert.This kind of marketing mode in Shandong auto show in Ji'nan has also been used, there is thepublic platform Cadillac exhibitors booth, visitors can scan two-dimensional code concern the public platform, to understand the dynamic Cadillac automobile 4S shop.Starbucks"woke up"mode:interactive push WeChatMarketing:to push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.When users add as friend,"Starbucks"expresses feelings with WeChat expression,Starbucks will be based on the user sends amood,with"wake up"the album's music in response to user.This kind of marketing is in line with the characteristics of consumer groups,and the shape of the Starbucks image better.4. on the WeChat marketing potential problem analysisTan Kai (2012) in WeChat marketing and puts forward some technical problems can not beavoided. LBS, two-dimensional code scanning, circle of friends, speech function and a series of multimedia features, companies can provide users with more extensive services, to develop more specific marketing strategy. However, from another and see, due to excessiveenthusiasm of enterprises, WeChat marketing will bring a lot of trouble to the user. WeChatmarketing the "license",only the user license, the enterprise can force a dialogue with theuser, although this part of the user can be defined as a loyal user of enterprise, but they can always close interaction with the enterprise. So how to maintain the relationship between theuser and will become the key WeChat marketing promotion.Feng Haichao (2013) also believe that, WeChat as a new means of marketing and marketing platform, WeChat is strong enough, the value of it is self-evident, but can actually achievewhat quantity but if the new super star as a marketing platform, there are still some problemscan not be ignored, nor can WeChat expectations too much. He pointed out a problem the most direct WeChat marketing, public platform and WeChat user demand does not match theproblem. He also believes that the core issue in the WeChat marketing team must consider is,do the user relationship or information, it is worth considering.Wu En,Mao Xiuli(2013)compared with the WeChat micro-blog marketing ability,analysis showed that the number WeChat than micro-blog in client type less,WeChat marketing abilityis limited,WeChat to want to go to the transformation,expanding client types,expand the deFei Qun,the development of more kinds of information,better meet consumer demand.SummaryFrom the analysis of literature, the WeChat micro-blog marketing, research has been more perfect, scholars from the current use of WeChat, and according to the WeChat propagation mode, enterprise applications, WeChat existing marketingproblems and other aspects were investigated in detail. But through our research on these documents, found in the enterprises in the use of WeChat marketing, also need according to its role and effectiveness for further.analysis, how to measure marketing effectiveness, only to see how many fans are not convinced.On the other hand, WeChat marketing is not only a marketing tool, It can be transformed into customer relationship maintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。
微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献现状：微信营销是一种新兴的营销方式，迅速成为品牌制造商除官方微博外的另一种互联网营销热点。
自2012年8月18日微信公众平台正式推出以来，媒体、品牌和名人使用更多的方法向粉丝推送各种信息，越来越多的微信营销效果不可忽视。
微信营销逐渐传播到国内行业销售领域，并在改变现有营销模式方面发挥着重要作用。
本文是对前人相关微信营销研究的总结，通过分析、总结学者们的微信营销研究，概括了微信营销模式的优缺点、微信营销前景、存在的问题和对策，并提出了思路方向。
主题1.微信营销模式的诞生In recent years。
XXX。
they are still XXX face risks in the marketing process。
the associated costs increaseXXX。
XXX greater returns on sales with small XXX mode。
The main way XXX is through a nal code。
The emergence of this code has beena XXX enterprises。
both domestic and nal。
and has XXX to thedevelopment of the marketing and media XXX's increasingly competitive market。
many enterprises are using WeChat's nal code。
which offers a low-cost。
quick ork marketing mode.From a WeChat business perspective。
dealers XXX into the platform to XXX n。
industry n。
business activities。
微信公众号信息服务平台研究中英文外文文献翻译2017
本科毕业设计（论文）中英文对照翻译(此文档为word格式,下载后您可任意修改编辑!)文献出处：Burton J. The Research of WeChat Public Account Information Service Platform[J]. Library Hi Tech News, 2017, 1(4): 5-15. 原文The Research of WeChat Public Account Information ServicePlatform Burton JAbstractWith the further development of mobile and Internet, people gradually to instant messaging communication from the Internet to mobile instant messaging applications, and start at any time, any place way of communication, different from SMS and MMS, mobile instantmessaging applications in mobile network to realize cross-platform and terminal set voice, text, image, low cost high efficiency service. On August 17, 2012, WeChat launched a public platform, brought a new opportunity for individuals and businesses. Through this platform, individuals and enterprises can build their own WeChat public accounts, and implement and characteristic groups of words, pictures, voice of omni-directional communication and interaction.WeChat public platform, which immediately by business, media, public institutions, star personal and individual users popular, and makes the WeChat public platform after sina weibo has become a has the important status of the new media operation platform.Keywords: WeChat, public information service platform, interactive mode, design1 IntroductionMobile Internet mobile networks and the Internet through mobile terminal equipment, is the product of the traditional Internet and mobile communication each other fusion. Mobile Internet becomes an extension of the traditional Internet in space, help mankind to get rid of the geographical restrictions, make people can be in any place with a mobile network can access to information. The vigorous development of the mobile Internet, instant messaging applications from PC to mobiledevices. Represented by WeChat the rise of a new type of mobile instant messaging applications, more and more individuals and enterprises use WeChat public platform to build their own brands and on creating value and wealth. WeChat public platform provides public information interaction between user and fan function, but the function is limited, make public, users can't more good represent your brand, and use the developer mode will spend too much cost. WeChat become important user entry mobile Internet era. V ast amounts of user to contain the huge marketing and promotion value.WeChat based on communication and social the two core functions of illicit close sex, continuous mining user requirements and to establish their own industrial chain, developed to a social marketing, communication, media, tools, and five WeChat implementation in this paper the public information service platform is mainly composed of data communication subsystem, message processing module library, micro stand visual editing subsystem and the analysis of the fan behavior data collection subsystem of four parts, routing rules for these modules together.2 WeChat public interaction analysis2.1 WeChat product libraryWeChat product library itself is equal to the product information database, brings together the information of all products, offline online isbased on all marketing activities center. A WeChat contains all the product information from the public accounts, at any time can be one-on-one to give accurate product information to customers.WeChat product library is dependent on certain WeChat public platform and on the basis of the fans, with preferential activities and the activities of the propagation mode to existing customers and potential customers in the form of activity gathered in WeChat public platform, and according to different customer we regularly organize various activities to stick and old customers to activate the new users, and these activities tend to be Shared and disseminated. In obtaining a product/service information in the process, mainly divided into passive access and take the initiative to get two stages, the two stages of offline and online combined, combines the portability of a smart phone, the first phase is mainly a one-to-many model, by pushing or recommending, interesting, and is actively seeking to obtain phase, contains two more for more information. In the previous stage, mainly on the public party customer one-to-many information push; Then after the interest, the user in the process of actively seeking, there are a large number of send a request to product library offline or active scan qr code, access to product information; Finally, after the user move, to a certain product or service information for precise positioning. 2.2 WeChat customer service systemAt present, a lot of intelligent customer service application in serviceindustry sectors such as Banks, airlines, and intelligent customer service play and the role of more and more. For example, China southern airlines WeChat customer service can check-in formalities, choose a seat, query flight information, query the destination city of the weather, and provide professional service for pearl member. China merchants WeChat customer service to application, query the bill of my credit card, personal information changes, and many other business, also can receive the bank credit card information for all transactions and the next day bill change notification. If the user has some special problems want to consulting, can send messages directly to ask questions, meet the needs of the cardholder personalized services.2.3 WeChat collaborative systemCollaborative system mainly has a master party, many people live interactive scenario, applications across multiple platforms. In big class teaching in the classroom the teacher radiation scope is limited, use social way, WeChat and teachers can realize the large screen, control the sharing of knowledge. Teacher through mobile terminal link to collaborative systems, a discussion topics, such as a questions, the teacher will guide students to WeChat is discussed. All students will be thinking of a problem in the form of WeChat sent to the system, the teacher according to the reply for review. When class need to play the slides or audio, teachers need to play the data can be sent to the system, and through themobile terminal to control playback file, such as audio fast-forward and replay, etc.The students can ask questions to the teacher, the teacher to students to resolve the problem. The whole on the big screen, the presence of all the students can see clearly. 3 The system functional requirements of WeChat public information service platforms3.1 Data communication subsystemData communication subsystem is developed in this paper, based on WeChat self-help management on the basis of the public platform. Users on the system for authorization, namely input WeChat public account user name and password, data communication subsystem can get WeChat public account information, including qr code, head, account properties, and so on, if the account number for the service, still can get it custom menu list. Second, the data communication subsystem should have WeChat back-end data parsing and the function of the system user data encapsulation. Through the message routing, namely fans users via public platform to send content to the system, this system to find the corresponding rules, and the processing of the distribution of the message to the appropriate module, user can realize the binding public account, and can in WeChat background, public account micro visual editing subsystem In order to quickly build belongs to user WeChat 3 g sites, should provide interface for visual operation. Micro station of visual editing subsystem, drawing effect of the system to provide the styleselection interface, preview and micro stand attribute editor interface. Three interface between the operation process is as follows: the user to select the style of be fond of template, and then carries on the style design, such as background colors and images, font and font size, and extend the CSS to style can be added to supplement. Management of style design has been completed, the page navigation. Navigation can be connected to the system function module, can also be connected to a specific URL.The system to provide the communication between the fans and the public account. 3.2 The message processing module library System through the functional module allows the user makes users don't need to code, only need a simple rule for message processing module editing operations can build a fully functional WeChat public accounts the background. Through functional usage of WeChat public platform were analyzed, and the system's functional requirements are summarized and classified, ultimately determine the type of message processing module need to be developed in this paper. As for the automatic reply of the visitor messages, including basic text, mixed and voice reply etc. Number listed in this paper, the development of WeChat public information service platform of some key modules. Each module corresponds to handle different types of news events. 3.3 Micro visual editing subsystemsIn order to quickly build belongs to user WeChat 3 g sites, should provide interface for visual operation. Micro station of visual editingsubsystem, drawing effect of the system to provide the style selection interface, preview and micro stand attribute editor interface. Three interfaces between the operation process is as follows: the user to select the style of be fond of template, and then carries on the style design, such as background colors and images, font and font size, and extend the CSS to style to add to supplement. Management of style design has been completed, the page navigation. Navigation can be connected to the system function module, can also be connected to a specific URL.The system offers a variety of the default icon for the user to select. Users need to do is the fond of according to oneself make configuration in the panel.3.4 Fan behavior collection subsystemIn order to better understand the fans, fans should be meaningful behavior data collected. In this paper, the design of system data collection of fan behavior mainly has two points:1. The fans of personal information, including the names of the fans, nicknames, and city information such as birthday;2. The background is the fans and the public account of interactive data, including chat records; usage rules trigger rate and keywords. Rules for trigger rate and keyword usage by providing intuitive line chart, to clear the said each rule and key word usage. 4 Design the WeChat public information service platform4.1 The design of system overall architecture The proposed WeChat public information service platform using MVC thought to the overall architecture. Using MVC system architecture to realize the two advantages: first, improve the reuse of modules. After using the MVC architecture more clear boundaries between each module, function more concentrated, thus providing the reusability of modules; second, reduce the coupling between modules. The close ties between the parts of this system, there are quite a few business behavior need multiple modules to help to solve it, cause the system coupling is high, difficult to maintain, through the MVC architecture effectively reduces the coupling between each system part to facilitate system maintenance and update. The following describes the overall design of the system; system is mainly divided into five layers architecture: display layer, controller layer, application layer, service layer, data access layer. 4.2The design of system key moduleMessage processing module library WeChat designed in this paper is the key to the public information service platform. Message processing module is responsible for WeChat background to process the message sent by logical encapsulation. Need message processing module and data communication subsystem and information reply rules for communication and interaction, a reply message rules can be triggered by multiple keywords, and then choose a processing module for processing.Each module of the process are the same, so this paper designed a object model of message processing module, the following will be detailed analysis of the architecture design.Micro visual editing subsystem of the overall design, theme of library is the device simulator and micro property management tool module, the basis of the user choose the desired theme, style library choose after micro station data will provide equipment simulator for visualization. When a user to add, delete, micro station navigation to operation, such as micro station properties change accordingly, also gives the real-time preview device simulator. When the user needs to modify properties on the micro station in operation, property management tool to micro stop properties in real time saved to the database. Set the entrance to the micro station, WeChat client can access to the entrance station. 4.3 The design of the data communication subsystem Data communication subsystem mainly USES WeChat background provides the API for WeChat background information service platform to communicate with this design. Data communication subsystem of two parts, the first part is the Token and WeChat background verification. The second part is on the interpretation of the data and encapsulation. Token validation process is divided into two steps: 1. WeChat background at the time of sending data, will be extra with three parameters: the signature, noce and timestamp. The timestamp is the time stamp; noce is a randomly generated number.Signature is the Token, noce and timestamp generated after the irreversible SHA1 encryption string;2. Receive WeChat backend sent three parameters, the same Token, timestamp and noce SHA1 confidential, if the string and send over the signature of the same, authentication is passed, the data communication can and WeChat background. 4.4 database designWeChat is proposed in this paper the database of the definition of the public information service platform mainly consists of the following a few key tables: basic text reply basic reply, music reply music reply, mixed by reply news reply, system user information table members, system function module chart modules, public account information table Wechats, message rules table rule, message rules trigger rule keyword tables, fan information table fans, fan stat_msg_history news record, the keyword delivered stat keyword touch, touch message rules published stat rule, micro station navigation table site_nav, micro table site style standing style, micro stand site template table, WeChat wall user table wxwall_member, WeChat wxwall_message wall information table, table wxwall_reply WeChat wall reply.译文微信公众号信息服务平台研究Burton J摘要随着移动和互联网的深入发展，人们对即时通讯沟通逐渐从互联网转向移动即时通讯应用，并开始在任何时间、任何地点的沟通方式，区别于手机短信和彩信，移动即时通讯应用在跨平台、多终端的移动网络中实现集声音、文字、图像的低成本高效率服务。
体验营销外文文献翻译2014年译文3000多字
体验营销外文文献翻译2014年译文3000多字XXX quality。
The value of these unique experiences and XXX。
XXX。
XXX experiment。
taking into account both the XXX.2 XXX FRAMEWORKExperiential marketing is based on the idea that consumers do not just buy products or services for their nal benefits。
but also for the nal and XXX customer experience。
which refers to the sum of all experiences a customer has with a company or brand。
XXX een the customer and the brand.3 XXXXXX sensory marketing。
where the five senses are engaged to create a multi-sensory experience。
and nal branding。
where the brand is associated with positive ns。
Other methods include event marketing。
XXX showcase the brand。
and influencer marketing。
XXX are used to promote the brand to their followers.4 THE XXXXXX。
XXX。
XXX from its competitors。
as it XXX.5 CONCLUSIONXXX。
companies XXX are not just buying products or services。
关于微信的英语作文 WeChat
关于微信的英语作文 WeChatIn recent years,Wechat is becoming increasingly popular.Many people express themselves,exchange ideas and deliver information by Wechat.近年来,微信是变得越来越流行。
许多人表达自己,通过微信交流思想和传递信息。
There are a number of reasons for Wechat to be known.To begin with,Wechat is a relative cheap way of communication,which cuts down a great deal of the cost of making a phone call.Next,Wechat is to the taste of the majority of people.Its attractive interface and various functions are loved wildly.Furthermore,convenience also accounts for its popularity.It is available everywhere and at any time.微信有很多原因。
首先,微信是一种相对廉价的方式沟通,减少大量的打电话的费用。
接下来,微信是大多数人的味道。
它的吸引力的界面和各种功能是爱疯狂。
此外,方便还占它的受欢迎程度。
它是无处不在的,在任何时候。
However,problems exist meanwhile.Firstly,our identity can be revealed when we use Wechat.As a result,we can be in trouble.Moreover,it may make communicating with others face to face less.To make the matter worse,relationship could break st but not the least,our attention might be drawn too much to focus on study.然而,问题同时存在。
微信推广运营七步法（WeChatpromotessevenstepoperation）
微信推广运营七步法（WeChat promotes seven step operation）WeChat promotes seven step operationWeChat public platform has become the hottest enterprise marketing platform, there are a large number of Internet Co and traditional enterprises in the daily use of public accounts through the mobile terminal and the fans can not only sending text, pictures, video, voice and other information, can also conduct in-depth communication on a.Now WeChat public platform has become the industry's preferred channel platform, the communication needs of the user to the strong tourism industry, but also actively joined WeChat as a mobile real-time customer service platform, providing reservation function, attractions tickets discount and other services, directly facing the 300 million WeChat users, bring new service experience.Let's see a data: as WeChat membership card test the water of the Chinese front courtyard card on-line 90 days, access to 520 thousand WeChat users concerned, activate more than 200 thousand members. This undoubtedly proves that the mobile Internet users just need to Turisthotellet. As a marketing elong tourism website platform leading travel network in the field of micro-blog has been outsiders fine road, and WeChat in the marketing field, according to the author's understanding, eLong WeChat opened its public number, but also a high return in depth after the operation, high subscription hundreds of thousands of.Let's combine the micro signals of eLong Travel Network tounderstand the promotion and operation of the WeChat public number:1, WeChat public number to do content orientationThe author has been particularly valued content positioning of WeChat, micro-blog is actually the case, the author contact from the early start to elong, it is a very professional travel enthusiasts of micro-blog, so early already pay attention to it, later confirmed that indeed the location of elongmicro-blog is in place, as of today the in Sina, micro-blog has 1 million 710 thousand fans, the same WeChat positioning is very important.Since the WeChat public platform opened in August 18, 2012 has led more than 1000 V5 push WeChat enthusiasts with operating WeChat, told the location of the WeChat operator must do WeChat content from the beginning of the author. We must value the contents, intensive and meticulous farming, no pure advertising push, often caused widespread resentment of users. The formation of content is based on meeting the needs of users, including the needs of leisure and entertainment, the application of life service, the practical requirements of solving user problems and so on.Enterprises want to push information and users want information, should highly respect the wishes of subscribers. Take elong for the same location and micro-blog is to provide services for travel enthusiasts platform, because the push the number of precious, also reduced the push chicken soup category, the content is in the WeChat era has been blocked, WeChat needs topush the contents of the public number must be of high quality original or reproduced the high rate of content.2, WeChat completed certification as soon as possibleMany people asked the author, WeChat public number after the opening of the need for certification, in my view is very necessary. Because the authentication of the micro signal will have to search Chinese privileges, and WeChat certification threshold is relatively low, just need 500 subscribers, bound your personal or enterprise certification micro-blog can.The greatest benefit after authentication is that you can search Chinese directly in WeChat's add friends. But also support fuzzy search, as long as you enter elong, you can search eLong WeChat, the public number. If you really can't be certified in the short term, you are advised to choose the WeChat ID or the QQ number for the WeChat public number in 6 places, so remember, for word of mouth communication, you need to be concise and clear.3, flexible use of all online and offline promotion channelsMany people do not know about, early when those WeChat grassroots operators have hundreds of thousands of subscribers of WeChat public, mostly from the promotion of social platforms, such as and micro-blog, I had contact with a grassroots operations team, operating dozens of WeChat public number, the in just 2 months the acquisition of millions of real subscribers, the conversion rate is very high.Elong is also well versed in this, on the right side of micro-blog, platforms such as skin templates are added to the WeChat public propaganda, in their published content also repeatedly through words and pictures, information public attention WeChat implantation. In addition, there are a lot of WeChat operators established fans QQ group, such as the V5 push WeChat QQ group holds thousands of WeChat enthusiasts, according to elong revealed its self promotion in the travel enthusiasts more QQ group also received an immediate effect, especially the subscriber loyalty will be very high.At the same time, QQ account and WeChat get through, greatly increasing the convenience of user conversion. Through the QQ mail, friends and other ways to invite, QQ batch users can import. Through small-scale tests, it is proved that it has certain feasibility and rate of return. Including them also in the self built official website, and so on, where all online publicity can be put on the WeChat public number, on-line comprehensive promotion of all channels.In fact, WeChat public, offline promotion is also very important, the author is aware of some marketing experts through social media marketing activities around the propaganda, to WeChat public business to bring no small degree of concern WeChat. So, for powerful WeChat lovers, you can get more academy attention by implanting propaganda in your own marketing conference. In addition to elong as an example, the cooperation in a number of hotels, airport public place your WeChat QR code, posters, Yilabao, by the user to sweep the preferential way to obtain a large number of new subscribers.4, build custom reply interfaceCustom interface reply imagination than we expected, reply interface through a custom WeChat, like WeChat, the public traffic actually can query, query the surrounding traffic violation, the more powerful is WeChat cards can be generated in WeChat, WeChat can be expected to achieve electronic dog, WeChat post navigation.In addition, we can also make a whole set of industry WeChat service solutions through this callback interface, such as the WeChat public number in elong, built a lot of intelligent dialogue services. By sending the Raiders keyword, you can return to the default travel strategy, check the weather, check trains, check scenic spots the same way. It is understood that many users through these functions to interact with the WeChat public number,And put forward a lot of valuable amendments, and gradually enrich the content of the service.Is to put forward we can also through the geographical position gets the data, such as when you follow the prompts to send your request to the WeChat positioning of public numbers, will be quickly returned to you around the hotel information, and inform you of the hotel price, you can directly go to the HTML5 page to complete the online reservation. In fact, the business logic is simple: the user requests WeChat received the request passed to the public, the public numbers do WeChat WeChat on demand, returning the data to WeChat – WeChat > return data to the user. At present, through the WeChat public order hotelhas been quite a lot, it is understood that through this function, WeChat reservation hotel users are growing rapidly.5, planning a large number of award-winning interactive activitiesFinally returned to the headlines daily interaction over 500 thousand times WeChat detonated marketing hot piece, this is not my lip, can look at the screenshot. Such powerful interactive figures confirm that the author always believes that the activities are particularly important for the operations of the WeChat public class. Let's get to know a very successful and effective WeChat campaign for elong.Let us see the prize activities, China industrial economic information network Shanxi channel acxy activity name with elong's nickname: small art, and small art named: a war in the end. From the figure we can see the main interface is a custom reply based on the development of the app model will be implanted to WeChat in answer to win prizes to award answer checkpoints mode, set up a daily prize points, the highest score for the final gift, eLong also specially to participate in the game floor lucky gifts. This will greatly promote the enthusiasm to participate in the game, and in the activities after the launch of the micro-blog still and other channels of publicity and promotion efforts, according to the interactive background of real data involved in the daily activity reached wuliushimo, WeChat also added tens of thousands of subscribers simultaneously.The whole activity was much less invested than micro-blog, andachieved a very satisfying result. If the combination of businesses can follow the provision of trial equipment or products to do interactive activities, through the official blog and online shop joint publicity, will certainly achieve good results.Let's read the operation points of WeChat interactive activities:1, planning activities before the need to understand the properties of WeChat's subscribers of market research plan and carry out all-round warm-up promotion, including micro-blog, online advertising, website and other aspects of the propaganda activities of WeChat.2, during the operation of the need for a special service in the background records and solve problems, to guide users to actively participate in activities, and through the custom interface reply to continuously push participation, to focus on the user to quickly participate.3, based on the custom interface development quiz platform to implant and brand related problems according to the position of their WeChat public number, also can combine multiple brands together combined with the implantation of the brand marketing, to provide a variety of products to enhance the degree of winning.4, by setting multiple prizes to stimulate participants,And in the promotion of constant publicity channels tostimulate participation. Prizes are not only set up a single award, you can also set up a number of participation awards, so as to mobilize the enthusiasm of users.5, because WeChat interactive is hidden, so it is particularly suitable for setting up and enterprise brand related questions to set a prize answer, the first right answer can be rewarded, in favor of statistical winning list. Of course, you can also set, as long as the answer is integral, through the later statistics of the total score to get rewards, at this time this still needs manual statistics, and later estimates will be based on the back-end activities of the platform out.6, to participate in the user for two groups, each participant can according to its basic attributes in accordance with gender, geographical and other groups, the latter is very conducive to the two marketing.7, pay attention to the convenience of interaction, to make the user choose the way to participate in, the total integral model can set up a number of problems, users only need to input simple numbers or English can participate in, greatly enhance the activity.8, seize the festival timeliness campaign marketing boom: activities planning proposals, more use of festivals and hot events combined. For example, WeChat send tickets to send blessings, such a very creative service, it is worth learning. Micro-blog festival marketing ideas to plan and evaluate WeChat festival marketing, the effect will be good. Just pay more attention to the new users' attention at WeChat.6, build custom public number templateBecause WeChat is perfectly compatible with the built-in browser HTML5 code, so many now have the ability to develop the enterprise will build their own response page layout based on H5, for example, eLong will return to support through a custom interface reply WAP page in the page can build a variety of functions and show more gorgeous visual page design, such as direct choose in the vicinity of the hotel, is scheduled to complete by the external payment order, complete the membership card system by issuing membership cards, which can be a key to complete very convenient.Future WeChat public number will also be able to set up a custom menu, can be regarded as a display of enterprise all-round network platform. Now WeChat has begun a low-key, beta custom menu function. You can see already can pass through the bottom of the tab trigger, classification and catalogue, that is to say the future of media micro signal is an illustrated magazine, with the gradual increase of authors from the media, the increasing value of app, the electronic magazine will have a huge impact.If there is no code development ability can also choose the similar skin like WeChat third party carrier, through the selection of templates, WeChat home page to build public magazines and other multi template effect, and can understand the real activity through the background statistics.7, through word of mouthSoft Wen in the word of mouth promotion, such as if you see this article promotion way more reliable, will be transferred to other friends, so naturally will get attention. ELong Travel Network is often through the collection of travel diaries, so that travel enthusiasts interested in spontaneous WeChat to share with friends and friends circle, from the actual effect of view, word of mouth is the most viscous and diffuse.In addition, you can also add WeChat QQ QQ group, WeChat group, in which introduce yourself to operate a WeChat public number of experience,Share dry goods for everyone's attention, instead of throwing small ads. You can also subscribe to your WeChat public number and share your best content into your friends' circle and comment on the premise that you need to focus on as many WeChat friends as you can to ensure the results. For the brilliant original good article, you can also add your WeChat public number, so that you have more influence than the WeChat public number reproduced or recommended.Also suggest that at the bottom of their WeChat business content with your WeChat public signature, positioning the brief introduction of your micro signal and you need to convey the publicity content, including WeChat, your subscription to the public. In addition, there are similar WeChat poker, WeChat desk calendar and other interesting publicity gifts, it is still worth trying. For example, WeChat has done a poker four card, the author also participate in the publicity period to buy poker above their WeChat public propaganda, and achievedgood results, as gifts to family and friends too much. Can also be settled in WeChat navigation, for example, the author is the earliest domestic WeChat navigation, as well as Jinshan, cattle WeChat navigation, app, etc..Finally, I want to point out in particular that WeChat's promotion operations need to hold a good attitude, the acquisition of accurate users, needs a reasonable promotion process, operators must be reasonable. Although WeChat may be a marketing tool, but not blindly as artifact. WeChat's current strategy does not care about the number of users, but the quality of users, the content of the operation of the match. Reasonable WeChat promotion channels, you also need to constantly explore and explore.。
论文微信F2F(facetoface)营销时代来临
微信是真正意义上的face to face营销，通过企业公众账号，企业微信公众号用户数据一目了然，而且手机端的特性决定了你的信息能随时随地到达用户手中，他的微信号你也知道，他叫什么你想问到就可以问到，他看了你的市场推送信息怎么想的他会告诉你，因为这个很方便，只要按住说话按钮说句话就行了，看了你发送的新产品信息他们想买可以直接发送购买指令给你的企业公众账号，你的公众账号实现电子商务业务购买系统后台与微信开放平台接口打通即可实现购买，不想要了发个信息给你，他还能直接退订，用的好了还直接按住说话感谢你。
这是完全的F2F营销，在微信之前，有这样的营销渠道吗?户外广告只是品牌传播，多少人看了只能去猜，什么人看了只能派个调查人员左手拿着调查问卷，右手拿着小礼物，冒着严寒酷暑、顶着被人猜疑防备不屑的眼神，去拦街做调查问卷，问到一个系类假名字、假手机，回到公司电话回访一打过去就被挂，根本调查不出是谁看了这个广告，就算调查做的好，也仅仅是抽样数据，拿全部广告受众数据无异于天上摘星星，实现不了F2F。
传统纸媒很大一部分用户为订阅用户，订阅者资料数据有，可以大致定向目标用户，但是广告是不是被看了，看了之后用户在想什么，也许他们看了之后想买你的产品了，但是从哪里去买?没地儿了，下次也许看到你在商场的产品柜台，但是却又给忘了，实现不了F2F。
电视广告不用提了，除了不知道多少人看，更不知道谁在看，看的人怎么想的，更别谈了，你在央视投的高端白酒广告，喝老村长的哥们吃着大排档看着你花了上亿投放的高端白酒，你心疼不心疼?实现不了F2F。
互联网广告有定向和交互的因素，但定向技术好的搜索引擎价格翻倍，定向稍弱的门户品牌广告除了打品牌，你还能获得什么?广告统计报告只会给你一对冷冰冰的用户数字，但广告受众怎么想的，你不知道。
你花巨资在门户上投放的广告，他今天在门户网站上看到你的广告，明天还是门户网站的用户，以后永远都是，但是真正这些用户转化成你的用户了吗?就算他通过广告点击进入你的网站买了你的产品，留了手机号和姓名，你也总不能天天打电话发短信去推送垃圾信息吧，保证有2次就进腾讯手机管家黑名单了。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
正确地点和时间下新媒体伴随的社会营销Jay M. Bernhardt 佛罗里达大学健康教育与行为系，佛罗里达州Gainesville Darren Mays乔治敦大学医学中心肿瘤科，哥伦比亚特区华盛顿Amanda K. Hall佛罗里达大学健康教育与行为系，佛罗里达州Gainesville
摘要：
目的：本文的目的是寻求讨论新媒体革命以何种方式将“渠道”更贴近消费者从而提高社会营销。
研究思路：这篇论文描述当前有关的社交媒体和移动通信技术的新媒体发展趋势，并通过运用商业营销，社会变革和公众健康实例分析讨论其对社会营销产生的影响。
成果：快速增长的在线社交网络和世界大部分地区无处不在的手机为社会营销人员提供了巨大的潜力，以全新方式吸引消费者。
这些新的通信平台的性质不同于传统媒体是可以使他们更有效地为市场营销服务，最明显的是更深层次消费者参与、多方位信息交流、和基于位置跟踪和消息传递的重要方式。
现实作用：本文所描述的趋势正在快速，从根本上改变商业营销人员、品牌经理和客户关系经理如何与当前的和潜在的消费者相处。
社会营销活动应该从中学习，并利用这些新媒体更深入地联系大量的消费者，上述从业人员比以往任何时候都更接近“正确的地点和正确的时间”。
独创性/价值：本文探讨已经介绍了在爱尔兰都柏林的全球非营利和社会营销大会于2011年4月的一个话题。
讨论应鼓励社会营销重新考虑“渠道”的作用，并探讨新媒体如何令地方更贴近消费者。
关键词：社会营销，新媒体，社交媒体，移动电话，4P理论，移动通信系统
市场营销组合（或4P理论）是旨在鼓励行为改变的社会营销计划规划和实施的中心结构(Grier and Bryant,2005)。
尽管价格、产品和促销策略通常是社会营销活动的主要元素,达到期望的目标受众的地方卫生决策往往是一个挑战(GrierandKumanyika,2010)。
地方经常困惑在营销组合那些寻求社会营销作为一个框架申请健康行为改变。
常见的想法是,位置被定义为地理位置,然而,在社会营销不一定是一个人的业务所在处或其中一个产品的销售点,而是消费者的利益做出决定并采取行动(Storey et al., 2008)。
新的通信媒体能给社会营销个性化的机会,接触目标消费者在关键行为决策点。
这些新媒体为社会营销人员提供多个移动渠道到达消费者在非常情况下做出决定,通过创建直接,双向沟通渠道。
这些双向交流现在可以发生在实时决策是在何时何地。
第一次社会营销人员可以利用这些新渠道接触数以千计甚至数以百万计的人们在相对较低的成本促进健康的生活方式和影响社会变革(Thackeray et al., 2008)。
传统上,社会营销努力促进健康行为改变很大程度上依赖于地方定义为物理位置来分发产品(KreuterandBernhardt,2009)。
他们在公共厕所上放置安全套自动售货机推广安全性行为或将营养标志放置在杂货店以期说服客户选择更健康的食品(Storey et al., 2008)。
这些例子需要大量投资时间和物质资源从而成功地到达消费者。
此外,确定一个是否会购买和使用避孕套或者被营养信息标志广告影响的合适的目标客户是一个具有挑战性的判断过程。
相比之下,新媒体可
以提供给社会营销人员能够更加自然而且直接接触消费者的能力，例如：在家,工作地点,或学校,正在一个决定需要做出的地方。
换句话说,新媒体可以将这个“地方”从卫生间和杂货店拓展到人们的生活环境,通过他们的电脑或手机或设备几乎随时随地访问他们(Lefebvre, 2009)。
新媒体的出现，导致许多企业的营销实践从传统品牌或“产品导向”的方法向当代“顾客至上”的营销方法的模式转变(Rust et al., 2011)。
这种转变是由于在很大程度上普遍使用新媒体和新媒体技术的能力，与客户和公司保持联系。
新技术和社交媒体本质上是消费者驱动的：不同于传统媒体，通过这些平台生成的内容主要是建立，维护，并通过与消费者和社区之间共享(Bernhardt et al., 2011)。
这些前所未见的广泛、电子、多方位的互动，让渴望具有被倾听能力的消费者直接表达他们的产品需求，并反馈给公司(Mangold and Faulds, 2009)。
此外,新媒体通常是被消费者更信任的信息来源“产品和服务，而不是企业赞助的通讯通过促销组合的传统元素传递”(Foux, 2006, p. 38-9)。
总之，社会营销人员现在可以比以往任何时候都能更充分利用新媒体吸引大量消费者，以更充分地接近正确的地点和正确的时间。
新媒体
社会营销2.0以及更深入发展
消费者营销中地点的重要性
充分的利用地方的社会变化
地点为导向的公众健康
结论
本文的目的是审查新媒体革命如何导致社会营销实践中利用“地方”的营销组合和产品
更接近消费者的信息。
附近的在线社交网络的快速发展和无处不在的手机在世界的很多地方可以促进信息交流更深层次的消费者参与,全方位信息流、用户生成内容,基于位置的服务。
社会营销人员应该接受这些技术的进步，并充分利用这些新媒体更紧密深入地走近我们的观众和消费者，我们才可以确保我们的努力能达到的人，他们是在正确的地方，并在正确的时间。
参考文献
Bernhardt, J.M., Mays, D. and Kreuter, M.W. (2011)，《2.0发布：消灭知识与实践之间的差距并实践尝试新媒体和营销》，Journal of Health Communication，卷16，增刊1，32-44页。
British Broadcasting Corporation (2010)，《超过50亿部手机全球范围内联系》，可在：/news/10569081（2011年9月6日访问）
Cellular News (2010a)，《非洲手机用户跨越5亿的纪实》，可在：/story/46409.php（2012年2月28日访问）
Cellular News(2010b)，《全球手机订阅RBASE突破50亿纪实》，可在：/story/44103.php（2012年2月28日访问）
Cohen, N. (2011)，《在未知情况下追踪你的一举一动》，可在：/2011/03/26/business/media/26privacy.html?_r¼2 （9月5日访问）。