互联网网络营销外文文献翻译

互联网网络营销外文文献翻译
(含：英文原文及中文译文)
文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29. 英文原文
The technical basis of network marketing
Peter Kenzelmann
Network 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.
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.
(A) Direct Response Network Marketing Theory
Internet 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 marketing
Relationship 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 labor market, 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 the characteristics 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 theory
Marketing 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 willing to 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 Marketing
In 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 center
As 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 pricing
The 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-oriented
Network 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 e-mail 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 customers
Is 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 the company'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.
中文译文
网络营销的技术基础
彼得·肯泽尔曼
网络营销基于以信息技术为代表的计算机网络技术的技术基础。

计算机网络将现代通信技术和计算机技术相结合，将它在不同地理区域和专用计算机设备中进行外部互联，将通信线路变成一个庞大，强大的网络，从而使大量计算机能够轻松地将信息传递给对方，共享硬件，软件，数据和其他资源。

与网络营销密切相关的计算机网络有三种类型：互联网，外联网和内联网。

网络营销的理论基础
网络营销的理论基础是直销网络理论，关系营销网络理论，营销理论和网络软件整合营销理论。

（一）直接响应网络营销理论
网络营销作为一种有效的直销策略，网络营销可以被测试和测量，并且可以被评估和控制。

因此，利用网络营销的特点，可以大大提高营销效率和营销决策的执行效果。

直销理论是20世纪80年代引人注目的概念之一。

美国直销协会对其定义是：“一个能够产生任何可量度回应的地方（或）使用交易所达成一个或多个广告媒体营销系统的互动。

”直接营销网络营销理论的关键在于可以对其进行测试，测量，评估，这是评估营销和市场营销传统困难的影响以实现更科学决策的根本解决方案。

（二）关系营销网络理论
关系营销是1990年以来非常重视的营销理论，它主要包括两个
基本点：首先，在宏观层面将会认识到营销范围广泛的领域，包括客户市场，劳动力市场，供应市场，内部市场，市场利益相关者以及受影响的市场（政府，金融市场）;在微观层面上，认识到企业与顾客之间的关系在不断变化，营销的核心应该是一次过去的简单交易，重点在于保持长期关系。

社会经济系统是企业的主要子系统，企业的营销目标受到很多外部因素对企业营销活动的影响，是消费者，竞争对手，供应商，经销商，政府机构和社会组织的互动过程，正确认识个人与组织之间的关系是营销的核心，也是企业成败的关键。

关系营销的核心是保持顾客，为顾客提供高度满意的产品和服务的价值，通过加强与顾客的联系，提供有效的顾客服务，保持与顾客的长期关系。

和基于营销活动的长期客户关系来实现公司的营销目标。

关系营销的实施并不是要损害企业利益的成本，据研究，针对新客户的营销成本是老客户成本的五倍，所以要加强与客户的关系，建立客户的忠诚度可以带来长期的企业利益，这是为了促进企业和客户的双赢战略。

互联网作为企业与客户之间有效的双向沟通渠道，可以实现低成本沟通和交换成本，从而为企业与客户建立长期关系提供有效保护。

这是因为，首先，企业可以利用互联网直接接收客户订单，客户可以自己制定个性化需求。

企业按照客户需求灵活运用个性化生产技术，满足客户需求，最大限度地为客户在消费产品和服务上创造更多价值。

企业客户还可以了解市场需求，细分市场和目标市场，最小化市场营销成本并提高市场反应率。

其次，利用互联网公司为客户提供更好的服务并与客户保持联系。

互联网时间和空间的限制并不是
方便我们的客户最大限度地与企业沟通的特点，客户可以在最短的时间内利用互联网以简单的方式访问商业服务。

同时，通过互联网交易到整个企业可以实现从产品质量，服务质量，交易服务等全过程到质量控制。

另一方面，企业也可以通过互联网与商业相关的公司和组织建立关系，实现共赢发展。

互联网作为最便宜的沟通渠道，它可以帮助降低企业对企业的供应成本，但分销商如建立合作伙伴关系。

例如在电脑公司面前联想，通过建立电子商务系统和管理信息系统与分销商进行信息共享，降低库存成本和交易成本，并密切双方的合作关系。

关于网络理论的应用将是营销服务网络背后的战略细节。

（三）软营销理论网络
市场营销理论是针对工业经济软时代以量产为主要特征的“强销”新理论，理论认为当顾客购买产品不仅能满足基本的生理需求，还能满足心理和心理层面的需求。

因此，软件营销是网络礼仪的一个主要特点，通过巧妙的营销使用网络礼仪来获得预期的效果。

它强调企业的营销活动同时需要尊重消费者的感受和身体阅读，让消费者能够舒适地主动接受企业的营销活动。

传统的营销活动最能体现强大的营销促销的特点是两个：传统的广告和营销人员。

在传统的广告中，消费者往往被迫接受广告信息“轰炸”，其目标是通过持续的手段传递信息给消费者的心留下深刻的印象，至于消费者是否不愿意接受不需要的被考虑在内;营销人员，营销人员并不考虑愿意出售的对象和需求，而是根据营销人员确定自己的营销活动进行强行。

在互联网上，因为信息交流是一种自由，平等，开放，互动的，强调互相尊重和交流，在线用户更重视个人体验的保护和隐私。

因此，使用传统的营销手段在互联网营销活动中强势启动势必会适得其反，比如美国公司AOL已经强迫其用户发送电子邮件广告，结果导致用户一致反对，很多用户同意AOL公司服务器E-mail同时报复，结果是美国在线的电子邮件服务器处于瘫痪状态，最后不得不道歉以平息公愤。

网络营销仅仅是从消费者的经验和需求出发，采取拉式战略来吸引消费者关注企业实现的营销效果。

在互联网上开展网络营销活动，特别是促销活动必须遵循网络形成虚拟社区的一定规则，有些也被称为“网络礼节（Netiquette）”。

网络营销是软性礼节规则遵循的基础，巧妙运用营销实现了细微的效果。

网络营销理论对网络应用软件在网络营销销售策略中的具体细节。

（四）网络整合营销
在当前的后工业社会中，服务业发展中的第三产业是主要经济增长点，传统制造业为服务型发展，金融，通信，交通等行业为新兴服务业太阳在高中午。

后工业社会要求企业的发展必须以服务为导向，要以顾客为中心，为顾客提供及时，适当的服务，尽可能地满足顾客的需求。

互联网时空作为跨媒体传播的“超导”媒体，可以提供及时的客户服务，同时互联网的互动性可以了解客户的需求并提供有针对性的响应，因此互联网时代可以说是最消费者一个有吸引力的营销工具。

整合营销理论网络包括以下几个关键点：
网络营销首先要求消费者将整个营销过程从一开始就纳入整个营销过程的需要。

网络营销分销系统为企业以及利益相关者提供更紧密的联系。

企业利益与顾客的利益融合在一起。

互联网对营销的作用，可以通过4Ps（产品/服务，定价，分销，推广）在绑定中发挥重要作用。

使用互联网传统的4Ps营销组合可以更好地将客户作为4C的中心（客户，成本，便利，通信）进行组合。

1.以顾客为中心的产品和服务
由于互联网在企业的指导下通过互联网有非常好的互动和引导用户选择产品或服务或企业客户的具体要求，根据及时的生产和要求进行选择并提供及时的服务，使客户互动产品和服务满足时间和空间要求;另一方面，企业还可以根据及时的生产和营销组织及时了解客户需求和客户需求，提供生产效率和营销效果。

如美国PC公司的销售公司戴尔公司在1995年还是亏损，但在1996年，他们通过互联网销售的电脑，性能百分之百增长，由于客户通过互联网，可以在公司设计首页选择和组合电脑，公司的生产部门可以根据要求立即生产，并通过邮政服务公司发送，这样企业可以实现零库存生产，特别是在电脑元件价格大幅下滑的时代，库存不但可以避免库存成本的降低，还可以避免因高价库存带来的损失。

2.客户可接受的成本定价
传统的以生产为基础的定价在市场营销中的成本将被废弃。

新客户的价格应该基于可接受的成本定价，并基于组织生产和销售的成
本。

以客户为中心的企业定价，客户必须是市场需求和价格接受标准的决心，否则接受定价的客户成本就是空中楼阁。

在互联网上的业务可以非常容易地实施，客户可以通过互联网取得可接受的成本，根据客户的业务成本提供灵活的产品设计和制作方案供用户选择，直到客户同意确认生产和销售机构，所有这些都是公司服务器方案的客户在指导下进行的，不需要专门的服务，因此成本极低。

目前，美国通用汽车公司允许客户在互联网上通过公司自己的引导系统设计和组装汽车以满足其需求，用户首先确定可接受价格的标准，然后根据价格限制系统可以满足车展风格的要求，用户也可以进行适当的修改，公司生产的最终产品只是为了满足客户对价格和性能的要求。

3.产品便于分销以客户为导向
网络营销是一对一的分销渠道，时空交叉销售，客户可以随时随地使用互联网订购产品。

法国钢铁制造商依然以洛林Zinox为例，该公司成立于8年前，因为推出了电子邮件和世界订单系统，使处理时间从15天缩短到24小时。

目前，该公司正在利用互联网提供比对手更好的服务和更高效的服务。

该公司的内部网络与汽车制造商建立联系，以便他们能够在彼此在线生产钢铁之后及时要求对方。

4.促销以加强与顾客的沟通和联系
是传统企业的推广，通过某些媒体或工具压迫客户来加强公司的客户和产品的接受度和忠诚度，客户是被动的，同时接受缺乏与客户和联系人的沟通。

公司销售成本高。

互联网营销是一对一和互动的，客户可以参与公司以往的营销活动，因此互联网可以加强与客户和联
系人的沟通，更好地了解客户的需求，吸引更多的客户同意。

美国雅虎公司开发了一种用于网络信息检索的网络工具进行分类，由于该产品具有高度的互动性，用户可以认为它对他们的分类信息非常重要，雅虎公司立即加入了分类的信息产品供其他用户使用，所以不需要为他们的产品广为人知，而在短短的两年时间内公司的股票市值就高达数十亿美元，涨幅高达数百倍。