市场营销专业网络营销的技术基础大学毕业论文外文文献翻译及原文
网络营销外文文献及翻译
网络营销外文文献及翻译网络营销外文文献及翻译⒈引言在当今数字化的时代，互联网的普及使得网络营销成为企业获取客户和提升品牌知名度的重要手段。
本文将介绍网络营销的相关概念、方法和策略，以及最新的外文文献翻译，帮助读者了解和应用于实际工作中。
⒉网络营销的定义和概念⑴网络营销的定义网络营销是利用互联网和数字技术手段，通过在线渠道推广产品或服务，实现销售和市场推广的一种营销方式。
⑵网络营销的概念网络营销包括搜索引擎营销、社交媒体营销、电子邮件营销、内容营销等多种手段与策略的综合运用，旨在吸引潜在客户、增加品牌关注度、提高销售量。
⒊网络营销的方法和策略⑴搜索引擎营销(SEM)搜索引擎营销是一种通过在搜索引擎上购买广告或优化网站排名的方式，提高企业在搜索结果页面的曝光率和访问量。
⑵社交媒体营销(SMM)社交媒体营销是利用社交平台如Facebook、Twitter等，通过发布有趣、有价值的内容来吸引和与潜在客户进行互动，建立品牌形象。
⑶电子邮件营销(EMM)电子邮件营销是指通过发送电子邮件来推广产品或服务，与潜在客户建立联系，提高客户转化率和忠诚度。
⑷内容营销内容营销是通过创造和分享有价值的内容来吸引和保留潜在客户，提高品牌知名度和客户忠诚度。
⑸针对移动设备的营销随着智能方式和平板电脑的普及，移动设备成为了重要的营销渠道，企业可以通过开发响应式网站、移动应用和短信营销等方式在移动设备上吸引客户。
⒋外文文献翻译⑴文献标题（标题）⑵文献摘要（摘要内容）⑶文献翻译（翻译内容）⒌附件本文档涉及的附件请参见附件部分。
⒍法律名词及注释⑴法律名词1（解释）⑵法律名词2（解释）⑶法律名词3（解释）。
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。
网络营销外文文献及翻译
网络营销外文文献及翻译网络营销外文文献及翻译1：引言1.1 研究背景及意义1.2 研究目的1.3 研究方法2：网络营销概述2.1 网络营销定义2.2 网络营销发展历程2.3 网络营销的优势和挑战3：网络营销策略3.1 定位与目标市场3.2 品牌建设3.3 销售渠道选择3.4 市场细分与定价策略3.5 推广与广告策略4：社交媒体营销4.1 社交媒体平台概述4.2 社交媒体营销策略4.3 社交媒体广告4.4 社交媒体营销案例分析5：搜索引擎优化(SEO)5.1 搜索引擎优化概述5.2 关键词优化5.3 网站架构优化5.4 内容优化5.5 外部优化6：内容营销6.1 内容营销概述6.2 内容策略与创作6.3 内容发布与推广6.4 内容营销案例分析7：电子邮件营销7.1 电子邮件营销概述7.2 邮件列表建立与管理7.3 邮件设计与撰写7.4 邮件营销分析与优化8：移动营销8.1 移动营销发展概述8.2 短信营销8.3 应用程序营销8.4 移动广告与跟踪分析9：数据分析与营销决策9.1 数据分析的重要性9.2 数据收集与整理9.3 数据分析工具与方法9.4 数据驱动的营销决策附件：1：《网络营销案例分析报告》 2：《社交媒体营销指南》3：《搜索引擎优化实战手册》4：《内容营销成功经验分享》5：《电子邮件营销最佳实践指南》6：《移动营销趋势报告》7：《营销数据分析工具比较》法律名词及注释：1：商标法：指保护商标权益的法律法规。
2：著作权法：指保护创作作品的法律法规。
3：消费者权益法：指保护消费者权益的法律法规。
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
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。
本文翻译了一篇网络营销的英文文献，并提供了中英文对照。
英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。
内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。
而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。
中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。
通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。
这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。
毕业论文市场营销外文文献翻译
Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a cultural organization: instrumental relationships and group relationships. The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.Keywords: Cultural marketing erforming arts services relationship marketing1. INTRODUCTION:The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which, undoubtedly, will result in several research projects in the short term aimed at shedding some light on this dilemma. Traditional management models and paradigms do not adapt to the requirements of new products, as there are more and more exceptions and questions on the models developed so far (Lovelock and Gummesson, 2004; Vargo and Lush, 2004). In this complex context, this paper aims to make an in-depth study of the field of cultural services management by using two concurrent perspectives –relationship marketing and services marketing–, in order to contribute to the development of the new marketing domain: cultural marketing (Kotler, 2005). This is a field still in its development phase, but has probably found, with these new trends, the right moment to grow and develop management structures and models that meet its particular requirements.From the very beginning, contributions made to the cultural sector by the marketing discipline have been very diverse. However, although they seem to have come to a consensusin the scientific world about the idea that the management of cultural identities presents such special characteristics that make it considerably different (V oss and V oss, 2000; Colbert, 2001; Johnson and Garbarino, 2001; Arts Council of England, 2003; Kotler and Scheff, 1997). Contributions from the marketing management area still do not suffice to construct a knowledge base that is solid enough to create a theoretical management framework similar to the one other disciplines with more tradition in marketing research have.In this context, it is stated that the relationship marketing paradigm offers a suitable framework for the implementation of cultural management and this research study has focused on the performing arts services sector, as considering that it is one of the most forgotten sectors by scientific researchers of management. Furthermore, the decreasing consumption of this art form in Europe goes against the trend if taking into account that time and money invested in leisure activities has not stopped growing with countries’ economic development. In view of this situation, questions as following are required: what is the reason for this loss of competitive advantage?, what is being done wrong to be losing impact in a market, which, in theory, is becoming more and more inclined to consume leisure activities, such as the performing arts?, which agents are responsible for the results?, which agents are affected by the results?, what can be done to improve this? These questions are the basis for carrying out this research study.2.RELATIONSHIP MARKETING, SERVICES MARKETING AND CULTURAL MARKETING AS THREE CONVERGENT PERSPECTIVES:Relationship marketing has become one of the most important contributions in the development of modern marketing science (Payne and Holt, 2001), and it has generated a recognised interest in the field of scientific research. What is more, in the opinion of numerous authors, it has even been seen as a new paradigm (Gummesson, 1999; Peck et al., 1999; Webster, 1992; Sheth and Parvatiyar, 2000; Kothandaraman and Wilson, 2000).With the concept by Gummesson (2002) on “relationship marketing is interactions in networks of relationships” as a starting point, the management of a cultural organization is understood as being necessarily determined by a multitude of agents in the market, be included in the organization’s planning process, since the value of the final product is going to depend on them to a large extent. The role of the interest groups in the planning process of the organizations is one of the least cultivated areas of relationship marketing (Henning-Thurau and Hansen, 2000). Payne and Holt (2001) explicitly refer to this defic iency: “understanding long-term relationships with both customers and other stakeholdergroups has been neglected in the mainstream marketing literature; managing the organization’s internal and external relationships needs to become a central activity; th is central activity is relationship marketing”. We are faced, therefore, with a new scenario in which one-to-one marketing has given way to many-to-many marketing (Gummesson, 2004); in other words, planning relationships with individuals has evolved to planning relationships with collectives, with interaction networks.On the other hand, either when contributions in the field of cultural marketing do not record enough standardization or volume to be grouped in trends or schools, they do share a value: the importance of relationships in their management. Contributions made in this area are very diverse, in most cases focusing on relationships with customers (relationships with the performing arts audience). Garbarino and Johnson (1999) use the stage of an off-Broadway theatre in New York to explore the transaction/relationship continuum proposed by Gronroos (1995) to conclude that the performing arts audience has different behavioural profiles depending on the relationships developed with the organization or, specifically, “in a consumer environment in which customers receive highly similar services [...] there are systematic differences in the relationalism of different customer groups”. Rentschler et al. (2001) also considered an empirical approach to relationships with the audience of performing arts organizations in Australia: “what arts organizations need to consider is whether the expense of having high single-ticket sales is sustainable and, if not, what to do about it”.3.THE PRODUCT AND RELATIONSHIPS WITH CUSTOMER’S SUGGESTIONS ON A MODEL FOR THE RELATIONSHIP MANAGEMENT OF CULTURAL SERVICES:Relationships with the audience are the central component in the configuration of the relationship marketing management model for cultural organizations. This central place is shared with the cultural product, whose general marketing model presents special characteristics that differentiate it from the classic structure of marketing, as:1. Marketing process starts in the producer organization, and from this origin (the cultural product) a decision has to be made concerning the part of the market that may be interested in consuming it.2. Once potential consumers have been identified, the company will decide on the remaining relationship policies (instrumental and group, which we will cover below).Therefore, we are faced with a kind of market whose marketing process shows a“product-to-client” type structure. The atypical structure transforms the relationship policy with the cultural customer, as it considers that the core of the product is unalterable (Colbert, 2001).This structure involves the development of a wide variety of relationships, which have to be included in the value creation process forming the marketing of a cultural product. The cultural offering of a country, a region or a district is a source of benefits for a large number of social sectors. It is not for nothing that the recognition of the “need for culture” is well-known in virtually all developed countries (Council of the European Union, 2004), and public organizations, as well as private entities, are involved in satisfying this demand. Based on this situation, it is logical to assume that each and every one of these collectives has to be included in the organization’s planning and a “win-win relationship” needs to be implemented in connection with them.Performing arts organizations will have to manage a multitude of relationships to achieve their objectives. These relationships were formerly classified into two large categories (Quero, 2003):a. Instrumental relationships: this first category groups the marketing mix instruments and incorporates a relationship focus (i.e., product, price, distribution and communication relationships).The differentiation factor characterizing the design of these policies is that they have to be planned taking as a reference the creation of value for customers and for every one of the agents involved in the production process of the cultural services.b. Group relationships: the second of the categories is related to the identification and planning process of relationships with collectives or agents of interest, as the performing arts audience, educational centres, public organizations, competition, suppliers, non-public organizations and internal relationships.From this point of view, group relationships and instrumental relationships are understood as different in nature, but they converge in strategy; in other words, whilst some of them require skills connected with the management of relationships with collectives, others require a different kind of skills, more visible for the customer and connected with decision-making in specific aspects, such as programme designing (product), ticket sales (distribution), show value (price) or conveying the information to the market (communication).However, the management of both groups has to converge in obtained results at the end. In other words, that is to say that every one of the collectives has to have its expectations met in these decisions.4. CONCLUSIONS:The aim of this study was to contribute to the development and implementation of relationship marketing, services marketing and cultural marketing in a specific area: the performing arts sector.The process of selecting and planning the relationships suggested by the relationship marketing paradigm has enabled to develop a theoretical model for organizations of performing arts services, in which two types of relationship groups are identified: instrumental relationships and group relationships. Instrumental relationships include product, price, distribution and communication relationships in the model, with the particular feature of the fact that their design has to be dependent on the analysis of the effects they may have for every one of the interest groups. With regard to group relationships, seven collectives have been identified: performing arts audience, educational centres, public organizations, competition, suppliers, other organizations and internal relationships. Every one of them is capable of creating and receiving value in their relationships and, therefore, they have to be included in organizations’ planning process, in order to implement win-win strategies.In the area of relationship management with the performing arts audience, a classification of the audience has been proposed on the basis of relationship criteria, which has enabled two important phases to be identified in the retention process with cultural customers, the attraction phase and the retention phase, whose primary objective is to foster relations with the customer until the highest possible level of relationship with the organization is obtained.The empirical contribution has served to corroborate the theoretical contribution by implementing a study on the current performing arts audience in Spain and the general public, which demonstrates the importance of managing relations between the cultural organization and its customers and the benefits of implementing an appropriate relationship marketing strategy.This research study could be also considered as a significant contribution to the marketing discipline, due to its important theoretical implications:1. Relationship Marketing is considered as the integrating paradigm, capable of adapting to the requirements of cultural services, in general, and to performing arts services, in particular.2. The marketing-mix paradigm is included into the management model, redefining its main instruments as product, price, distribution and communication relationships.It is also an unprecedented contribution in the field of cultural marketing, at least in Spain, offering a theoretical model for the planning and management of organizations offering performing arts services.This study paves the way for a multitude of future lines of research. For example, the study of every one of the interest groups and their role in the process of creating value, as well as the way in which instrumental relationships have to be implemented emerge as priority actions to be implemented in order to build some foundations in the area of arts marketing that are as solid as those in other sectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。
网络营销策略分析外文翻译文献
网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。
网络营销相关论文英文文献及翻译
Putting Taobao's Size and Growth inPerspectiveEric Jackson,Forbes,2011(06)I’ve written recently about Taobao’s significant size and growth and how that potentially is going under-appreciate d by Yahoo!’s (YHOO) investors.I wanted to provide some more points of comparison between Taobao and the two Chinese Internet behemoths: Tencent and Baidu (BIDU).As I said before, I estimate that Taobao did RMB 5 billion in revenues in 2010. The majority of this revenues (80%) came from advertising vs. transaction revenue (although this will likely change greatly in the years to come).Tencent by comparison did RMB 19.6 billion last year. However, of this, only RMB 1.4 billion came from advertising. The rest of their revenues came from value-added services (e.g., games) they sold to their users.So, Taobao’s ad revenues are already 4x the size of Tencent — and keep in mind that Tencent had a CAGR of 51% for its ad revenues in the last 4 years.Starting in 2009, Taobao actually surpassed Sina (SINA) in terms of market share of Chinese online advertising. This lead has only increased. According to iResearch, Taobao had a 9.4% share of the Chinese online ad market as of Q3 in 2010. Sina’s share was 5.6%.Let’s compare Taobao to th e other king of the Chine se Internet: Baidu. Baidu did $1.22 billion in revenues in 2010 (or almost RMB 8 billion). So, Taobao is 62.5% the size of Baidu today. Applying this of percentage to Baidu’s market capitalization implies that Taobao on its own is worth $31.25 billion.Online ads matter. The total size of the Chinese Internet ad market in 2010 was RMB 36 billion. I estimate it will keep growing at 50% annualized rates and be an RMB 80 billion market by 2012. It’s not unreasonable to expect to see Taobao keep growing its share of this market to 14% by then. With that and RMB appreciation, Taobao could do nearly RMB 11 billion in ad revenue by 2012 (or $1.9 billion).But transactions will be the most exciting part of the Taobao growth in the years ahead. Most of their money from transactions with come from business-to-consumer (B2C) sales, rather than from consumers-to-consumers (C2C). I mentioned in my earlier article thatTaobao had launched their to much fanfare in November of last year. The take rates on Tmall are currently just under 4% for Taobao. They hope to grow this over time, along with GMV.In order to grow GMV, Taobao needs more merchants. There’s recent data to suggest that this is happening.At the beginning of March, Tmall listed 32,000 merchants selling their wares on Tmall.As of yesterday, the number of merchants listed on Taobao was over 36,000. This is 75% annualized growth in the number of merchants sellingstuff on Tmall. We don’t know exact details on average selling price or GMV as the company is still private, but the raw number in merchants is indicative of how quickly GMV appears to be growing at the company.Any way you calculate it, Taobao has massive ad revenue and transaction revenue possibilities ahead of them in the next 5 years. Their size and growth — when compared to Tencent and Baidu — are even more impressive. This size relative to these giants suggests a huge unappreciated value for Taobao.Ever since David Einhorn announced he was a believer in this hidden value story earlier this week in his letter to partners, the rest of the market is starting to come around to Taobao’s and Yahoo!’s hidden value.淘宝的规模和未来展望Eric Jackson,《福布斯》,2011(06)我最近写了关于淘宝的显著规模和增长以及可能会被低估了的雅虎( YHOO )的投资者。
网络营销外文文献及翻译
网络营销外文文献及翻译目录：1.引言2．研究背景3.相关概念与定义4.研究目的与重要性5.文献综述5．１文献15.2 文献26.研究方法6.1 数据收集６.２数据分析７．研究结果与讨论7.1 结果１7.2 结果28.实施网络营销的建议8.1 建议18．2 建议29.结论１0.参考文献11．附件1．引言在当今信息时代,网络营销作为一种重要的营销工具，对企业的发展起着关键性的作用。
本篇文献旨在研究网络营销的相关理论与实践，并通过文献综述、研究方法、实施建议等章节来阐述对网络营销的认识和应用。
2.研究背景介绍网络营销的定义、范围和发展历程,概述相关理论的研究现状和实践应用情况。
了解网络营销的发展背景有助于更好地理解研究的重要性和必要性。
3.相关概念与定义详细解释与网络营销相关的概念,包括但不限于社交媒体营销、搜索引擎优化、电子邮件营销等。
为了确保读者对这些概念的准确理解,提供权威的定义和解释。
4.研究目的与重要性简要说明本文的研究目的和研究问题，并阐述网络营销在企业发展中的重要性。
说明研究的意义,为后续章节的展开提供背景和理论基础。
5.文献综述收集和综述相关领域的文献，包括公认的权威研究和实践案例。
通过对这些文献的综合分析，探讨网络营销的最新趋势、关键成功因素和挑战等方面的研究成果。
６.研究方法介绍本次研究所采用的研究方法,包括数据收集方法和数据分析方法。
清晰地描述研究的步骤和过程,确保研究的可靠性和可复制性。
7.研究结果与讨论展示研究得出的具体结果,并对这些结果进行详细的解读和分析。
通过与文献综述进行对比,发现研究结论与现有理论的相关性和差异性。
8．实施网络营销的建议根据研究结果提出实施网络营销的具体建议，包括策略、渠道选择、推广方式等方面的建议。
为企业在实际操作中提供指导和参考。
9.结论总结本次研究的主要发现和贡献，并对未来的研究方向提出建议。
强调网络营销对企业的重要性和影响,并总结研究对理论和实践的启示。
营销外文文献及翻译
外文文献A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch • McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral eco nomics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for an other day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental a ccounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that makes use of them. This would not only incre ase the issuer’s interchange fees andfinancing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within the ir means.2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “ch oice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry sto re owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the lot.2 In this case,shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, t hey made inferences from the price about the jewelry’s quality, which generated a context-specific willingness to pay.The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Eve n if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销四技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
经典网络营销外文文献翻译汇编(顾客满意营销策略;消费者行为研究;网络团购营销策略研究;可持续发展)
经典网络营销外文文献翻译汇编目录（一）原文Marketing Customer SatisfactionSince the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponWith the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come .And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfiedperson will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.Second, customer satisfaction, the main steps in marketing strategyFirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction.FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand.Second, customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many companies use a service called: "Product Configurator" system to help users with the participation of product design. That is stored in the computer where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and personalized service.Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage --- to ensure that customers receive timely and quality services to, participation in training pre-consultation,transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today's consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feedback system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.Fourth, foster customer loyalty.In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract customer loyalty.Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentives. Cultivate customer loyalty marketing in two ways:First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyalcustomer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.译文顾客满意策略与顾客满意营销自从20世纪八十年代末以来,顾客满意战略已经成为各企业占有更多的顾客份额,获得竞争优势的整体经营手段。
市场营销论文中英文外文翻译文献
市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork 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 anymeasurable 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 berecognized 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 maintainlong-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 targetmarkets, 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 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: thetraditional 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 onnetwork 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 possibleto 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 animportant 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 computercomponents 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 newcustomers 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 e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany 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 ofsteel 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 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.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 marketingCommon 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 effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail 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.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。
(完整word版)网络营销外文文献及翻译
毕业设计（论文）外文资料翻译学院(系): 计算机科学与技术学院专业：网络工程姓名：王灿学号: 201317030125外文出处:附件: 1.外文资料翻译译文；2。
外文原文。
指导教师评语：签名：年月日注:请将该封面与附件装订成册。
附件1:外文资料翻译译文网络营销一、网络营销的概念网络营销是企业整体营销战略的一个组成部分，是建立在互联网基础上，借助于互联网的特性来实现一定营销目标的一种营销手段.它以现代营销理论为基础，以开拓市场、增加盈利为目标,利用因特网的技术和功能，最大限度地满足客户需求的经营过程.网络营销的实质是利用互联网对产品的销前、销中、售后个个环节进行跟踪服务，它自始至终贯穿在企业经营的过程。
网络营销在英文中有多种表达方式，每种表达方式都有相应的侧重点和内涵，如Internet Marketing，强调的是以因特网为工具的市场营销；Web Marketing指网站营销，着重于网站的推广,站点与顾客的沟通；Cyber Marketing指网络营销是在虚拟的计算机空间进行运作；E —marketing指与电子商务相对应的电子化、信息化、网络化的营销活动。
现在常用的翻译方式是online Marketing和Internet Marketing，且专指国际互联网营销。
网络营销不一定包括完整的商业交易过程(例如,它可以不考虑网上支付等环节），但它是电子商务的重要组成部分。
在我国，企业应首先发展网络营销，并通过完善企业网络平台稳步过渡到电子商务。
网络营销的主要内容包括网上市场调查、网上消费行为分析、网络营销策略制定、网络营销价格策略制定、网上营销渠道选择以及网络营销管理与控制等。
具体的营销手段有E—mail营销、网络广告和建立网络营销站点等。
二、网络营销的特点互联网的出现深刻地影响了人类生活的每个角落,它如同一种“万能胶”，把企业组织及个人跨时空地联结在一起.在这样一种新的营销环境下，网络营销呈现其独有的特点。
市场营销学 外文翻译 外文文献 英文文献 市场营销
Marketing(From: Sun Kun of Accounting English, 2008.)Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribute,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or small,whether it produces a product or provides a service,its long-range future is linked to successful markting practices.The old saying "Build a better mousetrap and the world will beat a path to your door"is not true. "They" must need the product,know about it,be able to get it when and where they want it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.1.The Marketing ConceptMarketing was unheard of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufacture.This intense demand on manufacturing led to organizations dominated by production management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was incidental; determining consumer needs was unheard of.As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occurred. This need to sell led to a sales-dominated company-a sales orientation,whereby the energy of the company is focused on selling the products produced. The salespersio's job:(1)to make the desires of the consumers "fit"the products the company manufactures and (2)to convince the consumer to buy. The company's goal:to"send the out full and bring it back empty."As more producers began competing for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand.Company profits.Companies that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the companyshould adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfyingProduction OrientationCompanies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producer's perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was directed primarily toimproving production methods,increasing output,and lowering costs. Sales OrientationThe period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition,and the expansion of distribution channels.Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuning out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.Market OrientationCovering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramatic rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution methods. Markets became more segmented and more complex. Product life cycles shortened.With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In order to provide a better fit between marketdemand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.Marketing took on the role of analyzing markets and interpreting the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of marketing in pricing increased.And finally, the marketing department became the focal point for the development of corporate strategies needed to adjust to market change.Societal OrientationWhen managements adopted the marketing concept, they could not foresee the environmental problems or the changes in society's values that would raise questions about the market orientation philosophy. In terms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is always good for society.Increasingly, national policy-and, in turn, business policy-is tempering concern for the consumer with concern for society as a whole. Thomas A. Murphy, chairman of General Motors, addressed this dilemma when he said , "We may have let ourselves grow out of touch with the customer's need for continued satisfaction in a time of heightened expectations and the society's concern for environmental improve-ment and energy conservation."Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company policy. But we are also seeing market-oriented decisions modified by societal concerns, as a result both of law and of responsible management policies.2.Channels of distributionEfficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we actually get our goods and services to the customer.Direct sales to CustomersThis ,of course, is the oldest form of distribution and in many trades it remains the most important. However, it can be a very awkward one in somebusinesses such as manufacturing. Customers especially private buyers, are unlikely to go to a factory to buy what they want, and manufacturing firms , at least one company seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers find it advantageous to control the final retail stage and be in a position to offer a complete service, including after-sales service,to the customer.In other industries producers may sell directly to consumers through factory shops, farm shops ,"pick-your-own" arrangements at farms,by mail order or any other scheme that business ingenuity may devise.Organized MarketsAfter direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on "market days" but the markets where producers and traders, especially the traders in commodities make their deals . These markets , located in many of the world's major trading centers , including London where most of the main British commodity exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Distribution to the final customer.By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.WholesalingThe markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking bulk.Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains inretailing has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesaler's warehousing is not always essential to bridge the gap between them. AgentsAgents may offer an alternative to wholesalers. An agent acts on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.FranchisingThis is a growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.The modern trend in franchising is for producers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise. In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials provided.Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchise holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The system's critics claim that large producers favor it as it gives them retail outlets and retail management at very low cost. It can also lead to frustrated expectations among the franchise holders who will never truly be 'their own bosses.The marketing MixAs with all business decisions, there is no one right form of distribution andno one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combination of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising and product promotion must be the result of careful analysis of the environment, the available strategies and the nature of the firms product.市场营销市场营销是一组相互关联的活动，用于确定消费者的需求并对商品和服务进行开发、分销、促销和给产品和服务定价，从而在赢利的前提下满足这些需求。
市场营销专业毕业论文中英文资料外文翻译文献
市场营销专业毕业论文中英文资料外文翻译文献毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketingdefinition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or userin order to meet customer needs and the achievement of the company profits,but also a process of socio-economic activities with the aim to meet thesocial or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service andso on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2021 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the \of American Advertising\to\Advertising and Marketing Association of Science Teachers\to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, \Marketing Association\Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the \sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.\the new marketing stage. Previously that the market is the end ofthe production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。
网络营销策略外文文献翻译
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636.原文Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni1 IntroductionMarketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves”Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences.This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.The advent of the Web had a significant impact on the way marketers do their strategies; it provides opportunities for companies to enhance their business in a cost-effective and practical manner. That is, the Web can be used by marketers to distribute products faster, to reach new markets, to conduct marketing research, to serve customers better, to solve customer problems and also to communicate more efficiently with marketing partners. This evolution of marketing is called “Internet Marketing”.The widespread advent of Social Networking stimulated a further development of marketing (Marketing 2.0) defining a new perspective connected to the symmetry of companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages; they actively express their needs, preferences and choices. All these issues stimulated the emerging of new marketing models with different aspects for successful marketing strategies such as: user information sharing and interaction, brand & corporate identity, search engine optimization (SEO) etc.. In the new marketing on Social Networks, databases play an enormous role in allowing the use and the integration of online tools. In particular they make it possible for consumers and companies to login and to have their own profile on a Social Networking site etc.; this give consumers and companies the possibility to connect each other and to fulfill their specific needs for information sharing and interaction and companies the possibility to outline the core concept of identity that, in the case of marketing strategies, can be extended to the analysis of the way in which consumers and companies develop their online profiles. This process can stimulate the presence of small enterprises on the market.However, a stronger change is connected to the popularity of Social Networks, combined with the widespread diffusion of mobile technologies, such as pocket PC, PDA and cell phone; it has given rise to the phenomenon of Mobile Social Networks. Mobile Social Networks are considered to bethe natural evolution of Social Networks; they can be seen as Social Networks communities specialized with mobile services. Mobile devices offer to Social Networks new opportunities connected with real-time location-based services, communication on the move and the sharing of information and services anywhere, anytime. This phenomenon is having a great impact on marketing sector. Mobile marketing (M-marketing) is defined as “the use of the mobile medium as a means of marketing communication” . More specifically, it is “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” .In order to marketers adopt best M-marketing strategies it is very important to understand the use that users make of mobile devices, their perceptions and acceptance in terms of benefits and costs in using Mobile Social Networks for marketing purpose. The integration of Internet Marketing, Marketing 2.0 and M-marketing has led to the development of a new type of marketing: the Viral marketing. The reminder of the paper is organised as follows. Section 2 describes the Internet Marketing by discussing the different marketing ways, their advantages and limitations. Section 3 introduces the Marketing 2.0 by analyzing the benefits for consumers and companies. In Section 4 the different forms of mobile marketing strategies are discussed. Section 5 analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally Section 6 discusses the viral marketing trend.2 Internet Marketing: Marketing on the WebInternet Marketing is also called online Marketing, Website Marketing or e-Marketing. It is generally referred to the promotion of products or services over the Internet. Among the advantages of Internet Marketing there ismainly its cheapness both for companies and for buyers. Companies can reach a wide audience with minor budget respect to the traditional advertising while consumers can research and purchase products and services conveniently and quickly.There are different ways of Internet Marketing which are listed below:• Pay per Click: is a model where advertisers pay the publisher when the ad is clicked.• Marketing with Affiliates: A company hires one or more affiliates that are paid commission for each visitor that click on the banner or logo. Visitors are onnected to the sponsor’s site for which affiliates are paid a commission.• Search Engine Optimization (SEO): It allow to types keywords in search ngines related to ones product and to have the list of different sites related to that product. SEO maintains ones site to collocate on the first page of the most search engines to attract more traffic. This can give good Return on Investment (ROI) and increase profits.• Advertising t hrough Banner: Advertiser purchases banner to be displayed on the website. Usually, banner marketing is used to divert potential traffic to the site.• Auction through Internet: In a n online auction takes place when items are kept for selling. A minimum price for items is fixed by seller and buyers that offer the highest price will receive that product.• Listing on Directories: People can place their site on or which act as Yellow Pages on the internet. This is cheaper than the other ways of internet marketing, so also small-scale enterprise can use it.3 Marketing 2.0: Marketing on Social NetworksThe advent of Social Networking provides marketers with new potentialities, not available in traditional channels, in particular for the products and services diffusion. The importance of Social Networks and the key aspect of the companies’ interest on them are due to the wide number of consumers that can be reached using these tools. Marketers start from building a loyal constituency of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation, and use of knowledge from other forums to honestly counsel consumers. Marketers may also open discussion to specifically attract new members according to their profile of interest. The real advantages of Social Networks can be exploited when marketers use the interactive capabilities of this new medium and build a personal community environment for the consumers, on considering each consumer as an individual in addressing promotional messages, providing all related services at a unique point, and making the virtual community a truly worthwhile place for the consumer to visit. The possibility to individually and interactively address consumers, allows marketers to understand their target better and to provide new products and services in fulfilling the consumers needs. The importance of Social Networking is, moreover, connected to the symmetry between companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages they actively express their needs, preferences and choices. All these features of Social Networks allowed the introduction of different benefits on marketing process; the benefits can be view on considering the consumers as well as the companies’ point of view.From consumers’ p oint of view the key useful characteristics of a Social Network to consider are:• inter-activity: a consumer who joins a Social Network can seek information, test the product and proceed to place order forproducts. Consumers can also have access to the feedback of other people to make better informed decisions.• aggregation of services: a Social Network allows aggregation of different services, coordinated and hyper-linked by the seller of the products or services. This gives consumers access to all the necessary information to make a better purchase decision.• deliverability: a Social Network is delivered in real time 24 hours a day, and 7 days a week.These characteristic allow consumers to:• gather information a bout products and services offered by companies;• interact with other consumers without spatial and temporal constraints and with reduced search costs;• provide information about the product, to the company and to other consumers;• add “collective content” using discussion forums;• have economic benefits deriving from special prices, customized offers and better service from the qualitative point of view;• being part of a powerful bargaining group that can influence important marketing decisions.From the companies point of view the most important benefit that a Social Network an offer is given by the possibility to reach out and build interactive relationships with consumers on a global basis. In the past companies have been constrained by the inadequacies of the traditional channels, particularly in the products and services diffusion. Social Networks have the potential totransform and enhance this activity. As said before the key element for the interest in the use of Social Network is the critical mass of consumers that can be reached. Companies usually start from building a loyal community of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation. Companies may also open discussion forums to specifically attract new members according to their profiles of interest. These discussion forums are rich sources of information about companies and their products/services and, at the same time, should be closely monitored by the marketer to identify the needs of the consumers. Companies can also facilitate an immersive experience to consumers, for example, by using 3-D virtual communities such as Second Life, they can create customized graphical user interfaces and include tutorials (Avatar), which can better explain to consumers how to move around and interact with the environment.Many real-word companies are taking interest in this latest online trend. American Apparel is the first "real world" company that has opened a store in the virtual world of Second Life. Its ultra-modern clothing store is located on a beach resort and has quickly become a hot spot within Second Life. Second life provides companies with the opportunity to build a strong trademark. Some brand owners have established an online presence by building retail stores to sell products in the real world. Moreover they have the possibility to create an event in the largest world virtual 3-D environment to directly communicate with the wide audience of the community members. For example, the MacArthur Foundation uses events on Second Life to introduce the foundation to a new audience and to stimulate discussions about the real-world issues that it seeks to resolve; William Gibson, the influential author who coined the word "cyberspace", had a reading in Second Life to promote his novel “Spook Country”; the Royal Liverpool Philharmonic have built a replica of their concert hall where they will perform works by Rachmaninov.4 M-Marketing: Marketing on Mobile Social NetworksToday we live in a mobile-devices-focused society. Mobile technologies, such as PDA, pocket PC and cell phone, transform interpersonal communications, which are independent from the fixed location, and result in the phenomenon of “situated nowhere,” in which communication occurs everywhere. Several studies individuate and classify mobile devices properties. In particular Klopfer et al. in classify the following five property classes, to characterise mobile devices:• Connectivity.• Social interactivity.• Individuality.• Context sensitivity.• Portability.The widespread diffusion of Mobile Social Networks have great impact on marketing strategies; from marketing 2.0 we move to M-marketing that is defined as “the transactions of commodities, services, or information over the Internet through the use of mobile handheld devices” . M-marketing has generally been viewed as “an extension of marketing 2.0 beyond the static terminal of the PC/TV to anytime, anyplace, anywhere on mobile and other wireless devices” . M-marketing on Social Networks are increasingly a vital component of brand marketers' strategies, creating a rush to develop content and advertising to consumers via on their mobile devices. There are many forms of M-marketing such as Short Message Servic (SMS), Multimedia Message Service (MMS), Mobile Web Marketing, and Location-based Services:译文营销策略的演变从网络营销到移动营销1 引言营销是“创造、沟通、向消费者提供价值并维护与客户的关系的过程”。
市场营销战略论文中英文外文翻译文献
市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。
groups。
and ns choose。
acquire。
use。
dispose of products。
services。
experiences。
and ideas to satisfy their needs and the XXX。
consumer r research has focused on pre-purchase and post-XXX。
XXX view and can help us examine the indirect effects of consumer n-making and the XXX。
companies must offer more value to their target customers than their competitors。
Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。
XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。
XXX markets.1.1 ProductA product XXX of their needs。
not the specific material characteristics.1.2 nXXX includes advertising。
personal selling。
public ns。
packaging。
XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。
市场营销外文文献翻译
外文文献翻译Nike, lining, for everyone, is a familiar sports brand. In the United States, have high amounted to 70% Teen Dream is to have a pair of Nike shoes. Lining is the China sporting goods industry leader. In this paper we will from Nike, Nike lining lining the development the core value to discuss the lining and Nike in the cultural difference.We then aiming at the Nike lining the politics, economy, culture, technology and other aspects of the macroscopic environment analysis. In the brand positioning, Nike and lining are only used a self-expression positioning, Nike 's slogan is" Just do it", lining was replaced with a new slogan" Make the Change ( make change happen )" replaced the original" Anything is possible ( everything is possible. )".There is also the opportunity to develop products such as sport wear, sunglasses and jewellery. Such high value items do tend to have associated with them, high profits. The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of consumers. There are also global marketing events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics.Product development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However, like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace shoes.Lining, Nike is take self-expression way of positioning, can exhibit the unique brand image, promote a unique personality, so that the brand has become the expression of consumer personal values, self expression of a carrier and media. Lining and Nike target customers are young people, is a similar consumer groups. But they all have their own one is from the United States foreign brands, is a domestic national brand is they can be successful, because they are used for their own variouspositioning and marketing strategies.The market for sports shoes and garments is very competitive. The model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share.As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are shopping around for a better deal. So if one store charges a price for a pair of sports shoes, the consumer could go to the store along the street to compare prices for the exactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike.If you have a body, you are an athlete - Bill Bowerman said this a couple of decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursues its destiny. Ours is a language of sports, a universally understood lexicon of passion and competition. A lot has happened at Nike in the 30 years More ……So we discussed below lining Nike market positioning and their respective market differentiation strategy. It is because they each find themselves in the market are in the best position and strategy, it is the two brand to become the leader of the important reasons.李宁、耐克都是采取自我表现的定位方式，可以展示品牌的独特形象，宣扬独特个性，让品牌成为消费者表达个人价值观、表现自我的一种载体和媒介。
NATURE-OF-RELATIONSHIP-MARKETING关系营销的本质大学毕业论文外文文献翻译及原文
毕业设计（论文）外文文献翻译文献、资料中文题目：关系营销的本质文献、资料英文题目：NATURE OF RELATIONSHIP MARKETING 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：市场营销班级：姓名：学号：指导教师：翻译日期： 2017.02.14毕业设计（论文）外文翻译资料论文题目：A.O.史密斯的营销战略研究译文题目：Role of Relationship Marketingin Competitive Marketing Strategy关系营销在竞争中的营销策略NATURE OF RELATIONSHIP MARKETINGAt the core of relationship marketing is exchange, that is profitable to parties involved in the exchange. The concept of exchanges as it applies to relationship marketing can be viewed at from either a transaction cost analysis approach or a social exchange theory approach.Transactions are distinguished into discrete transactions and relational transactions. Relational contract law governs relational transactions. In classical contract law that governs discrete transactions identity of parties is not relevant; however this is not true in relationship marketing. In relational contracting the reference point shifts from the agreement (as in classical contract law), to the relation itself as it has developed over time.There might be or might not be an original agreement and if there is, there may not be any great deference to it. In a relational transaction, the contractual gaps between parties are reduced, as the relation becomes stronger and stronger. The frequency with which transactions recur influence the terms of the transaction (discounts as in frequent flyer). The degree to which durable transaction specific investments are incurred determine the rapidity of commitment given and received, the time period of commitment and the intensity of the relation between two parties. Transaction specific investments (asset specificity in physicalcapital and human capital) leads to relational exchanges where trust is a prime moderator. As such non-specific exchanges leads to transaction marketing and for exchanges that are not non-specific the concept of Relationship marketing will hold (Williamson, 1979). The Williamsonian approach to understand relational contracting has been augmented (Anderson and Weitz, 1992), by postulating that whenever idiosyncratic investments are made by the exchanging parties in one another then there is a stronger commitment to the relationship. In a relationship the set of understandings that has grown up over time (the implicit contract) is more influential. Exclusivity to the other party is also seen as a signal of commitment. Further the relationship dyad has been examined from perspective of a strong buyer facing a large number of small suppliers ( Heide and John, 1992). It has been shown that relational norms do play a role in serving as a governance mechanism to safeguard against opportunistic behavior in the presence of transaction specific assets. It has also been shown that in case of a relationship dyad between a strong supplier and a large number of small buyers relational norms do not play a significant role (Berthon, Pierre et. Al, 2003)George Homans (George Homans, 1961) first proposed social exchange theory. He said that exchanges of goods and services take place between two parties who are rational entities acting in their own self-interest and who will perform social action based on rewards and costs.The exchange of goods and services take place not only for money but also for non-monetary benefits such as love, esteem, affection and approval. Such exchanges are social exchanges. Social exchanges almost always involve an element of power, allowing one party to do activities the way it wants to do. Social exchanges involves interaction; interaction occurs when an activity emitted by one man is rewarded (or punished) by an activity emitted by another man. Social exchanges respect sentiment; sentiments are signs of the attitudes and feelings a party takes towards another party. This social exchange theory (George Homans, 1961) draws on the disciplines of behavioral psychology and elementary economics in proposing the principles of social exchange. Behavioral psychology decides on current actions based on past history of behavior / actions. Elementary economicsdecides on current action based on future stream of profits. It is difficult to balance these two directions. Further elementary economics assume perfect markets. Relationship marketing situations are far from perfect. Also relationships are built on future promises as much as on past behavior. In studying relationship marketing, both the transaction cost analysis and social exchange theory concepts can be used to explain and conceptualize relationship-marketing paradigms.Relationship marketing refers to a wide range of ‘relationship type strategies’ that have developed over the past few decades in product as well as service markets and in consumer as well as business to business sectors. The antecedents of RM go to Industrial marketing and Services marketing. RM found ready acceptance in a marketing world where it had become obvious that strategic competitive advantage could no longer be delivered on the basis of product characteristics alone and where corporate profitability was beginning to become associated with satisfying existing customers (John Egan, 2001). Relationship marketing as contrasted to transaction marketing involves relational exchanges that trace to previous agreements. There are four types of buyer-seller relationships –bilateral relationships, seller-maintained relationships,buyer-maintained relationships,discrete exchanges(Dwyer,Schurr and Oh 1987). For a firm relational exchanges could occur with goods suppliers, services suppliers, business units, employees, functional departments, intermediate customers, ultimate customers, competitors, nonprofit organizations, government (Hunt and Morgan 1994). Though conceptualizing relationship marketing accommodates all types of above mentioned relational exchanges, an adequate definition of relationship marketing for the purpose of this paper will relate to exchanges with intermediate customers and ultimate customers. For example, it is also stated that (Berry, 1983) ‘Relationship marketing is att racting, maintaining and - in multi service organizations –enhancing customer relationships’.In industrial marketing, relationship marketing is referred to as marketing oriented towards strong, lasting relationships with individual accounts (Jackson, 1985). From a sales management perspective, the term relationship marketing is applied to a number of different marketing activities ranging from consumerfrequency marketing programs to selling activities directed towards building partnerships with key business – to – business customers (Weitz and Bradford, 1999). In developing long term relationships with channel members, it is stated (Anderson and Weitz, 1989) that such relationships combine the advantages of vertically integrated distributed systems (control and coordination), with the advantages of systems utilizing independent channel members (flexibility, scale economies, efficiency and low overhead). They also state that channel relationships are dependent on (1) continuity of relationship (2) trust and (3) communications.Many global packaged goods manufacturers regard resellers (wholesalers, retailers) as their customers. The literature cites the case of Proctor and Gamble who regard retailers as their customers and Intel which has built its business around OEM customers (Webster Jr., 2000). Consequently developing relationships with resellers is also an important part of RM effort in marketing strategy process. The relationship between manufacturer, reseller and consumer as shown below is a three-way relationship.In such a context, the manufacturer and reseller are in a partnership relationship that includes competition and conflict (Webster Jr., 2000). Both manufacturer and reseller deliver value to consumer. In this three-way relation, the quality of relationship for any single player depends on the quality and strength of relationship between the other two.Other authors have noted multiple uses of the term RM (Brodie et. Al, 1997). They suggested RM be applied at four levels. At the first level, RM is atechnology-based tool of database marketing. At a second level, RM focuses on relationships between businesses and its customers with an emphasis of customerretention. At a third level, RM is a form of ‘customer partnering’ with buyers cooperatively involved in the design of the product or service offering. At a fourth and broadest level, RM was seen as incorporating everything from databases to personalized services, loyalty programs, brand loyalty, internal marketing,personal/social relationships and strategic alliances.A number of terms have been used as substitutes for relationship marketing or to describe similar concepts (Buttle, 1996). These include direct marketing, database marketing, customer relationship management, data driven marketing, micromarketing, one-to-one marketing, loyalty based marketing, segment of one marketing, customer partnering, dialogue marketing and interactive marketing. All this suggests that RM is also an umbrella philosophy for relational approaches in marketing. To succeed in RM, a company must have both a flow of new customers and there must be a restriction on customers exiting (Leaky Bucket Theory). Though RM has a dual focus on both acquisition and retention strategies, it is retention strategies that are given more prominence. It has been proposed that dual benefits of customer retention (Buttle, 1996) are: (a) existing customers are less expensive to retain than to recruit, (b) securing a customer’s loyalty over time produces superior profits. Acquisition costs include (1) personal selling (2) commission payments (3) direct costs and indirect costs of detailed information gathering (4) supply of equipment (5) advertising and other communications expenditure.Different models are suggested in literature for different relational stages in RM. One model (Dwyer, 1987) suggests that the stages are – Awareness, Exploration, Expansion, Commitment. A second model (Payne, 1995) suggests that the stages are –Prospects, Customers, Clients, Advocates, Members, Partners. A third model (Kotler, 1997) suggests that the stages are – Suspects, Prospects, First time customers, Repeat customers, Clients, Advocates, Members, Partners.There must be two characteristics present for an exchange situation to be described as a relationship (Barnes and Howlett, 1998). These are: (1) the relationship is mutually perceived to exist and is acknowledged as such by both parties, (2) the relationship goes beyond occasional contact and is recognized as having some special status. Inclusio n of ‘status recognition in a relationship’ puts a doubt whether a relationship could be developed with for example a local supermarket. The existence of special status is less obvious in consumer markets.Three characteristics are important for customers to desire continuity with thesame provider. These are variability, complexity, involvement (Berry, 1995). The author says that relationship marketing occurs at three levels. Level one relationship marketing relies primarilyon pricing incentives to secur e customers’ loyalty. However the sustainability of competitive advantage is minimal on this level one, as pricing moves can be matched quickly. Level two relationship marketing relies primarily on social bonds, though pricing is still a vital element. This involves personalization and customization of the relationship. Level three relationship marketing relies on structural solutions to customer problems, such as Federal Express providing computer terminals in offices of high volume customers.From the above discussion, for the purpose of this paper, RM is defined as the identification, establishment, maintenance, enhancement, modification and termination of relationships with customers / consumers to create value for customers and profit for organization by a series of ongoing exchanges that have both a history and a future. Such exchanges are called relational exchanges.关系营销的本质关系营销的核心是交换，即交换所涉及的各方利润。
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。
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毕业设计（论文）外文文献翻译文献、资料中文题目：网络营销的技术基础文献、资料英文题目：The technical basis of network marketing 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：市场营销班级：姓名：学号：指导教师：翻译日期： 2017.02.14The 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 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 enterprisesis 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 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 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 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 onservice-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 acceptthe 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 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 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 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.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 e-mail 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。