微信营销外文文献翻译
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。
It is a subset of e-business and includes activities such as online advertising。
search engine n。
email marketing。
social media marketing。
and mobile marketing.The first step in ___ target audience。
This can be done through market research。
analyzing website traffic。
and studying social media trends。
Once the target audience is identified。
the next step is to create a marketing plan that includes goals。
objectives。
tactics。
and metrics.One of the advantages of e-marketing is ___。
it is ___ of content。
language。
and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。
By optimizing website content and structure。
businesses canimprove their search engine rankings and drive more traffic to their site。
Social media ___ e-marketing。
互联网网络营销外文文献翻译
互联网网络营销外文文献翻译(含：英文原文及中文译文)文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29. 英文原文The technical basis of network 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.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 areconstantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication andexchange 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 ofbusiness-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 on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entiremarketing 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 in1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under theguidance 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.中文译文网络营销的技术基础彼得·肯泽尔曼网络营销基于以信息技术为代表的计算机网络技术的技术基础。
微信营销外文文献翻译
微信营销外文文献翻译XXX particular。
the development of n technology has ushered in a new era of mobile。
Smartphones and tablets have e indispensable tools in people's daily lives。
With the help of us intelligent are。
these devices have e "partners" for many people。
WeChat。
a popular social media platform。
has XXX.Keywords: XXX marketing。
XXX。
buying n2 XXXXXX social media platforms。
such as WeChat。
XXX increasingly popular among businesses。
as it provides a direct channel to XXX WeChat。
companies can provide personalized content。
ns。
and customer service。
which can XXX.3 MethodologyThis research XXX conducted。
and the data was XXX usage。
WeChat marketing。
and its XXX.4 ResultsXXX。
ns。
and customer service were found to be the most effective XXX.5 nIn n。
XXX。
ns。
and customer service to XXX.With the advent of the。
era。
us n are has e a part of people's daily lives with the XXX。
关于微信影响的英语作文
关于微信影响的英语作文English: With the widespread use of WeChat, its impact on individuals and society has become increasingly significant. From a personal perspective, WeChat has revolutionized the way people communicate, with its instant messaging function allowing for easy and frequent contact with friends and family. The Moments feature also enables users to share photos and updates about their lives, creating a sense of connection and shared experiences. However, there are also concerns about the addictive nature of WeChat, with some individuals spending excessive amounts of time on the app and experiencing negative effects on their mental health. From a societal perspective, WeChat has transformed the way businesses operate, with many companies using the platform for marketing, customer service, and even online sales. WeChat has also played a role in shaping public opinion and facilitating social movements, as seen in its role in organizing protests and spreading information during critical events. Overall, WeChat's influence on individuals and society is undeniable, as it continues to shape our way of communication, interaction, and information dissemination.中文翻译: 随着微信的广泛使用，其对个人和社会的影响变得日益重要。
微信对外国的影响英语作文
微信对外国的影响英语作文WeChat, as a popular social media platform in China, has greatly impacted foreign countries in various aspects. It has become a convenient way for people from different countries to communicate and connect with each other, breaking down language and cultural barriers.Many foreign businesses have started to use WeChat as a marketing tool to reach Chinese consumers. They create official accounts, post advertisements, and interact with potential customers through the platform. This has helped them to expand their market and increase brand awareness in China.WeChat has also influenced the way people make payments in foreign countries. With the increasing number of Chinese tourists traveling abroad, more and more businesses and retailers have started to accept WeChat Pay as a form of payment. This has made it more convenient for Chinese travelers to make purchases and transactions in foreigncountries.In addition, WeChat has also played a significant role in promoting cultural exchange between China and foreign countries. Through the platform, people can share their thoughts, experiences, and traditions with others from different cultural backgrounds, fostering a greater understanding and appreciation of diversity.Moreover, WeChat has facilitated the exchange of information and knowledge between China and foreign countries. People can join various WeChat groups to discuss a wide range of topics, such as language learning, travel tips, and cultural insights, allowing them to gain valuable insights from different perspectives.Furthermore, WeChat has influenced the way people consume news and information. With the rise of official WeChat accounts from foreign media outlets, people can easily access and share news articles, videos, and other forms of content, providing them with a broader view of global events and issues.。
网络营销外文资料及中文译文
外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. [Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labormarket, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not thecharacteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willingto sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing.Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in thecompany's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.中文译文网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
体验营销外文文献翻译2019年译文3000多字
体验营销外文文献翻译2019年译文3000多字XXX quality。
This shift is due to the XXX performance。
including customer n。
n。
XXX experiment。
taking into account both the XXX.2 XXXXXXXXX of the customer's experience。
including sensory。
nal。
cognitive。
XXX on the customer and to build long-term XXX.3 XXXXXX it creates a unique and memorable experience for the customer。
which can lead to increased customer n。
loyalty。
XXX differentiate the brand from its competitors and can lead to increased brand awareness and positive word-of-XXX。
XXX a strong nal n een the customer and the brand.4 XXXXXX marketing。
including events。
sponsorships。
product ns。
and XXX and can include trade shows。
festivals。
XXX totry out products and experience them firsthand。
XXX.5 CONCLUSIONXXX of the customer's experience。
companies can create nal ns with their XXX。
With the right methods and strategies。
微信营销外文翻译文献
文献信息：文献标题：Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?（中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？）国外作者：Diana B.Kontsevaia，Paul D.Berger文献出处：《International Journal of Marketing Studies》,2016,8(4):37-43字数统计：英文3025单词，15549字符；中文5192汉字外文文献：Mobile Marketing in China: Can WeChat Turn Their NewAdvertising Strategy into a Sustainable Advantage?Abstract WeChat is China’s equivalent of WhatsApp, Facebook, and Paypal all combined into one app. In this paper, we examine mobile marketing in China, and specifically focus on WeChat’s strategy in opening up its platform to advertising. There is profit potential and also risk potential for WeChat in adopting this strategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that were handled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer.Keywords: WeChat, mobile marketing, social media, marketing in China1.IntroductionMobile marketing is the latest acclaimed marketing strategy. At a time when other marketing channels are said to be losing effectiveness, “mobile” has become the best way to reach consumers. Executives from North America are flocking to mobile as the biggest new solution. “Your mobile device quickly has become the easiestportal into your digital self,” proclaims Phil Nickinson from Android Central. And Google’s Eric Schmidt believes that “Mobile is the future, and there’s no such thing as communication overload.” In sum, the marketing world currently loves mobile marketing!Before getting carried away by wonderful quotes about mobile and its place in everyone’s future, however, one might reflect on the following phrase from Matt Haig, author of Mobile Marketing: The Message Revolution: “End users, not technologies, shape the market. Consequently, marketers need to stay abreast not only of technological developments, but also, of the way people respond to them” (Haig, 2002). In other words, while talking about mobile marketing, it is vital not to forget the users and the place they occupy in the mobile marketing world. In some ways, this mirrors the very long-standing concept usually applied to new products, but also to new services: the distinction between tech-push and demand-pull, and the recognition of both.2.Wechat: The App That “Stole” Mobile in ChinaWeChat emerged in 2011, and started out as a purely text-messaging platform created by Tencent Holdings. By 2015, the platform boasted some 600 million daily-active users (Bao, 2015). Its tremendous growth over the last five years disrupted the telecommunications business, by replacing the need to send SMS, and even replaced the need for phone numbers, as people share their WeChat IDs, rather than phone numbers or e-mail addresses. Moreover, since its launch, WeChat has developed an array of applications within its own app. For example, it added a payments system connected to , one of China’s biggest online stores, ensuring that people increasingly shop on WeChat’s own platform. This, in turn, hurt China’s e-commerce giant, Alibaba, dominant on the e-commerce scene until then (Rein, 2015).WeChat users can join the network by either giving their WeChat ID, by scanning a personalized QR code, or simply by shaking the phone and letting the device read the other people who have WeChat and are in the area. The massive number of usersWeChat has attracted has not gone unnoticed by China’s commercial sector. There are QR codes everywhere: on tables, TVs, and billboards, so people can scan them and subscribe to their favorite (or at least moderately interesting) brands in an instant. Businesses have been known to successfully connect with their constituents using the platform by making their own profiles.3.Differentiation and RevenueAccording to Juniper Research, it will be a struggle for mobile messaging companies to sustain revenue, despite growing traffic (Juniper Research, 2015). Many predictions have been made that argue that just because traffic is going to increase, so will the revenue (e.g., Su-fang et al., 2016). Juniper shows, however, that this is not necessarily the case. According to their research, the revenue generated from each message sent over apps similar to those of WeChat will be less than 1% of what will be generated from SMS and MMS (Juniper Research, 2015). They predict that, despite the doubling of mobile traffic, free-messaging platforms will struggle to turn that traffic into revenue, even for advertising-enabled platforms. In light of possible stagnation of revenue from mobile messaging platforms, will a mobile marketing strategy hurt WeChat’s revenue by weakening its focus on users? First, let’s examine other companies which have been successful with native advertising, and their future strategies.3.1.Facebook: Why Mobile Needs to DifferentiateFacebook started out as a single social website based in the United States and has since expanded its universe to include a variety of apps such as WhatsApp, a text communications app, Instagram, a photo sharing app, and Messenger, Facebook’s own text messaging app. Facebook’s biggest challenge in an immensely competitive space is to ensure that their users stay engaged with their universe. Acquisition of apps such as WhatsApp and Instagram was a way to ensure that Facebook gets access to a variety of user data, even when users are not directly connected to Facebook (Johnson, 2016).Of course, Facebook needs a lot of data to sustain their main source of revenue:native advertising. Facebook began using native advertising in 2011. While it did not exactly invent the practice, Facebook is the one that perfected it, by giving businesses access to an unprecedented product—a social-media platform that revolutionized communication, and thus, became ingrained and entrenched in the world’s mind.Facebook ads work on a pay-per-click or pay-per-impression basis, and vary in price, depending on the type of audience being targeted. Many businesses jumped on the opportunity to not only connect with customers using their social profiles or “pages,” but also to directly impress upon a tailored audience. Indeed, Facebook remains one of the platforms with the most detailed targeting options available.Despite Facebook’s using their community as their main product, they have been very successful in remaining the number one social-media platform and have steadily begun their migration to mobile. In 2014, Facebook’s Messenger was the number one messenger accessed per month in the USA, followed by Google+, then SnapChat, and fourth being Facebook-owned Instagram (Kokalitcheva, 2015). However, there are more changes coming. In the fast world of mobile advertising, it is no longer effective to rely on users simply logging in onto a network. People have to be engaged; otherwise there is no utility for them in using an application. That is why, in recent years, Facebook has put a lot of focus on developing its messaging platform into an all-around communications platform. Its latest challenge is to integrate services and eventually, payments, to ensure that users can derive continued benefit (Gottfried, 2013).While diversification of its product may seem natural, it also comes at a time when Facebook posted drops in advertising revenues (Johnson, 2016). The revenue drop suggests that monetizing ads might no longer be enough to sustain growth in the long run, and that other business models might be necessary. The drop in revenues and differentiations supports Juniper Research’s findings that user growth does not always equal revenue growth, despite the disbelief it has received in the literature.3.2.Revenue from New MarketsEven if Juniper Research is wrong and the text messaging business will continue to grow at the current pace, turning traffic into revenue, it is not apparent how WeChatcould replicate the same success as Facebook. Recently, Facebook’s ad revenue came mainly from foreign countries, rather than from inside its “home” country, the United States (Gottfried, 2013). That is primarily because people in the U.S. have likely become desensitized to social ads, if not leaving the platform altogether.If WeChat’s user base becomes similarly desensitized, expansion into foreign markets will prove very difficult, because 93% of its operations is concentrated in the Chinese Mainland. They have a small presence in the U.S., Hong Kong, Europe and other locations, but as noted, these markets account for only about 7% of their influence (Marketline, 2013). While WeChat can spend resources at dominating other local markets, it is unlikely that they will be able to replace the competition already within those countries. In fact, WeChat owes its beginning success to its own innovation in its local market. For example, by adding a voice note it became a very useful tool, taking into account how the Chinese language is structured (Rein, 2015). Its entry into foreign markets would have to replicate the same vigor and localization they showed in their home market, which could be difficult and expensive, and may even require help from a local partner.4.Customer Perception and Personalization4.1.Chinese Consumers and Mobile MarketingThe Chinese consumer perception of mobile marketing has changed over time. While blanket marketing no longer works, personalized, timely ads, can still be effective. Utility is the key. Research conducted in Taiwan in 2006 suggested that users very much disliked the idea of mobile advertising; the majority perceived mobile ads as “annoying, excessive and offensive”(Su-fang et al., 2016). In fact, when people received mobile advertisements, most put it aside to read later. Mobile was not an effective communications channel. Since then, however, both practices and perceptions of mobile marketing have changed significantly, and mobile marketing has become much more targeted, localized and optimized.When mobile ads are optimized, consumers tend to tolerate them much better.What does “optimized”entail? It could mean security, localization for the market, delivering ease of use, or serving a specific purpose, such as communication or payment, or any combination of these. Adaptation to a certain market plays a limited role, in that there are specific features that Chinese consumers will appreciate, such as the ability to easily compare products and prices when shopping. Yet, that’s not the most influential characteristic when it comes to Chinese consumers’desire to spend time and money on mobile. In fact, what had the most positive effect on mobile purchase behavior is perceived usefulness (Gong et al., 2013). Therefore, the more uniquely useful the app, the more people will continue to use it. Services, again, play the central role in customer satisfaction. How is WeChat going to grow its revenue through ads, without compromising the current utility it has made for itself?4.2.Dangers of Over-AdvertisingWeChat knows that there is a potential risk of losing some of its user base. Thus, it began implementing mobile ads very cautiously. Asians, on average, are less receptive to ads imbedded in mobile, as compared to Europeans and Americans (Olson, 2015). So, WeChat restricted access to its users. Indeed, at first, only vendors who talked directly to the platform could launch a campaign.There is a reason WeChat was aware that it needed to be cautious when implementing ads. It learned from Weibo’s experience only a few years before, when Weibo did the same thing with mobile marketing. Weibo is China’s Twitter-like microblogging platform that saw a rapid decline in its user base after it overwhelmed its users with a nonstop myriad of ads (Olson, 2015). Weibo ended up losing a lot of market share (to WeChat) because users were dissatisfied. Using Weibo's service simply became less useful to (former) users, because of the effort of getting past the ads. Restricting access to its audience was one of the best things that WeChat could do in order to get access to potential revenue from ads, and yet keep its users’faith. As the program grows, however, the protection of users is likely to become de-emphasized, and more and more ads will appear in user feeds.4.3.Data ProtectionData security could become a problem in the future. With the increased need forinformation about target audiences, many social-media platforms are now turning to mining images that are found on people’s profiles as a source of information (Macmillan, 2016). Given WeChat’s fairly basic targeting-scheme, it seems unlikely that they will employ this technology soon; but, if they are to compete with the likes of Facebook, it is only a matter of time until they also have to adopt similar technologies to provide the most transparent view of their audience. All this does is to guarantee that the users are no longer at the center of the product; rather, the users become the product.WeChat has been excellent thus far in guessing its user needs, and has seen great growth because of that. By entering into the world of mobile marketing, it may have endangered its position simply by switching their main user-base from the people using the app, to the companies who will pay for their ads.4.4.Me-MarketingAlongside short-term revenue, WeChat’s entry into mobile advertising is meant to push the envelope and immediately begin with personalized marketing. WeChat already showed that its advertising is going to be completely different, by raising demand for its “premium”users. Yet, it’s unclear how this model will evolve in the future. Will WeChat lower its prices and become China’s equivalent of Facebook advertising? If so, why not start out with low prices from the beginning, as Facebook did? The strategy is especially unclear, because the first ever campaign it conducted raised a few eyebrows and bruised some egos.The first campaign was signed with BMW. BMW wanted to target only affluent, educated people in the so-called first and second tier cities (Beijing, Shanghai and other large cities). People who did not fit the targeting criteria saw ads for soda and smartphones instead. People who did fit the category saw BMW ads pop up on their Moments page. The highly-anticipated opening to WeChat’s own platform was noticed by many, and many also noticed the blatant targeting. While the BMW’s brand soared immediately after the campaign, it soon received a backlash, as people who did not see BMW’s ad appear in their newsfeeds began referring to themselves as diao, a polite term for loser (Loras, 2015). WeChat came away happy with theadditional press the campaign received; yet, it managed to alienate some of its community in return for securing a bold entry into the world of mobile marketing. Alienation, obviously, is not useful to engendering success.5.In Summary—Focus On UtilityWeChat grew into a huge, successful application, as a result of a combination of fortunate events and Chinese socio-cultural needs and characteristics. It began its successful rein as an innovator for the Chinese market, creating new app features specifically useful for the Chinese speaking population. Moreover, as noted earlier, little separation between private and professional life in China aided WeChat’s journey to becoming the one app that dominates the Chinese ecommerce, social media and telecom space. Tencent, WeChat’s parent company, also had an easier time than similar global companies such as Facebook, in terms of data-privacy issues, as it strongly cooperates with the Chinese government. It also indirectly benefits from the fact that it is difficult to carry a civil case through the Chinese court system.From the beginning, Tencent’s WeChat put the customer at the center of its platform; thanks to that, it reaped huge benefits. Interestingly, this is not a “rocket science”idea. For many years, the biggest change in the field of marketing, accompanied by the use of the internet, has been the movement from a transaction-based approach to a customer-centric approach. WeChat's approach can be thought of as yet another extension of this very prevalent principle.WeChat first dominated Chinese communications, then payments, and now it is moving into becoming a full-fledged mobile social-platform, including mobile advertisements. Its success with this will depend on two vital factors. The first is that mobile ad revenue may actually decrease in the long run, despite increasing traffic. The evidence of this potential decline is exemplified by Facebook’s attempt to differentiate their offering the way WeChat already has, by incorporating payments and other services within its own application.The second vital factor is to remain relevant to its users. WeChat’s platform cannot work if all its users decide to leave. Are people actually going to be receptiveto seeing ads among their Moments? Historically, Chinese users have not been too friendly to over-advertising, as the case of WeiBo’s decline suggests. Plus, WeChat may have already started off on the wrong foot with its first campaign featuring BMW that targeted only WeChat’s affluent users. Furthermore, there may be growing privacy issues that the Chinese government and society have yet to tackle—for example, issues such as image mining. At what point will brands actually be infringing on user privacy?The good news for WeChat is the fact that Chinese consumers seem to care mostly about the usefulness of their apps. Security and ease-of-use concerns do not influence their online behavior positively or negatively. The users who are already online understand the implications of engaging with online platforms, and giving up some private data does not discourage them from engaging and shopping online. As a result, WeChat must focus specifically on remaining useful to its user base—exactly how it was when it started out.Mobile advertising is a potentially huge source of revenue, especially in the short term. To be sustainable in the long-run, however, WeChat must remember that mobile interaction is not just about the technology and the revenue. Rather, it’s also about the user and the utility the users are able to derive. Users are the ones who shape the market, by choosing to log-on to a given social or mobile platform. Since it is their choice, mobile platforms must keep in mind that their users’needs and their experience on the platform is what matters most, or else they risk that their users may log-off forever.中文译文：中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？摘要微信在中国，相当于是WhatsApp、Facebook和Paypal这些组合而成的一个应用程序。
微信营销外文文献翻译
文献出处：J Avery. The Research of Wechat Marketing to Customers’ Behavior[J]. International journal of business and social science, 2016, 5(6).原文The Research of Wechat Marketing to Customers’ BehaviorJ AveryAbstractThe progress of science and technology promote the development of the society. With the continuous development of information technology, human beings ushered in a new era of mobile Internet era. With the advent of the era of mobile Internet, smart phones, tablets, become an indispensable tool in people's life. All kinds of intelligent software with the help of mobile phones, tablets and other terminal also become many People's Daily "partners".WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use, more and more companies spend a lot of money, manpower and material resources to participate in the WeChat marketing, to communicate with consumers, by WeChat influence consumer behavior.Keywords: WeChat marketing, consumer behavior, and buying decision1 IntroductionWith the coming of the age of the Internet, all kinds of application software with the help of mobile phones, tablet into people's lives. One of the software is using ten cent platform quickly has many users, it is WeChat.WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use of, this raises WeChat marketing craze. In early 2013, WeChat only 300 million breakthrough in 2 years the number of users, development speed greatly exceeded the microblog.At the end of 2014, tencent WeChat global number of registered users has exceeded 600 million, of which more than 440 million active users.WeChat become zero sheep in the mobile instant messaging, the downloads and the number of users in the world, formed the world ", where the Chinese have WeChat ".After its launch overseas version, due to its excellent function also received a lot ofusers in the west. The rapid development of WeChat pull into the miles of space that intervene between a man and at the same time, also widen the spread of information channel, to speed up the spread of information, in gradually changed people's ability to obtain information and communication.2 Literature review2.1 WeChat marketing theory2.1.1 WeChat and WeChat marketingWeChat (WeChat) on January 21, 2011, tencent company is launching a support S40, S60v3, S60v5, BlackBerry, Windows Phone, Android and iPhone instant messaging software, through the intelligent mobile terminal to provide customers with text and image sharing, photos, video sharing, Shared location, and support group chat and voice, and video intercom function, broadcast news (one-to-many), information communication, the Internet shopping, financial management, games and other services, and a location based social plugging "shake", "bottle" and Shared streaming media content of Feed, WeChat through mobile Phone network or the Internet transmission information, support for multiple languages, as well as a variety of mobile data network, free of charge.WeChat after launch, with the aid of tencent this big tree, grows quickly in the mobile phone users, are popular with the masses of users, the registration number has been soaring, break through 300 million in January 2013, at the end of 2014, 600 million. The number of users of its large number of excellent functions, for many enterprises to see the broad market, mobile platform by using this platform to promote their brands, products of the company. So what exactly is WeChat marketing?WeChat marketing is based on WeChat platform, through this platform to focus on the user promotion enterprise brand and product of a kind of modern marketing mode. This research institute WeChat marketing mainly refers to the enterprise through WeChat public number to its focus on the user push related to enterprise brand or product or other marketing information.WeChat provide enterprises with a variety of ways to do marketing, enterprises and public WeChat ID.In August 2014, tencent company to the public, is divided into two kinds: subscription and services.Service, compared to subscribe to, the more precise interaction, subscription, interaction can only be WeChat user manual input, voice sends a message to companies, and in addition to the subscription service, interaction, way beyond, also provides users with already defined messages to the user, convenient for users to send, users only need to click, enterprise has been defined for this good news to the definite answer.2.1.2 WeChat marketing role and development trendFirst of all, in the enterprise business promotion activities, compared to the previous wall advertising, distribution of brochures and other traditional mode of propaganda.WeChat marketing has unique advantages, it can real-time connection consumer groups in different regions. These huge consumer groups is propaganda enterprise huge number of potential customers.WeChat news high accessibility and timeliness marketing for WeChat provides a huge advantage, and the most idea is consistent with the information dissemination and consistent. Because WeChat user is active subscription enterprise business promotion activities and other related information, subscribers to this message are not usually present resistance, enterprise can also through WeChat push its related activities in timely and accurate information to business promotion activities is the most important potential customers and users. Second, a form of the embodiment of the competition in the market can be done in marketing management, now such a competitive market economy, WeChat marketing can bring more profits for enterprise and development prospects, is an important means of marketing management.WeChat marketing not only meet the demand of the development of the enterprise, also bring all kinds of cheap and good customer.Again, WeChat marketing can effectively combining WeChat appeal and word of mouth, by diversified means to show the advantages of a product concept, core values, and many other deep value. It can bring the audience a psychological shock and friendly interactive, take great advantage of the marketing and publicity, drive the consumers in the traditional model for brand value to the mobile Internet to accept the change of brand value.WeChat marketing effectively the brand image and word of mouth publicity products together.In the near future, the number of Internet users use mobile Internet will greatly exceed the number of Internet users to use traditional Internet.And WeChat is one of the important strategies in the mobile Internet company tencent layout, tencent company will use the WeChat this a tool to create a new chain, integration of social, entertainment, shopping, and its own resources, such as communication, taking a taxi is solid form of barriers, for their own future to lay a better foundation for the long-term development. As China's network and communications business, WeChat even run at independence from basic network services, to provide users with calls and text messages and other communication services. Their own future, WeChat may have to pay function or with goods ten pay binding, in the field of Chinese pay and pay treasure to compete, a share in the field of mobile payment. Because WeChat can call mobile phone positioning function, the future can be associated with merchants from all walks of life, to provide users with nearby shops offer information, and provide one-stop service for the user.Currently WeChat function as well as other properties are not completed, the future development of space is limited.2.2 Consumer behavior researchAjzen and Fishbein (1980) argue that behavioral intention refers to the customer to a certain behavior of the will of the positive degree, it tends to have spontaneously, without shadow interference with other external factors, the positive intention will enable customers to some kind of behavior.Generally engage in this behavior the stronger the will, the more likely to go for this behavior.Ajzen (1991) points out that the behavior intention than factors such as attitudes, feelings and beliefs that can more accurately describe the behavior, thus determine the consumer is in the future a certain period of time no will to take some actions, the best way is to know whether the intention for the behavior.Fishbein Martin (1992) pointed out that the study of consumer behavior has for many years, for the traditional research methods in general consumer purchase decision process first, and then according to each part of the process of research Gui analysis, determine its influencing factors. This traditional method is a very bigdifficulty lies in the consumer behavior is hard to follow, even if can track, cost is high, it's not good for scholars, after continuous exploration, many scholars have researched, not directly but through indirect research act intending to study consumer behavior, because light behavior intention is the behavior of consumers, it often can accurately predict consumer behavior.3 analysis model and research hypothesisWeChat for the new marketing mode - WeChat provides a good platform, many companies want to seize this opportunity in trying hard, trying to use this platform to develop the enterprise itself. What WeChat most welcome, but consumers which WeChat marketing methods most easily accepted by consumers, marketing in different ways, specific how should operate, which WeChat marketing methods provide the possibility for its own development, the problem for WeChat marketing companies are universal, then this one problem to be solved.To conduct a comprehensive analysis, the function of the WeChat summary WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer behavior model, the specific model is shown in figure 3.1.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprises WeChat marketing and put forward the corresponding Suggestions.3.1 WeChat marketing factorsOn consumer purchase decisions are involved in many disciplines, and different subjects scholars Angle and thinking is not the same, give the explanation is exactly the same. Even so, but can draw universal conclusion: enterprise products or services to consumers or indirectly stimulate, and consumers through thinking, formed in the brain buying motives. Is consumer completed inside thinking process, this process now science cannot fully explain, relative to the outside world is visible, he is a "black box" process. Consumer’s ultimate behavior reflect consumer decision-making, reflected the consumers' attitudes, to release his preference information, and so on.Enterprise through WeChat marketing, on the basis of influence consumerattitudes of product, expects the consumer purchase behavior. Enterprises should be how to carry out marketing activities more effectively use WeChat? And what factors influence on the consumer purchase behavior of the dominant? To know consumer's attitude toward WeChat marketing, explore WeChat marketing factors affecting consumer purchase behavior, in this paper using the depth interview method, the open-ended questions, the refining effect factors provide the basis for designing questionnaire.3.2 Build the modelTo conduct a comprehensive analysis, the function of the WeChat summarizing domestic WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer purchase decision model, the specific model is shown in figure 3.2.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprise microblogging marketing and put forward the corresponding Suggestions.In this model emphasize WeChat marketing, brand image, the relations between and among purchase behavior. Including WeChat WeChat marketing mainly covers enterprise management maturity, enterprise WeChat content on marketing, discounts and promotions marketing and corporate WeChat and user interaction between marketing, etc.;Brand image is mainly the company image, brand performance and brand personality these three aspects.译文微信营销对消费者行为的影响研究J Avery摘要科技的进步推动社会的发展。
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。
微信营销-中英文
The creation and promotion of ‘Micro-Chatting’ based on the media technologies1 IntroductionMicro-Chatting is an APP which serves for chatting and it supports to send voice messages, video, pictures and text (including facial expressions). Micro-Chatting makes users keep communications with friends at all times and places. Besides, the function of sending voice and video enhances the interactivity of chat. In addition, users may get to know the people nearby through Micro-Chatting so as to expand the social network. Micro-Chatting is an APP of location based service. The purpose of this report is to construct two digital media platforms to create and promote Micro-Chatting and make a comparative analysis of the two digital media platforms so as to make plans for Micro-Chatting’s design and promotion. This report mainly consists of six parts. Firstly, it comes to the introduction, which introduces the background and the aims of report. Secondly, it is the basic information of product. Thirdly, it is the pre-production of digital promotion for Micro-Chatting. Fourthly, it comes to the plan for the creation of the branding.Fifthly, it is the comparative analysis of the two digital media platforms. Finally, it comes to the conclusions.2 The basic information of product2.1 A narrative describing of Micro-Chatting微聊一个为智能终端提供即时通讯服务的免费应用程序，微聊支持跨通信运营商、跨操作系统平台通过网络快速发送免费（需消耗少量网络流量）语音短信、视频、图片和文字。
微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat Marketing ReviewJohn Scouriaspresent situationWeChat micro-blog marketing be just unfolding, and quicklybecame the brand manufacturers in addition to the official micro-blog another Internet marketing hot. Since August 18, 2012WeChat public platform officially launched, the media, brands and celebrities use more methods to their fans push all kinds of information, more and more WeChat marketing effectcan not be ignored. WeChat marketing, and gradually spread to the domestic industry salesfield, and plays an important role to change the existing marketing mode. This paper is a summary of the relevant WeChat marketing research summary of predecessors, throughanalysis, summary of the scholars of the WeChat marketing research. The advantages and disadvantages of WeChat marketing mode, and WeChat marketing prospects, existing problems and countermeasures are summarized, and put forward the direction of theirthinking.Theme1.WeChat born marketing modelIn recent years, although the domestic enterprises in the electronic marketing aspects withgreatly improved but it is still will be influenced and restricted by social environment. When the enterprise risk in the marketing process, then because of the risk and the cost will rise, while the sales of the product will be affected, thisis very dangerous for enterprises. How to get agreater return on sales by small investment, has become a key issue in the enterprise need to consider, there WeChat is become a ready-made panacea to solve the enterprise marketing mode. The main way WeChat platform for public communication is a two-dimensional code,the emergence of a two-dimensional code is a creative transformation of many enterprises for domestic and international, it is the marketing and media industry has brought new impetus to the development of. In today's increasingly competitive market, WeChat these two-dimensional code, low cost, quick network marketing mode was used by many enterprises.From the opening of WeChat business point of view, they will put the dealer to WeChat camp,the enterprise can make some backbone staff participation, establishing a business WeChatarmy. From the information released, mainly in brand information, industry information,business activities, the official website, promotional activities, in fact, are for business promotion, brand building, information push to build a good platform.2. on the WeChat marketing model to explore(1)on the WeChat marketing mode is known as the following four modes:(2)LBS+see nearby "function,mining potential customers,opening up new channels of enterprise sales;(3)O2O+ "two-dimensional code scanning" function, boost brand virality, key entrancethrough online and offline businesses;(4)WeChat public platform+"circle of friends"new features,to create anew social relationships chain,to create a new mode of enterprise reputation; (5)WeChat interactive push, push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.Zhang Li (2013) used in the analysis of enterprise marketing WeChat when, think to the enterprise, WeChat marketing or marketing mode must be used to distinguish, for differententerprises of different products and services, to adopt different marketing methods, such asO2O+, two-dimensional code scanning mode is suitable for dining, entertainment and otherproducts or services and users closely related enterprises; she also pointed out that WeChatmarketing cost is low, the advantages of potential customers.parison of definition of WeChat marketing and traditional modeWeChat marketing is the era of network economy on the innovation of marketing mode, and is accompanied by a kind of network marketing way of WeChat, WeChat has no distance limit,the user registration WeChat, and around the same registration "friends" to form aconnection, users subscribe to their required information businesses, by providing the needed information, the way of marketing to promote their products.Han Mei (2013) said WeChat is defined as a new media, the new network marketing channels,and to WeChat as an example, through the contrast WeChat platform for traditional network platform characteristics and advantages compared, analyzed the enterprise three characteristics by WeChat platform to carry outmarketing activities that word of mouth communication, content positioning precision marketing, the geographical position of marketing. To accept a high degree of accuracy and content is the use of the two characteristics of network marketing WeChat platform, and the two is the lack of the traditionalmass media marketing mode..I think,WeChat marketing to solve the major problems in marketing-- Discussion on precision marketing,WeChat marketing based on the mobile Internet is the first attempt to pioneer the precision marketing.WeChat public platform authentication account background according to the various conditions on the classification of the user,user specific information can be sent to a certification account classification.The dissemination of information WeChat public accountis the first by the user to choose,the user of the information rejection is small,and themessage type is rich,support mixed map and text or video,audio,flexible and diverse forms.As a mobile social networking application,the possibility of WeChat also provides greater public accounts and individual users to interact.Marketing: in WeChat public platform, everyone can use a QQ number, create an ownWeChat public number, and in the WeChat platform to achieve text, pictures, voice andspecific groups of the full range of communication, interaction. The recent wave of Cadillachad "found heart Highway No. 66" activities, WeChat public account every day will send a group of the most beautiful travel image to the user, in order to resonate. Other content, basic to the main models of beauties, suchas overseas spy photos show. Cadillac also use theaccount to publish real-time content, such as before the Shanghai released orange rainstormwarning, made a safe travel alert.This kind of marketing mode in Shandong auto show in Ji'nan has also been used, there is thepublic platform Cadillac exhibitors booth, visitors can scan two-dimensional code concern the public platform, to understand the dynamic Cadillac automobile 4S shop.Starbucks"woke up"mode:interactive push WeChatMarketing:to push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.When users add as friend,"Starbucks"expresses feelings with WeChat expression,Starbucks will be based on the user sends amood,with"wake up"the album's music in response to user.This kind of marketing is in line with the characteristics of consumer groups,and the shape of the Starbucks image better.4. on the WeChat marketing potential problem analysisTan Kai (2012) in WeChat marketing and puts forward some technical problems can not beavoided. LBS, two-dimensional code scanning, circle of friends, speech function and a series of multimedia features, companies can provide users with more extensive services, to develop more specific marketing strategy. However, from another and see, due to excessiveenthusiasm of enterprises, WeChat marketing will bring a lot of trouble to the user. WeChatmarketing the "license",only the user license, the enterprise can force a dialogue with theuser, although this part of the user can be defined as a loyal user of enterprise, but they can always close interaction with the enterprise. So how to maintain the relationship between theuser and will become the key WeChat marketing promotion.Feng Haichao (2013) also believe that, WeChat as a new means of marketing and marketing platform, WeChat is strong enough, the value of it is self-evident, but can actually achievewhat quantity but if the new super star as a marketing platform, there are still some problemscan not be ignored, nor can WeChat expectations too much. He pointed out a problem the most direct WeChat marketing, public platform and WeChat user demand does not match theproblem. He also believes that the core issue in the WeChat marketing team must consider is,do the user relationship or information, it is worth considering.Wu En,Mao Xiuli(2013)compared with the WeChat micro-blog marketing ability,analysis showed that the number WeChat than micro-blog in client type less,WeChat marketing abilityis limited,WeChat to want to go to the transformation,expanding client types,expand the deFei Qun,the development of more kinds of information,better meet consumer demand.SummaryFrom the analysis of literature, the WeChat micro-blog marketing, research has been more perfect, scholars from the current use of WeChat, and according to the WeChat propagation mode, enterprise applications, WeChat existing marketingproblems and other aspects were investigated in detail. But through our research on these documents, found in the enterprises in the use of WeChat marketing, also need according to its role and effectiveness for further.analysis, how to measure marketing effectiveness, only to see how many fans are not convinced.On the other hand, WeChat marketing is not only a marketing tool, It can be transformed into customer relationship maintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。
微信营销外文翻译
正确地点和时间下新媒体伴随的社会营销Jay M. Bernhardt 佛罗里达大学健康教育与行为系，佛罗里达州Gainesville Darren Mays乔治敦大学医学中心肿瘤科，哥伦比亚特区华盛顿Amanda K. Hall佛罗里达大学健康教育与行为系，佛罗里达州Gainesville摘要：目的：本文的目的是寻求讨论新媒体革命以何种方式将“渠道”更贴近消费者从而提高社会营销。
研究思路：这篇论文描述当前有关的社交媒体和移动通信技术的新媒体发展趋势，并通过运用商业营销，社会变革和公众健康实例分析讨论其对社会营销产生的影响。
成果：快速增长的在线社交网络和世界大部分地区无处不在的手机为社会营销人员提供了巨大的潜力，以全新方式吸引消费者。
这些新的通信平台的性质不同于传统媒体是可以使他们更有效地为市场营销服务，最明显的是更深层次消费者参与、多方位信息交流、和基于位置跟踪和消息传递的重要方式。
现实作用：本文所描述的趋势正在快速，从根本上改变商业营销人员、品牌经理和客户关系经理如何与当前的和潜在的消费者相处。
社会营销活动应该从中学习，并利用这些新媒体更深入地联系大量的消费者，上述从业人员比以往任何时候都更接近“正确的地点和正确的时间”。
独创性/价值：本文探讨已经介绍了在爱尔兰都柏林的全球非营利和社会营销大会于2011年4月的一个话题。
讨论应鼓励社会营销重新考虑“渠道”的作用，并探讨新媒体如何令地方更贴近消费者。
关键词：社会营销，新媒体，社交媒体，移动电话，4P理论，移动通信系统市场营销组合（或4P理论）是旨在鼓励行为改变的社会营销计划规划和实施的中心结构(Grier and Bryant,2005)。
尽管价格、产品和促销策略通常是社会营销活动的主要元素,达到期望的目标受众的地方卫生决策往往是一个挑战(GrierandKumanyika,2010)。
地方经常困惑在营销组合那些寻求社会营销作为一个框架申请健康行为改变。
服务营销行业外文文献翻译【精品】
服务营销行业外文文献翻译【精品】服务营销行业外文文献翻译【此文档为word版本可任意编辑】1．外文原文Service marketing" Service marketing" is a closely through the customer, and then provides a service, achieve beneficial exchange marketing. To implement service marketing must first clear the service object. " Who is the customer". Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality services.To improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing:(1)supply and demand dispersionService marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups.(2)a single marketingTangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman's involvement is impossible, impossible also stored for sale.(3)marketing objects are complexService market buyers is multiple, extensive, complex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in thecommunity all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as communication of post and telecommunications.(4)the service consumer demand elasticityAccording to Maslow hierarchy of needs theory, people's basic material needs is a primary demand, this demand is easy to produce common people, but the people tothe spiritual and cultural consumption demand is secondary to demand, the demand for the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain organization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand.(5)service personnel, technology skills, high art requirementService technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser's sensory experience.Service marketing principles:" customer focus" nine principles1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customerexpectations is generally higher than the old customer. This make the development of new customer success rate greatly affected.2, unless you can compensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the company is large or small, we should avoid customer discrimination policy.3, dissatisfied customers than satisfied customers have more " friends". Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more " friends".4, open communication channels, welcomed the complaints. There are complaints have to work on improving the power, the timely processing of complaints can improve the customer satisfaction customer loyalty, to avoid falling. Open communication channels, for enterprises to collect all the feedback information, facilitates the marketing work..5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. " The customer is always right" is left to the customer, not the enterprise. Enterprises must be found and clear understanding of customer and the position of different reasons, to inform and guide them. Of course, this requires some marketing art and technique, different methods will produce different results.6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannotneglect the consumer choice. Market demand is the embodiment of customer demand, is the source of.7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty.8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers recommend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others' position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together.9, if you do not take care of your customers, then people will take care of. The market competition is fierce, competition to each other's customers are always concerned about the. The enterprise must own the customer regular communication and understanding, to solve customer problems. Ignore your customer to customer to competitors relinquished.Service marketing managementIn order to effectively use the service marketing for enterprise purposes, enterprises should according to their own inherent characteristics of service-oriented market segmentation, service differentiation, materiality is changed, standardization and so on, to formulate and implement the scientific marketing strategy, ensure to achieve the goal of enterprise competition.1,service marketing segmentationAny kind of service market, a large number of widely distributed service demand, due to the influence of demandfactors are diverse, service demand has obvious personalized and diversified characteristics. Any company, regardless of its ability to much, cannot fully satisfy different market demands for service, it is not possible for all buyers to provide effective services for the service. Therefore, every enterprise in the implementation of the service marketing strategy when they need to its service market or object segmentation, based on market subdivision selected their own services to target markets, conduct targeted marketing combination strategy, in orderto obtain good marketing effectiveness.2,service differentiationDifferentiated service is a service business in the face of strong competition in the service content, service channels and service image and adopt different from competitors and highlight their own characteristics, to defeat the competitor, in the service market stand the heel of a practice. From the following three aspects:①Product of service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Take different from others' transmission means, quickly and effectively to the enterprise service operation to service recipients.③Pay attention to the use of symbols or special symbols, name or logo to establish the unique image of enterprises.3,service tangibilityTangibility of service is refers to the enterprise with the aid of a variety of services in the process of material factors, theinvisible service product as far as possible entity, tangible, let consumer perception to service products, improve the existing product interests enjoy the service process. Tangibility of service includes the content of three respects:①Product service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Service environment tangible. Service business environment is to provide services and consumers to enjoy the services of specific sites and atmosphere, although it does not constitute the core content of service product, but it can bring to the enterprise" first impressions are strongest " effect, is the indispensable conditions of service products.③Service provider "tangible". The service provider is the direct contact with the consumer enterprise staff, the service quality and character, behavior and consumer engagement means, method, attitude, will directly affect the realization of service marketing, service marketing in order to ensure the validity, enterprises staff services standardized training, let them understanding of enterprise services content and requirement, master of essential servicetechnology and techniques, to ensure that the services they provide and enterprise service goals.4,service standardizationAs service products is not only by service personnel, but also with certain technical facilities and technical conditions, so the service for the enterprise quality management and standardization of services production provided conditions,enterprises can take the technical routine work standardization, can from the following five points to consider:①Starting from the convenience of consumers, improve design quality, make the service process rationalization.②Formulate requirements for consumers to observe the contents of reasonable, civilized language rules, to induce consumers to accept service, normative behavior, and make the enterprise service production norms coincide.③Improving the service facilities, landscaping services environment, so that consumers in the waiting period live comfortable, such as setting seat, placing the books and magazines, post material, as consumers wait and accept services provide good conditions.④The use of price leverage, clearly marked to indicate the different grades, different quality level of service, to meet different levels of consumer demand⑤Standard service provider behavior, create the guests feel at home. Service environment and atmosphere, make the service production and consumption can be ina relaxed, pleasant environment in.2.外文资料翻译译文服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat Marketing ReviewJohn Scouriaspresent situationWeChat micro-blog marketing be just unfolding, and quicklybecame the brand manufacturers in addition to the official micro-blog another Internet marketing hot. Since August 18, 2012WeChat public platform officially launched, the media, brands and celebrities use more methods to their fans push all kinds of information, more and more WeChat marketing effectcan not be ignored. WeChat marketing, and gradually spread to the domestic industry salesfield, and plays an important role to change the existing marketing mode. This paper is a summary of the relevant WeChat marketing research summary of predecessors, throughanalysis, summary of the scholars of the WeChat marketing research. The advantages and disadvantages of WeChat marketing mode, and WeChat marketing prospects, existing problems and countermeasures are summarized, and put forward the direction of theirthinking.Theme1.WeChat born marketing modelIn recent years, although the domestic enterprises in the electronic marketing aspects withgreatly improved but it is still will be influenced and restricted by social environment. When the enterprise risk in the marketing process, then because of the risk and the cost will rise, while the sales of the product will be affected, thisis very dangerous for enterprises. How to get agreater return on sales by small investment, has become a key issue in the enterprise need to consider, there WeChat is become a ready-made panacea to solve the enterprise marketing mode. The main way WeChat platform for public communication is a two-dimensional code,the emergence of a two-dimensional code is a creative transformation of many enterprises for domestic and international, it is the marketing and media industry has brought new impetus to the development of. In today's increasingly competitive market, WeChat these two-dimensional code, low cost, quick network marketing mode was used by many enterprises.From the opening of WeChat business point of view, they will put the dealer to WeChat camp,the enterprise can make some backbone staff participation, establishing a business WeChatarmy. From the information released, mainly in brand information, industry information,business activities, the official website, promotional activities, in fact, are for business promotion, brand building, information push to build a good platform.2. on the WeChat marketing model to explore(1)on the WeChat marketing mode is known as the following four modes:(2)LBS+see nearby "function,mining potential customers,opening up new channels of enterprise sales;(3)O2O+ "two-dimensional code scanning" function, boost brand virality, key entrancethrough online and offline businesses;(4)WeChat public platform+"circle of friends"new features,to create anew social relationships chain,to create a new mode of enterprise reputation; (5)WeChat interactive push, push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.Zhang Li (2013) used in the analysis of enterprise marketing WeChat when, think to the enterprise, WeChat marketing or marketing mode must be used to distinguish, for differententerprises of different products and services, to adopt different marketing methods, such asO2O+, two-dimensional code scanning mode is suitable for dining, entertainment and otherproducts or services and users closely related enterprises; she also pointed out that WeChatmarketing cost is low, the advantages of potential customers.parison of definition of WeChat marketing and traditional modeWeChat marketing is the era of network economy on the innovation of marketing mode, and is accompanied by a kind of network marketing way of WeChat, WeChat has no distance limit,the user registration WeChat, and around the same registration "friends" to form aconnection, users subscribe to their required information businesses, by providing the needed information, the way of marketing to promote their products.Han Mei (2013) said WeChat is defined as a new media, the new network marketing channels,and to WeChat as an example, through the contrast WeChat platform for traditional network platform characteristics and advantages compared, analyzed the enterprise three characteristics by WeChat platform to carry outmarketing activities that word of mouth communication, content positioning precision marketing, the geographical position of marketing. To accept a high degree of accuracy and content is the use of the two characteristics of network marketing WeChat platform, and the two is the lack of the traditionalmass media marketing mode..I think,WeChat marketing to solve the major problems in marketing-- Discussion on precision marketing,WeChat marketing based on the mobile Internet is the first attempt to pioneer the precision marketing.WeChat public platform authentication account background according to the various conditions on the classification of the user,user specific information can be sent to a certification account classification.The dissemination of information WeChat public accountis the first by the user to choose,the user of the information rejection is small,and themessage type is rich,support mixed map and text or video,audio,flexible and diverse forms.As a mobile social networking application,the possibility of WeChat also provides greater public accounts and individual users to interact.Marketing: in WeChat public platform, everyone can use a QQ number, create an ownWeChat public number, and in the WeChat platform to achieve text, pictures, voice andspecific groups of the full range of communication, interaction. The recent wave of Cadillachad "found heart Highway No. 66" activities, WeChat public account every day will send a group of the most beautiful travel image to the user, in order to resonate. Other content, basic to the main models of beauties, suchas overseas spy photos show. Cadillac also use theaccount to publish real-time content, such as before the Shanghai released orange rainstormwarning, made a safe travel alert.This kind of marketing mode in Shandong auto show in Ji'nan has also been used, there is thepublic platform Cadillac exhibitors booth, visitors can scan two-dimensional code concern the public platform, to understand the dynamic Cadillac automobile 4S shop.Starbucks"woke up"mode:interactive push WeChatMarketing:to push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.When users add as friend,"Starbucks"expresses feelings with WeChat expression,Starbucks will be based on the user sends amood,with"wake up"the album's music in response to user.This kind of marketing is in line with the characteristics of consumer groups,and the shape of the Starbucks image better.4. on the WeChat marketing potential problem analysisTan Kai (2012) in WeChat marketing and puts forward some technical problems can not beavoided. LBS, two-dimensional code scanning, circle of friends, speech function and a series of multimedia features, companies can provide users with more extensive services, to develop more specific marketing strategy. However, from another and see, due to excessiveenthusiasm of enterprises, WeChat marketing will bring a lot of trouble to the user. WeChatmarketing the "license",only the user license, the enterprise can force a dialogue with theuser, although this part of the user can be defined as a loyal user of enterprise, but they can always close interaction with the enterprise. So how to maintain the relationship between theuser and will become the key WeChat marketing promotion.Feng Haichao (2013) also believe that, WeChat as a new means of marketing and marketing platform, WeChat is strong enough, the value of it is self-evident, but can actually achievewhat quantity but if the new super star as a marketing platform, there are still some problemscan not be ignored, nor can WeChat expectations too much. He pointed out a problem the most direct WeChat marketing, public platform and WeChat user demand does not match theproblem. He also believes that the core issue in the WeChat marketing team must consider is,do the user relationship or information, it is worth considering.Wu En,Mao Xiuli(2013)compared with the WeChat micro-blog marketing ability,analysis showed that the number WeChat than micro-blog in client type less,WeChat marketing abilityis limited,WeChat to want to go to the transformation,expanding client types,expand the deFei Qun,the development of more kinds of information,better meet consumer demand.SummaryFrom the analysis of literature, the WeChat micro-blog marketing, research has been more perfect, scholars from the current use of WeChat, and according to the WeChat propagation mode, enterprise applications, WeChat existing marketingproblems and other aspects were investigated in detail. But through our research on these documents, found in the enterprises in the use of WeChat marketing, also need according to its role and effectiveness for further.analysis, how to measure marketing effectiveness, only to see how many fans are not convinced.On the other hand, WeChat marketing is not only a marketing tool, It can be transformed into customer relationship maintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。
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”。
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。
市场营销专业毕业论文
本科毕业论文外文文献及译文文献、资料题目：Analysis of WeChat on Internet文献、资料来源：September 20-21, 2012, Nanchang, China 文献、资料发表（出版）日期：2012院（部）：商学院专业：市场营销班级：营销112姓名：张春婷学号：2011091468指导教师：孙博翻译日期：2015.06.14外文文献：IT IS hard to make money peddling social media anywhere. During their first few years in business, Facebook and Twitter lost pots of money. Yet somehow Tencent, an innovative Chinese firm that I released the WeChat app in 2011, seems to have cracked the code. Alicia Yap of Barclays, an investment bank, forecasts that WeChat will earn some 6.8 billion yuan ($1.1 billion) this year and 9.6 billion yuan next year. The reasons for optimism include clever integration of the app with other money-making services and spectacular growth in users at home and, unusually for a Chinese app.WeChat marketing is the enterprise innovation of marketing mode, flexible marketing forms and huge user group, as a new communication platform, will WeChat outbreak of unlimited potential, all walks of life can be through WeChat marketing promote enterprise's brand value and profitability. With the continuous development of WeChat, its function is more and more powerful, WeChat marketing way of use will be more rich. Age in progress, in the development of science and technology, only know the enterprise of keeping pace with The Times, in the next WeChat marketing to earn a place in the war.WeChat is a mobile instant text and voice messaging communication service and has become an important social media platform in China. The objectives of this article are to examine the effects of psychological motivations (entertainment, sociality, and information) and trust on WeChat users’ attitudes and to assess the influence of users’ attitudes and their trust on positive word-of-mouth. This study represents one of the few that empirically investigates WeChat users’ motives, attitudes, trust, and their associated behavior. The research model was tested using data randomly collected from the database of Sojump. The numbers of valid observations were 264. Structure equation modeling was employed to verify and validate the research model. The outcomes confirm the path effects showing that... entertainm ent, sociality, information, and trust positively influence WeChat users’ attitudes and users’ trust and their attitudes significantly affect positive WOM. The research results provide insight into how WeChat can motivate users and build their trust to improve their attitudes which in turn will increase WeChat users’ willingness in making positive comments on products and services.This exploratory research project is one of the research series on Ubiquitous Learning in English for Policing based on vocational scenarios, it focuses on the application of WeChat, the most popular software on smart phones among college students in China at present, in English for Specific Purpose (hereinafter referred to as ESP) training. The aim of applying WeChat is to improv e the students’ interests, motivation and efficiency of vocational field training. This paper presents previous and relevant studies, features of WeChat, and the implementation process of ESP training in a college English class via WeChat including lead in, text reading and scenario-based activities with emphasis on peer training, group training and face-to-face training details; analysis of the survey reveals that most students are in favor of using WeChat in English learning and training. Advantages and disadvantages of using WeChat in ESP training are also discussed.With the development of network economy, WeChat marketing become a kind of enterprise marketing mode innovation, is accompanied by WeChat application which is a hot one way to network marketing. WeChat as new instant communication way of smartphones, break through the limit of the space, user registration after WeChat, with around the same registered "friend" can be formed a connection. So-called WeChat marketing is by the user WeChat subscribe to the required information, or businessmen by WeChat providing information, promote their own products to meet the needs of users, so as to realize point-to-point marketing way.WeChat marketing is still in perfect, but a lot of eye sharp businessman has the function of use, believe that with the development of the Internet market, it can bring significant reforms to the Internet marketing field and breakthrough. Medium is the message, the generation of new information dissemination media has changed the human way of life and way of life. In the context of media convergence, WeChat because of its powerful features, won the user's favor, became the personal social network and an important tool of information dissemination, WeChat platform for the information transmission model represents the future social development. Right now, im application software development, making those who have been involved in microblogging websites and social networking sites are driven by the interests of plunder the user resources, actively explore the profit model.Because of China's Internet more products for the domestic users, and so After the products made in other countries abroad most of the water. As a result, very few of the China Game of soiland the application software in the world. In recent years, however, local clubs Cross platform to get fast development, more and more in line with international standards, and even lead the global The tide of social media, the most famous of these is WeChat.Based on micro letter platform of quality customer resources and broad marketing space, merchants can impatient, spontaneous participate in succession, formed a variety of forms of marketing mode:(1) circle of friends -- word of mouth marketingWord of mouth marketing has always been valued by merchants, micro letter of friends function provides a good platform for this purpose. Based on the micro letter user viscosity stability and emotions. Forward in my circle of friends of the content and user evaluation is more easy to accept and recognition. At present, the existing part of taobao stores saw the opportunity. They use circle of friends for shops and product publicity and promotion, and by adopting the form of text, images, voice, link depth of communication with users, users become micro letter to target customers, and guide users in their own taobao store to pay, to complete the shopping behavior. By awarding invited the purchase form of user in micro letter bask in single circle of friends and share notes, to expand publicity and effects. Use micro letter friends as a promotion platform, make marketing conversion rate is greatly increased, taobao stores not only increase the sales, also make enough popularity.(2) the near view - living AD spacePeople see nearby refers to micro letter users can be found according to their location within two miles of the micro letter users open the same function. According to the feature, restaurants, hotels, shopping malls and other businesses can set up their own accounts, micro letter by signature using concise and rich characteristics of advertising language. As long as businesses run 24 hours, and keep the view near the functions a person has been in an open position, can form the living ads can change at any time. Micro letter users at a particular location, click on the "view" nearby, micro letter will automatically search to use micro letter shop nearby. The user can according to their actual needs, combined with micro letter shop advertising content, choosing the appropriate merchants have experience and consumption. Such a marketing mode is particularly suited to business travel outside. In an unfamiliar environment, micro letter users need not through a web search to find the nearest shop to consume, in the most efficient andeffective way to satisfy the daily life of yourself away.Sweep out (3) - O2O modeMobile Internet is O2O new opportunity, qr code will be the key to their online and offline entrance. The successful application of micro letter qr code, combine online and offline, formed the O2O mode. Micro letter users by scanning merchants qr code, to learn more about the merchant's website and products, and can enjoy the resulting membership discount value-added services and products. Micro letter after launch mobile payment function, strengthened the this model, users can not leave the micro letter under the condition of the platform, complete the entire shopping behavior, and formed a complete closed loop mode of shopping.(4) the public accounts - peer-to-peer marketingMicro letter public account provides businesses with a professional marketing platform. Based on micro letter users of high activity and high quality, the enterprise can realize point-to-point precise marketing to users. Once the user to add a merchant's public account, the merchant can according to their region, gender, age, occupation, interests, and consumer habits push accurate news. Of course, such a precise delivery must be based on a large number of detailed analysis of the data. At the same time, the businessman also must pay attention to push when push the message frequency, too frequent content delivery will cause the user dissatisfaction and disgust. Micro letter carriers are also aware of this, the push on frequency Settings: enterprise class public account can only push message once a month, the media class public account daily can only push a message. Point-to-point pushed to merchants brought effective publicity, also issued a challenge to the businessman, no originality, no material information push is doomed to be discarded by the user.Apart from the above four kinds of main marketing model, marketing model and micro letter other kinds, such as by drift bottle function to carry out brand activities, through the game center guide users to download paid games, etc. Micro letter marketing mode is far more than that, it is broad space for development, need to developers, users and merchants joint exploration and development. Micro letter marketing potential is unlimited, but the road is not smooth, stable network environment and the safety of capital account is micro letter needs to be overcome difficulties, solve the two problems, micro letter marketing is expected to become dominant in the industry.Internet era, as long as there is network, users can use their phones to anywhere.Buy goods on the Internet of things. At the same time, the micro letter to realize the function of mobile payment, makeThe Internet age of people's life more convenient. Micro letter also become between people and thingsEach bond. For enterprises, micro letter as an information platform, you canMore easily exchange of information with the user, learn the user satisfaction and the productsValuable customer information. After solve the problem that the forwarding, businesses need to solve the link click-through rate is low, the difference is refer to rate problem. In order to attract users to click on the check, the title of the link must be able to attract the attention of the user, the user's interest. Like a book, readers don't know about before reading this book is good, then can make judgment, based on the cover of the book is available and title. The title of a meaningful, interesting, a beautiful, individualizing cover is able to capture the attention of readers to the maximum. So is a forward link. Because of limited space links appear in the title of the limited space to show whether interesting, can attract the attention of the user is crucial. To attract users to open the link, have done is concise and interesting content is also very necessary. Content is too long, not only affect the user cost flow and open speed slow reading experience, users are mostly don't have the patience to see the end. Content to try to be brief, clear use more pictures, some interesting is better.This exploratory research project is one of the research series on Ubiquitous Learning in English for Policing based on vocational scenarios, it focuses on the application of WeChat, the most popular software on smart phones among college students in China at present, in English for Specific Purpose (hereinafter referred to as ESP) training. The aim of applying WeChat is to improve the students’ interests, motivation and efficiency of vocational field training. This paper presents previous and relevant studies, features of WeChat, and the implementation process of ESP training in a college English class via WeChat including lead in, text reading and scenario-based activities with emphasis on peer training, group training and face-to-face training details; analysis of the survey reveals that most students are in favor of using WeChat in English learning and training. Advantages and disadvantages of using WeChat in ESP training are also discussed.As WeChat become people indispensable communication tool, mobile lives more and moreenterprises enter WeChat marketing team, WeChat became the network marketing's emerging power. But for some small and medium-sized enterprises, especially the micro enterprises, WeChat marketing is not yet mature. WeChat marketing effectiveness must rely on the correct understanding WeChat marketing, reasonable use of WeChat platform, WeChat can bring huge benefits to the enterprise.中文译文：微信营销网络分析微信，作为亚洲地区最大用户群体的移动即时通讯软件，它的崛起已然是不可阻挡的事实。
新媒体社交媒体营销外文翻译文献
文献信息：文献标题：Elements of strategic social media marketing: A holistic framework（战略性社交媒体营销要素：整体框架）国外作者：Reto Felix, Philipp A. Rauschnabel, Chris Hinsch文献出处：《Journal of Business Research》,2017,70:118-126字数统计：英文2632单词，15772字符；中文5082汉字外文文献：Elements of strategic social media marketing:A holistic frameworkAbstract Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives.Key Words: Strategic social media marketing; Holistic framework; New media; Definition of social media marketing; Social media strategy; Digital marketing1.IntroductionUnderstanding the role of social media in the context of marketing is critical for both researchers and managers (e.g. Fong & Burton, 2008; Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016; Schultz & Peltier, 2013). Most existing studies focus on particular issues, such as purchase behavior (Chang, Yu, & Lu, 2015; Kumar et al., 2016; Relling, Schnittka, Sattler, & Johnen, 2016), customer relationship management (Trainor, Andzulis, Rapp, & Agnihotri, 2014), brand management (Asmussen, Harridge-March, Occhiocupo, & Farquhar, 2013), innovation management (Gebauer, Füller, & Pezzei, 2013), and employee recruitment (Sivertzen, Nilsen, & Olafsen, 2013). While these studies detail advancements in specialized areas of social media knowledge in a marketing and management context, extant literature does not provide a holistic framework for social media marketing at the strategic level. This deficiency is surprising because both academics (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013; Schultz & Peltier, 2013; Yadav & Pavlou, 2014) and practitioners (Divol, Edelman, & Sarrazin, 2012) acknowledge new complexities accompanying these media and agree that research into social media marketing needs to be reconceptualized. In a nutshell, strategic social media marketing remains an untested user interaction paradigm (Naylor, Lamberton, & West, 2012) with little published academic research.The current article aims to address this theoretically and managerially important research gap by exploring the following two research questions: How is strategic social media marketing defined and conceptualized? and What factors demand consideration when constructing an organization's social media marketing strategy? Specifically, this research attempts to define the continua on which critical strategic social media marketing decisions lie and to integrate them into a holistic framework.2.MethodologyThe study employed a two-stage research design. The first stage consisted of in-depth interviews (Fontana & Frey, 1998) with seven European social media marketing experts who possess both national and international experience in socialmedia marketing. Following a purposive sampling strategy (Lincoln & Guba, 1985), experts were recruited according to their job position, experience, and direct exposure to social media marketing practices in real industry settings. Seeking depth rather than breadth, the sample size in stage 1 was commensurate with the qualitative research paradigm in which relatively small sample sizes are used to generate information-rich data (Patton, 1990). All informants agreed to audiotape the interviews (between 25 and 60 min), which resulted in 117 pages of double-spaced, verbatim transcripts.The second stage of the data collection procedure consisted of a qualitative survey of social media marketing experts (Miles & Huberman, 1994). The survey data were used not for confirmation but as a new and independent qualitative data source with a focus on triangulating the information obtained through the depth interviews and online surveys (Jack & Raturi, 2006). Respondents came from a list of 265 social media marketing experts identified through managerially focused magazines, through interviews in business magazines, or because they were mentioned as knowledgeable and experienced experts in personal communication. E-mail requests were sent to all experts along with two reminders, which resulted in 50 returned surveys (response rate = 18.9%). Seven data sets were eliminated because of incomplete answers or because social media marketing plays a minor role in the respondents' daily work. The final sample consisted of 43 respondents (age: m = 37; SD = 9 years; 74% male; 88% European) with various backgrounds in their position and/or industry.Table 1 Summary of stage 2 informantsCompany size (employees)< 5014 (32.6%)50–99 5 (11.6%)100–499 3 (7.0%)500–9998 (18.6%)1000–4999 6 (14.0%)5000–10,000 3 (7.0%)>10,000 4 (9.3%)3–519 (44.2%)6–812 (27.9%)9 and more7 (16.3%)Percentage of working time associated with social mediaAverage:52.8%<20%7 (16.3%)20–3910 (23.3%)40–59 6 (14.0%)60–79 3 (7%)80–10015 (34.9%)n/a 2 (4.7%)Age (in years)Average:37< 309 (20.9%)30–3919 (44.2%)40–4910 (23.3%)50–59 5 (11.6%)Self-reported experience in…Means aSocial Media 6.2Social Media Marketing 5.9Marketing 5.7Customer Management 4.7Advertising 5.2 Communications/Public Relations 5.6a How much experience do you have in the following areas? (1 = no experience at all; 7 = highly experienced)Respondents were asked to (1) define social media marketing, (2) discuss self-selected best and worst practice examples of social media marketing, (3) discuss success factors and success metrics, and (4) describe their ideal implementation of social media marketing in a self-selected organization. The survey employed common design techniques (Smyth, Dillman, Christian, & Mcbride, 2009), such as adding large answer fields and asking respondents to be as specific as possible, to increase respondents' motivation to provide detail.3.FindingsFig. 1 shows the strategic social media marketing framework with its four central dimensions.Fig. 1. Strategic social media marketing framework.First, social media marketing scope addresses the question whether companies use social media marketing predominantly for communication with one or a few stakeholders or comprehensively (both externally and internally) as a genuine tool for collaboration. Defenders use social media marketing primarily as a one-way communication tool to entertain consumers or to inform stakeholders, rather than integrating employees or community groups. Conversely, explorers are interested in an authentic social media marketing collaboration based on reciprocal interactions with many different stakeholders such as clients, employees, suppliers, and government agents.Second, social media marketing culture distinguishes between conservatism, which is represented by an encapsulated, traditional, mass advertising approach to social media marketing, and modernism, which is characterized by a more permeable,open, and flexible social media marketing culture.Third, social media marketing structure addresses the organization and departmentalization of the social media marketing assignment in the firm. Hierarchies stand for a centralized approach with a clearly defined social media marketing assignee. Networks represent an organizational structure in which all employees are responsible for social media marketing, and thus a dedicated social media marketing director is no longer necessary.Fourth, social media marketing governance refers to how the company establishes rules and guidelines and how social media marketing responsibilities are controlled in the company. The extreme position of autocracy describes a situation with precise regulations on who in the company is allowed to interact on social media platforms. Conversely, anarchy represents a situation without any such rules or guidelines.The current research focuses on the extremes of each continuum, but, in general, firms likely choose (intentionally or unintentionally) a position somewhere between the poles on each dimension. For example, companies need to find a position on social media marketing governance that neither regulates everything employees are allowed to say nor leaves them without any guidance on which to base their responsibilities or behaviors. Fig. 1 also suggests that decisions on social media marketing should indeed be guided by the firm's internal influencers (e.g., general vision, mission, corporate goals, corporate culture, available resources), which in turn should be in line with external influencers (e.g., communities, competition, government regulation).4.Discussion and implicationsThis research addresses the absence of a holistic framework for strategic social media marketing. A review of the marketing literature reveals several approaches regarding aspects of strategic marketing such as customer relationship management (e.g., Payne & Frow, 2005) or marketing organization (Workman, Homburg, & Gruner, 1998). However, few articles address the strategic marketing of social media,and none put forth a holistic social media marketing framework.While extant research related to social media marketing investigates social media mostly through the lens of a particular marketing problem (e.g. Fong & Burton, 2008; Kim & Ko, 2012; Kumar et al., 2016) or witha focus on customers and communication (e.g., Chang et al., 2015), the findings of this study reveal four general social media marketing dimensions that firms should address when conceptualizing or managing their strategic social media marketing approach. As the findings indicate, these dimensions are interdependent, and companies should strive to position themselves on the four dimensions in an integrated way, rather than treating them as isolated, independent decisions.4.1.A new definition of social media marketingThis research suggests a new definition of social media marketing: Social media marketing is an interdisciplinary and cross-functional concept that uses social media (often in combination with other communications channels) to achieve organizational goals by creating value for stakeholders. On a strategic level, social media marketing covers an organization's decisions about social media marketing scope (ranging from defenders to explorers), culture (ranging from conservatism to modernism), structure (ranging from hierarchies to networks), and governance (ranging from autocracy to anarchy).4.2.Implications for social media marketing scopeSocial media marketing provides firms with an opportunity to use social media to build relationships with customers, employees, communities, and other stakeholders (i.e., when they act as explorers). At the same time, firms may choose to view social media as simply another communications channel through which they can push information to customers (i.e., when they act as defenders). Though potentially creating value for customers, the defender approach does not take advantage of the opportunities for building real relationships within the network of customers, employees, interest groups, the government, and other stakeholders, as propagated by modern relationship marketing (Payne & Frow, 2005). However, the explorer approach may require firms to redefine the role of different stakeholders in theorganization.4.3.Implications for social media marketing cultureManagement and organizational behavior researchers (Zheng et al., 2010) as well as marketing academics and practitioners (Deshpandé& Farley, 2004) recognize the importance of culture and organizational climate for financial and non-financial firm performance. The current research emphasizes the importance of culture for social media marketing. Companies engaging in social media marketing must acknowledge that stakeholders can take control of and manipulate social media content (Labrecque et al., 2013). Thus, companies should contemplate the trade-offs between an encapsulated social media marketing culture (conservatism), which provides more control of important brand constructs, and consumers' desire to connect and engage with firms displaying a more progressive, permeable culture (i.e., modernism).4.4.Implications for social media marketing structureExtant marketing research investigates how the elements of marketing should be organized according to a firm's structural characteristics, such as formalization, centralization, and specialization (e.g., Olson, Slater, & Hult, 2005). Consequently, social media marketing structure focuses on responsibilities and organizational hierarchies employed to configure social media marketing. Whereas social media marketing governance pertains to who can or should say what in social media, social media marketing structure focuses on who has the responsibility to post and interact in these media. As the informants emphasized, firms should integrate social media marketing in a way that fits with their overarching strategies. The informants identified different sets of benefits that can emerge from either a hierarchical or a networked structure. However, they recommended that specific decisions about who has the responsibility to interact online with customers, activists, and pundits should be formally discussed in the organization.4.5.Implications for social media marketing governanceResearch on governance usually investigates the structures, rights, and responsibilities among different employees in organizations (Freeman & Reed, 1983). Information technology (IT) governance, as a sub-discipline of corporate governance,focuses on specifying which individuals have the responsibility for making decisions on the use of IT (Brown & Grant, 2005). Whereas IT governance traditionally focuses on the use of IT for work-related purposes, social media can potentially be used by any employee in either official (company-granted access) or unofficial (personal account access) capacities. Therefore, the applicability of IT governance research is of limited use when extended to social media marketing. Some companies have developed the idea of educating employees about the personal and firm-related consequences of “undesirable”social media use through social media marketing guidelines (Linke & Zerfass, 2013). However, building social media guidelines and governance into a holistic framework for social media marketing is novel. The role of employees in promoting brands in other contexts (and thus increasing firm value) is well represented in the academic literature (Morhart, Herzog, & Tomczak, 2009). Weber Shandwick's (2014) recent study reveals an emerging movement termed “employee activism”in which one-third of the surveyed respondents were social media activists who defended their employers and advocated for the firm online. Employees may be better able to understand the needs of consumers and products that can meet those needs, and they can effectively advocate and promote the firm online. These technologies have allowed virtually all employees to champion the firm. For example, the fashion retailer Nordstrom has policies to provide employees with knowledge, direction, and expectations. This application of social media marketing governance can increase the overall social media marketing success of the firm (Nordstrom, 2015; Ross, Beath, & Sebastian, 2015).5.Limitations and future researchSeveral limitations to the current study suggest potentially fruitful avenues for future research. First, the qualitative approach reveals four dimensions of strategic social media marketing and identifies the extreme points of each dimension. However, future research could use quantitative approaches to identify the impact of different positions on each of these dimensions. Research could also investigate the influence of each dimension on firm or social media marketing performance. For example,studies could try to isolate the effect of each dimension on outcome variables such as consumer–brand engagement (Schultz & Peltier, 2013) or, more specifically, new media brand engagement (Hennig-Thurau et al., 2010). A second limitation is the over-representation of European (especially German) informants in the analyses. Prior research discusses cross-cultural differences in consumers' use of social media (Bernoff & Li, 2008; World Newsmedia Network, 2015). Furthermore, extant research advocates for the adaptation of social media content to the targeted culture based on differing consumer profiles (Tsai & Men, 2012). Thus, caution should be taken in extrapolating the framework to other cultural contexts. Future research might determine whether aspects of cultural or economic context add dimensions to the proposed framework or whether they simply require different approaches regarding the four dimensions.Future research should also investigate how other characteristics, such as culture, the type of firm (e.g., B2B vs. B2C), the industry (e.g., financial services vs. advertising agency), company size, or available resources, influence a firm's “ideal position”on each of the dimensions of strategic social media marketing. Finally, future research could investigate the role of regulatory or self-regulatory bodies (e.g., Word of Mouth Marketing Association) on social media marketing governance and how firms can create value and form core competencies by superseding these requirements.6.ConclusionThis study sheds light on the complex nature of strategic social media marketing. Social media marketing, in practice, is too complex to be managed and executed exclusively by a single individual or even department. Cross-functional collaborations along the four dimensions of social media marketing are necessary to successfully navigate in this dynamic arena.中文译文：战略性社交媒体营销要素：整体框架摘要社交媒体营销是21世纪商业的一个组成部分。
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文献出处：J Avery. The Research of Wechat Marketing to Customers’ Behavior[J]. International journal of business and social science, 2016, 5(6).原文The Research of Wechat Marketing to Customers’ BehaviorJ AveryAbstractThe progress of science and technology promote the development of the society. With the continuous development of information technology, human beings ushered in a new era of mobile Internet era. With the advent of the era of mobile Internet, smart phones, tablets, become an indispensable tool in people's life. All kinds of intelligent software with the help of mobile phones, tablets and other terminal also become many People's Daily "partners".WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use, more and more companies spend a lot of money, manpower and material resources to participate in the WeChat marketing, to communicate with consumers, by WeChat influence consumer behavior.Keywords: WeChat marketing, consumer behavior, and buying decision1 IntroductionWith the coming of the age of the Internet, all kinds of application software with the help of mobile phones, tablet into people's lives. One of the software is using ten cent platform quickly has many users, it is WeChat.WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use of, this raises WeChat marketing craze. In early 2013, WeChat only 300 million breakthrough in 2 years the number of users, development speed greatly exceeded the microblog.At the end of 2014, tencent WeChat global number of registered users has exceeded 600 million, of which more than 440 million active users.WeChat become zero sheep in the mobile instant messaging, the downloads and the number of users in the world, formed the world ", where the Chinese have WeChat ".After its launch overseas version, due to its excellent function also received a lot ofusers in the west. The rapid development of WeChat pull into the miles of space that intervene between a man and at the same time, also widen the spread of information channel, to speed up the spread of information, in gradually changed people's ability to obtain information and communication.2 Literature review2.1 WeChat marketing theory2.1.1 WeChat and WeChat marketingWeChat (WeChat) on January 21, 2011, tencent company is launching a support S40, S60v3, S60v5, BlackBerry, Windows Phone, Android and iPhone instant messaging software, through the intelligent mobile terminal to provide customers with text and image sharing, photos, video sharing, Shared location, and support group chat and voice, and video intercom function, broadcast news (one-to-many), information communication, the Internet shopping, financial management, games and other services, and a location based social plugging "shake", "bottle" and Shared streaming media content of Feed, WeChat through mobile Phone network or the Internet transmission information, support for multiple languages, as well as a variety of mobile data network, free of charge.WeChat after launch, with the aid of tencent this big tree, grows quickly in the mobile phone users, are popular with the masses of users, the registration number has been soaring, break through 300 million in January 2013, at the end of 2014, 600 million. The number of users of its large number of excellent functions, for many enterprises to see the broad market, mobile platform by using this platform to promote their brands, products of the company. So what exactly is WeChat marketing?WeChat marketing is based on WeChat platform, through this platform to focus on the user promotion enterprise brand and product of a kind of modern marketing mode. This research institute WeChat marketing mainly refers to the enterprise through WeChat public number to its focus on the user push related to enterprise brand or product or other marketing information.WeChat provide enterprises with a variety of ways to do marketing, enterprises and public WeChat ID.In August 2014, tencent company to the public, is divided into two kinds: subscription and services.Service, compared to subscribe to, the more precise interaction, subscription, interaction can only be WeChat user manual input, voice sends a message to companies, and in addition to the subscription service, interaction, way beyond, also provides users with already defined messages to the user, convenient for users to send, users only need to click, enterprise has been defined for this good news to the definite answer.2.1.2 WeChat marketing role and development trendFirst of all, in the enterprise business promotion activities, compared to the previous wall advertising, distribution of brochures and other traditional mode of propaganda.WeChat marketing has unique advantages, it can real-time connection consumer groups in different regions. These huge consumer groups is propaganda enterprise huge number of potential customers.WeChat news high accessibility and timeliness marketing for WeChat provides a huge advantage, and the most idea is consistent with the information dissemination and consistent. Because WeChat user is active subscription enterprise business promotion activities and other related information, subscribers to this message are not usually present resistance, enterprise can also through WeChat push its related activities in timely and accurate information to business promotion activities is the most important potential customers and users. Second, a form of the embodiment of the competition in the market can be done in marketing management, now such a competitive market economy, WeChat marketing can bring more profits for enterprise and development prospects, is an important means of marketing management.WeChat marketing not only meet the demand of the development of the enterprise, also bring all kinds of cheap and good customer.Again, WeChat marketing can effectively combining WeChat appeal and word of mouth, by diversified means to show the advantages of a product concept, core values, and many other deep value. It can bring the audience a psychological shock and friendly interactive, take great advantage of the marketing and publicity, drive the consumers in the traditional model for brand value to the mobile Internet to accept the change of brand value.WeChat marketing effectively the brand image and word of mouth publicity products together.In the near future, the number of Internet users use mobile Internet will greatly exceed the number of Internet users to use traditional Internet.And WeChat is one of the important strategies in the mobile Internet company tencent layout, tencent company will use the WeChat this a tool to create a new chain, integration of social, entertainment, shopping, and its own resources, such as communication, taking a taxi is solid form of barriers, for their own future to lay a better foundation for the long-term development. As China's network and communications business, WeChat even run at independence from basic network services, to provide users with calls and text messages and other communication services. Their own future, WeChat may have to pay function or with goods ten pay binding, in the field of Chinese pay and pay treasure to compete, a share in the field of mobile payment. Because WeChat can call mobile phone positioning function, the future can be associated with merchants from all walks of life, to provide users with nearby shops offer information, and provide one-stop service for the user.Currently WeChat function as well as other properties are not completed, the future development of space is limited.2.2 Consumer behavior researchAjzen and Fishbein (1980) argue that behavioral intention refers to the customer to a certain behavior of the will of the positive degree, it tends to have spontaneously, without shadow interference with other external factors, the positive intention will enable customers to some kind of behavior.Generally engage in this behavior the stronger the will, the more likely to go for this behavior.Ajzen (1991) points out that the behavior intention than factors such as attitudes, feelings and beliefs that can more accurately describe the behavior, thus determine the consumer is in the future a certain period of time no will to take some actions, the best way is to know whether the intention for the behavior.Fishbein Martin (1992) pointed out that the study of consumer behavior has for many years, for the traditional research methods in general consumer purchase decision process first, and then according to each part of the process of research Gui analysis, determine its influencing factors. This traditional method is a very bigdifficulty lies in the consumer behavior is hard to follow, even if can track, cost is high, it's not good for scholars, after continuous exploration, many scholars have researched, not directly but through indirect research act intending to study consumer behavior, because light behavior intention is the behavior of consumers, it often can accurately predict consumer behavior.3 analysis model and research hypothesisWeChat for the new marketing mode - WeChat provides a good platform, many companies want to seize this opportunity in trying hard, trying to use this platform to develop the enterprise itself. What WeChat most welcome, but consumers which WeChat marketing methods most easily accepted by consumers, marketing in different ways, specific how should operate, which WeChat marketing methods provide the possibility for its own development, the problem for WeChat marketing companies are universal, then this one problem to be solved.To conduct a comprehensive analysis, the function of the WeChat summary WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer behavior model, the specific model is shown in figure 3.1.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprises WeChat marketing and put forward the corresponding Suggestions.3.1 WeChat marketing factorsOn consumer purchase decisions are involved in many disciplines, and different subjects scholars Angle and thinking is not the same, give the explanation is exactly the same. Even so, but can draw universal conclusion: enterprise products or services to consumers or indirectly stimulate, and consumers through thinking, formed in the brain buying motives. Is consumer completed inside thinking process, this process now science cannot fully explain, relative to the outside world is visible, he is a "black box" process. Consumer’s ultimate behavior reflect consumer decision-making, reflected the consumers' attitudes, to release his preference information, and so on.Enterprise through WeChat marketing, on the basis of influence consumerattitudes of product, expects the consumer purchase behavior. Enterprises should be how to carry out marketing activities more effectively use WeChat? And what factors influence on the consumer purchase behavior of the dominant? To know consumer's attitude toward WeChat marketing, explore WeChat marketing factors affecting consumer purchase behavior, in this paper using the depth interview method, the open-ended questions, the refining effect factors provide the basis for designing questionnaire.3.2 Build the modelTo conduct a comprehensive analysis, the function of the WeChat summarizing domestic WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer purchase decision model, the specific model is shown in figure 3.2.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprise microblogging marketing and put forward the corresponding Suggestions.In this model emphasize WeChat marketing, brand image, the relations between and among purchase behavior. Including WeChat WeChat marketing mainly covers enterprise management maturity, enterprise WeChat content on marketing, discounts and promotions marketing and corporate WeChat and user interaction between marketing, etc.;Brand image is mainly the company image, brand performance and brand personality these three aspects.译文微信营销对消费者行为的影响研究J Avery摘要科技的进步推动社会的发展。