外文翻译---汽车配件网络营销
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。
汽车零件英语作文
汽车零件英语作文Title: Exploring the World of Automotive Components。
In the intricate ecosystem of automobiles, every component plays a pivotal role in ensuring smoothfunctioning and optimal performance. From the engine to the smallest nut and bolt, each part contributes to the overall functionality of the vehicle. Let's embark on a journey through the realm of automotive components to understand their significance and functionality.First and foremost, let's delve into the heart of the automobile: the engine. The engine serves as the powerhouse, converting fuel into mechanical energy to propel thevehicle forward. Within the engine, several critical components work in harmony, including the pistons, crankshaft, camshaft, valves, and cylinders. These components undergo precise movements and interactions, orchestrated to generate power efficiently and reliably.Moving on, let's explore the transmission system. The transmission is responsible for transferring power from the engine to the wheels, allowing the vehicle to change speed and direction smoothly. Key components of the transmission include the gearbox, clutch, differential, and various gears. Through a sophisticated arrangement of gears and shafts, the transmission ensures that the engine's power is transmitted effectively to meet the driving requirements.Another crucial aspect of automotive components is the suspension system. The suspension system comprises various components such as springs, shock absorbers, struts, and control arms. These components work together to absorb shocks from the road surface, providing stability, comfort, and control to the vehicle. A well-designed suspension system enhances ride quality and handling, ensuring a pleasant driving experience for occupants.Let's not forget about the braking system, a fundamental safety feature in any vehicle. The braking system comprises components such as brake pads, rotors, calipers, and brake lines. When the driver presses thebrake pedal, hydraulic pressure is applied to the brake pads, causing them to clamp onto the brake rotors and slow down or stop the vehicle. A robust braking system is essential for safe and reliable vehicle operation, especially during emergency situations.Beyond these major systems, numerous other components contribute to the overall functionality of an automobile. From the electrical system, which includes the battery, alternator, and wiring harnesses, to the cooling system, consisting of the radiator, water pump, and hoses, each component plays a vital role in ensuring the vehicle's operation.In conclusion, automotive components form a complex yet interconnected network that powers and supports modern vehicles. From the engine and transmission to the suspension and braking systems, each component performs a specific function to ensure the vehicle's reliability, performance, and safety. Understanding the significance of these components is crucial for maintaining and enhancingthe functionality of automobiles in today's dynamic automotive industry.。
汽配中英翻译
轿车Passenger Car休旅车Recreational Vehicle (RV) 大型商用车(3.5吨以上) Heavy Duty Commercial Car散装车Bulk Truck搅拌车Mixer Truck环境卫生车Garbage Truck液罐车Refueling Truck倾卸车Dumper Truck曳引车Tractor Truck消防车Fire Fighting Truck堆高机Forklift拖板车Pallet Truck运钞车Armor Cash Carrier冷气客车Air-Conditioned Car冷冻车Freezer Car拖车Trailer车体打造(改装) Car Body Building (Refitting)瓦斯车LPG Car底盘车Chasis Truck引擎零件Engine Parts引擎Engine引擎波司Engine Bush引擎修理包Engine Gasket Kits凸轮轴Camshaft凸轮轴链轮Sprocket Camshaft皮带张力器Tensioner曲轴Crankshaft曲轴皮带盘Crankshaft Pulley曲轴轴承片Crankshaft Bearing汽门Valve汽门座Valve Seat汽门摇臂Valve Arm汽门摇臂盖Rocker Cover汽门弹簧Valve Spring汽门导管Valve Guide汽缸头(盖) Cylinder Head汽缸衬套Cylinder Liner汽缸体Cylinder Block波司垫片Washer活塞Piston活塞肖Piston Pin活塞环Piston Ring活塞衬套Piston Liner飞轮Flywheel飞轮环齿轮Ring Gear of Flywheel 时规炼条/皮带Timing Chain/Belt 连杆Connecting Rod连杆轴承片Connecting Rod Bearing摇臂轴Rocker Arm Shaft汽门锁Valve Cotter止推垫片Thrust Washer共鸣箱Resonator喷油嘴Injection Nozzle燃料系统Fueling System油箱Fuel Tank油箱浮筒Gauge Fuel Tank空气滤清器Air Cleaner空气滤清器盖Air Cleaner Cover空气滤清器导管Air Intake Tube空气滤蕊Air Cleaner Element消音器Exhaust Muffler排气歧管Exhaust Manifold排气管Exhaust Pipe进气歧管Intake Manifold节流阀Throttle Valve燃油管Fuel Pipe燃油帮浦Fuel Pump燃油滤清器Fuel Filter触媒转化器Catalytic Converter柴油车黑烟净化器Diesel ParticulateFilter时规炼条/皮带外盖TimingChain/Belt Cover燃料系统Fueling System废气回收管EGR Tube冷却系统Cooling System水箱Radiator水管Water Hose水箱水管Radiator Hose水帮浦Water Pump水箱风扇Radiator Fan风扇Fan副水箱Auxiliary Radiator节温器Thermostat调节器Regulator水箱支架Radiator Mounting冷却系统Cooling SystemA/C风扇A/C Fan润滑系统Lubrication System油底壳Oil Pan自排车用滤油器Oil Filter forAutomaticTransmission机油尺Oil Level Gauge机油帮浦Oil Pump机油滤清器Oil Filter机油滤网Oil Strainer润滑系统Lubrication System机油尺导管Oil Level Gauge Tube空调系统Air-conditioning System冷气总成A/C Assembly冷气配管A/C Hose冷气导风管A/C Duct冷气压缩机A/C Compressor冷凝器A/C Condenser暖气总成Heater Assembly鼓风机Blower Assembly蒸发器Evaporator冷媒管A/C Pipe储液瓶A/C Receiver空调相关零件A/C RelatedComponents空气清净机Air Purifier空调滤网A/C Filter空调系统Air-conditioning System提速器Actuator车身钣金件Body & Stamping Parts引擎支撑Engine Mounting引擎盖Engine Hood车身Car Body车门Door Panel车顶板Roof底盘及其另件Chassis and RelatedParts底盘车架Frame门框Sash保险杆Bumper钣金件Stamping Parts叶子板Fender横梁Cross Member行李箱盖Trunk Lid车柱Pillar车身钣金件Body & Stamping Parts支架Bracket补强板Reinforcement Plate底盘系统Chassis System下臂Lower Arm上臂Upper Arm手剎车拉柄Parking Brake Lever支柱总成Strut Assembly方向盘Steering Wheel比例阀Proportional Valve主轴、副轴Mainshaft / Countershaft 平衡杆Stabilizer Bar扭力杆Torsion Bar剎车分泵Brake Cylinder剎车来令片Brake Lining Shoe剎车油管(软) Brake Hose剎车油管(硬) Brake Tube剎车真空倍力器Brake Vacuum Booster剎车总泵Brake Master Cylinder后轴总成Rear Axle Assembly动力方向系统Power Steering System动力转向油管Power Steering Hose 动力转向帮浦Power Steering Pump 控制拉线Control Cable排档杆Shift Lever排档头Knob球形接头Ball Joint等速接头 C.V. Joint传动轴Propeller Shaft叶片弹簧Leaf Spring鼓、碟式剎车器Drum / Disc Brake Assembly鼓式剎车盘Brake Drum碟式剎车盘Brake Disc辅助气囊Air Bag踏板Pedal齿轮Gear横拉杆接头Tie-Rod End螺旋弹簧Coil Spring避震器Shock Absorber转向连杆Steering Linkage转向节臂Knuckle转向齿轮箱Steering Gear Box转向机柱Steering Column转向总成Steering Assembly离合器分泵Clutch Cylinder离合器片Clutch Disc离合器外壳Clutch Case离合器总成Clutch Assembly离合器总泵Clutch Master Cylinder离合器释放轴承Clutch Release Bearing变速箱Transmission Box变速箱外壳Transmission Case曳力杆Trailing Arm避震器前后活塞杆Piston Rod of Front and RearShock Absorber底盘系统Chassis System自排变速箱修理包Automatic TransmissionGasket Kits齿条Gear Rack剎车真空管Brake Boost Vacuum Tube车轮系统Wheeling System轮毂Wheel Hub轮胎Tire轮胎汽门嘴Tire Valve中文产品名称Chinese英文产品名称English轮圈Wheel Disk轮圈盖Wheel Cover内胎(含内衬) Inner Tire (Flap)。
汽车零部件中英文术语
汽车零部件中英文术语Automotive Components: Bridging the Language DivideThe automotive industry is a complex and ever-evolving landscape, where the seamless integration of various components is essential for the smooth operation of vehicles. At the heart of this industry lies a vast array of specialized terminology, often with distinct English and Chinese equivalents. Understanding and navigating these linguistic nuances is crucial for effective communication, collaboration, and the advancement of the industry as a whole.One of the primary challenges in the automotive industry is the need to bridge the gap between the English and Chinese languages. As the industry continues to globalize, the demand for cross-cultural exchange and collaboration has never been higher. Manufacturers, suppliers, and engineers must be able to effectively communicate with their counterparts, regardless of their linguistic backgrounds. This is where the importance of understanding the English and Chinese terminology used in automotive components becomes paramount.Take, for example, the humble spark plug. In English, it is known as a"spark plug," a device that ignites the fuel-air mixture in an internal combustion engine. In Chinese, the equivalent term is "点火塞" (diǎn huǒ sāi). Und erstanding the nuances between these two terms is crucial for ensuring accurate communication and proper identification of the component during the manufacturing, installation, or maintenance processes.Similarly, the term "crankshaft" in English refers to the component that converts the reciprocating motion of the pistons into rotational motion, ultimately driving the wheels of the vehicle. The Chinese equivalent is "曲轴" (qū zhóu). Familiarity with both the English and Chinese terminology is essential for engineers and technicians working in the industry, as it allows for seamless collaboration and the efficient troubleshooting of issues.Beyond individual components, the automotive industry also utilizes a wide range of specialized terminology to describe the various systems and subsystems that make up a vehicle. For instance, the term "transmission" in English refers to the component that transfers power from the engine to the wheels, while the Chinese equivalent is "变速箱" (biàn sù xiāng). Understanding t he differences and similarities between these terms is crucial for ensuring accurate communication and the effective coordination of maintenance and repair procedures.The importance of bridging the language divide in the automotive industry extends beyond the technical aspects of the components themselves. It also encompasses the broader business and regulatory aspects of the industry. Terms such as "original equipment manufacturer" (OEM) in English, which refers to a company that produces parts and equipment that may be marketed by another manufacturer, have their own Chinese counterparts, in this case, "原厂" (yuán chǎng).Navigating the complex web of automotive terminology in both English and Chinese is not merely a matter of translation; it requires a deep understanding of the underlying concepts and the nuances that exist between the two languages. Failure to do so can lead to misunderstandings, delays, and even costly mistakes in the manufacturing, installation, and maintenance of automotive components.To address this challenge, the automotive industry has developed a range of resources and strategies to facilitate effective communication and collaboration. This includes the creation of industry-specific dictionaries and glossaries, as well as the development of standardized terminology and naming conventions. Additionally, many companies and organizations have invested in language training programs to ensure that their employees are equipped with the necessary linguistic skills to effectivelycommunicate with their counterparts, both domestically and internationally.In conclusion, the automotive industry's reliance on a vast array of specialized terminology, with distinct English and Chinese equivalents, highlights the critical importance of bridging the language divide. By fostering a deeper understanding of these linguistic nuances, industry professionals can enhance collaboration, improve efficiency, and drive the continued advancement of the automotive sector. As the industry continues to evolve and globalize, the mastery of both English and Chinese automotive terminology will become an increasingly valuable asset, paving the way for a more interconnected and innovative future.。
汽车营销渠道中英文对照外文翻译文献
汽车营销渠道中英文对照外文翻译文献(文档含英文原文和中文翻译)Marketing Channels and Value NetworksMost producers do not sell their goods directly to the final users; between them stands aset of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel (also called a trade channel or distribution channel). Formally, marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production, culminating in purchase and use by the final end user.Some intermediaries-such as wholesalers and retailers-buy, take title to, and resell the merchandise; they are called merchants. Others-brokers, manufacturers' representatives, sales agents-search for customers and may negotiate on the producer's behalf but do not take title to the goods; they are called agents. Still others-transportation companies, independent warehouses, banks, advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales; they are called facilitators.The Importance of ChannelsA marketing channel system is the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces. In the United States, channel members collectively have earned margins that account for 30% to 50% of the ultimate selling price. In contrast, advertising typically has accounted for less than 5% to 7% of the final price.Marketing channels also represent a substantial opportunity cost. One ofthe chief rolesof marketing channels is to convert potential buyers into profitable customers. Marketing channels must not just serve markets, they must also make markets.The channels chosen affect all other marketing decisions. The company's pricing depends on whether it uses mass merchandisers or high-quality boutiques. The firm's sale force and advertising decisions depend on how much training and motivation dealers need. In addition, channel decisions include relatively long-term commitments with other finns as well as a set of policies and procedures. When an automaker signs up independent deal· ers to sell its automobiles, the automaker cannot buy them out the next day and replace them with company-owned outlets. But at the same time, channel choices themselves depend on the company's marketing strategy with respect to segmentation, targeting, and positioning. Holistic marketers ensure that marketing decisions in all these different areas are made to collectively maximize value.In managing its intermediaries, the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturer's sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it. Pull strategy is appropriate when there is high brand loyalty and high involvement in the category, when consumers are able to per· ceive differences between brands, and when they choose the brand before they go to the store. For years, drug companies aimed ads solely at doctors and hospitals, but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids.SEPRACOR INC.The increased use of prescription sleep aids is due not so much to an increase in the number of insomniacs, as to the billions of dollars the drug companies re spending on print and TV advertising. Consider Sepracor's ads for Lunesta, featuring a pale green Luna moth flittingaround the head of a peaceful sleeper. Sepracor spent $2.98 million in consumer advertising in 2006, and its stock and sales have jumped due to its successful campaign. The drug industry as a whole spent more than $4 billion on consumer ads in 2005, more than a fivefold increase in 10 years. Its aggressive pUll marketing strategy has, however, prompted intense debate and scrutiny from Congress. After all, while aggressive advertising of Merck's Vioxx generated huge profits, it exposed housands of U.S. adults to heart attack risks. Critics of the new drug ads say the drugs they tout treat symptoms rather than spurring consumers to discover the reason they can't sleep (which can range from simple stress to serious illness). Proponents of such ads say that in an era of managed care and shortened doctor visits, ads educate patients and spark important conversations with doctors. Although the pharmaceutical industry is unlikely to pUll back, Bristol-Myers Squibb Co. has won some kudos for voluntarily banning ads during the first year new drugs are on the markets. Top marketing companies such as Coca-Cola, Intel, and Nike skillfully employ both push and pull strategies. Marketing activities directed towards the channel as part of a push strategy are more effective when accompanied by a well-designed and well-executed pull strategy that activates consumer demand. On the other hand, without at least some consumer interest, it can be very difficult to gain much channel acceptance and support.Channel DevelopmentA new firm typically starts as a local operation seIling in a fairly circumscribed market, usingı existing intermediaries. The number of such intermediaries is apt to be limited: a few manıufacturers' sales agents, a few wholesalers, several established retailers, a few trucking comıpanies, and a few warehouses. Deciding on the best channels might not be a problem; theı problem is often to convince the available interımediaries to handle the firm's line.If the firm is successful, it might branch into new markets and use different channels in different markets. In smaller markets, the firm might sell directly to retailers; in larger markets, it might sell throughdistributors. In rural areas, it might work with general-goods merchants; in urban areas, with limited-line merchants. In one part of the country, it might grant exclusive franchises; in another, it might seJJ through aJJ outlets witIing to handle the merchandise. In one country, it might use international sales agents; in another, it might partner with a local firm.International markets pose distinct challenges. Customers' shopping habits can vary by countries, and many retailers such as Germany's Aldi, the United Kingdom's Tesco, and Spain's Zara have redefined themselves to a certain degree when entering a new market to better tailor their image to local needs and wants. Retailers that have largely stuck to the same selling formula regardless of geography, such as Eddie Bauer, Marks & Spencer, and Wal-Mart,marketing strategy for Its entrance into 1M US. market to slock different national manufacturer have sometimes encountered trouble in entering new markets.In short, the channel system evolves as a function of local opportunities and conditions, emerging threats and opportunities, company resources and capabilities, and other factors. Consider some of the challenges Dell has encountered in recent years.DELLDell revolutionized the personal computer category by selling products directly to customers via the telephone and later the Internet, rather than through retailers or resellers. Customers could custom design the exact PC they wanted, and rigorous cost cutting allowed for low everyday prices. Sound like a winning formula? It was for almost two decades. But 2006 saw the company encounter a number of problems that led to a steep stock price decline. First, reinvigorated competitors such as HP narrowed the gap in productivity and price. Always focused more on the business market, Dell struggled to sell effectively to the consumer market. Ashift in consumer preferences to bUy in retail stores as opposed to buying direct didn't help, but self-inflicted damage from an ultraefficient supply chain model that squeezed costs-and quality-out of customer service was perhaps the most painfuL Managers evaluated calf center employees primarily on how fong they stayed on each calf-a recipefor disaster as scores of customers felt their problems were ignored or not properly handled. Alack of R&D spending that hindered new-product development and led to a lack of differentiation didn't help either. Clearly, Dell was entering a new chapter in its history that would require a fundamental rethinking of its channel strategy and its marketing approach as a whole.Hybrid ChannelsToday's successful companies are also multiplying the number of "go-to-market" or hybrid channels in anyone market area. In contrast to Dell, HP has used its sales force to sell to large accounts, outbound telemarketing to sell to medium-sized accounts, direct mail with an inbound number to sell to small accounts, retailers to sell to still smaller accounts, and the Internet to sell specialty items. Staples markets through its traditional retail channel, adirect-response Internet site, virtual malls, and thousands of links on affiliated sites. Companies that manage hybrid channels must make sure these channels work well together and match each target customer's preferred ways of doing business. Customers expect channel integration, characterized by features such as:the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here's a specific example of a company that has carefully managed its multiple channels.REI（Recreation Equipment Inc.）What's more frustrating: buying hiking boots that cripple your feet, or trying on the perfect pair only to find the store is out of stock in the size or style you want? At Recreational Equipment Inc. (REI), the largest consumer cooperative in the United States with 2.5 million active members, outdoor enthusiasts can easily avoid both problems. In 90 REI stores across the country, customers are lighting up gas stoves, pitching tents, and snuggling deep into sleeping bags. REI stores are designed to givean experience, not just sell goods. If an item is out of stock, all customers need do is tap into the store's Internet kiosk to order it from REI's Web site. Less Internet-savvy customers can even get clerks to place the order for them at the checkout counters. REI has been lauded by industry analysts for the seamless integration of its retail store, Web site, Internet kiosks, mail· order catalogs, value-priced outlets, and toll-free order number. And REI not only generates store-to-Internet traffic, it also sends Internet shoppers into its stores. If a customer browses REI's site and stops to read an REI "Learn and Share" article on backpacking, the site might highlight an in-store promotion on hiking boots. Like many retailers, REI has found that dual-channel shoppers spend significantly more than single-channel shop· pers, and that tri-channel shoppers spend even more.Understanding Customer NeedsConsumers may choose the channels they prefer based on a number of factors: the price, product assortment, and convenience of a channel option, as well as their own particular ,hopping goals (economic, social, or experiential).As with products, segmentation exists, and marketers employing different types of channels must be aware that different con;umers have different needs during the purchase process.Researchers Nunes and Cespedes argue that, in many markets, buyers fall into one offour categories.1.Habitual shoppers purchase from the same places in the same manner over time.2.High-value deal seekers know their needs and "channel surf" a great deal before buying at the lowest possible price.3.Variety-loving shoppers gather information in many channels, take advantage of hightouch services, and then buy in their favorite channel, regardless of price.4.High-involvement shoppers gather information in all channels, make their purchase in a low-cost channel, but take advantage ofcustomer support from a high-touch channel.One study of 40 grocery and clothing retailers in France, Germany,and the United Kingdom found that retailers in those countries served three types of shoppers: (1) Service/quality customers who cared most about the variety and performance of products in stores as well as the service provided; (2) Price/value customers who were most concerned about spending their money wisely; and (3) Affinity customers who primarily sought stores that suited people like themselves or the members ofgroups they aspired to join. As Figure 15.1 shows, customer profiles for these types of retailers differed across the three markets: In France, shoppers placed more importance on service and quality, in the United Kingdom, affinity, and in Germany, price and value.Even the same consumer, though, may choose to use different channels for different functions in making a purchase. For instance, someone may choose to browse through a catalog before visiting a store or take a test-drive at a dealer before ordering a car online. Consumers may also seek different types of channels depending on the particular types of goods involved. Some consumers are willing to "trade up" to retailers offering higher-end goods such as TAG Heuer watches or Callaway golf clubs; these same consumers are also willing to "trade down" to discount retailers to buy private-label paper towels, detergent, or vitamins.Value NetworksA supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company should first think of the target market, however, and then design the supply chain backward from that point. This view has been called demand chain planning. Northwestern's Don Schultz says: "A demand chain management approach doesn't just push things through the system. It emphasizes what solutions consumers are looking for, not what products we are trying to sell them." Schultz has suggested that the traditional marketing "four Ps" be replaced by a new acronym, SIVA, which stands for solutions, information, value, and access。
汽车营销类外文文献翻译——汽车行业渠道的转变
原文Changing Channels In The Automotive Industry: The Future of Automotive Marketing and DistributionWho will be the winners and losers in the revolution that is radically reshaping the marketing, distribution and selling of automobiles? Will the vehicle manufacturers and their franchised-dealer networks be able to overcome years of inertia and complacency to pioneer and execute new concepts that will strengthen and extend the value of their brands? Or will nimbler, more imaginative retailers or software companies get there first?The transformation of the business of selling cars and trucks is happening before our eyes at an incredible pace -- promising to change forever an industry that has long been noted for its high costs, poor service and extremely unpleasant selling process. Auto manufacturers have competed fiercely among themselves to drive out cost and meet consumer needs for cheaper and better cars and trucks. Now the survivors face new threats from outside the industry that might thwart their renewed interest in building strong, lasting relationships with their customers.Entrepreneurs have dissected the cost-value equation and come up with new retail concepts. Their stories have been persuasive enough to attract hundreds of millions of dollars in public equity investment and persuade dozens of fiercely independent car dealers to sell out. Internet technology has lowered entry barriers for other entrepreneurs with new ideas about helping customers find, evaluate and buy new vehicles. These patterns are consistent with revolutions in other consumer durables markets that effectively transferred market power from manufacturers to retailers.Consumers are the only clear winners in this battle. While we are not sure which vehicle manufacturers will survive, we are confident that winning will require a better understanding of the life-cycle value equations of both cars and buyers, and the development of innovative strategies to capture that value.FORCES OF CHANGEFrom the days of Henry Ford's production line, the automobile industry has been based on a "supply-push" philosophy -- a strong bias toward "filling the factories" to cover high fixed costs.Dealer networks were created as logical extensions of the "supply-push" model. The networks were designed to hold inventory, leverage private capital (without threatening the manufacturers' control) and service and support what was then a less reliable and more maintenance-intensive product. Those networks generally were built around entrepreneurs focused on a defined geographic area, selling one or at most two brands.Despite its longevity, the traditional dealer channel leaves many people unhappy.High customer acquisition costs motivate dealers to convert store traffic to sales using aggressive tactics that extract differential margins based on customers' willingness to pay. Frequent well-publicized rebates have taught buyers to mistrust sticker prices and negotiate from cost up, rather than sticker down. As a result, dealers often find themselves competing not against another brand, but against a same-make dealer across town. This acute competition has almost bid away dealer profit on the sale of new passenger cars in the United States (with some profits still available on sales of trucks, sport utility vehicles and luxury cars).Shrinking dealer margins do not translate into happy customers: Most customers (approximately four out of five) dislike the purchase process, and many still come away feeling cheated and mistreated. This strong antipathy is largely responsible for the rapid growth of Internet-based services that offer alternative means of gathering information on cars, soliciting price quotes and, in some cases, conducting transactions.SURFING THE NET FOR PROFITSObviously the Internet is a major enabler of change in auto distribution. Many of the most important auto industry innovators today are developing Web-based services, leading some to predict that the most important automotive company of the next century will be a software-based company. Republic Industries, for instance, expects sales to reach $1 billion on the World Wide Web by the year 2000. Estimates vary, but some studies have shown that with some cars, as many as 40 percent of customers gather information from the Internet. A smaller but growing percentage of customers demonstrate what is called shopping behavior, or soliciting price quotations and availability information prior to the actual purchase.The dramatic growth and power of Internet technology have greatly reduced the cost of obtaining information on features, price and availability. Consequently, customers are better equipped to extract what they want from dealerships. One of the pioneers of Internet marketing, Inc., is working to speed response time from its participating dealers because it has learned that a staggeringly high proportion of its customers -- 64 percent -- buy within 24 hours of using its service to get price and availability quotes. The Internet offers new and better ways to perform many sales and marketing functions and makes it possible for manufacturers to have more and richer two-way communications directly with consumers. It has also provided, for the rest time, the capability for channel marketing on a national or even international scale, attacking further the value of the traditional, geographically depend channel.DEALERS STILL PART OF EQUATIONNo one is suggesting, though, that auto dealers will disappear. Ironically, changes in cars and trucks themselves are making dealers more important. Consumers have more choices of brands and models than ever before. Improved durability and reliability and faster design cycles have narrowed the differences among competing products in the same category. Brand loyalty increasingly derives not from the product itself but from the total purchase and ownership experience. Numerous studies show that customer satisfaction has become a much more critical competitivedifferentiator and a greater influence on repurchase loyalty than the car itself. And it is the dealer that controls these levers today. (See Exhibit II.) This explains the intense efforts many vehicle manufacturers have made to set standards for, measure and even base some dealer compensation on customer satisfaction scores.As a result of the high-cost, low-satisfaction proposition provided by the traditional dealer channel in general, many players have recently moved to capitalize on opportunities afforded by improving the channel-value equation. Entrepreneurs with access to public capital have strategic designs to modernize auto distribution. Six dealer groups in the United States went public in 1996-7. Collectively they soared past the $4 billion mark in revenue in 1997, up by more than 30 percent from 1996, with most of the growth coming from additional acquisitions of existing dealers.The most prominent new automotive industry entrepreneur in the United States is H. Wayne Huizenga, chairman of Republic Industries. Mr. Huizenga has a proven track record as an innovator who has revolutionized the waste disposal and video rental industries. Republic owns the nation's largest group of franchised automotive dealerships, operates the AutoNation USA used-vehicle megastore chain and owns and operates several car rental businesses. Republic is currently on an extraordinary acquisition campaign for new-car business dealerships. Even though Republic has almost single-handedly doubled the market price for dealerships, it does not appear to be slowing down.Nonetheless, manufacturers seem to be following, not leading, the revolution. Many are still being pushed or kicked along the path of change. There are real questions whether their late -- and in some cases half-hearted -- responses will be enough to protect the traditional position of the vehicle manufacturer as the caller of shots in the auto industry.VISION FOR THE FUTURENow that we see serious cracks in the walls protecting the traditional automotive distribution model, what will the future bring? Both the underlying drivers of change in automotive retailing and the trends already under way help answer that question. In addition, it is helpful to compare the automobile industry with other industries that have experienced distribution-channel evolution and look at the lessons they learned.Most consumer-durable industries have undergone substantial distribution-channel evolution resulting from changes in economics, regulations or technologies. Each one has unique circumstances, but we can see three relatively common, distinct stages in these channel restructurings:Stage One: This is marked by major improvements in value delivered, mostly reductions in cost. Usually the cost reductions stem from consolidation and rationalization in the channel as better concepts or bigger players drive out marginal or small players. The bigger players use their cost advantage to reduce prices and often to improve service, variety and convenience.Stage Two: Here channel evolution is focused on meeting the needs of specific customer segments. Channel functions are unbundled and restructured into more efficient or more appealing formats for defined groups of customers. Customer value is further enhanced through lower prices, better service or greater variety.Stage Three: This brings dramatic new paradigms not just for distribution but for the entire value chain. Full-service leasing ("power by the hour") in the heavy-duty-truck market is an example of this type of game-changing concept.We anticipate five major changes in future automobile distribution patterns and practices:FORMING A STRATEGIC RESPONSEGiven this view of the future, what should a manufacturer or major channel player do? Appropriate responses are to some extent situation-dependent, of course, but we believe the three stages of channel evolution observed in other industries provide valuable insight into what is and will be required to prevail in the automotive industry.Accordingly, we recommend the following strategic responses consistent with the three stages of channel evolution and the future automotive distribution vision described above:Aggressively and systematically pursue functional improvement beyond the factory gate. The most prominent opportunity is cost.Develop a vision of a desired end-game distribution channel strategy and begin making progress toward that vision, taking care to achieve consistency between the long-term vision and short-term functional improvement agendas.Build the means to create and capture much more of the "downstream" value associated with the automobile -- and, in so doing, strive to innovate "game-changing" approaches to the business.FUNCTIONAL IMPROVEMENTSIn the conventional dealer networks, tremendous improvement opportunities exist along two basic functional paths: reducing costs and raising customer satisfaction. Most manufacturers and many large channel players are jumping at these opportunities, given their magnitude. However, these players tend to select a limited number of programs, and they typically concentrate on single functional improvements independently or on a single functional path.A better approach is to address systematically the whole realm of possibilities with an integrated view of benefits within and across specific functions. This is not easy. Even programs with moderate scope and ambition typically require reforming entrenched business philosophies; coordinating several organizational groups with disparate incentives; managing complex and imposing legalities, and facing up to dealers resistant to change. But manufacturers must recognize that new players unencumbered by these constraints are raising the bar and traditional players must reach higher or fall behind.To date, Republic has focused primarily on pursuing the benefits of consolidation typical in the first stage of retail channel evolution. But some of its actions suggest the potential for truly game-changing retail evolution. When channel players, as opposed to manufacturers, are the winners in retail evolution, most often the one that leads in the first stage is the one that leads in other stages and reaps substantial benefits. Republic could be the first in the automotive industry to create an independent retail brand that actually "owns the customer."译文：汽车行业渠道的转变：未来的汽车销售和流通谁将成为赢家？谁能彻底重塑销售、分销和销售为一体的汽车?他们的汽车制造商网络能够克服惯性和骄傲自满的先驱和执行新观念，加强和扩大品牌价值的吗?或者，更富于想象力的零售商将nimbler或软件公司先到那儿?变革的商业销售轿车和卡车在我们眼前发生在一个令人难以置信的速度——承诺永远改变，长期以来一直使这个行业中付出很高的代价，可怜的服务和令人不快的销售过程。
外文翻译--网络营销
中文3316字附录附录一：英语原文Internet marketingIt's always great to hear that remodelers are having a stellar year -- referrals are coming in, solid leads are turning into clients, and business is booming. However, one part of the total business pie that can easily be forgotten; amidst all of this success is marketing. It's amazing how often you hear that the first thing to go is one's marketing plan for the year -- marketing is too expensive or my budget just doesn't call for marketing this year.Au contraire, marketing doesn't have to break the bank; the new age of marketing is all about the Internet. Internet marketing involves many segments and some that this article will touch upon include the basics: Web site development, search engine optimization and marketing via e-mail.The Internet has been called the Information Superhighway -- for many reasons, might I add. Millions of people surf the Internet for information every day, but are they getting what they are looking for? Studies have shown that people give up on looking for what they want if they can't find it in eight clicks. It is your job, as the Web site provider, to offer this sought-after information in a clear and easy-to-find manner.Your Web site is an assetThe Web site is the key player in your marketing and sales endeavors -- no matter how big or small your company may be. Your site should serve as a portal for potential customers and as a marketing tool for your remodeling company. Potential customers, in their own leisure time, can learn about your company, see your work, meet your employees, etc. For many, this is the first impression they have of you andyour company, so design your site to appropriately reflect what your company represents.Internet marketing is incredibly cost-effective. Your Web site can help promote the information you are trying to convey without printing costs for hard copies and postage.Content is KingPictures may say a thousand words, but content is king on the Internet. Define the content to satisfy your target market. Every remodeler has amazing photos of their work -- don't forget to include these on your site. However, remember to include copy that goes along with it. This will help with your SEO (see the next subhead on SEO) and gain you more traffic than if you wouldn't have included copy. According to the American Marketing Association, quick load times are important for a successful Web site. Don't let large images bog down the site, therefore losing that particular visitor.As you do in your own business, building your framework -- on your site -- is very important. Create a flowchart and get your visitors from Point A to Point B as fast and easily as possible. Don't overwhelm people by putting links to your entire site on the home-page. Instead, create a model to prioritize and categorize information. Define logical relationships between subjects and define links between information types.It used to be that getting traffic on your Web site was a great success. Today, not only is traffic important, but we now have to analyze this traffic to make sure the "right" people are visiting and that the marketing plan you implemented is working. Tracking services such as or are great tools to help analyze that traffic the site is receiving.The new buzzwordNot by any sense of the word is search engine marketing a secret. However, there are many dos and don'ts that could help provide the best results for this quest in Internet marketing.Search engine optimization is the new buzzword in marketing via the Internet. It means including the right "ingredients" on your site for these search engines to "like" it -- which could ultimately send thousands of visitors your way, increasing yourchance for some solid leads. Studies have found that 65 percent of visitors to sites come from search engines.The way search engines work is quite simple. A search engine has a database, which lists every Web site that the search engine knows about. When a search is performed, it tries to find matches in the database for the key words entered.As a Web site owner, you want search engines to send you as many visitors as possible. Therefore, you want to make sure that you are in the databases of as many search engines as possible. This is pretty simple. All the major search engines allow you to register your site free. You can simply go to each major search site, click on "Add Your Site," "Submit URL," or something similarly worded, and fill in your site information.The main ingredient for a successful SEO is not the right key word, but the right key phrase. Try searching for remodeling. I came up with 8,900,000 sites. Now, try searching the same engine for remodeling in Detroit. I came up with 36 sites. See the difference? Creating the right key phrase will help eliminate unqualified leads and will also help potential customers find your company with a lot fewer complications.If you are having trouble with creating the most appropriate key phrase to help your SEO, there are Web sites that can help -- compiles a database of terms that people search for. The user will enter some key words, and will tell you how often people search for them and will also tell you how many competing sites use those key words. The site will also provide a listing of all the key word combinations that bear any relation to your business or service. Just remember, the more instances a key phrase is on your site, the higher up on the ranking totem pole your site will be.Next, you'll want to think of a description of your site. Most search engines will ask for a 25 word description.Marketing by e-mailMany companies have attempted to use electronic mail (e-mail) for advertising -- only to receive a deluge of abuse from infuriated Internet users. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk e-mail, 42percent want to stop receiving it. According to Time magazine, "unsolicited junk e-mail now accounts for 10 percent of all Internet traffic and up to 30 percent of the 26 million daily messages on America Online."E-mail marketing can be highly effective and extremely-cost effective if you choose to follow some simple best practices. According to Al Bredenberg, publisher of , here are few ethical ways to having a successful e-mail marketing plan.Build your own house e-mail lists. Collect e-mail addresses at your Web site, at trade shows, on product registration cards, during sales and telemarketing calls, or at other points of contact with customers and prospects. Make sure that everyone on your list knows exactly how you will use his or her e-mail address. Your own in-house e-mail lists are a valuable asset.Start an announcement list. This is a simple in-house e-mail list designed to keep you in touch with your Internet audience. Use it for distributing company news, new product releases, special promotions, announcements of personnel changes or other items of interest to your company's contacts.Publish a free e-mail newsletter. An e-mail newsletter, or "e-zine," is a way to keep your company's name in front of your target market. Be sure to offer value -- industry news items, how-to articles, analysis and commentary about your industry niche. Your e-zine will position your company as an expert in the field and will enhance its reputation.Advertise on opt-in and voluntary e-mail lists.Opt-in e-mail lists are now available "for rent" from many companies. In contrast with the bulk e-mail spammers, the opt-in list providers have built their lists on a voluntary basis. The Direct E-mail List Source provides links to many permission-based e-mail lists.Advertise in e-zines and e-mail discussion lists. You will be able to find numerous e-mail newsletters and interactive discussion lists that reach your target audience. Many of these will accept advertising or sponsorships. If they don't already sell ads, they might -- if you make an offer."Spam is such a controversial subject right now that I urge marketers to stick with permission-based e-mail only," says Bradenberg. The risks to the company's businessand reputation are just too great. What constitutes true permission-based marketing? Simple. Make sure that nobody is placed on any e-mail list without their explicit permission. No one should have to ask to be removed from an e-mail list they never asked to be on in the first place.9 Steps to higher search engine optimizationStep One -- Choosing Key WordsChoose your key words. This is perhaps the most important step of the process because incorrectly targeting phrases can result in traffic that is not interested in your product.Step Two -- Site ContentCreating some of the new content before starting the optimization process can be doubly helpful in that it can reveal potential additions to your Web site that you may not have considered. If you already have a site, perhaps simply sit on your back deck, sip on a coffee and image what you would do if your whole site was lost and you had to start again.Step Three -- Site StructureA solid site structure is very important. Creating a site that is easily spidered by the search engines yet attractive to visitors can be a daunting and yet entirely rewarding endeavor. To adequately structure your Web site, you must "think like a spider" which is not as difficult as it may sound. A search engine spider reads your Web page like you would read a book. It starts at the top left, reads across, and then moves down.Step Four – OptimizationAs noted above, a spider places importance on what it reads highest on the page and so beginning with a sentence that includes your targeted phrase only makes sense.Step Five -- Internal LinkingText links make the best choice as the anchor text (the actual words used to link to a specific page) add relevancy to that Page for the words used to link to it. There are two main ways to ensure that your site gets well spidered and that the relevancy is added. The first is to place text links on the bottom of your homepage to your main internal pages. The second is to create a sitemap to all your internal pages and link toit from your homepage.Step Six -- Human TestingThe next step is to put it past someone who has never seen your site. Ask them to find specific information and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.Step Seven – SubmissionsSubmit your site to all the big players.Step Eight -- Link BuildingFind Web sites that you believe your site visitors would genuinely be interested in and you've probably found a good link partner. You want to find links from sites that are related to yours.Step Nine – MonitoringReview your stats to see where your traffic is coming from and what search terms are being used to find you.附录二：中文翻译网络营销对于企业重塑者来说像这样星光灿烂的一年是永远值得庆幸的事：合作意向纷至沓来，那些有强烈合作意向的伙伴都成为了顾客，业务蒸蒸日上。
网络营销策略分析外文翻译文献
网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。
汽车营销销售外文翻译文献
汽车营销销售外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：The Competitive Dynamics in the Automotive Aftermarket: Branded Products and Private Label ProductsTHE BUSINESS CASEThroughout the automotive aftermarket industry,senior executives are facing the reality of private brands. Similar dynamics exist outside of the automotive aftermarket and are intensifying in other sectors, such as traditional consumer goods. Also known as “private label” and referred to across many consumer-oriented industries as “store brands,” “co ntrol brands” or “own brands,” their rising prominence has led top executives to ask:• What issues and risks do U.S.-branded manufacturers face with respect to private brands?• How are market forces different today than in years past? How will this lands capeevolve?• How can I better understand my operational blind spots in an increasingly competitive landscape?• What can my management team focus on to protect and grow my brands? Where do we start?•What are the similarities and differences between the private brand trends in the automotive aftermarket and the consumer products sector?• What can be learned by automotive aftermarket executives from the private brand experiences in other sectors?Although answers to these questions are not simple and some market dynamics are not yet fully clear, the availability of private brands and other competitive trends are growing in the automotive aftermarket community, just as they are in many consumer product segments.One out of every three consumer products sold by one of the nation’s largest retailers is now private brand – up from one out of every five just a few years ago. With U.S. private brand sales in the grocery market surpassing well over $80 billion, for example, private brands can no longer be ignored by consumer product manufacturers. The U.S. market share of private brands in food, drug and mass merchant channels is more than 20 percent, according to industry data research firms. More than 80 percent of consumers shopping in big box, warehouse clubs and superstores frequently buy store brands and, depending on the specific product category, multiple store brands at a time. Retailers are focusing more resources on private branding to enhance margins, increase shelf velocity and expand store loyalty and traffic.Private branding in food, drug and mass merchant consumer products channels is not a new phenomenon, nor is it a new concept in the automotive aftermarket. However, there are differences in the degree to which private brand penetration has occurred in traditional consumer goods industries compared with the automotive aftermarket. The factors giving rise to these differences include the nature and use of the products (e.g., immediate consumption vs. durable goods), the ability of the consumer to exercise preference at point of sale, technological or other barriers to entry for alternative manufacturers to produce private brands, the degree to which products are subject to regulatory controls, and the differences in the channels in which the products are distributed. Notwithstanding these distinctions, private branding will continue to impact the competitive landscape.Consumer behavior has gone through a dramatic evolution in the past five years, with the economic shifts and downturns, and with the exploding access to information and technology. The lines of consumer priorities are blurring and shifting, and regardless of brand or product mix, measurement and management of these shifts will be the key to strategic success and growth in a global marketplace.The U.S. automotive aftermarket is one of the single largest markets in the U.S. and is increasingly affected by private brand influences similar to other consumer product markets. However, total private brand penetration in the aftermarket is not as closely measured and monitored as in other consumer sectors. As brand and product strategies continue to evolve among aftermarket channel participants, more sophisticated measurements of private brand penetration rates are beginning to take root.ISSUES, OPPORTUNITIES AND RISKSThe degree of market consolidation among retailers is believed to be one of the influences at work in driving increased private brand market share penetration. Retail consolidation is also one of the contributing factors to increasing retailer pricing leverage, according to the AASA(Automotive Aftermarket Suppliers Association) Q4 2009 Aftermarket Supplier Barometer report, and ultimately can lead to supplier margin erosion.Retail consolidation can create economy-of-scale advantages for private brands, allowing brand development and deployment costs to be spread incrementally across higher product volumes, decreasing their relative per unit volume significance. Further, private brand penetration appears to vary across product categories. Those experiencing a higher degree of “commoditization” (little or no perceived differentiation across brands) have demonstrated higher private brand market share levels compared to product categories with low degrees of commoditization. Within the automotive aftermarket, product categories such as tires, accessories and maintenance parts are showing similar trends. One recent research report for brake component sales from Frost & Sullivan shows private brands had a 60 percent market share in 2009 and are expected to increase to 66 percent by 2015.Monitoring private brand market share penetration levels in each aftermarket product category where a branded manufacturer participates can help assess the current degree of commoditization. However, detailed and accurate data regarding private brand penetration levels within many aftermarket product categories are not readily available — unlike other consumables sectors, where scanner-level data from IRI and Nielsen offers good visibility.Private brand penetration varies by type of product category, geography, channel partners and consumer segment. Having more data and measurements regarding private brand penetration, consumer behavior and supply chain visibility will be essential moving forward, in order to respond to opportunities and risks and sustain a competitive advantage.Understanding customer and consumer segments: private brand preferences Demographic and ethnographic segment patterns matter. More than 50 percent of18-to-34-year-olds buy more than half of their consumer staples from private brands. Attitudinal segmentation — similar attitudes and values such as degree of importance placed on the dealer or repair professional, parts availability, do-it-yourself (DIY) considerations, price sensitivity and convenience, shared across segments — can show varying degrees of influence on private brand choices. Understanding customer and consumer decisions across the entire value chain from manufacturer to ultimate consumer will enable better tailoring of brand positioning and more effective promotional programs.Knowing your customers, where they purchase and what drives their purchase decisions is paramount. In March 2010, Ernst & Young conducted a survey of more than 1,000 consumers and discovered:• 56 pe rcent of consumers surveyed purchased vehicle parts and accessories in general automotive repair shops, parts and accessories stores, or chains;• 22 percent purchased them from new and used vehicle dealers;• 15 percent purchased them from big box, wareho use clubs and superstores (nonautomotive);• 7 percent purchased them online; and• 20 percent also serviced their vehicle themselves (maintenance, repair, customization).Private brand market dynamics are impacting aftermarket channels through which the majority of products are sold. Developing a unique value proposition for each consumer and channel segment based on channel customer influences will be paramount in maintaining market share.Understanding consumer defection rates (velocity, magnitude and motivations) from major brands to store brands within a product category can be an excellent gauge of brand relevancy in the eyes of a brand’s user base.The automotive aftermarket is experiencing low brand awareness in certain product categories. For select manufacturers, this implies that the risk of becoming a commodity andfacing more margin and sales pressures is influenced by degree of brand loyalty across shoppers. Retailers with DIY or do-it-for-me (DIFM) shopper advocacy programs focusing on serving repair professionals can create brand loyalty among their consumers for store-branded products using their reputation as a technical services-oriented supplier of parts. Manufacturers also are trying to get closer to their primary and secondary consumers and raise brand awareness through techniques such as professional installer training programs and advertising campaigns. These special offers are designed to reinforce the message that longer-lasting, better-performing replacement products are today’s best quality and area longer-term affordability option for consumers. According to recent Nielsen Co. data on consumer trends, a key piece of data to keep in mind when considering consumer behavior trends for 2010 is that, “Value messaging must include differe ntiation beyond pricing for consumers.”Retail engagement: keeping advocates and influencersRepair professional recommendations and influences on consumer choice are important dimensions in the private brand or name brand success equation. According to a January 2010 Frost & Sullivan report, vehicle owners will adopt repair professional recommendations for batteries up to one-third of the time. The important question to ask is: What are the key influences the repair professionals look at when making brand decisions? It is important to recognize that all participants in the supply channel influence the repair professional’s choice.New and used vehicle dealers, accessory stores or auto parts chains, big box, warehouse clubs and superstores, online providers and search partners all play an increasingly important role in affecting consumer choices. Big box, warehouse clubs and superstores are concentrating on improving the shopper experience by offering a wider selection of private brand offerings in many consumer durables and non-durables.IMPLICATIONS FOR AUTOMOTIVE AFTERMARKET LEADERS: UNDERSTANDING OPERATIONAL BLIND SPOTSTypically, branded manufacturers and retailers focus only on price gaps and performance gaps, but that may be shortsighted in an increasingly multidimensional competitive game. Ernst & Young’s professionals believe there are at least six dimensions or strategic levers —both quantitative and qualitative — that manufacturers and retail channel players should identify to understand, measure and evaluate private brand competitive dynamics. These six dimensions are pricing, quality, promotion, distribution and merchandising, marketing andpackaging perception and organization .Which of these six are the most relevant to the automotive aftermarket? In many consumer goods product categories, consumers often perceive the quality of private brands as being equal to name brands. But a recent report from The NPD Group, a leading market research company, suggests this isn’t always the case with consume rs of automotive aftermarket products. According to NPD, some automotive aftermarket consumers still perceive a quality difference between private brand and name brands. In the category of motor oil, NPD suggests that more than half of consumers surveyed believe motor oil name brands are of better quality than store brands, while nearly one-third see no real difference. What quality level is each consumer market segment willing to pay a premium for? Are independent repair professionals willing to risk their repair shop’s reputation on products that customers may perceive as lower quality?Manufacturers need to understand where their customers stand on quality vs. price, and must clearly differentiate those attributes that will best drive purchase choice behavior. Likewise, retailers should evaluate brand assortment to ensure they are meeting the requirements of both quality- and value-driven consumers. It is a fact that in some cases, repair shops may utilize original equipment parts over aftermarket or private brand parts. Retailers and warehouse distributors may utilize private brands to promote their reputation as more economical in the short run. The key question to ask is: Keeping safety, dependability and performance in mind, what is the true risk/benefit ratio perceived by consumer segments where each aftermarket product category sells and what levels of price portfolio are fair? Remember, it is the consumers who pay, and depending on whether it is a repair or maintenance issue, they wield more power today than ever.Safety, dependability and performance are of utmost importance to the vehicleowner/consumer when it comes to automotive aftermarket parts used for vehicle maintenance and repairs. As participants in the aftermarket distribution channel (including manufacturer, distributor, chain or independent retailer and repair professional) seek to respond to and influence consumer choice, build trust and maintain market share in vehicle repair and replacement, all players must understand how the products they offer meet these key consumer values and support their reputation in the market.AASA has launched an initiative called “Know Your Parts,” designed to encourage all distribution channel participants to fully evaluate the increasing number of competingproducts in the marketplace across several dimensions of dependability, quality and performance. This campaign highlights the importance in understanding the extent to which there is transparency in the manufacturer’s commitment to provide support in the form of technical specifications, warranty, quality assurance, training and other services. It recognizes the important role that repair professionals, distributors and retailers play in influencing customer and consumer choice, particularly when the consumer is more dependent on the supply chain for information to support choice decisions among complex products. PROTECTING AND GROWING BRANDSBoth manufacturers and retailers are asking for clarity in how to understand and act upon private brand market dynamics. We suggest they begin by asking the following questions:1). Learn the market: See reality in customer and consumer perspectivesa). What levels of awareness, consideration, purchase intent, usage and loyalty exist within the categories and brands where I compete?b). How is the market changing, and how will future consolidation create opportunities?c). Are we using digital and social media resources to gain specific insight into consumers?d). Should we establish strategic listening posts using social media as an ongoing program rather than a one-time effort? Where along the distribution channel should such measures be used?2). Know thyself: Look at what value your brands offer in each product category and consumer and repair professional segmentsa). How can my management teams think differently rather than preserve the status quo?b). Should organizational practices or structure change in light of private brand dynamics?c). Which brands represent leading practices that should be replicated?d). What marketing and promotional levers can be pulled to preserve and grow brand loyalty and quality perceptions among all distribution channel consumers?3). Evaluate new competitiona). Where are my marketing activities over- or under-resourced as compared to competitors? Does this new reality offer cost-reduction or revenue opportunities?b). What is the potential to maximize revenues given the price elasticity of my products as compared to competitor and private brand offerings?c). How are competitors combating private brand threats, and what lessons can be learned?4). Build private brand defense and offense strategies and competenciesa). How can I build a private brand monitoring capability?b). Should I develop a private brand index or similar measure?Aftermarket companies need to develop holistic, reliable and multidimensional measures to better understand, evaluate and monitor private brand value gaps across the entire aftermarket distribution channel. These measures must go beyond pricing and include quality, innovation and other dimensions such as customer and consumer perceptions. Obtaining information to develop such measures will likely mean using different approaches to gather consumer-level insights. This analysis focuses on three areas: 1) measuring and evaluating the true penetration of private brands within various product categories experiencing a high degree of commoditization, 2) identifying the root causes of this trend in quantitative and qualitative terms and 3) building viable and practical responses at brand and category levels.汽车售后市场的竞争动态：品牌产品和自主产品业务案例在汽车零配件行业中，高管正面临私人品牌的现实。
汽车营销外文翻译文献编辑
汽车营销外文翻译文献编辑文献信息：文献标题：Planning of marketing communication strategies by car dealerships（汽车经销商营销传播策略的策划）国外作者：Makgopa S. Sipho文献出处：《Problems and Perspectives in Management》,2016,14 (4-1):212-220字数统计：英文2683单词，16642字符；中文4723汉字外文文献：Planning of marketing communication strategiesby car dealershipsAbstract Effective marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organization by buying organizations product offerings. Organizations in planning of marketing communication strategies and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizations’ strengths and we akness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emphasis on micro-environmental factors of consideration. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng Province, South Africa was followed. In this paper a qualitative content analysis was used to analyze primary data using Atlas ti version 10 computer software. The results revealed that there are key micro-environmentalfactors of consideration during the planning of marketing communication strategies and campaigns. Based on the results of this paper, the author provided recommendations to stakeholders in the motor vehicle industry, specifically, car dealerships and future research directions.Keywords: marketing communications, marketing communication objectives, marketing communication strategy, mediatypes, micro-environment.IntroductionMarketing communication as a marketing mix element is one of the most difficult but crucially important component of contemporary marketing. In recent years this challenge has been made even more complicated by the explosion of new digital media options. These options offer new opportunities and hold much promise for marketers of organizations, but also bring great difficulty to managerial decision making. To highlight just a few of the benefits of marketing communications, marketers can choose to do some or all of the following with their brands: To use marketing communications to draw attention to their organizational brands, marketers can reach consumers through mass or targeted advertisements on social media networks such as Facebook, Twitter, Youtube or other social networks; banner or display advertisements on thirdparty websites; and paid or search engine advertisements. T o shape brand preference, they can send timely e-mails and use their own websites to provide detailed content. To drive short-term sales, they can offer promotions and other incentives through tweets, texts, and targeted e-coupons. And to reinforce long-term brand loyalty, they can form online brand communities through their own or third-party social media. Given so many different new andtraditional communication media options available to marketers of organizations and so many different ways to combine these options, Keller (2016) argued that marketers struggle with how to make good marketingcommunication decisions. Therefore, it becomes imperative to investigate the planning of marketing communication strategies and campaigns with more emphasis on microenvironmental factors of consideration.1.The purpose of the studyThe purpose of this research was to investigate the planning marketing communication strategies and campaigns in practice with more emphasis on micro-environmental factors of consideration. The stated research purpose requiresin-depth theoretical background on micro-environmental factors, marketing communications and its benefits of it thereof. This paper will start by explaining the concept of marketing communications and followed by literature review of previous studies on the topic.2.Theoretical background and literature reviewIn this section theoretical background and literature review on marketing communication is provided, focusing on micro-environmental analysis, the marketing communication concept, components of marketing communication mix, and conclude by reviewing previous studies on the topic.2.1.Micro-environmental analysisPerforming the situation analysis involves analysing the microenvironment of the organization. The microenvironment represents the internal environment of the organization. When analysing the internal environment, marketing managers need to analyze the organization’s mission, business objectives and strategies, its resources, skills and capabilities (Van Schie, 2012).According to Van Schie (2012) marketers should consider the organization’s targets or goals, services to be provided and synergy to be exploited, as no single management is expected to have all the talents and other qualities essential for planning, direction and control.Organizations can establish what its strengths or weaknesses are in terms of resources to be used during the planning stage (Helms and Nixon, 2010). These strengths or weakness may be in the form of resources, such as the skills and competencies of the marketing personnel (Morgan, 2012). From the marketing point of view, marketing resources refers to resources available to marketers that can be turned into marketing capabilities that can create value to customers (Morgan, 2012). According to Morgan (2012), the marketing resources within the micro-environment that can be used to the advantage of the organization include: tacit knowledge resources, physical resources, human resources, organizational resources, informational resources, relational resources, and legal resources.2.2.Marketing communicationsMarketing communication is a crucial part of the organizational activities of many organizations. Marketing communication initiatives are aimed at informing, reminding and persuading present and potential customers to support the organization by purchasing its products (Keller, 2009). Keller (2016) emphasized that marketing communications is a oneof the most difficult but crucially important components of modern marketing.Keller(2016) added marketing communications plays a crucial role when organizations aim to influence consumer decision-making, draw attention to organizations’brands,andshapebrand preferences. Marketingcommunication is also an important marketing tool which provides customers with information to help them make purchasing decisions. The result of a successful market ingcommunicationcampaigncanleadtosales growth, an increase in market share, and subsequently to increased profitability (Ahn, Lee, Lee and Paik, 2012).There are many elements of marketing communication at the marketers’ disposal; for example, advertising, direct marketing, personal selling, sales promotions, public relations and sponsorships may all be employed to maximize the impact of promotional activities (Keller, 2016). Many different marketing communications options exist that can play different roles and have different objectivesin the marketing of a brand (Batra and Keller, 2016). One popular distinction made by many marketers and academic researchers (e.g., Stephenand Galak, 2012) is between communications which appear in paid media (traditional outlets such as TV, print, and direct mail), owned media (company-controlled options such as websites, blogs, mobile apps, and social media), and earned media (virtual or realworld word of mouth, press coverage).2.3.Previous studies on marketing communicationMany studies have explored the economic impact of advertising on sales, and various other studies have examined the relationship between advertising expenditure and its influenceon achieving the marketing communication objectives. However, few researchers have focused on planning of marketing communication strategies in realising the marketing communication objectives of organizations, specifically, micro-environmental analysis during the planning stage. These studies haveoverlooked the internal environmental factors of consideration that during the planning marketing communication strategies and campaigns of the organizations in practice, specifically, car dealerships and they have focused more on advertisi ng such as (Buil, de Chernatony and Martínez, 2013; Feng and Purushottam, 2012; Singh, Sharma and Mahendru, 2011; Ventoura-Neokosmidi, 2011).3.Contributions of the studyIn reviewing the secondary research available, it is clear that the planning of marketing communication strategies and campaigns is not widely covered in the South African context and other parts of the world, specifically in the car retail sector. This study contributes to literature on the topic. Furthermore, this study further benefits car dealerships operating within the motor vehicle industry by revealing microenvironmental factors considered in planning of the marketing communication strategies and campaigns of car dealerships in practice. This study will help marketers make better marketing communication decisions, more on decisions associated with paid and owned media, as those are the areas over which marketers have the most direct control and therefore are responsible for making the most decisions.4.Research methodologyThis section outlines the research methodology followed to realize the research purpose of thisstudy starting with the research design, target population, sampling frame and technique, data collection, and data analysis method used.4.1.Research designAn exploratory qualitative approach was followed in order to address the research objective. Malhotra (2010) pointed that anexploratoryresearch design is useful when the researcher requires more information about a specific problem, an opportunity or a phenomenon. The qualitative research approach was chosen for a number of reasons: participants’ perspectives and experiences were emphasized, it took into account participants’ interpretation and it allows for flexibility. More specifically, the aim of using a qualitative approach was to collect data moreeffectively and to gain richer information by enabling participants to also express their opinions, and share their experiences with regard to the online social media platforms used in conveying marketing communication messages to their current and potential customers.4.2.Target populationThe target population of interest for the current study was the car dealerships operating in Gauteng province. Gauteng province was chosen due to its convenience and accessibility for the researcher. In addition, one province was selected, as the aim of the study was not to be representative, but rather to enable other researchers to gain understanding into the marketing communication practices of these dealerships. Marketing personnel or executives of dealerships were chosen as the unit of analysis considering their involved in planning of marketing communication strategies and campaigns. In this study, dealership principals, dealership assistant managers and senior sales managers of car dealerships were interviewed since they were holders of the data needed to answer the research questions.4.3.Sample frameIn the current study, the Retail Motor Industry (RMI) memberlist was used as a sample frame to select accredited dealerships included in the study. The dealerships operating within the borders of Gauteng were contacted. Tustin et al. (2005) indicated that the sample frame may be a telephone directory, customer list, and research company databases, a list of e-mails addresses or even geographic maps. The researcher used Google, which is a well-known search engine on the Internet and search for list of accredited dealership in Gauteng from Retail Motor Industry (RMI) organization website (Retail Motor industry, 2014). RMI member list contains the contact details of accredited dealerships operating in nine provinces of South Africa. The researcher used the e-mail addresses and telephone numbers obtained from RMI member list to contact car dealerships to get contact details of marketing personnel (involved in planning of marketing communication strategies and campaigns). Based on the contact details provided by the dealership managers or principals, other participants were contacted via e-mails to request their consents to participate andin-depth interviews were scheduled.4.4.Sample techniqueA purposive sampling method was used in this study. Purposive sampling method means that participants are selected because of some defining characteristics that make them the holders of the data needed for the study (Tustin et al., 2005). The population can be defined as the total group of persons or entities from whom information is required (Tustin et al., 2005). The target population refers to the collection of elements that possess information sought by the researcher (Malhotra, 2010).A purposive sampling method was used in order to concentrate on the participants, in this case marketing personnel who possessthe richest information based on their positions in their respective organizations, which presented a possibility to answer research questions.4.5.Data collectionIn-depth semi-structured interviews were used to collect the primary data in the current study using audio recorder. The primary data was collected using semi-structured in-depth interviews. According to Malhotra (2010) an in-depth interview refers to an interaction between an individual interviewer with a single participant, and the semistructured depth interviews allow the interviewer to uncover underlying motivations and probe on a particular topic. The researcher used a research guide containing research question topics during the interviews with participants. The researcher had to arrange a time and date most suitable for an interview with participants. All participants were briefed telephonically about the research objectives and the research topic was emailed to the participants. This was done to ensure that the researcher, as well as the participants, was at ease, and prepared for the interview, as well as to build rapport and relationship before the data collection began. Before the interviews could begin, the motivation for the research was explained to the participant to put participants at ease.4.6.Data analysisIn the current study the use of qualitative content analysis was followed, as it ideally suited the purpose of this study, which aimed to establish an understanding ofthe online social media tools used by car dealerships in their marketing communication strategies and campaigns. In addition, Atlas ti version 10 computer software was used to generate themes. During the data collection period, the transcriptions ofthe interviews were analyzed, to enable any decisions to be made relating to what and how to probe for more detail during further interviews. The trustworthiness or validity of the qualitative data can be assessed by the care taken and practices employed during the data collection and analysis procedures. Following these techniques, the length and depth of the interviews, as well as the level and experience of the participants, resulted in rich information discussions.5.FindingsThe following dimensions of the microenvironmental analysis were found to be of consideration in planning the marketing communications strategy of car dealerships, namely, the marketing communication budget, the marketing communication objectives, th e dealerships’ available products and services offerings.5.1.Marketing communication budgetParticipants identified the marketing communication budget as a primary internal factor that is considered in planning marketing communication strategies and campaigns. The majority of the participants indicated that it is necessary to ensure that the marketing communication budget is allocated in order to support the attainment of the dealer ships’ marketing communication objectives. In addition, dealerships use different marketing communication budgeting methods. The budgeting methods pointed out by participants include the percentage of sales, affordability and objective-and-task methods.5.2.Marketing communication objectivesIn general, the participants pointed out that they engage in marketing communication campaigns to achieve specific marketing communication objectives from target audiences,which in turn, can lead to responses or reactions from the target audiences. These marketing communication objectives aim to convey messages about the locations of the dealerships, available products on offer, brands and existence, and to convince target audiences to visit these dealerships for further information. Some participants also indicated that their dealerships maintain continuous communication with existing customers as a part of the marketing communication retention strategy.Conclusions and discussionsThe research study sought to investigate the planning the marketing communication strategies and campaigns of car dealerships with more emphasison micro-environmental factors of consideration. The results of this study indicated that during the planning of marketing communication campaignsthe available marketingcommunicationbudget, and marketing communication objectives are of much consideration. The participants pointed out that the marketing communication budgetremains a major consideration in planning marketing communication strategies and campaigns of car dealerships. Car dealerships plan different marketing communication activities in efforts to achieve various marketing communication objectives. These marketing communication objectives include increasing sales, creating awareness about the product offerings and the dealerships’ locations. In addition, this study uncovered the marketers of car dealerships use different marketing communication budgets in planning marketing communication strategies and campaigns.RecommendationsMarketers of car dealerships should consider the seasons ofthe year, marketing communication objectives and available marketing communication budget when planning marketing communication strategies and campaigns in order to guide allocation of budget, and allocate more budget to busiest seasons. In addition, marketers should considertheir internal stock in order to identify which products and old stock (in this case car models) that should be part of sales promotion campaign such as clearance sales, or alternately identify products that must be market aggressively in marketing communication campaigns.Directions for future researchThis study explored micro-environmentalfactorsof consideration in planning marketing communication strategies and campaigns. Therefore, it is recommended that a future study could be conducted to explore further on how microenvironmental factors’ influence on the decision related to the selection of traditional and new media types used in marketing communication strategies and campaigns of car dealerships in practice.In addition, future research study could investigate market and macro-environmental factors of consideration in planning marketing communication strategies and campaigns of car dealerships in real scenario. Furthermore, a study focusing on all environmental factors, namely: micro, market and macro-environmental factors at car manufacturer level could result with different findings.中文译文：汽车经销商营销传播策略的策划摘要有效的营销传播策略和活动在许多组织中非常重要，可以通知、提醒和说服当前和潜在的客户，通过购买组织产品来支持组织。
外贸汽车零配件英语作文
外贸汽车零配件英语作文Are you looking for high-quality automobile spare parts for your international trade business? Look no further! Our company specializes in providing a wide range of car accessories and spare parts to meet the needs of your customers.Our products are made of top-notch materials, ensuring durability and reliability. From engine components to exterior accessories, we have everything you need to keep your customers' vehicles running smoothly and looking great.We understand the importance of timely delivery in the international trade industry. That's why we haveestablished efficient logistics and shipping processes to ensure that your orders are delivered on time, every time.In addition to our high-quality products and reliable delivery, we also offer competitive pricing to help youstay ahead in the market. We believe that quality shouldnot come at a high cost, and we strive to provide affordable options for our customers.With our commitment to quality, reliability, and affordability, you can trust us to be your go-to supplier for all your automobile spare part needs. Contact us today to learn more about our products and how we can support your international trade business.。
汽车配件英文翻译及例句
汽车配件英文翻译及例句汽车配件英文翻译及例句汽车是一个完成品，有各种各样的汽车配件拼凑而成。
今天店铺在这里为大家介绍汽车配件用英语怎么说，希望这些汽车配件英语知识能帮到大家！汽车配件的英语说法auto partsauto spare parts汽车配件的相关短语汽车配件管理软件 Auto Parts software瑞沃汽车配件 Ruiwo Auto Parts汽车配件的英语例句1. The company was established in 2005 to auto parts, supplies export - oriented.本公司成立于2005年,以汽车配件、用品出口为主.2. Able to independently identify the function and quality of auto parts.能够独立识别,判断汽车配件的功能属性及质量.3. The factory supplied us with some parts of the car.那家工厂给我们提供了一些汽车配件.4. My company specializes in motorcycle accessories, auto parts, general machinery exports.我公司专业从事摩托车配件, 汽车配件, 通用机械的.出口.5. Scope: Motor vehicles and parts sales . Motor vehicles and parts sales.经营范围: 汽车及汽车配件的销售.6. Auto parts mainly gear, belt and the car dashboard, and other accessories.汽车配件主要是齿轮, 同步带以及汽车仪表等配件.7. Scope: China - made cars and auto parts sales andparts sales.经营范围: 国产汽车、汽车配件的销售.8. Car Accessories, Tent , Beach Item, Bag, Seat Cover, Hamper, Mat Automobile Accessories.采购产品汽车配件, 窗帘篷, 沙滩项目, 袋, 座椅的范围, 阻碍, 垫汽车配件.9. Main business of auto parts, machinery and other accessories.主要经营个汽车配件, 机械配件等.10. Campbell, meanwhile, returned to his family and auto parts business.其间, 坎贝尔回到了家人身边并重操旧业干起了汽车配件的工作.11. There is a lucrative black market in spare parts for car.有一个能赚钱的汽车配件黑市.12. China's automobile spare parts industry a very good prospect in the future . "中国汽车配件行业,是一个极具发展前途的产业.13. General cargo, sales auto parts, motorcycle accessories.普通货运, 销售汽车配件, 摩托车配件.14. Marine applications, cooking utensils, car fittings, furniture.海事用品、煮食器具、汽车配件、家俱.15. Marine application, cooking utensils, car fittings, door furniture.海事用品、煮食器具、汽车配件、家具.汽车配件词汇阅读bonnet/hood引擎罩bumper保险杠windscreen挡风玻璃radiator散热器headlight前灯;头灯taillight后灯,尾灯fender挡泥板trunk后备箱steering wheel方向盘suspension悬挂engine引擎chassis底盘clutch离合器gearbox变速箱。
跨境英语直播带货汽车配件常用口语
跨境英语直播带货汽车配件常用口语## Frequently Used English Phrases and Terminology in Cross-Border Live Commerce for Automotive Parts.General Phrases and Greetings.Welcome to our live stream! Thank you for joining us today.Hi everyone, I'm [host name] and I'll be your guide through today's show.Let's get started! We have some exciting products to share with you.Product Descriptions.This [product name] is made from high-quality materials and designed to last.It's perfect for [target audience] and comes in a variety of colors and styles.Here are some of the key features and benefits of this product:[List of features and benefits]We're offering a special discount for our live stream viewers today. So be sure to take advantage of this offer!Customer Engagement.Don't forget to leave your questions or comments in the chat.We'll be answering your questions throughout the stream.We're also giving away some freebies to our viewers today. So stay tuned for that!Call to Action.If you're interested in purchasing this product, please visit our website or click on the link in the description below.We also have a special offer for our live stream viewers. Use the code [discount code] at checkout to get [discount percentage]% off your order.Don't miss out on this amazing opportunity! Order now!Technical Phrases.We're experiencing some technical difficulties at the moment. Please bear with us while we resolve this issue.If you're having trouble viewing the stream, pleasetry refreshing your browser or using a different device.Automotive Parts Terminology.Alternator: A device that converts mechanical energy to electrical energy to charge the battery and power the vehicle's electrical systems.Battery: A device that stores electrical energy and provides power to the vehicle's starter, ignition system, and other electrical components.Brake pads: Friction material that presses against the brake rotors to slow down or stop the vehicle.Brake rotors: Metal discs that are attached to the wheels and rotate with them. The brake pads press against the rotors to create friction and slow down the vehicle.Engine: The powerplant of the vehicle that converts fuel into energy to move the vehicle.Exhaust system: A series of pipes and components that carries exhaust gases away from the engine and out of the vehicle.Filter: A device that removes impurities from fluids or gases. Common types of filters in vehicles include air filters, oil filters, and fuel filters.Headlights: Lights that illuminate the road ahead of the vehicle.Ignition system: A system that produces the spark that ignites the fuel in the engine.Oil filter: A device that removes impurities from engine oil.Radiator: A heat exchanger that cools the engine coolant.Spark plugs: Devices that create the spark thatignites the fuel in the engine.Starter: A motor that starts the engine.Suspension system: A system that absorbs shocks andvibrations from the road surface to provide a smooth and comfortable ride.Tail lights: Lights that illuminate the rear of the vehicle to make it visible to other drivers.Tires: Inflatable rubber components that provide traction and support for the vehicle.Transmission: A system that transfers power from the engine to the wheels.。
汽车及零配件销售英语作文
汽车及零配件销售英语作文With the rapid development of the automobile industryin recent years, the sales of cars and auto parts have become increasingly important. As a salesperson in this industry, it is essential to have excellent English communication skills to effectively communicate with customers from all over the world.Firstly, when dealing with customers, it is importantto have a good understanding of their needs and preferences. For example, some customers may be looking for a high-performance sports car, while others may be more interested in a family-friendly SUV. In order to provide the best service, it is essential to be able to communicateeffectively with customers and understand their needs.Secondly, it is important to have a good knowledge of the products being sold. This includes not only the cars themselves but also the various auto parts and accessories that go with them. Being able to explain the features andbenefits of various products in a clear and concise manner is essential when selling to customers.Thirdly, it is important to be able to negotiate effectively with customers. This includes not only negotiating the price of the car or parts but also negotiating the terms of the sale, such as warranties and financing options. Being able to communicate effectively and persuasively with customers is essential when negotiating a sale.In addition to these skills, it is also important to have a good understanding of the cultural differences that may exist when dealing with customers from different parts of the world. For example, customers from some cultures may prefer a more formal style of communication, while others may be more informal. Being aware of these differences and adjusting one's communication style accordingly can help to build stronger relationships with customers.In conclusion, the sales of cars and auto parts require excellent English communication skills. Salespeople in thisindustry must be able to effectively communicate with customers, have a good knowledge of the products being sold, negotiate effectively, and be aware of cultural differences. By developing these skills, salespeople can provide thebest service to their customers and help to drive the success of the automobile industry.。
汽车配件销售实习总结英文
汽车配件销售实习总结英文Automotive Parts Sales Internship Experience.Embarking on an internship in the dynamic field of automotive parts sales was an enriching experience that provided me with invaluable insights into the industry. During my internship, I gained practical knowledge of the automotive market, sales techniques, and the importance of customer relations. This opportunity allowed me to apply theoretical concepts learned in the classroom to real-world scenarios, thus enhancing my understanding of the subject matter.My internship was primarily focused on understanding the intricacies of the automotive parts market. This included熟悉不同的汽车零部件，理解它们的功能，以及学习如何将这些知识有效地传达给客户。
I also gained exposure to the various sales strategies employed in the industry, such as upselling, cross-selling, and building long-term relationships with customers.During my internship, I was assigned to work with a team of experienced sales representatives who were instrumental in guiding me through the sales process. I observed their interactions with customers, learned from their successes, and also witnessed their challenges. This hands-on experience provided me with a clear understanding of what it takes to be a successful sales representative in the automotive industry.One of the most significant aspects of my internship was the opportunity to engage directly with customers. This exposure helped me develop strong communication skills, as I had to effectively explain product features and benefits to customers while addressing their concerns and queries. I also learned the importance of active listening, as it enabled me to understand the customer's needs and provide tailored solutions that met their requirements.Additionally, I gained valuable insights into the operations of a sales team. I observed the coordination and collaboration among team members, which was crucial inachieving sales targets. I also learned the importance of teamwork and how each individual's contribution contributes to the overall success of the team.Moreover, my internship provided me with an opportunity to apply theoretical concepts learned in school topractical situations. For instance, I was able to utilize the marketing principles I had studied to develop effective sales strategies that appealed to customers. This experience helped me bridge the gap between theory and practice, thus enhancing my understanding of the subject matter.Overall, my internship in automotive parts sales was an enriching experience that provided me with invaluable insights into the industry. I gained practical knowledge of the market, sales techniques, and customer relations, which will serve as a solid foundation for my future career in the automotive industry. The opportunity to engage directly with customers and work with a team of experienced professionals was instrumental in shaping my understanding of the industry and enhancing my professional skills. I amgrateful for this opportunity and look forward to applying the knowledge and experiences gained during my internship to future endeavors.。
汽车改件销售英语作文
汽车改件销售英语作文Title: Selling Auto Parts: A Comprehensive Guide。
In the ever-evolving automotive industry, the sale of auto parts is a pivotal aspect contributing to the smooth functioning of vehicles. Whether it's for repair, maintenance, or customization, the demand for quality auto parts remains constant. As a seller in this dynamic market, it's essential to understand the nuances of the business and employ effective strategies to maximize sales. In this essay, we delve into the intricacies of selling auto parts, focusing on key factors such as product knowledge, customer service, marketing, and industry trends.First and foremost, product knowledge forms the foundation of successful auto parts sales. It is imperative for sellers to possess in-depth knowledge about the various components they offer, including their specifications, compatibility with different vehicle models, and performance attributes. This knowledge not only instillsconfidence in customers but also enables sellers to provide accurate recommendations based on the specific needs of each client. Continuous learning and staying updated with the latest advancements in automotive technology are essential to maintain a competitive edge in the market.Moreover, exceptional customer service plays a crucial role in building trust and fostering long-termrelationships with clients. Prompt responsiveness to inquiries, courteous communication, and efficient handling of orders are paramount in ensuring a positive buying experience. Additionally, offering after-sales support such as installation guidance and troubleshooting assistance can significantly enhance customer satisfaction and loyalty. By prioritizing customer needs and addressing concerns promptly, sellers can differentiate themselves from competitors and establish a reputation for reliability and professionalism.In today's digital age, effective marketing strategies are essential for reaching a wider audience and driving sales. Utilizing various online platforms such as e-commerce websites, social media, and search engine optimization (SEO) techniques can significantly amplify the visibility of auto parts offerings. Engaging content such as informative blogs, tutorial videos, and customer testimonials can captivate potential buyers and influence their purchasing decisions. Furthermore, leveraging targeted advertising campaigns and partnerships with relevant influencers or automotive enthusiasts can further expand the reach and impact of marketing efforts.Furthermore, staying abreast of industry trends and consumer preferences is vital for adapting to changing market dynamics and staying ahead of the competition. Emerging trends such as electric vehicles (EVs), hybrid technologies, and advancements in autonomous driving are reshaping the landscape of the automotive industry and influencing the demand for specific auto parts. By monitoring market trends, analyzing customer feedback, and collaborating with manufacturers, sellers can anticipate shifting demands and proactively adjust their product offerings to align with evolving market needs.In conclusion, selling auto parts requires a comprehensive understanding of the products, a commitment to exceptional customer service, strategic marketing initiatives, and adaptability to industry trends. By emphasizing product knowledge, providing outstanding customer service, implementing effective marketing strategies, and staying attuned to market dynamics, sellers can position themselves for success in the competitive auto parts market. As the automotive industry continues to evolve, embracing innovation and customer-centric approaches will be key to sustaining growth and achieving long-term success in the auto parts business.。
汽车配件销售实习总结英文
汽车配件销售实习总结英文Automotive Parts Sales Internship Summary.Introduction.The automotive industry is a vast and ever-evolving sector that plays a pivotal role in the global economy. As the demand for automobiles continues to rise, so does the need for skilled professionals in the automotive aftermarket. To gain hands-on experience and delve into the intricacies of this industry, I embarked on a comprehensive internship program at a reputable automotive parts sales and distribution company.Key Responsibilities and Learning Outcomes.During my internship, I had the opportunity to immerse myself in various aspects of automotive parts sales, from order processing and inventory management to customer service and marketing support. The following summarizes mykey responsibilities and the invaluable learning outcomes I gained:1. Order Processing and Inventory Management.Processed customer orders accurately and efficiently, ensuring timely delivery and accurate billing.Managed inventory levels, optimizing stock availability and minimizing losses due to overstocking or shortages.Implemented inventory control systems to enhance efficiency and reduce inventory discrepancies.2. Customer Service and Relationship Building.Provided excellent customer service, resolvinginquiries and addressing complaints promptly and professionally.Established and maintained strong relationships with customers, fostering trust and repeat business.Gained insights into customer needs and preferences, adapting sales strategies accordingly.3. Sales and Marketing Support.Assisted in developing and executing marketing campaigns, leveraging various channels to reach target audiences.Conducted market research and competitive analysis to identify sales opportunities and growth potential.Contributed to product development initiatives by providing feedback from customers and industry experts.4. Product Knowledge and Technical Support.Gained in-depth knowledge of the automotive parts industry, including product specifications, applications, and pricing.Provided technical support to customers, assisting with product selection and troubleshooting issues.Stayed abreast of industry trends and advancements, ensuring that our company remained competitive.5. Business Operations and Strategy.Contributed to the development of business strategies, understanding the company's financial objectives and growth aspirations.Analyzed sales data and market trends to identify opportunities for improvement and expansion.Gained exposure to various business functions, such as finance, human resources, and operations.Skills and Competencies Developed.This internship experience has significantly enhanced my skillset and prepared me for a successful career in theautomotive industry. The following are some of the key skills and competencies I developed during my internship:Exceptional customer service and communication abilities.Proficient in using automotive parts software and inventory management systems.Strong sales and negotiation skills.Deep understanding of the automotive aftermarket industry.Ability to work independently and as part of a team.Proficiency in Microsoft Office Suite and other business applications.Impact and Contributions.Throughout my internship, I consistently exceededexpectations and made significant contributions to the company's success. My efforts in improving customer satisfaction, streamlining operations, and identifying new sales opportunities were recognized and appreciated by my supervisors. Notably, I:Developed a customer loyalty program that increased repeat business by 15%。
汽车类(外文翻译)--汽车营销automotive marketing(译文+英文)—-毕业论文设计
Automotive MarketingFirst, the auto parts network management conceptAmerican auto parts of automobile fittings dealer Raymond is located in a suburban Atlanta, American and other accessories, this shop to shop and its characteristics, but is online transactions, and car accessories sales related services are available on the Internet. This distributior store of salespeople have extensive network of knowledge, they patiently helped no online trading experience of customer finish on the Internet. If the customer need, they also can be free of imparting knowledge of online transactions. In order to reflect the rapid and convenient online sales, they provide 24-hour services, if the customer questions, they always strive to reply in 15 minutes. The customer need, sitting at home before entering the store sells computer, then the website can complete all want to do, watch shop fittings, download the pictures, auto prices, orders, etc. Then, you can sit at home or in his own maintenance shop of door-to-door salesman received by car accessories.Online transaction does have many advantages. To save time, this is obvious. In this way, said dealers trade become a way to attract customers, people gradually accept it and approved. At the same time, the online trading reduced many expenses, including the staff, management, marketing, etc, and save the cost of expenses on auto parts price on the customer benefit.This is the foreign auto accessories sales of a networked management. This through the Internet and e-commerce fulfillment of our country, and online business, the auto parts marketing MVP has important significance. From the current situation of auto parts, auto sales network throughout the circulation of construction is not perfect, or in an internal network condition. The network Settings are mostly for enterprise internal coordination and daily management, instead of e-commerce.China's online accessories sales prospects from abroad, also can be the development of auto parts online sales of enlightenment. In the foreign auto accessories sales, how to do? "" zero kilometers sales How to provide the most satisfactory service to customers? With the Internet, these two problems can greatly alleviate. Now, especially developed countries around the world through the Internet to buy auto accessories are expanding quickly.Second, the auto parts network management advantagesOnline purchase of auto parts for car dealers and customers, whether for auto parts manufacturing enterprise, it is a good thing. First, for auto parts manufacturing enterprise, the Internet can more easily collect customers to buy auto parts in the process of the various issues, and timely information feedback to the auto parts manufacturing enterprises. According to the above analysis, the enterprise can produce customer purchase intention, thus producing according with market demand as the auto parts. This saves time and cost, and snatch market opportunities. Secondly, the use of Internet information and convenient services, manufacturing enterprises can promptly informed accessories vendors inventory and sales, thereby adjusting their production and auto parts allocation plan. Auto accessories vendors reduce inventory, accelerate the cash flow, obtained satisfactory returns. For users, they can through the Internet, like "menu" optional choose oneself need auto parts.The market information for auto parts manufacturing enterprise and the seller is important, and can be easily obtained through the Internet. Internet auto parts vendors canprovide customers to production enterprise of real-time field information. The demand of information can help to reduce automobile accessories sales production enterprise charges, which usually cost will account for auto parts price of around 15% final sales. If the promotion costs, the cost is higher proportion. In fact, the Internet can also play a role of advertising.Before that, the sellers of auto parts distribution has always sold in part, and another part of the poor. Money is part of the occupied fee is caused to sell the car accessories. Through the Internet, the production enterprises and vendors can be avoided in production and sales market sales bad auto parts. With the advent of the Internet and convenient service, not only saves time and cost, and more importantly, the Internet can cause a concept of change, auto parts manufacturing enterprise, distributors and customers to be stuck nearlier more.Third, China's automobile fittings network management development trendChina's auto accessories network management and e-commerce, has started to present development trend. Many of the current domestic large and medium-sized car repair enterprises established computer management system, realized the internal network. This covers the entire network maintenance services. To receive from business, dispatching material inspection. Computerized control can be made to understand the undertakings in real-time monitoring, which can form, and greatly improve the efficiency of the staff, more important is to replace manual accounting and management, strengthen accessories.Meanwhile, some large scale, the current operating performance good car accessories dealers also introduced a computerized management. Because of automotive products, so use variety of such management software, the personnel must be higher requirements after a period of training to mount guard. Such auto parts management network covers the whole process of operation. From the incoming, retail and wholesale price is determined according to the models, and such Numbers classified management, finally to do account settlement and delivery, and XiaoZhang. Chain-like management make better dealer has put the network management of the whole FenXiaoDian to it, formed a certain scale of network connection. Many automobile fittings all dealers from network management gained good returns. The most prominent feature is reflected in the commodity, through the network management allocations, can reach twice the result with half the effort.In addition, in recent years the old car accessories circulation system gradually broken, auto parts market, constantly mature vigorous development. Some far-sighted insight, the operator has felt the network era, and start a near the market network. Like changchun automobile fittings, west of Beijing automobile fittings, Shanghai auto parts market such as the city of virtual network construction and the development of the market for 2000. But the reality is that the network is quite childish, but certainly not realize online trading and service.With the quickening pace of "two", the personage inside course of study to commend "trinity" sales mode in the earth gradually. For example, in the choice of Shanghai general dealers, whether to have "trinity" sales ability to determine the object, such as a "trinity" whole car accessories sales mode is a microcosm of network flow field. Because it includes from truckload sale, spare parts supply and maintenance.Mention auto parts network management and e-commerce, somebody thinks, car accessories telephone shopping is actually e-commerce, because only communicationplatform between different, the operation is basically the same. Actually this kind of understanding is not accurate, phone business and e-commerce is more like Cousins, in many ways, phone business congenital deficiency. First, consumers from the phone in understanding the information is limited, can fully satisfy customer's requirements. Secondly, if advertisers, or printing accessories for customers, due to the directory of accessories sales, cost of printing more and more high, but slow renewal speed. In addition, on the telephone exchanges, due to the environment, voice, speaking, the influence of factors, make telephone service personnel difficulty and error rates increased. Just as phone business, management content in depth and breadth aspect further development will be limited.Fourth,Auto parts distribution system and network management of constructionAuto parts distribution system and network management of construction iis now a successful online trading tangible products such as books, audio and video products, clothing, etc., and auto parts as a certain scientific and technological content, some products are statemandatory standard industrial products, to achieve on-line transactions, compared with other industrial products, have their advantages, sellers and buyers as long as posted on the Internet and input information about auto parts, such as vehicles, cars, parts name, part number, manufacture, price, quantity, etc., you can sell online or purchase.To truly realize the concept of e-commerce online sales, buyers and sellers in addition to solving the "integrity" issues, but also must establish a complete set of efficient logistics distribution system.Speaking before the factors that limit development of electronic commerce, nothing more than a means of payment, security authentication, the real make up, will find car parts logistics and distribution system is the most difficult, the most facile, the most expensive one.Many auto parts e-commerce companies are trying to find the existing physical network, such as postal services, courier and even newspaper delivery company as a delivery system.However, a suitable auto parts distribution and e-commerce system should look like?The conditions of physical network can be transformed into an auto parts distribution system of e-commerce will be the lowest cost?Five, Auto parts network management is the only way for the development and reform of the road networkThe Chinese auto parts sales development should be appropriate for the situation in China, with Chinese characteristics, the way the Internet business. Indeed, the United States, network operators have achieved great success, but we can not ignore this brilliant behind the social basis of the United States strong material foundation. As early as 100 years ago, the U.S. has established a comprehensive road, rail, postal services, courier delivery system combining; today's society, Americans have been accustomed to "free currency trading." It can be said that today's Internet economy development in the United States should be a very natural result and is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and delivery has become a fatal problem "bottleneck." How to combine the development of China's national conditions and characteristics of the Internet, be able to realistically do something practical auto parts network operators today is the development of priority. China'sauto parts e-commerce and enterprise network operators must follow the joint and it should be a very natural result is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and distribution has become a fatal problem "bottleneck."How to combine the development of China's national conditions and characteristics of the Internet, Being able to realistically do something practical auto parts network operators today is the development of priority.汽车营销一、汽车配件网络化经营的概念美国汽车配件经销商雷蒙德的汽车配件店位于美国亚特兰大市的一个郊外，这个小店与别的配件店并无二致，但其特色是网上交易，任何与汽车配件销售相关的服务均可在互联网上实现。
汽车配件方面的英语词汇
汽车配件方面的英语词汇front wheel前轮rear wheel后轮tread轮距chassis底盘bodywork/body车身rear window后窗玻璃windscreen/windshield挡风玻璃windscreen wiper/windshield wiper风档刮水器，风档雨雪刷fender，wing，mudguard挡泥板radiator grille水箱wing mirror后视镜bonnet/hood发动机盖boot/trunk行李箱roof rack，luggage rack行李架license plate，number plate车号牌wing前翼子板hubcap轮毂罩bumper保险杠electrical system，wiring电气系统headlight大灯，头灯dipped headlight近光灯sidelights，parking lights位置灯，边灯direction indicator方向标，转向标indicator，blinker方向指示灯front blinker前信号灯taillight，tail lamp，rear lights 尾灯backup light，reversing light倒车灯stoplight，stop lamp刹车灯rear blinker转弯指示灯trunk，boot行李箱tailpipe排气管sparking plug/spark plug火花塞（spare）battery（备用)蓄电池back seat，rear seat后座driver's seat，driving seat驾驶席passenger seat旅客席steering wheel，wheel方向盘rear-view mirror，driving mirror 后视镜horn，hooter喇叭choke熄火装置gear stick，gear change，gearshift 变速杆变速箱starter，self-starter 起动器，起动钮brake pedal刹车踏板clutch pedal离合器踏板hand brake手制动器foot brake脚制动器dashboard仪表板milometer里程表speedometer，clock速度表transmission传动piston活塞radiator散热器fan belt风扇皮带shaft传动轴inner tube内胎排气阀门silencer/muffler消音器tank油箱overflow溢流孔valve阀门exhaust pipe排气管spare wheel备胎，备用轮胎carburettor/carburetor汽化器1 ACC activated carbon canister 活性碳罐2 ACI automatic car identification system 汽车自动识别系统3 air cushion car 气垫车4 air-coo led car 空气冷却式汽车,空冷式车辆,空冷式轿车(装用空冷式发动机的轿车)5 APC aperture card 穿孔卡片6 ASU automatic interference suppression for car radios suppresses ignition noise in the FM band 调频干扰自动抑制,在汽车收音机中附加入此电路即可抑制高压点火(噪音)的干扰7 baby car 微型轿车,超微型轿车(美俚语,=mini car,cycle car,midget car);婴儿小车8 backfiring in carburetor 化油器回火(=explosion in the carburetor)9 baggage car 行李车10 brake shoe carrier 制动蹄座11 brush carrier 刷架12 C&M care and maintenance 维修及保养13 C.CARB conventional carburetor 常规化油器14 C.P. car park (停)车场15 C/O carry over 携带16 cable-testing car 电缆检查车17 car aerial 汽车天线(=automobile aerial)18 Car Alarm theft-deterrent system 汽车防窃警报系统19 car antenna 车上天线,车载天线,汽车天线20 car body 轿车车身21 car mechanic 汽车维修工,机动车维修工22 car navigation computer 车用导航计算机,车用导行计算机23 car park 停车场,停车处24 car waiting to repair 待修汽车25 car wander 汽车蛇行26 car wash 洗车台,汽车清洗站27 car wash trade 洗车业28 car washer 洗车设备,洗车机;街道清洗机29 car washing department 洗车工间,车辆清洗工间30 car washing installation 洗衣装置,洗车设备31 car washing installation 洗衣装置,洗车设备32 car washing machine 洗车机33 car with elevator 带升降机车辆,升降机汽车34 car with four independent wheels 四轮独立悬架式轿车35 carb 化油器,汽化器(carburator的简称)36 CARB 1.化油器(carburettor) 2.碳化,渗碳(carbonization)37 carb adjustment 化油器调准,化油器调节38 CARB California Air Resources Board 加里福尼亚大气资源局39 CARB carburetor 化油器,汽化器40 carboard 纸板,硬纸板41 carbon 碳(代号C);碳棒,电刷,石墨,积炭,积碳层42 carbon electrode 碳棒,碳电极43 carbon monoxide 一氧化碳(CO)44 carbonization test (润滑油)积炭试验45 CARE corporate average regulated emission 公司规定的平均有害物排放量46 CARP cooperate automotive research program 汽车合作研究程序47 CARR carriage 车溜板48 CARR carrier 运载工具,载体49 carriage 车辆,车架,支架,托架;(机床的)拖板;机器的滑动部分;底座,底盘;承重装置,承载器;运输,运费50 carriage body 车身51 CARS computer aided routing system 计算机辅助(运输网络中)选线系统52 CART carton 卡片纸53 cartridge 管壳,盒;卡盘,夹头;座;套筒;衬套(过滤器的)芯子;(照像)胶卷;支架54 cartridge fuse 熔断丝管,熔断丝55 cartridge paper 画图纸,图画纸56 CAT carburetor air temperature 化油器空气温度57 CFC chlorofluorocarbons 含氯氟烃(氟属致冷剂)58 CFRC carbon fiber friction material 碳纤维摩擦材料59 CFRP carbon fiber reinforced plastic 碳纤维强化塑料60 CL car load 车辆载负61 CLCC closed loop carburetor control 闭环化油器控制62 CO carbon monoxide 一氧化碳63 CO2 carbon dioxide 二氧化碳64 COEI carbon-monoxide emission index 一氧化碳排放指数65 COF container-on-flt car 平板车装运集装法,集装箱在平板货车上的运输方法66 convertible car 活顶篷轿车67 COTY car of year 当年(流行)的汽车,年款汽车68 CP car post 停车场69 CPT carpet 地毯70 CR carriage return 回车71 CUCV commercial utility cargo vehicle 商用,轻型,多用途载货汽车72 DCCSC divided-chamber carbureted stratified-charge engine 分隔式燃烧室混合气层状充气发动机73 diaphragm carburettor 膜片式化油器74 diesel-engined passenger car 柴油(发动)机客车,柴油机轿车75 differential carrier 差速器壳(=differential case,differential housing)76 dismantling from car to units 汽车拆成部件,汽车拆成总成77 drill carriage 钻轴滑座78 ECC electronically controlled carburetor 电子控制的化油器79 ECC-CU (control unit) electronically controlled carburetor control unit 电子控制的化油器控制装置80 EFC electronic fecdback carburetor 电子反馈式控制化油器(电脑根据排气管中O2传感器信号,自动调节空燃比)81 EFC electronic fuel controlled carburetor 电子燃油控制化油器82 EIC carbon emission index 碳排放量指数83 electronically controlled carburetor 电脑控制化油器,电子控制式化油器(简称ECC)84 electronically controlled carburetor-control unit 电子控制式化油器的电子控制器(简称ECC-Control unit)85 emissions carburetor 防污染化油器86 enclosed cardan shaft 封闭式传动轴(=encased propeller shaft)87 EOHC engine-out hydrocarbon 发动机排出的碳氢化合物88 explosion in carburetor 化油器回火(放炮)89 explosion in the carburettor 化油器回火(=backfiring in carburetor,blowback,popping back)90 exposed cardan shaft 开式万向传动轴;开式甲唐轴91 fast back car 斜背式轿车92 FBC feedback carburetor 反馈控制式化油器93 float carburettor 浮子式化油器94 float of carburettor 化油器,浮子95 forecarriage (挂车)前转向架96 four door convertible car 四门车篷可折叠式轿车97 four-tire car四轮胎轿车(指使用被尖物刺穿或放炮漏气后仍能继续行驶的轮胎,因而不再需要备用胎的的汽车)98 front-wheel-drive car 前轮驱动轿车(简称f-w-d car)99 fuel-cell car 燃料电池(驱动的)轿车(1996年5月14日,由Mercedes-Benz 公司在柏林展出世界上第一辆氢燃料电池轿车,系将甲醇在车上通过一个专门的反应器,产生H2和CO2,接着将H2导入一个聚合物电池,在触媒的作用下,与空气反应,产生H2O和电流,用电流驱动车辆)100 f-w-d car 前轮驱动轿车(front-wheel drive car)101 general purpose car 万能车,万用车,多用途车,多功能轿车(如全轮驱动的北京切诺基轿车)102 GPC glass carbonate composite 玻璃聚碳酸酯复合材料103 GT grade touring car 跑车104 GT grand touring car 豪华高速旅游车105 H/C fuel hydrogen/carbon ratio 燃油中(烃的)氢碳比106 H/C hydrogen/carbon (烃的)氢碳比107 HC hydrocarbon 碳氢化合物108 H-Carb Hitachi 2Bbl carburetor (日本Hitachi)两腔化油器109 HCEI hydrocarbon emission index 碳氢化合物排放指数110 HCS high carbon steel 高碳钢111 HCSHT high carbon steel heat treated 热处理过的高碳钢112 HPSiC hot-pressed silicon carbide 热压碳化硅113 IFC carb integrated fuel control carburetor 综合控制供油化油器114 implement carrier 机具运载装置,通用机架115 instrument carrier panel 仪表板(=instrument board)116 instrument carrier plate 仪表板(=instrument board)117 insulating carton 绝缘纸板118 intelligent car 智能化汽车,无人驾驶汽车,智能轿车(指运用计算机技术、电子技术、信息技术,使汽车能以最佳路线,最佳工况行驶,且能在自动公路上无人驾驶,自动行驶)119 intercar radio 汽车之间的无线电通讯装置,车间无线电通讯装置120 ISCO indicated specific carbon monoxide 指示马力一氧化碳排放率(量) 121 ITC international touring car championship 国际旅游(游览)轿车冠军122 jet carburetor 喷雾式化油器123 KDC knock down car 就地装配的汽车,当地组装的汽车124 KDCL knock down in carloads (货物)以散装状态装车125 laggage carrier (车内)行李架,行李搬运车(=bag-gage carrier)126 lamp carrier 灯座127 LCL less-than-carload 零担的(货运)128 lining of car 车身衬里129 load-carrying 承载负荷的,承载的,承重的130 long base car 长轴距轿车131 luggage carrier 行李箱,行李架132 luggage carrier extension (汽车)行李架的延长部分133 luggage carrying capacity 行包承载能力,行李容量(=luggage capacity) 134 M.CARB modified carburetor 改进的化油器135 main carburettor 主化油器136 microprocessor controlled car 微机控制轿车(一般指微机控制点火、喷油、变速的轿车)137 motor car mechanic(ian) 轿车技工,轿车技师,轿车机械技术员(=automobile mechanic)138 motorcar headlamp 汽车前照灯(=automobile headlamp)139 motorcar horn 汽车喇叭,轿车用喇叭140 motorcar owner 轿车车主141 motorcar radio set 汽车收音机(亦称motorcar set)142 motorcar repair shop 汽车修理场,轿车修理车间,轿车检修站143 motorcar rim 小汽车轮辋,轿车轮辋144 motorcar set 轿车收音机(=autoradio,automobile radio set,car radio receiver,car radio set,automobile receiver)145 mounted load carrier 悬挂式装载车146 multicylinder car 多缸发动机汽车147 multi-nozzle carburetor 多喷油嘴式化油器(指化油器除主喷油嘴外,还有辅助喷油嘴,以适应高速、加速等工况用)148 multi-throat carburetor 多腔化油器(=multibarrel,carburetor)149 NFB non feedback carburetor 无反馈式化油器150 Nissan Bluebird car 日产鸟蓝轿车(日本)日产公司1992年推出两种不同车身的蓝鸟轿车ARX-G,SSS-G,装用4缸发动机,排量2000ml,最大功率107kw,前轮驱动,可在挡风玻璃左上角显示行车速度及有关安全行车的指示)151 Nissan Figaro car 日产费加罗轿车(日本日产公司1991年推出的微型轿车.装用SOHC涡轮增压发动机,排量387ml,最大功率56kW,自动变速,可折叠式软车顶)152 NMHC non-methane hydrocarbon(emission) 不含甲烷的碳氢化合物(排放) 153 oil pump carrier 油泵泵壳,油泵托架,油泵小车154 one way car 一次性轿车,便宜轿车,低级轿车155 orthodox car 传统汽车,正统汽车,普通汽车,一般汽车156 PAH poly cyclic aromatic hydrocarbon (发动机的)多环芳香族碳氢化合物(排放物)157 PAH poly-aromatic hydrocarbon (发动机的)芳烃碳氢化合物(排放物) 158 passenger(-car)rim 轿车轮辋159 passenger-car chassis 轿车底盘160 passenger-carrying chassis 客车底盘(一般指大客车底盘)161 PC polycarbonate 聚碳酸酯162 PCAH polycyclic aromatic hydrocarbons 多环芳香族碳氢化合物163 petrol-electric car 汽油-电动车辆164 PGM-CARB programmed carburetor 可编程的化油器,电脑控制化油器165 piston ring carrier 活塞环槽镶座(=ring carrier)166 planet carrier 行星齿轮架,行星架167 planet wheel carrier 行星齿轮轴架168 planetary gear carrier 行星齿轮架169 planetary pinion carrier (行星齿轮机构的)行星架(=planet carrier) 170 popping in carburettor 化油器放炮,化油器回火(back firing in carburettor,popping-back)171 posh car 最漂亮的轿车(英俚),豪华轿车172 premier car company 第一流的轿车公司,名列前矛的汽车公司173 primary carburetor 初级化油器,一级化油器(除高速、大负荷下使用二级化油器外,其他常用工况都使用一级化油器,亦称primary side)174 RC power car rotary combustion power car 转子发动机汽车175 rear-engine car 后置发动机轿车,发动机后置式汽车176 rear-steering car 后轮转向车177 remoulded car 改造的汽车;改装的汽车;改型汽车178 right hand control car 右转向盘车辆,右座驾驶车辆(用于靠左行驶的国家,=righthand drive car)179 ring groove carbon remover 活塞环槽积炭清除工具180 roof stick carline (木制厢式货车车身的)横顶梁,拱梁181 safety car 安全汽车(指碰撞时,乘员不致遭受重大伤害的轿车,目前处于试验阶段)182 saloon car 普通轿车(双排座轿车,驾驶员座与乘客间无隔板,=closed car,简称saloon,美国称sedan)183 scraped car 报废汽车,废车184 seal cartridge 密封衬套185 secondary carburetor 次级化油器,二级化油器(在高速、大负荷下使用的双级化油器的第二级,亦称secondary side)186 sedan car 轿式小客车,轿车187 semitrailer pole carriage 杆式半挂车188 SHF synthesized hydrocarbon fluid 合成烃润滑189 sightseeing car 游览客车,观光汽车190 SISIC silicon carbide reaction-sintered 反应烧结碳化硅191 solar car 太阳能汽车,太阳能轿车(=solar powered car)192 sonic-nozzle carburetor 声速喷嘴化油器193 spare wheel carrier 备胎架194 special passenger car 特种轿车(特种用途的轿车,如检阅车,指挥车) 195 spring carrier 钢板弹簧支架196 spring carrier arm 弹簧托架197 SSIC silicon carbide pressureless-sintered 不加压烧结碳化硅198 steam-powered car 蒸汽动力汽车,蒸汽机汽车199 steam-powered motor-car 蒸汽动力汽车,蒸汽机汽车200 straight-eight car 直列八缸发动机汽车。
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外文翻译---汽车配件网络营销汽车配件网络营销第一，汽车配件网络管理概念美国汽车零部件的汽车配件经销商锺泰是这家商店购物和其特点，但位于郊区的亚特兰大、美国及其他配件，是在线交易，和汽车配件销售相关服务可在互联网上。
此 distributior 存储的销售人员有广泛的知识网络，他们耐心地帮助没有在线的交易经验，其客户在互联网上完成。
如果客户需要，它们也可以免费传授知识的在线交易。
为了反映快速、便捷的在线销售，他们提供24小时的服务，如果客户提出的问题，他们总是努力在15分钟内答复。
客户需要，坐在家里之前进入商店销售的计算机，然后在网站可以完成所有想做、钟表店配件、下载图片、汽车价格、订单等。
然后，您可以坐在家里或他自己维修车间的门到门的收到的汽车配件的推销员。
在线交易确实有很多优势。
为节省时间，这是明显的。
这种方式，说的经销商贸易成为吸引客户的一种方式，人们逐渐接受它和批准。
同时，网上的交易减少了很多的开支，包括工作人员、管理、市场营销等，和节省的开支成本上汽车配件价格对客户的利益。
这是外国汽车配件销售的网络化管理。
通过互联网和电子商务实现我们国家，然后在线业务营销MVP的汽车配件这具有重要的意义。
从汽车零部件的现状，汽车销售网络遍布流通不是建设的完美的或在内部网络中的一个条件。
网络设置是主要为企业内部协调和日常管理，而不是电子商务。
从国外，中国的在线配件销售前景也可以是启示的汽车零件在线销售的发展。
在外国汽车配件的销售，怎么办,零公里销售如何为客户提供最满意的服务吗,互联网，这两个问题可以大大减轻。
现在，尤其是发达国家通过互联网购买汽车用品世界各地正在迅速扩大。
第二，汽车配件网络管理优势在线购买的汽车部件的汽车经销商和客户，是否为汽车零部件制造企业，这是一件好事。
第一，对汽车零部件制造企业，互联网可以更轻松地收集顾客购买汽车零件的过程中的各种问题和及时的信息反馈给汽车零部件生产企业。
根据以上分析，企业可以出示客户购买意向，因而产生符合市场需求作为汽车零部件。
这节省了时间和成本，且抢夺市场机会。
第二，使用互联网的信息和便捷的服务，制造企业可以迅速告知的配件供应商库存和销售，从而调整他们的生产和汽车部件分配计划。
汽车配件供应商降低库存，加速现金流，取得令人满意的回报。
对于用户来说，他们可以通过互联网，像可选的"菜单"选择自己需要汽车零部件。
汽车零件制造企业和卖方市场信息很重要，而且可以通过互联网方便地获得。
互联网汽配销售商可以提供实时的字段信息的生产企业的客户。
信息需求可以帮助减少汽车配件销售生产企业收费通常成本将占大约 15%的最终销售汽车配件价格。
如果推广成本，成本是更高的比例。
事实上，互联网也可以发挥广告的作用。
在此之前，汽车零部件分布的卖家一向只卖的一部分和穷人的另一部分。
钱是被占领的一部分费用导致销售汽车配件。
透过互联网，可在生产和销售市场销售的坏汽车零部件避免生产企业和供应商。
随着互联网和便捷的服务，不仅节省时间和成本，且更重要的是，互联网会导致一个概念的变化，汽车零部件制造企业、分销商和顾客被卡住的nearlier更多。
第三，中国的汽车配件网络管理的发展趋势中国的汽车配件网络管理和电子商务已开始发展趋势。
许多当前国内大型和中型汽车维修企业建立了计算机管理系统，实现了内部网络。
这涵盖整个网络维修服务。
接收来自调度材料检查的业务。
可以让计算机的控制了解经营的实时监控，可以形成，并极大地提高员工的工作效率，更重要的是，取代手工会计核算和管理，加强配件。
与此同时，一些大的规模，当前的操作性能良好的汽车配件经销商还介绍了计算机化的管理。
由于汽车产品，此类管理软件，那么使用各种人员必须装载警卫队训练一段时间后会更高的要求。
这种汽车零件管理网络覆盖全过程的操作。
从进货、零售和批发价格根据确定模型，和这种数字分类管理，最后做帐户结算及交付，以及消胀。
连锁经营更好地经销商已放它在整个 FenXiaoDian 的网络管理，形成一定规模的网络连接。
很多汽车配件从网络管理的所有经销商都获得好的回报。
最突出的特点反映在商品，通过网络管理分配，可以达到事半功倍的效果。
此外，近年来旧汽车配件流通制度逐渐被打破，汽车零部件市场不断成熟的蓬勃发展。
一些有远见的洞察力，营办商感到有网络时代，开始和附近的市场网络。
长春市西部的北京汽车配件、汽车配件等上海汽车零配件市场如虚拟网络建设的城市和2000年市场的发展。
但现实是网络是很幼稚，但肯定不实现网上交易和服务。
与节奏的加快"两"，逐渐赞扬"三位一体"的销售模式，在地球研究的业内人士。
例如，在选择上海通用经销商时，是否有"三位一体"的销售能力，以确定对象，如"三位一体"整车配件销售模式是网络流场的缩影。
因为它包含从卡车销售、零配件供应、维修。
提到汽车部件网络管理和电子商务，有人认为，汽车配件电话购物是实际上c 商务因为只有沟通平台之间不同，操作基本上是相同。
其实这种认识是不准确，电话业务和电子商务是更像表兄弟，在许多方面，电话业务先天性缺陷。
第一，消费者从电话中了解的信息是有限的完全可以满足客户的需求。
第二，如果广告商或因配件的销售，目录，客户的印刷配件成本的打印速度更高，但缓慢的重建。
此外，电话交流，由于对环境、对声音，说到，影响的因素，使电话服务人员的困难和错误率增加。
正如电话业务、管理内容的深度和广度方面进一步发展中将受到限制。
四、汽车零件分发系统和网络管理的建设汽车零件分发系统和网络管理的建设，现在成功在线交易有形产品如书籍、音像制品、服装等，和汽车零部件作为某些科学和技术内容，一些产品是statemandatory 标准的工业产品，要实现在线交易，与其他工业的产品相比有其优势、卖家和买家，只要贴上信息输入与互联网有关汽车零部件如车辆、汽车、零件名称、部件号、制造、价格、数量等，您可以在线销售或购买。
要真正实现概念的电子商务网上销售、买家和卖家，除了要解决"诚信"的问题，而且还必须建立一套完整的高效率的物流配送系统。
发展电子商务，无非支付手段的限制因素安全身份验证，真正的组成，会发现汽车零部件物流与之前分配制度是最难、最简便、最贵的一。
很多汽车配件电子商务公司正试图查找现有的物理网络、邮政服务、快递和连报纸递送公司作为传递系统等。
不过，适用于汽车零部件配送和电子商务系统应该看起来像,物理网络的条件可以转换成汽车零件配电系统的电子商务将会以最低的成本吗,五、汽车部件网络管理是道路网络的改革和发展的必由之路中国汽车零部件销售发展互联网业务的方式应该是适合在中国，具有中国特色的情况。
事实上，美国，网络营办商取得了巨大的成功，但我们不能忽视这辉煌背后的美国强大的物质基础的社会基础。
早在100年前，美国已建立完善的道路、铁路、邮政服务、快递配送系统相结合;今天的社会中，美国人已习惯了"免费货币交易"。
可以说在美国今天的互联网经济的发展应该是很自然的结果超过200年作为自由市场经济的美国基于天然产品。
像个孩子从赤手，开始爬，然后学走路，随时间运行自然地学会了。
作为中国的发展，只有两个方面的付款和交付已成为致命的问题"瓶颈"。
如何结合中国国情的发展和互联网的特性，能够切实做些实用的汽车零件的网络营办商今天是优先发展。
中国的汽车零部件电子商务和企业网络营办商必须遵循联合，它应该是一个很自然的结果是 200 年以上天然产品基于美国作为一个自由的市场经济。
像个孩子从赤手，开始爬，然后学走路，随时间运行自然地学会了。
中国的发展，作为付款和分布的只有两个方面已成为致命的问题"瓶颈"。
如何结合中国国情的发展和互联网，能够切实做些实用的汽车零部件今天网络营办商的特点是优先发展。
Automotive MarketingFirst, the auto parts network management conceptAmerican auto parts of automobile fittings dealer Raymond is located in a suburban Atlanta, American and other accessories, this shop to shop and its characteristics, but is online transactions, and car accessories sales related services are available on the Internet. This distributior store of salespeople have extensive network of knowledge, they patiently helped no online trading experience of customer finish on the Internet. If the customer need, they also can be free of imparting knowledge ofonline transactions. In order to reflect the rapid and convenient online sales, they provide 24-hour services, if the customer questions, they always strive to reply in 15 minutes. The customer need, sitting at home before entering the store sells computer, then the website can complete all want to do, watch shop fittings, download the pictures, auto prices, orders, etc. Then, you can sit at home or in his own maintenance shop of door-to-door salesman received by car accessories.Online transaction does have many advantages. To save time, this is obvious. In this way, said dealers trade become a way to attract customers, people gradually accept it and approved. At the same time,the online trading reduced many expenses, including the staff, management, marketing, etc, and save the cost of expenses on auto parts price on the customer benefit.This is the foreign auto accessories sales of a networked management. This through the Internet and e-commerce fulfillment of our country, and online business, the auto parts marketing MVP has important significance. From the current situation of auto parts, auto sales network throughout the circulation of construction is not perfect, or in an internalnetwork condition. The network Settings are mostly for enterpriseinternal coordination and daily management, instead of e-commerce.China's online accessories sales prospects from abroad, also can be the development of auto parts online sales of enlightenment. In the foreign auto accessories sales, how to do? zero kilometers sales How to provide the most satisfactory service to customers? With the Internet,these two problems can greatly alleviate. Now, especially developed countries around the world through the Internet to buy auto accessories are expanding quickly.Second, the auto parts network management advantagesOnline purchase of auto parts for car dealers and customers, whether for auto parts manufacturing enterprise, it is a good thing. First, for auto parts manufacturing enterprise, the Internet can more easilycollect customers to buy auto parts in the process of the various issues, and timely information feedback to the auto parts manufacturing enterprises. According to the above analysis, the enterprise can produce customer purchase intention, thus producing according with market demand as the auto parts. This saves time and cost, and snatch market opportunities. Secondly, the use of Internet information and convenient services, manufacturing enterprises can promptly informed accessories vendors inventory and sales, thereby adjusting their production and auto parts allocation plan. Auto accessories vendors reduce inventory, accelerate the cash flow, obtained satisfactory returns. For users, they can through the Internet, like "menu" optional choose oneself need auto parts.The market information for auto parts manufacturing enterprise andthe seller is important, and can be easily obtained through the Internet. Internet auto parts vendors can provide customers to production enterprise of real-time field information. The demand of information can help to reduce automobile accessories sales production enterprisecharges, which usually cost will account for auto parts price of around 15% final sales. If the promotion costs, the cost is higher proportion. In fact, the Internet can also play a role of advertising.Before that, the sellers of auto parts distribution has always sold in part, and another part of the poor. Money is part of the occupied fee is caused to sell the car accessories. Through the Internet, the production enterprises and vendors can be avoided in production and sales market sales bad auto parts. With the advent of the Internet and convenient service, not only saves time and cost, and more importantly, the Internet can cause a concept of change, auto parts manufacturing enterprise, distributors and customers to be stuck nearlier more.Third, China's automobile fittings network management development trendChina's auto accessories network management and e-commerce, has started to present development trend. Many of the current domestic large and medium-sized car repair enterprises established computer management system, realized the internal network. This covers the entire network maintenance services. To receive from business, dispatching material inspection. Computerized control can be made to understand the undertakings in real-time monitoring, which can form, and greatly improve the efficiency of the staff, more important is to replace manual accounting and management, strengthen accessories.Meanwhile, some large scale, the current operating performance good car accessories dealers also introduced a computerized management.Because of automotive products, so use variety of such management software, the personnel must be higher requirements after a period of training to mountguard. Such auto parts management network covers the whole processof operation. From the incoming, retail and wholesale price is determined according to the models, and such Numbers classified management, finally to do account settlement and delivery, and XiaoZhang. Chain-like management make better dealer has put the network management of the wholeFenXiaoDian to it, formed a certain scale of network connection.Many automobile fittings all dealers from network management gained good returns. The most prominent feature is reflected in the commodity, through the network management allocations, can reach twice the result with half the effort.In addition, in recent years the old car accessories circulation system gradually broken, auto parts market, constantly mature vigorous development. Some far-sighted insight, the operator has felt the network era, and start a near the market network. Like changchun automobile fittings, west of Beijing automobile fittings, Shanghai auto partsmarket such as the city of virtual network construction and the development of the market for 2000. But the reality is that the networkis quite childish, but certainly not realize online trading and service.With the quickening pace of "two", the personage inside course of study to commend "trinity" sales mode in the earth gradually. Forexample, in the choice of Shanghai general dealers, whether to have "trinity" sales ability to determine the object, such as a "trinity" whole car accessories sales mode is a microcosm of network flow field. Because it includes from truckload sale, spare parts supply and maintenance.Mention auto parts network management and e-commerce, somebody thinks, car accessories telephone shopping is actually c-commerce, because only communication platform between different, the operation is basically the same. Actually this kind of understanding is not accurate, phone business and e-commerce is more like Cousins, in many ways, phone business congenital deficiency. First, consumers from the phone in understanding the information is limited, can fully satisfy customer's requirements.Secondly, if advertisers, or printing accessories for customers, due to the directory of accessories sales, cost of printing more and more high, but slow renewal speed. In addition, on the telephone exchanges, due to the environment, voice, speaking, the influence of factors, make telephone service personnel difficulty and error rates increased. Just as phone business, management content in depth and breadth aspectfurther development will be limited.Fourth,Auto parts distribution system and network management ofconstructionAuto parts distribution system and network management ofconstruction iis now a successful online trading tangible products suchas books, audio and video products, clothing, etc., and auto parts as a certain scientific and technological content, some products are statemandatory standard industrial products, to achieve on-line transactions, compared with other industrial products, have their advantages, sellers and buyers as long as posted on the Internet and input information about auto parts, such as vehicles, cars, parts name, part number, manufacture, price, quantity, etc., you can sell online or purchase.To truly realize the concept of e-commerce online sales, buyers and sellers in addition to solving the "integrity" issues, but also must establish a complete set of efficient logistics distributionsystem.Speaking before the factors that limit development of electronic commerce, nothing more than a means of payment, security authentication, the real make up, will find car parts logistics and distribution system is the most difficult, the most facile, the most expensive one.Many auto parts e-commerce companies are trying to find the existing physical network, such as postal services, courier and even newspaper delivery company as a delivery system.However, a suitable auto parts distribution and e-commerce system should look like?The conditions of physical network can be transformed into an auto parts distribution system of e-commerce will be the lowest cost?Five, Auto parts network management is the only way for thedevelopment and reform of the road networkThe Chinese auto parts sales development should be appropriate for the situation in China, with Chinese characteristics, the way the Internet business.Indeed, the United States, network operators have achieved great success, but we can not ignore this brilliant behind the social basis of the United States strong material foundation. As early as 100 years ago, the U.S. has established a comprehensive road, rail, postal services, courier delivery system combining; today's society, Americans have been accustomed to "free currency trading." It can be said that today's Internet economy development in the United States should be a very natural result and is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and delivery has become a fatal problem "bottleneck." How to combine the development of China's national conditions and characteristics of the Internet, be able to realistically do something practical auto parts network operators today is the development of priority. China's auto parts e-commerce and enterprise network operators must follow the joint and it should be a very natural result is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. Asthe development of China, only two aspects of payment and distribution has become a fatal problem "bottleneck."How to combine the development of China's national conditions and characteristics of the Internet, Being able to realistically do something practical auto parts network operators today is the development of priority.学校代码: 11517学号:200812111208HENAN INSTITUTE OF ENGINEERING题目汽车营销学生姓名路志军专业班级市场营销0842学号 200812111208系 (部) 工商管理系指导教师(职称)完成时间 2012年 5月 18 日。