网络广告探讨中英文对照外文翻译文献
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。
It is a subset of e-business and includes activities such as online advertising。
search engine n。
email marketing。
social media marketing。
and mobile marketing.The first step in ___ target audience。
This can be done through market research。
analyzing website traffic。
and studying social media trends。
Once the target audience is identified。
the next step is to create a marketing plan that includes goals。
objectives。
tactics。
and metrics.One of the advantages of e-marketing is ___。
it is ___ of content。
language。
and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。
By optimizing website content and structure。
businesses canimprove their search engine rankings and drive more traffic to their site。
Social media ___ e-marketing。
离线广告,在线展示广告和付费搜索广告外文文献翻译中英文
Abstract
This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effects on firm performance (measured by sales) and firm value (measured by Tobin's q). Paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. Display advertising exhibits a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects. The findings suggest heterogeneous economic benefits across different types of advertising, with direct implications for managers in analyzing advertising effectiveness and external stakeholders in assessing firm performance.
网站中英文对照文献
On site construction technologyIntroductionThe development of network technology for today's global information exchange and sharing funding source in the establishment of contacts and provide more channels and possible. Homes will be known world affairs, according few keyboard or a few mouse clicks can be distant friends thousands of miles away exchanges, and online communications, Internet browsing, on-line interactive, e-commerce has become a modern part of people's lives.Internet era, has created the new people's work and lifestyle, the Internet, openness and sharing of information model, breaking the traditional mode of information dissemination many barriers for people with new opportunities. With computers and the advent of the information age, the pace of the advance of human society in gradually accelerated. In recent years the development of web design, fast people occupied. With the development of web design, a colorful online website together one scenic beauty. To design aesthetic and practical web site should be thoroughly master the building techniques. In building site, we analyzed the websites of objectives, contents, functions, structure, the application of more web design technology.the definition of websiteHow definition of websitesWeb site identified the tasks and objectives, the building site is the most important issue. Why people will come to your website? You have a unique service? The first people to your website is to what? They will come back? All these issues must be taken into account when the site definition of the problem. Definition site to, first of all, the entire site must have a clear understanding of what the design should understand in the end, the main purpose of the mission, how to carry out the task of organization and planning. Second, to maintain the high-quality Web site. Many websites in the face of strong competition from high-quality product is the greatest long-term competitive advantage. An excellent Web site should have the following:(1) users visit Web site is faster.(2) attention to the feedback and updates. To update the content of the website and timely feedback the user's requirements;(3) Home design to be reasonable. Home to the first impression left by visitors is important, the design must be attractive in order to have a good visual effect.The contents of the website and functionThe content of the web site is to be a new, fast, all three sides. The content of the website, including the type of static, dynamic, functional and things to deal with. Website content is determined in accordance with the nature of the site, in the design of the site, commercial websites, popular science site, company websites, teaching and exchange websites, the content and style are different. We have established websites with the nature of these types of sites are not the same.The structure website(1) site structure;(2) definition of navigation;(3) Visual Design;(4) framework and design pages.Site Design and ImplementationWith increasing demands on design, high style, high-grade design work before gaining popularity. This also to the designers have put forward higher requirements, from this point of view, the plate design is to meet the requirements of the people should be and Health. The rapid development of science and technology, the Internet into millions of households, also produced a new design space, and a new web design an important part of the field of design. Excellent web design, we must have good creative, so that the audience can be difficult to shift attention long time, produce power. Layout is very important, through text, graphics space portfolio, can best express harmony with the United States. If you want to further understand website design, made separately from other web site's homepage, you need to have more like CSS, javascript, CGI, and other web design technology. In building on the site of the CSS, javascript and other web design technology.CSS Application Design website(1) What is CSS? CSS is a style sheet (stylesheet) technology. Some of them called CSS.(2) the combination of CSS and HTML form. Mode 1: The CSS content, as defined in the writing between the labels. Mode 2: CSS will be preserved as a separate text file, and then from labels to call.(3) CSS the web site of examples. The web site pages, and increase the following definition so that the pages show with special effects.Application Design website javascriptjavascript and the emergence of making information between users is not only a display and browse the relationship, but to achieve a real-time, dynamic, cross-expression. Thus based on the CGI static HTML pages will be to provide dynamic real-time information, and customer response to the operation of the Web pages replaced. javascript scripting is satisfy this demand arising from the language. It's loved by extensive user. Many scripting language it is in a relatively good. WWW and effectively achieve the combination of the computer network computing and network blueprint.Construction on the site ExperienceWith the popularity of the Internet, more and more government departments, companies and individuals aware of the need to have their own independent Web site. Below on the design and production sites on some of their own experience.After conducting systematic analysis End, we should carry out system design. Web page design similar to the development of software design, top-down, bottom-up and continuous updating, and other design methods. The main task is to design the content of the sites, including the website information organization structure, appearance, content block, navigation and links, directory structure design. System design is the site ready before the concrete realization of the website to further the realization of more specific requirements, the overall effect on the website, local details have a clearer idea. This entire process is the key site planning.Next is how to achieve their own Web site design issues. The realization of the site, I think the need to be considered in two parts: the realization website; Web servers can be achieved. In the process of achieving website, technology selection is very important. Former major use HTMLlanguage, the stronger the interactive website, the proposed use of ASP, JSP, PHP and other programming to help achieve, the more complex Web site may also have its own database. The latter is based on all kinds of different operating systems used Web server software installation and debugging. This stage is the whole process of the most important and most time-consuming part.When we completed the work, the need for website released. At this stage of the production on the website drawing to a close, the main task is to do a good job in the website release to the network, the web site for final modifications, testing, homepage can guarantee normal operation of the network.Published in the website after website to deal with various aspects of the tests, including the possibility of any different web browsers, different visitors have shown normal, ASP, JSP, PHP normal procedure can work, and so on. This stage is the website of trial operation period, the website at this time should be to make up for various shortcomings, the website will be more perfected.After a period of operation, the site entered the normal operation period, the main task is to update outdated information website, the visitor's message timely feedback to further improve the website, the introduction of new technologies constantly update website, visit web pages more quickly, more aesthetic appearance, Information Resources richer.Above is the establishment of the station to roughly follow the seven steps, seven steps are complementary, but can be the basis of ease of website and complexity of a weakening or strengthening appropriate link. In short, building a successful web site is not an easy task, it needs all-round consideration, the Composite various factors.引言网络技术的发展,为今天全球性的信息交流与资在建立源共享和交往提供了更多的途径和可能。
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。
本文翻译了一篇网络营销的英文文献，并提供了中英文对照。
英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。
内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。
而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。
中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。
通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。
这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。
【英语论文】广告语英汉翻译策略探究On English-Chinese Translation of Advertising Slogans
广告语英汉翻译策略探究On English-Chinese Translation of Advertising Slogans摘要进入二十一世纪以来，由于我国改革开放的不断深化、加入WTO和全球经济一体化等诸多因素影响，越来越多的外国跨国公司进入中国，开展业务。
由于英语这一国际通用语言的影响力，再加上企业的形象战略和品牌建设需要，以及跨国公司的广告语在全球范围内具有相对的统一性这个显著特点,大部分跨国公司的原广告语为英语。
为了更好地适应当地受众的文化习惯，打破语言壁垒，更好地促进企业的商务业绩，做好广告语的中文翻译和本地化无疑具有十分重要的意义和价值。
本文试图通过精心搜集的三十二个世界知名跨国公司的英语广告语及其中文翻译实例，来揭示实践操作中英语广告语翻译的现状、基本策略和技巧。
通过调研和系统化地分析总结，作者发现，英语广告语翻译大体上可以分为三类，一类是直译，一类是意译，一类是增译。
同时，英语广告语在句法、词法和一些修辞手段的运用上都与其他英语文体有较大地区别。
这就要求从事英语广告语翻译的相关人士，在工作过程中要重视英中两种语言及其所属的历史文化上的差异，使得翻译前后的作品基本达到等效的结果。
由于搜集的实例数量有限，以及官方广告语正式翻译资源的相对匮乏，加之一些知名企业将其英文广告语直接导入目标市场，可能导致结论出现缺陷和不足。
所以，本文只是对英语广告语翻译的一次尝试，希望在以后的学习进程中进行更为深刻地研究。
从另外一个角度来说，作者还期望此文能对越来越多的我国企业走出国门进行国际营销时，对其中文广告语的英文翻译提供一定的参考价值。
关键词：广告语；英汉翻译；现状；策略AbstractWith the further development of China’s revolution and opening-up and China’s entry into WTO, more and more foreign multi-national corporations (MNC) have entered Chinese market to set up their business. Most MNC’s original advertising slogans are in English for the reason that English is the dominating language internationally. Besides, their slogans are consistent in global market to meet the requirement of MNCs’ identity strategy and brand building policy. However, for Chinese local target consumers’better awareness of the brand key message and promotion of company business, it is absolutely necessary to translate and localize the English slogans into Chinese.This paper examines 32 representative English advertising slogans of world famous brands and their corresponding translated Chinese versions. Based on this, the paper tries to explore the strategies and techniques of the E-C advertising slogans translation.Through the research result, we could infer how some basic translation strategies applied, people’s common practices and some unique features in advertisement slogan translation. The author finds out that E-C advertising slogans translation could be categorized into three groups: literal translation, free translation and meaning-add translation. Besides, English advertising slogans are much different from other texts in syntax, morphology and rhetoric. To make sure translation results carries same meanings with the original ones, the person working on English advertising slogans translation should pay attention to the cultural difference.The weakness of this research lie in that samples collected may not be adequate and typical enough due to the resource for official slogan translation is limited plus some famous companies adopt the English original directly even in a foreign market.The author hopes based on his attempt, more investigation would be carried out in thisarea in the future study. Meanwhile the researcher also hopes this research would be viewed as reference when we translate Chinese advertising slogans into English for national companies’ global marketing.Key words：Advertising Slogan; E-C Translation; StrategiesTable of contentsPages1. Introduction -----------------------------------------------------------------------------------------1.1 Research Backgroud --------------------------------------------------------------------------1.2 Research Objective ----------------------------------------------------------------------------1.3 Project Design ----------------------------------------------------------------------------------- 1 1 2 22. Rationale ----------------------------------------------------------------------------------------------2.1 Definition of Advertising Slogan ----------------------------------------------------------2.2 The linguistic features of English Advertising Slogan -----------------------------2.2.1 Morphology in English Advertising slogan ----------------------------------2.2.2 Syntax in English Advertising Slogan -----------------------------------------2.2.3 Rhetorical Devices in English Advertising slogan -------------------------2.3 Translation Principles ---------------------------------------------------------------------2.4 Translation Strategies ------------------------------------------------------------------------- 2 2 3 3 3 4 4 53.Description of the Data ----------------------------------------------------------------------- 64. Data Analysis ---------------------------------------------------------------------------------------4.1 Anlysis of the Two Language Versions ------------------------------------------------4.1.1 Three Main Translation Methods --------------------------------------------------4.1.2 The Other Unique Translation Ways in Chinese Culture ------------------4.2 Summary ------------------------------------------------------------------------------------------ 6 6 6 7 75. Results and Suggestions -------------------------------------------------------------------- 95.1 Results ----------------------------------------------------------------------------------------------5.1.1 Some Common Skills ------------------------------------------------------------------5.1.2 The Unique Features of Advertising Slogans Translation ----------------- 5.2 Suggestions on the Use of Translating Strategies -----------------------------------9 10 10 106. Conclusion --------------------------------------------------------------------------------------------- 10 Bibliography ----------------------------------------------------------------------------------------------- 12 Appendix: --------------------------------------------------------------------------------------------------- 13On English-Chinese Translation of Advertising Slogans1. Introduction1.1 Research Background1.1.1 Why advertisement?The modern advertisement that originated in western countries undoubtedly has great influences on the entire human society. Corporations of every field cast billions of dollars into advertisement every year, lay over every kind of media, launch so many campaigns and hire a great number of famous people for their prolocutors. According to the survey, the global advertising expenditure in 2000 is about 410 billion US dollars. In China, the very next year after the carrying out of reform and opening-up in 1978, i.e. 1979, was called the first year of comprehensive recovery Chinese advertisement field. Nowadays, Chinese people find that they have been surrounded by various kinds of advertisements. Obviously, as the reform and opening-up further develops, advertisement would play a more and more important role in our state economy and people’s life.At personal level, the author is much interested in advertising especially in copy writing. Also the author has certain experiences in drafting, translating and polishing advertisements.1.1.1 Why slogans?In the advertising identification and communication, advertising slogans have held a unique and irreplaceable position. Nowadays, more and more international famous companies have endowed advertising slogans with prior status and regarded them as an important part of their strategy development, which includes brand building, corporation culture shaping, product characteristics and corporation identification system.1.1.1 Why E-C?Based on the fact that China’s advertisement started relatively late, the references and models mainly are English advertisements, especially the foreign and joint ventureadvertising companies dominated the modern Chinese advertising market. Therefore, The scope of the thesis is mainly covered by practical examples from English advertising slogans, translation strategies based on comparative studies of translation examples and their original versions.1.2 Research ObjectiveThrough the research the author aims to accomplish the following objectives:1) The basic translation rules applied to E-C advertising slogans translation;2) To summarize the research and look into the future of English advertising slogan and its translation.To fulfill this project, the author will better understand advertising slogan’s language characteristics and improve translation skills. Also it will enable the researcher create better advertising slogans, bring the more smooth and proper sense of foreign advertising slogans to our nation’s consumers.1.3 Project DesignThe research is divided into four parts. In part one, the author will define advertising slogans and describe the main theories related to the study. In part two, the author will go further into the study of E-C advertising slogan translation by examining 32 carefully-chose examples and their translations. In part three, the author aims to summarize E-C advertising slogan translation strategies according to the data analysis, and also find the important factors which affect on the translator’s decision-making of translation strategies as well as offer suggestions for the practice of advertising slogan translation. Finally, in part four, the author will summarize the whole research and present the implications for the future practice and research.2. Rationale2.1 Definition of Advertising SloganSince this project aims to explore the E-C translation strategies of advertising slogans, we should first look into what is advertising slogan. According to the Definition Committee of American Marketing Association(方薇, 1997, p2), advertising isdefined as follows: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. The Oxford Dictionary 6th edition explains slogan as “a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people’s attention or to suggest an idea quickly”. (Advanced learner’s English-Chinese Dictionary, The Commercial Press & Oxford University Press)Slogan: A standard company statement (also called a tag line or a theme line) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement. (戚云方，2003, p375)To compare and summarize the above definitions, we can infer that advertising slogan is short sentence that could enhance impression and make focus swiftly.2.2 The linguistic features of English Advertising slogan2.2.1 Morphology in English Advertising SloganEnglish advertising slogan has particular characteristics; it is different from daily English.1) A lot of verbs especially monosyllable are used. For example, get, make, give, like, love, buy, need, use, etc. For example:I’m lovin’ it. McDonald’s 我就喜欢Buy One Get One Dannon 买一赠一2) Adjectives are often used, but using highest adjective on products are usually avoided. For example:New Beijing, Great Olympics Beijing 2008 Olympic Games 新北京，新奥运Let’s make things better Philips 让我们做的更好3) Adjective or attributive phrases are added before nouns. For example:Easy In and Easy Out Swivel 进出自如4) Agreat number of compound, usually hyphenated compounds are adopted. For example:The All-New MITSUBISHI Mirage Coupe MITSUBISHI Motor全新的三菱幻想双座轿车Home-baked taste by the spoonful Betty Crocker满口家常菜的味道2.2.2 Syntax in English Advertising Slogan1) Simple sentence is mostly used.Impossible Is Nothing ADIDAS 没有不可能Just Do It NIKE 只管去做2) To adopt interrogative and imperative sentence.Have you driven a Ford lately? FORD MOTOR 你最近开过福特车吗？Get the feeling Sports Illustrated 身临其境3) Disjunctive sentence.Yes.Avis is all over Asia Pacific. Avis Rent Car 是的。
网络广告外文翻译
英文文献及译文作者：学号：系部：康尼学院系专业：信息管理与信息系统题目：指导者：2012 年3 月原文Online advertisingOnline advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.Online advertising is an emerging advertising media, from 1997 China online advertising was born, online advertising development is rapid, paid search advertising become network advertisement new growth point. Compared with the similar foreign market, China's network advertisement market is still behind many, but the market has great potential. Form and creative backward, advertising regulatory basic lack, China's online advertising market existing main problems. Later, Chinese online advertising to "two-way interaction" the direction of development, meanwhile, and traditional media integration will further strengthen.After data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network advertisement is the development trend of stud. This paper points out the Chinese Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to China Internet advertising status and developing trends are analyzed and summarized. Through the analysis of the Chinese Internet advertising market characteristics, Chinese Internet advertising, the present situation of and problems existing in some ideas to solve the problem. Internet advertising development situation, it is modern unstoppable advertising the inheritance and development of, become the emerging advertising media.Competitive advantage over traditional advertising:One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, theemerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.Purchasing variations:The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays onlyfor the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.Floating ad: An ad which moves across the user's screen or floats above the content.Expanding ad: An ad which changes size and which may alter the contents of the webpage.Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewedWallpaper ad: An ad which changes the background of the page being viewed.Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.Mobile ad: an SMS text or multi-media message sent to a cell phone.In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.E-mail advertisingLegitimate Email advertising or E-mail marketing is often known as "opt-ine-mail advertising" to distinguish it from spam.Affiliate marketingAffiliate marketing was an invention by in 1994 and was excelled by when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.Contextual advertisingMany advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.Behavioral targetingIn addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be servedauto-related ads when they visit other, non-automotive sites.网络广告网络广告是发布在英特网和万维网上,为了吸引顾客提供市场信息的一种促销形式。
广告学社交媒体中英文对照外文翻译文献
中英文对照外文翻译(文档含英文原文和中文翻译)译文：并非所有的社交媒体都是一样的：分析机构的社交媒体使用模式摘要：本研究探讨了组织如何使用消费者关系管理的各种社会媒体应用。
基于聚类分析，317组织的社会化媒体的使用模式进行了分析。
六组的组织是按照主要用于各组织的社交媒体应用程序鉴定网络版。
在第一个三组主要采用了单一的社会媒体应用（博客，社交网站，或者部件）与客户沟通，而第二三组采用多种社会化媒体应用中，常与可视化，虚拟化，或交互式协作的重点。
此外，该研究发现，企业倾向于使用具有双向通信能力社交媒体应用。
这些发现的理论和实际意义将在本文讨论。
1.引言随着业务的新媒体技术的日益显着性，企业现在正在使用新媒体工具战略性地以满足其不同客户的需求。
越来越多的新媒体技术提供能力，使企业能够为他们的客户提供了许多新的服务。
认识到使用新媒体技术的优势，大多数企业已经开始在诸如内部结构，管理系统，以及广告和公共关系（帕夫利克，2007）地区实施新的媒体技术。
特别是，组织已经以惊人的速度（巴恩斯，2008年）通过社交媒体，因为社交媒体使客户能够轻松地与组织沟通回来，来回跟上最新在它的新闻，使投诉和查询，访问聊天功能。
针对这一行业发展趋势的研究人员进行了有关社交媒体应用的研究。
首先，研究一个流（例如，格鲁尼格，2009年，卡普兰和Haenlein，2010; Lietsala和Sirkkunen，2008年，菲利普斯，2009年）已要求基于其独特的特点脱科幻NE 的应用是什么样的社会媒体和分类类型的社交媒体应用。
另一个研究流（例如，布里奥内斯等，2011; Rybalko和塞尔策，2010;沃特斯等人，2009年）取得了相当大的努力，以确定哪些类型的社交媒体应用组织正在使用以及如何特定网络C型社会媒体有助于创造和维护组织与顾客之间的关系。
但是，因为它不能提供企业的整体社交媒体使用率巳燕鸥的图片该项研究的限制范围内，特别是企业如何采用以组合的方式不同的社交媒体应用程序，以最大限度的协同效应。
新媒体中英文对照外文翻译文献
文献信息：文献标题：The effect of new media on consumer media usage: An empirical study in South Korea（新媒体对消费者媒体使用的影响：韩国的实证研究）国外作者：ongRoul Woo，Jae Young Choi，Jungwoo Shin，Jongsu Lee 文献出处：《Technological Forecasting and Social Change》,2014,89(1):3-11 字数统计：英文 2191 单词，12445 字符；中文 4024 汉字外文文献：The effect of new media on consumer media usage:An empirical study in South KoreaAbstract The advent and proliferation of the Internet (a form of new media) have heavily influenced consumers' media usage behavior and a number of other social, political, cultural, and economic outcomes. The recent introduction of smart mobile media, including smartphones and tablets, is expected to similarly affect these issues. This study empirically analyzes how the advent of the Internet and smart mobile media affects Korean consumers' media usage behavior, seeking to provide a means to anticipate the ripple effect to societal outcomes related to the evolution of new media in Korea. We modeled consumers' media usage behavior and conducted preference and simulation analyses using data gleaned from a survey of consumers' media behavior and a Multiple Discrete-Continuous Extreme Values (MDCEV) model. The results of the analyses illustrate how consumer preferences regarding old and new media differ in terms of sociodemographic variables. Moreover, the analysesrevealed that whereas the advent of the Internet has negatively influenced consumers' use of old media, the arrival of smart mobile media has had a synergistic effect on television use. As a result, the advent of mobile media increased the use of television, but decreased use of other forms of old media.Keywords: New media; Media usage behavior; Preference analysis; Scenario analysis; Multiple Discrete-Continuous Extreme Value model1.IntroductionMedia are continuously evolving (Stöber, 2004). Although early forms of media (e.g., mail, telegram, telephone) were used primarily to exchange simple messages, the advent of mass media like newspapers and magazines allowed media to be used to deliver vast amounts of information to a large and unspecified audience. When electronic media like radio and TV became popular during the early 20th century, they were used to deliver a substantial amount of information to recipients in real time. Most recently, however, digital media (e.g., the Internet, mobile technology) have fundamentally altered the media environment. Specifically, the advent of digital media has facilitated the fast and easy consumption, retention, and sharing of a significant amount of information between multiple users.To differentiate these from analog media, such as newspapers, magazines, radio, and television, many scholars and professionals have referred to digital media as “new media.” Although researchers have defined new media in a wide variety of ways, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes (Negroponte, 1996; Flew, 2002; Manovich, 2003; Jenkins, 2006). The emergence of new media has become institutionalized in our society, fundamentally changing our methods of exchanging information and the consumer behaviors of media usage. It has also had a significant effect on many social, political, cultural, and economic activities (Stöber, 2004).Researchers have long-studied the influence of media evolution on societal outcomes, with a particular emphasis on the advent and proliferation of the Internet. Some of the most notable studies in this domain have explored the influence of the Internet on traditional media usage (Bromley and Bowles, 1995; Mokhtari et al., 2009), social relations (Haythornthwaite, 2002; Brignall and Van Valey, 2005; Amichai-Hamburger and Hayat, 2011), the economy (Litan and Rivlin, 2001; Lucas and Sylla, 2003), politics (Farrell, 2012), education (Agarwal and Day, 1998; Arsham, 2002), and corporate marketing (Avlonitis and Karayanni, 2000; Hennig-Thurau et al., 2010).The arrival and development of new media in the 21st century have put pressure on companies and governments to understand the Internet and use it in accordance with their specific objectives. For example, companies largely sought to leverage the Internet to maximize the effectiveness of their marketing efforts. Similarly, governments sought to use the Internet to efficiently publicize policies. Given the extent to which organizations in both the private and public sectors have used the Internet to achieve specific objectives, many researchers have worked to identify the implications of their Internet usage. For example, Bhatnagar and Ghose (2004) found that Internet retailers could use customers' Internet search patterns according to demographic characteristics and product types to cultivate store loyalty among those customers. Naik and Peters (2009) also illustrated Internet use for marketing purposes, empirically showing that the development of a marketing scheme that is comprised of the appropriate mix of print-, television-, radio-, and Internetbased messages can efficiently build customer loyalty. In a similar vein, Lin et al. (2013) analyzed consumers' simultaneous usage of these four media types and found that media campaigns that leverage both old and new media are most effective.Similar to the Internet, the recent introduction of personal mobile smart devices has contributed to the evolution of media usage. This is particularly notable, given that smart device usage is spreading at a faster rate than older media (MIT Technology Review, 2012). This proliferation of new media will allow people toeasily access and share massive amounts of digitized information anywhere and at any time.Despite these developments, most research in this domain has been focused on predicting and measuring the preference and demand for smart media products and services (Chen and Hsieh, 2012; Choi et al., 2013; Park et al., 2013; Lee, 2014). Though useful in its own right, this line of research has failed to consider the ways in which the development of new media has affected a number of salient socioeconomic outcomes. To address this gap, we analyze the ways in which Internetbased new media, digital media broadcasting (DMB), and older forms of media (e.g., magazines, television) affect certain societal outcomes. Specifically, in this paper, we use a Multiple Discrete-Continuous Extreme Value (MDCEV) model and scenario simulations to investigate Korean consumers' media usage, designed to forecast the socioeconomic effects related to the evolution of new media.In addition, we explore how the emergence of new media affects the use of old media. Jenkins (2006) argued that new media has a tendency to incite drastic changes. For example, when new media emerge, they tend to displace old media, changing consumers' media consumption habits. Therefore, before it is possible to understand the socio-economic effects of new media emergence, it is first necessary to explore and understand changes in consumers' media usage behavior resulting from the advent of the Internet and other digital media.2.Background2.1.Definition and classification of new mediaResearchers have defined new media in a number of different ways, so there is currently no consensus with regard to how to conceptualize new media. For the purposes of the current study, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes. Thisdefinition suggests that new media facilitate not only the free exchange of digitalized information in compressed form, but also user interaction. Using this definition as a guide, and in accordance with definitions proposed by Jenkins (2006), we can categorize computers, the Internet, and smart mobile devices as new media. Comparatively, we can categorize print, television, and radio as old media. For the purposes of this research, we will analyze consumers' usage behavior for seven forms of media: newspapers, magazines, radio, television, computer-based Internet, mobile Internet, and DMB. Using these definitions, we categorize newspapers, magazines, radio, and television as old media; and the Internet, mobile Internet, and DMB as new media.2.2.New media usage in KoreaAccording to the International Telecommunication Union (2013), Korea ranks first in the world in information and communication technology readiness, usage, and capability as of 2013. In addition, other organizations reported that Korea also ranked first in terms of Internet penetration (97.2%; Organisation for Economic Co-operation and Development, 2012), and second in terms of smartphone penetration (73.0%; Our Mobile Planet, 2013). These figures indicate that Korea is characterized by the most widespread and pervasive use of the Internet, smart devices, and other new media globally. As such, Korean consumers represent the most active group in terms of new media use. Given the degree to which the Korean population uses new media, new media-related industries experience continuous growth with the support of policies developed by the Korean government. The Korean case allows an illustration of the changes in media usage following the diffusion of new media, therefore facilitating a forecast of changes in the social, political, cultural, and economic dynamics of the country.3.Model specificationsThis study uses Bhat's (2005, 2008) Multiple DiscreteContinuous Extreme Value (MDCEV) to analyze consumers' media usage behavior. The MDCEV model consists of the utility according to the consumers' choice and its corresponding usage in combination under random utility theory. The MDCEV model considers both product choice and usage behavior simultaneously, and is used in various fields. Its use is especially widespread in the transportation field to model household vehicle type holdings and its mileage (e.g., Bhat and Sen, 2006; Ahn et al., 2008; Shin et al., 2012). This study uses the MDCEV model to analyze consumer's media choice and usage time together. More specifically, we leveraged a mixed MDCEV model, which reflects heterogeneity among consumers' media preferences and usage through distribution to each parameter (Bhat, 2005, 2008; Ahn et al., 2008; Shin et al., 2012).The mixed MDCEV is difficult to estimate with classical maximum likelihood methods. Therefore, we used a Bayesian estimation method to accommodate the computational complexity of the estimation process associated with the mixed MDCEV. The advantage of the Bayesian estimation method is that it is capable of solving local optimal solution problems using the initial value. In contrast, the maximum likelihood estimation method is a classical estimation method (Allenby and Rossi, 1998; Huber and Train, 2001; Edwards and Allenby, 2003; Train, 2003). Bhat (2005, 2008) published detailed information about the MDCEV model.4.Concluding remarksThe introduction of new media has affected consumer media usage behavior in a number of ways. In addition, the recent emergence of smart mobile media has significantly affected the dynamics of the current media market. Given these effects, we sought to provide a means for forecasting the effects of introducing new media into an existing media market as well as how the introduction of new media could affect the ways in which communication technologies evolve. Specifically, we leveraged MCR data in an MDCEV model to analyze (a) consumer preferences forold and new media alternatives, and (b) the ripple effect of the introduction of new media on the existing media market.Our results revealed that generally, consumers are more interested in emergent mobile media (e.g., mobile Internet and DMB) than other forms of media. More specifically, our results showed that younger consumers tend to gravitate towards mobile Internet, DMB, and radio because they are familiar with mobile devices. Given this, when the Korean government or companies promote new policies or products/services to younger consumers, it may be useful for them to use mobile media as the primary communication channel. Our results also showed that consumers with more education tended to prefer Internet and print media, indicating that these channels are important conduits for circulating information for the educated. In addition, consumers with higher household incomes tended to report a preference for using the Internet and mobile Internet media. Similarly, early adopters indicated that they preferred to use, in order of decreasing preference, mobile Internet, traditional Internet, and television. Consumers with higher levels of brand-loving tendency reported a preference for mobile Internet, television, traditional Internet, print media, and DMB. Taken together, these results provide useful guidance for companies to effectively engage with target audiences in the era of new media. Finally, our estimation of satiation parameters indicated that mobile media alternatives have greater market potential than those that cannot be used in a mobile sense.Further, our scenario analyses showed that the introduction of the Internet and mobile media generally negatively affects consumer usage of television, radio, and print media. Although they both have this effect, the introduction of the Internet into an extant media market has more substantial effects than the introduction of mobile media. Interestingly, our analyses suggested that when mobile media are introduced, the likelihood of a consumer choosing or using traditional Internet, radio, and print media decreases, but the probability of choice and usage for television increases. This result may indicate that Internet usage patterns have partially shifted from the personal computer context to the mobile context. This result may also suggest thatthere exists a synergistic effect between mobile media and television, as high-quality content can be used on these two media in concert.Although our results provide a wealth of useful information for government organizations and companies related to targeted marketing and media usage, this study is subject to a few limitations. First, the introduction of new media into extant media markets can generate substitution and complementary relationships between old and new media. However, the MDCEV model employed to perform the analyses was unable to account for these relationships directly. Moreover, our scenario analyses only evaluate substitution and complementary relationships between old and new media indirectly. Second, although Korean mobile media consumption has grown exponentially since 2011, we were unable to account for this growth in our analysis due to the lack of current data. In spite of these shortcomings, the results of this study can be used effectively to establish government policies or market products and services in countries in which new media are pervasive.中文译文：新媒体对消费者媒体使用的影响：韩国的实证研究摘要互联网的出现和传播（一种新媒体的形式）严重影响了消费者的媒体使用行为和其他一些社会、政治、文化和经济成果。
网络广告营销中英文对照外文翻译文献
网络广告营销中英文对照外文翻译文献(文档含英文原文和中文翻译)网络广告网络广告时代已经到来。
我们现在看到的广告标志了网络广告业务快速增长的开始。
根据互联网广告局的数据，1997年，共有9.065亿美元用在美国互联网广告，根据Jupiter Communications LLC公司的数据，2002年美国网络广告总量将上升到77亿美元。
网上广告公司的成功提供了进一步的证据。
Double-Click公司，目前网络广告的领导者，它的网络广告覆盖了多个大型网络公司，包括AltaVista公司、Travelocity公司和Dilbert公司。
华尔街已经发出通知表明，1998年2月20日，Double-Click公司爆炸性的首次公开募股，在其首个交易日之后，它的股价就提升了57%。
同样，在1998年4月8日，主要的门户网站之一的Yahoo，宣布了一个难以置信的结果，那就是它们在过去的一个季度，股价疯狂飙升了15％，其中广告收入贡献了巨大的力量，它几乎以一己之力促成了这次提升，更令人吃惊的是雅虎出售的广告空间居然只有其总量的14％。
尽管有这些令人鼓舞的数字，怀疑论者依旧坚持认为：从长远来看，网络广告依然不能够成为一个可行的模式。
很显然，大型的互联网门户网站，包括Netscape, Yahoo, Excite, AltaVista和Lycos,，能从巨大的访问量中创造广告收入。
例如，Yahoo 在1998年3月平均每天能够达到惊人的9500万的页面浏览量。
但是，对其他一些浏览量不够令人满意的网站来说是无法取得这样的成功的。
例如，美国在线最近决定提高订阅收费率，每月提升2美元，从根本上来说是因为他们的广告收入无法弥补成本的增加。
一、一个新的广告媒介网络广告从根本上同传统的电视，电台和印刷广告媒体不同，至少表现在三个重要的方面：1.每一个网络广告都可以看成是一个单独的广告，而不是一组广告。
因此，广告商可以根据个人的认知程度来单独制定广告，或者通过延续以往的广告制定方式来制定广告。
外文翻译---网络广告：不同的传媒形式
毕业论文（设计）外文翻译一、外文原文标题：Internet Advertising: The Medium is the Difference原文：IntroductionInternet advertising is growing at an impressive rate. A recent report by Price Waterhouse-Coopers estimates 1998 online ad revenues at $1.92 billion, more than twice those of 1997. By year 2000, it has been projected that ad revenues will grow to a level of $ 4.3 billion (IAB, 1998). This spectacular growth comes as no surprise if one considers that on the one hand, advertisers are always looking for new ways to reach their target audience, and on the other hand, web site operators are always looking for new sources of revenues to finance their ever-mounting operating costs. Indeed, in order to take full advantage of the potential of Internet advertising, and to avoid its pitfalls, one needs to rethink the consumer medium interaction as it applies to Internet advertising.In this article, we show how the underlying full-duplex networked organization of the Internet transforms the traditional one-way relationship between advertisers and consumers that is inherent in standard advertising. On the Internet, content providers take on roles of both conduits and interaction enablers in a two-way interaction with prospective consumers. This new model profoundly affects the relationship between each player. Consumers now interact with both content providers and advertisers. Content providers are not responsible for advertisement fulfillment anymore. It also affects how content providers are compensated for their services. As conduits, their compensation scheme was simple. As relationship creators, their value is harder to assess.least once), Gross Rating Points (GRP = Reach x Frequency), and some demographic information about the reached audience.The information reported to advertisers is generated through surveys or panels of consumers that measure audience viewing, or listening, patterns. For example, in the TV industry, People meter devices are used to monitor TV viewing patterns (i.e., whether a TV set is on or off and what program, if any is tuned at a given point intime), and consequently audience viewing habits, for a representative sample of households. However, for the television medium, content providers have imperfect information about their audiences. This is because marketing research firms are merely able to monitor the TV set patterns of a sample subset of the population rather than the actual viewing patterns of their audiences. Thus, the monitoring of broadcasts does not provide completely accurate information concerning who is tuned in to particular programs. Print media, such as newspapers and magazines, fare a little better in that they can readily estimate the size of their audience from the number of copies they sold. However, they still experience uncertainty as to the characteristics of their audience as they do not readily possess information about consumers who chose to buy their publications at a newsstand rather than those who subscribe. The Advertiser->Content Provider->Consumer framework, which we call broadcast, is very efficient in reaching mass markets. It requires a minimum number of interactions and has been used for more than a century. It is very different from the request-based mode of information dissemination that occurs on the Internet. On the Internet, advertisers still contract with content providers to insert advertisements within the programming offered to consumers. But from this point on, everything is different. First, content providers do not push their content on consumers at pre-established points in time. Rather, they wait for consumers to request the information when they are ready to consume it. Second, content providers do notbroadcast the advertisements linearly along with their content. Rather they send their content to consumers with an instruction to retrieve the appropriate piece of advertisement directly from the advertiser.Advantages of Advertising on the InternetThe multiplicity of interactions that come about by the modus operandi of the Internet creates a wealth of opportunities for marketers (some have called the Internet the Holy Grail of marketers).First of all, since consumers directly request the content they would like to access, it becomes easy (at least theoretically) to measure the size of the audience of a particular ad campaign.Second, since consumers who subscribe to several different content providers displaying the same ad have to request the ad from the advertisers themselves rather than from the content providers, it becomes potentially easy for the advertisers to measure the true frequency of exposure.Third, because the advertiser only serves the actual ad content at the time when the consumer is ready to consume it, advertisers don’t have to commit on the ad content until the last instant. This provides considerable opportunity for tailoring an advertising message to a particular prospective consumer. We now explore some of these opportunities.Accurate measurementNow that consumers and advertisers interact directly on the Internet, great improvements in quality of marketing research can be made by shifting from a survey-based to a census-based method of assessing advertising effectiveness. Figures 1 and 2 suggest the benefits of a censusbased advertising tracking methodology. In figure 1, the advertiser reaches Consumer 1 through both Provider 1 and Provider 2. However, given the lack of consumer level data, all the advertiser knows is that Provider 1 and Provider 2 reach similar demographics. He will have no indication of the actual overlap between the magazines or television stations. In contrast, the Internet advertiser will see Consumer 1 come twice (figure 2), once send by Provider 1 and a second time send by Provider 2. Hence, the advertiser now has an accurate measurement of the number of consumers who see its ad (Reach) and of the number of times each consumer sees the ad (Frequency). The interactive nature of the Internet medium has lead to new criteria for the measurement of advertising effectiveness: "page views" (or impressions) and "click-throughs." Impression represents an opportunity for a surfer to see and click on a banner ad within a publisher's Web page, and click-through represents the committed action of a surfer who actually clicks on a banner ad in response to its message. This immediate measure of advertising response is a new concept that can only be measured on the Internet. Many see it as the ultimate measure of advertising effectiveness.First, it should be noted that ads from standard media come to prospective customers whereas prospective customers on the Internet medium come to ads.Furthermore, in contrast to the mass, or segmented, marketing strategies that are afforded by standard media (e.g., a TV advertisers can focus their efforts on a given demographic or geographic segments), Internet advertising creates the potential opportunity of micro-level marketing. This means that an Internet advertiser can specifically design and tailor a given advertising message to target a particular individual consumer. For example, an advertiser can chose to deliver a specific ad to a given individual only after the individual has exhibited a particular type of behavior (e.g., has expressed a given level of interest in a particular product in view of his origin or previous clickstream history). As such an individual consumer who comes to an advertiser's site for the first time might be given advertising in the form of general product information. In contrast, a repeat visitor might be given more detailed product information in an effort to move him/her towards a product purchase decision. In this web-based environment, the advertiser can decide whether he wants the consumer to see the same ad twice, or see two different ads. Further, by limiting the number of repetitions a consumer is exposed to, advertisers can limit burnout and maximize their return on marketing expenditures.An advertiser also has the ability to tailor the ad campaign to the environment the consumer is involved in at a particular moment. For instance, specific advertising messages can be tailored to specific search engine keywords. Thus, a particular key word (e.g., PC hardware) may be used to generate ads and for PC brands whereas a combination of key words (PC hardware and storage media) might be used to generate ads for CD-ROM, removable hard drives, or DVD drives.ConclusionTo benefit from the unique Internet medium environment, advertisers and managers need to consider the idiosyncrasies of Internet advertising. A unique advantage of the Internet Medium is its bi-directional framework that incorporates two-way links between advertiser and prospective consumers. A beneficial byproduct of this linkage is that customers can be targeted individually at the micro-consumer level. In addition, because of the interactivity afforded by the medium, the advertisercan tailor individual advertising and formulate advertising messages adaptively. Because of the two way flow of information that characterizes the medium, the latter can deliver advertising messages to individual consumers and, at the same time, gather consumer information on a continuous basis as prospective consumers surf the publisher or advertiser's Web sites. The integration of the transaction function within the medium provides for a closing of the marketing-response loop which permits the potential development of appropriate advertising and marketing strategies that will best influence a prospective consumer's purchase behavior.Despite the promises of the Internet as an advertising medium, there are continuing challenges that make the effective implementation of advertising strategy difficult. Measurement problems exist due to lack of standardized advertising unit of measures, measurements, as well as difference in the tracking methodologies that are used by third party companies. Current measurement methods typically have limited accuracy. It is generally not possible to provide measures of ad effectiveness on the Internet that may be appropriately compared with those of standard media. Thus, relative media effectiveness across media, including the Internet, is difficult to assess. The different methods of pricing advertising on the Internet (on the basis of impressions or click-throughs) also make it difficult to assess the cost/effectiveness of advertising in this new medium and thus hamper the implementation of advertising budgeting.Because Internet advertising involves a partial allocation of bandwidth to advertising messages, it is more difficult to draw a prospective consumer's attention to an ad on the Internet as it is shared with other contents including potentially competing ads on the same Web page. This suggests that ad design and placement aspects may be of great importance to insure that a consumer will be drawn to the banner ad. This means that it is important for advertisers to gain a greater understanding about how prospective consumers process information, including ads, on Web pages.In sum, there are great opportunities for advertisers on the Internet. However, as was pointed out, considerable challenges still remain. Nevertheless, it is expected thatthe opportunities and promises of the Web will be realized as advertisers and researchers continue to gain a better understanding of the unique characteristics of the Web as a medium as well as the nature of consumer search and response behavior on the Web.出处：Xavier Drèze Fred Zufryden 【J】Markets and Culture, 2000 October 4, 1999二、翻译文章标题：网络广告：不同的传媒形式译文：介绍网络广告正在以惊人的速度增长，PriceWaterhouse-Coopers公司最近的一份报告估计1998年网络广告的收入达到1.92亿美元，超过1997年的两倍。
网络营销中英文对照外文翻译文献
中英文对照外文翻译文献(文档含英文原文和中文翻译)E---MARKETING(From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.)As the growth of shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light ofproven traditional marketing practices.（Sales Promotion;E--Marketing；Internet；Strategic Planning ）1.What is E--MarketingE--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives.This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.2.Environment,Strategy,and Performance (ESP)E-Marketing flows form the organization `s overall e-business strategies and selected business environment,where legal,technological,competitive,marketrelated, and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will help the firm accomplish its overall goals. The final step is to determine the success of the strategies and plans by measuring results. Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important in today` s e-business climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model.The esp model might just as easily depict a brick-and-mortar business process -by removing a few "e `s" this underscores the idea that e-businesses are built on sound practices and proven processes but with important e-transformations andemarketing practices, as discussed in this book.This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning process.The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business partners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors.Current and pending legislation can greatly influence e-marketing strategies. Chief among these are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to legislate, yet it is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital property problems began in the Web` s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing for the content authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoing discussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hard to prevent fraud, enforcement is difficult in a networked world.Technological developments are altering the composition of Internet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DSL lines--that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high-- speed multimedia form, a standard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a new set of design challenges as firms try to squeeze content onto tinier screens. Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through softwareadvances. For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage.3.E-Business MarketsSergio Zyman, formerly chief marketing officer of Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights three important markets that both sell and buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs.The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the shipping bill online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer.The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments. For example, with an annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two of the most wired countries in the world with over 60% Internet penetration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Internet users in developed nations. In addition, the infrastructure in some countries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Internet markets in more detail.4.Strategic PlanningAmazon, like every other marketer on and off the Web, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organization`s objectives”, Two key elements of strategic planning are the preparation of a SWOT analysis and the establishment of strategic objectives.the SWOT analysis examines the company` s internal strengths and weaknesses with respect to the environment and the competition and looks at external opportunities and threats. Opportunities may help to define a target market or identify new product opportunities, while threats are areas of exposure.In a parallel fashion, marketing strategy becomes e-marketing strategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that capitalizes on the organization’s electronic or information technology capabilities to reach specified objectives. In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organization’s e-marketing strategy.Regardless of whether a customer buys from the stone, the catalog, or the Web site, or whether contact is made by phone, in person, through e-mail, or by postal mail, employees can access the computerized database for up-to-date account activity and information when dealing with customers.Most strategic plans explain the rationale for the chosen objectives and strategies. This is especially true for a single e-business project trying to win its share of corporate resources and top-management support.5.What`s NextRegardless of the current disillusionment with e-business,many solid successes exist today and exciting new growth areas will soon emerge, For-Tune magazine has identified seven trends that will help businesses move forward into e-marketing during the next few years:Integrating IT software. Twenty-six percent of companies will spend money to integrate all the pieces of corporate technology, such as linking front-end customer service software with back-end order fulfillment system.Boom in Web services. Web services will more deeply into finding universal standards for Internet-related software. Microsoft’s dot-net and Sun’s Java are two competing architectures, for example.Collaboration software. This allows employees, advisors, consultants, and other team members to work on projects while in different geographic locations. For example, ”Napster for Marketers”is peer-to-peer software that one consulting firm uses to collaborate on marketing plans with ad agencies, designers, and others.Dealing with too much date. Better customer relationship management software is helping firms reinforce customer loyalty by analyzing the mountain of data about previous behavior to suggest new products. For example, a flight attendant would be able to ask if a passenger wants coffee with sugar instead of the usual, ”What do you want to drink?”data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.Wireless is here to stay. Technologies such ah 802.11 and Bluetooth use shortrange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in portable computing. Inexpensive computer storage and small machines will aid people who want to work at home, in the car or train, or virtually anywhere. Devices such as IBM’s 9-ounce Metapad hold 5 gigabytes of data and will change the way people work.网络营销的成长发展说明一些营销原理从来不曾变化，对于一项创新产品，只要它能为顾客提供价值，即使已有众多竞争者，市场也总是乐于接受的。
网络营销的技术依据毕业论文中英文资料对照外文翻译文献
网络营销的技术依据中英文资料对照外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reachedone or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of 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-costcommunication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the softmarketing 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 entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations toprovide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling ofspace-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
网络广告在线横幅广告外文文献翻译中英文
外文文献翻译原文及译文（节选重点翻译）标题：网络广告在线横幅广告外文文献翻译中英文文献出处：Computers & Industrial Engineering，Volume 140, February 2020, 1-12译文字数：3500 多字（节选重点翻译）英文Online banner advertisement scheduling for advertising effectivenessGwang Kim，Ilkyeong MoonAbstractOnline banner advertisement, which is the most common form of web advertising, has been catching the eye of online users. It is important for online advertisement publishers to schedule advertisements to maximize advertising effectiveness, which might be a predicted value of click-through-rate. In this paper, a model for online banner advertisement scheduling is presented with a new objective function that includes four factors that influence advertising effectiveness. This paper provides not only the integer programming model with a non-linear objective function but also two heuristic and meta-heuristic algorithms as solution methodologies. Most importantly, the heuristic approach finds good lower and upper bounds by using the properties of the model. Both randomly generated and standard data sets are used to test the problem. The results indicate the effectiveness and efficiency of these algorithms tested in small and large data sets. In standard data sets, the results show the advertisement specification for which tighter bounds are obtained by using the heuristic approach.Keywords：Onlineadvertising，Scheduling，Optimization，Advertising effectiveness，Heuristics，Tabu searchAdvertising is used as one of the critical methods for companies to promote products or services. There are various platforms to present advertisements, such as broadcast, print, or the Internet. With a drastic increase in online communities, many companies have been paying attention to web advertising. Besides, web advertising has more traceability, cost effectiveness, reach, and interactivity than other platforms, so the popularity of web advertising can be expected to continue (Manik, Gupta, Jha, & Govindan, 2016). According to an Internet Advertising Bureau (IAB) report, Internet advertising revenue in the United States was $107.5 billion in 2018, an increase of 22% over that of 2017 (IAB, 2019).With the advent of web advertising, studies related to web advertising have also been initiated. Yager (1997) provided a framework for the competitive selection of advertisements on websites. Novak and Hoffman (1997) described terminologies for web advertising measurements and proposed exposure and interactivity metrics. McCandless (1998) explained the growth of web advertising and proposed a web advertising model for effectiveness.Banner advertisement is the most common form of web advertising.A banner is a rectangular advertisement positioned on either side, the top,or the bottom of a web page, such as an Internet article or an online shopping mall. An image in the banner advertisement is clickable and linked to a target web page (McCandless, 1998). By being displayed on a web page, the banner attracts the attention of online users who are interested in the associated products or services.Online advertisement publishers must construct layout partitioning and allocate the appropriate banners at the respective time (Gopal et al., 2011, Marszałkowski and Drozdowski, 2013). A well-constructed advertisement scheduling increases advertising effectiveness. As the advertising effectiveness increases, advertisers’ requests to displ ay their advertisements on the website increase. As the requests increase, online advertisement publishers can ultimately generate more revenue. Hence, online banner advertisement scheduling is important to online advertisement publishers. Online banner advertisement scheduling for online advertisement publishers is addressed in this paper.Many researchers have focused on online banner advertisement scheduling from an optimization perspective and provided mathematical models. Adler, Gibbons, and Matias (2002) presented a MAXSPACE problem of banner advertisement scheduling; it was designed to find a banner advertisement scheduling solution in which space utilization of various-sized advertisements is maximized for specific time slots. Fig.1 shows an example solution to the problem (left) and a webpage for thesecond slot (right) in the planning period. In this example, there are six advertisements (A to F) and ten slots in the planning period. The advertisements each have different lengths, and they can be assigned to each slot. Each slot can be represented as a period of five, ten, thirty minutes, etc. A banner is positioned on the left side of the webpage in this figure.Recent research on online banner advertisement scheduling has focused on maximizing advertising effectiveness, not space utilization by introducing new objective functions (Ahmed and Kwon, 2014, Deane and Agarwal, 2012a, Gamzu and Koutsopoulos, 2018, Ji et al., 2015). They pointed out that maximizing the space utilization of time slots does not directly translate to maximizing online advertisement publishers’ revenue. To measure advertising effectiveness, they primarily took into account the timing when an advertisement is displayed and the number of advertisement exposures. However, they have not extensively investigated the effects of other advertisements displayed in the same time slot. Vakratsas and Ambler, 1999, Henningsen et al., 2011, and Agyei (2018) explicitly demonstrated that the effectiveness of any given advertisement might be diminished by the presence of competing advertisements sorted and served together with it in a time slot. Such interference could play an important role, in particular, when the companies display advertisements of their own products or services onthe website. Therefore, this study develops an online banner advertisement scheduling model that includes critical factors, such as competitive advertising interference, influencing advertising e ffectiveness.In this paper, there are four distinct features for the online banner advertisement scheduling considering advertising effectiveness. First, to reflect the advertising effectiveness, this model considers factors that influence the tendency for online users to click on the advertisement. The tendency is defined as the click-through-rate (CTR) (Gatarski, 2002, Lin and Chen, 2009). This study proposes four factors that influence the CTR: exposure, involvement, size, and competition. In addition to these factors, the contents of an advertisement—features such as message, colour, and animation—also influence the CTR. However, because online advertisement publishers cannot control content features, we do not consider them in this study. That is, this study assumes that the contents of each advertisement are fixed before the banner advertisement scheduling is implemented. Second, this study is the first one in which competition (competitive advertising interference) is introduced to online banner advertisement scheduling. We call the interference ‘competition’. Competition is defined as the extent of interference when consumers are exposed to advertisements for competing products, and negatively affects advertising effectiveness (Henningsen et al., 2011, Vakratsas and Ambler, 1999). When more advertisements are displayed together in a time slot,each advertisement is adversely affected by the high competition within the slot. So, it may not be optimal to display as many advertisements as possible in a time slot.Third, this study presents an expected CTR function as an objective function of the model. The function is based on the consideration of the four factors mentioned above. This study uses the demand function developed by Corstjens and Doyle (1981) to devise the expected CTR function. Each component of the demand function can be interpreted as one of the factors of the expected CTR function. Fourth, variable display frequency bounds proposed by Deane and Agarwal (2012b) are used in our model. The constraint not only reflects a realistic situation but also offers more flexibility for online advertisement publishers to display advertisements in the model compared to fixed display frequency.With a given set of advertisements, online advertisement publishers have to design a well-constructed advertisement scheduling model to maximize advertising e ffectiveness. It leads to an increase in advertisers’ requests to display their advertisements on the website and ultimately generates more revenue for online advertisement publishers. The model that considers the four features, as mentioned above, can be represented as an integer programming model with the non-linear objective function. This study not only develops an online banner advertisement scheduling model to maximize advertising effectiveness but also provides a solutionmethodology to obtain good solutions effectively and efficiently: a heuristic approach to finding good lower and upper bounds of the model. To compare the result from large data sets, we also present a hybrid tabu search.The findings of the problem, the heuristic approach, and the analysis have managerial insights for online advertisement publishers. First, it is not always good to assign as many advertisements as possible in a slot. As the number of advertisements displayed in a time slot increases, the advertising effectiveness decreases due to competitive advertising interference. The decrease in the expected CTR caused by the competition might be similar to the value of 1-(LB/UB) in the numerical experiments. Publishers’ revenues can be affected along with decreasing CTR value. The gap ranged between about 2% and 23% in the experiments using the standard data sets. The gap was more likely to be larger as the number of advertisements and time slots in a planning horizon increased. It would be more important to assign advertisements in terms of advertising effectiveness as the number of advertisements and time slots increases.Second, it is important to consider not only the degree to involvement but also the degree to competition. Publishers often try to prioritize and assign the advertisements that have a high degree to involvement in a specific time slot. However, the results showed that theyalso need to consider the degree to competition between the advertisement in the slot. Thus, it is recommended that publishers choose and schedule advertisements in such a way as to retain the positive effect caused by the degree to involvement while avoiding the negative effect caused by the degree to competition.Third, unlike in the MAXSPACE problem, the expected CTR values from two groups of advertisements assigned in a slot can be different even when the total lengths of the two groups are the same. Also, the value can be different depending on what slot the group is assigned to. Therefore, it is recommended that publishers analyze the solutions obtained by the heuristic approach, and then identify groups of advertisements that will maximize the degree to involvement and minimize the degree to competition. This approach will help publishers understand the logic of how to assign advertisements and maximize advertising effectiveness.Most of the previous literature had only provided the MAXSPACE models, whose the results were not always able to support advertising effectiveness. For online advertisement publishers, it is important to display advertisements in such a way as to maximize advertising effectiveness, which is directly connected to revenue. The study described in this paper contributes to the literature on online banner advertisement scheduling models by considering critical factors influencing advertisingeffectiveness. In particular, the degree to competition has not yet been discussed extensively in online banner advertisement scheduling. The expected CTR function was devised to reflect the factors in the model and used as an objective function of the model in terms of measuring advertising effectiveness.The model devised is an integer programming model with a non- linear and non-convex objective function. In a large data set, whose optimal solution can be intractable to compute, the problem might not be solved directly using optimization solvers within a reasonable time. The heuristic approach presented provided good quality solutions efficiently, even for large data sets of non-convex and non-linear models through the properties of the objective function. Also, the problem was tested with standardized conditions for advertisements and time slots, and the heuristic approach performed efficiently and effectively in the standard data sets. The model and its heuristic approach are expected to be useful for online advertisement publishers when they choose and schedule advertisements over a planning horizon while considering advertising effectiveness.Some challenging considerations are relevant for future research. The model proposed and described in this paper featured a variety of parameters related to the effectiveness of advertising. The value of the parameters should be accurately estimated and be dynamically reflectedin the model over time. If the model takes additional factors of advertising effectiveness or publisher strategies, such as volume-based pricing discounts, into account, then publishers might find more realistic solutions. Publishers also should consider pricing to maximize their revenue (Ahmed & Kwon, 2012). Scheduling problems can be extended by combining a pricing problem to obtain integrated optimal solutions. Recently, some research has proposed online advertisement allocation based on online resource allocation problems (Legrain and Jaillet, 2016, Mehta, 2013). Requests for advertisement allocation arrive online, and online advertisement publishers immediately need to make decisions whether to display the advertisement or not. The decisions are irrevocable. Online banner advertisement scheduling problem where decisions are online and irrevocable can also be future research. In addition to proposing a realistic model, solution methodologies to obtain good solutions should be considered. Although the proposed heuristic approach described in this paper was efficient, it included binary integer programming, which is an NP-hard problem. Therefore, for future research, other methodologies, such as linearization techniques or meta- heuristics, should be considered to solve the non-linear model efficiently.中文在线横幅广告调度以提高广告效果Gwang Kim，Ilkyeong Moon摘要在线横幅广告是网络广告的最常见形式，一直引起在线用户的关注。
网络广告战略外文文献翻译2013年3500多字
文献出处：Boudreau M C, Watson R T. Internet advertising strategy alignment[J]. Internet Research, 2013, 16(1): 23-37.原文Internet advertising strategy alignmentBoudreau and WatsonIntroductionThe Internet has had a profound impact on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. While the Internet is not a strategy in itself (Porter, 2001), it has become an important consideration when fashioning strategy. One application of the Internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browser, irrespective of location. Thus, global businesses should consider how they align their web site with corporate strategy. Since the web can be an influential medium for attracting and retaining customers (Watson et al., 1998), it is critical to examine the connection between web advertising and global strategy. In this article, we review the fundamental global strategies that corporations can pursue and then empirically examine the relationship between corporate global strategy and web advertising strategy. We conclude by illustrating the relationship between corporate and web management strategies. Internet advertising strategies for multinational organizationsAll firms face three strategic challenges:(1) Demand risk;(2) Innovation risk; and(3) Inefficiency risk (Child, 1987).Advertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products. In the mid-1990s, the Internet emerged as a new tool for reaching consumers, and it now provides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. Indeed, Internet technologies andmarketing objectives can be interlaced to increase the effectiveness of a firm’s consumer directed communications (Watson et al., 2000). Thus, an Internet advertising strategy is concerned with the creation, placement, and distribution of electronic messages that will be read by, and have an effect on, those consumers whom the advertiser most wants to influence. Creation, as well as considering traditional advertising factors (e.g. the message to communicate), must also embrace Internet technologies (e.g. Flash and mp3) that potentially influence consumers. When placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chosen, where to place the ad on the page for maximum impact (Loiacono et al., 2001). Distribution addresses which web sites and electronic mailing lists will be used.Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites where the market is estimated to be $9.7 billion, about three percent of total advertising (Green and Elgin, 2001). However, this approach ignores a company’s use of its web site to advertise its products. For many firms, the web site has become a major venue for communicating with, and influencing, customers. In many cases, it is the defining image of the firm because it has become a dominant channel of interaction (Watson et al., 1998). Thus, the design and content of the corporate web site are key elements of Internet advertising strategy. Given the increasing importance of the corporate web site as an advertising medium, a key organizational issue is: how does the Internet advertising strategy align with the corporate strategy?The global nature of the Internet is a highly pertinent and unique element of this channel that has a particular influence on advertising strategy. No other advertising medium (e.g. television, radio, newspaper) is unreservedly global. A firm’s web site is automatically visible to all customers with web access no matter where they are located. It can influence consumers everywhere, whether or not the firm so intends. Hence, global firms should explicitly examine the relationship between their corporate and Internet advertising strategies, because most customers would expect a lin kage between the two. Imagine the dissonance that could occur in a customer’smind when the web site and local advertising are at variance. Using the corporate web site as a surrogate for a firm’s Internet advertising strategy, we investigate the degree of alignment between corporate and Internet advertising strategy.MethodologyData were collected in the fall of 2001, using MBA students registered for a class entitled “Globalization and IT”. Students were grouped into teams of two or three people, for a total of ten teams. Eight of these teams included at least one international student. Each team assessed six web sites from a pool of 20 multinational enterprises. More particularly, the Internet strategy of each web site was evaluated according to Rugman’s(2001) framework: the web site was reflective of either an integration strategy, a national responsiveness strategy, or a transnational strategy. Criteria examined during this assessment included, but were not limited to, the language capabilities on the web site, the relationship between the corporate and national web sites, and the implementation of customer service. While examining the language capabilities of the web site, students asked:. Is the entire web site translated, or just specific pages?. Is the translation correct and effective?. Can customers be serviced in their own language?. Is the site culturally sensitive?The relationship between the corporate and national web sites was investigated through the following questions:. Are the national web sites accessible directly through their own URL or is there a need to use the corporate URL?. Are national web sites accessible through appropriate search engines and portals? . Is there a similar look and feel across the national web sites?. Are functionalities consistent across national web sites?Finally, questions inquiring about the implementation of customer service included:. Is “buying and delivering” at all possible from the national web sites?. Are payment facilities consistent with local capabilities?. Is a local telephone number available for transaction processing and support?A short write-up about each of the six multinational web sites studied by each team was required, along with an oral presentation on two of the sites.DiscussionThe goal of advertising is to deliver messages that positively influence current or prospective customers. Given that advertising has such an influence on customers, corporations spend considerable time and funds creating and placing advertisements. As such, US advertising expenditure is around $320 billion (Green and Elgin, 2001). Large corporations, in particular, take care to build brands that are recognizable throughout the world. However, it would appear that many firms have not fully realized the potential of the corporate web site as an advertising medium. For two thirds of the companies in our sample, there is no perfect alignment between corporate and Internet advertising strategy. There are several possible reasons for this lack of connection.First, it could be that the corporate web site is not seen as part of a corporation’s overall advertising strategy. It may not be perceived of as a key channel for reaching customers, because internal advertising executives are still fixated on traditional channels and advertising logic. Thus, these executives might think of Internet advertising as placing banner ads on high-traffic web portals (e.g. Yahoo!) and do not think of advertising on their corporate web site. Given that many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight.Second, corporations might not have had the time or resources to align their corporate and Internet advertising strategies. The introduction of Internet technology into most corporations has required a tremendous reallocation of resources to create an Internet presence, firm intranet, and partnership extranets. The scarcity of Internet skills, particularly before the flameout, meant that many initiatives had to be delayed and web sites are incomplete[2]. So, for example, Benetton might have decided that, given its many relationships with clothing manufacturers in Northern Italy, building an extranet to support data exchange and production integration mighthave a higher return on investment than investing in a corporate web site.Third, some firms might have decided that the corporate web site does not have enough impact on its customer base to justify an integrated Internet advertising strategy. HSBC, for example, possibly recognizes that corporate customers are not greatly influenced by either its global or relevant local web site. Banking, especially at the corporate level, has a strong personal relationship element and a web site has little persuasive impact.Thus, while we can make a sound case for alignment of corporate and Internet advertising strategy, we can also suggest potential reasons explaining why such an alignment might not have yet taken place and why misalignment is relatively common. Nevertheless, the compelling rationale for alignment of functional strategies with corporate strategy suggests a long-term convergence of Internet advertising and corporate strategy. Thus, what are needed are some tools for organizations to decide how to achieve this alignment.The quality of a web site is determined by four key factors:(1) ease of use;(2) usefulness;(3) entertainment; and(4) complementarity (Loiacono, 2000).It must be easy to navigate and readable, have the information visitors require, be aesthetically appealing, have a positive emotional impact, and allow the visitor to perform most, if not all, transactions with the firm. For the purposes of simplifying the analysis, we further reduce web site issues to those of design (ease of use, entertainment, and functionality) and content (usefulness of information). Design and content can either be handled locally (i.e. headquarters for a country) or globally (global headquarters for the firm). As such, the elements of design, such as the overall look and feel of the web site (e.g. navigation icons, placement of the corporate logo), and general functionality (e.g. support for online ordering or parcel tracking) can be decided by corporate or each nation. Similarly, the content can be created by corporate headquarters, with appropriate translation, or created locally. Thiscombination of choices results in four web site strategies for multinationals (see Table VII).ConclusionWhen firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also recognize that Internet advertising is an integral element of corporate advertising strategy. A direct consequence of this acknowledgment should be the realization that a firm’s co llection of web sites must reflect corporate goals. The need for functional areas to align with corporate goals is well established. In particular, multinationals, which arguably face the most complex organizational environment, need to be especially concerned with alignment because of the size and geographic spread of their operations. This research indicates that for multinationals, a misalignment between corporate strategy and Internet advertising strategy was reasonably common. The newness of the web, at the time data were collected, may not have given corporations sufficient time to both recognize the role of the web in advertising and implement Internet advertising strategies that are aligned with corporate goals. It is likely that, since our research was conducted, corporations now take greater advantage of Internet advertising. It remains to be seen, however, whether they do a better job of aligning their Internet advertising strategy with their corporate strategy. For those organizations seeking alignment, we offer a tool (see Table VII) that enables them to recognize how they should handle design and content matters for the combination of corporate and national web sites. Our research has certain limitations. First, the subjective process that we relied on to assess each web site’s strategy forced us to disregard 25 percent of the cases in our initial sample. This percentage is relatively high, and more precise guidelines on classifying a strategy might have increased the level of agreement. Of course, it might also be the case that a hybrid strategy led to a lack of agreement among the judges. Also, it is possible that an organization’s country of origin might have influenced its web site design. Similarly, an organization’s product line (or type of s ervice offered) may have an impact on the design of its web site. Both of these factors (cultural origin and type of product/service) have been acknowledged as important in prior literature(e.g. Simeon, 1999; Okazaki and Rivas, 2002), and should thus be considered in future research, which would also require larger samples in order to control for these factors.The larger issue, which we may well address in future work, is whether alignment of corporate and Internet advertising strategies leads to superior performance. This is the overarching question that research on the alignment of these two strategies should ultimately address. We believe that our initial work lays a foundation for addressing this fundamental question.译文论网络广告策略布罗德；沃森引言网络由于能够改变组织的成本结构和与客户的通信模式从而对其战略思维能力有着深远的影响。
毕业论文外文翻译--网络广告：任何人都看吗？-中英文对照翻译
中文3788字标题：Internet Advertising: Is Anybody Watching?外文原文AbstractClick-through rates have emerged as the de facto measure of Internet advertisingeffectiveness. Unfortunately, click-through rates are plummeting. This decline prompts fourcritical questions: (1) why do banner ads seem to be ineffective;(2) what can advertisers do toimprove their effectiveness;(3) does an immediate measure such as click-through rate undervalueonline advertising; and, (4) are memory-based measures such as recall or awareness moreappropriate? To address these questions, we utilized an eye-tracking device to investigate onlinesurfers’ attention to online advertising. Then we conducted a large-scale survey of Internetusers’ recall, recognition, and awareness of banner advertising.Our research suggests that the reason why click-through rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer’s processing of banners will be done at the pre-attentive level. If such is the case,click-throughrate is an ineffective measure of banner ad performance. Our research also showsthat banner ads do have an impact on traditional memory-based measure of effectiveness. Thus,we claim that advertisers should rely more on traditional brand equity measures such as brandawareness and advertising recall.Finally, our study shows that although repetition leads to lower click-through rates, it has a beneficial impact on brand awareness and advertising recall.IntroductionAs the Internet matures into a viable commercial medium, many web sites (e.g., Lycos,Go Network, Yahoo!) rely on advertising to finance their operations. The lure of advertising is such that some companies provide users with free Internet access (e.g., , )and even free computers (e.g., ) in exchange for their eyeballs (Berst 1999). This should not come as a surprise as advertisers have long used every conceivable vehicle to display their messages in front of the gazing eyes of potential customers, be it magazines, television, or racecars.As the Internet becomes more mainstream, many companies are budgeting significant dollar amounts for online advertising. The Internet Advertising Bureau (1999) reports 1998 onlineadvertising expenditure of $1.92 billion, more than double 1997 revenues. The bulk of this expenditure is allocated to banner ads. Banner ads typically consist of rectangular images displayed at the top of web pages and contain the message that the advertiser wants to send to web surfers.The most widely used measure of online advertising effectiveness is the percentage of the total number of ad exposures that induce the surfer to actually click on thebanner in response to the advertised message. This measure is known as the click-through rate (Novak and Hoffman 1997). Click-through rate has become such a dominant measure that in 1996 Procter and Gamble made a deal with Yahoo! in which P&G would pay only for click-throughs and not for exposures (Associated Press 1996). The ability of a site to generate click-throughs also affects the advertising rates it can command (Hamilton 1998).Click-through rates started in 1996 at around seven percent. However, they have declined steadily to around 0.6% in 1999 (Nielsen//Netratings 1999). This is problematic because advertisers typically do not knowingly allocate budgets to media that are not effective.Does this trend suggest that the online advertising community is going to fritter along with thedecline in click-through rates? Should one sell his or her stocks in Yahoo!? Not necessarily.Many authors (Ambler 1998, Batra, Lehmann, Burke, and Pae 1995) argue that good advertising affects long-term brand equity, not necessarily short-term sales. They contend that equity variables such as brand or ad awareness are better gauges of advertising effectiveness. In this spirit, Briggs and Hollis (1997) have shown using Milward Brown’s Brand Dynamics™ system(Dyson, Farr, and Hollis, 1996), that banner ads can have an impact on c onsumers’ attitudes toward a brand independent of click-through.Briggs and Hollis’ study, combined with the decline in click-through rate, begs the questions (1) why do banner ads seem to be ineffective; (2) what can advertisers do to improve their effectiveness; (3) does an immediate measure such as click-through rate under-value online advertising; and, (4) are more traditional measures such as recall or awareness more appropriate?The purpose of this paper is to answer these four questions. We intend to show that because banner ads operate mostly at the pre-attentive processing level (Shapiro, MacInnis, and Hoyer1997), traditional effectiveness measures are more appropriate than click-through rates. We will then usethese measures to study some of the factors that might impact banner ad effectiveness.The remainder of the paper is organized as follows. The first section discusses the results of a study which utilized an eye-tracking device to determine whether web surfers see banner ads and which factors increase or decrease the probability that a banner ad is seen. We use the results from this first study to generate hypotheses about the characteristics of banner ads that might increase or decrease viewers’ attention. The following section relates the resu lts of the follow-up study that tested the hypotheses generated in the first study on a broader sample of web surfers (807 respondents). The study also explored the effects of Internet advertising on recall, recognition, and awareness. We then consider the results of both studies and discuss their managerial relevance. Finally, we close with concluding remarks, a discussion of the limitations of our methodology and results, and directions for future research. Study 1: Eye-trackingThe Internet differs from traditional media in at least one significant way. When an advertiser uses Television or Radio to deliver his messages, he preempts the program beingbroadcast (e.g., a sitcom or song) and uses all the bandwidth of the medium to transmit his message. This means that by default, the viewer or listener is payingattention to the advertisers,and the message is only interrupted if the listener zaps away. Zapping, however, is quite infrequent. Siddarth (1999) reports zapping rates for commercials of less than 3%. By contrast,online banner ads share their bandwidth with other elements of the pages in which they are being displayed. A banner ad typically occupies less than 10% of the area of a web page on a standard VGA computer screen (640x480 pixels). Therefore, the attention of the web surfer is generally focused on other elements of the page. The task of the banner ad is to first grab a surfer’s attention and second to induce the surfer to click on the ad. If surfers never look at a banner, they cannot click on it!Shared bandwidth might explain why click-through rates are low, but not why they are declining. There is some evidence that some online surfers dislike banner ads (Bass 1999). This dislike is widespread enough that various software exist that actually prevent browsers from downloading ads (AdsOff!, @Guard, JunkBuster...). One can thus hypothesize that, as surfers gain more familiarity with the medium, they learn todifferentiate informational content from advertising. Ultimately, this would give them the ability to disregard banner ads.Given this possible learning and avoidance behavior, we start our investigation by measuring the extent to which surfers pay attention to banner ads. We begin by formulating the following two hypotheses:H1: Internet users avoid looking at banner ads.H2: The more time users have spent on the Internet, the less they pay attention to banner ads.To test these hypotheses, we asked a group of subjects to look at various web pages while hooked up to an eye-tracking device that records their eye movements and fixations. Eyetracking studies are not new. Javal (1878) used eye-tracking to study reading patterns more than 100 years ago. Although reading studies are still being conducted through eye-tracking (Hyönä 1995), a growing nu mber of eye-tracking studies have recently addressed marketing problems.For instance, Russo and Leclerc (1994) studied in-store brand choice, Fischer et al (1989) studied warning labels on tobacco ads, Janiszewski (1998) looked at exploratory search behavior with catalogs, Kroeber-Riel (1979) investigated the effect of arousal onadvertising copy processing,and Lohse (1997) studied Yellow Page advertising.Study designOur study was conducted using information portals as a background. The cover study was an ergonomic research on the design for one of the largest French portals: Voilà(www.voila.fr). The subjects were asked to perform five searches using three portals: Voilà, an alternate layout for Voilà (henceforth called Voilà Bis), and Voilà’s largest competitor. Three of the searches related to general topics (e.g., find information about ‘Le Louvre’), the other two r，elated to individuals (e.g., find the phone number of ‘Jean Dupont’). Each of the three generaltopic searches was made using a different portal. The two other searches were made with Voilà and Voilà Bis. Our first study was very revealing. It provides us with an answer to the first question motivating this study (Why are banner ads not effective?) and a hint of an answer to the second and third questions (What can advertisers do to improve bannereffectiveness? Does clickthrough rate under-value online advertising?). The study shows that one of the problems hindering banner ad effectiveness is that half of the banner exposures are not attended to. The problem is notonly that surfers do not look at the banners, but they also seem to purposefully avoid looking at them (Hypothesis1).There are at least two possible explanations for this apparently clairvoyant behavior. First, site designers have traditionally located banner ads at the top of their web pages. This might lead web surfers to treat as a potential ad every item that is located at the top of the screen.Second, as has been noted by Janiszewski (1998), peripheral vision allows subjects to recognize objects that are located outside their focal point of attention (as measured by the eye-tracking device). This ability, coupled with the fact that most banner ads have the same shape (468x60 pixels) provides web surfers with the ability to train themselves into recognizing banner ads for what they are without having to actually focus on them. Both of these explanations assume that surfers learn over time and develop strategies to avoid devoting attention to advertising.Unfortunately, we did not find support for Hypothesis 2. This probably means that it takes less than 25 Internet sessions to learn to avoid banners.That only half the banner ads are looked at is highly detrimental to click-through rates.One cannot click onsomething one does not look at! It does not mean, however, that half of the banner exposures are wasted. Research has shown that consumers do not need to fully process a message in order to be influenced by it. Janiszewski (1990a, 1990b, and 1993) has researched the topic extensively. Among other things, his research shows that incidental exposure to advertising can enhance a consumer’s liking for the ad and brand advertised despite the consumer’s inability to recognize having previously seen the ad and brand (a situation similar to ours). Other researchers (e.g., Shapiro, MacInnis, and Heckler 1997) have reached similar conclusions. This means that a large part, if not most, of a consumer’s processing of banner ads will be done at a pre-attentive level rather then at a full attention level. Further, it implies that click-through rates will not capture the full extent of an ad’s effectiveness since pre-attentive processing does not lead to immediate action.Our study also reveals that experts are more efficient at processing web pages than novices and that young surfers are more efficient than older ones. This does not, however,translate into fewer banners seen by experts or young surfers.As to what factors might help improve banner effectiveness, we found that location, size,and zone content are important factors when trying to predict whether a zone is attended. We will further investigate these factors along with the relevance of traditional advertising effectiveness measures in Study 2.Putting what we have learned from this study in perspective, we would be inclined to say that the medium Internet advertising resembles most is outdoor billboards. As with banner ads,drivers encounter billboards while engaging in other activities. Billboards occupy only a small portion of their field of vision and typically consist of a simple message and visual. As Donthu,Cherian, and Bhargava (1993) have shown, billboards influence awareness and recall even if they only rarely prompt consumers to take immediate action. Thinking in these terms might help design future researchand yield better insight in the mechanisms underlying Internet advertising.出处：Xavier Drèze Internet Advertising: Is Anybody Watching? [J].Journal of Interactive Marketing Volume 17, Issue 4, pages 8–23, Autumn (Fall) 2003译文：标题：网络广告：任何人都看吗？摘要：点击率事实上已经成为网络广告施行有效性的重要判别工具。
网络广告发展的问题及其对策研究(附外文翻译)
毕业设计(论文)题目名称网络广告发展的问题及其对策研究系别经济管理系专业/班级电子商务08101学生学号指导教师（职称）摘要网络广告是一种新兴的广告形式，它依托互联网而产生。
互联网是有史以来发展最快的媒体，以方便、快捷、交互性强等优势为人们所喜爱，在此基础上发展起来的网络广告既可以为不同的受众开展不同的广告宣传活动，还可以有效的将文本、声音、图像和动画等结合起来，传送多感官信息，为消费者和广告主架起一座沟通的桥梁。
从国际环境中看，网络广告因以网络为依托，具有超高的信息传播效率和无以伦比的全球覆盖性，广告的发展态势非常强势，因此成为了传媒行业的新宠。
中国网络广告虽然起步较晚，但在国际大环境的影响下也进入了高速发展的势头中。
在短期高速发展的过程当中，我国网络广告具有诸多特点，与传统媒体相比具有明显优势，但也由于发展时间较短，监管机制不完善，因此也衍生出了许多问题。
本文对网络广告的发展状况做了阐述和分析，着重探讨了网络广告现状中存在的问题并对其进行了思考。
文章的第一部分为绪论，主要介绍了研究网络广告所存问题及对策的目的、意义和背景。
第二部分介绍了网络广告的含义、起源与发展、形势、与传统广告的比较，这样就对网络广告有了一个大概的了解。
第三部分通过问卷分析了网络广告的现状。
第四部分析了网络广告所存在的问题。
紧接着针对现在所存在的问题在第五部分网络广告所存在的问题提出了相应的应对方法。
最后是第六方面，笔者对网络广告有了一个较为详细的了解后对网络广告的未来发展趋势做了一个简单的推测。
关键词：网络广告;问题; 对策AbstractOnline advertising is a new form of advertise, it is relying on the Internet. The Internet is the fastest growing media, convenient, fast, interactive, loved by the people, developed on this basic, online advertising can go on different advertising for different audiences and combine text, sound, images and animation effectively to send a multi-sensory information, setting up a bridge between consumers and advertisers.Seen from the international environment, based on the network, online advertising has the high efficiency of information dissemination and unparalleled global reach, advertising developing very fast, and thus become the new darling of the media industry. Online advertise in China started a little late, but developing so fast under the influence of the international environment. In the process of short-term rapid development, China's online advertising has many features and obvious advantages when compared with traditional media, but because of the shorter development time, many of the regulatory mechanism is more imperfect and, therefore, many problems come out.The work analysis the development of the online advertising particularly and focused on the problems existing in the current situation of online advertising. The first part is the introduction, introduces the purpose and significance of the research about the online advertising, Issues and countermeasures. The second section describes the meaning, origin and development of online advertising, the situation, the comparison with traditional advertising, thus we have a rough idea about the advertising on the network. The third part analyzes the current situation of online advertising though a questionnaire. The fourth part is the analysis of the problems of online advertising. Followed the problems is the fifth part of the online advertising, problems in the appropriate way to deal with.Finally the Sixth, with a more detailed understanding of online advertising, the writer give out a forecast about the future trends of online advertising.Key words: Online advertising; problem ; strategy目录1 绪论 ..........................................................................................................................................- 1 -1.1研究的背景、目的和意义.............................................................................................- 1 -1.2 论文综述........................................................................................................................- 1 -1.3研究方法.........................................................................................................................- 2 -2 网络广告概述...........................................................................................................................-3 -2.1网络广告的含义.............................................................................................................- 3 -2.2网络广告的起源与发展.................................................................................................- 3 -2.3网络广告的形式.............................................................................................................- 3 -2.3.1网幅广告(包含Banner、Button、通栏、竖边、巨幅等) ................................- 4 -2.3.2文本链接广告......................................................................................................- 4 -2.3.3插播式广告（弹出式广告）..............................................................................- 4 -2.3.4与内容相结合的广告..........................................................................................- 5 -2.3.5电子邮件广告......................................................................................................- 5 -2.3.6其它网络广告形式..............................................................................................- 5 -2．4网络广告与传统广告的比较......................................................................................- 5 -2.4.1沟通模式..............................................................................................................- 6 -2.4.2覆盖范围..............................................................................................................- 7 -2.4.3信息容量..............................................................................................................- 7 -2.4.4 交互性.................................................................................................................- 7 -2.4.5灵活性..................................................................................................................- 8 -3 网络广告现状...........................................................................................................................- 9 -3.1网络广告受众规模增长放缓.........................................................................................- 9 -3.2网络广告的优势不断凸现.......................................................................................... - 10 -3.3网络广告市场竞争激烈.............................................................................................. - 10 -3.4 广告用户对网络广告还存在不信任感和陌生感..................................................... - 11 -3.5网民的主体不是社会主要消费群体，网络媒体广告价值不高 .............................. - 11 -3.6 网络广告监督法律欠缺............................................................................................. - 12 -4 网络广告存在的问题............................................................................................................ - 13 -4.1网络广告的强迫接收和引起网民的反感.................................................................. - 13 -4.2网络广告市场将面临增长缓慢问题.......................................................................... - 15 -4.3社会各界的监管不足.................................................................................................. - 18 -4.3.1 广告主、广告经营者和广告发布者界限模糊.............................................. - 19 -4.3.2 虚假与非法广告.............................................................................................. - 19 -4.3.3不正当竞争........................................................................................................- 20 -4.3.4侵犯用户隐私权............................................................................................... - 21 -5 问题的对策分析.................................................................................................................... - 23 -5.1许可营销...................................................................................................................... - 23 -5.2正确的网络广告定位.................................................................................................. - 24 -5.2.1市场定位策略................................................................................................... - 24 -5.2.2产品定位策略................................................................................................... - 25 -5.2.3观念定位策略................................................................................................... - 25 -5.3创新 ..............................................................................................................................- 26 -5.3.1网络广告的理念创新应用................................................................................- 26 -5.3.2利用互动特质加强沟通....................................................................................- 26 -5.4完善对网络广告行业的监管...................................................................................... - 28 -5.4.1完善法律法规，加强行业自律....................................................................... - 28 -5.4.2第三方认证机构的培养................................................................................... - 29 -6 网络广告未来发展趋势........................................................................................................ - 31 -6.1 信息专业化............................................................................................................... - 31 -6.2 运营严密化............................................................................................................... - 31 -6.3 形式新颖化............................................................................................................... - 31 -6.4 流量巨大化............................................................................................................... - 32 -结束语 ....................................................................................................................................... - 34 -附录 ........................................................................................................................................... - 35 -外文文献.................................................................................................................................... - 38 -外文翻译.................................................................................................................................... - 45 -致谢 ........................................................................................................................................... - 49 -1 绪论1.1研究的背景、目的和意义网络广告以网络为依托，具有很高的信息传播效率和无以伦比的全球覆盖性，广告的发展态势非常强势，因此成为了传媒行业的新宠。
网络流行语传播研究外文文献翻译最新 网络热词
毕设附件：外文文献翻译原文+译文原文The research of network buzzwords spreadingMarkus DAbstractNetwork buzzwords from the Internet language, that is, first appeared in the Internet and popular on the Internet, created by users or reference and are endowed with special meaning of words and sentences. Here's the special meaning has two meanings: the first layer means that it is unique in a certain period of time on the network popular virtual things and behavior as well as the things associated with the computer network technology. The second means that it is very different from daily in the natural language system, the unique meaning, this means that a certain period of social politics, economy, culture and Internet psychological activity factors such as comprehensive product.Keywords: Network hot words; Buzzwords; Spreading1 IntroductionIn the 1980 s, Toffler in the United States believe that human civilization forward like waves, already had two causes the whole civilization and the great wave of social change: agriculture is the first wave of agricultural society is established. The second wave of industry established the industrial society. "Now is a new civilization in our life. The birth of the new civilization, is the only the most explosive events in our lives. The deep meaning of it, just like the invention of agriculture one hundred years ago the first wave of change of human liberation, or as the industrial revolution caused by the second wave of shock the world. We are the architects of the next change. Like it’s predicted, we ushered in the third wave, and the third wave is marked by information highway construction of the information revolution. In this case, the information highway is the emergence of the Internet. Its emergence caused a revolutionary change of the human social life each aspect. These changes occur, also affected the development of language change. Current research of network language has made certain achievements. In the definition of network language and theunderstanding of the nature has almost the same, and from the vocabulary, language symbols, language variation, and network communication, and other point of view to study and analysis of network language.2 The definition and characteristic of network buzzwords2.1 DefinitionsNetwork buzzwords, which first appeared in the Internet and popular on the Internet, created by users or lead Use and are endowed with special meaning of words and sentences. Here's the special meaning has two meanings: the first layer is mean. That it is unique in a certain period of time on the network popular virtual things and behavior, as well as electricity the brain network technology related things. The first means that it is on the second floor and daily in the natural language system completely different and unique meaning, this means that a certain period of social politics, economy, culture and Internet users factors such as comprehensive product.The first meaning refers to the prior to 2004, and could be called early network catchword. The second meaning refers to the popular time after 2004, classified collection by Internet users and ranked annually by site network buzzwords, but also can be called network buzzwords. Do such segmentation, is the cause of the early 2004 years ago the network buzzwords, the characteristics of the network language performance is more outstanding. And after 2004 network buzzwords, its popular features emerge slowly, began to tend to the daily language. Martin similar problems is analyzed, the similar conclusions. And mentioned in the introduction of network catchword is defined by Johan to summarize, the former definition of network buzzwords, notice is increasingly penetrating the natural language of network buzzwords, namely network catchword late. The definition of network buzzwords emphasizes its mediated and sociality, the network buzzwords in itself is no more. Compare the two definitions of network catchword are more systematic and comprehensive. At the same time, the definition of how to categorize the network catchword provides the help. Early network buzzwords, mainly form as a standard for classification of network catchword is late to source and popular time for standard to classify words.2.2 Features2.2.1 Times"Bright times is the most prominent feature of buzzwords, as a popular saying, also is a kind of" popular ", and other popular things, has its popular stage. And different period, the popular things are different, and used to reflect the popular catchphrase of the things is not the same. "Times namely phrase reflects certain social style and features of The Times, language style and public psychology. Network catchword epoch characterized by the following aspects: language is a social phenomenon, whenever changes in social life, it will be along with the social phenomena and the generation of new things and, as the die the death of the old things. V ocabulary is the most active elements in language, the changes of the external factors, often cause the evolution of vocabulary first.2.2.2 DynamicAnother feature of network catchword is its dynamic nature. In a sense, is closely related between the dynamic and time inseparable. Time itself is a dynamic concept. With the passage of time is never-ending running. Network buzzwords shows time determines the dynamic characteristics of it must advance with times. Summary from our previous annual network buzzwords can clearly be seen in this. Every year the network catchword has different change, basic won't appear the same situation. Some dead network buzzwords, for example the fact that more telling.2.2.3 CreativeCreativity is an important attribute of buzzwords, the network buzzwords creative performance is more outstanding, and language is the crystallization of human wisdom. Buzzwords is a kind of creative language, especially in the beginning of the can always give people the feeling that find everything new and fresh, which is one of important reasons why them popular. It is more serious and network catchword creativity. Network catchword creative main show is a form of had by it. In the former facing network buzzwords are classified, analyzed its form. At the same time, and analyze the source of creativity in the class. Among them, the harmonics class and controlled class embodies the Internet users to modify the old language form, conciseand interesting language expression of requirements. Pictographic class is completely ignoring the rules of grammar and classification, the pursuit of pure language innovation dissimilation. Net citizen’s creativity in the class is completely innovation of old language form. These words form embodies the catchword outstanding innovative network.2.2.4 DiversityNetwork popular language has its diversity and irregularity. Diversity is network catchword forms. there are many words in the selection of different users for a variety of vocabulary differences. Irregularity that is in the form of word formation is not specification and use of words. Network catchword is the reason is that language is an aggregation of diversity, and the user is a person. As for the individual user as a collection of symbols in the language selection of elements is diversity. Network catchword, as the most dynamic part of the modern Chinese, there are a variety of word forms, and the selection of different users for a variety of vocabulary differences, these differences is diversity. The cause of network buzzwords diversity is very complex: the use of network buzzwords, social groups and style often have to restrict and differences. Geographical, cultural degree, the different sex, age, use the catchword is different also, presents the diversification.3 The cause of network buzzwords3.1 Social reasonsLanguage as a social product is influenced by the social factors. American Fulbright scholars (w. Bright) was proposed in his "social linguistics" "language and social covariant: the theory of gradient and catastrophe occurs when the social life, as a social phenomenon of language will be unequivocally changing with the pace of progress in social life. Mr. Matins also said: "language is a variable, the society is another variable. The two variables influence each other, interact, mutual restrict, mutual change, this is covariant. If this means that we often say: when the gradient and catastrophe occurs in social life, language is bound to change with the pace of social life, so, this is completely understandable covariant theory. The theory of the above two scholars, respectively from the perspective of different illustrate a simpleprinciple: covariant relation between language and society. The covariant relationship is very complicated, because language itself is both complex and social system. Each generation and development of a social phenomenon and destruction will be left his mark on history; at the same time social phenomena of the fault is in contact with each other, mutual restriction conditions coexist. The pronunciation, vocabulary, grammar and so on the basic elements of a language in history, will leave traces of the development and change of, at the same time the language basic elements of fault is occurred in the form of aggregation or composition between contact and reflect the variation of language elements. Therefore, covariant relationship of language and society is sometime in the historical development as a whole and interweaved under fault conditions of complex network morphology.3.2 Economic factorsAffect the social factors, the network buzzwords economic factor is an important reason. According to the point of view of cognitive linguistics, cognition is the foundation of language. Language is the window of the cognitive. Economic activity has always been the main part of all human cognitive activity; it determines the survival and evolution of human language communication is almost accompanied by human economic activities. Famous British language scholar David Crystal emphasizes the relationship between language and economy, he believes that a language to become an international language mainly depends on speaking language of the people's economic strength, especially want to rely on military force way, establish the status of the international language. A kind of language to maintain its international language status, consolidate and expand its influence requires the economic strength. As one of the ideology of superstructure of network buzzwords, its emergence and development degree is decided by economic foundation. Current users of network buzzwords are mainly young Internet users, they is the creator and disseminator of network buzzwords. But must meet a number of prerequisites, can they creating, using, and spread on the Internet network buzzwords. These prerequisites include eating satisfied wear warm, having a fixed residence, with a computer and having access to the network, but also must have certain levels ofknowledge and have some leisure time every day.文献出处：Markus D. The research of network buzzwords spreading [J]. Control of Network Systems 2016, 3(1):21-30.译文网络流行语传播研究Markus D摘要网络流行语来自于网络语言，即最初出现于网络并在网络上流行，由网民创造或者引用并被赋予特殊含义的词语和句子。
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中英文资料对照外文翻译Discuss On Online AdvertisingOnline advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.Online advertising is an emerging advertising media, from 1997 China online advertising was born, online advertising development is rapid, paid search advertising become network advertisement new growth point. Compared with the similar foreign market, China's network advertisement market is still behind many, but the market has great potential. Form and creative backward, advertising regulatory basic lack, China's online advertising market existing main problems. Later, Chinese online advertising to "two-way interaction" the direction of development, meanwhile, and traditional media integration will further strengthen.After data access network advertisement, learned some basic knowledge, grasps the network advertisement, situation and development trend of the network advertisement is the development trend of stud. This paper points out the Chinese Internet advertising the problems and proposes the perfecting of net ads scientific management method. Through chart to China Internet advertising status and developing trends are analyzed and summarized. Through the analysis of the Chinese Internet advertising market characteristics, Chinese Internet advertising, the present situation of and problems existing in some ideas to solve the problem. Internet advertisingdevelopment situation, it is modern unstoppable advertising the inheritance and development of, become the emerging advertising media.Competitive advantage over traditional advertising:One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.Purchasing variations:The three most common ways in which online advertising is purchased are CPM, CPC, and CPA. CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising isidentical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.Floating ad: An ad which moves across the user's screen or floats above the content. Expanding ad: An ad which changes size and which may alter the contents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewedWallpaper ad: An ad which changes the background of the page being viewed.Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.Mobile ad: an SMS text or multi-media message sent to a cell phone.In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.E-mail advertisingLegitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.Affiliate marketingAffiliate marketing was an invention by in 1994 and was excelled by when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.Contextual advertisingMany advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.Behavioral targetingIn addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.Ads and malwareThere is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are notcomputer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.On the status of China's online advertising and Development sumti Sarkar Department of Information Management, Lancaster University Key words：online advertising, Internet, Development Abstract With the Internet economy, online advertising came into being. The late 20th century, the Internet swept the world, more and more people are beginning to realize networks with the media features, so the "fourth media" the word began to frequently appear in daily life. Although online advertising is still a small market share, but as the fourth medium of the Internet development Querang traditional media dare not ignore. Because its growth rate far exceeds other types of media. This article about online advertising in China's situation and development trend.Internet advertising is the main features are:1 extensiveness and open: the network advertisement can advertising information through Internet all-weather, 24 hours uninterruptedly spreads to the world, these effects are traditional media can achieve. In addition, newspapers, magazines, television, radio, and trafflc signs such traditional advertising has a great compulsive, and network advertising process is open, the mandatory, this point with traditional media have a very different nature.2. Real-time and controllability: network advertisement may according to the customer demand rapid manufacture and launch, while the traditional advertising production cost is high, dropping cycle fixed. Moreover, in the traditional media advertising on hard to change, even after publication can change also often needs to pay big economic costs, and network advertisement can according to customer needs to be changed in the contents of advertisements. So, advertisers business decision-making changes can timely implementation and promotion.3. Directness and pertinence: through traditional advertising, consumers only indirectly touch the promotional products, not through advertising feel directly products or understand the manufacturer of the specific operation and service provision. While Internet advertising is different, as long as consumers saw interested content, directly click, and then enter into this enterprise website, understands the specific contents of the business. In addition, the network advertisement can launch to some specific target groups, even can do one-on-one directional issuance. According to the characteristics of different visitors, online advertising can be flexibly achieve time orientation, regional orientation, channel directional, thus fulfilling the consumer clear classified in a certain extent, guarantee the advertisement's arrival rate.4. Biphasic and interactivity: the traditional advertising information flow is one-sided, namely enterprise launched what content, consumer can passively accept what content. While themono-direction network advertisement breakthrough the limitations of both sides, realizing the supply and demand of information flow two-way interaction. Through the Internet advertising links, users can from the manufacturer of websites related to get more and more detailed information. In addition, users can pass AD position directly fill out and submit online form information, the manufacturer can always get precious user feedback information. Meanwhile, the network advertisement can provide further inquiries, convenient and product consumer interaction and communication.5. Easy statistical and can be assessed sex: in traditional media advertising, it is difficult to know exactly how many people receive advertising messages. While Internet advertising different, can detailed statistical a website each page is being viewed total number, the number of each advertising is clicked, and even detailed, specifically every visitor statistics shows the access time and IP address. In addition, provide network advertising website can usually build user database, including users geographic distribution, age, gender, income, occupation, marital status, hobbies, etc. These statistics can help advertisers statistics and analysis the market and the audience, according to the characteristics of advertising target audience, pertinently put ads, and according to the user's characteristics of fixed-point launch and tracking analysis, the advertisement effect makes objective accurate assessment.In a word, No matter electronic commerce or Internet advertising are closely related to internet and the development of internet. Therefore, with the development of the internet economy, the internet advertisement surely can along with its large development.网络广告探讨网络广告是发布在英特网和万维网上,来达到传播市场信息，吸引消费者的目的的一种促销形式。