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企业服务营销策略外文文献翻译最新2016年

毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rationalconsumer" is pursuing the "quantity". Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the individuation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs and preferences, the enterprise survival and development can be attained. From the enterprise's growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provide product value evaluation has the final say. The pursuit of enterprise run by the original "profit first" into modern pursuit of "customer first". Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the customer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with "value" products, this is the "customer first", is the true meaning of "competitive". To maximize the value of customer perception, in addition to continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterprises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between services and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): this stage research, one is to discuss the service marketing mix should include what factors. The second is a thorough research on service quality. Three is the theory about "service contact". Four are some of the special research in the field of service marketing, such as the export of service strategy, modern information technology on the service/management and the influence of the marketing process, etc.3 Introduction to the theory of service marketingService marketing is the enterprise under the premise of fully understanding to meet consumer demand, to fully meet the needs of the consumers has taken a series of activities in the marketing process. Service as a kind of marketing mix elements, really to the attention of the people is the century in the late 80 s, this time, due to the progress of science and technology and social productivity significantly increased, accelerating industrial upgrading and production of professional development, on the one hand, make the product service content, namely product service intensity increasing., on the other hand, with the improvement of labor productivity ', market to a buyer's market, consumers as income levels increase, also gradually change their consumption demand, demand levels also increase accordingly, and develop in the direction of diversification.3.1 Compared with the traditional marketing service marketingThe research of service marketing formed the two fields. As a service product is marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool topromote the exchange of tangible products. Both products and services marketing and customer service, marketing, service marketing concept is customer satisfaction and customer loyalty, through customer satisfaction, and loyalty to promote favorable exchange, finally realizes the marketing performance improvement and long-term growth of the enterprise. Compared with the traditional way of marketing, service marketing is a marketing concept, marketing services, and the traditional marketing way is just a sales approach, business marketing is the specific product. Under the traditional marketing, consumers to buy the product means that the completion of a deal, though it also has the product after-sales service, but that's just a solve product after-sales maintenance functions. And from the service marketing concept understanding, consumers to buy the products only means the beginning of a sales job and is not the end, the enterprise is concerned not only for the success of the product sold, pay more attention to the consumer to enjoy the services provided by the enterprise through the product of the whole process of feeling. It can also be used. In order to understanding from Maslow’s hierarchy of needs theory: person of the highest need is to respect the needs and self-actualization needs, service marketing is (or person) provides the requirements for the consumer, and the traditional marketing way just provides a simple meet the needs of consumers in the physical or security. With the progress of the society, the improvement of people's income, consumers need is not only a product, have more need of this kind of products with specific or personalized services, which have a kind of is the feeling of respect and self value realization, and this feeling is brought by the customer loyalty. Service marketing is not just a new tendency of the development of the industry, but also the one kind of inevitable product of social progress.3.2 The evolution of the service marketingMature service enterprise marketing activities generally experienced sales, advertising and communications, product development, differentiation, customer service, service quality, and integration of seven stages and relationship marketing. Sales stage: competition, sales ability gradually increases. Enterprise attaches great importance to the sales plan rather than profits, sales skills training to employees,hope to attract more new customers, and did not consider making the customer satisfied. Advertising and communication stage: enterprise aimed to increase advertising investment, specify more than one advertising agency, brochures and point of sale of all kinds of information. Customers raised expectations, then enterprise often difficult to meet customer expectations. This phase output is not easy to measure and competitive imitation. Development stages: the stage enterprises realize new customer needs, so the introduction of many new products and services, products and services to spread. Emphasis is on new product development process. Began to market segments, establish a strong brand. Differentiation stage: enterprise positioning, through strategic analysis for differentiation, formulate clear strategy. Deeper market segmentation and market research, marketing planning, marketing, training, strengthen the brand operation. Stage customer service: customer service training, improve the service of external promotion behavior. Profitability is influenced by a certain degree even unable to continue. No process and system support. Service quality: service quality gap. Letter is from the customer analysis, customer behavior research. Design service blueprint but failing to retain old customers. Integration and relationship marketing stage: constantly research on customers and competitors. Pay attention to all the key market. Strict analysis and integrated marketing plan. Balance on the basis of marketing, marketing activities, improve procedures and systems, improve measures to retain old customers. In the 1990 s, relationship marketing becoming the focus of marketing companies, the service marketing into a new realm.3.3 The general characteristics of service marketingThe service can be divided into two categories in real economic life. Is a kind of service products, products for customers to create and provide the core interests of mainly from the intangible service? The other is a service function, mainly from the core of the product form, intangible services just to meet the customer's main demand. Berry and opera win Frey Mr. Subramanian 汄for, in the product source of core interests, tangible composition than intangible components, so the product can be regarded as a kind of "commodity" (refers to the tangible products). If the intangibleingredients than tangible elements, then the product can be regarded as a "service". Consistent with the service of this distinction, service marketing research formed the two fields, namely the service product marketing and customer service. The essence of service product marketing is the study of how to promote as a product of service exchange. Customer service marketing is the nature of the research how to use the service as a marketing tool to promote the exchange of tangible products. However, both service product marketing, and customer service marketing, the core concept of service marketing is customer satisfaction and customer loyalty, by obtaining customer satisfaction, and loyalty to promote mutually beneficial exchange, finally realizes the marketing performance improvements and the long-term growth of the enterprise.译文企业服务营销策略研究Mender G摘要任何企业的经营活动都是存在并依赖于一定社会环境的，只要周围的环境发生了变化，企业就会启动调节系统来适应环境并来维持自己的生存。

英文文献及翻译顾客满意策略与顾客满意要点

外文翻译：顾客满意策略与顾客满意营销原文来源：《Marketing Customer Satisfaction》译文正文：自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。

一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。

在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。

在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。

也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。

与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。

这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。

它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。

这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。

CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。

企业服务营销策略外文文献翻译最新2016年

企业服务营销策略外文文献翻译最新2016年XXX market。

simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。

including customer nship management。

service n。

and service recovery。

and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。

作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。

企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。

本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。

作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。

nXXX market。

XXX simply providing high-quality productsis no XXX success。

In order to stand out from the n。

XXX astrong brand image。

This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。

仅仅提供高质量的产品的传统方法已经不足以保证成功。

为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。

这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。

XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。

营销外文文献及翻译

外文文献A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch • McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral eco nomics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for an other day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental a ccounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that makes use of them. This would not only incre ase the issuer’s interchange fees andfinancing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within the ir means.2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “ch oice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry sto re owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the lot.2 In this case,shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, t hey made inferences from the price about the jewelry’s quality, which generated a context-specific willingness to pay.The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Eve n if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销四技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。

服务营销理论的研究外文文献

服务营销理论的研究外文文献摘要服务营销在现代商业中起着至关重要的作用。

本文通过对服务营销理论的研究外文文献进行梳理和总结，以期为服务行业的发展和实践提供有益的参考。

文章分析了几篇国际上较为有影响力的外文文献，并从服务质量、顾客满意度、关系营销等角度对其内容进行了综合评价。

本文的目的是为读者介绍当前服务营销理论的研究进展，并提出一些未来研究领域的建议。

1. 服务质量文献1：Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing,64(1), 12-40.这篇文章由Parasuraman等人于1988年发表在《零售杂志》上，介绍了一种用于测量消费者对服务质量感知的多因素评估工具——SERVQUAL。

SERVQUAL通过对五个维度（可靠性、责任、安全性、信任和同理心）的评估来衡量服务质量。

该文献通过实证研究和数学模型的构建，验证了SERVQUAL的实用性和准确性。

文献2：Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.Cronin和Taylor在1992年的《营销杂志》上发表了这篇论文，对服务质量进行了重新评估和扩展。

他们对原有的SERVQUAL模型进行了修正和改进，提出了SERVPERF模型，主要从服务结果方面对服务质量进行评估。

这一模型在基础上对服务质量维度进行了重新定义，并引入了顾客感知的重要性。

市场营销论文中英文外文翻译文献

市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce anymeasurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintainlong-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality,quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: thetraditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory onnetwork application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play animportant role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of newcustomers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

酒店服务营销策略研究外文文献翻译

毕业设计附件外文文献翻译：原文+译文文献出处: Soliman M. The research of hotel service marketing strategy [J]. The Accounting Review, 2016, 2(3): 813-823.原文The research of hotel service marketing strategySoliman MAbstractThe continuous development of the tourism industry, also contributed to the hospitality industry at the same time has more development opportunities facing greater competition. On the tangible product of traditional competition is embodied in the hotel, because the alternative of tangible products and replication, the form of competition is transferred to the service, therefore, has become the hotel marketing service marketing one of the most important aspects. And how to build the perfect hotel service marketing system, how to adopt targeted services marketing strategy can make the hotel get comparative advantage in the fierce competition, gain long-term profits has become a hot topic in the research.Key words: Customer value; Service marketing; Strategy1 IntroductionAlong with market competition intensifying, the hotel industry will also be marketing focus shift from the traditional product marketing to service marketing. And service marketing to win the key lies in whether the hotel can meet the needs of customers, to create more customer value. So this article in the perspective of customer value, customer value is analyzed and the relationship between the service marketing, build the theoretical framework and contents of the hotel service marketing, puts forward the hotel service marketing strategy based on customer value. This can not only link the interests of the demand and supply side of the hotel, meet the demand of the value of multiple stakeholders, but also to the hotel and enhancecustomer value, finally win the competitive advantage and long-term profits. Service marketing research is the general enterprise, there is no specific focus on the hotel industry, nor from the perspective of customer value, and focus on a handful of services marketing management measures, such as WoSiFu's (Worsfold, 1999) and lyn o (Alleyne, et al., 2006), to study the effect on the performance of the hotel service personnel management. The granite (Sigala, 2005) studied the customer relationship in service market. Through the analysis of the above can be found that the current lack of from the perspective of customer value, the study of hotel service marketing strategy. Because of the service marketing emphasizes the "human" factor, emphasize to create customer value, meet the needs of customers and maintain customer loyalty, and to increase market share and expand market share, so as to obtain and strengthen the enterprise the competitive advantage, therefore, from the perspective of customer value study of hotel service marketing strategy is very important and necessary.2 Customer value and service marketingThe connotation of customer valueIn marketing and consumer related literature, the customer value has two different connotations. A case, the customer value refers to the "customer value" of the enterprise, the customer to enterprise's significance and importance. Another kind of cases, the customer value refers to the value of the enterprise is passed to the customer. In this paper, the customer value after taking a definition, namely enterprise create and provide value for customers, customer value of beneficiaries and the owner is the customer. According to Mr. Rove of customer value hierarchy model, in the hotel service marketing in the customer's value also can be divided into three levels, from the bottom up, respectively for the service attribute value, service value and the service goal value results. Service properties level including the particular form of hotel service product, service, environment, quality of service, etc.; Results level is the effect of customers to enjoy the hotel services, including positive and negative two effect. Target level is the most top customer value, including the user's core values, purpose and goals, is the final result of customers to use and enjoy the service.The connotation of service marketingRefers to the service marketing focus on service is in the enterprise management of the marketing function. Suffers from the co-existence of the product itself is service and practice, and no strict boundaries at first, with the improvement of consumption level, consumers are increasingly demanding on the added value of products, and is the concentrated reflection of value-added products technology content, service content, service quality high and low in a sense determines the size of the product added value. Therefore, the service marketing becomes one of the most important aspects of the modern market competition.The customer value and the relationship between service marketingHotel service marketing based on customer value focus is on customer satisfaction, customer satisfaction is a psychological activity, is the demand of customer is satisfied after the pleasure. Customer satisfaction is determined by the size of the customer value, customer value and from the hotel loyalty of staff, staff's loyalty to the hotel depends on the internal services are satisfied. Thus, in the process of hotel service marketing, customer value is the connection marketing service main body, customer satisfaction and loyalty, the hotel to the link between profit and development. Customer value creation is for the hotel service marketing gain and the sources of competitive advantage and value from the customer's perspective, the systematic study of hotel service marketing strategy, not only can effectively link the interests of the hotel service suppliers and demanders, meet the demand of plural value, but also help the Omni-directional and multi-level mining customer value, improve customer loyalty of hotel product. Hotel service marketing implementation is the key to accurately grasp the customer expectations, including explicit expectations and implicit expectations, on the basis of the emphasis on service product portfolio can improve customer perceived value, customer satisfaction. Provide hotel service marketing mainly through added value for customer satisfaction, this is the hotel product core interests, product prices are almost the same to attract customers, customer retention, the only way beyond the competitors.3 The theory framework of hotel service marketing based on customer valueThe hotel service marketing strategy based on customer value theory framework should include the content of the hotel service marketing, function and goal. Should not only include the traditional 4P marketing elements, should increase marketing process according to the particularity of service products and tangible demonstration, etc. Among them, is the core of customer value marketing strategy framework, periphery is an element of marketing strategy, and each function module in multilayer model to clearly define the hotel service marketing strategy formulation, implementation, evaluation and feedback process. As can be seen from the above, the hotel service marketing based on customer value includes six aspects, due to the particularity of pay for the service product; these six aspects have difference with the traditional 4P. The six aspects of marketing strategy formulation needs to related to the allocation of investment. Traditional marketing investment configurations often proceed from enterprises, ignoring the mining of customer value, caused the marketing resources to waste. Therefore, the hotel service marketing investment configuration process should pay attention to maintain old customer and develop new customers, to maximize customer value as the goal, at the same time, must have the corresponding marketing implementation feedback and evaluation mechanisms, so as to form a complete service marketing system, to really improve the comprehensive competitiveness of the hotel.4 Hotel service marketing strategy based on customer valueHotel service product marketing strategyHotel products including tangible products and intangible product of two parts, tangible products including guest room, dining, drinks and a variety of facilities, intangible products means the hotel provides services to customers. The hotel service marketing can not only improve the quality of its tangible products, can create more value. Hotel service product marketing based on customer value includes not only the hotel according to the customer's requirements, all aspects of product, reasonable design of contents to product positioning, market segmentation and provide customer satisfaction products, more contain hotel service brand shaping. Service products is an important part of the hotel product, hotel to fully optimize the content of the serviceproduct, improve the service standard, all in accordance with the service, details, customization, timely change direction, want to have their own unique service products at the same time, in full consideration under the condition of customer requirements and their own conditions, shape the service brand, and let customers experience the concept of brand value and pass by.Hotel services marketing strategyHotel price strategy based on customer value for the hotel to use all kinds of market research methods and the actual marketing experience, as fully as possible to collect the customer to the hotel product value evaluation, so as to provide objective evidence for the customer can accept the price. Price strategy include: discount and free strategy: in this pricing strategy, the endurance of the hotel, we must give full consideration to the customer and their sensitivity to the price, make customer feel real benefit and also bring long-term benefits to hotel's price strategy. Not to benefit, at the time of the peak season push up prices, or at a discount price discount again hurt the feelings of the customer first, damage the interests of the customer. Psychological pricing strategy: pricing is not only a hotel using a strategy to guide consumption, sometimes really is to take care of the customer's mood, give them comfort and feel lucky necessary measures.The hotel service marketing strategy processThe inseparability of the service product shows that the service production process have also been customers as part of the "service products", and for most of the hotel services, its production process and consumption process at the same time, it also makes the service process is always in a state of interaction, including the interaction between the customer and hotel customer interactions with the hotel waiter and interact within the hotel staff. The interaction is between the hotel customers. Due to the interaction between the customer will affect the evaluation of customers for hotel, hotel will therefore lead to the positive interaction, avoid negative interactions. For example, the lobby is not smoking in public place, the hotel will be strict supervision, can't let smokers affect other non-smokers. Smoking at the same time in order to meet the customer's demand, can set up a special smoking area. For thespecial day, to give customers meet the needs of customers for the festival, the hotel can hold some activities, let customers to interact with each other to send lonely, increasing the loyalty of hotel. The interaction is between customer and hotel waiter. In the process of service, the hotel staff must be unfriendly customers give tolerance and understanding, in order to avoid unnecessary disputes brings losses to the hotel. At the same time, the hotel also should strengthen the employee’s too friendly customer training in order to prevent affecting employees and customers is too close to work or to other customers. Interaction between employees, the hotel staff interaction between embodied in the service of each link in the process of cohesion and cooperation.译文酒店服务营销策略研究Soliman M摘要旅游业的不断进展，也促使酒店业在取得了更多进展机缘的同时也面临着更大的竞争。

毕业论文市场营销外文文献翻译

Relationship marketing and service marketing：convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework，a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a cultural organization：instrumental relationships and group relationships。

The paper is an in—depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied，including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain。

英文文献及翻译：顾客满意策略与顾客满意

在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。

这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。

这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。

服务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)译文：服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。

实施服务营销首先必须明确服务对象，即“谁是顾客”。

像饮料行业的顾客分为两个层次：分销商和消费者。

对于企业来说，应该把所有分销商和消费者看作上帝，提供优质的服务。

通过服务，提高顾客满意度和建立顾客忠诚。

服务营销的一般特点：（1）供求分散性服务营销活动中，服务产品的供求具有分散性。

不仅供方覆盖了第三产业的各个部门和行业，企业提供的服务也广泛分散，而且需供方更是涉及各种各类企业、社会团体。

（2）营销方式单一性有形产品的营销方式有经销、代理和直销多种营销方式。

有形产品在市场可以多次转手，经批发、零售多个环节才使产品到达消费者手中。

服务营销则由于生产与消费的统一性，决定其只能采取直销方式，中间商的介入是不可能的，储存待售也不可能。

（3）营销对象复杂多变服务市场的购买者是多元的、广泛的、复杂的。

购买服务的消费者的购买动机和目的各异，某一服务产品的购买者可能牵涉社会各界各业各种不同类型的家庭和不同身份的个人，即使购买同一服务产品有的用于生活消费，有的却用于生产消费，如信息咨询、邮电通讯等。

（4）服务消费者需求弹性大根据马斯洛需求层次原理，人们的基本物质需求是一种原发性需求，这类需求人们易产生共性，而人们对精神文化消费的需求属继发性需求，需求者会因各自所处的社会环境和各自具备的条件不同而形成较大的需求弹性。

同时对服务的需求与对有形产品的需求在一定组织及总金额支出中相互牵制，也是形成需求弹性大的原因之一。

（5）服务人员的技术、技能、技艺要求高服务者的技术、技能、技艺直接关系着服务质量。

消费者对各种服务产品的质量要求也就是对服务人员的技术、技能、技艺的要求。

服务者的服务质量不可能有唯一的、统一的衡量标准，而只能有相对的标准和凭购买者的感觉体会。

服务营销的原则: “顾客关注”的九项原则1、获得一个新顾客比留住一个已有的顾客花费更大。

旅游企业7Ps 服务营销策略外文文献翻译3000多字

文献出处:Crick D. The 7ps service marketing strategy of tourism enterprise [J]. Marketing Intelligence & Planning, 2015, 33(5): 705-715.原文The 7ps service marketing strategy of tourism enterprisesCrick DAbstractTourism development as a pattern of service industry, service marketing is a new field of modern marketing, 7ps is the core of service marketing mix system.7ps service marketing concept can help tourism enterprises to understand the visitors, keep tourists, provide a better service. But most of the tourism enterprises are still exposed don't know 7ps service marketing strategy, there is no analysis of tourism consumers demand characteristics and differences, can't meet the demand of consumers, such as the service level is low. And 7ps concept can be applied to the product strategy, price strategy, channel strategy; personnel, tangible demonstration, service process strategy and physical display, etc. Tourism enterprises only do a good job in service marketing innovation and advancing with The Times, to win in competition.Keywords: 7ps; Marketing mix; Tourism enterprises1 IntroductionAs the third industry, tourism is a form of modern service industry; tourism can promote the development of local economy. Entering the 21st century, tourism received extensive attention of all countries in the world and we will vigorously support. Even if the service has quite developed European and American countries, however, are still exposed some aspects of the service level is low. The development of modern tourism enterprises, to customer satisfaction and loyalty as the core, with an emphasis on customer service, tourism competition is service competition, service as the window of tourism enterprises, can through the tourism enterprise service marketing research, promote the service level of tourism enterprises.7ps the service marketing theory to the development of modern tourism enterprise service plays a guiding role and realistic significance. With the development of normalization, network, intelligence, based on the new development trend of modern tourism enterprise content, 7ps service marketing contains development, also gives a new connotation, 7ps every aspect adds new content. This paper accordingly puts forward in the new environment, based on the service marketing strategy of "7ps" new development of thetourism enterprises in the aspect of service marketing.2 7ps service marketing overviewIn the 1970 s, the development of service industry is very rapid, service marketing theory is based on the traditional marketing theory of 4ps, in 1981 by the cloth, and three more than Turner "P" service development. Service marketing combination of seven elements, namely, 7ps: products (Product), Price (Price), channel (Place) (People), Promotion (Promotion), personnel, service Process (Process), tangible demonstration (Physical Evidence), thus forming the 7ps service marketing combination, make with 7ps as the core of service marketing combination system.7ps combination is vital to the success of service enterprises. Personnel, service process and physical features three elements can reflect the characteristics of the enterprise service marketing mix. In today's world, with 7ps service marketing concept as the core of customer satisfaction competitive strategy proved to be more and more suitable for today's increasingly competitive business environment. With the development of Internet technology, the 7ps injected new ideas, service marketing theory of service marketing based on the theory of the 7ps new requirements are put forward. Increased marketing, marketing, online marketing, such as marketing strategy, combined with more experiential service, customized service, online service, etc. The combination of services marketing and tourism enterprises, must cause a major reform of the tourism enterprises 3 Tourist enterprise service marketing present situation3.1 Travel service products lack of innovationTourism enterprises to provide the service difference is small, lack of innovation, not form the core of competitive advantage in service, many tourism enterprises have not done to provide customers with personalized have obvious differences in characteristic of personalization service. Limited service marketing, service marketing is more reflected in the field of high-end, the VIP customer service, and according to the general public service marketing concept and attitude. As a result of the traditional marketing concept has a profound effect on enterprise still, their understanding of service marketing still stay on the surface, not the systematic regulations on the service and overall management. On the connotation of the tourism culture is not deep, grade is not high, the service marketing connotation understanding insufficiency, tourism service marketing consciousness, service management level is low, the unclear understanding of service features, service quality control is lax, serious short-term consciousness and behavior. In theprocess of implementing service marketing, because many enterprises on the fuzzy characteristics of services, understanding is not enough, lead to poor service effect. Some problems in the tourism scenic spots in the service, impact on the tourism image.3.2 Less attention to the tourists and staff needsTourism services to interact with visitors less of each scenic spots to provide services in there are very few tourists participatory projects, most of the scenic spots or purpose of tourism projects, almost no vacationing industry type, business type, spa tourism projects, tourists in the tourist attractions, time is short, not impressive, many tourism enterprises only part of the pre-sale service and on service, without a good after-sales service system. At the same time, tourism enterprises are not fully understand and pay attention to service personnel's mood and feelings, service personnel's stability is poor, the tourism enterprises lack of sense of loyalty, so it's easy to make the service personnel brought resentment of tourism enterprises to work, will seriously affect the quality of service, so that companies cannot achieve satisfaction of tourists, tourists to the discontent of the enterprise, and eventually lead to the image of the enterprise. Due to lack the necessary training service personnel, the enterprise service is not standard, the quality level is not high, thus unable to provide satisfactory services for tourists, keep visitors.3.3 Single tourist service channel and promotion wayMany tourism enterprises in the process of operation, manual labor is more, the lack of technology, the use of new technology. Travel agency still stays on the use of telephone, little use of the Internet into daily business work. Not fully online through the network platform, the use of social networking tools. For some travel agency's website, the survey found online platform service is not perfect, the main way of telephone or personal to the travel agency consulting, online services should serve to tourists and visitors experience as the center, optimize the website backstage. Service personnel online help tourists access to information and complete the transaction smoothly, in order to improve the success rate of web traffic and booking. Therefore, tourism services, by means of new social networking tools can implement different quality service. In terms of promotion, use holiday sales promotion is frequently used way, not taking targeted, differentiated promotion methods, service marketing is quantification stage of development, the pursuit of the scale of development, attaches great importance to the publicity, has not yet entered the stage of development of service.4 Tourism enterprises 7ps service marketing strategy4.1 Tourism product strategy of the enterpriseOn the application of tourism product strategy needs to accord with the needs of different visitors. Product is the brand of the trend of future development, so should be based on their own products, be your own brand, highlight the characteristics of tourism products brand, attract visitors attention and purchase, eventually meet brand loyalty. Tourism products including core product, tangible products and additional products, three levels. At this level additional product, tourism enterprises can provide tourists with comprehensive, personalized and diversified travel service. For example: in terms of tourism information service, can through the one-on-one online information service; Tourism enterprises can increase some interactive, visitors can participate in the tourism project, highlight the personalized, customized services; At the same time, tourism products need to address the special needs of road trips, family travel, etc.4.2 Tourism enterprise's price strategyThere are many kinds of price strategy, including the competition oriented pricing, demand-based pricing, cost oriented pricing method, such as the main method is used in the traditional tourism enterprise competition oriented pricing method. Tourism enterprise's price strategy will directly impact on sales of tourist enterprise itself, so to adopt flexible and varied ways, tourism enterprise transition role, under the personalized demand oriented, by adopting the method of demand-based pricing to develop tourism products prices. With the development of economic and social, to produce the personalized needs of different visitors, including experiential service demand, customized services and personalized services. Tourism enterprises determine the target market, different pricing for different target markets of tourism demand for different tourists oriented pricing strategy. Demand-based pricing strategy include: perceived value pricing method, the auction pricing method, reverse pricing method, starting from the demand of consumers, with different pricing method.4.3 Travel channel strategy of the enterpriseTourism enterprises in the traditional sales mode need to explore new sales channels, to perfect the service platform for online, and online services should serve to tourists and visitors experience as the center, optimize the website backstage. Service personnel online help tourists access to information and complete the transaction smoothly, in order to improve the success rateof web traffic and booking. Tourism enterprises through the network online platform of online services, won the customer's personal information, including email address, you can through the mail sends some travel information in the form of tourists, customization through email marketing, providing personalized service. Tourism enterprises use regional sales, agent marketing, online marketing, distribution channels, and maximize sales. In tourism enterprises micro blog some travel information, etc., at the same time provide consulting service and feedback. In order to increase the coverage of the sales channel, the alliance between the tourism enterprises can take the competition strategy.4.4 Promotion strategy of tourism enterprisesNetwork era, the Internet has become the carrier of all kinds of information transmission, the network marketing development in recent years gradually mature, visitors to the network marketing also from the beginning of the doubts and don't accept gradually turned into a trust and love. Network marketing is not just to the tourism enterprise image, but also in building a tourist enterprise brand, the characteristics of wide coverage, thanks to the Internet, creating famous brand. Tourism enterprises need to be innovative, not only the traditional marketing way. Try network marketing should be combined with the development of The Times, from a different Angle to promote tourism enterprises.译文旅游企业7Ps 服务营销策略Crick D摘要旅游业作为服务业的一种模式，发展服务营销是现代市场营销的一个新领域，7Ps 是服务营销组合体系的核心。

汽车营销汽车售后服务中英文对照外文翻译文献

汽车营销汽车售后服务中英文对照外文翻译文献(文档含英文原文和中文翻译)Automotive after-sales serviceAutomotive after-sales service is a means of car marketing which produced early in the automotive industry. As car consumables characteristics, the customer attaches great importance to its maintenance and repair.Automotive after-sales service is an important part of the automobile circulation,which covers the quality assurance of the car after the car sales, claims, repair and maintenance services, auto parts supply, maintenance and technical training,technical advice and guidance, market information feedback series.Manufacturer to establish closer rapport with the customer after-sales service, so as to establish a corporate image, enhance the reputation of the product, to expand the impact of the product, cultivate customer loyalty. After-sales service as a "double-edged sword, good after-sales service support and promote product sales, marketing, brand and reputation play a strong role; poor after-sales service can also make the product unmarketable, brand reputation down and can even make brand discredited.Therefore, only after-sales service to improve the automotive products, auto 4S shop attentive service to moving customers, improve customer satisfaction, in order to win the market. This indicates that the car service in the whole process of automotive marketing, there is a special "mission" for to procure automotive products and services into the market to play an active role.Therefore, the automotive aftermarket has far-reaching significance and prospects for the prosperity of themarket.4S shop is a car service, including vehicle sales, parts, service, information feedback, 4S four feature set in one of the car service companies, S is actually four prefix abbreviation of the English words. Although China's auto industry from the history behind the developed countries, but the evolution of the service model can be said is basically the same way, but also the abbreviation of the foreign auto industry 100 2 years of history. The construction of the 4S shop, foreign auto supply store and some do not the China Construction Luxury and hardware facilities grade is not high, the size of the investment does not necessarily larger than domestic car shop, but the level of foreign car shop management services, software construction, but can be described as first-class, more nuanced, and will definitely not happen only to look at the appearance, is not allowed to enter the compartment to see things, even some auto shop has its own proving ground, customers can freely choose and test. Repair services of motor vehicles is a major part of the benefit in the automotive aftermarket repair shop is obviously important.Between foreign manufacturers, they have established a close relationship of production and marketing, has a beautiful shopping environment, brand awareness and clear advantages, but also a lot of manufacturers to follow suit.Brand stores in the United States is the United States the most important automotive aftermarket mode, whichrise in the United States is not long, but rapid development in the last 20 years. Chain initiator is not a vehicle manufacturing plant, but set position in the automotive aftermarket auto parts supply, maintenance, fast curing of an integrated service provider.At present, the company has nearly 20 U.S. more than more than 500 chain stores of spare parts. This model integrates the resources of the various brands of Auto Parts and Accessories, breaking the vertical monopoly, on the basis of price transparency, vehicle maintenance, repair, beauty and spare parts supply one-stop service, the owner can be a one-stop solution to the problem. In the same brand of chain system, each branch uses the same store design, service marks, personnel training, and service standards in the management, the same price of services, unified management rules, unified technical support, unified logistics and distribution system, not only can effectively reduce operating costs, but also improve the overall brand image.Brand chain initiator is not the OEM, 3 but the car service business service providers, the main business of the brand chain including supply of auto parts, car repair, fast curing, and every brand chain branches not only numerous but also widely distributed, according to statistics the United States more than 20 spare parts company has more than 500 stores, more than 70% of the auto parts market spare parts by brand stores, brand stores can sell more than one brand of car parts resources and price transparency, and that the integration of variousbrands of cars resources, played the economies of scale, and convenient to the customer, which has suffered an unprecedented favor.4S stores will generally take a brand in an area designed and built in accordance with uniform inside and outside the shop, a huge investment.4S shop is a very large investment market analysis, in Beijing, 4S shop hardware investment is usually about $ 15 million in sales between 5 million to 10 million of liquidity.Some sales of economy cars 4S shop is a relatively small investment, but it also needs about 800 million.Such a huge investment did not stop the enthusiasm of the people, whether you are a 4S dealer which car manufacturers in the country, usually a collection of environment. Tianjin Toyota dealer about 40 or so, but there are more than more than 400 dealers to submit applications Tianjin Toyota.This is mainly because it is more profitable car sales, if you choose a good car manufacturer, may be it will recover the investment within two years. Authorities believe that almost every major car manufacturers are concerned with the manufacturer's brand and product competitiveness.In other words, the car manufacturers not only to choose a products, brand awareness and potential for the development of enterprises, as well as the speed of introduction of new models these are the very elements can not be ignored. Shanghai General Motors dealers and car sales say, they chose the agent of Shanghai General Motors, because Universal is the largest distributor of Chinese investment,technology 4 research and development work. Many dealers say, "as long as the product of your choice is correct, then waiting for the money on the line." A proxy seven or eight car brand CEO said, can not make money, the key is depends on your agent what brand of car, whether the car is popular models. Best-selling Honda, for example, if you do not increase, selling a Honda car in Beijing for $ 15,000, but the reality is that Honda cars in short supply, increase sales is very common, and some because no invoice fare, do not pay taxes , dealers earn more profits.In Beijing, Honda 4S shop profits last year's net profit of at least $ 400 million. Of course, not all the dealers can get tense car type, they are in what ways to make money. Agent jetta car dealer said: "Now the sale of the vehicle does not make money, Sell a car dealer would have died. Most of the articles have been added in the sale of the vehicle. Say" article "refers to manufacturer rebates, insurance costs, interior decoration and maintenance 4S shop location determines the right decision by car manufacturers, because the planning and layout of the factory, the 4S shop location is not very good, most of the car users are also times to buy a car, they tend to be a taxi or bus, they tend to choose convenient place, 4S shop business for their own survival, often using very flexible operational mechanism. The general practice is to apply for a booth in the Asian Games Village Automobile Exchange Market car market in Beijing or northern or find partners in these areas, so that the company's businessexpansion.Of course, there are many of 4S shop dealers rent an office phone consultation service or services to sell more cars in the automotive market, compared to the 4S shop, car and more popular in the market.At this stage, the average consumer can also buy economy cars, car brand and not the main factors they buy, they are most sensitive to price changes in the price of the same grade they are most interested, if car prices slightly low, sales will rise.Automotive marketing services are divided into three 5 parts: pre-service, sales service and after-sales service.With the advances in automotive technology and the rapid development of science and technology, automotive products into the home, and as a means of transport, gradually entering China.Domestic after-sales service more and more people's attention, the emergence of the car service is due to market competition, and also a means of automotive marketing. The rapid development of China's automobile industry, car ownership has increased significantly, reaching more than 8500 million cars in the automobile industry occupies an important position. China's huge car ownership and fast car sales growth, the development of the automotive service industry provides a huge room for growth.Traditional car sales services, is also subject to international popular "four in one" sales and service shop (also known as "4S shop") impact.Car manufacturers and dealers deeply realize that only through rigorous, perfect, thoughtful, quality of service, cultivate a high level of customersatisfaction, a good and stable customer relationship, to grappling win in the increasingly intense market place.Increasing competition in the automotive market, car manufacturers focus on profit growth in the after-sales service, the pros and cons of the quality of after-sales service has become a key differentiator for automotive manufacturers in the incentive market competition aspects.As a bridge connected to the car production and consumption markets - auto 4S shops, however, the service sectors also there is a lack of personnel, poor service concept, craftsmen low technical level, has seriously restricted the 4S shop or even the entire automobile industry.Therefore, the establishment of an effective car 4S shop after-sales service evaluation system will help to promote automobile 4S shops or even the entire automotive industry to flourish.4S shop can not provide customers with personalized service to meet customer needs, and not enough emphasis on customer care, in the face of complaints, 6 answer can not be given customer satisfaction, and service personnel with low skills and lack of integrity in the 4S shop.To solve these problems, this paper proposes the establishment of industry standards, improve laws and regulations to strengthen skills training for maintenance personnel, to design an effective performance appraisal system, and regulate the standards of service price, after-sales service industry chain extension, the timely processing of complaints from owners, strengthen 4S shop owners between emotional interactionmeasures. Automotive aftermarket service area, the automotive service chain management and enterprise management chain has become a development trend of automotive after-market services, is a big market, competing parties are sure to become an important position in the future.Four external services, especially because of its strong financial support and advanced management concepts will generate a considerable impact on the domestic service market.For example, the car rental industry will eventually go to the chain operation.Chains, competitiveness and visibility in well-known international leasing companies have thousands of high development and growth of domestic enterprises, sand together to form a pagoda, the process is essential.Borrow abroad experience, the car rental business will be gradually formed enterprise.The car rental industry is a strange phenomenon in the country, to holiday car rental rent a car, usually do not are in the minority. In this case of the leasing industry in Europe and the United States are precisely the opposite foreign experience has shown that, for automobile manufacturers in terms of the essence of the car rental car ownership and use a separate form of trade, car sales means effective extension For in terms of the domestic automobile manufacturers, recognizing that this is especially important. After China's accession to the WTO, the automotive industry has suffered an unprecedented impact and influence.This impact and influence not only the financial impact from 7 foreign automanufacturers, brand impact, impact of technology, quality impact will be reflected in the negative impact of domestic car sales market.At this point, China's auto consumption market increasingly need a way to adapt to this consumer psychology needs new form of automobile consumption, car rental is undoubtedly the best choice. In other words, the car rental industry in 2023 even longer period of time in the future, will become a "bottleneck" in the most effective way to break through China's auto production and market demand, for the following reasons: Car rental automobile manufacturers provide society with products, value in use, one of the most convenient channel; finance leases role is to alleviate the problem of insufficient demand and purchasing power, the potential consumer into real consumption; kind of lease role is to provide new options for the domestic automotive consumers, stimulate and expand the automobile consumption; car rental help to help automobile manufacturers to establish customer loyalty on the company's automotive brands.Automobile manufacturers continue to receive car rental consumers the most timely and direct market information, to improve the competitiveness of their products.In foreign countries, the majority of automotive aftermarket chain operation, bringing profit higher than the profit of vehicle sales. Both experienced overseas and the development of the domestic chain management is the inevitable development of the road car service operators.State-of-the-art car service concept "seven support third repair" is the generally accepted concept of car service in the United States, because of the United States, a country on wheels, it is the prevalence of maintenance than maintenance more important automobile consumer attitudes, which determines the dominance of the automobile aftermarket warranty business, car sales in the United States is the franchise, and after-sales service can be relatively independent. Due to the rapid 8 increase of the scientific and technological content of the car, required maintenance equipment rose water boats, small professional repair shop (2 - 4) due to less income and maintenance technology is not mature enough and are gradually incorporated into the large repair shop (over 25) or integrated with each other, the most important car warranty enterprises are concentrated in automobile production factory authorized warranty station, separate factory warranty, after-sales service departments of authorized dealers, professional repair shop, brand stores warranty Ministry. The current separation of many manufacturers in the United States after-sales service and vehicle sales car service become more and more specialized.Car service brand building more and more important for the car service enterprises, brand-effectiveness of the after-sales service will be unprecedented attention and enhance attention to after-sales service brand to brand driven service network construction has become essential.Withthe wave of car service market set off franchising, chain business brand will be the future of automotive after-sales service to create objects.Car service must be done specialization, standardization, standardization, high technical content services in order to adapt to market development, and make their own characteristics and perfect after-sales service network is the inevitable trend of the development of automotive service market.汽车售后服务汽车售后服务本是汽车营销的一种手段，产生于汽车工业初期。

营销策略业务英文文献及翻译

营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。

服务营销行业外文文献翻译【精品】

服务营销行业外文文献翻译【精品】服务营销行业外文文献翻译【此文档为word版本可任意编辑】1．外文原文Service marketing" Service marketing" is a closely through the customer, and then provides a service, achieve beneficial exchange marketing. To implement service marketing must first clear the service object. " Who is the customer". Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality services.To improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing:(1)supply and demand dispersionService marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups.(2)a single marketingTangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman's involvement is impossible, impossible also stored for sale.(3)marketing objects are complexService market buyers is multiple, extensive, complex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in thecommunity all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as communication of post and telecommunications.(4)the service consumer demand elasticityAccording to Maslow hierarchy of needs theory, people's basic material needs is a primary demand, this demand is easy to produce common people, but the people tothe spiritual and cultural consumption demand is secondary to demand, the demand for the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain organization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand.(5)service personnel, technology skills, high art requirementService technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser's sensory experience.Service marketing principles:" customer focus" nine principles1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customerexpectations is generally higher than the old customer. This make the development of new customer success rate greatly affected.2, unless you can compensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the company is large or small, we should avoid customer discrimination policy.3, dissatisfied customers than satisfied customers have more " friends". Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more " friends".4, open communication channels, welcomed the complaints. There are complaints have to work on improving the power, the timely processing of complaints can improve the customer satisfaction customer loyalty, to avoid falling. Open communication channels, for enterprises to collect all the feedback information, facilitates the marketing work..5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. " The customer is always right" is left to the customer, not the enterprise. Enterprises must be found and clear understanding of customer and the position of different reasons, to inform and guide them. Of course, this requires some marketing art and technique, different methods will produce different results.6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannotneglect the consumer choice. Market demand is the embodiment of customer demand, is the source of.7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty.8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers recommend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others' position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together.9, if you do not take care of your customers, then people will take care of. The market competition is fierce, competition to each other's customers are always concerned about the. The enterprise must own the customer regular communication and understanding, to solve customer problems. Ignore your customer to customer to competitors relinquished.Service marketing managementIn order to effectively use the service marketing for enterprise purposes, enterprises should according to their own inherent characteristics of service-oriented market segmentation, service differentiation, materiality is changed, standardization and so on, to formulate and implement the scientific marketing strategy, ensure to achieve the goal of enterprise competition.1,service marketing segmentationAny kind of service market, a large number of widely distributed service demand, due to the influence of demandfactors are diverse, service demand has obvious personalized and diversified characteristics. Any company, regardless of its ability to much, cannot fully satisfy different market demands for service, it is not possible for all buyers to provide effective services for the service. Therefore, every enterprise in the implementation of the service marketing strategy when they need to its service market or object segmentation, based on market subdivision selected their own services to target markets, conduct targeted marketing combination strategy, in orderto obtain good marketing effectiveness.2,service differentiationDifferentiated service is a service business in the face of strong competition in the service content, service channels and service image and adopt different from competitors and highlight their own characteristics, to defeat the competitor, in the service market stand the heel of a practice. From the following three aspects:①Product of service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Take different from others' transmission means, quickly and effectively to the enterprise service operation to service recipients.③Pay attention to the use of symbols or special symbols, name or logo to establish the unique image of enterprises.3,service tangibilityTangibility of service is refers to the enterprise with the aid of a variety of services in the process of material factors, theinvisible service product as far as possible entity, tangible, let consumer perception to service products, improve the existing product interests enjoy the service process. Tangibility of service includes the content of three respects:①Product service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Service environment tangible. Service business environment is to provide services and consumers to enjoy the services of specific sites and atmosphere, although it does not constitute the core content of service product, but it can bring to the enterprise" first impressions are strongest " effect, is the indispensable conditions of service products.③Service provider "tangible". The service provider is the direct contact with the consumer enterprise staff, the service quality and character, behavior and consumer engagement means, method, attitude, will directly affect the realization of service marketing, service marketing in order to ensure the validity, enterprises staff services standardized training, let them understanding of enterprise services content and requirement, master of essential servicetechnology and techniques, to ensure that the services they provide and enterprise service goals.4,service standardizationAs service products is not only by service personnel, but also with certain technical facilities and technical conditions, so the service for the enterprise quality management and standardization of services production provided conditions,enterprises can take the technical routine work standardization, can from the following five points to consider:①Starting from the convenience of consumers, improve design quality, make the service process rationalization.②Formulate requirements for consumers to observe the contents of reasonable, civilized language rules, to induce consumers to accept service, normative behavior, and make the enterprise service production norms coincide.③Improving the service facilities, landscaping services environment, so that consumers in the waiting period live comfortable, such as setting seat, placing the books and magazines, post material, as consumers wait and accept services provide good conditions.④The use of price leverage, clearly marked to indicate the different grades, different quality level of service, to meet different levels of consumer demand⑤Standard service provider behavior, create the guests feel at home. Service environment and atmosphere, make the service production and consumption can be ina relaxed, pleasant environment in.2.外文资料翻译译文服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。

服务营销参考文献

参考资料[1][芬兰]克里斯廷•格罗鲁斯.服务管理与营销——服务竞争中的顾客管理.韦福祥，译.北京：电子工业出版社，2008.[2][韩国]W.钱•金，[美]莫博涅.蓝海战略——超越产业竞争，开创全新市场.吉宓，译.北京：商务印书馆，2010.[3][美]比尔•赫夫利，温迪•墨菲.服务科学、管理和工程.陈刚，译.北京：科学出版社.2011:4-11.[4][美]汉斯•卡斯帕尔，皮埃特.V.赫尔希丁根，马克•加伯特，韦福祥.服务营销——基于战略的观念.第三版.人民邮电出版社，2008.[5][美]克里斯托弗•洛夫洛克，约亨•沃茨.服务营销.谢晓燕，赵伟韬，译.北京：中国人民大学出版社，2010.[6][美]克里斯托弗•洛夫洛克，约亨•沃茨.服务营销精要（英文版）.北京：中国人民大学出版社，2011.[7][美]瓦拉瑞尔A泽丝曼尔，[美]玛丽•乔•比特纳.[美]德维思D.格兰穆勒.服务营销.张金成，白长虹，译.北京：机械工业出版社，2011.[8]“工厂化”会计服务.中国会计报，2012-08-28.[9]陈祝平.服务营销管理.北京：电子工业出版社，2007.[10]杜建刚，范秀成.服务失败中群体消费者心理互动过程研究.管理科学学报，2011（12）：60-70.[11]杜建刚，范秀成.服务消费中多次情绪感染对消费者负面情绪的动态影响机制.心理学报，2009（14）：346-356.[12]郭国庆.市场营销学概论.北京：高等教育出版社，2008.[13]挖掘大客户终身价值：联想是如何做到.51报告在线，2012-12-21.[14]汪晓娟.服务全球化的发展趋势和理论研究.经济研究，2008（21）：4-18.[15]汪旭辉，徐建.基于装换成本调节作用的网上顾客忠诚研究.中国工业经济，2008（12）：113-123.[16]丘永萍，宫晓波.从小作坊到产业化——基于产品工厂模式的金融产品创新.新金融世界.2010（2）[17]秦军昌，王刊良，张金梁.服务设计研究.科技管理研究，2010（4）：151-153.[18]彭本红，于锦荣.营销管理创新.武汉：武汉理工大学出版社，2008.[19]齐丽霞，马光明，杨宝利，新产品工厂综合症及解决途经研究.北方研究，2007（9）[20]孟捷.服务质量五个维度的顾客容忍区分析.经济管理，2004（8）.[21]刘丽雯.服务运营管理.北京：清华大学出版社，2004.[22]龙平敬.客户服务满意镜.中国商业评论，2006（2）：154-155.[23]居长志.市场调研.南京：东南大学出版社，2004.[24]韩经纶.服务营销.天津：天津人民出版社，2008.[25]国家统计局网站年度统计数据，/tjsj/ndsj/.[26]陈祝平.市场调研与分析.上海：上海大学出版社，2004.[27]吴晓云.服务营销管理.天津：天津大学出版社.2006.[28]肖志文.服务生产率的测量与应用研究.大连海事大学硕士毕业论文.2010（6）.[29]吴建祖，张玉征.新服务开发研究综述.科技进步与对策，2010，27（14）：156-160.[30]韦福祥.服务质量管理评价与管理.北京：人民邮电出版社，2005.[31]韦铁，鲁若愚.多主体参与的服务创新研究综述.技术经济与管理研究，2010（7）：41-44.[32]谢轩，杨桂荣，周卫泽.服务质量中的一线员工角色管理.商场现代化，2008（6）：126-127.[33]谢泗薪，薛求知，李荣.顾客忠诚之路——从服务利润链视角诠释民航企业服务满意战略.中国民用航空，2002（10）：79-82.[34]徐弘毅，欧阳明德.中国服务业生产率的实证研究.工业工程与管理，2005（5）：73-76.[35]徐弘毅，张子刚，欧阳明德.计量经济学在中国服务业生产率测度中的应用.华中科技大学学报（自然科学版）.2005（4）：101-103.[36]徐弘毅.服务业生产率与服务业经济增长研究.武汉：武汉理工大学出版社，2010.[37]徐哲.服务利润链理论及其应用.企业改革与管理，2008（6）：9-10.[38]杨坤，张金成.对服务生产力评价模式的探讨.生产力研究.2003（3）：88-90.[39]叶万春.服务营销学.北京：高等教育出版社，2007.[40]俞以平，王晓飞，张亮.基于服务利润链的员工满意度提升策略.物流管理，2008（2）：22-23.[41]张丽霞，韦福祥，李勇.服务生产率影响因素分析.产业经济，2008（1）（中旬刊）：274-275.[42]张旭.服务营销.北京：中国华侨出版社，2002.[43]赵伯庄，张梦霞.市场调研.北京：北京邮电大学出版社，2007.[44]中国银监会网站，.[45]靳医兵.知识经济与服务营销[J].商业经济文荟，2001，(01)[46]何振亮.为什么服务营销不足?[J].经营管理者2005，(05)[47]钱红. 服务营销与企业竞争[J]. 云南民族学院学报(哲学社会科学版) ，1997，(02)[48]郭箐楠，敖楚斌.营销新趋势：服务营销[J].科技与管理，2001，(03)[49]陈晔，苗泽华.服务营销是市场利器[J]. 经济论坛，2001，(07)[50]陈祝平. 论开展对服务营销的研究[J]. 财经研究，1993，(04)[51]姚作为. 透视服务营销的分析框架[J]. 南方经济，2005，(03)[52]宋润生. 论汽车服务营销的理念[J]. 深圳职业技术学院学报，2003，(02)[53]虞晶. 服务营销之我见[J]. 科技情报开发与经济，2005，(04)[54]俞利军. 从吃说起——服务营销面面观[J]. 网际商务，2001，(Z1).[55]菲律普·科特勒，梅汝和等译：《营销管理》（第十一版），上海人民出版社,2005 年版.[56]Marketing Management, Ninth Edition, Philip Kotler, 清华大学出版社，2002.[57]迈克尔·波特，陈小悦译：《竞争优势》，华夏出版社2001 年版[58]威廉姆G. 齐克芒德桑蕾译：《有效的市场营销》，机械工业出版社,2003 年版.[59]郭国庆：《市场营销学通论》，中国人民大学出版社,2004 年版.[60]中国市场营销网，/index.asp.[61]中国营销传播网，/[62]世界经理人网站，.[63]世界经理人文摘， .[64]《销售与市场》网络版，.[65]中国经营报，.[66][美]A.佩恩.服务营销精要.郑微，译，北京：中信出版社，2003.[67][美]沃伦.J.基根，马克.C.格林.全球营销.江林，等译.北京：中国财政经济出版社，2004.[68]波特•毕博.CNN,泰德•透那传奇.呼和浩特：内蒙古文化出版社，1998.[69]陈祝平.服务营销管理.北京：电子工业出版社，2007.[70]陈英毅.论服务企业中的顾客员工“满意镜”.天津市财贸管理干部学院学报，2003（2）：10-12.。

服务营销[外文翻译]

（二）标题：Services Marketing原文：COURSE OBJECTIVESThe objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. Problems commonly encountered in marketing services -- such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality -- will be addressed. Strategies used by successful services marketers to overcome these difficulties will be discussed.The emphasis will be on service universals rather than on any particular industry (such as bank marketing). However, concepts will be illustrated using cases, examples, and exercises in service industries such as financial planning, airlines, the hospitality industry, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value).The course is designed not just for students with careers in services industries but also careers in goods industries with high service components (e.g., industrial products, high tech products, durable products).COURSE PHILOSOPHYMarketing is a set of skills, concepts, knowledge, analytical techniques and approaches that -- when applied appropriately -- can greatly improve the effectiveness with which business is conducted. This course is designed to allow you to further develop these skills, techniques, and approaches and to seek appropriate solutions based on reasoning and analysis.It is critical to understand that a t this stage of knowledge, marketing is not a science!If it were, there would be no service failures, dissatisfied customers, or ineffective advertising.COURSE MATERIALSMarketing: Integrating Customer Focus across the Firm, fourth edition,Downloads from Course Web SiteIn the time we have in the mod, we will not be able to cover everything on the topic of services marketing. The textbook provides you with frameworks that areessential to understanding the subject. I've assigned chapters and some readings for each topic that will help you prepare for the cases and learn the material. There is limited duplication between material in class and the material in the book, so you need to read the book as well as come to class to learn the subjects. When readings are assigned, these must be integrated into your discussion of the cases and into the written assignments.ASSIGNMENTSThere are four assignments in this class. One is a group assignment and is in the form of a presentation. The other three are individual assignments.Paper on Customer Satisfaction Measurement due October 29Your future manager wants you to prepare a concise (3-page, 1 ½ space) and critical evaluation of the three prominent external measures of customer satisfaction in order to help the company close Gap 1. Carefully read the three web sites that are listed in the readings for today. Critically evaluate the measures used in each index. What can they do for your organization? What are their strengths and weaknesses? Are the measures helpful to a service company in closing Gap 1? Why or why not? If not, what else would be necessary to close Gap 1?Presentation on Service Blueprinting due November 14On November 12, we discussed service innovations associated with manufactured products and software. For this assignment, prepare a service blueprint for a service innovation associated with a manufactured product or software. Apply the concepts covered in chapter 9 and in the reading for today. The deliverable will be a 7-minute presentation (no paper) which includes the service blueprint and answers to the following questions:1. What difficulties associated with adding service innovations to products or software does the blueprint reveal?2. How does the blueprint help resolve these difficulties?3. To what extend is standardization possible and advisable throughout the process?4. Where are potential fail points located, and how they could be designed out orfixed?5. What are potential measures of process performance (soft standards and hard standards)?Paper on Successful Transitions from Product to Service Businesses due December 5In the next five years, virtually all organizations will attempt to use services for growth and profit. To date, many of the companies attempting to do this have struggled to achieve the goals they set for themselves. By this time in the mod, you have examined innovation through service, discussed how products and services differ, and learned effective service strategies. Using all the material we have studied, prepare a concise 7-page (1 ½ page) paper identifying the ten most important guidelines—and support for each of them--for transitioning from goods to services. Position this paper as if you were presenting it to the key executive in your organization. I expect the paper to be a high-level synthesis of what we have covered to this point in the course.Final Exam due December 15Details on the final exam will be provided closer to the end of the mod. It will be a take-home exam, and will be due at 5 p.m. on Friday, December 15.Class participation is graded individually.CLASS PARTICIPATIONPlease be fully prepared to discuss reading assignments and cases. Earning a P or H in the class requires constructive participation in class discussions and exercises. Thorough preparation for cases, class discussions and exercises is essential for constructive participation. Please note that choosing a few good comments to interject into the discussion -- particularly comments about case "facts" -- is not considered constructive preparation.In this class, cases are viewed as vehicles for learning diagnostic skills and for applying concepts and frameworks introduced in readings and lectures. The course is designed around a conceptual framework called the Gaps Model and provides a progressive learning experience. Each case in this course was chosen to reveal orillustrate key concepts and issues important to this framework.The learning from a case comes in two ways. The first involves pre-class preparation: the ability to diagnose case problems and issues, to select and apply appropriate forms of analysis (e.g., quantitative, logic, experience, conceptual) and to make decisions about case solutions.There is rarely a single right answer for a case, just as there is rarely a single right marketing decision in actual practice. Instead, there are a number of viable alternatives that can be supported through qualitative and quantitative analysis. It is your job in the class, as you know it is in your careers, to incorporate your existing knowledge with new information (in this situation, course materials) to make sound marketing decisions.Analysis involves more than noting that certain facts pertain to one of the central points around which the case is being analyzed. The facts must be noted, but then reasoning must be applied to determine how and in what way these facts affect the point in the case.Information regarding the strategies actually selected by the firms in the cases should be incorporated with caution. Firms make many strategic mistakes and actual executed strategies are often inferior to alternative strategies. If we have time at the end of a case class, and if the information is available, we can talk about what choices were made and what ensued.The direction and quality of the case discussions are the collective responsibility of the class, not the professor. In class, it is my job as professor to facilitate discussion— obtaining your views and helping you to integrate them at the end of the case.SESSION 1: INTRODUCTIONSession Objectives:• To introduce you to the topic of services marketing• To overview the course and course website• To describe the assignments, cases and topics in the courseSESSION 2: GAPS MODEL OF SERVICE QUALITYSession Objectives:• To demonstrate the need for an organizing framework for improving service delivery• To introduce the gaps model of se rvice quality, an encompassing framework for understanding and improving service quality• To understand both the customer gap and four service provider gaps that must be closed to provide service excellence• To identify service organizations that excel as models for organizations that need to improve their services marketingPreparation:1. What is Jyske Bank's new positioning or competitive differentiation strategy?2. What changes did the bank make to get to its new position? What effect did these changes have?3. Analyze Jyske Bank's success using the Service Quality Gaps Model found in Chapter 2. What are Jyske Bank's strategies for closing the 5 gaps in the model?4. In your opinion can Jyske Bank sustain its growth and success? Would you invest in Jyske Bank?SESSION 3: THE CUSTOMER GAPSession Objectives:• To understand customer expectations and perceptions of service quality and their roles in customer satisfaction• To develop critical knowledge of the five key dimensions of service quality• To identify ways that companies u nderstand their customers' perceptions and expectationsThree of the prominent external measures of service quality and customer satisfaction are the American Customer Satisfaction Index (), J.D. Power and associates (), and the Net Promoter Index (). It is important that you become aware of these sources asthey will be likely be used by your future companies either as secondary or primary sources of information. For that reason, preparation for this class involves your visiting each of these sites and becoming familiar with them. You will also prepare a 3-page (1 ½ space) paper critically comparing and contrasting the functionality and value of the information available there.ASSIGNMENT ON CUSTOMER SATISFACTION DUE:Your future manager wants you to prepare a concise (3-page, 1 ½ space) and critical evaluation of the three prominent external measures of customer satisfaction in order to help the company close Gap 1. Carefully read the three web sites that are listed in the readings for today. Critically evaluate the measures used in each index. What can they do for your organization? What are their strengths and weaknesses? Are the measures helpful to a service company in closing Gap 1? Why or why not? If not, what else would be necessary to close Gap 1?SESSION 4: SERVICE RECOVERYSession Objectives:• To analyze a company's attitudes and practices that contributed to a service disaster• To appreciate ways to avoid exacerbating service disas ters• To identify actions the company could have taken to fail safe--prevent or mitigate--the crisis• To discuss strategies for effective service recoveryQuestions:1. How bad was this situation?2. What actions could Jet Blue have taken to avoid the problem?3. Using the framework from the book (outcome, procedural and interaction fairness, pages 223-225), evaluate how well JetBlue did during the service failure.4. Using the same framework from the book (outcome, procedural and interaction fairness, pages 223-225), what should NWA have done after the situation to recover from the service failure?5. Who is responsible and why? Was the cause of this situation an "act ofGod" (the weather) or some organization? If an organization was responsible, which one was it?6. What does the whole episode mean for JetBlue in the short and long term? What are the financial and brand implications?SESSION 5: BUILDING CUSTOMER RELATIONSHIPSSession Objectives:• To recognize the g oals and benefits of relationship marketing for firms and customers• To identify challenges in relationship development• To examine the controversial ideas that "the customer is not always right" and that "all customers are not created equal"Preparation Questions:1. What does Supernova offer to Merrill Lynch? Does it need Supernova to be successful or grow in the future?2. What, specifically, is Supernova and how is it different from traditional financial advising models?3. What is the value proposition for customers?4. What changes did FAs need to make to implement the Supernova process?5. What changes did Merrill Lynch have to make to implement the Supernova process?6. What were the risks and potential benefits for both?7. Contrast a Financial Advisor's day using the Supernova process with a typical day under the old process.SESSION 6: SERVICE INNOVATIONSession Objectives:• To illustrate the factors that affect new service development success• To e valuate new service offerings from their marketing benefits and operational implications• To demonstrate how a company can differentiate through value-added services achieved through operational savings• To explore how to introduce technology i nto consumer-facing services Preparation:Innovation at Progressive (A) (Case)Innovation at Progressive (B) (Case)Preparation Questions:1. In Case (A), how does Progressive compare to other auto insurers in performance? What explains the difference?2. Assess the viability of the Autograph system. What level of consumer acceptance will it take to make Autograph profitable?3. What are the barriers to consumer acceptance? Should Autograph be expanded nationwide?4. In Case (B), what competencies are necessary to deliver homeowners insurance?5. What competencies has Progressive developed in the auto business?6. Is Progressive well positioned to compete in the homeowners market?SESSION 7: SERVICE INNOVATIONSession Objectives:• To recognize the immense opportunity for services in manufacturing and software• To demonstrate how a company can differentiate through value-added services• To familiarize you with tools and frameworks to assess the appropriate services to bring growth and profitability to manufacturing and software firms Preparation:"Four Strategies for the Age of Smart Services" in Coursepak"The Right Service Strategies for Product Companies" (download from documents page)"Delivering Software as a Service" (download from documents page)出处：Yasmine Redman Administrative Assistant: Professor ValarieZeithaml Services Marketing MBA 751-001 (919) PP 1-13标题：服务营销译文：课程目标本课程的目标为补充基本的营销和市场策略课程专注于具体问题及策略对市场营销服务。

市场营销学外文翻译外文文献英文文献市场营销

Marketing(From: Sun Kun of Accounting English, 2008.)Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribute,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or small,whether it produces a product or provides a service,its long-range future is linked to successful markting practices.The old saying "Build a better mousetrap and the world will beat a path to your door"is not true. "They" must need the product,know about it,be able to get it when and where they want it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.1.The Marketing ConceptMarketing was unheard of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufacture.This intense demand on manufacturing led to organizations dominated by production management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was incidental; determining consumer needs was unheard of.As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occurred. This need to sell led to a sales-dominated company-a sales orientation,whereby the energy of the company is focused on selling the products produced. The salespersio's job:(1)to make the desires of the consumers "fit"the products the company manufactures and (2)to convince the consumer to buy. The company's goal:to"send the out full and bring it back empty."As more producers began competing for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand.Company profits.Companies that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the companyshould adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfyingProduction OrientationCompanies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producer's perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was directed primarily toimproving production methods,increasing output,and lowering costs. Sales OrientationThe period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition,and the expansion of distribution channels.Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuning out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.Market OrientationCovering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramatic rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution methods. Markets became more segmented and more complex. Product life cycles shortened.With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In order to provide a better fit between marketdemand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.Marketing took on the role of analyzing markets and interpreting the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of marketing in pricing increased.And finally, the marketing department became the focal point for the development of corporate strategies needed to adjust to market change.Societal OrientationWhen managements adopted the marketing concept, they could not foresee the environmental problems or the changes in society's values that would raise questions about the market orientation philosophy. In terms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is always good for society.Increasingly, national policy-and, in turn, business policy-is tempering concern for the consumer with concern for society as a whole. Thomas A. Murphy, chairman of General Motors, addressed this dilemma when he said , "We may have let ourselves grow out of touch with the customer's need for continued satisfaction in a time of heightened expectations and the society's concern for environmental improve-ment and energy conservation."Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company policy. But we are also seeing market-oriented decisions modified by societal concerns, as a result both of law and of responsible management policies.2.Channels of distributionEfficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we actually get our goods and services to the customer.Direct sales to CustomersThis ,of course, is the oldest form of distribution and in many trades it remains the most important. However, it can be a very awkward one in somebusinesses such as manufacturing. Customers especially private buyers, are unlikely to go to a factory to buy what they want, and manufacturing firms , at least one company seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers find it advantageous to control the final retail stage and be in a position to offer a complete service, including after-sales service,to the customer.In other industries producers may sell directly to consumers through factory shops, farm shops ,"pick-your-own" arrangements at farms,by mail order or any other scheme that business ingenuity may devise.Organized MarketsAfter direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on "market days" but the markets where producers and traders, especially the traders in commodities make their deals . These markets , located in many of the world's major trading centers , including London where most of the main British commodity exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Distribution to the final customer.By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.WholesalingThe markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking bulk.Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains inretailing has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesaler's warehousing is not always essential to bridge the gap between them. AgentsAgents may offer an alternative to wholesalers. An agent acts on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.FranchisingThis is a growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.The modern trend in franchising is for producers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise. In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials provided.Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchise holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The system's critics claim that large producers favor it as it gives them retail outlets and retail management at very low cost. It can also lead to frustrated expectations among the franchise holders who will never truly be 'their own bosses.The marketing MixAs with all business decisions, there is no one right form of distribution andno one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combination of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising and product promotion must be the result of careful analysis of the environment, the available strategies and the nature of the firms product.市场营销市场营销是一组相互关联的活动，用于确定消费者的需求并对商品和服务进行开发、分销、促销和给产品和服务定价，从而在赢利的前提下满足这些需求。

市场营销专业毕业论文中英文资料外文翻译文献

市场营销专业毕业论文中英文资料外文翻译文献毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketingdefinition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or userin order to meet customer needs and the achievement of the company profits,but also a process of socio-economic activities with the aim to meet thesocial or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service andso on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2021 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the \of American Advertising\to\Advertising and Marketing Association of Science Teachers\to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, \Marketing Association\Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the \sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.\the new marketing stage. Previously that the market is the end ofthe production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。

4P营销策略和营销渠道外文文献翻译2014年译文3000多字

4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX of any business that aims to reach its target market and achieve XXX market a product or service。

businesses must XXX audience.Marketing StrategyA XXX It involves identifying the target market。

analyzing the n。

XXX businesses increase brand awareness。

generate leads。

and XXX.XXX nXXX audience。

These channels can include XXX advertising。

n commercials。

and direct mail。

as well as digital methods such as social media。

email marketing。

and search engine XXX.nal Marketing Channelsnal marketing channels have been used for XXX and magazines。

and n commercials。

and direct mail campaigns are all examples of nal marketing channels。

These channels can be effective for reaching a wide audience。

but they can also be XXX.Digital Marketing ChannelsXXX years due to the rise of the。

and social media。

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