网络营销外文翻译

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常用网络营销中英文术语对照与说明

常用网络营销中英文术语对照与说明Advertorial (软文)广告的一种，即付费文章，故意设计成像一篇普通的文章。

Appeals (述求)Emotional Appeals/感性诉求，Rational Appeals/理性诉求ATL (线上)ATL即Above The Line；BTL即Below The Line。

ATL可以泛指为广告；BTL 则是其他销货以外的传播手段。

一般来讲ATL广告是需要购买广告位的，如TV，Press，Outdoor，Cenema等等；而BTL通常是一些销售Promo或PR 宣传等…Banner Ad (横幅广告)出现在网页上的广告，就是通常在页面的顶部，底部，或侧边的广告。

为了让用户点击获取更多信息(比如查看MiniSite或BrandSite)而设计。

Big Idea (大创意)Brainstorming (头脑风暴)Brand Loyalty (品牌忠诚度)Brief (工作单/纲要)Campaign (广告活动)Click (点击量/点击次数)即Click Through，用户点击网络广告的次数，是评估广告效果的指标之一。

Click Rate (点击率/点进率)即Click-Through Rate，简称CTR。

网络广告被点击的次数与访问次数的比例，即Clicks/ Impressions。

如果这个页面被访问了100次，而页面上的广告被点击了20次，那么CTR为20%。

CTR是评估广告效果的指标之一。

Consumer Insights (消费者洞察)在营销的领域里，您常会在项目进行中听到"Consumer Insight"，也就是从对消费者心理的了解，从消费者的想法去找到广告的诉求或定位。

CPC (点击成本)即Cost Per Click，广告为每个用户点击所付的费用；CPC是评估广告效果的指标之一。

CPM (千人成本)即Cost Per Thousand Impression，广告主为它的广告显示1000次所付的费用；如果一个Banner广告单价是￥10/CPM，意味着每被1000人次看到就收￥10；如此类推，每10000人次看到就是￥100，CPM是评估广告效果的指标之一。

网络营销外文文献及翻译

网络营销外文文献及翻译网络营销外文文献及翻译⒈引言在当今数字化的时代，互联网的普及使得网络营销成为企业获取客户和提升品牌知名度的重要手段。

本文将介绍网络营销的相关概念、方法和策略，以及最新的外文文献翻译，帮助读者了解和应用于实际工作中。

⒉网络营销的定义和概念⑴网络营销的定义网络营销是利用互联网和数字技术手段，通过在线渠道推广产品或服务，实现销售和市场推广的一种营销方式。

⑵网络营销的概念网络营销包括搜索引擎营销、社交媒体营销、电子邮件营销、内容营销等多种手段与策略的综合运用，旨在吸引潜在客户、增加品牌关注度、提高销售量。

⒊网络营销的方法和策略⑴搜索引擎营销(SEM)搜索引擎营销是一种通过在搜索引擎上购买广告或优化网站排名的方式，提高企业在搜索结果页面的曝光率和访问量。

⑵社交媒体营销(SMM)社交媒体营销是利用社交平台如Facebook、Twitter等，通过发布有趣、有价值的内容来吸引和与潜在客户进行互动，建立品牌形象。

⑶电子邮件营销(EMM)电子邮件营销是指通过发送电子邮件来推广产品或服务，与潜在客户建立联系，提高客户转化率和忠诚度。

⑷内容营销内容营销是通过创造和分享有价值的内容来吸引和保留潜在客户，提高品牌知名度和客户忠诚度。

⑸针对移动设备的营销随着智能方式和平板电脑的普及，移动设备成为了重要的营销渠道，企业可以通过开发响应式网站、移动应用和短信营销等方式在移动设备上吸引客户。

⒋外文文献翻译⑴文献标题（标题）⑵文献摘要（摘要内容）⑶文献翻译（翻译内容）⒌附件本文档涉及的附件请参见附件部分。

⒍法律名词及注释⑴法律名词1（解释）⑵法律名词2（解释）⑶法律名词3（解释）。

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。

It is a subset of e-business and includes activities such as online advertising。

search engine n。

email marketing。

social media marketing。

and mobile marketing.The first step in ___ target audience。

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

the next step is to create a marketing plan that includes goals。

objectives。

tactics。

and metrics.One of the advantages of e-marketing is ___。

it is ___ of content。

language。

and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。

By optimizing website content and structure。

businesses canimprove their search engine rankings and drive more traffic to their site。

Social media ___ e-marketing。

外文翻译--网络营销

附录附录一：英语原文Internet marketingIt's always great to hear that remodelers are having a stellar year -- referrals are coming in, solid leads are turning into clients, and business is booming. However, one part of the total business pie that can easily be forgotten; amidst all of this success is marketing. It's amazing how often you hear that the first thing to go is one's marketing plan for the year -- marketing is too expensive or my budget just doesn't call for marketing this year.Au contraire, marketing doesn't have to break the bank; the new age of marketing is all about the Internet. Internet marketing involves many segments and some that this article will touch upon include the basics: Web site development, search engine optimization and marketing via e-mail.The Internet has been called the Information Superhighway -- for many reasons, might I add. Millions of people surf the Internet for information every day, but are they getting what they are looking for? Studies have shown that people give up on looking for what they want if they can't find it in eight clicks. It is your job, as the Web site provider, to offer this sought-after information in a clear and easy-to-find manner.Your Web site is an assetThe Web site is the key player in your marketing and sales endeavors -- no matter how big or small your company may be. Your site should serve as a portal for potential customers and as a marketing tool for your remodeling company. Potential customers, in their own leisure time, can learn about your company, see your work, meet your employees, etc. For many, this is the first impression they have of you and your company, so design your site to appropriately reflect what your company represents.Internet marketing is incredibly cost-effective. Your Web site can help promote the information you are trying to convey without printing costs for hard copies and postage.Content is KingPictures may say a thousand words, but content is king on the Internet. Define the content to satisfy your target market. Every remodeler has amazing photos of their work -- don't forget to include these on your site. However, remember to include copy that goes along with it. This will help with your SEO (see the next subhead on SEO) and gain you more traffic than if you wouldn't have included copy. According to the American Marketing Association, quick load times are important for a successful Web site. Don't let large images bog down the site, therefore losing that particular visitor.As you do in your own business, building your framework -- on your site -- is very important. Create a flowchart and get your visitors from Point A to Point B as fast and easily as possible. Don't overwhelm people by putting links to your entire site on the home-page. Instead, create a model to prioritize and categorize information. Define logical relationships between subjects and define links between information types.It used to be that getting traffic on your Web site was a great success. Today, not only is traffic important, but we now have to analyze this traffic to make sure the "right" people are visiting and that the marketing plan you implemented is working. Tracking services such as or are great tools to help analyze that traffic the site is receiving.The new buzzwordNot by any sense of the word is search engine marketing a secret. However, there are many dos and don'ts that could help provide the best results for this quest in Internet marketing.Search engine optimization is the new buzzword in marketing via the Internet. It means including the right "ingredients" on your site for these search engines to "like" it -- which could ultimately send thousands of visitors your way, increasing your chance for some solid leads. Studies have found that 65 percent of visitors to sites come from search engines.The way search engines work is quite simple. A search engine has a database, which lists every Web site that the search engine knows about. When a search is performed, it tries to find matches in the database for the key words entered.As a Web site owner, you want search engines to send you as many visitors as possible. Therefore, you want to make sure that you are in the databases of as many search engines as possible. This is pretty simple. All the major search engines allow you to register your site free. You can simply go to each major search site, click on "Add Your Site," "Submit URL," or something similarly worded, and fill in your site information.The main ingredient for a successful SEO is not the right key word, but the right key phrase. Try searching for remodeling. I came up with 8,900,000 sites. Now, try searching the same engine for remodeling in Detroit. I came up with 36 sites. See the difference? Creating the right key phrase will help eliminate unqualified leads and will also help potential customers find your company with a lot fewer complications.If you are having trouble with creating the most appropriate key phrase to help your SEO, there are Web sites that can help -- compiles a database of terms that people search for. The user will enter some key words, and will tell you how often people search for them and will also tell you how many competing sites use those key words. The site will also provide a listing of all the key word combinations that bear any relation to your business or service. Just remember, the more instances a key phrase is on your site, the higher up on the ranking totem pole your site will be.Next, you'll want to think of a description of your site. Most search engines will ask for a 25 word description.Marketing by e-mailMany companies have attempted to use electronic mail (e-mail) for advertising -- only to receive a deluge of abuse from infuriated Internet users. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk e-mail, 42 percent want to stop receiving it. According to Time magazine, "unsolicited junk e-mail now accounts for 10 percent of all Internet traffic and up to 30 percent of the 26 million daily messages on America Online."E-mail marketing can be highly effective and extremely-cost effective if you choose to follow some simple best practices. According to Al Bredenberg, publisher of , here are few ethical ways to having a successful e-mail marketing plan.Build your own house e-mail lists. Collect e-mail addresses at your Web site, at trade shows, on product registration cards, during sales and telemarketing calls, or at other points of contact with customers and prospects. Make sure that everyone on your list knows exactly how you will use his or her e-mail address. Your own in-house e-mail lists are a valuable asset.Start an announcement list. This is a simple in-house e-mail list designed to keep you in touch with your Internet audience. Use it for distributing company news, new product releases, special promotions, announcements of personnel changes or other items of interest to your company's contacts.Publish a free e-mail newsletter. An e-mail newsletter, or "e-zine," is a way to keep your company's name in front of your target market. Be sure to offer value -- industry news items, how-to articles, analysis and commentary about your industry niche. Your e-zine will position your company as an expert in the field and will enhance its reputation.Advertise on opt-in and voluntary e-mail lists.Opt-in e-mail lists are now available "for rent" from many companies. In contrast with the bulk e-mail spammers, the opt-in list providers have built their lists on a voluntary basis. The Direct E-mail List Source provides links to many permission-based e-mail lists.Advertise in e-zines and e-mail discussion lists. You will be able to find numerous e-mail newsletters and interactive discussion lists that reach your target audience. Many of these will accept advertising or sponsorships. If they don't already sell ads, they might -- if you make an offer."Spam is such a controversial subject right now that I urge marketers to stick with permission-based e-mail only," says Bradenberg. The risks to the company's business and reputation are just too great. What constitutes true permission-based marketing? Simple. Make sure that nobody is placed on any e-mail list without their explicit permission. No one should have to ask to be removed from an e-mail list they never asked to be on in the first place.9 Steps to higher search engine optimizationStep One -- Choosing Key WordsChoose your key words. This is perhaps the most important step of the process because incorrectly targeting phrases can result in traffic that is not interested in your product.Step Two -- Site ContentCreating some of the new content before starting the optimization process can be doubly helpful in that it can reveal potential additions to your Web site that you may not have considered. If you already have a site, perhaps simply sit on your back deck, sip on a coffee and image what you would do if your whole site was lost and you had to start again.Step Three -- Site StructureA solid site structure is very important. Creating a site that is easily spidered by the search engines yet attractive to visitors can be a daunting and yet entirely rewarding endeavor. To adequately structure your Web site, you must "think like a spider" which is not as difficult as it may sound. A search engine spider reads yourWeb page like you would read a book. It starts at the top left, reads across, and then moves down.Step Four – OptimizationAs noted above, a spider places importance on what it reads highest on the page and so beginning with a sentence that includes your targeted phrase only makes sense.Step Five -- Internal LinkingText links make the best choice as the anchor text (the actual words used to link to a specific page) add relevancy to that Page for the words used to link to it. There are two main ways to ensure that your site gets well spidered and that the relevancy is added. The first is to place text links on the bottom of your homepage to your main internal pages. The second is to create a sitemap to all your internal pages and link to it from your homepage.Step Six -- Human TestingThe next step is to put it past someone who has never seen your site. Ask them to find specific information and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.Step Seven – SubmissionsSubmit your site to all the big players.Step Eight -- Link BuildingFind Web sites that you believe your site visitors would genuinely be interested in and you've probably found a good link partner. You want to find links from sites that are related to yours.Step Nine – MonitoringReview your stats to see where your traffic is coming from and what search terms are being used to find you.附录二：中文翻译网络营销对于企业重塑者来说像这样星光灿烂的一年是永远值得庆幸的事：合作意向纷至沓来，那些有强烈合作意向的伙伴都成为了顾客，业务蒸蒸日上。

网络营销外文资料及中文译文

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

外文原文及翻译市场营销-网络营销

外文原文及翻译Internet 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.网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。

因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。

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.企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。

网络营销外文文献及翻译

毕业设计(论文)外文资料翻译学院（系）：计算机科学与技术学院专业：网络工程姓名：王灿学号： 0125外文出处：附件： 1.外文资料翻译译文；2.外文原文。

指导教师评语：签名：年月日注：附件1：外文资料翻译译文网络营销一、网络营销的概念网络营销是企业整体营销战略的一个组成部分，是建立在互联网基础上，借助于互联网的特性来实现一定营销目标的一种营销手段。

它以现代营销理论为基础，以开拓市场、增加盈利为目标，利用因特网的技术和功能，最大限度地满足客户需求的经营过程。

网络营销的实质是利用互联网对产品的销前、销中、售后个个环节进行跟踪服务，它自始至终贯穿在企业经营的过程。

网络营销在英文中有多种表达方式，每种表达方式都有相应的侧重点和内涵，如Internet Marketing，强调的是以因特网为工具的市场营销；Web Marketing指网站营销，着重于网站的推广，站点与顾客的沟通；Cyber Marketing指网络营销是在虚拟的计算机空间进行运作；E-marketing指与电子商务相对应的电子化、信息化、网络化的营销活动。

现在常用的翻译方式是online Marketing和Internet Marketing，且专指国际互联网营销。

网络营销不一定包括完整的商业交易过程（例如，它可以不考虑网上支付等环节），但它是电子商务的重要组成部分。

在我国，企业应首先发展网络营销，并通过完善企业网络平台稳步过渡到电子商务。

网络营销的主要内容包括网上市场调查、网上消费行为分析、网络营销策略制定、网络营销价格策略制定、网上营销渠道选择以及网络营销管理与控制等。

具体的营销手段有E-mail营销、网络广告和建立网络营销站点等。

二、网络营销的特点互联网的出现深刻地影响了人类生活的每个角落，它如同一种“万能胶”，把企业组织及个人跨时空地联结在一起。

在这样一种新的营销环境下，网络营销呈现其独有的特点。

1．全球性：网络营销给企业带来了无限的商机，同时也将企业推向一个更广阔、更具选择性的全球市场。

经典网络营销外文文献翻译汇编(顾客满意营销策略;消费者行为研究;网络团购营销策略研究;可持续发展)

经典网络营销外文文献翻译汇编目录（一）原文Marketing Customer SatisfactionSince the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponWith the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come .And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfiedperson will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.Second, customer satisfaction, the main steps in marketing strategyFirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction.FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand.Second, customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many companies use a service called: "Product Configurator" system to help users with the participation of product design. That is stored in the computer where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and personalized service.Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage --- to ensure that customers receive timely and quality services to, participation in training pre-consultation,transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today's consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feedback system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.Fourth, foster customer loyalty.In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract customer loyalty.Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentives. Cultivate customer loyalty marketing in two ways:First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyalcustomer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.译文顾客满意策略与顾客满意营销自从20世纪八十年代末以来,顾客满意战略已经成为各企业占有更多的顾客份额,获得竞争优势的整体经营手段。

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。

网络营销策略外文文献翻译

文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636.原文Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni1 IntroductionMarketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves”Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences.This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.The advent of the Web had a significant impact on the way marketers do their strategies; it provides opportunities for companies to enhance their business in a cost-effective and practical manner. That is, the Web can be used by marketers to distribute products faster, to reach new markets, to conduct marketing research, to serve customers better, to solve customer problems and also to communicate more efficiently with marketing partners. This evolution of marketing is called “Internet Marketing”.The widespread advent of Social Networking stimulated a further development of marketing (Marketing 2.0) defining a new perspective connected to the symmetry of companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages; they actively express their needs, preferences and choices. All these issues stimulated the emerging of new marketing models with different aspects for successful marketing strategies such as: user information sharing and interaction, brand & corporate identity, search engine optimization (SEO) etc.. In the new marketing on Social Networks, databases play an enormous role in allowing the use and the integration of online tools. In particular they make it possible for consumers and companies to login and to have their own profile on a Social Networking site etc.; this give consumers and companies the possibility to connect each other and to fulfill their specific needs for information sharing and interaction and companies the possibility to outline the core concept of identity that, in the case of marketing strategies, can be extended to the analysis of the way in which consumers and companies develop their online profiles. This process can stimulate the presence of small enterprises on the market.However, a stronger change is connected to the popularity of Social Networks, combined with the widespread diffusion of mobile technologies, such as pocket PC, PDA and cell phone; it has given rise to the phenomenon of Mobile Social Networks. Mobile Social Networks are considered to bethe natural evolution of Social Networks; they can be seen as Social Networks communities specialized with mobile services. Mobile devices offer to Social Networks new opportunities connected with real-time location-based services, communication on the move and the sharing of information and services anywhere, anytime. This phenomenon is having a great impact on marketing sector. Mobile marketing (M-marketing) is defined as “the use of the mobile medium as a means of marketing communication” . More specifically, it is “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” .In order to marketers adopt best M-marketing strategies it is very important to understand the use that users make of mobile devices, their perceptions and acceptance in terms of benefits and costs in using Mobile Social Networks for marketing purpose. The integration of Internet Marketing, Marketing 2.0 and M-marketing has led to the development of a new type of marketing: the Viral marketing. The reminder of the paper is organised as follows. Section 2 describes the Internet Marketing by discussing the different marketing ways, their advantages and limitations. Section 3 introduces the Marketing 2.0 by analyzing the benefits for consumers and companies. In Section 4 the different forms of mobile marketing strategies are discussed. Section 5 analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally Section 6 discusses the viral marketing trend.2 Internet Marketing: Marketing on the WebInternet Marketing is also called online Marketing, Website Marketing or e-Marketing. It is generally referred to the promotion of products or services over the Internet. Among the advantages of Internet Marketing there ismainly its cheapness both for companies and for buyers. Companies can reach a wide audience with minor budget respect to the traditional advertising while consumers can research and purchase products and services conveniently and quickly.There are different ways of Internet Marketing which are listed below:• Pay per Click: is a model where advertisers pay the publisher when the ad is clicked.• Marketing with Affiliates: A company hires one or more affiliates that are paid commission for each visitor that click on the banner or logo. Visitors are onnected to the sponsor’s site for which affiliates are paid a commission.• Search Engine Optimization (SEO): It allow to types keywords in search ngines related to ones product and to have the list of different sites related to that product. SEO maintains ones site to collocate on the first page of the most search engines to attract more traffic. This can give good Return on Investment (ROI) and increase profits.• Advertising t hrough Banner: Advertiser purchases banner to be displayed on the website. Usually, banner marketing is used to divert potential traffic to the site.• Auction through Internet: In a n online auction takes place when items are kept for selling. A minimum price for items is fixed by seller and buyers that offer the highest price will receive that product.• Listing on Directories: People can place their site on or which act as Yellow Pages on the internet. This is cheaper than the other ways of internet marketing, so also small-scale enterprise can use it.3 Marketing 2.0: Marketing on Social NetworksThe advent of Social Networking provides marketers with new potentialities, not available in traditional channels, in particular for the products and services diffusion. The importance of Social Networks and the key aspect of the companies’ interest on them are due to the wide number of consumers that can be reached using these tools. Marketers start from building a loyal constituency of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation, and use of knowledge from other forums to honestly counsel consumers. Marketers may also open discussion to specifically attract new members according to their profile of interest. The real advantages of Social Networks can be exploited when marketers use the interactive capabilities of this new medium and build a personal community environment for the consumers, on considering each consumer as an individual in addressing promotional messages, providing all related services at a unique point, and making the virtual community a truly worthwhile place for the consumer to visit. The possibility to individually and interactively address consumers, allows marketers to understand their target better and to provide new products and services in fulfilling the consumers needs. The importance of Social Networking is, moreover, connected to the symmetry between companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages they actively express their needs, preferences and choices. All these features of Social Networks allowed the introduction of different benefits on marketing process; the benefits can be view on considering the consumers as well as the companies’ point of view.From consumers’ p oint of view the key useful characteristics of a Social Network to consider are:• inter-activity: a consumer who joins a Social Network can seek information, test the product and proceed to place order forproducts. Consumers can also have access to the feedback of other people to make better informed decisions.• aggregation of services: a Social Network allows aggregation of different services, coordinated and hyper-linked by the seller of the products or services. This gives consumers access to all the necessary information to make a better purchase decision.• deliverability: a Social Network is delivered in real time 24 hours a day, and 7 days a week.These characteristic allow consumers to:• gather information a bout products and services offered by companies;• interact with other consumers without spatial and temporal constraints and with reduced search costs;• provide information about the product, to the company and to other consumers;• add “collective content” using discussion forums;• have economic benefits deriving from special prices, customized offers and better service from the qualitative point of view;• being part of a powerful bargaining group that can influence important marketing decisions.From the companies point of view the most important benefit that a Social Network an offer is given by the possibility to reach out and build interactive relationships with consumers on a global basis. In the past companies have been constrained by the inadequacies of the traditional channels, particularly in the products and services diffusion. Social Networks have the potential totransform and enhance this activity. As said before the key element for the interest in the use of Social Network is the critical mass of consumers that can be reached. Companies usually start from building a loyal community of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation. Companies may also open discussion forums to specifically attract new members according to their profiles of interest. These discussion forums are rich sources of information about companies and their products/services and, at the same time, should be closely monitored by the marketer to identify the needs of the consumers. Companies can also facilitate an immersive experience to consumers, for example, by using 3-D virtual communities such as Second Life, they can create customized graphical user interfaces and include tutorials (Avatar), which can better explain to consumers how to move around and interact with the environment.Many real-word companies are taking interest in this latest online trend. American Apparel is the first "real world" company that has opened a store in the virtual world of Second Life. Its ultra-modern clothing store is located on a beach resort and has quickly become a hot spot within Second Life. Second life provides companies with the opportunity to build a strong trademark. Some brand owners have established an online presence by building retail stores to sell products in the real world. Moreover they have the possibility to create an event in the largest world virtual 3-D environment to directly communicate with the wide audience of the community members. For example, the MacArthur Foundation uses events on Second Life to introduce the foundation to a new audience and to stimulate discussions about the real-world issues that it seeks to resolve; William Gibson, the influential author who coined the word "cyberspace", had a reading in Second Life to promote his novel “Spook Country”; the Royal Liverpool Philharmonic have built a replica of their concert hall where they will perform works by Rachmaninov.4 M-Marketing: Marketing on Mobile Social NetworksToday we live in a mobile-devices-focused society. Mobile technologies, such as PDA, pocket PC and cell phone, transform interpersonal communications, which are independent from the fixed location, and result in the phenomenon of “situated nowhere,” in which communication occurs everywhere. Several studies individuate and classify mobile devices properties. In particular Klopfer et al. in classify the following five property classes, to characterise mobile devices:• Connectivity.• Social interactivity.• Individuality.• Context sensitivity.• Portability.The widespread diffusion of Mobile Social Networks have great impact on marketing strategies; from marketing 2.0 we move to M-marketing that is defined as “the transactions of commodities, services, or information over the Internet through the use of mobile handheld devices” . M-marketing has generally been viewed as “an extension of marketing 2.0 beyond the static terminal of the PC/TV to anytime, anyplace, anywhere on mobile and other wireless devices” . M-marketing on Social Networks are increasingly a vital component of brand marketers' strategies, creating a rush to develop content and advertising to consumers via on their mobile devices. There are many forms of M-marketing such as Short Message Servic (SMS), Multimedia Message Service (MMS), Mobile Web Marketing, and Location-based Services:译文营销策略的演变从网络营销到移动营销1 引言营销是“创造、沟通、向消费者提供价值并维护与客户的关系的过程”。

电子商务网络营销外文翻译文献

电子商务网络营销外文翻译文献标题：电子商务网络营销的外文翻译文献随着全球互联网的迅速发展和普及，电子商务（E-commerce）已经成为企业进行商务活动的重要形式。

其中，网络营销（Internet marketing）作为电子商务的重要组成部分，亦受到广泛关注。

网络营销是以互联网为主要手段进行的营销活动，其目的是实现企业市场营销目标。

本文将对电子商务网络营销的相关外文翻译文献进行介绍和评价。

一、简介网络营销是一种利用互联网技术进行的市场营销活动，其主要形式包括搜索引擎营销、社交媒体营销、电子邮件营销、搜索引擎优化等。

与传统的营销方式相比，网络营销具有成本低、效率高、覆盖面广等优势。

对于电子商务企业而言，有效的网络营销可以显著提高品牌知名度、吸引潜在客户、提升销售额。

二、外文翻译文献1、E-commerce and Internet Marketing: A Practical Guide这篇文献是由知名作者团队编写的一本实用指南，主要介绍了电子商务和网络营销的基本概念、策略和方法。

书中详细阐述了各种网络营销手段的优点和缺点，并提供了实际操作建议。

此外，还介绍了电子商务安全、用户体验等与网络营销相关的关键问题。

总体来说，这本书内容全面、实用性强，适合电子商务从业者和市场营销专业的学生阅读。

2、The State of E-commerce and Internet Marketing in 2023这篇文献是基于对2023年全球电子商务和网络营销的深入研究和趋势分析。

文章探讨了当前电子商务和网络营销的主要趋势，如移动化、社交化、本地化等。

此外，还分析了电子商务企业的成功案例和策略，并提出了未来电子商务和网络营销的发展方向和建议。

总体来说，这篇文章具有较高的参考价值，为读者提供了深入了解电子商务和网络营销未来发展趋势的机会。

三、总结评价电子商务和网络营销是当前商业领域的重要趋势，对于企业实现业务目标具有重要作用。

外文文献及翻译：网络营销 E-marketing

外文文献及翻译：网络营销 E-marketing E---MARKETING(From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.)As the growth of shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customervalue.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices.(Sales Promotion;E--Marketing;Internet;Strategic Planning )1.What is E--MarketingE--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create morecustomer value through more effective segmentation ,and positioning strategies;More efficiently planning andexecuting the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives.This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.12.Environment,Strategy,and Performance (ESP)E-Marketing flows form the organization `s overall e-business strategies and selected business environment,wherelegal,technological,competitive,marketrelated, and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will help the firm accomplish its overall goals. The final step is to determine the successof the strategies and plans by measuring results. Performance metricsare specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important in today` s e-business climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model.The esp model might just as easily depict a brick-and-mortarbusiness process -by removing a few "e `s" this underscores the ideathat e-businesses are built on sound practices and proven processes but with important e-transformations and emarketing practices, as discussedin this book.This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning process.The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business partners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors.Current and pending legislation can greatly influence e-marketing strategies. Chief among these are laws concerning privacy, digitalproperty, expression, and fraud. Privacy is difficult to legislate, yetit is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital2property problems began in the Web` s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing for thecontent authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoingdiscussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hardto prevent fraud, enforcement is difficult in a networkedworld.Technological developments are altering the composition ofInternet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DSL lines--that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high-- speed multimedia form, astandard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a new set of design challenges as firms try to squeeze content onto tinier screens.Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through software advances. For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage.3.E-Business MarketsSergio Zyman, formerly chief marketing officer of Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights threeimportant markets that both sell and buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs.The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the3shipping bill online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer.The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments. For example, with an annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two of the most wired countries in the world with over 60% Internet penetration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Internet users in developed nations. In addition, the infrastructure in some countries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Internet markets in more detail.4.Strategic PlanningAmazon, like every other marketer on and off the Web, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organization`s objectives”, Two key elements of strategic planning are the preparation of a SWOTanalysis and the establishment of strategic objectives.the SWOT analysis examines the company` s internal strengths and weaknesses with respectto the environment and the competition and looks at externalopportunities and threats. Opportunities may help to define a target market or identify new product opportunities, while threats are areas of exposure.In a parallel fashion, marketing strategy becomes e-marketingstrategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that capitalizes on the organization’s electronic orinformation technology capabilities to reach specified objectives.In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organization’s e-marketing strategy.Regardless of whether a customer buys from the stone, the catalog,or the Web site, or whether contact is made by phone, in person, through e-mail, or by postal mail,4employees can access the computerized database for up-to-dateaccount activity and information when dealing with customers.Most strategic plans explain the rationale for the chosen objectives and strategies. This is especially true for a single e-business project trying to win its share of corporate resources and top-management support.5.What`s NextRegardless of the current disillusionment with e-business,many solid successes exist today and exciting new growth areas will soon emerge,For-Tune magazine has identified seven trends that will help businesses move forward into e-marketing during the next few years:Integrating IT software. Twenty-six percent of companies will spend money to integrate all the pieces of corporate technology, such aslinking front-end customer service software with back-end orderfulfillment system.Boom in Web services. Web services will more deeply into finding universal standards for Internet-related software. Microsoft’s dot-net and Sun’s Java are twocompeting architectures, for example.Collaboration software. This allows employees, advisors, consultants, and other team members to work on projects while in different geographic locations. For example, ”Napster for Marketers” is peer-to-peer software that one consulting firmuses to collaborate on marketing plans with ad agencies, designers, and others.Dealing with too much date. Better customer relationship management software is helping firms reinforce customer loyalty by analyzing the mountain of data about previous behavior to suggest new products. For example, a flight attendant would be able to ask if a passenger wants coffee with sugar instead of the usual, ”What do youwant to drink?”data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.Wireless is here to stay. Technologies such ah 802.11 and Bluetooth use shortrange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in portable computing. Inexpensive computer storage and small machines will aid people who want to work at home, in the car or train, or virtually anywhere. Devices such as IBM’s 9-ounce Metapad hold 5 gigabytes of dataand will change the way people work.5网络营销的成长发展说明一些营销原理从来不曾变化，对于一项创新产品，只要它能为顾客提供价值，即使已有众多竞争者，市场也总是乐于接受的。

网络营销的发展外文翻译

标题：The Evolution of Internet Marketing原文：Paper at a Glance:As multi-channel commerce (i.e., the ability to purchase goods and services via, for example, the Web and the call center) becomes increasingly ubiquitous, technology (now indistinguish able from the processes it enables) has become the means to instant gratification. However, the Web as a standalone channel presents as much of a liability as it does an opportun ity because best business practices for cohesively exploiting the internet and systematically thriving in cyberspace have lagged. Not least of all in the marketing arena. The “old”Internet laid the foundation for the most critical mistake organizations have made with the Web to date: failing to integrate the Web into their overall channel structure. The “new”Internet presents a new set of opportunities if marketers realize that decisions of online searchers are influenced by a broad number of offline sources and vice versa.The Take-Away:Brand, relationship and internet marketers must break through (often artificial) boundaries to coalesce ar ound the customer as the design point. Organizations must plan to be customer-proactive as commerce paradigms shift from push to pull. Cross-channel integration will enable organizations to optimize the way they treat customers and right-size c ost s.Introducti onFor too many organizations,"cross-channel integration" is simply a buzzword-complia n t trend du jour, and little more than lip-service is paid toward implementing it. Howev e r, from the customer's perspective, this lack of integration is aggravating an alr e ady frustrating problem when interacting with multi-line, multi -channel o r g a nizations, leading customers to wonder, "Why don't they know me HERE when I've already told them about me THERE?"The Internet Has Changed the WorldWell, maybe not the world, but the Internet has clearly gained momentum as it has moved from being a commercial experiment to a legitimate, mission-critical, business engine in almost every business sector. Among other statistics supportingits significance, the U.S. Census Bureau reports that U.S. retail e-commerce sales in the f o ur th quarter of 2005 continued its steady climb, accounting for 2.4 % of total retail sales (up from 1.6% and 1.9% over previous years, adjusted for seasonality). And that’s just in the retail sector. However, the Web as a standalone channel presents as much of a liability as it does an opportunity because it offers consumers anonymity until the moment of purchas e.This, in turn, limits the ability of the enterprise to motivate (re)- purchasing based on the bu yer’s pain and needs - in turn, contributing to diminishing consumer loyalty and lower switching costs. Unfortunately, best business practices for cohesively exploiting the Internet and systematically thriving in cyberspace have lagged; not least of all in the marketing arena.“Old”Internet MarketingIn the beginning, the I n te rn e t was cool. In a nod to modernization, many Global 2000 companies dabbled in the Web with experimental web sites, often nothing more than technology-lite brochure sites. These experiments were purposely separated from d a y- to-day operations given all the unknowns relative to business impact, claiming dedicated people, business processes, technology, and information. The Web was commonly run by the jeans-wearing ponytail set as opposed to the blue suits carrying sales bags. Throw a pizza into the “confe rence-room-cum-web-lab”now and again and all was right with the world. Web marketing largely consisted of mass, outbound e-mail blasts and getting e-mail right became a huge focus of Internet marketing. E-mail technology jockeys found themselves acting as new-age marketers and it became mo re about crafting the perfect e-mail than about getting the right message to the right customer via the right channel. Thus the foundation was laid for the most critical mistake organizations have made with the Web to date: failing to integrate the Web into their overall channel structur e.Indeed we thought we were making things better by bifurcated marketing disciplines based on channel (e.g., online vs. offline) and formalizing the discipline of online or Internet marketing. We scoffed at the idea that a relationship or a brandcould be enhanced through the Internet, and Internet marketing evolved separately from Relationship Marketing and Brand Marketing. Online marketing sub-specialties evolv ed (e.g., search ma rketing),business disciplines were replicated (e.g., order management, online customer se rvice,revenue tracking) and voila! we created parallel e-businesses. Remember the pre-dot. bomb days of Internet spin-off businesses? Still, Internet marketers were not blind to the exigencies of cross-channel marketing;it’s just that to them, cross-channel was integrating Google to Yahoo!, rather than web activity to point-of-sale. Marketing was all about “pushing” messages to customers, and most marketing efforts were (and still are) designed with the channel as the primary consideration, and the customer as a secondary design point. All we were really doing was reinforcing the Internet as a separate and distinct element of business. We assumed that lack of access to technology and fear of the unknown would prevent customers from truly embracing (or even demanding) the Internet as a legitimate means of transacting business in combination with other channels.Things improved with the advent of “pull”marketing and all its implications: customers would proactively pull companies (see Figure 1) to them on their terms, via their pre f e rr ed channels, and when they are ready. Banner ads are a classic example of pull marketing: the banners are ubiquitous (and presumably targeted at a user’s cur r e n t behavior), but a customer can choose to click through or not. Even with this evolution to pull marketing, customers remained subservient to the channel due to a dearth of information that could be culled from across channels and integrated into a “panor a m ic view”of the c u stome r. The panoramic view of the customer is an ente rpris e’s“corp orate memory” of a customer across time, channels, and business li nes.Also called the “360°view,” its purpose is to optimize customer interactions for maximum segment profitability. To create the panoramic vi e w, organizations must have a c onsiste nt approach to collecting accurate customer information, reaching beyond traditional transactional and demographic information to include information about all interactions whether or not a sale resulted.Indeed, marketing has remained la rgely static and reactive because channel/ customer/offercombinations usually differ b y point-in-time, channel-specific, predefined rules. However a customer’s behavior can and will deviate from these rules and the lack of a panoramic view of the customer will gate an organization’s ability to effectively respond. This is a two-way street: the enterprise doe sn’t have a panoramic view of the c u stom er, but the customer d o es n’t have a single view of the enterprise eit h e r. This matters because to the customer, there is frustration associated with not being known across channels, leading to dissatisfaction and diminished loyalty. “New”Internet MarketingWe now know the Web experiment has succeeded, and the Internet as a commer c ial tool is here to stay. Consumers are purchasing goods and services more than ever via the Internet, and marketing spend on media such as online classifieds, searc h marketing, and display advertising is fast following. Indeed spending on Int e r n et marketing is projected to inc r ease,depending on who you believe, between 7% (Winterberry Group) and 20%+ (e Marketer) over the next 4 years. But just when w e think we’ve got it figured out,consumers tell us otherwis e. Customers understand that businesses operate through multiple channels, and they will leverage whichev e r channel is most appropriate to task. Studies show that Internet marketing is driving offline efforts; and there is a significant missed opportunity if all channels are not integrated.(See Fi gur e 2). As such, organizations must begin to regard the Web (som e call it the e-channel) as just another channel in its channel mix, as opposed to treating it as a separate business unit, operating company, or division. The integrated chan ne l system itself must be economically optimized, versus optimizing the use of a single channel (e.g., the Web) within a channel sy stem.We also know that while the Web is a huge marketplace, 90%+ of the online pu rchasi ng and consideration process is occurring beyond the corporate website. Studies show that while customers may seek information from a corporate web site, the sale through this same channel rarely follows. So it would seem on the surface that the Web is an ineffective revenue-generating channel. B u t we know it is a very effective channel wh en taken as one element of the channel system.So looking atthe Web from a differe nt perspective, a cons umer’s abandoned shopping cart may indicate the existence of a commerce life cycle (See Figure 2) and not merely an aborted transaction. If viewed in this way, an organization has the opportunity to influence purchase even if the Web isn’t the right channel for that consumer at that moment in time. In this model, the efficacy of the Web increases exponentially as it is causally linked to transactions in other channels. Indeed millions of these telling web interactions go unnoticed eve r y week and harvesting this kind of information will lead to a more focused, prod uctive marketing effort where coordinating online and offline marketing involvement drives mindshare and ultimately transactions across channels.What’s Web 2.0 Got To Do With It?Web 2.0 is a buzzword referring to whatever is newly popular on the Web (e.g., blogs, podcasts); its meaning is still in flux. To be fair, Web 2.0 denotes an improved form of the Web, generally referring to a second generation of services that enable people to collaborate and share information online. I t is important for marketers to unde rsta nd the potential of this next-generation Web, as it provides the foundation for true (and seamless) cross-channel process and information integrati on.Web 2.0 e n ables marketers to predict and respond consistently to customer needs in every channel an d across every stage of the commerce life cycle.Why Should a Marketer Care?It’s clear that the (often artificial) boundaries among Relationship, Brand, and Inte rn et Marketers are blurring in the world of Web 2.0. (See definition check). Business usage of the Web typically trails consumer adopti on,which lags significantly behind Int e r n et technology advances. And social adoption of new Web capabilities is skyrocketing as increasing numbers of Internet users become indoctrinated. According to IDC, the number of unique global Internet users will grow from approximately 820 million in2004 to over 1.3 billion in 2009. So it’s time for businesses to move beyond the Web as “br o chureware”(i.e., Web 1.0 and static HTML pages) and exploit the interaction and social networking features of Web 2.0. Creating Pervasive RelationshipsThe underlying features of Web 2.0 support the creation of pervasive, cross-c hann e l customer relationships. A pervasive relationship is an “always on”c onversatio n (“dialog”)which transcends individual transactions and interactions across all channels. The dialog is informed by the panoramic customer view and a customer’s strategic value, and is considered by the customer to be useful, unobtrusive, personal, and respectful.To get this right, marketing must become the “air traffic con troller”of pervasive customer processes and interactions across every channel. In this way, all marketing disciplines work together to act on the panoramic customer view, p r ovidin g the right information to the right channel at the right time.Defining the DialogAs discussed above, consider the dialog to be an “always-on campaign.” Sometimes called event-based marketing, the conversation is predefined by marketing based on anticipated life cycle events. However messaging and triggers must be built around the cons ume r’s behavior and profile, and not around arbitrary time-tr i gger ed events. (See Figures 4, 5). As such, transforming one-off interactions into meaningful dialogs requir e s the context of the conversation be maintained and transferred from one channel to the next; and that requires cross-channel integ r ation.The Cross-Channel Marketing Pl aybookBusinesses whose customer relationships consistently thrive must be prepared for marketing to act as an air traffic controller of sorts, providing consistent visibility of customers in every channel and across every stage of the commerce life cycle. Cross- channel integration enables organizations to optimize the way they treat customers and right-size costs. The following general imperatives must be executed to succeed wit h successful multi-channel systems and cross-channel integ r ation: Understand the commerce life cycle and associated events ―Bec ause marketing is ultimately about supporting revenue through proactive management of the ETFS commerce life cycle, organizations must create and apply the right business process e s to the right channels in a way that builds exit barriers andswitching costs into the relationship. I n addition, the multiple channels through which an organization goes t o market must be integrated with one another in support of a single ETFS process to present a consistent image to the customer as well as an integrated customer expe rie n ce.Create a business strategy and value proposition for cross-channel interaction―The objective for multiple-channel programs is to make the sales, marketing, and service mix work together as a single, highly efficient execution system that delivers seamless service, rapid growt h,and appropriate cost of sale/cost to serve. Facilitating multiple sa les and service channels to work more closely requires new norms around c h a nn e l compensation and tighter territory “rules of engageme nt.”Furthermor e,the exponential growth in customer interaction points means that an understanding of customer interactions is as critical to a cross-channel strategy as are transactions for the following two reasons: 1) there is important behavioral information impounded in a customer interaction even if (or perhaps especially if) it does not result in a tr ansaction; and 2) organizations that do not tightly enforce consistency across every channel risk compromising their brand equity. Organizations must also assess channel efficiency economics as part of a cross-channel strate gy.T r ansform channel-specific business processes―Cross-channel strategies are often inhibited by channel-specific business processes (e.g., marketing supports “push” strategies not “pull”). Perhaps the most important task is for organizations to bring the Web channel into the channel-management fold. The business model should also rightsize channels to ensure the selling system has the capacity to handle a growing number of transactions and customer inte r a ctions.Embed Analytics I n to the Business Processes ― Predictive and declarative analy t ics (distinct from pure transactional reporting) must be embedded into the DNA of business process and then deployed through the operational environment. Te chnolo g y solutions must enable this tight coupling of operational and analytical processes so tha t knowledge and experience can be deployed into the busi n ess, independent of pe opl e and systems.出处：Liz Roche.The Evolution of Internet Marketing [D].Customers incorporated designing business around customers White Paper.标题：网络营销的发展译文：摘要:多渠道营销(例如,通过网络和呼叫中心的能力来购买商品和服务)越来越普遍,网络技术成了有满足感的工具。

网络营销英语怎么说

网络营销英语怎么说网络营销以企业实际经营为背景，以网络营销实践应用为基础，从而达到一定营销目的的营销活动。

那么你知道网络营销用英语怎么说吗?下面跟着店铺一起来学习一下吧。

网络营销的英语说法：network marketing网络营销相关英语表达：网络营销专员 Internet Marketing Specialist网络营销经理 Web Marketing Manager多层次信息网络营销 Multi-level Marketing网络营销顾问 Network Marketing Consultants网络营销的英语例句：1. For the above - mentioned reasons , cellphone online sales will be an inevitale trend.因此, 手机的网络营销将会是一股不可阻挡的潮流.2. Actually, this is partial management layer the wrong understanding to network sale.其实, 这是部分管理层对于网络营销的错误认识.3. B 2 C e - commerce system, client relationship management system, financial system, Internet marketing system.B2C电子商务系统、客户关系管理系统、财务管理系统、网络营销系统.4. Our country and abroad and the status of network marketing are analyzed.并对我国和国外网络营销的现状进行了分析.5. Try affiliate and internet marketing as ways to get money from internet.尝试为如何从互联网上赚钱的子公司,网络营销.6. So I to analyze and summarize several large networkmarketing method.所以下面我来分析和总结一下几大网络营销的方法.7. Internet marketing Help ask questions get answers about search engines.聊网络营销,就搜索引擎互动提问和解答.8. This article breaks down the truths of website marketing.这篇文章详细介绍了网络营销的原理.9. Affiliate homeare, a to make money in the World Wide Web.作为一个子公司营销, 有机会增加你的收入,并可以赚取利润,即使联属网络营销只是副业.10. PPC or pay per click is an important tool, in Internet marketing.PPC或者按每次点击支付费用在网络营销中是一个非常重要的工具.11. VinBin. Com , the network marketing service platform of small and medium - sized enterprises !赢大网络, 中小企业网络营销服务平台!12. MLM Network Marketings Why Failure Rate Is so High?传销网络营销-为什么失败率这么高?13. The key to successful affiliate marketing is active influence.成功的关键是联属网络营销的积极影响.14. Enhance their visibility, in a new era of network marketing.提高企业知名度, 进入全新的网络营销时代.15. Prefer experience with marketing including advertising, trade shows, websites.有广告、展会、网络营销经验优先.。

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