网络营销外文文献及翻译
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。
It is a subset of e-business and includes activities such as online advertising。
search engine n。
email marketing。
social media marketing。
and mobile marketing.The first step in ___ target audience。
This can be done through market research。
analyzing website traffic。
and studying social media trends。
Once the target audience is identified。
the next step is to create a marketing plan that includes goals。
objectives。
tactics。
and metrics.One of the advantages of e-marketing is ___。
it is ___ of content。
language。
and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。
By optimizing website content and structure。
businesses canimprove their search engine rankings and drive more traffic to their site。
Social media ___ e-marketing。
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1：引言1.1 研究背景及意义1.2 研究目的1.3 研究方法2：网络营销概述2.1 网络营销定义2.2 网络营销发展历程2.3 网络营销的优势和挑战3：网络营销策略3.1 定位与目标市场3.2 品牌建设3.3 销售渠道选择3.4 市场细分与定价策略3.5 推广与广告策略4：社交媒体营销4.1 社交媒体平台概述4.2 社交媒体营销策略4.3 社交媒体广告4.4 社交媒体营销案例分析5：搜索引擎优化(SEO)5.1 搜索引擎优化概述5.2 关键词优化5.3 网站架构优化5.4 内容优化5.5 外部优化6：内容营销6.1 内容营销概述6.2 内容策略与创作6.3 内容发布与推广6.4 内容营销案例分析7：电子邮件营销7.1 电子邮件营销概述7.2 邮件列表建立与管理7.3 邮件设计与撰写7.4 邮件营销分析与优化8：移动营销8.1 移动营销发展概述8.2 短信营销8.3 应用程序营销8.4 移动广告与跟踪分析9：数据分析与营销决策9.1 数据分析的重要性9.2 数据收集与整理9.3 数据分析工具与方法9.4 数据驱动的营销决策附件：1：《网络营销案例分析报告》 2：《社交媒体营销指南》3：《搜索引擎优化实战手册》4：《内容营销成功经验分享》5：《电子邮件营销最佳实践指南》6：《移动营销趋势报告》7：《营销数据分析工具比较》法律名词及注释：1：商标法：指保护商标权益的法律法规。
2：著作权法：指保护创作作品的法律法规。
3：消费者权益法：指保护消费者权益的法律法规。
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。
网络营销中英文对照外文翻译文献
网络营销中英文对照外文翻译文献
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。
本文翻译了一篇网络营销的英文文献，并提供了中英文对照。
英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。
内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。
而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。
中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。
通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。
这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。
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。
网络营销相关论文英文文献及翻译
Putting Taobao's Size and Growth inPerspectiveEric Jackson,Forbes,2011(06)I’ve written recently about Taobao’s significant size and growth and how that potentially is going under-appreciate d by Yahoo!’s (YHOO) investors.I wanted to provide some more points of comparison between Taobao and the two Chinese Internet behemoths: Tencent and Baidu (BIDU).As I said before, I estimate that Taobao did RMB 5 billion in revenues in 2010. The majority of this revenues (80%) came from advertising vs. transaction revenue (although this will likely change greatly in the years to come).Tencent by comparison did RMB 19.6 billion last year. However, of this, only RMB 1.4 billion came from advertising. The rest of their revenues came from value-added services (e.g., games) they sold to their users.So, Taobao’s ad revenues are already 4x the size of Tencent — and keep in mind that Tencent had a CAGR of 51% for its ad revenues in the last 4 years.Starting in 2009, Taobao actually surpassed Sina (SINA) in terms of market share of Chinese online advertising. This lead has only increased. According to iResearch, Taobao had a 9.4% share of the Chinese online ad market as of Q3 in 2010. Sina’s share was 5.6%.Let’s compare Taobao to th e other king of the Chine se Internet: Baidu. Baidu did $1.22 billion in revenues in 2010 (or almost RMB 8 billion). So, Taobao is 62.5% the size of Baidu today. Applying this of percentage to Baidu’s market capitalization implies that Taobao on its own is worth $31.25 billion.Online ads matter. The total size of the Chinese Internet ad market in 2010 was RMB 36 billion. I estimate it will keep growing at 50% annualized rates and be an RMB 80 billion market by 2012. It’s not unreasonable to expect to see Taobao keep growing its share of this market to 14% by then. With that and RMB appreciation, Taobao could do nearly RMB 11 billion in ad revenue by 2012 (or $1.9 billion).But transactions will be the most exciting part of the Taobao growth in the years ahead. Most of their money from transactions with come from business-to-consumer (B2C) sales, rather than from consumers-to-consumers (C2C). I mentioned in my earlier article thatTaobao had launched their to much fanfare in November of last year. The take rates on Tmall are currently just under 4% for Taobao. They hope to grow this over time, along with GMV.In order to grow GMV, Taobao needs more merchants. There’s recent data to suggest that this is happening.At the beginning of March, Tmall listed 32,000 merchants selling their wares on Tmall.As of yesterday, the number of merchants listed on Taobao was over 36,000. This is 75% annualized growth in the number of merchants sellingstuff on Tmall. We don’t know exact details on average selling price or GMV as the company is still private, but the raw number in merchants is indicative of how quickly GMV appears to be growing at the company.Any way you calculate it, Taobao has massive ad revenue and transaction revenue possibilities ahead of them in the next 5 years. Their size and growth — when compared to Tencent and Baidu — are even more impressive. This size relative to these giants suggests a huge unappreciated value for Taobao.Ever since David Einhorn announced he was a believer in this hidden value story earlier this week in his letter to partners, the rest of the market is starting to come around to Taobao’s and Yahoo!’s hidden value.淘宝的规模和未来展望Eric Jackson,《福布斯》,2011(06)我最近写了关于淘宝的显著规模和增长以及可能会被低估了的雅虎( YHOO )的投资者。
网络营销外文文献及翻译
网络营销外文文献及翻译目录：1.引言2．研究背景3.相关概念与定义4.研究目的与重要性5.文献综述5．１文献15.2 文献26.研究方法6.1 数据收集６.２数据分析７．研究结果与讨论7.1 结果１7.2 结果28.实施网络营销的建议8.1 建议18．2 建议29.结论１0.参考文献11．附件1．引言在当今信息时代,网络营销作为一种重要的营销工具，对企业的发展起着关键性的作用。
本篇文献旨在研究网络营销的相关理论与实践，并通过文献综述、研究方法、实施建议等章节来阐述对网络营销的认识和应用。
2.研究背景介绍网络营销的定义、范围和发展历程,概述相关理论的研究现状和实践应用情况。
了解网络营销的发展背景有助于更好地理解研究的重要性和必要性。
3.相关概念与定义详细解释与网络营销相关的概念,包括但不限于社交媒体营销、搜索引擎优化、电子邮件营销等。
为了确保读者对这些概念的准确理解,提供权威的定义和解释。
4.研究目的与重要性简要说明本文的研究目的和研究问题，并阐述网络营销在企业发展中的重要性。
说明研究的意义,为后续章节的展开提供背景和理论基础。
5.文献综述收集和综述相关领域的文献，包括公认的权威研究和实践案例。
通过对这些文献的综合分析，探讨网络营销的最新趋势、关键成功因素和挑战等方面的研究成果。
６.研究方法介绍本次研究所采用的研究方法,包括数据收集方法和数据分析方法。
清晰地描述研究的步骤和过程,确保研究的可靠性和可复制性。
7.研究结果与讨论展示研究得出的具体结果,并对这些结果进行详细的解读和分析。
通过与文献综述进行对比,发现研究结论与现有理论的相关性和差异性。
8．实施网络营销的建议根据研究结果提出实施网络营销的具体建议，包括策略、渠道选择、推广方式等方面的建议。
为企业在实际操作中提供指导和参考。
9.结论总结本次研究的主要发现和贡献，并对未来的研究方向提出建议。
强调网络营销对企业的重要性和影响,并总结研究对理论和实践的启示。
网络营销——营销思想和策略的未来革命文献翻译
网络营销——营销思想和策略的未来革命文献翻译Web-based marketing 1The coming revolution in marketing thought and strategyAbstractThe web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infome diaries, temporal shifts, open pricing and a move toward bricks to clicks.©2002 Elsevier Inc. All rights reserved.Keywords: Web based marketing; B2B; B2C; CRM; Reverse marketing; Cocreation 1.IntroductionIn the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and were adapted to her/his specific needs (e.g., tailors and clothing). Production was typically initiated after receiving the customer order, and specialization was at a local level. This mode shifted with the advent of mass manufacturing and mass transportation (especially after World War II). The costs of mass- manufactured goods were dramatically lower than small-lot adaptable local products, leading to market dominance by mass produced goods. Marketing also became more organization initiated as products were first manufactured and then marketed.The Internet creates a fundamental shift in business and consumer behaviors similar to that of the Industrial Revolution. The advent of the Internet is analogous to the advent of the printing press or the railroads, which changed monetary, communication and exchange platforms. Similar evolutions took place with the introduction of automobiles and telephones that reduced the need for channel immediacy. Finally, the advent of satellite televisions changed markets as consumers developed global preferences, for example, the rise of the global teenager. The Internet adapts to the needs of customers, reduces transaction costs and allows customers to move from time- and1 2. Arun Sharma , Jagdish N. Shethb．Web-based marketing The coming revolution in marketing thought and strategy [D]．Journal of Business Research , 57 (2004) 696– 702．location-based behaviors toward non-emporal and non-locational behaviors. Internet marketing is similar to agricultural-age marketing, with direct recurring relationships between consumer and producer.Web-based marketing entails using the Internet to provide information, to communicate and to conduct transactions. The Internet is a ubiquitous information platform, allowing internal and external customers to reduce costs for both firms and customers. This paper discusses the web based changes in marketing thought and practice. Building on the work done with our colleagues (e.g., Sheth et al.,2000), we begin the paper with the implications of the Internet on the theory and practice of marketing—first from the marketers‘ perspective and then from the customers‘perspective. The next sections focus on the boundary conditions and the implications of these findings on marketing practice.2. How the web changes organizational level practicesThe Internet is an intelligent ubiquitous information platform. Firms utilize the Internet to provide information, provide connectivity and community, allow transactions and share cost reductions. The impact of web based marketing can be examined through a comparison of traditional marketing and emerging marketing. We examine the impact of the Internet on the following aspects of traditional marketer practices—traditional marketing versus reverse marketing, mass market versus customer-centric marketing, efficiency versus effective efficiency, adaptation versus standardizing versus personalization, customer satisfaction versus expectation management, marketing function versus marketing processes and variable versus fixed costs. In subsequent sections, we discuss the present marketing practices and the impact of the Internet on these practices. Implications are presented in Appendix A.2.1. Traditional marketing versus reverse marketingTraditional marketing has focused on the products and services that firms provide. The goal of marketing is to create a demand for the product that matches organizational requirements, and, therefore, marketing management has traditionally been viewed as demand management (Kotler,1973). The focus had been on the product, and the role of the marketing function was to stabilize demand through promotional sales, couponing and price adjustments to meet the product sales goals of the organizations.The Internet changes the focus of marketing from a ‗‗supplier perspective‘‘ to a ‗‗customer perspective,‘‘ that is, reverse marketing. Instead of marketers manufacturing and then seeking orders, manufacturing will only start when the customer orders. The analog is McDonald‘s and its transformation. McDonalds‘s traditional model was to produce burgers and keep them under heat lamps, serving them when the customer ordered. Recently, due to competition, customer preferences and transformation in technologies, McDonald‘s has started assembling food only after it has been ordered.The Internet increasingly makes the marketing function responsible for ‗‗supply management.‘‘ The customer becomes the starting point for marketing activities for multiplereasons. The increasing diversity in needs, wants and resources of businesses and households will make customer behavior inherently less predictable and forecasting less accurate (Sheth et al., 2000). In such an environment, companies that succeed will be those that can rapidly adjust their supply to meet demand. Customers will drive the exchange process. Consequently, rather than trying to influence people in terms of what to buy, when to buy and how much to buy, marketing will be more concerned with better responding to customer demand. For example, the Cisco Systems web site enables customers to order hardware and software solutions unique to their existing and planned infrastructure.2.2. Mass market versus customer-centric marketingAs stated earlier, marketing has developed from a mass-market perspective toward a customer- centric perspective (Sheth et al., 2000). Recent developments in technology and the web have allowed firms and marketers to cater to the needs of individual customers. An example is the ‗‗Dell model‘‘ in which each PC is manufactured for the specific customer. Similarly, Cisco allows customers and salespeople to customize networks. In an advanced area of the web, marketers are tracking past behaviors of customers in order to customize offerings. This data is obtained from the sites that customers visit, the pages and information that customers obtain and their stated preferences and past purchase behaviors. The customized communication and offerings can be provided to customers through their own home page areas or through emails. Therefore, firms do not need to spendmass advertising resources on retaining customers. In addition, once customers start receiving offerings based on their preferences, the switching costs are high and loyalty is maintained.Customer-centric marketing is expected to lead to better customer selection. When marketers have better data on their customers, they will seek to differentiate their offerings. The ‗‗80/20‘‘ rule is well known, but it focuses primarily on the distribution of revenues rather than costs. Typically, the distribution of revenues is highly nonlinear, while costs are distributed in a more linear relationship with customer size. In other words, as you go from the largest to the smallest customer, the revenue curve slopes down exponentially, while the cost curve slopes down gradually. In a study of the customers of two banks, Storbacka (1995) found that the profitable customers subsidized the un- profitable customers; overall, only 58% and 36% of the customers were profitable. He further found that profitability would be substantially higher if the unprofitable customers are dropped.With data from web-based markets, marketers will divide their customers into four segments based on whether they are financially viable (Is this customer profitable?) and strategically viable (Is this customer of strategic importance?). Marketers will seek relationships with financially and strateg- ically viable customers. These customers provide profitability to firm operations and arestrategically necessary for the firm. Typically, national account management programs are established for these customers in business markets and loyalty programs are established in consumer markets.Marketers will seek to conduct transactions with customers who are financially viable, but the firm does not see benefits to having relationships with these customers. These are‗‗transactional customer‘‘ and are typically small customers who help cover fixed costs. The Internet can be an ideal platform for serving the needs of these customers. Marketers would like to develop customers who are strategically important but are not financially viable by either increasing revenue sources or by enhancing offerings for these customers. Marketers will outsource customers who are neither financially viable nor are or of strategic importance to the firm. Outsourcing refers to allowing other competing firms to provide offerings to those customers.2.3. Efficiency versus effective-efficiencyWebster (1980) interviewed the CEOs of 30 major corporations to determine their views of the marketing function. CEOs were concerned about the diminishing productivity of marketing expend- itures, had a poor understanding of the financial implications of marketing actions and observed a lack of innovation and entrepreneurial thinking. This scrutiny is also being reflected by other marketing academics. In an extensive review, Brown(1995) cites several marketing scholars expressing disquiet about the marketing function.These concerns have led marketers to pay attention to productivity or efficiency issues. This paper proposes that the implementation of marketing efficiency metrics will be accelerated through web-based platforms and that effectiveness will also become a more important criterion. Marketers‘ actions will be guided by analysis that seeks to maximize the ‗‗effective-efficiency‘‘ of marketing actions (Sheth and Sisodia, 1995). Efficiency entails cost–benefit analysis and seeks to maximize the output to input ratio of the marketing function for individual customers. Effectiveness entails the enhancement of customer loyalty and ‗‗share of wallet.‘‘The web and web-based platforms allow marketers to track costs of each of their activities and processes. For example, access to better data allows firms to judge the cost and return differentials of acquisition versus retention. Marketers can therefore make fact-based decisions. In addition, the Internet allows firms to determine competitors‘ costs, leading to effective benchmarking and effective- efficiency.Web-based platforms also increase the effective-efficiency of marketing programs. For example, the web allows firms to build platforms that are versatile and scalable. Therefore, firms reduce transactional costs, allowing larger number of transactions with increasing returns to scale. Similarly, the Internet allows firms to create multiple channels and cross-sell platforms.2.4. Adaptation versus standardizing versus personalizationProduct quality and market offerings have become increasingly standardized in many industries (cf. Lambert and Sharma, 1990). Examples of similar product offerings are the long distance services and ATMs, where the provider of services is transparent to the user. In other words, we have greater commoditization of products and services due to standardization. Given the greater degree of product quality standardization, it has become increasingly difficult for companies to differentiate their offerings from those of their competitors. For example, customers‘ perceptions of brand parity (similar brands in a category) are 52% for cigarettes to 76% of credit cards (Aaker, 1991). In response, customers see little risk in switching from suppliers, as in Roper‘s 1989 findings that 56% of consumers knew what brand they wanted to buy when they went into a store—a percentage that fell to 53% in 1990 and to 46% in 1991 (Jones, 1993).In the web-based marketing era, the trend is expected to change in terms of more personalization. With flexible design and manufacturing technology, and given the personalization potential of the web, increased personalization will emerge. The web makespersonalization of products easier and more transparent to the user.2.5. Customer satisfaction versus expectation managementCustomer satisfaction levels are declining at the same time that marketing expenditures are rising. For example, the overall American Customer Satisfaction Index has consistently declined from 74.5 to 71.1 from 1994 to 1997, and the index dropped in five out of six for-profit industry sectors (ACSI, 1998). Not surprisingly, Reichheld (1996) estimates that US corporations lose half of their customers in 5 years.The pursuit of customer satisfaction can be costly if rising levels of performance lead to increased expectations and a lower level of satisfaction with the same standard of performance over time. Therefore, customer satisfaction may be a case of going backward while standing still. The primary causes may be that many customer satisfaction strategies are easily copied(e.g.,frequent user programs) and efforts aimed at raising customer satisfaction lead to higher customer expectations.Fulfilling higher customer expectations may lead to higher expenditures. Inaddition, some customer satisfaction activities and productivity may be inherently incompatible (Anderson et al., 1997).The strategy is to change customer expectations rather than attempt to affect customer satisfaction. The Internet is able to provide customers with more realistic expectations. The interactive and audio-visual nature of the Internet can be used to demonstrate the actual performance of a firm. We already see clubs and restaurants that broadcast scenes from their locations through webcams. Some firms like GE provide actual performance data on their web site. Therefore, we anticipate that firms will increase expenditures on expectation management in the future.2.6. Marketing function versus marketing processesIn most corporations, the marketing department is still a functional silo, isolated from other business functions, and is itself too rigidly organized along sub functional lines (Webster, 1992). For example, the sales function operates largely autonomously of marketing in many companies. Brand managers are typically not associated with the distribution function. The move toward‗‗integrated marketing communications‘‘ is a relatively recent one.The reason for different marketing functional silos was that the goal of each function was seen as separate, for example, sales function was prepurchase and service function was post purchase. In addition, sharing of information was very difficult. The emergence of the Internet as a ubiquitous information platform will accelerate the movement toward the focus on processes rather than functions. For example, Cisco regards customer acquisition, delivery and customer retention programs as a single process.The primary reason for the need for marketing integration is the potential synergy inherent in marketing activities. Synergy is destroyed when, for example, brand managers attempt to develop a premium image and salespeople discount the brand to reduce inventories. Companies need to adopt a more integrated view of the function, which translates into new organizational designs. Some initial changes are already taking place. For instance, marketing organizations are moving from centralized platforms to distributed platforms (as sales and service). Marketing is also integrating with non marketing function, as has been suggested by previous researchers (Webster, 1992).2.7. Variable versus fixed costsTraditional economics and traditional marketing practices, were based on the existence ofvariable costs in all marketing transactions. The reason is that the total cost of doing business has included sizable fixed and variable components. This gave rise to the economics of scale and scope, and firms sought to spread their fixed costs over a larger volume. Average costs declined slowly with volume, and prevailing market prices tended to closely track production costs.The web-based marketing era will be the age of extensive investment in technology that will aid in the reduction of transactional costs. As examples, databases and voice response technologies have high fixed costs, but reduce transactional costs. The costs of these infrastructures are largely invariant with respect to volume. The implication is that new technologies will dramatically reduce the costs of acquiring a new customer or servicing an existing customer. Fundamentally, fixed cost investments are associated with reducing transaction costs. Firms have invested heavily in technology to reduce the costs of customer service in banking, telecommunication and airline industries. For example, a teller transaction costs a bank US$3.50, an ATM transaction costs only US$1.25 and an Internet transaction costs 13 cents. Similarly, software delivery costs decline from US$15.00 to US$0.20, airline tickets costs decline from US$8 to US$1 and term life sales costs decline from US$400 to US$200.In the web-based era, marketing will be seen as an asset in the same manner as buildings and equipment. Therefore, like space, elements of the infrastructure can be profitably shared with other companies engaged in similar businesses or others targeting the same customers with complementaryofferings. Adding additional complementary products and services that would be of interestto the same customer group can then leverage the marketing system.3. How the web changes customer behaviorsJust as the web will change marketing practices, the web will also change customer behaviors. Some of the more interesting areas of change should be highlighted.3.1. CocreationWith an increase in usage of the Internet, customer will take an increasing role in the fulfillment process, leading to ‗‗co-creation.‘‘ Co-creation involves both customers and marketers interacting in aspects of design, production and consumption of the product or service. We see this process in services (e.g., hair styling) but will increasingly see it for physical products. For example, in the coming years, customers buying from General Motors will be able to customize an automobile manufactured to their specifications. The key aspect of cocreation marketing iscustomer–firm interaction, and the Internet will be the key platform.3.2. Geographic versus universal availabilitySince customers lived in a physical world, the geographical location of resources is critical for consumers. When markets evolved from local to regional or national markets, buyers and sellers were typically not in the same geographic location. This geographical separation led to customers seeking intermediaries in their geographic locations that advanced the interests of consumers in terms of information, communication, transactions, physical movement of goods and customer service. The difficulty and cost of obtaining locational assets close to the customer has led to a small set of large retailers and intermediaries developing and maintaining competitive advantage.Customers are using the Internet to reduce some of their locational dependence. For business customers, instead of relying on a geographical or locational sales force, the Internet allows customers to more readily engage in direct, order taking and technical support.Similarly, much of the present advertising access by customers is location specific (such as local newspapers, local radio and local television) and national (most magazines, national radio and television). With the Internet, customers are entering an era of ‗‗direct information,‘‘ as they seek web pages and communicate directly with marketers based on their needs.3.3. Self access versus infomediaryCustomers face an emerging threat on the Internet information overload. Therefore, customers seek a new kind of intermediary——infomediary. The infomediary began as aweb-based intermediary that aggregated and provided information in areas of interest to their customers. This typically included information from sellers packaged in a manner relevant to customers. For customers, infomediaries are the equivalent of a retail store on the web that allows them to get information, compare information and, in recent cases, undertake transactions on the web. Amazon is an example of an Internet infomediary.3.4. Fixed versus flexible timesTime has been central to customers, as marketers, retailers or buyers have traditionally set the times of transaction or exchange. Customers want more flexibility in their ability to interact with marketers. Typical areas where customers have changed marketing practices have been by banks through ATMs, catalog sales (through 24-h telephone access) and airline ticketing (through 24-hairline reservation lines). Customers will increasingly use the Internet to conduct non-time-based interactions. Surveys show that most customers desire 24-h access to information, communications, transactions and basic customer service.The Internet has allowed customers to seek more rapid access to information. Customers have found that traditional communication practices such as mass advertising are very slow and are not ideal for their goals in the ‗‗knowledge economy.‘‘3.5. Closed versus open pricingCustomers have typically sought the ability to compare prices of competing products and outlets. The Internet has allowed consumers to access pricing data easily. For example, sites such as 〈〉provide pricing information on a wide range of products from a wide range of retailers. We expect a similar trend in business markets. Through auction sites, independent vertical industry sites and industry-owned sites, customers will have more access to pricing information. Customers will, therefore, find similar pricing patterns across competitors and will choose products based on nonpricing attributes.3.6. Bricks versus clicks and bricksAs the number of firms offering similar web-based services has increased, the majority of customers have tended to go to a limited number of sites. Therefore, customers have become more discriminating. It now costs firms between US$100 and US$500 to attract customers to their web sites. The brick-and-mortar stores have built-in equity that can be leveraged on the web. Customers buying from Gateway, a web-based store, are increasingly coming from Gateway‘s own stores. Therefore, we expect that customers will use the brick to click purchasing pattern, that is, they will buy on the Internet from firms that have brick stores.4. Will the rapid growth of web-based marketing continue?The growths in web-based marketing efforts are expected to continue because the availability of a ubiquitous information platform will aid marketing efficiencies and effectiveness. Theweb-based marketers are dependent on their ability to create a community in which Internet users will participate, and web-based communities are expected to develop and grow. However, there are constraining factors that may impact the growth.4.1. Continued cost and tax advantagesWeb-based marketing efforts, specifically in the area of e-tailing, have some cost advantages. The issue of concern is whether these cost advantages are sustainable, specifically in the area of delivery costs. Some of the successful web based marketing economic models are based on the tax advantage that is available in the US (no sales tax). The resumption of taxation may decrease the growth..4.2. Privacy, trust and securityThe issues of trust and privacy will become increasingly important. EC has very strict rules regarding data sharing and the movement of data across countries. The ability for firms to track an individual‘s web movements troubles Internet users. In this context, users need to trust that firms will not misuse the data. Another issue of concern is the security of information, specifically transactional, financial and medical information. Unless these issues are addressed, web-based marketing will have little appeal for the majority of customers.5. SummaryIn this paper, we have examined the issue of web-based marketing from a broader perspective than is usually applied. We examined two perspectives—marketing practice and thought, and customer behaviors. While the challenge of understanding the impact of web-based marketing remains a considerable one, we have proposed specific issues that may be relevant for future research. Finally, we examined some of the fundamental obstacles to the achievement of higher levels of web-based marketing.Appendix A. ExhibitA.1. Emerging research opportunitiesA.1.1. Supply management•We believe that marketers will migrate toward ‗‗supply management‘‘ rather than‗‗demand management.‘‘ The implications of these developments on sales promotion, pricing and advertising are intriguing issues that need to be examined.•The second issue regards marketing being more involved in the supply function. The issues such as the reporting relationships between marketing and procurement have not been examined. At a more interesting level, what should the relationship between marketing and manufacturing be?A.1.2. Customer-centric marketing•We believe that marketers will migrate toward the old era of ‗‗knowing‘‘ their customers and their preferences. The change will be that this ‗‗customer-centric marketing‘‘ will be practiced through the web. The implication of these developments on customer behavior, switching costs, firstto market and long-term competitive advantages are intriguing issues that need to be examined.•The second issue regards the use of customer information. Who will own the information? Will the concerns of privacy reduce the potential of customer-centric marketing? Will firms be responsible and not sell personal data? The implications of these issues are not clear, and more academicresearch is suggested.•The final issue is that as customers become the center of offerings for customers, the marketing function will have to play a bigger role in the firm. Currently, there is little research in this area from a marketing perspective, and more research is needed. For example, how can marketing be more involved in the production function?A.1.3. Effective-efficiency•We believe that marketers will migrate toward effectively efficient marketing processes. The implications of these developments on functions such as advertising in which the relationship between advertising expenditures and returns are difficult to estimate are intriguing issues that need to be examined.•The second issue regards the migration of marketing processes from efficiency to effectiveness. How will the process evolve? The implications of these issues are not clear and more academic research is suggested.A.1.4. Personalization•How will the personalization of products and services affect differentiation andbrand-building strategies? The implication of this personalization on the relationship between advertising and product development, customer service and distribution are intriguing issues that need to be examined.•The second issue regards the effect of personalization on customer loyalty. How will loyalty be influenced in the era of product and service similarity and personalization?A.1.5. Customer satisfaction•We believe that marketers will migrate toward expectation management rather than toward。
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。
网络营销策略外文翻译文献
网络营销策略外文翻译文献(文档含英文原文和中文翻译)原文：The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange 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 enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key tobusiness 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, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costsin 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 sendE-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design andproduction 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 Yahoo's new star (Yahoo!)Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
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。
推荐-网络营销外文文献翻译 精品
南京航空航天大学金城学院（）外文文献翻译系部管理系专业市场营销学生姓名唐敏学号2109064116 指导教师袁昊职称助教20XX年 2 月network marketingAbstract:Today, mankind has entered the era of rapid economic development of e-merce-based network. A full range of rapid development and wide application of puter network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will bee the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing. Keywords: network marketing sales model of network management marketing planning SME.work Marketing TheoryNetwork marketing is based on the technology infrastructure of puter network technology, as represented by information technology. puter networks of modern munications technology and puter technology to the product of bining it in different geographic regions and specialized puter equipment for external interconnection lines of munication into a large, powerful networks, thus enabling a large number of puters can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the puter network there are three types: the Internet, Extranet and Intranet.the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.2.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-merce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.4.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 can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual munity.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.5.The network marketing existence question of enterprises5.1. The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessed network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal petition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but sitefunction and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist hidden troubleNetwork marketing an entire transaction is pleted, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the puter.5.3. The network infrastructure inpletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise network marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method bined with Internet marketing tools, and improve overall enterprisenetwork marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very plete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and the establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders mercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see plete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small and medium-sized enterprises shall be the means and the traditional marketing strategy of bined, in order to obtain the best marketing effect and improve their petitive ability and make the enterprise can better than the petition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of bining according to pany's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and petitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of theenterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will bee the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 20XX网络营销作者：翻译:唐敏摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。
网络营销中英文对照外文翻译文献
中英文对照外文翻译文献(文档含英文原文和中文翻译)E---MARKETING(From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.)As the growth of shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light ofproven traditional marketing practices.（Sales Promotion;E--Marketing；Internet；Strategic Planning ）1.What is E--MarketingE--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives.This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.2.Environment,Strategy,and Performance (ESP)E-Marketing flows form the organization `s overall e-business strategies and selected business environment,where legal,technological,competitive,marketrelated, and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will help the firm accomplish its overall goals. The final step is to determine the success of the strategies and plans by measuring results. Performance metrics are specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important in today` s e-business climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model.The esp model might just as easily depict a brick-and-mortar business process -by removing a few "e `s" this underscores the idea that e-businesses are built on sound practices and proven processes but with important e-transformations andemarketing practices, as discussed in this book.This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning process.The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business partners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors.Current and pending legislation can greatly influence e-marketing strategies. Chief among these are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to legislate, yet it is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital property problems began in the Web` s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing for the content authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoing discussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hard to prevent fraud, enforcement is difficult in a networked world.Technological developments are altering the composition of Internet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DSL lines--that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high-- speed multimedia form, a standard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a new set of design challenges as firms try to squeeze content onto tinier screens. Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through softwareadvances. For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage.3.E-Business MarketsSergio Zyman, formerly chief marketing officer of Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights three important markets that both sell and buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs.The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the shipping bill online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer.The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments. For example, with an annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two of the most wired countries in the world with over 60% Internet penetration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Internet users in developed nations. In addition, the infrastructure in some countries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Internet markets in more detail.4.Strategic PlanningAmazon, like every other marketer on and off the Web, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organization`s objectives”, Two key elements of strategic planning are the preparation of a SWOT analysis and the establishment of strategic objectives.the SWOT analysis examines the company` s internal strengths and weaknesses with respect to the environment and the competition and looks at external opportunities and threats. Opportunities may help to define a target market or identify new product opportunities, while threats are areas of exposure.In a parallel fashion, marketing strategy becomes e-marketing strategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that capitalizes on the organization’s electronic or information technology capabilities to reach specified objectives. In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organization’s e-marketing strategy.Regardless of whether a customer buys from the stone, the catalog, or the Web site, or whether contact is made by phone, in person, through e-mail, or by postal mail, employees can access the computerized database for up-to-date account activity and information when dealing with customers.Most strategic plans explain the rationale for the chosen objectives and strategies. This is especially true for a single e-business project trying to win its share of corporate resources and top-management support.5.What`s NextRegardless of the current disillusionment with e-business,many solid successes exist today and exciting new growth areas will soon emerge, For-Tune magazine has identified seven trends that will help businesses move forward into e-marketing during the next few years:Integrating IT software. Twenty-six percent of companies will spend money to integrate all the pieces of corporate technology, such as linking front-end customer service software with back-end order fulfillment system.Boom in Web services. Web services will more deeply into finding universal standards for Internet-related software. Microsoft’s dot-net and Sun’s Java are two competing architectures, for example.Collaboration software. This allows employees, advisors, consultants, and other team members to work on projects while in different geographic locations. For example, ”Napster for Marketers”is peer-to-peer software that one consulting firm uses to collaborate on marketing plans with ad agencies, designers, and others.Dealing with too much date. Better customer relationship management software is helping firms reinforce customer loyalty by analyzing the mountain of data about previous behavior to suggest new products. For example, a flight attendant would be able to ask if a passenger wants coffee with sugar instead of the usual, ”What do you want to drink?”data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.Wireless is here to stay. Technologies such ah 802.11 and Bluetooth use shortrange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in portable computing. Inexpensive computer storage and small machines will aid people who want to work at home, in the car or train, or virtually anywhere. Devices such as IBM’s 9-ounce Metapad hold 5 gigabytes of data and will change the way people work.网络营销的成长发展说明一些营销原理从来不曾变化，对于一项创新产品，只要它能为顾客提供价值，即使已有众多竞争者，市场也总是乐于接受的。
(完整word版)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: 201317030125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:请将该封面与附件装订成册。
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。
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。
英文文献与翻译-中小企业网络营销
英文文献与翻译-中小企业网络营销Management of ork Marketing for SMEsIn today's era of rapid economic development。
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a new marketing method。
has XXX。
strategy。
and means。
making it the mainstream of XXX.XXX marketing。
it is essential to understand the XXX its development。
To build a good ork XXX marketing。
XXX.XXX an effective sales model。
proper ork management。
and XXX.In n。
XXX-day marketing。
and SMEs must embrace XXX。
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there are two XXX marketing is a high-tech industry that has nothing to do with nal industries。
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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。
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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：网络工程附件： 1.外文资料翻译译文；2.外文原文。
注：请将该封面与附件装订成册。
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。
互联网信息量大，时效长，且信息交换不受时空的限制，可以随时随地每天24小时提供全球性营销服务。
2．互动性：网络营销使得企业可以通过电子布告栏、网上论坛和电子邮件等信息手段，与顾客作双向互动沟通，实时了解消费者的需求，对企业的营销活动进行合理而有效的规则。
3．个性化：传统的规模产生使得营销产品只能满足顾客的一般需求，顾客的个别需求难以一对一去满足。
网络营销使得根据消费者的特殊需求进行产品设计、开发成为可能。
4．高效性：信息的快速传播与获取，使得企业可以迅速掌握市场行情。
顾客在网上就可以实现购物、交易，节省了时间和精力，提高了工作效率。
5．经济性：网络营销给交易双方带来了经济上的利益。
厂商通过网络直接与顾客联系，减少了沟通的环节，使得销售渠道更加直接，加速了二手书流、资金流和信息流。
网络销售为消费者节省了大量的时间和精力。
网络使得产品价格透明化，减少消费者与营销人员面对面可能带来的冲突，消费者的购物将更加理智。
他们可以登录不同公司的网站，进行比较，选择物美价廉的产品。
对于生产者来说，网络的媒体功能，可使厂家全方位地展示自己的产品和服务，节省实际开设商店的资金，降低成本，同时为中小企业提供了发展契机。
任何企业，不论大小，都可以不再受自身规模的限制，与大企业平等地竞争。
三、网络营销的策略尽管网络营销具有很强的竞争优势，但并不是每个公司都适合进行网络营销，公司能否实施网络营销要考虑公司的业务需求、目标规模、顾客购买情况、技术支持等。
开展网络营销时，仍以4P'S作为主体，即Product、Price、Place、Promotion，同时贯彻4C'S思想，即Consumer、Cost、Convenience、Communication。
（一）产品策略网络营销是在网上虚拟市场开展的。
在网络时代，个性化消费成为主流，市场主导地位从企业转向了消费者，公司面临着日益上升的开发、上产和营销费用，为此，首先要对网络营销的产品和服务进行定位。
要通过网络市场调研充分了解消费者的需求，让顾客全程地参与产品的开发过程。
应充分利用互联网所具有的双向沟通特性，进行制定营销，使得顾客通过互联网在企业的引导下对产品和服务进行选择、设计。
（二）定价策略在网络营销中，由于企业生产成本降低，流通环节减少，价格竞争较为激烈，消费者会在网上广泛搜集信息，货比多家，这使得网上产品价格较低。
为此，首先要以消费者能接受的成本来定价，先由顾客给出能接受的价格，然后由企业根据该成本组织产生和销售。
其次议价将会是企业产品定价最常见的方式。
价格取决于产品对用户的价值，合理的价格表现为较低的价位、周到的服务和技术支持。
（三）渠道策略网络营销最大的革命在渠道上面，网上销售渠道就是借助互联网将产品从产生者转移到消费者的中间环节，起点是制造商，终点是消费者和用户。
一个完善的网络营销渠道用订货系统、供货网络、生产网络、分销网络组成。
消费者通过企业的订货系统发出订单，然后经供货系统输入原材料，再经生产网络加工生产，由分销网络将产品送给消费者，最后由服务网络解决售后服务问题。
（四）促销策略在网络促销策略中最具有创造力的方式是网络广告，它不同于报纸、杂志、电视这类传统的广告媒体，它将产品的特点、功能、价格等信息放在网络上，由消费者在自己需求或愿意时进行查询。
网络广告信息呈现立体化和多方位化，丰富多彩。
网络广告改变传播者与接受者之间的关系，由原来单向转为双向互动的信息交流。
另外，传统的促销策略如打折、优惠、推行会员制等，也可用于网络促销，通过建立链接、发送电子邮件、发布新闻等，来宣传网络营销站点，树立企业网上品牌形象，实现网络营销目标。
四、电子商务的安全问题（一）电子商务安全的概念安全问题是电子商务实施中的瓶颈之一，既是技术问题，更是管理问题，具体涉及计算机网络安全和商务安全两大方面。
计算机网络安全指的是网络设备、网络系统和数据库等网络本身可能存在的问题。
商务交易安全则是为了保证交易过程中的保密性、可鉴别性、防篡改性和不可抵赖性，消除信息被窃取、篡改和假冒等种种隐患。
如黑客往往从网关或路由器上截取传送的信息，有的掌握了信息的格式后篡改信息，甚至发送假信息，以假乱真。
（二）实施电子商务主要使用的安全技术1．防火墙技术防火墙（Firewall）可看做是一道介于内部网与外部公共网之间的屏障，是一种装在主机或路由器等节点上的软件。
它的功能是防止非法的通讯和来自外部的攻击：有的防火墙通过读取外来数据的源地址、目标地址等判断是否来自安全站点，并及时拒绝来自危险站点的数据；有的防火墙通过对防火墙内部地址和外部地址转换的方法来隐藏内部IP地址，借以隐藏内部网络的各种信息。
2．加密技术加密技术用于对重要的信息进行加密。
在这过程中需要用到密钥。
原理是将文中字母a,b,c,d, …,w,x,y,z的自然顺序保持不变，但使之与E,F,G,Z,…,A,B,C,D分别对应，然后用E代替a，用F代替b，每每相差四个字母。
这条规则叫做加密算法，而4就是密钥。
加密方法有：私钥密码加密、公钥密码加密、数字签字和数字认证等。
（1）私钥密码加密私钥密码加密的工作原理如下：发送方A和接受方B共享共同的有密钥分发中心分发的密钥K。
A用密钥K加密得到密文传送到B处，B用相同的密钥解密。
常用私钥密码有DES、IDES、GOST、RC-5、Blowfish、CRAB等。
（2）公钥密码加密公钥密码加密的工作原理：用户A和B各自拥有一对密钥（Ka，Ka-1）和（Kb，Kb-1）。
私钥Ka-1、Kb-1分别由A和B各自秘密保管，而公钥Ka 、Kb则以证书的形式对外公布。
当A要将明文消息P安全地发送给B，则A首先应用B的公钥Kb加密P，得到密文C=EKb（P）；而B收到密文P后，用私钥Kb-1解密恢复明文，得到：P=DKb-1(C)=DKb-1(EKb(P))。
常用的公用钥加密算法有RSA，DSS等。
（3）数字签名数字签名用0和1组成的数字表示，它是使用某人的私钥加密特定的消息，经过处理而得到的结果。
签字体制中必要的两个组成部分为：①签字算法，签字密钥（秘密）。
②证实算法（公开）。
数字签名的原理：对消息M的签字可简记为：Sig（M）=S。
对S的证实简记为：Ver(S)=|真，伪|=|0，1|。
（4）数字认证和数字证书数字认证是用电子方式来验证信息发送者的身份、信息接受者的身份以及判断文件是否被人修改或照片是否有效的加密技术。
数字证书上的内容包括版本号、序列号、签名算法标识符、颁发者、拥有者名、公钥及其算法标识符、有效期等字段。
（三）电子商务的安全对策解决电子商务安全问题涉及的面广，其中包括技术、管理、制度、人员和法律等许多方面。
其基本策略是综合治理，不仅要注意技术上的创意，更重要的是加强管理。
从管理方面加强电子商务安全的对策主要有：1.制定严格的法律与法规，做到有章可循，使非法分子慑于法律，不敢轻举妄动。
2.制定安全管理措施，具体包括电子商务安全标准的建立、网络的安全管理、设备和密钥的安全管理、安全组织机构与安全责任制度的建立、安全措施的确定和检查实施等。
3.重视安全检测和评估。
其中包括入网前和运行中的安全检测和评估。
附件2：外文原文（复印件）Network MarketingFirst, the concept of network marketingNetwork Marketing is the overall corporate marketing strategy as an integral part of the establishment on the basis of the Internet, through the use of Internet marketing to achieve a certain goal of a marketing tool. It is the basis of modern marketing theory to open up markets, increase profit objectives, the use of the Internet technologies and features to meet customer needs to maximize the business process. Network Marketing is the essence of the use of the Internet to sell products, sales, after-sales tracking service session, it permeated throughout the business process.Network Marketing in the English expression in a variety of ways, each expression has a corresponding focus and content, such as Internet Marketing, stressed on the Internet as a tool for marketing; Web Marketing Web site refers to marketing, focusing on the promotion website , the site of communication with customers; Cyber Marketing Network Marketing is that the computer in the virtual space to operate E-marketing and e-commerce refers to the corresponding electronic information, Internet-based marketing activities. Now the translation method is commonly used online Marketing and Internet Marketing, and refers specifically to Internet marketing.Network marketing does not include the integrity of the process of commercial transactions (for example, it can not consider online payment, etc.), but it is an important component of e-commerce. In China, the enterprises should first of all the development of the network marketing, and through improving the enterprise network platform steady transition to e-commerce.Network Marketing main content including on-line market research, online consumer behavior analysis, network marketing strategy development, network marketing pricing strategy development, online marketing channel selection and marketing network management and control. Marketing means of a specific E-mail marketing, online advertising and the establishment of networks, such as marketing sites.Second, the characteristics of Network MarketingThe emergence of the Internet has a profound impact on human life in every corner of it as a "Monaijiao", their organizations and individuals linked across time and space. In such a new marketing environment, the network marketing has its own unique characteristics.1.Global: network marketing to enterprises brought unlimited business opportunities and will also push enterprises a broader, more selective on the global market. Internet information, long time, and the exchange of information is not time constraints, can be anywhere, anytime 24 hours a day to provide global marketing services.2.Interactive: network marketing allows companies through electronic bulletin boards, online forums and e-mail, and other information tools, and customers for two-way interactive communication, real-time understanding the needs of consumers, enterprises marketing activities rational and effective rules.3.Personalized: the size of a traditional make marketing products can only meet the general needs of customers, customer demand for the individual one-on-one difficult to meet. Network Marketing made in accordance with the special needs of consumer product design, development possible.4.Efficiency: the rapid dissemination of information and access, which allow the enterprise market and can quickly master. Customers can be achieved in the online shopping transactions, save time and effort and improve work efficiency.5.Economy: network marketing to bring the parties to the transaction economic interests. Network vendors through direct contact with customers, a decrease of communication links, making more direct sales channels, speed up the flow of goods, capital and information flow. Network sales for consumers to save a great deal of time and effort. Network makes prices more transparent, reduce consumer and marketing staff face-to-face potential conflict, a shopping will be more rational. They can log different company's Web site, compare, select and inexpensive products.For producers, and network media capabilities, all manufacturers will display their products and services, the actual savings funds set up shop, reduce costs, and at the same timeprovide SMEs with the opportunity for development. Any business, large or small, can no longer restricted by its own size, and large enterprises equal competition.Third, Network Marketing StrategyAlthough network marketing has a strong competitive advantage, but it is not suitable for every company marketing network, the ability of the Company to consider the implementation of the network marketing company's business needs, goals scale, customers buy, technical support. Launching Internet sales, as still 4 P'S main, Product, Price, Place, Promotion, at the same time implementing the 4 C'S idea that Consumer, Cost, Convenience and Communication.1.Product StrategyNetwork marketing is carried out in the virtual market. In the Internet Age, personality and become mainstream consumer market dominance from the enterprise to consumers, the company faces rising development, the production and marketing costs of this, we must first network marketing products and services positioning. Through market research network fully understand consumer demand for customers involved in the whole process of product development. Should make full use of the Internet is two-way communication features, the process of developing a marketing, making enterprise customers through the Internet under the guidance of the choice of products and services designed.2.Pricing StrategyIn the network marketing, enterprises reduce production costs, reduce the circulation chain, the more intense price competition, consumers will collect extensive online information, goods than many, which makes online product prices lower. To this end, we must first be accepted by consumers at the cost of pricing, customers are given first to accept the price, and then by the enterprises under the cost of production and sales organizations. Second bargaining Product pricing will be the most common approach. Prices depend on the value of products to the users, a reasonable price performance for the lower price, good service and technical support.3.Channel strategyNetwork Marketing biggest revolution in the above channels, online sales channels use the Internet to transfer products from producers to consumers intermediate links, is the starting point for manufacturers, end users and consumers. A perfect network marketing channels by ordering system, supply networks, production networks, distribution networks. Consumers through corporate orders issued ordering system and then imported raw materials supply system, then the production network processing, distribution network will be presented consumer products, services network solutions from the final service issues.4.Promotion strategyNetwork marketing strategy in the most creative way is online advertising, it is different from newspapers, magazines, television such traditional advertising media, it will feature products, functionality, price and other information on the Internet by consumers their own needs or to be conducted enquiries. Advertising Information Network showed three-dimensional and multi-directional, and colorful. Internet advertising change propagator and the relationship between the recipient, from one-way to two-way interactive exchange of information. In addition, traditional marketing strategies such as discounts, offers, the membership and so on, can also be used for network marketing, through the establishment of links, send e-mail, press releases, etc., to promote network marketing site, a corporate online brand image, network marketing goals.Forth, e-commerce security problems1.The concept of e-commerce securitySecurity issues in the implementation of e-commerce is one of the bottlenecks is not only technology, but also management issues, specifically related to the computer network security and safety of the two major aspects of business. Computer Network Security refers to the network equipment, network systems and databases, such as the network itself may exist. Business transactions in order to ensure security is in the process of confidential transactions, be able to identify, tamper-resistant and non-repudiation, and remove information theft, falsification and counterfeiting, and other hidden dangers. If hackers often gateway or routeron the interception of messages sent, and some mastered the information after tampering with the format of the information, and even sent false information to confound truth.2.The implementation of e-commerce are used mainly for security technology(1)Firewall technologyFirewall (Firewall) can be seen as one between the internal network and external barriers between the public network, a host or router installed in the node, and so on the software. Its function is to prevent illegal communications and external attacks: Some firewalls external data by reading the source address, destination address, such as whether the judge from secure sites, and promptly refused to data from dangerous sites; Some firewalls through the firewall address internal and external address translation method to hide internal IP addresses to hide the various internal network information.(2)Encryption technologyEncryption technology used to encrypt important information. In the process needed for a key. Principle is the text of the letters a, b, c, d,…, w, x, y, z natural order remains unchanged, but make it with the E, F, G, Z,…, A, B, C, D , respectively, and then use a substitute E, F replaced by b, often a difference of four letters. This rule is called encryption algorithms, and 4 is key. Encryption Method: private key encryption, public key cryptography encryption, digital signatures and digital authentication.1)Private key encryptionPrivate key encryption working principle is as follows: A sender and the recipient of a B share a common key distribution centres distributed key K. A K encryption key used by the transmission of the B, B decrypted using the same key. Private key is used DES, IDES, GOST, RC-5, Blowfish, such as CRAB.2)Public key cryptographicPublic-key encryption principle:User A and B each have a pair of keys (Ka, Ka-1) and (Kb, Kb-1). Private key Ka-1, Kb-1 from A and B respectively, their secret custody, and a public key Ka, in the form of certificates while Kb released. When P A security source expressly to send to B, B A firstapplication of the public key encryption P Kb by EKb of the C = (P), and P B receipt of the text, using private key Kb-1 expressly resume declassified by: P = DKb-1 (C) = DKb-1 (EKb (P)).Common public key RSA encryption algorithm, such as DSS.3)Digital SignatureDigital Signature with 0 and 1 of the figures indicated that it is using a person's private key encryption specific information processed and the results obtained.Signature system necessary for the two components:○1The signature algorithm, and the signature keys (secret).○2Confirmed algorithm (closed).Digital Signature principle:M news on the signature can be recorded as simple: Sig (M) = S.S confirmed the SR mind: Ver (S) = | true, the pseudo-| = | 0,1 |.4)Digital authentication and digital certificatesDigital Authentication using electronic means to verify the identity of the sender of information, information and the identity of recipients of the paper judged to be amended or whether the validity of the photos encryption technology. Digital certificates will include the version number, serial number, signature algorithm identifier issued, the owners were, and public key algorithm identifiers, such as validity of fields.3.E-commerce security measuresE-commerce security solution involves a wide range of issues, including technology, management, systems, personnel and legal, and many other aspects. The basic strategy is a comprehensive way, we should not only pay attention to technical innovation is more important to strengthen management. From the management to enhance e-commerce security measures are:(1)Enacting strict laws and regulations so that rule-based, the illegal elements out of fear the law, not to act rashly.(2)To develop safety management measures, specifically including the establishment of standards for e-commerce security, network security management, equipment and the security of key management,security organizations and the establishment of safety responsibility system, the determination of safety and inspection implementation.(3)Attention to safety testing and evaluation. Including the operation of the network before and the security detection and assessment.。