中小企业网络营销战略外文文献翻译2013年译文3000多字

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

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

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

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

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

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

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

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

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

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

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

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献

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

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。

中小企业营销创新和产品创新外文文献翻译中英文

中小企业营销创新和产品创新外文文献翻译中英文

中小企业营销创新和产品创新外文文献翻译中英文(节选重点翻译)英文How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises(SMEs)?Hasan AksoyIntroductionIt is known that innovation has a significant impact on the performance of firms. Most studies that focus on the relationship between innovation efficiency and firm size only sought to understand the findings in terms of the improvement of market performance and the exploitation of new market opportunities. This specific relationship was further established for small and medium-sized enterprises (SMEs), as well as large companies. Because of their number and the significant share of the workforce involved, SMEs play a crucial role in the economies. Thus, strengthening the innovative aspects and knowledge of SMEs brings major opportunities, as innovation is a key to long-term competitiveness and promises further gains regarding private sector performance and economic development.In this light, this paper aims to contribute to the literature by providing a better understanding of the links between the layers ofinnovation and market performance. Equally, the study empirically tests the resource-based view (RBV) and is extended from Terziovski's work. In contrast to numerous previous studies that indicate market performance as a dimension of the firm's performance, this study provides a clearer view upon the relationship between the constructs of innovation that drive market performance.The first objective implies highlighting the importance of market innovation and innovation culture on product innovation in SMEs. Thus, it should be mentioned that innovation is significant at all stages of competition and creates wealth in the business environment for companies. Some researchers argue that small firms invest more in product innovation than they do in process innovation. Therefore, this study approaches only the effect of product innovation on market performance. Companies need to apply innovation culture in their practices, such as to allow them to succeed in terms of innovative products and services. It is creativity, empowerment, and change of organizational culture that drives innovation. Empirical evidence suggests that it is important to build, maintain, and promote a culture of innovation, if companies want to remain successful and create new products. However, despite the attention towards the topic of marketing innovation and innovation culture in the literature, previous research did not sufficiently analyzed the contribution of innovation culture and theimpact of marketing innovation on product innovation.The second objective of the study is to address the importance of marketing innovation strategies and product innovation when considering superior market performance. The primary idea behind this research is that marketing innovation is a prerequisite when trying to improve market performance. Marketing and product innovation strategies are the key contributors to market performance. Competitiveness has become an indispensable element of survival in the marketplace, while innovation activities create superior value and benefits, such as allowing a company to differentiate itself from its' competitors. SMEs can effectively use market innovation to sell differentiated products and services in complex environments. The innovation literature suggests that product innovation affects performance. In the research, the focus was on the influence innovative activities have on market performance. This study contributes to the present literature by revealing the manner in which the development of a unique innovation culture and marketing innovation provides SMEs with product innovation success. It also sustains that the creation of innovative marketing strategies and product innovation capabilities maintain superior market performance on the part of SMEs.The researcher theoretically approaches the fact that an RBV plays a major role in explaining and answering the following questions in the model. Firstly, to what degree do marketing innovation and productinnovation efforts influence the market performance of SMEs? Secondly, how does innovation culture impact on both marketing and product innovation in SMEs? Thirdly, to what degree do marketing and product innovation interact with each other to affect the market performance of SMEs? In this light, the SPSS Amos from listed Turkish SMEs was used to test the hypothesis.The study begins by discussing the literature and theoretical background of the model, followed by the description of the methodology and the examined samples and measures. The final sections present the results, while highlighting a critical review and possible avenues for future research.Innovation cultureThe findings in the literature indicate a significant relationship between culture and innovation [79], [80], [81], [82], [83]. Innovation is a crucial precursor to competition and generates wealth in the business environment [13], [14], [15]. However, the application of innovation is not easy to embrace without having a culture that encourages the organization to innovate [84]. Innovation occurs when firms motivate their employees to share their skills with the rest of the organization [47]. As such, values, beliefs, and behaviors are shared by organizational members in a manner that builds an innovation culture [85], [86]. This empowers company development and the obtaining of new knowledgethat improves the innovation [87], [88].Marketing innovationMarketing adds value to the sales interface and to the innovation performance of the company [103]. Market innovation focuses on developing the mix of a target market, while determining how companies can serve the target markets best [37]. It is also described as a progress in marketing mix [53], [61]. Nevertheless, innovation and marketing must go hand in hand. Innovation reveals the buyer's needs beyond the product, while marketing innovation has to evaluate customer value perceptions and generate opportunities for unmet customer needs, based on which companies may provide new innovative products [40], [104].Product innovation is significant in the marketing context because it attracts new customers by promising superior value and by enlarging market segments and product lines [91], [105]. Many studies support the positive relationship between marketing innovation and product innovation. For example, some indicate that marketing innovation has a positive effect on product innovation [106], [107]. Additionally, marketing innovation empowers the offer of cheaper and better quality products [108]. Marketing innovations produce a higher diversification of products [109], which helps companies expand their offerings, while acting as one of the important sources of competitive advantage [110]. As such, firms should use new methods and innovative marketing ideas topromote their products that are not well-known in the market [111].The marketing capability and innovation performance of companies are strongly related [112]. Innovation is also a significant function of marketing, as it is linked to firm performance. Thus, the remarkable interest on the part of researchers towards the ability of marketing innovation to increase firm performance is reasoned . Equally, marketing innovation has a positive effect on firm performance [117], [118] and an ability to improve, strengthen, and maintain the firm's competitive advantage.Product innovationAs innovation can be applied in different forms, the study regards product innovation as one of the significant types of innovation. There are several studies in the literature discussing product innovation . Product innovation is defined as the development and radical change in the performance attributes of the supplied product or service . The concept dominated most discussions on innovation; since it has the strategic importance to satisfy the customer's needs and enter into new markets. The innovation literature suggests that product innovation affects company performance. Despite SMEs' flexibility and ability to rapidly respond to market needs, the tendency for product innovation is higher in larger firms than is the case in smaller enterprises . Equally, while analyzing the SMEs associated with the development of productinnovation and the relationship between product innovation and firms' performance, a study reveals that the product innovation has a positive relationship with a firm's performance [. In addition, the positive relationship between new product development and performance is also supported.Discussion of the findings and conclusionInnovation is a prerequisite for being successful in a competitive environment. In SMEs, innovation culture is an important construct that can sustain product innovation and foster marketing strategies. As such, understanding marketing innovation can help to encourage product innovation and SME market performance. Terziovski's model ensures a framework for considering SME performance and the impact of innovation constructs on it. While building on this model, the present study considers in an empirical context how distinct layers of innovation can support SME market performance. The tests reported here indicate that innovation constructs support SME market performance.Theoretical implicationsThe study extends a model suggested by literature. In Terziovski's model, SME performance depends on strategies, capabilities, culture, relationships, and structure. In this paper, SMEs market performance depends on more focused constructs, in the form of innovation culture, market innovation, and product innovation.Thus, the findings of this study seek to bring several contributions to the literature with regard to organizational practices. It contributes to the overall understanding of market performance by analyzing the innovative structure of SMEs. The theoretical model investigates the relationships among innovation culture, product innovation, marketing innovation, and the market performance of SMEs. The findings show that innovation culture is an effective source of both marketing innovation and product innovation (H1aand H1b). Furthermore, there are some reasonable statements about these results. Firstly, innovation culture is a prior condition for achieving organizational, marketing, and managerial success in competitive markets. Although previous research revealed the importance of innovation culture in an organization, various questions remain regarding the relationships between innovation culture and the innovative marketing strategies of SMEs.SMEs' innovation culture not only positively impacts on marketing strategies, but also positively strengthens product innovation performance. When a firm's innovation culture is strong, it has the ability to sustain marketing strategies and foster the generation of new ideas and services to satisfy customers. Also, the creation of an innovation culture may help to develop the process of product innovation and performance.The study reveals that a marketing innovation strategy has a significant and positive relationship with both product innovation andmarket performance (H2a and H2b). In the same light, previous studies noted the important role of marketing innovation on market performance, business performance, and SME performance. However, this study extends previous research studies by testing marketing innovation in an integrated model, focusing on SME and market performance. New products are successful when the associated development and marketing activities are well performed. Nevertheless, potential customers know little about a product when it is initially released on the market. Therefore, companies need new tools to introduce and promote it, which will ultimately lead to marketing innovation.Numerous studies argued that product innovation plays a critical role in the development of new products, process efficiency, and sustained competitive advantage, in terms of extending market share. The findings show that product innovation has a significant and positive relationship with market performance (H3). Moreover, unique new products have the effect of enhancing performance.The results of the model highlight that innovation culture and marketing innovation in SMEs have a positive direct relationship with product innovation. The results of the study offer a valuable perspective for researchers, implying that innovation culture stimulates the SMEs to differentiate their organizational culture and products from those of their competitors. As such, the present study contributes to the innovationliterature by improving the understanding of the relationship between innovation and the market performance of SMEs. Mainly, it extends the understanding of the relationships between innovation and market performance by analyzing the impact of marketing innovation and product innovation.Managerial implicationsThe findings of the study point out some implications for managers in terms of the importance of SME marketing innovation strategies and product innovation, with regard to increasing the market share. Firstly, SMEs should improve marketing innovation to achieve a competitive advantage, by building an innovative culture within the company and following the trends. Marketing innovation is crucial for SME managers when it comes to creating new and unique products, and for attaining superior market performance.Secondly, the findings of the study also propose that SMEs should balance their investment in terms of an innovational learning culture, marketing, and innovation processes, as part of the pursuit of improving market performance. These results help managers to achieve superior market performance. Thirdly, SMEs should improve their product innovation capability, by investing in promotion techniques, and introducing innovative marketing programs within the company. Furthermore, SMEs should be responsive to this type of innovationresulting from their organization environment and marketing related activities, as improving such capability in order to encourage innovation can the develop market performance.As one can observe, the model described in the study opens the door for a new approach on the part of managers regarding the manner in which SMEs make use of marketing and innovative skills, ensuring successful market performance. Additionally, embedding an innovation culture in the organizational structure can support a higher level of marketing and product innovation. Thus, managers can guide employee behavior, conduct, and integrate their new ideas in such a way as to achieve better market performance outcomes.中文创新文化,营销创新和产品创新如何影响中小企业的市场表现?引言众所周知,创新对公司的绩效有重大影响。

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

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。

网络营销战略-外文翻译

网络营销战略-外文翻译

外文翻译原文Title: e-MARKETING STRATEGYMaterial Source:Irish Journal of Management Author:Lawton, T.C., MichaelsThis paper is aim to provide advice for Otto's management for emarketing strategy. First we make merits and limitations analysis based on the theory of emarketing, then we depict the different buyer behaviour on the internet, which could be the background and basis for our emarketing strategy. The company buyers are more professional and prudent than individual customers. Otto should center on its own website, which will provide the customers with the latest product and promotion. Then at the same time, Otto can put ads through search engines and many other websites, both traditional and modern medias. According to the B2B theory and Otto's present situation, we recommend two kinds of auction plan on Otto's own website to increase Otto's close cooperation to the company buyers with existing ones and new buyers by the band name promotion. Through the internet tendering, Otto can reduce its cost and gain price advantage.IntroductionAs a traditional company which pays more attention to the personal and direct selling, Otto is in the 21th century which the emarketing is vital and necessary to every company wants to survive and development. Otto's management has realized the importance of emarketing, this report is to bring some ideas on the emarketing strategy for the old and prosperous Otto to embracing the new Internet age.I Theory of Emarketing1.1 Background and OriginIt was reported that customers spend £1 billion a month online, online sales are 6% of all UK retail sales,which make it easy to understand why the emarketing is so important. Withe emarketing companies can use digital technologies to help sell goods or services. Today you can get ad from email, sometimes it is a virus; read RSS news, order your toothpaste and bed from Ebay,and the latest movie on your cellphone. The ad is everywhere, right now Internet is becoming one of the most multi-faceted communication tools that marketers have at theirdisposal. The Internet is immediate to get, dynamic to change, and globally accessible. In its current U.S.-based forecast, Jupiter Research made a report that email marketing spending will grow to $1.1 billion by 2010. There is no doubt that the Internet is a critical component of marketing and sales strategies for organizations large and small.1.2 Merits and Limitations1.2.1 MeritsEmarketing will bring many advantages to the company. By providing up-to-date and segmented and specific information to your customers such change of your company contact information, promotion of newest product in art form preferences, where your main distribution center etc. Customers can log website to get the information they usually can get through the phone or going to the site, now they have an more reliable source to rely on.Emarketing can increase your brand name, company membership or attendances on your website.It can also reduce your costs in terms of spending on site staff. More importantly it can raise the profile and brand name of your organization locally, nationally and internationally, enabling your company to reach more potential customers previously beyond your usual reach,with the help emarketing, your company will become an transnational company.1.2.2 LimitationsThere are some limitations when using emarketing. First, the usual email may get your customers irritated and send a confused rge e-mails will block up your customer's mailboxes and make them angry about you.if your 1emails are content of events or services which don’t interest them could lead them to sign off your service or ignore your e-mails and even take you into you blacklist. If your email deliver a confused and ineffective message to your potential customers, they may just ignore you. And you're wasting your time and resources if you can't know whether your email is succeeding sending or what the customer's reactions to your mail.Secondly emarketing has a high requirement for your customers. Internet marketing requires customers to use newer technologies such as computer and latest mobile phone, rather than traditional media. If companies build large or complicated websites, individuals connected to the Internet with mobile devices or with low speed will experience significant delays in content delivery, which may lead the customer to abandon your website next time.Thirdly, we see it from the buyer's perspective. If you're the customer, you can not touch, smell, see, taste or try on tangible goods before making an online purchase, this will very unsatisfied for some customers even for someone who has done the online buying sometimes, they still have some doubt for some goods they encounter for the first time in the Internet. However, but if the company can make its own guarantee or the there is an industry standard fore-commerce buyers to reassure customers by having liberal return policies as well as providing in-store pick-up services if necessary and within legal boundary.II B2BB2B(Business-to-business) is using websites and all other web services to make commerce transactions between different businesses, for example the B2B can be between a manufacturer and a wholesaler. Many professional institutions and the trade publications focus much more on B2C than B2B, although most sales and marketing personnel is in the B2B sector. As the B2C model, the B2B will allow all business companies to make comparison between products and services and shop online, B2B is help the user to find the most appropriate product with the reasonable price. The part of B2B e-commerce expected to grow the fastest is electronic marketplaces, that is the e-marketplaces, is growing the fastest. The e-marketplace use large quantity of information from sellers and buyers, then bring multiple partners together online.2.1 B2B Buyer BehaviourDifferent with individual customers who pay more attention to the brand and fame, the company buyers are professionals who take many aspects into consideration, first they need more time to make the buying decision, since the quantity and cost are relatively large and essential influential to the company's production and selling revenue. Second, the buyer will do research and analysis before the final decision, they may turn to the technical source to try to better understand the company's advantage and disadvantage. Third, facing a forever changing environment, the buyers will make research based on the data of past production, then change the company's buying option, such as the supplier. Fourth, if the there are other companies are selling the same or similar products in the market, the buyers will consistently notice the act of its rivals, and make quick response and counter measures to make sure its own market share.3.1 Centered on Otto's Own websiteGetting a domain names, which will cost not very much a year, and make sure this name is persistent, and never change, because if you change, your customer may lose faith on you. We recommend , And make sure you register the similar name at the same time to avoid the future property dispute. Then Otto can promoting the website offline. Right now Otto can ad your website in as many ways as you can, you can print it on your cookies package, on staff suit, on the newspaper,pamphlet, and TV.As for Otto's has more than 60 kinds of cookies, it's not necessary to put all the cookies on the Internet at first.it we want the potential customers to be attracted at first sight, picture presentation is vital, and the website must be easy to use, if the customer wants to put in one kind of cookie in or out of the cargo, it should be easy; and we may do some test by company's own employee, or some customers and staff family. In order to stimulate their interest, we mayprovide some popular products and reward for their participation. Online credibility must be paid attention to. Otto should position staff for the Internet managing, to update the newest one, and check regularly and answer customer's request in time.The global web presence is also very important. If Otto wants to sell the cookies into other parts of the world. For many years, Otto choose the English people as its main customers, its products are fit for local people. In future, Otto is definitely wants to export its products so it must research its target market and customers before selling. So right now, at the very beginning,we still target English people as before.As Otto wants to be closely connected with its main suppliers and company customers, it is vital for customers can get links to all Otto's partners, and make sure that customers can link to Otto when they surf on website of Otto's partners. This will help both Otto and its partners to get their brand name known, and at the same time, this will increase the further consolidation of all the related companies.3.2 Promoting on Search Engines and Put AdsWith the uncountable in the information sea which is never stop to grow, the search engine is very necessary for the buyers to get what they need. Otto can make ads on search engines on Google and Yahoo and so on. If Otto wants to attract the potential company buyers, it need online lead generation, which is creating potential customer's inquiry into the company's products. Company buyers may be interested on the latest booklet on delicious cookies in the world and you can get a free try, then the customer get linked to Otto's website. The visitor are requested to register as our member and leave their email address and company location, so Otto can send electrical brochures through mail and direct free cookies to their site.There are many other websites and media Otto can take consideration to carry ads: the community websites which many local people will share their experience on buying and selling, the official blogs, virtual world sites since many people are playing computer games in their spare time, and other traditional media like TV, radio, magazines and newspapers. With all these options, Otto has to consider the emarketing budget to choose at least one traditional and one Internet method to put ads.3.3 Online AuctionsThe online auction is a business model is all participants will offer price for products and services on the Internet. Unlike the traditional auction which is held on a location, the online auction can make deal of buying and selling through auction software system which will measure all the prices at a relatively short time. The English auction and Dutch auction are two different ways for different kinds of products. English auction sets the initial price low and waiting for the highest price by the bidders. While with a Dutch auction, the product starts at itshighest price, the holder will give a lower price until some bidder accept, which is used when flower and fresh sea food are to be sold. And at present almost all online auctions are applying the English auction method, the most famous online auction is eBay, it has endless amounts the customers want. As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on the website before going to flea markets; the price shown on eBay often becomes the item's selling price. It is increasingly common for flea market vendors to place a targeted advertisement on the Internet for each item they are selling online, all while running their business out of their homes.This paper prepares two plans for Otto, first, promote company buyers by auction to the individual customers. First we hold online auctions on our website with assistance of auction software, every customer can bid on 100 pieces of cookies for one year, the cost will be at most 50% of the normal price on the market. You can choose any cookie at any price at any time. Otto may offer 1000 chances. And all the winners can get the cookies in markets which we will give a list at our website. At the same time, we will advertise this promotion through all medias, then the company buyers want to be in our list and get our cookies if they want the winners and all other potential customers to be known.The second plan is particularly for company buyers, we will introduce a new product which are made of special materials and crafts, through all the promotion we make sure that all customers are very curious about the product. Then we start an auction to the company buyers on our website, the highest bidder will get the chance to have the newest cookie in their store for one week. In order to attract the customers and company buyers we will provide the first 100 customers free cookies every day with a limited quantity.3.4 Reducing Cost by TenderingOtto is the supplier for the super markets, retailer stores and other buyers, but Otto can be a buyer when it is considering about the butter, eggs and machines which will be used in the production. Otto tries to undercut its cost, so the company can use internet to reduce it. Otto wants to make strategy arrangement for the suppliers structure, with considering the long time cooperation. If Otto got more than twenty bidders, under the condition that all the company are with the same quality which we require in the tender, Then, Otto normally and usually will select the lowest bidder. If we find out the lowest bidder is incompetent to provide the product we required, we will go to the bidder which had the next best price. Then we can make a three to five year contract with this best company and make sure that our product is of good quality and reasonable price, then we may have more advantage when competing with rivals.3.5 Notice on EmarketingFirst in my opinion having an website set is not meaning you have complete yourjob.Emarketing is not just having a Web site and wait for your customers to "find out" in the website ocean. And Web marketing is not conducted in a vacuum. We can put it In other words, put that website and tie the Web effort to your other marketing efforts. Your uniforms, products, company cars and so on. For example if you're going to have bike relay this Sunday on the main street or in the central park, make sure all your player have uniform with your URL printed on it and on all the colorful flags.Second understand your goal of the website. The purpose of your website is to help market your workshop, your services and products,your band fame, so i think there are two things on the top list. Targeting the relevant audience directly and talk to customers to find out what their opinion, communicate with them in person, through mail or phone.Last but not least, make necessary budget for marketing and getting your support from the senior management. Emarketing is something that requires time and hard work every day. And remember budget for marketing is not just money, but time. Not just work on the Web, but all forms of marketing under the line.As for American president Obama, his campaign’s strategic use of the Internet played an important role in winning the election, and particularly online tools such as Facebook to connect with his supporters, we can see the power of online tools, which is consisted of using as many as social networks and muti-media can make your company really different in the future business.IV ConclusionsIf a traditional company like Otto wants to develop in the future, it must adjust itself with the time. With the budget approved by the senior management, Otto should move right now with our suggestions in this paper. Make all necessary preparations and with money and resources to run the website, and make promotions both on line and offline, take integrated B2B strategies combing the traditional and modern medias, especially its own website. As for Otto, it is successful with its traditional selling with the personal selling and distribution centers, but with the emarketing strategy through the internet, Otto can attract new company buyers and maintain good relationship with existing ones, while reduce cost with its cost through the online auction and tendering. Otto will be more competitive in national and international cookies industry.译文标题:现代市场营销分析资料来源: 供应链管理评论作者:克莱曼本研究主要目的就是为目前的新型网络营销战略提供更多的战略帮助,首先奥多分析了网络营销的优点和局限,然后奥多描述在互联网的不同买家的行为模式,这些模式分析可以为奥多的战略提供翔实的背景和依据。

网络营销策略外文翻译文献

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。

销售策略的开发营销策略外文文献翻译2013年3000多字

销售策略的开发营销策略外文文献翻译2013年3000多字

文献出处: Shimasaki, C. D. (2013). Developing a Marketing Strategy. In The Business of Bioscience (pp. 95-116). Springer New York.原文Developing a Marketing StrategyCraig D.ShimasakiMarketing success is the lifeblood of any company. Everyone knows that a m arketing strategy impacts the company’s ability to generate profits after commercialization; but understand that it also impacts one’s ability to raise money from investors. Before beginning to develop a product, the entrepreneur must show that the product will be accepted by a target audience and that their marketing strategy will accomplish this goal. All too often good product ideas do not get funded because of a poor marketing strategy.Before developing a marketing strategy, there are a few basic marketing concepts with which to be familiar. In the first half of this chapter, we review some basic marketing concepts and market research tools. For the reader with a business and marketing background, you can skip over this review. However, for those without a marketing background, you should learn these concepts, as it will help explain market issues and provide an appreciation for the challenges in developing a good marketing plan. Occasionally, marketing concepts can be difficult to understand – to simplify them, I have included examples of well-known consumer products and household brands to show their application.What Is Marketing?Marketing is both an art and a science. Most people think of marketing as just an art, yet there are sound principles and market research tools that will allow development of an excellent market strategy for a product. Marketing is not the same as “sales,” which is the execution of the market strategy – sales are the result of good marketing. My favorite definition of marketing is: “Marketing is meeting needs profitably.” To help understand what marketing is not, I have elaborated on afew common misconceptions.Misconception 1: What Is So difficult About Marketing? You Just Make It and Sell It!Most entrepreneurs think their product is so wonderful that everyone will want it because of the fantastic things it can do –think again! The rapid adoption of the personal digital assistant (PDA) was often associated with Palm Pilot and the successful company Palm, Inc. These handheld devices enjoyed wide-spread market acceptance (now these functions are incorporated into our cell phones). These PDAs kept our calendar, stored our contacts, saved notes, and kept us organized, all at our fingertips. Although Palm, Inc. was widely known for the PDA, most consumers do not realize that Apple Computer invented the first PDA. Apple created the Newton, a PDA-like device, which was manufactured from 1993 to 1998, but eventually discontinued it for lack of market interest. Shortly before the Newton was discontinued, an unknown competitor, Palm, Inc. launched its Palm Pilot, developed by first researching the needs of their customers. Palm, Inc. successfully captured a broad market with a second generation product that was originally introduced by an unsuccessful competitor.Misconception 2: The Better Your Technology, The More People Will Want to Buy Your ProductThere are junkyards full of great technological products developed by companies that were unable to successfully market them in spite of technologically inferior competition. Take for example the first home video recorder developed by Sony in 1975 using their Betamax format. A year later, JVC introduced a competitive VHS format. JVC quickly understood the need to license their VHS format to other companies to gain broad market acceptance, but Sony did not follow suit. The Betamax and VHS formats were incompatible, and the consumer was left to choose. Consumer demand grew for video recorders, and companies manufacturing VHS video recorders met the growing consumer demand as more studios produced movies in VHS. By 1987, VHS commanded a 95% share of the video recorder market. Gradually movie studios discontinued supplying Betamax format movies,and Sony ultimately discontinued manufacturing its Betamax video recorder. Although Sony was the first mover in this market and the Betamax format was arguably superior to its later competitor, the video tape format battle was won by VHS. For lack of a superior market strategy, Sony lost the opportunity to be the dominant player in home video recording.Interestingly, another format war recently emerged for the high definition optical disk. In early 2006, Toshiba was the first mover to introduce the HD-DVD format and the first HD-DVD player. Sony followed later with its own Blu-ray format and disc player. Sony quickly secured more commitments from movie studios to offer their titles in blu-ray format than did Toshiba. Although technology buffs argue that Toshiba’s HD-DVD was a superior format – guess who won this battle? Misconception 3: I Do Not Need to be Concerned with Market Strategy Now Because I Have Plenty of Time to Think About Marketing LaterDo not be deceived – this cannot be further from the truth. Remember that lots of money is needed to develop a product, and it comes from OPM (other people’s money). You will not attract investors unless you can demonstrate that there is a significant market need for your product and that you have a market strategy that gets your product adopted profitably. If you do not believe this, ask a few venture investors, what are the three critical elements they need to see in a biotech company before they invest. You can be sure that demonstrating a real market need, coupled to a great market strategy, will be high on their top three list.Many business plans are turned away by investors because the entrepreneur could not adequately prove a real market need for their product; or alternatively, the market need was evident, but the entrepreneur could not show how to profitably capture this market. Potential investors do not have the time to dream up better marketing strategies for your business. If you do not understand your own product’s market, investors know you will not make good decisions about other facets of your business either. As the sophistication level of your investors increase, the more your marketing plan will be scrutinized for flaws. It is essential you understand the market issues surrounding your product, and produce a well-planned market strategyto address these. Investors do not get excited about a high technology product in search of a market need.The Evolution of the Marketing ConceptThe marketing concept is the philosophy, that companies must analyze the needs and wants of their customers before making product development decisions. This is because knowing a customer’s needs helps to develop products that satisfy them better than the competition. Understanding how this concept evolved will help one appreciate the significance of the marketing concept in business. There have been at least three major commercialization concepts that evolved during the development of products and services in the US. These three concepts are briefly reviewed below. The Production ConceptThe Production Concept is the philosophy that companies just need to produce their products at a reasonable price, in sufficient quantities, and the products will sell themselves. During the Industrial Revolution, the Production Concept worked well because at that time there was an acute need for basic necessities at affordable prices. Indeed, the limitation for companies was the ability to produce their products efficiently, and in sufficient quantity to make it affordable for everyone. As cost-effective manufacturing processes became available, products did indeed sell themselves. As manufacturing efficiencies continued to improve, many items previously unattainable by consumers suddenly became affordable to the masses. The Sales ConceptAs mass-production capabilities became commonplace, and competition for basic necessity products increased – the Sales Concept was born. This was the philosophy that it did not matter if the product was needed by the customer; the focus was on how you could persuade consumers to buy the product. Companies began to work on “selling” customers their products – whether they needed them or not. The goal was to sell their product more effectively than their competition. This became the era of the “hard-sell” and the door-to-door salesmen. As consumers got wiser, the hard-sell no longer generated the revenue that organizations required, and smart companies searched for other ways to be competitive.The Marketing ConceptWith increasing competition, companies searched for better ways to grow revenue and sustain an advantage over their competitors. Companies began identifying unmet customer needs and then developed products that satisfied them –the Marketing Concept was born. Success came to companies that better understood the needs and wants of their customers, and provided the precise products they desired. The Marketing Concept evolved around a key focus of customer satisfaction. A very successful Marketing Concept company is Proctor and Gamble. A large part of P&G’s target market segment is women aged 30–45 who purchase household supplies. To understand the needs of their target market better, P&G not only asks these women questions about their household needs, but they also visit consumers in their homes and even compensate customers to shadow them throughout the day. Based on observing and asking their target market segment about their household needs, P&G then develops products that meet these needs better than their competitors. For instance, a product developed from this type of market research was the Swiffer®. This product created a new category that was neither a broom nor a mop, yet accomplished the same functions – clean and capture dirt – but was less time-consuming, easier to use, did not require water, and could be stored in a small space. The Swiffer met the needs of their target market so well that in the first year of introduction, sales of this product were over $200 million dollars. The Marketing Concept is the most effective marketing strategy, yet many organizations neglect to properly define their target market segment, and fail to understand their needs.译文销售策略的开发克雷格. 施玛萨基对任何公司而言,营销成功都是其命脉。

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

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。

中小企业网络营销战略外文文献翻译2013年译文3000多字

中小企业网络营销战略外文文献翻译2013年译文3000多字

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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

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

网络营销策略外文文献翻译

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”。

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

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。

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网络营销外文文献翻译

网络营销外文文献翻译

网络营销外文文献翻译互联网的广泛应用和快速发展对传统的营销方式产生了深远的影响。

本文翻译了一篇关于网络营销的外文文献,旨在探讨网络营销的概念、特点和应用。

文献概要本文介绍了网络营销的基本概念和特点。

网络营销是指利用互联网和相关技术手段进行市场推广和销售的活动。

与传统的营销方式相比,网络营销具有以下几个特点:1. 全球范围:互联网的普及使得企业能够跨国界、跨地域地开展营销活动。

国际市场的开拓和拓展成为可能。

2. 个性化定制:通过网络,企业能够更好地了解消费者的需求,并根据其个性化需求提供定制化的产品和服务。

3. 实时反馈:网络营销能够及时收集和反馈消费者的意见和反馈。

企业可以根据市场反馈及时调整营销策略和产品设计。

4. 低成本高效率:相比传统的线下活动,网络营销成本更低且效果更高。

企业可以通过互联网广告、社交媒体推广等方式实现高效的市场覆盖。

文献内容本文重点介绍了网络营销的策略和应用案例。

网络营销的关键策略之一是通过搜索引擎优化(SEO)提高网站的排名和曝光率,从而吸引更多的用户访问。

此外,社交媒体营销、电子邮件营销和内容营销也是常用的网络营销策略。

文章还提到了一些成功的网络营销案例。

例如,亚马逊通过个性化推荐和精准广告投放,提高了用户购买的转化率。

谷歌通过搜索引擎广告和关键字营销,成为全球最大的在线广告平台。

结论本文通过翻译介绍了网络营销的基本概念、特点和应用。

网络营销的快速发展为企业提供了全球化市场开拓和个性化定制的机会,并以低成本高效率的方式实现市场推广。

随着技术的不断进步,网络营销在商业领域将继续发挥重要作用。

> 注意:本文翻译内容仅供参考,不代表本人观点和原文准确性。

请在引用内容前自行查证确认。

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

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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文献出处:Jones R, Suoranta M, Rowley J. Strategic network marketing in SMEs[J]. Journal of Marketing Management, 2013, 29(5-6): 671-697.原文Strategic network marketing in SMEsIntroductionThis paper responds to the need for enhanced understanding of the value of networks in marketing in small-to-medium-sized enterprises (SMEs) in business-to-business (B2B) contexts. Networks, in the form of, for example, social networks and supply-chain or business networks are widely acknowledged as important precursors to business success and growth (Håkansson & Snehota, 1995; Morgan & Hunt, 1994). This reported study sits at the interface between networking, marketing, and entrepreneurship, acknowledging two key interrelated streams of research associated respectively with relationship marketing and markets-as-networks approaches (Mattsson, 1997). Hence, the study is viewed through a marketing lens (Hansen & Eggers, 2010), as the theoretical underpinning for this study is informed by entrepreneurial marketing theory, an emerging field of research that is becoming a substantial school of thought (Hills, Hultman, & Miles, 2008; Kraus, Filser, Eggers, Hills, & Hultman, 2012).Despite the research interest in networks and their value creation potential, previous research and theory development into the nature or types of such networks, their role in marketing, and their specific value-creating opportunities is limited. Such research tends to focus on one specific type of network such as supply-chain relationships (e.g. Lambert & Cooper, 2000; Lamprinopoulou & Tregear, 2011), entrepreneurial and SME networks (Gilmore, 2011; Shaw, 2006), and innovation networks (Lipparini & Sobrero, 1994; von Hippel, 2007). Only Malaska, Saraniemi, and Tahtinen (2011) specifically identify different types of business relationships which exist in networks, in the context of B2B SME branding. Furthermore, the focus of much research on networks is on either the structural dimension (such as networklinks, size, density, stability, diversity), or the relational dimension (such as trust, commitment, and co-operation). In respect of the value accruing from networks, the concept of networks as ‘value constellations’ is particularly useful (Bjerke & Hultman, 2002). Several studies have generated insights into the valuecreating opportunities of networks in the entrepreneurial and SME marketing context (Carson, Gilmore, & Rocks, 2004; O’Reilly & Haines, 2004; Rocks, Gilmore & Carson, 2005; Westerlund & Svahn, 2008), but there is considerable scope for further research as to the specific value creation achieved within firms by use of network marketing approaches.This paper, then, seeks to make a contribution to B2B marketing theory, in general, and entrepreneurial marketing theory, more specifically, by a two-country study (the UK and the United States) that gathers insights regarding software technology SMEs and their network marketing approaches. More specifically, the objectives of this study are to identify and generate a typology of the range of different types of networks in which software technology SMEs engage; offer insights into the value creation opportunities offered by each network type; and propose a model of strategic network marketing in the context of software technology SMEs.The paper commences with a literature review that summarises previous research relating to marketing in technology industries, and entrepreneurial networks and relationships. Next, the research design and methodology, including the selection of participants, and the interview process are discussed. The findings offer insights into each of the types of networks illustrating the opportunities and value that they provide. The discussion and conclusion section explains the Strategic Network Marketing Model (SNMM), and outlines the contribution of this research to theory and practice, and offers suggestions for further research.Literature reviewThe network approach to the study of industrial or B2B markets has a long history which predates notions of relationship marketing (Mattsson, 1997). Networks are recognised as being important to the strategic success of businesses in B2B marketplaces (Håkansson & Snehota, 1995). Mattsson (1997) identifies two distinct but interrelated streams of research on network marketing: relationship marketing andthe ‘markets-as-networks’ approach. Relationship marketing focuses on the management of customer and other relational exchanges (Morgan & Hunt, 1994). According to the definition offered by Grönroos (1996), marketing concerns the management o f the firm’s market relationships, whilst Ballantyne (1997) views relational marketing as being concerned with creating, developing, and sustaining exchanges of value between the parties involved. A slightly different perspective is offered by the ‘network s-as-markets approach’, in which the focus is on markets as sets of interconnected exchange relationships between actors who control resources for production, leading to an early focus on buying as well as selling. This approach acknowledges that individual, interconnected relationships form network structures (Mattsson, 1997). Möller and Halinen (1999) suggest that traditional markets are being replaced by networks, and suggest that firms need to move beyond a focus on customer and supplier relationships and develop intricate webs of firms, including research and development (R&D) networks and competitive coalitions.Although early definitions of networks tended to privilege the network relationships in the supply chain or the marketplace, more recent definitions embrace a range of activities and competencies. For example, Elg (2002) suggests that ‘a network can be viewed as a set of firms that coordinate their activities to fulfil different roles and add different competencies’ (p. 634). Such inter-firm networks and relationships are often regarded as a basis for success in a more global, uncertain, and competitive environment (Anderson, Håkansson, & Johanson, 1994; Morgan & Hunt, 1994).Research linking marketing and networks tends to focus on one type of network, such as those in the supply chain (e.g. Ellis & Mayer, 2001), internal networks (e.g. Ballantyne, 1997), innovation networks (e.g. Corsaro, Ramos, Heneberg, & Naude, 2012), and social networks (e.g. Ali, 2011). In terms of understanding the range of types of networks that firms may engage in and with whom, two key models offer inspiration. First, the Six Markets Model proposed by Payne, Ballantyne, and Christopher (2005), a stakeholder relationship planning model, which recognises that organisations need to build relationships with the following six markets: customer,referral, supplier, influencer, recruitment, and internal. Second, bridging the strategy and marketing literature, is the concept of ‘value constellations’. ‘Value constellations’ are v alue-creating systems where focal actors create value by configuring their portfolio of direct business relationships in a specific and integrated manner, leading to outcomes such as value co-creation or resource combination and innovation (Bjerke & Hultman, 2002; Möller & Rajala, 2007).Zolkiewski (2011) notes that value is a persistent undercurrent in B2B relationship and network research, with discussion of customer and supplier value, as well as relationship value being ongoing themes of research. Furthermore, what can be seen within this research stream is that value is usually only investigated from the perspective of one particular actor. The work on value from a network perspective (e.g. Möller, Rajala, & Svahn, 2005) has been written from the role of relationships and networks in a strategic action viewpoint, and includes such aspects as gaining competitive advantage. Indeed, Möller and Rajala (2007) criticise much of the extant B2B value literature for failing to recognise the interactive nature of value creation. The entrepreneurial marketing literature (Bjerke & Hultman, 2002) refers to that interactive nature by using the concept of ‘value constellations’ as opposed to sequential value chains. These constellations emphasise the non-sequential way that value is co-created by the set of cooperating firms, customers, marketers, and other stakeholders. However, the notion of value is contested, and there are very few empirical studies that have attempted to study value creation in networks (Corsaroetal., 2012).Granovetter, in 1985, highlighted the significance of network embeddedness, arguing that the behaviour of individuals is closely embedded in networks of interpersonal relations. The Uppsalla school of researchers extended the term to cover the set of industrial and social network relationships of relevance to the firm (Lundgren, 1992). Yli-Renko and Autio (1998) explored network embeddedness in the context of new technology firms based on synergistic value-creating systems, which develop the firm’s distinctive competencies to create value for its customers (Teece, Pisano, & Shuen, 1992). External complementary resources are available,with which the firm can leverage its firm-specific resources through a continuous resource-generation process. Yli-Renko and Autio (1998) acknowledge that network actors external to the new technology firm work partly internally and externally to the firm via a network relationship.Entrepreneurial marketing, entrepreneurship, and SME marketing researchers have identified a range of network types, which include business networks, social networks, and industry and marketing networks (Aldrich & Zimmer, 1986; Carson, Cromie, McGowan, & Hill, 1995; Gilmore, Carson, & Grant, 2001; Hill, 2001; Shaw, 2006). Networks are important to small firms because they lack business capabilities and capacity due to their small size, and, in particular, face challenges in marketing. Carson (1985) suggests that SMEs are challenged by three groups of specific marketing constraints: limited resources (i.e. a lack of marketing knowledge and time), a lack of specialist expertise (as managers and entrepreneurs in SMEs tend to be generalists rather than specialists), and a limited impact in the marketplace (as SMEs have fewer orders and fewer employees than larger companies). However, there is a wide body of evidence which suggests that entrepreneurs are adept at overcoming some of the SMEs’ resource constraints by leveraging resources through use of networks (Hill, McGowan, & Drummond, 1999; Jarill o, 1989; O’Donnell & Cummins, 1999; Stevenson, Roberts, & Grousbeck, 1994; Timmons, 1994).Hence, there is recognition that the building of effective networks (Carson et al., 1995; Lindman, 2004; Storey, 1994) is a key feature of entrepreneurship and entrepreneurial marketing (Collinson & Shaw, 2001), with the use of social networks as informal and social linkages which provide a higher and more stable flow of information and resources than formalised business network approaches (Premaratne, 2001; Shaw, 2006). In addition, Stokes (2000) suggests that SME owner managers tend to develop close relationships with their customers, such that the customer is involved as the co-creator in the value creation process (Prahalad & Ramaswamy, 2004) making it is easier to build customer loyalty (Reichheld, 2003) and to manage customer expectations (Groth & Dye, 1999). Harrigan, Ramsey, and Ibbotson (2010) make an important recent contribution that contributes to understanding of technologyin SME relationship building by identifying the critical factors which underpin marketing and electronic customer relationship marketing (e-CRM) activities for SMEs. They see e-CRM as offering opportunities to exploit further SMEs recognised customer communication competencies.Despite this wealth of research on the use of networks by SMEs, studies that take a more holistic perspective on the relationship between marketing and networking in SMEs are scarce. Only a few studies discuss the actual value accruing from networks. For example, O’Reilly and Haines (2004) suggest that in marketing quality products, networks enhance product promotion, quality assurance, and access to information, and Carson et al. (2004) examine the ‘usage dimension’ in which they consider outcomes or value creation by examining the marketing activities that are influenced by networks. Other recent studies have explored the role of product launch, product advantage, and market orientation on organisational performance (O’Dwyer & Ledwith, 2008); the role of market orientation, entrepreneurial orientation, and innovation on new bio-technology firms (Renko, Carsrud, & Brannback, 2009); entrepreneurial marketing in software technology SMEs (Jones & Rowley, 2011); and the role of entrepreneurial business and social network relationships in the exploration and exploitation of internationalisation opportunities (Vasilchenko & Morrish, 2011).There is recognition that technology SMEs stimulate economic growth, and this has spawned a range of research on topics associated with innovation, including new product development and business performance (Helander & Ulkuniemi, 2006; Im & Workman, 2004; Narver, Slater, & Maclachlan, 2004; Salavou & Lioukas, 2003; Verhees & Meulenberg, 2004). A study by Westerlund and Svahn (2008) carried out qualitative research of software technology SMEs from a social capital, interorganisational networks, and relationship value perspective.译文中小企业网络营销战略引言本文对中小型企业中企业对企业电子商务模式的网络营销价值做出了回应。

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