市场营销网络营销中英文对照外文翻译文献
中英文对照外文翻译
network marketing
Peter Kenzelmann
Abstract:Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing.
Keywords: network marketing sales model of network management marketing planning SME.
https://www.360docs.net/doc/2d5603847.html,work Marketing Theory
Network 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.
the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.
https://www.360docs.net/doc/2d5603847.html,monly used methods of network marketing
1)Search Engine Marketing
2)Email marketing permission
3)Online Advertising
4)Web resource cooperation
5)Viral marketing
6) A membership-based network marketing
3.The relationship between network marketing and other business marketing
E-commerce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.
4.Web-based network marketing business
To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual 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.
5.The network marketing existence question of enterprises
5.1. The network marketing concept problems
The enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessed
network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.
5.2. The transaction security exist hidden trouble
Network marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.
5.3. The network infrastructure incomplete
Promotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.
5.4. The socialized distribution lag
Small and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.
5.5. The related laws and regulations is not sound
Along with the development of small and medium-sized enterprise network
marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.
5.6. The ignore the traditional marketing strategy use
In the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.
6.The enterprise network marketing of effective strategies
6.1. To establish correct network marketing concept
Small and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.
After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.
6.2. Strengthen the network infrastructure construction and the network marketing supporting system construction
In our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and the
establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.
6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policies
Foreign government to promote the development of small and medium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.
6.4. The e-marketing and the traditional marketing closely
In the process of network marketing, network marketing of small and
medium-sized enterprises shall be the means and the traditional marketing strategy of combined, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of combining according to company's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.
Verlag: Books on Demand, June 2007
网络营销
摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。计算机网络技术的迅猛发展和广泛应用对当代社会产生了全方位的影响，也给企业的营销管理带来了巨大的变革。网络营销是适应网络技术发展与信息网络时代变革的新型营销方式，它改变了传统的营销理念、营销策略、营销手段和方式，将成为当今时代企业营销的主流。面对我国企业网络营销存在的诸多问题，我们也应清楚的认识到其发展的必然性，这需要各个方面的协力配合，打造优良的网络消费环境，推动网络营销的持续发展。
关键词：网络营销网络销售模式管理营销策划中小企业
1网络营销的理论
网络营销是基于技术基础设施的计算机网络营销。以技术、信息技术为代表。是计算机网络现代通信技术和计算机技术相结合的产物，它在不同的地区专业计算机设备外部连接的通讯线路放到一个强大的网络，从而使大量的电脑可以很容易地相互传递信息，共享硬件、软件、数据和其他资源。和网络营销密切相关,计算机网络有三种类型：上网、内扩网和联网。
网络营销的理论依据，网络营销的理论基础是直接营销网络理论、关系营销网络理论、市场营销理论和网络软件整合营销理论。
2网络营销常用的方法
1)搜索引擎营销
2)电子邮件行销许可
3)在线广告
4)网络资源合作
5)病毒性营销
6)一个会员制的网络营销网络
3网络营销与许多商业模式的关系
电子商务──直接将商品销售给客户或企业。
出版──您卖广告，或者买主名录为主的网站。而企业透过取得名录，并过滤成销售对象名册产生价值。
还有更多其他基于个人或者行业的特殊所需发起的网络营销活动的模型。
4网络营销业务
实施网络营销不一定要有他们自己的网站，在缺乏立地条件、企业实施有效的营销网络的情形下。免费网站营销主要取决于网络营销和电子邮件营销虚拟社区。
以网络为基础的网络营销是网络营销的主体，它的主要问题是网站规划、建设、维护，以及其他的整合营销推广的方法。
5中小企业开展网络营销存在的问题
5.1网络营销观念存在问题
我国中小企业对网络营销的认识存在着两种极端观念：一种观念认为网络营销是高科技的东西，跟企业的传统产业不沾边。或者认为了网络营销就是网上销售，而目睹了网络商店亏损累累的现象后，更失去了网络营销的动力。另一种观念认为，网络提供了一个他们和大企业同等竞争的平台，只要中小企业拥有和大企业一样精美的网站设计，提供和大企业一样的产品和服务，中小企业就可能利用互联网超越大企业，在这种观念指导下，企业投入大量的资源进行网络营销活动，然而，企业经营必然受到企业资源的限制。尽管中小企业网站能够做得表面上和大企业一样，但网站功能和服务不能跟上也会使网络营销的效果大打折扣。
5.2交易安全存在隐患
网络营销的整个交易过程是一体化完成的，这其中包括网上支付。而目前我国虽有可用于网上支付的信用卡，但技术上的安全保障以及人们心理上的接受程度仍是现实的突出问题。另外企业的数据库服务器也安全隐患，黑客有可能闯入电脑盗取信息。
5.3网络基础设施不完备
推广网络营销的技术障碍主要表现在网络传输速度和可靠性，但由于经济实力和技术方面的原因，目前网络的基础设施建设还不完善，存在地域性差异，制约着中小企业网络营销的进一步发展。
5.4社会化配送滞后
我国中小企业物流效率低、能力差，社会化配送跟不上，货物递送成本高，网络营销产品不能占有价格上的优势；同时顾客拿到商品的时间较长，网上购物的方便性、快捷性无从实现。
5.5相关法律法规不健全
随着中小企业网络营销的发展，其法律问题也纷纷出现。比如：电犯罪问题等等。这些问题会对消费者和经营者的权益造成侵害，不利于网络营销活动的开展。
5.6忽视传统营销策略的使用
在进行网络营销的过程中，往往很多中小企业只把目光局限在网络上，而忽视了传统营销策略的使用。企业的领导者更多地考虑如何通过网络进行市场调研、信息宣传等，却忽略了把传统营销手段与网络营销手段相结合，从整体上提高企业网络营销效果的方法。6中小企业网络营销的有效策略
6.1树立正确的网络营销观念
中小企业既要清醒地认识到网络在信息时代的重要性，网络营销的作用将会越来越大，实施网络营销是中小企业的必然选择。同时在开展网络营销的活动中也并不意味着必须投入大量资金、有专业的技术人员、架设上网专线、购买昂贵的服务器，并建设一个功能十分完备的网站，企业应根据自身特点和内部条件逐步走上网络经营之路。比如，可首先利用网络查询和发布供求信息参与网上拍卖，在线采购等，之后建立网络品牌，最后建立完善的企业网站，开展网络营销。
6.2加强网络基础设施建设和网络营销配套体系建设
在我国网络营销的发展进程中，政府应发挥宏观调控作用，加大对网络基础设施的投资，改善目前网络环境；建立网上认证体系和支付体系，成立数字证书授权中心和密钥管理中心，以实现网上交易身份的确认，并对网上交易者商用密码进行独占性管理，为网络营销提供安全保障；培植物流产业，特别在当前单个中小企业不可能独立解决物流配送的情况下，政府应重点在各区域建立物流批发中心或配送中心，提供第三方物流服务，为中小企业广泛开展网络营销创造良好的外部条件。
6.3加强和完善中小企业网络营销的相关法律法规和政策
国外政府对促进中小企业发展所采取的手段，可以明显地看到完备的法律、法规体系对中小企业发展所具有的深远影响。对我国来说，完善有关法律法规是改善中小企业生存环境、促进中小企业发展的重要前提。政府还可通过制定对中小企业实施网络营销的优惠政策来实现这一目的。例如，通过政府逐步启动网上政府采购系统，规定一定的网上采购比例和向中小企业采购的比例来鼓励中小企业开展网络营销；政府设立中小企业网络营销
发展专项基金，对中小企业网络营销项目贷款给予贴息；金融部门为中小企业开展网络营销提供低息或无息贷款；税务部门对中小企业开展网络营销活动实行免税等。
6.4将网络营销与传统营销紧密结合
在进行网络营销的过程中，中小企业应当将网络营销的手段和传统营销策略的使用结合起来，以便取得最佳的营销效果，提高自己的竞争能力，使企业能比竞争对手为顾客提供更好的产品和服务。网络营销策略应与一般营销策略相融合，融合的程度要根据企业实际情况来确定。对于简单上网收集信息的企业，利用网络营销收集消费者与竞争对手的信息，切实掌握顾客需求，其他营销策略主要以一般营销策略为主。对于有企业域名、企业电子邮箱、企业网站的企业，应采用网络营销策略，使企业的综合营销效果最佳。网络营销作为一种全新的营销方式，是适应网络技术发展与信息网络年代社会变革的新生事物。伴随信息时代的到来，网络营销必将成为中小企业的必然选择。
零售企业营销策略中英文对照外文翻译文献
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
网络营销外文翻译
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 https://www.360docs.net/doc/2d5603847.html, 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 of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--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.
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 Grifoni 1 Introduction Marketing 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.
互联网网络营销外文文献翻译
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外文文献(市场营销策略)
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营销-外文翻译
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Network marketing strategy analysis of VANCL Abstract: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 ANCL The 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 ANCL With 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 the
营销策略外文翻译文献
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
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出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当
市场营销 外文翻译 外文文献 英文文献 差异化营销策略
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