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 marketing

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.

[Edit] 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.

(A) Direct Response Network Marketing Theory

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.

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 marketing

Relationship 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 to

business success or failure.

The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.

On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs

in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.

(C) The network of soft marketing theory

Marketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.

On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send

E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.

(D) Network Integrated Marketing

In 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 center

As 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 pricing

The 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 and

production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.

3. Products to facilitate the distribution of customer-oriented

Network 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 customers

Is 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 Marketing

Commonly 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 marketing

Common method for classification of network marketing:

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 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。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。

(A)直接反应网络营销理论

网络营销作为一种有效的直接营销策略,网络营销可以测试，测量，评估及控制。因此,网络营销的特点是你可以大大提高销售的效率和营销决策实施的有效性。

直接营销理论在20世纪80年代是一个引人注目的概念。直销协会美国的定义是:“一个地方产生任何可衡量的反应和使用证券交易所达成一个或多个广告媒体营销体系的相互作用是直接营销的关键。”该理论认为网络营销,可以被测试,是可衡量的可以评估的基本解决方案,评价传统的市场营销及销售困难程度更科学的决策可能。

(B)关系营销网络理论

自1990年以来关系营销理论是一个伟大的重要性理论。市场营销理论,主要包括两个基本点:首先,在宏观水平将会认识到市场的范围广泛的领域,包括消费

者市场,劳动力市场,供应市场,国内市场,市场利益相关者,以及影响市场(政府,金融市场);在微观层面,认识到商业和客户之间的关系都在不断发生变化,市场营销应该的核心从一个简单的一次性的交易变成关心起长期保持关系的交易。社会经济系统、企业是一个主要的子系统,公司的营销目标受到许多外界因素的影响,在我国企业营销活动的消费者、竞争者、供应商、分销商、国家机关、社会团体的互动过程中,正确认识两者之间的关系是个体和组织的核心,也是关键营销业务的成功或失败的原因。

关系营销的核心是保持客户,为客户提供了高满意度和价值的产品和服务,加强与客户的联系提供了有效的客户服务,与客户保持长期关系。和长期的客户关系基于营销活动来达到市场公司目标。关系营销的实施不是损害商业利益,根据研究、为销售一个新顾客的成本费用大于5倍的老客户,加强与客户的关系,建立顾客忠诚度能带来长期的企业利益,是为企业和客户促进双赢的战略。互联网作为一种企业之间有效的双向沟通渠道可以实现和客户交流及费用花很少的成本,公司与客户建立长远关系提供了有效的保护。这是因为首先,企业可以利用互联网直接收到客户订单,客户可以存在自己的个性化需求。企业根据客户的需求,提供个性化使用灵活的生产技术,以满足顾客在消费产品及服务客户需要最大化,创造更多的价值。企业的顾客也可以了解市场需求,市场细分和目标市场,降低营销成本, 在市场上提高反应速率。其次,利用互联网公司向客户提供更好的服务,保持与客户的联系。上网时间、空间限制的特点使得客户有许多不便,以最大限度保证企业之间通信,客户可以利用互联网的优势,在最短的时间用一个简单的方法来访问的业务服务。与此同时,贸易通过国际互联网的同时公司整体就可以实现从产品的品质,优质的服务,交易服务的全过程质量控制。