房地产营销策略外文翻译文献
文献信息：
文献标题：Marketing Strategies in the Real-Estate Industry in Prishtina（普里什蒂纳房地产行业的营销策略）
国外作者：Nail Reshidi，Reimonda Hoxha，Rasim Zufer
文献出处：《ILIRIA International Review》,2015, 5(1): 29-40
字数统计：英文2508单词，13495字符；中文3918汉字
外文文献：
Marketing Strategies in the Real-Estate Industry in Prishtina Abstract Real Estate is the industry that has always influenced the economic development of a country due to very costly investment and employment of thousands of people. This industry has been vastly developing in recent years in Prishtina, resulting in huge demand for real estate, which led to the establishment of many construction companies ready to meet this demand.
The paper draws on data collection and information with the purpose of exploring and analyzing marketing strategies of construction companies in Prishtina’s market. This paper examines the role of internal and external factors that influence the development of the Real Estate industry and analyses the trends for the future. The objects chosen for the study are construction companies currently operating in this market, which was done so as to analyse their ways of doing business and their strategies and plans for achieving their objectives. Also, this research includes the level of demand versus supply for these companies and the success of meeting these requirements.
Key Words:Sales, property, market, Prishtina, customers, companies, supply, demand, price, quality, payment.
1.Introduction
The dynamics of the development of society, in many ways, whether
technological, economic, or cultural, have highlighted the standardized needs to adapt to new ways of living. People have invented various new methods of individuals becoming functional enough so that they become an inseparable part of the social group in which they belong.
Modern technology, the Internet and social networks, today dictate a series of activities to which most people devote a large part of their time.
In addition, the industries and manufacturing companies also tend to adapt their products to the flow of this development and these trends. In this case, enterprises are faced with drastic changes in their strategies and production operations. These uncontrollable dynamics of development require an unstoppable commitment to customer tracking and identification of their needs at any point. This strategy can only be put to work by further strengthening the marketing department and implementing marketing plans and strategies at the right time and place.
All industries, including the real estate industry, have faced these trends of development that have modified customer needs and have highlighted new demands. Fortunately, technological innovations have also improved manufacturing, quality and introduced new materials into the market. In the real estate industry, the dynamics of development is directed towards the production of construction materials which, in the long-term aspects, provide comfort and help saving energy, thus making housing even more affordable and more economical.
Marketing as a significant part of every industry, is committed to identifying new discoveries to fit them in the daily life of every customer that will potentially buy their product. After all, Marketing is about identifying and meeting human and social needs.
2.Defining the problem
Big companies which extend their activities in various fields and deal with the production of products or services, need adequate policies and strategies to keep their business alive. These companies are the engine of economic growth in developed countries but in developing countries just as well.
In recent years, one of the main industries, especially in Kosovo, is the real estate industry. The real estate market consists of a chain of material producers and service providers who work in the same environment, the outcome being a final product such as buildings. Incorporating a certain number of participants makes the process of managing and implementing strategies to produce the final product even more complicated. Despite this, real estate is an industry that has always influenced the economic development of a country. First, it represents 2/3 of the net profits of a state. Second, real estate industry is an essential part of the production process. Thirdly, the real estate industry is one of the largest employers. But the real estate market is quite flexible. At the time of product production and placing on the market of an apartment for sale, investors face another influx of problems that have to do with the structuring of action steps and sales plans. At the moment when the sale of a flat of a certain building happens, companies tend to apply different techniques to achieve their goals. How applicable and profitable these techniques are, can only be seen by the results of these investors. By knowing that the purchase of a real estate property is a major investment by a potential client, the decision to buy a house is a long research process and is based on specific customer preferences. The process of making a decision regarding a purchase is quite slow and will also be associated with data collection and comparison of bids, to in fact realize the purchase. But, how do investors and construction companies convince their customers to buy these apartments? What strategies and techniques they use to inform their consumers and to conduct a sale? How satisfied are customers with their choices?
3.Research purposes
Before buying a real estate anywhere in Prishtina, clients explores various blogs and web sites for a long time. This indicates that the level of commitment by the companies and investors in developing worthy marketing strategies, and their implementation in the market, has been inadequate.
Today, in developed countries, there is no room within the city for newly built neighborhoods. The society has infiltrated new ways of living that are considered to
be both acceptable and required. Suburban areas are thought to be the right choice opposite the messy and polluted environment of the city, to live in the luxury of large houses with open views and fresh air. This way of life is associated with high costs and only suits the individuals with higher incomes.
In the postwar period, a large number of people were displaced from villages towards cities, mainly in Prishtina. The high influx of people allowed construction companies to find a great demand to build apartment buildings. This market began to grow, until equilibrium was established between supply and demand, prices were set too high, the quality was not at the desired level and few companies cared enough to design marketing strategies. At the time of repletion with the offer, the influx of housing purchases declined.
Today, potential customers are much fewer in number, because investment in real estate is an investment that is, almost always, done once in a lifetime. Today, a significant number of apartments are empty, because customers began to choose between offers. At this point, a need for good marketing strategy appeared. How much have the construction companies used the benefits of marketing, and how necessary is the marketing plan for new investors today? How can marketing solve the problems of companies that cannot manage to achieve sales?
4.Research methodology, models and results
4.1.Research methodology
Primary data sources: Primary data collected from fieldwork such as interviews and questionnaires conducted with construction companies.
Secondary data sources: Secondary data collected from literature, existing statistical data obtained from various sources and reviews of market development plans.
The research method is based on personal research oriented towards the goal for the recognition of the truth, the causes and the reasons to come to the systematization of data thus solving the problem. The collected data is to be used for proving answers to the fundamental problems put forward by the research.
Another research method used is the interview and survey with subjects involved in the research process.
Research instruments: Interviews with construction companies "Lesna" and "Tregtia" as a case study.
4.2.Models
The research, investigations and analyzes of the information collected, will serve to the fulfillment of the purpose of the paper and simultaneously the solution of the defined problem will be based upon the collection of valuable information that will be used correctly to achieve the desired results.
The information to be analyzed is that which relates to the ability of individuals to buy a property which is offered by construction companies in Prishtina’s market.
The city market is analyzed through the PESTLE Analysis to therefore identify its conditions and potentials of this market for construction companies.
Figure 1: Diagram for land usage
Source: Urban Development Plan (Prishtin? 2013)
Figure 2: Graphic presentation of the population (1948-2011 in urban settlements in Prishtina)
Source: Urban Development Plan (Prishtin? 2013)
Important aspects of the research are also the social welfare and economic opportunities of individuals which make it possible for them to buy a real estate property in Prishtina.
An important factor is the identification of the unemployment rate and average family income to find the opportunities that potential customers have, to be able to afford a purchase.
Table 1: The unemployment rate in Kosovo
Source: Statistical Agency of Kosovo 2014
The average incomes in Kosovo, vary depending on the gender and the level of education. According to the Statistical Agency of Kosovo, the averagesalaryforKosovoin2013is334Euro,whileaccordingtothe Kosovo Business Alliance; the average salary for 2014 was raised to 346 Euros.
Table 2: The main source of income for households in Kosovo
Source: Statistical Agency of Kosovo, 2014
To fully understand the household economy, other than the income, it is just as important to analyze the distribution of consumption or costs that these families make.
According to the Statistical Agency of Kosovo, the bulk of the household budget in 2013 was spent on food and non - alcoholic beverages, by 45%. Housing costs are up to 30%, which means that from the average income of 346 Euros, 104 Euros are spent for housing purposes.
Figure 3: Residential cost in Kosovo (Euro per year)
Source: Statistical Agency of Kosovo, 2014
Factors influencing the decision of purchase are different but judging by the
survey, the most important factors are: Location, Price, Quality, Architecture and Conditions of Payment.
The model used to measure the weight of the importance of decision- making factors is the Fishbein’s expectancy value model. The expectancy- value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs (the positives and negatives) according to importance.
4.3.Results
Based on the collected data, it has been concluded that the largest number of construction companies do not engage in marketing strategies. Their plan of action is completely focused on the realization ofsales without taking into account any of the requirements and needs of potential buyers.
This way of functioning, is harmful to the welfare of potential residents because companies completely ignore their needs and desires.
Prishtina has approximately 208,230 inhabitants.
According to the Property Tax Department, in the Municipality of Prishtina, there are approximately 68,500 residential properties. As a result of research, it has been recorded that the average family in Prishtina consists of 4 members.
After a calculation we arrive at the result that says: 68.500 ×4 = 274.000 meaning that if there are 68,500 properties with 4 members for the average family, there will be no great need for new residential properties.
This tells us that new companies should analyze the market to fully understand these calculations on their abilities, to come to the conclusion that the demand for apartments is much lower opposite the offer. In this case, construction companies have to design and explore new customer needs and identify these potential new clients. This can be done by researching urban development plans that predict population growth trends. This way, companies can explore the market to know the client and to offer him the most favorable offer.
5.Conclusion and proposal
Reviews of literature, data collection, research and analysis have led to the
conclusion that the real estate industry in Prishtina’s market is a profitable industry. Many companies have become part of this market with the aim of extending their activities in this gap, to meet the demand and to generate profit.
Today costumers are more selective and companies that do not perform a competitive offer do not come into consideration by them as a part of their decision process.
Presented here are almost all the problems of the construction companies. In a period of high growth in supply and the creation of a "bubble" in the real estate industry, means that companies need to rethink their strategies and plans of action to stay in the market and maintain their competitive position. This dictates a reconsideration of their budget allocation across departments and especially significant investments in creating a marketing department which all companies lack.
The proposal relies heavily on the establishment of the marketing department in construction companies, to design decent policies of marketing activities that are inevitable and without which, these companies will jeopardize the rate of sales, that would bring a financial c risis’ and might condition the business’ bankruptcy.
Creating a marketing department would enable the creation of proper plans and strategies that would match with the realization of the objectives and goals set by the companies by assisting the completion process of these objectives in a much more appropriate and professional way.
The lack of experts in this department does not justify at allthe strategies of most companies to distribute responsibilities and duties of the marketing department onto other workers belonging to other departments.
This way of functioning has been noticed in most construction companies operating in Prishtina’s market.
The engaging of professionals enables the creation of action strategies in different market conditions as well as forecasting market changes based on external and internal environmental factors.
Market research prior to construction or even prior to the initial design of the project, can affect the identification of needs and requirements of potential clients
who want to invest in real estate.
Such research leaves no room for errors or unexpected problems that may occur as a result of the confrontation of customer’s needs and desires with the company's offer.
Forecasting changes in demographic factors related to the lifestyles of different generations, identifying the number of family members who are potential clients of companies and establishingpre-contractual relationships with these clients, can result in achieving sales and growth.
The proposal for the commitment of companies towards the realization of the matters set forth, can affect the growth of the reputation of said companies, the establishment of close relations with company clients and their trust in their investment towards these companies that have provided the comfort, quality and functionality the costumers needed and desired.
中文译文：
普里什蒂纳房地产行业的营销策略
摘要由于房地产行业涉及到非常高昂的投资和数以千计人的就业，所以一直是国家经济发展的重要影响因素。近年来，普里什蒂纳的房地产行业发展迅速，由此产生了巨大的房地产需求，导致许多建筑公司纷纷成立，以迎合这一市场需求。
本文利用数据收集和情报资料，对普里什蒂纳市场的建筑公司的营销策略进行了探索和分析。本文考察了影响房地产行业发展的内外因素，并分析了未来的发展趋势。选择的研究对象是目前在这个市场上运营的建筑公司，这样做是为了分析他们的业务方式及其实现目标的策略和计划。此外，本研究还包括这些公司的需求与供给水平，以及满足这些要求的成功要素。
关键词：销售，物业，市场，普里什蒂纳，客户，公司，供给，需求，价格，质量，付款。
1.简介
社会发展的动态，在许多方面，无论是技术、经济，还是文化，都强调了适应新生活方式的标准化需求。人们发明了各种各样的新方法，使他们变得足够功能化，从而成为他们所属的社会群体中不可分割的一部分。
现代技术、互联网和社交网络指挥着今天的一系列活动，大部分人都把大量的时间投入其中。
此外，工业和制造企业也倾向于使其产品适应这种发展潮流和趋势。在这种情况下，企业面临着战略和生产经营的巨大变化。这些无法控制的发展动态要求在任何时候都不能阻挡客户对其需求的跟踪和识别。只有进一步加强营销部门，在适当的时间和地点实施营销计划和战略，才能实现这一战略。
包括房地产行业在内的所有行业都面临着这些发展趋势，它们改变了客户的需求，并强调了新的需求。幸运的是，技术革新也提高了生产、质量，并将新材料引入市场。在房地产行业，发展动态是针对建筑材料的生产，也就是，从长远来看，提供舒适和帮助节能，从而使住房更加经济实惠。
营销作为每个行业的重要组成部分，致力于找出新的发现，使其适应每一位潜在购买产品的客户的日常生活。毕竟，营销是为了识别和满足人类和社会的需要。
2.定义问题
大公司扩大其在各个领域的活动，并处理产品或服务的生产，需要适当的政策和策略来维持其业务的生存。这些公司是发达国家经济增长的引擎，但在发展中国家也是如此。
近年来，房地产业是科索沃的支柱产业之一。房地产市场由在同一环境中工作的一系列材料生产商和服务提供者组成，其结果是建筑物等最终产品。加入一定数量的参与者使得管理和实施策略的过程更加复杂。尽管如此，房地产却一直是影响国家经济发展的一个行业。首先，它代表了国家净利润的2/3。其次，房地产行业是生产过程的重要组成部分。最后，房地产行业是最大的雇主之一。但房地产市场相当灵活。在产品生产和投放市场的时候, 投资者面临着另一个问题,
那就是制定行动步骤和销售计划。在出售某栋大楼的公寓时，公司往往采用不同的方法来达到目标。这些方法如何适用和获利，只能从这些投资者的结果可以看出来。经了解，购买房地产是潜在客户的重大投资，买房的决定是一个长期的研究过程，并且基于特定的客户偏好。对购买作出决定的过程是相当缓慢的，而且在实际购买时，还会进行投标的数据收集与比较。那么，投资者和建筑公司如何说服客户购买这些公寓呢？他们使用哪些策略和方法来告知消费者并进行销售呢？客户对他们的选择满意吗？
3.研究目的
在普里什蒂纳的任何地方购买房产之前，客户都会花很长时间搜索各种博客和网站。这表明，公司和投资者在制定有价值的营销策略以及在市场上的实施方面所承担的责任一直不够。
今天，在发达国家，城市内已经没有新建住宅区的空间了。社会渗进了被认为是可以接受和需要的新的生活方式。郊区被认为是与城市凌乱和污染的环境相反的正确选择，生活在豪华的大房子里，视野开阔，空气清新。这种生活方式与高成本有关，只适合收入较高的个人。
在战后时期，大量人口从农村流向城市，主要是普里什蒂纳。大量涌入的人们让建筑公司发现了建造公寓的巨大需求。这个市场开始增长，直到供需平衡，价格设定过高，质量不达到预期水平，很少有公司关心制定营销策略。在供应充足时，住房购买量下降。
今天，潜在客户的数量要少得多，因为房地产投资是一生几乎只做一次的投资。如今，很多公寓都是空的，因为客户开始在供应商之间进行选择。此时，就需要有良好的营销策略出现。当前，建筑公司使用营销的好处有多少呢？新投资者的营销计划有多大必要呢？营销如何解决那些无法实现销售的公司的问题呢？
4.研究方法，模型和结果
4.1.研究方法
主要数据来源：从实地调查收集的主要数据，例如与建筑公司进行的访谈和
问卷调查。
次要数据来源：从文献中收集的次要数据，从各种来源获得的现有统计数据以及对市场发展计划的审查。
本文的研究方法是以个人研究为导向，认识到数据系统化的真实性、原因和动机，从而解决问题。所收集的数据将用来证明研究所提出的基本问题的答案。
另一种研究方法是对研究过程中涉及的对象进行访谈和调查。
研究工具：采访建筑公司“Lesna”和“Tregtia”作为案例研究。
4.2.模型
对所收集的信息进行研究、调查和分析，将有助于实现本文的目的，同时定义问题的解决将基于收集的有价值的信息，正确使用以达到预期效果。
所要分析的信息是指个人购买普里什蒂纳市场上建筑公司提供的房产的能力。
通过PESTLE分析城市市场，从而确定建筑企业的市场条件和潜力。
图1：土地使用图
资料来源：城市发展计划（普里什蒂纳 2013）
图2：人口图示（1948-2011普里什蒂纳城市住区）
资料来源：城市发展计划（普里什蒂纳 2013）
该研究的重要方面，还有个人的社会福利和经济机会，能够在普里什蒂纳购买房产。
一个重要的因素是确定失业率和平均家庭收入，以便找到潜在客户有能力购买的条件。
表1：科索沃的失业率
资料来源：科索沃统计局2014
科索沃的平均收入因性别和教育水平而异。根据科索沃统计局的数据，2013年科索沃的平均工资是334欧元，而根据科索沃商业联盟，2014年的平均工资提高到346欧元。
表2：科索沃家庭收入的主要来源
资料来源：科索沃统计局，2014
为了充分了解家庭经济，除了收入之外，分析这些家庭的消费或成本分配同样重要。
据科索沃统计局介绍，2013年家庭预算的大部分用于食品和非酒精饮料，占45％。住房成本高达30％，这意味着从平均收入346欧元中，就有104欧元用于住房。
图3：科索沃的住宅费用（每年欧元）
资料来源：科索沃统计局，2014
影响购买决策的因素是不同的，但从调查来看，最重要的因素是：位置、价格、质量、结构和付款条件。
用于衡量决策因素重要性的模型是菲什拜因的期望值模型。态度形成的期望值模型假定消费者根据其品牌信念 (正面和负面) 的重要性来评价产品和服务。
4.3.结果
根据收集的数据，得出结论，大多数建筑公司不从事营销策略。他们的行动计划完全集中在销售的实现上，而不考虑到潜在买主的任何要求和需求。
这种运作方式对潜在居民的福利有害，因为公司完全忽视了他们的需求和愿望。
普里什蒂纳有大约208,230名居民。
据财产税部门统计，在普里什蒂纳市，有大约68,500个住宅。据研究结果显示，普里什蒂纳的平均家庭由4名成员组成。
经过计算，我们得到的结果是：68.500 × 4 = 274.000，意思是说，如果这里有68,500个住宅，而平均每个家庭有4个成员，那么就不太需要新的住宅了。
这就告诉我们，新公司应该分析市场，以充分了解这些计算的能力得出的结论：客户对公寓的需求远低于供应。在这种情况下，建筑公司必须设计和探索新的客户需求，并识别这些潜在的新客户。这可以通过研究预测人口增长趋势的城市发展计划来实现。这样，公司就可以探索市场，了解客户，并向他提供最有利的报价。
五.结论与建议
文献综述、数据收集、研究和分析结果表明，普里什蒂纳的房地产行业是一个有利可图的行业。许多公司已经成为这个市场的一部分，目的是扩大其在这一空白处的活动，以满足需求并创造利润。
如今，客户更有选择性，不进行竞争性报价的公司也不会将其作为决策过程的一部分来考虑。
这里介绍的几乎都是建筑公司的问题。在房地产行业供应高度增长和产生“泡沫”的时期，建筑公司需要重新思考他们的战略和行动计划，保持市场竞争力。这就要求重新考虑他们在各部门之间的预算分配，特别是对建立营销部门的重大投资上，这一营销部门是所有建筑公司都缺乏的。
该建议在很大程度上依赖于建筑公司的营销部门的建立，制定合理的营销活动政策，这些是必须要做的，如果没有这些营销活动政策，这些公司将会危及到销售的速度，这将会带来一场金融危机，并可能会使企业破产。
建立一个营销部门将有助于制定出适当的计划和战略，以配合实现公司设定的目标和指标，并以更合适和更专业的方法协助完成这些目标。
本部门缺乏专家，并不足以证明大部分公司的策略，是将营销部门的责任和义务分配给其他部门的工作人员。
在普里什蒂纳的市场中, 大多数建筑公司都注意到这种运作方式。
专业人士的参与使得建筑公司能够在不同的市场条件下制定行动策略，并根据外部和内部环境因素预测市场变化。
在项目建造之前，甚至在项目的最初设计之前进行市场调研，可以识别出那些想要购买房产的潜在客户的需求和要求。
这样的研究就避免了客户的需求和愿望与公司的报价相冲突而产生的错误或意外问题。
预测与不同世代的生活方式有关的人口因素的变化，确定公司潜在客户的家庭成员人数，并与这些客户建立合作关系，可以实现销售和增长。
公司对实现所列事项的承诺的建议，可能会影响到公司声誉的提升，与公司客户建立密切的关系，以及客户对这些公司投资的信任，他们会觉得这些公司提供了自己所需的舒适性、质量和功能。
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市场营销策略论文中英文资料对照外文翻译
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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)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
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
外文文献(市场营销策略)
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
市场营销外文翻译--基于消费者分析的企业市场营销策略
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营销策略外文翻译
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发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
企业服务营销策略外文文献翻译最新2016年
毕业设计附件 外文文献翻译：原文+译文 文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132. The research of enterprise service marketing strategy Mender G Abstract Any business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer. Keywords: service marketing, marketing mix, the SWOT analysis 1 Introduction The changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rational
市场营销中英文对照外文翻译文献
中英文翻译 中文翻译： 顾客满意策略与顾客满意营销 自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝 随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时
代,到今天也逐步迈进情感消费时代。在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标,自己满意为经营理念,而是以顾客满意,赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主,而是以争取顾客满意为经营理念。因此,营销策略的重心不再放在竞争对手身上而是放在顾客身上,放在顾客现实的、潜在的需求上。当企业提供的产品和服务达
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.
品牌营销策略外文翻译文献
品牌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) 原文： Brand Strategy Research Kapferer,J.H Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of
competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.