微信营销外文翻译文献.doc
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。
微信营销外文文献翻译
文献出处：J Avery. The Research of Wechat Marketing to Customers’ Behavior[J]. International journal of business and social science, 2016, 5(6).原文The Research of Wechat Marketing to Customers’ BehaviorJ AveryAbstractThe progress of science and technology promote the development of the society. With the continuous development of information technology, human beings ushered in a new era of mobile Internet era. With the advent of the era of mobile Internet, smart phones, tablets, become an indispensable tool in people's life. All kinds of intelligent software with the help of mobile phones, tablets and other terminal also become many People's Daily "partners".WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use, more and more companies spend a lot of money, manpower and material resources to participate in the WeChat marketing, to communicate with consumers, by WeChat influence consumer behavior.Keywords: WeChat marketing, consumer behavior, and buying decision1 IntroductionWith the coming of the age of the Internet, all kinds of application software with the help of mobile phones, tablet into people's lives. One of the software is using ten cent platform quickly has many users, it is WeChat.WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use of, this raises WeChat marketing craze. In early 2013, WeChat only 300 million breakthrough in 2 years the number of users, development speed greatly exceeded the microblog.At the end of 2014, tencent WeChat global number of registered users has exceeded 600 million, of which more than 440 million active users.WeChat become zero sheep in the mobile instant messaging, the downloads and the number of users in the world, formed the world ", where the Chinese have WeChat ".After its launch overseas version, due to its excellent function also received a lot ofusers in the west. The rapid development of WeChat pull into the miles of space that intervene between a man and at the same time, also widen the spread of information channel, to speed up the spread of information, in gradually changed people's ability to obtain information and communication.2 Literature review2.1 WeChat marketing theory2.1.1 WeChat and WeChat marketingWeChat (WeChat) on January 21, 2011, tencent company is launching a support S40, S60v3, S60v5, BlackBerry, Windows Phone, Android and iPhone instant messaging software, through the intelligent mobile terminal to provide customers with text and image sharing, photos, video sharing, Shared location, and support group chat and voice, and video intercom function, broadcast news (one-to-many), information communication, the Internet shopping, financial management, games and other services, and a location based social plugging "shake", "bottle" and Shared streaming media content of Feed, WeChat through mobile Phone network or the Internet transmission information, support for multiple languages, as well as a variety of mobile data network, free of charge.WeChat after launch, with the aid of tencent this big tree, grows quickly in the mobile phone users, are popular with the masses of users, the registration number has been soaring, break through 300 million in January 2013, at the end of 2014, 600 million. The number of users of its large number of excellent functions, for many enterprises to see the broad market, mobile platform by using this platform to promote their brands, products of the company. So what exactly is WeChat marketing?WeChat marketing is based on WeChat platform, through this platform to focus on the user promotion enterprise brand and product of a kind of modern marketing mode. This research institute WeChat marketing mainly refers to the enterprise through WeChat public number to its focus on the user push related to enterprise brand or product or other marketing information.WeChat provide enterprises with a variety of ways to do marketing, enterprises and public WeChat ID.In August 2014, tencent company to the public, is divided into two kinds: subscription and services.Service, compared to subscribe to, the more precise interaction, subscription, interaction can only be WeChat user manual input, voice sends a message to companies, and in addition to the subscription service, interaction, way beyond, also provides users with already defined messages to the user, convenient for users to send, users only need to click, enterprise has been defined for this good news to the definite answer.2.1.2 WeChat marketing role and development trendFirst of all, in the enterprise business promotion activities, compared to the previous wall advertising, distribution of brochures and other traditional mode of propaganda.WeChat marketing has unique advantages, it can real-time connection consumer groups in different regions. These huge consumer groups is propaganda enterprise huge number of potential customers.WeChat news high accessibility and timeliness marketing for WeChat provides a huge advantage, and the most idea is consistent with the information dissemination and consistent. Because WeChat user is active subscription enterprise business promotion activities and other related information, subscribers to this message are not usually present resistance, enterprise can also through WeChat push its related activities in timely and accurate information to business promotion activities is the most important potential customers and users. Second, a form of the embodiment of the competition in the market can be done in marketing management, now such a competitive market economy, WeChat marketing can bring more profits for enterprise and development prospects, is an important means of marketing management.WeChat marketing not only meet the demand of the development of the enterprise, also bring all kinds of cheap and good customer.Again, WeChat marketing can effectively combining WeChat appeal and word of mouth, by diversified means to show the advantages of a product concept, core values, and many other deep value. It can bring the audience a psychological shock and friendly interactive, take great advantage of the marketing and publicity, drive the consumers in the traditional model for brand value to the mobile Internet to accept the change of brand value.WeChat marketing effectively the brand image and word of mouth publicity products together.In the near future, the number of Internet users use mobile Internet will greatly exceed the number of Internet users to use traditional Internet.And WeChat is one of the important strategies in the mobile Internet company tencent layout, tencent company will use the WeChat this a tool to create a new chain, integration of social, entertainment, shopping, and its own resources, such as communication, taking a taxi is solid form of barriers, for their own future to lay a better foundation for the long-term development. As China's network and communications business, WeChat even run at independence from basic network services, to provide users with calls and text messages and other communication services. Their own future, WeChat may have to pay function or with goods ten pay binding, in the field of Chinese pay and pay treasure to compete, a share in the field of mobile payment. Because WeChat can call mobile phone positioning function, the future can be associated with merchants from all walks of life, to provide users with nearby shops offer information, and provide one-stop service for the user.Currently WeChat function as well as other properties are not completed, the future development of space is limited.2.2 Consumer behavior researchAjzen and Fishbein (1980) argue that behavioral intention refers to the customer to a certain behavior of the will of the positive degree, it tends to have spontaneously, without shadow interference with other external factors, the positive intention will enable customers to some kind of behavior.Generally engage in this behavior the stronger the will, the more likely to go for this behavior.Ajzen (1991) points out that the behavior intention than factors such as attitudes, feelings and beliefs that can more accurately describe the behavior, thus determine the consumer is in the future a certain period of time no will to take some actions, the best way is to know whether the intention for the behavior.Fishbein Martin (1992) pointed out that the study of consumer behavior has for many years, for the traditional research methods in general consumer purchase decision process first, and then according to each part of the process of research Gui analysis, determine its influencing factors. This traditional method is a very bigdifficulty lies in the consumer behavior is hard to follow, even if can track, cost is high, it's not good for scholars, after continuous exploration, many scholars have researched, not directly but through indirect research act intending to study consumer behavior, because light behavior intention is the behavior of consumers, it often can accurately predict consumer behavior.3 analysis model and research hypothesisWeChat for the new marketing mode - WeChat provides a good platform, many companies want to seize this opportunity in trying hard, trying to use this platform to develop the enterprise itself. What WeChat most welcome, but consumers which WeChat marketing methods most easily accepted by consumers, marketing in different ways, specific how should operate, which WeChat marketing methods provide the possibility for its own development, the problem for WeChat marketing companies are universal, then this one problem to be solved.To conduct a comprehensive analysis, the function of the WeChat summary WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer behavior model, the specific model is shown in figure 3.1.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprises WeChat marketing and put forward the corresponding Suggestions.3.1 WeChat marketing factorsOn consumer purchase decisions are involved in many disciplines, and different subjects scholars Angle and thinking is not the same, give the explanation is exactly the same. Even so, but can draw universal conclusion: enterprise products or services to consumers or indirectly stimulate, and consumers through thinking, formed in the brain buying motives. Is consumer completed inside thinking process, this process now science cannot fully explain, relative to the outside world is visible, he is a "black box" process. Consumer’s ultimate behavior reflect consumer decision-making, reflected the consumers' attitudes, to release his preference information, and so on.Enterprise through WeChat marketing, on the basis of influence consumerattitudes of product, expects the consumer purchase behavior. Enterprises should be how to carry out marketing activities more effectively use WeChat? And what factors influence on the consumer purchase behavior of the dominant? To know consumer's attitude toward WeChat marketing, explore WeChat marketing factors affecting consumer purchase behavior, in this paper using the depth interview method, the open-ended questions, the refining effect factors provide the basis for designing questionnaire.3.2 Build the modelTo conduct a comprehensive analysis, the function of the WeChat summarizing domestic WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer purchase decision model, the specific model is shown in figure 3.2.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprise microblogging marketing and put forward the corresponding Suggestions.In this model emphasize WeChat marketing, brand image, the relations between and among purchase behavior. Including WeChat WeChat marketing mainly covers enterprise management maturity, enterprise WeChat content on marketing, discounts and promotions marketing and corporate WeChat and user interaction between marketing, etc.;Brand image is mainly the company image, brand performance and brand personality these three aspects.译文微信营销对消费者行为的影响研究J Avery摘要科技的进步推动社会的发展。
微信营销外文文献翻译
微信营销外文文献翻译XXX particular。
the development of n technology has ushered in a new era of mobile。
Smartphones and tablets have e indispensable tools in people's daily lives。
With the help of us intelligent are。
these devices have e "partners" for many people。
WeChat。
a popular social media platform。
has XXX.Keywords: XXX marketing。
XXX。
buying n2 XXXXXX social media platforms。
such as WeChat。
XXX increasingly popular among businesses。
as it provides a direct channel to XXX WeChat。
companies can provide personalized content。
ns。
and customer service。
which can XXX.3 MethodologyThis research XXX conducted。
and the data was XXX usage。
WeChat marketing。
and its XXX.4 ResultsXXX。
ns。
and customer service were found to be the most effective XXX.5 nIn n。
XXX。
ns。
and customer service to XXX.With the advent of the。
era。
us n are has e a part of people's daily lives with the XXX。
网络营销外文资料及中文译文
外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. 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 enterprisesis 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, s uch 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 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 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 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 onservice-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 c ustomers 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 acceptthe 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-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 Y ahoo's new star (Y ahoo!) 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 Y ahoo Y ahoo 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 marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common 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.中文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。
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。
微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat Marketing ReviewJohn Scouriaspresent situationWeChat micro-blog marketing be just unfolding, and quicklybecame the brand manufacturers in addition to the official micro-blog another Internet marketing hot. Since August 18, 2012WeChat public platform officially launched, the media, brands and celebrities use more methods to their fans push all kinds of information, more and more WeChat marketing effectcan not be ignored. WeChat marketing, and gradually spread to the domestic industry salesfield, and plays an important role to change the existing marketing mode. This paper is a summary of the relevant WeChat marketing research summary of predecessors, throughanalysis, summary of the scholars of the WeChat marketing research. The advantages and disadvantages of WeChat marketing mode, and WeChat marketing prospects, existing problems and countermeasures are summarized, and put forward the direction of theirthinking.Theme1.WeChat born marketing modelIn recent years, although the domestic enterprises in the electronic marketing aspects withgreatly improved but it is still will be influenced and restricted by social environment. When the enterprise risk in the marketing process, then because of the risk and the cost will rise, while the sales of the product will be affected, thisis very dangerous for enterprises. How to get agreater return on sales by small investment, has become a key issue in the enterprise need to consider, there WeChat is become a ready-made panacea to solve the enterprise marketing mode. The main way WeChat platform for public communication is a two-dimensional code,the emergence of a two-dimensional code is a creative transformation of many enterprises for domestic and international, it is the marketing and media industry has brought new impetus to the development of. In today's increasingly competitive market, WeChat these two-dimensional code, low cost, quick network marketing mode was used by many enterprises.From the opening of WeChat business point of view, they will put the dealer to WeChat camp,the enterprise can make some backbone staff participation, establishing a business WeChatarmy. From the information released, mainly in brand information, industry information,business activities, the official website, promotional activities, in fact, are for business promotion, brand building, information push to build a good platform.2. on the WeChat marketing model to explore(1)on the WeChat marketing mode is known as the following four modes:(2)LBS+see nearby "function,mining potential customers,opening up new channels of enterprise sales;(3)O2O+ "two-dimensional code scanning" function, boost brand virality, key entrancethrough online and offline businesses;(4)WeChat public platform+"circle of friends"new features,to create anew social relationships chain,to create a new mode of enterprise reputation; (5)WeChat interactive push, push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.Zhang Li (2013) used in the analysis of enterprise marketing WeChat when, think to the enterprise, WeChat marketing or marketing mode must be used to distinguish, for differententerprises of different products and services, to adopt different marketing methods, such asO2O+, two-dimensional code scanning mode is suitable for dining, entertainment and otherproducts or services and users closely related enterprises; she also pointed out that WeChatmarketing cost is low, the advantages of potential customers.parison of definition of WeChat marketing and traditional modeWeChat marketing is the era of network economy on the innovation of marketing mode, and is accompanied by a kind of network marketing way of WeChat, WeChat has no distance limit,the user registration WeChat, and around the same registration "friends" to form aconnection, users subscribe to their required information businesses, by providing the needed information, the way of marketing to promote their products.Han Mei (2013) said WeChat is defined as a new media, the new network marketing channels,and to WeChat as an example, through the contrast WeChat platform for traditional network platform characteristics and advantages compared, analyzed the enterprise three characteristics by WeChat platform to carry outmarketing activities that word of mouth communication, content positioning precision marketing, the geographical position of marketing. To accept a high degree of accuracy and content is the use of the two characteristics of network marketing WeChat platform, and the two is the lack of the traditionalmass media marketing mode..I think,WeChat marketing to solve the major problems in marketing-- Discussion on precision marketing,WeChat marketing based on the mobile Internet is the first attempt to pioneer the precision marketing.WeChat public platform authentication account background according to the various conditions on the classification of the user,user specific information can be sent to a certification account classification.The dissemination of information WeChat public accountis the first by the user to choose,the user of the information rejection is small,and themessage type is rich,support mixed map and text or video,audio,flexible and diverse forms.As a mobile social networking application,the possibility of WeChat also provides greater public accounts and individual users to interact.Marketing: in WeChat public platform, everyone can use a QQ number, create an ownWeChat public number, and in the WeChat platform to achieve text, pictures, voice andspecific groups of the full range of communication, interaction. The recent wave of Cadillachad "found heart Highway No. 66" activities, WeChat public account every day will send a group of the most beautiful travel image to the user, in order to resonate. Other content, basic to the main models of beauties, suchas overseas spy photos show. Cadillac also use theaccount to publish real-time content, such as before the Shanghai released orange rainstormwarning, made a safe travel alert.This kind of marketing mode in Shandong auto show in Ji'nan has also been used, there is thepublic platform Cadillac exhibitors booth, visitors can scan two-dimensional code concern the public platform, to understand the dynamic Cadillac automobile 4S shop.Starbucks"woke up"mode:interactive push WeChatMarketing:to push through a brand can develop personalized,interactive activities and"fans",to provide more direct interaction experience.When users add as friend,"Starbucks"expresses feelings with WeChat expression,Starbucks will be based on the user sends amood,with"wake up"the album's music in response to user.This kind of marketing is in line with the characteristics of consumer groups,and the shape of the Starbucks image better.4. on the WeChat marketing potential problem analysisTan Kai (2012) in WeChat marketing and puts forward some technical problems can not beavoided. LBS, two-dimensional code scanning, circle of friends, speech function and a series of multimedia features, companies can provide users with more extensive services, to develop more specific marketing strategy. However, from another and see, due to excessiveenthusiasm of enterprises, WeChat marketing will bring a lot of trouble to the user. WeChatmarketing the "license",only the user license, the enterprise can force a dialogue with theuser, although this part of the user can be defined as a loyal user of enterprise, but they can always close interaction with the enterprise. So how to maintain the relationship between theuser and will become the key WeChat marketing promotion.Feng Haichao (2013) also believe that, WeChat as a new means of marketing and marketing platform, WeChat is strong enough, the value of it is self-evident, but can actually achievewhat quantity but if the new super star as a marketing platform, there are still some problemscan not be ignored, nor can WeChat expectations too much. He pointed out a problem the most direct WeChat marketing, public platform and WeChat user demand does not match theproblem. He also believes that the core issue in the WeChat marketing team must consider is,do the user relationship or information, it is worth considering.Wu En,Mao Xiuli(2013)compared with the WeChat micro-blog marketing ability,analysis showed that the number WeChat than micro-blog in client type less,WeChat marketing abilityis limited,WeChat to want to go to the transformation,expanding client types,expand the deFei Qun,the development of more kinds of information,better meet consumer demand.SummaryFrom the analysis of literature, the WeChat micro-blog marketing, research has been more perfect, scholars from the current use of WeChat, and according to the WeChat propagation mode, enterprise applications, WeChat existing marketingproblems and other aspects were investigated in detail. But through our research on these documents, found in the enterprises in the use of WeChat marketing, also need according to its role and effectiveness for further.analysis, how to measure marketing effectiveness, only to see how many fans are not convinced.On the other hand, WeChat marketing is not only a marketing tool, It can be transformed into customer relationship maintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。
网络营销外文资料及中文译文
外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. [Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. 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 labormarket, 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 thecharacteristics 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 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 willingto 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 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 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-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 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 thecompany'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 marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common 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 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.中文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。
微信营销外文翻译文献
文献信息：文献标题：Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?（中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？）国外作者：Diana B.Kontsevaia，Paul D.Berger文献出处：《International Journal of Marketing Studies》,2016,8(4):37-43字数统计：英文3025单词，15549字符；中文5192汉字外文文献：Mobile Marketing in China: Can WeChat Turn Their NewAdvertising Strategy into a Sustainable Advantage?Abstract WeChat is China’s equivalent of WhatsApp, Facebook, and Paypal all combined into one app. In this paper, we examine mobile marketing in China, and specifically focus on WeChat’s strategy in opening up its platform to advertising. There is profit potential and also risk potential for WeChat in adopting this strategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that were handled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer.Keywords: WeChat, mobile marketing, social media, marketing in China1.IntroductionMobile marketing is the latest acclaimed marketing strategy. At a time when other marketing channels are said to be losing effectiveness, “mobile” has become the best way to reach consumers. Executives from North America are flocking to mobile as the biggest new solution. “Your mobile device quickly has become the easiestportal into your digital self,” proclaims Phil Nickinson from Android Central. And Google’s Eric Schmidt believes that “Mobile is the future, and there’s no such thing as communication overload.” In sum, the marketing world currently loves mobile marketing!Before getting carried away by wonderful quotes about mobile and its place in everyone’s future, however, one might reflect on the following phrase from Matt Haig, author of Mobile Marketing: The Message Revolution: “End users, not technologies, shape the market. Consequently, marketers need to stay abreast not only of technological developments, but also, of the way people respond to them” (Haig, 2002). In other words, while talking about mobile marketing, it is vital not to forget the users and the place they occupy in the mobile marketing world. In some ways, this mirrors the very long-standing concept usually applied to new products, but also to new services: the distinction between tech-push and demand-pull, and the recognition of both.2.Wechat: The App That “Stole” Mobile in ChinaWeChat emerged in 2011, and started out as a purely text-messaging platform created by Tencent Holdings. By 2015, the platform boasted some 600 million daily-active users (Bao, 2015). Its tremendous growth over the last five years disrupted the telecommunications business, by replacing the need to send SMS, and even replaced the need for phone numbers, as people share their WeChat IDs, rather than phone numbers or e-mail addresses. Moreover, since its launch, WeChat has developed an array of applications within its own app. For example, it added a payments system connected to , one of China’s biggest online stores, ensuring that people increasingly shop on WeChat’s own platform. This, in turn, hurt China’s e-commerce giant, Alibaba, dominant on the e-commerce scene until then (Rein, 2015).WeChat users can join the network by either giving their WeChat ID, by scanning a personalized QR code, or simply by shaking the phone and letting the device read the other people who have WeChat and are in the area. The massive number of usersWeChat has attracted has not gone unnoticed by China’s commercial sector. There are QR codes everywhere: on tables, TVs, and billboards, so people can scan them and subscribe to their favorite (or at least moderately interesting) brands in an instant. Businesses have been known to successfully connect with their constituents using the platform by making their own profiles.3.Differentiation and RevenueAccording to Juniper Research, it will be a struggle for mobile messaging companies to sustain revenue, despite growing traffic (Juniper Research, 2015). Many predictions have been made that argue that just because traffic is going to increase, so will the revenue (e.g., Su-fang et al., 2016). Juniper shows, however, that this is not necessarily the case. According to their research, the revenue generated from each message sent over apps similar to those of WeChat will be less than 1% of what will be generated from SMS and MMS (Juniper Research, 2015). They predict that, despite the doubling of mobile traffic, free-messaging platforms will struggle to turn that traffic into revenue, even for advertising-enabled platforms. In light of possible stagnation of revenue from mobile messaging platforms, will a mobile marketing strategy hurt WeChat’s revenue by weakening its focus on users? First, let’s examine other companies which have been successful with native advertising, and their future strategies.3.1.Facebook: Why Mobile Needs to DifferentiateFacebook started out as a single social website based in the United States and has since expanded its universe to include a variety of apps such as WhatsApp, a text communications app, Instagram, a photo sharing app, and Messenger, Facebook’s own text messaging app. Facebook’s biggest challenge in an immensely competitive space is to ensure that their users stay engaged with their universe. Acquisition of apps such as WhatsApp and Instagram was a way to ensure that Facebook gets access to a variety of user data, even when users are not directly connected to Facebook (Johnson, 2016).Of course, Facebook needs a lot of data to sustain their main source of revenue:native advertising. Facebook began using native advertising in 2011. While it did not exactly invent the practice, Facebook is the one that perfected it, by giving businesses access to an unprecedented product—a social-media platform that revolutionized communication, and thus, became ingrained and entrenched in the world’s mind.Facebook ads work on a pay-per-click or pay-per-impression basis, and vary in price, depending on the type of audience being targeted. Many businesses jumped on the opportunity to not only connect with customers using their social profiles or “pages,” but also to directly impress upon a tailored audience. Indeed, Facebook remains one of the platforms with the most detailed targeting options available.Despite Facebook’s using their community as their main product, they have been very successful in remaining the number one social-media platform and have steadily begun their migration to mobile. In 2014, Facebook’s Messenger was the number one messenger accessed per month in the USA, followed by Google+, then SnapChat, and fourth being Facebook-owned Instagram (Kokalitcheva, 2015). However, there are more changes coming. In the fast world of mobile advertising, it is no longer effective to rely on users simply logging in onto a network. People have to be engaged; otherwise there is no utility for them in using an application. That is why, in recent years, Facebook has put a lot of focus on developing its messaging platform into an all-around communications platform. Its latest challenge is to integrate services and eventually, payments, to ensure that users can derive continued benefit (Gottfried, 2013).While diversification of its product may seem natural, it also comes at a time when Facebook posted drops in advertising revenues (Johnson, 2016). The revenue drop suggests that monetizing ads might no longer be enough to sustain growth in the long run, and that other business models might be necessary. The drop in revenues and differentiations supports Juniper Research’s findings that user growth does not always equal revenue growth, despite the disbelief it has received in the literature.3.2.Revenue from New MarketsEven if Juniper Research is wrong and the text messaging business will continue to grow at the current pace, turning traffic into revenue, it is not apparent how WeChatcould replicate the same success as Facebook. Recently, Facebook’s ad revenue came mainly from foreign countries, rather than from inside its “home” country, the United States (Gottfried, 2013). That is primarily because people in the U.S. have likely become desensitized to social ads, if not leaving the platform altogether.If WeChat’s user base becomes similarly desensitized, expansion into foreign markets will prove very difficult, because 93% of its operations is concentrated in the Chinese Mainland. They have a small presence in the U.S., Hong Kong, Europe and other locations, but as noted, these markets account for only about 7% of their influence (Marketline, 2013). While WeChat can spend resources at dominating other local markets, it is unlikely that they will be able to replace the competition already within those countries. In fact, WeChat owes its beginning success to its own innovation in its local market. For example, by adding a voice note it became a very useful tool, taking into account how the Chinese language is structured (Rein, 2015). Its entry into foreign markets would have to replicate the same vigor and localization they showed in their home market, which could be difficult and expensive, and may even require help from a local partner.4.Customer Perception and Personalization4.1.Chinese Consumers and Mobile MarketingThe Chinese consumer perception of mobile marketing has changed over time. While blanket marketing no longer works, personalized, timely ads, can still be effective. Utility is the key. Research conducted in Taiwan in 2006 suggested that users very much disliked the idea of mobile advertising; the majority perceived mobile ads as “annoying, excessive and offensive”(Su-fang et al., 2016). In fact, when people received mobile advertisements, most put it aside to read later. Mobile was not an effective communications channel. Since then, however, both practices and perceptions of mobile marketing have changed significantly, and mobile marketing has become much more targeted, localized and optimized.When mobile ads are optimized, consumers tend to tolerate them much better.What does “optimized”entail? It could mean security, localization for the market, delivering ease of use, or serving a specific purpose, such as communication or payment, or any combination of these. Adaptation to a certain market plays a limited role, in that there are specific features that Chinese consumers will appreciate, such as the ability to easily compare products and prices when shopping. Yet, that’s not the most influential characteristic when it comes to Chinese consumers’desire to spend time and money on mobile. In fact, what had the most positive effect on mobile purchase behavior is perceived usefulness (Gong et al., 2013). Therefore, the more uniquely useful the app, the more people will continue to use it. Services, again, play the central role in customer satisfaction. How is WeChat going to grow its revenue through ads, without compromising the current utility it has made for itself?4.2.Dangers of Over-AdvertisingWeChat knows that there is a potential risk of losing some of its user base. Thus, it began implementing mobile ads very cautiously. Asians, on average, are less receptive to ads imbedded in mobile, as compared to Europeans and Americans (Olson, 2015). So, WeChat restricted access to its users. Indeed, at first, only vendors who talked directly to the platform could launch a campaign.There is a reason WeChat was aware that it needed to be cautious when implementing ads. It learned from Weibo’s experience only a few years before, when Weibo did the same thing with mobile marketing. Weibo is China’s Twitter-like microblogging platform that saw a rapid decline in its user base after it overwhelmed its users with a nonstop myriad of ads (Olson, 2015). Weibo ended up losing a lot of market share (to WeChat) because users were dissatisfied. Using Weibo's service simply became less useful to (former) users, because of the effort of getting past the ads. Restricting access to its audience was one of the best things that WeChat could do in order to get access to potential revenue from ads, and yet keep its users’faith. As the program grows, however, the protection of users is likely to become de-emphasized, and more and more ads will appear in user feeds.4.3.Data ProtectionData security could become a problem in the future. With the increased need forinformation about target audiences, many social-media platforms are now turning to mining images that are found on people’s profiles as a source of information (Macmillan, 2016). Given WeChat’s fairly basic targeting-scheme, it seems unlikely that they will employ this technology soon; but, if they are to compete with the likes of Facebook, it is only a matter of time until they also have to adopt similar technologies to provide the most transparent view of their audience. All this does is to guarantee that the users are no longer at the center of the product; rather, the users become the product.WeChat has been excellent thus far in guessing its user needs, and has seen great growth because of that. By entering into the world of mobile marketing, it may have endangered its position simply by switching their main user-base from the people using the app, to the companies who will pay for their ads.4.4.Me-MarketingAlongside short-term revenue, WeChat’s entry into mobile advertising is meant to push the envelope and immediately begin with personalized marketing. WeChat already showed that its advertising is going to be completely different, by raising demand for its “premium”users. Yet, it’s unclear how this model will evolve in the future. Will WeChat lower its prices and become China’s equivalent of Facebook advertising? If so, why not start out with low prices from the beginning, as Facebook did? The strategy is especially unclear, because the first ever campaign it conducted raised a few eyebrows and bruised some egos.The first campaign was signed with BMW. BMW wanted to target only affluent, educated people in the so-called first and second tier cities (Beijing, Shanghai and other large cities). People who did not fit the targeting criteria saw ads for soda and smartphones instead. People who did fit the category saw BMW ads pop up on their Moments page. The highly-anticipated opening to WeChat’s own platform was noticed by many, and many also noticed the blatant targeting. While the BMW’s brand soared immediately after the campaign, it soon received a backlash, as people who did not see BMW’s ad appear in their newsfeeds began referring to themselves as diao, a polite term for loser (Loras, 2015). WeChat came away happy with theadditional press the campaign received; yet, it managed to alienate some of its community in return for securing a bold entry into the world of mobile marketing. Alienation, obviously, is not useful to engendering success.5.In Summary—Focus On UtilityWeChat grew into a huge, successful application, as a result of a combination of fortunate events and Chinese socio-cultural needs and characteristics. It began its successful rein as an innovator for the Chinese market, creating new app features specifically useful for the Chinese speaking population. Moreover, as noted earlier, little separation between private and professional life in China aided WeChat’s journey to becoming the one app that dominates the Chinese ecommerce, social media and telecom space. Tencent, WeChat’s parent company, also had an easier time than similar global companies such as Facebook, in terms of data-privacy issues, as it strongly cooperates with the Chinese government. It also indirectly benefits from the fact that it is difficult to carry a civil case through the Chinese court system.From the beginning, Tencent’s WeChat put the customer at the center of its platform; thanks to that, it reaped huge benefits. Interestingly, this is not a “rocket science”idea. For many years, the biggest change in the field of marketing, accompanied by the use of the internet, has been the movement from a transaction-based approach to a customer-centric approach. WeChat's approach can be thought of as yet another extension of this very prevalent principle.WeChat first dominated Chinese communications, then payments, and now it is moving into becoming a full-fledged mobile social-platform, including mobile advertisements. Its success with this will depend on two vital factors. The first is that mobile ad revenue may actually decrease in the long run, despite increasing traffic. The evidence of this potential decline is exemplified by Facebook’s attempt to differentiate their offering the way WeChat already has, by incorporating payments and other services within its own application.The second vital factor is to remain relevant to its users. WeChat’s platform cannot work if all its users decide to leave. Are people actually going to be receptiveto seeing ads among their Moments? Historically, Chinese users have not been too friendly to over-advertising, as the case of WeiBo’s decline suggests. Plus, WeChat may have already started off on the wrong foot with its first campaign featuring BMW that targeted only WeChat’s affluent users. Furthermore, there may be growing privacy issues that the Chinese government and society have yet to tackle—for example, issues such as image mining. At what point will brands actually be infringing on user privacy?The good news for WeChat is the fact that Chinese consumers seem to care mostly about the usefulness of their apps. Security and ease-of-use concerns do not influence their online behavior positively or negatively. The users who are already online understand the implications of engaging with online platforms, and giving up some private data does not discourage them from engaging and shopping online. As a result, WeChat must focus specifically on remaining useful to its user base—exactly how it was when it started out.Mobile advertising is a potentially huge source of revenue, especially in the short term. To be sustainable in the long-run, however, WeChat must remember that mobile interaction is not just about the technology and the revenue. Rather, it’s also about the user and the utility the users are able to derive. Users are the ones who shape the market, by choosing to log-on to a given social or mobile platform. Since it is their choice, mobile platforms must keep in mind that their users’needs and their experience on the platform is what matters most, or else they risk that their users may log-off forever.中文译文：中国的移动营销：微信能将它们新的广告策略转化为可持续的竞争优势吗？摘要微信在中国，相当于是WhatsApp、Facebook和Paypal这些组合而成的一个应用程序。