新媒体营销外文翻译文献

合集下载

新媒体营销及危机公关(双语)

新媒体营销及危机公关(双语)

The marketing and crisis management in the era of new media 新媒体是相较传统媒体(报刊、电视、广播等)而言,以数字信息技术为基础,以互动为特点、具有创新形态的媒体,它是一个非常宽泛的概念,其本质是一种信息传播方式的革新。

Pc、手机、平板、网络电视等是新媒体的载体平台,而微博、微信、博客等则是新媒体的应用形式。

Compared to traditional media, new media (newspapers, television, radio, etc.) is based on the information technology. It is interactive and innovative. New media is a broad concept, which means a revolution of communication. The platform is consist of PC, mobile phone , tablet and network television. Besides, micro-blog , WeChat and blog are applied in the platform of new media. 新媒体传播快,影响广,对于企业的品牌管理活动提出了很大的挑战。

新媒体的核心精神便是互动与创新,新媒体用户热爱社交互动,分享,免费,强调参与感,注重用户体验,根据兴趣、价值观等进行分众,意见领袖在新媒体信息传播中起到了关键作用,运用新媒体进行品牌管理或企业传播时,考虑到新媒体的用户特性尤为重要。

New media delivers messages fast and widely, which results in a bigchallenge for the corporate brand management. The interactivity and innovation is the core spirit of new media. The customers of new media love social activity online, sharing, free and participation . They care about User Experience and form different groups according to interests and values. The opinion leaders on the internet play a important role in the information communication. In a word, we should take into account the characteristics of new media users, when we conduct brand management or corporate communication. 新媒体已经成为整合营销的重要平台,例如在康爱一生便是一款全渠道销售的产品,充分运用数字化手段,实现了数字方式与传统方式完美结合的整合营销方案,手机APP、二维码扫描、微博、微信等新媒体齐上阵,为康爱一生产品进行宣传,取得了很好的效果。

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。

It is a subset of e-business and includes activities such as online advertising。

search engine n。

email marketing。

social media marketing。

and mobile marketing.The first step in ___ target audience。

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

the next step is to create a marketing plan that includes goals。

objectives。

tactics。

and metrics.One of the advantages of e-marketing is ___。

it is ___ of content。

language。

and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。

By optimizing website content and structure。

businesses canimprove their search engine rankings and drive more traffic to their site。

Social media ___ e-marketing。

新媒体社交媒体营销外文翻译文献

新媒体社交媒体营销外文翻译文献

文献信息:文献标题:Elements of strategic social media marketing: A holisticframework(战略性社交媒体营销要素:整体框架)国外作者:Reto Felix, Philipp A. Rauschnabel, Chris Hinsch文献出处:《Journal of Business Research》,2017,70:118-126字数统计:英文2632单词,15772字符;中文5082汉字外文文献:Elements of strategic social media marketing:A holistic frameworkAbstract Social media marketing is an integral element of 21st-centurybusiness. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The curr research a pplies a qualitative,theory-building a pproach to develop a strategicfour generic dimensions of strategic social m ediaframework that articulatesmarketing. Social m edia marketing scope represents a range from defenders t osocial media marketing c ulture includes the poles o f conservatism andexplorers,modernism, social media marketing structures fall between hierarchies and networks, and social m edia marketing governance ranges from autocracy t o anarchy. B yproviding a comprehensive conceptualization and definition of strategic social mediaframework that e xpands beyondmarketing, this r esearch proposes a n integrativeextant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overa corporate mission and objectives.Key Words: Strategic social media marketing; Holistic framework; New media; Definition of social media marketing; Social media strategy; Digital marketing1.IntroductionUnderstanding the role of social media in the context of marketing is critical f both researchers and managers (e.g. Fong & Burton, 2008; Kumar, Bezawada,2013). Most existingRishika, Janakiraman, &Kannan, 2016; Schultz &Peltier,studies focus on particular issues, such as purchase behavior (Chang, Yu, & Lu, 2015 Kumar et al., 2016; Relling, S chnittka, Sattler, & Johnen, 2016), customerrelationshipmanagement (Trainor, Andzulis, R app, & Agnihotri, 2014), brandmanagement (Asmussen, Harridge-March, Occhiocupo, & Farquhar, 2013),innovation management (Gebauer, Füller, & Pezzei, 2013), and employee recruitment (Sivertzen,Nilsen, & Olafsen, 2013). W hile these s tudies detail advancements inspecialized areas of social media knowledge in a marketing and management context, extant literature does not provide a holistic framework for social media marketing the strategic level. This deficiency is surprising because both academics (Labrecqu vor dem Esche, Mathwick, Novak, & Hofacker, 2013; Schultz & Peltier, 2013; Yadav& Pavlou, 2014) and practitioners (Divol, Edelman, & Sarrazin, 2012) acknowledge new complexities accompanying these m edia and agree that r esearch into s ocialsocial mediastrategicmedia marketing n eeds to be reconceptualized.In a nutshell,marketing remains an untested user interaction paradigm (Naylor, Lamberton, & West, 2012) with little published academic research.The current article aims to address this theoretically and managerially importan research gap by exploring the following two research questions: How is strategicsocial m edia marketing defined a nd conceptualized? and What factors demandsocial media marketing s trategy?an organization'swhen constructingconsiderationSpecifically, this research attempts to define the continua on which critical strat social media marketing decisions lie and to integrate them into a holistic framewor2.MethodologyThe study e mployed a two-stage r esearch design. The first stage c onsisted ofin-depth interviews (Fontana & Frey, 1998) with seven European social m ediaexperience in socialmarketing e xperts who possess b oth national and internationalmedia marketing. Following a purposive sampling strategy (Lincoln & Guba, 1985), experts were recruited according to their job position, experience, and direct expos to social media marketing practices in real industry settings. Seeking depth rather tthe qualitative research breadth, the sample size instage 1 was commensurate with-richparadigm in which relatively small sample sizes are used to generate informationdata (Patton, 1990). A ll informants agreed t o audiotape the i nterviews (between 25and 60 min), which resulted in 117 pages of double-spaced, verbatim transcripts.procedure c onsisted of a qualitative The second stage o f the data collectionsurvey of social media marketing experts (Miles & Huberman, 1994). The survey data were used not for confirmation but as a new and independent qualitative data source with a focus on triangulating the information obtained through the depth interview and online surveys (Jack & Raturi, 2006). Respondents came from a list of 265 social media marketing experts identified through managerially focused magazines, through interviews in business magazines, or because they were mentioned as knowledgeable and experienced experts in personal communication. E-mail requests were sent to allexperts along with two reminders, which resulted in 50 returned surveys (responserate = 18.9%). Seven data s ets w ere eliminated because o f incomplete a nswers orbecause social media marketing plays a minor role in the respondents' daily work. The final sample consisted of 43 respondents (age: m = 37; SD = 9 years; 74% male; 88% European) with various backgrounds in their position and/or industry.Table 1 Summary of stage 2 informantsCompany size (employees)< 50 14 (32.6%)50–99 5 (11.6%)100–499 3 (7.0%)500–9998 (18.6%)1000–4999 6 (14.0%)5000–10,000 3 (7.0%)>10,000 4 (9.3%)Social media marketing experience (in years)Average: 6.4 years1–2 5 (11.6%)3–519 (44.2%)6–812 (27.9%)9 and more 7 (16.3%)Percentage of working time associated with social mediaAverage: 52.8%<20%7 (16.3%)20–3910 (23.3%)40–59 6 (14.0%)60–79 3 (7%)80–10015 (34.9%)n/a 2 (4.7%)Age (in years)Average: 37< 30 9 (20.9%)30–3919 (44.2%)40–4910 (23.3%)50–59 5 (11.6%)Self-reported experience in…Means aSocial Media 6.2Social Media Marketing 5.9Marketing 5.7Customer Management 4.7Advertising 5.2Communications/Public Relations 5.6How much experience do you have in the following areas? (1 = no experience at aall; 7 = highly experienced)Respondents were asked to (1) define s ocial m edia marketing, (2) discussself-selected best and worst practice examples of social media marketing, (3) discusssuccess factors and success m etrics, and (4) d escribe their ideal implementation of-selected organization. The survey employed commonsocial media marketing in a self& Mcbride, 2009), s uch as addingdesign t echniques (Smyth, Dillman, C hristian,large answer fields and asking respondents to be as specific as possible, to increrespondents' motivation to provide detail.3.FindingsFig. 1 shows the strategic social media marketing framework with its four central dimensions.Fig. 1. Strategic social media marketing framework.social media marketing s cope addresses the question whether companies First,use social media marketing p redominantly for communication with one or a fewstakeholders or comprehensively (both externally and internally) as a genuine tool f Defenders use social m edia marketing primarily a s a one-waycollaboration.rather than communication tool t o entertainconsumers or to inform stakeholders,groups. Conversely, explorers are interested in integrating employees or communityan authentic social media marketing c ollaborationinteractionsbased on reciprocalwith many different stakeholders such as clients, employees, suppliers, andgovernment agents.between conservatism, Second, social media marketing c ulture distinguishesapproach t owhich is represented by an encapsulated,mass advertisingtraditional,social media marketing, and modernism, which is characterized by a more permeable,open, and flexible social media marketing culture.Third, social media marketing structure addresses the organization and departmentalization of the social media marketing assignment in the firm. Hierarchieapproach with a clearly defined s ocial media marketingstand for a centralizedassignee. Networks represent an organizational structure in which all employees are responsible for social media marketing, and thus a dedicated social media marketing director is no longer necessary.Fourth, social m edia marketing governance refers t o how the companyestablishes rules and guidelines and how social media marketing responsibilities ar controlledin the company. The extreme position of autocracy describes a situationwith precise regulations on who in the company is allowed to interact on social medi platforms. Conversely, anarchy represents a situation without any such rules o rguidelines.The current research focuses on the extremes of each continuum, but, in general, firms likely choose (intentionally or unintentionally) a position somewhere between the poles o n each dimension. For example, c ompanies need to find a position onsocial media marketing g overnance t hat neither regulates everything employees areallowed to say nor leaves t hem without any guidance on which to base their responsibilitiesor behaviors. Fig. 1 also suggests that d ecisions on social mediageneral(e.g.,marketing s hould i ndeed b e guided by the firm's internalinfluencersvision, mission, corporate goals, corporate culture, available resources), which in should be in line with external i nfluencers (e.g., communities, competition,government regulation).4.Discussion and implicationsThis research addresses the absence of a holistic framework for strategicsocialreveals several approachesmedia marketing. A review of the marketing l iteraturemanagementregarding aspects of strategicmarketing s uch as customer r elationship(e.g., Payne & Frow, 2005) or marketing organization (Workman, Homburg, &Gruner, 1998). However, few articles address the strategic marketing of social mediaand none put forth a holistic social media marketing framework.While extant research related to social media marketing investigates social media mostly through the lens of a particular marketing problem (e.g. Fong & Burton, 2008; Kim & Ko, 2012; Kumar et al., 2016) or witha focus on customers and communication (e.g., Chang et al., 2015), t he findings of this s tudy reveal f ourgeneral social m edia marketing dimensions that firms should address when conceptualizing or managing their strategic social media marketing approach. As the findings indicate, these dimensions are interdependent, and companies should strive position themselves on the four dimensions in an integrated way, rather than treati them as isolated, independent decisions.4.1.A new definition of social media marketingThis research suggests a new definition of social media marketing: Social media-functional concept that uses social media marketing is an interdisciplinary and cross(often in combination with other communications channels) to achieve organizational goals by creating value for stakeholders. On a strategic level, social media marketi covers an organization's decisions about social media marketing scope (ranging from defenders to explorers), culture (ranging from conservatism to modernism), structurto networks), and governance (ranging from autocracy to(ranging from hierarchiesanarchy).4.2.Implications for social media marketing scopeSocial media marketing provides firms with an opportunity to use social media to with customers, employees, communities, and other stakeholdersbuild relationships(i.e., when they act as explorers). At the same time, firms may choose to view soci media as simply another c ommunications channel through which they can pushwhen they act as defenders). Though potentiallyinformation to customers (i.e.,approach does nottake advantage of thefor c ustomers, the defendercreating valuewithin the network of customers,opportunitiesfor building r eal relationshipsemployees, interest groups, the government, and other stakeholders, as propagated by modern relationshipmarketing (Payne & Frow, 2005). However, the explorerstakeholders in theapproach may require firms to redefine the role o f differentorganization.4.3.Implications for social media marketing cultureManagement and organizational behavior researchers (Zheng et al., 2010) as well as marketing academics and practitioners (Deshpandé & Farley, 2004) recognize the-financial firmimportance of culture and organizational climate for financial and non performance. The current research emphasizes t he importance o f culture for s ocialmedia marketing. Companies engaging in social media marketing must acknowledgethat stakeholders can take control of and manipulate social media content (Labrecque et al., 2013). Thus, companies should contemplate t he trade-offs between anwhich provides m oreencapsulated social media marketing c ulture (conservatism),connect a nd engageand consumers' desire tobrand constructs,control of importantwith firms displaying a more progressive, permeable culture (i.e., modernism).4.4.Implications for social media marketing structureExtant marketing research investigates how the elements of marketing should besuch as formalization,characteristics,organized a ccording t o a firm's structural(e.g.,Olson, S later, & Hult, 2005). C onsequently,and specializationcentralization,and organizationalsocial m edia marketing structure focuses on responsibilitiesemployed to configure social media marketing. Whereas social mediahierarchiesmarketing governance pertains to who can or should say what in social media, social media marketing structure focuses on who has the responsibility to post and interac in these m edia. A s the informants emphasized, firms s hould i ntegratesocial mediaThe informantsmarketing in a way that fits with their o verarching strategies.or asets o f benefits that c an emerge from either a hierarchicalidentifieddifferentnetworked structure. However, they recommended that specific decisions about who has the responsibility to interact online with customers, activists, and pundits sh be formally discussed in the organization.4.5.Implications for social media marketing governancerights, and Research on governance usually investigates the structures,responsibilities among different employees in organizations (Freeman & Reed, 1983).-discipline of corporate governance, Information technology (IT) governance, as a subfocuses on specifying which individuals have the responsibility for making decisions on the use of IT (Brown & Grant, 2005). Whereas IT governance traditionally focuses-related purposes, social media can potentially be used byon the use of IT for work(company-granted a ccess) or unofficial(personalany employee in either officialaccount access) capacities. Therefore, the applicability of IT governance research is limited u se when extended to social m edia marketing. S ome companies havedeveloped the idea of educating e mployees about the personal a nd firm-related consequences of “undesirable” social media use through social mediamarketingguidelines andguidelines(Linke &Zerfass, 2013). However, building social mediagovernance into a holistic framework for social media marketing is novel. The role o employees in promoting brands in other contexts (and thus increasing firm value) is(Morhart, Herzog, & Tomczak, 2009).well represented in the academic literatureWeber Shandwick's (2014) recent s tudy reveals a n emerging movement termed“employee activism” in which one-third of the surveyed respondentswere socialwho defended their employers and advocated f or the firm online.media activistsEmployees may be better able to understand the needs of consumers and products that can meet those needs, and they can effectively advocate and promote the firm online. These technologiesall employees to champion the firm. Forhave allowed v irtuallyNordstrom has policies to provide e mployees withexample, the fashion r etailerof social media marketingThis applicationand expectations.knowledge, d irection,governance can increase the overall social media marketing s uccess o f the firm (Nordstrom, 2015; Ross, Beath, & Sebastian, 2015).5.Limitations and future researchavenues forfruitfulSeveral limitationsto the current study s uggest p otentiallyapproach r eveals four d imensions o f strategicfuture research. First, the qualitativesocial media marketing and identifies the extreme points of each dimension. However,of differentto identify the impactfuture researchcould u se quantitative approachespositions on each of these dimensions. Research could also investigate the influenc of each dimension on firm or social media marketing p erformance. For example,studies could try to isolate the effect of each dimension on outcome variables such2013) or, m ore specifically,newconsumer–brand engagement (Schultz & Peltier,is themedia brand engagement (Hennig-Thurau et al., 2010). A second limitationover-representation of European (especially German) informants in the analyses. Prior research d iscusses cross-cultural differences in consumers' u se of social m edia(Bernoff &Li, 2008; World Newsmedia Network, 2015). Furthermore, extantresearch advocates for the adaptation of social media content to the targeted cult(Tsai &Men, 2012). T hus, caution should b ebased on differingconsumer profilestaken in extrapolating the framework to other cultural contexts. Future research mig determine w hether aspects of cultural or economic context add dimensions t o theapproaches r egardingproposed f ramework or whether they simply require differentthe four dimensions.Future research should also investigate how other characteristics, such as cultur the type of firm (e.g., B2B vs. B2C), the industry (e.g., financial services vs.“idealadvertising agency), company size, or available resources, influence a firm'ssocial media marketing. Finally,position” on each of the dimensions o f strategic-regulatory bodies (e.g.,future research could investigate the role of regulatory or selfon social media marketing g overnance a ndWord of Mouth Marketing A ssociation)how firms can create v alue and form core competencies b y superseding t hese requirements.6.ConclusionThis study sheds light on the complex nature of strategic social media marketingis too complex to be managed and executedSocial m edia marketing, in practice,-functional collaborations exclusively by a single individual or even department. Crossalong the four d imensions o f social media marketing a re necessary to successfullynavigate in this dynamic arena.中文译文:战略性社交媒体营销要素:整体框架 摘要 社交媒体营销是21世纪商业的一个组成部分。

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要:21世纪是信息世纪,科技、经济和社会的发展正在迎接这个时代的到来。

会展经济与管理新媒体营销中英文对照外文翻译文献

会展经济与管理新媒体营销中英文对照外文翻译文献

中英文对照外文翻译(文档含英文原文和中文翻译)原文:Social Networks and the Mass MediaAdapted from: American Political Science Review,2013,107 Social networking has become an every day part of many peoples’lives as evidenced by the huge user communities that are part of such networks. Facebook, for instance, was launched in February 2004 by Harvard under graduate students as an alternative to the traditional stud ent directory. In tended to cover interaction between students at Univers ities–Facebook enables individuals to encourage others to joint he network through personalized invitations, friend suggestions and creation of s pecialist groups. Today Facebook has a much wider take up than just s tudents at Universities. Facebook now facilitates interaction between peo ple by enabling sharing of common interests, videos, photos, etc. Sharin g,Some social network populations exceed that of large countries, for example Facebook has over 350 million active users. Social networks provide a platform to facilitate communication and sharing between user s, in an attempt to model real world relationships. Social networking ha s now also extended beyond communication between friends; for instanc e, there are a multitude of integrated applications that are now made a vailable by companies, and some organizations use such applications, su ch as Facebook Connect to authenticate users, i.e. they utilize a user’s Facebook credentials rather than requiring their own credentials(for exa mple the Calgary Airport authority in Canada uses Facebook Connect t o grant access to their WiFi network). This ability to combine a third party application (including its local data) to authenticate users demonstr ates the service-oriented approach to application development. By tappin g into an already established community around a particular social netw orking platform, it becomes unnecessary to require users to register wit h another system.The structure of a Social Network is essentially the formation of a dynamic virtual community with inherent trust relationships between fri ends. (Szmigin et al., 2006) identify how “relationship marketing” (ident ified as referring to all marketing activities directed towards establishing, developing and maintaining successful relational exchanges) can be faci litated through the creation of on-line communities. They discuss how o n-line communities can be used to facilitate interaction and bonding bet ween consumer and suppliers, intermediate parties and specific brands. Similarly, (Shang et al., 2006) discuss how brand loyalty can be achiev ed through various types of participation within an on-line community (focusing specifically on the –a virtual communit y of Apple users in Taiwan). They discuss the motivation for individua ls to promote certain products during on-line discussions (active particip ants) and for others to remain as lurkers (passive participants). The stu dy particularly focuses on the incentives for participants to contribute to an on-line community, based on the perception of a user about the de gree of relevance towards an object that is being discussed –focusing on both cognitive (based on utilitarian motive –concerning an individua l’s concern with the cost and benefit of the product or service) and aff ective (a value-expressive motive, referring to an individual’s interest in enhancing self-esteem or self-conception, and in projecting his/her desir ed self-image to the outside world through the product or service).It is also useful to understand, for instance, how such trust relation ships could be used as a foundation for resource (information, hardware, services) sharing. Cloud environments are typically focused on providin g low level abstractions of computation or storage. Using this approach, a user is able to access (on a short term/rental basis) capacity that is owned by another person or business (generally over a computer networ k). In this way, a user is able to outsource their computing requirement s to an external provider –limiting their exposure to cost associated wi th systems management and energy use. Computation and Storage Clou ds are complementary and act as building blocks from which applicatio ns can be constructed –using a technique referred to as “mash-ups”. S torage Clouds are gaining popularity as a way to extend the capabilities of storage-limited devices such as phones and other mobile devices. T here are also a multitude of commercial Cloud providers such as Amaz on EC2/S3, Google App Engine, Microsoft Azure and also many smalle r scale open clouds like Nimbus (Keahey et al., 2005) and Eucalyptus (Nurmi et al., 2009). A Social Cloud (Chard et al., 2010), on the other hand, is a scalable computing model in which virtualized resources co ntributed by users are dynamically provisioned amongst a group of frie nds. Compensation for use is optional as users may wish to share reso urces without payment, and rather utilize a reciprocal credit (or barter) based model (Andrade et al., 2010). In both cases guarantees are offered through customized Service Level Agreements (SLAs). In a sense, thi s model is similar to a Volunteer computing approach, in that friends s hare resources amongst each other for little to no gain. However, unlik e Volunteer models there is inherent accountability through existing frie nd relationships. There are a number of advantages gained by leveraging social networking platforms, in particular one can gain access to hug e user communities, can exploit existing user management functionality, and rely on pre-established trust formed through existing user relations hips.The author thanks Jason Barabas, Jon Bendor, Ted Carmines, Jami e Druckman, John Freeman, Matt Golder, Sona Golder, Bob Jackson, J enn Jerit, Kris Kanthak, ?zge Kemahlioglu, Charlotte Lee, Valerie Marti nez-Ebers, Adam Meirowitz, Scott McClurg, Will Moore, Chris Reenock, John Ryan, John Scholz, Jake Shapiro, Anand Sokhey, Jeff Staton, Ji m Stimson, Craig Volden, Jon Woon, four very helpful anonymous revi ewers, and audiences in the Political Economics group at the Stanford GSB, Political Science departments at FSU, GWU, Minnesota, Pittsburg h, and Stony Brook, and the Frank Batten School of Leadership and P ublic Policy at UVa. Any errors are my own.To begin to answer this question, I develop a novel theory of aggr egate opinion and behavior. The theory considers a heterogeneous popul ation of individuals who must choose between dichotomous options. It incorporates the interaction of social network and mass media influences at the individual level; its key assumption is that the more others cho ose an option, the more one is apt to do so as well. In the theory, soc ial networks provide information about the choices of those to whom o ne is directly connected, while the mass media provide (potentially bias ed) information about aggregate choice. The theory thus applies to, for example, voter turnout and political participation (e.g., Gerber, Green, a nd Larimer 2008; Lake and Huckfeldt 1998; Leighley 1990; McClurg 2 003; Rolfe 2012), opinion formation (e.g., Beck et al. 2002; Druckman and Nelson 2003; Huckfeldt and Sprague 1995), protests and social mo vements (e.g., Kuran 1991; McAdam 1986), and vote choice (e.g., Beck 2002; Huckfeldt and Sprague 1995; Ryan 2011; Sinclair 2012; Sokhey and McClurg 2012).Three major results follow from this theory. All hold both when in dividuals treat media identically and when they select into media in lin e with their preferences. First, understanding the aggregate effect of the media generally requires considering social networks, because social ne twork structure conditions media's impact. For example, additional weak ties between disparate social groups can reduce the media's impact, an d the presence of unified social elites can eliminate the media's impact entirely in the aggregate. Empirical studies of media impact that fail t o consider media's interaction with social networks risk bias.Second, social networks can amplify the effect of media bias. A bi ased media outlet that systematically under- or over-reports a poll of th e population by a only a few percentage points can in some cases swi ng aggregate behavior (e.g., turnout or vote share) by over 20% in eith er direction due to positive feedback within the network. Open advocate s in the media can have a yet larger impact even when not comparativ ely influential. Unified social elites limit the effect of media bias, but c annot fully counter an advocate; selection into media, made ever easier with technological improvements, tends to enhance the effect of bias. We should therefore expect media bias to become increasingly importan t to aggregate behavior.AN INDIVIDUAL-LEVEL THEORY OF AGGREGATE BEHAVIO RThough I present a theory of aggregate behavior, it is based on in dividual-level assumptions informed by what we know about the way p ersonal characteristics, social networks, and mass media outlets affect in dividual behavior. Due to this, the theory can explore the effect that int eractions between these three factors have on aggregate behavior. As i mportantly, the theory incorporates empirically realistic heterogeneity acr oss people in allthree factors.Additionally, people are exposed to individuals, groups, and organiz ations external to one's network, such as mass media outlets, state prop aganda, national party leaders, NGOs, and Internet personalities. These outlets can provide information, increasing political knowledge.As this small sampling of large literatures indicates, individuals' de cisions are influenced by the information they obtain via both local soc ial networks and global media outlets. However, comparatively little sch olarship has explored the three-way interaction of personal characteristic s, social networks, and mediaIn the second type of bias, which I call advocacy, the media outle t simply states a preference for one of the options, providing no inform ation about aggregate support. The goal in advocacy is to sway the po pulation toward one or the other option. As before, many goals could u nderlie advocacy beyond just the support of a biased media outlet's pre ferences. Advocacy represents the editorial power of the media or the i nfluence of an external actor; it is a "one-message" model (Zaller 1992).I focus my analysis in all three sections on the case in which one of the two options is the status quo, and all individuals begin supporti ng it. For political participation and social movements, the status quo is not participating. For opinion formation and vote choice, the status qu o is an existing option such as a policy in place or an incumbent politician, as contrasted with an alternative such as a newly proposed policy or a challenging politician. For simplicity I subsequently call participat ion the option that is not the status quo; this should be read as "partici pation in support of" the option that is not the status quo in contexts o ther than political participation or social movements.In my analysis I simultaneously vary media strength, network prop erties, media bias, and, for two outlets, the strength of the L outlet. Th ough I keep my analysis to two biased outlets, it can easily be extende d to multiple biased outlets with the addition of parameters dictating th eir relative strengths.二、译文社交网络和大众传媒社交网络已经成为许多人每天生活的一部分,即证明了这种网络庞大的用户群体。

新媒体中英文对照外文翻译文献

新媒体中英文对照外文翻译文献

文献信息:文献标题:The effect of new media on consumer media usage: An empirical study in South Korea(新媒体对消费者媒体使用的影响:韩国的实证研究)国外作者:ongRoul Woo,Jae Young Choi,Jungwoo Shin,Jongsu Lee 文献出处:《Technological Forecasting and Social Change》,2014,89(1):3-11 字数统计:英文 2191 单词,12445 字符;中文 4024 汉字外文文献:The effect of new media on consumer media usage:An empirical study in South KoreaAbstract The advent and proliferation of the Internet (a form of new media) have heavily influenced consumers' media usage behavior and a number of other social, political, cultural, and economic outcomes. The recent introduction of smart mobile media, including smartphones and tablets, is expected to similarly affect these issues. This study empirically analyzes how the advent of the Internet and smart mobile media affects Korean consumers' media usage behavior, seeking to provide a means to anticipate the ripple effect to societal outcomes related to the evolution of new media in Korea. We modeled consumers' media usage behavior and conducted preference and simulation analyses using data gleaned from a survey of consumers' media behavior and a Multiple Discrete-Continuous Extreme Values (MDCEV) model. The results of the analyses illustrate how consumer preferences regarding old and new media differ in terms of sociodemographic variables. Moreover, the analysesrevealed that whereas the advent of the Internet has negatively influenced consumers' use of old media, the arrival of smart mobile media has had a synergistic effect on television use. As a result, the advent of mobile media increased the use of television, but decreased use of other forms of old media.Keywords: New media; Media usage behavior; Preference analysis; Scenario analysis; Multiple Discrete-Continuous Extreme Value model1.IntroductionMedia are continuously evolving (Stöber, 2004). Although early forms of media (e.g., mail, telegram, telephone) were used primarily to exchange simple messages, the advent of mass media like newspapers and magazines allowed media to be used to deliver vast amounts of information to a large and unspecified audience. When electronic media like radio and TV became popular during the early 20th century, they were used to deliver a substantial amount of information to recipients in real time. Most recently, however, digital media (e.g., the Internet, mobile technology) have fundamentally altered the media environment. Specifically, the advent of digital media has facilitated the fast and easy consumption, retention, and sharing of a significant amount of information between multiple users.To differentiate these from analog media, such as newspapers, magazines, radio, and television, many scholars and professionals have referred to digital media as “new media.” Although researchers have defined new media in a wide variety of ways, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes (Negroponte, 1996; Flew, 2002; Manovich, 2003; Jenkins, 2006). The emergence of new media has become institutionalized in our society, fundamentally changing our methods of exchanging information and the consumer behaviors of media usage. It has also had a significant effect on many social, political, cultural, and economic activities (Stöber, 2004).Researchers have long-studied the influence of media evolution on societal outcomes, with a particular emphasis on the advent and proliferation of the Internet. Some of the most notable studies in this domain have explored the influence of the Internet on traditional media usage (Bromley and Bowles, 1995; Mokhtari et al., 2009), social relations (Haythornthwaite, 2002; Brignall and Van Valey, 2005; Amichai-Hamburger and Hayat, 2011), the economy (Litan and Rivlin, 2001; Lucas and Sylla, 2003), politics (Farrell, 2012), education (Agarwal and Day, 1998; Arsham, 2002), and corporate marketing (Avlonitis and Karayanni, 2000; Hennig-Thurau et al., 2010).The arrival and development of new media in the 21st century have put pressure on companies and governments to understand the Internet and use it in accordance with their specific objectives. For example, companies largely sought to leverage the Internet to maximize the effectiveness of their marketing efforts. Similarly, governments sought to use the Internet to efficiently publicize policies. Given the extent to which organizations in both the private and public sectors have used the Internet to achieve specific objectives, many researchers have worked to identify the implications of their Internet usage. For example, Bhatnagar and Ghose (2004) found that Internet retailers could use customers' Internet search patterns according to demographic characteristics and product types to cultivate store loyalty among those customers. Naik and Peters (2009) also illustrated Internet use for marketing purposes, empirically showing that the development of a marketing scheme that is comprised of the appropriate mix of print-, television-, radio-, and Internetbased messages can efficiently build customer loyalty. In a similar vein, Lin et al. (2013) analyzed consumers' simultaneous usage of these four media types and found that media campaigns that leverage both old and new media are most effective.Similar to the Internet, the recent introduction of personal mobile smart devices has contributed to the evolution of media usage. This is particularly notable, given that smart device usage is spreading at a faster rate than older media (MIT Technology Review, 2012). This proliferation of new media will allow people toeasily access and share massive amounts of digitized information anywhere and at any time.Despite these developments, most research in this domain has been focused on predicting and measuring the preference and demand for smart media products and services (Chen and Hsieh, 2012; Choi et al., 2013; Park et al., 2013; Lee, 2014). Though useful in its own right, this line of research has failed to consider the ways in which the development of new media has affected a number of salient socioeconomic outcomes. To address this gap, we analyze the ways in which Internetbased new media, digital media broadcasting (DMB), and older forms of media (e.g., magazines, television) affect certain societal outcomes. Specifically, in this paper, we use a Multiple Discrete-Continuous Extreme Value (MDCEV) model and scenario simulations to investigate Korean consumers' media usage, designed to forecast the socioeconomic effects related to the evolution of new media.In addition, we explore how the emergence of new media affects the use of old media. Jenkins (2006) argued that new media has a tendency to incite drastic changes. For example, when new media emerge, they tend to displace old media, changing consumers' media consumption habits. Therefore, before it is possible to understand the socio-economic effects of new media emergence, it is first necessary to explore and understand changes in consumers' media usage behavior resulting from the advent of the Internet and other digital media.2.Background2.1.Definition and classification of new mediaResearchers have defined new media in a number of different ways, so there is currently no consensus with regard to how to conceptualize new media. For the purposes of the current study, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes. Thisdefinition suggests that new media facilitate not only the free exchange of digitalized information in compressed form, but also user interaction. Using this definition as a guide, and in accordance with definitions proposed by Jenkins (2006), we can categorize computers, the Internet, and smart mobile devices as new media. Comparatively, we can categorize print, television, and radio as old media. For the purposes of this research, we will analyze consumers' usage behavior for seven forms of media: newspapers, magazines, radio, television, computer-based Internet, mobile Internet, and DMB. Using these definitions, we categorize newspapers, magazines, radio, and television as old media; and the Internet, mobile Internet, and DMB as new media.2.2.New media usage in KoreaAccording to the International Telecommunication Union (2013), Korea ranks first in the world in information and communication technology readiness, usage, and capability as of 2013. In addition, other organizations reported that Korea also ranked first in terms of Internet penetration (97.2%; Organisation for Economic Co-operation and Development, 2012), and second in terms of smartphone penetration (73.0%; Our Mobile Planet, 2013). These figures indicate that Korea is characterized by the most widespread and pervasive use of the Internet, smart devices, and other new media globally. As such, Korean consumers represent the most active group in terms of new media use. Given the degree to which the Korean population uses new media, new media-related industries experience continuous growth with the support of policies developed by the Korean government. The Korean case allows an illustration of the changes in media usage following the diffusion of new media, therefore facilitating a forecast of changes in the social, political, cultural, and economic dynamics of the country.3.Model specificationsThis study uses Bhat's (2005, 2008) Multiple DiscreteContinuous Extreme Value (MDCEV) to analyze consumers' media usage behavior. The MDCEV model consists of the utility according to the consumers' choice and its corresponding usage in combination under random utility theory. The MDCEV model considers both product choice and usage behavior simultaneously, and is used in various fields. Its use is especially widespread in the transportation field to model household vehicle type holdings and its mileage (e.g., Bhat and Sen, 2006; Ahn et al., 2008; Shin et al., 2012). This study uses the MDCEV model to analyze consumer's media choice and usage time together. More specifically, we leveraged a mixed MDCEV model, which reflects heterogeneity among consumers' media preferences and usage through distribution to each parameter (Bhat, 2005, 2008; Ahn et al., 2008; Shin et al., 2012).The mixed MDCEV is difficult to estimate with classical maximum likelihood methods. Therefore, we used a Bayesian estimation method to accommodate the computational complexity of the estimation process associated with the mixed MDCEV. The advantage of the Bayesian estimation method is that it is capable of solving local optimal solution problems using the initial value. In contrast, the maximum likelihood estimation method is a classical estimation method (Allenby and Rossi, 1998; Huber and Train, 2001; Edwards and Allenby, 2003; Train, 2003). Bhat (2005, 2008) published detailed information about the MDCEV model.4.Concluding remarksThe introduction of new media has affected consumer media usage behavior in a number of ways. In addition, the recent emergence of smart mobile media has significantly affected the dynamics of the current media market. Given these effects, we sought to provide a means for forecasting the effects of introducing new media into an existing media market as well as how the introduction of new media could affect the ways in which communication technologies evolve. Specifically, we leveraged MCR data in an MDCEV model to analyze (a) consumer preferences forold and new media alternatives, and (b) the ripple effect of the introduction of new media on the existing media market.Our results revealed that generally, consumers are more interested in emergent mobile media (e.g., mobile Internet and DMB) than other forms of media. More specifically, our results showed that younger consumers tend to gravitate towards mobile Internet, DMB, and radio because they are familiar with mobile devices. Given this, when the Korean government or companies promote new policies or products/services to younger consumers, it may be useful for them to use mobile media as the primary communication channel. Our results also showed that consumers with more education tended to prefer Internet and print media, indicating that these channels are important conduits for circulating information for the educated. In addition, consumers with higher household incomes tended to report a preference for using the Internet and mobile Internet media. Similarly, early adopters indicated that they preferred to use, in order of decreasing preference, mobile Internet, traditional Internet, and television. Consumers with higher levels of brand-loving tendency reported a preference for mobile Internet, television, traditional Internet, print media, and DMB. Taken together, these results provide useful guidance for companies to effectively engage with target audiences in the era of new media. Finally, our estimation of satiation parameters indicated that mobile media alternatives have greater market potential than those that cannot be used in a mobile sense.Further, our scenario analyses showed that the introduction of the Internet and mobile media generally negatively affects consumer usage of television, radio, and print media. Although they both have this effect, the introduction of the Internet into an extant media market has more substantial effects than the introduction of mobile media. Interestingly, our analyses suggested that when mobile media are introduced, the likelihood of a consumer choosing or using traditional Internet, radio, and print media decreases, but the probability of choice and usage for television increases. This result may indicate that Internet usage patterns have partially shifted from the personal computer context to the mobile context. This result may also suggest thatthere exists a synergistic effect between mobile media and television, as high-quality content can be used on these two media in concert.Although our results provide a wealth of useful information for government organizations and companies related to targeted marketing and media usage, this study is subject to a few limitations. First, the introduction of new media into extant media markets can generate substitution and complementary relationships between old and new media. However, the MDCEV model employed to perform the analyses was unable to account for these relationships directly. Moreover, our scenario analyses only evaluate substitution and complementary relationships between old and new media indirectly. Second, although Korean mobile media consumption has grown exponentially since 2011, we were unable to account for this growth in our analysis due to the lack of current data. In spite of these shortcomings, the results of this study can be used effectively to establish government policies or market products and services in countries in which new media are pervasive.中文译文:新媒体对消费者媒体使用的影响:韩国的实证研究摘要互联网的出现和传播(一种新媒体的形式)严重影响了消费者的媒体使用行为和其他一些社会、政治、文化和经济成果。

新媒体外文文献翻译最新译文3000多字

新媒体外文文献翻译最新译文3000多字

文献出处:Kahn R. Commercial space interior design in the new media art [J]. New media & society, 2015,12(5): 87-97.原文Commercial space interior design in the new media artKahn RAbstractNew media technology and new media art has brought new development space for contemporary art and design, it not only changed the traditional form of artistic creation and performance, has also created a new aesthetic experience. The emergence of new media art is broke through the limitation of the traditional information media, in a whole new way of communication and interaction, constantly enrich people's visual experience, affects the way people live. New media art, in succession on the basis of some concept and characteristics of traditional art, the use of new technology and new artistic thinking innovation and make it with a new artistic features and aesthetic rule. The rapid development of new media and new media art, make its and other new technology, new art, gradually permeated every aspect of People's Daily life, also in different field of art and design has a considerable influence and impact on commercial space design is one of the important items.Keywords: new media art, commercial space design, interior design1 IntroductionNew media art, as a kind of new science and technology and art means start seeping into the modern commercial space design. In People's Daily life has been completely replaced by sign language and imitating the visual semantic environment, the development, and innovation of new media art, and profound changes the traditional media art forms. And the resulting a series of new media art forms and consciously or unconsciously to the design of commercial space methods produced the profound influence. In the new media art in idea, art form, or creative ways can be called a revolution art, also, new media art injected "new vitality" for commercial space design, and the influence of new media art, modern commercial space design is changing consciously or unconsciously.2 Literature reviewNew media (New media) concept in 1967 by American gold mark was the first to put forward. The so-called new media is compared with the traditional media. Since then, different scholars from different angles about the concept of new media to understand: the scholar thinks, new media is a relative concept, the new media usually refers to the time later, to appear on the function or there is some difference with both media according to the characteristic of media; Also some scholars from the view of the new media has the characteristics of digital think that based on digital technology in the field of media use of new media form is new media; Some scholars also see the new media of the Internet technology applied to rely on, new media is based on the Internet to implement many-to-many or point-to-point transmission, which has the function of interact with the user interactions such as media style. The new media theorist, Norwich discuss is indications in the book of new media language on the basis of the computer of the significance of the new media. Norwich viewed our time in a critical period of a new media revolution, all types of media, are deeply influenced by computer media. Some experts put forward new media means that constitute the basic elements of different from the traditional media forms of media.3 The development of new media art and its artistic features3.1 The development of new media artSince the 20th century, modern science and technology rapid development, changed the way people see the world, to know the world, also affect the people and society, and others, and the environmental communication mode and thinking habits, at the same time, the progress of science and technology also promotes the development of philosophy and aesthetics thought, in the field of social science, modernism and post-modernism ideological trend beginning, information science and technology revolution and promoted, such as telecommunications, radio and television, the production of new technology such as computer and Internet, makes great changes have taken place in information dissemination tool in the, this, work together to promote the innovation and development of art and art form of diversification.New media art in the 20th century, art and technology innovation and development under the macro background of birth. Known as "movie of Zen" don't show any video projector, was in 1962, created by korean-american artist name June Paik installation art works; “Readable city" is a way for a city to instant readable image text of interactive computer device, in 1988, completed by lattice Ronnie Vader creation; In 1996, Christopher try to Berlin tower packing art practice confusing, surprise; Costa, application of digital technology in 1999 "let all see better...Fusion of these new technologies and new ideas become the dominant form of contemporary artists to show themselves, to give people a kind of new aesthetic standard, bring a kind of brand-new, with traditional visual experience completely different visual experience.The development of new media art profoundly embodies the perfect combination of science and art, science and technology in a certain extent affect and promote the generation and development of art, artistic development and results also promote and influence the progress of science and development. Can say, new media art has become widespread in the sense of scientific technology practice and the combination of art and culture, new media art broke through the traditional art creation technique and standard, the science and technology and the new medium of information dissemination of and rely on, make new media art can build on fresh and special atmosphere, the breakthrough and innovation constitute the unique artistic connotation of new media art.3.2 The characteristics of new media artInteractiveNew media art "the biggest characteristic is based on the information integration of interactive technology and art.Interaction is essentially two-way transmission of information and communication, interactive changed the way traditional one-way information dissemination media, the audience is no longer a passive receiver. New media art with the aid of advanced technology, make communication between people and the media of materialized and influence each other, the real-time interactive features of new media art, expand the art activities, to enrich the content of the worksof art, innovation mode of artistic creation.NonlinearNonlinear editing system adopted by the special vocabulary, is against the traditional linear editing mode. In the process of traditional linear editing, is usually in chronological order to material search and the recording, editing and nonlinear editing method to random record or read information, breaking the original information edit form. New media art creation idea and performance forms, draw lessons from this kind of flexible, open and dynamic information edit form, reflect the nonlinear characteristics of narrative art.Virtual sexWith digital technology to achieve the new media art of time and space of virtual reality. New media art with the help of digital, we reconstruct the familiar perception of the environment, make the audience's perception system into quite a degree of the actual situation of scene, virtual sex: the transformation of the relationship between art and life is no longer the artistic life in return, but life imitating art.4 Apply to commercial space interior design of the new media art4.1 The modern commercial spaceAlong with the development of commodity economy and the society, the modern commercial space in terms of scale, function and diversity are far beyond the category of the past, "has developed into a set of shopping, entertainment, leisure is a body comprehensive architectural space, to meet customers different business needs, commercial space and become a part of the city's public communication space, for information exchange, distributed in the city, and facilitate the people in social activities. Commercial space along with the rapid development of social economy, the scale size expanded significantly, complete functions gradually perfect, in order to satisfy the functional requirements of commercial space, rich commercial space of spiritual experience, give priority to in order to meet the goods display, in order to promote product sales for the purpose of space environment design, commercial space design was born. Commercial space design and people's ability to affect the environment function, visual order given environment ability and the ability toimprove the quality of human environment and the decoration level is closely linked. Modern commercial space design should be on the premise of meet the demand of business development, set up business platform, combining innovation and modernity, build a satisfy people business activities of the space environment.4.2 The combination of new media art and commercial space designNew media art is the product of science and technology and art interactive fusion, has realized the unity of science and technology and artistic thinking. The two sides of the science and art are not necessarily antagonistic. On the contrary, in most cases is the dialectical unification between the two. The progress of science and technology, provides the realistic conditions for the development of art and technology, and the progress of art, in turn, the cause for reflection and summary, science and technology set new requirements for the development of science and technology and the reference coordinates at the same time, and to provide scientific and technological progress the intellectual support and spiritual sustenance.New media art technology personalized aesthetic pursuit, just the response to the current commercial space design of new technology, and the design of the mass aesthetic appeal. Technology constantly updated and progressive sense of art, provides the commercial space design of perfect combination of art and practical design, commercial space in the novel with the help of science and technology progress to create fantasy, having a unique style of the space environment at the same time, both in art and design meets the needs of people to make effective response to this proposition. Under the influence of new media art, works of modern commercial space design first need to new media art aesthetic, artistic thinking as a guide, to establish the ideas and methods of commercial space design, this also is the soul of the design and the kernel, and then by technical means, to find the most clever and perfect solution, to complete the design work. Artistic thinking is the spirit and soul of the new media art, technology is the new media art of bone and flesh, the two complement each other, to promote the innovation and practice of the new media art.Using advanced technology, new media art has realized the multidimensional nature of the display, virtualization and intuitive. New media art images or boring textannotations on the plane, in the form of audio and video display, let the audience can be more intuitive and comprehensive understanding of commodity information; Through the virtual reality technology, the establishment and real objects corresponding to the object of virtual display, through mastery of detail and characterization, multi-dimensional display to display objects, than the traditional pure physical display more attractive; Graphic text is not a dull thing but a vivid audio-visual information, monotonously physical Zhan hen into a visual feast of high-tech, new media art that presents information more easily by the audience memory and identity. New media art works show us a variety of novel form, paid by creating new audio-visual experience at the same time, also stimulated interest in works of art to explore.5 ConclusionsCurrent social economic development process is accelerated, rising people's various needs, the current commercial space design faces the request of update and a bigger challenge, objectively requires commercial space design is perfect in theory, in practice, continuous innovation, improve the aesthetic level of commercial space design, commercial space design of rich cultural connotation. In the development of commercial space design in the future, you need to new media art aesthetic of technology and art in design, to create excellent works with unique temperament and distinctive features, the latest cutting-edge design show in public, people create a more suitable for diverse choice of commercial space, meet the needs of people of high quality, diversified, and ultimately enhance the value of every level of commercial space.译文商业空间室内设计中的新媒体艺术摘要新媒体技术与新媒体艺术为当代艺术和设计带来了新的发展空间,它的出现不仅改变了传统的艺术创作与表现形式,还创造了新的审美体验。

新媒体营销参考文献

新媒体营销参考文献

新媒体营销参考文献1. Li, X., & Liang, W. (2019). The Influence of Social Media Marketing on Consumer Purchase Intention: The Mediating Role of Brand Awareness and Attitude. International Journal of Online Marketing, 9(3), 1-20.2. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.3. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.4. De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.5. Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: strategy, implementation and practice. Pearson UK.6. Wu, P. C. S., & Yeh, G. Y. Y. (2016). The effect of online social network activities on brand equity. Journal of Marketing Communications, 22(4), 456-474.7. Kabadayi, S., & Price, K. (2014). Consumer–brandengagement on Facebook: liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203-223.8. Fournier, S., & Avery, J. (2011). The uninvited brand. Business horizons, 54(3), 193-207.9. Vo, M., & Nguyen, T. T. (2019). The Impact of Social Media Marketing on Consumer Purchase Intention: The Mediating Role of Brand Awareness and Brand Attitude. Journal of International Business Research and Marketing, 4(2), 1-7.10. Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., ... & Weitz, B. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.。

  1. 1、下载文档前请自行甄别文档内容的完整性,平台不提供额外的编辑、内容补充、找答案等附加服务。
  2. 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
  3. 3、如文档侵犯您的权益,请联系客服反馈,我们会尽快为您处理(人工客服工作时间:9:00-18:30)。

新媒体营销外文翻译文献(文档含英文原文和中文翻译)译文:研究微博中承诺和信用对消费者行为倾向的影响——基于关系营销的角度摘要:本研究的目的是探索消费者对企业通过微博进行关系营销的观点。

这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。

这项研究的成果可以成为企业利用微博进行关系营销的准则。

这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。

企业形象对承诺和信用的影响是成立的,但对行为倾向的影响需须经由承诺和信用产生中介效果。

信用对承诺和社群意识的影响是存在的,但是对行为倾向的影响须经由承诺和社群意识产生中介效果。

最后,承诺和社群意识对行为倾向的影响是成立的。

关键词:微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向1、引言当我们在新的经济时代面临着现今的商业环境时,许多企业在短时间内就变成了一个以顾客为中心的企业。

为了提高竞争力,企业必须了解他们的顾客,了解顾客的需求,并且通过专项服务满足顾客的需求。

随着技术时代环境的改变,企业已经通过信息系统与客户建立了关系。

随着顾客上网历史的增加,企业可以提供给他们更多的产品信息并且在第一时间获得顾客的回复。

通过这种方法,客户服务的成本可以降低;企业与客户的关系可以变得稳定;企业与客户之间可以建立更多的联系;企业与客户之间的沟通可以个性化。

基于格朗鲁斯的研究,他认为关系营销意味着企业通过发展、维护和提高与顾客的关系来达到企业的目的。

越来越多的企业发展其吸引力来构建自己的形象以留住和吸引新的顾客。

因此,一个企业的专业性和企业形象的构建对企业来说是很重要的。

一个公司是否可以提供服务或产品以满足客户的需求影响着客户对企业的信任和忠诚度。

基于Web2.0大流行,大众媒体已经覆盖了许多拥有新颖、有趣故事的网站,吸引了更多的公众关注互联网。

这些问题对因特网的常用用户来说都不是问题。

因特网发展很迅速。

近来微博服务供应商例如Facebook、Twitter和Plurk是新闻的热点话题,已经聚集了大量用户。

根据市场研究公司的成员尼尔森最近的一份报告,在2008年二月到2009年二月间,Twitter是用户增长速度最快的一个社交网站(从475000个用户到17600000个用户)。

它的绝对访客增长率在美国是1382%。

在2009年五月,全国用户数量达到37300000,这是一个令人吃惊的数据。

博客用户一直在讨论是否微博可以取代博客。

因特网用户最关注的是微博是否可以缩短他们与朋友们之间的距离,是否可以帮助他们交到新朋友。

然而,商人们最关注的是微博是否可以替代博客变为一个新的营销武器。

博客营销是指不仅让因特网用户变的亲密,也是指需要“可信的”网络发言人的赞语。

博客成为值得信赖的网络发言人是由于他们长时间在某些话题上努力花费时间。

通过写文章,他们在互联网用户的心中构建了“大师”的形象。

结果,即使他们的一个“好”字也对有科技非常强大的影响力。

这就是博客营销的有效性。

博客的权利:检查实际操作者在博客上的使用对公共关系产生的影响。

对于微博,我们可以在Twitter上看到谷歌。

在谷歌在Twitter上的账户建立后,立马就有16000个追随者。

现在谷歌在Twitter上的追随者有1670000人。

这意味着谷歌每在Twitter上发表一条新闻,1760000个人在下一秒将在互联网或手机短信上被通知。

这种传播新闻的速度和范围是令人吃惊的。

再来说说戴尔,一个主要的国际电脑制造商,例如,通过微博的能力来提供信息,特别提供了可以通过短信迅速传递给所有微博用户信息的功能。

因为价钱很合理,许多用户已经立即决定变成戴尔的追随者。

并且戴尔继续提供给追随者们更多的第一手优惠券。

结果,通过微博达到的总订单金额已经达到了新台币100000000元。

通过微博,消息可以更加迅速地传递给互联网用户。

然而,这并不意味着任何一种营销信息都可以通过微博随意发布。

这儿的原则和网上营销的原则是一样的:发布信息必须包含吸引互联网用户的诱导机制。

戴尔通过发布优惠券或特别优惠信息已经成功地吸引了更多的追随者。

因此,传播信息的关键是追随者的数量。

这就是那些操纵微博的用户应该花更多的努力的地方。

此外,微博代表一个实时的在线交流媒介。

因此,就像通过MSN,企业可以与互联网用户进一步成为网络朋友。

然而,区别在于微博是公共平台。

因此,亲密的感觉不是一对一是一对多。

就像美国总统奥巴马的例子,他有10000000个粉丝,这意味着当一条消息发布在微博上,就将有1000000人接收它。

这个数据是惊人的。

最重要的是,由于友谊是建立在这些平台上,这比因特网的广告或其他媒体网络有更少的距离或陌生的感觉。

信息被接受的可能性就变得更高。

此外,这种粉丝和朋友的机制不仅能够满足传递信息的目的,而且能够提高客户忠诚和客户满意度。

通过一个简单的移动,可以获得很多好处。

在这段期间,微博很受大家欢迎,很多人称微博对于网上口碑营销是很好的媒介。

在这儿,我们认为微博可以做地比博客更好。

除了口碑营销,微博也可以用于社会媒体营销。

通过朋友与粉丝的交互,社会媒体的粘度可以是非常有效的。

企业创建和操作他们的微博有两个原因:第一个原因就是建立一个全是用户和潜在消费者的社会网络。

他们像朋友一样与消费者互动继而影响他们的购买决定。

第二个原因就是可以监控公众意见。

企业通过微博来应对互联网用户的赞扬或批评。

这个将要在研究里被讨论的问题是如何通过微博建立客户关系以达到留住客户的目的。

因此,这项研究集中在客户使用微博营销的概念作为企业进行关系营销的工具。

这项研究的目的有:1.利用企业微博去探索对顾客的影响。

2.探索用企业微博进行关系营销对顾客满意度和企业形象的影响。

3.利用企业微博探索顾客满意度、企业形象、信任、承诺和社群意识对客户行为倾向的影响。

4.给企业操作微博作为关系营销的工具提供了准则。

2、文献综述2.1 微博微博是一种新形式的通信方式,用户可以通过简短的文字描述他们当前的状态,并通过即时信息(MSN、G谈话和雅虎)、手机(SMS)、Rss、电子邮件或网站发布出去。

根据博蒙特的定义,微博已经代替博客分享想法和观点、邀请讨论和告诉人们你的生活的作用。

它允许我们随意选择关注别人,也允许别人关注我们。

然而与传统博客的不限字数相反的是,微博通常通过手机短信发布消息,因此每条短信的字数被限制在140字以内,所以消息的发布是简短、快捷和正中要点的。

微博最重要的特点除了限制字数,就是粉丝和朋友的概念。

成为某人的粉丝或追随者,是不需要得到他的批准的。

因此,消息的接收是自愿的。

另一方面,成为某人的朋友是需要得到他的批准的。

获得批准后,除了你能接收到他的信息,你的信息也可以传递给他。

简单地说,粉丝关系意味着信息只可以单向传递。

相反地,朋友关系意味着信息可以双向传递。

它们可以被传递,也可以被接收。

根据微博的特点,这项研究认为这个概念使得企业利用微博塑造形象变得简单了,因为这些得到信息的人是自愿接收信息的。

他们是企业的朋友或粉丝。

它在这儿象征着因特网用户自愿接收你的信息。

一旦他们发现自己并不喜欢这些信息,他们可以取消和你的关系或是放弃粉丝的身份。

如若他们发现这些信息是有趣和有用的,那么营销就会变得非常有效。

进一步讲,你将有足够的空间来发展你与你的粉丝、朋友们之间的关系,让他们满意,并不断接收企业的信息。

2.2 关系营销关系营销的概念形成于六十年代早期。

它起源于欧洲北部的工业行业中的“工业营销”。

在那时,在工业和贸易的原始市场上并没有多少交易。

买卖双方充分了解产品。

因此,他们关注的重点并不在产品上,而在双方的交流上。

所以,大多数卖家和买家将签署合同保持他们的长期关系,这样他们就可以相互依赖和生存在一起。

“关系营销”这个术语是由巴瑞在1983年第一次提出的,他认为关系营销就是吸引顾客,留住顾客并发展多种服务。

他还认为吸引新顾客也是营销过程的一部分。

然而,在营销过程中,更多的重点应该放在加强客户关系上,把不同类型的客户转变成忠诚客户,让客户在逛商场时有家的感觉。

摩根和亨特认为成功营销的两个关键因素是承诺和信用关系。

因此,他们提出了一个承诺信用理论,并创建了一个中介变量(KMV)模型。

所以,承诺和信用关系被认为是中介变量,在五个条件之前(包括终止关系成本、收益关系、分摊价值、交流和投机行为),并且这个结果是由承诺信用关系造成的(默认、倾向、合作、功能性冲突和决策不确定性)。

这个模型强调承诺和信用直接导致合作行为,这个行为对关系营销的成功是有益的。

近二十年来大多数关于关系营销的研究都支持这样一个理论,那就是信任是中介变量,从心理感情方面来说,信任可以看作维护关系的交往动机。

大多数研究把承诺视为一个索引或是关系维护的结果变量。

信任起源于心理学家对这一概念关于人际关系影响的研究。

通常,这意味着一个人在另一个人或这段关系中的自信程度。

并且,在很久以前,这个概念——信任在营销领域就已经成为一个重要问题。

威尔逊指出,在许多关系模型中,信任被认为是一个基本的概念,通常是关系成功的关键。

在摩根和亨特的研究中,信任被定义为愿意信任交易伙伴的信心指数。

它也意味着当企业面对风险或处于劣势时,客户对企业持有的积极期望的动机。

此外,索尼娅认为,在网络空间,信任扮演着一个扩散和接收电子商务的角色。

相对于信任,承诺被认为是建立一个成功和友好的“长期”关系和发展关系事务的关键。

根据摩根和亨特,承诺被定义为交易伙伴相信他们业务关系的重要性,并且愿意尽其所能维持这种关系。

换句话说,做下承诺的当事人相信这种关系是值得维护的,并能保证永远保护这种关系。

博尔特认为当顾客对他们所获得的服务持一种积极的态度,那么顾客就会建立一种情感满意度。

并且,他们倾向于欢迎再次接收该服务。

他们的忠诚度将会变得更高。

根据克罗斯比、埃文斯和考尔斯所提出的关系质量模型,如果客户一直很满意售货员之前的表现,他们将会依靠这些售货人员的诚实,并显示出对未来交易的信心。

这项研究的结果显示当前成功销售的经验并不能连续创造销售机会。

未来与顾客交流的机会依赖于顾客感知关系的质量。

而且,这些机会也被销售人员的相似的传统专业知识所影响。

2.3 企业形象博尔丁提出了术语“形象”。

他认为形象是一种客观的认知,而不是事物的真实内容。

这意味着这些观点是被一些人通过破碎或不足的信息所生成或感知的。

从另一方面说,企业形象是由消费者根据企业和他们的服务产生的主观态度和感情派生。

此外,阮和勒布朗提到企业形象的组成要素可能来自于企业的基本内容和被顾客所感知的企业行为,包括企业名称、传统、管理哲学和服务。

形象是所有顾客关于企业的经验、感情、思想和知识相互作用的结果。

相关文档
最新文档