市场营销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。
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
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。
本文翻译了一篇网络营销的英文文献，并提供了中英文对照。
英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。
内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。
而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。
中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。
通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。
这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。
市场营销毕业论文外文翻译中英文
附录附录A：Pricing StrategyRussell .S. WinnerPrice is the most flexible element in marketing mix. Unlike product and place, price may change extremely fast in current business environment. Pricing is a core part of corporate strategy, which determines the profitability, and market share the company takes. To optimize products price in this competitive environment, cost structure is not the only attribute need to be considered. We should also take product life circle, price sensitivity of target customers and competitive environment into account.Pricing for Stability ，Sometimes customers for industrial products are as concerned about price stability as they are about actual price levels. This is because it is difficult to develop profit forecasts and long-range plans when prices for products and services that constitute a substantial portion of the buyer’s costs fluctuate dramatically. Telephone rates for large users such as telemarketing firms and banks fall into this category. Such customers expect rates to rise over time. However, significant price hikes at random intervals play havoc with their planning processes. As a result, these firms would rather pay a somewhat higher average rate than be subjected to constant fluctuations. Forward contracts on raw materials play this role in many manufacturing industries.Competitive pricing describes a situation in which you try to price at the market average or match a particular brand’s price. This is appropriate when customers have not been persuaded that significant differences exist among the competitors and that they view the product in a commodity. It may also be necessary in a category with high fixed costs because any loss of sales volume drives down sales and generates less revenue to cover those costs.Competition and pricing， So far, the discussion about setting price has described two key elements of the marketing manager’ thinking: the marketing strategy and the value customers place on the product. The first is obviously an internal factor because the external elements affecting all decisions: customers.A third critical element in pricing decisions is the competition. Competitors’ prices act as a reference point, either explicitly (as shown in the value computations earlier in this chapter) or implicitly as a way to assess the price of the product in question. Competitors’ prices do not necessarily represent willingness to pay because the set of possible prices or marketing strategies may have been limited; that is, the competitors may not have an accurate idea of customers’ willingness to pay.Competitors’ CostsMarketing managers cannot make intelligent pricing decisions without having some estimate of the relative cost positions held by competitors. Even better are estimates of the actual costs. An understanding of the cost structure of the market provides at least two types of help. First, assuming that no brand would be priced below variable cost, cost estimates provide you with an idea of how low some competitors can price. This can be very useful in a price battle in which prices are going down. Second, cost estimates give you some idea of the margins in the category or industry. Using data on sales volume, which are usually easy to obtain, and information on marketing program costs, you can then estimate total profits. This can be important information in forecasting the likelihood that a product will stay in the market or estimating the amount of money a competitor has to put behind the brand strategy.Costs can be estimated in several ways. A common approach for manufactured products is to us reverse engineering to analyze the cost structure. You should purchase competitors’ products and take them apart, studying the costs of the components and packaging. For many products, managers can readily identify components and their costs in the market. If a component is proprietary, such as a custom microprocessor in a computer, the cost can be estimated by engineers or other personnel.Another way to estimate costs, or at least margins, is to use publicly available data on the competitors. Based on annual reports, 10Kstastments, and the like ,you can ascertain average margins. These can be assumed to apply directly to the cost estimation, especially if the product is a big component of total sales or if, as is often the case, the company tends to use accost plus percent markup pricing strategy.Particularly for manufactured products, it is possible to understand current costs andforecast future costs through the use of the experience curve. The conventional functional relationship assumed in experience curve economics is that costs are a decreasing function of accumulated experience, or production volume.The costs of delivering services are more difficult to estimate. Because the costs associated with service products such as labor and office space are largely fixed, you can estimate relative cost positions by examining the number of employees, looking at efficiency rations such as sales per employee, and assessing other similar measures, Again, it is particularly useful to understand the cost structure by becoming a customer of a competitor’s service.The role of costs ，We suggested earlier in this chapter that costs should have little to do with the pricing decision other than to act as a floor or lower limit for price. In a non-market-driven firm, full cost (variable costs plus some allocation for overhead) plus some target margin is used to set price. This approach totally ignores the customer: The resulting price may be either above or below what the customer is willing to pay for the product，Other problems exist with using costs to set price. First, there are at least four different kinds of costs to consider. Development costs are expenses involved in bringing new products to market. Often these costs are spread out over many years and sometimes different products. Should price be set to recover these costs and, if so, in what time period ? In some industries such as pharmaceuticals, patent protection allows companies to set the prices of prescription drugs high initially to recover development costs and then reduce them when the drugs come off patent and the generics enter the category. However, if there is no legal way to keep competitors out of the market, these costs must be viewed as sunk costs that do not affect decision making after the product is introduced into the market. Otherwise, the resulting price may be above customers’ perceived value. A second kind of cost is overhead costs such as the corporate jet and the president’s salary. These costs must ultimately be covered by revenues from individual products, but they are not associated with individual products but do not vary with sales volume. Finally, there are variable costs, the per-unit costs of making the product or delivering the service. Of course, these must be recovered by the price.Therefore, one problem with using costs to set price is that several kinds of costs arerelated in different ways to an individual product. When costs are used as the basis for setting price, you should ask “Which costs?” Are they costs related to marketing the product or product line or are they costs over which you have no control? Using price as a cost-recovery mechanism can lead to a mismatch between price and customers’ perceptions of value for your product or service.A second problem with using costs to set price, particularly variable or unit costs, is that they may be a function of volume and, as a result, may be difficult to know in advance when developing marketing plans. Even if this is not the case, unit costs may be related to the use of capacity, which is also uncertain.In most instances, customers do not really care what the firm’s costs are; as Drucker puts it, “Customers do not see it as their job to ensure manufacturers a profit.” Using cost increases to justify raising price generates little sympathy from customers, particularly industrial customers, because the price increase has just raised their costs, which they may not be able to pass along to their customers.Costs do play an important role in pricing: In the new product development process, the projected costs (however defined) and price determine whether a product is forecasted to be sufficiently profitable to be introduced.Pricing ObjectiveYour pricing policy can accomplish many different objectives for your product. Penetration PricingPenetration pricing or market share pricing entails giving most of the value to the customer and keeping a small margin. The objective is to gain as much market share as possible. It is often used as part of an entry strategy for a new product and is particularly useful for preventing competitive entry. First, there is less of the market for the competition to get if you have been successful in penetrating the market. Second, the economics of entry look less attractive if the price levels are low. Penetration pricing is also appropriate when experience or scale effects lead to a favorable volume-cost relationship and when a large segment of the potential customer base is price sensitive.There are some drawbacks to penetration pricing. It should not be used in a productcategory when there is a price-perceived quality relationship unless the marketing strategy is at the low end of perceived quality. In addition, if the product has a strong competitive advantage, this advantage is dissipated by pricing at an unusually low level. Another limitation of penetration pricing is that it is always more acceptable to customers to reduce price than to raise it. This limits the flexibility of this pricing approach in some situations.The opposite of penetration pricing is skimming or prestige pricing. Skimming gives more the cost-value gap to you than to the customer. This strategy is appropriate in a variety of situations. If there is a strong price-perceived quality relationship and the value proposition includes a positioning of the product at the high end of the market, this objective makes sense. It is also a reasonable objective when there is little chance of competition in the near future; however, the higher the price, the higher the margins(holding costs constant, of course)and thus the greater the chance that competition will enter because their economic calculations will look better. Skimming is also a good objective when costs are not related to volume and managers are therefore less concerned about building significant market share. Finally, skimming makes sense early in the product life cycle because the early adopters of a new technology are normally price insensitive.Return on Sales or Investment Pricing. Return on sales or investment pricing implies that you can set a price that delivers the rate of return demanded by senior management. As a result, investment pricing ignores both customer value and the competition. It is useful only when the product has a monopoly or near monopoly position so that the market will produce the needed sales volume at the price you set. This is typical of the pricing of regulated utilities such as gas and electricity.附录B：定价策略Russell .S. Winner价格是在营销组合是最灵活的要素，有别于产品等策略，价格可能发生变化非常快，在目前的经营环境。
【Selected】市场营销外文文献翻译.doc
RelationshipmarAetingandservicemarAeting:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframeworA,amanagementmo delforculturalservices(relationshipmarAetingofculturalorganizations)ispropose d,whatisanunprecedentedcontributioninthemarAetingfield.Bycombiningtwoco nvergentperspectives–asrelationshipmarAetingandservicesmarAeting–,themod elisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofac ulturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperis anin-depthstudyofrelationshipsregardingperformingartsaudience.Atheoretical/ empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performing artsconsumersandtelephoneinterviewstoasampleof20XXindividualsinSpain.Aeywords:CulturalmarAetingerformingartsservicesrelationshipmarAeting 1.INTRODUCTION:ThemostrecentliteratureonmarAetingmanagementisdemonstratingarevolu tionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralres earchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Traditio nalmanagementmodelsandparadigmsdonotadapttotherequirementsofnewpro ducts,astherearemoreandmoreeGceptionsandquestionsonthemodelsdevelope dsofar(LovelocAandGummesson,20XX;VargoandLush,20XX).InthiscompleGcont eGt,thispaperaimstomaAeanin-depthstudyofthefieldofculturalservicesmanage mentbyusingtwoconcurrentperspectives–relationshipmarAetingandservicesma rAeting–,inordertocontributetothedevelopmentofthenewmarAetingdomain:cul turalmarAeting(Aotler,20XX).Thisisafieldstillinitsdevelopmentphase,buthasprob ablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmodelsthatmeetitsparticularrequirements.Fromtheverybeginning,contributionsmadetotheculturalsectorbythemarAet ingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoac onsensusinthescientificworldabouttheideathatthemanagementofculturalidentit iespresentssuchspecialcharacteristicsthatmaAeitconsiderablydifferent(Vossand Voss,20XX;Colbert,20XX;JohnsonandGarbarino,20XX;ArtsCouncilofEngland,20X X;AotlerandScheff,1997).ContributionsfromthemarAetingmanagementareastill donotsufficetoconstructaAnowledgebasethatissolidenoughtocreateatheoretica lmanagementframeworAsimilartotheoneotherdisciplineswithmoretraditioninm arAetingresearchhave.InthisconteGt,itisstatedthattherelationshipmarAetingparadigmoffersasuita bleframeworAfortheimplementationofculturalmanagementandthisresearchstu dyhasfocusedontheperformingartsservicessector,asconsideringthatitisoneofthe mostforgottensectorsbyscientificresearchersofmanagement.Furthermore,thede creasingconsumptionofthisartforminEuropegoesagainstthetrendiftaAingintoac countthattimeandmoneyinvestedinleisureactivitieshasnotstoppedgrowingwithc ountries’economicdevelopment.Inviewofthissituation,questionsasfollowingar erequired:whatisthereasonforthislossofcompetitiveadvantage?,whatisbeingdon ewrongtobelosingimpactinamarAet,which,intheory,isbecomingmoreandmorein clinedtoconsumeleisureactivities,suchastheperformingarts?,whichagentsareres ponsiblefortheresults?,whichagentsareaffectedbytheresults?,whatcanbedonetoi mprovethis?Thesequestionsarethebasisforcarryingoutthisresearchstudy.2.RELATIONSHIPMARAETING,SERVICESMARAETINGANDCULTURALMA RAETINGASTHREECONVERGENTPERSPECTIVES:RelationshipmarAetinghasbecomeoneofthemostimportantcontributionsinthedevelopmentofmodernmarAetingscience(PayneandHolt,20XX),andithasgene ratedarecognisedinterestinthefieldofscientificresearch.Whatismore,intheopinio nofnumerousauthors,ithasevenbeenseenasanewparadigm(Gummesson,1999;P ecAetal.,1999;Webster,1992;ShethandParvatiyar,20XX;AothandaramanandWilso n,20XX).WiththeconceptbyGummesson(20XX)on“relationship marAetingisinteracti onsinnetworAsof relationships”asastartingpoint,themanagementofaculturalor ganizationisunderstoodasbeingnecessarilydeterminedbyamultitudeofagentsint hemarAet,beincludedinthe organization’s planningprocess,sincethevalueofthef inalproductisgoingtodependonthemtoalargeeGtent.Theroleoftheinterestgroup sintheplanningprocessoftheorganizationsisoneoftheleastcultivatedareasofrelati onshipmarAeting(Henning-ThurauandHansen,20XX).PayneandHolt(20XX)eGpli citlyrefertothisdeficiency:“understanding long-termrelationshipswithbothcust omersandotherstaAeholdergroupshasbeenneglectedinthemainstreammarAetin gliterature;managingthe organization’s internalandeGternalrelationshipsneeds tobecomeacentralactivity;thiscentralactivityisrelationshipmarA eting”.Wearefac ed,therefore,withanewscenarioinwhichone-to-onemarAetinghasgivenwaytoma ny-to-manymarAeting(Gummesson,20XX);inotherwords,planningrelationships withindividualshasevolvedtoplanningrelationshipswithcollectives,withinteractio nnetworAs.Ontheotherhand,eitherwhencontributionsinthefieldofculturalmarAetingdo notrecordenoughstandardizationorvolumetobegroupedintrendsorschools,they doshareavalue:theimportanceofrelationshipsintheirmanagement.Contributions madeinthisareaareverydiverse,inmostcasesfocusingonrelationshipswithcustom ers(relationshipswiththeperformingartsaudience).GarbarinoandJohnson(1999)usethestageofanoff-BroadwaytheatreinNewYorAtoeGplorethetransaction/relatio nshipcontinuumproposedbyGronroos(1995)toconcludethattheperformingartsa udiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelope dwiththeorganizationor,specifically,“inaconsumerenvironmentinwhichcustome rsreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalis mofdifferentcustomergroups”.Rentschleretal.(20XX)alsoconsideredanempirica lapproachtorelationshipswiththeaudienceofperformingartsorganizationsinAust ralia:“whatartsorganizationsneedtoconsideriswhethertheeGpenseofhavinghig hsingle-ticAetsalesissustainableand,ifnot,whattodoaboutit”.3.THEPRODUCTANDRELATIONSHIPSWITH CUSTOMER’S SUGGESTIONSON AMODELFORTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES: Relationshipswiththeaudiencearethecentralcomponentintheconfigurationofthe relationshipmarAetingmanagementmodelforculturalorganizations.Thiscentralpl aceissharedwiththeculturalproduct,whosegeneralmarAetingmodelpresentsspec ialcharacteristicsthatdifferentiateitfromtheclassicstructureofmarAeting,as:1.MarAetingprocessstartsintheproducerorganization,andfromthisorigin(the culturalproduct)adecisionhastobemadeconcerningthepartofthemarAetthatmay beinterestedinconsumingit.2.Oncepotentialconsumershavebeenidentified,thecompanywilldecideonthe remainingrelationshippolicies(instrumentalandgroup,whichwewillcoverbelow).Therefore,wearefacedwithaAindofmarAetwhosemarAetingprocessshowsa “product-to-client”typestructure.Theatypicalstructuretransformstherelations hippolicywiththeculturalcustomer,asitconsidersthatthecoreoftheproductisunalt erable(Colbert,20XX).Thisstructureinvolvesthedevelopmentofawidevarietyofrelationships,whichhavetobeincludedinthevaluecreationprocessformingthemarAetingofaculturalpro duct.Theculturalofferingofacountry,aregionoradistrictisasourceofbenefitsforalar genumberofsocialsectors.Itisnotfornothingthattherecognitionofthe“need forcu lture”iswell-Anowninvirtuallyalldevelopedcountries(CounciloftheEuropeanUni on,20XX),andpublicorganizations,aswellasprivateentities,areinvolvedinsatisfyin gthisdemand.Basedonthissituation,itislogicaltoassumethateachandeveryoneoft hesecollectiveshastobeincludedinthe organization’s planninganda“win-winrel ationship”needstobeimplementedinconnectionwiththem.Performingartsorganizationswillhavetomanageamultitudeofrelationshipsto achievetheirobjectives.Theserelationshipswereformerlyclassifiedintotwolargeca tegories(Quero,20XX):a.Instrumentalrelationships:thisfirstcategorygroupsthemarAetingmiGinstru mentsandincorporatesarelationshipfocus(i.e.,product,price,distributionandcom municationrelationships).Thedifferentiationfactorcharacterizingthedesignofthesepoliciesisthattheyh avetobeplannedtaAingasareferencethecreationofvalueforcustomersandforever yoneoftheagentsinvolvedintheproductionprocessoftheculturalservices.b.Grouprelationships:thesecondofthecategoriesisrelatedtotheidentification andplanningprocessofrelationshipswithcollectivesoragentsofinterest,astheperf ormingartsaudience,educationalcentres,publicorganizations,competition,suppli ers,non-publicorganizationsandinternalrelationships.Fromthispointofview,grouprelationshipsandinstrumentalrelationshipsareun derstoodasdifferentinnature,buttheyconvergeinstrategy;inotherwords,whilstso meofthemrequiresAillsconnectedwiththemanagementofrelationshipswithcollec tives,othersrequireadifferentAindofsAills,morevisibleforthecustomerandconnectedwithdecision-maAinginspecificaspects,suchasprogrammedesigning(product ),ticAetsales(distribution),showvalue(price)orconveyingtheinformationtothemar Aet(communication).However,themanagementofbothgroupshastoconvergeinobtainedresultsatt heend.Inotherwords,thatistosaythateveryoneofthecollectiveshastohaveitseGpe ctationsmetinthesedecisions.4.CONCLUSIONS: Theaimofthisstudywastocontributetothedevelopmentandimplementationofrela tionshipmarAeting,servicesmarAetingandculturalmarAetinginaspecificarea:the performingartssector.Theprocessofselectingandplanningtherelationshipssuggestedbytherelation shipmarAetingparadigmhasenabledtodevelopatheoreticalmodelfororganizatio nsofperformingartsservices,inwhichtwotypesofrelationshipgroupsareidentified: instrumentalrelationshipsandgrouprelationships.Instrumentalrelationshipsinclu deproduct,price,distributionandcommunicationrelationshipsinthemodel,withth eparticularfeatureofthefactthattheirdesignhastobedependentontheanalysisofth eeffectstheymayhaveforeveryoneoftheinterestgroups.Withregardtogrouprelati onships,sevencollectiveshavebeenidentified:performingartsaudience,education alcentres,publicorganizations,competition,suppliers,otherorganizationsandinte rnalrelationships.Everyoneofthemiscapableofcreatingandreceivingvalueintheirr elationshipsand,therefore,theyhavetobeincludedin organizations’planningpro cess,inordertoimplementwin-winstrategies.Intheareaofrelationshipmanagementwiththeperformingartsaudience,aclass ificationoftheaudiencehasbeenproposedonthebasisofrelationshipcriteria,which hasenabledtwoimportantphasestobeidentifiedintheretentionprocesswithculturalcustomers,theattractionphaseandtheretentionphase,whoseprimaryobjectiveis tofosterrelationswiththecustomeruntilthehighestpossiblelevelofrelationshipwit htheorganizationisobtained.Theempiricalcontributionhasservedtocorroboratethetheoreticalcontributio nbyimplementingastudyonthecurrentperformingartsaudienceinSpainandthege neralpublic,whichdemonstratestheimportanceofmanagingrelationsbetweenthe culturalorganizationanditscustomersandthebenefitsofimplementinganappropri aterelationshipmarAetingstrategy.Thisresearchstudycouldbealsoconsideredasasignificantcontributiontothem arAetingdiscipline,duetoitsimportanttheoreticalimplications:1.RelationshipMarAetingisconsideredastheintegratingparadigm,capableofa daptingtotherequirementsofculturalservices,ingeneral,andtoperformingartsser vices,inparticular.2.ThemarAeting-miGparadigmisincludedintothemanagementmodel,redefi ningitsmaininstrumentsasproduct,price,distributionandcommunicationrelation ships.ItisalsoanunprecedentedcontributioninthefieldofculturalmarAeting,atleasti nSpain,offeringatheoreticalmodelfortheplanningandmanagementoforganizatio nsofferingperformingartsservices.Thisstudypavesthewayforamultitudeoffuturelinesofresearch.ForeGample,th estudyofeveryoneoftheinterestgroupsandtheirroleintheprocessofcreatingvalue, aswellasthewayinwhichinstrumentalrelationshipshavetobeimplementedemerge aspriorityactionstobeimplementedinordertobuildsomefoundationsintheareaofa rtsmarAetingthatareassolidasthoseinothersectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。
网络营销相关论文英文文献及翻译
Putting Taobao's Size and Growth inPerspectiveEric Jackson,Forbes,2011(06)I’ve written recently about Taobao’s significant size and growth and how that potentially is going under-appreciate d by Yahoo!’s (YHOO) investors.I wanted to provide some more points of comparison between Taobao and the two Chinese Internet behemoths: Tencent and Baidu (BIDU).As I said before, I estimate that Taobao did RMB 5 billion in revenues in 2010. The majority of this revenues (80%) came from advertising vs. transaction revenue (although this will likely change greatly in the years to come).Tencent by comparison did RMB 19.6 billion last year. However, of this, only RMB 1.4 billion came from advertising. The rest of their revenues came from value-added services (e.g., games) they sold to their users.So, Taobao’s ad revenues are already 4x the size of Tencent — and keep in mind that Tencent had a CAGR of 51% for its ad revenues in the last 4 years.Starting in 2009, Taobao actually surpassed Sina (SINA) in terms of market share of Chinese online advertising. This lead has only increased. According to iResearch, Taobao had a 9.4% share of the Chinese online ad market as of Q3 in 2010. Sina’s share was 5.6%.Let’s compare Taobao to th e other king of the Chine se Internet: Baidu. Baidu did $1.22 billion in revenues in 2010 (or almost RMB 8 billion). So, Taobao is 62.5% the size of Baidu today. Applying this of percentage to Baidu’s market capitalization implies that Taobao on its own is worth $31.25 billion.Online ads matter. The total size of the Chinese Internet ad market in 2010 was RMB 36 billion. I estimate it will keep growing at 50% annualized rates and be an RMB 80 billion market by 2012. It’s not unreasonable to expect to see Taobao keep growing its share of this market to 14% by then. With that and RMB appreciation, Taobao could do nearly RMB 11 billion in ad revenue by 2012 (or $1.9 billion).But transactions will be the most exciting part of the Taobao growth in the years ahead. Most of their money from transactions with come from business-to-consumer (B2C) sales, rather than from consumers-to-consumers (C2C). I mentioned in my earlier article thatTaobao had launched their to much fanfare in November of last year. The take rates on Tmall are currently just under 4% for Taobao. They hope to grow this over time, along with GMV.In order to grow GMV, Taobao needs more merchants. There’s recent data to suggest that this is happening.At the beginning of March, Tmall listed 32,000 merchants selling their wares on Tmall.As of yesterday, the number of merchants listed on Taobao was over 36,000. This is 75% annualized growth in the number of merchants sellingstuff on Tmall. We don’t know exact details on average selling price or GMV as the company is still private, but the raw number in merchants is indicative of how quickly GMV appears to be growing at the company.Any way you calculate it, Taobao has massive ad revenue and transaction revenue possibilities ahead of them in the next 5 years. Their size and growth — when compared to Tencent and Baidu — are even more impressive. This size relative to these giants suggests a huge unappreciated value for Taobao.Ever since David Einhorn announced he was a believer in this hidden value story earlier this week in his letter to partners, the rest of the market is starting to come around to Taobao’s and Yahoo!’s hidden value.淘宝的规模和未来展望Eric Jackson,《福布斯》,2011(06)我最近写了关于淘宝的显著规模和增长以及可能会被低估了的雅虎( YHOO )的投资者。
外文原文及翻译市场营销-网络营销
外文原文及翻译Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore the characteristics of the use of network marketing you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。
因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。
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.企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。
市场营销策略论文中英文资料对照外文翻译
Marketing Strategy1 Market Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.2 Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:2.1 Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel unched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary competitor.2.2 Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S.2.3 Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at the other.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired—and for the most part succeeded in—repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(baking soda)are both brandnames and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities(Sunkist oranges,Morton salt,and Domino sugar,for example).3 PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing from alternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally, internationalpricing means that the company adjusts its price to meet different world markets.4 Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel—a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job to intermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to target markets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costs of their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channel levels involved. Eachlayer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets. The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in a direct channel, or one to several intermediaries in indirect channels.5 PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools——advertising, sales promotion, public relations, and personal selling——work together to achieve the company's communications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略1 市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
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。
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中英文对照外文翻译network marketingPeter KenzelmannAbstract:Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network management marketing planning SME.work Marketing TheoryNetwork 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 closelyrelated to the computer network there are three types: the Internet, Extranet and Intranet.the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-commerce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.4.Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods.5.The network marketing existence question of enterprises5.1. The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessednetwork store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.5.3. The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise networkmarketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and theestablishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small andmedium-sized enterprises shall be the means and the traditional marketing strategy of combined, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of combining according to company's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 2007网络营销摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。