现代网络团购营销策略研究有关的英文文献以及翻译_1915902177
网络团购发展的外文文献
附件C ：译文团购网站：市场定价机制的比较1简介团购方案已经多年来成为一种时尚，特别是在电视上家居购物网流行的背景下。
很多团购网站作为在线创新的市场机制的一部分，最近受到很多的关注，如拍卖，逆向拍卖和priceline 公司的“标出你自己的价格”方案。
而关于拍卖的分析研究有悠久的历史，横跨至少40年的时间,我们相信本文就是第一个解析团购的模型。
为了说明团购是怎样运作的，我们要考虑团购网站经营者对一种特殊产品——Compaq iPaq 3650（个人数码助理）的销售。
假设一台iPaq 3650的零售价格为500美元，卖主（团购网的经营者）会宣布基本单位价为500美元。
为了吸引买家，如果至少需要买三台的话，卖方提供出售打完折为480美元的单价，如果至少需要五台的话降至450美元，如果要8台或者更多的话单价则为每台400美元。
实际上，数量折扣的提供，不是基于个人客户的订单，而是基于所有客户的订单。
卖家公开的宣布和承诺他的价格方案和出售的截至日期。
另外，销售的状态——当前出价人的数量和估算价格——被动态的更新并在网上公布。
因此，对产品有不同估价的买家，可以循着销售的轨迹抓住一个合适的时机出价。
出的价是稳定的承诺（竞价的食言是不被允许的），产品的当前价格作为竞买者所出价格的上限。
最后，胜利的顾客以同样透明的价格得到这个产品，而不管他们当初实际上的竞价。
相比拍卖和大多数其他的动态定价机制，这种没有事后价格歧视。
因为价格随着投标的数量下跌，较早投标的人引导其他顾客竞价，导致一连串更多的报价和更低的价格。
反过来，卖家可以刺激需求，明智地利用折扣增加收入。
因此，原则上卖家个顾客都可以因此变得更好，导致帕累托福利增加的改进。
本文的其余部分内容安排如下：在下一个部分，我们将说明我们的研究目标。
在第三部分，我们通过调查世界范围内的各种团购实践，包括B2B, B2C 和非营利部门，综合回顾当前实践的情形。
第四部分将回顾之前的相关研究。
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。
营销策略研究毕业论文英文
营销策略研究毕业论文英文Title: A Study on Marketing StrategiesAbstract:This research paper provides an in-depth analysis of marketing strategies in the field of business. The study aims to identify effective marketing strategies that can enhance brand recognition, improve customer engagement, and ultimately increase revenue. Various marketing concepts and theories are explored, and empirical evidence from case studies is presented to illustrate the practicality and effectiveness of these strategies. The findings of this research provide valuable insights for businesses to develop and implement successful marketing strategies in the ever-evolving marketplace.Introduction:Marketing strategies play a crucial role in the success of a business. They encompass a set of tactics and methods implemented to promote products or services, generate sales, and build a strong brand presence in the market. In today's competitive business landscape, it is essential for companies tohave well-planned and unique marketing strategies to stay ahead of the competition. This research paper aims to delve into various marketing strategies and determine their effectiveness in achieving business objectives.Methodology:A comprehensive literature review was conducted to gather information on marketing strategies. Primary and secondary data were collected from various academic sources, industry reports, and case studies to support the research findings. A qualitative approach was adopted to analyze the data and draw conclusions about the effectiveness of different marketing strategies.Results:Several marketing strategies were identified and analyzed in this study. The findings suggest that a combination of traditional and digital marketing techniques yields the best results. Traditional marketing methods, such as print ads, TV commercials, and billboards, remain relevant in reaching a broader audience and creating brand awareness. However, digital marketing strategies, including social media marketing, search engineoptimization (SEO), content marketing, and influencer marketing, have emerged as powerful tools to engage with customers and build meaningful relationships. These strategies enable businesses to target specific demographics, personalize marketing messages, and track and analyze campaign performance.Case studies from successful companies were examined to showcase the practical implementation and outcomes of these marketing strategies. Additionally, the long-term effects of marketing activities on brand loyalty and customer satisfaction were explored. The research findings highlight the importance of continuous market research, competitor analysis, and consumer insights to formulate effective marketing strategies.Conclusion:In conclusion, effective marketing strategies are vital for businesses to stand out in the competitive marketplace. Companies need to understand their target audience, the industry trends, and consumer behavior to design and implement successful marketing campaigns. This research paper provides valuable insights into various marketing strategies,highlighting the significance of combining traditional and digital marketing techniques. The findings can serve as a guideline for businesses to develop and execute strategies that enhance brand recognition, customer engagement, and revenue generation. With the ever-evolving market dynamics, it is crucial for companies to adapt their marketing strategies to stay relevant and achieve long-term success.。
营销策略英文参考文献
营销策略英文参考文献以下是一些关于营销策略的英文参考文献:1. Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education.这本书是市场营销领域的经典教材，对于营销策略有较为全面的介绍。
2. Porter, M. E. (2008). Competitive strategy. Simon and Schuster.这本书是经典的竞争战略著作，提供了许多关于企业如何制定和实施营销策略的思考。
3. Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw-Hill Education.这本书介绍了定位战略的重要性，并提供了一些实用的方法和案例来指导企业实施营销策略。
4. Aaker, D. A. (1996). Building strong brands. Simon and Schuster.这本书重点介绍了品牌营销策略，并提供了许多有关如何打造和管理品牌的实践方法。
5. Duncan, T., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.这篇文章提出了一种基于沟通的营销模型，强调了营销策略在建立和管理关系方面的重要性。
这些参考文献涵盖了营销策略的不同方面，从市场定位到品牌建设，以及关系营销等。
阅读这些文献可以帮助你深入了解营销策略的理论和实践。
现代网络团购营销策略研究有关的英文文献以及翻译.123
西安建筑科技大学华清学院毕业论文外文翻译资料The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.。
O2O商业模式及发展策略外文翻译文献
O2O商业模式及发展策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：O2O Business Patterns and Developing StrategiesCasillas J C.AbstractTo most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile Internet is beyond ordinary people imagine the pace of development, make O2O business model more rich, let more O2O mentioned. However, the majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O business model, and think about effective O2O strategy.Key words: O2O business pattern; Electronic commerce; Development strategy1 IntroductionO2O mainly depending on the degree of active network goods to complete the construction of the actual goods store, carry, people can choose their own goods at home at any time and complete the related transactions, then can enjoy the activities of the entity stores offer directly. The basic existing way is to use a discount, sales information andservice standard of complete online business structure transformation. This is like is the center of the network as offline trading platform, the shop which can be realized using this channel, assures the consumer also dispense with the trouble that the entity shop and the goods directly to screening, this convenient service process started by most Internet users, and promote its has been towards larger scale expansion and development.2 The background and objectives of O2OIs the background of the O2O business model, in addition to pure Offline business or community, other business or community may have Offline (Offline) and Online (Online) two pieces, need to get through. Current situation is that many businesses online and offline business/community contact closely, even fragmented, online and offline business or community to enterprises' development is adverse, it also clearly against the idea of integrated marketing communications. In fact, online and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the two sides form partnerships, so more conducive to the comprehensive development of the enterprise, to produce more benefits. In the end of the O2O fundamental goal is to get through offline and online. From the concrete situation, O2O is divided into the development of new customers and retaining old customers two stage, two stages have different goals. For the new customer development stage, the main target of the O2O has two kinds: one kind is drainage to offline, another kind is the drainage to online. For retaining old customers stage, O2O's main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loop, let the customer constantly shuttling between online and offline.O2O combination of four different business model for the application of the O2O, one thing must first clear train of thought, namely the O2O are contain both online and offline business or community enterprise, its have four kinds of offline online portfolio model.First, there is "online + offline consumption/community".This is a must to offline consumption O2O mode, online mainly online interactions, and conduct some discount or promotional activities. This model adapted to the consumption must personally to the scene of hotel, catering and other fields.The second categor y is "+ offline/online consumer community”. This is a kind of onlinesales only O2O mode, online and online communication or promotion effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores only online store of pure online electricity field.The third kind is "consumption/community + offline/online communities”. This is a kind of online and offline sales O2O mode at the same time, the demand of online and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the online store and offline store area.The fourth class for "online + offline community”. This is a no sales O2O mode, suitable for offline and offline communication interactive social platform.If the careful analysis of online consumer/community, its may be divided into multiple positions, such as official website/online store, mobile APP/mobile online store and the official account of all kinds of social networking sites, and the drainage problem between them. Whether the above what combination of O2O business model, are need to drainage of new customers and retain old customers. Just, drainage could be launched in online or offline. From a new customer online by drainage could lead to the offline or online, the drainage from offline launch will new customers to online (from offline drainage to offline does not belong to the scope of this article).When a new customer is led to the offline or online platform, there needs to be optimized registration and service process, and force them into your real customers, and start spending or integrated into the community. Then, the focus of the target is to let the person has become a customer willing to long-term consumption or use your community, and make them willing to online and offline in the closed loop back and forth.3 Analysis of the actual effect of O2O business modelIn electronic commerce management structure, the user account's actual position is more important, the specific influence of preferential treatment and services of different businesses have a more comprehensive and scientific information, at the same time able to quickly complete a commodity consulting and reservation process, and use the price lower than entity shop to complete the scene; Involved to provide a specific service businesses, for their own marketing products provide an opportunity for you to show more often, to absorb more number of customers, the actual transaction records can query at any time, and improvethe advice given by the user requirements, the number of the old customer maintenance and marketing meaning added a significant support effect. Through the effective function of online booking, at the same time can be done to the reasonable arrangement of business activities, as far as possible to reduce the cost of waste, to ensure that the actual economic benefits rise. For own O2O system platform, user everyday to achieve a certain understanding of the standard of living, etc, it can be more reasonable to provide preferential, consumer protection, such as information, to promote the strength of complement and validation are presented, can attract a large number of merchants to join, virtually development power for their own ads.4 The development strategy of the O2O business modelO2O drainage priority is initiated by the offline, drew customers to online official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites. If it is normal by online and offline drainage to main approach usually has three types: one is online advertising stimulus, which can provide or corresponding code, at the same time for the customer to enter or take pictures, obviously the latter is more popular at present, because the former input more trouble;2 it is offline word-of-mouth, drive potential customers own way Internet search to find the corresponding online store or community; Three is to provide can use coupons in the online offline. If it is a consumer business by online and offline drainage to also need move customer eventually led to the official online store or online store.Consumer drainage, in addition to the above strategy, can also have other two kinds of method: one is through in the subway station or bus station and other public space to establish a virtual supermarket, potential customers to purchase through or code into the corresponding page; The second is through direct or code provide payment type, complete consumption directly.Initiated by online drainage is usually divided into two categories: one is online drainage to online, online drainage to offline. If it is from online drainage to online, the latter may be the same official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites, while the former may come from other online platform. The method and the above from offline drainage to online, just advertising, website,or codes and coupons can directly provide online, operation more convenient. If it is from online drainage to offline, mainly means usually has three types: one is posted online coupons can be used for offline; The second is to pay attention to consumption or online offline can give you a discount after an account given gifts; Three is to design sweepstakes, ask some of the links need to be done offline. Have to remind again that drainage is just the first step of O2O, the corresponding web site or community, must constantly optimize service process, to attract potential customers to register and real consumption. Obviously, simple, practical or affordable, plus the aforementioned advertising, word of mouth or coupons, is to attract potential customers to register and consumption power.O2O operation strategy of retaining old customers, retaining old customers O2O operation strategy in many things like above drainage strategy, but the main goal is to let customers to become your loyal customers for a long time, can long-term consumption or use community, best can have higher single for a long time consumption and consumption frequency, or can become active community customers for a long time, and on the premise of necessary and reasonable, voluntary to wander in offline and online platform. Here let customer voluntary, reasonably necessary to offline or online, you will need to understand the following business logic.To the above the first "online and offline consumption/community" O2O business portfolio model, for example, to think seriously about, why and how to let the customer from online to offline? Why and how to let the customer from offline to online? In the first kind of O2O mode, because of your service must be offline to consumption, and faithful old customer, finally must also from online to offline, otherwise unable to realize the real consumption, even cannot be called a loyal customers. So how to make old customer from online to offline? This question is really a problem how to make the old customer repeated consumption. Mainly classic a few action: it is a new product or service, the second is integral offers or promotions, three is timed to use coupons. But, these things can be online is widely spread, and often have a virus or word of mouth effect, to stimulate customers to offline repeated consumption. On the other hand, the model of why let customer back online? Interaction between main purpose may be to let the customer, provide after-sales or additional services to the customers, allow customers to share the good experience, and thus word-of-mouth effect. So how to let the customer to return to the online, some is the onlineservice value or more than the imagination, stimulate customer share online outside surprised; Others are organized by merchants draw or game, make customer help expand enterprise brand communication range.5 ConclusionsNetwork consumer market space is more and more broad, visible O2O service activity is how has the existence value, in attracting customers and merchants main premise, complete the internal economic strength, the comprehensive function is the most direct embodiment of the current network marketing link, and also the important basis of late e-commerce reform.译文：O2O商业模式及策略摘要对于许多人而言，O2O（Offline to Online）并不难理解。
网络团购外文翻译文献
网络团购外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Segmenting uncertain demand in group-buying auctionsDemand uncertainty is a key factor in a seller’s decision-making process for products sold through online auctions. We explore demand uncertainty in group-buying auctions in terms of the extent of low-valuation demand and high-valuation demand. We focus on the analysis of a monopolistic group-buying retailer that sells products to consumers who express different product valuations. We also examine the performance of a group-buying seller who faces competitive posted-price sellers in a market for the sale of the same products, under similar assumptions about uncertain demand. Based on a Nash equilibrium analysis of bidderstrategies for both of these seller-side competition structures, we are able to characterize the groupbuying auction bidders’ dominant strategies. We obtained a number of interesting findings. Group-buying is likely to be more effective in settings where there is larger low-valuation demand than high-valuation demand. The structure of demand matters. This finding has relevance to the marketplace for new cameras, next-generation microprocessors and computers, and other high-valuation goods, which are unlikely to be as effectively sold in group-buying markets. We obtained additional results for the case of continuous demand, and find that there is a basis for the seller to improve revenues via effective group-buying auction price curve design.Keywords: Consumer behavior, bidding strategy, demand uncertainty, economic analysis, electronic markets, group-buying auctions, market mechanism, posted-price mechanism, simulation, uncertainty risk.The development of advanced IT makes it possible to use novel business models to handle business problems in new and innovative ways. With the growth of the Internet, a number of new electronic auction mechanisms have emerged, and auctions are generally known to create higher expected seller revenue than posted-prices when the cost of running an auction is minimal or costless (Wang 1993). Some of the new mechanisms we have seen include the online Yankee and Dutch auctions, and the “name-yourown-price” and “buy-it-now” mechanisms. An example is eBay’s Dutch auction for the sale of multiple items of the same description. Another of these new electronic market mechanisms that we have observed is the group-buying auction, a homogeneous multi-unit auction (Mitchell 2002, Li et al. 2004).Internet-based sellers and digital intermediaries have adopted this market mechanism on sites such as LetsBuyIt and eWinWin. These sites offer transaction-making mechanisms that are different from traditional auctions. In traditional auctions, bidders compete against one another to be the winner.In group-buying auctions, however, bidders have an incentive to aggregate their bids so that the seller or digital intermediary offers a lower price at which they all can buy the desired goods (Horn et al. 2000). McCabe et al. (1991) have explored multi-unit Vickrey auctions in experimental research, however, they did notconsider the possibility of stochastic bidder arrival or demand uncertainty.This paper is the first to examine the impacts of demand uncertainty on the performance on online group-buying auctions. Based on a Nash equilibrium analysis of bidder strategies for a monopolist seller and a competitive seller, we are able to characterize the group-buying auction bidders’ symmetric and dominant strategies. We find that group-buying is likely to be more effective in settings where there is larger low-valuation demand than high-valuation demand. Thus, the structure of demand at different level of willingness-to-pay by consumers matters. This has relevance to the marketplace for new cameras, next-generation microprocessors and computers, and other high-valuation goods. We obtained additional results for the case of continuous demand valuations, and found that there is a basis for the seller to improve revenues based on the effective design of the group-buying auction price curve design. THEORYThe model for the group-buying auction mechanism with uncertain bidder arrival that we will develop spans three streams of literature: demand uncertainty, consumer behavior and related mechanism design issues; auction economics and mechanism design theory; and current theoretical knowledge about the operation of group-buying auctions from the IS and electronic commerce literature.Demand Uncertainty, Consumer Behavior and Mechanism Design Demand uncertainties typically are composed of consumer demand environment uncertainty (or uncertainty about the aggregate level of consumer demand) and randomness of demand in the marketplace (reflected in brief temporal changes and demand shocks that are not expected to persist). Consumer uncertainty about demand in the marketplace can occur based on the valuation of products, and whether consumers are willing to pay higher or lower prices. It may also occur on the basis of demand levels, especially the number of the consumers in the market. Finally, there are temporal considerations, which involve whether a consumer wishes to buy now, or whether they may be sampling quality and pricing with the intention of buying later. We distinguish between different demand level environments. In addition, it is possible that these consumer demand environments may co-exist, as is often the case when firmsmake strategies for price discrimination. This prompts a seller to consider setting more than one price level, as we often see in real-world retailing, as well as group-buying auctions.Dana (2001) pointed out that when a monopoly seller faces uncertainty about the consumer demand environment, it usually will not be in his best interest to set uniform prices for all consumers. The author studied a scenario in which there were more buyers associated with high demand and fewer buyers associated with low demand. In the author’s proposed price mechanism, the seller sets a price curve instead of a single price, so as to be able to offer different prices depending on the different demand conditions that appear to obtain in the marketplace. It may be useful in such settings to employ an automated pricesearching mechanism, which is demonstrated to be more robust to the uncertain demand than a uniform price mechanism will, relative to e xpected profits. Unlike Dana’s (2001) work though, we will study settings in which there are fewer buyers who exhibit demand at higher prices and more buyers who exhibit demand at lower prices. This is a useful way to characterize group-buying, since most participating consumers truly are price-sensitive, and this is what makes group-buying auction interesting to them.Nocke and Peitz (2007) have studied rationing as a tool that a monopolist to optimize its sales policy in the presence of uncertain demand. The authors examined three different selling policies that they argue are potentially optimal in their environment: uniform pricing, clearance sales, and introductory offers. A uniform pricing policy involves no seller price discrimination, though consumers are likely to exhibit different levels of willingness-to-pay when they are permitted to express themselves through purchases at different price levels. A current example of uniform pricing policy is iTunes, which has been offering 99¢ per song pricing. The consumer has to deal with very little uncertainty in the process, and this may be a good approach when the seller wants to “train” consumers to develop specific buying habits (as seems to have been the case with the online purchase of digital music in the past few years).Nocke and Peitz (2007) characterized a clearance sales policy as charging a high price initially, but then lowering the price and offering the remaining goods to lowvalue consumers, as is often seen in department store sales policy. Consumers with a high valuation for the sale goods may decide to buy at the high price, since the endogenous probability of rationing by the seller is higher at the lower price. Apropos to this, consumers who buy late at low prices typically find that it is difficult to find the styles, colors and sizes that they want, and they may have more difficulty to coordinate the purchase of matching items (e.g., matching colors and styles of clothing). Introductory offers consist of selling a limited quantity of items at a low price initially in the market, and then raising price. A variant occurs when the seller offers a lower price for the first purchase of goods or services that typically involve multiple purchases by the consumer (e.g., book club memberships and cell phone services). Consumers who place a high valuation on a sale item rationed initially at the lower price may find it optimal to buy the goods at the higher price. Introductory offers may dominate uniform pricing, but are never optimal if the seller uses clearance sales.In uncertain markets, buyers will have private information. Che and Gale (2000) pointed out that when consumers have private information about their budget constraints and their valuation of sales items, so a monopolist’s opti mal pricing strategy is to offer a menu of lotteries on the likelihood of consumer purchases of its products at different prices. Another approach is intertemporal price discrimination. By offering different prices with different probabilities for the consumer to obtain the good, the monopolist can profitably segment consumers even though valuation segments alone are not profitable.Even when the seller can effectively identify the consumer demand level in the marketplace, due to stochastic factors in the market environment, it still may be difficult for the seller to effectively predict demand. As a result, the seller may try to improve its demand forecast by utilizing market signals that may be observed when sales occur. However, there are likely to be some stochastic differences between the predicted demand by the seller and the realized demand in the marketplace (Kauffman and Mohtadi 2004). Lo and Wu (2003) pointed out that a typical seller faces different types of risks, and among these, a key factor is forecast error, the difference between the forecast and the actual levels of demand. Dirim and Roundy (2002) quantifiedforecast errors based on a scheme that estimates the variance and correlation of forecast errors and models the evolution of forecasts over time.2.2. Some Properties of Group-Buying Auction MechanismSome of the key characteristics associated with group-buying auction mechanism design are present in the literature. The group-buying auction mechanism is fundamentally different from the typical quantity discount mechanism (Dolan 1987, Weng 1995, Corbett and DeGroote 2000) that is often used in consumer and business-to-business procurement settings.First, group-buying closing prices typically decline monotonically in the total purchase quantities of participating buyers, and not just based on an individual buyer’s purchase quantities. So a group-buying auction does not lead to price discrimination among different buyers and every buyer will be charged the same closing price.Second, in group-buying auctions, imperfect information may have an impact on performance and make the final auction price uncertain. Group-buying is not the same as what happens with corporate shopping clubs or affinity group-based buying though. With these other mechanisms, consumers will be associated with one another in some way, and be able to obtain quantity discounts as a result. Another variant of the quantity discount mechanism occurs on the Internet with shopping clubs and “power-buying”Web sites. NetMarket, Buyer’s Advantage, and Online Choice are examples that we have recently observed in the marketplace. With uncertainty about the ultimate number of the bidders who will participate, interested consumers may not know whether they can get the products, or what the closing price will be when they make a bid. This may even occur when they bid the lowest price on the group-buying price curve.Third, in the quantity discount mechanism, to achieve a discount the buyer must order more than the threshold number of items required. In group-buying, the buyer can get the discount by ordering more herself or persuading other bidders to order more, as we saw with the “Tell-a-Friend” link at Lets-Buy It. for co-buying.A final consideration in some group-buying auctions is that a buyer may be able to choose her own bidding price, which makes this kind of auction similar to an open outcry auction. In practice, many buyers will only be willing to state a low bid price,unless they can rely on the design of the mechanism to faithfully handle information about their actual reservation price. Group-buying auctions have a key, but paradoxical feature: to reach a lower price and higher sale quantity bucket, the consumer may need to enter the auction at a higher price and lower sales quantity bucket (Chen et al. 2009). 出处：J. Chen, R.J. Kauffman, Y. Liu, X. Song.Segmenting uncertain demand in group-buying auctions[R]. Electronic Commerce Research and Applications 2009,3(001).翻译：网络团购中的不确定性需求细分不确定性需求，是卖家通过网络拍卖形式销售产品的决策过程中的一个关键因素。