微信营销中英文对照外文翻译文献
微信营销中英文对照外文翻译文献
现状：
微信营销是一种新兴的营销方式，迅速成为品牌制造商除官方微博外的另一种互联网营销热点。自2012年8月18日微
信公众平台正式推出以来，媒体、品牌和名人使用更多的方法向粉丝推送各种信息，越来越多的微信营销效果不可忽视。微信营销逐渐传播到国内行业销售领域，并在改变现有营销模式方面发挥着重要作用。本文是对前人相关微信营销研究的总结，通过分析、总结学者们的微信营销研究，概括了微信营销模式的优缺点、微信营销前景、存在的问题和对策，并提出了思路方向。
主题
1.微信营销模式的诞生
In recent years。XXX。they are still XXX face risks in the marketing process。the associated costs increaseXXX。XXX greater returns on sales with small XXX mode。The main way XXX is through a nal code。The emergence of this code has been
a XXX enterprises。both domestic and nal。and has XXX to the
development of the marketing and media XXX's increasingly competitive market。many enterprises are using WeChat's nal code。which offers a low-cost。quick ork marketing mode.
From a WeChat business perspective。dealers XXX into the platform to XXX n。industry n。business activities。the official website。XXX their business。build their brand。and push n to customers.
WeChat marketing has four main modes: LBS+ "nearby" n。O2O+ "nal code scanning" n。WeChat public platform+ "circle of friends" new features。XXX。open up new sales channels。boost brand virality。create new modes of enterprise n。XXX.
Zhang Li (2013) analyzed the use of XXX different enterprises with different products and services should adopt different marketing methods when using WeChat。For example。dining。entertainment。and other closely related enterprises should use O2O+ and nal code XXX is cost-effective and has the potential to attract XXX.
XXX's features。WeChat has no distance limit。and users
can register and connect with their "friends" on the same platform。Businesses XXX。
Note: The third paragraph was deleted as it is XXX.)
Han Mei (2013) defines WeChat as a new media and a new channel for ork XXX。and analyzes the XXX targeted marketing activities。such as word-of-XXX。n content ning。and n-XXX mass media marketing。
To summarize。Han Mei (2013) argues that XXX characteristics make XXX.
XXX。In this article。I will discuss n marketing and how WeChat marketing。based on the mobile。is the first attempt to neer it。
XXX。XXX for user-specific n to be XXX is the first choice
of the user。The user n rate is small。and the message type is rich。supporting mixed maps。text。video。and other flexible and diverse forms。
As a mobile social orking n。XXX n marketing。where businesses can target specific users with XXX
XXX。XXX。With its user-specific n and diverse message types。businesses XXX。XXX.
Marketing: XXX to create their own WeChat public account using their QQ number。XXX。pictures。voice and specific groups。Recently。XXX" campaign。XXX with them。Other content includes model XXX。Cadillac uses their account to publish real-time content。such as safe travel alerts before Shanghai's orange rainstorm warning.
This marketing strategy was also used during the Shandong Auto Show in Ji'nan。where Cadillac had a public XXX scan a nal code to follow the public platform and stay up-to-date on the latest Cadillac automobile 4S shop news.
Starbucks has also XXX "woke up" mode.
Marketing: XXX interactive activities for fans。brands XXX direct XXX。For example。when users add Starbucks as a friend on WeChat and send ns。Starbucks can respond with a mood and even play music from their album in response to the user's message。This type of XXX image.
Analysis of XXX marketing:
In his 2012 article on WeChat marketing。Tan Kai XXX may face。such as LBS。QR code scanning。circle of friends。speech n。and multimedia features。These tools can help companies provide XXX。XXX can also lead to problems for users。WeChat marketing requires a "license" to operate。XXX.
XXX een the user and the enterprise。it is XXX with the user。While some users may be loyal to the enterprise。they may still choose to limit their XXX。it XXX.
XXX (2013)。XXX platform with great potential。However。there are still some issues that need to be addressed。One of the most significant problems is that the demands of WeChat users do
not always match those of the public platform。In order to e this challenge。XXX.
Overall。XXX and addressing the unique demands of WeChat users。enterprises XXX.
XXX by Wu En and Mao Xiuli in 2013.it was found that WeChat has a smaller number of clients compared to micro-blogs。XXX improve its marketing effectiveness。it needs to expand its client types。develop more diverse n。and better meet consumer demands.
XXX。The current use of WeChat and its n mode。as well as its existing marketing problems。have been XXX。XXX maintenance.
XXX is not just a tool for marketing。but can also be XXX。XXX utilize the full potential of XXX.
微信营销综述
现状
随着微博营销的兴起，微信也快速成为众多品牌商除了官方微博外的另一个互联网营销热点。自2012年8月18日微信公众平台正式上线以来，媒体、品牌商和名人使用各种手段向他们的粉丝推送各种信息，微信的营销效果越来越不可忽视。微信营销逐渐蔓延至国内各个行业的销售领域，并为改变现有营销模式发挥着重要作用。本文对前人有关微信营销研究进行了归纳总结，并经过分析说明，总结了有关学者对微信营销的研究成果。同时，综述了微信营销的模式、利弊、前景以及存在的问题和对策，并提出了自己的思考方向。
主题
1.微信营销模式的诞生
近年来，虽然国内各个企业在电子营销方面都有了大幅度的提升，但仍然会受到社会环境的影响和制约。当企业在市场销售过程中产生风险时，因风险产生的费用就会提高，产品的销售也会受到影响，这对企业而言是十分危险的。如何采用较小的投资方式获得较大的销售回报，成为了企业需要考虑的关
键问题，而微信的出现则成为了解决企业营销模式的灵丹妙药。微信公众平台进行传播的主要方式是二维码，二维码的出现对于国内外众多企业而言是一个具有创造性的变革，也为营销广告和媒体传播行业等带来了新的发展动力。在市场竞争日益激烈的今天，微信、二维码这些成本低、见效快的网络营销方式很快被众多企业所采用。
从目前开通微信企业来看，他们会把经销商拉到微信阵营来，企业可以让一些骨干员工参与，组建起一支企业的微信大军。从发布的信息来看，主要以品牌信息、行业资讯、企业活动、官方网站、促销活动等为主，这实际上都是为企业宣传、品牌塑造、资讯推送搭建了良好的平台。
2.关于微信营销模式的探讨
1)关于微信营销模式，人们熟知以下四种模式：
2)LBS+“查看附近的人”功能，挖掘潜在客户群，开拓企
业销售新渠道；
3)O2O+“二维码扫描”功能，助推品牌病毒式传播，打通
企业线上和线下的关键入口；
4)微信公众平台+“朋友圈”新功能，打造全新社交关系链，开创企业口碑宣传新方式；
5)互动式推送微信，通过一对一的推送，品牌可以与“粉丝”开展个性化的互动活动，提供更加直接的互动体验。
XXX（2013）分析了企业在微信营销中的应用，认为不
同的企业和产品服务需要采用不同的营销方式，例如O2O+扫
描二维码模式适用于餐饮、娱乐等与用户紧密相联系的企业。她还指出微信营销的成本低、潜在客户多等优势。
微信营销是网络经济时代企业创新营销模式的一种方式。微信平台没有距离限制，用户注册后可以与周围的“朋友”建立联系，商家可以通过提供用户需求的信息，采用点对点的营销方式推广产品。韩梅（2013）将微信定义为新媒体和网络营销的新渠道。通过对比微信平台和传统网络平台的特色和优势，她分析了企业在微信平台上开展营销活动的三个特点：口碑传播、内容定位精准营销和地理位营销。接受度高和内容精准是
利用微信平台进行网络营销的两大特色，而这正是传统营销模式中的大众传播欠缺的。
微信营销解决了营销中的重大问题——精准营销。基于移动互联网，微信营销率先尝试精准营销。微信公众平台的认证账号后台可以根据各种条件对关注它的用户进行分类，认证账号可以针对某一分类的用户发送特定的信息。微信公众账号的信息传播是首先由用户主动选择，用户对信息排斥性较小，并且发送的消息类型丰富，支持图文混排甚至视频、音频等，形式灵活多样。作为一款移动社交应用，微信还提供了更大的公众账号与个体用户进行互动的可能性。
在微信公众平台上，每个人都可以用一个QQ号码打造自己的微信公众号，并与特定群体进行全方位的文字、图片、语音沟通和互动。例如，凯迪拉克在微信公众账号上开展了“发现心中66号公路”活动，每天会发布一组最美的旅行图片，以引起共鸣。其他内容主要以车型美图为主，如海外车展、谍照等。凯迪拉克还利用账号发布实时内容，例如在上海公布暴雨橙色警报时，发布了安全出行提醒。这种营销方式在山东济南秋季车展也得到了应用，凯迪拉克汽车展台处有该展商的公众
平台，观众可以通过扫描二维码关注公众平台，随时了解凯迪拉克汽车4s店的动态。
营销方式：品牌可以通过一对一的推送与“粉丝”进行个性
化的互动活动，提供更加直接的互动体验。例如，当用户添加“XXX”为好友后，用微信表情表达心情，XXX就会根据用户
发送的心情，用《自然醒》专辑中的音乐回应用户。这种营销方式符合消费群体的特征，同时有助于塑造XXX的形象。
关于微信营销潜在问题的分析：学者XXX（2012）认为，微信营销存在一些技术层面暂不能避免的问题，如LBS、二
维码扫描、朋友圈、语音功能等多媒体功能。企业可以为用户提供更加丰富的服务，制定更明确的营销策略。然而，企业过度热情的微信营销也会给用户带来困扰。因此，维系与用户之间的关系将成为推广微信营销的关键。
XXX（2013）认为，微信作为一种新兴的营销手段和平台，价值不言而喻，但不能对微信期望过高。微信营销的最直接问题是公众平台与微信用户需求不匹配。此外，微信营销团队必须考虑做用户关系还是做信息关系，这是值得考虑的核心问题。
XXX和XXX（2013）对比微博和微信的营销能力，发现微信的客户端种类较少，营销能力有限。微信需要进行转型，扩宽客户端种类，拓宽消费群，发展更多的信息种类，更好地满足消费者的需求。
总结：虽然学者们对微信、微博营销进行了详细的研究，但在企业使用微信营销时，仍需要进一步分析其作用性和有效性，如何评估和衡量营销效果是需要考虑的问题。微信营销也可以转化为维护客户关系，不仅仅是一种营销手段。
新媒体营销外文翻译文献
新媒体营销外文翻译文献 (文档含英文原文和中文翻译) 译文: 研究微博中承诺和信用对消费者行为倾向的影响 ——基于关系营销的角度 摘要：本研究的目的是探索消费者对企业通过微博进行关系营销的观点。这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。这项研究的成果可以成为企业利用微博进行关系营销的准则。这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。企业形象对承诺和信用的影响是成立的，但对行为倾向的影响需须经由承诺和信用产生中介效果。信用对承诺和社群意识的影响是存在的，但是对行为倾向的影响须经由承诺和社群意识产生中介效果。最后，承诺和社群意识对行为倾向的影响是成立的。 关键词：微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向 1、引言 当我们在新的经济时代面临着现今的商业环境时，许多企业在短时间内就变成了一个以顾客为中心的企业。为了提高竞争力，企业必须了解他们的顾客，了解顾客的需求，并且通过专项服务满足顾客的需求。随着技术时代环境的改变，企业已经通过信息系统与客
户建立了关系。随着顾客上网历史的增加，企业可以提供给他们更多的产品信息并且在第一时间获得顾客的回复。通过这种方法，客户服务的成本可以降低；企业与客户的关系可以变得稳定；企业与客户之间可以建立更多的联系；企业与客户之间的沟通可以个性化。 基于格朗鲁斯的研究，他认为关系营销意味着企业通过发展、维护和提高与顾客的关系来达到企业的目的。越来越多的企业发展其吸引力来构建自己的形象以留住和吸引新的顾客。因此，一个企业的专业性和企业形象的构建对企业来说是很重要的。一个公司是否可以提供服务或产品以满足客户的需求影响着客户对企业的信任和忠诚度。 基于Web2.0大流行，大众媒体已经覆盖了许多拥有新颖、有趣故事的网站，吸引了更多的公众关注互联网。这些问题对因特网的常用用户来说都不是问题。因特网发展很迅速。近来微博服务供应商例如Facebook、Twitter和Plurk是新闻的热点话题，已经聚集了大量用户。根据市场研究公司的成员尼尔森最近的一份报告，在2008年二月到2009年二月间，Twitter是用户增长速度最快的一个社交网站（从475000个用户到17600000个用户）。它的绝对访客增长率在美国是1382%。在2009年五月，全国用户数量达到37300000，这是一个令人吃惊的数据。博客用户一直在讨论是否微博可以取代博客。因特网用户最关注的是微博是否可以缩短他们与朋友们之间的距离，是否可以帮助他们交到新朋友。然而，商人们最关注的是微博是否可以替代博客变为一个新的营销武器。 博客营销是指不仅让因特网用户变的亲密，也是指需要“可信的”网络发言人的赞语。博客成为值得信赖的网络发言人是由于他们长时间在某些话题上努力花费时间。通过写文章，他们在互联网用户的心中构建了“大师”的形象。结果，即使他们的一个“好”字也对有科技非常强大的影响力。这就是博客营销的有效性。博客的权利：检查实际操作者在博客上的使用对公共关系产生的影响。 对于微博，我们可以在Twitter上看到谷歌。在谷歌在Twitter上的账户建立后，立马就有16000个追随者。现在谷歌在Twitter上的追随者有1670000人。这意味着谷歌每在Twitter上发表一条新闻，1760000个人在下一秒将在互联网或手机短信上被通知。这种传播新闻的速度和范围是令人吃惊的。 再来说说戴尔，一个主要的国际电脑制造商，例如，通过微博的能力来提供信息，特别提供了可以通过短信迅速传递给所有微博用户信息的功能。因为价钱很合理，许多用户已经立即决定变成戴尔的追随者。并且戴尔继续提供给追随者们更多的第一手优惠券。结果，通过微博达到的总订单金额已经达到了新台币100000000元。通过微博，消息可以更加迅速地传递给互联网用户。然而，这并不意味着任何一种营销信息都可以通过微博随意
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译 1 Introduction Marketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept. This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept. Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value. Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.
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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)
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Note: I removed a paragraph that did not make sense and had formatting errors.) XXX brand XXX。it acts as a XXX。effectively safeguarding the company's public image and intangible assets。XXX。the enterprise can create its own online brand。allowing consumers to associate the product with the company in the vast ork of the。thereby making the brand XXX for the product。A successful brand not only sells the product。but also enhances the company's n and brand value. Shortening the product life cycle is a critical aspect of product management。By cing the time it takes for a product to go from n to decline。companies can stay ahead of competitors and maintain their market share。This can be achieved through us strategies。XXX's design。enhancing its features。or XXX the product life cycle also XXX。it is essential for XXX their products in order to XXX's fast-paced business environment. XXX and the openness of online n have increased the pressure on product development XXX。with the XXX orking。
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