互联网网络营销外文文献翻译.docx

互联网网络营销外文文献翻译.docx

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互联网网络营销外文文献翻译

互联网网络营销外文文献翻译

（含：

英文原文及中文译文）文献出处：

PeterKenzelmann.TechnicalConsultancyinInternationalization[J].InternationalMarketingReview,2006,4（3）:

20-29.英文原文

Thetechnicalbasisofnetworkmarketing

PeterKenzelmann

Networkmarketingisbasedonthetechnologyinfrastructureofcomputernetworktechnology,asrepresentedbyinformationtechnology.Computernetworksofmoderncommunicationstechnologyandcomputertechnologytotheproductofcombiningitindifferentgeographicregionsandspecializedcomputerequipmentforexternalinterconnectionlinesofcommunicationintoalarge,powerfulnetworks,thusenablingalargenumberofcomputerscaneasilytransmitinformationtoeachother,sharehardware,software,dataandotherresources.Andnetworkmarketingiscloselyrelatedtothecomputernetworktherearethreetypes:

theInternet,ExtranetandIntranet.

Thetheoreticalbasisforthenetworkmarketing

Theoreticalfoundationofnetworkmarketingisdirectmarketingnetworktheory,networktheoryofrelationshipmarketing,marketingtheoryandnetworksoftwaretointegratemarketingtheory.

（A）DirectResponseNetworkMarketingTheory

Internetmarketingasaneffectivedirectmarketingstrategy,networkmarketingthatcanbetestedandmeasurableandcanbeevaluatedandcontrolled.Therefore,thecharacteristicsoftheuseofnetworkmarketing,youcangreatlyimprovetheefficiencyofmarketingandmarketingdecision-makingeffectivenessoftheimplementation.

Directmarketingtheoryisthe20thcentury,oneofthe80'stheconceptofeye-catching.DirectMarketingAssociationoftheUnitedStatesforitsdefinitionis:

"aplacetoproduceanymeasurableresponseand（or）usetheStockExchangereachedoneormoreadvertisingmediamarketingsysteminteraction."DirectlyMarketingthekeytothetheorythatnetworkmarketingisthatitcanbetested,measurable,canbeevaluated,whichafundamentalsolutiontoevaluatetheeffectofthetraditionaldifficultiesinmarketingandmarketingformorescientificdecision-makingpossible.（B）thenetworktheoryofrelationshipmarketing

RelationshipMarketingisagreatimportancesince1990bythemarketingtheory,whichmainlyincludestwobasicpoints:

Firstofall,inthemacrolevelwillberecognizedthatthescopeofmarketingawiderangeofareas,includingcustomermarket,thelabormarket,thesupplymarket,theinternalmarket,themarketstakeholders,aswellastheaffectedmarket（government,financialmarkets）;atthemicrolevel,recognizingthattherelationshipbetweenbusinessandcustomersareconstantlychanging,thecoreofmarketingshouldbeasimpleone-timepasttransactionstoafocusonmaintainingrelationsuplong-termrelationships.Socio-economicsystem,enterprisesareamajorsubsystem,corporatemarketingobjectivesbymanyexternalfactorstotheimpactofmarketingactivitiesofenterprisesisaconsumers,competitors,suppliers,distributors,governmentagenciesandsocialorganizationstheprocessofinteraction,thecorrectunderstandingoftherelationshipbetweentheindividualandtheorganizationisthecoreofmarketingisalsokeytobusinesssuccessorfailure.

Thecoreofrelationshipmarketingistokeepcustomers,toprovidecustomerswithahighdegreeofsatisfactionwiththevalueofproductsandservices,bystrengtheningthelinkswithcustomerstoprovideeffectivecustomerservice,tomaintainlong-termrelationshipwithcustomers.Andlong-termcustomerrelationsbasedonthemarketingactivitiestoachievethemarketingobjectivesofcompanies.Theimplementationofrelationshipmarketingisnottodamagethecostofbusinessinterests,accordingtoresearch,formarketinganewcustomercostsfivetimesthecostoftheoldcustomers,sotostrengthenrelationswithcustomersandbuildcustomerloyaltycanbringlong-termenterpriseinterests,itistopromoteawin-winstrategyforbusinessesandcustomers.TheInternetasaneffectivetwo-waychannelsofcommunicationbetweenbusinessesandcustomerscanachievelow-costcommunicationandexchangecosts,whichcompaniesbuildlong-termrelationshipswithcustomerstoprovideeffectiveprotection.Thisisbecause,firstofall,enterprisescanusetheInternettoreceivecustomerordersdirectly,customerscanmaketheirownpersonalizedneeds.Enterprisesinaccordancewithcustomerdemandforpersonalizeduseofflexibleproductiontechnologytomeetthecustomerneedstomaximizecustomersintheconsumerproductsandservicestocreatemorevalue.Enterprisecustomerscanalsounderstandthemarketdemand,marketsegmentsandtargetmarkets,minimizemarketingcostsandincreasethereactionrateonthemarket.Secondly,theuseoftheInternetcompaniestoprovidecustomerswithbetterservicesandkeepintouchwithcustomers.Internettimeandspaceconstraintsarenotthecharacteristicsoftheconvenienceofourcustomerstomaximizecommunicationwiththeenterprise,customerscanmakeuseoftheInternetintheshortestpossibletimeinaneasywaytoaccessbusinessservices.Atthesametime,tradingviatheInternettotheentireenterprisecanbeachievedfromtheproductquality,qualityofservice,suchastransactionservicestotheentireprocessofqualitycontrol.

Ontheotherhand,enterprisescanalsobeviatheInternetwithbusiness-relatedcompaniesandorganizationsbuildrelationshipsandachievewin-windevelopment.Internetasachannelofcommunicationbetweenthecheapest,itcanhelplowercostsinthesupplyofbusiness-to-businessyet,distributorssuchastheestablishmentofcollaborativepartnerships.CasessuchasinfrontofthecomputercompanyLenovo,throughtheestablishmentofe-businesssystemsandmanagementinformationsystemswiththedistributorsofinformationsharing,reduceinventorycostsandtransactioncosts,andclosecooperationbetweenthetwosides.Relatingtotheapplicationofnetworktheorywillbethestrategybehindthemarketingservicesnetworkindetail.

（C）Thenetworkofsoftmarketingtheory

Marketingtheoryissoftagainsttheindustrialeconomytotheeraofmassproductionforthemainfeaturesofthe"strongsales"ofthenewtheory,thetheorysuggeststhatwhencustomersbuyproductsnotonlymeetthebasicphysiologicalneeds,butalsotomeetthementalandpsychologicalleveldemand.Therefore,thesoftmarketingisoneofthemaincharacteristicsofthefollownetiquette,etiquetteonthenetworkthroughtheuseofclevermarketingtoobtaindesiredresults.Itemphasizesthemarketingactivitiesofenterprisesatthesametimetheneedtorespectthefeelingsofconsumersandthebodyread,sothatconsumerswillbeabletocomfortablytaketheinitiativetoreceivethemarketingactivitiesofenterprises.Traditionalmarketingactivitiescanbestembodythecharacteristicsofastrongmarketingpromotionsaretwo:

thetraditionaladvertisingandmarketingstaff.Intraditionaladvertising,consumersareoftenforcedtopassivereceptionofadvertisingmessages,"bombing",anditsgoalistoimpartinformationthroughcontinuousmeanstheheartsofconsumersimpressed,astowhethertheconsumerwasnotwillingtoaccepttheneedforneednotbetakenintoaccount;marketingpersonnel,themarketingstaffdoesnotconsidertheobjectiswillingtosellandneeds,butaccordingtothemarketingstafftodeterminetheirownmarketingactivitiescarriedoutforcibly.

OntheInternet,becauseinformationexchangeisafree,equal,openandinteractive,tostressthatmutualrespectandcommunication,on-lineuserspaymoreattentiontotheprotectionandprivacyofpersonalexperience.Therefore,usingthetraditionalmeansofmarketingastrongstartintheInternetmarketingactivitiesareboundtobackfire,suchastheAmericancompanyAOLhasforcedtheiruserstosendE-mailadvertising,theresultsleadtotheunanimousoppositionofusers,manyusersagreedtoAOLatthesametimethecompanyserverE-mailtoretaliate,withtheresultthatAOL'sE-mailmailserverinaparalyzedstate,andfinallyhadtoapologizetoquellpublicindignation.Networkmarketingisjustsoftfromtheconsumer'sexperienceandneedsandtakepull-typestrategytoattractconsumersconcernedaboutthemarketingeffectivenessofenterprisestoachieve.NetworkontheInternettocarryoutmarketingactivities,inparticularpromotionalactivitiesmustfollowcertainrulesofnetworkformationofvirtualcommunities,somealsoknownas

"netiquette（Netiquette）".Networkmarketingissoftnetiquetterulestofollowbasedonthecleveruseofmarketingtoachieveasubtleeffect.Marketingtheoryonnetworkapplicationsoftwareinthenetworkmarketingsalesstrategyspecificdetails.

（D）NetworkIntegratedMarketing

Inthecurrentpost-industrialsociety,thetertiaryindustryinthedevelopmentoftheservicesectoristhemajoreconomicgrowthpoint,thetraditionalmanufacturing-basedtobeingservice-orienteddevelopment,newserviceindustriessuchasfinance,communications,transportationandotherindustriesthesunathighnoon.Post-industrialsocietyrequiresthedevelopmentofenterprisesmustbebasedonservice-oriented,itisnecessarytocustomersasthecenter,toprovidecustomerswithtimelyandappropriatemanner,asappropriateservices,themaximumextentpossibletomeetcustomerdemand.Internettimeandspaceasacross-transmissionof"superconductive"media,canprovidetimelycustomerserviceislocatedatthesametimeinteractivityoftheInternetcanunderstandcustomerneedsandprovidetargetedresponse,sotheInterneteracanbesaidtobethemostconsumersanattractivemarketingtool.

Networkofintegratedmarketingtheoryincludethefollowingkeypoints:

Networkmarketingrequires,firstofalltheconsu