互联网网络营销外文翻译文献.docx
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互联网网络营销外文翻译文献.docx
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互联网网络营销外文翻译文献
互联网网络营销外文翻译文献
(文档含中英文对照即英文原文和中文翻译)
Thetechnicalbasisofnetworkmarketing
PeterKenzelmann
Networkmarketingisbasedonthetechnologyinfrastructureofcomputernetworktechnology,asrepresentedbyinformationtechnology.Computernetworksofmoderncommunicationstechnologyandcomputertechnologytotheproductofcombiningitindifferentgeographicregionsandspecializedcomputerequipmentforexternalinterconnectionlinesofcommunicationintoalarge,powerfulnetworks,thusenablingalargenumberofcomputerscaneasilytransmitinformationtoeachother,sharehardware,software,dataandotherresources.Andnetworkmarketingiscloselyrelatedtothecomputernetworktherearethreetypes:
theInternet,ExtranetandIntranet.
[Edit]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,firstofalltheconsumersintotheentiremarketingprocesstotheneedsoftheirentiremarketingprocessfromthebe
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