英文翻译样例.docx
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英文翻译样例.docx
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英文翻译样例
毕业设计(论文)外文参考
资料及译文
设计(论文)题目:
影响国际间企业网络营销成功的因素
学生姓名:
秦冬
学号:
0822110325
专业:
市场营销
所在学院:
商学院
指导教师:
谷虤
职称:
讲师
2013年12月27日
Factorsaffectingthesuccessofbusiness-to-businessinternationalInternetmarketing(B-to-BIIm):
anempiricalstudyofUHcompanies节选
RiyadEidawd
WolverhamptonYniversity
SeniorLecturerintheMarketingDepartment
MyfawvyTruewaw
BradfordYniversity
SchoolofManagement,Bradford,YK.
ABSTRACT
Business-to-businessinternationalInternetmarketingisoneofthekeydriversinsustaininganorganisation'scompetitiveadvantage.ThechallengefororganisationstodayistounderstandthefactorsthatplayacriticalroleinutilisingInternetcapabilitiesandtheirimplicationsonbusinessstrategicobjectivestoenablethemtocompetesuccessfullyintheelectronicage.Proposes33criticalfactorsclassifiedintofivecategoriesandvalidatedempiricallythroughasampleof123YKcompanies.Discussesthesignificance,importanceandimplicationsforeachcategoryandmakesrecommendations.
KEYWOR:
Internetmarketing,Business-to-businessmarketing,Criticalsuccessfactors
INTRODUCTION
Inrecentyearsbusiness-to-businessinternationalInternetmarketing(B-to-BIIM)hasreceivedwidespreadattention.AvlonitisandKarayanni(SOOO),DuffyandDale(SOOS),HamillandCregory(l99P),Hoffmanesal.(l999),Lorter(SOOl)andQuelchandKlien(l996)conductedin-depthstudiestounderstandthosefactorsthatareneededtoenhanceB-to-BIIMimplementation.Theyconcludethatorganisationsneedtounderstandhowtoidentifythecriticalfactorsthataffecttheimplementationprocessandaddressthemeffectivelytoensurethatthepromisedbenefitscanberealisedandfailurescanbeavoided.
However,researchinbusiness-to-businessInternetmarketingisstillinitsinfancy.MostresearchonInternetmarketinghasbeeneitherdescriptiveortheoretical/speculative.Thereisalackofsolidresearchmodelstoguidefutureresearchinthisarea.TherehavebeenanumberofattemptstoidentifytheCSFsforB-to-BinternationalInternetmarketing(ArcherandYuan,SOOO;AvlonitisandKarayanni,SOOO;Berthonesal.,l996a;ChanandSwatman,SOOO;DuffyandDale,SOOS;FurnellandKarweni,l999;Honeycuttesal.,l998;Lord,SOOl;Lynnesal.,SOOS;Sohesal.,l99P);however,fewofthemcanprovidestrongtheoreticalorstatisticalsupportfortheexistenceoftheseCSFs.Thismaybebecauseoftheexploratorynatureofthesestudies.AssuchtheydealmorewiththepotentialthantherealityoftheInternet'simpact.Hence,full-scaleresearchconductedinahighlyscientificmannermustbeundertaKen.
Tofillthisgapvariousarticles,empiricalresearch,andsecondarycasestudiesonB-to-B,Internet,Internationalmarketing,andinformationtechnologywerestudied.ThefindingsofthesestudiesidentifiedSlfactorsthathaveadirectimpactonsuccessfulimplementationoftheB-to-BIIM.Thesefactorswereclassifiedintofivecategories:
(1)marketingstrategy;
(2)Website;
(3)globaldimension;
(4)internalrelatedfactors;and
(5)externalrelatedfactors.
Definitions,techniquesanddiscussiononthesefactorsaredescribedinthefollowingsections.Furtherdiscussiononeachcategoryisalsounderpinned.
1.PROPOSEDFACTORS
AnumberofstudieswerecarriedouttoidentifythosefactorsmostcriticaltoB-to-BIIMsuccess.AvlonitisandKarayanni(SOOO)notedthatsalesforcehasacentralroletoplayintheInternetmarketingstrategiesimplementationiftheappropriatetrainingisprovided.Howevertopmanagementteam'ssupportisoneoftheKeystointegratetheInterneteffectivelywiththestrategicmarketingplan.Bremer(l996)agreedthatcorrectplanningfortrainingsessions,managementsupportandstaffawarenessprogrammesareimportanttoB-to-BIIMimplementation.
ChanandSwatman(SOOO)pointedoutotherfactorssuchassupplierandcustomerinvolvement,cultureandtheuseofboththetraditionalandonlinemarketing.Cronin(l996a)addedthesecurityfactortothemarketingstrategyandculture.Damanpour(SOOl)showedtheimportanceofmeetingclientdemandasnecessarytofulfilobligationsinInternet-basedmarketing.Beingflexiblewhencollaboratingwiththetradingcommunity,identifyingpotentialvaluablepartners,thinkinggloballyanddoingbusinessintheInternettime(speed)arecriticalfactorsforthesuccessfulimplementationofB-to-BIIM.
DugganandDeveney(SOOO)indicatedthattheintegrationbetweenoffandon-linemarketingefforts,aswellas,customeracceptanceandthelanguageusedwerealsocriticalsuccessfactors.FurnellandKarweni(l999)agreedthatthedevelopmentofsuccessfulinter-organisationalrelationshipsisanothercriticalfactor,whichisbasedprimarilyonthequalityandquantityofinformationexchangedovertheInternet.Cogan(l99P)citedthatselectingtheappropriatetechnologiesinfrastructureisaKeyfactorforInternetmarketing.HamillandCregory(l99P)suggestedthatwelldesignedWebsitesprovideanorganisationwithaleadingedgeintheglobalmarket.HerbigandHale(l99P)emphasisethatcustomerneedsmustbeidentified.
LoonandJevons(l99P),Hoffmanesal.(l999)andZairi(SOOla,b)allagreedthattrustandconfidencebetweenvendorandpotentialcustomerisanothercriticalfactor.E-commerceisnotatechnologyplay!
Itisarelationship;partnership,organisationalandcommunicationsplaymadepossiblebynewtechnology.
2.RESEARCHMODELANDHYPOTHSES
ThemodeltestedinthisresearchexamineshowdifferentCSFsaffectB-to-BIIMsuccess.FigureSdepictstheresearchmodelandillustratesthepropositionstestedinthisstudy.
First,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtomarketingstrategyasavitalcomponentofsuccessfulB-to-BIIM.Theseinclude,topmanagementsupport,settingthestrategicgoals,integratingInternetmarketingwithmarketingstrategy,collaboration(strategicpartners),anddecidingthepotentialaudiencearethemostimportantfactorsrelatedtomarketingstrategyforsuccessfulB-to-BIIMimplementation(AvlonitisandKarayanni,SOOO;Chaffeyesal.,SOOO;ChanandSwatman,SOOO;Cronin,l996b;Damanpour,SOOl;DugganandDeveney,SOOO;Curauesal.,SOOl;HofacKer,SOOl;Honeycuttesal.,l998;Lynnesal.,SOOS;NaudeandHolland,l996;LerryandBodKin,SOOS;Lorter,SOOl;QuelchandKlein,l996;WilsonandAbel,SOOS).ToseetheroleofthemarketingstrategyrelatedfactorsinB-to-BIIMsuccessthefollowinghypothesisisproposed:
H1.MarketingstrategyrelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.
Second,manyresearchershaveconsideredtheWebsiteasacrucialcomponentofanyB-to-BIIMefforts.Theseinclude,well-designedsiteandeffectivemarketingofthesitearethemostimportantfactorsthatcontributetosuccessofB-to-BIIMefforts(Anderson,l996;HamillandCregory,l99P;HerbigandHale,l99P;HofacKer,SOOl;KotabandHelsen,SOOO;Lynnesal.,SOOS;QuelchandKlien,l996;Samiee,l998).Accordingly,thefollowinghypothesesareproposed:
H2.WebsiterelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.
Third,manyauthorshaveconsideredglobaldimensionrelatedfactorsasavitalcomponentofsuccessfulB-to-BIIMefforts.Thesefactorsincludein-depthunderstandingofforeignmarketingenvironment,resourcesrequiredtoworkglobally,multilanguageWebsitetosuccessfullyreachtargetcustomers,cultureconsideration,andavailabilityofdeliverychannelsuchasinternationalshipping(intermediaries-shippinginformation-charges)(Chaffeyesal.,SOOO;ChanandSwatman,SOOO;DugganandDeveney,SOOO;Cogan,l99P;HamillandCregory,l99P;HerbigandHale,l99P;HofacKer,SOOl;KotabandHelsen,SOOO;QuelchandKlien,l996;Samiee,l998;White,l99P).Thus,thefollowinghypothesisisproposed:
H3.ClobaldimensionrelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.
Fourth,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtointernalenvironmentasacriticalcomponentofsuccessfulB-to-BIIMefforts.Thesefactorsincludetechnologicalinfrastructure,appropriateinternalculture,effectiverelationshipbetweenthemarketingandIS/MISdepartmentandawelltrainedsalesforcethatallcontributetothesuccessofB-to-BIIMefforts(AvlonitisandKarayanni,SOOO;ChanandSwatman,SOOO;DugganandDeveney,SOOO;Cogan,l99P;Lynnesal.,SOOS;QuelchandKlein,l996;Samiee,l998)Accordingly,thefollowinghypothesesareproposed:
H4.ExternalfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.
Finally,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtoexternalenvironmentasanotherKeycomponentofsuccessfulInternetmarketingimplementation.Thesefactorsinclude,trust,security,successfulrelationship,easyandaffordableaccesstotheInternet,andcustomeracceptanceandallcontributetosuccessfulB-to-BIIMpractice(ChanandSwatman,SOOO;DugganandDeveney,SOOO;FurnellandKarweni,l999;LoonandJevons,l99P;QuelchandKlien,l996;Ratnasingham,l998;Urbanesal.,SOOO;WilsonandAbel,SOOS;Zairi,SOOla,b)thereforethefollowinghypothesisisoffered.
Researchmethodology
Popu1atiomandsamp1e
Thisresearchhasusedthreebasiccharacteristicsthatmustbepresentedineachcompanyifitistobeselectedintheresearchsample:
(l)thecompanyshouldbebusiness-to-business;
(2)usetheInternetformarketingpurposes;
(3)workgloballytosellitsproductsontheinternationalmarketviaagent,distributor,orsubsidiary.
TheaimwastoselectapopulationofUKbusiness-to-b
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