微信营销中英文对照外文翻译文献.docx
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微信营销中英文对照外文翻译文献.docx
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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
(文档含英文原文和中文翻译)
原文:
WeChat Marketing Review
JohnScourias
presentsituation
WeChatmicro-blogmarketingbejustunfolding,andquicklybecamethebrandmanufacturersinadditiontotheofficialmicro-bloganotherInternetmarketinghot.SinceAugust18,2012WeChatpublicplatformofficiallylaunched,themedia,brandsandcelebritiesusemoremethodstotheirfanspushallkindsofinformation,moreandmoreWeChatmarketingeffectcannotbeignored.WeChatmarketing,andgraduallyspreadtothedomesticindustrysalesfield,andplaysanimportantroletochangetheexistingmarketingmode.ThispaperisasummaryoftherelevantWeChatmarketingresearchsummaryofpredecessors,throughanalysis,summaryofthescholarsoftheWeChatmarketingresearch.TheadvantagesanddisadvantagesofWeChatmarketingmode,andWeChatmarketingprospects,existingproblemsandcountermeasuresaresummarized,andputforwardthedirectionoftheirthinking.
Theme
1.WeChat born marketingmodel
Inrecentyears,althoughthedomesticenterprisesintheelectronicmarketingaspectswithgreatlyimprovedbutitisstillwillbeinfluencedandrestrictedbysocialenvironment.Whentheenterpriseriskinthemarketingprocess,thenbecauseoftheriskandthecostwillrise,whilethesalesoftheproductwillbeaffected,thisisverydangerousforenterprises.Howtogetagreaterreturnonsalesbysmallinvestment,hasbecomeakeyissueintheenterpriseneedtoconsider,thereWeChatisbecomeaready-madepanaceatosolvetheenterprisemarketingmode.ThemainwayWeChatplatformforpubliccommunicationisatwo-dimensionalcode,theemergenceofatwo-dimensionalcodeisacreativetransformationofmanyenterprisesfordomesticandinternational,itisthemarketingandmediaindustryhasbroughtnewimpetustothedevelopmentof.Intoday'sincreasinglycompetitivemarket,WeChatthesetwo-dimensionalcode,lowcost,quicknetworkmarketingmodewasusedbymanyenterprises.
FromtheopeningofWeChatbusinesspointofview,theywillputthedealertoWeChatcamp,theenterprisecanmakesomebackbonestaffparticipation,establishingabusinessWeChatarmy.Fromtheinformationreleased,mainlyinbrandinformation,industryinformation,businessactivities,theofficialwebsite,promotionalactivities,infact,areforbusinesspromotion,brandbuilding,informationpushtobuildagoodplatform.
2.onthe WeChat marketingmodel toexplore
(1) onthe WeChat marketing modeis knownas thefollowing fourmodes:
(2) LBS+ seenearby"function, mining potentialcustomers, openingupnewchannels ofenterprisesales;
(3) O2O+"two-dimensionalcodescanning"function,boostbrandvirality,keyentrancethroughonlineandofflinebusinesses;
(4) WeChat publicplatform + "circleoffriends" newfeatures, tocreateanew socialrelationshipschain, tocreatea new modeof enterprise reputation;
(5) WeChat interactive push, pushthroughabrandcandeveloppersonalized, interactiveactivities and "fans", toprovide moredirectinteraction experience.
ZhangLi(2013)usedintheanalysisofenterprisemarketingWeChatwhen,thinktotheenterprise,WeChatmarketingormarketingmodemustbeusedtodistinguish,fordifferententerprisesofdifferentproductsandservices,toadoptdifferentmarketingmethods,suchasO2O+,two-dimensionalcodescanningmodeissuitablefordining,entertainmentandotherproductsorservicesanduserscloselyrelatedenterprises;shealsopointedoutthatWeChatmarketingcostislow,theadvantagesofpotentialcustomers.
3.ComparisonofdefinitionofWeChatmarketingandtraditionalmode
WeChatmarketingistheeraofnetworkeconomyontheinnovationofmarketingmode,andisaccompaniedbyakindofnetworkmarketingwayofWeChat,WeChathasnodistancelimit,theuserregistrationWeChat,andaroundthesameregistration"friends"toformaconnection,userssubscribetotheirrequiredinformationbusinesses,byprovidingtheneededinformation,thewayofmarketingtopromotetheirproducts.
HanMei(2013)saidWeChatisdefinedasanewmedia,thenewnetworkmarketingchannels,andtoWeChatasanexample,throughthecontrastWeChatplatformfortraditionalnetworkplatformcharacteristicsandadvantagescompared,analyzedtheenterprisethreecharacteristicsbyWeChatplatformtocarryoutmarketingactivitiesthatwordofmouthcommunication,contentpositioningprecisionmarketing,thegeographicalpositionofmarketing.ToacceptahighdegreeofaccuracyandcontentistheuseofthetwocharacteristicsofnetworkmarketingWeChatplatform,andthetwoisthelackofthetraditionalmassmediamarketingmode..
Ithink, WeChat marketing tosolvethemajor problemsinmarketing --Discussionon precisionmarketing, WeChat marketingbasedon themobileInternet is thefirstattemptto pioneer theprecisionmarketing. WeChat public platformauthentication accountbackground accordingtothe variousconditions ontheclassificationof the user, userspecificinformation canbe sent toa certificationaccount classification. Thedisseminationofinformation WeChat publicaccountisthefirstby theusertochoose, theuseroftheinformation rejection issmall, andthemessage typeisrich, supportmixedmapandtext or video, audio, flexibleanddiverseforms.As amobilesocialnetworking application, thepossibilityof WeChat alsoprovides greaterpublic accounts andindividual userstointeract.
Marketing:
inWeChatpublicplatform,everyonecanuseaQQnumber,createanownWeChatpublicnumber,andintheWeChatplatformtoachievetext,pictures,voiceandspecificgroupsofthefullrangeofcommunication,interaction.TherecentwaveofCadillachad"foundheartHighwayNo.66"activities,WeChatpublicaccounteverydaywillsendagroupofthemostbeautifultravelimagetotheuser,inordertoresonate.Othercontent,basictothemainmodelsofbeauties,suchasoverseasspyphotosshow.Cadillacalsousetheaccounttopublishreal-timecontent,suchasbeforetheShanghaireleasedorangerainstormwarning,madeasafetravelalert.
ThiskindofmarketingmodeinShandongautoshowinJi'nanhasalsobeenused,thereisthepublicplatformCadillacexhibitorsbooth,visitorscanscantwo-dimensionalcodeconcernthepublicplatform,tounderstandthedynamicCadillacautomobile4Sshop.
Starbucks "wokeup" mode:
interactive push WeChat
Marketing:
topushthrough a brandcan develop personalized, interactiveactivities and "fans",toprovide moredirectinteraction experience. Whenusersadd asfriend, "Starbucks"expressesfeelingswith WeChat expression, Starbucks willbebasedontheuser sendsamood, with "wakeup" thealbum'smusic inresponsetouser. Thiskindofmarketing isinlinewiththe characteristicsof consumergroups, andthe shapeofthe Starbucks image better.
4.onthe WeChat marketing potentialproblem analysis
TanKai(2012)inWeChatmarketingandputsforwardsometechnicalproblemscannotbeavoided.LBS,two-dimensionalcodescanning,circleoffriends,speechfunctionandaseriesofmultimediafeatures,companiescanprovideuserswithmoreextensiveservices,todevelopmorespecificmarketingstrategy.However,fromanotherandsee,duetoexcessiveenthusiasmofenterprises,WeChatmarketingwillbringalotoftroubletotheuser.WeChatmarketingthe"license",onlytheuserlicense,theenterprisecanforceadialoguewiththeuser,althoughthispartoftheusercanbedefinedasaloyaluserofenterprise,buttheycanalwayscloseinteractionwiththeenterprise.SohowtomaintaintherelationshipbetweentheuserandwillbecomethekeyWeChatmarketingpromotion.
FengHaichao(2013)alsobelievethat,WeChatasanewmeansofmarketingandmarketingplatform,WeChatisstrongenough,thevalueofitisself-evident,butcanactuallyachievewhatquantitybutifthenewsuperstarasamarketingplatform,therearestillsomeproblemscannotbeignored,norcanWeChatexpectationstoomuch.HepointedoutaproblemthemostdirectWeChatmarketing,publicplatformandWeChatuserdemanddoesnotmatchtheproblem.HealsobelievesthatthecoreissueintheWeChatmarketingteammustconsideris,dotheuserrelationshiporinformation,itisworthconsidering.
WuEn, MaoXiuli (2013) compared withthe WeChat micro-blog marketingability, analysisshowedthatthe number WeChat than micro-blog in client type less, WeChat marketingabilityislimited, WeChat towantto go tothetransformation, expanding client types, expandthe deFeiQun, thedevelopmentof more kindsof information, bettermeet consumerdemand.
Summary
Fromtheanalysisofliterature,theWeChatmicro-blogmarketing,researchhasbeenmoreperfect,scholarsfromthecurrentuseofWeChat,andaccordingtotheWeChatpropagationmode,enterpriseapplications,WeChatexistingmarketingproblemsandotheraspectswereinvestigatedindetail.Butthroughourresearchonthesedocuments,foundintheenterprisesintheuseofWeChatmarketing,alsoneedaccordingtoitsroleandeffectivenessforfurther.
analysis,howtomeasuremarketingeffectiveness,onlytoseehowmanyfansarenotconvinced.Ontheotherhand,WeChatmarketingisnotonlyamarketingtool,Itcanbetransformedintocustomerrelationshipmaintenance.
翻译:
微信营销综述
现状
微博营销方兴未艾,微信又迅速成为众品牌商除官方微博外另一互联网营销热地。
自2012年8月18日微信公众平台正式上线后,媒体、品牌商及名人使用更多的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,逐渐蔓延至国内的各个行业销售领域之中,并为改变现有的营销模式发挥着重要的作用。
本文是对前人有关微信营销研究进行的归纳总结,经过分析说明,总结有关学者对微信营销的研究成果。
对微信营销的模式,利弊,前景以及微信营销存在的问题和对策进行综述,并提出自己的思考方向。
主题
1.微信营销模式的诞生
近几年来,虽然国内的各个企业在电子营销方面都的带了大幅度的提升但那是其依旧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的时候,那么因为风险而产生的费用就会得到提升,而产品的销售也会一同受到影响,这对企业而言是十分危险的。
怎样采用较小的投资方式获得较大的销售回报,也成为了企业所需要考虑的关键问题,微信的出现则是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就是二维码,二维码的出现对于国内外的众多企业而言是一个具备创造性的变革,其也为营销广告和媒
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