外文翻译正确看待网络营销比较三个国家商业互联网的使用.docx
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外文翻译正确看待网络营销比较三个国家商业互联网的使用.docx
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外文翻译正确看待网络营销比较三个国家商业互联网的使用
毕业论文(设计)外文翻译
一、外文原文
标题:
E-marketinginperspective:
athreecountrycomparisonofbusinessuseoftheInternet
原文:
ThestudyofthediffusionofWebusageincommerceisthesubjectofbothacademicandpractitionerinterestinmanypartsoftheworld.ThisislargelybecauseofthedifferencesinhouseholdadoptionlevelsofInternetconnectivityandonlinetransactionlevelsbetweencountries,andtheimpactthisisdeemedtohaveontheeconomiesofeachcountryandtheworldgenerally.NorthAmericaistheclearleaderinthisrespect,accountingfor151millionpeopleorover40percentofallInternetusers—withoverone-thirdoftheseintheUSA,andover40millionUScitizensbuyingonline(W,2001).Japanisinafarremovedsecondplace,accountingfor27millionpeopleor7percentofInternetusers(W,2001).Japan,itseems,hasbeenlessthanenthusiasticaboutWeb-basedcommerce—inpartduetonetaccesscosts,partlyduetoacompetingphysicalworldexpressdeliverysystemTakkuhaiban,apreoccupationwithmobiletelephonetechnology(DoCoMoiMode),andalsobecauseofareluctancebyJapaneseconsumerstouseanythingotherthancash.
Notsurprisingly,moststudiesthatfocusonbusinessuseoftheInternetareconductedsolelyfromtheUSperspective.AfewstudieshavebeenconductedrecentlyinAustralia(PoonandSwatman,1999)andtheUK(Ngetal.,1998)thathavecontributedtoourunderstandingofbusinessuseoftheInternetinindividualcountries;however,itisnotpossibletodrawanyconclusionsfromthesestudiesastohowbusinessuseoftheInternetdiffersbetweencountries.ThePoonandSwatman(1999)Australianstudymentionedfocusesonsmallbusinesstotheexclusionofmediumandlargebusiness,whereastheNgetal.(1998)studyusesabroadersamplebaseandmorecomprehensivelydescribesbusinessuseoftheInternetintheUK.TheUKstudydoesnot,however,specificallyexamineuseoftheInternetfromastrategicmarketingviewpoint.Thereremainsaneedforsystematicinter-countrycomparisonsofbusinessuseoftheInternet,particularlyfromtheviewpointofusingInternettechnologiesasanintegralpartofcompetitivemarketingstrategy.
Thepurposeofthispaperistoprovidesuchacomparisonusingcomparablesamplebases,questions,timeframeandsimilaritiesinthemarketingenvironment.Thiscomparisonisessential,becauseasTableIillustrates,therearesystemicdifferencesbetweenthecountriesintermsofhouseholdownershipofcomputers,InternetusageandonlinepurchasinganditisnecessarytoknowifthesedifferencesreflectdifferencesinstrategicInternetusebycompaniesinthesecountries,whethercauseoreffect.TheremaybereasonsuniquetoAustraliathatarethecauseofdifferencesbetweentheproportionsofthepopulationpreparedtobuyfrombusinessviatheInternet.Factorssuchas88distancefrommajormarkets,theearlystagesofe-commerceadoption,andmuchhigherlevelsofconsumerconcernaboutInternetsecurity99(Ernst&Young,2000,p.2)areputforwardasanexplanationforthefactthat,comparedwithNorthAmerica,Australiahad,andcontinuestohave,lowerhouseholdPCpenetrationrates,alowerproportionofhouseholdsthatareonline,andalowerproportionthathasshoppedonline.Thereisalsoapossibletechnologicalreasonforthisdifferenceinthatonly1.5percentofAustralianhouseholdshavebroadbandaccess,comparedwith11percentofhouseholdsintheUSAand57percentofKoreanhouseholds(PaulBuddeCommunication,2001).
Onlinemarketingstrategy
Inthepresentera,marketingfirmsmaybethoughtofasmembersofmarketinglogisticsnetworkswherethereareflowsofinformation,goods,servicesandexperiences,title(inthecaseofphysicalgoods),aswellaspaymentandcredit.Networkmembershavevariouslybecomeenamouredwith,thendisenchantedwith,andwesuggestwillsoononceagainfavour,digitalmethodsofincreasingrevenueand/orincreasingproductivity.Themostrecent,mostpublic,andfar-reachingofthesedigitaltechnologiesistheNet,andmoreparticularlyitspresentgraphicalface,theWeb.IntheeightyearsbusinessandgovernmenthavebeenusingtheInternet,theyhavestruggledtoaccommodatethisnewinteractivemediumintheirintegratedmarketingcommunications(HofackerandMurphy,1998;DholakiaandRego,1998),orbroadlyusethemediumasadirectresponsetool(Adam,2001),andmoreparticularlyasarelationshipmanagementaide(Adametal.,2001;KennyandMarshall,2000).
Neweronlinebusinessmodels,particularly88pures99intheparlanceoftheinformationage,havegeneratedagreatdealofnewsmediaattention(ArgyandBollen,1999;Rappa,2001),consultingfirminput(AndersenConsulting,1998;KPMG,1999;Ernst&Young,2000),governmentendorsement(Henryetal.,1997;NOIE,2000),academicattentiononmarketingcommunication(HoffmanandNovak,1996;HofackerandMurphy,1998),businessprocessessuchasexchanges(KleinandQuelch,1997),allianceco-ordination(Steinfeldetal.,1995),aswellastrustandcommitment(AngandLee,2000),inonlinerelationshipmanagement(Adametal.,2001).
SpecificbenefitsareputforwardforbusinessuseoftheWeb.Thesemaybegroupedasproductivitybasedandrevenue-growthbased(Hanson,2000)andinclude:
•Globalpresence;
•establishingandmaintainingacompetitiveedge;
•shorteningoreradicatingcomponentsofsupplychains(disintermediation);
•costsavings;and
•aresearchadvantage(Ngetal.,1998).
Subsequentsurveyshave,however,revealedthattheprofessedbenefitstobusinessfromInternetusearemostlyillusoryoutsidetheinformationmanagementindustry(Hartcher,2000),particularlyforthesmallbusinesssector,apartfromreportedgainsmadeinmarketingcommunication(PoonandSwatman,1999).KPMGAustralia(1999,p.5)foundthat:
FiveofthetopsixbusinessfunctionsperformedelectronicallyviatheInternetrelatetocommunication;namely,companyinformation(50percent),customercommunication(49percent),suppliercommunication(45percent),marketing(42percent),customerservice(34percent)andpublicrelations/advertising(31percent);
And:
Veryfewareusingthechannelfortransactionalservicessuchasorder-taking,procurement,productdeliveryandpayment.
AndersenConsulting(1998)foundsimilarresultsintheirninecountryreviewofe-commerceinvolvingrespondentcompanyCEOs,policy-makers,ITusersandspecialists.Thisstudyfounda88waitandseeattitude99heldbybusiness,andthatAustraliais:
Atthepointoftakeoff,readytoleverageourdomesticmarkets’propensitytorapidlytakeupnewvalue-addingideastocreatethecriticalmassnecessarytomakeandtakeglobalmarkets(AndersenConsulting,1998,p.43).
Incontrasttothisfinding,PoonandSwatman(1999)foundthatsmallfirmsweredisillusionedoverthemarketingeffectivenessoftheInternetinthatsaleswerelowerthantargeted,andthattheyfailedtogaincompetitiveadvantage.ThispointreinforcesPorter’s(2001)assertionsconcerningtheuseoftechnologytogainsustainablecompetitiveadvantage.Porterdebunkssuchmythsasthesupposedprofitabilityoffirst-moversontotheWeb,aswellasthemisguidednotionthattheWeb,oranytechnology,forthatmatter,canprovidesustainablecompetitiveadvantage—particularlywhentheWebactuallyprovidesalowercostofentrytocompetitorsthanmostinformationtechnologies.Porter’smainpointisthatonlinefirmshavefailedtoadequatelysetobjectivesandhavenotusedsoundstrategytoachievetheseobjectives,thusconfirmingRayport’s(1999)viewthatonlinebusiness(eBusiness)mustbejudgedonthesamefinancialcriteriaasanyotherbusiness.Theseviewsfurtherconfirmtheneedforinter-countrystudiesofthestrategicuseoftheInternet.
Marketingcommunicationfunction
Inthepresentera,marketingcommunicationismorelikelytoinvolveexpenditureondirectresponsemarketingthaninvolvethemasscommunicationparadigmofold.Moreover,thedatabaselies
attheheartofwhatisnowmorelikelytoberegardedasintegratedmarketingcommunicationnomatterwhichpromotionaltoolsareincluded(SchultzandKitchen,2000)andnomatterhowdifficultitistoaccuratelydefinetheterm(SheehanandDoherty,2001).TheInternetisoneofanumberofpromotionaltools;however,itmayalsobeusedforinformationalpurposes.
TheInternetisaglobalmedium,anditsgraphicalface—theWorldWideWeb—isaninteractivemedium.Whileitisaweakmediumwhenusedfordisplayadvertisingand88click-through’’banneradvertising,itsstrengthsasaformofdigitalword-of-moutharenowcomingtotheforefront.TheproofofthisstatementisreflectedintheusageofNapsterandGnutellathatarebothbasedonpeer-to-peerorfriend-to-frienddigitalcommunication.Asreportedearlier,andnowsupportedbythefindingsofthisstudy,amajorityofcompanies(>75percent)acrossallthreecountriesusetheInternettoprovideproductinformationandtobuildbrandidentity.
Marketinglogisticsfunction.
Themarketinglogisticsfunctioninvolvesasystemofefficientlyandeffectivelymakingandgettinggoods,servicesandexperientialproductstoend-users(Kotleretal.,2001).OnecommentarythatisoftenrepeatedintermsofgainingbenefitsfromtheInternetisintermsofmarketinglogistics,wherebyonlinebuyersgaintemporaladvantagebyorderingonlineandhavingproductsdeliveredovertheInternet.AsNegroponte(1995)pointedoutthough,thereisadifferencebetweenmarketing“8bits’’suchassoftware,and“8atoms’’asinphysicalgoods,overtheInternet.Temporaladvantageaccruestothebuyeri
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