網(wǎng)絡(luò)營銷外文翻譯

1、<p>　　E---MARKETING</p><p>　　(From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.)</p><p>　　As the growth of Googel.com shows, som

2、e marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good br

3、ands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably

4、and to understand what</p><p>　?。⊿ales Promotion;E--Marketing；Internet；Strategic Planning ）</p><p>　　1.What is E--Marketing</p><p>　　E--Marketing is the application of a broad range

5、 of information technologies for:</p><p>　　Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and execut

6、ing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives.</p><p>　　This definition so

7、unds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in t

8、wo ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.</p><p>　　2.Environm

9、ent,Strategy,and Performance (ESP)</p><p>　　E-Marketing flows form the organization `s overall e-business strategies and selected business environment,where legal,technological,competitive,marketrelated,<

10、/p><p>　　and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknesses they have to deploy against th

11、reats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans th

12、at will help the firm accomplish its overall goals. The final step is to determ</p><p>　　The esp model might just as easily depict a brick-and-mortar business process -by removing a few "e `s" this

13、 underscores the idea that e-businesses are built on sound practices and proven processes but with important e-transformations and emarketing practices, as discussed in this book.</p><p>　　This chapter exami

14、nes the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning pro

15、cess.</p><p>　　The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach busine

16、ss partners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated f

17、actors.</p><p>　　Current and pending legislation can greatly influence e-marketing strategies. Chief among these are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to

18、legislate, yet it is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box to avoid being

19、put on a few users read the Web page carefully enough to notice the opo-out box. Digital p</p><p>　　3.E-Business Markets</p><p>　　Sergio Zyman, formerly chief marketing officer of Coca-cola ,has

20、 been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights three important markets that both sell and

21、buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs.</p><p>　　The business market is huge because a higher proport

22、ion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information a

23、nd database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pa

24、y the sh</p><p>　　The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments. For example, with a

25、n annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online

26、branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two o</p><p>　　4.Strategic Planning</p><p>　　Amazon, like every other marketer on and off the Web, uses stra

27、tegic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organization`s objectives”, Two key eleme

28、nts of strategic planning are the preparation of a SWOT analysis and the establishment of strategic objectives.the SWOT analysis examines the company` s internal strengths and weaknesses with respect to the environmen<

29、;/p><p>　　In a parallel fashion, marketing strategy becomes e-marketing strategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that ca

30、pitalizes on the organization’s electronic or information technology capabilities to reach specified objectives. In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organ

31、ization’s e-marketing strategy.</p><p>　　Regardless of whether a customer buys from the stone, the catalog, or the Web site, or whether contact is made by phone, in person, through e-mail, or by postal mail,

32、 employees can access the computerized database for up-to-date account activity and information when dealing with customers.</p><p>　　Most strategic plans explain the rationale for the chosen objectives and

33、strategies. This is especially true for a single e-business project trying to win its share of corporate resources and top-management support.</p><p>　　5.What`s Next</p><p>　　Regardless of the c

34、urrent disillusionment with e-business,many solid successes exist today and exciting new growth areas will soon emerge, For-Tune magazine has identified seven trends that will help businesses move forward into e-marketin

35、g during the next few years:</p><p>　　Integrating IT software. Twenty-six percent of companies will spend money to integrate all the pieces of corporate technology, such as linking front-end customer service

36、 software with back-end order fulfillment system.</p><p>　　Boom in Web services. Web services will more deeply into finding universal standards for Internet-related software. Microsoft’s dot-net and Sun’s Ja

37、va are two competing architectures, for example.</p><p>　　Collaboration software. This allows employees, advisors, consultants, and other team members to work on projects while in different geographic locati

38、ons. For example, ”Napster for Marketers” is peer-to-peer software that one consulting firm uses to collaborate on marketing plans with ad agencies, designers, and others.</p><p>　　Dealing with too much date

39、. Better customer relationship management software is helping firms reinforce customer loyalty by analyzing the mountain of data about previous behavior to suggest new products. For example, a flight attendant would be a

40、ble to ask if a passenger wants coffee with sugar instead of the usual, ”What do you want to drink?”data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.</p>&

41、lt;p>　　Wireless is here to stay. Technologies such ah 802.11 and Bluetooth use shortrange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in portable computing.

42、Inexpensive computer storage and small machines will aid people who want to work at home, in the car or train, or virtually anywhere. Devices such as IBM’s 9-ounce Metapad hold 5 gigabytes of data and will change the way

43、 people work.</p><p><b>　　網(wǎng)絡(luò)營銷</b></p><p>　　Google.com的成長發(fā)展說明一些營銷原理從來不曾變化，對于一項(xiàng)創(chuàng)新產(chǎn)品，只要它能為顧客提供價(jià)值，即使已有眾多競爭者，市場也總是樂于接受的。Google的成功表明顧客信任的號(hào)品牌好的營銷組合戰(zhàn)略可以有效的幫助新顧客進(jìn)入紛繁復(fù)雜的市場，然而，企業(yè)組織紛紛確定如何更好的利用信

44、息技術(shù)獲得效益收益，確定技術(shù)對企業(yè)戰(zhàn)略而言意味著什么，市場營銷人員需要只奧因特網(wǎng)，數(shù)據(jù)庫，無線移動(dòng)設(shè)備及其他技術(shù)能提升哪些經(jīng)過長時(shí)期實(shí)踐檢驗(yàn)的營銷理念，面對飛速發(fā)展的因特網(wǎng)及其后爆發(fā)的com經(jīng)濟(jì)泡沫，市場營銷人員總會(huì)問：“接下來會(huì)是什么？”我們將試圖依照傳統(tǒng)營銷慣例，通過對成功的網(wǎng)絡(luò)營銷戰(zhàn)略進(jìn)行詳細(xì)而系統(tǒng)的說明。</p><p><b>　　1什么是網(wǎng)絡(luò)營銷</b></p>&

45、lt;p>　　網(wǎng)絡(luò)營銷通過對信息技術(shù)的廣泛應(yīng)用，達(dá)到以下目標(biāo)：第一，通過更為有效的市場細(xì)分、目標(biāo)定位、差異化、渠道策略等方式，轉(zhuǎn)換營銷戰(zhàn)略，為顧客創(chuàng)造更大價(jià)值；第二對網(wǎng)絡(luò)營銷理念、分銷策略、促銷策略、產(chǎn)品價(jià)格、服務(wù)及創(chuàng)意等進(jìn)行更為有效的規(guī)劃和實(shí)施；第三，創(chuàng)造滿足個(gè)人和組織客戶需求的交易。</p><p>　　這個(gè)定義聽上去與傳統(tǒng)營銷的定義非常類似。從另一個(gè)方面，可以把網(wǎng)絡(luò)營銷看做是信息技術(shù)應(yīng)用于傳統(tǒng)營銷的結(jié)

46、果，網(wǎng)絡(luò)營銷從以下兩方面營銷傳統(tǒng)營銷：首先網(wǎng)絡(luò)營銷提高了傳統(tǒng)營銷的效率；其次網(wǎng)絡(luò)營銷技術(shù)的應(yīng)用使得很多營銷戰(zhàn)略發(fā)生變化。這種改變帶來了新的業(yè)務(wù)模式，使顧客價(jià)值得以提升，并能提供公司收益。</p><p><b>　　2環(huán)境、戰(zhàn)略和實(shí)施</b></p><p>　　網(wǎng)絡(luò)營銷源于企業(yè)電子業(yè)務(wù)的總體戰(zhàn)略以及企業(yè)所選擇的業(yè)務(wù)模式，從企業(yè)所選擇的業(yè)務(wù)環(huán)境開始，法律、技術(shù)、競爭、

47、市場及其他企業(yè)外部環(huán)境因素在為企業(yè)創(chuàng)造機(jī)會(huì)的同時(shí)，也帶來了威脅。面對這些機(jī)會(huì)和威脅，企業(yè)通過SWOT分析來發(fā)現(xiàn)自己的優(yōu)勢和劣勢，并制定出電子業(yè)務(wù)和網(wǎng)絡(luò)營銷戰(zhàn)略。公司選擇適合自己的電子業(yè)務(wù)和模式，營銷人員對戰(zhàn)略進(jìn)行闡述，并制定出網(wǎng)絡(luò)營銷計(jì)劃，幫助公司實(shí)現(xiàn)其總體目標(biāo)，最后要通過評估結(jié)果確定戰(zhàn)略計(jì)劃是否成功，功能規(guī)陣是對電子業(yè)務(wù)和網(wǎng)絡(luò)營銷的實(shí)施效果和效率進(jìn)行評估的具體方法，站在當(dāng)前的電子業(yè)務(wù)時(shí)代，媒體報(bào)道是評價(jià)指標(biāo)似乎都是ROI及功能矩陣模型

48、中強(qiáng)調(diào)的電子業(yè)務(wù)戰(zhàn)略戰(zhàn)術(shù)的其他成功評論方法，此時(shí)，功能矩陣尤顯重要。</p><p>　　如果去點(diǎn)一些電子，ESP模型描述的就是磚塊加砂漿的業(yè)務(wù)流程。這一點(diǎn)更加強(qiáng)調(diào)了電子業(yè)務(wù)是建立在合理的流程和豐富的實(shí)踐基礎(chǔ)之上的，但重要的是發(fā)生了電子化轉(zhuǎn)變和網(wǎng)絡(luò)營銷實(shí)踐，這將進(jìn)一進(jìn)行步討論。</p><p>　　主要將對EPS模型中的環(huán)境因素進(jìn)行討論說明，其中的重要因素將在技術(shù)杠桿和道德和法律問題做進(jìn)一

49、步闡述。下一節(jié)將深入分析戰(zhàn)略內(nèi)容，之后將討論網(wǎng)絡(luò)營銷計(jì)劃的制定。</p><p>　　營銷環(huán)境始終處于不斷變化的狀態(tài)，公司有大量的機(jī)會(huì)通過開發(fā)新產(chǎn)新市場、新媒介與客戶溝通，通過開拓新的渠道與商業(yè)伙伴合作。同時(shí)，環(huán)境的變化也會(huì)形成競爭，帶來經(jīng)濟(jì)戶其他方面的壓力。下面主要將法律、環(huán)境因素等。</p><p>　　網(wǎng)路營銷會(huì)受到現(xiàn)有法律和正在制定的法律的重大影響，其中主要涉及保密性、數(shù)字所有權(quán)、

50、表述形式和欺詐方面的法律，保密性方面的立法比較困難，但這對于英特網(wǎng)傳輸個(gè)人信息的消費(fèi)者又十分重要電子郵件的選擇退出功能就是一個(gè)麻煩問題，用戶必須點(diǎn)擊網(wǎng)頁上的選擇退出復(fù)選框才能避免被加入該公司的郵件列表，一些立法者認(rèn)為，供公司這樣做不合法，因?yàn)楹苌儆锌蛻糇⒁忾喿x時(shí)的選擇退出，因特網(wǎng)產(chǎn)生的早期就出現(xiàn)了數(shù)字所有權(quán)問題，現(xiàn)在這個(gè)問題仍然使企業(yè)和立法者感到困惑。在能夠自由發(fā)布的內(nèi)容的媒介上，內(nèi)容也能被自由的刪除這對于作者來說不是一件好事。垃圾郵件

51、攻擊性內(nèi)容以及其他違背用戶權(quán)利的表述形式成為立法者只能跪在探討對的問題。政府如何在此之間保持平衡，最后，心技術(shù)的產(chǎn)生也帶來了心得欺詐機(jī)會(huì)。雖然管理機(jī)構(gòu)一直在努力防止欺詐，但是難以在網(wǎng)絡(luò)世界實(shí)施。技術(shù)的發(fā)展不僅改變了網(wǎng)絡(luò)受眾的組成成分而且使傳遞到用戶的信息質(zhì)量發(fā)生變化。例如，20%的美國人喜歡高寬帶連接，主要通過電纜調(diào)節(jié)器和數(shù)字技術(shù) 接入因特網(wǎng)，她主要是傳遞信息媒體，一些WEB網(wǎng)站已經(jīng)開始介入新形式的信息內(nèi)容“高速多媒體信息，標(biāo)準(zhǔn)PC產(chǎn)品

52、信息和用于移動(dòng)電話等無線設(shè)備的掌上產(chǎn)品</p><p><b>　　3電子商務(wù)市場</b></p><p>　　可口可樂公司全球經(jīng)銷總監(jiān)瑟爾資奧斯曼測曾說過：營銷就是要把東西賣出去信息技術(shù)有助于銷售的一種途徑是：在交易前后，使公司與潛在客戶、客戶</p><p>　　合作伙伴及供應(yīng)鏈成員之間的聯(lián)系更加便利，但如果營銷者沒有進(jìn)行恰當(dāng)市場定位，即使

53、有新技術(shù)也無法幫助銷售商品。相互間存在買賣關(guān)系的三方：企業(yè)消費(fèi)者和政府。盡管是以B2C為重點(diǎn)，涵蓋B2B，但大多電子商務(wù)活動(dòng)將出現(xiàn)B2G,C2C商場中。</p><p>　　由于公司鏈到因特網(wǎng)的你離高于消費(fèi)者，因此，企業(yè)市場更為龐大，這一點(diǎn)在發(fā)展中國家尤為明顯。由于許多現(xiàn)在交易包含明顯共享信息和數(shù)據(jù)庫轉(zhuǎn)悠網(wǎng)絡(luò)，因此消費(fèi)者是透明的。美國聯(lián)邦快遞公司擁有一個(gè)商業(yè)客戶貨運(yùn)數(shù)據(jù)和賬務(wù)的龐大信息庫。消費(fèi)者可以在WEB站點(diǎn)上

54、制定包裹，利用PC等掌上電腦跟蹤包裹，有時(shí)消費(fèi)者在聯(lián)邦快遞消費(fèi)購買時(shí)，可以自動(dòng)產(chǎn)生訂單，隨后公司通過郵件通知零售商，告知貨運(yùn)進(jìn)展情況。</p><p>　　因特網(wǎng)是一個(gè)全球性的市場，在許多未知領(lǐng)域存在大量機(jī)會(huì)，這也是眾多網(wǎng)絡(luò)營銷商想要掌握潛在地域細(xì)分客戶的原因，例如在越南，城市年均收入300美元，按28%的薪水用于在線服務(wù)計(jì)算，購買力不高，而且，越南人都在排隊(duì)等待購買汽車，因此在線品牌戰(zhàn)略很可能是一種資源浪費(fèi)，與

55、之相反，冰島和丹麥屬于世界上網(wǎng)絡(luò)連通最發(fā)達(dá)的國家，連接因特網(wǎng)的比例超過60%，而許多國家的消費(fèi)者還在按分鐘向網(wǎng)絡(luò)支付話費(fèi)，這對于偶爾上網(wǎng)沖浪的發(fā)達(dá)地區(qū)客戶是一個(gè)巨大的障礙，此外，一些國家的基礎(chǔ)設(shè)施尚不能支付高度調(diào)節(jié)器，因此發(fā)送到這些國家的信息只能少量的利寬帶。</p><p><b>　　4戰(zhàn)略規(guī)劃</b></p><p>　　戰(zhàn)略規(guī)劃是在組織的目標(biāo)技術(shù)資源以及不斷變

56、化的市場機(jī)會(huì)之間發(fā)展并維護(hù)一個(gè)可行方式的管理過程，戰(zhàn)略規(guī)劃的兩個(gè)基本要素是準(zhǔn)備SWOT分析和建立戰(zhàn)略目標(biāo)。Swot分析根據(jù)公司所處的環(huán)境和競爭程度審查了企業(yè)內(nèi)部的有事和劣勢，并且看到了 企業(yè)外部的機(jī)會(huì)和威脅，機(jī)會(huì)可以幫助企業(yè)明確市場定位或驗(yàn)證新產(chǎn)品的時(shí)機(jī)，而威脅是暴露出來的部分。</p><p>　　類似的，當(dāng)營銷人員利用數(shù)字技術(shù)實(shí)施戰(zhàn)略時(shí)，營銷戰(zhàn)略就變成了網(wǎng)絡(luò)營銷戰(zhàn)略。</p><p>

57、　　戰(zhàn)略網(wǎng)絡(luò)營銷是營銷戰(zhàn)略的設(shè)計(jì)，它利用組織的電子或信息技術(shù)能力來實(shí)現(xiàn)特定的目標(biāo)。從本質(zhì)上來說，戰(zhàn)略網(wǎng)絡(luò)營銷是技術(shù)戰(zhàn)略和營銷戰(zhàn)略的結(jié)合。</p><p>　　無論客戶是從商場、目錄欄還是網(wǎng)頁購買商品，還是通過電話、面談、電子郵件或者郵政信件完成聯(lián)絡(luò)，雇員處理客戶需求時(shí)可以進(jìn)入計(jì)算機(jī)數(shù)據(jù)庫得到及時(shí)更新的賬戶活動(dòng)和信息。</p><p>　　大多數(shù)的戰(zhàn)略計(jì)劃解釋了被選定的目標(biāo)和戰(zhàn)略的合理性。這

58、些對師徒贏得公司資源共享和高級管理層支持的獨(dú)立電子業(yè)務(wù)項(xiàng)目來說尤為適用。</p><p><b>　　5 下一步的趨勢</b></p><p>　　《財(cái)富》雜志列出了未來紀(jì)念的7個(gè)發(fā)展趨勢，將有助于企業(yè)步入網(wǎng)絡(luò)營銷：</p><p>　　集成IT軟件。26％的公司將投資對公司全部技術(shù)進(jìn)行集成，如把前端客戶服務(wù)軟件和后端訂單處理系統(tǒng)連接起來。&l

59、t;/p><p>　　Web服務(wù)繁榮。Web服務(wù)將有更深入的發(fā)展，為因特網(wǎng)相關(guān)軟件建立通用標(biāo)準(zhǔn)。例如，微軟公司的.net和太陽微系統(tǒng)公司的Java就是兩個(gè)互相競爭的基礎(chǔ)構(gòu)架。</p><p>　　協(xié)同軟件。使用協(xié)同軟件，公司的員工、顧問和項(xiàng)目團(tuán)隊(duì)的其他成員能夠?qū)崿F(xiàn)在不同的地理區(qū)域協(xié)同工作。例如“Napster for marketers”是一個(gè)對等網(wǎng)絡(luò)軟件，咨詢公司使用此軟件和廣告代理商，設(shè)計(jì)

60、人員及其他相關(guān)人員協(xié)作制定營銷計(jì)劃。</p><p>　　大量數(shù)據(jù)處理。好的客戶關(guān)系管理軟件通過分析用戶以前的購買行為向其推薦新的產(chǎn)品，幫助企業(yè)提高用戶的忠誠度。例如，空中服務(wù)員根據(jù)乘客以前乘機(jī)的偏好記錄，可以直接詢問他是否需要加糖的咖啡，而不是通常的“您需要什么”。數(shù)據(jù)安全。技術(shù)人員花費(fèi)了大量時(shí)間和資金設(shè)法保護(hù)數(shù)據(jù)受到來自黑客和病毒的威脅。無線技術(shù)。802.11和藍(lán)牙等技術(shù)使用近程信號(hào)，把家里、辦公司和零售店的