外文翻譯-移動購物者營銷關(guān)鍵問題，目前的見解和未來的研究途徑（節(jié)選）

1、<p>　　字?jǐn)?shù)：英文2335單詞，12710字符；中文4189漢字</p><p>　　出處：Venkatesh Shankar,Mirella Kleijnen,Suresh Ramanathan,Ross Rizley,Steve Holland,Shawn Morrissey.Mobile Shopper Marketing: Key Issues, Current Insights, and

2、Future Research Avenues[J]Journal of Interactive Marketing.2016,34:37-48</p><p><b>　　外文文獻(xiàn)：　</b></p><p>　　Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research A

3、venues</p><p>　　Abstract The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally de?ne mobile shopper marketing as the planning

4、 and execution of all mobile-based marketing activities that in?uence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase, and recommendation stage

5、s. However, not much is known about mobile shopper marketing. We plug this gap by ?rst di</p><p>　　Keywords:Mobile marketing; Shopper marketing; Technology; Digital marketing; Consumer behavior</p>&l

6、t;p>　　Shoppers' use of mobile, which typically refers to a mobile device, medium, technology, or channel, is growing at a tremendous pace. More than four-fifths of U.S. shoppers use a mobile device to shop even wi

7、thin a store (Google M/A/R/C Study 2013).</p><p>　　Mobile adoption is truly global. Mobile devices are so ubiquitous that there are more people with mobile devices than there are with toothbrushes in the wor

8、ld (MMA Asia 2011). Mobile broadband is more pervasive than fixed broadband around the world and much of the surge in mobile usage emanates from emerging markets like China and India, which together account for roughly o

9、ne-third of mobile handsets worldwide (mobiforge.com). In response to these trends, marketers are increasingly using mobile </p><p>　　While the use of mobile in marketing practice is growing dramatically, re

10、search on this topic is evolving gradually. Thus far, it has focused on issues such as the scope of mobile marketing (Shankar and Balasubramanian 2009), mobile service delivery (Kleijnen, De Ruyter, and Wetzels 2007), mo

11、bile interface usage and usability (Venkatesh, Thong, and Xu 2012), mobile browsing experience (Adipat, Zhang, and Zhou 2011), applications to retailing (Shankar et al. 2010), interfaces for mobile devices (</p>&

12、lt;p>　　At the same time, shopper marketing is growing by leaps and bounds (Shankar 2011, 2014). Shopper marketing de- scribes the planning and execution of all marketing activities that influence a shopper along and b

13、eyond the path-to-purchase (Shankar 2011, 2014). A shopper differs from a consumer in that an individual could purchase for consumption by others (e.g., an adult buying for kids) and that a shopper typically is in a shop

14、ping mode rather than consuming mode as is the case with a consumer. S</p><p>　　Research on shopper marketing, however, is sparse, and existing consumer research does not fully address the gamut of stages a

15、shopper goes through in the shopping cycle. Shopper marketing focuses on all stages, including outside store activities such as interactions with the brand, store, and/or other shoppers before and after store visit, in b

16、oth the offline and online context (Shankar et al. 2011).</p><p>　　The intersection of mobile marketing and shopper market- ing, known as mobile shopper marketing, is a rapidly evolving area. Despite shopper

17、s' prolific use of mobile and marketers' shift of resources toward mobile marketing, not much is known about the integration of mobile into the shopper funnel. We formally define mobile shopper marketing as the p

18、lanning and execution of mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from a shopping trigge</p><p>　　Scope of Mobile Shopper Marketing</p><

19、p>　　In its most general sense, mobile encompasses several aspects, including device, medium, technology, and channel. Device refers to the equipment such as smartphone, tablet and laptop. Medium refers to the means of

20、 communication such as app, email, and print. Technology refers to the hardware and software behind communication such as fixed broadband and wireless broadband. Channel refers to the mode of transaction such as mobile,

21、desktop, telephone, and physical store.</p><p>　　In its broadest form, shopper marketing covers the gamut of shopper activities from shopping motivation to post-purchase and includes both in-store and outsid

22、e store activities. Therefore, we focus on mobile-based shopping activities in general but do not deal deeply with mobile advertising, mobile promotions, mobile channels, or mobile gaming. For an overview and deeper disc

23、ussion of mobile advertising and mobile promotions, refer to Grewal et al. (2016) and Andrews et al. (2016), respectively.</p><p>　　From a device perspective, mobile can be seen as any centrally connected po

24、rtable device that can be used in motion. Such a device ranges from a cellphone to a tablet. A mobile device helps customers perform a number of activities and make decisions on the move. Most users would feel lost witho

25、ut them. Mobile devices allow shoppers to use multiple apps, surf the web, and use audiovisual features such as talking and viewing.</p><p>　　From a technology standpoint, mobile enables the delivery of cont

26、extually relevant information (e.g., location, time, speed of travel, date events, and weather) to shoppers. From a medium viewpoint, firms can use mobile to view and hear shoppers' voices and manage customer relatio

27、nships. In terms of being a channel, mobile offers shoppers' transaction data to firms, enabling them to analyze and predict shoppers' needs and wants. At the highest level, mobile is an integral part of a firm&#

28、39;s overal</p><p>　　The influence of mobile on shopping extends well beyond in-store use of mobile devices. It affects every stage in the shopping cycle of not just the shopper but also his/her social circl

29、e. The implications of mobile marketing extend far beyond the physical store. It involves all the planning and execution steps of marketing activities. The shopping journey is also circular, which means it does not have

30、a starting or ending point (Walker 2011). Rather, it is a cycle that shoppers can join or leav</p><p>　　One way to analyze the scope of mobile in the shopping cycle is to split it into three broad stages: be

31、fore purchase, during purchase, and after purchase. Shoppers, employees, and organizations (retailers, manufacturers, and service providers) face a number of critical issues relating to mobile shopper marketing across th

32、e different stages in the shopping cycle. Underlying the roles of different stakeholders is also the mobile technology itself, as changes in mobile technology directly or indire</p><p>　　The remaining sectio

33、ns develop research question in relation to the four themes represented in Fig. 1: the shopper, the employee, the organization, and mobile technology (see also Table 1). Under shopper-related mobile issues, we discuss sh

34、opper motivation/goals, search, discovery, evaluation, consid- eration, choice, and post-purchase. Under employee-related mobile issues, we cover employee roles, metrics and incentives. Under organization-related mobile

35、issues, we elaborate on data-related, re</p><p>　　Fig. 1. Mobile shopper journey and research questions.</p><p>　　Table 1 Research avenues and unexplored questions</p><p><b>

36、　　中文譯文：</b></p><p>　　移動購物者營銷:關(guān)鍵問題，目前的見解和未來的研究途徑</p><p>　　摘要 抽象的移動營銷和顧客營銷的交集，被稱為移動購物者營銷，它是一個(gè)快速發(fā)展的領(lǐng)域。我們正式定義移動購物者營銷計(jì)劃為：計(jì)劃和執(zhí)行的所有基于和超越傳統(tǒng)營銷的手機(jī)營銷活動，從最初的觸發(fā)購物，到購買、消費(fèi)、回購，建議階段。然而，沒有多少人知道移動購物者營銷。我們填補(bǔ)

37、這個(gè)缺口，首先討論移動購物者營銷及其范圍的深度，然后介紹流程模型，這連接了移動購物旅程與四個(gè)關(guān)鍵實(shí)體，即顧客、員工、組織和移動技術(shù)。對于每一個(gè)主題，我們辨別出面臨的挑戰(zhàn)，這些挑戰(zhàn)為未來研究提供機(jī)會。</p><p>　　關(guān)鍵詞:移動營銷；顧客營銷；技術(shù)；數(shù)字營銷；消費(fèi)者的行為</p><p>　　消費(fèi)者使用移動，通常指的是一個(gè)移動設(shè)備，媒介，技術(shù)或通道，正以驚人的速度增長。超過4/5的美國

38、消費(fèi)者甚至在商店購物時(shí)使用移動設(shè)備(谷歌M/a/R/C研究2013)。</p><p>　　手機(jī)應(yīng)用事實(shí)上已經(jīng)遍布全球。移動設(shè)備隨處可見，擁有移動設(shè)備的人比擁有牙刷的人更多(MMA亞洲2011)。移動寬帶比固定寬帶更為普及。世界各地和激增的移動使用源自中國和印度等新興市場，占全球約三分之一的手機(jī)(mobiforge.com)在應(yīng)對這些趨勢方面，營銷人員越來越多地使用移動設(shè)備，以滿足移動購物者的需求。現(xiàn)在公司的支出

39、在移動端大約占所有數(shù)字消費(fèi)的四分之一，移動端將在2015年占大約22%的數(shù)字收入(eMarketer 2015)。超過四分之三的零售商計(jì)劃從2015年起增強(qiáng)他們的移動營銷支出(eMarketer 2015)。</p><p>　　雖然使用移動設(shè)備在營銷實(shí)踐中急劇增長，關(guān)于這一主題的研究也逐漸發(fā)展。到目前為止，它一直專注于以下問題，諸如：移動營銷的范圍(尚卡爾和巴拉蘇布蘭馬尼安 2009)，移動服務(wù)交付(切克威乞克

40、內(nèi)門，吉姆 2007)，移動界面的使用和可用性(馬納，皮帶，徐 2012)，移動瀏覽體驗(yàn)(2011年艾特派特，張，周)，應(yīng)用程序零售業(yè)(尚卡爾等人.2010)，為移動設(shè)備接口(布拉塞爾和吉普斯 2014)，移動應(yīng)用需求(加戈和特朗 2013)，移動購物車(范愛特森等人.2013)、移動廣告和促銷(安德魯斯等人.2015；巴特，斯蒂芬和薩瓦里；2014鄺，方和羅2015)，和移動購物(王馬爾薩斯，克里什納莫西 2015)。</p&g

41、t;<p>　　與此同時(shí)，購物者營銷突飛猛進(jìn)的增長(尚卡爾 2011，2014)。購物者營銷描述所有的計(jì)劃和執(zhí)行等營銷活動如何影響購物者，超出了傳統(tǒng)銷售模式(尚卡爾2011，2014)。顧客與消費(fèi)者的不同之處在于，一個(gè)人可以購買，由其他人消費(fèi)(例如，成年人購買，孩子消費(fèi))，一個(gè)購物者通常是在購物模式與消費(fèi)者一樣，而不是在消費(fèi)者模式和消費(fèi)者一樣。具體來說，購物者可以促進(jìn)購買決策，或者是購買商品或產(chǎn)品的心態(tài)，而一個(gè)消費(fèi)者可以在

42、任何環(huán)境中促進(jìn)購買、消費(fèi)或處理的各個(gè)環(huán)節(jié)。</p><p>　　然而對顧客營銷的研究還是比較少的，現(xiàn)有的消費(fèi)者研究并沒有完全解決購物者在購物周期中經(jīng)歷的問題。購物者營銷關(guān)注所有階段，包括店外活動，諸如在光顧商店之前和之后的和品牌，商店級其他購買者的互動，無論是線上線下(尚卡爾等人，2011)。</p><p>　　移動營銷和消費(fèi)者營銷的交叉部分，被稱為移動購物者營銷，是一個(gè)快速發(fā)展的領(lǐng)域。

43、盡管購物者充分使用移動設(shè)備，營銷人員的資源轉(zhuǎn)向移動營銷，沒有多少人知道移動營銷可以整合入消費(fèi)者營銷中。我們正式定義移動購物者營銷為：基于移動設(shè)備的市場營銷的計(jì)劃和執(zhí)行，包括并且超出了傳統(tǒng)銷售的范疇:從購物觸發(fā)，到購買、消費(fèi)、回購、建議階段。提供深入理解移動購物者營銷，我們討論的關(guān)鍵問題是移動購物者營銷視角的四個(gè)關(guān)鍵實(shí)體:顧客，員工，組織和移動技術(shù)。在這樣做之前，我們首先詳細(xì)闡述了移動購物者營銷的范圍。</p><p&

44、gt;　　移動購物者營銷的范圍</p><p>　　在其最一般的意義上說，移動包含幾個(gè)方面，包括設(shè)備、媒介、技術(shù)，和渠道。設(shè)備是指如智能手機(jī)、平板電腦和筆記本電腦。介質(zhì)是指等通信手段應(yīng)用，電子郵件和打印。背后的技術(shù)指的是交流背后的硬件和軟件，如固定寬帶和無線寬帶等。通道是指交易的模式如移動、桌面、電話、和物理存儲。</p><p>　　在其最廣泛的形式中，購物者營銷涵蓋的范圍包括購物動機(jī)和

45、售后，而購物者活動包括店內(nèi)和店外活動。因此，我們專注于一般的移動購物活動但不深入處理移動廣告、移動促銷、移動渠道或者移動游戲。如需概述或深入地討論移動廣告和移動促銷，請分別參考格雷瓦爾等人(2016年)和安德魯?shù)热?2016)。同樣，對移動游戲綜合處理方法，請參考霍法克等人(2016)。</p><p>　　從設(shè)備的角度來看，移動設(shè)備可以被視為在運(yùn)轉(zhuǎn)中的任何集中連接的便攜設(shè)備，。這樣的設(shè)備范圍包括從手機(jī)到平板電腦

46、。移動設(shè)備幫助客戶在動態(tài)中執(zhí)行一系列活動和決策。大多數(shù)用戶離開他們會悵然若失。移動設(shè)備讓購物者使用多個(gè)應(yīng)用程序，在網(wǎng)上沖浪，使用視聽特征，如視屏聊天。</p><p>　　從技術(shù)的角度來看，移動使上下文相關(guān)的信息(如旅行、位置、時(shí)間、速度、日期的事件和天氣)能傳達(dá)到購物者。從媒介的角度來看，企業(yè)可以使用移動視圖聽到顧客的聲音和管理客戶關(guān)系。由于是一個(gè)渠道，移動技術(shù)提供顧客的交易數(shù)據(jù)，使他們能夠分析和預(yù)測顧客的需求

47、和希望。在最高的層次上，移動技術(shù)是一個(gè)公司的總體營銷戰(zhàn)略的組成部分，特別是其SMACIT(社交、移動、分析、云計(jì)算和物聯(lián)網(wǎng))策略。在越來越多的組織中，SMACIT戰(zhàn)略地位日益上升，因?yàn)檫@些因素都是相互關(guān)聯(lián)的，并迅速成為一個(gè)組織數(shù)字轉(zhuǎn)換的重要組成部分(羅斯 2014)。</p><p>　　移動購物的影響遠(yuǎn)遠(yuǎn)超出店內(nèi)使用移動設(shè)備。它影響購物周期的每個(gè)階段，包括購物者和他/她的社交圈。移動營銷的影響遠(yuǎn)遠(yuǎn)超出了體育商店

48、。它涉及所有營銷活動的計(jì)劃和執(zhí)行的步驟。購物之旅也是圓形的，這意味著它沒有開始或結(jié)束點(diǎn)(沃克 2011)。相反，它是一個(gè)循環(huán)，顧客可以隨時(shí)加入或離開，和移動營銷可以在購物周期中影響這些點(diǎn)。</p><p>　　對于移動購物在購物周期中的影響范圍，一種分析方法把它分割成三個(gè)大階段:購買前，購買中，購買后。顧客、雇員和組織(零售商、制造商和服務(wù)提供商)面臨的關(guān)鍵問題是：整個(gè)購物周期的不同階段中，移動購物者如何營銷。潛

49、在的不同利益相關(guān)者的角色也是移動技術(shù)本身，隨著移動技術(shù)的變化直接或間接影響移動購物者，員工和組織的行為。如圖1所示，它是一個(gè)基于這些實(shí)體和階段的組織框架。</p><p>　　剩下的部分就是開發(fā)研究如圖1所示與四個(gè)主題有關(guān)的問題，這四個(gè)主題分別是顧客、員工、組織和移動技術(shù)(參見表1)。在購物者相關(guān)的移動事物中，我們討論顧客動機(jī)/目標(biāo)，搜索、發(fā)現(xiàn)、評估、考慮、選擇和售后。在雇員相關(guān)的移動問題中，我們將介紹員工角色、