外文翻譯--網(wǎng)絡營銷的技術依據(jù)

1、<p>　　畢業(yè)設計(論文)外文資料翻譯</p><p>　　院（系）： 經(jīng)貿(mào)系 </p><p>　　專 　業(yè)： 市場營銷 </p><p>　　姓 名： </p><p>　　學 號：

2、 </p><p>　　外文出處： The technical basis of network marketing</p><p>　　附 件： 1.外文資料翻譯譯文；2.外文原文 </p><p>　　完成日期： 2012 年3 月31日 </p><p>　　The technical ba

3、sis of network marketing</p><p>　　Network marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communicati

4、ons technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks

5、, thus enabling a large number of computers can easily transmit information to each other, share hardware, </p><p>　　[Edit] the theoretical basis for the network marketing </p><p>　　Theoretical

6、foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. </p><p>　　(A) Direct Respons

7、e Network Marketing Theory </p><p>　　Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the char

8、acteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation. </p><p>　　Direct marketing theory is the 20

9、th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reach

10、ed one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to

11、 evaluate the effect of the traditional d</p><p>　　(B) the network theory of relationship marketing </p><p>　　Relationship Marketing is a great importance since 1990 by the marketing theory, whi

12、ch mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal ma

13、rket, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly c</p><p>　　T

14、he core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective cust

15、omer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship mar

16、keting is not to damage the cost of business interests, acc</p><p>　　On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achi

17、eve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnership

18、s. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems w</p><p>　　(C) The network of soft marketing theory </p>&l

19、t;p>　　Marketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products

20、 not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the networ

21、k through the use of clever marketing to obtain desired results. It emphasizes </p><p>　　On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect an

22、d communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to

23、 backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users a</p><p>　　(D) Network Integrated Marketing &l

24、t;/p><p>　　In the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriente

25、d development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-or

26、iented, it is necessary to customers as the center, to provide customers with tim</p><p>　　Network of integrated marketing theory include the following key points: </p><p>　　Network marketing re

27、quires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning. </p><p>　　Network marketing distribution system for the enterprise as w

28、ell as stakeholders to be more closely together. </p><p>　　Corporate interests and the interests of customers to integrate together. </p><p>　　Internet on the role of marketing, you can through

29、the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, c

30、ost, convenience, communication) to combine. </p><p>　　1. Products and services to customers as the center </p><p>　　As the Internet has a very good interaction and guiding the user through the

31、Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making

32、 Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with</p><p

33、>　　2. Customer acceptable cost pricing </p><p>　　The cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on accepta

34、ble cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the

35、cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, th</p><p>　　3. Products to facilitate the distribution of customer-oriented </p&g

36、t;<p>　　Network marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France st

37、ill a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using

38、 the Internet to provide better than the opponent and more efficient servic</p><p>　　4. Repressively turn promotions to strengthen communication and contacts with customers </p><p>　　Is the prom

39、otion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communic

40、ation with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in

41、the past, so the Internet can strengthen communication with c</p><p>　　The main method of Internet Marketing </p><p>　　Commonly used methods of network marketing system </p><p>　　(1

42、)Search Engine Marketing </p><p>　　(2)Email marketing permission </p><p>　　(3)Online Advertising </p><p>　　(4)Web resource cooperation </p><p>　　(5)Viral marketing <

43、/p><p>　　(6)A membership-based network marketing </p><p>　　Common method for classification of network marketing: </p><p>　　Web-based network marketing business </p><p>　　

44、To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends

45、 on the network marketing and e-mail marketing virtual community. </p><p>　　Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, main

46、tenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing ch

47、annels and marketing a range of issues to consider.</p><p><b>　　譯文：</b></p><p><b>　　網(wǎng)絡營銷的技術依據(jù)</b></p><p>　　網(wǎng)絡營銷是基于技術基礎設施的計算機網(wǎng)絡營銷。以技術、信息技術為代表。是計算機網(wǎng)絡現(xiàn)代通信技術和計算機

48、技術相結(jié)合的產(chǎn)物,它在不同的地區(qū)專業(yè)計算機設備外部連接的通訊線路放到一個強大的網(wǎng)絡,從而使大量的電腦可以很容易地相互傳遞信息,共享硬件、軟件、數(shù)據(jù)和其他資源。和網(wǎng)絡營銷密切相關,計算機網(wǎng)絡有三種類型:上網(wǎng)、內(nèi)擴網(wǎng)和聯(lián)網(wǎng)。</p><p>　　網(wǎng)絡營銷的理論依據(jù)，網(wǎng)絡營銷的理論基礎是直接營銷網(wǎng)絡理論、關系營銷網(wǎng)絡理論、市場營銷理論和網(wǎng)絡軟件整合營銷理論。</p><p>　　(A)直接反應網(wǎng)

49、絡營銷理論</p><p>　　網(wǎng)絡營銷作為一種有效的直接營銷策略,網(wǎng)絡營銷可以測試，測量，評估及控制。因此,網(wǎng)絡營銷的特點是你可以大大提高銷售的效率和營銷決策實施的有效性。</p><p>　　直接營銷理論在20世紀80年代是一個引人注目的概念。直銷協(xié)會美國的定義是:“一個地方產(chǎn)生任何可衡量的反應和使用證券交易所達成一個或多個廣告媒體營銷體系的相互作用是直接營銷的關鍵?！痹摾碚撜J為網(wǎng)絡營

50、銷,可以被測試,是可衡量的可以評估的基本解決方案,評價傳統(tǒng)的市場營銷及銷售困難程度更科學的決策可能。</p><p>　　(B)關系營銷網(wǎng)絡理論</p><p>　　自1990年以來關系營銷理論是一個偉大的重要性理論。市場營銷理論,主要包括兩個基本點:首先,在宏觀水平將會認識到市場的范圍廣泛的領域,包括消費者市場,勞動力市場,供應市場,國內(nèi)市場,市場利益相關者,以及影響市場(政府,金融市場

51、);在微觀層面,認識到商業(yè)和客戶之間的關系都在不斷發(fā)生變化,市場營銷應該的核心從一個簡單的一次性的交易變成關心起長期保持關系的交易。社會經(jīng)濟系統(tǒng)、企業(yè)是一個主要的子系統(tǒng),公司的營銷目標受到許多外界因素的影響,在我國企業(yè)營銷活動的消費者、競爭者、供應商、分銷商、國家機關、社會團體的互動過程中,正確認識兩者之間的關系是個體和組織的核心,也是關鍵營銷業(yè)務的成功或失敗的原因。</p><p>　　關系營銷的核心是保持客戶

52、,為客戶提供了高滿意度和價值的產(chǎn)品和服務,加強與客戶的聯(lián)系提供了有效的客戶服務,與客戶保持長期關系。和長期的客戶關系基于營銷活動來達到市場公司目標。關系營銷的實施不是損害商業(yè)利益,根據(jù)研究、為銷售一個新顧客的成本費用大于5倍的老客戶,加強與客戶的關系,建立顧客忠誠度能帶來長期的企業(yè)利益,是為企業(yè)和客戶促進雙贏的戰(zhàn)略?；ヂ?lián)網(wǎng)作為一種企業(yè)之間有效的雙向溝通渠道可以實現(xiàn)和客戶交流及費用花很少的成本,公司與客戶建立長遠關系提供了有效的保護。這是

53、因為首先,企業(yè)可以利用互聯(lián)網(wǎng)直接收到客戶訂單,客戶可以存在自己的個性化需求。企業(yè)根據(jù)客戶的需求,提供個性化使用靈活的生產(chǎn)技術,以滿足顧客在消費產(chǎn)品及服務客戶需要最大化,創(chuàng)造更多的價值。企業(yè)的顧客也可以了解市場需求,市場細分和目標市場,降低營銷成本, 在市場上提高反應速率。其次,利用互聯(lián)網(wǎng)公司向客戶提供更好的服務,保持與客戶的聯(lián)系。上網(wǎng)時間、空間限制的特點使得客戶有許多不便,以最大限度保證企業(yè)之間通信,客戶可以利用互聯(lián)網(wǎng)的優(yōu)勢,在最短的時

54、間用一個簡單的方法來訪問的業(yè)務服務。與此同時,貿(mào)易通過國際互聯(lián)網(wǎng)的同時公司整體就可以實現(xiàn)從產(chǎn)品的</p><p>　　另一方面,企業(yè)也可以通過互聯(lián)網(wǎng)和與工作有關的公司和組織與建立關系,實現(xiàn)雙贏發(fā)展?；ヂ?lián)網(wǎng)是一個便宜的溝通渠道,它能幫助業(yè)務降低成本,經(jīng)銷商等建立合作伙伴關系。在前面的聯(lián)想公司的案例就是通過建立電子商務系統(tǒng)和管理信息系統(tǒng)信息共享的銷售商,降低庫存成本和交易成本。關于應用網(wǎng)絡理論將后面的營銷服務網(wǎng)絡策略

55、進行詳細的介紹。</p><p>　　(C)網(wǎng)絡的軟營銷理論</p><p>　　營銷理論是工業(yè)經(jīng)濟“柔軟時代”的以大規(guī)模生產(chǎn)為主要特征的“強大的銷售”的新理論。理論表明,顧客購買的產(chǎn)品不僅要滿足基本生理需要,而且能夠滿足精神和心理層面的需求。因此,軟營銷是最重要的特點之一。遵循網(wǎng)絡禮儀,禮節(jié)在網(wǎng)絡上有效的應用可以獲得期望的結(jié)果。著重闡述了企業(yè)營銷活動的同時需要尊重消費者的情感和身體,讓消

56、費者能夠舒舒服服地主動接受企業(yè)的營銷活動。最能體現(xiàn)傳統(tǒng)營銷活動的特點是強大的市場推廣，傳統(tǒng)的廣告和營銷人員。在傳統(tǒng)的廣告中,消費者往往被迫的被動接受廣告信息“炸彈”,其目的是通過不斷刺激著消費者的心來傳遞信息,令人印象深刻。但消費者不愿意接受需要不需要被考慮在其中。營銷人員不考慮目標是否愿意購買和需求,僅僅根據(jù)營銷人員,決定自己的營銷活動的進行并且有說服力。</p><p>　　在互聯(lián)網(wǎng)上,由于信息交流是一個自由

57、、平等、開放、交互的,要強調(diào)的是互相尊重、溝通、在線用戶更加注意保護和隱私的個人經(jīng)驗。因此,使用傳統(tǒng)的營銷手段的一個強勢的開場在互聯(lián)網(wǎng)上的營銷活動一定會適得其反,如美國公司AOL強迫他們的用戶發(fā)送電子郵件廣告,結(jié)果導致用戶的一致反對,但是許多用戶同意美國在線(AOL)同時公司服務器電子郵件報復,結(jié)果是美國在線(AOL)的電子郵件的郵件服務器在一個癱瘓狀態(tài),最終不得不向公眾道歉來平息憤怒。網(wǎng)絡營銷只是從消費者需求和采取的經(jīng)驗和后拉式戰(zhàn)略來

58、吸引消費者關心企業(yè)的營銷效果的實現(xiàn)。網(wǎng)絡在因特網(wǎng)上開展營銷活動,尤其是促銷活動必須遵循一定網(wǎng)絡虛擬社區(qū)的形成規(guī)則,有的也被稱為“網(wǎng)絡規(guī)范(典范)”。網(wǎng)絡營銷是柔軟的典范，基于營銷巧妙遵循規(guī)則達到一個微妙的影響。營銷理論在網(wǎng)絡應用軟件和網(wǎng)絡營銷策略上有著具體細節(jié)。</p><p><b>　　(D)網(wǎng)絡整合營銷</b></p><p>　　在當前的工業(yè)社會,作為第三產(chǎn)業(yè)

59、發(fā)展的服務行業(yè)是主要的經(jīng)濟增長點,傳統(tǒng)的manufacturing-based成為服務型的發(fā)展,新的服務行業(yè),例如金融、通信、交通等行業(yè)如日中天。后工業(yè)社會要求企業(yè)的發(fā)展必須建立在服務型的基礎上,這是必要的,以客戶為中心,為客戶提供及時、適當方式,適當?shù)姆?盡最大可能地滿足客戶的需求?；ヂ?lián)網(wǎng)作為一個cross-transmission時間和空間的“超導“媒體,能及時提供客戶服務位于互動網(wǎng)絡的同時能理解客戶的需求,提供有針對性的反應,因

60、此網(wǎng)絡時代可以說是消費者最迷人的行銷工具。</p><p>　　網(wǎng)絡整合營銷理論包括以下重點:</p><p>　　網(wǎng)絡營銷的需要,首先消費者需要他們的整個營銷過程中從一開始就是顯而易見的。網(wǎng)絡營銷配電系統(tǒng)作為利益相關者及企業(yè)更緊密地聯(lián)系在一起。企業(yè)利益和國家利益客戶整合在一起。網(wǎng)上營銷的作用,你可以通過4 p(產(chǎn)品/服務、定價、分銷、促銷)中發(fā)揮重要的作用。具有約束力。網(wǎng)路的使用傳統(tǒng)的4

61、 p營銷組合可以更好地與客戶為中心4 c標準(顧客、成本、便利、溝通)結(jié)合。</p><p>　　1.產(chǎn)品和服務,以客戶為中心</p><p>　　隨著互聯(lián)網(wǎng)有非常良好的互動,指導用戶通過互聯(lián)網(wǎng)企業(yè)的指導下選擇產(chǎn)品、服務或具體的要求,企業(yè)用戶選擇基于及時生產(chǎn)要求,提供及時的服務,使客戶時間和空間要求遇見的那個產(chǎn)品和服務;另一方面,企業(yè)也可以趕上客戶需求和客戶的要求按照及時生產(chǎn)和銷售團體提供

62、生產(chǎn)效率和市場的有效性。在1995年，美國的戴爾電腦公司銷售有了很大的損失,但在1996年,他們通過國際互聯(lián)網(wǎng)將公司的電腦銷售成績提高了100%,由于客戶通過國際互聯(lián)網(wǎng),你可以設計公司的主頁來選擇和組合的計算機,然后該公司生產(chǎn)部門立即要求生產(chǎn),通過郵政服務公司,公司可以實現(xiàn)零庫存生產(chǎn),特別是在價格的急劇下降的計算機元件的時代,庫存不僅會降低存貨成本，因為高價庫存所帶來的損失也是可以避免的。</p><p>　　2

63、.客戶可接受的成本定價</p><p>　　傳統(tǒng)的成本在市場營銷生產(chǎn)型定價中是必須丟棄的。新客戶的價格應該建立在可接受的成本定價,并基于成本來組織生產(chǎn)和銷售。以客戶為中心的業(yè)務企業(yè)定價、客戶必須確定市場需求和價格的公認標準,否則成本對顧客接受定價是一個空中樓閣的畫面。在互聯(lián)網(wǎng)業(yè)務可以很容易實現(xiàn),客戶可以通過網(wǎng)絡接受的成本,為用戶選擇之前依照客戶提供靈活的產(chǎn)品設計及生產(chǎn)程序的商業(yè)成本,確認客戶同意的生產(chǎn)和銷售機構(gòu),

64、所有的這一切都是在客戶公司的服務器程序的指導下,不需要專門的服務。因此,成本是極低的。目前,美國通用汽車公司,讓客戶在互聯(lián)網(wǎng)上通過公司自身的制導系統(tǒng)的設計、組裝汽車來滿足他們的需要,用戶首先決定接受的價格標準,然后根據(jù)價格上限系統(tǒng)符合要求的風格展示工具,用戶也可以適當?shù)母淖?公司生產(chǎn)最終產(chǎn)品僅為滿足客戶需求的價格性能比。</p><p>　　3.為了便于分布產(chǎn)品客戶導向</p><p>　

65、　網(wǎng)絡營銷是一對一的分銷渠道,銷售的時空,客戶可以訂購隨時隨地使用互聯(lián)網(wǎng)和購買產(chǎn)品。例如,公司成立于8年前,因為引進的電子郵件和世界的秩序系統(tǒng),所以加工時間從15天24小時。目前,公司正利用互聯(lián)網(wǎng)提供比對手更有效率的服務。公司的內(nèi)部網(wǎng)絡和汽車制造商建立聯(lián)系,以便他們彼此在線可以要求對方馬上生產(chǎn)。</p><p>　　4.促銷活動來加強溝通和客戶的接觸</p><p>　　是促進傳統(tǒng)企業(yè)通過

66、一定媒介和工具的壓迫客戶加強公司的客戶與產(chǎn)品驗收、忠誠、被動,接受客戶與缺乏客戶的交流與聯(lián)系同時成本高的公司銷售的方式。網(wǎng)絡營銷是一個一對一的互動，顧客都可參加公司的營銷活動,所以互聯(lián)網(wǎng)能夠加強與客戶的交流與接觸和了解客戶的需求,吸引了越來越多的客戶目光。美國雅虎的新恒星(雅虎)公司發(fā)展分類網(wǎng)絡信息檢索工具,這些產(chǎn)品都是高度交互的,用戶可以認為它是重要為分類信息的雅虎公司立即加入雅虎信息產(chǎn)品的分類為其他用戶使用,所以不需要著名的廣告商品

67、,在短短兩年的時間公司的股票價值高達數(shù)十億美元。常用的方法,網(wǎng)絡營銷系統(tǒng)</p><p><b>　　(1)搜索引擎營銷</b></p><p>　　(2)電子郵件行銷許可</p><p><b>　　(3)在線廣告</b></p><p><b>　　(4)網(wǎng)絡資源合作</b&g

68、t;</p><p><b>　　(5)病毒性營銷</b></p><p>　　(6)一個會員制的網(wǎng)絡營銷網(wǎng)絡</p><p><b>　　網(wǎng)絡營銷業(yè)務</b></p><p>　　實施網(wǎng)絡營銷不一定要有他們自己的網(wǎng)站,在缺乏立地條件、企業(yè)實施有效的營銷網(wǎng)絡的情形下。免費網(wǎng)站營銷主要取決于網(wǎng)絡營銷和