企業(yè)微博分析英國(guó)出版商應(yīng)用twitter作為一種營(yíng)銷(xiāo)工具[外文翻譯]

1、<p><b>　　畢業(yè)論文外文翻譯</b></p><p><b>　　譯文</b></p><p>　　標(biāo)題：企業(yè)微博：分析英國(guó)出版商應(yīng)用Twitter作為一種營(yíng)銷(xiāo)工具</p><p>　　資料來(lái)源：施普林格科學(xué)+商業(yè)媒體 作者：安妮</p><p&g

2、t;　　快速增長(zhǎng)和流行的微博平臺(tái)twitter是一種最新的互聯(lián)網(wǎng)現(xiàn)象，它為一般企業(yè)和出版商做營(yíng)銷(xiāo)對(duì)話(huà)和消費(fèi)者導(dǎo)向的方式開(kāi)辟了新的機(jī)會(huì)。這項(xiàng)調(diào)查分析了英國(guó)出版商使用twitter的具體目的，找出對(duì)出版商影響，使用方式和內(nèi)容的微博。結(jié)果表明，一個(gè)出版商的規(guī)模主要影響的是它使用twitter，而不影響其使用方式和信息內(nèi)容。</p><p>　　過(guò)去5年，社會(huì)媒體的應(yīng)用已迅速上升到一個(gè)很突出的地位，今天數(shù)百萬(wàn)人使用社會(huì)媒

3、體如twitter。對(duì)于企業(yè)來(lái)說(shuō)，這既可以是福音也可以說(shuō)是詛咒：一方面，社會(huì)媒體聚集了史上最大的觀眾群和使他們?nèi)菀捉咏?；另一方面，平衡控制信息和品牌形象已從企業(yè)到消費(fèi)者?，F(xiàn)在人們能夠公開(kāi)交換對(duì)于企業(yè)產(chǎn)品、服務(wù)和品牌的信息、經(jīng)驗(yàn)和意見(jiàn)，這種交流不論企業(yè)是否參與都在發(fā)生的。在這種新環(huán)境下，消費(fèi)者的通訊手段不在被控制，原則上他們?cè)械臓I(yíng)銷(xiāo)手法必須要做改變。</p><p>　　社會(huì)媒體營(yíng)銷(xiāo)已經(jīng)如下新的原則的內(nèi)容是：“參

4、與就是營(yíng)銷(xiāo)”。 這種營(yíng)銷(xiāo)模式不再是推出消息，而是積極參與社會(huì)媒體如在twitter匯集內(nèi)容，收聽(tīng)社區(qū)，進(jìn)行對(duì)話(huà)和建立關(guān)系。通過(guò)使用社會(huì)媒體營(yíng)銷(xiāo)，公司可以實(shí)現(xiàn)許多目標(biāo)，包括增大瀏覽量，增加品牌知名度，提高搜索引擎排名，增加銷(xiāo)售和建立領(lǐng)導(dǎo)思維。此外，社會(huì)媒體營(yíng)銷(xiāo)可用于故障排除，解決問(wèn)題，客戶(hù)服務(wù)，市場(chǎng)研究，并作為一個(gè)口碑平臺(tái)。這些機(jī)會(huì)以及威脅減少所引起的影響正是企業(yè)需要社會(huì)媒體營(yíng)銷(xiāo)至關(guān)重要的業(yè)務(wù)，包括出版社也關(guān)注。</p>&

5、lt;p>　　這項(xiàng)調(diào)查分析的是在web2.0時(shí)代，出版部門(mén)是否接受了新的營(yíng)銷(xiāo)工具，并側(cè)重一下問(wèn)題：英國(guó)出版商是否使用twitter作為一種營(yíng)銷(xiāo)工具？如果是，那么他們使用它，如何操作微博？</p><p><b>　　定義以及功能</b></p><p>　　twitter可以分配到一類(lèi)的社會(huì)媒體一類(lèi)，這被界定為在線(xiàn)工具，允許在線(xiàn)溝通，參與和協(xié)作。按照技術(shù)分社會(huì)媒

6、體包括，博客，微博，社會(huì)網(wǎng)絡(luò)，媒體共享網(wǎng)站，論壇和虛擬世界</p><p>　　twitter通常稱(chēng)為微博，它有發(fā)達(dá)的社會(huì)網(wǎng)絡(luò)功能，在2006推出。因此，twitter不僅創(chuàng)造了新的網(wǎng)絡(luò)傳播技術(shù)圍繞利益以及最重要的網(wǎng)絡(luò)傳播技術(shù)，也同時(shí)存在的離線(xiàn)社會(huì)網(wǎng)絡(luò)。</p><p>　　基本上，twitter用戶(hù)可以通過(guò)發(fā)微博共享信息和關(guān)注其他用戶(hù)的微博，其他用戶(hù)。微博信息限制在140個(gè)字符，張貼在網(wǎng)

7、頁(yè)上微博內(nèi)容可以直接或間接通過(guò)手機(jī)短信或通過(guò)第三方互聯(lián)網(wǎng)和移動(dòng)應(yīng)用發(fā)布到網(wǎng)頁(yè)上；這些信息往往伴隨著一定的元數(shù)據(jù)，包括日期，時(shí)間和來(lái)源的原創(chuàng)帖子（如網(wǎng)絡(luò)，短信或第三方應(yīng)用）；正常的微博，只允許有限的互動(dòng)和個(gè)人談話(huà)，但為了適應(yīng)和增加用戶(hù)的需求和選擇，twitter已將特定類(lèi)型的微博和信息（例如回復(fù)和轉(zhuǎn)發(fā)）納入作為官方的特點(diǎn)。除了微博就只有只有很少的信息，是指所有者帳戶(hù)。</p><p>　　總之，twitter直接在

8、網(wǎng)站做到簡(jiǎn)單的微博的機(jī)制，同時(shí)，一體化的第三方應(yīng)用覆蓋的限制，允許不同的接入方式，交互和內(nèi)容分享</p><p><b>　　一般應(yīng)用</b></p><p>　　twitter在2009年上半年開(kāi)始流行，目前擁有超過(guò)14000000注冊(cè)用戶(hù)。今天，它在最受歡迎的微博網(wǎng)站中排名第三，也是世界瀏覽量最大的社交網(wǎng)站，這是兩個(gè)是facebook和聚友網(wǎng)。</p>

9、<p>　　然而，在仔細(xì)檢查這些數(shù)據(jù)發(fā)現(xiàn)一個(gè)缺陷：跳出率，這是分析數(shù)據(jù)的百分比得來(lái)的，訪(fǎng)問(wèn)twitter網(wǎng)站，由于只有一個(gè)單一的頁(yè)面視圖，定居在一個(gè)相對(duì)較高的數(shù)值約為37%，2010年在twitter的流失率也是非常高的，只有40%的用戶(hù)持續(xù)關(guān)注超過(guò)一個(gè)月。此外，專(zhuān)家相信80%微博訪(fǎng)問(wèn)者產(chǎn)生的只有10%的粉絲（微博粉絲為微博的追隨者）。當(dāng)然，受歡迎的個(gè)人，組織和公司所發(fā)布的信息有更好的機(jī)會(huì)被注意，但仍然是令人難以滿(mǎn)意，這對(duì)

10、于利用twitter作為社會(huì)媒體營(yíng)銷(xiāo)工具的營(yíng)銷(xiāo)人員是一種挑戰(zhàn)。</p><p>　　twitter在商業(yè)上的應(yīng)用</p><p><b>　　應(yīng)用</b></p><p>　　因?yàn)樗闹饕脩?hù)關(guān)注和商戶(hù)關(guān)注值twitter主要是作為一種通信工具銷(xiāo)售。然而，在市場(chǎng)調(diào)查方面，“數(shù)據(jù)庫(kù)微博，包含評(píng)論，意見(jiàn)和意見(jiàn)的聽(tīng)眾，搜索引擎，礦山的微博模式也是重要

11、的。除此之外，twitter作為參與通信的工具可以刺激對(duì)網(wǎng)絡(luò)，團(tuán)隊(duì)，公司和市場(chǎng)的討論。它的會(huì)話(huà)方向還為企業(yè)和客戶(hù)提供了一個(gè)機(jī)會(huì)進(jìn)行雙向?qū)υ?huà)，因?yàn)橹С窒嗷ソ涣餍畔ⅲ瑢?duì)雙方都是有利。</p><p>　　因此，twitter作為一種營(yíng)銷(xiāo)工具尤其適合于以下四個(gè)目的：（一）市場(chǎng)研究和反饋；（二）宣傳，品牌和聲譽(yù)管理；（三）業(yè)務(wù)網(wǎng)絡(luò)；（四）客戶(hù)服務(wù)和客戶(hù)關(guān)系管理。</p><p>　　Twitter

12、和出版行業(yè)</p><p>　　記住twitter推出的時(shí)間不超過(guò)5年前，那么出版社才開(kāi)始對(duì)微博營(yíng)銷(xiāo)可能性的探索也是不足為奇的。最初，出版行業(yè)中不同的角色，如出版商，作者，開(kāi)發(fā)商，零售商，書(shū)店，圖書(shū)館，圖書(shū)評(píng)論和媒體使用twitter，交流信息和經(jīng)驗(yàn)，在他們的行業(yè)中越來(lái)越多的與其他角色進(jìn)行行業(yè)的互動(dòng)。因twitter吸引了用戶(hù)的社會(huì)，其最大的力量在于其崩潰的新聞周期實(shí)時(shí)打破傳統(tǒng)媒體的障礙的能力。對(duì)于出版商來(lái)說(shuō)，這

13、個(gè)是獨(dú)一無(wú)二的機(jī)會(huì)與現(xiàn)有和潛在客戶(hù)介紹自身產(chǎn)品?，F(xiàn)在兩者可以直接溝通，有興趣的讀者可以參加促銷(xiāo)活動(dòng)，張貼評(píng)論鏈接和采訪(fǎng)，并以非傳統(tǒng)的方式提醒作者注意誰(shuí)正在審查。</p><p>　　總之，twitter提供了一個(gè)新的，前所未有的訪(fǎng)問(wèn)方式和來(lái)自出版世界的各方面；但也有疑點(diǎn)。隨著越來(lái)越多的出版商開(kāi)始在twitter上微博營(yíng)銷(xiāo)，產(chǎn)生的問(wèn)題是在花費(fèi)這么多時(shí)間和精力之后能否獲得足夠的好處。小出版商面臨的問(wèn)題是他們的微博很可

14、能容易被忽視，在twitter的環(huán)境中。此外，它是假定的業(yè)務(wù)指導(dǎo)推特101，twitter是廣告方式賺錢(qián)的業(yè)務(wù)，想用它說(shuō)服客戶(hù)。這可能會(huì)阻止許多出版商進(jìn)行twitter微博營(yíng)銷(xiāo)，值得懷疑的是是否這些出版商目前使用的企業(yè)版微博來(lái)面對(duì)這種變化。</p><p><b>　　方法</b></p><p>　　正如介紹中的一樣，這項(xiàng)調(diào)查研究的現(xiàn)狀，英國(guó)貿(mào)易出版商使用twitt

15、er，側(cè)重于下列問(wèn)題的研究：英國(guó)出版商是否使用twitter作為一種營(yíng)銷(xiāo)工具？如果是，那么他們使用它，如何操作微博？</p><p>　　基于這樣的假設(shè)的出版社的大小是決定性的因素對(duì)于一般使用，使用方式和微博的內(nèi)容，下面是對(duì)問(wèn)題進(jìn)行了分析：</p><p>　　1. 規(guī)模大小的因素對(duì)是否使用twitter有無(wú)影響？</p><p>　　2. 規(guī)模大小對(duì)微博營(yíng)銷(xiāo)的模式

16、是否有影響？</p><p>　　3. 規(guī)模的大小對(duì)微博發(fā)布的內(nèi)容是否有影響</p><p>　　唯一的研究方法來(lái)充分回答這些問(wèn)題是通過(guò)內(nèi)容分析；記錄分析目的，定量，標(biāo)準(zhǔn)化方法的選擇。由于附屬研究問(wèn)題，考驗(yàn)的發(fā)生不僅是針對(duì)對(duì)單一規(guī)模級(jí)別的出版社的微博內(nèi)容。因此，有必要進(jìn)行分析與不同的書(shū)籍。</p><p>　　內(nèi)容分析包括所有英國(guó)出版商，成員的出版商協(xié)會(huì)和/或獨(dú)立出

17、版商協(xié)會(huì)在時(shí)間的測(cè)量；194個(gè)出版商（5家大型，18家小型，171家中型）完全符合相關(guān)標(biāo)準(zhǔn)。對(duì)內(nèi)容分析水平的個(gè)人出版單位數(shù)調(diào)查是在約50的數(shù)量。對(duì)內(nèi)容分析水平的個(gè)人微博一些單位調(diào)查是在400和500之間，所以微博張貼在六月2010共10推特使用出版商（2大型，3小型，5中型）進(jìn)行了分析。</p><p><b>　　結(jié)論</b></p><p>　　本文通過(guò)調(diào)查，首先

18、，找出英國(guó)出版商是否使用twitter作為一種營(yíng)銷(xiāo)工具，其次，他們研究如何使出版商使用twitter和他們的微博。</p><p>　　結(jié)果表明，盡管twitter的優(yōu)點(diǎn)其普及性，交互性和簡(jiǎn)單，只有42%的受訪(fǎng)英國(guó)出版商進(jìn)行登記的twitter。這不是一個(gè)壞的登記率，但仍有少數(shù)沒(méi)有通過(guò)。如twitter是免費(fèi)的，其他原因可能直接成本低，必須負(fù)責(zé)大量出版商，忽略微博服務(wù)的營(yíng)銷(xiāo)策略。一個(gè)可能的解釋是，它的成本方面的時(shí)

19、間和人員花費(fèi)較多；其他缺點(diǎn)是負(fù)面消息，增長(zhǎng)緩慢的粉絲或壽命短的微博，減少效率的一個(gè)企業(yè)客戶(hù)，特別是在引進(jìn)階段。這些缺點(diǎn)，以及twitter的年輕，采用率42%組內(nèi)的出版審查可能已被認(rèn)為是相對(duì)較高，但關(guān)于這個(gè)通過(guò)比較在其他業(yè)務(wù)部門(mén)可以提供更多的信息。</p><p>　　可以預(yù)見(jiàn)的是出版社目前對(duì)于twitter的營(yíng)銷(xiāo)到目前為止還處于探索階段。出版商將因此了解twitter，有助于了解twitter是否是一個(gè)有效的營(yíng)

20、銷(xiāo)工具，其功效是如何能夠最好的加以衡量，是否適合于某些類(lèi)型的出版商，而不是其他方面和他們twitter粉絲的意見(jiàn)和需求。研究這些方面將提供更多的有價(jià)值的情報(bào)，從調(diào)查結(jié)果和建議可以推斷實(shí)際問(wèn)題，出版商能夠調(diào)整和改善他們的twitter，從而更有效地針對(duì)他們的粉絲。</p><p><b>　　外文文獻(xiàn)原文</b></p><p>　　Title：Corporate Tw

21、eeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers</p><p>　　Material Source: Springer Science+Business Media Author: anne</p><p>　　Abstract The rapid growth a

22、nd popularity of the microblogging service Twitter has been one of the most recent phenomena of the Internet, which opens up opportunities for businesses in general and publishers in particular to do marketing in a dialo

23、gue- and consumer-oriented way. This survey analysed UK trade publishers’ use of Twitter with the specific objective of finding out what influence a publisher’s size has on its Twitter adoption, patterns of use and the c

24、ontent of its Tweets. Overall, t</p><p>　　Introduction </p><p>　　Social media have rocketed to prominence in the last 5 years and today millions of people engage in social media such as Twitter.

25、 For businesses this can be both a blessing and a curse: on the one hand, social media have aggregated the largest audiences in the history of media and made them easily accessible; on the other hand, the balance of cont

26、rol over information and brand images has shifted from companies to consumers. Now people are publicly exchanging information, experiences and opinions</p><p>　　Social media marketing already follows a new p

27、rinciple which reads: ‘‘Participa- tion is marketing’’ . Here marketers no longer push out messages, but actively participate in social media such as Twitter by bringing together content, listening to communities, enabli

28、ng collaboration, engaging in dialogue and establishing relation- ships . By using social media marketing, companies can achieve numerous objectives, including ‘‘increased traffic, increased brand awareness, improved sea

29、rch engine ran</p><p>　　This survey analysed whether the publishing sector has embraced the new marketing tools that have evolved from Web 2.0, focusing on the following questions: Do UK trade publishers use

30、 Twitter as a marketing tool? If yes, how do they use it and what do they tweet about?</p><p><b>　　Twitter</b></p><p>　　Definition and Functionality</p><p>　　Twitter can

31、 be assigned to the category of social media, which can be defined as online tools that allow online communication, participation and collaboration. Technologies that can be grouped under the umbrella term ‘social media’

32、 include, among others, blogs, microblogs, social networks, media-sharing sites, forums and virtual worlds</p><p>　　Twitter is usually referred to as a microblog, but has also developed social networking fea

33、tures since it was launched in 2006 . Therefore, Twitter not only creates new networks around interests and—most importantly—expertise, but also represents existent offline social networks.</p><p>　　Basicall

34、y, Twitter enables users to share information by posting Tweets (tweeting) and subscribing to the Tweets of other users (following). Tweets are messages limited to 140 characters which are posted on Twitter either direct

35、ly on the webpage or indirectly from a mobile phone via SMS or through third-party Internet and mobile applications; they are accompanied by certain metadata, including date, time and the source of the original posting (

36、e.g. the Web, SMS or third-party applications). Norm</p><p>　　Altogether, Twitter achieves simplicity by hosting no content other than Tweets directly on the website; simultaneously, the integration of third

37、-party applications overrides restrictions and allows for diverse forms of access, interaction and content sharing。</p><p>　　General Use</p><p>　　Twitter became popular very quickly in the first

38、 half of 2009 and now has more than 14 million registered users . Today, it is the most popular microblogging site worldwide and also ranks third among the most frequented social networking sites where it was outranked o

39、nly by Facebook and MySpace.</p><p>　　However, on a closer examination these statistics have flaws: The bounce rate, that is the percentage of visits to the Twitter website that consist of a single page view

40、, has settled at a relatively high rate of about 37% in 2010, and Twitter’s churn rate is remarkably high, too, with ‘‘only 40% of users remainmore than one month’’. In addition, ‘‘experts believe that 80% of tweets are

41、generated by only 10% of users, and that the median number of tweet readers per tweet is 1 (most Tweeters tweet</p><p>　　Using Twitter for Business</p><p>　　Application Spectrum</p><p

42、>　　Because of its main assets—user attention and audience size—businesses value Twitter mainly as a communication instrument for marketing. However, in terms of market research, ‘‘the database of tweets that contains

43、the comments, observations, and opinions of the audience, and the search engine that mines those tweets for </p><p>　　patterns’’ are important, too. Apart from this, Twitter as a participatory communication

44、instrument can stimulate discussion within networks, teams, companies and markets . Its conversational orientation also provides corporations and customers with an opportunity to engage in a two-way dialogue, thereby sup

45、porting mutual information exchange, which can be beneficial for both parties.</p><p>　　Consequently, Twitter as a marketing instrument lends itself particularly to the following four purposes: (a) market re

46、search and feedback generation, (b) publicity, branding and reputation management, (c) business networking, and (d) customer service and customer relationship management.</p><p>　　Twitter and the Publishing

47、Industry</p><p>　　Bearing in mind that Twitter was launched no longer than 5 years ago, it is not surprising that publishing has just begun to explore its possibilities . Initially, different players in the

48、publishing sector, such as publishers, authors, developers, retailers, booksellers, libraries, book reviewers and the media, used Twitter to exchange information and experiences within their professions and, increasingly

49、, to interact with other players in the industry. But since Twitter has attracted users fro</p><p>　　Altogether, ‘‘Twitter affords a new and unprecedented level of access to and from all sides of the publish

50、ing world’’; but there is scepticism, too. As more and more publishers become engaged in Twitter, the question is whether the benefits are worth the expenditure of time and effort. Small publishers anyway face the proble

51、m that their Tweets are likely to remain unnoticed within Twitter’s noise. In addition, it is assumed that with the business guide ‘Twitter 101’, Twitter is ‘‘paving the way </p><p>　　Methodology</p>

52、<p>　　As highlighted in the introduction, this survey examined the current state of UK trade publishers’ Twitter use, focussing on the following research questions: Do UK trade publishers use Twitter as a marketing

53、tool and, if yes, how do they use it and what do they tweet about?</p><p>　　Based on the assumption that the size of a publisher is the decisive factor as to general use, patterns of use and content of Tweet

54、s, the following subsidiary questions were analysed:</p><p>　　1. Does the factor size have an influence on whether Twitter is used or not?</p><p>　　2. Does the factor size have an influence on t

55、he patterns of use?</p><p>　　3. Does the factor size have an influence on the content of Tweets?</p><p>　　The only research method adequate to answer these questions is the content analysis; bea

56、ring in mind the analytic aim, a quantitative, standardized approach was chosen. Due to the subsidiary research questions, examinations had to take place not only on the level of individual publishers but also on the lev

57、el of individual Tweets. Therefore, it was necessary to carry out two analyses with different code books.</p><p>　　The population of both content analyses consisted of all UK trade publishers that were membe

58、rs of the Publishers Association (PA) and/or the Independent Publishers Guild (IPG) at the time of surveying; 194 publishers (5 large, 18 medium-sized, 171 small) fulfilled the relevant criteria. For the content analysis

59、 on the level of individual publishers the number of units to be surveyed was set at about 50. For the content analysis on the level of individual Tweets the number of units to be surveyed</p><p>　　Conclusio

60、n</p><p>　　The aims of this survey were, first, to find out whether UK trade publishers use Twitter as a marketing tool, and, second—if they do so—to examine how publishers use Twitter and what they tweet ab

61、out.</p><p>　　The results show that, despite Twitter’s advantages such as its popularity, interactivity and simplicity, only 42% of the surveyed UK trade publishers were registered on Twitter. This is not a

62、bad adoption rate, but still the minority. As Twitter is free of charge, other reasons than direct costs must be responsible for the large number of publishers neglecting the microblogging service in their marketing stra

63、tegies. One possible explanation is that it costs in terms of time and staff; other dow</p><p>　　Publishing has just begun to explore Twitter’s possibilities and currently there is no end foreseeable. To pub

64、lishers it would, accordingly, be helpful to know whether Twitter is indeed an effective marketing tool, how its effectiveness can best be measured, whether it lends itself to certain types of publishers rather than to o