网络广告战略的调整

1、毕业论文（设计）外文翻译题目：网络广告策略运用研究一、外文原文（一）标题：internet advertising strategy alignment原文：introductionthe internet has had a profound impact on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. while the internet is not a strateg

2、y in itself (porter, 2001), it has become an important consideration when fashioning strategy. one application of the internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browser, irrespective of location. thu

3、s, global businesses should consider how they align their web site with corporate strategy. since the web can be an influential medium for attracting and retaining customers (watson et al., 1998), it is critical to examine the connection between web advertising and global strategy. in this article,

4、we review the fundamental global strategies that corporations can pursue and then empirically examine the relationship between corporate global strategy and web advertising strategy. we conclude by illustrating the relationship between corporate and web management strategies. internet advertising st

5、rategies for multinational organizationsall firms face three strategic challenges:(1) demand risk;(2) innovation risk; and(3) inefficiency risk (child, 1987).advertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products. in the mid-1990s, the int

6、ernet emerged as a new tool for reaching consumers, and it now provides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. indeed, internet technologies and marketing objectives can be interlaced to increase the effectiveness of a firms consumer directed communic

7、ations (watson et al., 2000). thus, an internet advertising strategy is concerned with the creation, placement, and distribution of electronic messages that will be read by, and have an effect on, those consumers whom the advertiser most wants to influence. creation, as well as considering tradition

8、al advertising factors (e.g. the message to communicate), must also embrace internet technologies (e.g. flash and mp3) that potentially influence consumers. when placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chosen, where to place the ad on

9、 the page for maximum impact (loiacono et al., 2001). distribution addresses which web sites and electronic mailing lists will be used.much of the attention related to internet advertising has focused on the placement of advertisements on third-party web sites where the market is estimated to be $9.

10、7 billion, about three percent of total advertising (green and elgin, 2001). however, this approach ignores a companys use of its web site to advertise its products. for many firms, the web site has become a major venue for communicating with, and influencing, customers. in many cases, it is the def

11、ining image of the firm because it has become a dominant channel of interaction (watson et al., 1998). thus, the design and content of the corporate web site are key elements of internet advertising strategy. given the increasing importance of the corporate web site as an advertising medium, a key o

12、rganizational issue is: how does the internet advertising strategy align with the corporate strategy?the global nature of the internet is a highly pertinent and unique element of this channel that has a particular influence on advertising strategy. no other advertising medium (e.g. television, radio

13、, newspaper) is unreservedly global. a firms web site is automatically visible to all customers with web access no matter where they are located. it can influence consumers everywhere, whether or not the firm so intends. hence, global firms should explicitly examine the relationship between their co

14、rporate and internet advertising strategies, because most customers would expect a linkage between the two. imagine the dissonance that could occur in a customers mind when the web site and local advertising are at variance. using the corporate web site as a surrogate for a firms internet advertisin

15、g strategy, we investigate the degree of alignment between corporate and internet advertising strategy.methodologydata were collected in the fall of 2001, using mba students registered for a class entitled “globalization and it”. students were grouped into teams of two or three people, for a total o

16、f ten teams. eight of these teams included at least one international student. each team assessed six web sites from a pool of 20 multinational enterprises. more particularly, the internet strategy of each web site was evaluated according to rugmans (2001) framework: the web site was reflective of e

17、ither an integration strategy, a national responsiveness strategy, or a transnational strategy. criteria examined during this assessment included, but were not limited to, the language capabilities on the web site, the relationship between the corporate and national web sites, and the implementation

18、 of customer service. while examining the language capabilities of the web site, students asked:. is the entire web site translated, or just specific pages?. is the translation correct and effective?. can customers be serviced in their own language?. is the site culturally sensitive?the relationship

19、 between the corporate and national web sites was investigated through the following questions:. are the national web sites accessible directly through their own url or is there a need to use the corporate url?. are national web sites accessible through appropriate search engines and portals?. is th

20、ere a similar look and feel across the national web sites?. are functionalities consistent across national web sites?finally, questions inquiring about the implementation of customer service included:. is “buying and delivering” at all possible from the national web sites?. are payment facilities co

21、nsistent with local capabilities?. is a local telephone number available for transaction processing and support?a short write-up about each of the six multinational web sites studied by each team was required, along with an oral presentation on two of the sites. discussionthe goal of advertising is

22、to deliver messages that positively influence current or prospective customers. given that advertising has such an influence on customers, corporations spend considerable time and funds creating and placing advertisements. as such, us advertising expenditure is around $320 billion (green and elgin,

23、2001). large corporations, in particular, take care to build brands that are recognizable throughout the world. however, it would appear that many firms have not fully realized the potential of the corporate web site as an advertising medium. for two thirds of the companies in our sample, there is n

24、o perfect alignment between corporate and internet advertising strategy. there are several possible reasons for this lack of connection.first, it could be that the corporate web site is not seen as part of a corporations overall advertising strategy. it may not be perceived of as a key channel for r

25、eaching customers, because internal advertising executives are still fixated on traditional channels and advertising logic. thus, these executives might think of internet advertising as placing banner ads on high-traffic web portals (e.g. yahoo!) and do not think of advertising on their corporate we

26、b site. given that many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight.second, corporations might not have had the time or resources to align their corporate and internet advertising strategies. the introduction of in

27、ternet technology into most corporations has required a tremendous reallocation of resources to create an internet presence, firm intranet, and partnership extranets. the scarcity of internet skills, particularly before the flameout, meant that many initiatives had to be delayed and web site

28、s are incomplete2. so, for example, benetton might have decided that, given its many relationships with clothing manufacturers in northern italy, building an extranet to support data exchange and production integration might have a higher return on investment than investing in a corporate web site.t

29、hird, some firms might have decided that the corporate web site does not have enough impact on its customer base to justify an integrated internet advertising strategy. hsbc, for example, possibly recognizes that corporate customers are not greatly influenced by either its global or relevant local w

30、eb site. banking, especially at the corporate level, has a strong personal relationship element and a web site has little persuasive impact.thus, while we can make a sound case for alignment of corporate and internet advertising strategy, we can also suggest potential reasons explaining why such an

31、alignment might not have yet taken place and why misalignment is relatively common. nevertheless, the compelling rationale for alignment of functional strategies with corporate strategy suggests a long-term convergence of internet advertising and corporate strategy. thus, what are needed are some to

32、ols for organizations to decide how to achieve this alignment.the quality of a web site is determined by four key factors:(1) ease of use;(2) usefulness;(3) entertainment; and(4) complementarity (loiacono, 2000).it must be easy to navigate and readable, have the information visitors require, be aest

33、hetically appealing, have a positive emotional impact, and allow the visitor to perform most, if not all, transactions with the firm. for the purposes of simplifying the analysis, we further reduce web site issues to those of design (ease of use, entertainment, and functionality) and content (useful

34、ness of information). design and content can either be handled locally (i.e. headquarters for a country) or globally (global headquarters for the firm). as such, the elements of design, such as the overall look and feel of the web site (e.g. navigation icons, placement of the corporate logo), and ge

35、neral functionality (e.g. support for online ordering or parcel tracking) can be decided by corporate or each nation. similarly, the content can be created by corporate headquarters, with appropriate translation, or created locally. this combination of choices results in four web site strategies for

36、 multinationals (see table vii).conclusionwhen firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also recognize that internet advertising is an integral element of corporate advertising strategy. a direct consequence of

37、this acknowledgment should be the realization that a firms collection of web sites must reflect corporate goals. the need for functional areas to align with corporate goals is well established. in particular, multinationals, which arguably face the most complex organizational environment, need to be

38、 especially concerned with alignment because of the size and geographic spread of their operations. this research indicates that for multinationals, a misalignment between corporate strategy and internet advertising strategy was reasonably common. the newness of the web, at the time data were collec

39、ted, may not have given corporations sufficient time to both recognize the role of the web in advertising and implement internet advertising strategies that are aligned with corporate goals. it is likely that, since our research was conducted, corporations now take greater advantage of internet adve

40、rtising. it remains to be seen, however, whether they do a better job of aligning their internet advertising strategy with their corporate strategy. for those organizations seeking alignment, we offer a tool (see table vii) that enables them to recognize how they should handle design and content mat

41、ters for the combination of corporate and national web sites.our research has certain limitations. first, the subjective process that we relied on to assess each web sites strategy forced us to disregard 25 percent of the cases in our initial sample. this percentage is relatively high, and more prec

42、ise guidelines on classifying a strategy might have increased the level of agreement. of course, it might also be the case that a hybrid strategy led to a lack of agreement among the judges. also, it is possible that an organizations country of origin might have influenced its web site design. simil

43、arly, an organizations product line (or type of service offered) may have an impact on the design of its web site. both of these factors (cultural origin and type of product/service) have been acknowledged as important in prior literature (e.g. simeon, 1999; okazaki and rivas, 2002), and should thus

44、 be considered in future research, which would also require larger samples in order to control for these factors.the larger issue, which we may well address in future work, is whether alignment of corporate and internet advertising strategies leads to superior performance. this is the overarching qu

45、estion that research on the alignment of these two strategies should ultimately address. we believe that our initial work lays a foundation for addressing this fundamental question.出处：marie-claude boudreau and richard t. watson internet advertising strategy alignment j. internet research vol. 16 no.

46、 1, 2006 pp. 23-37二、翻译文章标题：网络广告战略的调整译文：简介：网络由于能够改变组织的成本结构和与客户的通信模式从而对其战略思维能力有着深远的影响。尽管网络本身不是一个战略（波特，2001），但在制定战略计划时它已日益成为一个重要的考虑因素。作为应用程序的网络，对企业的全球化有着深刻的战略意义，因为网站无论地点都能够被任何拥有网络浏览器所访问。因此全球企业应该考虑如何使用它们的网站，使其与企业战略相辅相成。由于网络是一个能够吸引，留住客户具有影响力的媒介（沃特森等，1998），其关键是要检查要网络广告和全球战略的联系。在这篇文章中，我们关注探讨了企业凭借经验追求其全球战略与

47、网络广告的关系的基本战略。最后，我们说明了有关企业和网络之间关系的管理策略。对于所有跨国公司而言其网络广告策略主要受到三个方面的战略挑战：（1）需求风险（2）创新风险（3）效率低下的风险 广告是企业主要的一种通过对风险管理需求的了解改变来提高人们对其产品认识的方法。在二十世纪九十年代中期，互联网作为能够接触消费者的新的传播工具的出现，并且现在提供了一系列的技术方式(如网页技术以及电子邮件)来影响消费者的意见和需求。事实上，网络技术和营销目标能够隔行增加公司针对消费者的沟通效果。（watson等。，2000）因此，网络广告战略所关注的是有关创造，位置和电子分布的信息能够被那些企业最想去影响的客户

48、所读取从而产生影响。创造，同时要考虑到传统的广告因素（如信息交流），也必须依靠互联网技术（如flash和mp3）来潜在的影响消费者。当放置广告时，广告商必须考虑使用哪种媒介（比如电子邮件和web），如果选择了网络，就有考虑什么地方产生的影响为最大（洛亚科诺广告等，2001）。分配地址的网站和电子邮寄名单将被使用。许多有关网络广告的注意力都集中在将网络广告安置在第三方网站上，这一市场上拥有价值97亿元约占总数四分之三的广告（格林和埃尔金，2001）。然而，这种方法忽略了公司利用其网站宣传其产品的功效。对许多公司来说，网站已经成为影响及与客户沟通的主要场所。在许多案例中，随着网站成为主要互动的渠道

49、，网站日益成为公司的标志性形象（沃特森等，1998）。因此，企业网站的设计和内容是网络广告战略的关键要素。鉴于广告媒介的定位增加了企业网站的重要性，关键的组织问题是：如何使网络广告战略配合企业战略。网络的全球性使其有一个独特的方式来深层次的对广告策略产生影响。通常其他的广告模式（如电视，广播，报纸）并不是全球性的。一个公司的网站通常能够被位于各地的消费者成功的访问。它能对消费者产生各方面的影响，不论公司是否如此期望。因此，跨国公司必须明确检查其与网络广告战略的关系，因为大部分消费者会期望了解这两者之间的联系。试想一下，可能发生在消费者心中由于网络广告和本地广告的差异而引起的变化。使用企业网站来

50、作为网络广告策略的一个手段，根据我们调查的程度发现企业和网络广告策略的联系。方法： 我们在2001年秋天收集的数据，主要使用了一个由mba学生登记注册的名为“全球化和信息技术”项目的数据。学生们被分成2到3个人为一组的小队，总共为十个小组。其中至少8个小组中至少包含一名国际学生。每个小组分别评估一组来自20多个不同国家的企业网站。更具体的说，每个网站的网络战略的评估是根据拉格曼（2001）的框架：网站反映了一个整合战略，一个国家的反应战略，或跨国经营战略。在这次评估审查的内容标准包括,网站的语言，公司网站与国家网站间的关系，乃至网站客户服务的执行，但也并不局限与此。当评估网站的语言能力是，学生

51、们问道：是整个网站都能提供翻译，亦或是只在特定的网页？翻译是否准确有效？客户是否能使用自己的母语当其浏览网页时？网站文化是否敏感？公司与全国性网站的关系主要通过以下问题进行研究：全国性网站是可以直接通过自己的网址还是需要使用企业网址？能否通过合适的搜索引擎来和门户网站来成功访问全国性的网站？在全国范围内是否有类似外观的网站？跨国网站的功能是否一致？最后，评估客户服务的问题包括：购买和支付职能是否能在所有跨国网站得到支持？是否有提供支付设施相适应的本地能力？是否有一个本地电话号码来进行事务处理和支持服务？每一个小组被要求写一篇简短的报告关于他们所审查的6个国家的网站，同时针对其中的两家进行口头的

52、介绍。讨论：广告的目的是向当前或者潜在客户提供能对其产生积极影响的消息。由于广告对客户有着巨大的影响，使得企业需要花费大量的时间和资金创作和刊登传播广告。因此，美国的广告开支约为3200亿美元（格林和埃尔金，2001）。大公司，特别注意在全球范围内打造其品牌。然而，如此看来，许多公司并没有完全认识到作为广告媒介的网站的潜力。对于我们样本之中的三分之二的公司，并不存在关于企业与其网络广告战略之间完美的一致。这其中有几种这一联系缺乏的可能原因。首先，可能是企业网站并不被看成是企业整个广告战略的一个组成部分。它可能并没有被视为是一个与客户联系的重要渠道，因为内部的广告高管仍然迷恋传统广告渠道和广告逻辑。因为，这些人认为作为网络广告的横幅广告应该放置在高流量的门户网站（如雅虎），而不是公司自己的网站。鉴于许多客户现在更多的考虑去公司的网站来了解其产品和服务，将公司网站作为网络广告的一个手段的漠视是一个严重的疏忽。其次，公司可能没有足够的时间或资源，来协调企业目标与网络