互联网网络营销外文文献翻译

1、互联网网络营销外文文献翻译(含：英文原文及中文译文) 文献 出处： Peter Kenzelmann Technical Consultancy in InternationalizationJ. International Marketing Review, 2006, 4(3):20-29. 英文原文The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology,

2、 as represented by information technology. Computer networks of modern communications 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 networ

3、ks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.The theoretical basis for the n

4、etwork marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing Theoryword文档可自由复制编辑Internet marketing as an effective di

5、rect marketing strategy, network marketing that can be tested and measurableand can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direc

6、t marketing theory is the 20th century, one of the 80s 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 reached one or more advertising media marketing system interaction.

7、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 evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible. (B) the network theory

8、of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which 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 su

9、pply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers areword文档可自由复制编辑 constantly changing, the core of marketing should be a simple one-time pas

10、t transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors,

11、government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide c

12、ustomers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the m

13、arketing objectives of companies. The implementation of relationship marketing is not to damage the cost of businessinterests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can

14、bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication andword文档可自由复制编辑 exchange costs, which companies build long-term

15、relationships with customers to provide effective protection. This is because,first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible productio

16、n technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, t

17、he use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in th

18、e shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises

19、can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply ofword文档可自由复制编辑 business-to-business yet, distributors such as the es

20、tablishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-businesssystems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation betwee

21、n the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the strong sales of t

22、he new theory, the theory suggeststhat when customers buy products 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 network through the

23、use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterpri

24、ses. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising,word文档可自由复制编辑 consumers are often forced to passive reception of advertising messages, bombing, and its goal

25、 is to impart information through continuous means the hearts of consumersimpressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to

26、the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal exper

27、ience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to 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 agreed to AOL at

28、 the same time the company server E-mail to retaliate, with the result that AOLs E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumers experience and needs and take pull-type strategy to attract consumers

29、concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known asword文档可自由复制编辑netiquette (Netiquette). Networ

30、k marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.Network Integrated MarketingIn the current post-industrial society, the tertiary i

31、ndustry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society re

32、quires the development of enterprises must be based on service-oriented, it is necessaryto customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission o

33、f superconductive media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing th

34、eory include the following key points:Network marketing requires, first of all the consumers into the entireword文档可自由复制编辑 marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more cl

35、osely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be bet

36、ter with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or s

37、ervice or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer

38、 needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but inword文档可自由复制编辑1996, their sales via the Internet to co

39、mputers, the performance of 100 percent growth, due to customers via the Internet, you can design in the companys home page to choose and combination of computers, the companys production department immediately upon request, production, and sent through the postal service company, so companies can a

40、chieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.Customer acceptable cost pricingThe cost of traditional productio

41、n-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable 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 th

42、e price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible produc

43、t design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under theword文档可自由复制编辑 guidance and does not require specialized services and, therefore, extre

44、mely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the companys own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price li

45、mit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.Products to facilitate the distribution of customer-orientedNetwork marketing is one-t

46、o-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 still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the wor

47、ld order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The companys internal network and vehicle manufacturers to establish contact so that they could demand the other party pro

48、mptly after the production of steel to each other online.Repressively turn promotions to strengthen communication and contacts with customersword文档可自由复制编辑Is the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the companys customers and produ

49、ct acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the companys sales. Internet marketing is a one-on-one and interactive, and customers can participate in the companys marketing activities in the past,

50、so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoos new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products a

51、re highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two year

52、s the companys stock market value of billions of dollars, an increase of as much as several hundred times.中文译文word文档可自由复制编辑网络营销的技术基础 彼得肯泽尔曼 网络营销基于以信息技术为代表的计算机网络技术的技术基础。 计算机网络将现代通信技术和计算机技术相结合，将它在不同地理区 域和专用计算机设备中进行外部互联， 将通信线路变成一个庞大，强 大的网络，从而使大量计算机能够轻松地将信息传递给对方， 共享硬 件，软件，数据和其他资源。与网络营销密切相关的计算机网络有三 种类型：互

53、联网，外联网和内联网。网络营销的理论基础网络营销的理论基础是直销网络理论， 关系营销网络理论，营销 理论和网络软件整合营销理论。（一）直接响应网络营销理论网络营销作为一种有效的直销策略，网络营销可以被测试和测 量，并且可以被评估和控制。因此，利用网络营销的特点，可以大大 提高营销效率和营销决策的执行效果。直销理论是20世纪80年代引人注目的概念之一。美国直销协会 对其定义是：“一个能够产生任何可量度回应的地方（或）使用交易 所达成一个或多个广告媒体营销系统的互动。”直接营销网络营销理 论的关键在于可以对其进行测试，测量，评估，这是评估营销和市场 营销传统困难的影响以实现更科学决策的根本解决方案

54、。（二）关系营销网络理论关系营销是1990年以来非常重视的营销理论，它主要包括两个word文档可自由复制编辑基本点：首先，在宏观层面将会认识到营销范围广泛的领域，包括客 户市场，劳动力市场，供应市场，内部市场，市场利益相关者以及受 影响的市场（政府，金融市场）；在微观层面上，认识到企业与顾客 之间的关系在不断变化，营销的核心应该是一次过去的简单交易， 重 点在于保持长期关系。社会经济系统是企业的主要子系统，企业的营 销目标受到很多外部因素对企业营销活动的影响，是消费者，竞争对手，供应商，经销商，政府机构和社会组织的互动过程，正确认识个 人与组织之间的关系是营销的核心，也是企业成败的关键。关系营

55、销的核心是保持顾客，为顾客提供高度满意的产品和服务 的价值，通过加强与顾客的联系，提供有效的顾客服务，保持与顾客 的长期关系。和基于营销活动的长期客户关系来实现公司的营销目 标。关系营销的实施并不是要损害企业利益的成本，据研究，针对新 客户的营销成本是老客户成本的五倍， 所以要加强与客户的关系，建 立客户的忠诚度可以带来长期的企业利益， 这是为了促进企业和客户 的双赢战略。互联网作为企业与客户之间有效的双向沟通渠道，可以实现低成本沟通和交换成本，从而为企业与客户建立长期关系提供有 效保护。这是因为，首先，企业可以利用互联网直接接收客户订单， 客户可以自己制定个性化需求。企业按照客户需求灵活运用

56、个性化生 产技术，满足客户需求，最大限度地为客户在消费产品和服务上创造 更多价值。企业客户还可以了解市场需求，细分市场和目标市场，最 小化市场营销成本并提高市场反应率。其次，利用互联网公司为客户 提供更好的服务并与客户保持联系。 互联网时间和空间的限制并不是word文档可自由复制编辑 方便我们的客户最大限度地与企业沟通的特点， 客户可以在最短的时 间内利用互联网以简单的方式访问商业服务。 同时，通过互联网交易 到整个企业可以实现从产品质量， 服务质量，交易服务等全过程到质 量控制。另一方面，企业也可以通过互联网与商业相关的公司和组织建立 关系，实现共赢发展。互联网作为最便宜的沟通渠道，它可以帮

57、助降 低企业对企业的供应成本，但分销商如建立合作伙伴关系。 例如在电 脑公司面前联想，通过建立电子商务系统和管理信息系统与分销商进 行信息共享，降低库存成本和交易成本，并密切双方的合作关系。关 于网络理论的应用将是营销服务网络背后的战略细节。（三）软营销理论网络市场营销理论是针对工业经济软时代以量产为主要特征的“强 销”新理论，理论认为当顾客购买产品不仅能满足基本的生理需求， 还能满足心理和心理层面的需求。因此，软件营销是网络礼仪的一个 主要特点，通过巧妙的营销使用网络礼仪来获得预期的效果。 它强调 企业的营销活动同时需要尊重消费者的感受和身体阅读， 让消费者能 够舒适地主动接受企业的营销活动

58、。 传统的营销活动最能体现强大的 营销促销的特点是两个：传统的广告和营销人员。在传统的广告中， 消费者往往被迫接受广告信息“轰炸”，具目标是通过持续的手段传 递信息给消费者的心留下深刻的印象， 至于消费者是否不愿意接受不 需要的被考虑在内；营销人员，营销人员并不考虑愿意出售的对象和 需求，而是根据营销人员确定自己的营销活动进行强行。word文档可自由复制编辑在互联网上，因为信息交流是一种自由，平等，开放，互动的， 强调互相尊重和交流，在线用户更重视个人体验的保护和隐私。因此, 使用传统的营销手段在互联网营销活动中强势启动势必会适得其反， 比如美国公司AOL已经强迫其用户发送电子邮件广告，结果导