中小企业网络营销外文翻译文献

中小企业网络营销外文翻译文献PAGEPAGE5中小企业网络营销外文翻译文献(文档含英文原文和中文翻译)ManagementofthenetworkmarktingfouSMEsAbstract:Today,mankindhasenteredtheeraofrapideconomicdevelopmentofe-commerce-basednetwork.Afullrangeofrapiddevelopmentandwideapplicationofcomputernetworktechnologyoncontemporarysociety,butalsobroughtgreatchangestotheenterprisemarketingmanagement.NetworkMarketingthenewmarketingmethodstoadapttothechangesoftheeraofthedevelopmentofnetworktechnologyandinformationnetworks,ithaschangedthetraditionalmarketingconcept,marketingstrategy,marketing,waysandmeans,willbecomethemainstreamofthecurrenteraofcorporatemarketing.ThefaceIhadmanyproblemsintheSMEnetworkmarketing,weshouldalsobeaclearunderstandingoftheinevitabilityofitsdevelopment,whichrequiresallaspectsofsynergyandcooperation,tobuildagoodnetworkconsumptionenvironment,andpromotethecontinueddevelopmentofnetworkmarketing.Keywords:networkmarketingsalesmodelofnetworkmanagementmarketingplanningSME.1.Thenetworkmarketingexistencequestionofenterprises(1)ThenetworkmarketingconceptproblemsTheenterpriseinChinanetworkmarketingknowledgeexistingtwoextremeideas:theideathatthenetworkmarketingisahi-techenterpriseofthings,withtraditionalindustries.Orthinkaboutnetworkmarketingisonlinesales,andwitnessednetworkstorelosses,clustersofphenomenonmorelostnetworkmarketingpower.Anotherideathinks,thenetworkprovidesathemwithlargeenterprisesequalcompetition,aslongastheplatformofsmallandmedium-sizedenterprisesownedandbigenterprisesaselegantwebsitedesign,provideandlargeenterprisethesameproductandservice,smallandmedium-sizedenterprisemayusetheInternettranscendenceoflarge-scaleenterprises,inthisideaguidance,theenterpriseputinagreatamountofresourcesonInternetmarketingactivities,however,businessmanagementwillinevitablysufferenterpriseresourcelimit.Althoughsmallandmedium-sizedenterprisewebsitecandomuchonthesurfaceandlargeenterpriseissame,butsitefunctionandservicecannotkeeppacewithalsocanmakenetworkmarketingistheeffecttosellatadiscountgreatly.(2)ThetransactionsecurityexisthiddentroubleNetworkmarketinganentiretransactioniscompleted,theintegrationofincludingonlinepayment.Butatpresentourcountryalthoughbeusedforonlinepaymentcreditcard,buttechnicalsecurityandpsychologicalacceptancestillrealisticoutstandingproblems.Moreoverenterprisedatabaseserveralsosafehiddentrouble,hackersmaystealinformationintothecomputer.(3)ThenetworkinfrastructureincompletePromotionnetworkmarketingtechnicalbarriersmainlydisplaysinthenetworktransmissionspeedandreliability,butduetotheeconomicstrengthandtechnicalreasons,thecurrentnetworkinfrastructureisnotperfect,existingregionaldifferences,restrictsthesmallandmediumenterprisenetworkmarketingisthefurtherdevelopment.(4)ThesocializeddistributionlagSmallandmedium-sizedenterpriselogisticsefficiencyislow,theabilityispoor,socialization,goodsdeliverydistributioncouldn'tkeepupwithhighcost,networkmarketingproductnotoccupypriceadvantage,Atthesametimethecustomergetthegoodstimelonger,onlineshoppingconvenience,expeditioushasnowaytorealize.(5)TherelatedlawsandregulationsisnotsoundAlongwiththedevelopmentofsmallandmedium-sizedenterprisenetworkmarketing,itslegalproblemshaveappeared.Forexample:electriccrime,etc.Theseproblemswillbeontherightsandinterestsofconsumersandbusinessoperatorsandcauseroachon,goagainstthenetworkmarketingactivities.(6)TheignorethetraditionalmarketingstrategyuseIntheprocessofnetworkmarketing,oftenmanysmallandmedium-sizedenterprisesonlyfocusonthenetwork,limitationsandignorethetraditionalmarketingstrategyuse.Enterpriseleadersmoretoconsiderhowtothroughthenetworktocarryonthemarketresearch,informationpropagandaetc,butignorethetraditionalmarketingmethodcombinedwithInternetmarketingtools,andimproveoverallenterprisenetworkmarketingeffectmethods.2.Theenterprisenetworkmarketingofeffectivestrategies(1)ToestablishcorrectnetworkmarketingconceptSmallandmedium-sizedenterpriseshouldnotonlyrealizesoberlynetworkintheinformationage,theimportanceoftheroleofnetworkmarketingwillmoreandmorebig,implementingnetworkmarketingistheinevitablechoiceofsmallandmedium-sizedenterprises.Atthesametimetodevelopthenetworkmarketingactivitiesdoesnotmeanmustinvestalotofmoney,haveprofessionaltechnicalpersonnel,erectInternetline,buyingexpensiveserver,andbuildafunctionverycompletewebsite,enterpriseshouldaccordingtotheirowncharacteristicsandinternalconditionseco-managementnetworkmanagementpath.Forinstance,canfirstuseofnetworkqueryandreleasesupply-demandinformationparticipationonlineauction,onlinepurchase,etc.Afterestablishingnetworkbrand,finallyestablishedtheperfectenterprise'swebsites,todevelopthenetworkmarketing.(2)StrengthenthenetworkinfrastructureconstructionandthenetworkmarketingsupportingsystemconstructionInourcountry'snetworkmarketingdevelopment,thegovernmentshouldplaythemacro-controlrole,increasenetworkinfrastructureinvestment,improvecurrentnetworkenvironment;Establishonlinepaymentsystem,authenticationsystemandtheestablishmentofdigitalcertificatesauthorizationcenterandkeymanagementcenter,inordertorealizetheonlinetransactions,andstatusconfirmationofonlinetraderscommercialpasswordonmonopolisticmanagement,toprovidesecurityfornetworkmarketing,Cultivatinglogisticsindustry,especiallyinthecurrentsinglesmallandmedium-sizedenterprisesmaynotindependentlyproblem-solvinglogisticsanddistributionofthecase,thegovernmentshouldfocusonregionalestablishlogisticswholesalecenterordistributioncenters,providethirdpartylogisticsservicesforsmallandmedium-sizedenterpriseextensivelynetworkmarketingtocreatethegoodexternalconditions.(3)Strengthenandperfecttheenterprisesnetworkmarketingtherelevantlaws,regulationsandpoliciesForeigngovernmenttopromotethedevelopmentofsmallandmedium-sizedenterprisesadoptedmethodscanclearlyseecompletelawsandregulationssystemforsmallandmedium-sizedenterprisesdevelopmenthasprofoundinfluence.ForChina,andperfectingrelevantlawsandregulationsistoimprovethesmallandmedium-sizedenterprisesurvivalenvironment,promotethedevelopmentofsmallandmiddle-sizedenterprisesimportantpremise.Governmentsmayalsothroughtheformulationforsmallandmedium-sizedenterprisesimplementingnetworkmarketingpreferentialpoliciestorealizethisaim.Forexample,bythegovernmenthaslaunchedtheonlinegovernmentprocurementsystems,stipulateaonlinepurchasingproportionandtothesmallandmediumenterprisepurchasingproportiontoencouragesmallandmedium-sizedenterprisestodevelopthenetworkmarketing,Thegovernmentsetupsmallandmedium-sizedenterprisenetworkmarketingdevelopmentspecialfund,tosmallandmedium-sizedenterprisenetworkmarketingprojectloaninterest;giveThefinancialdepartmentstosmallandmedium-sizedenterprisestodevelopthenetworkmarketingprovidelow-interestorinterest-freeloans,Taxauthoritiestosmallandmedium-sizedenterprisestodevelopthenetworkmarketingactivitiesissubjecttoexemption,etc.(4)Thee-marketingandthetraditionalmarketingcloselyIntheprocessofnetworkmarketing,networkmarketingofsmallandmedium-sizedenterprisesshallbethemeansandthetraditionalmarketingstrategyofcombined,inordertoobtainthebestmarketingeffectandimprovetheircompetitiveabilityandmaketheenterprisecanbetterthanthecompetitiontoprovidecustomerswithbetterproductsandservices.Thenetworkmarketingstrategiesandgeneralmarketingstrategies,theintegrationofthedegreeofcombiningaccordingtocompany'sactualsituationisdetermined.Forsimpleonlinecollectinformationofenterprise,usingtheInternetmarketingreceivingmailconsumersandcompetitorinformation,bemasteredtheneedsofcustomersandothermarketingstrategymainlygeneralmarketingstrategyprimarily.Foranenterprisedomain,enterpriseelectronicmailbox,corporatesiteoftheenterprise,shouldusenetworkmarketingstrategy,causestheenterprise'soverallmarketingbesteffect.Thenetworkmarketingasabrandnewmarketingmodeistoadaptthenetworktechnologydevelopmentandinformationnetworkinthesocialchangesofnewthings.Withtheadventoftheinformationage,thenetworkmarketingwillbecometheinevitablechoiceofsmallandmedium-sizedenterprises.中小企业网络营销的经营管理摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。计算机网络技术的迅猛发展和广泛应用对当代社会产生了全方位的影响，也给企业的营销管理带来了巨大的变革。网络营销是适应网络技术发展与信息网络时代变革的新型营销方式，它改变了传统的营销理念、营销策略、营销手段和方式，将成为当今时代企业营销的主流。面对我过中小企业网络营销存在的诸多问题，我们也应清楚的认识到其发展的必然性，这需要各个方面的协力配合，打造优良的网络消费环境，推动网络营销的持续发展。关键词：网络营销网络销售模式管理营销策划中小企业一、中小企业开展网络营销存在的问题1、网络营销观念存在问题我国中小企业对网络营销的认识存在着两种极端观念:一种观念认为网络营销是高科技的东西,跟企业的传统产业不沾边。或者认为了网络营销就是网上销售,而目睹了网络商店亏损累累的现象后,更失去了网络营销的动力。另一种观念认为,网络提供了一个他们和大企业同等竞争的平台,只要中小企业拥有和大企业一样精美的网站设计,提供和大企业一样的产品和服务,中小企业就可能利用互联网超越大企业,在这种观念指导下,企业投入大量的资源进行网络营销活动,然而,企业经营必然受到企业资源的限制。尽管中小企业网站能够做得表面上和大企业一样,但网站功能和服务不能跟上也会使网络营销的效果大打折扣。2、交易安全存在隐患网络营销的整个交易过程是一体化完成的,这其中包括网上支付。而目前我国虽有可用于网上支付的信用卡,但技术上的安全保障以及人们心理上的接受度仍是现实的突出问题。另外企业的数据库服务器也安全隐患,黑客有可能闯入电脑盗取信息。3、网络基础设施不完备推广网络营销的技术障碍主要表现在网络传输速度和可靠性,但由于经济实力和技术方面的原因,目前网络的基础设施建设还不完善,存在地域性差异,制约着中小企业网络营销的进一步发展。4、社会化配送滞后我国中小企业物流效率低、能力差,社会化配送跟不上,货物递送成本高,网络营销产品不能占有价格上的优势;同时顾客拿到商品的时间较长,网上购物的方便性、快捷性无从实现。5、相关法律法规不健全随着中小企业网络营销的发展,其法律问题也纷纷出现。比如:电犯罪问题等等。这些问题会对消费者和经营者的权益造成侵害,不利于网络营销活动的开展。6、忽视传统营销策略的使用在进行网络营销的过程中,往往很多中小企业只把目光局限在网络上,而忽视了传统营销策略的使用。企业的领导者更多地考虑如何通过网络进行市场调研、信息宣传等,却忽略了把传统营销手段与网络营销手段相结合,从整体上提高企