微信营销中英文对照外文翻译文献

微信营销中英文对照外文翻译文献PAGEI--微信营销中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：WeChat

Marketing

ReviewJohnScouriaspresentsituationWeChatmicro-blogmarketingbejustunfolding,andquicklybecamethebrandmanufacturersinadditiontotheofficialmicro-bloganotherInternetmarketinghot.SinceAugust18,2012WeChatpublicplatformofficiallylaunched,themedia,brandsandcelebritiesusemoremethodstotheirfanspushallkindsofinformation,moreandmoreWeChatmarketingeffectcannotbeignored.WeChatmarketing,andgraduallyspreadtothedomesticindustrysalesfield,andplaysanimportantroletochangetheexistingmarketingmode.ThispaperisasummaryoftherelevantWeChatmarketingresearchsummaryofpredecessors,throughanalysis,summaryofthescholarsoftheWeChatmarketingresearch.TheadvantagesanddisadvantagesofWeChatmarketingmode,andWeChatmarketingprospects,existingproblemsandcountermeasuresaresummarized,andputforwardthedirectionoftheirthinking.Theme1.WeChat

born

marketingmodelInrecentyears,althoughthedomesticenterprisesintheelectronicmarketingaspectswithgreatlyimprovedbutitisstillwillbeinfluencedandrestrictedbysocialenvironment.Whentheenterpriseriskinthemarketingprocess,thenbecauseoftheriskandthecostwillrise,whilethesalesoftheproductwillbeaffected,thisisverydangerousforenterprises.Howtogetagreaterreturnonsalesbysmallinvestment,hasbecomeakeyissueintheenterpriseneedtoconsider,thereWeChatisbecomeaready-madepanaceatosolvetheenterprisemarketingmode.ThemainwayWeChatplatformforpubliccommunicationisatwo-dimensionalcode,theemergenceofatwo-dimensionalcodeisacreativetransformationofmanyenterprisesfordomesticandinternational,itisthemarketingandmediaindustryhasbroughtnewimpetustothedevelopmentof.Intoday'sincreasinglycompetitivemarket,WeChatthesetwo-dimensionalcode,lowcost,quicknetworkmarketingmodewasusedbymanyenterprises.FromtheopeningofWeChatbusinesspointofview,theywillputthedealertoWeChatcamp,theenterprisecanmakesomebackbonestaffparticipation,establishingabusinessWeChatarmy.Fromtheinformationreleased,mainlyinbrandinformation,industryinformation,businessactivities,theofficialwebsite,promotionalactivities,infact,areforbusinesspromotion,brandbuilding,informationpushtobuildagoodplatform.2.onthe

WeChat

marketingmodel

toexplore(1)

onthe

WeChat

marketing

modeis

knownas

thefollowing

fourmodes:(2)

LBS+

seenearby"function,

mining

potentialcustomers,

openingupnewchannels

ofenterprisesales;(3)

O2O+"two-dimensionalcodescanning"function,boostbrandvirality,keyentrancethroughonlineandofflinebusinesses;(4)

WeChat

publicplatform

+

"circleoffriends"

newfeatures,

tocreateanew

socialrelationshipschain,

tocreatea

new

modeof

enterprise

reputation;(5)

WeChat

interactive

push,

pushthroughabrandcandeveloppersonalized,

interactiveactivities

and

"fans",

toprovide

moredirectinteraction

experience.ZhangLi(2013)usedintheanalysisofenterprisemarketingWeChatwhen,thinktotheenterprise,WeChatmarketingormarketingmodemustbeusedtodistinguish,fordifferententerprisesofdifferentproductsandservices,toadoptdifferentmarketingmethods,suchasO2O+,two-dimensionalcodescanningmodeissuitablefordining,entertainmentandotherproductsorservicesanduserscloselyrelatedenterprises;shealsopointedoutthatWeChatmarketingcostislow,theadvantagesofpotentialcustomers.3.ComparisonofdefinitionofWeChatmarketingandtraditionalmodeWeChatmarketingistheeraofnetworkeconomyontheinnovationofmarketingmode,andisaccompaniedbyakindofnetworkmarketingwayofWeChat,WeChathasnodistancelimit,theuserregistrationWeChat,andaroundthesameregistration"friends"toformaconnection,userssubscribetotheirrequiredinformationbusinesses,byprovidingtheneededinformation,thewayofmarketingtopromotetheirproducts.HanMei(2013)saidWeChatisdefinedasanewmedia,thenewnetworkmarketingchannels,andtoWeChatasanexample,throughthecontrastWeChatplatformfortraditionalnetworkplatformcharacteristicsandadvantagescompared,analyzedtheenterprisethreecharacteristicsbyWeChatplatformtocarryoutmarketingactivitiesthatwordofmouthcommunication,contentpositioningprecisionmarketing,thegeographicalpositionofmarketing.ToacceptahighdegreeofaccuracyandcontentistheuseofthetwocharacteristicsofnetworkmarketingWeChatplatform,andthetwoisthelackofthetraditionalmassmediamarketingmode..Ithink,

WeChat

marketing

tosolvethemajor

problemsinmarketing

--Discussionon

precisionmarketing,

WeChat

marketingbasedon

themobileInternet

is

thefirstattemptto

pioneer

theprecisionmarketing.

WeChat

public

platformauthentication

accountbackground

accordingtothe

variousconditions

ontheclassificationof

the

user,

userspecificinformation

canbe

sent

toa

certificationaccount

classification.

Thedisseminationofinformation

WeChat

publicaccountisthefirstby

theusertochoose,

theuseroftheinformation

rejection

issmall,

andthemessage

typeisrich,

supportmixedmapandtext

or

video,

audio,

flexibleanddiverseforms.As

amobilesocialnetworking

application,

thepossibilityof

WeChat

alsoprovides

greaterpublic

accounts

andindividual

userstointeract.Marketing:inWeChatpublicplatform,everyonecanuseaQQnumber,createanownWeChatpublicnumber,andintheWeChatplatformtoachievetext,pictures,voiceandspecificgroupsofthefullrangeofcommunication,interaction.TherecentwaveofCadillachad"foundheartHighwayNo.66"activities,WeChatpublicaccounteverydaywillsendagroupofthemostbeautifultravelimagetotheuser,inordertoresonate.Othercontent,basictothemainmodelsofbeauties,suchasoverseasspyphotosshow.Cadillacalsousetheaccounttopublishreal-timecontent,suchasbeforetheShanghaireleasedorangerainstormwarning,madeasafetravelalert.ThiskindofmarketingmodeinShandongautoshowinJi'nanhasalsobeenused,thereisthepublicplatformCadillacexhibitorsbooth,visitorscanscantwo-dimensionalcodeconcernthepublicplatform,tounderstandthedynamicCadillacautomobile4Sshop.Starbucks

"wokeup"

mode:

interactive

push

WeChatMarketing:

topushthrough

a

brandcan

develop

personalized,

interactiveactivities

and

"fans",toprovide

moredirectinteraction

experience.

Whenusersadd

asfriend,

"Starbucks"expressesfeelingswith

WeChat

expression,

Starbucks

willbebasedontheuser

sendsamood,

with

"wakeup"

thealbum'smusic

inresponsetouser.

Thiskindofmarketing

isinlinewiththe

characteristicsof

consumergroups,

andthe

shapeofthe

Starbucks

image

better.4.onthe

WeChat

marketing

potentialproblem

analysisTanKai(2012)inWeChatmarketingandputsforwardsometechnicalproblemscannotbeavoided.LBS,two-dimensionalcodescanning,circleoffriends,speechfunctionandaseriesofmultimediafeatures,companiescanprovideuserswithmoreextensiveservices,todevelopmorespecificmarketingstrategy.However,fromanotherandsee,duetoexcessiveenthusiasmofenterprises,WeChatmarketingwillbringalotoftroubletotheuser.WeChatmarketingthe"license",onlytheuserlicense,theenterprisecanforceadialoguewiththeuser,althoughthispartoftheusercanbedefinedasaloyaluserofenterprise,buttheycanalwayscloseinteractionwiththeenterprise.SohowtomaintaintherelationshipbetweentheuserandwillbecomethekeyWeChatmarketingpromotion.FengHaichao(2013)alsobelievethat,WeChatasanewmeansofmarketingandmarketingplatform,WeChatisstrongenough,thevalueofitisself-evident,butcanactuallyachievewhatquantitybutifthenewsuperstarasamarketingplatform,therearestillsomeproblemscannotbeignored,norcanWeChatexpectationstoomuch.HepointedoutaproblemthemostdirectWeChatmarketing,publicplatformandWeChatuserdemanddoesnotmatchtheproblem.HealsobelievesthatthecoreissueintheWeChatmarketingteammustconsideris,dotheuserrelationshiporinformation,itisworthconsidering.WuEn,

MaoXiuli

(2013)

compared

withthe

WeChat

micro-blog

marketingability,

analysisshowedthatthe

number

WeChat

than

micro-blog

in

client

type

less,

WeChat

marketingabilityislimited,

WeChat

towantto

go

tothetransformation,

expanding

client

types,

expandthe

deFeiQun,

thedevelopmentof

more

kindsof

information,

bettermeet

consumerdemand.SummaryFromtheanalysisofliterature,theWeChatmicro-blogmarketing,researchhasbeenmoreperfect,scholarsfromthecurrentuseofWeChat,andaccordingtotheWeChatpropagationmode,enterpriseapplications,WeChatexistingmarketingproblemsandotheraspectswereinvestigatedindetail.Butthroughourresearchonthesedocuments,foundintheenterprisesintheuseofWeChatmarketing,alsoneedaccordingtoitsroleandeffectivenessforfurther.analysis,howtomeasuremarketingeffectiveness,onlytoseehowmanyfansarenotconvinced.Ontheotherhand,WeChatmarketingisnotonlyamarketingtool,Itcanbetransformedintocustomerrelationshipmaintenance.翻译：微信营销综述现状微博营销方兴未艾，微信又迅速成为众品牌商除官方微博外另一互联网营销热地。自2012年8月18日微信公众平台正式上线后，媒体、品牌商及名人使用更多的手段向他们的粉丝推送各种信息，微信的营销效果越来越不可忽视。微信营销，逐渐蔓延至国内的各个行业销售领域之中，并为改变现有的营销模式发挥着重要的作用。本文是对前人有关微信营销研究进行的归纳总结，经过分析说明，总结有关学者对微信营销的研究成果。对微信营销的模式，利弊，前景以及微信营销存在的问题和对策进行综述，并提出自己的思考方向。主题1.微信营销模式的诞生近几年来，虽然国内的各个企业在电子营销方面都的带了大幅度的提升但那是其依旧会受到社会环境的影响和制约。当企业在市场销售过程中产生风险的时候，那么因为风险而产生的费用就会得到提升，而产品的销售也会一同受到影响，这对企业而言是十分危险的。怎样采用较小的投资方式获得较大的销售回报，也成为了企业所需要考虑的关键问题，微信的出现则是成为了解决企业营销模式的灵丹妙药。微信公众平台进行传播的主要方式就是二维码，二维码的出现对于国内外的众多企业而言是一个具备创造性的变革，其也为营销广告和媒体传播行业等带来了新的发展动力。在市场竞争日益激烈的今天，微信、二维码这些成本低、见效快的网络营销方式很快被众多企业所采用。从目前开通微信企业来看，他们会把经销商拉到微信阵营来，企业可以让一些骨干员工参与，组建起一支企业的微信大军。从发布的信息来看，主要以品牌信息、行业资讯、企业活动、官方网站、促销活动等，其实都是为企业宣传、品牌塑造、资讯推送搭建了良好平台。2.关于微信营销模式的探讨(1)关于微信营销模式被人们所熟知的是以下四种模式：(2)LBS+“查看附近的人”功能，挖掘潜在客户群，开拓企业销售新渠道；(3)O2O+“二维码扫描”功能，助推品牌病毒式传播，打通企业线上和线下的关键入口；(4)微信公众平台+“朋友圈”新功能，打造全新社交关系链，开创企业口碑宣传新方式；(5)互动式推送微信，通过一对一的推送，品牌可以与“粉丝”开展个性化的互动活动，提供更加直接的互动体验。张莉（2013）在分析企业微信的营销应用时，认为对企业来说，微信营销的以上的营销模式必须区别使用，对于不同的企业不同的产品服务，要采用不同的营销方式，如O2O+扫描二维码模式适用于餐饮，娱乐等产品或服务与用户紧密相联系的企业；她还指出微信营销的营销成本低，潜在客户多等优势。3.关于微信营销的定义与传统模式的对比微信营销是网络经济时代企业对营销模式的创新，是伴随着微信的产生的一种网络营销方式，微信不存在距离的限制，用户注册微信后，可与周围同样注册的“朋友”形成一种联系，用户订阅自己所需的信息，商家通过提供用户需要的信息，推广自己的产品的点对点的营销方式。韩梅（2013）讲微信定义为新媒体，网络营销的新渠道，并以微信为例，通过对比微信平台相比传统网络平台的特色和优势，分析了企业通过微信平台开展的营销活动的三个特点即口碑传播，内容定位精准营销，地理位营销。接受度高和内容精准是利用微信平台进行网络营销的两大特色，而二者正是传统营销模式中的大众传播欠缺的。我认为，微信营销解决了营销中的重大问题——关于精准营销的讨论，微信营销基于移动互联网可谓是率先尝试精准营销的先行者。微信公众平台的认证账号后台可以根据各种条件对关注它的用户进行分类，认证账号可以针对某一分类的用户发送特定的信息。微信公众账号的信息传播是首先由用户主动选择，用户对信息排斥性较小，并且发送的消息类型