网络营销外文资料及中文译文

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1、-外文资料及中文译文作 者 姓 名 专 业 市场营销 指导教师姓名 专业技术职务 教授 . z.-The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and com

2、puter technology to the product of combining it in different geographic regions and specialized computer equipment for e*ternal interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardw

3、are, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, E*tranet and Intranet. Edit the theoretical basis for the network marketing Theoretical foundation of network marketing is direct marketing network theory, n

4、etwork theory of relationship marketing, marketing theory and network software to integrate marketing theory. (A) Direct Response Network Marketing Theory Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and contro

5、lled. 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. Direct marketing theory is the 20th century, one of the 80s the concept of eye-catching. Direct Marketing Assoc

6、iation of the United States for its definition is: a place to produce any measurable response and (or) use the Stock E*change reached one or more advertising media marketing system interaction. Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can

7、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 of relationship marketing Relationship Marketing is a great importance since 1990 by the marketing theory,

8、 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 supply market , the internal market, the market stakeholders, as well as the affected market (government, f

9、inancial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are

10、a major subsystem, corporate marketing objectives by many e*ternal factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship

11、 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 customers with a high degree of satisfaction with the value of products and services, by strengthening the links with

12、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 marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business

13、interests, 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 bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet

14、 as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and e*change costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to

15、receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of fle*ible production technology to meet the customer needs to ma*imize customers in the consumer products and services to create more value. Enterp

16、rise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and s

17、pace constraints are not the characteristics of the convenience of our customers to ma*imize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire en

18、terprise 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 can also be via the Internet with business-related companies and organizations build relationships and achieve win-win developm

19、ent. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business sy

20、stems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail. (C) Th

21、e network of soft marketing theory Marketing theory is soft against the industrial economy to the era of mass production for the main features of the strong sales of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the

22、 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 use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need t

23、o 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 enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional

24、advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, bombing, and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the ne

25、ed 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 the marketing staff to determine their own marketing activities carried out forcibly. On the Internet, because information e*change is a free, e

26、qual, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal e*perience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as t

27、he 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 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 ap

28、ologize to quell public indignation. Network marketing is just soft from the consumers e*perience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular

29、 promotional activities must follow certain rules of network formation of virtual communities, some also known as netiquette (Netiquette). Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application sof

30、tware in the network marketing sales strategy specific details. (D) Network Integrated Marketing In the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented de

31、velopment, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely

32、 and appropriate manner, as appropriate services, the ma*imum e*tent possible to meet customer demand. Internet time and space as a cross-transmission of superconductive media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs

33、 and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool. Network of integrated marketing theory include the following key points: Network marketing requires, first of all the consumers into the entire marketing process to the needs of the

34、ir entire marketing process from the beginning. Network marketing distribution system for the enterprise as well as stakeholders to be more closely together. Corporate interests and the interests of customers to integrate together. Internet on the role of marketing, you can through the 4Ps (product

35、/ service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mi* can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine. 1. Products and services to customers as the center

36、As 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 service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Cu

37、stomer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketin

38、g effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, 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,

39、 the companys production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs c

40、an be avoided also because of losses brought about by high-priced stock. 2. Customer acceptable cost pricing The cost of traditional production-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 c

41、ost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the 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 impl

42、ement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide fle*ible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these ar

43、e clients of the server program in the company under the guidance and does not require specialized services and, therefore, e*tremely 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 o

44、f motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit 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 cust

45、omer requirements of price and performance. 3. Products to facilitate the distribution of customer-oriented Network marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers

46、 in France still a Luolin Zino* for e*ample, the company was founded in 8 years ago, because of the introduction of and the world 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 servi

47、ces. The companys internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online. 4. Repressively turn promotions to strengthen communication and contacts with customers Is the promotion of traditi

48、onal enterprises, through certain media or tools of oppression customers to strengthen the companys customers and product 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 mark

49、eting is a one-on-one and interactive, and customers can participate in the companys marketing activities in the past, 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 s

50、tar (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information produc

51、ts for the use of other users, so no need for advertising their products on well known, and in a short span of two years the companys stock market value of billions of dollars, an increase of as much as several hundred times. The main method of Internet Marketing Commonly used methods of network mar

52、keting system (1)Search Engine Marketing (2)Email marketing permission (3)Online Advertising (4)Web resource cooperation (5)Viral marketing (6)A membership-based network marketing Business modelsInternet marketing is associated with several business models. The model is typically defined by the goal

53、. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or

54、business that launches an internet marketing campaign.Common method for classification of network marketing: Web-based network marketing business To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to car

55、ry out effective marketing. Free web site marketing mainly depends on the network marketing and marketing virtual community. Web-based network marketing is the subject of network marketing, its main problem is the web site planning, construction, maintenance people, as well as with other marketing t

56、o promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.中文译文网络营销的技术依据网络营销是基于技术根底设施的计算机网络营销。以技术、信息技术为代表。是计算机网络现代通信技术和计算机技术相结合的产物,它在不同的地

57、区专业计算机设备外部连接的通讯线路放到一个强大的网络,从而使大量的电脑可以很容易地相互传递信息,共享硬件、软件、数据和其他资源。和网络营销密切相关,计算机网络有三种类型:上网、内扩网和联网。网络营销的理论依据，网络营销的理论根底是直接营销网络理论、关系营销网络理论、市场营销理论和网络软件整合营销理论。(A)直接反响网络营销理论网络营销作为一种有效的直接营销策略,网络营销可以测试，测量，评估及控制。因此,网络营销的特点是你可以大大提高销售的效率和营销决策实施的有效性。直接营销理论在20世纪80年代是一个引人注目的概念。直销协会美国的定义是:一个地方产生任何可衡量的反响和使用证券交易所达成一个或多

58、个广告媒体营销体系的相互作用是直接营销的关键。该理论认为网络营销,可以被测试,是可衡量的可以评估的根本解决方案,评价传统的市场营销及销售困难程度更科学的决策可能。(B)关系营销网络理论自1990年以来关系营销理论是一个伟大的重要性理论。市场营销理论,主要包括两个根本点:首先,在宏观水平将会认识到市场的范围广泛的领域,包括消费者市场,劳动力市场,供给市场,国内市场,市场利益相关者,以及影响市场(政府,金融市场);在微观层面,认识到商业和客户之间的关系都在不断发生变化,市场营销应该的核心从一个简单的一次性的交易变成关心起长期保持关系的交易。社会经济系统、企业是一个主要的子系统,公司的营销目标受到许

59、多外界因素的影响,在我国企业营销活动的消费者、竞争者、供给商、分销商、国家机关、社会团体的互动过程中,正确认识两者之间的关系是个体和组织的核心,也是关键营销业务的成功或失败的原因。关系营销的核心是保持客户,为客户提供了高满意度和价值的产品和效劳,加强与客户的联系提供了有效的客户效劳,与客户保持长期关系。和长期的客户关系基于营销活动来到达市场公司目标。关系营销的实施不是损害商业利益,根据研究、为销售一个新顾客的本钱费用大于5倍的老客户,加强与客户的关系,建立顾客忠诚度能带来长期的企业利益,是为企业和客户促进双赢的战略。互联网作为一种企业之间有效的双向沟通渠道可以实现和客户交流及费用花很少的本钱,

60、公司与客户建立长远关系提供了有效的保护。这是因为首先,企业可以利用互联网直接收到客户订单,客户可以存在自己的个性化需求。企业根据客户的需求,提供个性化使用灵活的生产技术,以满足顾客在消费产品及效劳客户需要最大化,创造更多的价值。企业的顾客也可以了解市场需求,市场细分和目标市场,降低营销本钱, 在市场上提高反响速率。其次,利用互联网公司向客户提供更好的效劳,保持与客户的联系。上网时间、空间限制的特点使得客户有许多不便,以最大限度保证企业之间通信,客户可以利用互联网的优势,在最短的时间用一个简单的方法来访问的业务效劳。与此同时,贸易通过国际互联网的同时公司整体就可以实现从产品的品质,优质的效劳,交

61、易效劳的全过程质量控制。另一方面,企业也可以通过互联网和与工作有关的公司和组织与建立关系,实现双赢开展。互联网是一个廉价的沟通渠道,它能帮助业务降低本钱,经销商等建立合作伙伴关系。在前面的联想公司的案例就是通过建立电子商务系统和管理信息系统信息共享的销售商,降低库存本钱和交易本钱。关于应用网络理论将后面的营销效劳网络策略进展详细的介绍。(C)网络的软营销理论营销理论是工业经济柔软时代的以大规模生产为主要特征的强大的销售的新理论。理论说明,顾客购置的产品不仅要满足根本生理需要,而且能够满足精神和心理层面的需求。因此,软营销是最重要的特点之一。遵循网络礼仪,礼节在网络上有效的应用可以获得期望的结果

62、。着重阐述了企业营销活动的同时需要尊重消费者的情感和身体,让消费者能够舒舒服服地主动承受企业的营销活动。最能表达传统营销活动的特点是强大的市场推广，传统的广告和营销人员。在传统的广告中,消费者往往被迫的被动承受广告信息炸弹,其目的是通过不断刺激着消费者的心来传递信息,令人印象深刻。但消费者不愿意承受需要不需要被考虑在其中。营销人员不考虑目标是否愿意购置和需求,仅仅根据营销人员,决定自己的营销活动的进展并且有说服力。在互联网上,由于信息交流是一个自由、平等、开放、交互的,要强调的是互相尊重、沟通、在线用户更加注意保护和隐私的个人经历。因此,使用传统的营销手段的一个强势的开场在互联网上的营销活动一

63、定会适得其反,如美国公司AOL强迫他们的用户发送电子邮件广告,结果导致用户的一致反对,但是许多用户同意美国在线(AOL)同时公司效劳器电子邮件报复,结果是美国在线(AOL)的电子邮件的邮件效劳器在一个瘫痪状态,最终不得不向公众抱歉来平息愤怒。网络营销只是从消费者需求和采取的经历和后拉式战略来吸引消费者关心企业的营销效果的实现。网络在因特网上开展营销活动,尤其是促销活动必须遵循一定网络虚拟社区的形成规则,有的也被称为网络标准(典范)。网络营销是柔软的典范，基于营销巧妙遵循规则到达一个微妙的影响。营销理论在网络应用软件和网络营销策略上有着具体细节。(D)网络整合营销在当前的工业社会,作为第三产业开

64、展的效劳行业是主要的经济增长点,传统的manufacturing-based成为效劳型的开展,新的效劳行业,例如金融、通信、交通等行业如日中天。后工业社会要求企业的开展必须建立在效劳型的根底上,这是必要的,以客户为中心,为客户提供及时、适当方式,适当的效劳,尽最大可能地满足客户的需求。互联网作为一个cross-transmission时间和空间的超导媒体,能及时提供客户效劳位于互动网络的同时能理解客户的需求,提供有针对性的反响,因此网络时代可以说是消费者最迷人的行销工具。网络整合营销理论包括以下重点:网络营销的需要,首先消费者需要他们的整个营销过程中从一开场就是显而易见的。网络营销配电系统作为

65、利益相关者及企业更严密地联系在一起。企业利益和国家利益客户整合在一起。网上营销的作用,你可以通过4 p(产品/效劳、定价、分销、促销)中发挥重要的作用。具有约束力。网路的使用传统的4 p营销组合可以更好地与客户为中心4 c标准(顾客、本钱、便利、沟通)结合。1.产品和效劳,以客户为中心随着互联网有非常良好的互动,指导用户通过互联网企业的指导下选择产品、效劳或具体的要求,企业用户选择基于及时生产要求,提供及时的效劳,使客户时间和空间要求遇见的那个产品和效劳;另一方面,企业也可以赶上客户需求和客户的要求按照及时生产和销售团体提供生产效率和市场的有效性。在1995年，美国的戴尔电脑公司销售有了很大的损失,但在1996年,他们通过国际互联网将公司的电脑销售成绩提高了100%,由于客户通过国际互联网,你可以设计公司的主页来选择和组合的计算机,然后该公司生产部门立即要求生产,通过邮政效劳公司,公司可以实现零库存生产,特别是在价格的急剧下降的计算机元件的时代,库存不仅会降低存货本钱，因为高价库存所带来的损失也是可以防止的。2.客户可承受的本钱定价传统的本钱在市场营销生产型定价中是