[网络营销的技术依据毕业论文中英文资料对照外文翻译文献]毕业论文外文翻译是啥
网络营销的技术依据
中英文资料对照外文翻译文献
The technical basis of network marketing
Network marketing is based on the technology infrastructure of computer network technology, 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 networks, 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.
[Edit] the theoretical basis for the network marketing
Theoretical 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 Theory
Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and 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.
Direct marketing theory is the 20th century, one of the 80"s the concept of eye-catching. Direct Marketing Association of the United States for its definition is:
one or more advertising media marketing system interaction.
(B) the network theory of relationship marketing
Relationship 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 supply 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 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 a major subsystem, corporate marketing objectives by many external 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 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 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 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 ping 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 and exchange 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 receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production 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, the 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 the 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 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 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 systems 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) The 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
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 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 enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages,
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 experience. 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 the same time the company server E-mail to retaliate, with the result that AOL"s E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer"s experience 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 promotional activities must follow certain rules of network formation of virtual communities, some also known as
(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 development, 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 and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of
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 their 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 / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix 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
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 Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep apeast of customer 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 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 company"s home page to choose and combination of computers, the company"s 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 can be avoided also because of losses pought 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 cost 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 implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible 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 are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company"s 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 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 customer 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 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 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 services. The company"s 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 traditional enterprises, through certain media or tools of oppression customers to strengthen the company"s 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 company"s sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company"s 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 Yahoo"s new star (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 products 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 company"s 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 marketing 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
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 carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.
Web-based network marketing is the subject of network marketing, it"s main problem is the web site planning, construction, maintenance people, as well as with other marketing to 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.
译文：
网络营销的技术依据
网络营销是基于技术基础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，网络营销的理论基础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)直接反应网络营销理论
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应和使用证券交易所达成一个或多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基本解决方案,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,主要包括两个基本点: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,供应市场,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、供应商、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服务,加强与客户的联系提供了有效的客户服务,与客户保持长期关系。和长期的客户关系基于营销活动来达到市场公司目标。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成本费用大于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成本,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服务客户需要最大化,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,降低营销成本, 在市场上提高反应速率。其次,利用互联网公司向客户提供更好的服务,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服务。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,优质的服务,交易服务的全过程质量控制。
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,实现双赢发展。互联网是一个便宜的沟通渠道,它能帮助业务降低成本,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,降低库存成本和交易成本。关于应用网络理论将后面的营销服务网络策略进行详细的介绍。
(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。理论表明,顾客购买的产品不仅要满足基本生理需要,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。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接受企业的营销活动。最能体现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接受广告信息“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。但消费者不愿意接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买和需求,仅仅根据营销人员,决定自己的营销活动的进行并且有说服力。
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验。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)同时公司服务器电子邮件报复,结果是美国在线(AOL)的电子邮件的邮件服务器在一个瘫痪状态,最终不得不向公众道歉来平息愤怒。网络营销只是从消费者需求和采取的经验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“网络规范(典范)”。网络营销是柔软的典范，基于营销巧妙遵循规则达到一个微妙的影响。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,作为第三产业发展的服务行业是主要的经济增长点,传
统的manufacturing-based成为服务型的发展,新的服务行业,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发展必须建立在服务型的基础上,这是必要的,以客户为中心,为客户提供及时、适当方式,适当的服务,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,能及时提供客户服务位于互动网络的同时能理解客户的需求,提供有针对性的反应,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始就是显而易见的。网络营销配电系统作为利益相关者及企业更紧密地联系在一起。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/服务、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、成本、便利、沟通)结合。
1.产品和服务,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、服务或具体的要求,企业用户选择基于及时生产要求,提供及时的服务,使客户时间和空间要求遇见的那个产品和服务;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,通过邮政服务公司,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成本，因为高价库存所带来的损失也是可以避免的。
2.客户可接受的成本定价
传统的成本在市场营销生产型定价中是必须丢弃的。新客户的价格应该建立在可接受的成本定价,并基于成本来组织生产和销售。以客户为中心的业务企业定价、客户必须确定市场需求和价格的公认标准,否则成本对顾客接受定价是一个空中楼阁的画面。在互联网业务可以很容易实现,客户可以通过网络接受的成本,为用户选择之前依照客户提供灵活的产品设计及生产程序的商业成本,确认客户同意的生产和销售机构,所有的这一切都是在客户公司的服务器程序的指导
下,不需要专门的服务。因此,成本是极低的。目前,美国通用汽车公司,让客户在互联网上通过公司自身的制导系统的设计、组装汽车来满足他们的需要,用户首先决定接受的价格标准,然后根据价格上限系统符合要求的风格展示工具,用户也可以适当的改变,公司生产最终产品仅为满足客户需求的价格性能比。
3.为了便于分布产品客户导向
网络营销是一对一的分销渠道,销售的时空,客户可以订购随时随地使用互联网和购买产品。例如,公司成立于8年前,因为引进的电子邮件和世界的秩序系统,所以加工时间从15天24小时。目前,公司正利用互联网提供比对手更有效率的服务。公司的内部网络和汽车制造商建立联系,以便他们彼此在线可以要求对方马上生产。
4.促销活动来加强沟通和客户的接触
是促进传统企业通过一定媒介和工具的压迫客户加强公司的客户与产品验收、忠诚、被动,接受客户与缺乏客户的交流与联系同时成本高的公司销售的方式。网络营销是一个一对一的互动，顾客都可参加公司的营销活动,所以互联网能够加强与客户的交流与接触和了解客户的需求,吸引了越来越多的客户目光。美国雅虎的新恒星(雅虎)公司发展分类网络信息检索工具,这些产品都是高度交互的,用户可以认为它是重要为分类信息的雅虎公司立即加入雅虎信息产品的分类为其他用户使用,所以不需要著名的广告商品,在短短两年的时间公司的股票价值高达数十亿美元。
常用的方法,网络营销系统
(1)搜索引擎营销
(2)电子邮件行销许可
(3)在线广告
(4)网络资源合作
(5)病毒性营销
(6)一个会员制的网络营销网络
网络营销业务
实施网络营销不一定要有他们自己的网站,在缺乏立地条件、企业实施有效的营销网络的情形下。免费网站营销主要取决于网络营销和电子邮件营销虚拟社
区。
以网络为基础的网络营销是网络营销的主体,它的主要问题是网站规划、建设、维护,以及其他的整合营销推广的方法。如果同类型的电子商务网站,基于互联网的网络营销将参与产品、价格、和其他一些传统销售渠道和销售一系列问题都需要考虑。