网络营销策略外文翻译文献.docx
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网络营销策略外文翻译文献
网络营销策略外文翻译文献
(文档含英文原文和中文翻译)
原文:
Thetechnicalbasisofnetworkmarketing
Networkmarketingisbasedonthetechnologyinfrastructureofcomputernetworktechnology,asrepresentedbyinformationtechnology.Computernetworksofmoderncommunicationstechnologyandcomputertechnologytotheproductofcombiningitindifferentgeographicregionsandspecializedcomputerequipmentforexternalinterconnectionlinesofcommunicationintoalarge,powerfulnetworks,thusenablingalargenumberofcomputerscaneasilytransmitinformationtoeachother,sharehardware,software,dataandotherresources.Andnetworkmarketingiscloselyrelatedtothecomputernetworktherearethreetypes:
theInternet,ExtranetandIntranet.
[Edit]thetheoreticalbasisforthenetworkmarketing
Theoreticalfoundationofnetworkmarketingisdirectmarketingnetworktheory,networktheoryofrelationshipmarketing,marketingtheoryandnetworksoftwaretointegratemarketingtheory.
(A)DirectResponseNetworkMarketingTheory
Internetmarketingasaneffectivedirectmarketingstrategy,networkmarketingthatcanbetestedandmeasurableandcanbeevaluatedandcontrolled.Therefore,thecharacteristicsoftheuseofnetworkmarketing,youcangreatlyimprovetheefficiencyofmarketingandmarketingdecision-makingeffectivenessoftheimplementation.
Directmarketingtheoryisthe20thcentury,oneofthe80'stheconceptofeye-catching.DirectMarketingAssociationoftheUnitedStatesforitsdefinitionis:
"aplacetoproduceanymeasurableresponseand(or)usetheStockExchangereachedoneormoreadvertisingmediamarketingsysteminteraction."DirectlyMarketingthekeytothetheorythatnetworkmarketingisthatitcanbetested,measurable,canbeevaluated,whichafundamentalsolutiontoevaluatetheeffectofthetraditionaldifficultiesinmarketingandmarketingformorescientificdecision-makingpossible.
(B)thenetworktheoryofrelationshipmarketing
RelationshipMarketingisagreatimportancesince1990bythemarketingtheory,whichmainlyincludestwobasicpoints:
Firstofall,inthemacrolevelwillberecognizedthatthescopeofmarketingawiderangeofareas,includingcustomermarket,thelabormarket,thesupplymarket,theinternalmarket,themarketstakeholders,aswellastheaffectedmarket(government,financialmarkets);atthemicrolevel,recognizingthattherelationshipbetweenbusinessandcustomersareconstantlychanging,thecoreofmarketingshouldbeasimpleone-timepasttransactionstoafocusonmaintainingrelationsuplong-termrelationships.Socio-economicsystem,enterprisesareamajorsubsystem,corporatemarketingobjectivesbymanyexternalfactorstotheimpactofmarketingactivitiesofenterprisesisaconsumers,competitors,suppliers,distributors,governmentagenciesandsocialorganizationstheprocessofinteraction,thecorrectunderstandingoftherelationshipbetweentheindividualandtheorganizationisthecoreofmarketingisalsokeytobusinesssuccessorfailure.
Thecoreofrelationshipmarketingistokeepcustomers,toprovidecustomerswithahighdegreeofsatisfactionwiththevalueofproductsandservices,bystrengtheningthelinkswithcustomerstoprovideeffectivecustomerservice,tomaintainlong-termrelationshipwithcustomers.Andlong-termcustomerrelationsbasedonthemarketingactivitiestoachievethemarketingobjectivesofcompanies.Theimplementationofrelationshipmarketingisnottodamagethecostofbusinessinterests,accordingtoresearch,formarketinganewcustomercostsfivetimesthecostoftheoldcustomers,sotostrengthenrelationswithcustomersandbuildcustomerloyaltycanbringlong-termenterpriseinterests,itistopromoteawin-winstrategyforbusinessesandcustomers.TheInternetasaneffectivetwo-waychannelsofcommunicationbetweenbusinessesandcustomerscanachievelow-costcommunicationandexchangecosts,whichcompaniesbuildlong-termrelationshipswithcustomerstoprovideeffectiveprotection.Thisisbecause,firstofall,enterprisescanusetheInternettoreceivecustomerordersdirectly,customerscanmaketheirownpersonalizedneeds.Enterprisesinaccordancewithcustomerdemandforpersonalizeduseofflexibleproductiontechnologytomeetthecustomerneedstomaximizecustomersintheconsumerproductsandservicestocreatemorevalue.Enterprisecustomerscanalsounderstandthemarketdemand,marketsegmentsandtargetmarkets,minimizemarketingcostsandincreasethereactionrateonthemarket.Secondly,theuseoftheInternetcompaniestoprovidecustomerswithbetterservicesandkeepintouchwithcustomers.Internettimeandspaceconstraintsarenotthecharacteristicsoftheconvenienceofourcustomerstomaximizecommunicationwiththeenterprise,customerscanmakeuseoftheInternetintheshortestpos