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英语论文翻译
译文
原文题目:
ResearchOnNetworkMarketing
OfChineseCorporation
译文题目:
对中国服装公司网络营销的研究
学院:
服装与艺术设计学院
专业班级:
服装设计与工程10级商学(5)班
学生姓名:
牟宗骁
学号:
41006010106
ResearchOnNetworkMarketingOfChineseCorporation
Abstract
Asapartofmarketing,clothingcompanynetworkmarketingisthecombinationofclothingcompanymarketingtechnology,moderncommunicationandnetworktechnology.ThedevelopmentofthenetworkmarketingapparelcompanycanhelpexpanditsChinaclothingmarketdemand.Especiallythismethodcansatisfythedemandofsometraditionalclothingsaleschannelisverydifficulttomeet,suchassomethreelinecity,townandcountry.ResearchChineseclothingnetworkmarketingcompanyhelpclothingcompanywithChinaclothingmarketdevelopment,suchasmufti-level,muftispecies.Atthesametime,fortheimplementationofthepolicyofexpandingdomesticdemandintheChinese,andthetransformationofeconomicdevelopmenttoomuchrelyingonexternaldemandpatternplayedwhatrole.ThispaperputsforwardsomesuggestionsfortheChinaclothingnetworkmarketingcompany,andanalysessomeadvantagesanddisadvantagesChineseclothingcompanyinnetworkmarketing.
Keywords:
clothingcompany,networkmarketing,websiteconstruction
I.ADVANTAGEOFDEVELOPMENTOFNETWORKMARKETINGOFCHINESECLOTHINGCOMPANY
A.UpgradeofChineseclothingsaleprovidesinevitableprerequisitefornetworkmarketingofclothingcompany
Clothingisanindispensableeverydaygoods,themarketdemandiscontinuously.Therefore,ithasalwaysbeenknownasthe"nonfadingindustry",ithasabrightfuture.WiththehighlydevelopmentChinesepercapitaincomeincreaseandeconomic,Chinaresidentsclothingconsumptiondemandwillpresentmanynewcharacteristics,suchasincrement,thepursuitofpersonality,fashionindustryappearednewcharacteristic.HoweverChinesemarketishuge,intheinlandarea,mediumandsmallcityspreadofindividualproducts,thetraditionalsalesmodelisverydifficulttoachieve.Networkmarketingcanmeettheneedsoftheindividualinawidearea;inaddition,comparedtotraditionalmethods,itcaneasilyreducetheallocationcost.
B.HighdevelopmentofinternetinChina,prevalenceofnetworkconsumption
AccordingtotheCNNICmarketresearch,asof2010JuneChineseInternetusersreached420000000,whichincreasedby18.6%comparedwith2009.Internetpenetrationratereached31.8%,remainedsteadyrisingtrend,thedevelopmentofthesalesnetworktoprovideafavorablemarketenvironment.Datashowthatthenumberofusers,thenetworkshoppinguserscaleupto142000000,increased31.4%inthesecondhalfofthisyear,onlyinthethirdquarterof2010,onlineshopandashighas121000000000,throughouttheyearupto500000000000.Onlinestorecustomernumber,customerclothingandaccessoriesatthetop.Inthefirsthalfoftheyear,therewere61.5%userswhohaveboughtclothingandaccessories,increasedby12.6%comparedtolastyear.
C.Withthedevelopmentofinformationtechnology,theconstructionandmaintenanceofwebsiteismoreandmorepopular,moreandmoreclothingenterpriseshavetheabilitytocreateawebsiteforonlinemarketing
Thewebsiteisanimportantwaytodevelopthenetworkmarketing,throughthewebsiteofthedisseminationofinformationistheprimarymeansofnetworkmarketing.InthebeginningoftheInternet,enterprisesmustbuyorhireserver,networkprogrammingdesignWebpage,toestablishtheirownwebsite.Soearly,ittakesalotoftimeinthedevelopmentofawebsite.
Althoughsomewebsitesofferwebsitedesignservices,theseservicesareexpensive.However,manywebsitescanbuildacustomwebsiteatlowcost.Forexample,anonlineshopoffersthestandardbyChinesenetworkwebsite,providegoodsbusinesshallandspecializedproviders,suchascommercialuserssuchas"ShopEx",byafamousdomestice-commerceproviderisprovidedbytheShanghaiuppernetworktechnologyCo.,Ltd.,canbeashighas3000000.Powerfulwebsiteofelectroniccommercefunctioncanbeinafewminutesbytheseproviderstoestablish
II.MAINPROBLEMSEXISTINGINNETWORKMARKETINGOFCLOTHINGCOMPANY
Althoughmanyclothingcompaniesconstantlyextendproducts,promotebrandimage,elevateprofitofcompaniesbymeansofnetworkmarketing,someproblemsanddifficultiesstillinflictnetworkmarketingofclothingcompanyinChina.
A.Networkmarketingtalentsareinsufficient;networkmarketingtalentswhoarefamiliarwithclothingindustryaremoreinsufficient
Networkmarketingtalentswhoarefamiliarwithclothingindustryfirstmustmasterinternetindustry.Theyshouldtakecommandofknowledgeofinternet,suchasnetworkmarketing,behavioralpsychologicsofnetworkconsumption,backgroundandtendencyofinternet,searchengineranking,networkadvertisement,clicksratio,besidesabilityofstatisticalanalysis,experienceofexpandingwebsite.Then,theyhavetotakecommandmodelofnetworkmarketingsuchasB2B,B2CandC2C.Associatecompaniestoexpandnetworkmarketingresourcesandchannelsbymeansofexpandingtechnologyandwayoninternet.
B.Constructionsofwebsiteandinteractionisunsatisfactory
Constructionofcorporatewebsiteisthekeypartofdevelopmentofnetworkmarketing.Corporationwebsiteistheelementaryfundamentoflaunchingnetworkmarketingforcompany.Onlyifcorporationwebsitefunctionedwithprofessionalismandfunctionalityisdirectedbynetworkmarketing,itcanlaunchtimingandspecialnetworkmarketingandgainsatisfactoryprofit.Sofarconstructionofclothingcompanywebsitedoesnotmatchwiththoughtofnetworkmarketing,manyproblemsstillemerge.
Forexample,theaimofwholeplanofwebsiteisindistinct,designingwebsitetitlewithoutlong-termperspectiveleadtochangeabilityofcolumns;navigationsystemisnotperfectsothatitishardforconsumersandchannelsellerstovisit;Scaleofinformationissmall,contentofinformationisoutmoded,importantinformationisincomplete;practicalityandfunctionalityisnotenough;Customerscannotconsultandadvisewithcompanyintime
duetolackofinteraction;optimizationtechnologyofwebsitefallsbehind;interfaceofusersisunaesthetic.Aboveproblemsbringsaboutnofundamentofinternetmarketingofclothingcompany,pooreffectofnetworkmarketing.
C.Networkmarketinglackscompanyinformationalsupport
Networkmarketingshouldbemerelyapartofcompanyinformationalstrategy.Informationofcompanyshouldservenetworkmarketingofcompanyandsupportthedevelopmentofnetworkmarketing.Networkmarketingwithoutcompanyinformationisnotrealnetworkmarketingandhardrealizesintegralityofmarketingresources.
Somewebsitesoffamousclothingcompanieshavethousandsofvisitors,butthesewebsitesdonottendtoexploretheapproachingcustomers,insteadenlargetheirownsalesforce.Alargenumberofsellersaredevelopingone-tonemarketingoflowefficiency.Whatismore,saleinformationofmanycompanywebsiteshasdiscrepancywithdepositinformationofcorporationleadstolackofstock,whichdamagecustomers’purchasingactivity.Thereasoncausingtheseproblemsistheyfailintegratingnetworkmarketingofcompanyintoinformationofcompany.
D.CrisesbetweenPhysicalchannelandnetworkchannel
Inrespectofthemajorityofclothingcompanies,theabilityofintegratingtraditionalchannelandnetworkchannelisweak.Itmainlyshowsthatcompanycannotintegratetwochannelsrationallyinmarket.Thereforethesamecustomergroupcanmeetsameproductsofcompanyindifferentchannelsandcustomersmaydoubttheproductsandeventhecompanyowingtoreceivingdiscrepantinformation.Theyalsolaunchpricewarandsalespromotioninordertostriveforcustomersinchannel.Thetwoappositivechannelsdonotdesigncorrespondingmarketingcombination,insteadunifiedmarketingstrategy.Themanagementandmaintenanceofchannelisdeepandcarefulenough;evenifchannelpolicyandsalesmeansareappliedtonetworkchannelandunifiedchannel,inefficientcommunicationandintroductionresultinpartmembersofchannels’dissatisfaction;intermediarybusinesstakesonmorevariousandflexiblethantransactionrelationshipbetweentraditionalintermediaryandcompanies.Companiescannotmodifyintimetraditionalchannelwaysothattwokindsofchannelscannotmergeintostrongco.
III.SUGGESTIONSONNETWORKMARKETINGOFCLOTHINGCOMPANYINCHINA
A.Cultivationtalentofnetworkmarketing
Ifclothingcompanywanttodevelopnetworkmarketing,itshouldattractprofessionaltoexpandsalesmarketsothatlayerofnetworkmarketingcanbedividedmoreelaboratelytocomeintoaintegralnetworkmarketingsystemwithmanypositionssuchasmanagerofcommercetransports,internetmarketingconsultant,managerofnetworksales,managerofcustomerretention,channelsalesmanagerofadvertisement,engineerofbusinessresearch,representativeofclothingmarketing.Foreigncompaniesfixpositionsoftalentsofnetworkmarketingclearly.Theyshouldbeamixedmodetalentshavecompetentformarketsurvey,masteringnetworkadvertisement,searchenginemarketing,schemingandrealizingmarketingnetwork,networkintegrationpromotion.Thereforeitcanprovideintellectualguaranteeandtalentsupport.Consequently,domesticclothingcompanyshouldtrainstaffofnetworkmarketinginaccordancewithcharactersofclothingindustry.
B.Promotinginformationofcompany
Networkmarketingistheconnectionnetworktechnologywithcompanymarketingandmoderninformationcommunicationtechnology;companyinformationistheconnectionofnetworktechnologywiththewholesalesactivityofcomp