英文翻译样例.docx

英文翻译样例.docx

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英文翻译样例

毕业设计（论文）外文参考

资料及译文

设计（论文）题目：

影响国际间企业网络营销成功的因素

学生姓名：

秦冬

学号：

0822110325

专业：

市场营销

所在学院：

商学院

指导教师：

谷虤

职称：

讲师

2013年12月27日

Factorsaffectingthesuccessofbusiness-to-businessinternationalInternetmarketing（B-to-BIIm）:

anempiricalstudyofUHcompanies节选

RiyadEidawd

WolverhamptonYniversity

SeniorLecturerintheMarketingDepartment

MyfawvyTruewaw

BradfordYniversity

SchoolofManagement,Bradford,YK.

ABSTRACT

Business-to-businessinternationalInternetmarketingisoneofthekeydriversinsustaininganorganisation'scompetitiveadvantage.ThechallengefororganisationstodayistounderstandthefactorsthatplayacriticalroleinutilisingInternetcapabilitiesandtheirimplicationsonbusinessstrategicobjectivestoenablethemtocompetesuccessfullyintheelectronicage.Proposes33criticalfactorsclassifiedintofivecategoriesandvalidatedempiricallythroughasampleof123YKcompanies.Discussesthesignificance,importanceandimplicationsforeachcategoryandmakesrecommendations.

KEYWOR:

Internetmarketing,Business-to-businessmarketing,Criticalsuccessfactors

INTRODUCTION

Inrecentyearsbusiness-to-businessinternationalInternetmarketing（B-to-BIIM）hasreceivedwidespreadattention.AvlonitisandKarayanni（SOOO）,DuffyandDale（SOOS）,HamillandCregory（l99P）,Hoffmanesal.（l999）,Lorter（SOOl）andQuelchandKlien（l996）conductedin-depthstudiestounderstandthosefactorsthatareneededtoenhanceB-to-BIIMimplementation.Theyconcludethatorganisationsneedtounderstandhowtoidentifythecriticalfactorsthataffecttheimplementationprocessandaddressthemeffectivelytoensurethatthepromisedbenefitscanberealisedandfailurescanbeavoided.

However,researchinbusiness-to-businessInternetmarketingisstillinitsinfancy.MostresearchonInternetmarketinghasbeeneitherdescriptiveortheoretical/speculative.Thereisalackofsolidresearchmodelstoguidefutureresearchinthisarea.TherehavebeenanumberofattemptstoidentifytheCSFsforB-to-BinternationalInternetmarketing（ArcherandYuan,SOOO;AvlonitisandKarayanni,SOOO;Berthonesal.,l996a;ChanandSwatman,SOOO;DuffyandDale,SOOS;FurnellandKarweni,l999;Honeycuttesal.,l998;Lord,SOOl;Lynnesal.,SOOS;Sohesal.,l99P）;however,fewofthemcanprovidestrongtheoreticalorstatisticalsupportfortheexistenceoftheseCSFs.Thismaybebecauseoftheexploratorynatureofthesestudies.AssuchtheydealmorewiththepotentialthantherealityoftheInternet'simpact.Hence,full-scaleresearchconductedinahighlyscientificmannermustbeundertaKen.

Tofillthisgapvariousarticles,empiricalresearch,andsecondarycasestudiesonB-to-B,Internet,Internationalmarketing,andinformationtechnologywerestudied.ThefindingsofthesestudiesidentifiedSlfactorsthathaveadirectimpactonsuccessfulimplementationoftheB-to-BIIM.Thesefactorswereclassifiedintofivecategories:

（1）marketingstrategy;

（2）Website;

（3）globaldimension;

（4）internalrelatedfactors;and

（5）externalrelatedfactors.

Definitions,techniquesanddiscussiononthesefactorsaredescribedinthefollowingsections.Furtherdiscussiononeachcategoryisalsounderpinned.

1.PROPOSEDFACTORS

AnumberofstudieswerecarriedouttoidentifythosefactorsmostcriticaltoB-to-BIIMsuccess.AvlonitisandKarayanni（SOOO）notedthatsalesforcehasacentralroletoplayintheInternetmarketingstrategiesimplementationiftheappropriatetrainingisprovided.Howevertopmanagementteam'ssupportisoneoftheKeystointegratetheInterneteffectivelywiththestrategicmarketingplan.Bremer（l996）agreedthatcorrectplanningfortrainingsessions,managementsupportandstaffawarenessprogrammesareimportanttoB-to-BIIMimplementation.

ChanandSwatman（SOOO）pointedoutotherfactorssuchassupplierandcustomerinvolvement,cultureandtheuseofboththetraditionalandonlinemarketing.Cronin（l996a）addedthesecurityfactortothemarketingstrategyandculture.Damanpour（SOOl）showedtheimportanceofmeetingclientdemandasnecessarytofulfilobligationsinInternet-basedmarketing.Beingflexiblewhencollaboratingwiththetradingcommunity,identifyingpotentialvaluablepartners,thinkinggloballyanddoingbusinessintheInternettime（speed）arecriticalfactorsforthesuccessfulimplementationofB-to-BIIM.

DugganandDeveney（SOOO）indicatedthattheintegrationbetweenoffandon-linemarketingefforts,aswellas,customeracceptanceandthelanguageusedwerealsocriticalsuccessfactors.FurnellandKarweni（l999）agreedthatthedevelopmentofsuccessfulinter-organisationalrelationshipsisanothercriticalfactor,whichisbasedprimarilyonthequalityandquantityofinformationexchangedovertheInternet.Cogan（l99P）citedthatselectingtheappropriatetechnologiesinfrastructureisaKeyfactorforInternetmarketing.HamillandCregory（l99P）suggestedthatwelldesignedWebsitesprovideanorganisationwithaleadingedgeintheglobalmarket.HerbigandHale（l99P）emphasisethatcustomerneedsmustbeidentified.

LoonandJevons（l99P）,Hoffmanesal.（l999）andZairi（SOOla,b）allagreedthattrustandconfidencebetweenvendorandpotentialcustomerisanothercriticalfactor.E-commerceisnotatechnologyplay!

Itisarelationship;partnership,organisationalandcommunicationsplaymadepossiblebynewtechnology.

2.RESEARCHMODELANDHYPOTHSES

ThemodeltestedinthisresearchexamineshowdifferentCSFsaffectB-to-BIIMsuccess.FigureSdepictstheresearchmodelandillustratesthepropositionstestedinthisstudy.

First,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtomarketingstrategyasavitalcomponentofsuccessfulB-to-BIIM.Theseinclude,topmanagementsupport,settingthestrategicgoals,integratingInternetmarketingwithmarketingstrategy,collaboration（strategicpartners）,anddecidingthepotentialaudiencearethemostimportantfactorsrelatedtomarketingstrategyforsuccessfulB-to-BIIMimplementation（AvlonitisandKarayanni,SOOO;Chaffeyesal.,SOOO;ChanandSwatman,SOOO;Cronin,l996b;Damanpour,SOOl;DugganandDeveney,SOOO;Curauesal.,SOOl;HofacKer,SOOl;Honeycuttesal.,l998;Lynnesal.,SOOS;NaudeandHolland,l996;LerryandBodKin,SOOS;Lorter,SOOl;QuelchandKlein,l996;WilsonandAbel,SOOS）.ToseetheroleofthemarketingstrategyrelatedfactorsinB-to-BIIMsuccessthefollowinghypothesisisproposed:

H1.MarketingstrategyrelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.

Second,manyresearchershaveconsideredtheWebsiteasacrucialcomponentofanyB-to-BIIMefforts.Theseinclude,well-designedsiteandeffectivemarketingofthesitearethemostimportantfactorsthatcontributetosuccessofB-to-BIIMefforts（Anderson,l996;HamillandCregory,l99P;HerbigandHale,l99P;HofacKer,SOOl;KotabandHelsen,SOOO;Lynnesal.,SOOS;QuelchandKlien,l996;Samiee,l998）.Accordingly,thefollowinghypothesesareproposed:

H2.WebsiterelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.

Third,manyauthorshaveconsideredglobaldimensionrelatedfactorsasavitalcomponentofsuccessfulB-to-BIIMefforts.Thesefactorsincludein-depthunderstandingofforeignmarketingenvironment,resourcesrequiredtoworkglobally,multilanguageWebsitetosuccessfullyreachtargetcustomers,cultureconsideration,andavailabilityofdeliverychannelsuchasinternationalshipping（intermediaries-shippinginformation-charges）（Chaffeyesal.,SOOO;ChanandSwatman,SOOO;DugganandDeveney,SOOO;Cogan,l99P;HamillandCregory,l99P;HerbigandHale,l99P;HofacKer,SOOl;KotabandHelsen,SOOO;QuelchandKlien,l996;Samiee,l998;White,l99P）.Thus,thefollowinghypothesisisproposed:

H3.ClobaldimensionrelatedfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.

Fourth,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtointernalenvironmentasacriticalcomponentofsuccessfulB-to-BIIMefforts.Thesefactorsincludetechnologicalinfrastructure,appropriateinternalculture,effectiverelationshipbetweenthemarketingandIS/MISdepartmentandawelltrainedsalesforcethatallcontributetothesuccessofB-to-BIIMefforts（AvlonitisandKarayanni,SOOO;ChanandSwatman,SOOO;DugganandDeveney,SOOO;Cogan,l99P;Lynnesal.,SOOS;QuelchandKlein,l996;Samiee,l998）Accordingly,thefollowinghypothesesareproposed:

H4.ExternalfactorsaffectthesuccessofB-to-BinternationalInternetmarketing.

Finally,manyresearchersandpractitionershaveincreasinglyconsideredfactorsrelatedtoexternalenvironmentasanotherKeycomponentofsuccessfulInternetmarketingimplementation.Thesefactorsinclude,trust,security,successfulrelationship,easyandaffordableaccesstotheInternet,andcustomeracceptanceandallcontributetosuccessfulB-to-BIIMpractice（ChanandSwatman,SOOO;DugganandDeveney,SOOO;FurnellandKarweni,l999;LoonandJevons,l99P;QuelchandKlien,l996;Ratnasingham,l998;Urbanesal.,SOOO;WilsonandAbel,SOOS;Zairi,SOOla,b）thereforethefollowinghypothesisisoffered.

Researchmethodology

Popu1atiomandsamp1e

Thisresearchhasusedthreebasiccharacteristicsthatmustbepresentedineachcompanyifitistobeselectedintheresearchsample:

（l）thecompanyshouldbebusiness-to-business;

（2）usetheInternetformarketingpurposes;

（3）workgloballytosellitsproductsontheinternationalmarketviaagent,distributor,orsubsidiary.

TheaimwastoselectapopulationofUKbusiness-to-b