市场营销网络营销中英文对照外文翻译文献.docx

市场营销网络营销中英文对照外文翻译文献.docx

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市场营销网络营销中英文对照外文翻译文献

中英文对照外文翻译

networkmarketing

PeterKenzelmann

Abstract:

Today,mankindhasenteredtheeraofrapideconomicdevelopmentofe-commerce-basednetwork.Afullrangeofrapiddevelopmentandwideapplicationofcomputernetworktechnologyoncontemporarysociety,butalsobroughtgreatchangestotheenterprisemarketingmanagement.NetworkMarketingthenewmarketingmethodstoadapttothechangesoftheeraofthedevelopmentofnetworktechnologyandinformationnetworks,ithaschangedthetraditionalmarketingconcept,marketingstrategy,marketing,waysandmeans,willbecomethemainstreamofthecurrenteraofcorporatemarketing.ThefaceIhadmanyproblemsintheSMEnetworkmarketing,weshouldalsobeaclearunderstandingoftheinevitabilityofitsdevelopment,whichrequiresallaspectsofsynergyandcooperation,tobuildagoodnetworkconsumptionenvironment,andpromotethecontinueddevelopmentofnetworkmarketing.

Keywords:

networkmarketingsalesmodelofnetworkmanagementmarketingplanningSME.

1.NetworkMarketingTheory

Networkmarketingisbasedonthetechnologyinfrastructureofcomputernetworktechnology,asrepresentedbyinformationtechnology.Computernetworksofmoderncommunicationstechnologyandcomputertechnologytotheproductofcombiningitindifferentgeographicregionsandspecializedcomputerequipmentforexternalinterconnectionlinesofcommunicationintoalarge,powerfulnetworks,thusenablingalargenumberofcomputerscaneasilytransmitinformationtoeachother,sharehardware,software,dataandotherresources.Andnetworkmarketingiscloselyrelatedtothecomputernetworktherearethreetypes:

theInternet,ExtranetandIntranet.

thetheoreticalbasisforthenetworkmarketing,theoreticalfoundationofnetworkmarketingisdirectmarketingnetworktheory,networktheoryofrelationshipmarketing,marketingtheoryandnetworksoftwaretointegratemarketingtheory.

2.Commonlyusedmethodsofnetworkmarketing

1）SearchEngineMarketing

2）Emailmarketingpermission

3）OnlineAdvertising

4）Webresourcecooperation

5）Viralmarketing

6）Amembership-basednetworkmarketing

3.Therelationshipbetweennetworkmarketingandotherbusinessmarketing

E-commerce,wheresellgoodstoconsumersorenterprisesdirectly;publishing,whichyouselladvertisingorbuythesitewhichisbasedonthemaindirectory,whiletheenterprisegeneratesvaluebygettingdirectoryandfilteringintothelistofsalestargetTherearemanyothermodelswhichisbasedonthespecificneedsofeachpersonorbusinessthatlaunchesaninternetmarketingcampaign.

4.Web-basednetworkmarketingbusiness

TocarryoutInternetmarketingdoesnotnecessarilyhavetohavetheirownwebsite,intheabsenceofsiteconditions,enterprisescancarryouttheeffectivemarketingthroughthenetwork.Freewebsitemarketingmainlydependsonthenetworkmarketingande-mailmarketingvirtualcommunity.

Web-basednetworkmarketingisthesubjectofnetworkmarketing,it'smainproblemisthewebsiteplanning,construction,maintenancepeople,aswellaswithothermarketingtopromotetheintegrationofmethods.

5.Thenetworkmarketingexistencequestionofenterprises

5.1.Thenetworkmarketingconceptproblems

TheenterpriseinChinanetworkmarketingknowledgeexistingtwoextremeideas:

theideathatthenetworkmarketingisahi-techenterpriseofthings,withtraditionalindustries.Orthinkaboutnetworkmarketingisonlinesales,andwitnessednetworkstorelosses,clustersofphenomenonmorelostnetworkmarketingpower.Anotherideathinks,thenetworkprovidesathemwithlargeenterprisesequalcompetition,aslongastheplatformofsmallandmedium-sizedenterprisesownedandbigenterprisesaselegantwebsitedesign,provideandlargeenterprisethesameproductandservice,smallandmedium-sizedenterprisemayusetheInternettranscendenceoflarge-scaleenterprises,inthisideaguidance,theenterpriseputinagreatamountofresourcesonInternetmarketingactivities,however,businessmanagementwillinevitablysufferenterpriseresourcelimit.Althoughsmallandmedium-sizedenterprisewebsitecandomuchonthesurfaceandlargeenterpriseissame,butsitefunctionandservicecannotkeeppacewithalsocanmakenetworkmarketingistheeffecttosellatadiscountgreatly.

5.2.Thetransactionsecurityexisthiddentrouble

Networkmarketinganentiretransactioniscompleted,theintegrationofincludingonlinepayment.Butatpresentourcountryalthoughbeusedforonlinepaymentcreditcard,thetechnicalproblemsofsecurityassuranceandpsychologicalacceptanceofpeoplearestillrealoutstandingproblems.Moreoverenterprisedatabaseserveralsosafehiddentrouble,hackersmaystealinformationintothecomputer.

5.3.Thenetworkinfrastructureincomplete

Promotionnetworkmarketingtechnicalbarriersmainlydisplaysinthenetworktransmissionspeedandreliability,butduetotheeconomicstrengthandtechnicalreasons,thecurrentnetworkinfrastructureisnotperfect,existingregionaldifferences,restrictsthesmallandmediumenterprisenetworkmarketingisthefurtherdevelopment.

5.4.Thesocializeddistributionlag

Smallandmedium-sizedenterpriselogisticsefficiencyislow,theabilityispoor,socialization,goodsdeliverydistributioncouldn'tkeepupwithhighcost,networkmarketingproductnotoccupypriceadvantage,Atthesametimethecustomergetthegoodstimelonger,onlineshoppingconvenience,expeditioushasnowaytorealize.

5.5.Therelatedlawsandregulationsisnotsound

Alongwiththedevelopmentofsmallandmedium-sizedenterprisenetworkmarketing,itslegalproblemshaveappeared.Forexample:

electriccrime,etc.Theseproblemswillbeontherightsandinterestsofconsumersandbusinessoperatorsandcauseroachon,goagainstthenetworkmarketingactivities.

5.6.Theignorethetraditionalmarketingstrategyuse

Intheprocessofnetworkmarketing,oftenmanysmallandmedium-sizedenterprisesonlyfocusonthenetwork,limitationsandignorethetraditionalmarketingstrategyuse.Enterpriseleadersmoretoconsiderhowtothroughthenetworktocarryonthemarketresearch,informationpropagandaetc,butignorethetraditionalmarketingmethodcombinedwithInternetmarketingtools,andimproveoverallenterprisenetworkmarketingeffectmethods.

6.Theenterprisenetworkmarketingofeffectivestrategies

6.1.Toestablishcorrectnetworkmarketingconcept

Smallandmedium-sizedenterpriseshouldnotonlyrealizesoberlynetworkintheinformationage,theimportanceoftheroleofnetworkmarketingwillmoreandmorebig,implementingnetworkmarketingistheinevitablechoiceofsmallandmedium-sizedenterprises.Atthesametimetodevelopthenetworkmarketingactivitiesdoesnotmeanmustinvestalotofmoney,haveprofessionaltechnicalpersonnel,erectInternetline,buyingexpensiveserver,andbuildafunctionverycompletewebsite,enterpriseshouldaccordingtotheirowncharacteristicsandinternalconditionseco-managementnetworkmanagementpath.Forinstance,canfirstuseofnetworkqueryandreleasesupply-demandinformationparticipationonlineauction,onlinepurchase,etc.

Afterestablishingnetworkbrand,finallyestablishedtheperfectenterprise'swebsites,todevelopthenetworkmarketing.

6.2.Strengthenthenetworkinfrastructureconstructionandthenetworkmarketingsupportingsystemconstruction

Inourcountry'snetworkmarketingdevelopment,thegovernmentshouldplaythemacro-controlrole,increasenetworkinfrastructureinvestment,improvecurrentnetworkenvironment;Establishonlinepaymentsystem,authenticationsystemandtheestablishmentofdigitalcertificatesauthorizationcenterandkeymanagementcenter,inordertorealizetheonlinetransactions,andstatusconfirmationofonlinetraderscommercialpasswordonmonopolisticmanagement,toprovidesecurityfornetworkmarketing,supportingwithlogisticsindustry,especiallyinthecurrentsinglesmallandmedium-sizedenterprisesmaynotindependentlyproblem-solvinglogisticsanddistributionofthecase,thegovernmentshouldfocusonregionalestablishlogisticswholesalecenterordistributioncenters,providethirdpartylogisticsservicesforsmallandmedium-sizedenterpriseextensivelynetworkmarketingtocreatethegoodexternalconditions.

6.3.Strengthenandperfecttheenterprisesnetworkmarketingtherelevantlaws,regulationsandpolicies

Foreigngovernmenttopromotethedevelopmentofsmallandmedium-sizedenterprisesadoptedmethodscanclearlyseecompletelawsandregulationssystemforsmallandmedium-sizedenterprisesdevelopmenthasprofoundinfluence.ForChina,andperfectingrelevantlawsandregulationsistoimprovethesmallandmedium-sizedenterprisesurvivalenvironment,promotethedevelopmentofsmallandmiddle-sizedenterprisesimportantpremise.Governmentsmayalsothroughtheformulationforsmallandmedium-sizedenterprisesimplementingnetworkmarketingpreferentialpoliciestorealizethisaim.Forexample,bythegovernmenthaslaunchedtheonlinegovernmentprocurementsystems,stipulateaonlinepurchasingproportionandtothesmallandmediumenterprisepurchasingproportiontoencouragesmallandmedium-sizedenterprisestodevelopthenetworkmarketing,Thegovernmentsetupsmallandmedium-sizedenterprisenetworkmarketingdevelopmentspecialfund,tosmallandmedium-sizedenterprisenetworkmarketingprojectloaninterest;giveThefinancialdepartmentstosmallandmedium-sizedenterprisestodevelopthenetworkmarketingprovidelow-interestorinterest-freeloans,Taxauthoritiestosmallandmedium-sizedenterprisestodevelopthenetworkmarketingactivitiesissubjectt