英语论文翻译.docx

英语论文翻译.docx

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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