网络营销外文翻译.doc

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E——-MARKETING
(From:E—-MarketingbyJudyStrauss,AdelEl——Ansary,RaymondFrost-—-3rded。—G25。)
,,eveninacrowdedfieldofcompetitors,,Google`ssuccessshowsthatcustomerstrustgoodbrandsandthatwell—,organizationsarescramblingtodeterminehowtheycanuseinformationtechnologyprofitablyandtounderstandwhattechnologymeansfortheirbusinessstrategies。Marketerswanttoknowwhichoftheirtime-estedconceptswillbeenhancedbytheInternet,databases,wirelessmobiledevices,andothertechnologies。TherapidgrowthoftheInternetandsubsequentburstingofthedot—combubblehasmarketerswondering,"Whatnext?”Thisarticleattemptstoanswerthesequestionsthroughcarefulandsystematicexaminationofsuccessfule-mar-ketingstrategiesinlightofproventraditionalmarketingpractices.
(SalesPromotion;E——Marketing;Internet;StrategicPlanning)
—-Marketing
E——Marketingistheapplicationofabroadrangeofinformationtechnologiesfor:
Transformingmarketingstrategiestocreatemorecustomervaluethroughmoreeffectivesegmentation,andpositioningstrategies;Moreefficientlyplanningandexecutingtheconception,distributionpromotion,andpricingofgoods,services,andideas;andCreatingexchangesthatsatisfyindividualconsumerandorganizationalcustomers`objectives。
Thisdefinitionsoundsalotlikethedefinitionoftraditionalmarketing。Anotherwaytoviewitisthate-—marketingaffectstraditionalmarketingintwoways。First,itincreasesefficiencyintraditionalmarketingstrategies。Thetransformationresultsinnewbusinessmodelsthataddcustomervalueand/orincreasecompanyprofitability.
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2。Environment,Strategy,andPerformance(ESP)
E—Marketingflowsformtheorganization`soveralle—businessstrategiesandselectedbusinessenvironment,wherelegal,technological,competitive,marketrelated,
andotherenvironmental,-businessande-,selecte—businessstrategiesande—businessmodels,andthenmarketersformulatestrategyandcreatee-。Performancemetricsarespecificmeasuresdesignedtoevaluatetheeffectivenessandefficiencyofthee-businessande-`se—businessclimatethatmediareportsseemtobefullofreferencestoROIandothermeasuresofsuccessfore—businessstrategiesandtacticsfeaturedinthemodel。
Theespmodelmightjustaseasilydepictabrick-and-mortarbusinessprocess-byremovingafew”e`s"thisunderscorestheideathate—businessesarebuiltonsoundpracticesandprovenprocessesbutwithimportante-transformationsandemarketingpractices,asdiscussedinthisbook。
ThischapterexaminestheenvironmentalfactorsintheESPmodel,,andChapter3discussesthee-marketingplanningprocess.
Themarketingenvironmentiseverchange,providingplentyofopportunitiestodevelopnewproducts,newmarkets,andnewmediatocommunicatewhitcustomers,plusnewchannelstoreachbusinesspartners。Atthesametime,theenvironmentposes!Competitive,economic,andotherthreats。Thissectionintroducesthreekeyenvironmentalfactorsthataffecte—marketing:legal,technological,andmarketrelatedfactors。
Currentandpendinglegislationcangreatlyinfluencee—,digitalproperty,expression,,-oute
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——outbox。DigitalpropertyproblemsbeganintheWeb`,itcanbefreelyrippedoff-,offensivecontent,andotherformsofpersonalexpressionconflictwhituserrightsandthus,fromanongoingdiscussionamonglegislaerneeds?Finally,,enforcementisdifficultinanetworkedworld。TechnologicaldevelopmentsarealteringthecompositionofInternetaudiencesaswellasthequalityofmaterialthatcanbedeliveredtothem。Forexample,about20%oftheU。-bandwidthconnections—primarilycablemodemsandDSLlines-—:ahigh--speedmultimediaform,astandardPCoffering,andahandheldformatforwirelessdevicessuchascellphones。Theprolofera—。Ascommunicationinfrastructuresimproveandmorepeopleusehandhelddevices,,e-marketingisevolvingthroughsoftwareadvances。Forinstance,technologiesthattargetconsumersaccordingtotheironlinebehaviorarebecomingincreasinglysophisticated。IncorporatingthesetechnologiesintoWebsitedesigncangiveafirmadistinctcompetitiveadvantage.
-BusinessMarkets
SergioZyman,formerlychiefmarketingofficerofCoca-cola,hasbeenquotedassaying,marketingissupposedtosellstuff。Onewayinformationtechnologyhelpssellstuffiftheydon’t`—5highlightsthreeimportantmarketsthatbothsellandbuytoeachother:businesses,consumers,andgovernments。AlthoughthisbookfocusesontheB2Cmarketsarewheremostbusinessactivityoccurs.
ThebusinessmarketishugebecauseahigherproportionoffirmsareconnectedtotheInternetthanconsumers,especiallyindevelopingcountries。MuchoftheB2Bonlineactivityistransparenttoconsumersbecauseitinvolvesproprietarynetworksthatallowinformationanddatabasesharing。ConsiderFedEx,thepackagedeliveryfirm。Thiscompanymaintainsmation。Itscustomerscanscheduleapackagepick
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—upusingtheWebsite,trackthepackageusingaPCorhandheldPalmPilot,andpaytheshippingbillonline。Sometimestheshippingorderisautomaticallytriggeredwhenamailnotificationofitsdeliveryprogresstotheretailer.
TheInternetisaglobalmarketwithopportunitiesexistinginunimaginedlocations,whichiswhye—,withanannualaverageincomeofUS$300,Vietnamesecitizenswhoopttospend28%oftheirsalaryononlineservicesdonothavemuchpurchasingpower。Further,therearewaitinglistsforautomobilesinVietnam,,IcelandandDenmarkaretwoofthemostwiredcountriesintheworldwithover60%,consumersinmanycountriespaybytheminuteforlocalphoneaccess。ThisisatremendousdeterrenttothekindofcasualsurfingpracticedbyInternetusersindevelopednations。Inaddition,theinfrastructureinsomecountriesdoesnotsupporthigh—,therefore,havetobelightonbandwidth。Chapters15and16lookatglobalInternetmarketsinmoredetail.
4。StrategicPlanning
Amazon,likeeveryothermarketeronandofftheWeb,“managerialprocessofdevelopingandmaintainingaviablefitbetweentheorganization`sobjectives”,`sinternalstrengthsandweaknesseswithrespecttotheenvironmentandthecompetitionandlooksatexternalopportunitiesandthreats。Opportunitiesmayhelptodefineatargetmarketoridentifynewproductopportunities,whilethreatsareareasofexposure。
Inaparallelfashion,marketingstrategybecomese—marketingstrategywhenmarketersusedigitaltechnologytoimplementthestrategy。Strategice-marketingisthedesignofmarketingstrategythatcapitalizesontheorganization',strategice-marketingiswheretechnologystrategyandmarketingstrategywedtoformtheorganization
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’se—marketingstrategy。
Regardlessofwhetheracustomerbuysfromthestone,thecatalog,ortheWebsite,orwhethercontactismadebyphone,inperson,throughe-mail,orbypostalmail,employeescanaccessthecomputerizeddatabaseforup—to—dateaccountactivityandinformationwhendealingwithcustomers.
Moststrategicplansexplaintherationaleforthechosenobjectivesandstrategies。Thisisespeciallytrueforasinglee—businessprojecttryingtowinitsshareofcorporateresourcesandtop—managementsupport。
5。What`sNext
Regardlessofthecurrentdisillusionmentwithe—business,manysolidsuccessesexisttodayandexcitingnewgrowthareaswillsoonemerge,For-Tunemagazinehasidentifiedseventrendsthatwillhelpbusinessesmoveforwardintoe—marketingduringthenextfewyears:
—sixpercentofcompanieswillspendmoneytointegrateallthepiecesofcorporatetechnology,suchaslinkingfront-endcustomerservicesoftwarewithback-endorderfulfillmentsystem.
BoominWebservices。WebserviceswillmoredeeplyintofindinguniversalstandardsforInternet—relatedsoftware。Microsoft’sdot—netandSun'sJavaaretwocompetingarchitectures,forexample。
,advisors,consultants,andotherteammemberstoworkonprojectswhileindifferentgeographiclocations。Forexample,"NapsterforMarketers”ispeer—to—peersoftwarethatoneconsultingfirmusestocollaborateonmarketingplanswithadagencies,designers,andothers。
。Forexample,aflightattendantwouldbeabletoaskifapassengerwantscoffeewithsugarinsteadoftheusual,”Whatdoyouwanttodrink?”。
Wirelessisheretostay。,offices,。Inexpensivecomputerstorageandsmallmachineswillaidpeoplewhowanttoworkathome,inthecarortrain,orvirtuallyanywhere。DevicessuchasIBM's9-ounceMetapadhold5gigabytesofdataandwillchangethewaypeoplework。
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网络营销
Google。com的成长发展说明一些营销原理从来不曾变化,对于一项创新产品,只要它能为顾客提供价值,即使已有众多竞争者,市场也总是乐于接受的。Google的成功表明顾客信任的号品牌好的营销组合战略可以有效的帮助新顾客进入纷繁复杂的市场,然而,企业组织纷纷确定如何更好的利用信息技术获得效益收益,确定技术对企业战略而言意味着什么,市场营销人员需要只奥因特网,数据库,无线移动设备及其他技术能提升哪些经过长时期实践检验的营销理念,面对飞速发展的因特网及其后爆发的com经济泡沫,市场营销人员总会问:“接下来会是什么?"我们将试图依照传统营销惯例,通过对成功的网络营销战略进行详细而系统的说明。
1什么是网络营销
网络营销通过对信息技术的广泛应用,达到以下目标:第一,通过更为有效的市场细分、目标定位、差异化、渠道策略等方式,转换营销战略,为顾客创造更大价值;第二对网络营销理念、分销策略、促销策略、产品价格、服务及创意等进行更为有效的规划和实施;第三,创造满足个人和组织客户需求的交易。
这个定义听上去与传统营销的定义非常类似。从另一个方面,可以把网络营销看做是信息技术应用于传统营销的结果,网络营销从以下两方面营销传统营销:首先网络营销提高了传统营销的效率;,使顾客价值得以提升,并能提供公司收益。
2环境、战略和实施
网络营销源于企业电子业务的总体战略以及企业所选择的业务模式,从企业所选择的业务环境开始,法律、技术、竞争、市场及其他企业外部环境因素在为企业创造机会的同时,也带来了威胁。面对这些机会和威胁,企业通过SWOT分析来发现自己的优势和劣势,并制定出电子业务和网络营销战略。公司选择适合自己的电子业务和模式,营销人员对战略进行阐述,并制定出网络营销计划,帮助公司实现其总体目标,最后要通过评估结果确定战略计划是否成功,功能规阵是对电子业务和网络营销的实施效果和效率进行评估的具体方法,站在当前的电子业务时代,媒体报道是评价指标似乎都是ROI及功能矩阵模型中强调的电子业务战略战术的其他成功评论方法,此时,功能矩阵尤显重要。
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如果去点一些电子,,但重要的是发生了电子化转变和网络营销实践,这将进一进行步讨论。
主要将对EPS模型中的环境因素进行讨论说明,其中的重要因素将在技术杠杆和道德和法律问题做进一步阐述。下一节将深入分析战略内容,之后将讨论网络营销计划的制定。
营销环境始终处于不断变化的状态,公司有大量的机会通过开发新产新市场、新媒介与客户沟通,,环境的变化也会形成竞争,带来经济户其他方面的压力。下面主要将法律、环境因素等。
网路营销会受到现有法律和正在制定的法律的重大影响,其中主要涉及保密性、数字所有权、表述形式和欺诈方面的法律,保密性方面的立法比较困难,但这对于英特网传输个人信息的消费者又十分重要电子邮件的选择退出功能就是一个麻烦问题,用户必须点击网页上的选择退出复选框才能避免被加入该公司的邮件列表,一些立法者认为,供公司这样做不合法,因为很少有客户注意阅读时的选择退出,因特网产生的早期就出现了数字所有权问题,,内容也能被自由的删除这对于作者来说不是一件好事。,最后,心技术的产生也带来了心得欺诈机会。虽然管理机构一直在努力防止欺诈,但是难以在网络世界实施。技术的发展不仅改变了网络受众的组成成分而且使传递到用户的信息质量发生变化。