互聯(lián)網(wǎng)營銷外文翻譯

1、互聯(lián)網(wǎng)營銷外文翻譯 本科畢業(yè)設(shè)計(jì)(論文)外 文 翻 譯原文: marketing on the internet with increased globalization of the world economies, for most enterprises, market opportunities seem to be endless these daysthis in turn, of course, causes heightened competition among the players in order to achieve better performance. conse

2、quently, departing from the traditional commercial strategies and tactics, innovative managers are looking for unique ways to compete more effectively on a local, regional and global basis. the information superhighway is what many business leaders say will make these visions a reality in everyday b

3、usiness. the information superhighway is being shaped by advances in digital telephone networks, interactive cable television, personal computers, online services and finally the internet. these technological advances will inevitably change the face of business as we know it today. for most organiza

4、tions, the information superhighway offers an abundance of opportunity. the internet, in particular, provides corporate america with a broad and vast communications network that is driving the formation of a huge global electronic marketplace. the purpose of this article is to narrate the impact of

5、the internet on the marketing aspects of businesses as of today, its future, and how businesses can use its unlimited potential to their advantage.background the internet, also known as the “international electronic network,” began in 1968 by the advanced research projects agency of the department o

6、f defense. originally, known as the arpanet, the internet was started as an experimental network connecting different university computer centers throughout the country. in the 1980s, arpanet was broken into two distinct networks called milnet and nsfnet. milnet was used primarily for government pur

7、poses, while nsfnet, funded by the national science foundation nsf, was used to support education and research. the nsf promoted nsfnets use within the realm of highe reducation institutions and succeeded in establishing more than 3,000 institutional inter-networks by 1991. its beginning as a not-fo

8、r-profit facility intended to support the educational community has evolved into a global enterprisethe nsf continues to fund and promote the academic backbone which is now managed by advanced network services, a consortium comprised of ibm, mci and merit. however, as a government agency, its charte

9、r makes it inappropriate for nsf to condone use of the nsfnet for the purposes of private businessthis has resulted in a number of private concerns forming commercial network backbones. these network backbones provide access to the nsf net but do rely on it for connectivity. commercial network backb

10、ones provided by uunet technologies international, performance systems, and general atomics, are but a few of the providers in the usa through which companies may access backbone services that permit and promote business usage. the combination of nsfnet and commercially available backbone services f

11、orms what the internet is today ? the worlds largest collection of decentralized computer networks. there are over 30,000 estimated computer networks connecting more than 1.5 million computers to one another. transmission control protocol/ internet protocol tcp/ip is used by all of these networks as

12、 the standard communication protocol through which data communication is accomplished. at least 20 million people actually estimated at 30 million in 135 countries send and receive information through the internet. this international nonprofit network mainly links educational, research and governmen

13、t facilities, but also increasingly ties in corporate research and development sites. the internet is the model for the information highway of the future. it is relatively open, costs little, and provides information on everything imaginable. the internet is said to be the most “democratic part of t

14、he cyberspace” and is a linkage between the user and every other computer in the world, containing information on every existing subject. the internet represents the new wave of technological communication that has, according to some analysts, become the next best communications medium, second only

15、to telecommunications. the net represents a $300 billion market. over 30 million companies and households around the world use the internet as a communications link through e-mail, interactive advertisement, bulletin boards, research and online discussion groups. at its most basic level, the interne

16、t serves as a seemingly endless catalog of marketing messages and advertising in an interactive fashion. only two years ago, one would have to be a computer veteran even to contemplate using the internet for anything but e-mail, but today even small businesses are jumping on the bandwagon and are in

17、vesting in their own personal gateway to marketing on the internet. marketing analysts are calling the internet a tool for “guerrilla marketing.” even large computer software companies, like ibm, apple, at&t, microsoft, and lotus development are investing millions of dollars to develop new state-of-

18、the-art tools and services aimed at helping companies expand electronic business through the internet.future growth and opportunity in december 1993, only $100 million worth of goods were sold over the internet. but by 1995, the internet market had grown to over $300 billion in goods sold boisseau,

19、1995. business is rapidly adopting the internet as the means through which it can efficiently and economically conduct marketing, research and support. this process is being facilitated by the proliferation of software that is more user-friendly and makes information easily accessible to the users.

20、with the number of users growing monthly at an estimated rate of 10 per cent and an average of one million people, the internet is the fastest growing global telecommunications network in the world. analysts have projected that 100 million will be using the internet by the year 2000 direct marketing

21、, 1995.businesses nearly 75 percent of this astonishing growth is derived from the business. more importantly, of the networks registered within the internet worldwide, 63 percent are owned by businessesthe rate at which businesses are connecting to the internet is accelerating ? 2,000 per month and

22、 an increase of more than 260 percent between april 1994 and april 1995 kirkpatrick, 1995. the fact that the net is relatively unregulated by the government and businesses do not need a license from the federal communications commission fcc to go online helps the proliferation of its usage. this hel

23、ps reduce costs and cuts the red tape normally involved in advertising. large and small companies are embracing the internet as a fundamental communication tool used to conduct daily business. fortune 500 companies such as xerox, ibm, merrill lynch, motorola, intel, digital equipment, sun, and hewle

24、tt packard, are using the internet as an important tool through which they communicate internally with their business partners and with their customers. smaller businesses are also discovering the internet to be a cost-effective communications means through which they can conduct research activities

25、 relating to their products, customers, and markets, as well as conduct efficient product sales transactions. by the year 2000, a projected 60 percent of large companies and 30 percent of midsize companies around the world will use the internet or its equivalent for marketing and business purposesus

26、er demographics the demographics of the internet population lend further support to the fact that it is now an accepted and growing business communications means. of the 20 to 30 million internet subscribers, approximately 50 percent are 25 years of age or younger. this is due to a large educational

27、 community using the internet. it is important to note that even with such a large number of relatively young subscribers, a meaningful number of subscribers 30 percent use the internet as a tool for supporting business endeavors, as well as for finding information on certain products and services t

28、he user may be interested ineven those who are 45 and over use the internet, though on a much smaller scale, with approximately five million users. furthermore, 31 percent of households owned pcs personal computers in 1995. that figure continues to grow as more and more people are investing in home

29、offices so that they can work at homeanalysts have predicted that of the 31 percent of household pcs, 85 percent or 9.6 million households will use online services by the year 2000 kirkpatrick, 1995. in addition, catalog and home shopping sales, now a $60 billion market, could quintuple by 2000 due

30、to sales through the internet.growth problems despite its phenomenal growth, not everything looks bright for the internet. the online industry is growing less quickly than the likes of the vcr and cable industries when they were introduced to the market. furthermore, the industry is suffering from a

31、 high turnover. for instance, 40 percent of online customers discontinue service from the internet each year kirkpatrick, 1995. businesses are also catching on relatively slowly to the netonly 1 percent of worldwide advertising dollars were spent on the internet in 1994but forecasters are quick to p

32、oint out that the net is a growing media form and, as technology advances, businesses and households will use it for advertising and home shopping,respectively.major issues in using the internet there are several pros and cons associated with using the internet for marketing purposes. some primary a

33、dvantages to businesses using the net are described next.global opportunities the net access delivers a company with an opportunity to implement highly cost-effective vehicles not only for their own marketing and customer support needs, but also for positioning themselves globally. it is especially

34、beneficial to smaller companies who want to expand their businesses globally, but do not have the capital and resources to do so. in addition, the internet helps ease the red tape surrounding the prospect of doing business overseas, thus avoiding regulations and restrictions that companies must foll

35、ow who are physically present in other countries and who advertise in international journalsmore and more businesses are discovering that they the ability to reach and communicate with current and potential customers abroad through the internet with the same cost and ease as in the usa. the net is a

36、lso growing in popularity in other countries. singapore, for example, promotes itself as the “intelligent island,” with a plan called it2000 supported by its national computer board. the objective of this plan is to become asias center for information technology with the internet as its heart. the n

37、et is therefore promoted heavily within singapore as an essential resource for every business. pipex in the uk and internet initiative in japan, are two examples of commercial internet providers that are prospering tremendously in countries other than in the usa.accessibility companies who use the i

38、nternet, not only for advertising, but for e-mail and customer ordering, increase their hours of business on a global spectrum. instead of a typical eight-hour day, businesses have increased their opportunities by providing 24-hour access for branch offices, business contacts, and shoppers ? access

39、that is important in conducting business across different time zones or internationally. expanding access indeed increases the number and coverage of potential customers.utility providing appropriate form, place and time utility i.e. giving customers the opportunity to decide what they want, where a

40、nd when may result in a competitive advantage for the marketers. especially, the net furnishes product and service information to current and potential customers when they want it instead of bombarding and annoying them with mass marketing, direct marketing or telemarketing, and hence increasing the

41、 chances of trial/purchase/repurchase.advertisement effectiveness traditionally, advertising has been one of the major forms of communication between a firm and its clients. wells et al. 1995 reported eight basic types of advertising brand, retail, political, directory, direct-response, business-tob

42、usiness, institutional, and public service designed to reach a diverse audience with varied objectivesin order to serve the desired role and function most effectively, advertisements may use many different types of media and vehicle for different target groups. for example, the media used for typica

43、l brand advertising may not be appropriate for business-to-business advertisements. with the advent of technology, the internet posits itself as one of the very few media alternatives that can be used for almost all advertising purposes across all possible market segments. businesses/government/indi

44、viduals can create and transmit advertisements on the internet that can be accessed by anybody with a computer equipped with appropriate softwaresuch a convenience and marketing efficiency, both for the advertiser and the target audience, is making the net popular for marketing practices all over th

45、e world. in addition, the net has the capability to compile statistics regarding how many people viewed each advertisement on an hourly, daily, and monthly basis reach, and for how long each viewer actually looked at an advertisement exposure time. this helps companies track down the effectiveness o

46、f their advertisements in terms of the number of direct purchases ? a much more effective mechanism than the existing ones for magazine advertisements or television commercials. most of the internet providers collect this information for companies who pay an extra fee. furthermore, advertising on th

47、e net is, on an average, costs merely a third of what it costs in the magazines and business journals and a fraction of the price associated with television ads. this opens up avenues, particularly for smaller firms, to reach their potential clients more cost-effectively.source: pallab paul. journal

48、 of consumer marketing volume: 13 issue:4 1996譯文: 互聯(lián)網(wǎng)營銷 隨著世界經(jīng)濟(jì)的日益全球化,對(duì)于大多數(shù)企業(yè)來說,市場機(jī)會(huì)似乎是無窮無盡的。這反過來,當(dāng)然導(dǎo)致了全球之間的競爭加劇,以達(dá)到更好的性能。因此,從傳統(tǒng)的商業(yè)戰(zhàn)略和戰(zhàn)術(shù)出發(fā),創(chuàng)新的管理人員正在尋找獨(dú)特的方式進(jìn)行競爭,在本地,區(qū)域和全球基礎(chǔ)上更有效。信息高速公路是許多企業(yè)領(lǐng)導(dǎo)人說這些設(shè)想將在日常業(yè)務(wù)現(xiàn)實(shí)中發(fā)生的事情。 信息高速公路是由數(shù)字電話網(wǎng),有線互動(dòng)電視,個(gè)人電腦,在線服務(wù)和互聯(lián)網(wǎng)的進(jìn)步所構(gòu)成的。而然我們今天所知道的,這些技術(shù)的進(jìn)步將不可避免地改變商業(yè)面貌。對(duì)于大多數(shù)組織,信息高速公路提供了

49、一個(gè)豐富的機(jī)會(huì)。尤其是互聯(lián)網(wǎng),為我們提供了一個(gè)廣闊和豐富的通信網(wǎng)絡(luò),是推動(dòng)一個(gè)巨大的全球電子市場上形成的美國企業(yè)。本文的目的是為了敘述互聯(lián)網(wǎng)企業(yè)對(duì)于今天,對(duì)其未來,企業(yè)如何利用其無限的潛力,在營銷方面發(fā)揮他們的優(yōu)勢(shì)。背景 互聯(lián)網(wǎng),又被稱為“國際電子網(wǎng)絡(luò)”,始用于1968年的美國高級(jí)研究計(jì)劃局的國防部。本來,作為arpa網(wǎng)眾所周知,互聯(lián)網(wǎng)是作為實(shí)驗(yàn)開始在全國各地不同的連接大學(xué)計(jì)算機(jī)中心網(wǎng)絡(luò)。在20世紀(jì)80年代,arpa網(wǎng)被分成兩個(gè)獨(dú)立的網(wǎng)絡(luò)稱為milnet和nsfnet的。 milnet是主要用于政府用途,而nsfnet的,由美國國家科學(xué)基金會(huì)(nsf)資助,是用來支持教育和研究。美國國家科學(xué)基

50、金會(huì)成功的推動(dòng)了nsfnet范圍內(nèi)的高等教育機(jī)構(gòu)領(lǐng)域的應(yīng)用和建立,到1991年已超過了3000間機(jī)構(gòu)網(wǎng)絡(luò)。 它開始作為一個(gè)不以營利為目的的設(shè)施,已經(jīng)成為一個(gè)用以支持全球性企業(yè)發(fā)展的教育社區(qū)。目前,由高級(jí)網(wǎng)絡(luò)服務(wù)公司、ibm公司、mci和優(yōu)異組成的美國國家科學(xué)基金將繼續(xù)資助和促進(jìn)學(xué)術(shù)骨干這是現(xiàn)在的財(cái)團(tuán)管理。但是,作為一個(gè)政府機(jī)構(gòu),其章程是使國家科學(xué)基金會(huì)在其不恰當(dāng)?shù)娜萑虒?duì)其私營商業(yè)的目的而使用的nsfnet。這導(dǎo)致了一個(gè)商業(yè)網(wǎng)絡(luò)的形成得到骨干民營的關(guān)注。這些網(wǎng)絡(luò)骨干提供了訪問nsfnet但不要依賴它進(jìn)行連接。商業(yè)網(wǎng)點(diǎn)的uunet公司技術(shù)國際高性能系統(tǒng)和通用原子公司提供的骨干,不過是在美國的供應(yīng)商

51、,通過它可以訪問的骨干企業(yè)服務(wù),促進(jìn)了企業(yè)許可證的使用等等。 組合的nsfnet的骨干和商業(yè)服務(wù)形式提供什么互聯(lián)網(wǎng)是今天 - 世界上最大的分散式計(jì)算機(jī)網(wǎng)絡(luò)的集合。估計(jì)有超過30000臺(tái)電腦連接150多萬臺(tái)計(jì)算機(jī)彼此的網(wǎng)絡(luò)。傳輸控制協(xié)議/ internet協(xié)議(tcp / ip)是用于作為標(biāo)準(zhǔn)通信協(xié)議的數(shù)據(jù)通信,通過這些網(wǎng)絡(luò)來實(shí)現(xiàn)的。在1995年的直接營銷雜志中得知至少有20億人(實(shí)際估計(jì)為3000萬美元)在135個(gè)國家發(fā)送和接收通過internet的信息。 這主要是國際非營利組織的聯(lián)系網(wǎng)絡(luò)教育,研究和政府設(shè)施,企業(yè)研究和開發(fā)網(wǎng)站,但也越來越多的公司用來發(fā)展關(guān)系。互聯(lián)網(wǎng)是未來信息高速公路的模式。

52、它是相對(duì)開放的,花費(fèi)少,并提供有關(guān)資料的一切想象?；ヂ?lián)網(wǎng)被認(rèn)為是最“民主的網(wǎng)絡(luò)空間的一部分”,是用戶與世界上的每一臺(tái)電腦,其中載有關(guān)于每個(gè)現(xiàn)有主題的信息聯(lián)系。據(jù)一些專家分析認(rèn)為,互聯(lián)網(wǎng)代表了技術(shù)交流有新的浪潮,將會(huì)成為未來最好的通訊媒介,僅次于電信。 網(wǎng)絡(luò)代表了一個(gè)3000億美元的市場。超過30萬家公司和世界各地的家庭使用,作為一個(gè)通過電子郵件、互動(dòng)廣告、公告欄、網(wǎng)上討論小組的研究和通信鏈路互聯(lián)網(wǎng)。在最基本的層面,互聯(lián)網(wǎng)可以作為一種營銷信息的目錄和一個(gè)互動(dòng)的時(shí)尚廣告。僅僅兩年前,人們必須要成為一名電腦老將甚至要考慮使用什么東西,但今天的互聯(lián)網(wǎng),即使是小企業(yè)的行列,都可以在互聯(lián)網(wǎng)上進(jìn)行自己的個(gè)人

53、門戶的營銷投資。市場分析家們呼吁互聯(lián)網(wǎng)為工具“游擊營銷”。即使是大型電腦軟件,如ibm、蘋果、at&t公司、微軟和lotus開發(fā)公司,正投資數(shù)百萬美元來開發(fā)新的先進(jìn)設(shè)備,最先進(jìn)的工具和服務(wù)旨在幫助企業(yè)通過互聯(lián)網(wǎng)展開電子商務(wù)。未來的增長和機(jī)會(huì) 1993年12月,只有1億美元的貨物價(jià)值是在互聯(lián)網(wǎng)上出售。但到1995年,互聯(lián)網(wǎng)市場已發(fā)展到300多億美元出售的商品。業(yè)務(wù)采用互聯(lián)網(wǎng)為手段,通過它可以有效地進(jìn)行市場營銷,經(jīng)濟(jì),研究和支持。這個(gè)過程被便利的軟件更友好地?cái)U(kuò)散到用戶界面,使信息更容易接觸到用戶。隨著用戶數(shù)量的增長可以估算出平均每月增長了百分之十的用戶并達(dá)到了一百萬人之多,互聯(lián)網(wǎng)是世界上增長最快的全球電信網(wǎng)絡(luò)。分析家們預(yù)計(jì),到2000年將會(huì)有一億用戶使用互聯(lián)網(wǎng)。企業(yè) 近75%的驚奇