網(wǎng)絡(luò)營(yíng)銷的技術(shù)依據(jù)-外文翻譯(原文 譯文)

網(wǎng)絡(luò)營(yíng)銷的技術(shù)依據(jù)外文翻譯(原文+譯文)外文資料及中文譯文作者姓名專業(yè)市場(chǎng)營(yíng)銷指導(dǎo)教師姓名專業(yè)技術(shù)職務(wù)教授ThetechnicalbasisofnetworkmarketingPeterKenzelmannNetworkmarketingisbasedonthetechnologyinfrastructureofcomputernetworktechnology,asrepresentedbyinformationtechnology.Computernetworksofmoderncommunicationstechnologyandcomputertechnologytotheproductofcombiningitindifferentgeographicregionsandspecializedcomputerequipmentforexternalinterconnectionlinesofcommunicationintoalarge,powerfulnetworks,thusenablingalargenumberofcomputerscaneasilytransmitinformationtoeachother,sharehardware,software,dataandotherresources.Andnetworkmarketingiscloselyrelatedtothecomputernetworktherearethreetypes:theInternet,ExtranetandIntranet[Edit]thetheoreticalbasisforthenetworkmarketingTheoreticalfoundationofnetworkmarketingisdirectmarketingnetworktheory,networktheoryofrelationshipmarketing,marketingtheoryandnetworksoftwaretointegratemarketingtheoryADirectResponseNetworkMarketingTheoryInternetmarketingasaneffectivedirectmarketingstrategy,networkmarketingthatcanbetestedandmeasurableandcanbeevaluatedandcontrolled.Therefore,thecharacteristicsoftheuseofnetworkmarketing,youcangreatlyimprovetheefficiencyofmarketingandmarketingdecision-makingeffectivenessoftheimplementationDirectmarketingtheoryisthe20thcentury,oneofthe80'stheconceptofeye-catching.DirectMarketingAssociationoftheUnitedStatesforitsdefinitionis:"aplacetoproduceanymeasurableresponseandorusetheStockExchangereachedoneormoreadvertisingmediamarketingsysteminteraction."DirectlyMarketingthekeytothetheorythatnetworkmarketingisthatitcanbetested,measurable,canbeevaluated,whichafundamentalsolutiontoevaluatetheeffectofthetraditionaldifficultiesinmarketingandmarketingformorescientificdecision-makingpossibleBthenetworktheoryofrelationshipmarketingRelationshipMarketingisagreatimportancesince1990bythemarketingtheory,whichmainlyincludestwobasicpoints:Firstofall,inthemacrolevelwillberecognizedthatthescopeofmarketingawiderangeofareas,includingcustomermarket,thelabormarket,thesupplymarket,theinternalmarket,themarketstakeholders,aswellastheaffectedmarketgovernment,financialmarkets;atthemicrolevel,recognizingthattherelationshipbetweenbusinessandcustomersareconstantlychanging,thecoreofmarketingshouldbeasimpleone-timepasttransactionstoafocusonmaintainingrelationsuplong-termrelationships.Socio-economicsystem,enterprisesareamajorsubsystem,corporatemarketingobjectivesbymanyexternalfactorstotheimpactofmarketingactivitiesofenterprisesisaconsumers,competitors,suppliers,distributors,governmentagenciesandsocialorganizationstheprocessofinteraction,thecorrectunderstandingoftherelationshipbetweentheindividualandtheorganizationisthecoreofmarketingisalsokeytobusinesssuccessorfailureThecoreofrelationshipmarketingistokeepcustomers,toprovidecustomerswithahighdegreeofsatisfactionwiththevalueofproductsandservices,bystrengtheningthelinkswithcustomerstoprovideeffectivecustomerservice,tomaintainlong-termrelationshipwithcustomers.Andlong-termcustomerrelationsbasedonthemarketingactivitiestoachievethemarketingobjectivesofcompanies.Theimplementationofrelationshipmarketingisnottodamagethecostofbusinessinterests,accordingtoresearch,formarketinganewcustomercostsfivetimesthecostoftheoldcustomers,sotostrengthenrelationswithcustomersandbuildcustomerloyaltycanbringlong-termenterpriseinterests,itistopromoteawin-winstrategyforbusinessesandcustomers.TheInternetasaneffectivetwo-waychannelsofcommunicationbetweenbusinessesandcustomerscanachievelow-costcommunicationandexchangecosts,whichcompaniesbuildlong-termrelationshipswithcustomerstoprovideeffectiveprotection.Thisisbecause,firstofall,enterprisescanusetheInternettoreceivecustomerordersdirectly,customerscanmaketheirownpersonalizedneeds.Enterprisesinaccordancewithcustomerdemandforpersonalizeduseofflexibleproductiontechnologytomeetthecustomerneedstoimizecustomersintheconsumerproductsandservicestocreatemorevalue.Enterprisecustomerscanalsounderstandthemarketdemand,marketsegmentsandtargetmarkets,minimizemarketingcostsandincreasethereactionrateonthemarket.Secondly,theuseoftheInternetcompaniestoprovidecustomerswithbetterservicesandkeepintouchwithcustomers.Internettimeandspaceconstraintsarenotthecharacteristicsoftheconvenienceofourcustomerstoimizecommunicationwiththeenterprise,customerscanmakeuseoftheInternetintheshortestpossibletimeinaneasywaytoaccessbusinessservices.Atthesametime,tradingviatheInternettotheentireenterprisecanbeachievedfromtheproductquality,qualityofservice,suchastransactionservicestotheentireprocessofqualitycontrolOntheotherhand,enterprisescanalsobeviatheInternetwithbusiness-relatedcompaniesandorganizationsbuildrelationshipsandachievewin-windevelopment.Internetasachannelofcommunicationbetweenthecheapest,itcanhelplowercostsinthesupplyofbusiness-to-businessyet,distributorssuchastheestablishmentofcollaborativepartnerships.CasessuchasinfrontofthecomputercompanyLenovo,throughtheestablishmentofe-businesssystemsandmanagementinformationsystemswiththedistributorsofinformationsharing,reduceinventorycostsandtransactioncosts,andclosecooperationbetweenthetwosides.RelatingtotheapplicationofnetworktheorywillbethestrategybehindthemarketingservicesnetworkindetailCThenetworkofsoftmarketingtheoryMarketingtheoryissoftagainsttheindustrialeconomytotheeraofmassproductionforthemainfeaturesofthe"strongsales"ofthenewtheory,thetheorysuggeststhatwhencustomersbuyproductsnotonlymeetthebasicphysiologicalneeds,butalsotomeetthementalandpsychologicalleveldemand.Therefore,thesoftmarketingisoneofthemaincharacteristicsofthefollownetiquette,etiquetteonthenetworkthroughtheuseofclevermarketingtoobtaindesiredresults.Itemphasizesthemarketingactivitiesofenterprisesatthesametimetheneedtorespectthefeelingsofconsumersandthebodyread,sothatconsumerswillbeabletocomfortablytaketheinitiativetoreceivethemarketingactivitiesofenterprises.Traditionalmarketingactivitiescanbestembodythecharacteristicsofastrongmarketingpromotionsaretwo:thetraditionaladvertisingandmarketingstaff.Intraditionaladvertising,consumersareoftenforcedtopassivereceptionofadvertisingmessages,"bombing",anditsgoalistoimpartinformationthroughcontinuousmeanstheheartsofconsumersimpressed,astowhethertheconsumerwasnotwillingtoaccepttheneedforneednotbetakenintoaccount;marketingpersonnel,themarketingstaffdoesnotconsidertheobjectiswillingtosellandneeds,butaccordingtothemarketingstafftodeterminetheirownmarketingactivitiescarriedoutforciblyOntheInternet,becauseinformationexchangeisafree,equal,openandinteractive,tostressthatmutualrespectandcommunication,on-lineuserspaymoreattentiontotheprotectionandprivacyofpersonalexperience.Therefore,usingthetraditionalmeansofmarketingastrongstartintheInternetmarketingactivitiesareboundtobackfire,suchastheAmericancompanyAOLhasforcedtheiruserstosendE-mailadvertising,theresultsleadtotheunanimousoppositionofusers,manyusersagreedtoAOLatthesametimethecompanyserverE-mailtoretaliate,withtheresultthatAOL'sE-mailmailserverinaparalyzedstate,andfinallyhadtoapologizetoquellpublicindignation.Networkmarketingisjustsoftfromtheconsumer'sexperienceandneedsandtakepull-typestrategytoattractconsumersconcernedaboutthemarketingeffectivenessofenterprisestoachieve.NetworkontheInternettocarryoutmarketingactivities,inparticularpromotionalactivitiesmustfollowcertainrulesofnetworkformationofvirtualcommunities,somealsoknownas"netiquetteNetiquette".Networkmarketingissoftnetiquetterulestofollowbasedonthecleveruseofmarketingtoachieveasubtleeffect.MarketingtheoryonnetworkapplicationsoftwareinthenetworkmarketingsalesstrategyspecificdetailsDNetworkIntegratedMarketingInthecurrentpost-industrialsociety,thetertiaryindustryinthedevelopmentoftheservicesectoristhemajoreconomicgrowthpoint,thetraditionalmanufacturing-basedtobeingservice-orienteddevelopment,newserviceindustriessuchasfinance,communications,transportationandotherindustriesthesunathighnoon.Post-industrialsocietyrequiresthedevelopmentofenterprisesmustbebasedonservice-oriented,itisnecessarytocustomersasthecenter,toprovidecustomerswithtimelyandappropriatemanner,asappropriateservices,theimumextentpossibletomeetcustomerdemand.Internettimeandspaceasacross-transmissionof"superconductive"media,canprovidetimelycustomerserviceislocatedatthesametimeinteractivityoftheInternetcanunderstandcustomerneedsandprovidetargetedresponse,sotheInterneteracanbesaidtobethemostconsumersanattractivemarketingtoolNetworkofintegratedmarketingtheoryincludethefollowingkeypoints:Networkmarketingrequires,firstofalltheconsumersintotheentiremarketingprocesstotheneedsoftheirentiremarketingprocessfromthebeginningNetworkmarketingdistributionsystemfortheenterpriseaswellasstakeholderstobemorecloselytogetherCorporateinterestsandtheinterestsofcustomerstointegratetogetherInternetontheroleofmarketing,youcanthroughthe4Psproduct/service,pricing,distribution,promotionplayanimportantroleinbinding.TheuseoftheInternettraditional4Psmarketingmixcanbebetterwiththecustomerasthecenterofthe4Cscustomer,cost,convenience,communicationtocombine1.ProductsandservicestocustomersasthecenterAstheInternethasaverygoodinteractionandguidingtheuserthroughtheInternetundertheguidanceoftheenterprisetochoosetheproductorserviceorspecificrequirementsofenterprisecustomerstochoosebasedonthetimelyproductionandrequirementsandprovidetimelyservice,makingCustomerinter-temporalandspatialrequirementsaremetbytheproductsandservices;Ontheotherhand,enterprisescanalsokeepabreastofcustomerneedsandcustomerrequirementsinaccordancewiththetimelyproductionandmarketingorganizationstoprovidetheproductionefficiencyandmarketingeffectiveness.SuchastheUnitedStatesPCsalescompanyDellInc.,oralossin1995,butin1996,theirsalesviatheInternettocomputers,theperformanceof100percentgrowth,duetocustomersviatheInternet,youcandesigninthecompany'shomepagetochooseandcombinationofcomputers,thecompany'sproductiondepartmentimmediatelyuponrequest,production,andsentthroughthepostalservicecompany,socompaniescanachievezeroinventoryproduction,especiallyinthesharpdeclineinpricesofcomputercomponentsoftheera,inventorywillnotonlyreducetheinventorycostscanbeavoidedalsobecauseoflossesbroughtaboutbyhigh-pricedstock2.CustomeracceptablecostpricingThecostoftraditionalproduction-basedpricinginthemarket-orientedmarketingistobediscarded.Thepriceofnewcustomersshouldbebasedonacceptablecostpricing,andbasedonthecosttoorganizetheproductionandmarketing.Customer-centricenterprisepricing,customersmustbethedeterminationofmarketdemandandthepriceacceptedstandards,otherwisethecosttothecustomertoacceptthepricingisacastleintheair.BusinessontheInternetcanbeveryeasytoimplement,thecustomercanbemadeviatheInternetacceptablecost,thecostofbusinessinaccordancewithcustomerstoprovideflexibleproductdesignandproductionprogramfortheusertochooseuntilafterthecustomeragreestoconfirmtheproductionandmarketingorganizations,allAlltheseareclientsoftheserverprograminthecompanyundertheguidanceanddoesnotrequirespecializedservicesand,therefore,extremelylowcost.Atpresent,theUnitedStates,GeneralMotorsCorp.toallowcustomersontheInternetthroughthecompany'sownguidancesystemofthedesignandassemblyofmotorvehiclestomeettheirneeds,usersfirstdeterminethecriteriaforacceptableprice,andthenaccordingtothepricelimitsystemtomeettherequirementsofstyleshowvehicle,theusercanalsobeusedforappropriatechanges,thecompanyproducingthefinalproductjusttomeetthecustomerrequirementsofpriceandperformance3.Productstofacilitatethedistributionofcustomer-orientedNetworkmarketingisone-to-onedistributionchannels,cross-sellingofspace-time,customerscanorderanytime,anywhereusingtheInternetandpurchaseproducts.IronandsteelmanufacturersinFrancestillaLuolinZinoxforexample,thecompanywasfoundedin8yearsago,becauseoftheintroductionofe-mailandtheworldordersystem,sothatprocessingtimefrom15daysto24hours.Atpresent,thecompanyisusingtheInternettoprovidebetterthantheopponentandmoreefficientservices.Thecompany'sinternalnetworkandvehiclemanufacturerstoestablishcontactsothattheycoulddemandtheotherpartypromptlyaftertheproductionofsteeltoeachotheronline4.RepressivelyturnpromotionstostrengthencommunicationandcontactswithcustomersIsthepromotionoftraditionalenterprises,throughcertainmediaortoolsofoppressioncustomerstostrengthenthecompany'scustomersandproductacceptanceandloyalty,customersarepassiveandacceptthelackofcommunicationwithcustomersan