中小企業(yè)網絡營銷外文翻譯文獻

中小企業(yè)網絡營銷外文翻譯文獻PAGEPAGE5中小企業(yè)網絡營銷外文翻譯文獻(文檔含英文原文和中文翻譯)ManagementofthenetworkmarktingfouSMEsAbstract:Today,mankindhasenteredtheeraofrapideconomicdevelopmentofe-commerce-basednetwork.Afullrangeofrapiddevelopmentandwideapplicationofcomputernetworktechnologyoncontemporarysociety,butalsobroughtgreatchangestotheenterprisemarketingmanagement.NetworkMarketingthenewmarketingmethodstoadapttothechangesoftheeraofthedevelopmentofnetworktechnologyandinformationnetworks,ithaschangedthetraditionalmarketingconcept,marketingstrategy,marketing,waysandmeans,willbecomethemainstreamofthecurrenteraofcorporatemarketing.ThefaceIhadmanyproblemsintheSMEnetworkmarketing,weshouldalsobeaclearunderstandingoftheinevitabilityofitsdevelopment,whichrequiresallaspectsofsynergyandcooperation,tobuildagoodnetworkconsumptionenvironment,andpromotethecontinueddevelopmentofnetworkmarketing.Keywords:networkmarketingsalesmodelofnetworkmanagementmarketingplanningSME.1.Thenetworkmarketingexistencequestionofenterprises(1)ThenetworkmarketingconceptproblemsTheenterpriseinChinanetworkmarketingknowledgeexistingtwoextremeideas:theideathatthenetworkmarketingisahi-techenterpriseofthings,withtraditionalindustries.Orthinkaboutnetworkmarketingisonlinesales,andwitnessednetworkstorelosses,clustersofphenomenonmorelostnetworkmarketingpower.Anotherideathinks,thenetworkprovidesathemwithlargeenterprisesequalcompetition,aslongastheplatformofsmallandmedium-sizedenterprisesownedandbigenterprisesaselegantwebsitedesign,provideandlargeenterprisethesameproductandservice,smallandmedium-sizedenterprisemayusetheInternettranscendenceoflarge-scaleenterprises,inthisideaguidance,theenterpriseputinagreatamountofresourcesonInternetmarketingactivities,however,businessmanagementwillinevitablysufferenterpriseresourcelimit.Althoughsmallandmedium-sizedenterprisewebsitecandomuchonthesurfaceandlargeenterpriseissame,butsitefunctionandservicecannotkeeppacewithalsocanmakenetworkmarketingistheeffecttosellatadiscountgreatly.(2)ThetransactionsecurityexisthiddentroubleNetworkmarketinganentiretransactioniscompleted,theintegrationofincludingonlinepayment.Butatpresentourcountryalthoughbeusedforonlinepaymentcreditcard,buttechnicalsecurityandpsychologicalacceptancestillrealisticoutstandingproblems.Moreoverenterprisedatabaseserveralsosafehiddentrouble,hackersmaystealinformationintothecomputer.(3)ThenetworkinfrastructureincompletePromotionnetworkmarketingtechnicalbarriersmainlydisplaysinthenetworktransmissionspeedandreliability,butduetotheeconomicstrengthandtechnicalreasons,thecurrentnetworkinfrastructureisnotperfect,existingregionaldifferences,restrictsthesmallandmediumenterprisenetworkmarketingisthefurtherdevelopment.(4)ThesocializeddistributionlagSmallandmedium-sizedenterpriselogisticsefficiencyislow,theabilityispoor,socialization,goodsdeliverydistributioncouldn'tkeepupwithhighcost,networkmarketingproductnotoccupypriceadvantage,Atthesametimethecustomergetthegoodstimelonger,onlineshoppingconvenience,expeditioushasnowaytorealize.(5)TherelatedlawsandregulationsisnotsoundAlongwiththedevelopmentofsmallandmedium-sizedenterprisenetworkmarketing,itslegalproblemshaveappeared.Forexample:electriccrime,etc.Theseproblemswillbeontherightsandinterestsofconsumersandbusinessoperatorsandcauseroachon,goagainstthenetworkmarketingactivities.(6)TheignorethetraditionalmarketingstrategyuseIntheprocessofnetworkmarketing,oftenmanysmallandmedium-sizedenterprisesonlyfocusonthenetwork,limitationsandignorethetraditionalmarketingstrategyuse.Enterpriseleadersmoretoconsiderhowtothroughthenetworktocarryonthemarketresearch,informationpropagandaetc,butignorethetraditionalmarketingmethodcombinedwithInternetmarketingtools,andimproveoverallenterprisenetworkmarketingeffectmethods.2.Theenterprisenetworkmarketingofeffectivestrategies(1)ToestablishcorrectnetworkmarketingconceptSmallandmedium-sizedenterpriseshouldnotonlyrealizesoberlynetworkintheinformationage,theimportanceoftheroleofnetworkmarketingwillmoreandmorebig,implementingnetworkmarketingistheinevitablechoiceofsmallandmedium-sizedenterprises.Atthesametimetodevelopthenetworkmarketingactivitiesdoesnotmeanmustinvestalotofmoney,haveprofessionaltechnicalpersonnel,erectInternetline,buyingexpensiveserver,andbuildafunctionverycompletewebsite,enterpriseshouldaccordingtotheirowncharacteristicsandinternalconditionseco-managementnetworkmanagementpath.Forinstance,canfirstuseofnetworkqueryandreleasesupply-demandinformationparticipationonlineauction,onlinepurchase,etc.Afterestablishingnetworkbrand,finallyestablishedtheperfectenterprise'swebsites,todevelopthenetworkmarketing.(2)StrengthenthenetworkinfrastructureconstructionandthenetworkmarketingsupportingsystemconstructionInourcountry'snetworkmarketingdevelopment,thegovernmentshouldplaythemacro-controlrole,increasenetworkinfrastructureinvestment,improvecurrentnetworkenvironment;Establishonlinepaymentsystem,authenticationsystemandtheestablishmentofdigitalcertificatesauthorizationcenterandkeymanagementcenter,inordertorealizetheonlinetransactions,andstatusconfirmationofonlinetraderscommercialpasswordonmonopolisticmanagement,toprovidesecurityfornetworkmarketing,Cultivatinglogisticsindustry,especiallyinthecurrentsinglesmallandmedium-sizedenterprisesmaynotindependentlyproblem-solvinglogisticsanddistributionofthecase,thegovernmentshouldfocusonregionalestablishlogisticswholesalecenterordistributioncenters,providethirdpartylogisticsservicesforsmallandmedium-sizedenterpriseextensivelynetworkmarketingtocreatethegoodexternalconditions.(3)Strengthenandperfecttheenterprisesnetworkmarketingtherelevantlaws,regulationsandpoliciesForeigngovernmenttopromotethedevelopmentofsmallandmedium-sizedenterprisesadoptedmethodscanclearlyseecompletelawsandregulationssystemforsmallandmedium-sizedenterprisesdevelopmenthasprofoundinfluence.ForChina,andperfectingrelevantlawsandregulationsistoimprovethesmallandmedium-sizedenterprisesurvivalenvironment,promotethedevelopmentofsmallandmiddle-sizedenterprisesimportantpremise.Governmentsmayalsothroughtheformulationforsmallandmedium-sizedenterprisesimplementingnetworkmarketingpreferentialpoliciestorealizethisaim.Forexample,bythegovernmenthaslaunchedtheonlinegovernmentprocurementsystems,stipulateaonlinepurchasingproportionandtothesmallandmediumenterprisepurchasingproportiontoencouragesmallandmedium-sizedenterprisestodevelopthenetworkmarketing,Thegovernmentsetupsmallandmedium-sizedenterprisenetworkmarketingdevelopmentspecialfund,tosmallandmedium-sizedenterprisenetworkmarketingprojectloaninterest;giveThefinancialdepartmentstosmallandmedium-sizedenterprisestodevelopthenetworkmarketingprovidelow-interestorinterest-freeloans,Taxauthoritiestosmallandmedium-sizedenterprisestodevelopthenetworkmarketingactivitiesissubjecttoexemption,etc.(4)Thee-marketingandthetraditionalmarketingcloselyIntheprocessofnetworkmarketing,networkmarketingofsmallandmedium-sizedenterprisesshallbethemeansandthetraditionalmarketingstrategyofcombined,inordertoobtainthebestmarketingeffectandimprovetheircompetitiveabilityandmaketheenterprisecanbetterthanthecompetitiontoprovidecustomerswithbetterproductsandservices.Thenetworkmarketingstrategiesandgeneralmarketingstrategies,theintegrationofthedegreeofcombiningaccordingtocompany'sactualsituationisdetermined.Forsimpleonlinecollectinformationofenterprise,usingtheInternetmarketingreceivingmailconsumersandcompetitorinformation,bemasteredtheneedsofcustomersandothermarketingstrategymainlygeneralmarketingstrategyprimarily.Foranenterprisedomain,enterpriseelectronicmailbox,corporatesiteoftheenterprise,shouldusenetworkmarketingstrategy,causestheenterprise'soverallmarketingbesteffect.Thenetworkmarketingasabrandnewmarketingmodeistoadaptthenetworktechnologydevelopmentandinformationnetworkinthesocialchangesofnewthings.Withtheadventoftheinformationage,thenetworkmarketingwillbecometheinevitablechoiceofsmallandmedium-sizedenterprises.中小企業(yè)網絡營銷的經營管理摘要：如今，人類已經步入了以電子商務為基礎的網絡經濟迅速發(fā)展的時代。計算機網絡技術的迅猛發(fā)展和廣泛應用對當代社會產生了全方位的影響，也給企業(yè)的營銷管理帶來了巨大的變革。網絡營銷是適應網絡技術發(fā)展與信息網絡時代變革的新型營銷方式，它改變了傳統的營銷理念、營銷策略、營銷手段和方式，將成為當今時代企業(yè)營銷的主流。面對我過中小企業(yè)網絡營銷存在的諸多問題，我們也應清楚的認識到其發(fā)展的必然性，這需要各個方面的協力配合，打造優(yōu)良的網絡消費環(huán)境，推動網絡營銷的持續(xù)發(fā)展。關鍵詞：網絡營銷網絡銷售模式管理營銷策劃中小企業(yè)一、中小企業(yè)開展網絡營銷存在的問題1、網絡營銷觀念存在問題我國中小企業(yè)對網絡營銷的認識存在著兩種極端觀念:一種觀念認為網絡營銷是高科技的東西,跟企業(yè)的傳統產業(yè)不沾邊?；蛘哒J為了網絡營銷就是網上銷售,而目睹了網絡商店虧損累累的現象后,更失去了網絡營銷的動力。另一種觀念認為,網絡提供了一個他們和大企業(yè)同等競爭的平臺,只要中小企業(yè)擁有和大企業(yè)一樣精美的網站設計,提供和大企業(yè)一樣的產品和服務,中小企業(yè)就可能利用互聯網超越大企業(yè),在這種觀念指導下,企業(yè)投入大量的資源進行網絡營銷活動,然而,企業(yè)經營必然受到企業(yè)資源的限制。盡管中小企業(yè)網站能夠做得表面上和大企業(yè)一樣,但網站功能和服務不能跟上也會使網絡營銷的效果大打折扣。2、交易安全存在隱患網絡營銷的整個交易過程是一體化完成的,這其中包括網上支付。而目前我國雖有可用于網上支付的信用卡,但技術上的安全保障以及人們心理上的接受度仍是現實的突出問題。另外企業(yè)的數據庫服務器也安全隱患,黑客有可能闖入電腦盜取信息。3、網絡基礎設施不完備推廣網絡營銷的技術障礙主要表現在網絡傳輸速度和可靠性,但由于經濟實力和技術方面的原因,目前網絡的基礎設施建設還不完善,存在地域性差異,制約著中小企業(yè)網絡營銷的進一步發(fā)展。4、社會化配送滯后我國中小企業(yè)物流效率低、能力差,社會化配送跟不上,貨物遞送成本高,網絡營銷產品不能占有價格上的優(yōu)勢;同時顧客拿到商品的時間較長,網上購物的方便性、快捷性無從實現。5、相關法律法規(guī)不健全隨著中小企業(yè)網絡營銷的發(fā)展,其法律問題也紛紛出現。比如:電犯罪問題等等。這些問題會對消費者和經營者的權益造成侵害,不利于網絡營銷活動的開展。6、忽視傳統營銷策略的使用在進行網絡營銷的過程中,往往很多中小企業(yè)只把目光局限在網絡上,而忽視了傳統營銷策略的使用。企業(yè)的領導者更多地考慮如何通過網絡進行市場調研、信息宣傳等,卻忽略了把傳統營銷手段與網絡營銷手段相結合,從整體上提高企