網(wǎng)絡(luò)營銷外文文獻及翻譯

畢業(yè)設(shè)計(論文)外文資料翻譯學(xué)院系）：計算機科學(xué)與技術(shù)學(xué)院專業(yè)：網(wǎng)絡(luò)工程姓名：王燦學(xué)號：201317030125外文出處：附件：1.外文資料翻譯譯文；2.外文原文。指導(dǎo)教師評語：簽名：年月日注：請將該封面與附件裝訂成冊。

附件1：外文資料翻譯譯文網(wǎng)絡(luò)營銷一、網(wǎng)絡(luò)營銷的概念網(wǎng)絡(luò)營銷是企業(yè)整體營銷戰(zhàn)略的一個組成部分，是建立在互聯(lián)網(wǎng)基礎(chǔ)上，借助于互聯(lián)網(wǎng)的特性來實現(xiàn)一定營銷目標(biāo)的一種營銷手段。它以現(xiàn)代營銷理論為基礎(chǔ)，以開拓市場、增加盈利為目標(biāo)，利用因特網(wǎng)的技術(shù)和功能，最大限度地滿足客戶需求的經(jīng)營過程。網(wǎng)絡(luò)營銷的實質(zhì)是利用互聯(lián)網(wǎng)對產(chǎn)品的銷前、銷中、售后個個環(huán)節(jié)進行跟蹤服務(wù)，它自始至終貫穿在企業(yè)經(jīng)營的過程。網(wǎng)絡(luò)營銷在英文中有多種表達方式，每種表達方式都有相應(yīng)的側(cè)重點和內(nèi)涵，如InternetMarketing，強調(diào)的是以因特網(wǎng)為工具的市場營銷；WebMarketing指網(wǎng)站營銷，著重于網(wǎng)站的推廣，站點與顧客的溝通；CyberMarketing指網(wǎng)絡(luò)營銷是在虛擬的計算機空間進行運作；E-marketing指與電子商務(wù)相對應(yīng)的電子化、信息化、網(wǎng)絡(luò)化的營銷活動?，F(xiàn)在常用的翻譯方式是onlineMarketing和InternetMarketing，且專指國際互聯(lián)網(wǎng)營銷。網(wǎng)絡(luò)營銷不一定包括完整的商業(yè)交易過程（例如，它可以不考慮網(wǎng)上支付等環(huán)節(jié)），但它是電子商務(wù)的重要組成部分。在我國，企業(yè)應(yīng)首先發(fā)展網(wǎng)絡(luò)營銷，并通過完善企業(yè)網(wǎng)絡(luò)平臺穩(wěn)步過渡到電子商務(wù)。網(wǎng)絡(luò)營銷的主要內(nèi)容包括網(wǎng)上市場調(diào)查、網(wǎng)上消費行為分析、網(wǎng)絡(luò)營銷策略制定、網(wǎng)絡(luò)營銷價格策略制定、網(wǎng)上營銷渠道選擇以及網(wǎng)絡(luò)營銷管理與控制等。具體的營銷手段有E-mail營銷、網(wǎng)絡(luò)廣告和建立網(wǎng)絡(luò)營銷站點等。二、網(wǎng)絡(luò)營銷的特點互聯(lián)網(wǎng)的出現(xiàn)深刻地影響了人類生活的每個角落，它如同一種“萬能膠”，把企業(yè)組織及個人跨時空地聯(lián)結(jié)在一起。在這樣一種新的營銷環(huán)境下，網(wǎng)絡(luò)營銷呈現(xiàn)其獨有的特點。1．全球性：網(wǎng)絡(luò)營銷給企業(yè)帶來了無限的商機，同時也將企業(yè)推向一個更廣闊、更具選擇性的全球市場。互聯(lián)網(wǎng)信息量大，時效長，且信息交換不受時空的限制，可以隨時隨地每天24小時提供全球性營銷服務(wù)。2．互動性：網(wǎng)絡(luò)營銷使得企業(yè)可以通過電子布告欄、網(wǎng)上論壇和電子郵件等信息在主機或路由器等節(jié)點上的軟件。它的功能是防止非法的通訊和來自外部的攻擊：有的防火墻通過讀取外來數(shù)據(jù)的源地址、目標(biāo)地址等判斷是否來自安全站點，并及時拒絕來自危險站點的數(shù)據(jù)；有的防火墻通過對防火墻內(nèi)部地址和外部地址轉(zhuǎn)換的方法來隱藏內(nèi)部IP地址，借以隱藏內(nèi)部網(wǎng)絡(luò)的各種信息。2．加密技術(shù)加密技術(shù)用于對重要的信息進行加密。在這過程中需要用到密鑰。原理是將文中字母a,b,c,d,…,w,x,y,z的自然順序保持不變，但使之與E,F,G,Z,…,A,B,C,D分別對應(yīng)，然后用E代替a，用F代替b，每每相差四個字母。這條規(guī)則叫做加密算法，而4就是密鑰。加密方法有：私鑰密碼加密、公鑰密碼加密、數(shù)字簽字和數(shù)字認(rèn)證等。（1）私鑰密碼加密私鑰密碼加密的工作原理如下：發(fā)送方A和接受方B共享共同的有密鑰分發(fā)中心分發(fā)的密鑰K。A用密鑰K加密得到密文傳送到B處，B用相同的密鑰解密。常用私鑰密碼有DES、IDES、GOST、RC-5、Blowfish、CRAB等。（2）公鑰密碼加密公鑰密碼加密的工作原理：用戶A和B各自擁有一對密鑰（Ka，Ka-1）和（Kb，Kb-1）。私鑰Ka-1、Kb-1分別由A和B各自秘密保管，而公鑰Ka、Kb則以證書的形式對外公布。當(dāng)A要將明文消息P安全地發(fā)送給B，則A首先應(yīng)用B的公鑰Kb加密P，得到密文C=EKb（P）；而B收到密文P后，用私鑰Kb-1解密恢復(fù)明文，得到：P=DKb-1(C)=DKb-1(EKb(P))。常用的公用鑰加密算法有RSA，DSS等。（3）數(shù)字簽名數(shù)字簽名用0和1組成的數(shù)字表示，它是使用某人的私鑰加密特定的消息，經(jīng)過處理而得到的結(jié)果。簽字體制中必要的兩個組成部分為：①簽字算法，簽字密鑰（秘密）。②證實算法（公開）。數(shù)字簽名的原理：對消息M的簽字可簡記為：Sig（M）=S。對S的證實簡記為：Ver(S)=|真，偽|=|0，1|。（4）數(shù)字認(rèn)證和數(shù)字證書數(shù)字認(rèn)證是用電子方式來驗證信息發(fā)送者的身份、信息接受者的身份以及判斷文件是否被人修改或照片是否有效的加密技術(shù)。數(shù)字證書上的內(nèi)容包括版本號、序列號、簽名算法標(biāo)識符、頒發(fā)者、擁有者名、公鑰及其算法標(biāo)識符、有效期等字段。（三）電子商務(wù)的安全對策解決電子商務(wù)安全問題涉及的面廣，其中包括技術(shù)、管理、制度、人員和法律等許多方面。其基本策略是綜合治理，不僅要注意技術(shù)上的創(chuàng)意，更重要的是加強管理。從管理方面加強電子商務(wù)安全的對策主要有：制定嚴(yán)格的法律與法規(guī)，做到有章可循，使非法分子懾于法律，不敢輕舉妄動。制定安全管理措施，具體包括電子商務(wù)安全標(biāo)準(zhǔn)的建立、網(wǎng)絡(luò)的安全管理、設(shè)備和密鑰的安全管理、安全組織機構(gòu)與安全責(zé)任制度的建立、安全措施的確定和檢查實施等。重視安全檢測和評估。其中包括入網(wǎng)前和運行中的安全檢測和評估。

附件2：外文原文（復(fù)印件）NetworkMarketingFirst,theconceptofnetworkmarketingNetworkMarketingistheoverallcorporatemarketingstrategyasanintegralpartoftheestablishmentonthebasisoftheInternet,throughtheuseofInternetmarketingtoachieveacertaingoalofamarketingtool.Itisthebasisofmodernmarketingtheorytoopenupmarkets,increaseprofitobjectives,theuseoftheInternettechnologiesandfeaturestomeetcustomerneedstomaximizethebusinessprocess.NetworkMarketingistheessenceoftheuseoftheInternettosellproducts,sales,after-salestrackingservicesession,itpermeatedthroughoutthebusinessprocess.NetworkMarketingintheEnglishexpressioninavarietyofways,eachexpressionhasacorrespondingfocusandcontent,suchasInternetMarketing,stressedontheInternetasatoolformarketing;WebMarketingWebsitereferstomarketing,focusingonthepromotionwebsite,thesiteofcommunicationwithcustomers;CyberMarketingNetworkMarketingisthatthecomputerinthevirtualspacetooperateE-marketingande-commercereferstothecorrespondingelectronicinformation,Internet-basedmarketingactivities.NowthetranslationmethodiscommonlyusedonlineMarketingandInternetMarketing,andrefersspecificallytoInternetmarketing.Networkmarketingdoesnotincludetheintegrityoftheprocessofcommercialtransactions(forexample,itcannotconsideronlinepayment,etc.),butitisanimportantcomponentofe-commerce.InChina,theenterprisesshouldfirstofallthedevelopmentofthenetworkmarketing,andthroughimprovingtheenterprisenetworkplatformsteadytransitiontoe-commerce.NetworkMarketingmaincontentincludingon-linemarketresearch,onlineconsumerbehavioranalysis,networkmarketingstrategydevelopment,networkmarketingpricingstrategydevelopment,onlinemarketingchannelselectionandmarketingnetworkmanagementandcontrol.MarketingmeansofaspecificE-mailmarketing,onlineadvertisingandtheestablishmentofnetworks,suchasmarketingsites.Second,thecharacteristicsofNetworkMarketingTheemergenceoftheInternethasaprofoundimpactonhumanlifeineverycornerofitasa"Monaijiao",theirorganizationsandindividualslinkedacrosstimeandspace.Insuchanewmarketingenvironment,thenetworkmarketinghasitsownuniquecharacteristics.Global:networkmarketingtoenterprisesbroughtunlimitedbusinessopportunitiesandwillalsopushenterprisesabroader,moreselectiveontheglobalmarket.Internetinformation,longtime,andtheexchangeofinformationisnottimeconstraints,canbeanywhere,anytime24hoursadaytoprovideglobalmarketingservices.Interactive:networkmarketingallowscompaniesthroughelectronicbulletinboards,onlineforumsande-mail,andotherinformationtools,andcustomersfortwo-wayinteractivecommunication,real-timeunderstandingtheneedsofconsumers,enterprisesmarketingactivitiesrationalandeffectiverules.Personalized:thesizeofatraditionalmakemarketingproductscanonlymeetthegeneralneedsofcustomers,customerdemandfortheindividualone-on-onedifficulttomeet.NetworkMarketingmadeinaccordancewiththespecialneedsofconsumerproductdesign,developmentpossible.Efficiency:therapiddisseminationofinformationandaccess,whichallowtheenterprisemarketandcanquicklymaster.Customerscanbeachievedintheonlineshoppingtransactions,savetimeandeffortandimproveworkefficiency.Economy:networkmarketingtobringthepartiestothetransactioneconomicinterests.Networkvendorsthroughdirectcontactwithcustomers,adecreaseofcommunicationlinks,makingmoredirectsaleschannels,speeduptheflowofgoods,capitalandinformationflow.Networksalesforconsumerstosaveagreatdealoftimeandeffort.Networkmakespricesmoretransparent,reduceconsumerandmarketingstaffface-to-facepotentialconflict,ashoppingwillbemorerational.Theycanlogdifferentcompany'sWebsite,compare,selectandinexpensiveproducts.Forproducers,andnetworkmediacapabilities,allmanufacturerswilldisplaytheirproductsandservices,theactualsavingsfundssetupshop,reducecosts,andatthesametimeprovideSMEswiththeopportunityfordevelopment.Anybusiness,largeorsmall,cannolongerrestrictedbyitsownsize,andlargeenterprisesequalcompetition.Third,NetworkMarketingStrategyAlthoughnetworkmarketinghasastrongcompetitiveadvantage,butitisnotsuitableforeverycompanymarketingnetwork,theabilityoftheCompanytoconsidertheimplementationofthenetworkmarketingcompany'sbusinessneeds,goalsscale,customersbuy,technicalsupport.LaunchingInternetsales,asstill4P'Smain,Product,Price,Place,Promotion,atthesametimeimplementingthe4C'SideathatConsumer,Cost,ConvenienceandCommunication.ProductStrategyNetworkmarketingiscarriedoutinthevirtualmarket.IntheInternetAge,personalityandbecomemainstreamconsumermarketdominancefromtheenterprisetoconsumers,thecompanyfacesrisingdevelopment,theproductionandmarketingcostsofthis,wemustfirstnetworkmarketingproductsandservicespositioning.Throughmarketresearchnetworkfullyunderstandconsumerdemandforcustomersinvolvedinthewholeprocessofproductdevelopment.ShouldmakefulluseoftheInternetistwo-waycommunicationfeatures,theprocessofdevelopingamarketing,makingenterprisecustomersthroughtheInternetundertheguidanceofthechoiceofproductsandservicesdesigned.PricingStrategyInthenetworkmarketing,enterprisesreduceproductioncosts,reducethecirculationchain,themoreintensepricecompetition,consumerswillcollectextensiveonlineinformation,goodsthanmany,whichmakesonlineproductpriceslower.Tothisend,wemustfirstbeacceptedbyconsumersatthecostofpricing,customersaregivenfirsttoaccepttheprice,andthenbytheenterprisesunderthecostofproductionandsalesorganizations.SecondbargainingProductpricingwillbethemostcommonapproach.Pricesdependonthevalueofproductstotheusers,areasonablepriceperformanceforthelowerprice,goodserviceandtechnicalsupport.ChannelstrategyNetworkMarketingbiggestrevolutionintheabovechannels,onlinesaleschannelsusetheInternettotransferproductsfromproducerstoconsumersintermediatelinks,isthestartingpointformanufacturers,endusersandconsumers.Aperfectnetworkmarketingchannelsbyorderingsystem,supplynetworks,productionnetworks,distributionnetworks.Consumersthroughcorporateordersissuedorderingsystemandthenimportedrawmaterialssupplysystem,thentheproductionnetworkprocessing,distributionnetworkwillbepresentedconsumerproducts,servicesnetworksolutionsfromthefinalserviceissues.PromotionstrategyNetworkmarketingstrategyinthemostcreativewayisonlineadvertising,itisdifferentfromnewspapers,magazines,televisionsuchtraditionaladvertisingmedia,itwillfeatureproducts,functionality,priceandotherinformationontheInternetbyconsumerstheirownneedsortobeconductedenquiries.AdvertisingInformationNetworkshowedthree-dimensionalandmulti-directional,andcolorful.Internetadvertisingchangepropagatorandtherelationshipbetweentherecipient,fromone-waytotwo-wayinteractiveexchangeofinformation.Inaddition,traditionalmarketingstrategiessuchasdiscounts,offers,themembershipandsoon,canalsobeusedfornetworkmarketing,throughtheestablishmentoflinks,sende-mail,pressreleases,etc.,topromotenetworkmarketingsite,acorporateonlinebrandimage,networkmarketinggoals.Forth,e-commercesecurityproblemsTheconceptofe-commercesecuritySecurityissuesintheimplementationofe-commerceisoneofthebottlenecksisnotonlytechnology,butalsomanagementissues,specificallyrelatedtothecomputernetworksecurityandsafetyofthetwomajoraspectsofbusiness.ComputerNetworkSecurityreferstothenetworkequipment,networksystemsanddatabases,suchasthenetworkitselfmayexist.Businesstransactionsinordertoensuresecurityisintheprocessofconfidentialtransactions,beabletoidentify,tamper-resistantandnon-repudiation,andremoveinformationtheft,falsificationandcounterfeiting,andotherhiddendangers.Ifhackersoftengatewayorrouterontheinterceptionofmessagessent,andsomemasteredtheinformationaftertamperingwiththeformatoftheinformation,andevensentfalseinformationtoconfoundtruth.Theimplementationofe-commerceareusedmainlyforsecuritytechnologyFirewalltechnologyFirewall(Firewall)canbeseenasonebetweentheinternalnetworkandexternalbarriersbetweenthepublicnetwork,ahostorrouterinstalledinthenode,andsoonthesoftware.Itsfunctionistopreventillegalcommunicationsandexternalattacks:Somefirewallsexternaldatabyreadingthesourceaddress,destinationaddress,suchaswhetherthejudgefromsecuresites,andpromptlyrefusedtodatafromdangeroussites;SomefirewallsthroughthefirewalladdressinternalandexternaladdresstranslationmethodtohideinternalIPaddressestohidethevariousinternalnetworkinformation.EncryptiontechnologyEncryptiontechnologyusedtoencryptimportantinformation.Intheprocessneededforakey.Principleisthetextofthelettersa,b,c,d,…,w,x,y,znaturalorderremainsunchanged,butmakeitwiththeE,F,G,Z,…,A,B,C,D,respectively,andthenuseasubstituteE,Freplacedbyb,oftenadifferenceoffourletters.Thisruleiscalledencryptionalgorithms,and4iskey.EncryptionMethod:privatekeyencryption,publickeycryptographyencryption,digitalsignaturesanddigitalauthentication.PrivatekeyencryptionPrivatekeyencryptionworkingprincipleisasfollows:AsenderandtherecipientofaBshareacommonkeydistributioncentresdistributedkeyK.AKencryptionkeyusedbythetransmissionoftheB,Bdecryptedusingthesamekey.PrivatekeyisusedDES,IDES,GOST,RC-5,Blowfish,suchasCRAB.PublickeycryptographicPublic-keyencryptionprinciple:UserAandBeachhaveapairofkeys(Ka,Ka-1)and(Kb,Kb-1).PrivatekeyKa-1,Kb-1fromAandBrespectively,theirsecretcustody,andapublickeyKa,intheformofcertificateswhileKbreleased.WhenPAsecuritysourceexpresslytosendtoB,BAfirstapplicationofthepublickeyencryptionPKbbyEKboftheC=(P),andPBreceiptofthetext,usingprivatekeyKb-1expresslyresumedeclassifiedby:P=DKb-1(C)=DKb-1(EKb(P)).CommonpublickeyRSAencryptionalgorithm,suchasDSS.DigitalSignatureDigitalSignaturewith0and1ofthefiguresindicatedthatitisusingaperson'sprivatekeyencryptionspecificinformationprocessedandtheresultsobtained.Signaturesystemnecessaryforthetwocomponents:eq\o\ac(○,1)Thesignaturealgorithm,andthesignaturekeys(secret).eq\o\ac(○,2)Confirmedalgorithm(closed).DigitalSignatureprinciple:Mnewsonthesignaturecanberecordedassimple:Sig(M)=