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互联网网络营销外文文献翻译
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(含：英文原文及中文译文)
文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29. 英文原文
主关键字The technical basis of network marketing
Peter Kenzelmann
Network marketing is bad on the technology infrastructure of computer network technology, as reprented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is cloly related to the computer network there are three types: the Internet, Extranet and Intranet.
The theoretical basis for the network marketing
安身立命是什么意思Theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.
(A) Direct Respon Network Marketing Theory
Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the u of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.
Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable respon and (or) u the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible. (B) the network theory of relationship marketing
Relationship Marketing is a great importance since 1990 by the marketing theory, which mainly inclu
恍然大悟反义词寡人之于国也教案des two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are
constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterpris are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterpris is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.
The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and rvices, by strengthening the links with customers to provide effective customer rvice, to maintain long-term relationship with customers. And long-term customer relations bad on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business inter
ests, according to rearch, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterpri interests, it is to promote a win-win strategy for business and customers. The Internet as an effective two-way channels of communication between business and customers can achieve low-cost communication and泰安桃花峪
exchange costs, which companies build long-term relationships with customers to provide effective protection. This is becau, first of all, enterpris can u the Internet to receive customer orders directly, customers can make their own personalized needs. Enterpris in accordance with customer demand for personalized u of flexible production technology to meet the customer needs to maximize customers in the consumer products and rvices to create more value. Enterpri customers can also understand the market demand, market gments and target markets, minimize marketing costs and increa the reaction rate on the market. Secondly, the u of the Internet companies to provide customers with better rvices and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterpri, customers can make u of the Internet in the shortest possible time in an easy way to access business rvices. At the same time, trading via the Internet to the ent
ire enterpri can be achieved from the product quality, quality of rvice, such as transaction rvices to the entire process of quality control.
On the other hand, enterpris can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of
最新时事热点business-to-business yet, distributors such as the establishment of collaborative partnerships. Cas such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and clo cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing rvices network in detail.
(C) The network of soft marketing theory
Marketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette,
etiquette on the network through the u of clever marketing to obtain desired results. It emphasizes the marketing activities of enterpris at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterpris. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising,
