网络营销毕业论文外文文献翻译.doc
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1、南京航空航天大学金城学院毕业设计(论文)外文文献翻译系 部管理系专 业市场营销学生姓名 学号2109064116指导教师 职称助教2013年 2 月 network marketingPeter KenzelmannAbstract: Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on
2、 contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing
3、strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation
4、, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network management marketing planning SME.1. Network Marketing TheoryNetwork marketing is based on the technology infrastructure of computer networ
5、k technology, as represented 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, po
6、werful 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 closely related to the computer network there are three types: the Internet, Extranet and Intranet. the theoretical b
7、asis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. 2. Commonly used methods of network marketing1) Search Engine Marketing 2) Em
8、ail marketing permission 3) Online Advertising 4) Web resource cooperation 5) Viral marketing 6) A membership-based network marketing3. The relationship between network marketing and other business marketingE-commerce, where sell goods to consumers or enterprises directly; publishing, which you sell
9、 advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing cam
10、paign.4. Web-based network marketing business To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketin
11、g and e-mail marketing virtual community. Web-based network marketing is the subject of network marketing, its main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. 5. The network marketing existence question o
12、f enterprises5.1. The network marketing concept problems The enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessed
13、 network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and l
14、arge enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffe
15、r enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist
16、 hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding
17、 problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.5.3. The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic
18、 strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low,
19、 the ability is poor, socialization, goods delivery distribution couldnt keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and reg
20、ulations is not soundAlong with the development of small and medium-sized enterprise network marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the networ
21、k marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through
22、 the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.6. The enterprise network marketing of effective strategies6.1. To establish c
23、orrect network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At
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