网络营销——营销思想和策略的未来革命文献翻译

网络营销外文文献及翻译网络营销外文文献及翻译⒈引言在当今数字化的时代，互联网的普及使得网络营销成为企业获取客户和提升品牌知名度的重要手段。

本文将介绍网络营销的相关概念、方法和策略，以及最新的外文文献翻译，帮助读者了解和应用于实际工作中。

⒉网络营销的定义和概念⑴网络营销的定义网络营销是利用互联网和数字技术手段，通过在线渠道推广产品或服务，实现销售和市场推广的一种营销方式。

⑵网络营销的概念网络营销包括搜索引擎营销、社交媒体营销、电子邮件营销、内容营销等多种手段与策略的综合运用，旨在吸引潜在客户、增加品牌关注度、提高销售量。

⒊网络营销的方法和策略⑴搜索引擎营销(SEM)搜索引擎营销是一种通过在搜索引擎上购买广告或优化网站排名的方式，提高企业在搜索结果页面的曝光率和访问量。

⑵社交媒体营销(SMM)社交媒体营销是利用社交平台如Facebook、Twitter等，通过发布有趣、有价值的内容来吸引和与潜在客户进行互动，建立品牌形象。

⑶电子邮件营销(EMM)电子邮件营销是指通过发送电子邮件来推广产品或服务，与潜在客户建立联系，提高客户转化率和忠诚度。

⑷内容营销内容营销是通过创造和分享有价值的内容来吸引和保留潜在客户，提高品牌知名度和客户忠诚度。

⑸针对移动设备的营销随着智能方式和平板电脑的普及，移动设备成为了重要的营销渠道，企业可以通过开发响应式网站、移动应用和短信营销等方式在移动设备上吸引客户。

⒋外文文献翻译⑴文献标题（标题）⑵文献摘要（摘要内容）⑶文献翻译（翻译内容）⒌附件本文档涉及的附件请参见附件部分。

⒍法律名词及注释⑴法律名词1（解释）⑵法律名词2（解释）⑶法律名词3（解释）。

网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。

It is a subset of e-business and includes activities such as online advertising。

search engine n。

email marketing。

social media marketing。

and mobile marketing.The first step in ___ target audience。

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

the next step is to create a marketing plan that includes goals。

objectives。

tactics。

and metrics.One of the advantages of e-marketing is ___。

it is ___ of content。

language。

and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。

By optimizing website content and structure。

businesses canimprove their search engine rankings and drive more traffic to their site。

Social media ___ e-marketing。

附录附录一：英语原文Internet marketingIt's always great to hear that remodelers are having a stellar year -- referrals are coming in, solid leads are turning into clients, and business is booming. However, one part of the total business pie that can easily be forgotten; amidst all of this success is marketing. It's amazing how often you hear that the first thing to go is one's marketing plan for the year -- marketing is too expensive or my budget just doesn't call for marketing this year.Au contraire, marketing doesn't have to break the bank; the new age of marketing is all about the Internet. Internet marketing involves many segments and some that this article will touch upon include the basics: Web site development, search engine optimization and marketing via e-mail.The Internet has been called the Information Superhighway -- for many reasons, might I add. Millions of people surf the Internet for information every day, but are they getting what they are looking for? Studies have shown that people give up on looking for what they want if they can't find it in eight clicks. It is your job, as the Web site provider, to offer this sought-after information in a clear and easy-to-find manner.Your Web site is an assetThe Web site is the key player in your marketing and sales endeavors -- no matter how big or small your company may be. Your site should serve as a portal for potential customers and as a marketing tool for your remodeling company. Potential customers, in their own leisure time, can learn about your company, see your work, meet your employees, etc. For many, this is the first impression they have of you and your company, so design your site to appropriately reflect what your company represents.Internet marketing is incredibly cost-effective. Your Web site can help promote the information you are trying to convey without printing costs for hard copies and postage.Content is KingPictures may say a thousand words, but content is king on the Internet. Define the content to satisfy your target market. Every remodeler has amazing photos of their work -- don't forget to include these on your site. However, remember to include copy that goes along with it. This will help with your SEO (see the next subhead on SEO) and gain you more traffic than if you wouldn't have included copy. According to the American Marketing Association, quick load times are important for a successful Web site. Don't let large images bog down the site, therefore losing that particular visitor.As you do in your own business, building your framework -- on your site -- is very important. Create a flowchart and get your visitors from Point A to Point B as fast and easily as possible. Don't overwhelm people by putting links to your entire site on the home-page. Instead, create a model to prioritize and categorize information. Define logical relationships between subjects and define links between information types.It used to be that getting traffic on your Web site was a great success. Today, not only is traffic important, but we now have to analyze this traffic to make sure the "right" people are visiting and that the marketing plan you implemented is working. Tracking services such as or are great tools to help analyze that traffic the site is receiving.The new buzzwordNot by any sense of the word is search engine marketing a secret. However, there are many dos and don'ts that could help provide the best results for this quest in Internet marketing.Search engine optimization is the new buzzword in marketing via the Internet. It means including the right "ingredients" on your site for these search engines to "like" it -- which could ultimately send thousands of visitors your way, increasing your chance for some solid leads. Studies have found that 65 percent of visitors to sites come from search engines.The way search engines work is quite simple. A search engine has a database, which lists every Web site that the search engine knows about. When a search is performed, it tries to find matches in the database for the key words entered.As a Web site owner, you want search engines to send you as many visitors as possible. Therefore, you want to make sure that you are in the databases of as many search engines as possible. This is pretty simple. All the major search engines allow you to register your site free. You can simply go to each major search site, click on "Add Your Site," "Submit URL," or something similarly worded, and fill in your site information.The main ingredient for a successful SEO is not the right key word, but the right key phrase. Try searching for remodeling. I came up with 8,900,000 sites. Now, try searching the same engine for remodeling in Detroit. I came up with 36 sites. See the difference? Creating the right key phrase will help eliminate unqualified leads and will also help potential customers find your company with a lot fewer complications.If you are having trouble with creating the most appropriate key phrase to help your SEO, there are Web sites that can help -- compiles a database of terms that people search for. The user will enter some key words, and will tell you how often people search for them and will also tell you how many competing sites use those key words. The site will also provide a listing of all the key word combinations that bear any relation to your business or service. Just remember, the more instances a key phrase is on your site, the higher up on the ranking totem pole your site will be.Next, you'll want to think of a description of your site. Most search engines will ask for a 25 word description.Marketing by e-mailMany companies have attempted to use electronic mail (e-mail) for advertising -- only to receive a deluge of abuse from infuriated Internet users. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk e-mail, 42 percent want to stop receiving it. According to Time magazine, "unsolicited junk e-mail now accounts for 10 percent of all Internet traffic and up to 30 percent of the 26 million daily messages on America Online."E-mail marketing can be highly effective and extremely-cost effective if you choose to follow some simple best practices. According to Al Bredenberg, publisher of , here are few ethical ways to having a successful e-mail marketing plan.Build your own house e-mail lists. Collect e-mail addresses at your Web site, at trade shows, on product registration cards, during sales and telemarketing calls, or at other points of contact with customers and prospects. Make sure that everyone on your list knows exactly how you will use his or her e-mail address. Your own in-house e-mail lists are a valuable asset.Start an announcement list. This is a simple in-house e-mail list designed to keep you in touch with your Internet audience. Use it for distributing company news, new product releases, special promotions, announcements of personnel changes or other items of interest to your company's contacts.Publish a free e-mail newsletter. An e-mail newsletter, or "e-zine," is a way to keep your company's name in front of your target market. Be sure to offer value -- industry news items, how-to articles, analysis and commentary about your industry niche. Your e-zine will position your company as an expert in the field and will enhance its reputation.Advertise on opt-in and voluntary e-mail lists.Opt-in e-mail lists are now available "for rent" from many companies. In contrast with the bulk e-mail spammers, the opt-in list providers have built their lists on a voluntary basis. The Direct E-mail List Source provides links to many permission-based e-mail lists.Advertise in e-zines and e-mail discussion lists. You will be able to find numerous e-mail newsletters and interactive discussion lists that reach your target audience. Many of these will accept advertising or sponsorships. If they don't already sell ads, they might -- if you make an offer."Spam is such a controversial subject right now that I urge marketers to stick with permission-based e-mail only," says Bradenberg. The risks to the company's business and reputation are just too great. What constitutes true permission-based marketing? Simple. Make sure that nobody is placed on any e-mail list without their explicit permission. No one should have to ask to be removed from an e-mail list they never asked to be on in the first place.9 Steps to higher search engine optimizationStep One -- Choosing Key WordsChoose your key words. This is perhaps the most important step of the process because incorrectly targeting phrases can result in traffic that is not interested in your product.Step Two -- Site ContentCreating some of the new content before starting the optimization process can be doubly helpful in that it can reveal potential additions to your Web site that you may not have considered. If you already have a site, perhaps simply sit on your back deck, sip on a coffee and image what you would do if your whole site was lost and you had to start again.Step Three -- Site StructureA solid site structure is very important. Creating a site that is easily spidered by the search engines yet attractive to visitors can be a daunting and yet entirely rewarding endeavor. To adequately structure your Web site, you must "think like a spider" which is not as difficult as it may sound. A search engine spider reads yourWeb page like you would read a book. It starts at the top left, reads across, and then moves down.Step Four – OptimizationAs noted above, a spider places importance on what it reads highest on the page and so beginning with a sentence that includes your targeted phrase only makes sense.Step Five -- Internal LinkingText links make the best choice as the anchor text (the actual words used to link to a specific page) add relevancy to that Page for the words used to link to it. There are two main ways to ensure that your site gets well spidered and that the relevancy is added. The first is to place text links on the bottom of your homepage to your main internal pages. The second is to create a sitemap to all your internal pages and link to it from your homepage.Step Six -- Human TestingThe next step is to put it past someone who has never seen your site. Ask them to find specific information and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.Step Seven – SubmissionsSubmit your site to all the big players.Step Eight -- Link BuildingFind Web sites that you believe your site visitors would genuinely be interested in and you've probably found a good link partner. You want to find links from sites that are related to yours.Step Nine – MonitoringReview your stats to see where your traffic is coming from and what search terms are being used to find you.附录二：中文翻译网络营销对于企业重塑者来说像这样星光灿烂的一年是永远值得庆幸的事：合作意向纷至沓来，那些有强烈合作意向的伙伴都成为了顾客，业务蒸蒸日上。

互联网网络营销外文翻译文献(文档含中英文对照即英文原文和中文翻译)The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network 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, powerful networks, thus enabling a largenumber 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.[Edit] the theoretical basis for the network marketingTheoretical 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 Response Network Marketing TheoryInternet 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 use 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 response and (or) use 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 marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes 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 theaffected 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, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises 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 services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, 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 enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexibleproduction technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services 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 enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises 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 business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases 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 close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing 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 onlymeet 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 use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises 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 enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness ofenterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in themarket-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers toestablish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文:网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

网络营销中英文对照外文翻译文献
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。

本文翻译了一篇网络营销的英文文献，并提供了中英文对照。

英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。

内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。

而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。

中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。

通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。

这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。

网络营销参考文献网络营销是当今商业世界中不可或缺的一环，通过网络平台进行推广、销售和传播信息已成为许多企业的主要方式。

网络营销的有效性在很大程度上取决于市场人员掌握的营销策略和方法。

在这份文档中，我们将介绍一些经典的网络营销参考文献，帮助您更好地了解网络营销的理论和实践。

1. 网络营销基础•Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. John Wiley & Sons.•Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson UK.•Smith, P. R., & Zook, Z. (2011). Marketing communications: integrating offline and online with social media. Kogan Page Publishers.2. 社交媒体营销•Qualman, E. (2009). Socialnomics: How social media transforms the way we live and do business. John Wiley & Sons.•Evans, D., & McKee, J. (2014). Social media marketing: The next generation of business engagement. John Wiley & Sons.•Barker, M. S., & Barker, D. I. (2012). Social media marketing: a strategic approach. Cengage Learning.3. 内容营销•Pulizzi, J. (2015). Content Inc.: How entrepreneurs use content to build massive audiences and create radically successful businesses. McGrawHill Professional.•Handley, A. (2014). Everybody writes: Your go-to guide to creating ridiculously good content. John Wiley & Sons.•Halligan, B., & Shah, D. (2010). Inbound marketing: Get found using Google, social media, and blogs. John Wiley & Sons.4. 搜索引擎营销•Brogan, C., & Smith, J. (2010). Trust agents: Using the web to build influence, improve reputation, and earn trust. John Wiley & Sons.•Enge, E., Spencer, S., & Stricchiola, J. (2012). The art of SEO: mastering search engine optimization. O’Reilly Media, Inc.•Killelea, P., Killelea, S., & Killelea, B. (2010). Search engine optimization: An hour a day. John Wiley & Sons.以上参考文献涵盖了网络营销的多个方面，希望能为您在网络营销领域的学习和实践提供有益指导。

Putting Taobao's Size and Growth inPerspectiveEric Jackson,Forbes,2011(06)I’ve written recently about Taobao’s significant size and growth and how that potentially is going under-appreciate d by Yahoo!’s (YHOO) investors.I wanted to provide some more points of comparison between Taobao and the two Chinese Internet behemoths: Tencent and Baidu (BIDU).As I said before, I estimate that Taobao did RMB 5 billion in revenues in 2010. The majority of this revenues (80%) came from advertising vs. transaction revenue (although this will likely change greatly in the years to come).Tencent by comparison did RMB 19.6 billion last year. However, of this, only RMB 1.4 billion came from advertising. The rest of their revenues came from value-added services (e.g., games) they sold to their users.So, Taobao’s ad revenues are already 4x the size of Tencent — and keep in mind that Tencent had a CAGR of 51% for its ad revenues in the last 4 years.Starting in 2009, Taobao actually surpassed Sina (SINA) in terms of market share of Chinese online advertising. This lead has only increased. According to iResearch, Taobao had a 9.4% share of the Chinese online ad market as of Q3 in 2010. Sina’s share was 5.6%.Let’s compare Taobao to th e other king of the Chine se Internet: Baidu. Baidu did $1.22 billion in revenues in 2010 (or almost RMB 8 billion). So, Taobao is 62.5% the size of Baidu today. Applying this of percentage to Baidu’s market capitalization implies that Taobao on its own is worth $31.25 billion.Online ads matter. The total size of the Chinese Internet ad market in 2010 was RMB 36 billion. I estimate it will keep growing at 50% annualized rates and be an RMB 80 billion market by 2012. It’s not unreasonable to expect to see Taobao keep growing its share of this market to 14% by then. With that and RMB appreciation, Taobao could do nearly RMB 11 billion in ad revenue by 2012 (or $1.9 billion).But transactions will be the most exciting part of the Taobao growth in the years ahead. Most of their money from transactions with come from business-to-consumer (B2C) sales, rather than from consumers-to-consumers (C2C). I mentioned in my earlier article thatTaobao had launched their to much fanfare in November of last year. The take rates on Tmall are currently just under 4% for Taobao. They hope to grow this over time, along with GMV.In order to grow GMV, Taobao needs more merchants. There’s recent data to suggest that this is happening.At the beginning of March, Tmall listed 32,000 merchants selling their wares on Tmall.As of yesterday, the number of merchants listed on Taobao was over 36,000. This is 75% annualized growth in the number of merchants sellingstuff on Tmall. We don’t know exact details on average selling price or GMV as the company is still private, but the raw number in merchants is indicative of how quickly GMV appears to be growing at the company.Any way you calculate it, Taobao has massive ad revenue and transaction revenue possibilities ahead of them in the next 5 years. Their size and growth — when compared to Tencent and Baidu — are even more impressive. This size relative to these giants suggests a huge unappreciated value for Taobao.Ever since David Einhorn announced he was a believer in this hidden value story earlier this week in his letter to partners, the rest of the market is starting to come around to Taobao’s and Yahoo!’s hidden value.淘宝的规模和未来展望Eric Jackson,《福布斯》,2011(06)我最近写了关于淘宝的显著规模和增长以及可能会被低估了的雅虎( YHOO )的投资者。

外文原文及翻译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 use of network marketing you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。

因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。

Enterprises 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 business-to-business yet distributors such as the establishment of collaborative partnerships. Cases 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 close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。

网络营销策略外文翻译文献(文档含英文原文和中文翻译)原文：The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network 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, 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 closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical 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 Response Network Marketing TheoryInternet 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 use 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 response and (or) use 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 marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes 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, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises 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 tobusiness 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 services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, 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 enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services 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 enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises 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 costsin the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases 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 close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing 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 use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises 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 enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to sendE-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design andproduction program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!)Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。

南京航空航天大学金城学院（）外文文献翻译系部管理系专业市场营销学生姓名唐敏学号2109064116 指导教师袁昊职称助教20XX年 2 月network marketingAbstract:Today, mankind has entered the era of rapid economic development of e-merce-based network. A full range of rapid development and wide application of puter network technology on 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 strategy, marketing, ways and means, will bee 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, 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.work Marketing TheoryNetwork marketing is based on the technology infrastructure of puter network technology, as represented by information technology. puter networks of modern munications technology and puter technology to the product of bining it in different geographic regions and specialized puter equipment for external interconnection lines of munication into a large, powerful networks, thus enabling a large number of puters can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the puter network there are three types: the Internet, Extranet and Intranet.the theoretical basis 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.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-merce, where sell goods to consumers or enterprises directly; publishing, which you sell 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 campaign.4.Web-based network marketing businessTo 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 marketing and e-mail marketing virtual munity.Web-based network marketing is the subject of network marketing, it's 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 of enterprises5.1. The network marketing concept problemsThe 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 network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal petition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large 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 suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but sitefunction 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 hidden troubleNetwork marketing an entire transaction is pleted, 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 problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the puter.5.3. The network infrastructure inpletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic 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, the ability is poor, socialization, goods delivery distribution couldn't 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 regulations 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 network 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 the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method bined with Internet marketing tools, and improve overall enterprisenetwork marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct 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 the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very plete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and the establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders mercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see plete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small and medium-sized enterprises shall be the means and the traditional marketing strategy of bined, in order to obtain the best marketing effect and improve their petitive ability and make the enterprise can better than the petition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of bining according to pany's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and petitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of theenterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will bee the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 20XX网络营销作者：翻译:唐敏摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。

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文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636.原文Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni1 IntroductionMarketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves”Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences.This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.The advent of the Web had a significant impact on the way marketers do their strategies; it provides opportunities for companies to enhance their business in a cost-effective and practical manner. That is, the Web can be used by marketers to distribute products faster, to reach new markets, to conduct marketing research, to serve customers better, to solve customer problems and also to communicate more efficiently with marketing partners. This evolution of marketing is called “Internet Marketing”.The widespread advent of Social Networking stimulated a further development of marketing (Marketing 2.0) defining a new perspective connected to the symmetry of companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages; they actively express their needs, preferences and choices. All these issues stimulated the emerging of new marketing models with different aspects for successful marketing strategies such as: user information sharing and interaction, brand & corporate identity, search engine optimization (SEO) etc.. In the new marketing on Social Networks, databases play an enormous role in allowing the use and the integration of online tools. In particular they make it possible for consumers and companies to login and to have their own profile on a Social Networking site etc.; this give consumers and companies the possibility to connect each other and to fulfill their specific needs for information sharing and interaction and companies the possibility to outline the core concept of identity that, in the case of marketing strategies, can be extended to the analysis of the way in which consumers and companies develop their online profiles. This process can stimulate the presence of small enterprises on the market.However, a stronger change is connected to the popularity of Social Networks, combined with the widespread diffusion of mobile technologies, such as pocket PC, PDA and cell phone; it has given rise to the phenomenon of Mobile Social Networks. Mobile Social Networks are considered to bethe natural evolution of Social Networks; they can be seen as Social Networks communities specialized with mobile services. Mobile devices offer to Social Networks new opportunities connected with real-time location-based services, communication on the move and the sharing of information and services anywhere, anytime. This phenomenon is having a great impact on marketing sector. Mobile marketing (M-marketing) is defined as “the use of the mobile medium as a means of marketing communication” . More specifically, it is “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” .In order to marketers adopt best M-marketing strategies it is very important to understand the use that users make of mobile devices, their perceptions and acceptance in terms of benefits and costs in using Mobile Social Networks for marketing purpose. The integration of Internet Marketing, Marketing 2.0 and M-marketing has led to the development of a new type of marketing: the Viral marketing. The reminder of the paper is organised as follows. Section 2 describes the Internet Marketing by discussing the different marketing ways, their advantages and limitations. Section 3 introduces the Marketing 2.0 by analyzing the benefits for consumers and companies. In Section 4 the different forms of mobile marketing strategies are discussed. Section 5 analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally Section 6 discusses the viral marketing trend.2 Internet Marketing: Marketing on the WebInternet Marketing is also called online Marketing, Website Marketing or e-Marketing. It is generally referred to the promotion of products or services over the Internet. Among the advantages of Internet Marketing there ismainly its cheapness both for companies and for buyers. Companies can reach a wide audience with minor budget respect to the traditional advertising while consumers can research and purchase products and services conveniently and quickly.There are different ways of Internet Marketing which are listed below:• Pay per Click: is a model where advertisers pay the publisher when the ad is clicked.• Marketing with Affiliates: A company hires one or more affiliates that are paid commission for each visitor that click on the banner or logo. Visitors are onnected to the sponsor’s site for which affiliates are paid a commission.• Search Engine Optimization (SEO): It allow to types keywords in search ngines related to ones product and to have the list of different sites related to that product. SEO maintains ones site to collocate on the first page of the most search engines to attract more traffic. This can give good Return on Investment (ROI) and increase profits.• Advertising t hrough Banner: Advertiser purchases banner to be displayed on the website. Usually, banner marketing is used to divert potential traffic to the site.• Auction through Internet: In a n online auction takes place when items are kept for selling. A minimum price for items is fixed by seller and buyers that offer the highest price will receive that product.• Listing on Directories: People can place their site on or which act as Yellow Pages on the internet. This is cheaper than the other ways of internet marketing, so also small-scale enterprise can use it.3 Marketing 2.0: Marketing on Social NetworksThe advent of Social Networking provides marketers with new potentialities, not available in traditional channels, in particular for the products and services diffusion. The importance of Social Networks and the key aspect of the companies’ interest on them are due to the wide number of consumers that can be reached using these tools. Marketers start from building a loyal constituency of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation, and use of knowledge from other forums to honestly counsel consumers. Marketers may also open discussion to specifically attract new members according to their profile of interest. The real advantages of Social Networks can be exploited when marketers use the interactive capabilities of this new medium and build a personal community environment for the consumers, on considering each consumer as an individual in addressing promotional messages, providing all related services at a unique point, and making the virtual community a truly worthwhile place for the consumer to visit. The possibility to individually and interactively address consumers, allows marketers to understand their target better and to provide new products and services in fulfilling the consumers needs. The importance of Social Networking is, moreover, connected to the symmetry between companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages they actively express their needs, preferences and choices. All these features of Social Networks allowed the introduction of different benefits on marketing process; the benefits can be view on considering the consumers as well as the companies’ point of view.From consumers’ p oint of view the key useful characteristics of a Social Network to consider are:• inter-activity: a consumer who joins a Social Network can seek information, test the product and proceed to place order forproducts. Consumers can also have access to the feedback of other people to make better informed decisions.• aggregation of services: a Social Network allows aggregation of different services, coordinated and hyper-linked by the seller of the products or services. This gives consumers access to all the necessary information to make a better purchase decision.• deliverability: a Social Network is delivered in real time 24 hours a day, and 7 days a week.These characteristic allow consumers to:• gather information a bout products and services offered by companies;• interact with other consumers without spatial and temporal constraints and with reduced search costs;• provide information about the product, to the company and to other consumers;• add “collective content” using discussion forums;• have economic benefits deriving from special prices, customized offers and better service from the qualitative point of view;• being part of a powerful bargaining group that can influence important marketing decisions.From the companies point of view the most important benefit that a Social Network an offer is given by the possibility to reach out and build interactive relationships with consumers on a global basis. In the past companies have been constrained by the inadequacies of the traditional channels, particularly in the products and services diffusion. Social Networks have the potential totransform and enhance this activity. As said before the key element for the interest in the use of Social Network is the critical mass of consumers that can be reached. Companies usually start from building a loyal community of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation. Companies may also open discussion forums to specifically attract new members according to their profiles of interest. These discussion forums are rich sources of information about companies and their products/services and, at the same time, should be closely monitored by the marketer to identify the needs of the consumers. Companies can also facilitate an immersive experience to consumers, for example, by using 3-D virtual communities such as Second Life, they can create customized graphical user interfaces and include tutorials (Avatar), which can better explain to consumers how to move around and interact with the environment.Many real-word companies are taking interest in this latest online trend. American Apparel is the first "real world" company that has opened a store in the virtual world of Second Life. Its ultra-modern clothing store is located on a beach resort and has quickly become a hot spot within Second Life. Second life provides companies with the opportunity to build a strong trademark. Some brand owners have established an online presence by building retail stores to sell products in the real world. Moreover they have the possibility to create an event in the largest world virtual 3-D environment to directly communicate with the wide audience of the community members. For example, the MacArthur Foundation uses events on Second Life to introduce the foundation to a new audience and to stimulate discussions about the real-world issues that it seeks to resolve; William Gibson, the influential author who coined the word "cyberspace", had a reading in Second Life to promote his novel “Spook Country”; the Royal Liverpool Philharmonic have built a replica of their concert hall where they will perform works by Rachmaninov.4 M-Marketing: Marketing on Mobile Social NetworksToday we live in a mobile-devices-focused society. Mobile technologies, such as PDA, pocket PC and cell phone, transform interpersonal communications, which are independent from the fixed location, and result in the phenomenon of “situated nowhere,” in which communication occurs everywhere. Several studies individuate and classify mobile devices properties. In particular Klopfer et al. in classify the following five property classes, to characterise mobile devices:• Connectivity.• Social interactivity.• Individuality.• Context sensitivity.• Portability.The widespread diffusion of Mobile Social Networks have great impact on marketing strategies; from marketing 2.0 we move to M-marketing that is defined as “the transactions of commodities, services, or information over the Internet through the use of mobile handheld devices” . M-marketing has generally been viewed as “an extension of marketing 2.0 beyond the static terminal of the PC/TV to anytime, anyplace, anywhere on mobile and other wireless devices” . M-marketing on Social Networks are increasingly a vital component of brand marketers' strategies, creating a rush to develop content and advertising to consumers via on their mobile devices. There are many forms of M-marketing such as Short Message Servic (SMS), Multimedia Message Service (MMS), Mobile Web Marketing, and Location-based Services:译文营销策略的演变从网络营销到移动营销1 引言营销是“创造、沟通、向消费者提供价值并维护与客户的关系的过程”。

英文文献与翻译-中小企业网络营销Management of ork Marketing for SMEsIn today's era of rapid economic development。

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网络营销外文文献翻译互联网的广泛应用和快速发展对传统的营销方式产生了深远的影响。

本文翻译了一篇关于网络营销的外文文献，旨在探讨网络营销的概念、特点和应用。

文献概要本文介绍了网络营销的基本概念和特点。

网络营销是指利用互联网和相关技术手段进行市场推广和销售的活动。

与传统的营销方式相比，网络营销具有以下几个特点：1. 全球范围：互联网的普及使得企业能够跨国界、跨地域地开展营销活动。

国际市场的开拓和拓展成为可能。

2. 个性化定制：通过网络，企业能够更好地了解消费者的需求，并根据其个性化需求提供定制化的产品和服务。

3. 实时反馈：网络营销能够及时收集和反馈消费者的意见和反馈。

企业可以根据市场反馈及时调整营销策略和产品设计。

4. 低成本高效率：相比传统的线下活动，网络营销成本更低且效果更高。

企业可以通过互联网广告、社交媒体推广等方式实现高效的市场覆盖。

文献内容本文重点介绍了网络营销的策略和应用案例。

网络营销的关键策略之一是通过搜索引擎优化（SEO）提高网站的排名和曝光率，从而吸引更多的用户访问。

此外，社交媒体营销、电子邮件营销和内容营销也是常用的网络营销策略。

文章还提到了一些成功的网络营销案例。

例如，亚马逊通过个性化推荐和精准广告投放，提高了用户购买的转化率。

谷歌通过搜索引擎广告和关键字营销，成为全球最大的在线广告平台。

结论本文通过翻译介绍了网络营销的基本概念、特点和应用。

网络营销的快速发展为企业提供了全球化市场开拓和个性化定制的机会，并以低成本高效率的方式实现市场推广。

随着技术的不断进步，网络营销在商业领域将继续发挥重要作用。

> 注意：本文翻译内容仅供参考，不代表本人观点和原文准确性。

请在引用内容前自行查证确认。

外文文献及翻译：网络营销 E-marketing E---MARKETING(From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.)As the growth of shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customervalue.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices.(Sales Promotion;E--Marketing;Internet;Strategic Planning )1.What is E--MarketingE--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create morecustomer value through more effective segmentation ,and positioning strategies;More efficiently planning andexecuting the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives.This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.12.Environment,Strategy,and Performance (ESP)E-Marketing flows form the organization `s overall e-business strategies and selected business environment,wherelegal,technological,competitive,marketrelated, and other environmental, factors external to the firm create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknesses they have to deploy against threats and opportunities. This SWOT analysis leads into e-business and e-marketing strategy. Firms, select e-business strategies and e-business models, and then marketers formulate strategy and create e-marketing plans that will help the firm accomplish its overall goals. The final step is to determine the successof the strategies and plans by measuring results. Performance metricsare specific measures designed to evaluate the effectiveness and efficiency of the e-business and e-marketing operations. this is so important in today` s e-business climate that media reports seem to be full of references to ROI and other measures of success for e-business strategies and tactics featured in the model.The esp model might just as easily depict a brick-and-mortarbusiness process -by removing a few "e `s" this underscores the ideathat e-businesses are built on sound practices and proven processes but with important e-transformations and emarketing practices, as discussedin this book.This chapter examines the environmental factors in the ESP model, whereas Chapter 4 and Chapter 5 explore these important factors in more depth. Chapter 2 delves into the strategy area, and Chapter 3 discusses the e-marketing planning process.The marketing environment is ever change, providing plenty of opportunities to develop new products, new markets, and new media to communicate whit customers, plus new channels to reach business partners. At the same time, the environment poses! Competitive, economic , and other threats. This section introduces three key environmental factors that affect e-marketing : legal, technological, and marketrelated factors.Current and pending legislation can greatly influence e-marketing strategies. Chief among these are laws concerning privacy, digitalproperty, expression, and fraud. Privacy is difficult to legislate, yetit is critically important to consumers who routinely yield personal information over the Internet. One hot issue involves opt-out e-mail. This occurs when users must uncheck a Web page box to avoid being put on a few users read the Web page carefully enough to notice the opo-out box. Digital2property problems began in the Web` s early days and continue to puzzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing for thecontent authors. Spam, offensive content , and other forms of personal expression conflict whit user rights and thus, from an ongoingdiscussion among legislaer needs? Finally , new technology brings new opportunities for fraud. Although regulatory agencies are working hardto prevent fraud, enforcement is difficult in a networkedworld.Technological developments are altering the composition ofInternet audiences as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DSL lines--that enable delivery of multimedia content. Some Web sites are beginning to create three forms of content :a high-- speed multimedia form, astandard PC offering, and a handheld format for wireless devices such as cell phones. The prolofera-tion of wireless devices creates a new set of design challenges as firms try to squeeze content onto tinier screens.Also important are technology concerns in developing countries. As communication infrastructures improve and more people use handheld devices ,new geographic markets develop. Further ,e-marketing is evolving through software advances. For instance, technologies that target consumers according to their online behavior are becoming increasingly sophisticated. Incorporating these technologies into Web site design can give a firm a distinct competitive advantage.3.E-Business MarketsSergio Zyman, formerly chief marketing officer of Coca-cola ,has been quoted as saying, marketing is supposed to sell stuff. One way information technology helps sell stuff if they don’t` identify appropriate markets. Exhibit 1—5 highlights threeimportant markets that both sell and buy to each other: businesses, consumers, and governments. Although this book focuses on the B2C markets are where most business activity occurs.The business market is huge because a higher proportion of firms are connected to the Internet than consumers, especially in developing countries. Much of the B2B online activity is transparent to consumers because it involves proprietary networks that allow information and database sharing .Consider FedEx, the package delivery firm. This company maintains mation . Its customers can schedule a package pick-up using the Web site, track the package using a PC or handheld Palm Pilot, and pay the3shipping bill online. Sometimes the shipping order is automatically triggered when a mail notification of its delivery progress to the retailer.The Internet is a global market with opportunities existing in unimagined locations, which is why e-marketers must understand consumers in potential geographic segments. For example, with an annual average income of US$300, Vietnamese citizens who opt to spend 28% of their salary on online services do not have much purchasing power. Further, there are waiting lists for automobiles in Vietnam, so an online branding campaign might be a waste of resources . Conversely, Iceland and Denmark are two of the most wired countries in the world with over 60% Internet penetration. Also, consumers in many countries pay by the minute for local phone access. This is a tremendous deterrent to the kind of casual surfing practiced by Internet users in developed nations. In addition, the infrastructure in some countries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on bandwidth. Chapters 15 and 16 look at global Internet markets in more detail.4.Strategic PlanningAmazon, like every other marketer on and off the Web, uses strategic planning to get ready for a profitable and sustainable business future. Strategic planning is the “managerial process of developing and maintaining a viable fit between the organization`s objectives”, Two key elements of strategic planning are the preparation of a SWOTanalysis and the establishment of strategic objectives.the SWOT analysis examines the company` s internal strengths and weaknesses with respectto the environment and the competition and looks at externalopportunities and threats. Opportunities may help to define a target market or identify new product opportunities, while threats are areas of exposure.In a parallel fashion, marketing strategy becomes e-marketingstrategy when marketers use digital technology to implement the strategy.Strategic e-marketing is the design of marketing strategy that capitalizes on the organization’s electronic orinformation technology capabilities to reach specified objectives.In essence, strategic e-marketing is where technology strategy and marketing strategy wed to form the organization’s e-marketing strategy.Regardless of whether a customer buys from the stone, the catalog,or the Web site, or whether contact is made by phone, in person, through e-mail, or by postal mail,4employees can access the computerized database for up-to-dateaccount activity and information when dealing with customers.Most strategic plans explain the rationale for the chosen objectives and strategies. This is especially true for a single e-business project trying to win its share of corporate resources and top-management support.5.What`s NextRegardless of the current disillusionment with e-business,many solid successes exist today and exciting new growth areas will soon emerge,For-Tune magazine has identified seven trends that will help businesses move forward into e-marketing during the next few years:Integrating IT software. Twenty-six percent of companies will spend money to integrate all the pieces of corporate technology, such aslinking front-end customer service software with back-end orderfulfillment system.Boom in Web services. Web services will more deeply into finding universal standards for Internet-related software. Microsoft’s dot-net and Sun’s Java are twocompeting architectures, for example.Collaboration software. This allows employees, advisors, consultants, and other team members to work on projects while in different geographic locations. For example, ”Napster for Marketers” is peer-to-peer software that one consulting firmuses to collaborate on marketing plans with ad agencies, designers, and others.Dealing with too much date. Better customer relationship management software is helping firms reinforce customer loyalty by analyzing the mountain of data about previous behavior to suggest new products. For example, a flight attendant would be able to ask if a passenger wants coffee with sugar instead of the usual, ”What do youwant to drink?”data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.Wireless is here to stay. Technologies such ah 802.11 and Bluetooth use shortrange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in portable computing. Inexpensive computer storage and small machines will aid people who want to work at home, in the car or train, or virtually anywhere. Devices such as IBM’s 9-ounce Metapad hold 5 gigabytes of dataand will change the way people work.5网络营销的成长发展说明一些营销原理从来不曾变化，对于一项创新产品，只要它能为顾客提供价值，即使已有众多竞争者，市场也总是乐于接受的。