网络营销——营销思想和策略的未来革命文献翻译
Web-based marketing 1
The coming revolution in marketing thought and strategy
Abstract
The web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infome diaries, temporal shifts, open pricing and a move toward bricks to clicks.
?2002 Elsevier Inc. All rights reserved.
Keywords: Web based marketing; B2B; B2C; CRM; Reverse marketing; Cocreation 1.Introduction
In the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and were adapted to her/his specific needs (e.g., tailors and clothing). Production was typically initiated after receiving the customer order, and specialization was at a local level. This mode shifted with the advent of mass manufacturing and mass transportation (especially after World War II). The costs of mass- manufactured goods were dramatically lower than small-lot adaptable local products, leading to market dominance by mass produced goods. Marketing also became more organization initiated as products were first manufactured and then marketed.
The Internet creates a fundamental shift in business and consumer behaviors similar to that of the Industrial Revolution. The advent of the Internet is analogous to the advent of the printing press or the railroads, which changed monetary, communication and exchange platforms. Similar evolutions took place with the introduction of automobiles and telephones that reduced the need for channel immediacy. Finally, the advent of satellite televisions changed markets as consumers developed global preferences, for example, the rise of the global teenager. The Internet adapts to the needs of customers, reduces transaction costs and allows customers to move from time- and
1 2. Arun Sharma , Jagdish N. Shethb．
Web-based marketing The coming revolution in marketing thought and strategy [D]．
Journal of Business Research , 57 (2004) 696– 702．
location-based behaviors toward non-emporal and non-locational behaviors. Internet marketing is similar to agricultural-age marketing, with direct recurring relationships between consumer and producer.
Web-based marketing entails using the Internet to provide information, to communicate and to conduct transactions. The Internet is a ubiquitous information platform, allowing internal and external customers to reduce costs for both firms and customers. This paper discusses the web based changes in marketing thought and practice. Building on the work done with our colleagues (e.g., Sheth et al.,2000), we begin the paper with the implications of the Internet on the theory and practice of marketing—first from the marketers‘ perspective and then from the customers‘perspective. The next sections focus on the boundary conditions and the implications of these findings on marketing practice.
2. How the web changes organizational level practices
The Internet is an intelligent ubiquitous information platform. Firms utilize the Internet to provide information, provide connectivity and community, allow transactions and share cost reductions. The impact of web based marketing can be examined through a comparison of traditional marketing and emerging marketing. We examine the impact of the Internet on the following aspects of traditional marketer practices—traditional marketing versus reverse marketing, mass market versus customer-centric marketing, efficiency versus effective efficiency, adaptation versus standardizing versus personalization, customer satisfaction versus expectation management, marketing function versus marketing processes and variable versus fixed costs. In subsequent sections, we discuss the present marketing practices and the impact of the Internet on these practices. Implications are presented in Appendix A.
2.1. Traditional marketing versus reverse marketing
Traditional marketing has focused on the products and services that firms provide. The goal of marketing is to create a demand for the product that matches organizational requirements, and, therefore, marketing management has traditionally been viewed as demand management (Kotler,
1973). The focus had been on the product, and the role of the marketing function was to stabilize demand through promotional sales, couponing and price adjustments to meet the product sales goals of the organizations.
The Internet changes the focus of marketing from a ??supplier perspective‘‘ to a ??customer perspective,‘‘ that is, reverse marketing. Instead of marketers manufacturing and then seeking orders, manufacturing will only start when the customer orders. The analog is McDonald‘s and its transformation. McDonalds‘s traditional model was to produce burgers and keep them under heat lamps, serving them when the customer ordered. Recently, due to competition, customer preferences and transformation in technologies, McDonald‘s has started assembling food only after it has been ordered.
The Internet increasingly makes the marketing function responsible for ??supply management.‘‘ The customer becomes the starting point for marketing activities for multiple
reasons. The increasing diversity in needs, wants and resources of businesses and households will make customer behavior inherently less predictable and forecasting less accurate (Sheth et al., 2000). In such an environment, companies that succeed will be those that can rapidly adjust their supply to meet demand. Customers will drive the exchange process. Consequently, rather than trying to influence people in terms of what to buy, when to buy and how much to buy, marketing will be more concerned with better responding to customer demand. For example, the Cisco Systems web site enables customers to order hardware and software solutions unique to their existing and planned infrastructure.
2.2. Mass market versus customer-centric marketing
As stated earlier, marketing has developed from a mass-market perspective toward a customer- centric perspective (Sheth et al., 2000). Recent developments in technology and the web have allowed firms and marketers to cater to the needs of individual customers. An example is the ??Dell model‘‘ in which each PC is manufactured for the specific customer. Similarly, Cisco allows customers and salespeople to customize networks. In an advanced area of the web, marketers are tracking past behaviors of customers in order to customize offerings. This data is obtained from the sites that customers visit, the pages and information that customers obtain and their stated preferences and past purchase behaviors. The customized communication and offerings can be provided to customers through their own home page areas or through emails. Therefore, firms do not need to spendmass advertising resources on retaining customers. In addition, once customers start receiving offerings based on their preferences, the switching costs are high and loyalty is maintained.
Customer-centric marketing is expected to lead to better customer selection. When marketers have better data on their customers, they will seek to differentiate their offerings. The ??80/20‘‘ rule is well known, but it focuses primarily on the distribution of revenues rather than costs. Typically, the distribution of revenues is highly nonlinear, while costs are distributed in a more linear relationship with customer size. In other words, as you go from the largest to the smallest customer, the revenue curve slopes down exponentially, while the cost curve slopes down gradually. In a study of the customers of two banks, Storbacka (1995) found that the profitable customers subsidized the un- profitable customers; overall, only 58% and 36% of the customers were profitable. He further found that profitability would be substantially higher if the unprofitable customers are dropped.
With data from web-based markets, marketers will divide their customers into four segments based on whether they are financially viable (Is this customer profitable?) and strategically viable (Is this customer of strategic importance?). Marketers will seek relationships with financially and strateg- ically viable customers. These customers provide profitability to firm operations and are
strategically necessary for the firm. Typically, national account management programs are established for these customers in business markets and loyalty programs are established in consumer markets.
Marketers will seek to conduct transactions with customers who are financially viable, but the firm does not see benefits to having relationships with these customers. These are
??transactional customer‘‘ and are typically small customers who help cover fixed costs. The Internet can be an ideal platform for serving the needs of these customers. Marketers would like to develop customers who are strategically important but are not financially viable by either increasing revenue sources or by enhancing offerings for these customers. Marketers will outsource customers who are neither financially viable nor are or of strategic importance to the firm. Outsourcing refers to allowing other competing firms to provide offerings to those customers.
2.3. Efficiency versus effective-efficiency
Webster (1980) interviewed the CEOs of 30 major corporations to determine their views of the marketing function. CEOs were concerned about the diminishing productivity of marketing expend- itures, had a poor understanding of the financial implications of marketing actions and observed a lack of innovation and entrepreneurial thinking. This scrutiny is also being reflected by other marketing academics. In an extensive review, Brown(1995) cites several marketing scholars expressing disquiet about the marketing function.
These concerns have led marketers to pay attention to productivity or efficiency issues. This paper proposes that the implementation of marketing efficiency metrics will be accelerated through web-based platforms and that effectiveness will also become a more important criterion. Marketers‘ actions will be guided by analysis that seeks to maximize the ??effective-efficiency‘‘ of marketing actions (Sheth and Sisodia, 1995). Efficiency entails cost–benefit analysis and seeks to maximize the output to input ratio of the marketing function for individual customers. Effectiveness entails the enhancement of customer loyalty and ??share of wallet.‘‘
The web and web-based platforms allow marketers to track costs of each of their activities and processes. For example, access to better data allows firms to judge the cost and return differentials of acquisition versus retention. Marketers can therefore make fact-based decisions. In addition, the Internet allows firms to determine competitors‘ costs, leading to effective benchmarking and effective- efficiency.
Web-based platforms also increase the effective-efficiency of marketing programs. For example, the web allows firms to build platforms that are versatile and scalable. Therefore, firms reduce transactional costs, allowing larger number of transactions with increasing returns to scale. Similarly, the Internet allows firms to create multiple channels and cross-sell platforms.
2.4. Adaptation versus standardizing versus personalization
Product quality and market offerings have become increasingly standardized in many industries (cf. Lambert and Sharma, 1990). Examples of similar product offerings are the long distance services and ATMs, where the provider of services is transparent to the user. In other words, we have greater commoditization of products and services due to standardization. Given the greater degree of product quality standardization, it has become increasingly difficult for companies to differentiate their offerings from those of their competitors. For example, customers‘ perceptions of brand parity (similar brands in a category) are 52% for cigarettes to 76% of credit cards (Aaker, 1991). In response, customers see little risk in switching from suppliers, as in Roper‘s 1989 findings that 56% of consumers knew what brand they wanted to buy when they went into a store—a percentage that fell to 53% in 1990 and to 46% in 1991 (Jones, 1993).
In the web-based marketing era, the trend is expected to change in terms of more personalization. With flexible design and manufacturing technology, and given the personalization potential of the web, increased personalization will emerge. The web makespersonalization of products easier and more transparent to the user.
2.5. Customer satisfaction versus expectation management
Customer satisfaction levels are declining at the same time that marketing expenditures are rising. For example, the overall American Customer Satisfaction Index has consistently declined from 74.5 to 71.1 from 1994 to 1997, and the index dropped in five out of six for-profit industry sectors (ACSI, 1998). Not surprisingly, Reichheld (1996) estimates that US corporations lose half of their customers in 5 years.
The pursuit of customer satisfaction can be costly if rising levels of performance lead to increased expectations and a lower level of satisfaction with the same standard of performance over time. Therefore, customer satisfaction may be a case of going backward while standing still. The primary causes may be that many customer satisfaction strategies are easily copied
(e.g.,frequent user programs) and efforts aimed at raising customer satisfaction lead to higher customer expectations.Fulfilling higher customer expectations may lead to higher expenditures. In
addition, some customer satisfaction activities and productivity may be inherently incompatible (Anderson et al., 1997).
The strategy is to change customer expectations rather than attempt to affect customer satisfaction. The Internet is able to provide customers with more realistic expectations. The interactive and audio-visual nature of the Internet can be used to demonstrate the actual performance of a firm. We already see clubs and restaurants that broadcast scenes from their locations through webcams. Some firms like GE provide actual performance data on their web site. Therefore, we anticipate that firms will increase expenditures on expectation management in the future.
2.6. Marketing function versus marketing processes
In most corporations, the marketing department is still a functional silo, isolated from other business functions, and is itself too rigidly organized along sub functional lines (Webster, 1992). For example, the sales function operates largely autonomously of marketing in many companies. Brand managers are typically not associated with the distribution function. The move toward
??integrated marketing communications‘‘ is a relatively recent one.
The reason for different marketing functional silos was that the goal of each function was seen as separate, for example, sales function was prepurchase and service function was post purchase. In addition, sharing of information was very difficult. The emergence of the Internet as a ubiquitous information platform will accelerate the movement toward the focus on processes rather than functions. For example, Cisco regards customer acquisition, delivery and customer retention programs as a single process.
The primary reason for the need for marketing integration is the potential synergy inherent in marketing activities. Synergy is destroyed when, for example, brand managers attempt to develop a premium image and salespeople discount the brand to reduce inventories. Companies need to adopt a more integrated view of the function, which translates into new organizational designs. Some initial changes are already taking place. For instance, marketing organizations are moving from centralized platforms to distributed platforms (as sales and service). Marketing is also integrating with non marketing function, as has been suggested by previous researchers (Webster, 1992).
2.7. Variable versus fixed costs
Traditional economics and traditional marketing practices, were based on the existence of
variable costs in all marketing transactions. The reason is that the total cost of doing business has included sizable fixed and variable components. This gave rise to the economics of scale and scope, and firms sought to spread their fixed costs over a larger volume. Average costs declined slowly with volume, and prevailing market prices tended to closely track production costs.
The web-based marketing era will be the age of extensive investment in technology that will aid in the reduction of transactional costs. As examples, databases and voice response technologies have high fixed costs, but reduce transactional costs. The costs of these infrastructures are largely invariant with respect to volume. The implication is that new technologies will dramatically reduce the costs of acquiring a new customer or servicing an existing customer. Fundamentally, fixed cost investments are associated with reducing transaction costs. Firms have invested heavily in technology to reduce the costs of customer service in banking, telecommunication and airline industries. For example, a teller transaction costs a bank US$3.50, an ATM transaction costs only US$1.25 and an Internet transaction costs 13 cents. Similarly, software delivery costs decline from US$15.00 to US$0.20, airline tickets costs decline from US$8 to US$1 and term life sales costs decline from US$400 to US$200.
In the web-based era, marketing will be seen as an asset in the same manner as buildings and equipment. Therefore, like space, elements of the infrastructure can be profitably shared with other companies engaged in similar businesses or others targeting the same customers with complementary
offerings. Adding additional complementary products and services that would be of interest
to the same customer group can then leverage the marketing system.
3. How the web changes customer behaviors
Just as the web will change marketing practices, the web will also change customer behaviors. Some of the more interesting areas of change should be highlighted.
3.1. Cocreation
With an increase in usage of the Internet, customer will take an increasing role in the fulfillment process, leading to ??co-creation.‘‘ Co-creation involves both customers and marketers interacting in aspects of design, production and consumption of the product or service. We see this process in services (e.g., hair styling) but will increasingly see it for physical products. For example, in the coming years, customers buying from General Motors will be able to customize an automobile manufactured to their specifications. The key aspect of cocreation marketing is
customer–firm interaction, and the Internet will be the key platform.
3.2. Geographic versus universal availability
Since customers lived in a physical world, the geographical location of resources is critical for consumers. When markets evolved from local to regional or national markets, buyers and sellers were typically not in the same geographic location. This geographical separation led to customers seeking intermediaries in their geographic locations that advanced the interests of consumers in terms of information, communication, transactions, physical movement of goods and customer service. The difficulty and cost of obtaining locational assets close to the customer has led to a small set of large retailers and intermediaries developing and maintaining competitive advantage.
Customers are using the Internet to reduce some of their locational dependence. For business customers, instead of relying on a geographical or locational sales force, the Internet allows customers to more readily engage in direct, order taking and technical support.
Similarly, much of the present advertising access by customers is location specific (such as local newspapers, local radio and local television) and national (most magazines, national radio and television). With the Internet, customers are entering an era of ??direct information,‘‘ as they seek web pages and communicate directly with marketers based on their needs.
3.3. Self access versus infomediary
Customers face an emerging threat on the Internet information overload. Therefore, customers seek a new kind of intermediary——infomediary. The infomediary began as a
web-based intermediary that aggregated and provided information in areas of interest to their customers. This typically included information from sellers packaged in a manner relevant to customers. For customers, infomediaries are the equivalent of a retail store on the web that allows them to get information, compare information and, in recent cases, undertake transactions on the web. Amazon is an example of an Internet infomediary.
3.4. Fixed versus flexible times
Time has been central to customers, as marketers, retailers or buyers have traditionally set the times of transaction or exchange. Customers want more flexibility in their ability to interact with marketers. Typical areas where customers have changed marketing practices have been by banks through ATMs, catalog sales (through 24-h telephone access) and airline ticketing (through 24-h
airline reservation lines). Customers will increasingly use the Internet to conduct non-time-based interactions. Surveys show that most customers desire 24-h access to information, communications, transactions and basic customer service.
The Internet has allowed customers to seek more rapid access to information. Customers have found that traditional communication practices such as mass advertising are very slow and are not ideal for their goals in the ??knowledge economy.‘‘
3.5. Closed versus open pricing
Customers have typically sought the ability to compare prices of competing products and outlets. The Internet has allowed consumers to access pricing data easily. For example, sites such as 〈https://www.doczj.com/doc/701525925.html,〉provide pricing information on a wide range of products from a wide range of retailers. We expect a similar trend in business markets. Through auction sites, independent vertical industry sites and industry-owned sites, customers will have more access to pricing information. Customers will, therefore, find similar pricing patterns across competitors and will choose products based on nonpricing attributes.
3.6. Bricks versus clicks and bricks
As the number of firms offering similar web-based services has increased, the majority of customers have tended to go to a limited number of sites. Therefore, customers have become more discriminating. It now costs firms between US$100 and US$500 to attract customers to their web sites. The brick-and-mortar stores have built-in equity that can be leveraged on the web. Customers buying from Gateway, a web-based store, are increasingly coming from Gateway‘s own stores. Therefore, we expect that customers will use the brick to click purchasing pattern, that is, they will buy on the Internet from firms that have brick stores.
4. Will the rapid growth of web-based marketing continue?
The growths in web-based marketing efforts are expected to continue because the availability of a ubiquitous information platform will aid marketing efficiencies and effectiveness. The
web-based marketers are dependent on their ability to create a community in which Internet users will participate, and web-based communities are expected to develop and grow. However, there are constraining factors that may impact the growth.
4.1. Continued cost and tax advantages
Web-based marketing efforts, specifically in the area of e-tailing, have some cost advantages. The issue of concern is whether these cost advantages are sustainable, specifically in the area of delivery costs. Some of the successful web based marketing economic models are based on the tax advantage that is available in the US (no sales tax). The resumption of taxation may decrease the growth..
4.2. Privacy, trust and security
The issues of trust and privacy will become increasingly important. EC has very strict rules regarding data sharing and the movement of data across countries. The ability for firms to track an individual‘s web movements troubles Internet users. In this context, users need to trust that firms will not misuse the data. Another issue of concern is the security of information, specifically transactional, financial and medical information. Unless these issues are addressed, web-based marketing will have little appeal for the majority of customers.
5. Summary
In this paper, we have examined the issue of web-based marketing from a broader perspective than is usually applied. We examined two perspectives—marketing practice and thought, and customer behaviors. While the challenge of understanding the impact of web-based marketing remains a considerable one, we have proposed specific issues that may be relevant for future research. Finally, we examined some of the fundamental obstacles to the achievement of higher levels of web-based marketing.
Appendix A. Exhibit
A.1. Emerging research opportunities
A.1.1. Supply management
?We believe that marketers will migrate toward ??supply management‘‘ rather than
??demand management.‘‘ The implications of these developments on sales promotion, pricing and advertising are intriguing issues that need to be examined.
?The second issue regards marketing being more involved in the supply function. The issues such as the reporting relationships between marketing and procurement have not been examined. At a more interesting level, what should the relationship between marketing and manufacturing be?
A.1.2. Customer-centric marketing
?We believe that marketers will migrate toward the old era of ??knowing‘‘ their customers and their preferences. The change will be that this ??customer-centric marketing‘‘ will be practiced through the web. The implication of these developments on customer behavior, switching costs, first
to market and long-term competitive advantages are intriguing issues that need to be examined.
?The second issue regards the use of customer information. Who will own the information? Will the concerns of privacy reduce the potential of customer-centric marketing? Will firms be responsible and not sell personal data? The implications of these issues are not clear, and more academic
research is suggested.
?The final issue is that as customers become the center of offerings for customers, the marketing function will have to play a bigger role in the firm. Currently, there is little research in this area from a marketing perspective, and more research is needed. For example, how can marketing be more involved in the production function?
A.1.3. Effective-efficiency
?We believe that marketers will migrate toward effectively efficient marketing processes. The implications of these developments on functions such as advertising in which the relationship between advertising expenditures and returns are difficult to estimate are intriguing issues that need to be examined.
?The second issue regards the migration of marketing processes from efficiency to effectiveness. How will the process evolve? The implications of these issues are not clear and more academic research is suggested.
A.1.4. Personalization
?How will the personalization of products and services affect differentiation and
brand-building strategies? The implication of this personalization on the relationship between advertising and product development, customer service and distribution are intriguing issues that need to be examined.
?The second issue regards the effect of personalization on customer loyalty. How will loyalty be influenced in the era of product and service similarity and personalization?
A.1.5. Customer satisfaction
?We believe that marketers will migrate toward expectation management rather than toward
customer satisfaction. The implication of these developments on the relationship between expectation management and customer service are intriguing issues that need to be examined.
?The second issue regards the migration of the integration of expectation processes with marketing processes. How will expectation management affect advertising and sales practices? A.1.6. Marketing functions versus processes
?We believe that marketers will migrate toward marketing processes rather than functions. The implication of these developments on the relationship between advertising and product development, customer service and branding are an intriguing issues that need to be examined.
?The second issue regards the migration of the integration of marketing processes into other processes such as manufacturing. Who will own the process? Will the traditional boundaries break down? The implications of these issues are not clear and more academic research is suggested.
A.1.7. Variables versus fixed costs
?There will be an increase in fixed cost (and, therefore, low variable cost) marketing. The implications of this issue for both practice and research are not well understood and need further examination.
?The increasing returns to scale of the new economy will change the manner in which marketing is practiced. Marketers will tend to give away products if there is an expectation that customers will adopt the next-generation products.
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<文献翻译一：译文>
网络营销——营销思想和策略的未来革命
摘要：
网络正在以一种戏剧性的速度成长，并显著影响着顾客和市场的行为。事实上，很多公司开始在网络上开展市场营销战略。在本文中，我们发现网络正在发生根本上的变化，并且这种变化将持续下去，不停的影响着市场战略和实践。我们认为，未来的网络市场与现有的网络市场将有天壤之别。我们探讨反向营销的产生，以顾客为中心的市场营销的出现，效率、适应、期望管理、营销过程及重点、在市场理论和市场实践背景下的固定成本营销。此外，我们还探讨了一系列的顾客行为。
关键词：网络营销、B2B、B2C、整合营销、反向营销、协同创新
1.引文
在农业时代, 甚至在目前的发展中国家,消费者和企业购买接近他们所在地的产品,并使得产品适应他们的需求。在这种结构中,大多数市场的交易因客户和客户的特殊需求而发起（例如：裁缝师和衣服）。产品一般在接到订单后开始生产，专门化在一个地方水平。这种模式随着大量生产和大众运输而改变（尤其在第二次世界大战之后）。大批量生产产品的成品显著低于小批量适用于本地的产品，形成了大批量生产货物的市场优势。市场上越来越多的组织开始尝试大量生产和销售。
互联网在商业和消费者行为方面产生了类似工业革命的根本性转变。互联网的出现,就好比是印刷媒体的出现或铁路公司,从而改变了货币、沟通和交流的平台。相似的演变也发生在了汽车和电话的出现上，他们的出现减少了对直接渠道的需求。最后，卫星电视的出现改变了市场对于消费者的偏好，例如，年轻一代消费者比例的上升。互联网适应客户的需求,降低交易成本,消费者的行为从原来的受时间、地理位置限制改变为不受时间、地点限制的行为。网络营销和传统营销相似，都是消费者和生产者之间的直接的、循环的关系的建立。
网络营销需要利用网络提供的信息,沟通并进行交易。互联网是一个普遍存在的信息平台，它满足了内部和外部客户对公司和顾客两方面降低成本的要求。本文论述了营销思想和实践基于互联网而发生的变化。在我和同事工作的基础上，我们通过研究网络理论和市场实践，开始了这
篇论文。接下来的部分将集中关注边界条件，这些研究结果在市场实践中的作用。
2.互联网如何改变传统水平的实践
互联网是一个卓越的、无所不在的信息平台。公司使用互联网来提供信息,提供连通和社区,促使交易和共享成本降低。网络营销的影响通过比较传统营销和新兴营销进行审核。我们可以通过传统营销实践（传统营销、反向营销）的以下方面检测互联网的营销：大众市场营销、效率与顾客与有效效率,规范与其他非个人化,顾客满意度与期望管理、营销功能与行销流程与固定成本和可变的。在随后的章节，我们将讨论目前的营销实践和网络对这些实践的影响。
2.1.传统的营销与反向营销
传统营销集中在公司提供的产品和服务。营销的目的是为了创造对符合组织需要的产品的需求,因此,市场营销管理历来被视为需求管理(科特勒，1973)。传统营销的焦点一直是产品，市场营销所扮演的功能是通过促销、折扣券、价格调整来稳定需求,以满足产品的销售目标。
互联网把市场营销的重心从―供应商角度‖向―顾客视角‖转移,即反向营销。不同于营销者制造,然后寻求订单，反向营销只在接受顾客订单后才开始生产。其中，麦当劳和它的转变就是一个例子。麦当劳的传统模型是产生汉堡，然后放在加热灯。现在，由于竞争，为他们提供服务的顾客点的时候。最近,由于竞争、顾客的偏好和转型中技术,麦当劳已经开始根据顾客的餐单来装配食物。
互联网越来越使得营销功能转变为“供应管理”。由于各种各样的原因，顾客成为市场营销活动的出发点。日益增长的多样化需求，商业和家庭所需的必需品以及资源企业将使客户的行为更难以预测(Sheth et al., 2000)。在这样的环境下,只有那些能够迅速调整他们的产品以满足顾客需求的公司才能取得成功。客户将会驱动交流的过程。因此,预期试图影响人们去买什么,何时买,留下多少空间给买,营销将更关心的是更好的响应客户的需求。例如,思科网站使用户自行预订硬件及软件解决方案和计划他们的现有基础设施。
2.2.大众市场与以客户为中心的营销
如前所述,市场营销已经从面向大众市场的观点转变为以客户为中心的角度（Sheth et al., 2000）近年来，技术和网络的发展允许公司和商人迎合个人用户的需要。―戴尔模型‖就是一个例子,戴尔的每台PC机是专为具体的客户而生产的。同样,思科允许客户和销售人员为客户量身定做网络产品。在一个先进地区的网络,销售人员正在跟踪客户过去行为以定制的产品。这个数据库包括客户访问过的网站,网页所包含的信息，客户的偏好和过去的购买行为。特制的沟通和产
品能通过自己的主页区域或通过电子邮件提供给客户。因此,公司不需要花费大量告资源在保留顾客上。此外,一旦顾客开始收到根据他们的喜好定制的产品,交易的花费是昂贵的，客户的忠诚也得到良好的维持。
以客户为中心的营销将导致更好的客户定位。营销商掌握了更为详尽的客户数据在，他们将寻求更为精确的顾客区分。―二八理论‖是众所周知的,但这主要聚焦于收入的分配,而不是成本。一般来说,收入分配是高度非线性的,而成本上分布有更多的线性关系。换句话说,当你想要从最大到最小的客户,收入曲线以指数的方式下滑,而成本曲线逐渐倾斜下降。在一项研究对两家银行的客户所展开的研究中,Storbacka(1995)发现高利润的客户群弥补低利润客户群;总的来说,只有36%到58%的客户是有利可图的。他进一步发现, 如果不盈利的客户群被放弃，盈利能力将会大大提高。
根据网络市场的数据,商家将会依据客户是否能带来利润(这是有利可图吗?)，是否能带来战略的优势(这个客户的战略重要性?)把顾客划分为4个部分。营销者努力与具有经济性和战略性的顾客建立联系。商家就会寻求开发的关系,并从经济和可行的客户。这些客户向公司提供运营上的利润，在策略上对公司相当重要。典型的情况是,国家帐户管理程序是为业务市场的客户定制的，忠诚度项目是为消费者市场定制的。
商家会寻求与客户进行交易的,但该公司不看见利益与这些客户有关系。这些都是―交易客户‖,通常小的顾客,他们帮助分担固定成本。因特网是一个理想的服务于交易客户需求的平台，营销商希望与具有战略重要性的客户发展关系，而非通过扩宽客户源或增强产品而实现经济收益的客户。营销者会外包那些既不能实现经济利益也不能达到战略目标的客户。外包是指允许其他竞争公司为那些不重要的客户提供服务。
2.3.效率与有效效率
韦伯斯特(1980)采访了30家大公司的CEO的，了解他们对于营销功能的看法。CEO们很关心营销中生产力的减弱,同事很难理解营销活动中涉及财务的问题，发现了创新和创业的思考的缺失。一些营销学者也发现这些问题。从更全面的角度,布朗(1995)引用了几份市场营销学者对表示营销功能出的担忧。
这些关注使得商家注意到生产力或效率问题。本文认为营销效率的度量实施可以通过网络平台得到促进，效果也将成为一个更重要的标准。行销的行为所必顺从分析,目的是为了最大限度地实现营销“有效效率”的最大化(Sheth and Sisodia, 1995)。效率需要成本效益分析,寻求营销功能最大限度地提高输出到输入之比。效能需要提高提高顾客忠诚度和消费力.
网站和网上平台,使得商家有能力来跟踪他们每一个活动的成本和过程。例如,获得更好的数据使公司能判断收购成本和回报保存差的异。所以行销可以以事实为依据决定。此外,互联网使公司能确定的竞争对手的成本,从而导致有效的基准和有效的效率。
网上平台,还增加了营销项目的有效效率。例如,网络允许公司建设多方面的可测量的网络平台。因此,公司降低了交易费用,允许更多的交易收益成比例递增。同样,互联网使公司能创建多个渠道和交叉营销平台。
2.4．适应与标准与个人化
在很多行业中，产品质量和市场供应变得越来越标准化 (cf.兰伯特和沙玛,1990)。类似产品的例子是长途服务和自动提款机,这类产品的服务供应商是对用户来说透明的。换句话说, 由于标准化，我们有了更商品化的产品和服务,。给予产品质量标准化更多的认同的同时，公司越来越难区分其产品与其他竞争者的差异。例如,顾客对同等品牌的感知（在一个范畴内的类似品牌)，香烟的感知率是52%，信用卡的感知率是76% (Aaker,1991)。作为回应,客户在改变供应商时几乎没有风险，如在1989年Roper发现的那样，56%的消费者知道他们走进一家商店时想买什么牌子的商品, 1990年这个比例变成了53%,到了1991年跌至46% (琼斯,1993)。
2.5．顾客满意度与期望的管理
顾客满意水平在不断下降，同时,市场营销支出却不断上升。例如, 从1994年到1997年,全美顾客消费者满意度指数一路从74.5降到 71.1，并且该指数在5 / 6的营利性行业都在下降(ACSI, 1998)。毫不奇怪,Reichheld(1996)估计, 在未来5年的时间内，美国公司将失去一半的他们的客户。
追求顾客满意的代价是昂贵的，业绩水平上涨导致期望的增加，与过去相同的业绩水平换来了较低的满意度。因此,客户满意度可能是件不进则退的事情。主要原因可能是一些顾客满意策略是可以被轻易的复制的(例如,频繁的用户程序),旨在提高客户满意度的工作带来更高的客户的期望值。实现提高顾客的期望可能带来更高的支出。此外,一些顾客满意度的活动和生产可能是不可兼得的(Anderson et al., 1997)。
对策是改变顾客的期望,而不是试图影响顾客的满意度。互联网能提供给客户更加现实性的期望。网路的互动和视听本质可以被用来示范企业的实际性能。我们常常看到俱乐部和餐馆, 通过用摄像头播放他们的环境。一些公司如通用电气公司在自己的网站提供实际的性能数据。因此,我们预期生产商在未来将在期望管理上增加开支。
2.6．营销功能与行销流程
在大多数公司，行销部门仍然是一种功能性部门,从其他业务功能中独立出来，本身就是太严格组织沿子功能的路线(韦伯斯特,1992年)。例如, 在许多公司的市场营销中，销售功能的运作在很大程度上自主的。品牌管理者一般是与分配部门没有联系的。“整合营销传播”是一个较为近期的一个行为。
造成不同营销部门风气的原因是,每个部门的目标是分离的,例如,销售功能的目标是购买，服务功能的目标是岗位购买。此外,分享信息是非常困难的。互联网作为一种普遍存在的信息平台的出现将加速这场运动关注过程而不是功能。例如,思科公司的视客户获取、交货和顾客保留节目作为一个单一的过程。
开展整合营销最主要的原因是在营销活动固有的潜在协同。举例来说,当品牌经理尝试开发一个保值的品牌形象而销售人员为了降低存货而开展打折时，协同是毁灭。公司需要采取一种更加的集中的观点看待营销功能，使它转化为新的组织设计。一些初步的变化已经发生。例如,营销组织正从集中的平台向分布式平台转变(如销售、服务)。也正如以前的学者所建议的那样，市场营销同时也包含了非营销功能 (韦伯斯特,1992年)。
2.7. 变量与固定成本
传统经济学和传统营销实践,是基于所有市场交易的可变成本而存在的。其原因是,做生意的总费用已包括相当可观的固定成本和可变部分。这诞生了规模经济和范围经济,公司试图最大限度的利用他们的固定成本。随着产量的增高，平均成本慢慢的下降，现行市场价格与生产成本精密相连。
网络营销时代将是大力投资技术的时代,这将有助于降低交易成本。例如，数据库和语音应答技术需要高额的固定成本,但降低交易费用。这些基础设施的成本在一定程度内几乎是不变量。这意味这新技术能显著的降低获取新客户或维修现有的客户的成本。从根本上说, 固定成投资与降低交易成本有着密不可分的联系。在银行、电信和航空公司等行业，公司大举投资技术,以降低成本的顾客服务。例如,一家银行出纳员的交易成本是3.5美元,而自动取款机的交易成本只有1.25美元，互联网的交易成本则为13美分。同样的,软件交货费用从15美元,降到0.2美元，飞机票成本从8美元降到1美元，定期寿险销售成本从400美元下降到200美元。
在网络时代,营销将会被视为一项与建筑和设备相同的资产。所以,就像可以分享空间一样，企业可以和具有相同业务或相同目标客户的公司有利的分享基础设施的要素。致力于相同顾客群的添加额外的互补产品和服务可以平衡营销体系。
3.互联网如何改变顾客行为
就像网络将会改变营销实践，网页也将改变客户行为。一些更有趣的地方的改变应该尤为显著。
3.1.协同创新
随着网络使用的增加,客户在实施过程中发挥越来越大的作用,以达到“协同创新”，“协同创新”包含了顾客和商家在相互作用等方面的设计、生产和产品的消费或者服务等诸多方面的互动。我们看到一些进程服务(例如头发定型),将越来越多地把它当作实物产品。例如,将来,顾客购买按照他们规格定制的通用汽车。协同创新的关键因素是消费者和企业的互动，网络将会是主要的平台。
3.2. 地理与普遍有效性
因为客户住在一个物质世界,资源的地理位置对消费者而言是至关重要的。当市场从本土市场演变成区域市场或者国家市场，买家和卖家一般来说不是在同一地理位置。这个地理分离导致消费者在寻找有利于消费者的地理位置作为中介机构。这个中介机构必定在信息、通讯、交易、物流和客户服务等方面占有优势的。获得接近客户的区位资产所需成本和难度,导致了一个小套大型零售商和中介机构的占据了竞争优势。
客户在使用互联网来降低他们区位限制。对于商业客户,互联网让客户更加容易的直接参与订单的取得和技术支持，而不需要依赖地理或区位的销售队伍。
同样,目前的大部分的广告客户获取具有地理独特性（例如；地方报纸、地方广播和地方电视台）和国家限制(大多数杂志、国家广播电台和电视)。有了互联网,客户正在进入一个―直接信息"的时代, ,因为他们正在浏览网页和根据自身需要与商家直接交流。
3.3.自主查询与产品信息网站
客户面临着网络信息爆炸的新兴威胁。因此,顾客寻求一种新的中介——产品信息网站。刚开始，产品信息网站是一个网络中介。它为消费者提供了他们感兴趣的领域内的各种信息。这个中介大致包括了一定意义上与消费者相关的经过生产者“加工过的信息”。对于客户而言,产品信息网站等同于一个网上零售商店。这个网上商店能帮助消费者获取信息,比较信息,现在，顾客还能在在网上完成交易。亚马逊就是一个典型的产品信息网站的例子。
3.4. 固定与不固定的次数
时间业已成为客户的中心,作为营销者，零售商或买家在交易和交换上有传统固定的时间。顾客希望在与营销者互动的时候能够更加具有灵活性。典型地区的客户已经改变了营销行为,已由银行自动提款机、目录销售(通过24小时电话访问)和航空订票 (通过24小时航空订票线路)。客户将越来越多地使用互联网进行快捷的电子商务。调查显示,绝大多数客户的希望24-h获取信息、通讯、交易和基本的客户服务。
互联网已允许客户寻求更快捷的信息通道。客户普遍认为,传统的传播行为,如大众广告非常缓慢，并非“知识经济”时代他们实现目标的理想传播渠道
3.5. 封闭与开放的定价
消费者出于本能的把同类产品价格和经销商进行对比。互联网已允许消费者很容易地访问价格资料。例如，网站中的< https://www.doczj.com/doc/701525925.html, >提供了来自不同零售商的不同价格的各种商品。我们期盼商业市场上有相似的趋势。通过拍卖网站、商业网站、行业网站，消费者有了更多了解价格信息的渠道。因此，通过竞争对手研究，客户会发现相似的定价模式，并且选择没有价格水分的产品。
3.6. 实体店与实体店—网店模式
提供类似网络服务的公司数量的不断增加的同时，大部分客户的倾向于去数量有限的网站。因此,顾客越来越敏锐。企业现在需要花费100到500美金来吸引客户去他们的网站。实体商店也能在网络上实现平衡。那些在Gateway（一个网络商店）上购物的顾客，正越来越多地在Gateway上拥有自己的店铺。因此,我们希望客户将使用实体店和网点相结合的购物模式,也就是说,他们会通过互联网购买有实体店的企业的产品。
4．网络营销将会继续快速增长下去吗?
网络营销的市场效能还将继续增长，因为一个无所不在的可用信息平台将会使得市场更有效率和效力，这些网络上的商人也依赖于他们的能力创造一个网络用户能够参与的社区，从而网络沟通得以发展和增强。但是，一些限制因素也可能影响网络营销的成长。
4.1. 持续的成本和税收优惠
网络营销的作用，尤其在网络零售领域，有一定的成本优势。这个问题关注的是是否这些成本优势是可持续的，尤其是物流成本。在美国，一些成功的网络营销模式是建立在税收优惠的基
《千里莺饭店营销策略分析》文献综述 一、选题目的和文献检索情况概述 （一）选题目的 现代意义的市场营销思想最初始于20 世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始,4P's 的提出奠定了管理营销的基础理论框架,如何将国际成熟的营销理论与方法和中国转型市场完成对接,是当前摆在我国营销学界和企业界面临的一个重大课题。企业市场营销战略与策略，是现代企业市场营销的主要活动，战略和策略制定的是否科学，直接关系到企业营销的成败。因此，要使企业的营销活动正常进行，取得预期的效果经济效益，就必须研究分析、评价企业的市场营销策略。本文深入分析饭店服务业的市场竞争现状，总结分析了千里莺饭店的内部营销和关系营销策略现状，并从产品质量和服务质量，价格策略，营销渠道和促销策略等方面提出具体的营销策略，对于千里莺饭店制订营销策略，扩大市场份额，提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义 （二）文献检索情况概述 在2006年12月确定了论文选题后，本人就开始在学校图书馆和系资料室搜集相文献及资料，在万方数据库、维普中文科技、人大复印资料以“饭店营销”为关键词查到30篇，参阅了20篇。 二、相关文献的主要观点和结论 （一）关于我国饭店业发展现状分析 黎志东在《汇景酒店营销策略研究》中指出，在经历了20多年的经济高速增长后，中国拥有了全世界最富有吸引力的旅游业国内市场，这给饭店业带来了巨大的发展动力。受市场强劲需求拉动，中国饭店业曾经在上世纪90年代中后期进行整体快速扩张，但随后由于扩张过度在2000年前后陷入低迷调整。2001年以后，受加入WTO的影响，中国旅游业对外开放进一步扩大，同时上个世纪90年代过度扩张的后果被市场逐步消化，中国饭店业开始复苏。 王兴琼在《当前我国饭店业的经营困境及其所采取对策和绩效研究》中认为，尽管饭店业是我国最早对外开放的行业之一，中国的第一家合资企业就诞生在这个行业。按常理，它应最早、最直接吸收国外先进的经营理念和管理模式。然而，饭店业在我国却面临着观念陈旧、管理落后、效益不佳等诸多困境。整体来说，我国饭店业表现出过度竞争和竞争不足并存的格局。 王国秀在《我国目前酒店营销的一些误区及其突破》中的观点，20世纪70—80年代，供不应求是我国饭店业的一大特征，饭店经营者们大多只是把精力放在如何接待客人和解决客房不足等问题上，至于今后的市场需求和变化则很少或根本不过问，尤其是1978年我国实行对外开放以后，外国游客大量涌入，—度使我国相对较少的饭店频频告急，供不应求的状况使饭店轻而易举地获得较高的超额利润这时的“饭店经营”同“饭店营销”尚没有什么直接的联系，可是由于超额利润的强烈诱惑，不仅饭店自身不断扩大其规模，如增加客房等，而且大量外来资金和企业也都对此相当看好，进军饭店业，以至于形成了目前这样激烈的饭店竞争局面，饭店经营由卖方市场转向了买方市场，饭店管理观念也不得不
网络营销参与与消费者行为外文翻译 本科毕业论文设计外文翻译原文 Internet Marketing Involvement and Consumer Behavior Introduction One of the most stunning aspects of the past few years has been the speed at which the Internet market has expanded and matured This rapid rate of Internet adoption has resulted in an extraordinary pace of change in the marketing landscape- and opened up a variety of opportunities for marketers All across Taiwan and around the world shopping centers are closing their doors as consumers turn to the Internet for all of their shopping needs The Internet as the primary on-line marketing channel is now overtaking the commercial on-line servicesIn fact all of the on-line service firms now offer Internet access as a primary service Users can send e-mails exchange views shop for products and access newsfood recipes art and business information As the Internet establishes its position as a mainstream marketing channel consumer criticism regarding Internet marketing strategies have increased as well Critics worry about information privacy including issues related to the acquisition and dissemination
关于网络营销的文献综述 前言 随着互联网的兴起与普及，企业开始越来越多地开展基于网络的营销实践，网络营销成为二十一世纪企业营销的主流。1994年美国两位律师利用互联网发布广告发到多个新闻组赚到了10万美元。这奠定了世界网络营销史的开端。在中国，网络营销自1997年诞生之后，短短数十年间逐步走向正规化的发展道路。理论方面来看，相关的书籍和已经有很多了。从实践方面来看，中国的网络营销正在逐步充塞各类市场（丽霞，2012）。目前，我国网络营销发展到了一个新的阶段，出现了新特点：一是网络营销迎来搜索引擎营销时代，二是网络会员制营销得到快速发展，现在的网络会员制营销已经在国大型网络公司获得了广泛应用。三是网络营销服务市场初步形成，且增长迅速，成为网络经济最坚实的基础（英，2006）。 尽管如此，作为一项新生事物，从理论到实践，不可避免地存在一些缺陷，有待于进一步的完善与发展。与发达国家相比，我国网络营销发展的总体水平还较低，仍停留在起步阶段。无论在信息基础设施建设、应用水平，还是在网络营销认识度、参与程度等方面，都远远落后于发达国家。本文旨在将我国有关网络营销研究的文献资料进行整理综述，分类呈现，以期能够掌握网络营销发展的最新动态和趋势，为企业开展网络营销实践和将来的理论研究提供依据借鉴。 一、网络营销的含义 不同的研究学者从不同的角度对网络营销的含义进行了阐述，主
要可以概括为以下两个类型。 （一）将网络作为营销的一种手段 从新、王学军（2001）认为，网络营销就是利用网络进行的营销活动，它随技术的发展而发展。田月龙、林红（2008）认为，网络营销(Network Marking)，是指以互联网为主要手段进行的，为达到一定营销目标的营销活动。它是企业整体营销战略的一个组成部分，借助于互联网特性来实现一定营销目标的一种营销手段。广义地说，凡是以互联网为主要手段进行的，为达到一定营销目标的营销活动，都可称之为网络营销。廖兰秋（2009）认为，网络营销指通过应用、网络广告、电邮、手机、传输数字电视等各种数字技术来达到营销目的的销售方式。聂红辉（2011）认为，网络营销是指企业借助网络，计算机通信和数字交互式媒体来实现营销目标的一种营销方式。即用计算机通信系统和在线网络，进行产品设计、制定价格、促销和分销的一列活动，它是有效地识别和满足客户的具体需求，以达到营销目标的一种营方式。丽霞（2012）认为，凡是以互联网为主要手段进行的、为达到一定的营销目的的营销活动，都可称之为网络营销。王晶（2012）认为，网络营销是利用Internet技术和功能，如搜索引擎、分类目录、分类排行榜、、电子、即时信息、网络实名、通用网址、论坛、电子商务平台、网络广告等技术手段，发布产品信息，提供销售平台，提供顾客服务，以达到开拓市场、增加盈利的目标的营销过程。这些技术与功能代替了传统的报刊、电视、、广告策划、渠道销售等销售手段，是直接
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 Googel. 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 customer value.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- 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--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing 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.
随着社会经济的发展，消费水平和层次也相应提高。 消费者的消费不再满足于基本的、标准的、大众化的需求，而是呈现多样化、个性化和精细化。 传统的营销已不再适应市场的要求，如何实施市场营销战略和策略来针对不同的目标市场也亟待解决。 针对这一问题，本文就市场营销战略的构建进行了探讨。 1 市场营销战略的演变与发展在人类已跨人21世纪的今天，由于信息科学技术高速发展，消费方式发生巨大的变化，现代市场行情变得更为错综复杂，市场竞争异常激烈。 任何企业要想成功进入、占领、巩固和扩展市场，采用正确的市场营销战略显得尤为重要。 长期以来，被营销理论界广为接受的4Ps理论是由美国学者杰罗姆·麦卡锡提出的，4Ps市场营销战略能从复杂的营销变数中找到最为重要的因素，并从单纯的因素上升为一组策略，从而更好地适应日益复杂的营销环境1。 随着市场营销战略理论研究发展，出现6Ps、10Ps、11Ps策略都是4Ps市场营销战略的扩展，其核心仍是4Ps。 40多年来，每位营销经理在策划市场营销战略活动时，都基本从4Ps理论出发考虑问题2，1990年美国学者劳特朋首次提出了用4Cs取代传统4Ps，为市场营销战略研究提供了新的思路，相比而言，4Cs更注重以消费者需求为导向，与市场导向的4Ps相比，4Cs在理念上有了很大进步与发展。
但从企业和市场发展趋势看，4Cs抑制了企业的主动性和创造性3。 20世纪90年代中期，美国学者舒尔茨提出的4Rs阐述了一个全新的市场营销战略的4个新要素4。 战略意味着企业未来的经营行动。 它的制定必须与企业的目标具有一致性，它既要同企业内外部环境相协调，又要同企业资源相匹配，因此战略具有以下特征5:全局性、未来性、系统性、竞争性、相对稳定性。 市场营销战略是指企业借以实现市场营销目标的市场营销逻辑，它是在已经确定的业务经营范围之内，由企业的市场营销部门按照企业战略中已经规定的任务目标，增长策略和产品投资组合的特点，从外部环境中去分析和评价各种资源状况，综合考虑各项影响因素，制定出各种产品的市场营销战略。 企业的总体战略与市场营销战略既有区别又有联系，两者密不可分。 前者是企业全局性的战略，后者是局部性的;前者是企业级的，后者是职能级的;前者领导后者，后者服从于前者，后者是前者实现的最直接的表现方面。 市场营销战略方案可以分为业务单位、产品、市场三个层次，通过具体市场营销机会和详细的计划来支持企业的总体战略6。 战略学家安索夫最早提出了基于产品市场的企业战略模式，它足以说明市场营销战略的职能作用是极为重要和突出的。
文献综述 题目基于“电子菜箱”的农产品 网络营销运作分析 学生姓名马建召 专业班级信息管理与信息系统（08-1班）学号200806040125 院（系）经济与管理学院 指导教师(职称)仝新顺（教授） 完成时间 2012年 6 月 1 日
基于“电子菜箱”的农产品 网络营销运作分析 1.国内研究现状 1.1网络营销理论研究现状 1.1.1主要的网络营销观念 中国的一些经济学家认为网络营销是以互联网为媒体，以新的营销理念、方式、手段等实施营销活动，更有效的促成个人和组织交易活动的实现。如张雁白、黄泽华认为网络营销是数字经济时代的一种崭新的营销理念和营销模式，是用信息化技术进行的全部营销活动，是提升企业核心竞争力的一把钥匙，也是企业利用网络媒体来展开的各类市场营销活动，是传统市场营销在网络时代的延伸和发展。 山东大学的胡正明认为网络营销是指借助联机网络、电脑通讯和数字交互式媒体，以新的方式和理念来实现目标的营销活动方式。网络营销的理论基础是整合营销、虚拟营销、软营销和直复营销。 河南师范大学部翔的网络营销理念基础主要有三个:整合营销、直复营销和软营销。整合营销体现了以顾客为出发，企业和顾客不断交流的特点;直复营销是一种相互作用的市场营销体系;而软营销强调企业在进行市场营销活动时，必须尊重消费者的感受和体验，让消费者主动接受企业的营销活动。 广东松山职业技术学院的杨延红认为网络营销是企业利用网络媒体来开展各类市场营销活动，是传统市场营销在网络环境下的延伸和发展。 1.1.2网络营销的特点 张雁白，黄泽华等学者认为网络营销具有虚拟性、便利性、服务性、低成本性、速度快、互动性、国际性、时空无限性等。 王耀球、万晓认为网络营销有4个特点:具有极强的互动性，有助于企业实现全程营销目标;有利于企业降低成本费用;帮助企业增加销售，提高市场占有率;有效地服务于顾客，满足顾客的需要。 朱稼兴、段鹏等通过对中国网络经济比较发达的沿海城市进行分析认为:网络营销是一种以消费者为导向(主动权在消费者)，强调一对一个性化服务;极强的双向交
互联网网络营销外文文献翻译 (含：英文原文及中文译文) 文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29. 英文原文 The technical basis of network marketing Peter Kenzelmann Network 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. 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. (A) Direct Response Network Marketing Theory
文献综述 甘霖在《基于网络环境下快速消费品的营销策略》一文中提出，把握消费 者的购买动机、购买决策及行为已经成为营销成败的关键要素之一，我国企业 在营销中存在的主要问题是市场细分不足和盈利能力不足，要想树立快速消费 品品牌需要做到提升营销效率、推陈出新、执行有效的市场拓展策略。 张明在《基于传统文化的吴裕泰茶叶营销策略》研究一文中指出包装可以 使消费者产生购买欲望，刺激消费，63%的消费者是根据商品的包装来选购商品的，企业生产的各类产品应该采用类似包装策略，同时根据消费者的使用习惯 要实行差别包装策略。 李清泽，杜维春，李建兵在《我国茶叶市场和消费特点分析》中提出高附 加值快速消费品在构建分销渠道需要有别于大众快速消费品，要强调―目标市场‖渗透而不仅仅是市场铺货率，提倡―精准终端‖的理念，鼓励公司的销售 人员主导终端的开发和创新同时要充分利用渠道终端为品牌宣传服务，文章强 调建立一个与品牌策略相匹配的顺畅分销渠道将最大化地帮助产品实现价值。 黄婷婷《福建茶叶营销对策分析》中提出产品定位的原则中最重要的两个 是针对性原则和竞争差异化原则，在目前消费个性化、多样化的时代，通过一 个产品满足所有消费者的需求是不可能的，必须运用三个针对，即针对终端、 针对竞争对手和针对消费者；而产品的差异化主要体现在产品原料差异化、特 性和功能差异化、价格差异化、促销差异化、包装差异化、品牌形象与文化差 异化等。 王丽惜，朱东红《关于茶叶物流模式的探讨———以安溪为例》中认为我 国茶叶营销经过了三个发展阶段，第一阶段的企业经营明显具有产品观念，该 阶段成功的因素主要在与产品的原料；第二阶段成功的决定因素是产品的功能，企业经营依靠的是单一的推销战略而不是整合营销战略；第三阶段是指 2001 年至今，顾客的需求成为了成功的关键因素，整合营销和竞争的意识开始逐渐 加强。目前我国茶叶行业发展存在两个主要问题，一是产品技术含量不高，二 是营销观念仍然落后。 罗永昌《网上销售系统的分析与设计》中阐述了知识营销的含义和特点， 认为企业的经营活动不再只关心销售额和利润，更强调为消费者提供更多的价 值引导消费者产生对新产品的现实需求，在知识营销策略中提出两个重要方面：
毕业论文文献综述 市场营销 淘宝商城网络营销策略探析 （一）国内外研究现状 国内外专家的研究充分阐述了什么是网络营销，我国网络营销的现状和网络营销的利弊，怎样进行网络营销。但是这些网络营销的研究都是从大环境这个面上分析，很少有从具体的企业网络营销这个点上分析。并且在这些研究提出的问题解决方案，都是从网络营销这个面上提出的，这种由面及面的问题解决方案有点泛泛之谈，并没有实际意义。所以本文重在从淘宝商城这个点上分析，由点及面的分析网络营销策略。 （二）研究主要成果 1、网络营销的相关研究成果 米德詹姆斯在《孟菲斯在谷歌搜索首页进行本地网络营销》一文中指出，企业在进行本地网络营销的时候，将自己的网页放在谷歌第一页的重要性，能对企业的产品销售和品牌推广等方面有非常大的帮助，这就像现在淘宝商城的竞价排名一样，注重关键词，注重在淘宝商城搜索上在第一页的重要性； 林跃在《浅谈网络营销》中指出，随着经济和科学技术的发展，网络进入了千家万户，网络营销也随之呼之欲出。网络营销存着许多的优势和劣势。它的优势在于超越时空、低成本、实时互动沟通和多媒体展示；劣势在于诚信问题、安全问题、价格问题、被动性问题； 刘保成在《浅析企业如何进行网络营销》中认为，企业在进行网络营销时，应注意进行准确而客观的市场定位，进行网络竞争对手分析，目标市场分析，最后确定营销目标； 张海龙在《网络营销：个人化营销方式》中提出，网络营销是以顾客为导向，强调个性化的营销方式。消费者根据自己的个性特定和需求通过网络在全世界寻找满足自己个性化需求的产品。而企业通过个性化的虚拟商店，满足顾客购物的个性化； 2、网络营销的策略研究成果
1. Introduction America is one of the countries that speak English. Because of the special North American culture, developing history and the social environment, American English has formed its certain unique forms and the meaning. Then it turned into American English that has the special features of the United States. American English which sometimes also called United English or U.S English is the form of the English language that used widely in the United States .As the rapid development of American economy, and its steady position and strong power in the world, American English has become more and more widely used. As in 2005, more than two-thirds of English native speakers use various forms of American English. The philologists of the United States had divided the English of the United States into four major types: “America n creating”; “Old words given the new meaning”; “Words that eliminated by English”;“The phonetic foreign phrases and the languages that are not from the English immigrates”[1]. Compared to the other languages, American English is much simple on word spelling, usage and grammar, and it is one of the reasons that American English is so popular in the world. The thesis analyzes the differences between American English and British English. With the main part, it deals with the development of American English, its peculiarities compared to that of British English, its causes and tendency. 2. Analyses the Differences As we English learners, when we learning English in our junior or senior school, we already came across some words that have different spellings, different pronunciations or different expressions, which can be represented by following contrasted words: spellings in "color" vs. "colour"; pronunciations in "sec-re-ta-ry" vs. "sec-re-try";
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 Grifoni 1 Introduction Marketing 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.
文献综述 关于差异化营销策略研究的文献综述 摘要：理论界关于差异化营销模式的相关研究比较多，本文从差异化营销的策略和模式两个角度对相关研究进行分析，并对其进行评价，找出其中的研究不足，以期为进一步研究提供一定参考。 关键词：差异化营销营销策略模式 引言 随着社会经济的发展，消费水平和层次也相应提高。消费者的消费不再满足于基本的、标准的、大众化的需求，而是呈现多样化、个性化和精细化。传统的营销已不再适应市场的要求，如何实施差异化营销战略和模式来针对不同的目标市场也亟待解决。针对这一问题，本文就差异化营销模式的构建进行了探讨。 1.差异化营销概念及相关策略研究 1.1差异化营销概念 对于一个企业来说，创造顾客就是创造差异，在激烈的市场竞争中凭借其自身的各种优势，在产品质量、功能上优于竞争对手，通过有自己特色的促销营销手段，完善周到的售后服务在消费者心中树立起与众不同的企业形象和品牌形象，从而赢得市场。 邓久根[1]在《差异化营销策略的实施的对策与战略》一书中提到差异化营销就是企业凭借自身的技术优势和管理优势生产出在性能上、质量上优于市场上现有水平的产品或是在销售方面通过特色的宣传活动、灵活的推销手段和周到的售后服务，在消费者心目中树立起不同一般的形象。张占东[2]和杨树伟[3]等人也提出了相似的差异化营销的相关概念。 在借鉴前人的基础上，笔者认为差异化营销是指面对已经细分的市场，企业选择两个或者两个以上的子市场作为市场目标，分别对每个子市场提供针对性的产品和服务以及相应的销售措施。企业根据子市场的特点，分别制定产品策略、价格策略、渠道策略以及促销策略并予以实施。 1.2差异化营销策略研究 关于差异化营销策略研究主要集中在产品、服务、品牌和渠道等方面。学界涌现出了大量的研究成果。 1.2.1产品差异化策略 产品差异化是指产品的特征、工作性能、一致性、耐用性、可靠性、易修理性、式样和设计等方面的差异。其缺点是保持产品的差异化往往以高成本为代价，
文献综述 网络营销模式 作者：吴其双 玉林师范学院 二○一二年6月
关于网络营销模式的文献综述 内容摘要 随着电子信息技术日新月异以及互联网的出现与迅速普及，运用现代互联网技术进行市场营销已成为各行各业营销的重要方式，即网络营销模式。它在强化了传统市场营销理论的同时，也提出了一些不同于传统市场营销的新理论。网络营销已成为当前社会经济发展，促进市场推广不可或缺的一个重要途径。本文主要是对国内外网络营销模式的现状进行研究。 关键词：网络营销营销模式文献综述 一、前言 信息网络化正以迅猛的势头成为本世纪的主旋律，企业在这样的时代背景下竞争生存空间，由传统市场延伸至网络空间市场，以网络为根本核心的网络营销正以惊人的速度发展，逐渐成为现代市场营销的重点。国内外大部分企业长期从事传统的市场营销，有着丰富的理论指导与实践经验，国内外企业面对日渐重要的网络市场，对网络营销模式日趋重视。网络营销时代的来临，一个虚拟的市场逐渐形成，传统的市场营销模式一定会随着网络的发展发生深刻的变化。因此进行网络营销的分析与研究是很有必要的，它为我们在网络条件下更好的把握商机提供了可靠的依据。 二、国外研究现状 吴晓萍在《网络营销》一书中写道：网络营销是以现代电子技术和通信技术的应用与发展为基础，与市场的变革、竞争及营销观念的转变密切相关的一门新学科。网络营销相对于传统的市场营销而言，在许多方面都具有明显的优势，带来了一场营销观念的革命。20世纪90年代初，Internet的飞速发展在全球范围内掀起了互联网应用热潮，世界各大公司纷纷利用互联网提供信息服务和拓展业务范围，并且按照互联网的特点积极改组企业内部结构和探索新的营销管理方法，网络营销由此诞生。它的出现是多种因素综合作用的结果，有其特定的技术基础、观念基础和现实基础。具体分析其产生的根源，可以更好地理解网络营销的本质。
Advantages of Managed Code Microsoft intermediate language shares with Java byte code the idea that it is a low-level language witha simple syntax , which can be very quickly translated intonative machine code. Having this well-defined universal syntax for code has significant advantages. Platform independence First, it means that the same file containing byte code instructions can be placed on any platform; atruntime the final stage of compilation can then be easily accomplished so that the code will run on thatparticular platform. In other words, by compiling to IL we obtain platform independence for .NET, inmuch the same way as compiling to Java byte code gives Java platform independence. Performance improvement IL is actually a bit more ambitious than Java bytecode. IL is always Just-In-Time compiled (known as JIT), whereas Java byte code was ofteninterpreted. One of the disadvantages of Java was that, on execution, the process of translating from Javabyte code to native executable resulted in a loss of performance. Instead of compiling the entire application in one go (which could lead to a slow start-up time), the JITcompiler simply compiles each portion of code as it is called (just-in-time). When code has been compiled.once, the resultant native executable is stored until the application exits, so that it does not need to berecompiled the next time that portion of code is run. Microsoft argues that this process is more efficientthan compiling the entire application code at the start, because of the likelihood that large portions of anyapplication code will not actually be executed in any given run. Using the JIT compiler, such code willnever be compiled.
（ 本科毕业设计外文文献翻译 学校代码： 10128 学 号： 题 目：Shear wall structural design of high-level framework 学生姓名： 学 院：土木工程学院 系 别：建筑工程系 专 业：土木工程专业（建筑工程方向） 班 级：土木08-（5）班 指导教师： (副教授)
Shear wall structural design of high-level framework Wu Jicheng Abstract: In this paper the basic concepts of manpower from the frame shear wall structure, analysis of the structural design of the content of the frame shear wall, including the seismic wall shear span ratio design, and a concrete structure in the most commonly used frame shear wall structure the design of points to note. Keywords: concrete; frame shear wall structure; high-rise buildings The wall is a modern high-rise buildings is an important building content, the size of the frame shear wall must comply with building regulations. The principle is that the larger size but the thickness must be smaller geometric features should be presented to the plate, the force is close to cylindrical. The wall shear wall structure is a flat component. Its exposure to the force along the plane level of the role of shear and moment, must also take into account the vertical pressure. Operate under the combined action of bending moments and axial force and shear force by the cantilever deep beam under the action of the force level to look into the bottom mounted on the basis of. Shear wall is divided into a whole wall and the associated shear wall in the actual project, a whole wall for example, such as general housing construction in the gable or fish bone structure film walls and small openings wall. Coupled Shear walls are connected by the coupling beam shear wall. But because the