文献信息：
文献标题：The New Retail Experience and Its Unaddressed Privacy Concerns: How RFID and Mobile Location Analytics are Collecting Customer Information（新零售体验及其未解决的隐私问题：无线射频识别和移动位置分析是如何收集客户信息的）
国外作者：Ava Farshidi
文献出处：《Journal of Law, Technology and the Internet》,2016,7:15-38 字数统计：英文2574单词，13291字符；中文4313汉字
外文文献：
The New Retail Experience and Its Unaddressed Privacy Concerns: How RFID and Mobile Location Analytics are
Collecting Customer Information
INTRODUCTION
Americans love to shop. Shoppers can shop in any platform, at any time, and anywhere to get just about anything they want. The fashion industry has been at the forefront of customizing the customer experience, and the emergence of omnichannel has shown the significance of connecting brick and mortar stores with digital means of shopping through the Internet and mobile apps. The result of increased technology to facilitate the shopping experience requires the collection of data. Where there is collection of data, there are privacy concerns to be addressed. Pam Dixon, the executive director of the World Privacy Forum, has remarked that the media has focused on companies’ tracking through Internet browsers, but the public is, for the most part, unaware of how brick and mortar stores are tracking them. She comments, “This is an entire business model that has sprung up that I think maybe three people in the entire country know about outside the industry.” Some of the technology that
fashion retailers are now using is so foreign to legal regulators that the privacy implications have not yet been clearly confronted. Throughout the shopping evolution we have gone from brick and mortar to online to eStore—the latest shift in the shopping experience merging technology and the brick and mortar space.
I.BACKGROUND
1.Brick and Mortar Stores Prior to the Wave of Online Shopping
The biggest concern customers had in brick and mortar stores prior to the emergence of online shopping was when making their purchase at the point-of-sale. When a customer swipes a credit card at a reader to make a purchase, the machine reads the magnetic strip holding the customer’s personal information. The ease of fraudsters acquiring credit card data was most apparent to consumers in the wake of two major retailers being hacked. In November 2013, Target revealed that up to 110 million customers were affected by malware found from their point-of-sale devices giving unauthorized access to payment card data. Weeks later, Neiman Marcus acknowledged that 1.1 million of its customers were also affected by malicious software. While data breaches are unfortunately common, the amount of damage done in these instances was unique because of the large number of people that were affected by these breaches.
2. eCommerce and Mobile Apps
When customers go on any webpage, they are traced by tiny files and programs called “cookies.” There are two types of cookies: first-party and third-party. First-party cookies are collected by the direct website that the user is browsing on. Third-party cookies tra ck a customer’s movement throughout all sites affiliated with the track company, and the company can collect information about the person to create a profile on the customer. Third-party cookies are usually the greater privacy concern. Once the cookies pick up the data, the data is used in algorithms that can help further connect the personal information that is collected with probable behavior data such as income, geographic location, and education. This information can not only help them further personalize ads, correspondence, and offers, but it also can put
together independently anonymous information to identify an https://www.doczj.com/doc/936580968.html,panies like Amazon use this data as a recommendation mechanism by monitoring everything that their customers do transactionally and even noting information on the purchases that are not actually made. Even though the consumer is providing a great amount of information, they are getting more accurate recommendations from Amazon.
3.eStores
a.RFID
Beginning around 2012, retail stores began incorporating radio frequency identification (“RFID”) tags into their products. RFID is used to replace bar codes to help in inventory management. RFID tags are small electronic devices used to receive and transmit information from radio frequencies. Using this technology makes the distribution of products and materials more beneficial by keeping track of inventory and limiting costs, which serves as a mutual benefit to consumers as well as businesses. Beyond attaching to individual garments, RFID tags can be attached to materials used for shipping that can help let a manufacturer know where the products are until they reach the retailer. A benefit to RFID tags is that they are reusable and can be removed from the garment at checkout, which is cost effective for retailers. By providing accurate information on the availability of inventory and how to avoid stock-outs, RFID technology elevates the modern day shopper’s experience that expects to find what they want when they want it. The technology takes some of the responsibility away from the employees so they can better assist customers. Additionally, it assists retailers and manufacturers to better serve their retail spaces by looking at shopping patterns to make their supply chain more efficient. It seems to be
a win for both the consumer and the manufacturer.
b.Customer Tracking
Technology used inside stores is not only tracking the goods, it is tracking every movement people inside and outside of the store are making. These technologies generally use the Wi-Fi on a mobile device to connect to a customer, but sometimes the customer does not even have to connect to the store’s server to be tracked. One of the most commonly used trackers is Euclid Analytics (“Euclid”). Euclid has been
described as the “Google Analytics for the real world” and detects foot traffic within retail locations. Euclid connects to shoppers’ smartphones through Wi-Fi or Bluetooth technology and collects the mobile device’s media access control (“MAC”) addresses. MAC addresses are unique to each phone, and each address is stored to the Euclid server. Customers have the option to opt- out of the data collection on their phones and retailers using the technology are contractually and legally obligated to make shoppers aware of the use of this technology in their stores. In fact, Euclid provides retailers with a recommended sign to use in their retail space. The information collected about a consumer, known as Mobile Location Analytics, tells the retailer how long a customer is in each part of the store and where they choose to browse. Not only does that allow a retailer to strategize what products are more popular, it also allows the retailer to predict when the store will be busiest and how to use its sales staff more efficiently. Additionally, Euclid can track the number of people that walk by a store window and how long they stand in front of the window before making the decision to go inside or continue walking. This information is beneficial to a retailer to be able to adjust its window display to be more enticing to more customers.
II.THERE IS VERY LITTLE REGULATION CONCERNING THE COLLECTION OF DATA IN RETAIL STORES.
The amount of data that is collected by eStores sparks privacy concerns for consumers. Traditionally, privacy law has been thought of as four major torts: (i) unreasonable intrusion upon the seclusion of another; (ii) appropriation of the other’s name or likeness; (iii) unreasonable publicity given to the other’s private life; or (iv) publicity that unreasonably places the other in a false light before the public. However, privacy rights are protected by state law, and not all states recognize all four torts. Out of the four torts, intrusion upon the seclusion of others embodies the concerns with the information collected by retail technologies. Intrusion upon seclusion is an intrusion into a person’s private matters that are not of public concern, and this intrusion must be considered highly offensive by the reasonable person to be actionable.
A major privacy concern with the gathering of customer information by retailers is that they are collecting highly sensitive person information known as personal identifiable information (“PII”). The United States Department of Labor defines PII as “any representation of informati on that permits the identity of an individual to whom the information applies to be reasonably inferred by either direct or indirect means.” This information can be isolated to identify an individual, such as a name, address, social security number, or phone number, or it can be a combination of elements that help to isolate a person among a group, such as gender, race, and geographic location. Unauthorized access to this information is known as a breach of security and risks the harm of releasing PII. Laws relating to PII are implemented in each state. While many are the same, some are stricter than others. California was the first to enact a data breach notification law in 2002, which required retailers to notify customers if there was a data breach that jeopardized their PII. A delay or lack of disclosure would lead to criminal investigation. Almost all states now have some sort of notification law in place.
The Federal Trade Commission (“FTC”) is permitted to regulate unfair methods of competition and unfair and deceptive acts in commerce. The FTC has explained its approach to data security is based on a reasonableness standard. The FTC set out four major guidelines for companies to follow in their collection of data: (i) knowing what information they have and who has access to it; (ii) limiting the collection and retention of information to what is necessary; (iii) using secure methods to protect the information; and (iv) disposing information when it is no longer necessary. Very few cases have been litigated with the FTC over data security and unfair practices. Currently, Wyndham Hotels & Resorts, LLC is litigating in the Third Circuit over the FTC’s ability to bring an unfairness claim for data security. The outcome of that decision could impact how data security is regulated in the United States as well as potentially leading to more FTC enforcement than before. To handle possible information leaks, the FTC has guides for businesses to help protect customer information and avoid security breaches and identity theft. Additionally, under the Fair Credit Reporting Act, businesses that accept credit or debit cards are required to
truncate or eliminate all but the last five digits of the card number on the customer’s receipt at the point-of-sale.
III.ESTORES SHOULD DEVELOP SELF-REGULATORY SCHEMES TO ADDRESS PRIV ACY CONCERNS WITH THE CUSTOMER DATA THAT IS COLLECTED
Lawmakers are discussing the changes happening in the retail space. Senator Charles Schumer has called retailer tracking of buyers “intrusive and unsettling.” While the FTC regulates deceptive or unfair conduct that companies engage in, the FTC has yet to bring any enforcement actions against a fashion company for tracking. Without any regulatory or legal precedent it is difficult to determine if companies are crossing the line with the collection of this data. This poses two major questions: (i) Does the definition of PII need to be expanded? and (ii) Are customers ready to accept the technological capabilities of these shopping enhancing services?
The California courts have used a wider interpretation of PII, but it seems that PII may need to be expanded to less specific information that can still be used to identify people. Data collection, particularly by mobile location analytics systems, are allowed in these practices because they are not collecting what has been defined as traditional PII. Non-PII can be pieced together with other information to personalize the information and connect it to a particular individual. A new approach to PII has been explained as information that has a good possibility of future identification.
Even though some customers have heightened awareness around the information that is collected about them, customers have also become accustomed to having a highly personalized shopping experience and expect these types of services from their retailers. Some customers are willing to give up their personal information for the perks that companies will give them, even if they are unaware of how the information is being collected. Consumers are willing to trade their personal information if it means they will be rewarded with exclusive perks and coupons. A Seattle based company developed a mobile app that gave customers cash and gift cards in exchange for information about where the customer was in a store. The app has gained a
significant following despite selling customer’s gender, age, and income to store owners, online retailers, and app developers. There is a hard balance between what customers want in their shopping experience and what they are willing to give up to get these benefits. However, customers should not feel hopeless with the growing world of technology and data collection. In fact, customers do have tools to prevent or allow information to be collected about them.
California’s privacy-related laws are the broadest and most robust, but they have an overall theme of providing as much information as possible to the people whose privacy is being impacted. The key to harmonizing the tension between customers and retailers is transparency, which is what California laws seem to be emphasizing. The more information that is made available to consumers, the more comfortable they will feel because it is no longer a hidden secret. There are a great number of people who are unaware of this information, and a leak of their information can feel like a violation of their rights. However, providing disclaimers that can be easily understood in a direct and non-intimidating manner will help to develop a trusting relationship between retailers and customers. Relationships between retailers and customers are just like any other type of relationship: to be sustained they must be built on trust.
The reality is that data collection is not going to slow down, but customers need to have the ability to control their data. Customers can turn off Wi-Fi and Bluetooth services to prevent mobile location analytics from working, but this is impractical because consumers are likely to forget. However, companies participating in the Code allow customers to opt-out of their services by registering online. This seems like the more practical solution for customers to protect themselves with one opt-out rather than voluntarily adjusting their phone setting every time they are in a retail space. The importance of clear opt-out procedures is apparent in the consent order between Nomi Technologies, a mobile location analytics tracker, and the FTC. Nomi recently settled with the FTC over investigation that Nomi was not properly allowing opt-out mechanisms for in-store collection of data, even though Nomi had a clear opt-out mechanism on their website. This stresses the importance of complying with opt-out procedures. Additionally, there is some push to allow the collection of data but to use
it in an aggregate way. Rather than pinpointing individual patterns, looking at a group of people to indicate a trend can be more beneficial to a company’s strategy and simultaneously protect the identities of the customers they are monitoring.
CONCLUSION
The evolution of the eStore is a shopping experience that customers should be eager to embrace. If retailers want to run the most efficient business based on the data they collect about their customers, they must always put the customer first by prioritizing the customer’s rig ht to know what data is being collected. Shoppers will continue to make purchases in brick and mortar stores even as they become eStores, but transparency will help cultivate and maintain the type of relationship that will be most mutually beneficial for both parties.
中文译文：
新零售体验及其未解决的隐私问题：
无线射频识别和移动位置分析是如何收集客户信息的
引言
美国人喜欢购物。购物者可以在任何平台、任何时间、任何地点购物，获得他们想要的任何东西。时尚界一直走在客户体验定制的前沿，全方位购物的出现表明了通过互联网和移动应用将实体店与数字购物方式连接起来的重要性。增加技术以促进购物体验的结果需要收集数据。有数据收集的地方，就有隐私问题需要解决。世界隐私论坛执行董事Pam Dixon曾表示，媒体一直关注企业通过互联网浏览器进行的跟踪，但公众大多不知道实体店是如何跟踪它们的。她说：“这是一种全新的商业模式，我认为全国大概有三个人知道这个行业以外的情况。”时尚零售商目前使用的一些技术对法律监管机构来说太过于陌生，以至于隐私的影响还没有得到明确解决。在整个购物过程中，我们已经从实体商店发展到了网
上商店——最新的购物体验将技术和实体空间融合在一起。
一、背景
1.网上购物浪潮之前的实体店
在网购出现之前，消费者在实体店里最担心的是在销售点购物的时候。当客户在读卡器上刷卡购买时，机器读取持有客户个人信息的磁条。在两家大型零售商被黑客攻击后，消费者很明显地感受到了欺诈者获取信用卡数据的便捷性。在2013年11月，塔吉特公司透露，多达1.1亿的客户受到恶意软件的影响，发现他们的销售点设备未经授权访问支付卡数据。数周后，内曼·马库斯承认，110万名客户也受到恶意软件的影响。虽然数据泄露是常见的，但在这些情况下造成的损害是巨大的，因为受这些违规行为影响的人数众多。
2.电子商务和移动应用
当用户访问任何网页时，都会被称为“Cookie”的小文件和程序跟踪。Cookie 有两种类型：第一方和第三方。第一方Cookie由用户正在浏览的直接网站收集。第三方Cookie跟踪客户的移动遍及所有与轨道公司关联的站点，并且公司可以收集有关该人员的信息，以创建客户档案。第三方Cookie通常涉及到更大的隐私问题。一旦Cookie提取数据，则数据就被用于算法中，这些算法可以帮助进一步将收集的个人信息与诸如收入、地理位置和教育等可能的行为数据联系起来。这些信息不仅可以帮助他们进一步个性化广告、信件和优惠，而且还可以将独立的匿名信息放在一起来识别个人。亚马逊等公司将这些数据作为推荐机制，通过监控客户所做的一切交易，甚至注意到没有实际购买的信息。尽管消费者提供了大量的信息，但他们也从亚马逊得到了更准确的建议。
3.电子商店
a.RFID
从2012年开始，零售商店开始在他们的产品中加入无线射频识别（“RFID”）。RFID被用来替代条形码以帮助库存管理。 RFID标签是一种小型电子设备，用于接收和传输来自无线电频率的信息。使用这一技术，通过跟踪库存和限制成本，使产品和材料的分配更加有利，这对消费者和企业都是互利的。除了贴在个人服装上之外，RFID标签还可以附加到用于装运的材料上，可以帮助让制造商知道
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 https://www.doczj.com/doc/936580968.html, 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-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--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.
流动的：一个快速的，多平台的开放源码的同步化多媒体整合语言唱机Dick C.A. Bulterman, Jack Jansen, Kleanthis Kleanthous, Kees Blom and Daniel Benden CWI: Centrum voor Wiskunde en Informatica Kruislaan 413 1098 SJ Amsterdam, The Netherlands +31 20 592 43 00 Dick.Bulterman@cwi.nl 摘要： 本文概述了一个出现在早期的流动性的同步化多媒体唱机。不同于其它同步化的实现，早期的播放器是一个可重组的同步化引擎，可以定制作为一个实验媒体播放器的核心。同步化唱机是一个引用了同步化多媒体引擎并可以集成在一个广泛的媒体播放器的项目。本文是以我们要创造一个新的同步化引擎为动机的综述开始的。然后论述的是早期媒体播放器的核心架构（包括可扩展性，播放器自定义的集成装置）。我们以一个关于我们在windows，Mac，Linux版本应用于台式机以及PDA设备上实施流动性例子的体验的讨论结束。 类别和主题描述符： H.5.2 多媒体的信息系统。 H.5.4 超级文本/超级媒体。 一般词汇： 试验，性能，验证。 关键词： 同步化多媒体整合语言，唱机，公开源代码，演示。 1.动机： 早期公开的同步化媒体播放器是一个非常有特色的公开源代码的同步化 2.0播放器，它以研究团体的意图被使用（在我们的研究团体内外）目的是为了研究项目的团体在需要源代码的时候可以访问生产特性的同步化播放器的网站。它也被用作一个独立的不需要专有的媒体格式的同步化播放器使用，播放器支持一系列同步化2.0配置文件（包括台式机和移动的配置）可以被分配利用在Linux，Macintosh，windows系统的台式机，PDA设备和掌上电脑。 同时现存的几个同步化播放器，包括网络视频播放软件,IE浏览器,小型同步化播放器, GRiNS ,X- GRiNS ，以及各种各样专有移动设备，我们发展流动性唱机有三个原因： 准许制作数字以及个人或者课堂使用中的的全部硬拷贝即时没有提供拷贝权限或者商业性的利益分摊，而且在第一页有这种拷贝的注意事项。服务器上有关于复制以及翻版的分发列表的通知。需要事先明确具体的许可权以及费用。 'MM’04, October 10-16, 2004, New Y ork, New Y ork, USA. Copyright 2004 ACM 1-58113-893-8/04/0010...$5.00. 现有的同步化播放器没有提供一个完整同步化2.0播放器的正确实现。早期的播放器所有的同步化工具，是以同步化2.0语言的属性为基础加上扩展功能能够支持高级的动画以及规范可移动设备以3GPP/PSS-6同步化使用. 所有的同步化播放器都是针对商业SMIL表达专有媒介。早期的播发器使用开源的媒体解码器和开源的网络传输协议,以便播放器可以轻松定制广泛的使用范围的研究计划。 我们的目标是建立一个鼓励发展类似的多媒体研究输出的平台,，我们期望的是一个标准的基线播放器的供给,其他研究人员和开发机构可以集中精力到基线播放器的集成扩展(从新媒体的解码器或新的网络控制算法任何一个中)。这些扩展可以在其它的平台上被共享。 在2004年中期，与螺旋形客户机对照，同时移动到一个GPL核心，早期的播放器支持一个广阔的范围的同步化应用指标构架，它提供了一个准确实现的更完整的同步化语言，它在低资源配置下提供了更好的性能，提供了更多可扩展的媒体播放器架构。它也提供了一个包含所有媒体解码作为部分开放的客户基础。
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
新媒体概论复习资料一、名词解释 媒介环境媒介环境是指大众传播机构在运作管理中所呈现出来的一种整体气氛是由大 众传播活动全体参与者的行为方式聚合后形成的一种习惯模式。 新媒体新媒体是相对于传统媒体而言的是报刊、广播、电视等传统媒体以后发展起来的新的媒体形态是利用数字技术、网络技术通过互联网、无线通信网、卫星等渠道 以及电脑、手机、数字电视机等终端向用户提供信息和娱乐服务的传播形态。严格地说新媒体应该称为数字化新媒体。 拟态环境“拟态环境”也就是我们所说的信息环境它并不是现实环境‘镜子式’的再现而是传播媒介通过对象征性事件或信息进行选择和加工、重新加以结构化以后向人们提示的环境。 公民新闻公民、非专业新闻传播者通过大众媒体、个人通讯工具向社会发布自己在 特殊时空中得到或掌握的新近发生的特殊的、重要的信息。 数字鸿沟“数字鸿沟”又称为信息鸿沟,即“信息富有者和信息贫困者之间的鸿沟”,由于信息和通信技术的全球发展和应用造成或拉大的国与国之间以及国家内部群体之间的差距。 公共领域公共领域是指的是介乎于国家与社会即国家所不能触及的私人或民间活动范围之间、公民参与公共事务的地方它凸显了公民在政治过程中的互动。 网络暴力是指网名在网络上的暴力行为是社会暴力在网络上的延伸。 门户网站所谓门户网站是指提供某类综合性互联网信息资源并提供有关信息服务的应用系统。门户网站最初提供搜索引擎、目录服务。由于市场竞争日益激烈门户网站不得不快速地拓展各种新的业务类型希望通过门类众多的业务来吸引和留住互联网用户以至于目前门户网站的业务包罗万象成为网络世界的“百货商场”或“网络超市”。从现在的情况来看门户网站主要提供新闻、搜索引擎、网络接入、聊天室、电子公告牌、
市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)
DESIGNING PRICING STRATEGIES All for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers. Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees. Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, and companies around the globe, connecting sellers and buyers as never before. Web sites like https://www.doczj.com/doc/936580968.html, and https://www.doczj.com/doc/936580968.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.doczj.com/doc/936580968.html, and https://www.doczj.com/doc/936580968.html, make it easy for buyers and sellers to negotiate prices on thousands of items. At the same time, new tech- nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices. 1 In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ?exible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised often
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
正确地点和时间下新媒体伴随的社会营销Jay M. Bernhardt 佛罗里达大学健康教育与行为系，佛罗里达州Gainesville Darren Mays乔治敦大学医学中心肿瘤科，哥伦比亚特区华盛顿Amanda K. Hall佛罗里达大学健康教育与行为系，佛罗里达州Gainesville 摘要： 目的：本文的目的是寻求讨论新媒体革命以何种方式将“渠道”更贴近消费者从而提高社会营销。 研究思路：这篇论文描述当前有关的社交媒体和移动通信技术的新媒体发展趋势，并通过运用商业营销，社会变革和公众健康实例分析讨论其对社会营销产生的影响。 成果：快速增长的在线社交网络和世界大部分地区无处不在的手机为社会营销人员提供了巨大的潜力，以全新方式吸引消费者。这些新的通信平台的性质不同于传统媒体是可以使他们更有效地为市场营销服务，最明显的是更深层次消费者参与、多方位信息交流、和基于位置跟踪和消息传递的重要方式。 现实作用：本文所描述的趋势正在快速，从根本上改变商业营销人员、品牌经理和客户关系经理如何与当前的和潜在的消费者相处。社会营销活动应该从中学习，并利用这些新媒体更深入地联系大量的消费者，上述从业人员比以往任何时候都更接近“正确的地点和正确的时间”。 独创性/价值：本文探讨已经介绍了在爱尔兰都柏林的全球非营利和社会营销大会于2011年4月的一个话题。讨论应鼓励社会营销重新考虑“渠道”的作用，并探讨新媒体如何令地方更贴近消费者。 关键词：社会营销，新媒体，社交媒体，移动电话，4P理论，移动通信系统 市场营销组合（或4P理论）是旨在鼓励行为改变的社会营销计划规划和实施的中心结构(Grier and Bryant,2005)。尽管价格、产品和促销策略通常是社会营销活动的主要元素,达到期望的目标受众的地方卫生决策往往是一个挑战(GrierandKumanyika,2010)。地方经常困惑在营销组合那些寻求社会营销作为一个框架申请健康行为改变。常见的想法是,位置被定义为地理位置,然而,在社会营销不一定是一个人的业务所在处或其中一个产品的销售点,而是消费者的利益做出决定并采取行动(Storey et al., 2008)。 新的通信媒体能给社会营销个性化的机会,接触目标消费者在关键行为决策点。这些新媒体为社会营销人员提供多个移动渠道到达消费者在非常情况下做出决定,通过创建直接,双向沟通渠道。这些双向交流现在可以发生在实时决策是在何时何地。第一次社会营销人员可以利用这些新渠道接触数以千计甚至数以百万计的人们在相对较低的成本促进健康的生活方式和影响社会变革(Thackeray et al., 2008)。 传统上,社会营销努力促进健康行为改变很大程度上依赖于地方定义为物理位置来分发产品(KreuterandBernhardt,2009)。他们在公共厕所上放置安全套自动售货机推广安全性行为或将营养标志放置在杂货店以期说服客户选择更健康的食品(Storey et al., 2008)。这些例子需要大量投资时间和物质资源从而成功地到达消费者。此外,确定一个是否会购买和使用避孕套或者被营养信息标志广告影响的合适的目标客户是一个具有挑战性的判断过程。相比之下,新媒体可
外文翻译 原文 Marketing Material Source：Marketing Management Author：Philip Kotler Marketing Channels To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). The marketer uses distribution channels to display or deliver the physical product or service to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings. Supply Chain Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for women’s purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is
新媒体营销外文翻译文献 (文档含英文原文和中文翻译) 译文: 研究微博中承诺和信用对消费者行为倾向的影响 ——基于关系营销的角度 摘要：本研究的目的是探索消费者对企业通过微博进行关系营销的观点。这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。这项研究的成果可以成为企业利用微博进行关系营销的准则。这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。企业形象对承诺和信用的影响是成立的，但对行为倾向的影响需须经由承诺和信用产生中介效果。信用对承诺和社群意识的影响是存在的，但是对行为倾向的影响须经由承诺和社群意识产生中介效果。最后，承诺和社群意识对行为倾向的影响是成立的。 关键词：微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向 1、引言 当我们在新的经济时代面临着现今的商业环境时，许多企业在短时间内就变成了一个以顾客为中心的企业。为了提高竞争力，企业必须了解他们的顾客，了解顾客的需求，并且通过专项服务满足顾客的需求。随着技术时代环境的改变，企业已经通过信息系统与客
户建立了关系。随着顾客上网历史的增加，企业可以提供给他们更多的产品信息并且在第一时间获得顾客的回复。通过这种方法，客户服务的成本可以降低；企业与客户的关系可以变得稳定；企业与客户之间可以建立更多的联系；企业与客户之间的沟通可以个性化。 基于格朗鲁斯的研究，他认为关系营销意味着企业通过发展、维护和提高与顾客的关系来达到企业的目的。越来越多的企业发展其吸引力来构建自己的形象以留住和吸引新的顾客。因此，一个企业的专业性和企业形象的构建对企业来说是很重要的。一个公司是否可以提供服务或产品以满足客户的需求影响着客户对企业的信任和忠诚度。 基于Web2.0大流行，大众媒体已经覆盖了许多拥有新颖、有趣故事的网站，吸引了更多的公众关注互联网。这些问题对因特网的常用用户来说都不是问题。因特网发展很迅速。近来微博服务供应商例如Facebook、Twitter和Plurk是新闻的热点话题，已经聚集了大量用户。根据市场研究公司的成员尼尔森最近的一份报告，在2008年二月到2009年二月间，Twitter是用户增长速度最快的一个社交网站（从475000个用户到17600000个用户）。它的绝对访客增长率在美国是1382%。在2009年五月，全国用户数量达到37300000，这是一个令人吃惊的数据。博客用户一直在讨论是否微博可以取代博客。因特网用户最关注的是微博是否可以缩短他们与朋友们之间的距离，是否可以帮助他们交到新朋友。然而，商人们最关注的是微博是否可以替代博客变为一个新的营销武器。 博客营销是指不仅让因特网用户变的亲密，也是指需要“可信的”网络发言人的赞语。博客成为值得信赖的网络发言人是由于他们长时间在某些话题上努力花费时间。通过写文章，他们在互联网用户的心中构建了“大师”的形象。结果，即使他们的一个“好”字也对有科技非常强大的影响力。这就是博客营销的有效性。博客的权利：检查实际操作者在博客上的使用对公共关系产生的影响。 对于微博，我们可以在Twitter上看到谷歌。在谷歌在Twitter上的账户建立后，立马就有16000个追随者。现在谷歌在Twitter上的追随者有1670000人。这意味着谷歌每在Twitter上发表一条新闻，1760000个人在下一秒将在互联网或手机短信上被通知。这种传播新闻的速度和范围是令人吃惊的。 再来说说戴尔，一个主要的国际电脑制造商，例如，通过微博的能力来提供信息，特别提供了可以通过短信迅速传递给所有微博用户信息的功能。因为价钱很合理，许多用户已经立即决定变成戴尔的追随者。并且戴尔继续提供给追随者们更多的第一手优惠券。结果，通过微博达到的总订单金额已经达到了新台币100000000元。通过微博，消息可以更加迅速地传递给互联网用户。然而，这并不意味着任何一种营销信息都可以通过微博随意
文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
职业健康和安全问题，董事会：董事刑事处罚公司的缺乏安全 摘要提取物：董事会为公司的整体战略方向。一般董事不要求参与公司的日常管理。在最近的修正职业健康和安全（“安全”）的法律，董事的职责已经扩大。董事会现在有为了确保公司不违反法定职责职业健康安全标准。如果公司没有履行他们的职业健康安全职责，那么董事会面临罚款。如果一个人是因为他们公司的违约造成安全，然后董事会面临监禁了20年。实施这些实质性的处罚董事会的目的在于提高企业遵守职业健康安全标准。本文概述了程度董事责任。该政策是否控股董事职责结果OHS安全工作场所责任还有待观察。 关键词职业健康安全，职业健康，安全，董事，处罚 景区简介董事会为公司的整体战略方向。一般董事不需要参与一天到一天‐‐企业管理。随着最近修订的职业健康和安全（“安全”）的法律，董事的职责已经扩大。董事会必须确保公司不违反法定职责职业健康安全标准。如果公司不履行职业健康安全职责，然后董事会面临罚款。如果一个人是因为他们公司的安全了违约，然后董事会面临监禁了20年。征收这些实质性的处罚的目的是增加公司董事与职业健康与安全标准 的符合性。本文概述了董事会的程度负债。该政策是否董事职业健康与安全责任在安全工作场所的结果仍有待观察。 职业健康和安全法
增加工作场所的安全，大多数澳大利亚司法管辖区已引进职业健康安全（OHS）施加惩罚性制裁的职责直接对董事会和公司的管理人员。1昆士兰，2南威尔士，3南澳大利亚，4塔斯马尼亚，5和所有西方australia6 victoria7对OHS义务的企业个人军官。的在董事义务是非常高的。如果导演是无关紧要的未日为‐‐该公司的日常运作。职业健康安全职责重视企业的活动，而不是导演的领域影响。这意味着一个与国际米兰‐管辖公司董事操作可以在悉尼承担违约责任，即使导演根据黄金海岸。在健康和安全主管刑事处罚例如，在总监Ken库马尔V欧文斯集装箱服务澳大利亚有限公司被起诉的公司工作，除其他外，对欧文斯集团的首席执行官公司，未能在新南威尔士州履行义务职业健康安全立法。8员工欧文斯集装箱服务澳大利亚有限公司使用可燃性清洗剂罐中的工作。剂引起的爆炸造成员工。澳大利亚欧文斯集装箱服务公司是欧文斯的公司集团的一部分，由当时的约30家公司分布在澳大利亚，斐济和新西兰。基于新西兰欧文斯集团董事首席执行官声称他花了大约一天到一个月的欧文斯容器相关的问题服务澳大利亚有限公司尽管如此，发现了首席执行官Haylen [J].被发现死亡的雇员承担足够的控制。 董事会承担即使他们的官船没有责任职业健康安全。在新南威尔士州的工作保障机构（检查员贝莱）V阿克曼‐Apache（联合合资）有限公司，乔纳森-赫伯特和约翰琳赛沃克有当时一个员工在悉尼合资公司三名董事致命伤。9负责职业健康安全有保证安全政策到位；然而，员工没有按照政策引起死亡。事故发生时，主管负责职业健康安全是美国的
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails