中英文外文翻译文献
外文翻译：
顾客满意策略与顾客满意营销
译文正文：
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CS策略所要解决的问题。CS时代,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务,以赢得顾客不断变化和提升的满意度,赢得更多的顾客份额。如海尔始终把顾客需求放在第一位,站在顾客的角度考虑产品开发、设计,提供个性化、人性化实用产品,从拉幕式彩电到最新推出的“换台不晃眼彩电”,从小小神童洗衣机到手搓式洗衣机,从小王子冰箱到“智慧眼”变频空调,从17个小时制出
“迈克冷柜”到售后一条龙星级服务,无一不是为满足顾客需求而提供的令其满意的超值产品和服务。又如微软的每一种产品都集中了世界上最优秀的开发人员,推出比顾客想要的还要好的产品,同时形成全球化销售的规模经济,把价格降到最低。而这正是微软20年来成功的秘决。
综上所述,情感消费时代,决定生产经营何种产品和提供什么样服务的权力已不再属于企业,而是属于消费者,衡量企业效率以及存在价值的决定权转移到了顾客手中,企业应尽量迎合顾客,超值满足顾客,以尽可能地从顾客那里获得“货币选票”。而CS策略正是获取这种选票的制胜法宝。
二、顾客满意营销策略的主要步骤
第一,在企业文化层面上确立以顾客为中心,顾客利益至上,以顾客满意为目标的经营理念。
CS理论中的顾客指的是内部员工和外部顾客(包括经销商、批发商、代理商、最终消费者和原材料供应商、合作者等),顾客满意包括员工和外部顾客的满意,顾客忠诚亦然。企业成功的机制在于顾客满意与忠诚,员工是顾客满意和忠诚的关键人员。员工对企业的满意度和忠诚度是顾客对企业产品和服务满意度和忠诚度的基础,顾客满意度和忠诚度是员工行为的必然结果。没有员工的满意与忠诚,就不可能创造出令顾客满意的产品和提供超值服务,顾客自然就不满意不忠诚,离企业而去。当员工满意与忠诚时就会在与顾客接触中以极大的热情投入自己的智力资本,创造性地为顾客服务,并能及时发现顾客需求动向,及时提升产品和服务的附加值,紧紧抓住顾客的心,令其满意。联邦快递发现,当内部员工满意率提高到85%时,他们的顾客满意率高达95%,且企业的利润也就十分乐观。在这里员工的态度决定着一切。
因此,企业必须将顾客满意的经营理念渗透于员工的头脑中,体现在管理中,对员工忠诚,以他们研发产品、制造产品、提供营销服务令顾客满意。如九头鸟”,员工得到的教育是一切以顾客为中心是企业经营的最高原则。顾客是恩人,是朋友,是老师,是顾客给了我们工作的机会,工作的价值,工作的乐趣和工作的意义。我们应该发自内心地真诚地感谢顾客,顾客的满意就是我们的工作目标,为顾客创造最有价值的产品和服务是我们的最高目标。在此原则指导下,宁愿让自己吃亏不能让顾客吃亏已成为“九头鸟”员工的行为准则。让顾客感到在“九头鸟”消费是一种享受,是一种物超所值的享受。顾客在付出成本后,对自己的消费有一个期望值,而消费者最后得到的消费在其心中也会有一个评价的标准来衡量,如果物超所值,他以后就会再来,如物有所值,他以后可能会再来；否则,消费者将不会再来。所以,“九头鸟”的目的就是为消费者提供物超所值的产品和服务。有如此经营理念及其指导下的令顾客满意营销,“九头鸟”红火于京城就不难理解了。
第二,让顾客参与产品设计与研发。
企业以顾客为中心,经过市场细分,广泛的调研了解目标公众的需求和价值,站在顾客的角度考虑产品开发、设计,提供个性化、人性化的高附加值的产品和服务,是正确的,但必须让用户一起参与产品设计。利用互联网和CAD技术与顾客建立有效的沟通和信息交流,及时掌握顾客的各种需求信息和顾客价值,鼓励各种信息来源渠道对顾客信息库进行及时的更新。经过分析、总结,了解顾客的本质需求,并使顾客本质需求信息成为企业各个部门的共享资源。以此设计产品,提供令顾客满意的服务。现在,许多公司采用一种名为:“产品配置器”的系统来帮助用户一起参与产品设计。即在计算机里
存放了所有产品模块的最新信息,并随时更换,营销人员在销售现场通过因特网,根据用户需要或与用户一起配置出其所需要的能满足其价值的产品。上海通用公司生产的汽车令经营商和用户非常满意,就是因为让用户一起参与了产品的设计。而海尔无论是为四川农民生产的能洗地瓜的洗衣机,为上海用户生产的“小王子冰箱”,还是换台不晃眼的彩电,海尔的“智慧眼”变频空调,星级一条龙售后服务等,都是依据用户的需要,吸收了顾客参与产品设计的建议,而设计开发的令顾客满意的富有人性化的超值商品和服务,自然就赢得了更多顾客的芳心。
第三,提供令顾客满意的全程服务和个性服务。
全程服务是针对顾客的购物与消费每一环节所进行的细致而又深入的服务,心的服务。全程服务就是消费者从产生消费欲望那一刻起到商品使用价值耗尽为止的整个过程,对消费者的细心呵护,使消费者与自己的品牌紧密相连,让消费者享受文化、享受服务、感受理念、感到受益,心甘情愿地消费你的产品或服务,令消费者在每一个层面都感到完全满意,并能赢得客户的忠诚。销售阶段———保证顾客得到必须及时优质的服务,售前咨询培训参与,传递知识信息,创造购物需求,令顾客理性选择,帮助顾客购买自己实用称心的商品；售中支持提供方便,最大限度地发挥商品功能,让顾客体味到温情和价值；售后增值反馈回访服务,使顾客感受到温馨和真情。如一老太太买的海尔空调,回家途中被黑心司机拉跑了,海尔得知后,立即免费给老太太送去一台海尔新空调,并决定以后送货到位。内蒙一用户因家中失火,将刚买的海尔冰箱烧坏,海尔接电后从计算机服务网络中查到该用户详细住址,派专人专车用4天时间赶到为其修好冰箱。这种超值服务必然赢得顾客超期望
值的满意。
在如今情感消费时代,人们追求“心的满足感和充实感”的商品,是高附加值极富个性化价值的商品,追求价值观和意识多元化、个性化和无形的满足感。因此,企业不再将注意力投入于全体消费者的一般需求差异上,应针对追求各异的个性消费者,量体裁衣,设计并开发企业的产品及服务项目,以适应当今个性化和多样化的消费趋势。面对越来越复杂的消费倾向,企业要驾驭顾客需求,进行个性化营销,关键在于建立顾客资料库与顾客信息反馈系统,进行客户关系管理,不断收集了解消费者的要求和偏好的变化,以及对企业新的期望,以便更好地为顾客提供个性化服务。
第四,培育顾客忠诚。
在餐饮业,满意顾客中品牌转换者的比例竟高达60%到80%。这说明满意的顾客并不一定能成为忠诚顾客。而一个企业80%的利润来自20%的忠诚顾客,营销顾客集Aracature Corp.的总裁Larry Light在Advertising Age杂志上说,从忠诚顾客身上得到的收益是非忠诚顾客的9倍。沃尔玛之所以能够持续增长成为500强的老大,根本原因在于它吸引客户忠诚的经营能力。
顾客忠诚是来自顾客感受到的、通过双向沟通所传递的价值和相互关系,是通过企业不懈地提供超值产品或服务而取得的。要使顾客忠诚,企业最高管理层必须有长期不懈的决心和资金支持,对企业的忠诚顾客进行界定,了解顾客的需求是怎样形成的,他们离去的原因是什么,买了谁的产品,为什么?认识并创建顾客忠诚的激励因素。培育忠诚顾客的营销方法有两种: 一是要妥善解决顾客的抱怨。只要妥善地处理顾客报怨,82%的顾客会再度购买商品。妥善处理顾客报怨,要求企业确立一套良好的人性化的“报
怨管理”制度。第一,树立“顾客的报怨,是给企业最好的礼物,对改善企业的经营管理有好处”的观念；第二,企业必须确立有效的报怨处理政策和制度,并训练员工,正确对待顾客报怨,站在顾客的角度处理顾客报怨的问题；第三,处理顾客的部门要轮换,以便各业务单位都能及时了解顾客的满意度,并获得处理顾客报怨的经验；第四,建立所有顾客报怨资料库,以便及时处理并防止公关危机的发生。
二是建立忠诚顾客数据库。只有通过数据库进行跟踪调查分析,才能确切知道企业拥有的顾客份额会增加多少,达到某一份额需要多久。忠诚顾客数据库的核心是关联数据库,它由一系列记录营销项目不同侧面的子库组成。忠诚顾客数据库,可以为员工及时提供超值服务所需的资料；为收集所有与顾客有关的细节资料创造条件；强化同顾客的快捷联系；为开发新产品和提供新的服务创造条件；与顾客进行长期互动的双向沟通,以便为其提供潜在需求的、似曾想到又非想到的满足其期望价值的产品或服务。
Marketing Customer Satisfaction
Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.
First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weapon
With the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense
of diversity, individuality, and the intangible satisfaction of the time has come . And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on
but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.
As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand
the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.
Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.
In summary, emotional consumer era, decided what kind of products and
production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.
Second, customer satisfaction, the main steps in marketing strategy
First, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.
CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to
timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.
Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of
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：
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/c81211586.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.
The marketing of millet phone Chapter I The background of millet Technology Company The millet Company was formally established in April 2010, is an independent research and development to focus on high-end smart phone mobile Internet company. Millet phone, MIUI, m chat millet company's three core businesses. Fever born millet product concept. Millet company pioneered the development of mobile phone operating system with the Internet model, 600,000 enthusiasts to participate in the development and improvement mode. Millet Technology (full name is millet technology limited liability company) set up by the former companies such as Google, Microsoft, Jinshan top players, is a focus on iphone, android, and a new generation of smart phone software development company hot mobile Internet business operations. Officially launched in April 2010, has to obtain the renowned Ambassador investors and venture capital Morningside, the Qiming huge investment. The end of 2010, mobile phone real name Community meters chat launched within six months, registered users exceeded 300 million. In addition, millet company also introduced the CM-based custom mobile operating system MIUI Android dual-core mobile phone millet phone. M chat, miui, millet phone is the the millet technology of three core products. The millet logo is the shape of "MI", is short for Mobile Internet, on behalf of millet is a mobile Internet company. Millet LOGO upside down is a heart word, the means of millet is to let millet user save heart. Millet Pinyin is mi, First Mobile Internet, the millet to do mobile Internet company; Second Mission Impossible, the millet to complete the task can not be completed; course, Lei Jun millet and rifles to conquer the world with his millet team. Chapter II millet phone marketing strategy 2.1 millet mobile phone marketing objectives August 16, 2011, when the millet Technology CEO Lei Jun appeared on the stage of the 798 Art District, Beijing Clubhouse, the presence of rice shouted "Lei Busi" name, this is no doubt that, in the minds of rice flour and look forward to forward Leijun Cheng as the next Steve Jobs, millet hope Apple phone. TechCrunch Disrupt conference held in Beijing on November 1, 2011, the millet Technology CEO Lei Jun said, the the millet technology goal is to become a "world-class" mobile Internet company and successfully broke into the top 500 list of "the rich" Apple iPhone redefined the smart phone and other smart phone products in the past five years, could not keep up with the iPhone for the same reason I launched millet phone. " 2.2 millet mobile product strategy Product strategy companies develop business strategies, we must first clear what products and services to meet the demands of consumers, that is to solve the problem of product strategy. Product strategy is a combination of the core of the marketing 4P, pricing strategy, distribution strategy and promotional strategy based. From the point of view of the socio-economic development, the exchange of products is a necessary prerequisite for the social division of labor, corporate production and social needs of the reunification is achieved through the product, the relationship between the enterprise and the market mainly through the product or service to contact from internal purposes, is the center of the production activities. Therefore, the product strategy is the
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
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 selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
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/c81211586.html, and https://www.doczj.com/doc/c81211586.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.doczj.com/doc/c81211586.html, and https://www.doczj.com/doc/c81211586.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
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
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
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
中英文外文翻译文献 消费者行为与市场营销战略 消费者行为学是研究个体,群体和组织为满足其需要而如何选择,获取,使用,处置产品,服务,体验和想法以及由此对消费者和社会产生的影响.传统上,消费者行为研究侧重于购买前和购买后的有关活动.关于消费者行为学的界定较之传统观点更广泛,它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对买卖双方的各种后果.为了在竞争激烈的环境中求得生存,企业必须比竞争者更多地为目标客户提供价值.顾客价值是顾客从整体产品中获得的各项利益扣除各种获取费用后的余额. 1.市场营销战略 对每一选取的目标市场,都应分别制定营销战略.选择目标市场的关键性标准或依据是企业是否有能力提供较竞争品高的消费者价值.消费者价值很大程度上是由营销战略决定,所以公司在评估潜在目标市场时,应当发展一般的营销战略.
1.1 产品 产品是消费者获得和用于满足其需要的任何东西.消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性. 1.2 传播 营销传播包括广告,人员分销,公共关系,包装以及企业提供的关于它自身及其产品的其他信号. 1.3 定价 价格是消费者为获得拥有,使用产品的权利而必须支付的金钱数量.消 费者可以拥有一件产品,也可以仅仅拥有产品的使用权. 1.4 分销 分销实际上是让顾客在需要的时候能买到产品,它对企业的经营成败至关重要.绝大多数情况下,消费者不愿为获得某一特定品牌而伤身费力.很明显,有效地渠道决策应即建立在掌握消费者在何处购买的知识的基础上. 2.市场分析 市场分析要求全面深入地了解企业自身能力,现在和潜在竞争者的实力,潜在消费者的消费过程以及经济的,物质的和技术的环境. 2.1 消费者 不了解消费者,就无法预测其需要与欲望,也无法对其需要做出恰当的 反映.发现消费者现在需要什么是一个复杂的过程,但一般来说,可以通过直接的营销调研予以实现 2.2 公司 每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价 公司的各个方面,如财务状况,一般管理技巧,研究和开发能力,技术装
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.
本科生毕业设计（论文）外文翻译 学院：商贸学院 学号： 120134030 专业班级：市场营销1301班 学生姓名：宫超 指导教师：赵丹 年月日 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user. Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management