微信营销外文翻译

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

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

search engine n。

email marketing。

social media marketing。

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

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

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

objectives。

tactics。

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

it is ___ of content。

language。

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

By optimizing website content and structure。

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

Social media ___ e-marketing。

文献出处：J Avery. The Research of Wechat Marketing to Customers’ Behavior[J]. International journal of business and social science, 2016, 5(6).原文The Research of Wechat Marketing to Customers’ BehaviorJ AveryAbstractThe progress of science and technology promote the development of the society. With the continuous development of information technology, human beings ushered in a new era of mobile Internet era. With the advent of the era of mobile Internet, smart phones, tablets, become an indispensable tool in people's life. All kinds of intelligent software with the help of mobile phones, tablets and other terminal also become many People's Daily "partners".WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use, more and more companies spend a lot of money, manpower and material resources to participate in the WeChat marketing, to communicate with consumers, by WeChat influence consumer behavior.Keywords: WeChat marketing, consumer behavior, and buying decision1 IntroductionWith the coming of the age of the Internet, all kinds of application software with the help of mobile phones, tablet into people's lives. One of the software is using ten cent platform quickly has many users, it is WeChat.WeChat appeared to pull into the distance between people, not only of its many excellent function was found by enterprises, the use of, this raises WeChat marketing craze. In early 2013, WeChat only 300 million breakthrough in 2 years the number of users, development speed greatly exceeded the microblog.At the end of 2014, tencent WeChat global number of registered users has exceeded 600 million, of which more than 440 million active users.WeChat become zero sheep in the mobile instant messaging, the downloads and the number of users in the world, formed the world ", where the Chinese have WeChat ".After its launch overseas version, due to its excellent function also received a lot ofusers in the west. The rapid development of WeChat pull into the miles of space that intervene between a man and at the same time, also widen the spread of information channel, to speed up the spread of information, in gradually changed people's ability to obtain information and communication.2 Literature review2.1 WeChat marketing theory2.1.1 WeChat and WeChat marketingWeChat (WeChat) on January 21, 2011, tencent company is launching a support S40, S60v3, S60v5, BlackBerry, Windows Phone, Android and iPhone instant messaging software, through the intelligent mobile terminal to provide customers with text and image sharing, photos, video sharing, Shared location, and support group chat and voice, and video intercom function, broadcast news (one-to-many), information communication, the Internet shopping, financial management, games and other services, and a location based social plugging "shake", "bottle" and Shared streaming media content of Feed, WeChat through mobile Phone network or the Internet transmission information, support for multiple languages, as well as a variety of mobile data network, free of charge.WeChat after launch, with the aid of tencent this big tree, grows quickly in the mobile phone users, are popular with the masses of users, the registration number has been soaring, break through 300 million in January 2013, at the end of 2014, 600 million. The number of users of its large number of excellent functions, for many enterprises to see the broad market, mobile platform by using this platform to promote their brands, products of the company. So what exactly is WeChat marketing?WeChat marketing is based on WeChat platform, through this platform to focus on the user promotion enterprise brand and product of a kind of modern marketing mode. This research institute WeChat marketing mainly refers to the enterprise through WeChat public number to its focus on the user push related to enterprise brand or product or other marketing information.WeChat provide enterprises with a variety of ways to do marketing, enterprises and public WeChat ID.In August 2014, tencent company to the public, is divided into two kinds: subscription and services.Service, compared to subscribe to, the more precise interaction, subscription, interaction can only be WeChat user manual input, voice sends a message to companies, and in addition to the subscription service, interaction, way beyond, also provides users with already defined messages to the user, convenient for users to send, users only need to click, enterprise has been defined for this good news to the definite answer.2.1.2 WeChat marketing role and development trendFirst of all, in the enterprise business promotion activities, compared to the previous wall advertising, distribution of brochures and other traditional mode of propaganda.WeChat marketing has unique advantages, it can real-time connection consumer groups in different regions. These huge consumer groups is propaganda enterprise huge number of potential customers.WeChat news high accessibility and timeliness marketing for WeChat provides a huge advantage, and the most idea is consistent with the information dissemination and consistent. Because WeChat user is active subscription enterprise business promotion activities and other related information, subscribers to this message are not usually present resistance, enterprise can also through WeChat push its related activities in timely and accurate information to business promotion activities is the most important potential customers and users. Second, a form of the embodiment of the competition in the market can be done in marketing management, now such a competitive market economy, WeChat marketing can bring more profits for enterprise and development prospects, is an important means of marketing management.WeChat marketing not only meet the demand of the development of the enterprise, also bring all kinds of cheap and good customer.Again, WeChat marketing can effectively combining WeChat appeal and word of mouth, by diversified means to show the advantages of a product concept, core values, and many other deep value. It can bring the audience a psychological shock and friendly interactive, take great advantage of the marketing and publicity, drive the consumers in the traditional model for brand value to the mobile Internet to accept the change of brand value.WeChat marketing effectively the brand image and word of mouth publicity products together.In the near future, the number of Internet users use mobile Internet will greatly exceed the number of Internet users to use traditional Internet.And WeChat is one of the important strategies in the mobile Internet company tencent layout, tencent company will use the WeChat this a tool to create a new chain, integration of social, entertainment, shopping, and its own resources, such as communication, taking a taxi is solid form of barriers, for their own future to lay a better foundation for the long-term development. As China's network and communications business, WeChat even run at independence from basic network services, to provide users with calls and text messages and other communication services. Their own future, WeChat may have to pay function or with goods ten pay binding, in the field of Chinese pay and pay treasure to compete, a share in the field of mobile payment. Because WeChat can call mobile phone positioning function, the future can be associated with merchants from all walks of life, to provide users with nearby shops offer information, and provide one-stop service for the user.Currently WeChat function as well as other properties are not completed, the future development of space is limited.2.2 Consumer behavior researchAjzen and Fishbein (1980) argue that behavioral intention refers to the customer to a certain behavior of the will of the positive degree, it tends to have spontaneously, without shadow interference with other external factors, the positive intention will enable customers to some kind of behavior.Generally engage in this behavior the stronger the will, the more likely to go for this behavior.Ajzen (1991) points out that the behavior intention than factors such as attitudes, feelings and beliefs that can more accurately describe the behavior, thus determine the consumer is in the future a certain period of time no will to take some actions, the best way is to know whether the intention for the behavior.Fishbein Martin (1992) pointed out that the study of consumer behavior has for many years, for the traditional research methods in general consumer purchase decision process first, and then according to each part of the process of research Gui analysis, determine its influencing factors. This traditional method is a very bigdifficulty lies in the consumer behavior is hard to follow, even if can track, cost is high, it's not good for scholars, after continuous exploration, many scholars have researched, not directly but through indirect research act intending to study consumer behavior, because light behavior intention is the behavior of consumers, it often can accurately predict consumer behavior.3 analysis model and research hypothesisWeChat for the new marketing mode - WeChat provides a good platform, many companies want to seize this opportunity in trying hard, trying to use this platform to develop the enterprise itself. What WeChat most welcome, but consumers which WeChat marketing methods most easily accepted by consumers, marketing in different ways, specific how should operate, which WeChat marketing methods provide the possibility for its own development, the problem for WeChat marketing companies are universal, then this one problem to be solved.To conduct a comprehensive analysis, the function of the WeChat summary WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer behavior model, the specific model is shown in figure 3.1.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprises WeChat marketing and put forward the corresponding Suggestions.3.1 WeChat marketing factorsOn consumer purchase decisions are involved in many disciplines, and different subjects scholars Angle and thinking is not the same, give the explanation is exactly the same. Even so, but can draw universal conclusion: enterprise products or services to consumers or indirectly stimulate, and consumers through thinking, formed in the brain buying motives. Is consumer completed inside thinking process, this process now science cannot fully explain, relative to the outside world is visible, he is a "black box" process. Consumer’s ultimate behavior reflect consumer decision-making, reflected the consumers' attitudes, to release his preference information, and so on.Enterprise through WeChat marketing, on the basis of influence consumerattitudes of product, expects the consumer purchase behavior. Enterprises should be how to carry out marketing activities more effectively use WeChat? And what factors influence on the consumer purchase behavior of the dominant? To know consumer's attitude toward WeChat marketing, explore WeChat marketing factors affecting consumer purchase behavior, in this paper using the depth interview method, the open-ended questions, the refining effect factors provide the basis for designing questionnaire.3.2 Build the modelTo conduct a comprehensive analysis, the function of the WeChat summarizing domestic WeChat marketing various features and comparative analysis of advantages and disadvantages of WeChat and development prospects, and then build the WeChat marketing to the influence factors of consumer purchase decision model, the specific model is shown in figure 3.2.Trying to find the inner link between the variables, so as to better provide better theory basis for enterprise microblogging marketing and put forward the corresponding Suggestions.In this model emphasize WeChat marketing, brand image, the relations between and among purchase behavior. Including WeChat WeChat marketing mainly covers enterprise management maturity, enterprise WeChat content on marketing, discounts and promotions marketing and corporate WeChat and user interaction between marketing, etc.;Brand image is mainly the company image, brand performance and brand personality these three aspects.译文微信营销对消费者行为的影响研究J Avery摘要科技的进步推动社会的发展。

外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. [Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labormarket, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not thecharacteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willingto sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing.Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in thecompany's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingBusiness modelsInternet marketing is associated with several business models. The model is typically defined by the goal. These include e-commerce, where goods are sold directly to consumers or businesses; publishing, or the sale of advertising; and lead-based sites, where an organization generates value by getting sales leads from their site. There are many other models based on the specific needs of each person or business that launches an internet marketing campaign.Common method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.中文译文网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

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