现代网络团购的营销策略研究英文文献

附件C ：译文团购网站：市场定价机制的比较1简介团购方案已经多年来成为一种时尚，特别是在电视上家居购物网流行的背景下。

很多团购网站作为在线创新的市场机制的一部分，最近受到很多的关注，如拍卖，逆向拍卖和priceline 公司的“标出你自己的价格”方案。

而关于拍卖的分析研究有悠久的历史，横跨至少40年的时间,我们相信本文就是第一个解析团购的模型。

为了说明团购是怎样运作的，我们要考虑团购网站经营者对一种特殊产品——Compaq iPaq 3650（个人数码助理）的销售。

假设一台iPaq 3650的零售价格为500美元，卖主（团购网的经营者）会宣布基本单位价为500美元。

为了吸引买家，如果至少需要买三台的话，卖方提供出售打完折为480美元的单价，如果至少需要五台的话降至450美元，如果要8台或者更多的话单价则为每台400美元。

实际上，数量折扣的提供，不是基于个人客户的订单，而是基于所有客户的订单。

卖家公开的宣布和承诺他的价格方案和出售的截至日期。

另外，销售的状态——当前出价人的数量和估算价格——被动态的更新并在网上公布。

因此，对产品有不同估价的买家，可以循着销售的轨迹抓住一个合适的时机出价。

出的价是稳定的承诺（竞价的食言是不被允许的），产品的当前价格作为竞买者所出价格的上限。

最后，胜利的顾客以同样透明的价格得到这个产品，而不管他们当初实际上的竞价。

相比拍卖和大多数其他的动态定价机制，这种没有事后价格歧视。

因为价格随着投标的数量下跌，较早投标的人引导其他顾客竞价，导致一连串更多的报价和更低的价格。

反过来，卖家可以刺激需求，明智地利用折扣增加收入。

因此，原则上卖家个顾客都可以因此变得更好，导致帕累托福利增加的改进。

本文的其余部分内容安排如下：在下一个部分，我们将说明我们的研究目标。

在第三部分，我们通过调查世界范围内的各种团购实践，包括B2B, B2C 和非营利部门，综合回顾当前实践的情形。

第四部分将回顾之前的相关研究。

Network Marketing StrategiesIn today’s rapidly evolving digital landscape, effective network marketing strategies are essential for businesses looking to reach and engage with their target audience. By leveraging the power of online platforms and technologies, companies can connect with potential customers in ways that were previously unimaginable. In this document, we will explore key strategies and best practices for successful network marketing campaigns.Understanding Your Target AudienceOne of the first steps in developing a successful network marketing strategy is to understand your target audience. By conducting thorough market research and analysis, businesses can gain valuable insights into the preferences, behaviors, and needs of their potential customers. This information can then be used to create targeted, relevant content that resonates with the audience and drives engagement.Building a Strong Online PresenceIn today’s digital age, having a strong online presence is crucial for businesses looking to succeed in network marketing. This includes establishing a professional website, creating active social media profiles, and engaging with customers through various online channels. By maintaining a consistent and engaging online presence, companies can increase brand visibility and attract new customers.Content MarketingContent marketing is a powerful tool for driving traffic and generating leads in network marketing. By creating high-quality, relevant content that provides value to the audience, businesses can establish themselves as industry leaders and build credibility with potential customers. Whether it’s through blog posts, videos, infographics, or social media posts, compelling content can attract and engage with the target audience, ultimately driving conversions and sales.Social Media MarketingSocial media platforms have revolutionized the way businesses interact with customers and promote their products or services. With billions of active users across various platforms, social media marketing offers businesses an unparalleled opportunity to reach and engage with their target audience. By creating compelling social media campaigns, businesses can increase brand awareness, drive website traffic, and generate leads.Email MarketingEmail marketing remains one of the most effective ways to reach and engage with customers in network marketing. By sending personalized, targeted emails to subscribers, businesses can nurture leads, drive conversions, and build long-lasting relationships with customers. Whether it’s through promotional offers, newsletters, or product announcements, email marketing allows businesses to stay connected with their audience and drive repeat business.Search Engine Optimization (SEO)Search engine optimization (SEO) is essential for businesses looking to improve their online visibility and attract organic traffic. By optimizing their website and content for relevant keywords and phrases, businesses can improve their rankings in search engine results pages and drive more traffic to their site. By implementing best practices in SEO, businesses can increase their online visibility and attract more potential customers.ConclusionIn conclusion, network marketing is an essential component of any successful business strategy in today’s digital age. By und erstanding the needs and preferences of their target audience, building a strong online presence, creating compelling content, leveraging social media platforms, utilizing email marketing, and implementing SEO best practices, businesses can achieve success in network marketing. By following these key strategies and best practices, businesses can effectively reach and engage with their target audience, driving conversions and ultimately growing their business.。

团购的建议英语作文Group buying is a great way to save money and get discounts on products and services. It allows people to come together as a group and negotiate a better deal with businesses. Group buying can be a win-win situation for both consumers and businesses.When participating in a group buying deal, it is important to read the fine print and understand the terms and conditions. Make sure you know exactly what you are getting and what the limitations are. It's also a good idea to research the business offering the deal to ensure they are reputable and trustworthy.One of the benefits of group buying is the ability to try new products or services at a discounted rate. It's a great way to discover new restaurants, beauty salons, or activities without breaking the bank. Group buying deals can also be a fun way to socialize with friends and family while saving money.It's important to act fast when a group buying deal becomes available, as they often have limited quantities or time restrictions. Keep an eye out for deals that interest you and be ready to make a purchase when the opportunity arises. Group buying deals can sell out quickly, so don't hesitate if you see a deal you like.Overall, group buying can be a fun and cost-effective way to try new things and save money. By being informed and proactive, you can make the most of group buying deals and enjoy the benefits of discounted products and services.。

The Popularity of Group Buying in theModern EraIn recent years, the concept of group buying has emerged as a significant trend in the global marketplace, particularly in the realm of online shopping. With the advent of the internet and mobile technology, group buying has gained immense popularity, becoming a convenient and cost-effective way for consumers to purchase goods and services.The essence of group buying lies in its ability to aggregate demand from multiple individuals, enabling themto negotiate better deals and discounts with suppliers.This collective buying power not only benefits the consumers but also helps businesses increase their salesand expand their customer base. As a result, both parties benefit from this win-win situation.The rise of social media platforms has further fuelled the popularity of group buying. These platforms provide an ideal forum for consumers to share their buying experiences, recommendations, and deals they have discovered. Thissocial aspect of group buying adds a layer of trust andreliability, as consumers are more likely to trust recommendations from their peers and friends.Moreover, the convenience factor of online group buying is unparalleled. Consumers can browse through a wide range of products and services, compare prices and features, and make informed decisions without even stepping out of their homes. This ease of access has made group buying extremely popular, especially among the younger generation who are more accustomed to digital technologies.However, the popularity of group buying is not without its challenges. One of the key concerns is the issue of trust and authenticity. With so many deals and offers available online, it becomes crucial for consumers toverify the credibility of the group buying platforms and the deals they offer. Additionally, the risk of scams and fraudulent activities is always present, which requires consumers to exercise caution and due diligence when engaging in group buying activities.Despite these challenges, the popularity of group buying is unlikely to wane in the foreseeable future. As technology continues to evolve and consumer preferencesshift towards more convenient and cost-effective shopping experiences, group buying is poised to remain a relevant and thriving trend.In conclusion, the popularity of group buying in the modern era is a testament to its convenience, cost-effectivenesss, and social aspect. Its ability to aggregate demand and negotiate better deals for consumers has made it a favorite among shoppers worldwide. While challenges such as trust and authenticity remain, the future of group buying looks bright as it continues to evolve and adapt to the changing landscape of online shopping.**团购在现代的流行**近年来，团购的概念在全球市场，特别是在在线购物领域，已经成为了一个重要的趋势。

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

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

网络团购外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Segmenting uncertain demand in group-buying auctionsDemand uncertainty is a key factor in a seller’s decision-making process for products sold through online auctions. We explore demand uncertainty in group-buying auctions in terms of the extent of low-valuation demand and high-valuation demand. We focus on the analysis of a monopolistic group-buying retailer that sells products to consumers who express different product valuations. We also examine the performance of a group-buying seller who faces competitive posted-price sellers in a market for the sale of the same products, under similar assumptions about uncertain demand. Based on a Nash equilibrium analysis of bidderstrategies for both of these seller-side competition structures, we are able to characterize the groupbuying auction bidders’ dominant strategies. We obtained a number of interesting findings. Group-buying is likely to be more effective in settings where there is larger low-valuation demand than high-valuation demand. The structure of demand matters. This finding has relevance to the marketplace for new cameras, next-generation microprocessors and computers, and other high-valuation goods, which are unlikely to be as effectively sold in group-buying markets. We obtained additional results for the case of continuous demand, and find that there is a basis for the seller to improve revenues via effective group-buying auction price curve design.Keywords: Consumer behavior, bidding strategy, demand uncertainty, economic analysis, electronic markets, group-buying auctions, market mechanism, posted-price mechanism, simulation, uncertainty risk.The development of advanced IT makes it possible to use novel business models to handle business problems in new and innovative ways. With the growth of the Internet, a number of new electronic auction mechanisms have emerged, and auctions are generally known to create higher expected seller revenue than posted-prices when the cost of running an auction is minimal or costless (Wang 1993). Some of the new mechanisms we have seen include the online Yankee and Dutch auctions, and the “name-yourown-price” and “buy-it-now” mechanisms. An example is eBay’s Dutch auction for the sale of multiple items of the same description. Another of these new electronic market mechanisms that we have observed is the group-buying auction, a homogeneous multi-unit auction (Mitchell 2002, Li et al. 2004).Internet-based sellers and digital intermediaries have adopted this market mechanism on sites such as LetsBuyIt and eWinWin. These sites offer transaction-making mechanisms that are different from traditional auctions. In traditional auctions, bidders compete against one another to be the winner.In group-buying auctions, however, bidders have an incentive to aggregate their bids so that the seller or digital intermediary offers a lower price at which they all can buy the desired goods (Horn et al. 2000). McCabe et al. (1991) have explored multi-unit Vickrey auctions in experimental research, however, they did notconsider the possibility of stochastic bidder arrival or demand uncertainty.This paper is the first to examine the impacts of demand uncertainty on the performance on online group-buying auctions. Based on a Nash equilibrium analysis of bidder strategies for a monopolist seller and a competitive seller, we are able to characterize the group-buying auction bidders’ symmetric and dominant strategies. We find that group-buying is likely to be more effective in settings where there is larger low-valuation demand than high-valuation demand. Thus, the structure of demand at different level of willingness-to-pay by consumers matters. This has relevance to the marketplace for new cameras, next-generation microprocessors and computers, and other high-valuation goods. We obtained additional results for the case of continuous demand valuations, and found that there is a basis for the seller to improve revenues based on the effective design of the group-buying auction price curve design. THEORYThe model for the group-buying auction mechanism with uncertain bidder arrival that we will develop spans three streams of literature: demand uncertainty, consumer behavior and related mechanism design issues; auction economics and mechanism design theory; and current theoretical knowledge about the operation of group-buying auctions from the IS and electronic commerce literature.Demand Uncertainty, Consumer Behavior and Mechanism Design Demand uncertainties typically are composed of consumer demand environment uncertainty (or uncertainty about the aggregate level of consumer demand) and randomness of demand in the marketplace (reflected in brief temporal changes and demand shocks that are not expected to persist). Consumer uncertainty about demand in the marketplace can occur based on the valuation of products, and whether consumers are willing to pay higher or lower prices. It may also occur on the basis of demand levels, especially the number of the consumers in the market. Finally, there are temporal considerations, which involve whether a consumer wishes to buy now, or whether they may be sampling quality and pricing with the intention of buying later. We distinguish between different demand level environments. In addition, it is possible that these consumer demand environments may co-exist, as is often the case when firmsmake strategies for price discrimination. This prompts a seller to consider setting more than one price level, as we often see in real-world retailing, as well as group-buying auctions.Dana (2001) pointed out that when a monopoly seller faces uncertainty about the consumer demand environment, it usually will not be in his best interest to set uniform prices for all consumers. The author studied a scenario in which there were more buyers associated with high demand and fewer buyers associated with low demand. In the author’s proposed price mechanism, the seller sets a price curve instead of a single price, so as to be able to offer different prices depending on the different demand conditions that appear to obtain in the marketplace. It may be useful in such settings to employ an automated pricesearching mechanism, which is demonstrated to be more robust to the uncertain demand than a uniform price mechanism will, relative to e xpected profits. Unlike Dana’s (2001) work though, we will study settings in which there are fewer buyers who exhibit demand at higher prices and more buyers who exhibit demand at lower prices. This is a useful way to characterize group-buying, since most participating consumers truly are price-sensitive, and this is what makes group-buying auction interesting to them.Nocke and Peitz (2007) have studied rationing as a tool that a monopolist to optimize its sales policy in the presence of uncertain demand. The authors examined three different selling policies that they argue are potentially optimal in their environment: uniform pricing, clearance sales, and introductory offers. A uniform pricing policy involves no seller price discrimination, though consumers are likely to exhibit different levels of willingness-to-pay when they are permitted to express themselves through purchases at different price levels. A current example of uniform pricing policy is iTunes, which has been offering 99¢ per song pricing. The consumer has to deal with very little uncertainty in the process, and this may be a good approach when the seller wants to “train” consumers to develop specific buying habits (as seems to have been the case with the online purchase of digital music in the past few years).Nocke and Peitz (2007) characterized a clearance sales policy as charging a high price initially, but then lowering the price and offering the remaining goods to lowvalue consumers, as is often seen in department store sales policy. Consumers with a high valuation for the sale goods may decide to buy at the high price, since the endogenous probability of rationing by the seller is higher at the lower price. Apropos to this, consumers who buy late at low prices typically find that it is difficult to find the styles, colors and sizes that they want, and they may have more difficulty to coordinate the purchase of matching items (e.g., matching colors and styles of clothing). Introductory offers consist of selling a limited quantity of items at a low price initially in the market, and then raising price. A variant occurs when the seller offers a lower price for the first purchase of goods or services that typically involve multiple purchases by the consumer (e.g., book club memberships and cell phone services). Consumers who place a high valuation on a sale item rationed initially at the lower price may find it optimal to buy the goods at the higher price. Introductory offers may dominate uniform pricing, but are never optimal if the seller uses clearance sales.In uncertain markets, buyers will have private information. Che and Gale (2000) pointed out that when consumers have private information about their budget constraints and their valuation of sales items, so a monopolist’s opti mal pricing strategy is to offer a menu of lotteries on the likelihood of consumer purchases of its products at different prices. Another approach is intertemporal price discrimination. By offering different prices with different probabilities for the consumer to obtain the good, the monopolist can profitably segment consumers even though valuation segments alone are not profitable.Even when the seller can effectively identify the consumer demand level in the marketplace, due to stochastic factors in the market environment, it still may be difficult for the seller to effectively predict demand. As a result, the seller may try to improve its demand forecast by utilizing market signals that may be observed when sales occur. However, there are likely to be some stochastic differences between the predicted demand by the seller and the realized demand in the marketplace (Kauffman and Mohtadi 2004). Lo and Wu (2003) pointed out that a typical seller faces different types of risks, and among these, a key factor is forecast error, the difference between the forecast and the actual levels of demand. Dirim and Roundy (2002) quantifiedforecast errors based on a scheme that estimates the variance and correlation of forecast errors and models the evolution of forecasts over time.2.2. Some Properties of Group-Buying Auction MechanismSome of the key characteristics associated with group-buying auction mechanism design are present in the literature. The group-buying auction mechanism is fundamentally different from the typical quantity discount mechanism (Dolan 1987, Weng 1995, Corbett and DeGroote 2000) that is often used in consumer and business-to-business procurement settings.First, group-buying closing prices typically decline monotonically in the total purchase quantities of participating buyers, and not just based on an individual buyer’s purchase quantities. So a group-buying auction does not lead to price discrimination among different buyers and every buyer will be charged the same closing price.Second, in group-buying auctions, imperfect information may have an impact on performance and make the final auction price uncertain. Group-buying is not the same as what happens with corporate shopping clubs or affinity group-based buying though. With these other mechanisms, consumers will be associated with one another in some way, and be able to obtain quantity discounts as a result. Another variant of the quantity discount mechanism occurs on the Internet with shopping clubs and “power-buying”Web sites. NetMarket, Buyer’s Advantage, and Online Choice are examples that we have recently observed in the marketplace. With uncertainty about the ultimate number of the bidders who will participate, interested consumers may not know whether they can get the products, or what the closing price will be when they make a bid. This may even occur when they bid the lowest price on the group-buying price curve.Third, in the quantity discount mechanism, to achieve a discount the buyer must order more than the threshold number of items required. In group-buying, the buyer can get the discount by ordering more herself or persuading other bidders to order more, as we saw with the “Tell-a-Friend” link at Lets-Buy It. for co-buying.A final consideration in some group-buying auctions is that a buyer may be able to choose her own bidding price, which makes this kind of auction similar to an open outcry auction. In practice, many buyers will only be willing to state a low bid price,unless they can rely on the design of the mechanism to faithfully handle information about their actual reservation price. Group-buying auctions have a key, but paradoxical feature: to reach a lower price and higher sale quantity bucket, the consumer may need to enter the auction at a higher price and lower sales quantity bucket (Chen et al. 2009). 出处：J. Chen, R.J. Kauffman, Y. Liu, X. Song.Segmenting uncertain demand in group-buying auctions[R]. Electronic Commerce Research and Applications 2009,3(001).翻译：网络团购中的不确定性需求细分不确定性需求，是卖家通过网络拍卖形式销售产品的决策过程中的一个关键因素。

Group-Buying On The Web:A Comparison Of Price Discovery MechanismsKrishnan S. Anand1 and Ravi Aron2 OPIM department, The Wharton School University of Pennsylvania.Abstract:Web-based Group-Buying mechanisms, a refinement of quantity discounting, are being used for both Business-to-Business (B2B) and Business-to- Consumer (B2C) transactions. In this paper, we survey currently operational online Group-Buying markets, and then study this phenomenon using analytical models. We surveyed over fifty active Group-Buying sites, and provide a comprehensive review of Group-Buying practices in the B2B, B2C and non-profit sectors, across three continents.On the modeling side, we build on the coordination literature in Information Economics and the quantity-discounts literature in Operations to develop an analytical model of a monopolist who uses web-based Group-Buying mechanisms under different kinds of demand uncertainty. We derive the monopolist's optimal Group-Buying schedule, and compare his profits with those that obtain under the more conventional posted-price mechanism. We also study the effect of heterogeneity in the demand regimes, in combination with uncertainty, on the relative performance of the two mechanisms. We further study the impact of the timing of the pricing decision (vis-à-vis the production decision) by modeling it as a two-stage game between the monopolist and buyers. Finally, we investigate how Group-Buying schemes compare with posted price markets when buyers can revise their prior valuation of products based on information received from third parties (infomediaries).In all cases, we characterize the conditions under which one mechanism outperforms the other, and those under which the posted price and Group-Buy mechanisms lead to identical seller revenues. Our results have implications for firms' choice of price discovery mechanisms in electronic markets and scheduling of production and pricing decisions in the presence (and absence) of scale economies of production.1 Email: ********************.edu;Tel: (215) 898 1175.2 Email:**********************.edu;Tel:(215)5735677.11. IntroductionGroup-Buying schemes have been in vogue for very many years, particularly in the context of selling on television via the popular Home Shopping Network. Web-based variants of Group-Buying have received a lot of attention recently as part of the wave of innovative online market-based mechanisms such as auctions, reverse auctions and Priceline’s ‘name-your-own-price’scheme. Nevertheless, unlike in the case of auctions (which has a rich history of analytical research over more than forty years), Group- Buying sorely lacks a theoretical framework.This paper develops analytical models of Group-Buying, building on extant academic research in the disciplines of Operations Management, Economics and Information systems. As we demonstrate, two streams of research —the quantity- discounts literature in Operations Management and the literature on price discovery under demand uncertainty in Information Economics —serve as building blocks to develop a theory of Group-Buying. We compare the performance of Group-Buying with that of the market mechanism most widely used in electronic markets —simple posted prices —and identify the conditions under which each dominates.The remainder of this paper is organized as follows. In the next Section, we lay out our research objectives. In Section 3, we provide a comprehensive review of the current state of praxis, by surveying a variety of Group-Buying practices, world-wide, in the B2B, B2C and non-profit sectors. In Section 4, we review the relevant prior research and comment on important results that are relevant to our research. In Sections 5, 6 and 7 we develop three different analytical models of demand uncertainty and compare the performance of the two market mechanisms (Group-Buying and posted pricing) in each case. In Section 8, we discuss the managerial implications of our research and highlight possible extensions.Section 2: Research ObjectivesOur objective is to study the phenomenon, widely seen in current practice, of web-based Group-Buying. This is a specific instance of the proliferation of complex price-discovery mechanisms enabled by the Internet and the World-Wide-Web. Electronic Group-Buying market mechanisms seek to aggregate a variety of disparate buyers via the web—remotely andasynchronously—essentially by providing them price-based incentives to participate in the market and buy the good. In what is a classic volume-discounting scheme, the market operator offers buyers lower prices for higher volumes procured collectively. The Group-Buying markets that we surveyed were all characterized by prices declining in sales volumes. Further, web-based Group-Buying was almost entirely asynchronous—users have to work against some deadlines imposed by the seller, but have considerable leeway to make their bids via the internet within the week(s) during which the object is on sale. We provide a detailed exposition of several kinds of electronic Group-Buying markets in Section 3.2We know that simple posted prices are widely used in consumer sales—in traditional approaches such as retail and catalog selling, for instance, but also in web-based selling. While the web facilitates complex selling mechanisms such as Group-Buying, a larger question is how effective are such complex schemes, relative to simple posted prices, and more importantly, under what conditions do they add the most value? Our study is focused on answering two questions, both of immediate concern to current practice:(i) Given that a firm uses the Group-Buying (volume discounting) market mechanism to sell its product(s), what is its optimal Group-Buying (price-quantity) schedule, and what are its revenues under this schedule?(ii) How does this optimal Group-Buying schedule compare with the other widely used market mechanism, specifically, simple posted prices? Specifically, what market conditions and product characteristics would justify the use of Group-Buying over posted prices?The practical application of insights into these two questions is obvious. To the best of our knowledge, our paper is the first in academia to (i) identify and delineate the Group-Buying market mechanism, (ii) develop analytical models of this mechanism, (iii) study the optimal such schedule under a variety of parameterized market scenarios, and (iv) analyze its performance relative to the simpler mechanism of posted prices (list prices).3. Group-Buying: The Current State of PraxisWe quote the mission statements of two market operators that we surveyed to illustrate that volume discounting and demand aggregation are at the core of Group-Buying.“Co-buying is co-operative shopping for the 21st century. It's a really simple way ofgetting better value by bringing people together via the Internet. By bringing together as many members as possible, can negotiate lower prices with merchant partners (also referred to as suppliers) or manufacturers. The more people, the lower the prices.”- “The more we are, the bigger the negotiation power towards trusted suppliers. The immediate result? Prices that fall without having to negotiate on your own. The more we are ("many"), the happier we are ("happy") because everyone pays less and everyone benefits from a better service.”- The HappyManyIn our study of currently operational3 online markets, we found that Group-Buying (referred to as ‘co-buying’in the above quote) is a widely deployed price-discovery mechanism in a variety of markets and contexts. These markets are not limited to a particular geographic region (such as the United States) or a particular product category. We will see that the Group-Buying mechanism is extensively used in the United States, 3 As of mid-September 2002.3Europe (including in Germany, France and the UK) and Asia (including in India, Thailand, Singapore and Egypt). This review discusses representative, interesting examples of this deployment. Given the large number of active Group-Buying sites (well over 50), an exhaustive review is beyond the scope of this paper; however, a fairly comprehensive list of 26 representative Group-Buying websites from the B2B, B2C and non-profit sectors is provided in the Appendix at the end of this document. Group-Buying schedules are employed for branded consumer products as well as intangible services such as bandwidth and network security, in both business-to-business (B2B) and business-to-consumer (B2C) markets, and in public as well as private markets. These markets are characterized by the belief that both suppliers and buyers stand to benefit through Group-buying. Evidence of this belief is adduced by the web-sites of both buyer [IRPG, APPA, TBG, GBP]4 and supplier [LBI, THM] consortia in a variety of markets, that prominently tout the benefits of Group-Buying to their members. While we documented markets in three continents that deploy the group-buying mechanism, we have restricted the discussion below to some interesting instances that are representative of several currently operational markets, or that employ theoretically interesting variants of Group-Buying, of relevance to ourmodeling-based analysis.The Group-Buying site e.conomy, operated by PricewaterhouseCoopers, is a successful market based in the US [ECON]. This B2B market allows buyers to purchase indirect goods and services such as office supplies, ‘temps’(temporary staffing services), furniture, commercial print, computer hardware, software, telecommunications & connectivity, and company travel, at substantially reduced prices that result from higher purchase volumes. Members are assured of an initial maximum price (a ‘price ceiling’). As they place orders, incrementing the total volume demanded, the resulting price- declines are broadcast (and available to all) until the market clears at a predetermined time. Let’, quoted in the beginning of this Section, is a consumer group- buying market currently functional in the UK, Germany and France, that works in a manner very similar to the e.conomy model. Demand is aggregated across multiple buyers, and prices decline with increasing volumes until they reach a stable level. All buyers pay the same market-clearing price. A nuance to the standard Group-Buying mechanism that this company permits is that buyers can choose not to declare a price ceiling—buyers’greater risk without a price ceiling may be offset by guaranteed availability of the good at the common, lowest price. In the words of Let’, “…Before you join a Co-buy, you need to decide whether you would like to buy at the current price –the price reached when the Co-buy closes - or at the Best Price only. If you choose to buy at the current price, you will receive the product (provided your payment details are accepted) and you will pay the closing price. If you choose to buy at the Best Price and the Best Price is not reached (i.e. the required number of participant Co-buys is not reached), you will not receive the goods. Your order will be cancelled and you will not be charged…”Product categories sold in this market include exercise equipment, consumer electronics, sport and leisure, food and wine, and jewelry.4 Capital letters in square parentheses refer to websites of companies listed in ‘Group-Buying Markets: Citation List’provided at the end of this document.4The Group-Buying Partnership in the United Kingdom is a consortium of small and medium sized businesses which negotiates volume discounts from suppliers of items such as electricity and gas, computer equipment, office supplies and vehicles, and passes these discounts on to buyers[GBP]. They claim on their web-site that “Group Buying offers a simple and cost effective opportunity for small to medium sized businesses to combine their individual buying power for the overall benefit of each individual member”[GBP]. The mechanism works through a process of demand aggregation wherein buyers commit to purchase quantities subject to certain price ceilings-- should the consortium succeed in procuring the quantities at or below these price ceilings, the buyers are obliged to follow through on their commitments. This is a direct correlate of purchasing commitment conditional on demand realization modeled in our paper. A different flavor of this practice can be found in the market called Chennai Online, which targets buyers who are redistributors [COL]. This electronic group buying market (run out of India) is a private market that allows buyers to place orders by specifying price-quantity schedules where purchase is required only if the supplier is able to meet the price specified by the buyers. What is interesting in this context is the order of events that lead to price discovery. In the case of products such as software suites for office use, magazines and periodicals from the popular press and computers (servers and PCs), the supplier announces prices at different levels of demand (price-quantity schedules) and the buyers place bids serially until the market clears at a particular price. In a second category of goods that includes kitchen appliances, computer peripherals, consumer electronics and electrical appliances, the sequence of demand solicitation and production (or procurement) of the goods is reversed. In this case, suppliers commit to a group-buying schedule and demand is realized when a stable price-quantity tuple is reached. Then, suppliers either produce the goods (kitchen appliances and computer peripherals) or buy them from third parties (consumer electronics and electrical appliances) in exact quantities. Thus, while production and inventory stocking decisions precede pricing in the first category (modeled in Case 1, Section 4 of our paper), the second category is an example of production postponement (the Case 2, Section 4 model).Another version of the Group-Buying mechanism called StockBuzz (run out of Thailand) is operated by Asian producers of high quality yarn who sell their products to manufacturers of high-end apparel [STBZ]. The apparel manufacturers forecast demand based on a number of macroeconomic factors, past sales data, seasonality and, most importantly, retailer feedback. Since most of the manufacturers sell to the same retailers and in the same urban markets, their demand estimates tend to be highly correlated, and reflect consumer demand cycles. The yarn producers inturn face uncertainty in demand, which tends to fluctuate between a robust (high demand) regime and a weaker regime reflective of an adverse consumer demand cycle. Thus the yarn producers estimate the probabilities of these two market states, based on prior seasonal data and other available information. Using the two estimated demand schedules as guide rails, they commit to a schedule of prices for different quantities with prices declining in quantities. Buyers (apparel manufacturers) are allowed to place conditional orders which they are then obliged to honor should the price reach the levels specified in the order contract. In this case, yarn suppliers use Group buying as a response to uncertainty about which of the two states of demand will be realized (modeled in Cases 1 & 2, Section 2 of our paper).5Group-buying mechanisms are also observed in specialized markets. In the hotel and restaurant industry the Independent Restaurant Purchasing Group (IRPG) brings together over 3000 restaurants across the United States and negotiates volume-based discounts with suppliers on their behalf [IRPG]. IRPG argues that the benefits of its Group-Buying scheme, called the IRPG V olume Rebate Program, for its members are two-fold. Firstly, buying power is enhanced for large chains as well as small restaurants: “Our national and regional contracts are based on the total volume of our group versus that of an individual restaurant. No matter how many restaurants you have the IRPG can add strength and stability to your purchasing power.”Secondly, many manufacturers insist on minimum volumes for doing business with them, out of efficiency considerations arising from their production and transaction scale economies. Smaller restaurants often find it difficult to meet these minimum criteria. As IRPG argues, “Most restaurants, by themselves, would probably not meet the manufacturer's minimum volumes. However, when combined with those of the entire membership they exceed the minimum and in many instances qualify for further "multi-unit-allowances" normally only available to large chain accounts.”[IRPG]. In the skin-care product market, the market operator ‘The Buying Group’[TBG] operates a relatively straightforward group- buying scheme where buyers commit to quantities at a maximum price. The market operator then negotiates a price from suppliers for the aggregate quantity, and shares the benefits of the lower prices with the buyers (here again, we see ‘procurement postponement’, studied in Section 4 of the paper.). A noteworthy feature seen in this market is the pre-order feature wherein buyers ‘express an interest’in a product that is notcurrently featured in the market, and pay for their desired quantities upfront, at pre- specified prices. If there is enough interest, the market operator (in this case, The Buying Group) attempts to procure the product at a price that will make trade possible for at least some buyers. If the market operator succeeds, he charges all buyers (who are willing to pay the clearing price or more) the same floor price. If trade is not possible, the market operator refunds the buyers’paid-up amounts. The requirement that buyers commit to a quantity and price by paying the amounts upfront ensures that buyers do not make frivolous bids, and also provides an incentive for the market operator to negotiate with suppliers.Branded consumer goods are also sold via the Group-Buying mechanism. Two companies, McNopoly and Online Choice, operate markets that allow consumers to bid for specific branded items from a menu of offered items [MPL Y, OLC]. If their suppliers offer discounts that support a market-clearing price, those consumers whose bids for the products were higher than the market-clearing price are required to buy the products; the others exit the market.Many firms operating in the non-profit sector are also using Group-Buying. We found that the Maryland Public Service Commission supports individual buyers in their efforts to form buying groups to negotiate better rates for higher aggregate levels of power consumption [MPSC]. Similarly, the American Public Power Association and the Environmental Action Foundation have launched a number of Group-buying initiatives that bring together consumers to negotiate lower rates with power utilities across the US [APPA].6To summarize, we find evidence of widespread deployment of Group-Buying as a price- discovery mechanism in both B2B and B2C sectors. A key feature that sets all Group- Buying schemes apart from other market mechanisms is suppliers’beliefs that pre- committing to a price-quantity schedule where the prices are monotonically declining in total purchase quantities (and not just an individual buyer’s purchase quantities) will maximize supplier revenues by inducing greater buyer demand. Thus, Group-Buying is very often targeted towards buyers with low bargaining power-- individual consumers or small to medium businesses. In fact, many websites across all types of products, services and countries, explicitly and prominently claim that ‘enhanced buyer bargaining power’is the single biggest advantage of Group-Buying. The market operator Let’ summarizes this belief: “We make it easy for our members tocome together online to benefit from collective purchasing power. The more members that join a Co-buy, the lower the price becomes….”[LBI]. Similarly, the Group-Buying intermediary Printing Industries of New England (PINE) asserts on its website, “PINE has made arrangements with several companies —companies you use in running your business —to provide discounts on their products and services. PINE combines the overall buying power of its 513 member companies to negotiate these discounts. These are discounts you may not be able to receive if you were to negotiate directly with each company”[PINE]. The construction industry’s portal site in India, BuildByte [BBYT] puts it even more succinctly, “Bigger the volume - Lesser the price.”We saw that the Group-Buying schemes also differ in the order of events that lead to price discovery. We found that, in some cases, suppliers first commit to a price schedule leading to demand realization, and then produce (or procure) the products in volumes exactly calibrated to the realized demand. In other cases, suppliers first produce (or procure) products and then sell via a Group-Buy market through a volume discounting mechanism. Ceteris paribus, the former approach leads to higher supplier profits but is not always feasible due to long production/procurement leadtimes. However, the important practical question of whether to adopt Group-Buying when production postponement is or is not feasible hinges on the relative performance of Group-Buying vis-à-vis posted pricing in these two cases. Since the answer is by no means obvious, our model and analysis in Section 5 attempts to shed light on this question.More generally, the widespread use of Group-Buying in practice is predicated on a number of unverified, seemingly ‘commonsensical’assumptions (reflected above in the quotes from various companies). Our paper aims to provide a more analytical response to this discourse, and verifies the extent to which these underlying beliefs are true under various market conditions, through the artifice of mathematical modeling.3. The Group-Buying Mechanism: Theoretical UnderpinningsThe Group-Buy business model has two components: (i) a quantity discount scheme offered by the seller; and (ii) decentralized decision making by the buyers (consumers), who need to coordinate their actions to the extent possible. Thus, two streams of literature7are particularly pertinent to our analysis: (i) Quantity Discounts; and (ii) the Coordination Problem. These are individually discussed below.3.1 Quantity DiscountsQuantity (or V olume) discounts have a long and well-studied history in the context of trades between businesses. There is a rich stream of academic literature in Operations on quantity discount schemes [cf. Monahan (1984), Lee et al. (1986), Kohli et al. (1989)]. The purpose of quantity discounts is to encourage the buyer(s) to purchase more of the seller’s good, or, at least, in larger batches. There are two popular forms of quantity discounts—all-units and incremental [Nahmias (1997)]. The usual structure of such schemes is that there are breakpoints defining changes (decreases) in the unit cost. Under all-units, the discount is applied to all the units in a given order; under the incremental discount scheme, the discount applies only to additional units beyond the breakpoint (see Nahmias (1997) for examples of each). The more popular all-units discount scheme is relevant to Group-Buy schemes employed by the Home Shopping Network, MobShop and other players. Kohli et al. (1989) make the strong claim in their paper that “from a transaction-efficiency perspective, the choice between incremental and all-units discounts is a matter of firm or industry practice, not a result of their desirability for the buyer, the seller, or the buyer-seller system.”As we will demonstrate in the paper, this finding (which applies to quantity discounts in a traditional context) does not hold for the case of Group-Buying, where the outcomes for both buyer and seller critically hinge on the structure of the discounts offered. In fact, it is very important under the Group- Buying scheme that early bidders are not penalized by higher prices. The guarantee that early bidders, who are presumably those with higher expected utility from the good, will pay the lowest price offered to any buyer, promotes their entering the market early. This lowers prices and encourages other customers to follow suit. Thus, consumers face a coordination problem.The Economic-Order-Quantity (EOQ) formula gives the optimal order quantity for a buyer who has scale economies in procurement or production; the EOQ trades off set-up costs and holding costs. Monahan (1984) extends this idea by deriving the optimal pricing schedule that a supplier should offer, given that the buyer subsequently optimizes her profits by ordering appropriate quantities. This induces EOQ-like buyer behavior, or increases the optimal order quantity over that without quantity discounts. While Monahan (1984) assumes that the supplier produces in lot sizes that mimic the buyer’s orders, Lee et al. (1986) extend the analysis to the case where the supplier can use a different lot size from the buyer. This makes the supplier’sanalysis more challenging, since both production batch-size and frequency are now decision variables. The supplier offers a quantity discount scheme that optimizes over two different effects: (i) the buyer’s actual orders (as in Monahan (1984)), and (ii) the supplier’s actual production schedule, which determine his production and inventory costs. Kohli et al. (1989) analyze quantity discounts as the outcome of cooperation (through bargaining or negotiation) between buyer and supplier, and study the praetor-efficient outcomes of different axiomatic bargaining solutions due to Nash, Kalai and Smordinsky, and Eliashberg.8A common feature of the academic literature discussed above [Monahan (1984), Lee et al. (1986), Kohli et al. (1989)] is their focus on quantity discount schemes as an instrument to improve transaction efficiency. While this may be part of the proffered rationale for Group-Buy schemes, and more generally for all web-based models that discharge the function of demand aggregation, the major use in practice of Group-Buy channels has been for price discrimination. Economists have analyzed the use of nonlinear pricing such as quantity discounts for second-degree price discrimination [Tirole (1989)]. Group-Buying involves both waiting and uncertainty on the part of the buyers before they know the outcome (the market clearing price). Firstly, the sale has to be kept open long enough to ensure that a sufficient number of buyers arrive at the site. Secondly, the final clearing price depends on both the number of buyers who arrive on the site and their willingness to pay for the product. If there is a strong negative correlation between customer willingness-to-wait and their valuation of the good (as is often the case), higher-valued (impatient) customers could be served through retail outlets or web-based posted prices; lower-valued (patient but price-sensitive) customers could be served through Group-Buying, since they are willing to incur the additional delay that Group-Buying entails in return for a lower expected price. Many of the Group-Buy sites offer products (e.g. electronic items) that are less than state-of-the-art, at steep discounts, while the latest product is sold in more conventional ways, using web-based posted prices, or traditional channels such as bricks-and-mortar retailers. This reduces the cannibalization of the sales of high margin, high quality items by low margin items. Even in the absence of such quality-based second-degree price discrimination, Group-Buy sites could simply serve heterogeneous customers through multiple channels. Available evidence from the business press on this subject support these hypotheses.3.2 The coordination problemAs discussed previously, a distinguishing feature of the Group-Buy business model is that the traditional quantity discount model is overlaid with a coordination problem among consumers. The pure coordination problem occurs when all players optimize a common objective function; in this case, the players are said to be a team (Marschak (1955); Marschak and Radner (1972)). Clearly, the customers under Group-Buy are not operating as a team; they maximize their expected individual surpluses from their purchases. However, each consumer’s behavior (whether bidding or not bidding, and the timing of the bid) affects other consumers’surplus. Thus, the literature on externalities is of relevance to the Group-Buy problem.5 Under negative externalities, each incremental customer inflicts an extra cost (or loss of benefit) on all the others. The classic example of a negative externality is the presence of congestion effects that dampen system performance: each additional customer increases the system congestion and inflicts additional delay costs on all other consumers. In contrast to such negative externalities, the coordination problem in the case of Group-Buy is more benign –a bidding consumer induces a positive externality on all other consumers, since his bid can only benefit other consumers by lowering the expected clearing price. Further, since the final clearing price 5 There is a vast literature on externalities, a discussion of which would take us too far afield from the focus of this paper. The famous ‘public good problem’of economics is an example of this, and is discussed in most graduate textbooks in economics (cf. Mas-Colell et. al (1995)).9is the same for all consumers (analogous to the all-units quantity discount model discussed previously, rather than the incremental discount model), the consumers’incentives are ‘almost team-like’, i.e., almost perfectly aligned. Under certain conditions, the consumer will bid for the good even above his reservation value, since his bid may induce others to bid, causing the price to fall below his reservation value. Thus, in expectation, the consumer may be better off by bidding for the good above his reservation value. The supplier can and should build this factor into his discounting schedule. The appropriate schedule can trigger an avalanche of bids due to positive externalities6; this feature of the Group-Buy scheme distinguishes it from all other market mechanisms, notably posted prices and auctions.4. Models of Demand Uncertainty。

网络购物研究报告范文英语Research Report on Online ShoppingIntroduction:Online shopping has become increasingly popular in recent years due to the convenience and variety it offers to consumers. This report aims to examine the advantages and disadvantages of online shopping, as well as the factors influencing consumers' decisions to shop online.Advantages of Online Shopping:1. Convenience: One of the biggest advantages of online shopping is the convenience it provides. Consumers can shop from the comfort of their own homes, saving them time and effort compared to traditional physical stores.2. Variety: Online shopping offers a wide range of products from different brands and sellers. Consumers have access to a much larger selection compared to local stores, which allows them to find unique and rare items.3. Competitive pricing: Online stores often offer competitive prices due to lower overhead costs. Consumers can compare prices easily and find the best deals, saving them money in the process. Disadvantages of Online Shopping:1. Lack of physical examination: Unlike traditional shopping, online shopping does not allow consumers to physically examine products before purchase. This can lead to disappointment if the product received does not meet the consumer's expectations.2. Delayed gratification: Online shopping usually requires a waiting period for shipping and delivery. This can result in a longer wait time compared to the immediate satisfaction of buying products in-store.3. Security concerns: Online shopping requires consumers to share personal and financial information, which can make them vulnerable to fraud and identity theft if the website is not secure.Factors Influencing Consumers' Decisions to Shop Online:1. Convenience: The convenience offered by online shopping is a major factor that influences consumers' decisions to shop online. Being able to shop anytime and anywhere appeals to busy individuals and those who prefer to avoid crowded physical stores.2. Price and discounts: Consumers are motivated to shop online by the potential to find better prices and discounts. They can easily compare prices across different websites and find the best deal.3. Product availability: The availability of products online plays a role in consumers' decisions to shop online. Online stores often have a wider selection and inventory compared to physical stores, making it easier for consumers to find what they are looking for.Conclusion:Online shopping offers numerous advantages such as convenience, variety, and competitive pricing. However, it also has disadvantages such as the lack of physical examination and security concerns. Factors such as convenience, price, and productavailability influence consumers' decisions to shop online. As online shopping continues to evolve, businesses must adapt to meet consumers' expectations and provide a secure and convenient online shopping experience.。

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o2o的外文文献Analysis of O2O Model's Development Problems and Trend AbstractFuture competition not only exists in the products and channels, but also exists in the resource integration and terminal consumers. O2O mode is new commerce model which does a deeper explore to the sales channels, and has a very good prospect. But there are certain obstacles in its development. This paper analyzes their respective advantages of two kinds of sale models under the background of electronic commerce, including online electricity sales mode and offline store sales model. Then it points out the problems that are needed to solve in the development process of O2O mode. At last, this paper analyzes the five networks needing to be built in the process of O2O model integration.Keywords：O2O Mode, Online and Offline, Mobile Commerce, Network1. IntroductionPeople who hold resources and consumers can win in this industry. Since the rise of Internet (especially the mobile Internet) and e-commerce, the Omni-Channel is oftenconsidered by the major merchants as a strategic direction of a traditional business, that puts all the "customers contact" including traditional channels based on the aid of the application of Internet and information integration as the sales opportunities and channels, in order to achieve maximum of potential trafficand purchases deal. The better model development is currently O2O mode (Online To Offline). O2O is an electronic commerce mode based on online effective interactivity. This efficient integration mode between virtual world and real world gets support and recognition from all walks of life. O2O aims to maximize the use of offline and online resource; they promote each other and depend on each other to achieve a win-win situation[1]-[4].O2O, unlike Omni-Channel's perspective of business thinking, puts more attention on the maximization of consumption value, and makes consumption cost of customer lower through building the systematic process and the consumption system; O2O realizes the transformation process from the simple vendors or manufacturers to life service providers by developing the biggest advanced technology and commercial environment.2. Analysis of Two Patterns of Online e-Commerce2.1. Advantage of Online e-Commerce ModeChina's e-commerce started late, but its development is rapid. Since the establishment of T aobao, a large number of electric business enterprises grew up, and, its online commodity trading appeared with explosive growth (Figure 1). They absorbed many small entities sellers on the platform. The reason why this online store has many sellers is mainly that the display of shop goods close to zero cost, no stock, and sellers have risk-free inventory for commodities although they have no professional experience.In a word, these sellers simply put main energy into online infrastructure, including IT system to be build, fine decoration details of online store page, team building, etc. Some sellers withvivid web design have been very successful to show their own products, and win a lot of successful online transactions.2.2. Advantage of Offline Entity Sales ModelOffline entity model whose core is the shopping experience still maintain a strong competitive advantage. While online e-commerce price has certain advantages, customers need better service in this era of giving priority to customer demand, and not just the low price. The development of e-commerce is limited after all. Entity industry cannot be replaced at all by service industry anyway. Especially the new electronic products, have taken the customer experience as its tenet to retain customers only through better service experience. E-commerce in its business essence is difficult to achieve good service, which is the one important reason why entity industry cannot be replaced at the moment.So the advantages and disadvantages are summed up as follows: (Table 1).2.3. The Development Trend of Online and Offline IntegrationAs the e-commerce still warming trend in 2014, more and more consumers begin to turn to offline store, online flagship store, or to buy goods in e-commerce platform or mobile client through related e-commerce sites query. Whether e-commerce or no e-commerce, both within the T aobao and out of Taobao, only the basic daily IP traffic operating sites have or daily UV, they have basic business value. The growing number of Internet users reflects the growth of the whole flow supply, and the growth of the e-commerce group is a form of traffic demand growth. Obviously, the customer traffic supply falls short of demand on the background of the growth of absolute number of netizen in Internet has slowed, but the absolute number of electric businessabsolutely continue to surge. The client drive is becoming economic main body, the customer traffic flow and direction become new power to drive the development of new commodity supply chain, and this kind of power will trigger a new business model, which called O2O and mobile e-commerce business integration model.There is no denying that, the entity industry still gives a support of our country economic artery. So if they want to have strong competitiveness in such economic trends, they should not only build their own trading system (including the construction of the platform, products promotion, store layout, etc.) in the field of e-commerce platform, but also cooperate between online and offline, balance layout of goods distribution online and offline, and balance the relationship between the form and sales price so that realize complement each other, promote each other, and then build online and offline integration business model.For example, has transformed successfully into O2O mode about online and offline double fusion. Compared with the traditional shopping mode, O2O shopping mode fuse online and offline, and gets through the data between online and offline member, payment and after sales, logistics, etc. Make online be trading platform to offline stores. Online obtain consumers and then drainage to offline. Consumers can screen services online, and also clinch a deal by online settlement. Offline can not only provide consumers with display, experience, and other functions, but also can be logistics distribution site.3. The Research of Realize Online Integrated Problem3.1. The Layout of the O2O Need to Secure the Support of Traditional Enterprise Decision-MakersOffline guide to online need the support of policy makers. From the intuitive level, we can discover that O2O destroyed the traditional enterprise solid mode and organization system, as well as the traditional sales channels. It is difficult to change the traditional thinking, and it is also difficult to gain support and decision makers to make policymakers understand the profit pattern of O2O. Offline guide to online, for example, the lost is in the interests of the entity shop, where the entrepreneur's enthusiasm is, how to bring offline sales to online, all these need time to be proved, and how to get understanding and recognition from decision-makers.3.2. How to Change User Flow Leaded by Consumption HabitsHow online bring traffic and sales to the offline. From the point of practice, there is a big piece of no coincidence degree between online and offline consumers. Consumers may be more willing to spend a certain amount of money on a physical store than to place an order online. Because of their traditional consumption idea, they would feel more ease if they purchase in a physical store when they need to buy merchandise of big value and good quality, it is the most obvious when they use commodity in the home especially. To persuade and guide the consumer's process ,either from the perspective of the commodity prices, the emotional care, or to move con- sumers fromthe humanistic spirit, e-commerce conversion rate will be made by customer perception of value and price upside down and secondary experience to decide except the drainage technique .Traditional stores, the business process is a process of"turning a visitor into a customer, turning the customer into the regular, making familiars VIP member", the cumulative members process is so slow. In the face of today's e-commerce, more and more consumers choose online shopping. However, Customers who purchase online can't experience the entity shop service of face to face, customers who purchase offline can't enjoy novelty online discount. Whether online or offline, the number of membership is increasing continuously and losing at the same time.Such as Starbucks, who gave up online group-buying for that there is no customer loyalty. Starbucks choose cooperation with the third-party payment, per one hundred electronic payments in the United States and Canada, have one payment from Starbucks, while in China' stores, per ten consumptions, there is one from a cash card.3.3. The Difference between Online and OfflineIt's not only to do some diversion, but how to make difference. Because online provided actually is a kind of service that cannot experience offline. It includes appreciate and cognition early to the new products, the balance of the price differential, indifference of channels.Any e-commerce are unable to get rid of disturbance that comes from these three factors, as follows, percent conversion, per customer transaction, and passenger flow cost (AD). The percent conversion is one of the most important factors. The factors affecting the conversion can be summed up in the degree of inversion in value and price, which is called popularly "cost performance". As e-commerce business, anything they do is making high cost-effective for consumers, high cost performance is the key to impress consumers, in addition, in order to improvecost-effective, it also needs precision flow and high quality. Because the goods' value is the largest reflect for people in need. How to create a perfect, efficient supply chain logistics system to control the cost in order to reduce the cost or increase profits, how to use the collected data to understand the consumer psychology, how to show consumer goods value and convince consumers with details page and advertising material, and then to enhance the brand value. All these are the issues to consider.Ikea don't sell things online firmly, which is different from Suning. If it can directly buy Ikea products on the Internet rather than go to the store, the customers will don't have the strong brand feeling of shopping experience anymore.3.4. The Insufficiency of O2O Model in Logistics, Inventory and Supply Chain Management of CongenitalFirst, O2O mode can't improve the delivery service and commodity experience, unable to solve the problem of user trust; Second, O2O mode need high requirement of line strength and the degree of localization; Third, O2O mode emphasizes only paying online and offline experiences, lack of a clear concept of the fresh market positioning, market demand, quality assurance, and user consumption habits.4. The Analysis of Development Pattern of O2O e-Commerce Integration in the Age of the InternetO2O e-commerce integration pattern needs to establish and improve integration mode which including the physical network, service network, logistics network, data network and mobile network. How to build the five networks, this paper analyzes as follows:4.1. Physical NetworksThere are two forms of the physical network. One is represented by Haier's offline store mode; the other is virtual nationwide layout experience mode which is called Heike convenience store. Offline entity stores can be layout on a national scale. Entity network needs entity business's operation to be digital transformation and experience, including terminal entity equipment of digital (such as virtual fitting), digital marketing (LED interaction), mobile payment (QR code or NFC payments), independent service (independent checkout), CRM management (No card member, Customize privilege), commodity information (electronic price tag) etc.4.2. Service NetworkService network is a service auxiliary system by means of physical network and mobile network. It offers both social communication and relationship maintenance,information transmission (using the micro letter, weibo and other social tools), serve the customer experience, complaint response, etc.; It also provide entity process services of online consumption and the rights, including online order (online buying), service experience (go to the store or pick up the goods), marketing return (discount stores), making an appointment (offline payment) and so on.4.3. Logistics NetworkThe construction of logistics network is based on the user's individualized demand. Integrate highly and cultivate deeply four networks consisting of the Internet, logistics network, service network, the marketing network, to construct competitive advantage driven by the user experience in the whole process formed by combination of emptiness and reality. By building the country network and the provinces and cities radiation network,to make the customer experience the advantage of great distribution services through resources integration. The logistics network needs the national inventory synchronization, as well as increase or decrease inventory keep seamless synchronization. There is a core that O2O sector needs to have a virtual warehouse, including the national all items online data, and can realize inventory synchronization. On the basis of these, it just can have the synchronization of logistics system. Because most of the enterprises regard regional synchronous growth as the core, any transaction can be delivered by the area branch warehouse. The efficiency of logistics will be the fastest the most direct. Logistics network eventually solve a problem: one is the efficiency, the second is cost, the third is experience.4.4. Data NetworkIn the process of the realization of the O2O, data network provide a powerful background analysis and calculation system. The entire industry from consumers order to the brand, from brands to raw materials, from raw materials to all links, use data to get through all the industrial chain, so the efficiency changed thoroughly previous production status. Through Data mining of the O2O e-commerce users, including data collection, data preparation, data conversion, data extraction, data mining, mining using and other process are used to analyze the characteristics of user groups, and then analyze users' personal characteristics, gain valuable knowledge, inorder to gain business value.Data help do a better understand of the need of customers, online users get in to the mall through micro letter or other mobile platforms. They obtain the data about user's age, gender, usual spending habits through marketing encouraging andtechnical means. According to the above several basic dimensions, they can determine the user's consumption habits to do the precise marketing effectively. In this part, the above e-commerce companies have no essential difference. The mobile Internet has a very good function, such as LBS positioning. Through technical and marketing incentives, encourage users to share their address. When the addresses are accumulated enough, it can paint basically specific consumer groups' area of the street about some company, and the data can be directly transferred to offline stores to provide support. The mobile e-commerce data already is not only convenient for online marketing, but also has effected offline real decisions.4.5. Mobile NetworksThe popularity of smart phones, and the younger trend of use age of shopping software, as well as each big e-commerce enterprise promote actively in the mobile client, make Chinese users' habits of mobile shopping be formed gradually. With the more and more use of 3G network and more and more Wifi free places provided, integration model of online, offline and mobile e-commerce has a rapid growing environment (Figure 3). Under the influence of the Internet thought, O2O model is currently the latest marketing model. This model combines offline business opportunities and the Internet, make Internet become offline trading desk. Especially the emergence of QR code, becomes the key to mobile operators who enter the mobile Internet and layout the future O2O e-commerce.The instant communication tool in the top of list, combine online services with applications to improve greatly the user viscosity, and platform barriers to competition has been formed. By moving the versatility business to the same platform, it canachieve real-time order, inquiry, information push actively, membership management and that the omni-directional mobile self-service. Customers can also use micro letter, companies Alipay to complete the payment, to avoid the trouble of change. In order torealize the integration, e-commerce companies should achieve information sharing, including mobile devices of the client and the real network, service network, logistics network and data network. It requests the construction of the mobile phone network security mechanism, and the development and maintenance of software security can achieve more rigorous and more generalization.4.6. Case AnalysisHaier Riri shun, as the first Internet brand whose value is billions of, integrate advantages of virtual network (e-business platform), physical network, logistics network and service network, provides one-stop shopping experience for consumers, also provides users with the household design of online, interactive experience, personality of product customization, synchronization and so on. Riri shun arranges itself in creating O2O four network advantages, specific as follows: (Figure 4).5. ConclusionO2O is upgraded from e-commerce to the business of electronic. It also brings upgrade that electronic commerce department plays a role in organization management department (Figure 5). The integration of online, offline and mobile electronic commerce ensures a series of products sales and service through the complete supply chain system, at the same time, to satisfy the consumers demand in goods, services, experience, price, etc. On the one hand, consumers can enjoy thegoods store experience and human services; on the other hand, they can be able to use mobile client to surf the Internet anytime and anywhere to pick a variety of products, or they choose goods and place an order in the stores, and then pick up by customer themselves. The dual experience online and offline, and convenience provided by mobile client for the consumer, reduce greatly the risk of shopping, at the same time, also save shopping time and improve the efficiency of the clinch a deal and turnover. These successful trading models become free advertising to customers who will buy goods next time and to promote surrounding community marketing. The way, offline promotion and online deals, has gradually influenced the secondary consumption habits of customers.O2O商业模式和团购网站外文翻译文献译文：O2O模式发展存在的问题及趋势分析摘要随着近年来团购网站的兴起和发展，人们已经开始接触了 O2O 模式的电子商务，而且这一模式正在被人们逐步认识和接受。

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

营销策略英语范文大全Marketing Strategy 1: Social Media AdvertisingIn today's digital age, social media has become an integral part of people's lives. Therefore, leveraging social media platforms to promote products or services is an effective marketing strategy. Firstly, it is crucial to identify the target audience and select suitable social media platforms accordingly. For example, if the target audience is mainly young adults, platforms like Instagram and TikTok would be ideal.Next, creating engaging and tailored content is vital to capture the audience's attention. This can be achieved by providing valuable information, such as product reviews, informative videos, or interactive contests. To increase reach and engagement, it is essential to utilize social media advertising tools, such as sponsored posts, targeted ads, and influencer partnerships.Furthermore, customer engagement is key when implementing social media advertising. Responding promptly to customer inquiries and comments builds trust and loyalty. It is also important to encourage users to share their experiences and reviews, as positive user-generated content enhances brand credibility.Lastly, analyzing the performance of social media campaigns is crucial for continuous improvement. Monitoring key metrics such as reach, engagement, conversion rates, and return on investment helps evaluate the effectiveness of the strategy. Based on these insights, marketers can make informed decisions and adapt theirsocial media advertising accordingly.Marketing Strategy 2: Content MarketingContent marketing revolves around creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This strategy focuses on building brand awareness, establishing thought leadership, and cultivating long-term customer relationships.To begin with, it is crucial to conduct thorough market research to understand the target audience's needs, preferences, and pain points. This enables marketers to create content that addresses these concerns and provides relevant solutions. Whether it's blog articles, educational videos, podcasts, or infographics, the content should be engaging and useful to the target audience.Moreover, ensuring the content is optimized for specific channels is essential. This means adapting the format, tone, and style to suit different platforms like websites, social media, or email newsletters. Consistency in branding and messaging across channels helps reinforce brand identity and enhances recognition.Additionally, utilizing search engine optimization (SEO) techniques is essential for content marketing success. Incorporating relevant keywords, optimizing meta tags, and building internal and external links can improve search engine rankings, driving more organic traffic to the content.Furthermore, actively encouraging audience engagement throughcomments, social media shares, or reviews is crucial. This not only helps build a community around the brand but also provides valuable feedback and insights. Engaging with the audience also demonstrates the brand's commitment to customer satisfaction.Lastly, regularly monitoring content performance through analytics tools enables marketers to identify successful content formats, topics, or platforms. This allows for continuous improvement and optimization of the content marketing strategy over time.Marketing Strategy 3: Influencer PartnershipsInfluencer partnerships have gained significant popularity in recent years as an effective marketing strategy to reach and engage target audiences. Influencers are individuals with a loyal following on platforms such as Instagram, YouTube, or blogs, who have the power to influence their followers' purchasing decisions.To establish successful influencer partnerships, it is vital to select influencers whose audience aligns with the target market. Collaborating with influencers who share the same values, interests, or demographics ensures the message resonates with the right audience.It is important to develop a mutually beneficial partnership with influencers. Compensation can vary, such as monetary payment, free products or services, or exclusive discounts for the influencer's followers. Building a strong relationship and treating influencers as valuable brand advocates is key to a successful partnership.When crafting the collaboration, it is essential to give influencers creative freedom to promote the product or service in an authentic and genuine way. This ensures that the content feels organic and resonates with the influencer's audience. It is important to strike a balance between brand messaging and the influencer's personal style to maintain authenticity.Throughout the partnership, monitoring the campaign's performance and collecting feedback is crucial. Tracking metrics like engagement rates, reach, conversions, and follower growth helps evaluate the effectiveness of the partnership. Analyzing the results also provides insights for future influencer collaborations. In conclusion, social media advertising, content marketing, and influencer partnerships are three effective marketing strategies to consider. Each strategy requires thoughtful planning, execution, and continuous evaluation to drive desired business outcomes and build a strong brand presence.。

外文翻译原文1Matching Models for Preference-sensitive Group Purchasing Matching buyers and sellers is one of the most fundamental problems in economics and market design. An interesting variant of the matching problem arises when self-interested buyers come together in order to induce sellers to offer quantity or volume discounts, as is common in buying consortia, and more recently in the consumer group couponing space (e.g., Groupon).We consider a general model of this problem in which a group or buying consortium is faced with volume discount offers from multiple vendors, but group members have distinct preferences for different vendor offerings. Unlike some recent formulations of matching games that involve quantity discounts, the combination of varying preferences and discounts can render the core of the matching game empty, in both the transferable and nontransferable utility sense. Thus, instead of coalitional stability, we propose several forms of Nash stability under various epistemic and transfer/payment assumptions. We investigate the computation of buyer-welfare maximizing matchings and show the existence of transfers (subsidized prices) of a particularly desirable form that support stable matchings. We also study a nontransferable utility model, showing that stable matchings exist; and we develop a variant of the problem in which buyers provide a simple preference ordering over “deals” rather than specific valuations—a model that is especially attractive in the consumer space—which also admits stable matchings. Computational experiments demonstrate the efficacy and value of our approach.Categories and Subject Descriptors: I.2.11 [Distributed Artificial Intelligence]: Multiagent Systems; J.4[Computer Applications]: Social and Behavioral Sciences—EconomicsGeneral Terms: Algorithms, Economics, TheoryAdditional Key Words and Phrases: stable matching, preferences, demand aggregation, group purchasing,volume discounts, daily deals, cooperative games.1. INTRODUCTIONMatching buyers and sellers is one of th e most fundamental problems in economics anddeal” providers like Groupon and Living Social (and services that aggregate such deals) has propelledgroup discounts into the public consciousness.Group buying and demand aggregation has been studied from several perspectives, and many models have been proposed for their analysis. However, we consider a vital ingredient of group buying that has received insufficient attention in the literature, namely, the fact that buyers often have distinct preferences for the offerings of different vendors. Most matching models with volume discounts assume that vendor offerings are indistinguishable to buyers, which significantly limits their applicability. For instance,suppose two buyers X and Y are (jointly) comparing the offers of two vendors or some item: A offers a price of 10 for one unit, but a discounted price of 8 if both buy from him; and B offers a single price of 9 per unit. If A and B are indistinguishable, X and Y should cooperate and buy from A. But suppose X prefers B (with valuation 11.5) to A (valuation 10). In this case, X would prefer to stick with B unless Y offers some payment to switch vendors (Y would gladly share some of her generated surplus with X for this purpose). Without the ability to express prefer ences over vendors, “group buying” would not emerge even in this trivial example. market design. A wide variety of models and mechanisms have been developed that reflect different assumptions about the demands, valuations/preferences, and knowledge of the market participants and their ability to cooperate. Each leads to its own computational challenges when developing algorithms for computing stable (core) matchings,Nash equilibria, clearing prices or other solution concepts. In this paper, we address the problem of cooperative group buying, in which a group of buyers coordinate their purchases to realize volume discounts, mitigate demand risk, or reduce inventory costs. Group buying has long been used for corporate procurement,via industry-specific buying consortia or broadly based group purchasingorganizations (GPOs) [Chen and Roma 2010]. The advent of the Internet, in particular,has helped businesses with no prior affiliation more easily aggregate their demand[Anand and Aron 2003]. Consumer-oriented group purchasing has also been greatly facilitatedby the web; and the recent popularity of volume-based couponing and “dailydeal” providers like Groupon and Living Social (and services that aggregate such deals)has propelled group discounts into the public consciousness.Group buying and demand aggregation has been studied from several perspectives,and many models have been proposed for their analysis. However, we consider a vital ingredient of group buying that has received insufficient attention in the literature,namely, the fact that buyers often have distinct preferences for the offerings of different vendors. Most matching models with volume discounts assume that vendor offerings areindistinguishable to buyers, which significantly limits their applicability. For instance,suppose two buyers X and Y are (jointly) comparing the offers of two vendors for some item: A offers a price of 10 for one unit, but a discounted price of 8 if both buy from him; and B offers a single price of 9 per unit. If A and B are indistinguishable, X and Y should cooperate and buy from A. But suppose X prefers B (with valuation 11.5) to A (valuation 10). In this case, X would prefer to stick with B unless Y offers some payment to switch vendors (Y would gladly share some of her generated surplus with X for this purpose). Without the ability to express preferences over vendors, “group buying” would not emerge even in this trivial example.While matching becomes much more subtle in such models, assigning buyers to vendors in a way that triggers volume discounts, while remaining sensitive to buyer preferences, offers flexibility and efficiency gains that greatly enhance the appeal of group buying. Consider a group of businesses or buyers working with a GPO to procure supplies within a specific product category (e.g., manufacturing materials, packaging, transportation, payroll services, etc.). The GPO is able to negotiate volume discounts from a handful of suppliers or vendors, possibly with multiple discount thresholds. Buyers generally have different valuations for the offerings of different vendors (e.g., buyers may have slightly different manufacturing specifications; or may prefer the contract, payment or delivery terms of certain vendors). A suitable matching of buyers to vendors must trade off these preferences with the triggered discount prices.The same issues arise in consumer domains. Suppose a daily deal aggregator creates a “marketplace” for some product category, say, spas. Multiple spas offer deals that only trigger if a certain quantity is sold. Buyers are faced with a dilemma: they may want only one item, but are uncertain about which deal will trigger. If they only offer to buy (i.e., conditionally purchase) their most preferred spa, they may not get any deal if their preferred deal does not trigger. But if they offer on multiple spas to hedge that risk, they run the opposite risk of obtaining more items than they want. A matching model that allows consumers to specify preferences for items relative to their discounted prices provides flexibility that benefits both consumers and retailers.Our model. In broad strokes, our model assumes a set of vendors offering products (e.g., within a specific product category). Interacting with some GPO or informal buying group, vendors offer (possibly multiple) volume discounts that trigger if the group collectively buys in a certain quantity. We assume these are proposed or negotiated inadvance, and take them to be fixed, posted prices. For ease of exposition, we assume buyers have unit demand, hence treat items as partial substitutes. Each buyer has valuations for each item and quasilinear utility. Since vendor prices are fixed, our aim is to find an allocation of items to buyers that maximizes social welfare (i.e., sum of buyers‟ utilities) given the discounts that trigger, while ensuring stability, or buyer “satisfaction” with the resulting allocation at the triggered prices. We consider two main variants of this problem. In the transferable utility (TU) model, the gains due to demand aggregation can be transferred between buyers to ensure cooperation. In the non-transferable utility (NTU) model, each buyer pays the (triggered) price of her allocated item. Both models have a role to play in specific business and consumer applications. We also consider various forms of knowledgeand recourse on the part of the buyer (e.g., whether they know only which discounts triggered, or have knowledge of the entire allocation and discount schedule). Our results. Since vendor prices are fixed given some demanded quantity, the model induces a coalitional game among the buyers, which we refer to as a discount matching game. Vendor discounts introduce significant externalities in the corresponding matching problem: this leads to the emptiness of core of such games in certain instances, both in the TU and the NTU sense. As a consequence, we consider unilateral deviations from the matching, and focus on the weaker notion of Nash stability under several different epistemic assumptions. We focus first (and primarily) on TU games. We establish that stable matchings (under all epistemic assumptions) not only exist, but that they maximize social welfare. Moreover, they can be realized using transfers only between buyers that are matched to the same vendor.We then consider computation of social welfare maximizing matchings: we show that the corresponding decision problem is NP-complete, but that, given a (fixed) set of discount prices, computing an optimal allocation can be done in polynomial time. As a result, a mixed integer programming (MIP) model of the problem can be formulated in which binary matching variables can be relaxed (as is typical in matching/assignment problems [Roth et al. 1993]), leaving a MIP whose only integer variables represent the triggering of specific discount thresholds (which, in practice, are relatively few). Experiments demonstrate the efficacy of the formulation. We then consider the NTU discount matching game, and show stable matchings exist. Finally, we consider qualitative discount matching games, a variant in which buyers do not specify valuations for items, but simply rank the deals offered (where a deal is any item and one of its discounted prices). This model is especiallyappealing in consumer domains, where buyers may be unable to articulate precise valuations for items, but can easily compare any two items at specific prices. As long as the rankings are rationalizable (i.e., correspond to quasi-linear preferences under some latent valuation), again stable matchings are guaranteed to exist. We do not address incentive issues with respect to reporting of buyer preferences. This is an important part of the design of such markets, but one we leave to future research. Truthful reporting of valuations is commonly assumed in work on procurement and inventory management (see below), where parties interact repeatedly. Similarly, we assume that sellers simply post (base and discounted) prices without regard to strategic interaction with buyers. While interactions between sellers w.r.t. Strategic price-setting is also of interest, the way in which “between-seller” equilibrium prices and discount schedules are set does not impact group buying decisions.Related work. Assignment games and matching markets have a rich history, and the literature is rife with connections between various forms of (individual and coalitional) stability, competitive equilibrium prices, etc. [Shapley and Shubik 1971; Gale and Shapley 1962; Demange et al. 1986]. While a general discount market model would consider strategic behavior on the part of both buyers and sellers, we take seller prices as given and focus on the one-sided problem that results by considering only the strategic behavior of buyers. Of special relevance is work on assignment models, auctions, and procurement optimization that deals explicitly with quantity discounts, buyer/bidder cooperation, and externalities in assignments. Within the context of auctions, Kothari et al. [2005] consider multi-unit (reverse) auctions with discount tiers, and use the VCG mechanism, but consider only a single buyer with no preferences over sellers.1 Conversely, Matsuo et al. [2005] model theproblem of a single seller offering multiple items, each with discount schedules. Buyers with combinatorial preferences bid for items, and allocations/prices are set using VCG; unlike our model, the discounts are not “posted prices” in the usual sense, but are merely used as reserve prices. While the mechanism and assumptions are quite different, and computation is not considered, their motivations are similar to ours. Leyton-Brown and Shoham [2000] study bidding clubs which collude in auction mechanisms to lower prices, and devise payment schemes that induce participation.Author: TYLER LU, CRAIG BOUTILIERNationality: CanadaOriginate from: Association for Computing Machinery, Inc.ISBN: 978-1-4503-1415-2Pages723-740译文1团购匹配模型匹配买家和卖家，是经济学和市场设计最根本的问题之一。

网络促销英语作文In the digital age, online promotions have become an integral part of business strategies. Here is an essay on the topic of online promotions:The Power of Online PromotionsThe advent of the internet has revolutionized the way businesses market their products and services. Online promotions have emerged as a powerful tool for reaching a global audience with minimal costs. This essay will explorethe various aspects of online promotions, their benefits, and their impact on consumer behavior.The Evolution of Online PromotionsTraditional marketing relied heavily on print media, television, and radio. However, with the rise of the internet, businesses have found new avenues to engage with their customers. Online promotions include email marketing, social media campaigns, search engine optimization (SEO), and pay-per-click (PPC) advertising. These methods have transformedthe marketing landscape, making it more interactive and personalized.Strategies for Effective Online Promotions1. Targeted Marketing: Online platforms allow businesses to target specific demographics. By understanding the customer's preferences, businesses can tailor their promotions to appeal directly to their audience.2. Content Marketing: High-quality content is key toattracting and retaining an online audience. Blogs, articles, videos, and infographics can educate and entertain, building trust and brand loyalty.3. Social Media Engagement: Platforms like Facebook, Twitter, and Instagram provide businesses with the opportunity to interact with customers in real-time. Engaging content and responsive customer service can significantly enhance abrand's image.4. SEO and PPC: Optimizing a website for search engines can increase visibility and drive organic traffic. PPC campaigns, on the other hand, can ensure a business's ad appears when potential customers search for relevant keywords.Benefits of Online Promotions1. Cost-Effectiveness: Compared to traditional marketing methods, online promotions are often more cost-effective. Small businesses can compete with larger ones by leveragingthe right online strategies.2. Measurable Results: One of the significant advantages of online promotions is the ability to track and measure results.Analytics tools provide valuable insights into the success of marketing campaigns, allowing for adjustments and improvements.3. Global Reach: The internet breaks geographical barriers, allowing businesses to reach customers worldwide. This global reach can lead to increased sales and brand recognition.Challenges and ConsiderationsWhile online promotions offer numerous benefits, they also come with challenges. The rapid pace of technological change means businesses must stay updated with the latest trends and platforms. Additionally, privacy concerns and data protection regulations must be adhered to when collecting and using customer data.ConclusionOnline promotions have become indispensable for businesses looking to expand their customer base and increase sales. By leveraging the power of the internet, businesses can create engaging campaigns that resonate with their target audience. As technology continues to evolve, the strategies and tools for online promotions will also advance, offering even more opportunities for businesses to connect with their customers in innovative ways.This essay provides a comprehensive overview of onlinepromotions, discussing their evolution, strategies, benefits, and challenges. It is designed to give readers a clear understanding of how online promotions can be usedeffectively in the modern business world.。

The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will be recognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprisesis 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 the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to 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 withtimely 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 theprice accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as severalhundred times.[Edit] The main method of Internet MarketingCommonly used methods of network marketing system(1): Search Engine Marketing(2): Email marketing permission(3): Online Advertising(4): Web resource cooperation(5): Viral marketing(6): a membership-based network marketingCommon method for classification of network marketing:Are there businesses in accordance with sub-sites:No site online marketingWeb-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络技术、信息技术为代表。

营销策略外文文献"Developing Effective Marketing Strategies in Today's Competitive Landscape"In today's highly competitive business environment, developing effective marketing strategies is crucial for businesses to stand out and attract customers. With the constant evolution of technology and consumer preferences, organizations must constantly adapt and innovate their marketing approaches to stay relevant and successful.One key aspect of developing effective marketing strategies is understanding the target audience. By conducting market research and analyzing consumer behavior, businesses can gain valuable insights into their customers' needs, preferences, and purchasing habits. This information can then be used to tailor marketing campaigns and messages that resonate with the target audience, increasing the likelihood of capturing their attention and driving sales.Another important component of successful marketing strategies is choosing the right channels to reach and engage with potential customers. With the rise of digital marketing, businesses have a multitude of options at their disposal, including social media, email marketing, pay-per-click advertising, and search engine optimization. It is essential for businesses to carefully select the most relevant and effective channels for their target audience, and to create compelling and engaging content that will capture attention and drive action.Furthermore, building brand awareness and loyalty is critical forlong-term success. Creating a strong and recognizable brand identity, and consistently delivering on promises and values, can help businesses build trust and loyalty with their customers. This can be achieved through effective branding, storytelling, and customer service, which help to create a positive and memorable experience for consumers, encouraging repeat business and word-of-mouth referrals.Lastly, measuring and analyzing the effectiveness of marketing strategies is essential for continuous improvement. By tracking key performance indicators and adjusting strategies based on real-time data and feedback, businesses can ensure that their marketing efforts are delivering the desired results and staying ahead of the competition.In conclusion, developing effective marketing strategies requires a deep understanding of the target audience, the selection of the right channels, the building of brand awareness and loyalty, and the continuous measurement and improvement of efforts. By implementing these core principles, businesses can position themselves for success in today's competitive landscape.。

现在团购很流行英语作文{z}Now Group Buying is Very PopularIn recent years, a new trend of online shopping has quickly gained popularity, namely group buying.It was initially introduced from abroad but has now been widely accepted throughout China.Not only can people purchase goods, but they also benefit from various services provided by group buying websites.Group buying is extremely convenient and helps save a lot of money for consumers.However, there are also some issues associated with it.Since group buying is essentially another form of online shopping, it shares many of the same problems as other online shopping models, such as false advertisements or poor after-sales service.Despite these challenges, group buying has become an increasingly popular way for consumers to shop.It allows them to purchase items at a lower price by joining a group and placing a collective order.This results in bulk purchases, which benefits manufacturers by increasing their sales volume.In conclusion, group buying has become a popular trend in the world of online shopping.It offers numerous benefits to consumers, such as convenience and cost savings.However, it is important to be cautious and avoid purchasing unnecessary items just because they are available at a lower price in a group buying setting.As with any shopping platform, it iscrucial to research and choose reliable and trustworthy websites to ensure a positive shopping experience.。

Nowadays with the ever rapid development and increasing popularity of the information technology , shopping on the internet has been a fashion especially among the youngsters.Online shopping has made our daily life more convenient and comfortable. For example , shopping on the internet can save students a great deal of time on the way between home and store, so they would be able to concentrate more time and energy on their academic work. The internet has shorten the distance between manufacturers and consumers and thus we can even buy goods in other countries .On the other hand , lack of the face to face deal makes online shopping less reliable and trustworthy. What’ s more the delivery will increase the risk of items’ damage.In my opinion, shopping on the internet is a irreversible trend. More and more people will be accustomed to it. It will be much more popular in the near future. And at the same time we should take some measures to make it perfect.With the development of the Internet and the popularization of computers, shopping on the Internet has become a commonplace in our life. Here consumers can buy almost everything they need.Shopping on the Internet has a lot of advantages, of which the most important is perhaps its convenience. People don't have to waste a lot of their energy and precious time to go from one shop to another to choose the commodities they like. This is especially desirable to the old, the sick and the busy people who cannot go to the shops in person. The goods come in all shapes, sizes and colors on the Internet. All they need to do is to sit in front of their computers and click the mouses. The commodities they order will be delivered to them promptly.However, shopping on the Internet also has its disadvantages. The first disadvantage is that the consumers can't see the goods or try them on personally. Sometimes, the real goods may not be the same as what they have seen on the computer. The second disadvantage is that some shops on the Internet are not registered. They will never deliver anything to you after they get the money from you. Once cheated, you will find that you have nowhere to go to complain.1 / 1。

有关团购的英⽂作⽂ 团购是⼀种基于⽹络的商业模式，透过团购⽹站集合⾜够⼈数，便可以优惠价格购买或使⽤第三⽅公司的物品、优惠券或服务。

下⾯是店铺给⼤家整理的⼀些英语范⽂，供⼤家参阅! 有关团购的英⽂作⽂篇1 Nowadays with the ever rapid development and increasing popularity of the information technology , shopping on the internet has been a fashion especially among the youngsters. Online shopping has made our daily life more convenient and comfortable. For example , shopping on the internet can save students a great deal of time on the way between home and store, so they would be able to concentrate more time and energy on their academic work. The internet has shorten the distance between manufacturers and consumers and thus we can even buy goods in other countries .On the other hand , lack of the face to face deal makes online shopping less reliable and trustworthy. What’ s more the delivery will increase the risk of items’ damage. In my opinion, shopping on the internet is a irreversible trend. More and more people will be accustomed to it. It will be much more popular in the near future. And at the same time we should take some measures to make it perfect. With the development of the Internet and the popularization of computers, shopping on the Internet has become a commonplace in our life. Here consumers can buy almost everything they need. Shopping on the Internet has a lot of advantages, of which the most important is perhaps its convenience. People don't have to waste a lot of their energy and precious time to go from one shop to another to choose the commodities they like. This is especially desirable to the old, the sick and the busy people who cannot go to the shops in person. The goods come in all shapes, sizes and colors on the Internet. All they need to do is to sit in front of their computers and click the mouses. The commodities they order will be delivered to them promptly. However, shopping on the Internet also has its disadvantages. The first disadvantage is that the consumers can't see the goods or try them on personally. Sometimes, the real goods may not be the same as what they have seen on the computer. The second disadvantage is that some shops on the Internet are not registered. They will never deliver anything to you after they get the money from you. Once cheated, you will find that you have nowhere to go to complain. 有关团购的英⽂作⽂篇2 Group Purchasing In recent years, a new type of online shopping is rapidly gaining popularity — group purchasing, which was originally introduced from foreign countries but is now widely accepted all over China. People can buy not only goods, but also all kinds of services on group purchasing sites. Group purchasing is very convenient, and saves people a lot of money. But it also has some problems. Since group purchasing is nothing more than another form of online shopping, the nature of it is no different from other online shopping patterns. Problems that exist in online shopping can also be found in group purchasing, like deceptive advertisements or poor after-sale services. In my opinion, we should treat group purchasing as a way of shopping and nothing more. We must be careful not to buy something we don’t need only to follow the fashion. 团购近年来，⽹上购物新类型的迅速普及，团购，最初是从国外引进的但是现在被⼴泛接受的中国各地。