网络营销外文文献及翻译

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

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

search engine n。

email marketing。

social media marketing。

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

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

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

objectives。

tactics。

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

it is ___ of content。

language。

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

By optimizing website content and structure。

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

Social media ___ e-marketing。

网络营销外文文献及翻译网络营销外文文献及翻译1：引言1.1 研究背景及意义1.2 研究目的1.3 研究方法2：网络营销概述2.1 网络营销定义2.2 网络营销发展历程2.3 网络营销的优势和挑战3：网络营销策略3.1 定位与目标市场3.2 品牌建设3.3 销售渠道选择3.4 市场细分与定价策略3.5 推广与广告策略4：社交媒体营销4.1 社交媒体平台概述4.2 社交媒体营销策略4.3 社交媒体广告4.4 社交媒体营销案例分析5：搜索引擎优化(SEO)5.1 搜索引擎优化概述5.2 关键词优化5.3 网站架构优化5.4 内容优化5.5 外部优化6：内容营销6.1 内容营销概述6.2 内容策略与创作6.3 内容发布与推广6.4 内容营销案例分析7：电子邮件营销7.1 电子邮件营销概述7.2 邮件列表建立与管理7.3 邮件设计与撰写7.4 邮件营销分析与优化8：移动营销8.1 移动营销发展概述8.2 短信营销8.3 应用程序营销8.4 移动广告与跟踪分析9：数据分析与营销决策9.1 数据分析的重要性9.2 数据收集与整理9.3 数据分析工具与方法9.4 数据驱动的营销决策附件：1：《网络营销案例分析报告》 2：《社交媒体营销指南》3：《搜索引擎优化实战手册》4：《内容营销成功经验分享》5：《电子邮件营销最佳实践指南》6：《移动营销趋势报告》7：《营销数据分析工具比较》法律名词及注释：1：商标法：指保护商标权益的法律法规。

2：著作权法：指保护创作作品的法律法规。

3：消费者权益法：指保护消费者权益的法律法规。

附录附录一：英语原文Internet marketingIt's always great to hear that remodelers are having a stellar year -- referrals are coming in, solid leads are turning into clients, and business is booming. However, one part of the total business pie that can easily be forgotten; amidst all of this success is marketing. It's amazing how often you hear that the first thing to go is one's marketing plan for the year -- marketing is too expensive or my budget just doesn't call for marketing this year.Au contraire, marketing doesn't have to break the bank; the new age of marketing is all about the Internet. Internet marketing involves many segments and some that this article will touch upon include the basics: Web site development, search engine optimization and marketing via e-mail.The Internet has been called the Information Superhighway -- for many reasons, might I add. Millions of people surf the Internet for information every day, but are they getting what they are looking for? Studies have shown that people give up on looking for what they want if they can't find it in eight clicks. It is your job, as the Web site provider, to offer this sought-after information in a clear and easy-to-find manner.Your Web site is an assetThe Web site is the key player in your marketing and sales endeavors -- no matter how big or small your company may be. Your site should serve as a portal for potential customers and as a marketing tool for your remodeling company. Potential customers, in their own leisure time, can learn about your company, see your work, meet your employees, etc. For many, this is the first impression they have of you and your company, so design your site to appropriately reflect what your company represents.Internet marketing is incredibly cost-effective. Your Web site can help promote the information you are trying to convey without printing costs for hard copies and postage.Content is KingPictures may say a thousand words, but content is king on the Internet. Define the content to satisfy your target market. Every remodeler has amazing photos of their work -- don't forget to include these on your site. However, remember to include copy that goes along with it. This will help with your SEO (see the next subhead on SEO) and gain you more traffic than if you wouldn't have included copy. According to the American Marketing Association, quick load times are important for a successful Web site. Don't let large images bog down the site, therefore losing that particular visitor.As you do in your own business, building your framework -- on your site -- is very important. Create a flowchart and get your visitors from Point A to Point B as fast and easily as possible. Don't overwhelm people by putting links to your entire site on the home-page. Instead, create a model to prioritize and categorize information. Define logical relationships between subjects and define links between information types.It used to be that getting traffic on your Web site was a great success. Today, not only is traffic important, but we now have to analyze this traffic to make sure the "right" people are visiting and that the marketing plan you implemented is working. Tracking services such as or are great tools to help analyze that traffic the site is receiving.The new buzzwordNot by any sense of the word is search engine marketing a secret. However, there are many dos and don'ts that could help provide the best results for this quest in Internet marketing.Search engine optimization is the new buzzword in marketing via the Internet. It means including the right "ingredients" on your site for these search engines to "like" it -- which could ultimately send thousands of visitors your way, increasing your chance for some solid leads. Studies have found that 65 percent of visitors to sites come from search engines.The way search engines work is quite simple. A search engine has a database, which lists every Web site that the search engine knows about. When a search is performed, it tries to find matches in the database for the key words entered.As a Web site owner, you want search engines to send you as many visitors as possible. Therefore, you want to make sure that you are in the databases of as many search engines as possible. This is pretty simple. All the major search engines allow you to register your site free. You can simply go to each major search site, click on "Add Your Site," "Submit URL," or something similarly worded, and fill in your site information.The main ingredient for a successful SEO is not the right key word, but the right key phrase. Try searching for remodeling. I came up with 8,900,000 sites. Now, try searching the same engine for remodeling in Detroit. I came up with 36 sites. See the difference? Creating the right key phrase will help eliminate unqualified leads and will also help potential customers find your company with a lot fewer complications.If you are having trouble with creating the most appropriate key phrase to help your SEO, there are Web sites that can help -- compiles a database of terms that people search for. The user will enter some key words, and will tell you how often people search for them and will also tell you how many competing sites use those key words. The site will also provide a listing of all the key word combinations that bear any relation to your business or service. Just remember, the more instances a key phrase is on your site, the higher up on the ranking totem pole your site will be.Next, you'll want to think of a description of your site. Most search engines will ask for a 25 word description.Marketing by e-mailMany companies have attempted to use electronic mail (e-mail) for advertising -- only to receive a deluge of abuse from infuriated Internet users. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk e-mail, 42 percent want to stop receiving it. According to Time magazine, "unsolicited junk e-mail now accounts for 10 percent of all Internet traffic and up to 30 percent of the 26 million daily messages on America Online."E-mail marketing can be highly effective and extremely-cost effective if you choose to follow some simple best practices. According to Al Bredenberg, publisher of , here are few ethical ways to having a successful e-mail marketing plan.Build your own house e-mail lists. Collect e-mail addresses at your Web site, at trade shows, on product registration cards, during sales and telemarketing calls, or at other points of contact with customers and prospects. Make sure that everyone on your list knows exactly how you will use his or her e-mail address. Your own in-house e-mail lists are a valuable asset.Start an announcement list. This is a simple in-house e-mail list designed to keep you in touch with your Internet audience. Use it for distributing company news, new product releases, special promotions, announcements of personnel changes or other items of interest to your company's contacts.Publish a free e-mail newsletter. An e-mail newsletter, or "e-zine," is a way to keep your company's name in front of your target market. Be sure to offer value -- industry news items, how-to articles, analysis and commentary about your industry niche. Your e-zine will position your company as an expert in the field and will enhance its reputation.Advertise on opt-in and voluntary e-mail lists.Opt-in e-mail lists are now available "for rent" from many companies. In contrast with the bulk e-mail spammers, the opt-in list providers have built their lists on a voluntary basis. The Direct E-mail List Source provides links to many permission-based e-mail lists.Advertise in e-zines and e-mail discussion lists. You will be able to find numerous e-mail newsletters and interactive discussion lists that reach your target audience. Many of these will accept advertising or sponsorships. If they don't already sell ads, they might -- if you make an offer."Spam is such a controversial subject right now that I urge marketers to stick with permission-based e-mail only," says Bradenberg. The risks to the company's business and reputation are just too great. What constitutes true permission-based marketing? Simple. Make sure that nobody is placed on any e-mail list without their explicit permission. No one should have to ask to be removed from an e-mail list they never asked to be on in the first place.9 Steps to higher search engine optimizationStep One -- Choosing Key WordsChoose your key words. This is perhaps the most important step of the process because incorrectly targeting phrases can result in traffic that is not interested in your product.Step Two -- Site ContentCreating some of the new content before starting the optimization process can be doubly helpful in that it can reveal potential additions to your Web site that you may not have considered. If you already have a site, perhaps simply sit on your back deck, sip on a coffee and image what you would do if your whole site was lost and you had to start again.Step Three -- Site StructureA solid site structure is very important. Creating a site that is easily spidered by the search engines yet attractive to visitors can be a daunting and yet entirely rewarding endeavor. To adequately structure your Web site, you must "think like a spider" which is not as difficult as it may sound. A search engine spider reads yourWeb page like you would read a book. It starts at the top left, reads across, and then moves down.Step Four – OptimizationAs noted above, a spider places importance on what it reads highest on the page and so beginning with a sentence that includes your targeted phrase only makes sense.Step Five -- Internal LinkingText links make the best choice as the anchor text (the actual words used to link to a specific page) add relevancy to that Page for the words used to link to it. There are two main ways to ensure that your site gets well spidered and that the relevancy is added. The first is to place text links on the bottom of your homepage to your main internal pages. The second is to create a sitemap to all your internal pages and link to it from your homepage.Step Six -- Human TestingThe next step is to put it past someone who has never seen your site. Ask them to find specific information and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones.Step Seven – SubmissionsSubmit your site to all the big players.Step Eight -- Link BuildingFind Web sites that you believe your site visitors would genuinely be interested in and you've probably found a good link partner. You want to find links from sites that are related to yours.Step Nine – MonitoringReview your stats to see where your traffic is coming from and what search terms are being used to find you.附录二：中文翻译网络营销对于企业重塑者来说像这样星光灿烂的一年是永远值得庆幸的事：合作意向纷至沓来，那些有强烈合作意向的伙伴都成为了顾客，业务蒸蒸日上。

网络营销中英文对照外文翻译文献
网络营销已经成为现代市场营销的重要方式之一，不仅受到广大企业的关注，也成为了许多学者研究的热点。

本文翻译了一篇网络营销的英文文献，并提供了中英文对照。

英文原文：
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容：本文主要介绍了如何利用内容营销来扩大潜在客户群，网站会员和现实销售。

内容营销是什么？内容营销是指利用高质量内容对观众进行品牌营销，将观众吸引到公司网站，从而增加客户数量。

而作者提供的方法是不要把所有信息都公布，而是在某一时刻进行揭秘，从而吸引更多观众。

中文翻译：
标题：如何利用内容营销来引导潜在客户
作者：Konstantinos Loupelis
内容：内容营销是广告营销的变体，但是它利用高质量的内容
吸引观众，从而增加客户数量。

通过提供有助于观众的有价值的信息，该方法不仅可以增加网站流量和现实销售，还可以增加网站会
员数量。

这种方法的核心是不公开所有信息，而是设法以有创意的
方式逐渐透露信息，吸引观众关注品牌，从而促进营销目标的实现。

外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large，powerful networks, thus enabling a large number of computers can easily transmit information to each other，share hardware，software, data and other resources。

And network marketing is closely related to the computer network there are three types: the Internet，Extranet and Intranet。

[Edit］the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory，network theory of relationship marketing，marketing theory and network software to integrate marketing theory.（A）Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled。

Putting Taobao's Size and Growth inPerspectiveEric Jackson,Forbes,2011(06)I’ve written recently about Taobao’s significant size and growth and how that potentially is going under-appreciate d by Yahoo!’s (YHOO) investors.I wanted to provide some more points of comparison between Taobao and the two Chinese Internet behemoths: Tencent and Baidu (BIDU).As I said before, I estimate that Taobao did RMB 5 billion in revenues in 2010. The majority of this revenues (80%) came from advertising vs. transaction revenue (although this will likely change greatly in the years to come).Tencent by comparison did RMB 19.6 billion last year. However, of this, only RMB 1.4 billion came from advertising. The rest of their revenues came from value-added services (e.g., games) they sold to their users.So, Taobao’s ad revenues are already 4x the size of Tencent — and keep in mind that Tencent had a CAGR of 51% for its ad revenues in the last 4 years.Starting in 2009, Taobao actually surpassed Sina (SINA) in terms of market share of Chinese online advertising. This lead has only increased. According to iResearch, Taobao had a 9.4% share of the Chinese online ad market as of Q3 in 2010. Sina’s share was 5.6%.Let’s compare Taobao to th e other king of the Chine se Internet: Baidu. Baidu did $1.22 billion in revenues in 2010 (or almost RMB 8 billion). So, Taobao is 62.5% the size of Baidu today. Applying this of percentage to Baidu’s market capitalization implies that Taobao on its own is worth $31.25 billion.Online ads matter. The total size of the Chinese Internet ad market in 2010 was RMB 36 billion. I estimate it will keep growing at 50% annualized rates and be an RMB 80 billion market by 2012. It’s not unreasonable to expect to see Taobao keep growing its share of this market to 14% by then. With that and RMB appreciation, Taobao could do nearly RMB 11 billion in ad revenue by 2012 (or $1.9 billion).But transactions will be the most exciting part of the Taobao growth in the years ahead. Most of their money from transactions with come from business-to-consumer (B2C) sales, rather than from consumers-to-consumers (C2C). I mentioned in my earlier article thatTaobao had launched their to much fanfare in November of last year. The take rates on Tmall are currently just under 4% for Taobao. They hope to grow this over time, along with GMV.In order to grow GMV, Taobao needs more merchants. There’s recent data to suggest that this is happening.At the beginning of March, Tmall listed 32,000 merchants selling their wares on Tmall.As of yesterday, the number of merchants listed on Taobao was over 36,000. This is 75% annualized growth in the number of merchants sellingstuff on Tmall. We don’t know exact details on average selling price or GMV as the company is still private, but the raw number in merchants is indicative of how quickly GMV appears to be growing at the company.Any way you calculate it, Taobao has massive ad revenue and transaction revenue possibilities ahead of them in the next 5 years. Their size and growth — when compared to Tencent and Baidu — are even more impressive. This size relative to these giants suggests a huge unappreciated value for Taobao.Ever since David Einhorn announced he was a believer in this hidden value story earlier this week in his letter to partners, the rest of the market is starting to come around to Taobao’s and Yahoo!’s hidden value.淘宝的规模和未来展望Eric Jackson,《福布斯》,2011(06)我最近写了关于淘宝的显著规模和增长以及可能会被低估了的雅虎( YHOO )的投资者。

网络营销外文文献及翻译目录：1.引言2．研究背景3.相关概念与定义4.研究目的与重要性5.文献综述5．１文献15.2 文献26.研究方法6.1 数据收集６.２数据分析７．研究结果与讨论7.1 结果１7.2 结果28.实施网络营销的建议8.1 建议18．2 建议29.结论１0.参考文献11．附件1．引言在当今信息时代,网络营销作为一种重要的营销工具，对企业的发展起着关键性的作用。

本篇文献旨在研究网络营销的相关理论与实践，并通过文献综述、研究方法、实施建议等章节来阐述对网络营销的认识和应用。

2.研究背景介绍网络营销的定义、范围和发展历程,概述相关理论的研究现状和实践应用情况。

了解网络营销的发展背景有助于更好地理解研究的重要性和必要性。

3.相关概念与定义详细解释与网络营销相关的概念,包括但不限于社交媒体营销、搜索引擎优化、电子邮件营销等。

为了确保读者对这些概念的准确理解,提供权威的定义和解释。

4.研究目的与重要性简要说明本文的研究目的和研究问题，并阐述网络营销在企业发展中的重要性。

说明研究的意义,为后续章节的展开提供背景和理论基础。

5.文献综述收集和综述相关领域的文献，包括公认的权威研究和实践案例。

通过对这些文献的综合分析，探讨网络营销的最新趋势、关键成功因素和挑战等方面的研究成果。

６.研究方法介绍本次研究所采用的研究方法,包括数据收集方法和数据分析方法。

清晰地描述研究的步骤和过程,确保研究的可靠性和可复制性。

7.研究结果与讨论展示研究得出的具体结果,并对这些结果进行详细的解读和分析。

通过与文献综述进行对比,发现研究结论与现有理论的相关性和差异性。

8．实施网络营销的建议根据研究结果提出实施网络营销的具体建议，包括策略、渠道选择、推广方式等方面的建议。

为企业在实际操作中提供指导和参考。

9.结论总结本次研究的主要发现和贡献，并对未来的研究方向提出建议。

强调网络营销对企业的重要性和影响,并总结研究对理论和实践的启示。

网络营销——营销思想和策略的未来革命文献翻译Web-based marketing 1The coming revolution in marketing thought and strategyAbstractThe web is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing marketing strategies for the web. In this paper, we propose that the web is fundamentally changing, and will continue to change marketing thought and practice. The paper suggests that the web-based markets of tomorrow may have little resemblance to the markets of today. We discuss the emergence of reverse marketing, customer-centric marketing, effective-efficiency, adaptation, expectation management, marketing process focus and fixed cost marketing in the context of marketing theory and practice. In addition, we discuss customer behaviors such as cocreation, universal availability, use of infome diaries, temporal shifts, open pricing and a move toward bricks to clicks.©2002 Elsevier Inc. All rights reserved.Keywords: Web based marketing; B2B; B2C; CRM; Reverse marketing; Cocreation 1.IntroductionIn the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and were adapted to her/his specific needs (e.g., tailors and clothing). Production was typically initiated after receiving the customer order, and specialization was at a local level. This mode shifted with the advent of mass manufacturing and mass transportation (especially after World War II). The costs of mass- manufactured goods were dramatically lower than small-lot adaptable local products, leading to market dominance by mass produced goods. Marketing also became more organization initiated as products were first manufactured and then marketed.The Internet creates a fundamental shift in business and consumer behaviors similar to that of the Industrial Revolution. The advent of the Internet is analogous to the advent of the printing press or the railroads, which changed monetary, communication and exchange platforms. Similar evolutions took place with the introduction of automobiles and telephones that reduced the need for channel immediacy. Finally, the advent of satellite televisions changed markets as consumers developed global preferences, for example, the rise of the global teenager. The Internet adapts to the needs of customers, reduces transaction costs and allows customers to move from time- and1 2. Arun Sharma , Jagdish N. Shethb．Web-based marketing The coming revolution in marketing thought and strategy [D]．Journal of Business Research , 57 (2004) 696– 702．location-based behaviors toward non-emporal and non-locational behaviors. Internet marketing is similar to agricultural-age marketing, with direct recurring relationships between consumer and producer.Web-based marketing entails using the Internet to provide information, to communicate and to conduct transactions. The Internet is a ubiquitous information platform, allowing internal and external customers to reduce costs for both firms and customers. This paper discusses the web based changes in marketing thought and practice. Building on the work done with our colleagues (e.g., Sheth et al.,2000), we begin the paper with the implications of the Internet on the theory and practice of marketing—first from the marketers‘ perspective and then from the customers‘perspective. The next sections focus on the boundary conditions and the implications of these findings on marketing practice.2. How the web changes organizational level practicesThe Internet is an intelligent ubiquitous information platform. Firms utilize the Internet to provide information, provide connectivity and community, allow transactions and share cost reductions. The impact of web based marketing can be examined through a comparison of traditional marketing and emerging marketing. We examine the impact of the Internet on the following aspects of traditional marketer practices—traditional marketing versus reverse marketing, mass market versus customer-centric marketing, efficiency versus effective efficiency, adaptation versus standardizing versus personalization, customer satisfaction versus expectation management, marketing function versus marketing processes and variable versus fixed costs. In subsequent sections, we discuss the present marketing practices and the impact of the Internet on these practices. Implications are presented in Appendix A.2.1. Traditional marketing versus reverse marketingTraditional marketing has focused on the products and services that firms provide. The goal of marketing is to create a demand for the product that matches organizational requirements, and, therefore, marketing management has traditionally been viewed as demand management (Kotler,1973). The focus had been on the product, and the role of the marketing function was to stabilize demand through promotional sales, couponing and price adjustments to meet the product sales goals of the organizations.The Internet changes the focus of marketing from a ‗‗supplier perspective‘‘ to a ‗‗customer perspective,‘‘ that is, reverse marketing. Instead of marketers manufacturing and then seeking orders, manufacturing will only start when the customer orders. The analog is McDonald‘s and its transformation. McDonalds‘s traditional model was to produce burgers and keep them under heat lamps, serving them when the customer ordered. Recently, due to competition, customer preferences and transformation in technologies, McDonald‘s has started assembling food only after it has been ordered.The Internet increasingly makes the marketing function responsible for ‗‗supply management.‘‘ The customer becomes the starting point for marketing activities for multiplereasons. The increasing diversity in needs, wants and resources of businesses and households will make customer behavior inherently less predictable and forecasting less accurate (Sheth et al., 2000). In such an environment, companies that succeed will be those that can rapidly adjust their supply to meet demand. Customers will drive the exchange process. Consequently, rather than trying to influence people in terms of what to buy, when to buy and how much to buy, marketing will be more concerned with better responding to customer demand. For example, the Cisco Systems web site enables customers to order hardware and software solutions unique to their existing and planned infrastructure.2.2. Mass market versus customer-centric marketingAs stated earlier, marketing has developed from a mass-market perspective toward a customer- centric perspective (Sheth et al., 2000). Recent developments in technology and the web have allowed firms and marketers to cater to the needs of individual customers. An example is the ‗‗Dell model‘‘ in which each PC is manufactured for the specific customer. Similarly, Cisco allows customers and salespeople to customize networks. In an advanced area of the web, marketers are tracking past behaviors of customers in order to customize offerings. This data is obtained from the sites that customers visit, the pages and information that customers obtain and their stated preferences and past purchase behaviors. The customized communication and offerings can be provided to customers through their own home page areas or through emails. Therefore, firms do not need to spendmass advertising resources on retaining customers. In addition, once customers start receiving offerings based on their preferences, the switching costs are high and loyalty is maintained.Customer-centric marketing is expected to lead to better customer selection. When marketers have better data on their customers, they will seek to differentiate their offerings. The ‗‗80/20‘‘ rule is well known, but it focuses primarily on the distribution of revenues rather than costs. Typically, the distribution of revenues is highly nonlinear, while costs are distributed in a more linear relationship with customer size. In other words, as you go from the largest to the smallest customer, the revenue curve slopes down exponentially, while the cost curve slopes down gradually. In a study of the customers of two banks, Storbacka (1995) found that the profitable customers subsidized the un- profitable customers; overall, only 58% and 36% of the customers were profitable. He further found that profitability would be substantially higher if the unprofitable customers are dropped.With data from web-based markets, marketers will divide their customers into four segments based on whether they are financially viable (Is this customer profitable?) and strategically viable (Is this customer of strategic importance?). Marketers will seek relationships with financially and strateg- ically viable customers. These customers provide profitability to firm operations and arestrategically necessary for the firm. Typically, national account management programs are established for these customers in business markets and loyalty programs are established in consumer markets.Marketers will seek to conduct transactions with customers who are financially viable, but the firm does not see benefits to having relationships with these customers. These are‗‗transactional customer‘‘ and are typically small customers who help cover fixed costs. The Internet can be an ideal platform for serving the needs of these customers. Marketers would like to develop customers who are strategically important but are not financially viable by either increasing revenue sources or by enhancing offerings for these customers. Marketers will outsource customers who are neither financially viable nor are or of strategic importance to the firm. Outsourcing refers to allowing other competing firms to provide offerings to those customers.2.3. Efficiency versus effective-efficiencyWebster (1980) interviewed the CEOs of 30 major corporations to determine their views of the marketing function. CEOs were concerned about the diminishing productivity of marketing expend- itures, had a poor understanding of the financial implications of marketing actions and observed a lack of innovation and entrepreneurial thinking. This scrutiny is also being reflected by other marketing academics. In an extensive review, Brown(1995) cites several marketing scholars expressing disquiet about the marketing function.These concerns have led marketers to pay attention to productivity or efficiency issues. This paper proposes that the implementation of marketing efficiency metrics will be accelerated through web-based platforms and that effectiveness will also become a more important criterion. Marketers‘ actions will be guided by analysis that seeks to maximize the ‗‗effective-efficiency‘‘ of marketing actions (Sheth and Sisodia, 1995). Efficiency entails cost–benefit analysis and seeks to maximize the output to input ratio of the marketing function for individual customers. Effectiveness entails the enhancement of customer loyalty and ‗‗share of wallet.‘‘The web and web-based platforms allow marketers to track costs of each of their activities and processes. For example, access to better data allows firms to judge the cost and return differentials of acquisition versus retention. Marketers can therefore make fact-based decisions. In addition, the Internet allows firms to determine competitors‘ costs, leading to effective benchmarking and effective- efficiency.Web-based platforms also increase the effective-efficiency of marketing programs. For example, the web allows firms to build platforms that are versatile and scalable. Therefore, firms reduce transactional costs, allowing larger number of transactions with increasing returns to scale. Similarly, the Internet allows firms to create multiple channels and cross-sell platforms.2.4. Adaptation versus standardizing versus personalizationProduct quality and market offerings have become increasingly standardized in many industries (cf. Lambert and Sharma, 1990). Examples of similar product offerings are the long distance services and ATMs, where the provider of services is transparent to the user. In other words, we have greater commoditization of products and services due to standardization. Given the greater degree of product quality standardization, it has become increasingly difficult for companies to differentiate their offerings from those of their competitors. For example, customers‘ perceptions of brand parity (similar brands in a category) are 52% for cigarettes to 76% of credit cards (Aaker, 1991). In response, customers see little risk in switching from suppliers, as in Roper‘s 1989 findings that 56% of consumers knew what brand they wanted to buy when they went into a store—a percentage that fell to 53% in 1990 and to 46% in 1991 (Jones, 1993).In the web-based marketing era, the trend is expected to change in terms of more personalization. With flexible design and manufacturing technology, and given the personalization potential of the web, increased personalization will emerge. The web makespersonalization of products easier and more transparent to the user.2.5. Customer satisfaction versus expectation managementCustomer satisfaction levels are declining at the same time that marketing expenditures are rising. For example, the overall American Customer Satisfaction Index has consistently declined from 74.5 to 71.1 from 1994 to 1997, and the index dropped in five out of six for-profit industry sectors (ACSI, 1998). Not surprisingly, Reichheld (1996) estimates that US corporations lose half of their customers in 5 years.The pursuit of customer satisfaction can be costly if rising levels of performance lead to increased expectations and a lower level of satisfaction with the same standard of performance over time. Therefore, customer satisfaction may be a case of going backward while standing still. The primary causes may be that many customer satisfaction strategies are easily copied(e.g.,frequent user programs) and efforts aimed at raising customer satisfaction lead to higher customer expectations.Fulfilling higher customer expectations may lead to higher expenditures. Inaddition, some customer satisfaction activities and productivity may be inherently incompatible (Anderson et al., 1997).The strategy is to change customer expectations rather than attempt to affect customer satisfaction. The Internet is able to provide customers with more realistic expectations. The interactive and audio-visual nature of the Internet can be used to demonstrate the actual performance of a firm. We already see clubs and restaurants that broadcast scenes from their locations through webcams. Some firms like GE provide actual performance data on their web site. Therefore, we anticipate that firms will increase expenditures on expectation management in the future.2.6. Marketing function versus marketing processesIn most corporations, the marketing department is still a functional silo, isolated from other business functions, and is itself too rigidly organized along sub functional lines (Webster, 1992). For example, the sales function operates largely autonomously of marketing in many companies. Brand managers are typically not associated with the distribution function. The move toward‗‗integrated marketing communications‘‘ is a relatively recent one.The reason for different marketing functional silos was that the goal of each function was seen as separate, for example, sales function was prepurchase and service function was post purchase. In addition, sharing of information was very difficult. The emergence of the Internet as a ubiquitous information platform will accelerate the movement toward the focus on processes rather than functions. For example, Cisco regards customer acquisition, delivery and customer retention programs as a single process.The primary reason for the need for marketing integration is the potential synergy inherent in marketing activities. Synergy is destroyed when, for example, brand managers attempt to develop a premium image and salespeople discount the brand to reduce inventories. Companies need to adopt a more integrated view of the function, which translates into new organizational designs. Some initial changes are already taking place. For instance, marketing organizations are moving from centralized platforms to distributed platforms (as sales and service). Marketing is also integrating with non marketing function, as has been suggested by previous researchers (Webster, 1992).2.7. Variable versus fixed costsTraditional economics and traditional marketing practices, were based on the existence ofvariable costs in all marketing transactions. The reason is that the total cost of doing business has included sizable fixed and variable components. This gave rise to the economics of scale and scope, and firms sought to spread their fixed costs over a larger volume. Average costs declined slowly with volume, and prevailing market prices tended to closely track production costs.The web-based marketing era will be the age of extensive investment in technology that will aid in the reduction of transactional costs. As examples, databases and voice response technologies have high fixed costs, but reduce transactional costs. The costs of these infrastructures are largely invariant with respect to volume. The implication is that new technologies will dramatically reduce the costs of acquiring a new customer or servicing an existing customer. Fundamentally, fixed cost investments are associated with reducing transaction costs. Firms have invested heavily in technology to reduce the costs of customer service in banking, telecommunication and airline industries. For example, a teller transaction costs a bank US$3.50, an ATM transaction costs only US$1.25 and an Internet transaction costs 13 cents. Similarly, software delivery costs decline from US$15.00 to US$0.20, airline tickets costs decline from US$8 to US$1 and term life sales costs decline from US$400 to US$200.In the web-based era, marketing will be seen as an asset in the same manner as buildings and equipment. Therefore, like space, elements of the infrastructure can be profitably shared with other companies engaged in similar businesses or others targeting the same customers with complementaryofferings. Adding additional complementary products and services that would be of interestto the same customer group can then leverage the marketing system.3. How the web changes customer behaviorsJust as the web will change marketing practices, the web will also change customer behaviors. Some of the more interesting areas of change should be highlighted.3.1. CocreationWith an increase in usage of the Internet, customer will take an increasing role in the fulfillment process, leading to ‗‗co-creation.‘‘ Co-creation involves both customers and marketers interacting in aspects of design, production and consumption of the product or service. We see this process in services (e.g., hair styling) but will increasingly see it for physical products. For example, in the coming years, customers buying from General Motors will be able to customize an automobile manufactured to their specifications. The key aspect of cocreation marketing iscustomer–firm interaction, and the Internet will be the key platform.3.2. Geographic versus universal availabilitySince customers lived in a physical world, the geographical location of resources is critical for consumers. When markets evolved from local to regional or national markets, buyers and sellers were typically not in the same geographic location. This geographical separation led to customers seeking intermediaries in their geographic locations that advanced the interests of consumers in terms of information, communication, transactions, physical movement of goods and customer service. The difficulty and cost of obtaining locational assets close to the customer has led to a small set of large retailers and intermediaries developing and maintaining competitive advantage.Customers are using the Internet to reduce some of their locational dependence. For business customers, instead of relying on a geographical or locational sales force, the Internet allows customers to more readily engage in direct, order taking and technical support.Similarly, much of the present advertising access by customers is location specific (such as local newspapers, local radio and local television) and national (most magazines, national radio and television). With the Internet, customers are entering an era of ‗‗direct information,‘‘ as they seek web pages and communicate directly with marketers based on their needs.3.3. Self access versus infomediaryCustomers face an emerging threat on the Internet information overload. Therefore, customers seek a new kind of intermediary——infomediary. The infomediary began as aweb-based intermediary that aggregated and provided information in areas of interest to their customers. This typically included information from sellers packaged in a manner relevant to customers. For customers, infomediaries are the equivalent of a retail store on the web that allows them to get information, compare information and, in recent cases, undertake transactions on the web. Amazon is an example of an Internet infomediary.3.4. Fixed versus flexible timesTime has been central to customers, as marketers, retailers or buyers have traditionally set the times of transaction or exchange. Customers want more flexibility in their ability to interact with marketers. Typical areas where customers have changed marketing practices have been by banks through ATMs, catalog sales (through 24-h telephone access) and airline ticketing (through 24-hairline reservation lines). Customers will increasingly use the Internet to conduct non-time-based interactions. Surveys show that most customers desire 24-h access to information, communications, transactions and basic customer service.The Internet has allowed customers to seek more rapid access to information. Customers have found that traditional communication practices such as mass advertising are very slow and are not ideal for their goals in the ‗‗knowledge economy.‘‘3.5. Closed versus open pricingCustomers have typically sought the ability to compare prices of competing products and outlets. The Internet has allowed consumers to access pricing data easily. For example, sites such as 〈〉provide pricing information on a wide range of products from a wide range of retailers. We expect a similar trend in business markets. Through auction sites, independent vertical industry sites and industry-owned sites, customers will have more access to pricing information. Customers will, therefore, find similar pricing patterns across competitors and will choose products based on nonpricing attributes.3.6. Bricks versus clicks and bricksAs the number of firms offering similar web-based services has increased, the majority of customers have tended to go to a limited number of sites. Therefore, customers have become more discriminating. It now costs firms between US$100 and US$500 to attract customers to their web sites. The brick-and-mortar stores have built-in equity that can be leveraged on the web. Customers buying from Gateway, a web-based store, are increasingly coming from Gateway‘s own stores. Therefore, we expect that customers will use the brick to click purchasing pattern, that is, they will buy on the Internet from firms that have brick stores.4. Will the rapid growth of web-based marketing continue?The growths in web-based marketing efforts are expected to continue because the availability of a ubiquitous information platform will aid marketing efficiencies and effectiveness. Theweb-based marketers are dependent on their ability to create a community in which Internet users will participate, and web-based communities are expected to develop and grow. However, there are constraining factors that may impact the growth.4.1. Continued cost and tax advantagesWeb-based marketing efforts, specifically in the area of e-tailing, have some cost advantages. The issue of concern is whether these cost advantages are sustainable, specifically in the area of delivery costs. Some of the successful web based marketing economic models are based on the tax advantage that is available in the US (no sales tax). The resumption of taxation may decrease the growth..4.2. Privacy, trust and securityThe issues of trust and privacy will become increasingly important. EC has very strict rules regarding data sharing and the movement of data across countries. The ability for firms to track an individual‘s web movements troubles Internet users. In this context, users need to trust that firms will not misuse the data. Another issue of concern is the security of information, specifically transactional, financial and medical information. Unless these issues are addressed, web-based marketing will have little appeal for the majority of customers.5. SummaryIn this paper, we have examined the issue of web-based marketing from a broader perspective than is usually applied. We examined two perspectives—marketing practice and thought, and customer behaviors. While the challenge of understanding the impact of web-based marketing remains a considerable one, we have proposed specific issues that may be relevant for future research. Finally, we examined some of the fundamental obstacles to the achievement of higher levels of web-based marketing.Appendix A. ExhibitA.1. Emerging research opportunitiesA.1.1. Supply management•We believe that marketers will migrate toward ‗‗supply management‘‘ rather than‗‗demand management.‘‘ The implications of these developments on sales promotion, pricing and advertising are intriguing issues that need to be examined.•The second issue regards marketing being more involved in the supply function. The issues such as the reporting relationships between marketing and procurement have not been examined. At a more interesting level, what should the relationship between marketing and manufacturing be?A.1.2. Customer-centric marketing•We believe that marketers will migrate toward the old era of ‗‗knowing‘‘ their customers and their preferences. The change will be that this ‗‗customer-centric marketing‘‘ will be practiced through the web. The implication of these developments on customer behavior, switching costs, firstto market and long-term competitive advantages are intriguing issues that need to be examined.•The second issue regards the use of customer information. Who will own the information? Will the concerns of privacy reduce the potential of customer-centric marketing? Will firms be responsible and not sell personal data? The implications of these issues are not clear, and more academicresearch is suggested.•The final issue is that as customers become the center of offerings for customers, the marketing function will have to play a bigger role in the firm. Currently, there is little research in this area from a marketing perspective, and more research is needed. For example, how can marketing be more involved in the production function?A.1.3. Effective-efficiency•We believe that marketers will migrate toward effectively efficient marketing processes. The implications of these developments on functions such as advertising in which the relationship between advertising expenditures and returns are difficult to estimate are intriguing issues that need to be examined.•The second issue regards the migration of marketing processes from efficiency to effectiveness. How will the process evolve? The implications of these issues are not clear and more academic research is suggested.A.1.4. Personalization•How will the personalization of products and services affect differentiation andbrand-building strategies? The implication of this personalization on the relationship between advertising and product development, customer service and distribution are intriguing issues that need to be examined.•The second issue regards the effect of personalization on customer loyalty. How will loyalty be influenced in the era of product and service similarity and personalization?A.1.5. Customer satisfaction•We believe that marketers will migrate toward expectation management rather than toward。

外文原文及翻译Internet 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.网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。

因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。

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.企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。

网络营销策略外文翻译文献(文档含英文原文和中文翻译)原文：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 enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key tobusiness 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 costsin 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 sendE-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possible to meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design andproduction 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 several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effective marketing. Free web site marketing mainly depends on the network marketing and 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营销。