网络营销英文文献翻译(共5页).doc

精选优质文档-倾情为你奉上英语原文Management of the network markting fou SMEsAbstractToday, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network managementmarketing planning SME.1.The network marketing existence question of enterprises(1)The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessed network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the 1Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.(2)The transaction security exist hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, but technical security and psychological acceptance still realistic outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.(3)The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.(4)The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.(5)The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise network marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.(6)The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.2.The enterprise network marketing of effective strategies(1)To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.(2) Strengthen the network infrastructure construction and the network marketing supporting system construction In our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and the establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide security for network marketing, Cultivating logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.(3)Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small andmedium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.(4)The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small and medium-sized enterprises shall be the means and the traditional marketing strategy of combined, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of combining according to company's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.译文中小企业网络营销的经营管理摘要如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。计算机网络技术的迅猛发展和广泛应用对当代社会产生了全方位的影响，也给企业的营销管理带来了巨大的变革。网络营销是适应网络技术发展与信息网络时代变革的新型营销方式，它改变了传统的营销理念、营销策略、营销手段和方式，将成为当今时代企业营销的主流。面对我过中小企业网络营销存在的诸多问题，我们也应清楚的认识到其发展的必然性，这需要各个方面的协力配合，打造优良的网络消费环境，推动网络营销的持续发展。关键词：网络营销；网络销售模式管理；营销策划；中小企业一、中小企业开展网络营销存在的问题1、网络营销观念存在问题我国中小企业对网络营销的认识存在着两种极端观念: 一种观念认为网络营销是高科技的东西, 跟企业的传统产业不沾边。或者认为了网络营销就是网上销售, 而目睹了网络商店亏损累累的现象后, 更失去了网络营销的动力。另一种观念认为, 网络提供了一个他们和大企业同等竞争的平台, 只要中小企业拥有和大企业一样精美的网站设计, 提供和大企业一样的产品和服务, 中小企业就可能利用互联网超越大企业, 在这种观念指导下, 企业投入大量的资源进行网络营销活动, 然而, 企业经营必然受到企业资源的限制。尽管中小企业网站能够做得表面上和大企业一样, 但网站功能和服务不能跟上也会使网络营销的效果大打折扣。2、交易安全存在隐患网络营销的整个交易过程是一体化完成的, 这其中包括网上支付。而目前我国虽有可用于网上支付的信用卡, 但技术上的安全保障以及人们心理上的接受度仍是现实的突出问题。另外企业的数据库服务器也安全隐患, 黑客有可能闯入电脑盗取信息。3、网络基础设施不完备推广网络营销的技术障碍主要表现在网络传输速度和可靠性, 但由于经济实力和技术方面的原因, 目前网络的基础设施建设还不完善, 存在地域性差异, 制约着中小企业网络营销的进一步发展。4、社会化配送滞后我国中小企业物流效率低、能力差, 社会化配送跟不上, 货物递送成本高, 网络营销产品不能占有价格上的优势; 同时顾客拿到商品的时间较长, 网上购物的方便性、快捷性无从实现。5、相关法律法规不健全随着中小企业网络营销的发展, 其法律问题也纷纷出现。比如: 电犯罪问题等等。这些问题会对消费者和经营者的权益造成侵害, 不利于网络营销活动的开展。6、忽视传统营销策略的使用在进行网络营销的过程中, 往往很多中小企业只把目光局限在网络上, 而忽视了传统营销策略的使用。企业的领导者更多地考虑如何通过网络进行市场调研、信息宣传等, 却忽略了把传统营销手段与网络营销手段相结合, 从整体上提高企业网络营销效果的方法。二、中小企业网络营销的有效策略1、树立正确的网络营销观念中小企业既要清醒地认识到网络在信息时代的重要性, 网络营销的作用将会越来越大, 实施网络营销是中小企业的必然选择。同时在开展网络营销的活动中也并不意味着必须投入大量资金、有专业的技术人员、架设上网专线、购买昂贵的服务器, 并建设一个功能十分完备的网站, 企业应根据自身特点和内部条件逐步走上网络经营之路。比如, 可首先利用网络查询和发布供求信息参与网上拍卖, 在线采购等,之后建立网络品牌, 最后建立完善的企业网站, 开展网络营销。2、加强网络基础设施建设和网络营销配套体系建设在我国网络营销的发展进程中, 政府应发挥宏观调控作用, 加大对网络基础设施的投资, 改善目前网络环境; 建立网上认证体系和支付体系, 成立数字证书授权中心和密钥管理中心, 以实现网上交易身份的确认, 并对网上交易者商用密码进行独占性管理, 为网络营销提供安全保障; 培植物流产业, 特别在当前单个中小企业不可能独立解决物流配送的情况下, 政府应重点在各区域建立物流批发中心或配送中心, 提供第三方物流服务, 为中小企业广泛开展网络营销创造良好的外部条件。3、加强和完善中小企业网络营销的相关法律法规和政策国外政府对促进中小企业发展所采取的手段, 可以明显地看到完备的法律、法规体系对中小企业发展所具有的深远影响。对我国来说,完善有关法律法规是改善中小企业生存环境、促进中小企业发展的重要前提。政府还可通过制定对中小企业实施网络营销的优惠政策来实现这一目的。例如, 通过政府逐步启动网上政府采购系统, 规定一定的网上采购比例和向中小企业采购的比例来鼓励中小企业开展网络营销; 政府设立中小企业网络营销发展专项基金, 对中小企业网络营销项目贷款给予贴息; 金融部门为中小企业开展网络营销提供低息或无息贷款; 税务部门对中小企业开展网络营销活动实行免税等。4、将网络营销与传统营销紧密结合在进行网络营销的过程中, 中小企业应当将网络营销的手段和传统营销策略的使用结合起来, 以便取得最佳的营销效果, 提高自己的竞争能力, 使企业能比竞争对手为顾客提供更好的产品和服务。网络营销策略应与一般营销策略相融合, 融合的程度要根据企业实际情况来确定。对于简单上网收集信息的企业, 利用网络营销收信消费者与竞争对手的信息, 切实掌握顾客需求, 其他营销策略主要以一般营销策略为主。对于有企业域名、企业电子邮箱、企业网站的企业, 应采用网络营销策略, 使企业的综合营销效果最佳。网络营销作为一种全新的营销方式, 是适应网络技术发展与信息网络年代社会变革的新生事物。伴随信息时代的到来, 网络营销必将成为中小企业的必然选择。 专心-专注-专业