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1、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
2、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, s
3、oftware, 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 marketing Theoretical foundation of network marketing is direct marketing network theory, network
4、 theory of relationship marketing, marketing theory and network software to integrate marketing theory. (A) Direct Response Network Marketing Theory Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled.
5、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 80s the concept of eye-catching. Direct Marketing Association
6、 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 eva
7、luated, 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 marketing Relationship Marketing is a great importance since 1990 by the marketing theory, which
8、 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, financi
9、al 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 majo
10、r 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 betwe
11、en 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 custom
12、ers 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 intere
13、sts, 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
14、 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 receiv
15、e 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 c
16、ustomers 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 c
17、onstraints 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 enterpri
18、se 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. I
19、nternet 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
20、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 netw
21、ork of soft marketing theory Marketing 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 menta
22、l 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 resp
23、ect 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 advert
24、ising 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
25、 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,
26、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 Ame
27、rican 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 AOLs E-mail mail server in a paralyzed state, and finally had to apologiz
28、e to quell public indignation. Network marketing is just soft from the consumers 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 promo
29、tional 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
30、in the network marketing sales strategy specific details. (D) Network Integrated Marketing In 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 developm
31、ent, 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 a
32、ppropriate 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 p
33、rovide 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 ent
34、ire 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 / serv
35、ice, 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 center As the
36、 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
37、 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 effe
38、ctiveness. 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 companys home page to choose and combination of computers, the c
39、ompanys 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
40、avoided also because of losses brought about by high-priced stock. 2. Customer acceptable cost pricing The 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
41、 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,
42、 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 clie
43、nts 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 companys own guidance system of the design and assembly of moto
44、r 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 r
45、equirements of price and performance. 3. Products to facilitate the distribution of customer-oriented Network 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 Fr
46、ance 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 serv
47、ices. The companys 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 customers Is the promotion of tradit
48、ional enterprises, through certain media or tools of oppression customers to strengthen the companys 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 companys sales. Internet mar
49、keting is a one-on-one and interactive, and customers can participate in the companys 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 Yahoos new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification,
