外文翻译---电子商务的营销策略.docx

外文文献与翻译文献原文A new marketing strategy for E-commerceExploring the ideas of product, place, price and promotion, and applying them to e-commerce problems is the main focal point of this article part in the success of e-commerce. There fore, concentrating on these concepts will prove to be of the utmost importance as an e-commerce provider.ProductOne of the main issues of concern is the in tangibility of purchasing online. The intangibility is caused by not being able to focus on tangible aspects when purchasing online. The customer cant actually touch of feel a product, which increases the risk of the purchase. The key to reducing intangibility is creating tangible cues that the customer recognizes. Creating a positive brand image will reduce the risk. For example, buying a product that has a quality image will reduce the risk for customers. Companies need to focus on creating a positive and reliable brand name.Stressing the actual or perceived benefits received from the product can also reduce intangibility. Relaying to the customer that they will be very satisfied with the benefits of the product is important. For example, if a company sales golf clubs online, they want to stress concept that they will hit the ball farther and straighter, which will allow the person to increase their enjoyment when playing golf. Also, focusing on the actual components of the product is important. Explaining the benefits of the clubs grip and shaft in the product will also redirect the attention away from the intangible aspects.Focusing on advantages of buying on line is also important for companies to achieve increased sales. On the web site it is important to convey the convenience of buying your product online. Conveying the message that your product is conveniently accessible, lets the customer understand that they dont need to stand in lines or deal with other customers. Long lines and other customers can keep customers from buying or decrease the amount they are willing to purchase. Explaining the convenience of buying on line is a good way to reduce the problem of intangibility.There are some instances where the convenience of online buying can be diminished. When the customer finally decides to purchase a good its important for this transaction to be quick and concise. The quicker this action can be done accurately the better. If it takes a long time for this action, customers may defect and buy the product through a local retail outlet companies need to be aware of this and implement the proper technology to assure that this barrier is minimized.PlaceSome of the distribution problems are uncontrollable at this point in the life cycle of the Internet, in some instances the problem of delivering the product to the customers isnt the fault of the online company. Nearly every online company does choose to outsource the delivery function, which at this point is the most efficient. Online companies are having a difficult time satisfying their customers, because of something that isnt their fault. The company that they select to ship their product isnt handling the demand. For high volume companies this can be easier to solve.There is a definite need for companies to manage the relationship with the shipping companies. The bigger the company the more power it posses in the supply chain. The have the ability to hurt the shipping company by choosing to change shippers. Even though there are few shipping companies, the online company can claim they will switch, if their quality of service doesnt increase. By threatening a switch, it will hopefully create better service for a large company.One of the biggest problems with online buying is the lack of automated inventory and warehousing systems. The lack of automation really hinders in the efficiency and speed of meeting the customer needs. For small companies, it is a good idea to outsource the warehouse and distribution functions, because they arent efficient enough to meet customers needs. Outsourcing will reduce the actual profit, because it is expensive. Over time it will prove to be beneficial, because it will help in building loyalty. The most important thing to understand is choosing the correct outsourcer. Companies want to pick an outsourcer that isnt overbooked with clients so they can efficiently handle demand requirements.Large online companies really need to consider automating the inventory and warehousing functions. This may be the best way to stay competitive in the future. The use of logistics consultants is a good strategy to assist in choosing an automated system that matches company needs.PricePrice is very important when dealing with e-commerce problems. Price can be a key issue when trying to increase demand or when decreasing demand. Price is definitely a weapon of choice by many companies. The two typical pricing methods are skimming and penetration. Skimming pricing is charging a high price when the product is relatively new, in hope of making more profit. Penetration pricing is deployed to capture a large market share. The theory is based on creating a large market share, by being lower than competitors.To increase demand, e-commerce companies need to focus on penetrating the market. This will work best for products that are in the introduction and growth stage. If the product is near the maturity stage, lowering the price wont increase profits very much. For relatively new products, offering the product below competitors will increase demand.Pricing of a product an reduce demand without reducing profit. If an online company is doing very well, but isnt able to keep up with the current demand, it may be smart to actually raise the price of the product. This will do two things; it will keep profits at the same level, but allows the logistics department to handle the orders more efficiently. If companies cant keep up with demand, it will reduce the satisfaction of the customer, which will reduce the loyalty of the customer. A solution to keep customers happy is by reducing the demand through increasing the price, which will lower the number of purchases. Reducing the purchases will allow the company to match demand; in return it will be easier to keep current customers. It is believed that keeping current customers is five times cheaper than finding new ones. When raising the price, it must be by a marginal amount, enough not to cause switching of loyal customers. Doing this will allow a company to keep the same profit and manage demand more efficient. This solution may want to be done until the company can acquire an automated system.Price bundling is packaging products together for one price. Using this tactic can be beneficial when doing business online. This can increase sales for a company, because customers feel they are getting more value for their money. Increasing the value will reduce the risk for customers. Reducing the price by say 10%, it can allow a company to increase sales. Sometimes this an be done with a product that is trying to be liquidated. This is a chance for the company to accomplish two things: increase sales and reduce unwanted inventory.PromotionPromotion is an important part when selling the product; it is a necessary function for e-commerce companies. This is one of the key facets in acquiring customers is important, but more attention and money needs to be spent on the place factors, such as warehousing and distribution functions. Some of the budget promotion money should be spent on developing better relations with distribution functions. Some of the budget promotion money should be spent on developing better relations with distributors. Creating a strong bond with the delivery carriers will enhance the value of the company. This can be done through personal dealings with vendors. Doing such things as taking their representatives to events or to dinner can build a loyal relationship. These activities are inexpensive means that can really give an advantage to an e-commerce company.Some troubles for e-commerce companies are the inability of customers to find the web page. If they cant find the web page, it creates a barrier in achieving increased sales. The current technology of search engines, such as Yahoo and Excite, are very broad in nature. When looking for a specific company it will bring up a vast variety of topics. It takes a while to narrow down the possible entries to find the intended company. Reducing the time spent looking for a web site can increase the satisfaction of the customers. If they must spend twenty minutes looking for a particular site, they may stop before they find it. A company can use promotion to combat these problems.The best way to combat the problem is using promotions that give the web site address. If the product is high involvement, using advertising that is in magazines and newspapers should be efficient. For high involvement goods, people actively search for possible solutions to their problem. If the product is low involvement, people will not be actively searching for the product, so pro motional activities must be intense. This can be accomplished by getting a large number of advertisements into television and radio vehicles.Another possible promotional vehicle is using hyperlinks. Hyperlinks allow a direct passage from another web site. This makes it very easy to find a particular web site. Hyperlinks are usually most efficient when implemented on a web site of similar material. In addition, there is no need to alienate customers or promotional tactics. False or unethical marketing as become an issue in recent years, it isnt uncommon to find many of these web sites. This can be just puffery or it can be full blown bait-and-switch tactics.B has built a reputation in participating in false advertising on their web site. This is definitely something e-commerce companies need to get away from. With growing popularity of e-commerce, the more this is done the more it will create havoc in the future. With increase volume in online buying, there will be more restrictions and patrolling of false and unethical promotions. With increase in online buyers, it will increase the importance of word-of-mouth communications, which can cause problems. Doing this type of promotion will decrease the confidence and loyalty of customers, which will reduce sales in the future. A companys profit is directly related to customers, which will reduce sales in the future. A companys profit is directly related to customer loyalty, and these types of promotions will decrease loyalty. The question is clear, do they want to make a profit in the short run or be able to make a profit in the long run?注：摘自电子商务英语二、中文翻译电子商务的营销策略探求产品、渠道、价格和促销等基本营销概念及其在电子商务方面的应用是此书的焦点所在。可以确信的是，营销组合的四个概念在电子商务的成功中同样起着关键性作用。因此，作为一个电子商务提供者，专注于这些概念无疑是极为重要的。产品在线购买的无形性是关注的主要问题之一，这种无形性是由于在线购买时无法集中于商品的有形方面而引起的。因为客户不能实际接触或感受到相关的产品，这就增加了消费购买的防线，所以，降低无形性的奉献的关键就是要创造一个有形暗示物使消费者能明确识别。一个积极的商标形象将极大的降低风险。例如，购买具有质量标记的产品将为客户减少风险。据此，公司应致力于塑造一个积极并可靠的商标形象。其次，增加消费者从产品中感受到的实际的或可体验的价值也能够降低无形性风险。向客户传播他们会非常满意的有关商品效用的信息是很重要的，例如，如果一个公司在线销售高尔夫球棒，他们就应强调这样一种观念，即只要使用这种球棒就能将球打得更远更之，这将是打高尔夫的人增加其中的乐趣。此外，关注于这种产品的实际的组建也是很重要的。如象顾客传达诸如球棒把手和长柄的优点，将使他们注意力不再停留在对无形的困惑上。另外，集中宣传在线购买的诸多优点对公司实现超额销售也是至关重要的，在网站上很重要的一点是向消费者传达在线购买的便利，向客户传递你的产品可以方便的活得的弦细，让他们明白不再需要站队或者与其他用户打交道，因为常常的队伍或其他顾客都可能是顾客放弃购买或减少他们愿意购买的数量，所以，宣传在线购买的便利性是降低无形性问题的一种好方法。然而，这里仍有一些人为减少在线购买的便利性的因素。当消费者最后决定购买一个商品后，很重要的一点就是希望这次交易能够迅速和见解，且越准确、越快速越好。如果要花费很长的时间，顾客可能离去，转而铜鼓一个本地零售点购买这种产品。公司必须意识到则核电，并且运用适当的技术，以确保这样的障碍最小化。渠道在互联网生面搞活动循环点上有一些分销渠道问题是很难控制的。在有的情况喜爱，把产品传递到客户手中的问题并不是在线公司的过错。几乎每家在线公司都选择把配送功能外报，从仔则核电上来看也许是最有效率的。因为一些并不属于他们过错的原因，在线公司正处在不能很好的满足其客户的困难时期。所选择的在线装运公司产品的公司仅能负责装运但不能处理需求。对高价值的公司来说，这一问题比较容易解决。在线公司有一个明确的、管理装运公司关系的需求。公司越大，他在供应链中的作用就愈强，他们就更有能力通过变更运输人来打压运输公司。即使在运输公司数量很少的情况喜爱，如果这些公司的服务质量没有上升，再现公司仍然能采取宣布经变更运输人的策略。由于受到更换的威胁，运输公司只好为一些额达公司抱有希望的创造更好的服务。缺乏自动化的存货清单和仓储系统是在线购买存在的最大问题之一。缺乏自动化的确阻碍了满足用户雪球额度效率和速度。对小公司来说，把仓储和分销功能外包无疑是个很好的思路，因为他们没有足够的效率去满足用户需求。然而，外包将降低实际利润，因为它是昂贵的。但随着时间的推移，它将被证明是由收益的，因为它有助于建立顾客忠诚度。需要理解他的组重要的一点就是如何挑选合适的外包上。公司应该挑选那些没被客户超额预定的外包上，只有这样他们才能更有效的处理需求方面的要求。大的在线公司真的有必要考虑实现存货清单和仓储功能自动化，这可能是未来保持竞争力的最好方法。使用物流顾问是帮助选择适合公司需要的自动化系统的一个好策略。价格在处理电子商务问题时，价格是一个非常重要的手段。尤其是在决定是努力增加需求还是减少需求的时候，价格会成为一个关键因素。价格无疑成了很多公司首选的一种武器。撇指定假发和渗透定价法是两种典型的店家方法。撇指定假发是在产品刚上市时就定一个较高的价格，以其赚取更多的利润。而渗透经假发用来追求较大的市场份额，他的理论基础是通过指定比竞争者更低的价格，来获取一份大的市场份额。为了增加需求，电子商务公司需要关注渗透市场战略。这对于处在推荐和成长阶段的产品来说，是最为有效的。如果这种产品已接近成熟阶段，那么降价将不会增加很多利润。对于相对较新的商品，提供低于竞争者的价格将会增加需求。产品定价应做到在不减少利润的前提下降低客户的需求，如果一家在线公司经营得很好，但不能满足当前的需求量，那么就应该明智的提高这种产品的价格。因为这将达到两种小姑：不仅使利润保持在同一水平上，还允许物流部门更有效的处理订单。如果公司服务不能适应变化，那么将降低