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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 10the 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 marketing theoretical 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 theory 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. direct marketing theory is the 20th century, one of the 80s 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 marketing relationship 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 to business success or failure. the core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintain long-term relationship with customers. and long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. the implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. the internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. this is because, first of all, enterprises can use the internet to receive customer orders directly, customers can make their own personalized needs. enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. enterprise customers can also understand the market demand, market segments and target markets, minimize marketing costs and increase the reaction rate on the market. secondly, the use of the internet companies to provide customers with better services and keep in touch with customers. internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the internet in the shortest possible time in an easy way to access business services. at the same time, trading via the internet to the entire enterprise can be achieved from the product quality, quality of service, such as transaction services to the entire process of quality control. on the other hand, enterprises can also be via the internet with business-related companies and organizations build relationships and achieve win-win development. internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. cases such as in front of the computer company lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. relating to the application of network theory will be the strategy behind the marketing services network in detail. (c) the network of soft marketing 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 mental and psychological level demand. therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. it emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. in traditional advertising, consumers are often forced to passive reception of advertising messages, bombing, and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly. on the internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. therefore, using the traditional means of marketing a strong start in the internet marketing activities are bound to backfire, such as the american company aol has forced their users to send e-mail advertising, the results lead to the unanimous opposition of users, many users agreed to aol at the same time the company server e-mail to retaliate, with the result that aols e-mail mail server in a paralyzed state, and finally had to apologize 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 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 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 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