互联网营销外文翻译.doc

互联网营销外文翻译 本科毕业设计(论文)外 文 翻 译原文: Marketing on the Internet With increased globalization of the world economies, for most enterprises, market opportunities seem to be endless these daysThis in turn, of course, causes heightened competition among the players in order to achieve better performance. Consequently, departing from the traditional commercial strategies and tactics, innovative managers are looking for unique ways to compete more effectively on a local, regional and global basis. The information superhighway is what many business leaders say will make these visions a reality in everyday business. The information superhighway is being shaped by advances in digital telephone networks, interactive cable television, personal computers, online services and finally the Internet. These technological advances will inevitably change the face of business as we know it today. For most organizations, the information superhighway offers an abundance of opportunity. The Internet, in particular, provides corporate America with a broad and vast communications network that is driving the formation of a huge global electronic marketplace. The purpose of this article is to narrate the impact of the Internet on the marketing aspects of businesses as of today, its future, and how businesses can use its unlimited potential to their advantage.Background The Internet, also known as the “International electronic network,” began in 1968 by the Advanced Research Projects Agency of the Department of Defense. Originally, known as the ARPAnet, the Internet was started as an experimental network connecting different university computer centers throughout the country. In the 1980s, ARPAnet was broken into two distinct networks called Milnet and NSFnet. Milnet was used primarily for government purposes, while NSFnet, funded by the National Science Foundation NSF, was used to support education and research. The NSF promoted NSFnets use within the realm of highe reducation institutions and succeeded in establishing more than 3,000 institutional inter-networks by 1991. Its beginning as a not-for-profit facility intended to support the educational community has evolved into a global enterpriseThe NSF continues to fund and promote the academic backbone which is now managed by Advanced Network Services, a consortium comprised of IBM, MCI and Merit. However, as a government agency, its charter makes it inappropriate for NSF to condone use of the NSFnet for the purposes of private businessThis has resulted in a number of private concerns forming commercial network backbones. These network backbones provide access to the NSF net but do rely on it for connectivity. Commercial network backbones provided by UUNET Technologies International, Performance Systems, and General Atomics, are but a few of the providers in the USA through which companies may access backbone services that permit and promote business usage. The combination of NSFnet and commercially available backbone services forms what the Internet is today ? the worlds largest collection of decentralized computer networks. There are over 30,000 estimated computer networks connecting more than 1.5 million computers to one another. Transmission Control Protocol/ Internet Protocol TCP/IP is used by all of these networks as the standard communication protocol through which data communication is accomplished. At least 20 million people actually estimated at 30 million in 135 countries send and receive information through the Internet. This international nonprofit network mainly links educational, research and government facilities, but also increasingly ties in corporate research and development sites. The Internet is the model for the information highway of the future. It is relatively open, costs little, and provides information on everything imaginable. The Internet is said to be the most “democratic part of the cyberspace” and is a linkage between the user and every other computer in the world, containing information on every existing subject. The Internet represents the new wave of technological communication that has, according to some analysts, become the next best communications medium, second only to telecommunications. The Net represents a $300 billion market. Over 30 million companies and households around the world use the Internet as a communications link through e-mail, interactive advertisement, bulletin boards, research and online discussion groups. At its most basic level, the Internet serves as a seemingly endless catalog of marketing messages and advertising in an interactive fashion. Only two years ago, one would have to be a computer veteran even to contemplate using the Internet for anything but e-mail, but today even small businesses are jumping on the bandwagon and are investing in their own personal gateway to marketing on the Internet. Marketing analysts are calling the Internet a tool for “guerrilla marketing.” Even large computer software companies, like IBM, Apple, AT&T, Microsoft, and Lotus Development are investing millions of dollars to develop new state-of-the-art tools and services aimed at helping companies expand electronic business through the Internet.Future growth and opportunity In December 1993, only $100 million worth of goods were sold over the Internet. But by 1995, the Internet market had grown to over $300 billion in goods sold Boisseau, 1995. Business is rapidly adopting the Internet as the means through which it can efficiently and economically conduct marketing, research and support. This process is being facilitated by the proliferation of software that is more user-friendly and makes information easily accessible to the users. With the number of users growing monthly at an estimated rate of 10 per cent and an average of one million people, the Internet is the fastest growing global telecommunications network in the world. Analysts have projected that 100 million will be using the Internet by the year 2000 Direct Marketing, 1995.Businesses Nearly 75 percent of this astonishing growth is derived from the business. More importantly, of the networks registered within the Internet worldwide, 63 percent are owned by businessesThe rate at which businesses are connecting to the Internet is accelerating ? 2,000 per month and an increase of more than 260 percent between April 1994 and April 1995 Kirkpatrick, 1995. The fact that the Net is relatively unregulated by the government and businesses do not need a license from the Federal Communications Commission FCC to go online helps the proliferation of its usage. This helps reduce costs and cuts the red tape normally involved in advertising. Large and small companies are embracing the Internet as a fundamental communication tool used to conduct daily business. Fortune 500 companies such as Xerox, IBM, Merrill Lynch, Motorola, Intel, Digital Equipment, Sun, and Hewlett Packard, are using the Internet as an important tool through which they communicate internally with their business partners and with their customers. Smaller businesses are also discovering the Internet to be a cost-effective communications means through which they can conduct research activities relating to their products, customers, and markets, as well as conduct efficient product sales transactions. By the year 2000, a projected 60 percent of large companies and 30 percent of midsize companies around the world will use the Internet or its equivalent for marketing and business purposesUser demographics The demographics of the Internet population lend further support to the fact that it is now an accepted and growing business communications means. Of the 20 to 30 million Internet subscribers, approximately 50 percent are 25 years of age or younger. This is due to a large educational community using the Internet. It is important to note that even with such a large number of relatively young subscribers, a meaningful number of subscribers 30 percent use the Internet as a tool for supporting business endeavors, as well as for finding information on certain products and services the user may be interested inEven those who are 45 and over use the Internet, though on a much smaller scale, with approximately five million users. Furthermore, 31 percent of households owned PCs personal computers in 1995. That figure continues to grow as more and more people are investing in home offices so that they can work at homeAnalysts have predicted that of the 31 percent of household PCs, 85 percent or 9.6 million households will use online services by the year 2000 Kirkpatrick, 1995. In addition, catalog and home shopping sales, now a $60 billion market, could quintuple by 2000 due to sales through the Internet.Growth problems Despite its phenomenal growth, not everything looks bright for the Internet. The online industry is growing less quickly than the likes of the VCR and cable industries when they were introduced to the market. Furthermore, the industry is suffering from a high turnover. For instance, 40 percent of online customers discontinue service from the Internet each year Kirkpatrick, 1995. Businesses are also catching on relatively slowly to the NetOnly 1 percent of worldwide advertising dollars were spent on the Internet in 1994But forecasters are quick to point out that the Net is a growing media form and, as technology advances, businesses and households will use it for advertising and home shopping,respectively.Major issues in using the Internet There are several pros and cons associated with using the Internet for marketing purposes. Some primary advantages to businesses using the Net are described next.Global opportunities The Net access delivers a company with an opportunity to implement highly cost-effective vehicles not only for their own marketing and customer support needs, but also for positioning themselves globally. It is especially beneficial to smaller companies who want to expand their businesses globally, but do not have the capital and resources to do so. In addition, the Internet helps ease the red tape surrounding the prospect of doing business overseas, thus avoiding regulations and restrictions that companies must follow who are physically present in other countries and who advertise in international journalsMore and more businesses are discovering that they the ability to reach and communicate with current and potential customers abroad through the Internet with the same cost and ease as in the USA. The Net is also growing in popularity in other countries. Singapore, for example, promotes itself as the “Intelligent Island,” with a plan called IT2000 supported by its National Computer Board. The objective of this plan is to become Asias center for information technology with the Internet as its heart. The Net is therefore promoted heavily within Singapore as an essential resource for every business. PIPEX in the UK and Internet Initiative in Japan, are two examples of commercial Internet providers that are prospering tremendously in countries other than in the USA.Accessibility Companies who use the Internet, not only for advertising, but for e-mail and customer ordering, increase their hours of business on a global spectrum. Instead of a typical eight-hour day, businesses have increased their opportunities by providing 24-hour access for branch offices, business contacts, and shoppers ? access that is important in conducting business across different time zones or internationally. Expanding access indeed increases the number and coverage of potential customers.Utility Providing appropriate form, place and time utility i.e. giving customers the opportunity to decide what they want, where and when may result in a competitive advantage for the marketers. Especially, the Net furnishes product and service information to current and potential customers when they want it instead of bombarding and annoying them with mass marketing, direct marketing or telemarketing, and hence increasing the chances of trial/purchase/repurchase.Advertisement effectiveness Traditionally, advertising has been one of the major forms of communication between a firm and its clients. Wells et al. 1995 reported eight basic types of advertising brand, retail, political, directory, direct-response, business-tobusiness, institutional, and public service designed to reach a diverse audience with varied objectivesIn order to serve the desired role and function most effectively, advertisements may use many different types of media and vehicle for different target groups. For example, the media used for typical brand advertising may not be appropriate for business-to-business advertisements. With the advent of technology, the Internet posits itself as one of the very few media alternatives that can be used for almost all advertising purposes across all possible market segments. Businesses/government/individuals can create and transmit advertisements on the Internet that can be accessed by anybody with a computer equipped with appropriate softwareSuch a convenience and marketing efficiency, both for the advertiser and the target audience, is making the Net popular for marketing practices all over the world. In addition, the Net has the capability to compile statistics regarding how many people viewed each advertisement on an hourly, daily, and monthly basis reach, and for how long each viewer actually looked at an advertisement exposure time. This helps companies track down the effectiveness of their advertisements in terms of the number of direct purchases ? a much more effective mechanism than the existing ones for magazine advertisements or television commercials. Most of the Internet providers collect this information for companies who pay an extra fee. Furthermore, advertising on the Net is, on an average, costs merely a third of what it costs in the magazines and business journals and a fraction of the price associated with television ads. This opens up avenues, particularly for smaller firms, to reach their potential clients more cost-effectively.Source: Pallab Paul. Journal of Consumer Marketing Volume: 13 Issue:4 1996译文: 互联网营销 随着世界经济的日益全球化,对于大多数企业来说,市场机会似乎是无穷无尽的。这反过来,当然导致了全球之间的竞争加剧,以达到更好的性能。因此,从传统的商业战略和战术出发,创新的管理人员正在寻找独特的方式进行竞争,在本地,区域和全球基础上更有效。信息高速公路是许多企业领导人说这些设想将在日常业务现实中发生的事情。 信息高速公路是由数字电话网,有线互动电视,个人电脑,在线服务和互联网的进步所构成的。而然我们今天所知道的,这些技术的进步将不可避免地改变商业面貌。对于大多数组织,信息高速公路提供了一个丰富的机会。尤其是互联网,为我们提供了一个广阔和丰富的通信网络,是推动一个巨大的全球电子市场上形成的美国企业。本文的目的是为了叙述互联网企业对于今天,对其未来,企业如何利用其无限的潜力,在营销方面发挥他们的优势。背景 互联网,又被称为“国际电子网络”,始用于1968年的美国高级研究计划局的国防部。本来,作为ARPA网众所周知,互联网是作为实验开始在全国各地不同的连接大学计算机中心网络。在20世纪80年代,ARPA网被分成两个独立的网络称为Milnet和NSFNET的。 Milnet是主要用于政府用途,而NSFNET的,由美国国家科学基金会(NSF)资助,是用来支持教育和研究。美国国家科学基金会成功的推动了NSFNET范围内的高等教育机构领域的应用和建立,到1991年已超过了3000间机构网络。 它开始作为一个不以营利为目的的设施,已经成为一个用以支持全球性企业发展的教育社区。目前,由高级网络服务公司、IBM公司、MCI和优异组成的美国国家科学基金将继续资助和促进学术骨干这是现在的财团管理。但是,作为一个政府机构,其章程是使国家科学基金会在其不恰当的容忍对其私营商业的目的而使用的NSFNET。这导致了一个商业网络的形成得到骨干民营的关注。这些网络骨干提供了访问NSFNET但不要依赖它进行连接。商业网点的UUNET公司技术国际高性能系统和通用原子公司提供的骨干,不过是在美国的供应商,通过它可以访问的骨干企业服务,促进了企业许可证的使用等等。 组合的NSFNET的骨干和商业服务形式提供什么互联网是今天 - 世界上最大的分散式计算机网络的集合。估计有超过30000台电脑连接150多万台计算机彼此的网络。传输控制协议/ Internet协议(TCP / IP)是用于作为标准通信协议的数据通信,通过这些网络来实现的。在1995年的直接营销杂志中得知至少有20亿人(实际估计为3000万美元)在135个国家发送和接收通过Internet的信息。 这主要是国际非营利组织的联系网络教育,研究和政府设施,企业研究和开发网站,但也越来越多的公司用来发展关系。互联网是未来信息高速公路的模式。它是相对开放的,花费少,并提供有关资料的一切想象。互联网被认为是最“民主的网络空间的一部分”,是用户与世界上的每一台电脑,其中载有关于每个现有主题的信息联系。据一些专家分析认为,互联网代表了技术交流有新的浪潮,将会成为未来最好的通讯媒介,仅次于电信。 网络代表了一个3000亿美元的市场。超过30万家公司和世界各地的家庭使用,作为一个通过电子邮件、互动广告、公告栏、网上讨论小组的研究和通信链路互联网。在最基本的层面,互联网可以作为一种营销信息的目录和一个互动的时尚广告。仅仅两年前,人们必须要成为一名电脑老将甚至要考虑使用什么东西,但今天的互联网,即使是小企业的行列,都可以在互联网上进行自己的个人门户的营销投资。市场分析家们呼吁互联网为工具“游击营销”。即使是大型电脑软件,如IBM、苹果、AT&T公司、微软和Lotus开发公司,正投资数百万美元来开发新的先进设备,最先进的工具和服务旨在帮助企业通过互联网展开电子商务。未来的增长和机会 1993年12月,只有1亿美元的货物价值是在互联网上出售。但到1995年,互联网市场已发展到300多亿美元出售的商品。业务采用互联网为手段,通过它可以有效地进行市场营销,经济,研究和支持。这个过程被便利的软件更友好地扩散到用户界面,使信息更容易接触到用户。随着用户数量的增长可以估算出平均每月增长了百分之十的用户并达到了一百万人之多,互联网是世界上增长最快的全球电信网络。分析家们预计,到2000年将会有一亿用户使用互联网。企业 近75%的惊奇