外文文献-汽车配件的网络化营销

毕业设计外文文献原文及译文NETWORKMARKETINGOFAUTOPARTS汽车配件的网络化营销学生姓名学号系别专业指导教师电子与计算机科学技术系网络工程2015年5月NETWORKMARKETINGOFAUTOPARTS1OVERVIEWINTHE21STCENTURYINFORMATIONAGE,ONLINESHOPPINGHASBECOMEAFASHION,ANYONEINDUSTRYAREINVOLVEDININTERNETMARKETING,NETWORKMARKETINGPROMOTESTHEECONOMICDEVELOPMENTNETWORKMARKETINGMAINLYBASEDONVIRTUALSPACEITBREAKSTHROUGHTHELIMITSOFTIMEANDSPACE,ALLDAY24HOURSOFONLINETRANSACTIONSANDONLINESERVICES,FIXEDCONCEPTOFTIMEDISAPPEARINOURCOUNTRY,AUTOPARTSONLINEMARKETINGORINTHEOPENSTATE,THEREISROOMFORGROWTHENTERPRISECANTHROUGHTHEINTERNET,DIRECTLYINTHEFACEOFALLCONSUMERSANDCOMPETITORS,EXPANDINGTHESCOPEOFTHEENTERPRISEOFTHETARGETMARKETCHOICE,ITTOTHEENTERPRISEBRINGMOREOPPORTUNITIESNETWORKMARKETINGHASBECOMEANIMPORTANTSALESCHANNELFORMANYENTERPRISESAUTOPARTSCANALSOBEINNETWORKSALES,FORAUTOPARTSDEALERSANDONLINESALESOFAUTOPARTSCANREDUCESPENDINGALOTOF,SAVINGTIME,INCLUDINGEMPLOYEES,MANAGEMENT,MARKETINGANDOTHERASPECTSOFTHECOST,ANDSAVETHECOSTANDINAUTOPARTSPRICEBENEFITTHECUSTOMER2NOTSUBJECTTOGEOGRAPHICALRESTRICTIONSONLINESALESOFAUTOPARTS,ISNOTAFFECTEDBYTHEGEOGRAPHICALPOSITION,THEPARTSOFTHESTORECANBESETUPINANYLOCATION,ASLONGASTHEINTERNET,ANYANDAUTOPARTSSALESRELATEDSERVICESAVAILABLEONTHEINTERNETAUTOPARTSONLINESALESESSENTIALELEMENTSISAWITHSALESMENINTHEINTERNETAWEALTHOFKNOWLEDGE,THEYPATIENTLYHELPCOMPLETETHESALEONTHEINTERNETWITHOUTEXPERIENCEINONLINETRADINGCUSTOMERSIFTHECUSTOMERNEEDS,THEYCANALSOBEFREETOTEACHALLTHEONLINETRADINGKNOWLEDGEINORDERTOREFLECTTHEONLINESALESOFFASTANDCONVENIENT,THEYPROVIDE24HOURSSERVICE,ASLONGASTHECUSTOMERQUESTIONS,THEYALWAYSSTRIVETOGIVEAREPLYWITHIN15MINUTESCUSTOMERSONLYNEEDTOSITINTHEHOMECOMPUTERBEFOREENTERINGTHEDEALERSHIPSWEBSITE,THENYOUCANDOALLTHETHINGSTODO,WATCHTHESHOPPANORAMA,DOWNLOADTHEPICTURESOFCARACCESSORIES,KNOWTHEPRICE,UNDERORDERSTHEN,YOUCANSITATHOMEORINTHEIROWNREPAIRSHOPRECEIVEDBYTHESALESDELIVERYOFAUTOPARTS21EASYTOCOLLECTTHEFEEDBACKINFORMATIONANDTHEPRODUCTIONENTERPRISESOFMUTUALBENEFITANDMUTUALASSISTANCEONLINEPURCHASEOFAUTOPARTSISAWINWINTHING,CUSTOMERSGETTRULYTHEPREFERENTIALPRICE,DEALERSTOREDUCECOSTANDAUTOPARTSPRODUCTIONENTERPRISESCANKEEPTRACKOFINFORMATION,TIMELYADJUSTMENTOFPRODUCTIONINFORMATIONINTERNETISACOLLECTIONOFINFORMATIONTHEFASTESTCHANNEL,CONVENIENTTOCOLLECTCUSTOMERBUYAUTOPARTSINTHEPROCESSOFTHEVARIOUSISSUES,ANDTIMELYFEEDBACKINFORMATIONTOTHEPRODUCTIONOFAUTOPARTSENTERPRISESPRODUCTIONENTERPRISESCANACCORDINGTOTHEABOVEANALYSIS,ACUSTOMERPURCHASEINTENTION,SOASSOONASPOSSIBLEPRODUCTIONTOMEETTHEMARKETDEMANDFORAUTOPARTSITCANSAVETIMEANDCOST,ANDTOSEIZEMARKETOPPORTUNITIESTHEMARKETINFORMATIONFORAUTOPARTSMANUFACTURERSANDDISTRIBUTORSISCRITICAL,ANDYOUCANEASILYGETTHROUGHTHEINTERNETINTERNETAUTOPARTSSALESTOPRODUCTIONENTERPRISESTOPROVIDECUSTOMERSWITHREALTIMEINFORMATIONTHISWILLINGNESSTODEMANDINFORMATIONCANHELPMANUFACTURINGENTERPRISESTOREDUCEAUTOPARTSSALESCOST,ANDTHISCOSTUSUALLYWILLACCOUNTFORAUTOPARTSTHEFINALSELLINGPRICEOFABOUT15IFYOUCOUNTTHEPROMOTIONCOST,THEPROPORTIONOFTHECOSTISHIGHERINFACT,THEINTERNETCANALSOPLAYAROLEINSOMEPROMOTIONALADVERTISING22KEEPTRACKOFINVENTORYANDSALESSECONDLY,THEUSEOFINTERNETINFORMATIONANDCONVENIENTSERVICE,PRODUCTIONENTERPRISESCANTIMELYTHATACCESSORIESVENDORSINVENTORYANDSALESSITUATION,TOADJUSTTHEIRPRODUCTIONANDAUTOPARTSDEPLOYMENTPLANAUTOPARTSSALESTOREDUCEINVENTORY,SPEEDUPTHECIRCULATIONOFFUNDS,OBTAINSATISFACTORYRETURNSFORUSERS,THEYCANTHROUGHTHEINTERNET,LIKE“MENU“LIKERANDOMSELECTIONOFTHEIRREQUIREDAUTOPARTSPREVIOUSLY,THEDISTRIBUTIONOFTHEAUTOPARTSVENDORSINONEPARTOFTHEBESTSELLING,WHILEANOTHERPARTOFSLOWMOVINGAPARTOFOCCUPIEDCAPITALCOSTSINCURREDWILLBEALLOCATEDTOSELLAUTOPARTSTHROUGHTHEINTERNET,MANUFACTURERSANDDISTRIBUTORSCANPRODUCEANDSALESOFAUTOPARTSINTIMETOAVOIDTHEBAD3THEDEVELOPMENTOFAUTOPARTSBUSINESSNETWORK31THEDEVELOPMENTSTATUSOFAUTOELECTRONICCOMMERCEISATTHATTIMENOWAUTOELECTRONICCOMMERCEDEVELOPMENT,WHILEINFACT,BECAUSEOFTHESERIOUSINFORMATIONASYMMETRYEXISTSINTHEAUTOPARTSMARKET,THEASYMMETRICINFORMATIONISMAINLYMANIFESTEDIN,BUYERSTOFINDSELLERS,BUYERSDONOTKNOWTHEDEPTHOFPRICE,ISALSOBECAUSEOFTHIS,THEREWILLBEAUTOLAYERSOFAGENTS,MANYINTERMEDIATELINKS,THEPRICEGAPLARGEANDECOMMERCEJUSTTOSOLVETHEPROBLEMOFINFORMATIONASYMMETRYINTHE,LETBUYERSEASILYFINDWANTTOBUYPRODUCTS,ATTHESAMETIME,REDUCEINTERMEDIATELINKS32BOTTLENECKSTHELACKOFNETWORKPRODUCTSANDUNDERSTANDTWOTALENTSWHENTHEAUTOMOBILESPAREPARTSMARKETANDSTRENGTHENSELFDISCIPLINE,IMPROVEAUTOMOBILESPAREPARTSSTANDARDIZATION,AUTOPARTSOFELECTRONICCOMMERCEWILLBEUSHEREDINTHESPRINGBECAUSEPEOPLEDONOTUNDERSTANDTHEPRODUCT,UNDERSTANDTHENETWORK,BUTTHENETWORKOFAUTOMOTIVEPRODUCTSISNOTENOUGHTOUNDERSTANDTHEPROFOUNDCHINASECOMMERCEISSTILLINTHEINITIALSTAGEALTHOUGHTAOBAOVERYFIRE,BUTWANTTODOELECTRONICCOMMERCEINTHECIRCULATIONOFAUTOMOBILEFITTINGSMARKET,THEREISALONGWAYTOGODONTSAYAUTOPARTSOFTHEGOODANDTHEBAD,THEMARKETTOBESTANDARDIZED,TAKETHEPRODUCTSPECIFICATIONS,MODELS,CODEISFRAGMENTED33THEKEYISTOESTABLISHADATABASEAUTOELECTRONICCOMMERCEPRODUCTSDATABASEISTHECORE,ISALSOADIFFICULTPROBLEMONTHEONEHAND,MANUFACTURERSOFACCESSORIESCATALOGUEISNOTTRANSPARENTONTHEOTHERHAND,VEHICLEANDACCESSORIESPRODUCTUPDATESPEE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约了时间和费用，又抢得了市场先机。市场信息对于汽车配件生产企业和销售商来说至关重要，而通过互联网即可轻松获得。互联网汽车配件销售商可以给生产企业提供顾客实时实地的信息。这种需求意愿的信息可以帮助生产企业降低汽车配件销售费用，而这种费用通常将占到汽车配件最终销售价格的15左右。如果算上促销费用的话，这种费用所占比例就更高了。22时刻掌握库存和销售其次，利用互联网的信息和便捷服务，生产企业可以及时得知配件销售商的库存情况和销售情况，从而调整自己的生产和汽车配件调配计划。汽车配件销售商减少了库存，加快了资金流通，获得了较满意的收益。对用户来说，他们可以通过互联网，像“点菜单”似的随意选取自己所需要的汽车配件。以前，销售商所经销的汽车配件中总有一部分畅销，而另一部分滞销。滞销部分占用资金所引起的费用就要分摊到卖出去的汽车配件上。通过互联网，生产企业和销售商都可以及时避免生产和销售市场销售不好的汽车配件。3汽车配件网络化经营的发展31现状发展汽配电子商务正当时现在发展汽配电子商务正当其实，因为汽配市场存在着严重的信息不对称，这种信息不对称主要表现在，买家找不到卖家，买家不知道价格深浅，也正是因为这样，才会出现汽配层层代理，中间环节多，价格差距大等问题。而电子商务正好解决了这种信息不对称问题，让买家轻松找到想买的产品，同时减少了中间环节。32瓶颈缺少产品和网络双懂人才当中国汽车配件市场自律强化，汽车零配件标准化完善之后，汽车配件的电子商务才会迎来春天。因为，懂产品的人还不懂网络，而会网络的人对汽车产品不够理解深刻。中国的电子商务还在起步阶段，尽管淘宝网很火，但是想在汽车配件流通市场做电子商务，还有很长的路要走。不说汽车配件的良莠不齐，市场有待规范，就拿产品的规格、型号、编码来说也是各自为政。33解决最关键是要建立数据库汽配电子商务的产品数据库是个核心，也是个难题。一方面生产厂家的配件产品目录不够透明；另一方面，整车车型、配件产品更新速度太快，网站的更新速度跟不上厂家的更新速度。汽车配件种类繁多，除了OEMORIGINALEQUIPMENTMANUFACTURES原厂委托制造代码，不同的工厂还有各自的工厂编码，所以建立产品的数据库，是个难题。4汽车配件的网络化营销存在的问题和建议41厂商的信用危机汽车配件行业的散乱现象和由此产生的信用危机，曾经严重