外文翻譯---電子商務(wù)的營銷策略

1、.外文文獻與翻譯文獻原文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 utmos

2、t 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

3、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 a

4、nd 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 c

5、oncept 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 attenti

6、on 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 t

7、he 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 intangibil

8、ity.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,

9、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 in

10、stances 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

11、 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

12、 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 creat

13、e 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 war

14、ehouse 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 t

15、he 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 futu

16、re. 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 we

17、apon 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 creatin

18、g 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 profit

19、s 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

20、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 solutio

21、n 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 time

22、s 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 aut

23、omated 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 customer

24、s. 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 s

25、elling 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 b

26、e 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

27、 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

28、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 th

29、e 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

30、 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 produc

31、t 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

32、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

33、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 fr

34、om. 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 wo

35、rd-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 re

36、lated 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：摘自電子商務(wù)英語二、中文翻譯電子商務(wù)的營銷策略探求產(chǎn)品、渠道、價格和促銷等基本營銷概念及其在電子商務(wù)方面的應(yīng)用是此書的焦點所在?？梢源_信的是，營銷組合的四個概念在電子商務(wù)的成功中同樣起著關(guān)鍵性作用。因此，作為

37、一個電子商務(wù)提供者，專注于這些概念無疑是極為重要的。產(chǎn)品在線購買的無形性是關(guān)注的主要問題之一，這種無形性是由于在線購買時無法集中于商品的有形方面而引起的。因為客戶不能實際接觸或感受到相關(guān)的產(chǎn)品，這就增加了消費購買的防線，所以，降低無形性的奉獻的關(guān)鍵就是要創(chuàng)造一個有形暗示物使消費者能明確識別。一個積極的商標(biāo)形象將極大的降低風(fēng)險。例如，購買具有質(zhì)量標(biāo)記的產(chǎn)品將為客戶減少風(fēng)險。據(jù)此，公司應(yīng)致力于塑造一個積極并可靠的商標(biāo)形象。其次，增加消費者從產(chǎn)品中感受到的實際的或可體驗的價值也能夠降低無形性風(fēng)險。向客戶傳播他們會非常滿意的有關(guān)商品效用的信息是很重要的，例如，如果一個公司在線銷售高爾夫球棒，他們就應(yīng)強

38、調(diào)這樣一種觀念，即只要使用這種球棒就能將球打得更遠更之，這將是打高爾夫的人增加其中的樂趣。此外，關(guān)注于這種產(chǎn)品的實際的組建也是很重要的。如象顧客傳達諸如球棒把手和長柄的優(yōu)點，將使他們注意力不再停留在對無形的困惑上。另外，集中宣傳在線購買的諸多優(yōu)點對公司實現(xiàn)超額銷售也是至關(guān)重要的，在網(wǎng)站上很重要的一點是向消費者傳達在線購買的便利，向客戶傳遞你的產(chǎn)品可以方便的活得的弦細(xì)，讓他們明白不再需要站隊或者與其他用戶打交道，因為常常的隊伍或其他顧客都可能是顧客放棄購買或減少他們愿意購買的數(shù)量，所以，宣傳在線購買的便利性是降低無形性問題的一種好方法。然而，這里仍有一些人為減少在線購買的便利性的因素。當(dāng)消費者最

39、后決定購買一個商品后，很重要的一點就是希望這次交易能夠迅速和見解，且越準(zhǔn)確、越快速越好。如果要花費很長的時間，顧客可能離去，轉(zhuǎn)而銅鼓一個本地零售點購買這種產(chǎn)品。公司必須意識到則核電，并且運用適當(dāng)?shù)募夹g(shù)，以確保這樣的障礙最小化。渠道在互聯(lián)網(wǎng)生面搞活動循環(huán)點上有一些分銷渠道問題是很難控制的。在有的情況喜愛，把產(chǎn)品傳遞到客戶手中的問題并不是在線公司的過錯。幾乎每家在線公司都選擇把配送功能外報，從仔則核電上來看也許是最有效率的。因為一些并不屬于他們過錯的原因，在線公司正處在不能很好的滿足其客戶的困難時期。所選擇的在線裝運公司產(chǎn)品的公司僅能負(fù)責(zé)裝運但不能處理需求。對高價值的公司來說，這一問題比較容易解決

40、。在線公司有一個明確的、管理裝運公司關(guān)系的需求。公司越大，他在供應(yīng)鏈中的作用就愈強，他們就更有能力通過變更運輸人來打壓運輸公司。即使在運輸公司數(shù)量很少的情況喜愛，如果這些公司的服務(wù)質(zhì)量沒有上升，再現(xiàn)公司仍然能采取宣布經(jīng)變更運輸人的策略。由于受到更換的威脅，運輸公司只好為一些額達公司抱有希望的創(chuàng)造更好的服務(wù)。缺乏自動化的存貨清單和倉儲系統(tǒng)是在線購買存在的最大問題之一。缺乏自動化的確阻礙了滿足用戶雪球額度效率和速度。對小公司來說，把倉儲和分銷功能外包無疑是個很好的思路，因為他們沒有足夠的效率去滿足用戶需求。然而，外包將降低實際利潤，因為它是昂貴的。但隨著時間的推移，它將被證明是由收益的，因為它有助

41、于建立顧客忠誠度。需要理解他的組重要的一點就是如何挑選合適的外包上。公司應(yīng)該挑選那些沒被客戶超額預(yù)定的外包上，只有這樣他們才能更有效的處理需求方面的要求。大的在線公司真的有必要考慮實現(xiàn)存貨清單和倉儲功能自動化，這可能是未來保持競爭力的最好方法。使用物流顧問是幫助選擇適合公司需要的自動化系統(tǒng)的一個好策略。價格在處理電子商務(wù)問題時，價格是一個非常重要的手段。尤其是在決定是努力增加需求還是減少需求的時候，價格會成為一個關(guān)鍵因素。價格無疑成了很多公司首選的一種武器。撇指定假發(fā)和滲透定價法是兩種典型的店家方法。撇指定假發(fā)是在產(chǎn)品剛上市時就定一個較高的價格，以其賺取更多的利潤。而滲透經(jīng)假發(fā)用來追求較大的市場份額，他的理論基礎(chǔ)是通過指定比競爭者更低的價格，來獲取一份大的市場份額。為了增加需求，電子商務(wù)公司需要關(guān)注滲透市場戰(zhàn)略。這對于處在推薦和成長階段的產(chǎn)品來說，是最為有效的。如果這種產(chǎn)品已接近成熟階段，那么降價將不會增加很多利潤。對于相對較新的商品，提供低于競爭者的價格將會增加需求。產(chǎn)品定價應(yīng)做到在不減少利潤的前提下降低客戶的需求，如果一家在線公司經(jīng)營得很好，但不能滿足當(dāng)前的需求量，那么就應(yīng)該明智的提高這種產(chǎn)品的價格。因為這將達到兩種小姑：不僅使利潤保持在同一水平上，還允許物流部門更有效的處理訂單。如果公司服務(wù)不能適應(yīng)變化，那么