外文翻譯---電子商務(wù)的營(yíng)銷策略

1、<p><b>　　外文文獻(xiàn)與翻譯</b></p><p><b>　　文獻(xiàn)原文</b></p><p>　　A new marketing strategy for E-commerce</p><p>　　Exploring the ideas of product, place, price and pro

2、motion, 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-co

3、mmerce provider.</p><p><b>　　Product</b></p><p>　　One of the main issues of concern is the in tangibility of purchasing online. The intangibility is caused by not being able to focus

4、 on tangible aspects when purchasing online. The customer can’t 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 re

5、cognizes. Creating a positive brand image will reduce the risk. For example, buying a product that has a quality image will reduce the risk for cust</p><p>　　Stressing the actual or perceived benefits receiv

6、ed 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

7、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. Explainin

8、g the benef</p><p>　　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 onli

9、ne. Conveying the message that your product is conveniently accessible, lets the customer understand that they don’t need to stand in lines or deal with other customers. Long lines and other customers can keep customers

10、from buying or decrease the amount they are willing to purchase. Explaining the convenience of</p><p>　　There are some instances where the convenience of online buying can be diminished. When the customer fi

11、nally decides to purchase a good it’s 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 b

12、uy 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.</p><p><b>　　Place</b></p><

13、p>　　Some 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 isn’t the fault of the online company.

14、 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 i

15、sn’t their fault. The company that they select to ship their produc</p><p>　　There is a definite need for companies to manage the relationship with the shipping companies. The bigger the company the more pow

16、er 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 qu

17、ality of service doesn’t increase. By threatening a switch, it will hopefully create better service for a large company.</p><p>　　One of the biggest problems with online buying is the lack of automated inven

18、tory 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,

19、 because they aren’t 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 build</p><p

20、>　　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

21、assist in choosing an automated system that matches company needs.</p><p><b>　　Price</b></p><p>　　Price is very important when dealing with e-commerce problems. Price can be a key is

22、sue 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 pr

23、ice 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 bei</p><p>　　T

24、o 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 pri

25、ce won’t increase profits very much. For relatively new products, offering the product below competitors will increase demand.</p><p>　　Pricing of a product an reduce demand without reducing profit. If an on

26、line company is doing very well, but isn’t 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

27、the logistics department to handle the orders more efficiently. If companies can’t keep up with demand, it will reduce the satisfaction of the customer, which will reduce the loyalty of the customer. A solutio</p>

28、<p>　　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

29、 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 liqu

30、idated. This is a chance for the company to accomplish two things: incre</p><p><b>　　Promotion</b></p><p>　　Promotion is an important part when selling the product; it is a necessary

31、 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.

32、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 distribu</p>&l

33、t;p>　　Some troubles for e-commerce companies are the inability of customers to find the web page. If they can’t find the web page, it creates a barrier in achieving increased sales. The current technology of search en

34、gines, 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.

35、 Reducing the time spent looking for a web site can increase the sati</p><p>　　The best way to combat the problem is using promotions that give the web site address. If the product is high involvement, using

36、 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 acti

37、vely searching for the product, so pro motional activities must be intense. This can be accomplished by getting a large number of advertisements into te</p><p>　　Another possible promotional vehicle is using

38、 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 ad

39、dition, there is no need to alienate customers or promotional tactics. False or unethical marketing as become an issue in recent years, it isn’t uncommon to find many of these web sites. This can be just puffery or it ca

40、n be full blown</p><p>　　Buy.com 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 populari

41、ty 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

42、in online buyers, it will increase the importance of word-of-mouth communications, which can cause</p><p>　　注：摘自《電子商務(wù)英語(yǔ)》</p><p><b>　　二、中文翻譯</b></p><p><b>　　電子商務(wù)的營(yíng)銷

43、策略</b></p><p>　　探求產(chǎn)品、渠道、價(jià)格和促銷等基本營(yíng)銷概念及其在電子商務(wù)方面的應(yīng)用是此書(shū)的焦點(diǎn)所在?？梢源_信的是，營(yíng)銷組合的四個(gè)概念在電子商務(wù)的成功中同樣起著關(guān)鍵性作用。因此，作為一個(gè)電子商務(wù)提供者，專注于這些概念無(wú)疑是極為重要的。</p><p><b>　　產(chǎn)品</b></p><p>　　在線購(gòu)買的無(wú)形性是關(guān)注

44、的主要問(wèn)題之一，這種無(wú)形性是由于在線購(gòu)買時(shí)無(wú)法集中于商品的有形方面而引起的。因?yàn)榭蛻舨荒軐?shí)際接觸或感受到相關(guān)的產(chǎn)品，這就增加了消費(fèi)購(gòu)買的防線，所以，降低無(wú)形性的奉獻(xiàn)的關(guān)鍵就是要?jiǎng)?chuàng)造一個(gè)有形暗示物使消費(fèi)者能明確識(shí)別。一個(gè)積極的商標(biāo)形象將極大的降低風(fēng)險(xiǎn)。例如，購(gòu)買具有質(zhì)量標(biāo)記的產(chǎn)品將為客戶減少風(fēng)險(xiǎn)。據(jù)此，公司應(yīng)致力于塑造一個(gè)積極并可靠的商標(biāo)形象。</p><p>　　其次，增加消費(fèi)者從產(chǎn)品中感受到的實(shí)際的或可體驗(yàn)的價(jià)

45、值也能夠降低無(wú)形性風(fēng)險(xiǎn)。向客戶傳播他們會(huì)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(gè)公司在線銷售高爾夫球棒，他們就應(yīng)強(qiáng)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(yuǎn)更之，這將是打高爾夫的人增加其中的樂(lè)趣。此外，關(guān)注于這種產(chǎn)品的實(shí)際的組建也是很重要的。如象顧客傳達(dá)諸如球棒把手和長(zhǎng)柄的優(yōu)點(diǎn)，將使他們注意力不再停留在對(duì)無(wú)形的困惑上。</p><p>　　另外，集中宣傳在線購(gòu)買的諸多優(yōu)點(diǎn)對(duì)公司實(shí)現(xiàn)超額銷售也

46、是至關(guān)重要的，在網(wǎng)站上很重要的一點(diǎn)是向消費(fèi)者傳達(dá)在線購(gòu)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(duì)或者與其他用戶打交道，因?yàn)槌３５年?duì)伍或其他顧客都可能是顧客放棄購(gòu)買或減少他們?cè)敢赓?gòu)買的數(shù)量，所以，宣傳在線購(gòu)買的便利性是降低無(wú)形性問(wèn)題的一種好方法。</p><p>　　然而，這里仍有一些人為減少在線購(gòu)買的便利性的因素。當(dāng)消費(fèi)者最后決定購(gòu)買一個(gè)商品后，很重要的一點(diǎn)就是希望這次交易能夠迅速和

47、見(jiàn)解，且越準(zhǔn)確、越快速越好。如果要花費(fèi)很長(zhǎng)的時(shí)間，顧客可能離去，轉(zhuǎn)而銅鼓一個(gè)本地零售點(diǎn)購(gòu)買這種產(chǎn)品。公司必須意識(shí)到則核電，并且運(yùn)用適當(dāng)?shù)募夹g(shù)，以確保這樣的障礙最小化。</p><p><b>　　渠道</b></p><p>　　在互聯(lián)網(wǎng)生面搞活動(dòng)循環(huán)點(diǎn)上有一些分銷渠道問(wèn)題是很難控制的。在有的情況喜愛(ài)，把產(chǎn)品傳遞到客戶手中的問(wèn)題并不是在線公司的過(guò)錯(cuò)。幾乎每家在線公司都

48、選擇把配送功能外報(bào)，從仔則核電上來(lái)看也許是最有效率的。因?yàn)橐恍┎⒉粚儆谒麄冞^(guò)錯(cuò)的原因，在線公司正處在不能很好的滿足其客戶的困難時(shí)期。所選擇的在線裝運(yùn)公司產(chǎn)品的公司僅能負(fù)責(zé)裝運(yùn)但不能處理需求。對(duì)高價(jià)值的公司來(lái)說(shuō)，這一問(wèn)題比較容易解決。</p><p>　　在線公司有一個(gè)明確的、管理裝運(yùn)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(qiáng)，他們就更有能力通過(guò)變更運(yùn)輸人來(lái)打壓運(yùn)輸公司。即使在運(yùn)輸公司數(shù)量很少的情況喜愛(ài)，如

49、果這些公司的服務(wù)質(zhì)量沒(méi)有上升，再現(xiàn)公司仍然能采取宣布經(jīng)變更運(yùn)輸人的策略。由于受到更換的威脅，運(yùn)輸公司只好為一些額達(dá)公司抱有希望的創(chuàng)造更好的服務(wù)。</p><p>　　缺乏自動(dòng)化的存貨清單和倉(cāng)儲(chǔ)系統(tǒng)是在線購(gòu)買存在的最大問(wèn)題之一。缺乏自動(dòng)化的確阻礙了滿足用戶雪球額度效率和速度。對(duì)小公司來(lái)說(shuō)，把倉(cāng)儲(chǔ)和分銷功能外包無(wú)疑是個(gè)很好的思路，因?yàn)樗麄儧](méi)有足夠的效率去滿足用戶需求。然而，外包將降低實(shí)際利潤(rùn)，因?yàn)樗前嘿F的。但隨著時(shí)

50、間的推移，它將被證明是由收益的，因?yàn)樗兄诮㈩櫩椭艺\(chéng)度。需要理解他的組重要的一點(diǎn)就是如何挑選合適的外包上。公司應(yīng)該挑選那些沒(méi)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。</p><p>　　大的在線公司真的有必要考慮實(shí)現(xiàn)存貨清單和倉(cāng)儲(chǔ)功能自動(dòng)化，這可能是未來(lái)保持競(jìng)爭(zhēng)力的最好方法。使用物流顧問(wèn)是幫助選擇適合公司需要的自動(dòng)化系統(tǒng)的一個(gè)好策略。</p><p><

51、;b>　　價(jià)格</b></p><p>　　在處理電子商務(wù)問(wèn)題時(shí)，價(jià)格是一個(gè)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(shí)候，價(jià)格會(huì)成為一個(gè)關(guān)鍵因素。價(jià)格無(wú)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(jià)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(shí)就定一個(gè)較高的價(jià)格，以其賺取更多的利潤(rùn)。而滲透經(jīng)假發(fā)用來(lái)追求較大的市場(chǎng)份額，他的理論基礎(chǔ)是通過(guò)指定比競(jìng)爭(zhēng)者更低的價(jià)格，來(lái)獲取一份大

52、的市場(chǎng)份額。</p><p>　　為了增加需求，電子商務(wù)公司需要關(guān)注滲透市場(chǎng)戰(zhàn)略。這對(duì)于處在推薦和成長(zhǎng)階段的產(chǎn)品來(lái)說(shuō)，是最為有效的。如果這種產(chǎn)品已接近成熟階段，那么降價(jià)將不會(huì)增加很多利潤(rùn)。對(duì)于相對(duì)較新的商品，提供低于競(jìng)爭(zhēng)者的價(jià)格將會(huì)增加需求。</p><p>　　產(chǎn)品定價(jià)應(yīng)做到在不減少利潤(rùn)的前提下降低客戶的需求，如果一家在線公司經(jīng)營(yíng)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)

53、品的價(jià)格。因?yàn)檫@將達(dá)到兩種小姑：不僅使利潤(rùn)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，那么將降低用戶的滿意度，從而會(huì)降低用戶的忠誠(chéng)度。保持客戶愉快的一個(gè)解決辦法是通過(guò)提高價(jià)格來(lái)降低需求，從而降低購(gòu)買的數(shù)量，以滿足不便需求，這樣就能夠更容易的保持當(dāng)前的客戶。已經(jīng)確信，保持一個(gè)當(dāng)前用戶比發(fā)展一個(gè)新用戶可節(jié)約5倍的成本。提高價(jià)格，可能會(huì)改變編輯數(shù)量，但不足以引起忠誠(chéng)客戶的離去。這樣做可以讓公司保持同等利潤(rùn)，并且

54、能更有效的管理需求。這一解決方案要等到公司能采用一個(gè)自動(dòng)化的系統(tǒng)后才能生效。</p><p>　　價(jià)格捆綁，就是將產(chǎn)品打抱在一起而只以一種幾個(gè)出售，使用能夠這種戰(zhàn)術(shù)在座在線生意時(shí)是很有利的。它能為一家公司增加下手，因?yàn)榭蛻魰?huì)感到他們所畫出的潛能得到更多的價(jià)值，而且增加價(jià)值將為用戶降低購(gòu)買風(fēng)險(xiǎn)。比方說(shuō)降價(jià)10%，它能使公司增加銷售。有時(shí)這可以用來(lái)處理準(zhǔn)備清理的一種產(chǎn)品，這是公司達(dá)到兩種效果的一個(gè)機(jī)會(huì)：增加銷售并且降

55、低不需要的存貨。</p><p><b>　　促銷</b></p><p>　　促銷是出售商品時(shí)的一個(gè)重要環(huán)節(jié)，是電子商務(wù)公司必備的一項(xiàng)業(yè)務(wù)功能，也是在獲得和保持客戶過(guò)程中的關(guān)鍵方面之一。雖然保持和獲得用戶是如此重要，但是更多的注意力和資金仍需要用在渠道因素上，例如倉(cāng)儲(chǔ)和分銷功能。一些預(yù)算促銷經(jīng)費(fèi)應(yīng)該被用在與分銷商發(fā)展更好的關(guān)系上。創(chuàng)建于配送服務(wù)上強(qiáng)有力的關(guān)系將會(huì)提高

56、公司的價(jià)值，這可以通過(guò)和賣主的個(gè)人交以來(lái)實(shí)現(xiàn)，如讓他們的代表參與會(huì)議或者宴會(huì)可以建立一種忠誠(chéng)的關(guān)系。這些活動(dòng)是真正能給一家電子商務(wù)公司帶來(lái)利益的廉價(jià)的方法。</p><p>　　對(duì)電子商務(wù)公司來(lái)說(shuō)，一些頭疼的事就是客戶不能順利的找到公司的網(wǎng)頁(yè)。如果客戶不能找到網(wǎng)頁(yè)，就給增加銷售值砸了張愛(ài)。當(dāng)今的搜索引擎技術(shù)，例如雅虎和Excite，實(shí)際上已經(jīng)十分廣泛。當(dāng)搜索一家具體的公司時(shí)，他見(jiàn)格外顯示出大量其它相關(guān)的主題?？蛻?/p>

57、需要花費(fèi)不少功夫來(lái)縮小他們要尋找的公司的入口范圍。所短查找網(wǎng)站的時(shí)間將增加顧客的滿意蘇。如果他們必須花費(fèi)20分鐘才能找到一個(gè)專門的站點(diǎn)，那么他們?cè)谡业街昂芸赡芤逊艞壛恕９究梢允褂么黉N手段來(lái)應(yīng)對(duì)這些問(wèn)題。</p><p>　　應(yīng)對(duì)這一問(wèn)題組好的方法是通過(guò)促銷來(lái)給出網(wǎng)站地址來(lái)。如果那些待銷產(chǎn)品的需求強(qiáng)度比較高，那么使用在雜志和報(bào)紙上刊登廣告就應(yīng)該是有效的。對(duì)需求強(qiáng)度比較高的商品來(lái)說(shuō)，人們會(huì)積極尋找有關(guān)他們問(wèn)題的可

58、能的解決方案。如果代銷產(chǎn)品的需求強(qiáng)度比較低，人們就不會(huì)積極地去搜尋，因此促銷活動(dòng)一定要密集有力，則會(huì)可以選擇大量的電視或廣播媒體的廣告來(lái)完成。</p><p>　　另一種可能的促銷在提示使用超鏈接。超鏈接允許從另一個(gè)網(wǎng)站直接形成通道來(lái)實(shí)現(xiàn)。這是的搜索一個(gè)專門的網(wǎng)站變得非常容易，尤其是在一個(gè)相思素材的網(wǎng)站上實(shí)現(xiàn)超鏈接時(shí)，是非常有效率的。另外，應(yīng)該注意避免采用不必要的促銷手段只是現(xiàn)有客戶和潛在客戶的離開(kāi)。像虛假或者不

59、道德的營(yíng)銷在近年日益成為一個(gè)問(wèn)題，遭遇這樣的網(wǎng)站變得日益普遍。這可能是似乎自吹自擂或者是完全神化的誘騙銷售法的伎倆。</p><p>　　例如，Buy.com公司因?yàn)樵诰W(wǎng)站上做虛假?gòu)V告耳鳴于天下，這絕對(duì)是需要電子商務(wù)公司引以為戒的。隨著電子商務(wù)的增長(zhǎng)普及，這種做法越多，對(duì)將來(lái)的破壞也越大。隨著在線購(gòu)買量的增加，將有更多的針對(duì)虛假和不道德促銷的先哲和追查。隨著在線購(gòu)買者數(shù)量的上升，勢(shì)必會(huì)增加口頭交流的重要性，這有可