外文翻譯---網(wǎng)絡(luò)在營(yíng)銷中的應(yīng)用

1、<p>　　Internet in Marketing</p><p>　　The Internet marketing space is no longer a playground for amateurs. It is a fast-changing, advanced and high-profit arena for specialists and experts that practice

2、the scientific discipline of online marketing. But that shouldn’t scare anyone away. On the contrary, Targeted Lead Marketing is one of the strongest ways for businesses like yours to leverage the power of the Internet.Y

3、our online presence is your marketing vehicle and a very powerful customer interface tool. By following leading bes</p><p>　　Help customers keep their faith in you</p><p>　　An effective Targeted

4、 Lead Marketing campaign involves fostering consistent and meaningful ongoing interaction with potential customers, regardless of their timing to buy. There are many innovative, cost-effective methods that keep you on yo

5、ur customers’ and prospective customers’ radar; nurturing your relationship with them. Some examples are: auto-responders, click-to-call (Internet to phone), email marketing, RSS feeds, blogs, customer loyalty programs a

6、nd free trials. A focused Targeted Lead</p><p>　　Exposing more people to your website is like bringing more people into your store, it only accomplishes half of what you need to do. The goal of all your sale

7、s and marketing efforts, in the very simplest of terms, has always been to increase the number of people who do what you ask them to do – BUY your product or service and encourage others to buy too. Every online business

8、 must have a comprehensive Internet Marketing Strategy Your WSI Consultant can work with you to design, implement and moni</p><p>　　Besides the expense of traditional methods like telemarketing, can you real

9、ly afford the ire of potential buyers who just can’t handle one more sales caller and decide not to buy even though they may have been thinking about it? Wouldn’t you rather send a periodic e-Newsletter to the folks who

10、asked to be on your mailing list? It’s a click of a button to reach a multitude and you will be giving them information that is useful, something they asked for. So what if they don’t buy from you today? Y</p><

11、;p>　　marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet.</p><p>

12、　　Internet marketing is considered to be broad in scopebecause it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.Digital customer data and electronic customer

13、 relationship management (ECRM) systems are also often grouped together under internet marketing.</p><p>　　Internet marketing ties together the creative and technical aspects of the Internet, including desig

14、n, development, advertising, and sales.Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimizati

15、on (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.</p><p>　　In 2010, The New York Times, working with comScore, published an initial estimate to quantify the user data collec

16、ted by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found that the potential for coll

17、ecting data was up to 2,500 times per user per month.</p><p>　　Internet marketing is associated with several business models</p><p>　　a model whereby goods are sold directly to consumers (B2C),

18、businesses (B2B), or from consumer to consumer (C2C).Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website. Similar to walk-in customers in retail world. These

19、prospects are often referred to as organic leads.</p><p>　　Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits.The entit

20、y that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce business

21、es that offer affiliate programs.</p><p>　　Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advant

22、ages.Local Internet marketing uses tools such as social media marketing, local directory listing,and targeted online sales promotions.</p><p>　　In a one-to-one approach, marketers target a user browsing the

23、Internet alone and so that the marketers' messages reach the user personally.This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This appr

24、oach usually works under the pay per click (PPC) method.</p><p>　　When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out t

25、o a broadly defined demographic.These marketers typically segment their markets according to age group, gender, geography, and other general factors.</p><p>　　Niche Marketing</p><p>　　Niche and

26、hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products.[citation needed] Niche marketers differ from traditional Internet marketers as the

27、y have a more specialized topic knowledge.For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on mo

28、re specific topics such as 4-slice toasters.</p><p>　　Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic o

29、r product.</p><p>　　Geo-targeting</p><p>　　In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, a

30、nd delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and

31、 other criteria.</p><p>　　Advantages</p><p>　　Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a sm

32、all fraction of traditional advertising budgets.The nature of the medium allows consumers to research and to purchase products and services conveniently. Therefore, businesses have the advantage of appealing to consumers

33、 in a medium that can bring results quickly.The strategy and overall effectiveness of marketing campaigns depend on business goals a</p><p>　　Internet marketers also have the advantage of measuring statistic

34、s easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested.The advertisers can use a variety of methods, such as pay per impression, pay per click, pay per play,

35、and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.The results of campaigns can be measured and tracked immediately because online marketing initiat</

36、p><p>　　Limitations</p><p>　　However, from the buyer's perspective, the inability of shoppers to touch, to smell, to taste, and "to try on" tangible goods before making an online purc

37、hase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.</p><p>　　Informatio

38、n security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information wil

39、l remain private.Some companies that purchase customer information offer the option for individuals to have their information removed from the database, also known as opting out.However, many customers are unaware if and

40、 when their information is being shared, and are u</p><p>　　Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase.Online

41、merchants have attempted to address this concern by investing in and building strong consumer brands (e.g., Amazon.com, eBay, and Overstock.com),and by leveraging merchant and feedback rating systems and e-commerce bondi

42、ng solutions.All these solutions attempt to assure consumers that their transactions will be free of problems because the merchants c</p><p>　　Internet auctions</p><p>　　Internet auctions have b

43、ecome a multi-billion dollar business. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of items like

44、antiques, movie props, clothing, gadgets, and so on.</p><p>　　As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on t

45、he website before going to flea markets; the price shown on eBay often becomes the item's selling price.</p><p>　　Advertising industry</p><p>　　In addition to the major effect internet marke

46、ting has had on the technology industry, the effect on the advertising industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually.Pricewaterhouse

47、Coopers reported that US$16.9 billion was spent on Online marketing in the U.S. in 2006.</p><p>　　This has caused a growing impact on the United States' electoral process. In 2008, candidates for Preside

48、nt heavily utilized Internet marketing strategies to reach constituents. During the 2007 primaries candidates added, on average, over 500 social network supporters per day to help spread their message.President Barack Ob

49、ama raised over US$1 million in one day during his extensive Democratic candidacy campaign, largely due to online donors.</p><p>　　Several industries have heavily invested in and benefited from internet mark

50、eting and online advertising. Some of them were originally brick and mortar businesses such as publishing, music, automotive or gambling, while others have sprung up as purely online businesses, such as digital design an

51、d media, blogging, and internet service hosting.</p><p>　　References</p><p>　　[1] Harold Koncy, andHeinz (2007), “Internet in Marketing”, Network Marketing,Vol. 63, Iss. 19, pp. 31-33.</p>

52、<p>　　[2]Fred R Davy (2008), “business opportunity in Internet”, e-commerce, Vol. 15, Iss. 4, pp. 21-23.</p><p>　　Article Source: Vincent J. Palombo, Chancellor University Marketing Management Journal

53、, Fall 2009</p><p>　　網(wǎng)絡(luò)在營(yíng)銷中的應(yīng)用 </p><p>　　互聯(lián)網(wǎng)營(yíng)銷空間對(duì)于業(yè)余人士來(lái)說(shuō)不再是一個(gè)空地。這是一個(gè)對(duì)實(shí)踐在線網(wǎng)絡(luò)營(yíng)銷的科學(xué)性原則的專家和專業(yè)人士來(lái)說(shuō)快速變化、先進(jìn)和高利潤(rùn)的領(lǐng)域。但是從事各個(gè)商業(yè)的人都不應(yīng)該感到畏懼。相反，目標(biāo)引導(dǎo)營(yíng)銷是對(duì)像你們這樣的從事商業(yè)方面的人來(lái)說(shuō)增強(qiáng)互聯(lián)網(wǎng)力量最有效的營(yíng)銷方法之一。你的聯(lián)機(jī)存在是你每天24小時(shí)的市場(chǎng)營(yíng)銷車輛

54、和一個(gè)非常強(qiáng)大的用戶界面的工具。通過(guò)遵循互聯(lián)網(wǎng)營(yíng)銷中起到帶頭作用的最好的實(shí)踐方式，你可以將在線咨詢轉(zhuǎn)化為有資格的領(lǐng)導(dǎo)并且激勵(lì)這些領(lǐng)導(dǎo)從事利潤(rùn)獲得的銷售。所有這一切都是關(guān)于與潛在客戶保持一個(gè)健康的和互動(dòng)性的關(guān)系，無(wú)論他們?cè)谀睦铮瑹o(wú)論他們是在決定購(gòu)買還是決定制造的過(guò)程中。</p><p>　　一 幫助消費(fèi)者保持他們對(duì)你的信任</p><p>　　一個(gè)有效的目標(biāo)引導(dǎo)營(yíng)銷運(yùn)動(dòng)包括與潛在消費(fèi)者培養(yǎng)持

55、續(xù)的和有意義的不間斷的互動(dòng)，其中不包括他們購(gòu)買的時(shí)間。有很多富有創(chuàng)新性的，有效節(jié)省開支的方法來(lái)使你保持與消費(fèi)者和潛在消費(fèi)者的聯(lián)系；培養(yǎng)你與他們的關(guān)系。例如：自動(dòng)回復(fù)機(jī)，互聯(lián)網(wǎng)電話，電子郵件營(yíng)銷，訂閱RSS，博客，顧客忠誠(chéng)度計(jì)劃和免費(fèi)試用。</p><p>　　一個(gè)集中的目標(biāo)引導(dǎo)營(yíng)銷結(jié)構(gòu)允許你占據(jù)和開發(fā)初級(jí)領(lǐng)導(dǎo)以至于有價(jià)值的機(jī)會(huì)在不斷地被加入到你的銷售渠道當(dāng)中。</p><p>　　讓更多的

56、人來(lái)瀏覽你們的網(wǎng)站就像把更多的人吸引到你們的商店里一樣，它只完成了你需要完成的一半。你們所有在銷售和營(yíng)銷上所做的努力的最終目標(biāo)從最簡(jiǎn)練的角度來(lái)說(shuō)，一直是為了增加那些聽從你們命令的人的數(shù)量-購(gòu)買你們的產(chǎn)品或服務(wù)以及鼓勵(lì)其他人也去買。每一家在線企業(yè)必須有一個(gè)全面的互聯(lián)網(wǎng)營(yíng)銷策略。你們的WSI 咨詢顧問(wèn)可以與你們一起合作去設(shè)計(jì)，實(shí)施和監(jiān)控你們的互聯(lián)網(wǎng)營(yíng)銷策略的結(jié)果。</p><p>　　除了像電子營(yíng)銷那樣的傳統(tǒng)方法的支

57、出之外，你真的可以承受那些僅僅不能處理更多的銷售電話，就算他們一直在考慮也決定不購(gòu)買產(chǎn)品的潛在買家的怒火嗎？你難道不想給那些在你郵箱名單里的那些人發(fā)一封周期性的電子信件嗎？只需要輕輕一點(diǎn)就能達(dá)到大量的數(shù)，同時(shí)你也將會(huì)給他們發(fā)出一些有用的信息和他們需求的某些東西。因此假如他們今天不從你們這里買東西會(huì)怎么樣呢？你將擁有他們的精神占有率因?yàn)樗麄円呀?jīng)開始信任你。他們更有可能將你推薦給更加能購(gòu)買的人而不是他們。那就是你想培養(yǎng)的關(guān)系類型。字典中將“

58、培養(yǎng)”定義為“鼓勵(lì)某人或某物生長(zhǎng)，發(fā)展，繁榮，同時(shí)很成功”。使你們的領(lǐng)導(dǎo)準(zhǔn)確的培養(yǎng)一套系統(tǒng)允許你占據(jù)和發(fā)展早期領(lǐng)導(dǎo)以至于你們的營(yíng)銷和銷售渠道永遠(yuǎn)不會(huì)失去有價(jià)值的機(jī)會(huì)。你們的潛在客戶將會(huì)評(píng)估你們的產(chǎn)品或者服務(wù)然后通過(guò)購(gòu)買過(guò)程來(lái)按照他們的意愿去挑選。在保持關(guān)注相關(guān)信息以及放棄它們以及那些傲慢的追隨者的平衡上你將會(huì)面臨挑戰(zhàn)性的任務(wù)。這是一個(gè)WSI咨詢顧問(wèn)可以為你進(jìn)行專家級(jí)的處理并且以你的名義從事的一項(xiàng)任務(wù)。</p><p&

59、gt;　　互聯(lián)網(wǎng)營(yíng)銷，也叫數(shù)字營(yíng)銷，網(wǎng)頁(yè)營(yíng)銷，在線營(yíng)銷，搜索營(yíng)銷或電子營(yíng)銷，是產(chǎn)品或者服務(wù)在互聯(lián)網(wǎng)上的營(yíng)銷（一般意義上的促銷）。</p><p>　　互聯(lián)網(wǎng)營(yíng)銷在范疇上很廣因?yàn)樗粌H僅指互聯(lián)網(wǎng)上的營(yíng)銷，也包括通過(guò)電子郵件和無(wú)線媒體進(jìn)行的營(yíng)銷。數(shù)字化消費(fèi)者數(shù)據(jù)和電子消費(fèi)者關(guān)系管理（ECRM)系統(tǒng)也經(jīng)常包括在互聯(lián)網(wǎng)營(yíng)銷當(dāng)中。</p><p>　　互聯(lián)網(wǎng)營(yíng)銷將互聯(lián)網(wǎng)上富有創(chuàng)造性和技術(shù)性的方面緊密

60、聯(lián)系在一起，包括設(shè)計(jì)，發(fā)展，廣告和銷售?；ヂ?lián)網(wǎng)營(yíng)銷還指通過(guò)搜索引擎營(yíng)銷（SEM），搜索引擎最優(yōu)化（SEO），特定網(wǎng)站的條幅廣告，電子郵件營(yíng)銷，和Web2.0策略，沿著許多不同步驟的消費(fèi)者經(jīng)營(yíng)循環(huán)而在媒體上的展示。</p><p>　　在2010年，紐約時(shí)報(bào)與com Score一同發(fā)表了一篇初步的評(píng)估，目的是為了確定由大型互聯(lián)網(wǎng)公司所收集的用戶數(shù)據(jù)的數(shù)量。通過(guò)計(jì)算四種與公司網(wǎng)站互動(dòng)類型的數(shù)目以及來(lái)自廣告網(wǎng)絡(luò)上的廣告

61、數(shù)量，作者們發(fā)現(xiàn)收集數(shù)據(jù)的潛在值達(dá)到了每個(gè)用戶每個(gè)月2500次。</p><p>　　電子商務(wù)：一種貨物直接賣給消費(fèi)者（B2C），企業(yè)（B2B），或者從消費(fèi)者到消費(fèi)者（C2C）的模式。以領(lǐng)導(dǎo)為基礎(chǔ)的網(wǎng)站：一種企業(yè)通過(guò)公司網(wǎng)站獲取銷售領(lǐng)導(dǎo)信息來(lái)產(chǎn)生價(jià)值的策略。類似于零售領(lǐng)域的預(yù)約客戶。這些潛在客戶通常被稱作有組織的領(lǐng)導(dǎo)。</p><p>　　聯(lián)合營(yíng)銷：指為了獲得利潤(rùn)分紅，由一個(gè)企業(yè)開發(fā)的產(chǎn)品

62、或服務(wù)被其他積極的賣家所銷售的過(guò)程。擁有產(chǎn)品的企業(yè)可以提供一些營(yíng)銷材料（例如銷售信件，聯(lián)合的企業(yè)，跟蹤設(shè)施等等），然而，大多數(shù)的聯(lián)合營(yíng)銷關(guān)系是來(lái)自那些提供聯(lián)合計(jì)劃的電子商務(wù)企業(yè)。</p><p>　　本地互聯(lián)網(wǎng)營(yíng)銷：指通過(guò)一家小公司運(yùn)用互聯(lián)網(wǎng)來(lái)發(fā)現(xiàn)和培養(yǎng)可以被用作現(xiàn)實(shí)世界中競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)系的策略。本地互聯(lián)網(wǎng)營(yíng)銷使用像社會(huì)媒體營(yíng)銷，本地姓名地址目錄以及有目標(biāo)的在線銷售和促銷這樣的工具。在一對(duì)一方法中，營(yíng)銷者將只使用互

63、聯(lián)網(wǎng)的用戶作為目標(biāo)，以便營(yíng)銷者的信息能夠到達(dá)用戶個(gè)人手中。這種方法在搜索營(yíng)銷中被使用，因?yàn)閺V告是以用戶輸入的搜索引擎關(guān)鍵詞為基礎(chǔ)的。這種方法通常通過(guò)點(diǎn)擊付款（PPC）的方式來(lái)實(shí)行。</p><p>　　當(dāng)吸引特定的興趣時(shí)，營(yíng)銷者將一種特定的行為或興趣作為強(qiáng)調(diào)重點(diǎn)，而不是達(dá)到一個(gè)廣泛意義上的人口數(shù)。這些營(yíng)銷者通常根據(jù)年齡段，性別，地理位置，以及其它一般性因素來(lái)劃分他們的市場(chǎng)。</p><p>

64、;<b>　　二 稱心的營(yíng)銷</b></p><p>　　稱心和極度稱心的互聯(lián)網(wǎng)營(yíng)銷更強(qiáng)調(diào)為網(wǎng)絡(luò)使用者和消費(fèi)者在特定的主題和產(chǎn)品上創(chuàng)造目的地。稱心的營(yíng)銷者與傳統(tǒng)的互聯(lián)網(wǎng)營(yíng)銷者有所區(qū)別因?yàn)樗麄冇幸惶赘泳唧w的主題知識(shí)。例如，在傳統(tǒng)互聯(lián)網(wǎng)營(yíng)銷中一個(gè)網(wǎng)站將會(huì)在一個(gè)高水平的主題上被創(chuàng)建和促銷，比如廚房用品，稱心的營(yíng)銷會(huì)集中在更具體的主題上，比如4片的吐司面包。稱心的營(yíng)銷為類似這種網(wǎng)站的終極用戶提供目

65、標(biāo)性的信息，允許創(chuàng)建者在主題或產(chǎn)品上更加有權(quán)威。</p><p><b>　?。ㄒ唬┑赜蚰繕?biāo)</b></p><p>　　在互聯(lián)網(wǎng)營(yíng)銷中，地域目標(biāo)和地域營(yíng)銷是通過(guò)地理定位軟件決定網(wǎng)站訪問(wèn)者的地理位置以及根據(jù)訪問(wèn)者的位置，比如緯度和經(jīng)度，國(guó)家，地區(qū)或州，城市，地區(qū)郵編，組織，IP地址，ISP和其它標(biāo)準(zhǔn)所發(fā)布的不同信息的方法。</p><p>&l

66、t;b>　?。ǘ﹥?yōu)勢(shì)</b></p><p>　　當(dāng)驗(yàn)證開銷的比例與所達(dá)到的目標(biāo)人數(shù)之后，互聯(lián)網(wǎng)營(yíng)銷就不再昂貴。公司可以為了一小部分的傳統(tǒng)廣告預(yù)算來(lái)達(dá)到一個(gè)很廣泛的目標(biāo)人數(shù)。媒體的本質(zhì)允許消費(fèi)者更方便地去研究和購(gòu)買商品和服務(wù)。因此，企業(yè)擁有能夠吸引消費(fèi)者到一個(gè)更快得知結(jié)果的媒體上的優(yōu)勢(shì)。營(yíng)銷運(yùn)動(dòng)的總體效率以及策略取決于商業(yè)目標(biāo)和花銷-容量-利潤(rùn)（CVP)分析。</p><p

67、>　　互聯(lián)網(wǎng)營(yíng)銷者擁有簡(jiǎn)單且不昂貴地衡量數(shù)據(jù)的優(yōu)勢(shì)，網(wǎng)絡(luò)營(yíng)銷運(yùn)動(dòng)的幾乎所有的方面都可以被追蹤，衡量和測(cè)試。廣告商可以運(yùn)用多種方式，比如印象付款，點(diǎn)擊付款，播放付款和行動(dòng)付款。因此，營(yíng)銷者可以決定哪些信息或供應(yīng)的商品更加吸引用戶。運(yùn)動(dòng)的結(jié)果可以立刻被衡量和追蹤因?yàn)樵诰€營(yíng)銷的主動(dòng)權(quán)通常要求用戶點(diǎn)擊一個(gè)廣告，訪問(wèn)一個(gè)網(wǎng)站，以及實(shí)行一個(gè)有目標(biāo)的活動(dòng)。</p><p><b>　?。ㄈ┚窒扌?lt;/b&

68、gt;</p><p>　　然而，從買家角度來(lái)看，購(gòu)買者在進(jìn)行網(wǎng)上購(gòu)買前無(wú)能力去觸摸，去聞，去嘗，“去嘗試”有形的貨物是很有限制性的。然而，對(duì)電子商務(wù)領(lǐng)域的賣家來(lái)說(shuō)有一種行業(yè)標(biāo)準(zhǔn)來(lái)通過(guò)自由退貨政策和提供商店內(nèi)任意挑選的服務(wù)來(lái)重新獲得消費(fèi)者信任。</p><p>　　對(duì)參與在線營(yíng)銷的消費(fèi)者和公司來(lái)說(shuō)，互聯(lián)網(wǎng)安全是相當(dāng)重要的。很多消費(fèi)者對(duì)網(wǎng)上購(gòu)物持猶豫態(tài)度因?yàn)樗麄儾幌嘈潘麄兊膫€(gè)人信息會(huì)被保密。

69、一些購(gòu)買消費(fèi)者信息的公司為個(gè)人用戶提供了一種使他們的個(gè)人信息從數(shù)據(jù)庫(kù)中被清除的選擇，也叫退出機(jī)制。然而，很多消費(fèi)者不會(huì)意識(shí)到他們的信息是否正被分享以及何時(shí)被分享，假如這種活動(dòng)發(fā)生，他們不能停止對(duì)他們信息的傳送。</p><p>　　消費(fèi)者對(duì)從事電子商務(wù)的商人另外一項(xiàng)安全上的憂慮是他們是否會(huì)準(zhǔn)確的收到他們所購(gòu)買的商品。在線商人已經(jīng)嘗試著通過(guò)投資和建立強(qiáng)大的消費(fèi)者品牌（例如亞馬遜，易趣和Overstock)以及通過(guò)平

70、衡商人，反饋率系統(tǒng)和電子商務(wù)債券解決方式來(lái)表達(dá)這種憂慮。所有這些解決方法是為了向消費(fèi)者保證他們的交易不會(huì)有問(wèn)題因?yàn)檫@些商人因能夠提供可靠的商品和服務(wù)而被信任。此外，一些主要的在線支付系統(tǒng)（如信用卡，PayPal,谷歌支付）已經(jīng)提供了后端買家保護(hù)系統(tǒng)，假如出現(xiàn)問(wèn)題可以及時(shí)反映問(wèn)題。</p><p><b>　?。ㄋ模?互聯(lián)網(wǎng)拍賣</b></p><p>　　互聯(lián)網(wǎng)拍賣已

71、經(jīng)成為一項(xiàng)市值幾十億美元的一種經(jīng)營(yíng)方式。此前只能在跳蚤市場(chǎng)中發(fā)現(xiàn)的奇特商品現(xiàn)在可以在互聯(lián)網(wǎng)拍賣網(wǎng)站上被銷售，例如易趣。專營(yíng)電子商店銷售大量的物品，如古董，電影海報(bào)，衣物，小物件等等。</p><p>　　作為首要的在線再銷售平臺(tái)，易趣通常被用作特許商品的定價(jià)基礎(chǔ)。買家和賣家通常在去跳蚤市場(chǎng)之前要看一下網(wǎng)站上的價(jià)格，在易趣上標(biāo)注的價(jià)格通常會(huì)成為商品的銷售價(jià)。</p><p><b>

72、;　　三 廣告產(chǎn)業(yè)</b></p><p>　　除了互聯(lián)網(wǎng)營(yíng)銷對(duì)技術(shù)產(chǎn)業(yè)的主要影響以外，對(duì)廣告產(chǎn)業(yè)自身的影響也是很深的。在短短幾年內(nèi)，在線廣告每年的市值都會(huì)增長(zhǎng)上百億美元。Pricewaterhouse Coopers說(shuō)它們2006年在美國(guó)花費(fèi)在在線營(yíng)銷上的費(fèi)用就達(dá)到了169億美元。</p><p>　　這對(duì)美國(guó)的選舉過(guò)程也在逐漸產(chǎn)生影響。在2008年，總統(tǒng)候選人大量使用互聯(lián)網(wǎng)

73、營(yíng)銷策略來(lái)吸引選民。在2007年的初選中，候選人平均每天都能增加500個(gè)社交網(wǎng)絡(luò)的支持者來(lái)幫助他們傳播他們的信息。巴拉克-奧巴馬總統(tǒng)在他密集的民主黨候選運(yùn)動(dòng)中一天就募集到了超過(guò)100萬(wàn)美元，大多數(shù)都是來(lái)自在線捐款。一些產(chǎn)業(yè)已經(jīng)投資于網(wǎng)絡(luò)營(yíng)銷和在線廣告中并且從中受益。它們中的一些原先是從事磚和砂漿業(yè)務(wù)的企業(yè)例如出版，音樂，汽車制造業(yè)和賭博，然而其它企業(yè)已經(jīng)轉(zhuǎn)型為純?cè)诰€型的企業(yè)，例如數(shù)字設(shè)計(jì)與媒體，博客，以及互聯(lián)網(wǎng)服務(wù)代管服務(wù)。</p

74、><p><b>　　參考文獻(xiàn)</b></p><p>　　[1] 哈羅德?孔茨，海因茨?韋里克.網(wǎng)絡(luò)在營(yíng)銷中的應(yīng)用.網(wǎng)絡(luò)營(yíng)銷,2007,(23)：31-33.</p><p>　　[2] 弗雷德?R?戴維.電子商務(wù):網(wǎng)絡(luò)中的商業(yè)機(jī)會(huì).商業(yè)評(píng)論, 2008,(11):21-23.</p><p>　　原文出處：Vincent