發(fā)展一個(gè)營銷計(jì)劃【外文翻譯】

1、<p><b>　　外文翻譯</b></p><p><b>　　原文</b></p><p>　　Developing A Marketing Plan</p><p>　　Material Source: Hudson Valley Business Journal Author: Hoag,Ri

2、sa B</p><p>　　Introduction</p><p>　　E-marketing means using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing method

3、s whatever the size of your company or your business model.</p><p>　　The basics of marketing remain the same - creating a strategy to deliver the right messages to the right people. What has changed is the n

4、umber of options you have. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail and PR, e-marketing adds a whole new element to the marketing mix. Many businesses

5、 are producing great results with e-marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses.</p><p>　　This guide describes how to develop an e-marketing plan

6、and provides guidance on implementing that plan and monitoring its effectiveness.</p><p>　　The benefits of e-marketing</p><p>　　E-marketing gives businesses of any size access to the mass market

7、 at an affordable price and, unlike TV or print advertising, it allows truly personalised marketing. Specific benefits of e-marketing include:</p><p>　　?Global reach - a website can reach anyone in the worl

8、d who has internet access. This allows you to find new markets and compete globally for only a small investment.</p><p>　　?Lower cost - a properly planned and effectively targeted e-marketing campaign can r

9、each the right customers at a much lower cost than traditional marketing methods.</p><p>　　?Trackable, measurable results - marketing by email or banner advertising makes it easier to establish how effectiv

10、e your campaign has been. You can obtain detailed information about customers' responses to your advertising.</p><p>　　?24-hour marketing - with a website your customers can find out about your products

11、 even if your office is closed.</p><p>　　?Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they

12、 buy from you, the more you can refine your customer profile and market effectively to them.</p><p>　　?One-to-one marketing - e-marketing lets you reach people who want to know about your products and servi

13、ces instantly. For example, many people take mobile phones and PDAs wherever they go. Combine this with the personalised aspect of e-marketing, and you can create very powerful, targeted campaigns.</p><p>　　

14、?More interesting campaigns - e-marketing lets you create interactive campaigns using music, graphics and videos. You could send your customers a game or a quiz - whatever you think will interest them.</p><p&

15、gt;　　?Better conversion rate - if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, post a lette

16、r or go to a shop, e-marketing is seamless.</p><p>　　Together, all of these aspects of e-marketing have the potential to add up to more sales.</p><p>　　Stages in developing your e-marketing plan

17、</p><p>　　It is important to recognise that planning for e-marketing does not mean starting from scratch. Any online e-communication must be consistent with the overall marketing goals and current marketing

18、efforts of your business.</p><p>　　The main components of an e-marketing plan will typically include the following stages:</p><p>　　?Identify your target audience - if you identify multiple tar

19、gets, rank them in order of importance so that you can allocate resources accordingly. Profile each target group and understand their requirements and expectations so that you can pitch your costs and benefits at the cor

20、rect level. </p><p>　　?Set your objectives - possible objectives could include awareness raising (of your business or disseminating information about your products or services), entering new markets, launch

21、ing a new product, focusing on sales (building internet sales of a product or increasing the frequency of sales from regular customers), or internal efficiency (decreasing marketing costs, reducing order-taking and fulfi

22、lment costs, or improving customer retention rates). </p><p>　　?Decide upon the marketing mix - you should choose a mix of e-marketing activities that will help you achieve your objectives and fit with any

23、existing traditional marketing activities you already have planned. For an outline of the range of e-marketing options, see our guide on how to generate business from your e-marketing plan. </p><p>　　?Agree

24、 a budget - careful budgeting allows you to prevent costs spiralling out of control. By identifying the returns you expect to make from your investment in e-marketing activities you can compare these with the costs in or

25、der to develop a cost/benefit analysis. </p><p>　　?Action planning - identify the tactics for implementing the selected e-marketing activities. The plan should also cover other non-internet marketing activi

26、ties that are being undertaken. </p><p>　　?Measure your success - build in feedback mechanisms and regular reviews to enable you to assess the success of your e-marketing activities, particularly as e-comme

27、rce is such a dynamic and fast-changing area. </p><p>　　The importance of brand and image</p><p>　　The brand and image of a business are vital to its success. Strong brands can generate customer

28、 trust, which is particularly important in e-commerce where there are often concerns over privacy and security.</p><p>　　There are several branding options. You could use an existing brand name, create a new

29、 internet brand name or co-brand with another business. Closely linked to these decisions is the choice of domain name for your website.</p><p>　　Using existing brand names</p><p>　　Using an exi

30、sting brand name can make sense if the brand is well known and has a strong reputation. However, you risk jeopardising your brand's good name if your new venture is not successful.</p><p>　　Creating a ne

31、w brand</p><p>　　If you want to create a new e-commerce brand then a good name is extremely important. Some factors to consider when selecting a new brand name are that it should:</p><p>　　?sug

32、gest something about the product</p><p>　　?be short and memorable</p><p>　　?be easy to spell</p><p>　　?translate well into other languages</p><p>　　?have an availab

33、le domain name</p><p>　　Co-branding</p><p>　　Co-branding occurs when two businesses put their brand name on the same product. This practice is quite common on the internet and has proved to be a

34、 good way to build brand recognition.</p><p>　　Domain names</p><p>　　Whatever e-commerce brand name you choose, it is essential that the domain name is available to support this. A strong domain

35、 name can help customers to find your site. For more information on choosing a domain name, see our guide to website hosting options.</p><p>　　If the domain name you'd like has already been taken you cou

36、ld offer to buy the domain name from the registered user. If this is not possible and the registration appears to be an infringement of your trade mark then you should seek legal advice. Read about domain name dispute re

37、solution on the Nominet website or find out about domain name dispute resolution policies on the Internet Corporation for Assigned Names and Numbers (ICANN) website .</p><p>　　It is now possible for busines

38、ses based in the European Union to register for .eu domain names. Find out about .eu domain names on the EURid website .</p><p>　　Building relationships with your customers</p><p>　　A website pr

39、ovides an ongoing point of contact with your customers and can be a useful way of collecting information about them for e-marketing purposes and for building successful relationships with them.</p><p>　　Prov

40、ide engaging content</p><p>　　Make the information that you provide about you and your business as engaging as possible. Think about what you can add to your website that will benefit your customers, eg onli

41、ne discounts to the products or services that you provide or perhaps a blog about your business that they can contribute to. Increasing the interest and value of your website will improve your brand and encourage visitor

42、s to come back. See our guide Web 2.0: a guide for business.</p><p>　　Answering common queries</p><p>　　Answering the common queries customers ask on your website - perhaps in the form of FAQs (

43、Frequently Asked Questions) - demonstrates you're ready to help. It may also save you time and money by reducing the number of basic phone queries.</p><p>　　Provide an email facility for queries and cust

44、omer feedback - but ensure someone checks them regularly. Respond to queries promptly and let people know their comments are appreciated. This process can be automated. Provide full contact details, particularly phone nu

45、mbers, for people in need of an immediate answer or they may look elsewhere.</p><p>　　Asking visitors to register</p><p>　　Many businesses ask first-time visitors to their site to register. This

46、 can be useful for gathering statistics and email addresses for direct mailings.</p><p>　　But asking people to register straight away may put them off. Most people will not sign up unless there is an incenti

47、ve for doing so, such as an e-newsletter, special offer or access to further information that is not available to non-subscribers. Make sure they've got far enough into your site to want to find out more and tell the

48、m how they can benefit by registering. Ask for the minimum details possible.</p><p>　　If you intend to collect personal data, there are a number of legal requirements. See the page in this guide on the legal

49、 considerations in e-marketing.</p><p>　　Customer relationship management</p><p>　　Many businesses invest in a customer relationship management (CRM) system to improve their customer services. T

50、he CRM system brings information like customer data, sales patterns, marketing data and future trends together with the aim of identifying new sales opportunities, delivering improved customer service, or offering person

51、alised services and deals.</p><p>　　In addition to improving sales and profitability, the CRM system is very effective in handling customer complaints and can have a tremendous effect on your reputation. For

52、 more information on types of solutions and key implementation issues, see our guide on how to manage your customer database.</p><p>　　Getting the technology right</p><p>　　There are several ele

53、ments that you could include in your e-marketing mix including email, online advertising (such as banner adverts and sponsored links), SMS messaging or setting up a website. The technology you will require to deliver you

54、r e-marketing messages will depend on which elements you decide to employ.</p><p>　　If you are planning to use email as part of your e-marketing plan, make sure the technology you choose is right not only fo

55、r the message but for your customers. When deciding what technology to use you should consider:</p><p>　　?Computer set-up and performance - this can vary widely. For example, some computers don't have s

56、oundcards, making music or video files pointless.</p><p>　　?Firewalls - these often limit the size of file that can be received.</p><p>　　?Compatibility- different programs will display emails

57、 differently. Be careful in your use of images since these will increase download times and may be blocked by email filters. Create plain text versions as well as HTML versions to ensure cross-platform compatibility.<

58、/p><p>　　The solution is to profile your customers and understand what the best format for them is. Some may like e-mails with whistles and bells, others might just like a plain text email. See our guide on ema

59、il marketing.</p><p><b>　　譯文</b></p><p><b>　　發(fā)展一個(gè)營銷計(jì)劃</b></p><p>　　資料來源：哈得孫河谷商業(yè)雜志 作者：霍格，里薩乙</p><p>　　網(wǎng)絡(luò)營銷是指利用數(shù)字技術(shù)，以幫助銷售您的商品或

60、服務(wù)。這些技術(shù)是對傳統(tǒng)營銷方式有價(jià)值的補(bǔ)充，不管你的公司或您的業(yè)務(wù)模型的多大。</p><p>　　營銷的基本模式保持不變---創(chuàng)建一個(gè)策略傳遞正確的信息給正確的人。它改變了你的選擇。雖然企業(yè)將繼續(xù)進(jìn)行傳統(tǒng)的營銷方法，如廣告，直郵和公關(guān)，而電子營銷增加了一個(gè)全新的元素，營銷組合的傳統(tǒng)營銷方式的使用。許多企業(yè)正在產(chǎn)生極大地收獲利用網(wǎng)絡(luò)營銷和它的靈活性和成本效益性，因此特別適合小企業(yè)。</p><

61、p>　　本指南介紹了如何發(fā)展電子營銷計(jì)劃，并提供該計(jì)劃的實(shí)施和監(jiān)測其有效性的指導(dǎo)。</p><p><b>　　網(wǎng)絡(luò)營銷的優(yōu)勢</b></p><p>　　網(wǎng)絡(luò)營銷提供了合理的價(jià)格讓任何規(guī)模企業(yè)進(jìn)入大眾市場，不像電視或平面廣告，它可以真正的個(gè)性化營銷。電子營銷的具體優(yōu)點(diǎn)包括：</p><p>　　?全球影響力 --- 一個(gè)網(wǎng)站，能夠傳遞到

62、世界上的每個(gè)人只要擁有互聯(lián)網(wǎng)接入。這使您可以在全球上尋找新的市場和競爭進(jìn)行小投資</p><p>　　?更低的成本 --- 一個(gè)妥善的規(guī)劃和有效地針對網(wǎng)絡(luò)營銷活動能用更低的成本傳達(dá)給正確的客戶比傳統(tǒng)營銷方式。</p><p>　　?跟蹤的，可衡量的結(jié)果 - 通過電子郵件或橫幅廣告行銷可以更容易地確定如何有效的發(fā)布廣告。您可以獲取有關(guān)客戶的反應(yīng)，您的廣告的詳細(xì)信息。</p>&

63、lt;p>　　?24小時(shí)營銷 – 運(yùn)用一個(gè)網(wǎng)站，您的客戶可以找到你的產(chǎn)品，即使你的辦公室被關(guān)閉。</p><p>　　?個(gè)性化 - 如果您的客戶數(shù)據(jù)庫鏈接到您的網(wǎng)站，那么當(dāng)有人訪問該網(wǎng)站，你可以用有針對性優(yōu)惠迎接他們。他們購買你的東西越多，就越能優(yōu)化您的客戶資料和市場效果。</p><p>　　?1對1營銷 - 電子營銷可以讓你接近想要知道你的產(chǎn)品和服務(wù)的客戶。例如，許多人帶著移動電

64、話和PDA無論身在何處。結(jié)合電子商務(wù)的個(gè)性化方面的這種營銷，您可以創(chuàng)建非常強(qiáng)大的，有針對性的宣傳活動。</p><p>　　?更有趣的活動 - 電子營銷可以創(chuàng)建使用音樂，圖像和視頻互動活動。你可以發(fā)送您的客戶游戲或問答游戲 - 無論你認(rèn)為能夠讓他們感興趣的東西。</p><p>　　?更好的轉(zhuǎn)換率 - 如果你有一個(gè)網(wǎng)站，那么你的客戶只有不斷點(diǎn)擊幾下完成收購。不同于其他媒體需要人站起來，打個(gè)

65、電話，信件或張貼到商店，</p><p>　　網(wǎng)絡(luò)營銷則是無縫的，所有這些方面的電子營銷有可能增加到更多的銷售。</p><p>　　在開發(fā)階段的電子營銷計(jì)劃</p><p>　　重要的是要認(rèn)識到電子商務(wù)的規(guī)劃，網(wǎng)絡(luò)營銷并不意味著從零開始。任何在線電子通信必須與整體營銷目標(biāo)和您的企業(yè)目前的營銷努力是一致的。</p><p>　　一個(gè)電子營銷計(jì)

66、劃通常包括以下幾個(gè)階段的主要組成部分：</p><p>　　?確定您的目標(biāo)受眾 - 如果您識別多個(gè)目標(biāo)，排名按重要性排列，從而使您可以相應(yīng)地分配資源。簡介每個(gè)目標(biāo)群體，了解他們的要求和期望，以便您可以在正確的層次上調(diào)整成本和效益。 </p><p>　　?設(shè)定目標(biāo) - 目標(biāo)可以包括：提高認(rèn)識（您的業(yè)務(wù)或傳播有關(guān)你的產(chǎn)品或服務(wù)的信息），進(jìn)入新市場，推出新產(chǎn)品，銷售重點(diǎn)（建設(shè)互聯(lián)網(wǎng)銷售產(chǎn)品或增

67、加銷售頻率通過客戶），或內(nèi)部效率（降低營銷成本，減少訂單人質(zhì)和實(shí)現(xiàn)成本，或提高客戶保持率）。 </p><p>　　?作出決定的營銷組合 - 你應(yīng)該選擇的電子組合營銷活動，將幫助你實(shí)現(xiàn)與任何現(xiàn)有的傳統(tǒng)營銷活動和您的目標(biāo)。對于一個(gè)電子商務(wù)的范圍內(nèi)的行銷方式，請參閱如何從你的電子業(yè)務(wù)的營銷計(jì)劃的指南。 </p><p>　　?同意預(yù)算 - 小心預(yù)算可以阻止成本失控。從你的投資在電子營銷活動中可

68、以確定你期望的回報(bào)率，您可以比較成本增加成本/效益分析。 </p><p>　　?行動計(jì)劃 - 確定電子營銷活動的實(shí)施策略。該計(jì)劃也應(yīng)該包括其他非網(wǎng)絡(luò)營銷活動的開展。 </p><p>　　?測量您的成功 - 建立反饋機(jī)制，并定期審查，使您能夠評估你的電子營銷活動，例如電子，特別是成功的電子商務(wù)是一個(gè)充滿活力和快速變化的區(qū)域。 </p><p><b>　

69、　品牌和形象的重要性</b></p><p>　　品牌和企業(yè)形象對成功是至關(guān)重要的。強(qiáng)大的品牌可以產(chǎn)生客戶的信任，在電子商務(wù)中的隱私和安全問題這點(diǎn)尤其重要。</p><p>　　有幾個(gè)品牌的選擇。你可以使用現(xiàn)有的品牌名稱，與其他企業(yè)建立一個(gè)新的互聯(lián)網(wǎng)品牌或聯(lián)合品牌。密切相關(guān)的這些決定是相關(guān)于你網(wǎng)站域名的選擇。</p><p><b>　　利用現(xiàn)

70、有的品牌名稱</b></p><p>　　利用現(xiàn)有品牌的名稱是有意義的，如果是眾所周知的，具有良好的聲譽(yù)品牌。但是，您可能危及你的品牌的良好聲譽(yù)，如果您的新合資公司是不成功的。</p><p><b>　　創(chuàng)建一個(gè)新品牌</b></p><p>　　如果你想創(chuàng)建一個(gè)新的電子商務(wù)品牌，一個(gè)好名字是非常重要的。要考慮的一些因素在選擇一個(gè)

71、新的品牌時(shí)，它應(yīng)：</p><p>　　?建議有關(guān)產(chǎn)品的事 </p><p><b>　　?是短暫而難忘 </b></p><p><b>　　?容易拼寫 </b></p><p>　　?很好的轉(zhuǎn)化成其他語言 </p><p>　　?有一個(gè)可用地域的名稱 </p>

72、<p><b>　　品牌聯(lián)合 </b></p><p>　　當(dāng)兩個(gè)企業(yè)的品牌放在同一個(gè)產(chǎn)品上時(shí)就形成品牌聯(lián)合。在互聯(lián)網(wǎng)上這種做法是很普遍的，并已被證明是一個(gè)很好的方式來建立品牌知名度。 </p><p><b>　　域名 </b></p><p>　　無論什么樣的電子商務(wù)品牌選擇，域名是至關(guān)重要的。一個(gè)強(qiáng)有力

73、的域名可以幫助客戶找到您的網(wǎng)站。有關(guān)選擇一個(gè)域名，看到我們的指南網(wǎng)站托管選項(xiàng)的信息。 </p><p>　　如果您想要已經(jīng)被注冊的域名您就要購買他們。如果這是購買不到，去登記似乎是你的商標(biāo)侵權(quán)，那么你應(yīng)該尋求法律意見。閱讀關(guān)于域名的網(wǎng)站上Nominet的糾紛解決或找到有關(guān)域名爭議關(guān)于名稱和號碼分配（ICANN）因特網(wǎng)公司決議政策所網(wǎng)站。 </p><p>　　現(xiàn)在可以在歐洲聯(lián)盟為基礎(chǔ)的企業(yè)

74、注冊.eu域名。了解更多有關(guān).eu域名到歐盟網(wǎng)站。 </p><p><b>　　與客戶建立關(guān)系 </b></p><p>　　一個(gè)網(wǎng)站提供了與客戶的聯(lián)系點(diǎn)，目前可以利用電子收集他們的信息，為了網(wǎng)絡(luò)營銷目，并與他們建立成功的關(guān)系。 </p><p><b>　　提供豐富內(nèi)容</b></p><p>

75、　　請您的信息對您和您的企業(yè)提供盡可能參與。想想你可以添加到您網(wǎng)站的客戶受益，如網(wǎng)上折扣的產(chǎn)品或服務(wù)，或者您提供關(guān)于您的企業(yè)博客，他們可以作出貢獻(xiàn)。增加的興趣和你的網(wǎng)站的價(jià)值將提高你的品牌并鼓勵(lì)回頭客。見我們的指南的Web 2.0：為商業(yè)指南。 </p><p><b>　　常見問題回答 </b></p><p>　　回答客戶的共同疑問請?jiān)谀木W(wǎng)站 - 也許在常見的形

76、式（常見問題） - 證明你愿意幫助。它也可能節(jié)省您的減少基本的電話號碼查詢的時(shí)間和金錢。 </p><p>　　提供一個(gè)用于查詢和客戶反饋的電子郵件設(shè)施 - 但要確保他們的人定期檢查。響應(yīng)查詢及時(shí)，讓人們知道他們的評論是值得贊賞。這個(gè)過程可以自動完成。提供完整的聯(lián)絡(luò)資料，特別是電話號碼，供有需要立即得到答復(fù)的人，也可能到別處尋找。 </p><p><b>　　要求訪客登記 &l

77、t;/b></p><p>　　許多企業(yè)要求首次訪問其網(wǎng)站上登記。這可用于收集統(tǒng)計(jì)資料和直接郵件的電子郵件地址。 </p><p>　　但是，要求人們立刻登記可能將它們趕走。大多數(shù)人不會簽署，除非有這樣做的一種獎(jiǎng)勵(lì)，例如，電子通訊，特別優(yōu)惠或獲得進(jìn)一步的信息，不提供給非用戶。確保他們有到您的網(wǎng)站還不足以想了解更多，并告訴他們?nèi)绾文軌蚴芤娴怯?。要求可能最低的?xì)節(jié)。 </p>

78、<p>　　如果你想收集個(gè)人資料，有一些法律規(guī)定。請參見本關(guān)于電子商務(wù)的法律因素引導(dǎo)頁營銷。 </p><p><b>　　客戶關(guān)系管理 </b></p><p>　　許多企業(yè)投資于客戶關(guān)系管理（CRM）系統(tǒng)，以改善他們的客戶服務(wù)。 CRM系統(tǒng)帶來了信息，如客戶數(shù)據(jù)，銷售模式，銷售數(shù)據(jù)和未來趨勢一起確定新的銷售機(jī)會的目標(biāo)，并提高了客戶服務(wù)，或提供個(gè)性化的

79、服務(wù)和交易。 </p><p>　　除了提高銷售和盈利的客戶關(guān)系管理系統(tǒng)是十分有效的處理客戶投訴，并會對你的聲譽(yù)產(chǎn)生巨大影響。欲了解更多有關(guān)的解決方案和關(guān)鍵的執(zhí)行問題的類型，請參閱有關(guān)如何管理自己的客戶數(shù)據(jù)庫的指南。 </p><p><b>　　使用該技術(shù)的權(quán)利 </b></p><p>　　有幾個(gè)要素，你可以包括在您的電子郵件營銷組合包括電

80、子郵件，網(wǎng)絡(luò)廣告（如橫幅廣告和贊助商鏈接），短信或設(shè)立一個(gè)網(wǎng)站。該技術(shù)需要提供你的電子營銷信息，這將取決于哪些因素決定聘用你。 </p><p>　　如果您打算使用電子郵件營銷計(jì)劃，請確保你的技術(shù)選擇是正確的，不僅為了消息，而且為了您的客戶。在決定使用哪種技術(shù)，應(yīng)考慮： </p><p>　　?計(jì)算機(jī)設(shè)置和性能 - 這可以有很大的不同。例如，一些計(jì)算機(jī)沒有聲卡，制作音樂或視頻文件沒有意義的

81、。 </p><p>　　?防火墻 - 這往往限制了文件可以接收的大小。 </p><p>　　?兼容性 - 不同的程序會顯示不同的電子郵件。小心你的圖像的使用，因?yàn)檫@些會增加下載時(shí)間，并可通過郵件過濾器阻止。創(chuàng)建純文本格式以及HTML版本，以確?？缙脚_兼容性。 </p><p>　　解決的辦法是配置您的客戶和了解最適合自己的格式。有人喜歡電子與口哨聲，鐘聲郵件，則