[雙語翻譯]眾包外文翻譯--眾包在營銷活動中的應(yīng)用（英文）

1、 Procedia - Social and Behavioral Sciences 110 ( 2014 ) 1243 – 1250 1877-0428 © 2014 The Authors. Published by Elsevier Ltd. Open access under CC BY-NC-ND license. Selection and peer-review under responsibili

2、ty of the Contemporary Issues in Business, Management and Education conference. doi: 10.1016/j.sbspro.2013.12.971 ScienceDirectContemporary Issues in Business, Management and Education 2013 Crowdsourcing application in

3、marketing activities Rimantas Gatautisa*, Elena Vitkauskaitea a Kaunas University of Technology, Laisves av. 55, Kaunas LT-44303, Lithuania Abstract Active deployment of information communication technologies between con

4、sumers’ enables them contribute actively to various business activities. A crowdsourcing phenomenon is observed recently from perspectives ranging from users involvement in company’s communication activities to various

5、 crowdfunding models. Aim of this paper is to explore crowdsourcing phenomena, analyse factors affecting consumers’ involvement into crowdsourcing activities and explore crowdsourcing deployment in company’s marketing

6、activities. From the marketing perspective crowdsourcing might be deployed in various activities such as market research, communication, new products development and testing, innovative ideas development and others. Tho

7、ugh companies should be aware of possible limitations and ethical issues related to crowdsourcing as well. © 2014 The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of the Conte

8、mporary Issues in Business, Management and Education conference. Keywords: ICT; crowdsourcing; marketing; success factors; crowdsourcing models. 1. Introduction Information communication technologies (hereinafter – ICT)

9、adoption grows intensively in the last decade. The ICT based solutions become more complex and sophisticated as well as correspond to enterprises needs in modern turbulent markets. We can observe ICT solutions dedicate

10、d completely to interior needs of enterprises and used by staff as well as solutions oriented towards consumers implying use of enterpriser’s staff and consumers. Besides the growing use of ICT between companies, use o

11、f ICT between consumers increases constantly as well. There are about 2.4 billion Internet users in the world (Internet World Stats, 2013) with prevailing majority of users in Asia. * Corresponding author. Tel.: +370 3

12、7 300569; fax: +370 37 300569. E-mail address: rimantas.gatautis@ktu.lt Available online at www.sciencedirect.com© 2014 The Authors. Published by Elsevier Ltd. Open access under CC BY-NC-ND license. Selection and p

13、eer-review under responsibility of the Contemporary Issues in Business, Management and Education conference.1245Rimantas Gatautis and Elena Vitkauskaite / Procedia - Social and Behavioral Sciences 110 ( 2014 ) 12

14、43 – 1250 Table 2. Companies deploying crowdsourcing in their activities Company Crowdsourcing based activities Facebook Translation. Facebook is a social networking site launched in 2004. Since 2008 it used crowdsour

15、cing to create different language versions of its site. According to company, employing wisdom of crowds is offering the advantage of providing site versions that are more compatible with local cultures (Hosaka, 2008)

16、. Minted Product design. Minted is an American e-commerce company based in San Francisco, California, that crowd-sources design from independent artists and sells the designs as “fine products such as stationery, wall

17、 art, and décor for the home, holidays, and occasions. Minted was an early pioneer of crowdsourcing product design and has held open art and graphic design challenges monthly since 2008” (Minted, 2013). Clickadvi

18、sor Consumer research. Clickadvisor provides a range of crowdsourcing based research services by using “consumers as brand advisors who review products, decisions and concepts – and offer advice on how they can be imp

19、roved”. Results of consumer research carried out by Clickadvisor can be used for identifying unmet needs of customers, for informing marketing decisions and to optimize innovation concepts and marketing campaign ideas

20、 (Clickadvisor, 2013). Idea Bounty Creative ideas and marketing solutions. Idea Bounty offers a crowdsourcing platform for companies to crowdsource creative ideas and marketing solutions to over 20 0000 registered cr

21、eative idea generators, who are ready to take on challenging client briefs. Companies offer a specified bounty in return and only pay it to the best idea they intend to use. Idea Bounty has worked with brands includin

22、g FNB, The World Wildlife Fund, Unilever, Chevrolet, The Financial Times and South African Breweries. (CrunchBase, 2013) Companies might deploy crowdsourcing in various activities (see few examples in Table 1), which le

23、ad to different crowdsourcing conception implementation. Brabham (2013) proposed four different crowdsourcing approaches: ? Knowledge Discovery & Management – for information management problems where an organizati

24、on mobilizes a crowd to find and assemble information. Ideal for creating collective resources ? Distributed Human Intelligence Tasking – for information management problems where an organization has a set of informat

25、ion in hand and mobilizes a crowd to process or analyze the information. Ideal for processing large data sets that computers cannot easily do ? Broadcast Search – for ideation problems where an organization mobilizes a

26、 crowd to come up with a solution to a problem that has an objective, provable right answer. Ideal for scientific problem solving ? Peer-Vetted Creative Production – for ideation problems where an organization mobilize

27、s a crowd to come up with a solution to a problem which has an answer that is subjective or dependent on public support. Ideal for design, aesthetic, or policy problems. Crowdsourcing.org (2011) in order to redefine th

28、e crowdsourcing industry taxonomy gathered a team of crowdsourcing practitioners and experts, including taxonomy and categorization professionals and offered seven categories of crowdsourcing: Open Innovation (uses of

29、sources outside of the company to generate, develop and implement ideas), Community Building (development of communities through active engagement of individuals who share common passions, beliefs or interests), Collec

30、tive Creativity (tapping of creative talent pools to design and develop original art, media or content), Civic Engagement (collective actions that address issues of public concern), Collective Knowledge (development of

31、 knowledge assets or information resources from a distributed pool of contributors), Crowdfunding (financial contributions from online investors, sponsors or donors to fund for-profit or non-profit initiatives or enter