[雙語翻譯]營銷策略外文翻譯--營銷與web 2.0、社交媒體和創(chuàng)意消費者相遇對國際營銷戰(zhàn)略的啟示（英文）

1、Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategyPierre R. Berthon a, Leyland F. Pitt b,*, Kirk Plangger b, Daniel Shapiro ba McCallum Graduate School of Bus

2、iness, Bentley University, 175 Forest Street, Waltham, MA 02452, U.S.A. b Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver V6C 1W6, Canada1. Our constantly changing worldRemember the he

3、ady days of Web 1.0? In one tech- nological tsunami, consumers worldwide were able to interact with firms and each other on themultimedia platform that became known as the World Wide Web. The great majority of early com-

4、 pany websites were little more than what came to be termed ‘brochureware,’ as organizations rushed to have an Internet presence by converting their corporate brochures to simple websites. Yet, this online presentation e

5、volved rapidly to online coor- dination and commerce, with content spanning from entertainment to education. Companies saw the Web as the new Eldorado and quickly colonized the space.Business Horizons (2012) 55, 261—271A

6、vailable online at www.sciencedirect.comwww.elsevier.com/locate/bushorKEYWORDSInternational marketing strategy; Social media; Web 2.0; Creative consumers; TechnologyAbstract The 21st century has brought both opportuniti

7、es and challenges in our global, boundaryless world. Importantly, managers face a dynamic and intercon- nected international environment. As such, 21st century managers need to consider the many opportunities and threats

8、 that Web 2.0, social media, and creative con- sumers present and the resulting respective shifts in loci of activity, power, and value. To help managers understand this new dispensation, we propose five axioms: (1) soci

9、al media are always a function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative

10、 consumers’ actions and creations are also dependent on technology, culture, and government; and (5) technology is historically dependent. At the heart of these axioms is the managerial recommenda- tion to continually st

11、ay up to date on technology, customers, and social media. To implement this managerial recommendation, marketers must truly engage custo- mers, embrace technology, limit the power of bureaucracy, train and invest in thei

12、r employees, and inform senior management about the opportunities of social media. # 2012 Kelley School of Business, Indiana University. All rights reserved.* Corresponding author. E-mail addresses: pberthon@bentley.edu

13、(P .R. Berthon),lpitt@sfu.ca (L.F . Pitt), kirk_plangger@sfu.ca (K. Plangger),dshapiro@sfu.ca (D. Shapiro).0007-6813/$ — see front matter # 2012 Kelley School of Business, Indiana University. All rights reserved. doi:10.

14、1016/j.bushor.2012.01.007as business embracing the Web as a platform and using its strengths; for example, for global audien- ces (Graham, 2005). Yet, some commentators have questioned whether the term is truly meaningfu

15、l. The response of Tim Berners-Lee, regarded by many as the founder of the World Wide Web, was that he thought Web 2.0 was merely a piece of jargon and that nobody even knew what it meant (Laningham, 2006). It is probabl

16、y more useful to view Web 2.0 as a series of application progressions rather than some- thing new in and of itself. Enabled by technology to assuage the unquenchable thirst for information, it is consumers who have explo

17、ited the Web 2.0 plat- form. Instead of merely retrieving information as was the case in the early state of the World Wide Web, consumers now both create and consume information. These newer interactive websites pro- vid

18、e a richer context to users by means of user- friendly interfaces that encourage and facilitate participation. Tapscott and Williams (2007) contend that the economy of ‘the new Web’ depends on mass collaboration with eco

19、nomic democracy as an out- come. Web 2.0 has had two main consequences of importance to global marketers. First, it has given rise to what has been termed ‘social media,’ and second, it has allowed the phenomenon that ha

20、s been termed ‘creative consumers’ to flourish.2.2. Creative consumersCreative consumers are the new locus of value in Web 2.0. It is they– —rather than firms– —who produce much of the value-added content in social media

21、, and it is their networks of friends and associates that constitute the social. Creative consumers are the dynamos of this new media world. While the market- place often refers to social media as user-generated content

22、(UGC) or consumer-generated media (CGM), it is important to distinguish between the media and the consumers. The media (e.g., YouTube, Facebook, Twitter) are essentially vehicles for carrying content. This content– —in t

23、he form of words, text, pictures, and videos– —is generated by millions of consumers around the world, and from a marketer’s perspective can indeed be inspired to create value (Muniz for example on Facebook or Twitter.

24、It then progresses to consumers creating structured reviews and evaluations in text or video. Next, consumers become involved in the promotion or demotion of brands through self-created advertising videos (Berthon, P

25、itt, Mollick, 2005).2.3. Social mediaSocial media comprise both the conduits and the content disseminated through interactions between individuals and organizations (Kietzman, Hermkens, McCarthy, there is a shift from

26、the individual to the collective, as social networks leverage the power of relationships and the collective wisdom of many. On the conduit side, social media comprises an array of channels through which interaction betw

27、een individuals and entities, such as organizations, is facilitated and disseminated. Typically, social media are highly accessible (easy to get to) and scalable (can be used to reach large numbers) (Brogan, 2010; Zarell

28、a, 2010). These channels use Internet- and Web-based technologies to transform broadcast me- dia monologues (one to many) into social media dialogues (many to many). These social media sup- port the democratization of kn

29、owledge and informa- tion, and transform individuals from mere content consumers into content producers. Kaplan and Haen- lein (2010, p. 61) describe social media as ‘‘a(chǎn) group of Internet-based applications that build