[雙語(yǔ)翻譯]移動(dòng)營(yíng)銷微信營(yíng)銷策略外文文獻(xiàn)翻譯

1、1中文 6900 字，4300 單詞，2.3 萬(wàn)英文字符文獻(xiàn)出處：Kontsevaia D B, Berger P D. Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?[J]. International Journal of Marketing Studies, 2016, 8

2、(4):37-43.一、英文 一、英文Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?AbstractWeChat is China’s equivalent of WhatsApp, Facebook, and Paypal all combined into one app.

3、 In this paper, we examine mobile marketing in China, and specifically focus on WeChat’s strategy in opening up its platform to advertising. There is profit potential and also risk potential for WeChat in adopting this s

4、trategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that wer

5、e handled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer.Keywords: WeChat, mobile marketing, so

6、cial media, marketing in China1. IntroductionMobile marketing is the latest acclaimed marketing strategy. At a time when other marketing channels are said to be losing effectiveness, “mobile” has become the best way to r

7、each consumers. Executives from North America are flocking to mobile as the biggest new solution. “Your mobile device quickly has become the easiest portal into your digital self,” proclaims Phil Nickinson from Android C

8、entral. And Google’s Eric Schmidt believes that “Mobile is the future, and there’s no such thing as communication overload.” In sum, the marketing world currently loves mobile marketing!Not only has there been a lot of i

9、nterest in mobile marketing in the past few years, but, perhaps, nowhere has this interest been greater than in selected parts of Asia. In fact, the entire issue of how to market in Asia, and how it differs from general

10、marketing practices in the U.S, has been a burning question for many U.S. companies, who have begun to consider how to enter the burgeoning Asian market (e.g., Harris & Berger, 2015). The interest in mobile marketing

11、 in Asia 3by replacing the need to send SMS, and even replaced the need for phone numbers, as people share their WeChat IDs, rather than phone numbers or e-mail addresses. Moreover, since its launch, WeChat has developed

12、 an array of applications within its own app. For example, it added a payments system connected to JD.com, one of China’s biggest online stores, ensuring that people increasingly shop on WeChat’s own platform. This, in t

13、urn, hurt China’s e-commerce giant, Alibaba, dominant on the e-commerce scene until then (Rein, 2015).WeChat users can join the network by either giving their WeChat ID, by scanning a personalized QR code, or simply by s

14、haking the phone and letting the device read the other people who have WeChat and are in the area. The massive number of users WeChat has attracted has not gone unnoticed by China’s commercial sector. There are QR codes

15、everywhere: on tables, TVs, and billboards, so people can scan them and subscribe to their favorite (or at least moderately interesting) brands in an instant. Businesses have been known to successfully connect with their

16、 constituents using the platform by making their own profiles.An extremely successful example is a campaign by Uniqlo, the Japanese clothing company. As part of their “Style your Life” campaign, they asked people to take

17、 pictures of the clothes they tried on in-store and post them online—subscribing to the company in the process. During the campaign, they increased their WeChat followers from 400,000 to 1 million. Sales of key clothing

18、items increased by 30 percent (Doland, 2015). That is clearly a highly positive result for a company that did not spend any money whatsoever on using WeChat’s advertising platform and had not previously relied on social

19、advertising. With a little bit of effort, WeChat lead to great success for that business, without there being an actual integrated ad-platform.In fact, there was no official way to advertise on WeChat until 2015. In 2015

20、, WeChat began testing an advertising model, reminiscent of Facebook’s native advertising, but with very notable differences. It would allow businesses to target users and post messages onto their “Moments” page, which i

21、s, like Facebook’s Newsfeed page, a series of posts collected from the user’s network. However, unlike Facebook’s advertising, where businesses pay per impression or click, WeChat’s advertising is based purely on impress