中小企業(yè)網(wǎng)絡(luò)營銷外文翻譯文獻(xiàn)PAGEPAGE5中小企業(yè)網(wǎng)絡(luò)營銷外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)ManagementofthenetworkmarktingfouSMEsAbstract:Today,mankindhasenteredtheeraofrapideconomicdevelopmentofe-commerce-basednetwork.Afullrangeofrapiddevelopmentandwideapplicationofcomputernetworktechnologyoncontemporarysociety,butalsobroughtgreatchangestotheenterprisemarketingmanagement.NetworkMarketingthenewmarketingmethodstoadapttothechangesoftheeraofthedevelopmentofnetworktechnologyandinformationnetworks,ithaschangedthetraditionalmarketingconcept,marketingstrategy,marketing,waysandmeans,willbecomethemainstreamofthecurrenteraofcorporatemarketing.ThefaceIhadmanyproblemsintheSMEnetworkmarketing,weshouldalsobeaclearunderstandingoftheinevitabilityofitsdevelopment,whichrequiresallaspectsofsynergyandcooperation,tobuildagoodnetworkconsumptionenvironment,andpromotethecontinueddevelopmentofnetworkmarketing.Keywords:networkmarketingsalesmodelofnetworkmanagementmarketingplanningSME.1.Thenetworkmarketingexistencequestionofenterprises(1)ThenetworkmarketingconceptproblemsTheenterpriseinChinanetworkmarketingknowledgeexistingtwoextremeideas:theideathatthenetworkmarketingisahi-techenterpriseofthings,withtraditionalindustries.Orthinkaboutnetworkmarketingisonlinesales,andwitnessednetworkstorelosses,clustersofphenomenonmorelostnetworkmarketingpower.Anotherideathinks,thenetworkprovidesathemwithlargeenterprisesequalcompetition,aslongastheplatformofsmallandmedium-sizedenterprisesownedandbigenterprisesaselegantwebsitedesign,provideandlargeenterprisethesameproductandservice,smallandmedium-sizedenterprisemayusetheInternettranscendenceoflarge-scaleenterprises,inthisideaguidance,theenterpriseputinagreatamountofresourcesonInternetmarketingactivities,however,businessmanagementwillinevitablysufferenterpriseresourcelimit.Althoughsmallandmedium-sizedenterprisewebsitecandomuchonthesurfaceandlargeenterpriseissame,butsitefunctionandservicecannotkeeppacewithalsocanmakenetworkmarketingistheeffecttosellatadiscountgreatly.(2)ThetransactionsecurityexisthiddentroubleNetworkmarketinganentiretransactioniscompleted,theintegrationofincludingonlinepayment.Butatpresentourcountryalthoughbeusedforonlinepaymentcreditcard,buttechnicalsecurityandpsychologicalacceptancestillrealisticoutstandingproblems.Moreoverenterprisedatabaseserveralsosafehiddentrouble,hackersmaystealinformationintothecomputer.(3)ThenetworkinfrastructureincompletePromotionnetworkmarketingtechnicalbarriersmainlydisplaysinthenetworktransmissionspeedandreliability,butduetotheeconomicstrengthandtechnicalreasons,thecurrentnetworkinfrastructureisnotperfect,existingregionaldifferences,restrictsthesmallandmediumenterprisenetworkmarketingisthefurtherdevelopment.(4)ThesocializeddistributionlagSmallandmedium-sizedenterpriselogisticsefficiencyislow,theabilityispoor,socialization,goodsdeliverydistributioncouldn'tkeepupwithhighcost,networkmarketingproductnotoccupypriceadvantage,Atthesametimethecustomergetthegoodstimelonger,onlineshoppingconvenience,expeditioushasnowaytorealize.(5)TherelatedlawsandregulationsisnotsoundAlongwiththedevelopmentofsmallandmedium-sizedenterprisenetworkmarketing,itslegalproblemshaveappeared.Forexample:electriccrime,etc.Theseproblemswillbeontherightsandinterestsofconsumersandbusinessoperatorsandcauseroachon,goagainstthenetworkmarketingactivities.(6)TheignorethetraditionalmarketingstrategyuseIntheprocessofnetworkmarketing,oftenmanysmallandmedium-sizedenterprisesonlyfocusonthenetwork,limitationsandignorethetraditionalmarketingstrategyuse.Enterpriseleadersmoretoconsiderhowtothroughthenetworktocarryonthemarketresearch,informationpropagandaetc,butignorethetraditionalmarketingmethodcombinedwithInternetmarketingtools,andimproveoverallenterprisenetworkmarketingeffectmethods.2.Theenterprisenetworkmarketingofeffectivestrategies(1)ToestablishcorrectnetworkmarketingconceptSmallandmedium-sizedenterpriseshouldnotonlyrealizesoberlynetworkintheinformationage,theimportanceoftheroleofnetworkmarketingwillmoreandmorebig,implementingnetworkmarketingistheinevitablechoiceofsmallandmedium-sizedenterprises.Atthesametimetodevelopthenetworkmarketingactivitiesdoesnotmeanmustinvestalotofmoney,haveprofessionaltechnicalpersonnel,erectInternetline,buyingexpensiveserver,andbuildafunctionverycompletewebsite,enterpriseshouldaccordingtotheirowncharacteristicsandinternalconditionseco-managementnetworkmanagementpath.Forinstance,canfirstuseofnetworkqueryandreleasesupply-demandinformationparticipationonlineauction,onlinepurchase,etc.Afterestablishingnetworkbrand,finallyestablishedtheperfectenterprise'swebsites,todevelopthenetworkmarketing.(2)StrengthenthenetworkinfrastructureconstructionandthenetworkmarketingsupportingsystemconstructionInourcountry'snetworkmarketingdevelopment,thegovernmentshouldplaythemacro-controlrole,increasenetworkinfrastructureinvestment,improvecurrentnetworkenvironment;Establishonlinepaymentsystem,authenticationsystemandtheestablishmentofdigitalcertificatesauthorizationcenterandkeymanagementcenter,inordertorealizetheonlinetransactions,andstatusconfirmationofonlinetraderscommercialpasswordonmonopolisticmanagement,toprovidesecurityfornetworkmarketing,Cultivatinglogisticsindustry,especiallyinthecurrentsinglesmallandmedium-sizedenterprisesmaynotindependentlyproblem-solvinglogisticsanddistributionofthecase,thegovernmentshouldfocusonregionalestablishlogisticswholesalecenterordistributioncenters,providethirdpartylogisticsservicesforsmallandmedium-sizedenterpriseextensivelynetworkmarketingtocreatethegoodexternalconditions.(3)Strengthenandperfecttheenterprisesnetworkmarketingtherelevantlaws,regulationsandpoliciesForeigngovernmenttopromotethedevelopmentofsmallandmedium-sizedenterprisesadoptedmethodscanclearlyseecompletelawsandregulationssystemforsmallandmedium-sizedenterprisesdevelopmenthasprofoundinfluence.ForChina,andperfectingrelevantlawsandregulationsistoimprovethesmallandmedium-sizedenterprisesurvivalenvironment,promotethedevelopmentofsmallandmiddle-sizedenterprisesimportantpremise.Governmentsmayalsothroughtheformulationforsmallandmedium-sizedenterprisesimplementingnetworkmarketingpreferentialpoliciestorealizethisaim.Forexample,bythegovernmenthaslaunchedtheonlinegovernmentprocurementsystems,stipulateaonlinepurchasingproportionandtothesmallandmediumenterprisepurchasingproportiontoencouragesmallandmedium-sizedenterprisestodevelopthenetworkmarketing,Thegovernmentsetupsmallandmedium-sizedenterprisenetworkmarketingdevelopmentspecialfund,tosmallandmedium-sizedenterprisenetworkmarketingprojectloaninterest;giveThefinancialdepartmentstosmallandmedium-sizedenterprisestodevelopthenetworkmarketingprovidelow-interestorinterest-freeloans,Taxauthoritiestosmallandmedium-sizedenterprisestodevelopthenetworkmarketingactivitiesissubjecttoexemption,etc.(4)Thee-marketingandthetraditionalmarketingcloselyIntheprocessofnetworkmarketing,networkmarketingofsmallandmedium-sizedenterprisesshallbethemeansandthetraditionalmarketingstrategyofcombined,inordertoobtainthebestmarketingeffectandimprovetheircompetitiveabilityandmaketheenterprisecanbetterthanthecompetitiontoprovidecustomerswithbetterproductsandservices.Thenetworkmarketingstrategiesandgeneralmarketingstrategies,theintegrationofthedegreeofcombiningaccordingtocompany'sactualsituationisdetermined.Forsimpleonlinecollectinformationofenterprise,usingtheInternetmarketingreceivingmailconsumersandcompetitorinformation,bemasteredtheneedsofcustomersandothermarketingstrategymainlygeneralmarketingstrategyprimarily.Foranenterprisedomain,enterpriseelectronicmailbox,corporatesiteoftheenterprise,shouldusenetworkmarketingstrategy,causestheenterprise'soverallmarketingbesteffect.Thenetworkmarketingasabrandnewmarketingmodeistoadaptthenetworktechnologydevelopmentandinformationnetworkinthesocialchangesofnewthings.Withtheadventoftheinformationage,thenetworkmarketingwillbecometheinevitablechoiceofsmallandmedium-sizedenterprises.中小企業(yè)網(wǎng)絡(luò)營銷的經(jīng)營管理摘要：如今，人類已經(jīng)步入了以電子商務(wù)為基礎(chǔ)的網(wǎng)絡(luò)經(jīng)濟(jì)迅速發(fā)展的時(shí)代。計(jì)算機(jī)網(wǎng)絡(luò)技術(shù)的迅猛發(fā)展和廣泛應(yīng)用對(duì)當(dāng)代社會(huì)產(chǎn)生了全方位的影響，也給企業(yè)的營銷管理帶來了巨大的變革。網(wǎng)絡(luò)營銷是適應(yīng)網(wǎng)絡(luò)技術(shù)發(fā)展與信息網(wǎng)絡(luò)時(shí)代變革的新型營銷方式，它改變了傳統(tǒng)的營銷理念、營銷策略、營銷手段和方式，將成為當(dāng)今時(shí)代企業(yè)營銷的主流。面對(duì)我過中小企業(yè)網(wǎng)絡(luò)營銷存在的諸多問題，我們也應(yīng)清楚的認(rèn)識(shí)到其發(fā)展的必然性，這需要各個(gè)方面的協(xié)力配合，打造優(yōu)良的網(wǎng)絡(luò)消費(fèi)環(huán)境，推動(dòng)網(wǎng)絡(luò)營銷的持續(xù)發(fā)展。關(guān)鍵詞：網(wǎng)絡(luò)營銷網(wǎng)絡(luò)銷售模式管理營銷策劃中小企業(yè)一、中小企業(yè)開展網(wǎng)絡(luò)營銷存在的問題1、網(wǎng)絡(luò)營銷觀念存在問題我國中小企業(yè)對(duì)網(wǎng)絡(luò)營銷的認(rèn)識(shí)存在著兩種極端觀念:一種觀念認(rèn)為網(wǎng)絡(luò)營銷是高科技的東西,跟企業(yè)的傳統(tǒng)產(chǎn)業(yè)不沾邊?；蛘哒J(rèn)為了網(wǎng)絡(luò)營銷就是網(wǎng)上銷售,而目睹了網(wǎng)絡(luò)商店虧損累累的現(xiàn)象后,更失去了網(wǎng)絡(luò)營銷的動(dòng)力。另一種觀念認(rèn)為,網(wǎng)絡(luò)提供了一個(gè)他們和大企業(yè)同等競(jìng)爭的平臺(tái),只要中小企業(yè)擁有和大企業(yè)一樣精美的網(wǎng)站設(shè)計(jì),提供和大企業(yè)一樣的產(chǎn)品和服務(wù),中小企業(yè)就可能利用互聯(lián)網(wǎng)超越大企業(yè),在這種觀念指導(dǎo)下,企業(yè)投入大量的資源進(jìn)行網(wǎng)絡(luò)營銷活動(dòng),然而,企業(yè)經(jīng)營必然受到企業(yè)資源的限制。盡管中小企業(yè)網(wǎng)站能夠做得表面上和大企業(yè)一樣,但網(wǎng)站功能和服務(wù)不能跟上也會(huì)使網(wǎng)絡(luò)營銷的效果大打折扣。2、交易安全存在隱患網(wǎng)絡(luò)營銷的整個(gè)交易過程是一體化完成的,這其中包括網(wǎng)上支付。而目前我國雖有可用于網(wǎng)上支付的信用卡,但技術(shù)上的安全保障以及人們心理上的接受度仍是現(xiàn)實(shí)的突出問題。另外企業(yè)的數(shù)據(jù)庫服務(wù)器也安全隱患,黑客有可能闖入電腦盜取信息。3、網(wǎng)絡(luò)基礎(chǔ)設(shè)施不完備推廣網(wǎng)絡(luò)營銷的技術(shù)障礙主要表現(xiàn)在網(wǎng)絡(luò)傳輸速度和可靠性,但由于經(jīng)濟(jì)實(shí)力和技術(shù)方面的原因,目前網(wǎng)絡(luò)的基礎(chǔ)設(shè)施建設(shè)還不完善,存在地域性差異,制約著中小企業(yè)網(wǎng)絡(luò)營銷的進(jìn)一步發(fā)展。4、社會(huì)化配送滯后我國中小企業(yè)物流效率低、能力差,社會(huì)化配送跟不上,貨物遞送成本高,網(wǎng)絡(luò)營銷產(chǎn)品不能占有價(jià)格上的優(yōu)勢(shì);同時(shí)顧客拿到商品的時(shí)間較長,網(wǎng)上購物的方便性、快捷性無從實(shí)現(xiàn)。5、相關(guān)法律法規(guī)不健全隨著中小企業(yè)網(wǎng)絡(luò)營銷的發(fā)展,其法律問題也紛紛出現(xiàn)。比如:電犯罪問題等等。這些問題會(huì)對(duì)消費(fèi)者和經(jīng)營者的權(quán)益造成侵害,不利于網(wǎng)絡(luò)營銷活動(dòng)的開展。6、忽視傳統(tǒng)營銷策略的使用在進(jìn)行網(wǎng)絡(luò)營銷的過程中,往往很多中小企業(yè)只把目光局限在網(wǎng)絡(luò)上,而忽視了傳統(tǒng)營銷策略的使用。企業(yè)的領(lǐng)導(dǎo)者更多地考慮如何通過網(wǎng)絡(luò)進(jìn)行市場(chǎng)調(diào)研、信息宣傳等,卻忽略了把傳統(tǒng)營銷手段與網(wǎng)絡(luò)營銷手段相結(jié)合,從整體上提高企