1、外文文献翻译 网络营销的发展趋势 网络营销 E-Marketing 朱迪 斯特劳斯雷德尔 弗罗斯特著 时启亮金玲慧译 摘要： 互联网经济的发展成为主流，网络营销作为互联网的产物影响到经济的发展。 很多企业在这些变革的推动下，形成新的营销手段。所以网络营销在新经济形式下成为一种发展趋势。 关键词： 趋势 网络营销 网络经济 互联网已经成为一种主流媒体，信息技术也已经成为大部分营销战略的一个组成部分，而且美国的经济已经走出了阴影，所以，我们可以这样认为，网络经济发生巨大变革的时代正在到来许多网络公司在经历了网络经济的衰退以后，重新建立了对互联网营销战略的信心。刺激网络营销发展的另一个重要因素是宽带
2、的迅速普及，在美国，有 38%的网络用户正在享受宽带带来的便利，他们可以通过宽带在家中迅速地下载数据和信息。在这方面，美国还算不上领头羊。韩国的宽带连接普及率已经达到了 78%。互联网信息的迅速传递意味着，网络用户可以观看视频，享受高质量 的网络电话，自如地浏览一个又一个网站，即使网站上有很多图表和照片，也不会有障碍。高速宽带带给人们的另一个便利是方便许多国家信息技术出口，因为程序设员和软件开发商能够很快地通过互联网进行协商，开发软件，下载数据，或者将新技术快速地传递出去。 诸如此类的因数向人们显示，互联网经济的第二波浪潮已经到来。商业周刊撰文指出，有六大行业会实现业务重组。这六大行业是：珠宝
3、业、银行业（账单支付业务）、电信业、房地产业、宾馆业、软件开发业 (“E-Biz Strikes Again!”2004)。由于高速宽带的普及，消费者 可以在网络上浏览复杂的信息，为在上述这些行业中购买决策奠定基础。例如，BlueN 网站在线销售珠宝已经有 5 年的历史。 2003 年，该公司珠宝在线销售额达到1.29 亿美元，实现利润 2700 万美元。公司网站方便了客户在线挑选珠宝和戒指的款式，制定个性化的钻石戒指。亚马逊网站是从 2004 年开始在线销售珠宝业务的。据该公司称，它花 500 美元购进一颗钻石，然后以 575 美元售出。但是，同样的钻石若在实体商店（比如，蒂凡尼珠宝连锁店或
4、萨尔丝珠宝店）里出售，要卖到 1000 美元。 网络经济发展的一些重要趋势，表现在 消费者的控制、网络战略整合、细致的评价指标、无限网络、数据接受设备的整合以及语义网等方面。 网络营销，是指利用信息技术去创造、宣传、传递客户价值，并且对客户关系进行管理，目的是为企业和各种相关利益者创造收益。它是将信息技术应用到传统的销售活动中。将来在营销领域，人们将加重视消费者控制、战略整合、细致的评价指标、无限网络、数据接受设备整合以及语义网等。 （附原文） The development trend of network marketing Judy Strauss Raymond Frost Abstr
5、act: The Internet economy s development into mainstream， the network marketing affects as Internets product the economical development Many enterprises under these transformation s impetus， form the new marketing method Therefore the network marketing becomes one kind of trend of development under t
6、he new economic form key words: Tendency Network marketing Network economy The Internet has become a mainstream media， information technology has become the most marketing strategies an integral part of， and the United States economy has come out of the shadows， so that we can think so， the tremendo
7、us changes in the network economy in the era is approaching Many Internet companies in the network economy has experienced recession after the re-establishment of confidence in the Internet marketing strategy To stimulate the development of network marketing is another important factor for the sprea
8、d of broadband in the United States， 38 percent of Internet users are enjoying the convenience of broadband， they can rapidly through broadband at home to download data and information In this regard， the United States is not a leader South Koreas broadband penetration rate has reached 78 percent Th
9、e Internets rapid transmission of information means that network users can watch videos and enjoy high-quality Internet telephony， free to visit the site one by one， even if there are many websites charts， and photos， there will be no obstacles High-speed broadband has brought to people Another conv
10、enience is to facilitate the export of information technology in many countries， as members of established procedures and software developers can quickly through the Internet consultations， development of software， download data, or rapid transfer of new technologies out The factors to the people so
11、 that the second wave of the Internet economy wave has arrived Business Week， wrote that the industry will have six major reorganization of its business This six major industries： jewelry industry， banking （ bill payment services）， telecommunications， real estate， hotel industry， the software develo
12、pment industry （ E-Biz Strikes Again！ 2004） Because of the popularity of high-speed broadband， consumers can visit the complex network of information， as in the above-mentioned industries in the purchase of these lay the foundation for decision-making For example， online sales of jewelry Blue Nile c
13、om have five years of history In 2003， the company online jewelry sales 129 million US dollars， a profit of 27 million US dollars The companys Web site to facilitate online customers select jewelry and rings style developed personalized diamond rings Amazon site from 2004 began selling jewelry onlin
14、e business According to the company， it spent 500 US dollars purchasing a diamond， and then to575 US dollars sold However， if the same entity diamond shops （ for example, Beattie Tiffany jewelry shop chain or Samisen） in the sale， sold to 1， 000 US dollars Network some of the important economic deve
15、lopment trends， and in the consumers control， network integration strategy， meticulous evaluation indexes， unlimited network， data integration and accept equipment Semantic Web， and so on Network marketing is defined as the use of information technology to create，promote， transfer customer value， and customer relationship management， aims to help companies and various stakeholders to generate revenues It is the application of information technology to the traditional sales activities Marketing areas in the future， people will increase to consumers control，
