外文翻译---电子商务的营销策略

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1、外文文献与翻译文献原文AnewmarketingstrategyforE-commerceExploringtheideasofproduct,place,priceandpromotion,andapplyingthemtoe-commerceproblemsisthemainfocalpointofthisarticlepartinthesuccessofe-commerce.Therefore,concentratingontheseconceptswillprovetobeoftheutmostimportanceasane-commerceprovider.Produ

2、ctOneofthemainissuesofconcernistheintangibilityofpurchasingonline.Theintangibilityiscausedbynotbeingabletofocusontangibleaspectswhenpurchasingonline.Thecustomercan’tactuallytouchoffeelaproduct,whichincreasestheriskofthepurchase.Thekeytoreducingintangibilityiscreatingtangiblecuesthatthecustom

3、errecognizes.Creatingapositivebrandimagewillreducetherisk.Forexample,buyingaproductthathasaqualityimagewillreducetheriskforcustomers.Companiesneedtofocusoncreatingapositiveandreliablebrandname.Stressingtheactualorperceivedbenefitsreceivedfromtheproductcanalsoreduceintangibility.Relayingtothe

4、customerthattheywillbeverysatisfiedwiththebenefitsoftheproductisimportant.Forexample,ifacompanysalesgolfclubsonline,theywanttostressconceptthattheywillhittheballfartherandstraighter,whichwillallowthepersontoincreasetheirenjoymentwhenplayinggolf.Also,focusingontheactualcomponentsoftheproducti

5、simportant.Explainingthebenefitsoftheclubsgripandshaftintheproductwillalsoredirecttheattentionawayfromtheintangibleaspects.Focusingonadvantagesofbuyingonlineisalsoimportantforcompaniestoachieveincreasedsales.Onthewebsiteitisimportanttoconveytheconvenienceofbuyingyourproductonline.Conveyingth

6、emessagethatyourproductisconvenientlyaccessible,letsthecustomerunderstandthattheydon’tneedtostandinlinesordealwithothercustomers.Longlinesandothercustomerscankeepcustomersfrombuyingordecreasetheamounttheyarewillingtopurchase.Explainingtheconvenienceofbuyingonlineisagoodwaytoreducetheproblemo

7、fintangibility.Therearesomeinstanceswheretheconvenienceofonlinebuyingcanbediminished.Whenthecustomerfinallydecidestopurchaseagoodit’simportantforthistransactiontobequickandconcise.Thequickerthisactioncanbedoneaccuratelythebetter.Ifittakesalongtimef