网络营销的发展[外文翻译]

《网络营销的发展[外文翻译]》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、标题：TheEvolutionofInternetMarketing原文：PaperataGlance:Asmulti-channelcommerce(i.e.,theabilitytopurchasegoodsandservicesvia,forexample,theWebandthecallcenter)becomesincreasinglyubiquitous,technology(nowindistinguishablefromtheprocessesitenables)hasbecomethemeansto

2、instantgratification.However,theWebasastandalonechannelpresentsasmuchofaliabilityasitdoesanopportunitybecausebestbusinesspracticesforcohesivelyexploitingtheinternetandsystematicallythrivingincyberspacehavelagged.Notleastofallinthemarketingarena.The“old”Internet

3、laidthefoundationforthemostcriticalmistakeorganizationshavemadewiththeWebtodate:failingtointegratetheWebintotheiroverallchannelstructure.The“new”Internetpresentsanewsetofopportunitiesifmarketersrealizethatdecisionsofonlinesearchersareinfluencedbyabroadnumberofo

4、fflinesourcesandviceversa.TheTake-Away:Brand,relationshipandinternetmarketersmustbreakthrough(oftenartificial)boundariestocoalescearoundthecustomerasthedesignpoint.Organizationsmustplantobecustomer-proactiveascommerceparadigmsshiftfrompushtopull.Cross-channelin

5、tegrationwillenableorganizationstooptimizethewaytheytreatcustomersandright-sizecosts.IntroductionFortoomanyorganizations,"cross-channelintegration"issimplyabuzzword-complianttrenddujour,andlittlemorethanlip-serviceispaidtowardimplementingit.However,fromthecusto

6、mer'sperspective,thislackofintegrationisaggravatinganalreadyfrustratingproblemwheninteractingwithmulti-line,multi-channelorganizations,leadingcustomerstowonder,"Whydon'ttheyknowmeHEREwhenI'vealreadytoldthemaboutmeTHERE?"TheInternetHasChangedtheWorldWell,maybeno

7、ttheworld,buttheInternethasclearlygainedmomentumasithasmovedfrombeingacommercialexperimenttoalegitimate,mission-critical,businessengineinalmosteverybusinesssector.Amongotherstatisticssupportingitssignificance,theU.S.CensusBureaureportsthatU.S.retaile-commercesa

8、lesinthefourthquarterof2005continueditssteadyclimb,accountingfor2.4%oftotalretailsales(upfrom1.6%and1.9%overpreviousyears,adjustedforseasonality).Andthat’sjustintheretailsec