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1、毕业论文（设计）外文翻译题 目： 网络广告策略运用研究 一、外文原文（一）标题：Internetadvertisingstrategyalignment原文：IntroductionTheInternethashadaprofoundimpactonstrategicthinkingbecauseofitsabilitytochangeorganizationalcoststructuresandaltercommunicationpatternswithcustomers.While
2、theInternetisnotastrategyinitself(Porter,2001),ithasbecomeanimportantconsiderationwhenfashioningstrategy.OneapplicationoftheInternet,theweb,hasparticularimplicationsforthestrategiesofglobalbusinessesbecausewebsitesareaccessiblebyanyonewhohasawebbrowser,i
3、rrespectiveoflocation.Thus,globalbusinessesshouldconsiderhowtheyaligntheirwebsitewithcorporatestrategy.Sincethewebcanbeaninfluentialmediumforattractingandretainingcustomers(Watsonetal.,1998),itiscriticaltoexaminetheconnectionbetweenwebadvertisingandgloba
4、lstrategy.Inthisarticle,wereviewthefundamentalglobalstrategiesthatcorporationscanpursueandthenempiricallyexaminetherelationshipbetweencorporateglobalstrategyandwebadvertisingstrategy.Weconcludebyillustratingtherelationshipbetweencorporateandwebmanagement
5、strategies.InternetadvertisingstrategiesformultinationalorganizationsAllfirmsfacethreestrategicchallenges:(1)demandrisk;(2)innovationrisk;and(3)inefficiencyrisk(Child,1987).Advertisingisoneofthemainapproachesfirmsemploytomanagedemandriskbyraisingawarenes
6、softheirproducts.Inthemid-1990s,theInternetemergedasanewtoolforreachingconsumers,anditnowprovidesavarietyoftechnologies(e.g.thewebande-mail)forinfluencingopinionsandwants.Indeed,Internettechnologiesandmarketingobjectivescanbeinterlacedtoincreasetheeffect
7、ivenessofafirm’sconsumerdirectedcommunications(Watsonetal.,2000).Thus,anInternetadvertisingstrategyisconcernedwiththecreation,placement,anddistributionofelectronicmessagesthatwillbereadby,andhaveaneffecton,thoseconsumerswhomtheadvertisermostwantstoinflue
8、nce.Creation,aswellasconsideringtraditionaladvertisingfactors(e.g.themessagetocommunicate),mustalsoembraceInternettechnologies(e.g.Flashandmp3)thatpotentiallyinfluenceconsumers.Whenplacingads,theadvertisermustconsiderwhich
