外文翻译--企业利用网络营销

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1、外文翻译原文E-marketing:TheUtilizationofEnterpriseAbstract:E-marketingisoneofthefastestgrowingfieldsine-businesswhichhasthepotentialtobecomeaplatformforsmallbusinessfirmtocompetewithbigbusinesseventhoughtheydon’thavetheinfrastructureandresource.Butaswesaythatsmallbusinessfirm

2、shasachancetocompetewithbigplayersthereareseveralissuesandfactorswhichleadasmallbusinesstoadoptandignoree-marketing(Carsonetal.,1995).Asmallbusinessfirmcansurviveine-marketonlyiftheyusetheirresourcecarefullyandallocatethemproperlyandmonitortheresource(McColeandRamsey200

3、4).Thisisthemethodwhichisadoptedtofindthemethodologiesusedbythesmallbusinessenterprises.Theinterpretivecasestudyisthemethodwithwhichwecancollectqualitativedatainordertofindhowasmallbusinessenterpriseusese-marketingtoattractmorecustomersandcompetewithbigplayers(Gilmore,A

4、.,D.Gallagher,etal.2007).Thesedataisinterpretedfromindividualswhoareintherealtimesituationsandgetanideaaboutthewaywhichtheyhaveunderstoodtheconceptofe-marketingandhoweffectivelyimplementedhelpedthefirmstogaincustomers.Throughthiscasestudywewillanalysetheinterpreteddatat

5、ofindthemethodsusedbysmallbusinessfirmsine-marketingandwhatarethefactorsinfluencethemtoadoptemarketing.Thisresearchwillshowaclearpictureofsmallbusinessenterprisesonhowtheyareutilizinge-marketingtoenhancetheperformanceoftheirbusiness.1ImportanceofE-marketing:Themainmotiv

6、ationbehindtheresearchone-marketingandthewayitenhancestheperformancesofthesmallandmediumenterprises.E-marketingisbecomingthecriticalpointinthesuccessofacompanynomatterwhatisthesizeofacompany.Bute-marketinghasbeenverysuccessfulamongsmallandmediumenterprisesthanthebigente

7、rprises.Themostimportantaboutelectronicmarketingistherateatwhichitanimprovedinashortperiodoftime(Hamill,J.1997).Eventhoughinternethasbeeninuseforsometimetheconceptofelectronicmarketingstartedtogetintoshapein2000sandithasrisentonewerheightseveryyear.Manypeoplestartedtotr

8、usttheinternetforonlinepurchasesandbelievethatitissafeandsecuretodobusinessovertheinternetandtheproductaredeli