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,concentratingontheseconceptswillprovetobeoftheutmostimp

2、ortanceasane-commerceprovider.ProductOneofthemainissuesofconcernistheintangibilityofpurchasingonline.Theintangibilityiscausedbynotbeingabletofocusontangibleaspectswhenpurchasingonline.Thecustomercan’tactuallytouchoffeelaproduct,whichincreasestheriskofthepur

3、chase.Thekeytoreducingintangibilityiscreatingtangiblecuesthatthecustomerrecognizes.Creatingapositivebrandimagewillreducetherisk.Forexample,buyingaproductthathasaqualityimagewillreducetheriskforcustomers.Companiesneedtofocusoncreatingapositiveandreliablebran

4、dname.Stressingtheactualorperceivedbenefitsreceivedfromtheproductcanalsoreduceintangibility.Relayingtothecustomerthattheywillbeverysatisfiedwiththebenefitsoftheproductisimportant.Forexample,ifacompanysalesgolfclubsonline,theywanttostressconceptthattheywillh

5、ittheballfartherandstraighter,whichwillallowthepersontoincreasetheirenjoymentwhenplayinggolf.Also,focusingontheactualcomponentsoftheproductisimportant.Explainingthebenefitsoftheclubsgripandshaftintheproductwillalsoredirecttheattentionawayfromtheintangibleas

6、pects.Focusingonadvantagesofbuyingonlineisalsoimportantforcompaniestoachieveincreasedsales.Onthewebsiteitisimportanttoconveytheconvenienceofbuyingyourproductonline.Conveyingthemessagethatyourproductisconvenientlyaccessible,letsthecustomerunderstandthattheyd

7、on’tneedtostandinlinesordealwithothercustomers.Longlinesandothercustomerscankeepcustomersfrombuyingordecreasetheamounttheyarewillingtopurchase.Explainingtheconvenienceofbuyingonlineisagoodwaytoreducetheproblemofintangibility.Therearesomeinstanceswherethecon

8、venienceofonlinebuyingcanbediminished.Whenthecustomerfinallydecidestopurchaseagoodit’simportantforthistransactiontobequickandconcise.Thequickerthisactioncanbedoneaccuratelythebetter.Ifittakesalongtimef