资源描述:
《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)hasbecomethemeanstoinstantgratificat
2、ion.However,theWebasastandalonechannelpresentsasmuchofaliabilityasitdoesanopportunitybecausebestbusinesspracticesforcohesivelyexploitingtheinternetandsystematicallythrivingincyberspacehavelagged.Notleastofallinthemarketingarena.The“old”Internetlaidthefoundationforthemostcritica
3、lmistakeorganizationshavemadewiththeWebtodate:failingtointegratetheWebintotheiroverallchannelstructure.The“new”Internetpresentsanewsetofopportunitiesifmarketersrealizethatdecisionsofonlinesearchersareinfluencedbyabroadnumberofofflinesourcesandviceversa.TheTake-Away:Brand,relati
4、onshipandinternetmarketersmustbreakthrough(oftenartificial)boundariestocoalescearoundthecustomerasthedesignpoint.Organizationsmustplantobecustomer-proactiveascommerceparadigmsshiftfrompushtopull.Cross-channelintegrationwillenableorganizationstooptimizethewaytheytreatcustomersan
5、dright-sizecosts.IntroductionFortoomanyorganizations,"cross-channelintegration"issimplyabuzzword-complianttrenddujour,andlittlemorethanlip-serviceispaidtowardimplementingit.However,fromthecustomer'sperspective,thislackofintegrationisaggravatinganalreadyfrustratingproblemwhenint
6、eractingwithmulti-line,multi-channelorganizations,leadingcustomerstowonder,"Whydon'ttheyknowmeHEREwhenI'vealreadytoldthemaboutmeTHERE?"TheInternetHasChangedtheWorldWell,maybenottheworld,buttheInternethasclearlygainedmomentumasithasmovedfrombeingacommercialexperimenttoalegitimat
7、e,mission-critical,businessengineinalmosteverybusinesssector.Amongotherstatisticssupportingitssignificance,theU.S.CensusBureaureportsthatU.S.retaile-commercesalesinthefourthquarterof2005continueditssteadyclimb,accountingfor2.4%oftotalretailsales(upfrom1.6%and1.9%overpreviousyea
8、rs,adjustedforseasonality).Andthat’sjustintheretailsec