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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.WhiletheInternetisnotastrategyinits
2、elf(Porter,2001),ithasbecomeanimportantconsiderationwhenfashioningstrategy.OneapplicationoftheInternet,theweb,hasparticularimplicationsforthestrategiesofglobalbusinessesbecausewebsitesareaccessiblebyanyonewhohasawebbrowser,irrespectiveoflocation.Thus,globalbusinessesshouldconsiderhow
3、theyaligntheirwebsitewithcorporatestrategy.Sincethewebcanbeaninfluentialmediumforattractingandretainingcustomers(Watsonetal.,1998),itiscriticaltoexaminetheconnectionbetweenwebadvertisingandglobalstrategy.Inthisarticle,wereviewthefundamentalglobalstrategiesthatcorporationscanpursueand
4、thenempiricallyexaminetherelationshipbetweencorporateglobalstrategyandwebadvertisingstrategy.Weconcludebyillustratingtherelationshipbetweencorporateandwebmanagementstrategies.InternetadvertisingstrategiesformultinationalorganizationsAllfirmsfacethreestrategicchallenges:(1)demandrisk;
5、(2)innovationrisk;and(3)inefficiencyrisk(Child,1987).Advertisingisoneofthemainapproachesfirmsemploytomanagedemandriskbyraisingawarenessoftheirproducts.Inthemid-1990s,theInternetemergedasanewtoolforreachingconsumers,anditnowprovidesavarietyoftechnologies(e.g.thewebande-mail)forinfluen
6、cingopinionsandwants.Indeed,Internettechnologiesandmarketingobjectivescanbeinterlacedtoincreasetheeffectivenessofafirm’sconsumerdirectedcommunications(Watsonetal.,2000).Thus,anInternetadvertisingstrategyisconcernedwiththecreation,placement,anddistributionofelectronicmessagesthatwillb
7、ereadby,andhaveaneffecton,thoseconsumerswhomtheadvertisermostwantstoinfluence.Creation,aswellasconsideringtraditionaladvertisingfactors(e.g.themessagetocommunicate),mustalsoembraceInternettechnologies(e.g.Flashandmp3)thatpotentiallyinfluenceconsumers.Whenplacingads,theadvertisermustc
8、onsiderwhich
