Difficulties for Internet businesses【外文翻译】.doc

1、 外文翻译 原文 Difficulties for Internet businesses Material Source: Network Support and the Success of Newly Founded Business Author: Josef Brudel and Peter Preisendorfer Difficulties for Internet businesses First. How to find online business opportunities. To resolve the first difficulty, we must first

2、identify their business location. Objectives must be focused on a particular population. Clear their age, occupation, hobbies, social status, geographic region. Positioning given the more narrow, the investment of time, energy, the less the greater the chance of success. A recruiter from England man

3、ager, his market position in the chemical machinery industry personnel intermediary services, the target market is very narrow, but is in this very narrow field, he made the big tricks, large and comprehensive Executive search firm can not compete. Second. Find target customers directly. The most ex

4、peditious way is to use search engines such as Google, Yahoo, Sina, Sohu. Research shows that search engine keyword query results, top 10 search page will be won this keyword query access to 60% 65%; ranked ll 20 pages to retrieve the name of one will win 20% 25% of visits; and 21 came in to retriev

5、e all the pages after only a 4% 3% share of visits. Use of search engines, you can achieve by paying a fee. Currently, Sina, Sohu can provide such services. It usually includes two types included, a common type of log is only to ensure that your website contains, does not guarantee the rank and posi

6、tion. This effect can not guarantee the promotion of your charges will be cheaper, and now the line price is 300 yuan / year. If you want top-ranking, it would have to select the “promotion of type Log, “ to ensure that your website ranks first page of search results to be seen, and greatly increase

7、 the chances of access to such services in general to 2,500 yuan / year . Log inexpensive search engine results is a network for the promotion of SMEs in the form. Third. Target customer base in the network running network ads. Large amounts of data estimates show that the network image ad click rat

8、e was only 0.3% on average, that is 1000 times per show, will be clicking 3 times. Typically, these ads show the price of 1000 30 to 90 per hour, that is, to get a click, companies have to pay 10-30 dollars. In summary, the network image ads for those with a large advertising budget, while extremely

9、 broad target audience of enterprises and products, such as mobile phones, computers, pharmaceuticals, automobiles and so on. If your business does not fall into this category, the network carefully choose the best form of advertising. Can choose to insert advertising. Network entrepreneurs goal: to

10、 attract target customers online. Solve this difficult period, to make use of some techniques, especially the publishing business information to note some of the details. First, we must note that the value of description, the real potential customers to attract attention. Products site many companie

11、s like an ad site, in addition to product images text, is that companies, enterprises and cultural topics, Site depicts the lack of product is difficult to reflect the value of the product, it can not be brought back each others desire to buy. Only when the customers understand the value of the prod

12、uct, only desire to buy. A brand such as the description of a scanner, a method is A card scanner, color, size, weight, technical data and instructions for use are described, and the other description is: want to scan a lot of documents, photographs and Pictures? A card scanner, easy to use, makes i

13、t easy to use; photos color distortion place for too long? A card scanner can fulfill you do electronic album, from your troubles; want to give Americas friends to write e-mail? A card scanner lets you warm greetings handwriting as you fly across the Atlantic to quickly and easily . . the same scann

14、er, after a description of the product to make your brilliance. The value of mining products, you can try from the following aspects: customer needs, save money, save time, increase wealth, save convenient, popular use, to avoid risk, to save energy. Always remember: product value for customers to e

15、xplain products to solve any problem! The more vivid description of the value, the more likely you are to win customers. Second. Have a good title and keywords. Make gold jewelry a businessman to buy his jewelry available 2 / 3 of the selling price of bank loans. That is, to buy 3,000 of the necklac

16、e, customers only pay 1,000 yuan in cash, the rest by the bank out. His title is like this, “buy gold, the bank out of 2 / 3. “ Is indeed a good title, so he made a lot of money, but did not think to make more money. By pointing to others, he tried another title: “If gold sales 3,000 yuan, 1,000 yua

17、n for me, I help you buy it. “ Is the title, making his sales jumped 5 times! Choose keywords is also important, if you are doing the Hong Kong Tourism business, if the “tourism “ as your keywords, a week of visits was 1,000 people, including the formation of l% of sales, you can complete the 10 sal

18、es. Obviously a lot of visitors do not care about Hong Kong travel, they may care about domestic tourism. If the “Hong Kong Tourism“ as your keywords, traffic is 20 people a week, which form 50% of sales, you also get 10 sales, when the visitor is very clear, you need the Hong Kong Tourism is that t

19、hey Tourism projects. Two options to export the same sales results, the difference is: The first scenario will make your site is very busy, but the search engine rankings in the competition is fierce. The second program is very easy for you to get high rankings, relatively few competitors. Third, co

20、nstantly updated website content. Web site visitors to see the information if the old, hard working, we did not detect the update site, he will think that we do not care about their own websites, but also do not care about the site visitor, visitors rarely go back, that is, we lose a potential custo

21、mer . Mistakes Internet businesses First. E-commerce could avoid the regular competition on the market, to seek international development. Online and offline are two different things, because the number of objects in the sale, consumption behavior, age structure, education level, geographical distri

22、bution have changed. Do not become your your website electronic version of traditional business networks, the Internet market and has a world of difference between traditional market! conventional market, the business market and the obvious competition between rival regional. Network boundless compe

23、tition among rivals across the area. Second. Internet marketing is to increase website traffic, site no one, nothing else. We need to value the visits, we need access to the target customers. Because only target customers access to possible formation of e-commerce sales. Access to non-target custome

24、rs can only be a waste of resources, our e-commerce meaningless. How to increase the meaningful target customers visit? Meaningful access mainly from two aspects, the first aspect means that, through the website keyword optimization, search engine query by the visit from our valuable customers are t

25、he target customers. The second aspect that is the target customers through research, filter out competitors site. Third. E-commerce is big business to do, people think that small businesses are not e-commerce, it is wrong thinking. The two main reasons: small business if you do not participate in e

26、-commerce forever missed. Because if you do not participate in e-commerce competition, the market where the customer all flows to competitors, opponents more powerful, since to beat competitors, and more difficult. Therefore, any small business must not follow it. From the least “suppress opponents”

27、, the point of view, you have to bring the full spirit of the RBI to your e-commerce. 译文 Difficulties for Internet businesses 资料来源 ： Network Support and the Success of Newly Founded Business 作者： Josef Brudel and Peter Preisendorfer 网络创业的难关 第一 如何在网 上发现创业 机会。要解决第一道难关，首先必须找准自己的生意定位。目标一定要集中在某一特定的人群。明确他们

28、的年龄、职业、兴趣爱好、社会地位、地理区域。定位定得越窄，投入的时间、精力越少，成功的几率也越 大。一位从英国来的猎头公司经理，他的市场定位是化工机械行业的人才中介服务，目标市场非常窄，但就是在这一非常窄的领域里，他做出了大名堂，大而全的猎头公司根本无法与其竞争。 第二 直接寻找目标客户。最迅捷的方式就是利用搜索引擎，如 Google、雅虎、新浪、搜狐。研究表明，搜索引擎关键词查询结果中，排在前 10 位的页面检索将夺得此关键词查询访问量的 60 65；排在 ll 20 名的页面检索将夺得 20一 25的访问量；而排在 21 名后的所有页面检索只能分享 3一4的访问量。利用搜索引擎，可以通过缴

29、纳一定的费用实现。 目前新浪、搜狐均能提供这类服务。它通常包括两种类型的收录，一种是普通型登录，仅保证收录你的网站，不保证排名和位置。这种收录的推广效果不能保证，收费也会便宜些，现在的行价是 300 元年。如果你希望排名靠前，那就要选择“推广型登录”，你的网站保证排在搜索结果第一页，从而被别人看到和访问的几率大大增加，这种服务一般要 2500 元年。搜索引擎结果登录花费不多，是一种适合中小企业的网络推广形式。 第三 在网络目标客户群中投放网络广告。大量数据测算表明，网络图片广告的平均点击率仅为 0 3，也就是每显示 1000 次，会被 点击 3 次。通常，显示 1000 次此类广告的价格在 3

30、0 90 元之间，也就是，得到一个点击，企业要付出 10 30 元。综合来说，网络图片广告适合于那些有大量广告预算，同时目标客户群极为广泛的企业和产品，譬如手机、电脑、药品、汽车等。如果你的企业不属此类，最好慎选这种网络广告形式。可以选择插入式广告。 网络创业的目标： 网上吸引目标客户 。 解决这道难关，要利用一些技巧，尤其是发布商务信息要注意一些细节问题。 一是要注意价值描述，吸引真实潜在的客户目光。许多企业站点的产品介绍很像一个广告站点，除了产品图片文字说明外，就是公 司、企业文化介绍，站点缺少对产品的生动描绘，难以体现产品的价值，也就不能勾起对方的购买欲望。只有当客户了解了产品的价值，才

31、有购买欲望。如对 A 品牌的扫描仪描述，一种方法是对 A 牌扫描仪的颜色、尺寸、重量、技术参数和使用说明等进行描述，另一种描述方法是：想扫描一大堆文件、照片和图片吗？ A 牌扫描仪简单易用，让您轻松上手；照片放置时间过长色彩失真？ A 牌扫描仪能成全您做电子像册，免除您的烦恼；想给美国的朋友写 e-mail？ A 牌扫描仪让您亲切的手迹随着您的亲切问候快速轻松地飞向大洋彼岸同样的扫描仪，后一种描述令您的产品生辉。挖掘产品价值，可试着从如下方面着手：客户需要、节省金钱、节约时间、增加财富、省事方便、通俗易用、避免冒险、节省精力。始终记得：产品价值要说明产品能为客户解决什么问题！价值描述越生动，您

32、就越容易赢得客户。 二 要有好的标题和关键词。有一个做金饰品的商人，买他的金饰品可得到 2 3 卖价的银行贷款。也就是说，买 3000 元的项链，客户只需付 1000 元现金，其余由银行出。他的标题是这样的，“买黄金，银行出 2 3”。确 实是个不错的标题，他因此赚了许多钱，但没有想着去赚更多的钱。经他人指点，他试着用另外一个标题：“如果黄金卖 3000 元，给我 1000 元，我帮您买。”就是这个标题，使他的销售额猛增 5 倍！选择关键词也很重要，如果你是做香港旅游生意，如果将“旅游”作为你的关键词，一周访问量是 1000 人，其中形成l的销售，你可完成 10 个销售。显然大量访问者并不关心

33、香港旅游，他们可能关心国内旅游。如果将“香港旅游”作为你的关键词，一周访问量是 20 人，其中形成 50%的销售，你同样可得到 10 个销售，这时的访客非常明确，你的香港旅游就是他 们所需要的旅游项目。两种方案导出同样的销售结果，区别在于：第一种方案会使你的站点很热闹，但在搜索引擎中的排名竞争很激烈。第二种方案则很容易使你获得高排名，竞争对手相对很少。三是不断更新网站内容。来访者如果看出网站信息陈旧，察觉我们没有勤快更新站点，他会认为我们并不在乎自己的网站，也不在乎网站的来访者，访问者很少会再回头，也就是意味着我们失去了潜在客户。 网络创业的误区 第一 电子商务可以避开常规市场上激烈的竞争，寻

34、求国际发展空间。网上网下是两回事，因为销售对象在数量、消费行为、年龄结构、教育程度、地域分布上 都发生了变化。不要轻易将你的网站变成你传统生意的网络电子版，互联网中的市场与传统市场有着天壤之别 ! 常规市场上，生意市场和对手间的竞争明显有地域性。网络无边，对手间的竞争跨越了地域。 第二 网络营销就是要增加网站访问量，网站没人看，什么都没用。我们需要有价值的访问量，我们需要的是目标客户的访问。因为只有目标客户的访问，才有可能形成电子商务的销售。非目标客户的访问只能是浪费资源，对我们的电子商务毫无意义。如何来增加有意义的目标客户的访问呢？有意义的访问主要来源于两个方面，第一个方面指的是，通过网站关键词优化， 通过搜索引擎查询而来的访问客都是我们珍贵的目标客户。第二个方面指的是，通过对目标客户的研究，过滤掉竞争对手站点。 第三 电子商务是大企业要做的事情，绝大多数人都认为小企业不是电子商务，这是错误想法。最主要的两条理由：小企业如果不参与，永远与电子商务失之交臂。因为如果不参与电子商务竞争，市场中的客户全部流向竞争对手那里，对手越来越强，以后想打败竞争对手，越来越难。所以小企业决不能随之任之。从最起码“抑制对手”的角度考虑，你都要提起十足的精神，打点你的电子商务。