网络营销【外文翻译】.doc

1、外文翻译MARKETINGINTHENETWORKECONOMYMATERIALSOURCETHEJOURNALOFMARKETING,AUTHORRAVISACHROLANDPHILIPKOTLERASTHETWENTYFIRSTCENTURYDAWNS,MARKETINGISPOISEDFORREVOLUTIONARYCHANGESINITSORGANIZATIONALCONTEXT,ASWELLASINITSRELATIONSHIPWITHCUSTOMERSDRIVENBYADYNAMICANDKNOWLEDGERICHENVIRONMENT,THEHIERARCHICALORGANIZ

2、ATIONSOFTHETWENTIETHCENTURYAREDISAGGREGATINGINTOAVARIETYOFNETWORKFORMS,INCLUDINGINTERNALNETWORKS,VERTICALNETWORKS,INTERMARKETNETWORKS,ANDOPPORTUNITYNETWORKSTHEROLEOFMARKETINGINEACHNETWORKISCHANGINGINPROFOUNDWAYSMARKETINGINCREASINGLYWILLBERESPONSIBLEFORCREATINGANDMANAGINGNEWMARKETINGKNOWLEDGE,EDUCATI

3、ON,REALTIMEMARKETINFORMATIONSYSTEMS,INTERFEREINTEGRATION,CONFLICTRESOLUTION,TECHNOLOGYFORECASTING,RISKANDINVESTMENTANALYSIS,TRANSFERPRICINGOFTANGIBLESANDINTANGIBLES,ANDTHECOORDINATIONOFTHENETWORKSECONOMICANDSOCIALACTIVITIESITWILLEXPLORENEWFRONTIERSINMULTILATERALMARKETING,RESHAPEMARKETSTHROUGHTECHNOL

4、OGYCONVERGENCEANDELECTRONICCOMMERCE,ORGANIZECONSUMERCOMMUNITIES,ANDAGGREGATECONSUMERINFORMATIONANDDEMANDINTOSALEABLEBUSINESSASSETSTHEMOSTRADICALIMPLICATIONFORMARKETINGISTHESHIFTFROMBEINGANAGENTOFTHESELLERTOBEINGANAGENTOFTHEBUYER,FROMBEINGAMARKETEROFGOODSANDSERVICESTOBEINGACUSTOMERCONSULTANTANDMANAGE

5、ROFHISORHERSALEABLECONSUMPTIONASSETSTHERELATIVELYSHORTPERIODOFAHALFCENTURY,MARKETINGHASMADESEVERALTRANSITIONS,FROMSELLEROFAFIRMSOUTPUTSTOKEYPLAYERINSHAPINGAFIRMSPRODUCTS,TECHNOLOGIES,MARKETINGPOLICIES,ANDSTRATEGICDIRECTIONASTHENEXTCENTURYUNFOLDS,MARKETINGAGAINISPOISEDTOUNDERGOSIGNIFICANTCHANGESINITS

6、CONTENT,EMPHASES,ANDBOUNDARIESPETERDRUCKERHASDESCRIBEDTHEECONOMYOFTHEFUTUREASANETWORKSOCIETYBUSINESSNETWORKSARENOTENTIRELYNEW,BUTTHEREHASBEENARAPIDEVOLUTIONINTHEIRNUMBER,FORM,ANDCOMPLEXITYMARKETINGOUTCOMESINCREASINGLYAREDECIDEDBYCOMPETITIONBETWEENNETWORKSOFFIRMSRATHERTHANBYCOMPETITIONAMONGFIRMSCOMPA

7、NIESEMBEDDEDINSTRATEGICNETWORKSWILLENJOYSIGNIFICANTMARKETADVANTAGESINTHEFUTUREINTHISARTICLE,WEEXPLOREHOWMARKETINGWILLBEORGANIZEDANDFUNCTIONINDIFFERENTTYPESOFNETWORKSTRUCTURESTHATAREPOPULATINGTHECONTEMPORARYWORLDECONOMYTHETWENTYFIRSTCENTURYISSHAPINGUPTOBEAKNOWLEDGEDRIVENSOCIETYINWHICHTHEBASICECONOMIC

8、RESOURCEISNOTMATERIALS,LABOR,ORCAPITAL,BUTKNOWLEDGEDRUCKER1993NETWORKSAREADAPTEDBETTERTOKNOWLEDGERICHENVIRONMENTSBECAUSEOFTHEIRSUPERIORINFORMATIONPROCESSINGCAPABILITIESTHEYMINIMIZEIDIOSYNCRATICINVESTMENTSINFIXEDASSETSANDTECHNOLOGYANDTHUSAREMOREFLEXIBLEANDRESPONSIVETOCHANGEBUTTHENETWORKORGANIZATIONIS

9、ABOUTNOTONLYSTRUCTURALUPHEAVAL,BUTALSOANEWMANAGERIALETHOSNETWORKSARENOTTOLERANTTOTRADITIONALINSTRUMENTSOFAUTHORITYANDCONTROLHIERARCHY,POWER,ANDCONTRACTSRECEDEINMANAGERIALSIGNIFICANCEANDARESUPPLANTEDBYRELATIONALMECHANISMSOFGOVERNANCETHEIMPLICATIONSFORMARKETINGARELIKELYTOBERADICALANDPERVASIVETOAPPRECI

10、ATETHIS,ITISUSEFULTODISTINGUISHAMONGMARKETINGASABUSINESSFUNCTION,ASETOFSKILLS,ANDAPHILOSOPHYCONSIDERFIRSTTHEIMPLICATIONSFORMARKETINGASABUSINESSFUNCTIONUNTILRECENTLY,VENERABLECOMPANIESSUCHASFORD,PROCTERGAMBLE,ANDGENERALELECTRICWEREORGANIZEDASCLASSICHIERARCHIESTHEYEXHIBITEDASTRONGCENTEROFCONTROL,UNITY

11、OFPURPOSE,ANDMANYLEVELSOFMANAGEMENTTHEATTOFOLDHAD16LEVELSOFMANAGEMENTBETWEENTHESENIOROFFICERSANDTHELOWESTPAIDWORKERSTHECOMPANIESSOUGHTTOMINIMIZETHEIRDEPENDENCEONSUPPLIERSANDEXTENDEDTHEIRCONTROLOVERTHOSERESOURCESCONSIDEREDIMPORTANTTOTHEFLOWOFPRODUCTIONANDTHEQUALITYOFTHEIRPRODUCTSATONETIME,FORDEVENOWN

12、EDASHEEPFARMTOSUPPLYWOOLFORCARSEATSANDAGLASSCOMPANYWHENTHESECOMPANIESDIDOUTSOURCE,THEYAVOIDEDLONGTERMCOMMITMENTSANDPREFERREDTODEALWITHMULTIPLESUPPLIERSTHATCOMPETEDFORTHEIRBUSINESSTHEMARKETINGFUNCTIONINTHESECOMPANIESEVOLVEDINTHESAMEINTEGRATED,HIERARCHICALFASHIONOVERTIME,THEMARKETINGHIERARCHYSPAWNEDPR

13、ODUCT,BRAND,ANDCATEGORYMANAGERS,MARKETSEGMENTMANAGERS,GEOGRAPHICMARKETMANAGERS,NATIONALACCOUNTMANAGERS,MAILORDEREXPERTS,TELEMARKETERS,DATABASEMARKETERS,ANDSPECIALISTSINMARKETINGRESEARCH,ADVERTISING,SALESPROMOTION,ANDPUBLICRELATIONSASALESANDLOGISTICSHIERARCHYPARALLELEDTHISMARKETINGHIERARCHYALLTHISWOR

14、KEDASLONGASMARKETSWEREGROWINGANDTECHNOLOGYWASMOREORLESSPREDICTABLEBUTHIERARCHICALORGANIZATIONSHAVENOTPROVEDADEPTINTODAYSTURBULENTGLOBALENVIRONMENTATSENSINGMARKETSHIFTSANDCREATINGKNOWLEDGEORINTHESPEEDOFTHEIRRESPONSETOCHANGETOENHANCEINNOVATIONANDFLEXIBILITY,COMPANIESAREFOCUSINGTHEIRRESOURCESONCORECOMP

15、ETENCIESANDOUTSOURCINGALLOTHERACTIVITIESINSHARPCONTRASTTOAMIDCENTURYATTORFORD,THEMODERNDAYNIKEORGALOOBTOYSDOESPRACTICALLYNOMANUFACTURINGOFITSOWNANDFOCUSESALLITSENERGIESONMARKETINGTODAYSCOMPANIESWORKCLOSELYWITHDEDICATEDPARTNERSONTHESUPPLYSIDEOFTENUSINGSINGLESUPPLIERPARTNERSANDTHEDISTRIBUTORSIDEOFTHEI

16、RBUSINESS,EXPECTINGTHEMTOPLAYPROACTIVEROLESINDESIGNINGWINNINGTECHNOLOGIES,SERVICES,ANDMARKETINGSTRATEGIESLIKEWISE,MARKETRELATINGKILLS,SUCHASBRANDEDIMAGEBUILDING,MARKETINGCOMMUNICATIONS,CUSTOMERSERVICE,ANDLOYALTYPROGRAMS,WILLCONTINUETOBESALIENTHOWEVER,BECAUSENETWORKSDISTRIBUTEBUSINESSFUNCTIONSAMONGFI

17、RMSTHATAREFUNCTIONALLYSPECIALIZEDANDRELATEDBYINFORMALAUTHORITYSTRUCTURES,MARKETINGSKILLSINNEGOTIATION,INTERORGANIZATIONALCOORDINATION,ANDCONFLICTMANAGEMENTWILLBEHIGHLIGHTEDALSO,MARKETINGINNETWORKSISASEMIAUTONOMOUSFUNCTIONANDFARMOREEXPOSEDTOTESTSOFITSECONOMICPRODUCTIVITYTHISMEANSMARKETINGWILLNEEDTOIN

18、CORPORATEFINANCIALCRITERIAMOREEXPLICITLYINITSTHEORYANDDECISIONCALCULUSTHEPHILOSOPHYOFMARKETINGISLIKELYTORETAINITSCOREVALUESANDBELIEFSTHOSETHATESPOUSETHEVIEWTHATCUSTOMERWELFAREISTHEULTIMATEGOALOFALLMARKETINGACTIVITIESSUCCESSFULNETWORKSWILLBEMORECUSTOMERFOCUSEDANDMARKETDRIVENANDWILLDELIVERBETTERVALUEA

19、NDSATISFACTIONTHANEVERBEFOREHOWEVER,INNETWORKORGANIZATIONS,MARKETINGISPUSHEDCLOSERTOBEINGANAGENTOFTHECUSTOMERASOPPOSEDTOTHEAGENTOFTHEFIRMORSELLERMARKETINGONBEHALFOFCONSUMERS,ASOPPOSEDTOMARKETINGTOCONSUMERS,MEANSMARKETERSWILLDEVOTEMORETIMEANDRESOURCESTOORGANIZINGCONSUMERSANDCONSUMERINFORMATION,ASWELL

20、ASTOMANAGINGPRODUCT,CONSUMPTION,ANDLIFESTYLERELATEDINFORMATIONTHATISUSEFULTOTHECONSUMER译文网络营销资料来源华尔街日报的营销市场作者RAVISACHROLANDPHILIPKOTLER在21世纪，营销要做好变更组织环境，以及与客户的关系。在一个动态和富有知识的环境下，20世纪已经形成各种各样的网络形式，包括内部网络，垂直的网络、跨网络和机会网络。营销在向网络方面发展。营销越来越将趋向对创造和处理新的营销知识、教育、实时市场信息系统综合化、冲突解决方案、技术预测、风险和投资分析、切实和无形资产调动定价和网络的经

21、济和社交活动的协调。它在多边行销将探索新的边境，通过技术汇合改造市场和电子商务，组织消费者社区和聚集体消费者信息和需求入可销售的企业财产。最根本的涵义是营销从卖主的代理到是买家的代理，由一个销售商品和服务给客户的咨询顾问和经理是他或她的畅销消费的资产。短短的半个世纪，营销已经有好几个方式的转变，从卖方公司的OUTPUTS核心以形成一个公司的产品，到技术、市场政策、战略方向。21世纪，又准备进行营销内容的变更。彼得德鲁克说到未来是网络的社会。商业网络也并不完全是新的，但发展迅速、形式复杂。营销的结果越来越取决于公司的网络之间的竞争，而不是只是公司。在未来公司发展网络享受巨大的市场优势。在这篇文章

22、中，我们探讨营销组织和功能，与不同类型的网络结合，更好的发展经济。21世纪是由知识、材料、劳动、资本形成的基本资源经济社会杜拉克1993。营销需要更好的应用网络组织因其具有优良的处理信息的能力。它们总是使用固定资产投资特殊技术，从而更加灵活，能适应各种变化。而且网络组织结构自己本身，更是有一种全新的管理风格。网络不需要传统权威和控制。层次分配与合同管理的意义能更好的取代政府管理机制。营销的影响可能是激进和蔓延。查看之后它还是有用的，区分营销作为业务功能，是一套技能和哲学。先考虑的影响是营销作为业务功能。直到最近，很多公司，如福特、宝洁公司，和通用电气的先后应用。他们表现出强烈的中心控制、统一的

23、目的，许多层次的管理。美国电话电报写着管理层次的高级官员的几天工资，工人对来说相当于全年收入。本公司试图尽可能减少依赖供应商和扩展他们的管理资源流程的重要生产和产品质量。在同一时间，福特甚至拥有一处牧羊场供应棉汽车座椅和玻璃厂。这些公司都外包、他们避免长期承诺和优先处理多个供应商的商业竞争。在这些公司的营销功能相同形成的完整、分级的方式。随着时间的推移，这些市场层级引发了产品、品牌和分类经理、细分市场经理、地域市场经理、国家客户经理、邮购专家，他们和专家、数据库营销在市场调查、广告,促销，公共关系，销售和物流层次这市场并联的层次结构。所有这些工作久了的企业对市场的增长和技术或多或少可预见的。但

24、层级制结构还没证明熟练于今天的湍流全球环境创造知识遥感市场的停机时间，或在他们的回应的速度改变。提高创新与灵活，公司集中他们的资源外包核心竞争力与所有其他活动。与之形成鲜明对比的是一个宣称美国电话电报公司和福特，而现今耐克或者GALOOB玩具做的几乎没有生产，以所有的能量在销售。今天的公司用专用的紧密合作伙伴在供应方面经常利用单一轮胎供应商合作伙伴与经销商的球队他们的业务，期待他们打积极的角色赢得DESIGNING技术，服务，营销策略。同样地，和青岛博伦达的行销沟通、客户服务、忠诚度项目，将继续会引人注目的。然而，由于网络公司业务功能分配中功能专业化、与非正式权威结构，营销技能在谈判，组织协调和冲突管理会明显显示。同时，营销网络之上的是自由的功能和影响更大的试验生产力。这意味着市场需要全面更明确地经济标准在理论和决策演算。市场营销的理念是以保持其核心价值观和信仰的观点，支持消费者福利的最终目标就是所有的行销活动上。成功的网络会更以顾客为中心的，以市场为导向的，就能比以往提供更好的价值和满意度。然而，在网络组织环境中，市场被推接近于客户的代理商与代理公司或卖家。消费者代表的是市场营销，而不是营销消费者，意味着商家就会投入更多的时间和资源，从而更好的为消费者服务。