1、1外文翻译原文TITLEEMARKETINGSTRATEGYMATERIALSOURCEIRISHJOURNALOFMANAGEMENTAUTHORLAWTON,TC,MICHAELSTHISPAPERISAIMTOPROVIDEADVICEFOROTTOSMANAGEMENTFOREMARKETINGSTRATEGYFIRSTWEMAKEMERITSANDLIMITATIONSANALYSISBASEDONTHETHEORYOFEMARKETING,THENWEDEPICTTHEDIFFERENTBUYERBEHAVIOURONTHEINTERNET,WHICHCOULDBETHEBACKG
2、ROUNDANDBASISFOROUREMARKETINGSTRATEGYTHECOMPANYBUYERSAREMOREPROFESSIONALANDPRUDENTTHANINDIVIDUALCUSTOMERSOTTOSHOULDCENTERONITSOWNWEBSITE,WHICHWILLPROVIDETHECUSTOMERSWITHTHELATESTPRODUCTANDPROMOTIONTHENATTHESAMETIME,OTTOCANPUTADSTHROUGHSEARCHENGINESANDMANYOTHERWEBSITES,BOTHTRADITIONALANDMODERNMEDIASA
3、CCORDINGTOTHEB2BTHEORYANDOTTOSPRESENTSITUATION,WERECOMMENDTWOKINDSOFAUCTIONPLANONOTTOSOWNWEBSITETOINCREASEOTTOSCLOSECOOPERATIONTOTHECOMPANYBUYERSWITHEXISTINGONESANDNEWBUYERSBYTHEBANDNAMEPROMOTIONTHROUGHTHEINTERNETTENDERING,OTTOCANREDUCEITSCOSTANDGAINPRICEADVANTAGEINTRODUCTIONASATRADITIONALCOMPANYWHI
4、CHPAYSMOREATTENTIONTOTHEPERSONALANDDIRECTSELLING,OTTOISINTHE21THCENTURYWHICHTHEEMARKETINGISVITALANDNECESSARYTOEVERYCOMPANYWANTSTOSURVIVEANDDEVELOPMENTOTTOSMANAGEMENTHASREALIZEDTHEIMPORTANCEOFEMARKETING,THISREPORTISTOBRINGSOMEIDEASONTHEEMARKETINGSTRATEGYFORTHEOLDANDPROSPEROUSOTTOTOEMBRACINGTHENEWINTE
5、RNETAGEITHEORYOFEMARKETING11BACKGROUNDANDORIGINITWASREPORTEDTHATCUSTOMERSSPEND1BILLIONAMONTHONLINE,ONLINESALESARE6OFALLUKRETAILSALES,WHICHMAKEITEASYTOUNDERSTANDWHYTHEEMARKETINGISSOIMPORTANTWITHEEMARKETINGCOMPANIESCANUSEDIGITALTECHNOLOGIESTOHELPSELLGOODSORSERVICESTODAYYOUCANGETADFROMEMAIL,SOMETIMESIT
6、ISAVIRUSREADRSSNEWS,ORDERYOURTOOTHPASTEANDBEDFROMEBAY,ANDTHELATESTMOVIEONYOURCELLPHONETHEADISEVERYWHERE,RIGHTNOWINTERNETISBECOMINGONEOFTHEMOSTMULTIFACETEDCOMMUNICATIONTOOLSTHATMARKETERSHAVEATTHEIR2DISPOSALTHEINTERNETISIMMEDIATETOGET,DYNAMICTOCHANGE,ANDGLOBALLYACCESSIBLEINITSCURRENTUSBASEDFORECAST,JU
7、PITERRESEARCHMADEAREPORTTHATEMAILMARKETINGSPENDINGWILLGROWTO11BILLIONBY2010THEREISNODOUBTTHATTHEINTERNETISACRITICALCOMPONENTOFMARKETINGANDSALESSTRATEGIESFORORGANIZATIONSLARGEANDSMALL12MERITSANDLIMITATIONS121MERITSEMARKETINGWILLBRINGMANYADVANTAGESTOTHECOMPANYBYPROVIDINGUPTODATEANDSEGMENTEDANDSPECIFIC
8、INFORMATIONTOYOURCUSTOMERSSUCHCHANGEOFYOURCOMPANYCONTACTINFORMATION,PROMOTIONOFNEWESTPRODUCTINARTFORMPREFERENCES,WHEREYOURMAINDISTRIBUTIONCENTERETCCUSTOMERSCANLOGWEBSITETOGETTHEINFORMATIONTHEYUSUALLYCANGETTHROUGHTHEPHONEORGOINGTOTHESITE,NOWTHEYHAVEANMORERELIABLESOURCETORELYONEMARKETINGCANINCREASEYOU
9、RBRANDNAME,COMPANYMEMBERSHIPORATTENDANCESONYOURWEBSITEITCANALSOREDUCEYOURCOSTSINTERMSOFSPENDINGONSITESTAFFMOREIMPORTANTLYITCANRAISETHEPROFILEANDBRANDNAMEOFYOURORGANIZATIONLOCALLY,NATIONALLYANDINTERNATIONALLY,ENABLINGYOURCOMPANYTOREACHMOREPOTENTIALCUSTOMERSPREVIOUSLYBEYONDYOURUSUALREACH,WITHTHEHELPEM
10、ARKETING,YOURCOMPANYWILLBECOMEANTRANSNATIONALCOMPANY122LIMITATIONSTHEREARESOMELIMITATIONSWHENUSINGEMARKETINGFIRST,THEUSUALEMAILMAYGETYOURCUSTOMERSIRRITATEDANDSENDACONFUSEDINFORMATIONLARGEEMAILSWILLBLOCKUPYOURCUSTOMERSMAILBOXESANDMAKETHEMANGRYABOUTYOUIFYOUR1EMAILSARECONTENTOFEVENTSORSERVICESWHICHDONT
11、INTERESTTHEMCOULDLEADTHEMTOSIGNOFFYOURSERVICEORIGNOREYOUREMAILSANDEVENTAKEYOUINTOYOUBLACKLISTIFYOUREMAILDELIVERACONFUSEDANDINEFFECTIVEMESSAGETOYOURPOTENTIALCUSTOMERS,THEYMAYJUSTIGNOREYOUANDYOUREWASTINGYOURTIMEANDRESOURCESIFYOUCANTKNOWWHETHERYOUREMAILISSUCCEEDINGSENDINGORWHATTHECUSTOMERSREACTIONSTOYO
12、URMAILSECONDLYEMARKETINGHASAHIGHREQUIREMENTFORYOURCUSTOMERSINTERNETMARKETINGREQUIRESCUSTOMERSTOUSENEWERTECHNOLOGIESSUCHASCOMPUTERANDLATESTMOBILEPHONE,RATHERTHANTRADITIONALMEDIAIFCOMPANIESBUILDLARGEORCOMPLICATEDWEBSITES,INDIVIDUALSCONNECTEDTOTHEINTERNETWITHMOBILEDEVICESORWITHLOWSPEEDWILLEXPERIENCESIG
13、NIFICANTDELAYSINCONTENTDELIVERY,WHICHMAYLEADTHECUSTOMERTOABANDONYOURWEBSITENEXTTIMETHIRDLY,WESEEITFROMTHEBUYERSPERSPECTIVEIFYOURETHECUSTOMER,YOUCANNOTTOUCH,SMELL,SEE,TASTEORTRYONTANGIBLEGOODSBEFOREMAKINGANONLINEPURCHASE,THISWILLVERYUNSATISFIEDFORSOMECUSTOMERSEVENFORSOMEONEWHOHASDONETHEONLINEBUYINGSO
14、METIMES,THEYSTILLHAVESOMEDOUBTFORSOMEGOODSTHEYENCOUNTERFORTHEFIRSTTIMEINTHEINTERNETHOWEVER,BUTIFTHECOMPANYCANMAKEITSOWNGUARANTEEORTHETHEREISANINDUSTRYSTANDARDFOR3ECOMMERCEBUYERSTOREASSURECUSTOMERSBYHAVINGLIBERALRETURNPOLICIESASWELLASPROVIDINGINSTOREPICKUPSERVICESIFNECESSARYANDWITHINLEGALBOUNDARYIIB2
15、BB2BBUSINESSTOBUSINESSISUSINGWEBSITESANDALLOTHERWEBSERVICESTOMAKECOMMERCETRANSACTIONSBETWEENDIFFERENTBUSINESSES,FOREXAMPLETHEB2BCANBEBETWEENAMANUFACTURERANDAWHOLESALERMANYPROFESSIONALINSTITUTIONSANDTHETRADEPUBLICATIONSFOCUSMUCHMOREONB2CTHANB2B,ALTHOUGHMOSTSALESANDMARKETINGPERSONNELISINTHEB2BSECTORAS
16、THEB2CMODEL,THEB2BWILLALLOWALLBUSINESSCOMPANIESTOMAKECOMPARISONBETWEENPRODUCTSANDSERVICESANDSHOPONLINE,B2BISHELPTHEUSERTOFINDTHEMOSTAPPROPRIATEPRODUCTWITHTHEREASONABLEPRICETHEPARTOFB2BECOMMERCEEXPECTEDTOGROWTHEFASTESTISELECTRONICMARKETPLACES,THATISTHEEMARKETPLACES,ISGROWINGTHEFASTESTTHEEMARKETPLACEU
17、SELARGEQUANTITYOFINFORMATIONFROMSELLERSANDBUYERS,THENBRINGMULTIPLEPARTNERSTOGETHERONLINE21B2BBUYERBEHAVIOURDIFFERENTWITHINDIVIDUALCUSTOMERSWHOPAYMOREATTENTIONTOTHEBRANDANDFAME,THECOMPANYBUYERSAREPROFESSIONALSWHOTAKEMANYASPECTSINTOCONSIDERATION,FIRSTTHEYNEEDMORETIMETOMAKETHEBUYINGDECISION,SINCETHEQUA
18、NTITYANDCOSTARERELATIVELYLARGEANDESSENTIALINFLUENTIALTOTHECOMPANYSPRODUCTIONANDSELLINGREVENUESECOND,THEBUYERWILLDORESEARCHANDANALYSISBEFORETHEFINALDECISION,THEYMAYTURNTOTHETECHNICALSOURCETOTRYTOBETTERUNDERSTANDTHECOMPANYSADVANTAGEANDDISADVANTAGETHIRD,FACINGAFOREVERCHANGINGENVIRONMENT,THEBUYERSWILLMA
19、KERESEARCHBASEDONTHEDATAOFPASTPRODUCTION,THENCHANGETHECOMPANYSBUYINGOPTION,SUCHASTHESUPPLIERFOURTH,IFTHETHEREAREOTHERCOMPANIESARESELLINGTHESAMEORSIMILARPRODUCTSINTHEMARKET,THEBUYERSWILLCONSISTENTLYNOTICETHEACTOFITSRIVALS,ANDMAKEQUICKRESPONSEANDCOUNTERMEASURESTOMAKESUREITSOWNMARKETSHARE31CENTEREDONOT
20、TOSOWNWEBSITEGETTINGADOMAINNAMES,WHICHWILLCOSTNOTVERYMUCHAYEAR,ANDMAKESURETHISNAMEISPERSISTENT,ANDNEVERCHANGE,BECAUSEIFYOUCHANGE,YOURCUSTOMERMAYLOSEFAITHONYOUWERECOMMENDWWWOTTOCOOKIESCOM,ANDMAKESUREYOUREGISTERTHESIMILARNAMEATTHESAMETIMETOAVOIDTHEFUTUREPROPERTYDISPUTETHENOTTOCANPROMOTINGTHEWEBSITEOFF
21、LINERIGHTNOWOTTOCANADYOURWEBSITEINASMANYWAYSASYOUCAN,YOUCANPRINTITONYOURCOOKIESPACKAGE,ONSTAFFSUIT,ONTHENEWSPAPER,PAMPHLET,ANDTVASFOROTTOSHASMORETHAN60KINDSOFCOOKIES,ITSNOTNECESSARYTOPUTALLTHECOOKIESONTHEINTERNETATFIRSTITWEWANTTHEPOTENTIALCUSTOMERSTOBEATTRACTEDATFIRSTSIGHT,PICTUREPRESENTATIONISVITAL
22、,ANDTHEWEBSITEMUSTBEEASYTOUSE,IFTHECUSTOMERWANTSTOPUTINONEKINDOFCOOKIEINOROUTOFTHECARGO,ITSHOULDBEEASYANDWEMAYDOSOMETESTBYCOMPANYSOWNEMPLOYEE,ORSOMECUSTOMERSANDSTAFFFAMILYINORDERTOSTIMULATETHEIRINTEREST,WEMAY4PROVIDESOMEPOPULARPRODUCTSANDREWARDFORTHEIRPARTICIPATIONONLINECREDIBILITYMUSTBEPAIDATTENTIO
23、NTOOTTOSHOULDPOSITIONSTAFFFORTHEINTERNETMANAGING,TOUPDATETHENEWESTONE,ANDCHECKREGULARLYANDANSWERCUSTOMERSREQUESTINTIMETHEGLOBALWEBPRESENCEISALSOVERYIMPORTANTIFOTTOWANTSTOSELLTHECOOKIESINTOOTHERPARTSOFTHEWORLDFORMANYYEARS,OTTOCHOOSETHEENGLISHPEOPLEASITSMAINCUSTOMERS,ITSPRODUCTSAREFITFORLOCALPEOPLEINF
24、UTURE,OTTOISDEFINITELYWANTSTOEXPORTITSPRODUCTSSOITMUSTRESEARCHITSTARGETMARKETANDCUSTOMERSBEFORESELLINGSORIGHTNOW,ATTHEVERYBEGINNING,WESTILLTARGETENGLISHPEOPLEASBEFOREASOTTOWANTSTOBECLOSELYCONNECTEDWITHITSMAINSUPPLIERSANDCOMPANYCUSTOMERS,ITISVITALFORCUSTOMERSCANGETLINKSTOALLOTTOSPARTNERS,ANDMAKESURET
25、HATCUSTOMERSCANLINKTOOTTOWHENTHEYSURFONWEBSITEOFOTTOSPARTNERSTHISWILLHELPBOTHOTTOANDITSPARTNERSTOGETTHEIRBRANDNAMEKNOWN,ANDATTHESAMETIME,THISWILLINCREASETHEFURTHERCONSOLIDATIONOFALLTHERELATEDCOMPANIES32PROMOTINGONSEARCHENGINESANDPUTADSWITHTHEUNCOUNTABLEINTHEINFORMATIONSEAWHICHISNEVERSTOPTOGROW,THESE
26、ARCHENGINEISVERYNECESSARYFORTHEBUYERSTOGETWHATTHEYNEEDOTTOCANMAKEADSONSEARCHENGINESONGOOGLEANDYAHOOANDSOONIFOTTOWANTSTOATTRACTTHEPOTENTIALCOMPANYBUYERS,ITNEEDONLINELEADGENERATION,WHICHISCREATINGPOTENTIALCUSTOMERSINQUIRYINTOTHECOMPANYSPRODUCTSCOMPANYBUYERSMAYBEINTERESTEDONTHELATESTBOOKLETONDELICIOUSC
27、OOKIESINTHEWORLDANDYOUCANGETAFREETRY,THENTHECUSTOMERGETLINKEDTOOTTOSWEBSITETHEVISITORAREREQUESTEDTOREGISTERASOURMEMBERANDLEAVETHEIREMAILADDRESSANDCOMPANYLOCATION,SOOTTOCANSENDELECTRICALBROCHURESTHROUGHMAILANDDIRECTFREECOOKIESTOTHEIRSITETHEREAREMANYOTHERWEBSITESANDMEDIAOTTOCANTAKECONSIDERATIONTOCARRY
28、ADSTHECOMMUNITYWEBSITESWHICHMANYLOCALPEOPLEWILLSHARETHEIREXPERIENCEONBUYINGANDSELLING,THEOFFICIALBLOGS,VIRTUALWORLDSITESSINCEMANYPEOPLEAREPLAYINGCOMPUTERGAMESINTHEIRSPARETIME,ANDOTHERTRADITIONALMEDIALIKETV,RADIO,MAGAZINESANDNEWSPAPERSWITHALLTHESEOPTIONS,OTTOHASTOCONSIDERTHEEMARKETINGBUDGETTOCHOOSEAT
29、LEASTONETRADITIONALANDONEINTERNETMETHODTOPUTADS33ONLINEAUCTIONSTHEONLINEAUCTIONISABUSINESSMODELISALLPARTICIPANTSWILLOFFERPRICEFORPRODUCTSANDSERVICESONTHEINTERNETUNLIKETHETRADITIONALAUCTIONWHICHISHELDONALOCATION,THEONLINEAUCTIONCANMAKEDEALOFBUYINGANDSELLINGTHROUGHAUCTIONSOFTWARESYSTEMWHICHWILLMEASURE
30、ALLTHEPRICESATARELATIVELYSHORTTIMETHEENGLISHAUCTIONANDDUTCHAUCTIONARETWODIFFERENTWAYSFORDIFFERENTKINDSOFPRODUCTSENGLISHAUCTIONSETSTHEINITIALPRICELOWANDWAITINGFORTHEHIGHESTPRICEBYTHEBIDDERSWHILEWITHADUTCHAUCTION,THEPRODUCTSTARTSATITS5HIGHESTPRICE,THEHOLDERWILLGIVEALOWERPRICEUNTILSOMEBIDDERACCEPT,WHIC
31、HISUSEDWHENFLOWERANDFRESHSEAFOODARETOBESOLDANDATPRESENTALMOSTALLONLINEAUCTIONSAREAPPLYINGTHEENGLISHAUCTIONMETHOD,THEMOSTFAMOUSONLINEAUCTIONISEBAY,ITHASENDLESSAMOUNTSTHECUSTOMERSWANTASTHEPREMIERONLINERESELLINGPLATFORM,EBAYISOFTENUSEDASAPRICEBASISFORSPECIALIZEDITEMSBUYERSANDSELLERSOFTENLOOKATPRICESONT
32、HEWEBSITEBEFOREGOINGTOFLEAMARKETSTHEPRICESHOWNONEBAYOFTENBECOMESTHEITEMSSELLINGPRICEITISINCREASINGLYCOMMONFORFLEAMARKETVENDORSTOPLACEATARGETEDADVERTISEMENTONTHEINTERNETFOREACHITEMTHEYARESELLINGONLINE,ALLWHILERUNNINGTHEIRBUSINESSOUTOFTHEIRHOMESTHISPAPERPREPARESTWOPLANSFOROTTO,FIRST,PROMOTECOMPANYBUYE
33、RSBYAUCTIONTOTHEINDIVIDUALCUSTOMERSFIRSTWEHOLDONLINEAUCTIONSONOURWEBSITEWITHASSISTANCEOFAUCTIONSOFTWARE,EVERYCUSTOMERCANBIDON100PIECESOFCOOKIESFORONEYEAR,THECOSTWILLBEATMOST50OFTHENORMALPRICEONTHEMARKETYOUCANCHOOSEANYCOOKIEATANYPRICEATANYTIMEOTTOMAYOFFER1000CHANCESANDALLTHEWINNERSCANGETTHECOOKIESINM
34、ARKETSWHICHWEWILLGIVEALISTATOURWEBSITEATTHESAMETIME,WEWILLADVERTISETHISPROMOTIONTHROUGHALLMEDIAS,THENTHECOMPANYBUYERSWANTTOBEINOURLISTANDGETOURCOOKIESIFTHEYWANTTHEWINNERSANDALLOTHERPOTENTIALCUSTOMERSTOBEKNOWNTHESECONDPLANISPARTICULARLYFORCOMPANYBUYERS,WEWILLINTRODUCEANEWPRODUCTWHICHAREMADEOFSPECIALM
35、ATERIALSANDCRAFTS,THROUGHALLTHEPROMOTIONWEMAKESURETHATALLCUSTOMERSAREVERYCURIOUSABOUTTHEPRODUCTTHENWESTARTANAUCTIONTOTHECOMPANYBUYERSONOURWEBSITE,THEHIGHESTBIDDERWILLGETTHECHANCETOHAVETHENEWESTCOOKIEINTHEIRSTOREFORONEWEEKINORDERTOATTRACTTHECUSTOMERSANDCOMPANYBUYERSWEWILLPROVIDETHEFIRST100CUSTOMERSFR
36、EECOOKIESEVERYDAYWITHALIMITEDQUANTITY34REDUCINGCOSTBYTENDERINGOTTOISTHESUPPLIERFORTHESUPERMARKETS,RETAILERSTORESANDOTHERBUYERS,BUTOTTOCANBEABUYERWHENITISCONSIDERINGABOUTTHEBUTTER,EGGSANDMACHINESWHICHWILLBEUSEDINTHEPRODUCTIONOTTOTRIESTOUNDERCUTITSCOST,SOTHECOMPANYCANUSEINTERNETTOREDUCEITOTTOWANTSTOMA
37、KESTRATEGYARRANGEMENTFORTHESUPPLIERSSTRUCTURE,WITHCONSIDERINGTHELONGTIMECOOPERATIONIFOTTOGOTMORETHANTWENTYBIDDERS,UNDERTHECONDITIONTHATALLTHECOMPANYAREWITHTHESAMEQUALITYWHICHWEREQUIREINTHETENDER,THEN,OTTONORMALLYANDUSUALLYWILLSELECTTHELOWESTBIDDERIFWEFINDOUTTHELOWESTBIDDERISINCOMPETENTTOPROVIDETHEPR
38、ODUCTWEREQUIRED,WEWILLGOTOTHEBIDDERWHICHHADTHENEXTBESTPRICETHENWECANMAKEATHREETOFIVEYEARCONTRACTWITHTHISBESTCOMPANYANDMAKESURETHATOURPRODUCTISOFGOODQUALITYANDREASONABLEPRICE,THENWEMAYHAVEMOREADVANTAGEWHENCOMPETINGWITHRIVALS35NOTICEONEMARKETINGFIRSTINMYOPINIONHAVINGANWEBSITESETISNOTMEANINGYOUHAVECOMP
39、LETEYOUR6JOBEMARKETINGISNOTJUSTHAVINGAWEBSITEANDWAITFORYOURCUSTOMERSTO“FINDOUT“INTHEWEBSITEOCEANANDWEBMARKETINGISNOTCONDUCTEDINAVACUUMWECANPUTITINOTHERWORDS,PUTTHATWEBSITEANDTIETHEWEBEFFORTTOYOUROTHERMARKETINGEFFORTSYOURUNIFORMS,PRODUCTS,COMPANYCARSANDSOONFOREXAMPLEIFYOUREGOINGTOHAVEBIKERELAYTHISSUN
40、DAYONTHEMAINSTREETORINTHECENTRALPARK,MAKESUREALLYOURPLAYERHAVEUNIFORMWITHYOURURLPRINTEDONITANDONALLTHECOLORFULFLAGSSECONDUNDERSTANDYOURGOALOFTHEWEBSITETHEPURPOSEOFYOURWEBSITEISTOHELPMARKETYOURWORKSHOP,YOURSERVICESANDPRODUCTS,YOURBANDFAME,SOITHINKTHEREARETWOTHINGSONTHETOPLISTTARGETINGTHERELEVANTAUDIE
41、NCEDIRECTLYANDTALKTOCUSTOMERSTOFINDOUTWHATTHEIROPINION,COMMUNICATEWITHTHEMINPERSON,THROUGHMAILORPHONELASTBUTNOTLEAST,MAKENECESSARYBUDGETFORMARKETINGANDGETTINGYOURSUPPORTFROMTHESENIORMANAGEMENTEMARKETINGISSOMETHINGTHATREQUIRESTIMEANDHARDWORKEVERYDAYANDREMEMBERBUDGETFORMARKETINGISNOTJUSTMONEY,BUTTIMEN
42、OTJUSTWORKONTHEWEB,BUTALLFORMSOFMARKETINGUNDERTHELINEASFORAMERICANPRESIDENTOBAMA,HISCAMPAIGNSSTRATEGICUSEOFTHEINTERNETPLAYEDANIMPORTANTROLEINWINNINGTHEELECTION,ANDPARTICULARLYONLINETOOLSSUCHASFACEBOOKTOCONNECTWITHHISSUPPORTERS,WECANSEETHEPOWEROFONLINETOOLS,WHICHISCONSISTEDOFUSINGASMANYASSOCIALNETWOR
43、KSANDMUTIMEDIACANMAKEYOURCOMPANYREALLYDIFFERENTINTHEFUTUREBUSINESSIVCONCLUSIONSIFATRADITIONALCOMPANYLIKEOTTOWANTSTODEVELOPINTHEFUTURE,ITMUSTADJUSTITSELFWITHTHETIMEWITHTHEBUDGETAPPROVEDBYTHESENIORMANAGEMENT,OTTOSHOULDMOVERIGHTNOWWITHOURSUGGESTIONSINTHISPAPERMAKEALLNECESSARYPREPARATIONSANDWITHMONEYAND
44、RESOURCESTORUNTHEWEBSITE,ANDMAKEPROMOTIONSBOTHONLINEANDOFFLINE,TAKEINTEGRATEDB2BSTRATEGIESCOMBINGTHETRADITIONALANDMODERNMEDIAS,ESPECIALLYITSOWNWEBSITEASFOROTTO,ITISSUCCESSFULWITHITSTRADITIONALSELLINGWITHTHEPERSONALSELLINGANDDISTRIBUTIONCENTERS,BUTWITHTHEEMARKETINGSTRATEGYTHROUGHTHEINTERNET,OTTOCANAT
45、TRACTNEWCOMPANYBUYERSANDMAINTAINGOODRELATIONSHIPWITHEXISTINGONES,WHILEREDUCECOSTWITHITSCOSTTHROUGHTHEONLINEAUCTIONANDTENDERINGOTTOWILLBEMORECOMPETITIVEINNATIONALANDINTERNATIONALCOOKIESINDUSTRY7译文标题现代市场营销分析资料来源供应链管理评论作者克莱曼本研究主要目的就是为目前的新型网络营销战略提供更多的战略帮助，首先奥多分析了网络营销的优点和局限，然后奥多描述在互联网的不同买家的行为模式，这些模式分析可以为
46、奥多的战略提供翔实的背景和依据。群体买家比个人买家更多的专业。很多群体目前都在独自建立集中网站，提供顾客以最新的产品和服务发展。同时，很多的公司目前通过查寻引擎和许多其他网站，传统和现代媒介投入广告。根据B2B理论，奥多认为类似的公司可以通过招标的互联网，减少它的费用和获取价格优势。1、绪论作为一家传统的贸易公司，奥多用奥多公司为例，来论述其营销方式的改变和一些战略的应用，因发展时间较长，在很长一段实践，奥多比较关注的是个人和直接购物体验，直到进入21世纪，奥多才发现电子商务时代的到来，势不可挡，而发展新型营销也就显得非常的重要，所以转型就非常重要，奥多的管理者们已经意识到了网上营销的重要性，
47、所以这个文章就是分析了奥多营销方式和模式的转变过程中一系列理论和实践问题。2、网上营销理论有报道声称顾客每个月在网上花费将近十亿元英镑，网上销售是英国所有零售的百分之六，使我们可以直观的了解网上营销为什么很重要。通过网络营销公司能使用数字技术帮助卖物品或服务。今天您能从电子邮件，有时它得到广告是病毒读RSS新闻，定购您的牙膏。广告导出都有，现在互联网是去市场的人有在他们的处置的成为的一个最多面的通信工具。互联网是直接的得到和全球性地容易接近的新闻。在当前美国，木星研究写了报道关于电子邮件营销消费将在2010年之前成长为十亿美元。毫无疑问，互联网是营销和销售战略一个重要的公司营销方法。互联网上，
48、由于信息交流是自由、平等、开放和交互，强调的是相互尊重和沟通，网上使用者比较注重个人体验和隐私保护。因此，企业采用传统的强势营销手段在互联网上展开营销活动势必适得其反，如美国著名AOL公司曾经对其用户强行发送EMAIL广告，结果招致用户的一致反对，许多用户约定同时给AOL公司服务器发送EMAIL进行报复，结果使得AOL的EMAIL邮件服务器处于瘫痪状态，最后不得不道歉平息众怒。网络软营销恰好是从消费者的体验和需求出发，采取拉8式策略吸引消费者关注企业来达到营销效果。B2B（BUSINESSTOBUSINESS），是指一个市场的领域的一种，是企业对企业之间的营销关系。电子商务是现代B2BMARK
49、ETING的一种具体主要的表现形式。它将企业内部网，通过B2B网站与客户紧密结合起来，通过网络的快速反应，为客户提供更好的服务，从而促进企业的业务发展。目前基于互联网的B2B的发展速度十分迅猛，据最新的统计，在本年初互联网上B2B的交易额已经远远超过B2C的交易额。2006年全球B2B电子商务市场的规模已经达到了58万亿美元，预计未来几年全球B2B的年增长率将会保持在45左右，2010年全球B2B电子商务市场的规模达到26万亿美元。面向制造业或面向商业的垂直B2B又可以称之为行业B2B。垂直B2B可以分为两个方向，即上游和下游。生产商或商业零售商可以与上游的供应商之间的形成供货关系，比如DELL电脑公司与上游的芯片和主板制造商就是通过这种方式进行合作。生产商与下游的经销商可以形成销货关系，比如CISCO与其分销商之间进行的交易。其中以中化网为首的网盛旗下网站成为行业B2B的代表网站，将垂直搜索的概念重新诠释，让更多生意人习惯用搜索模式来做生意圈，找客户。垂直B2B成本相对要低很多，因为垂直B2B面对的多是某一个行业内的从业者，所以，他们的客户相对比较集中而且有限。类似网站有ALIBABA,中国网库等。下面的数据能够很直观的让大家看到搜索引擎对于支持买家购买阶段行为的重要地位。整个购买流程中，在了解阶段，653的用户表示他们使
