1、 1 外文翻译 原文 Internet-based B2B marketing trends in business Material Source:Industrial Marketing Management 31 (2002) 77-84 Author:Allen sharma In the market marketing, the application of the Internet has experienced a decade of revolution. Although the networks first growth wave occurred in the B2C
2、field, but B2B network transactions have larger space, expected to 2003 its e-commerce turnover will reach $800 billion - is five times the volume of B2C. In the first stage, using the Internet, by slashing the transaction cost, which greatly increased the market efficiency, this efficient in inform
3、ation domain embodied in (for example, sales data, manual), customer support (for example, faqs) and transaction. In the second stage, the enterprise attempts to improve the effectiveness of their transaction. Enterprise on enterprise marketing staff use the Internet, make the suppliers and customer
4、s, in order to improve the participation increase customer satisfaction and loyalty. Such as GE jet engine branch in the marketing process increase by using the Internet, has also increased significantly improve the efficiency and effectiveness of the process. The Internet on mobile is the value of
5、the survivability of generated. Because the Internet can be used to reduce internal organizational and organization of friction between the exchange, business marketing personnel can work better for its clients value. This paper thinks, the network is fundamentally changing and will continue to chan
6、ge, enterprise to enterprises marketing idea and practice. In this paper, the research submitted and his colleagues foundation, the significance of not using Internet technology will be significant. If business marketing personnel not capture emerging technologies such as in the Internet provide val
7、ue to value from their company will move. Value of the migration is an affect most industry for most of the problems. For example, at the beginning of this decade value migration small batch to mass production ford motor manufacturing. Also, gm captured value, and through the network to provide vari
8、ous enhance their market share in the car market. This document first study in the Internet and the Internet between enterprises, discusses development marketing the Internet will affect how peoples thinking and 2 enterprise between marketing practice. This paper thinks, the Internet will affect 43,
9、200 corresponding the customer as the center of the market, fixed cost corresponding variable costs, restricted areas corresponding broad zone and timelines, competition corresponding cooperation, etc. Meanwhile, about the meaning and value of the management of transition, will be discussed. Also, t
10、he future study direction discussion also throughout the article. 2 The Internet properties The Internet can break market thus instead. In essence, the Internet is a ubiquitous intelligence information platform. Enterprise using this flexible information platform, and to other enterprise and communi
11、ties to provide information and traded, sharing cost reduction results. 2.1 Information The Internets biggest influence is for information access. The Internet provides a vast amount of information, can the programming, to cope with Internet users need to visit the regulation or undecided. Therefore
12、, the Internet can be instantly to a companys employees, suppliers and customers to provide specific and detailed information. 2.2 Connections The Internet provides us with an immediate and continuous connection companys employees, suppliers and customers platform. The Internet is never closed, in t
13、his virtual world provide for the customer is always open business platform. Internet reduced standard time dependence, and encouraged cross time zone business relationship. 2.3 Community The Internet in the virtual world to create the community, sharing news and specific areas of expertise, and pro
14、vide business intermediary, including community business information members may attend,like P， V and U. 2.4 The deal Another advantage of the Internet, the enterprise can be completed 24 hours 3 trading. This increased marketing effect, and reduced the time and the traditional order are making mist
15、akes. Traditional order take usually involves multiple data input, increased the mistake. 2.5 Sharing to reduce costs Internet benefit is sharing eventually reduce costs. Enterprise through customer self-service automatic information system, reduce the interaction and transaction costs. Seller and b
16、uyer got the benefits of lower costs. 3 Enterprise network marketing process Enterprise to enterprise network marketing typically divided into five stages. These five stages is: information, knowledge, dialogue, determining relations and e-commerce. This section will walk discussed. Because the Inte
17、rnet marketing complexity stronger and order more, and thus requires a more advanced program mode. However, due to Internet marketing will tend to be more complex, out of respect for their complexity compensation, online business marketing will gain greater potential returns. This several stages of
18、the boundary is not very clear, but comparing fuzzy, but the companys development process is high expectations in the value direction. 3.1 Information At this stage, is the company to the customer (consumer) provide information process. Although sometimes can be customized products for users, but th
19、e customer is the main information the navigator. Customer visit this website, access to information, and can make some transactions. Between enterprises marketing is understand each other (the name and address, etc.) some of the transactions between these customers. However, information flow is mar
20、keters. Its customers the one-way. 3.2 Knowledge In the second stage, the enterprise began to collect its customers more information. Through the internal database and on its web site, the actual behavior on and try to collect customer business concerns be fond of, attribute, channel preferences, th
21、e buying cycle, etc. Usually, enterprise use customer relationship management (CRM) systems, to determine their customers 3d the relevant data. 4 3.3 Dialogue In the third stage, between enterprise marketing personnel started to use the Internet to two-way dialogue. May occur in those conversations
22、before trading after or transaction. For example, the enterprise marketing personnel can through the Internet allows customers to participate in product design. An E-mail system can be used to inform the customer new product launch. Service information can also provide customers through the network.
23、 The Internet instead of previously written letters and telephone conversation mode. 3.4 Relations The stage, after talks is to establish relations. At this stage, enterprise utilize the network through communication and interaction platform development and customer relationship. For example, some I
24、nternet service providers can according to a bank needs and customized offer for its all the relevant data. In this case, there is a formal or informal enterprise information system links. Wal-mart and p&g link together of the system, is also a demonstration. This system mainly displays in the area
25、sales violations in existing customer base, and play a role. 3.5 E-commerce E-commerce stage, is a company for the final stages of online transactions. In this stage, the enterprise through the Internet transactions, rather than by any other means. Commercial marketing using all system, to reduce th
26、e related transaction costs. And trade related repetitive costs continue to reduce, so as to improve the working efficiency and benefits. We put forward a ideal model. The model showed that information system is how it works. In such an environment, all departments within the organization, including
27、 the customer and supplier, sharing the same information platform. So can reduce costs, and reduce other inefficient factors such as cycle shorten, etc. Cisco in this principle, estimates that its website under management millions of dollars in cost reduced. Similarly, general electric power system
28、by using this principle, also reduces the cost, shorten the transaction cycles, and increase the customers satisfaction. Expected, most of the enterprise marketing for the company will tend to this type of information platform. This to electronic business model transformation, will promote the formi
29、ng of a common information platform, and this platform closely around the company and its suppliers of all functions. Such a by the network company, supplier 5 and customer tripartite composition organization, called “extended enterprise“ or “interlochen, will cause at rice“ this region enormous eco
30、nomic growth. Such “extended enterprise“ will greatly reduce friction “, and “exchange-rate enhance the enterprise the efficiency and benefits. 4 Conclusion Based on market demand gathered and the emergence of the Internet, this paper suggests commercial enterprise should use the Internet to develop
31、 marketing activities. Through the use of the Internet, the company will better meet the demand of customers. The network movement will influence the market B2B marketing activities and cost structure, position and efficiency and competition. If some business enterprise does not use the Internet, so
32、 the network value will be so far away from the company. 译文 基于互联网的企业 B2B营销趋势 资料来源： Industrial Marketing Management 31 (2002) 77-84 作者：阿伦夏尔马 在市场营销中，互联网的应用已经经历了 10 年的革命。虽然网络的第一次增长浪潮发生在 B2C的领域，但 B2B的网络交易具备更大的空间，预计到 2003年其电子商务的营业额将达 8000亿美元 -是 B2C交易额的 5倍。在第一阶段，利用互联网，通过大幅降低交易成本，极大地提高了市场效率。这种高效率体现在在信息域（例如
33、，销售资料、手册），客户支持（例如，常见问题）和交易。在第二阶段，企业试图提高其交易的有效性。企业对企业营销人员利用互联网，使供应商和客户参与 度 增 加，以提高客户满意度和忠诚度。如 GE的喷气发动机分公司通过在营销过程增加使用互联网，已明显提高了其效率和效益提高的过程。 互联网对移动的主动力是可生成的价值。由于在互联网上可以用来减少组织内部和组织之间存在的交换摩擦，业务营销人员可以更好地为其客户提供价值。本文认为，网络是从根本上改变，并将继续改变，企业对企业的营销思想和实践。本文的研究，提交了与他的同事们进行的基础。不采用互联网技术的意义将会显著。如果业务营销人员不会捕获新兴技术如在互联网
34、上提供的价值，价值就会从他们的公司迁移。价值的迁移是一个具有影响到 大多数行业的大多数时间问题。例如，在本世纪初价值迁移小批量走向大规模生产的福特汽车制造业。同样，通用汽车抓获的价值，并通过网络为客户提供各种增强他们在汽车市场中的市场份额。 该文献首先研究互联网以及在互联网上企业之间开展营销的情况，探讨互联6 网将如何影响人们的思维及企业之间进行的营销实践。本文认为，互联网将影响团购对应客户为中心的市场、固定成本对应可变成本、局限区域对应广大区域和时限、竞争对应合作等等。同时，关于管理的含义以及价值的转换，都将被讨论。还有，对未来研究的方向的讨论也贯穿于整篇文章中。 2 互联网 的性质 互联网
35、可以破坏掉市场从而取而代之。本质上，互联网是一个无处不在的智能信息平台。企业利用这个灵活的信息平台，向其他企业和社区等提供信息并进行交易，共享成本降低的成果。 2.1. 信息 互联网的最大 影响是 对信息的访问。 互联网提供大量的信息，可以对其进行编程，以应付互联网用户的规定或未定需要访问。 因此，互联网可以即时对一家公司的员工、供应商和客户提供具体和详细信息。 2.2连接 互联网向我们提供了一个即时和持续连接公司的员工、供应商和客户的平台。互联网是从来不关闭，在这个虚拟的世界中为客户提供始终是敞开的业务平台。互联网减少了规范的时间依赖，同时鼓励跨时区业务关系。 2.3. 社区 互联网在虚拟的
36、世界中创建社区，社区共享新闻和特定领域的专门知识。如P， V和 U，并提供商务中介信息，其中社区商业成员均可参加。 2.4. 交易 互联网的另一个好处是，企业可以完成 24 小时的交易。这增强了营销效果，同时减少了 时间和传统秩序正在产生的错误。传统秩序采取通常涉及多个数据输入，增加了错误。 2.5. 共享降低成本 互联网的好处是共享最终降低成本。企业通过客户自助服务的自动信息系统，减少互动和交易成本。买家和买家的都得到成本降低的好处。 3 企业间网络营销的过程 企业对企业网络营销一般分为五个阶段。这五个阶段是：信息、知识、对话、确定关系和电子商务。本节将一一予以阐述。因为互联网营销复杂性更强
37、，而且订单更多，因此就要求有一个更先进的程序模式。不过，由于网上营销更趋于复杂，出于对其复杂性的补偿，网上商业营销会获得更大的 潜在回报。这几个阶段的界限并不十分清晰，而是比较模糊的，但公司的发展进程是在朝着价值较高的预期方向发展。 3.1 信息 在这个阶段，是公司向顾客（消费者）提供信息的过程。虽然有时可以为用户量身定做产品，但客户是主要的信息导航员。顾客访问该网站，获取信息，并可以进行一些交易。企业之间的营销是彼此了解（姓名和地址等）的这些客户之7 间的一些交易。然而，信息流是营销商单向面向客户的。 3.2 知识 在第二阶段，企业开始收集其客户更多的信息。通过内部数据库和在其网站上的实际行
38、为，企业尝试收集客户有关和关切的喜好、属性、 渠道偏好、购买周期等。通常，企业使用客户关系管理（ CRM）系统，来三维测定他们的客户的有关数据。 3.3 对话 在第三阶段，企业之间营销的人员开始利用互联网进行双向对话。这些对话可能发生在交易前或者交易后。例如，企业营销人员可以通过互联网让客户参与产品的设计。一个电子邮件系统可以是用来告知客户新产品的推出。服务信息也可以通过网络提供给客户。互联网代替了以往的书面信件和电话交谈方式。 3.4 关系 对话之后的阶段，是确立关系。在这个阶段，企业利用网络通过沟通和互动平台发展与客户的关系。例如，一些互联网服务商可 以根据一个银行需要和定制为其提供所有的
39、有关数据。在这种情况下，有一个正式或非正式的企业的信息系统所链接。沃尔玛和宝洁公司链接在一起的系统，也是一个实证。这个系统主要表现在违规的越区销售，并在现有客户群中发挥作用。 3.5 电子商务 电子商务的阶段，是一个公司进行网络交易的最后阶段。在这个阶段，企业通过互联网进行交易，而不是通过任何其他方式进行。商业营销利用所有系统，以减少相关的交易成本。与交易相关的重复成本不断 降低，从而提高了工作效率和效益。我们提出了一个理想的模型 。该模型显示信息系统是如何运作的。在这种环 境下，组织内的所有部门，包括客户和供应商，共享同样的信息平台。这样可以降低成本，并减少其他低效因素如循环周期缩短等。思科
40、公司在这一原则下管理其网站，估计降低了数百万美元的成本。同样，通用电气动力系统公司运用此原则，也降低了成本，缩短了交易周期，并提高了客户的满意度。 预计，大部分面向企业进行营销的公司将倾向于这种类型的信息平台。这种向电子商务模型的转变，将促进形成一个共同的信息平台，这个平台紧紧围绕该公司及其供应商的所有职能。这样一个由网络公司、供应商和客户三方组成的组织，被称为“延伸企业”或“因特普赖斯” ，将引起该区域巨大的经济增长。这样的“延伸企业”将极大地减少“汇率摩擦”，并提高企业的效率和效益。 4 结论 基于市场需求的聚集和互联网的出现，本文建议商业企业应利用互联网开展营销活动。通过利用互联网，公司将更好地满足客户的需求。这一网络运动必将影响 B2B 市场营销活动中的市场、成本结构、地位以及效率和竞争。如果一些商业企业不使用互联网，那么网络的价值将远离该公司。
