外文翻譯：韓都衣舍網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究

外文翻譯：韓都衣舍網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究

Popular Misunderstandings and Improvement Strategies for Network Marketing
Abstract. with the development of information technology, network marketing is active in the business of enterprises. However some enterprises have failed to grasp the network marketing because of the network marketing misunderstandings. This paper listed five misunderstandings of network marketing and gave the brief description of the causes. At the same time, it also put forward five improvement strategies to help some SMES (Small and medium-sized enterprises) out of the failure of network marketing.

Keywords: network marketing, SMES, misunderstandings, improvements.

1 Introduction
By the end of 2000, the volume of global e-commerce transaction reached nearly 200 billion dollars, especially in the Europe; E-commerce permeated each industr
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om the initial "diorama" to the marketing "barrel of a gun." During this period, through the method of combining theory and practice, numerous e*perts and scholars interpreted the definition of network marketing, pointed out the opportunities and challenges that network marketing may bring for the Chinese enterprises. and summarized successful factors from some domestic and international network marketing cases. There is no doubt that the prevalence of network marketing led SMES into spring. However, the “spring” is not perfect yet. Some companies seized the opportunity to earn a lot, but the others made fruitless efforts. So the paper is mainly about analyzing and e*ploring the reasons for the companies which have a loss on network marketing, and put forward some improvement strategies on the basis of previous studies.

3 The Concept and Misunderstandings of Network Marketing

With the development of electronic commerce, the majority of people described the network marketing as a new marketing method, which departs from the traditional theoretical foundation and makes the network marketing become the meretricious "face project”, so in order to truly understand the network marketing, enterprises still need to B2B (Back to Basic) [3]. Philip Kotler once said that marketing is a social process, through which the individuals and organizations can get what they need by production, supply and e*changing goods and services with others [4]. And network marketing makes use of the Internet tools and resources to promote the agreement of trade, and then obtains the materials they need. And with the improvement of the application of network marketing, its characteristic of low-cost, high-efficient and wide-cover is becoming more and more obviously, attracting numerous enterprises. However, due to the concept limitations, some of the people make mistakes in the awareness of network marketing and the actual operation, which is commonly known as "network marketing popular misunderstandings."

3.1 The First Misunderstanding: The Enterprise Taking Action Quickly Will Surpass the One Doing Slowly
Businessmen always emphasize a word — "fast”, which refers to seize the market before others. This is just a good marketing policy, but some Internet companies have been inspired by this and then put forward a new idea that the survival of the fastest. Unfortunately, this view has not withstood the test in historical changes. In fact, in the virtual market, the first-mover, of course, have the advantages of competition, but the efforts of the latecomer also can not be ignored. [3] As the first Chinese Internet services provider, the company of Yinweihai was hailed as the leader of the Chinese ISP industry, however, the ambitions of the company had been broken years because of its narrow profit model, immature marketing idea and imperfect management system and then the company became the fragments in C ……（未完，全文共21113字，當(dāng)前僅顯示3798字，請(qǐng)閱讀下面提示信息。收藏《外文翻譯：韓都衣舍網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究》）