網(wǎng)絡廣告戰(zhàn)略的調整【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設計設計）外文翻）外文翻譯題目：網(wǎng)絡廣告策略運用研究一、外文原文（一）標題：Interadvertisingstrategyalignment原文：IntroductionTheInterhashadaprofoundimpactonstrategicthinkingbecauseofitsabilitytochangeganizationalcoststructuresaltercommunicationpatte

2、rnswithcustomers.WhiletheInterisnotastrategyinitself(Pter2001)ithasbecomeanimptantconsiderationwhenfashioningstrategy.OneapplicationoftheInterthewebhasparticularimplicationsfthestrategiesofglobalbusinessesbecausewebsites

3、areaccessiblebyanyonewhohasawebbrowserirrespectiveoflocation.Thusglobalbusinessesshouldconsiderhowtheyaligntheirwebsitewithcpatestrategy.Sincethewebcanbeaninfluentialmediumfattractingretainingcustomers(Watsonetal.1998)it

4、iscriticaltoexaminetheconnectionbetweenwebadvertisingglobalstrategy.Inthisarticlewereviewthefundamentalglobalstrategiesthatcpationscanpursuethenempiricallyexaminetherelationshipbetweencpateglobalstrategywebadvertisingstr

5、ategy.Weconcludebyillustratingtherelationshipbetweencpatewebmanagementstrategies.InteradvertisingstrategiesfmultinationalganizationsAllfirmsfacethreestrategicchallenges:(1)demrisk(2)innovationrisk(3)inefficiencyrisk(Chil

6、d1987).Advertisingisoneofthemainapproachesfirmsemploytomanagedemriskbyraisingawarenessoftheirproducts.Inthe1990stheInteremergedasanewtoolfreachingconsumersitnowprovidesavarietyoftechnologies(e.g.thewebemail)finfluencingo

7、pinionswants.IndeedIntertechnologiesmarketingobjectivescanbeinterlacedtoincreasetheeffectivenessofafirm’sconsumerdirectedcommunications(Watsonetal.2000).ThusanInteradvertisingstrategyisconcernedwiththecreationplacementdi

8、stributionofelectronicmessagesthatwillbereadbyhaveaneffectonthoseconsumerswhomtheadvertisermostwantstoinfluence.Creationaswellasconsideringtraditionaladvertisingfacts(e.g.themessagetocommunicate)mustalsoembraceIntertechn

9、ologies(e.g.Flashmp3)thatpotentiallyinfluenceconsumers.Whenplacingadstheadvertisermustconsiderwhichmediumtouse(e.g.webversusemail)ifthewebischosenwheretoplacetheadonthepagefmaximumimpact(Loiaconoetal.2001).Distributionad

10、dresseswhichwebsiteselectronicmailinglistswillbeused..ArefunctionalitiesconsistentacrossnationalwebsitesFinallyquestionsinquiringabouttheimplementationofcustomerserviceincluded:.Is“buyingdelivering”atallpossiblefromthena

11、tionalwebsites.Arepaymentfacilitiesconsistentwithlocalcapabilities.IsalocaltelephonenumberavailableftransactionprocessingsupptAshtwriteupabouteachofthesixmultinationalwebsitesstudiedbyeachteamwasrequiredalongwithanalpres

12、entationontwoofthesites.DiscussionThegoalofadvertisingistodelivermessagesthatpositivelyinfluencecurrentprospectivecustomers.Giventhatadvertisinghassuchaninfluenceoncustomerscpationsspendconsiderabletimefundscreatingplaci

13、ngadvertisements.AssuchUSadvertisingexpenditureisaround$320billion(GreenElgin2001).Largecpationsinparticulartakecaretobuildbrsthatarerecognizablethroughoutthewld.Howeveritwouldappearthatmanyfirmshavenotfullyrealizedthepo

14、tentialofthecpatewebsiteasanadvertisingmedium.FtwothirdsofthecompaniesinoursamplethereisnoperfectalignmentbetweencpateInteradvertisingstrategy.Thereareseveralpossiblereasonsfthislackofconnection.Firstitcouldbethatthecpat

15、ewebsiteisnotseenaspartofacpation’soveralladvertisingstrategy.Itmaynotbeperceivedofasakeychannelfreachingcustomersbecauseinternaladvertisingexecutivesarestillfixatedontraditionalchannelsadvertisinglogic.Thustheseexecutiv

16、esmightthinkofInteradvertisingasplacingbanneradsonhightrafficwebptals(e.g.Yahoo!)donotthinkofadvertisingontheircpatewebsite.Giventhatmanycustomersarenowconditionedtogotocpatewebsitestolearnaboutproductsservicethiswouldbe

17、aseriousoversight.SecondcpationsmightnothavehadthetimeresourcestoaligntheircpateInteradvertisingstrategies.TheintroductionofIntertechnologyintomostcpationshasrequiredatremendousreallocationofresourcestocreateanInterprese

18、ncefirmintrapartnershipextras.ThescarcityofInterskillsparticularlybefetheflameoutmeantthatmanyinitiativeshadtobedelayedwebsitesareincomplete[2].SofexampleBetonmighthavedecidedthatgivenitsmanyrelationshipswithclothingmanu

19、facturersinNthernItalybuildinganextratosupptdataexchangeproductionintegrationmighthaveahigherreturnoninvestmentthaninvestinginacpatewebsite.Thirdsomefirmsmighthavedecidedthatthecpatewebsitedoesnothaveenoughimpactonitscus

20、tomerbasetojustifyanintegratedInteradvertisingstrategy.HSBCfexamplepossiblyrecognizesthatcpatecustomersarenotgreatlyinfluencedbyeitheritsglobalrelevantlocalwebsite.Bankingespeciallyatthecpatelevelhasastrongpersonalrelati