中英文翻译资料--电子商务环境下的市场营销

哈尔滨商业大学毕业论文

北大仓君妃酒市场营销策略研究

学 生 姓 名 宋春雨 指 导 教 师 赵大伟 专 业 市场营销 学 院 工商管理学院

2012年6月6日

When marketing is mentioned, many think of the function as it relates to consumers. However, there is another side that is expected to blossom during the next decade – business-to business marketing. According to Business to Business’ “2007 Marketing Priorities and Plans” survey, marketing efforts will grow as business-to-business marketers increase budgets, do more business online, and try new technologies (Maddox, 2006). Respondents shared some of their goals for 2007, and the top three goals were customer acquisition (62.3% of the respondents), brand awareness (19.5%) and customer retention (11%).New market growth, product penetration, research and positioning the company as a thought leader were other goals listed in the survey. Although e-mail, search and Web casts were listed as still being important and worthy of some funding, web site development was the clear leader in getting the largest share of the online marketing budget. The survey also found that 67.7% of advertisers plan to launch new ad campaigns in 2007.

“Business-to-Business Marketing is a complex discipline that has become integral to selling products or services to business,industrial, institutional or government buyers” (Oliva, n.d., p. 1).

Many forecasters have predicted that this market can expect purchases to net several trillion dollars a year, which is why many are predicting that the growth will outpace Business-to-Consumer marketing. However, the marketing industry will respond accordingly by providing both markets with sufficient attention even though both have different focuses.

Business Marketing Versus Consumer Marketing

There are many differences between the two forms of marketing such as business marketing using shorter and more direct channels of distribution (Dwyer & Tanner, 2006), and consumer marketing aiming at larger demographic groups through mass media and retailers. In addition, the negotiation process is more personal between the buyer and seller in business marketing.

Business marketers tend to use direct mail and trade journals as the preferred method of advertising, and they only commit a small portion of their budgets to do so (Hull & Speh, 2001).

According to Oliva (n.d.), some of the unique features between the two methods are:

Business-to-Business (B2B) Marketing ? Transactions among and within value chains

? Value primarily determined by business economic use ? Small numbers of customers, many requiring personalized marketing, including customized products and prices

? Large customers with strong market power (a business’ customers tend to be its competitors)

? Diverse and varied customer types and customer needs ? Large unit transactions

? Complex and lengthy selling processes involving many players creating a demand decision chain

? Deeper partnerships with members of the value chain, including customers ? Channel management oriented up and down the supply chain

? Sales focused on key account management, and multiple purchasing influencers Business-to-Consumer (B2C) Marketing

? Transactions through the dealer to the end consumer ? Value determined by end-consumer perception ? Focus on brand management

? Large number of generally similar consumers ? Small transactions

? Linear selling process, usually of short duration ? Channel management oriented toward retail ? Sales activity focused on the end user

Business marketing’s foundation is based on building profitable,value-oriented relationships between two organizations and their workforces. Business marketers focus on a small number of customers by using sales processes that are large, complex and technical. Due to new marketing and communication technologies, B2B and B2C marketing efforts cross many industries. Business marketers must understand how the two methods work together in order to create and deliver value.

eCommerce Although Business-to-Consumer electronic commerce captures the attention of the industry, Business-to-Business electronic commerce is the format that is predicted to reap most of e-business activity. Business-to-Business eCommerce has exploded. This market became a trillion-dollar market by 2003, and was expected to have a 90% compound annual growth rate (Sprague, 2000). According to Sprague (2000), B2B e-commerce represents another revolution that is reshaping business relationships and is causing dramatic shifts in channel power as information and

communication imbalances disappear” (p.1). B2B eCommerce provides buyers and suppliers with value propositions that can lower transaction costs and increase the value obtained in business relationships. These value propositions provide opportunities for new players to enter the process of facilitating buyer and supplier adoption of eCommerce capabilities.

One of the most important objectives of B2B eCommerce is to change the cost and benefits of transactions. Kaplan and Garicano (2001) developed a framework that describes how B2B eCommerce can change transaction costs. The model presented five ways that this could be done, and they are:

? Changes in the processes.

B2B eCommerce can improve efficiencies by reducing the costs associated with existing business processes. Improvements may occur in two different ways. The first way is to reduce the cost of an activity that is currently being conducted (i.e. catalog orders being taken online versus by telephone or fax). The second way is to use the Internet to redesign the existing process (i.e. Autodaq creates online auctions for used cars without having to ship the cars to a physical auction). Each process improvement effort should be measured and evaluated to ensure that there are cost savings. This effort can be assessed by documenting the time and costs involved in both the existing process as well as the proposed process. The difference between the two is the savings from the process improvement.

? Changes in the nature of the marketplace.

Use of the Internet can (1) reduce a buyer’s cost of finding suppliers suppliers, (2) provide buyers with better information about product characteristics, and (3) provide better information about buyers and sellers.

? Changes in indirect effects of transaction cost reductions.

Better information about future demand through B2B e-commerce may allow a seller to improve its demand forecasts, and use that information to change its production decisions to better

match demand. As a result, a buyer may obtain better information about existing and future supplies and use the information to change its inventory decisions. Also, if the Internet is able to produce decreases in the costs of processing transactions in the market, fewer transactions may be processed inside organizations.

? Changes the degree of information imcompletenessSince buyers and sellers tend to not have the same information about a particular transaction, one or both