網(wǎng)絡(luò)廣告戰(zhàn)略的調(diào)整

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：網(wǎng)絡(luò)廣告策略運(yùn)用研究一、外文原文（一）標(biāo)題：internet advertising strategy alignment原文：introductionthe internet has had a profound impact on strategic thinking because of its ability to change organizational cost structures and alter communication patterns with customers. while the internet is not a strateg

2、y in itself (porter, 2001), it has become an important consideration when fashioning strategy. one application of the internet, the web, has particular implications for the strategies of global businesses because web sites are accessible by anyone who has a web browser, irrespective of location. thu

3、s, global businesses should consider how they align their web site with corporate strategy. since the web can be an influential medium for attracting and retaining customers (watson et al., 1998), it is critical to examine the connection between web advertising and global strategy. in this article,

4、we review the fundamental global strategies that corporations can pursue and then empirically examine the relationship between corporate global strategy and web advertising strategy. we conclude by illustrating the relationship between corporate and web management strategies. internet advertising st

5、rategies for multinational organizationsall firms face three strategic challenges:(1) demand risk;(2) innovation risk; and(3) inefficiency risk (child, 1987).advertising is one of the main approaches firms employ to manage demand risk by raising awareness of their products. in the mid-1990s, the int

6、ernet emerged as a new tool for reaching consumers, and it now provides a variety of technologies (e.g. the web and e-mail) for influencing opinions and wants. indeed, internet technologies and marketing objectives can be interlaced to increase the effectiveness of a firms consumer directed communic

7、ations (watson et al., 2000). thus, an internet advertising strategy is concerned with the creation, placement, and distribution of electronic messages that will be read by, and have an effect on, those consumers whom the advertiser most wants to influence. creation, as well as considering tradition

8、al advertising factors (e.g. the message to communicate), must also embrace internet technologies (e.g. flash and mp3) that potentially influence consumers. when placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chosen, where to place the ad on

9、 the page for maximum impact (loiacono et al., 2001). distribution addresses which web sites and electronic mailing lists will be used.much of the attention related to internet advertising has focused on the placement of advertisements on third-party web sites where the market is estimated to be $9.

10、7 billion, about three percent of total advertising (green and elgin, 2001). however, this approach ignores a companys use of its web site to advertise its products. for many firms, the web site has become a major venue for communicating with, and influencing, customers. in many cases, it is the def

11、ining image of the firm because it has become a dominant channel of interaction (watson et al., 1998). thus, the design and content of the corporate web site are key elements of internet advertising strategy. given the increasing importance of the corporate web site as an advertising medium, a key o

12、rganizational issue is: how does the internet advertising strategy align with the corporate strategy?the global nature of the internet is a highly pertinent and unique element of this channel that has a particular influence on advertising strategy. no other advertising medium (e.g. television, radio

13、, newspaper) is unreservedly global. a firms web site is automatically visible to all customers with web access no matter where they are located. it can influence consumers everywhere, whether or not the firm so intends. hence, global firms should explicitly examine the relationship between their co

14、rporate and internet advertising strategies, because most customers would expect a linkage between the two. imagine the dissonance that could occur in a customers mind when the web site and local advertising are at variance. using the corporate web site as a surrogate for a firms internet advertisin

15、g strategy, we investigate the degree of alignment between corporate and internet advertising strategy.methodologydata were collected in the fall of 2001, using mba students registered for a class entitled “globalization and it”. students were grouped into teams of two or three people, for a total o

16、f ten teams. eight of these teams included at least one international student. each team assessed six web sites from a pool of 20 multinational enterprises. more particularly, the internet strategy of each web site was evaluated according to rugmans (2001) framework: the web site was reflective of e

17、ither an integration strategy, a national responsiveness strategy, or a transnational strategy. criteria examined during this assessment included, but were not limited to, the language capabilities on the web site, the relationship between the corporate and national web sites, and the implementation

18、 of customer service. while examining the language capabilities of the web site, students asked:. is the entire web site translated, or just specific pages?. is the translation correct and effective?. can customers be serviced in their own language?. is the site culturally sensitive?the relationship

19、 between the corporate and national web sites was investigated through the following questions:. are the national web sites accessible directly through their own url or is there a need to use the corporate url?. are national web sites accessible through appropriate search engines and portals?. is th

20、ere a similar look and feel across the national web sites?. are functionalities consistent across national web sites?finally, questions inquiring about the implementation of customer service included:. is “buying and delivering” at all possible from the national web sites?. are payment facilities co

21、nsistent with local capabilities?. is a local telephone number available for transaction processing and support?a short write-up about each of the six multinational web sites studied by each team was required, along with an oral presentation on two of the sites. discussionthe goal of advertising is

22、to deliver messages that positively influence current or prospective customers. given that advertising has such an influence on customers, corporations spend considerable time and funds creating and placing advertisements. as such, us advertising expenditure is around $320 billion (green and elgin,

23、2001). large corporations, in particular, take care to build brands that are recognizable throughout the world. however, it would appear that many firms have not fully realized the potential of the corporate web site as an advertising medium. for two thirds of the companies in our sample, there is n

24、o perfect alignment between corporate and internet advertising strategy. there are several possible reasons for this lack of connection.first, it could be that the corporate web site is not seen as part of a corporations overall advertising strategy. it may not be perceived of as a key channel for r

25、eaching customers, because internal advertising executives are still fixated on traditional channels and advertising logic. thus, these executives might think of internet advertising as placing banner ads on high-traffic web portals (e.g. yahoo!) and do not think of advertising on their corporate we

26、b site. given that many customers are now conditioned to go to corporate web sites to learn about products and service, this would be a serious oversight.second, corporations might not have had the time or resources to align their corporate and internet advertising strategies. the introduction of in

27、ternet technology into most corporations has required a tremendous reallocation of resources to create an internet presence, firm intranet, and partnership extranets. the scarcity of internet skills, particularly before the flameout, meant that many initiatives had to be delayed and web site

28、s are incomplete2. so, for example, benetton might have decided that, given its many relationships with clothing manufacturers in northern italy, building an extranet to support data exchange and production integration might have a higher return on investment than investing in a corporate web site.t

29、hird, some firms might have decided that the corporate web site does not have enough impact on its customer base to justify an integrated internet advertising strategy. hsbc, for example, possibly recognizes that corporate customers are not greatly influenced by either its global or relevant local w

30、eb site. banking, especially at the corporate level, has a strong personal relationship element and a web site has little persuasive impact.thus, while we can make a sound case for alignment of corporate and internet advertising strategy, we can also suggest potential reasons explaining why such an

31、alignment might not have yet taken place and why misalignment is relatively common. nevertheless, the compelling rationale for alignment of functional strategies with corporate strategy suggests a long-term convergence of internet advertising and corporate strategy. thus, what are needed are some to

32、ols for organizations to decide how to achieve this alignment.the quality of a web site is determined by four key factors:(1) ease of use;(2) usefulness;(3) entertainment; and(4) complementarity (loiacono, 2000).it must be easy to navigate and readable, have the information visitors require, be aest

33、hetically appealing, have a positive emotional impact, and allow the visitor to perform most, if not all, transactions with the firm. for the purposes of simplifying the analysis, we further reduce web site issues to those of design (ease of use, entertainment, and functionality) and content (useful

34、ness of information). design and content can either be handled locally (i.e. headquarters for a country) or globally (global headquarters for the firm). as such, the elements of design, such as the overall look and feel of the web site (e.g. navigation icons, placement of the corporate logo), and ge

35、neral functionality (e.g. support for online ordering or parcel tracking) can be decided by corporate or each nation. similarly, the content can be created by corporate headquarters, with appropriate translation, or created locally. this combination of choices results in four web site strategies for

36、 multinationals (see table vii).conclusionwhen firms realize that their web site can be a significant medium for interacting with present and prospective customers, they should also recognize that internet advertising is an integral element of corporate advertising strategy. a direct consequence of

37、this acknowledgment should be the realization that a firms collection of web sites must reflect corporate goals. the need for functional areas to align with corporate goals is well established. in particular, multinationals, which arguably face the most complex organizational environment, need to be

38、 especially concerned with alignment because of the size and geographic spread of their operations. this research indicates that for multinationals, a misalignment between corporate strategy and internet advertising strategy was reasonably common. the newness of the web, at the time data were collec

39、ted, may not have given corporations sufficient time to both recognize the role of the web in advertising and implement internet advertising strategies that are aligned with corporate goals. it is likely that, since our research was conducted, corporations now take greater advantage of internet adve

40、rtising. it remains to be seen, however, whether they do a better job of aligning their internet advertising strategy with their corporate strategy. for those organizations seeking alignment, we offer a tool (see table vii) that enables them to recognize how they should handle design and content mat

41、ters for the combination of corporate and national web sites.our research has certain limitations. first, the subjective process that we relied on to assess each web sites strategy forced us to disregard 25 percent of the cases in our initial sample. this percentage is relatively high, and more prec

42、ise guidelines on classifying a strategy might have increased the level of agreement. of course, it might also be the case that a hybrid strategy led to a lack of agreement among the judges. also, it is possible that an organizations country of origin might have influenced its web site design. simil

43、arly, an organizations product line (or type of service offered) may have an impact on the design of its web site. both of these factors (cultural origin and type of product/service) have been acknowledged as important in prior literature (e.g. simeon, 1999; okazaki and rivas, 2002), and should thus

44、 be considered in future research, which would also require larger samples in order to control for these factors.the larger issue, which we may well address in future work, is whether alignment of corporate and internet advertising strategies leads to superior performance. this is the overarching qu

45、estion that research on the alignment of these two strategies should ultimately address. we believe that our initial work lays a foundation for addressing this fundamental question.出處：marie-claude boudreau and richard t. watson internet advertising strategy alignment j. internet research vol. 16 no.

46、 1, 2006 pp. 23-37二、翻譯文章標(biāo)題：網(wǎng)絡(luò)廣告戰(zhàn)略的調(diào)整譯文：簡(jiǎn)介：網(wǎng)絡(luò)由于能夠改變組織的成本結(jié)構(gòu)和與客戶的通信模式從而對(duì)其戰(zhàn)略思維能力有著深遠(yuǎn)的影響。盡管網(wǎng)絡(luò)本身不是一個(gè)戰(zhàn)略（波特，2001），但在制定戰(zhàn)略計(jì)劃時(shí)它已日益成為一個(gè)重要的考慮因素。作為應(yīng)用程序的網(wǎng)絡(luò)，對(duì)企業(yè)的全球化有著深刻的戰(zhàn)略意義，因?yàn)榫W(wǎng)站無(wú)論地點(diǎn)都能夠被任何擁有網(wǎng)絡(luò)瀏覽器所訪問(wèn)。因此全球企業(yè)應(yīng)該考慮如何使用它們的網(wǎng)站，使其與企業(yè)戰(zhàn)略相輔相成。由于網(wǎng)絡(luò)是一個(gè)能夠吸引，留住客戶具有影響力的媒介（沃特森等，1998），其關(guān)鍵是要檢查要網(wǎng)絡(luò)廣告和全球戰(zhàn)略的聯(lián)系。在這篇文章中，我們關(guān)注探討了企業(yè)憑借經(jīng)驗(yàn)追求其全球戰(zhàn)略與

47、網(wǎng)絡(luò)廣告的關(guān)系的基本戰(zhàn)略。最后，我們說(shuō)明了有關(guān)企業(yè)和網(wǎng)絡(luò)之間關(guān)系的管理策略。對(duì)于所有跨國(guó)公司而言其網(wǎng)絡(luò)廣告策略主要受到三個(gè)方面的戰(zhàn)略挑戰(zhàn)：（1）需求風(fēng)險(xiǎn)（2）創(chuàng)新風(fēng)險(xiǎn)（3）效率低下的風(fēng)險(xiǎn) 廣告是企業(yè)主要的一種通過(guò)對(duì)風(fēng)險(xiǎn)管理需求的了解改變來(lái)提高人們對(duì)其產(chǎn)品認(rèn)識(shí)的方法。在二十世紀(jì)九十年代中期，互聯(lián)網(wǎng)作為能夠接觸消費(fèi)者的新的傳播工具的出現(xiàn)，并且現(xiàn)在提供了一系列的技術(shù)方式(如網(wǎng)頁(yè)技術(shù)以及電子郵件)來(lái)影響消費(fèi)者的意見和需求。事實(shí)上，網(wǎng)絡(luò)技術(shù)和營(yíng)銷目標(biāo)能夠隔行增加公司針對(duì)消費(fèi)者的溝通效果。（watson等。，2000）因此，網(wǎng)絡(luò)廣告戰(zhàn)略所關(guān)注的是有關(guān)創(chuàng)造，位置和電子分布的信息能夠被那些企業(yè)最想去影響的客戶

48、所讀取從而產(chǎn)生影響。創(chuàng)造，同時(shí)要考慮到傳統(tǒng)的廣告因素（如信息交流），也必須依靠互聯(lián)網(wǎng)技術(shù)（如flash和mp3）來(lái)潛在的影響消費(fèi)者。當(dāng)放置廣告時(shí)，廣告商必須考慮使用哪種媒介（比如電子郵件和web），如果選擇了網(wǎng)絡(luò)，就有考慮什么地方產(chǎn)生的影響為最大（洛亞科諾廣告等，2001）。分配地址的網(wǎng)站和電子郵寄名單將被使用。許多有關(guān)網(wǎng)絡(luò)廣告的注意力都集中在將網(wǎng)絡(luò)廣告安置在第三方網(wǎng)站上，這一市場(chǎng)上擁有價(jià)值97億元約占總數(shù)四分之三的廣告（格林和埃爾金，2001）。然而，這種方法忽略了公司利用其網(wǎng)站宣傳其產(chǎn)品的功效。對(duì)許多公司來(lái)說(shuō)，網(wǎng)站已經(jīng)成為影響及與客戶溝通的主要場(chǎng)所。在許多案例中，隨著網(wǎng)站成為主要互動(dòng)的渠道

49、，網(wǎng)站日益成為公司的標(biāo)志性形象（沃特森等，1998）。因此，企業(yè)網(wǎng)站的設(shè)計(jì)和內(nèi)容是網(wǎng)絡(luò)廣告戰(zhàn)略的關(guān)鍵要素。鑒于廣告媒介的定位增加了企業(yè)網(wǎng)站的重要性，關(guān)鍵的組織問(wèn)題是：如何使網(wǎng)絡(luò)廣告戰(zhàn)略配合企業(yè)戰(zhàn)略。網(wǎng)絡(luò)的全球性使其有一個(gè)獨(dú)特的方式來(lái)深層次的對(duì)廣告策略產(chǎn)生影響。通常其他的廣告模式（如電視，廣播，報(bào)紙）并不是全球性的。一個(gè)公司的網(wǎng)站通常能夠被位于各地的消費(fèi)者成功的訪問(wèn)。它能對(duì)消費(fèi)者產(chǎn)生各方面的影響，不論公司是否如此期望。因此，跨國(guó)公司必須明確檢查其與網(wǎng)絡(luò)廣告戰(zhàn)略的關(guān)系，因?yàn)榇蟛糠窒M(fèi)者會(huì)期望了解這兩者之間的聯(lián)系。試想一下，可能發(fā)生在消費(fèi)者心中由于網(wǎng)絡(luò)廣告和本地廣告的差異而引起的變化。使用企業(yè)網(wǎng)站來(lái)

50、作為網(wǎng)絡(luò)廣告策略的一個(gè)手段，根據(jù)我們調(diào)查的程度發(fā)現(xiàn)企業(yè)和網(wǎng)絡(luò)廣告策略的聯(lián)系。方法： 我們?cè)?001年秋天收集的數(shù)據(jù)，主要使用了一個(gè)由mba學(xué)生登記注冊(cè)的名為“全球化和信息技術(shù)”項(xiàng)目的數(shù)據(jù)。學(xué)生們被分成2到3個(gè)人為一組的小隊(duì)，總共為十個(gè)小組。其中至少8個(gè)小組中至少包含一名國(guó)際學(xué)生。每個(gè)小組分別評(píng)估一組來(lái)自20多個(gè)不同國(guó)家的企業(yè)網(wǎng)站。更具體的說(shuō)，每個(gè)網(wǎng)站的網(wǎng)絡(luò)戰(zhàn)略的評(píng)估是根據(jù)拉格曼（2001）的框架：網(wǎng)站反映了一個(gè)整合戰(zhàn)略，一個(gè)國(guó)家的反應(yīng)戰(zhàn)略，或跨國(guó)經(jīng)營(yíng)戰(zhàn)略。在這次評(píng)估審查的內(nèi)容標(biāo)準(zhǔn)包括,網(wǎng)站的語(yǔ)言，公司網(wǎng)站與國(guó)家網(wǎng)站間的關(guān)系，乃至網(wǎng)站客戶服務(wù)的執(zhí)行，但也并不局限與此。當(dāng)評(píng)估網(wǎng)站的語(yǔ)言能力是，學(xué)生

51、們問(wèn)道：是整個(gè)網(wǎng)站都能提供翻譯，亦或是只在特定的網(wǎng)頁(yè)？翻譯是否準(zhǔn)確有效？客戶是否能使用自己的母語(yǔ)當(dāng)其瀏覽網(wǎng)頁(yè)時(shí)？網(wǎng)站文化是否敏感？公司與全國(guó)性網(wǎng)站的關(guān)系主要通過(guò)以下問(wèn)題進(jìn)行研究：全國(guó)性網(wǎng)站是可以直接通過(guò)自己的網(wǎng)址還是需要使用企業(yè)網(wǎng)址？能否通過(guò)合適的搜索引擎來(lái)和門戶網(wǎng)站來(lái)成功訪問(wèn)全國(guó)性的網(wǎng)站？在全國(guó)范圍內(nèi)是否有類似外觀的網(wǎng)站？跨國(guó)網(wǎng)站的功能是否一致？最后，評(píng)估客戶服務(wù)的問(wèn)題包括：購(gòu)買和支付職能是否能在所有跨國(guó)網(wǎng)站得到支持？是否有提供支付設(shè)施相適應(yīng)的本地能力？是否有一個(gè)本地電話號(hào)碼來(lái)進(jìn)行事務(wù)處理和支持服務(wù)？每一個(gè)小組被要求寫一篇簡(jiǎn)短的報(bào)告關(guān)于他們所審查的6個(gè)國(guó)家的網(wǎng)站，同時(shí)針對(duì)其中的兩家進(jìn)行口頭的

52、介紹。討論：廣告的目的是向當(dāng)前或者潛在客戶提供能對(duì)其產(chǎn)生積極影響的消息。由于廣告對(duì)客戶有著巨大的影響，使得企業(yè)需要花費(fèi)大量的時(shí)間和資金創(chuàng)作和刊登傳播廣告。因此，美國(guó)的廣告開支約為3200億美元（格林和埃爾金，2001）。大公司，特別注意在全球范圍內(nèi)打造其品牌。然而，如此看來(lái)，許多公司并沒(méi)有完全認(rèn)識(shí)到作為廣告媒介的網(wǎng)站的潛力。對(duì)于我們樣本之中的三分之二的公司，并不存在關(guān)于企業(yè)與其網(wǎng)絡(luò)廣告戰(zhàn)略之間完美的一致。這其中有幾種這一聯(lián)系缺乏的可能原因。首先，可能是企業(yè)網(wǎng)站并不被看成是企業(yè)整個(gè)廣告戰(zhàn)略的一個(gè)組成部分。它可能并沒(méi)有被視為是一個(gè)與客戶聯(lián)系的重要渠道，因?yàn)閮?nèi)部的廣告高管仍然迷戀傳統(tǒng)廣告渠道和廣告邏輯。因?yàn)?，這些人認(rèn)為作為網(wǎng)絡(luò)廣告的橫幅廣告應(yīng)該放置在高流量的門戶網(wǎng)站（如雅虎），而不是公司自己的網(wǎng)站。鑒于許多客戶現(xiàn)在更多的考慮去公司的網(wǎng)站來(lái)了解其產(chǎn)品和服務(wù)，將公司網(wǎng)站作為網(wǎng)絡(luò)廣告的一個(gè)手段的漠視是一個(gè)嚴(yán)重的疏忽。其次，公司可能沒(méi)有足夠的時(shí)間或資源，來(lái)協(xié)調(diào)企業(yè)目標(biāo)與網(wǎng)絡(luò)