中英文对照外文翻译network marketingPeter KenzelmannAbstract:Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network management marketing planning SME.work Marketing TheoryNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closelyrelated to the computer network there are three types: the Internet, Extranet and Intranet.the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-commerce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.4.Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods.5.The network marketing existence question of enterprises5.1. The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessednetwork store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.5.3. The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise networkmarketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and theestablishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small andmedium-sized enterprises shall be the means and the traditional marketing strategy of combined, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of combining according to company's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 2007网络营销摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。