中国新鲜农产品的网络营销外文翻译资料

中国新鲜农产品的网络营销

摘要：介绍了生鲜农产品网络营销的内涵，分析了开展中国生鲜农产品的C2C市场的基础。基础主要涉及电子商务的发展，从转变消费观念，生活方式的改变，我国农业生产的特点。方法中国的新鲜的水果和蔬菜的C2C市场的发展现状和面临的困境，包括农村网络基础设施建设不完善，专业人才不足的生鲜农产品网络营销，农产品质量参差不齐，不成熟的物流系统中存在的不确定性，新鲜农产品和政府保障体系不健全的C2C市场所面临的困难，指出了。最后，阐述了我国生鲜农产品网络营销对C2C模式的基础上的发展趋势。

关键词：C2C，新鲜的农产品，网络营销，中国

随着互联网技术的飞速发展，对网络营销已经成为人们日常生活的重要组成部分。电子商务的C2C模式的应用开辟了一个品牌在中国的新鲜农产品市场的新渠道。本文首先介绍了生鲜农产品网络营销的内涵。然后，在介绍中国发展生鲜农产品网络营销的背景基础上，淘宝网的发展现状销售的农产品进行了探讨。指出面临的挑战模式和中国模式的发展趋势进行了分析。

1内涵的C2C网络营销的新鲜农产品

生鲜农产品是指由农业部门的生产没有被处理或被微加工的产品。生鲜农产品不可常温保存，包括蔬菜，水果，肉类和水产品。新鲜的农产品主要有动物和植物产品，所以他们很容易坏，很难商店有季节性，周期性和地理特征。生鲜农产品在中国地区的运输是物流的传统方式，以批发商为核心，依托批发市场和农贸市场。

The C2C e- commerce is the e- commercial trade mode from consumer to consumer． It provides an on- line transaction platform to let the buyers to choose products on line and the sellers to supply goods to sell． The monitoring data from DC-CI Netmonitor shows that the C2C e- commerce is widely ac-cepted by the masses． The population who accepts e- com-merce，has increased from 0．162 billion in 2008 to 0．196 billion in 2009，with the increase rate of 20．6%．

C2C电子商务的电子商业贸易方式从消费者到消费者。它提供了一个在网上交易平台，让购房者选择的产品线和卖家出售商品的供应。dc-ci NetMonitor监测数据显示，C2C电子商务广泛接受群众的。谁接受电子商务的COM的人口，已从162000000的2008增加到196000000和2009，增长率为20.6%。

The specific steps of applying C2C e- commerce to fresh agricultural products are as follows． Firstly，rural households register a virtual shop on the third party transaction platform(for example Taobao． com)． Secondly，rural households release the crops，the breeding situation of poultry，quality survey report to the platform to let the consumers to consult the information of agricultural products． Thirdly，the consumers can order or purchase the agro- products by paying them through the third-party platform (such as Alipay)，and then the rural households will send the fresh agricultural products to consumers through logistics companies or delivering by themselves．

C2C电子商务应用新鲜农产品的具体步骤如下。首先，农户第三方交易平台上注册一个虚拟商店（例如淘宝）。其次，农村家庭释放的作物，家禽养殖现状，质量调查报告的平台，让消费者向农产品信息。第三，消费者可以订购或购买农产品支付他们通过第三方平台（如支付宝），然后农户将生鲜农产品的消费者通过物流公司或提供自己。

2.运用C2C电子商务背景下鲜活农产品

Traditional marketing of fresh agricultural products is restricted by time and space and the principal way is the direct transaction in agricultural market． With the advent of network times，the transaction model of fresh agricultural products on the basis of B2B and B2C e- commercial modes has obtained rapid growth． The network marketing of fresh agricultural products，supported by network technology，relies on the websites of fresh agricultural products industry，websites of enterprises， websites of agricultural information of governments at various levels to realize the on- line trade negotiation and out- line deal and payment． In recent years，the C2C e- commerce mode on the basis of on- line retailer，has entered people daily life． The following aspects can explain the application and launch of the network marketing．

鲜活农产品传统营销是通过时间和空间的主要途径是农业市场的直接交易的限制。随着网络时代的到来，对商对商和商对客E -的基础上的新鲜农产品交易模式的商业模式已经得到了快速的增长。生鲜农产品网络营销，网络技术支持，依赖于新鲜农产品行业的网站，网站的企业，各级政府的农业信息，实现对网上贸易谈判和网上交易和付款的网站。近年来，C2C电子商务模式的基础上，对在线零售商，已进入的人日常生活。以下几个方面可以说明网络营销的应用和发射。

2．1 The development of e- commerce With the development of modern information technology and the improvement of network environment，the e- commerce dominated by on- line marketing develops rapidly． China is a traditional granary country and agriculture is the basis of its national economy，the rapid growth of e- commerce has greatly promoted the development of agricultural products． In the past， the lagged information was always the bottleneck for the marketing of agricultural products．But nowadays，by using the e- commerce，the supply and demand information of agricultural products can be obtained timely，which is conducive to cutting transaction costs and improving efficiency． The internet allows the supply party and the demand party to convey their information timely． In the past，the seasonal， geographic nature and easy to go bad feature of agricultural products caused numerous difficulties in the marketing of agricultural products． But at present，the rapid and convenient channel of e- commerce can address these problems promptly ．

2.1发展电子和现代信息技术的发展和网络环境的改善，电子商务，电子商务以对在线营销发展迅速。中国是一个传统的粮仓的国家，农业是国民经济的基础，电子商务的快速增长，极大地促进了农产品发展。在过去，落后的信息总是为农产品营销的瓶颈。但现在，利用电子商务，农产品供求信息可以得到及时的，有利于降低交易成本，提高效率。互联网让供给方和需求方传达他们的信息及时。在过去，季节性，地域性和易走农产品不良特征造成的农产品营销的重重困难。但目前，快速、便捷的通道EL电子商务能够及时解决这些问题。

2．2 The change of consumption idea In the past，people holds the traditional transaction habit of ' observing，touching，listening and tasting' ，so they thought the network marketing was virtual and without credibility and they preferred to face to face trade even it took more time and energy． With the rapid development of internet times，people began to know the internet． The 27th Statistical Report on the Developmental Status of Chinese Network issued by Chinese Internet Network Information Center shows that by the end of January ， 2010，the number of netizens in China has achieved 0．457 billion， 7．330 million more than that in the end of 2009． Notably，the on- line consumers have the annualized growth of 48．6%， which is rapidest growth of application of internet． It indicates that more economic activities will enter the internet times．

2.2，消费观念的转变在过去，人们持有传统的交易习惯的观察，触摸，聆听、品味”，所以他们认为网络营销是虚拟的，没有信誉，他们更喜欢面对面交易甚至花了更多的时间和精力。随着网络时代的飞速发展，人们开始要知道互联网。对中国网络发布的中国互联网络信息中心显示，截至一月，2010年底的发展状况第二十七统计报告，中国的网民数量已经达到457000000，超过7330000，在2009年底。值得注意的是，在网上消费者的年率增长48.6%，这是互联网应用的增长最快。这表明，经济活动将进入互联网时代。

2．3 The changes of life style For one thing，the rapid pace of life mode shrinks urban residentstime and energy to buy agro- products in agricultural markets; for another thing， the social aging trend is very serious and the feeble old- aged people can not go out to buy agro- product

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外文文献出处：The TQM Journal

ISSN: 1754-2731 Training for Quality merged into The TQM Magazine Previously published as: The TQM Magazine Online from: 2008 Subject Area: Management Science amp; Operations

附外文文献原文

Social media marketing in the wellness industry

Stefan Olof Lagrosen

School of Business and Economics, Linnaeus University, Kalmar, Sweden, and

Kerstin Grundeacute;n

University West, Trollhauml;ttan, Sweden

Abstract

Purpose – The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry.This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose of this paper is to investigate the use of social media marketing in the wellness industry.

Design/methodology/approach – Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish spa-hotels.The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach.

Findings – Dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing (SDL), and a comprehensive framework is proposed.

Research limitations/implications – The findings should be useful for the scientific understanding of the effects of social media in marketing. The study is based entirely on qualitative data.

Practical implications – The results of the study should be useful for managers trying to market their offers effectively through social media.

Originality/value – The connections between social media and the SDL has not previously been studied in the wellness industry and such studies in other industries are rare.

Keywords Social media, Service quality, Wellness, Marketing communication,Service dominant logic of marketing, Spa-hotels

Paper type Research paper

Introduction and purpose

The wellness industry is expanding in most parts of the world. Still, very little research has been carried out regarding this industry. While there have been large amounts of research produced regarding traditional health care, recreational health care in the form of spas, fitness centres, massage therapists, etc., have been almost neglected by researchers. Nevertheless, this is an industry which is important for the well-being of many people. This study concerns marketing of spa-hotels. It is part of a larger research project in the spa-industry in which we examine different aspects of marketing, management and health in the spa-industry. This particular section concerns social media marketing. The development of social media and web 2.0 is rapidly changing the conditions for marketing. In just a few years, peoplersquo;s media habits have been substantially altered. This is particularly true for young people (Ruane and Wallace, 2013). Thus, the purpose for this study has been to investigate the use of social media marketing in the wellness industry

The theoretical basis has been the service dominant logic of marketing (SDL), which lately has become quite wide-spread in the marketing field and many studies have been based on it. However, there is room for further development of the framework. In particular, social media marketing, which is becoming ever more important, is not integrated. Our ambition is that this study will contribute to such integration.

The rest of the paper is structured as follows. First, we will discuss our theoretical inputs in the form of SDL and social media marketing. Next, we will present the methodology that we have used followed by the findings and a discussion regarding them.Finally,wewillsummariseourconclusionsandgivesomesuggestionsforfurther research.

The SDL

In recent years, a new way of approaching marketing related to services has come to light – the SDL (Vargo and Lusch, 2004a). Its originators claim that this is a completely newparadigmof marketingthoughtandthatitwillchangetheway marketingisviewed in the same way that traditional physics was revolutionised by the advent of quantum mechanics (Lusch and Vargo, 2006). The novelty lies in the fact that it does not focus on services as such. Services marketing is usually seen as a way of conducting marketing for a certain kind of products, i.e. services. Therefore, much effort has been wasted on identifying differences between goods and services while still departing from a goods- based perspective (Vargo and Lusch, 2004b). SDL in contrast regards service marketing as an approach, a way of conducting marketing for any kind of products in which the focus is on providing value for the customer. SDL builds on a number of fundamental premises which were originally formulated as follows (Vargo and Lusch, 2004a):

(1) the application of specialised skills and knowledge is the fundamental unit of

exchange;

(2) indirect exchange masks the fundamental unit of exchange;

(3) goods are distribution mechanisms for service provision;

(4) knowledge is the fundamental source of competitive advantage;

(5) all economies are service economies;

(6) the customer is always a coproducer;

(7) the enterprise can only make value propositi

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