外文翻译--网络广告战略的调整.docVIP

本科毕业论文（设计）外文翻译 一、外文原文 （一）标题：Internet advertising strategy alignment 原文： Introduction The 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 strategy 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. Thus, 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, 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 strategies for multinational organizations All 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 Internet 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 firm’s consumer directed communications (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, tho