3：外文翻译.doc

本科毕业论文外文翻译 论文题目： 老字号品牌的新媒体营销策略分析 Analysing New Media Marketing Strategy of the Traditional Brand 学 生 姓 名： 甘韵杨 学 号： 100907117 二级学院名称： 文化创意学院 专 业： 广告学 指 导 教 师： 孙黎 职 称： 讲师 填表日期：2013 年11月28日 浙 江 传 媒 学 院 教 务 处 制 第一篇： Are You Ready for the Next Big Thing?New Media Is Dead! Long Live New Media! It feels like only yesterday we were asking,“What is Facebook and how will it compete with MySpace?” The growth in new-media channels is a major challenge for advertisers and researchers.We still are learning about the effectiveness of the last wave of social media, even as the next tide of innovation already is upon us. No new-media channel is a panacea. There always is much to learn about what something new can (and cannot) do. Early knowledge is patchy in substance; research findings often are reduced to sound bytes that get passed on without any regard to the quality of the underpinning research. Case studies—particularly “successes”—are taken as gospel instead of being treated more appropriate lyas single plot points in a larger story. Based on hype rather than evidence, waves of anticipatory enthusiasm put pressure on advertisers to (over) invest to avoid being left behind. To act smartly, marketers need to build in mechanisms to learn quickly. To that end, it may help to look at the trajectory of social media practice and research and take stock of what we already know—a protocol that will equip us to more effectively deal with the Next Big Thing. STAGES OF NEW-MEDIA CHANNEL ADOPTION Let us look at the process advertisers often go through when a new channel emerges. Breaking this down into four major stages makes it easier to identify where advertisers might be led astray. Stage 1: Curiosity What is that new thing people are talking about? How can I get hold of it? As advertisers get curious about a new channel and search for information, the new toy con