[雙語(yǔ)翻譯]互聯(lián)網(wǎng)營(yíng)銷(xiāo)外文翻譯--中小企業(yè)（smes）網(wǎng)絡(luò)營(yíng)銷(xiāo)使用看法的市場(chǎng)研究（節(jié)選）

1、中文 中文 3600 字， 字，2000 英文單詞， 英文單詞，1.1 萬(wàn)英文字符 萬(wàn)英文字符文獻(xiàn)出處： 文獻(xiàn)出處：Balamurugan R N, Sathish M, Jublee D, et al. A Market Study on Perception of Online Marketing Adoption by Small and Medium Enterprises (SMEs) in Coimbatore City[

2、J]. TMC Academic Journal, 2014: 1-15.A Market Study on Perception of Online Marketing Adoption by Small and Medium Enterprises (SMEs) in Coimbatore CityRN Balamurugan, M Sathish, D Jublee, RS SathyanarayananAbstractOnlin

3、e marketing has become a popular marketing tool in the modern world. A number of organizations from small to large size firms have implemented or are about to implement online marketing to attract and retain their custom

4、ers in the competitive business environment. The purpose of the study is to explore the perception of online marketing adoption by Small and Medium Enterprises (SMEs) in Coimbatore and also to identify benefits, barriers

5、, importance and effectiveness of online marketing among SMEs. Data for the study were collected through survey method from 80 SMEs using structured questionnaires to examine their perception of online marketing adoption

6、. The study was limited to a small sample with fixed geographic location, which is within Coimbatore.The study reveals that most SMEs have not implemented online marketing due to several factors such as lack of technolog

7、y awareness, qualified staff, limited support online activities, limited financial resources, and low computer literacy. Those SMEs who have adopted online marketing experienced benefits in terms of reduced cost, increas

8、ed customer awareness, increased sales, global reach and so on. Furthermore, the study also suggested that SMEs can adopt online marketing by creating their own website, listing themselves in online directory and online

9、trade portals with reduced cost and also government support initiatives to SMEs by creating awareness campaign. It also encourages entrepreneurs to conduct training for SMEs.Keywords: Online Marketing, Small and Medium E

10、nterprises, Awareness and Adoption of Online MarketingINTRODUCTIONMarketing is an important aspect as it is the heart of business success and it has various effective marketing tools (Porter, 2001). Traditional way of ma

11、rketing has been in existence for many years and it has changed with the use of the Internet to facilitate innovative ways of doing business that impact marketing. The Internet and its allied digital marketing tools ar

12、e fast growing in existing Business to Business media. A recent Business to Business study (Globalspec, 2012, Trends in Industrial Marketing) identified that a decent number of technical and industrial customers are usin

13、g the internet as a main source for generating trade and obtaining product information. As a result, Business to Business advertisers are looking for various ways to exploit the digital channels and connect with customer

14、s. Large companies have been using online marketing techniques for many years since the birth of the Internet. In recent years, SMEs have also started adopting online marketing techniques to promote their business as wel

15、l.A recent study by Google India (2012) showed that in India over 40% of SMEs used internet for advertising and over 58% of SMEs used their website to generate direct business leads. It was also found that SMEs who used

16、online medium is more cost effective than traditional marketing. District Small Industries Association (CODISSIA). The city has a legacy of rich industrial contribution. The main industry sector in Coimbatore is textile,

17、 pump apart from manufacturing, chemical, automotive sectors as well.OBJECTIVES OF THE STUDY? To compare and identify the types of advertising methods used and the effectiveness of online marketing over traditional marke

18、ting.? To identify the benefits of online marketing.? To understand the importance and reasons for adopting Internet marketing.? To identify the barriers in adopting online marketing.LITERATURE REVIEWGilmore et al. (2007

19、) analyzed the usage of internet and electronic marketing in the year 2000 and 2004 among SMEs. The main objective of the study was to understand the changes during the four-year period and measure the usage level of ele

20、ctronic marketing activities. It brought a negative opinion of using the internet in terms of the design and implementation as the SMEs employees have restricted knowledge.Chaggey et al. (2009) suggested that when buildi

21、ng websites, firms must have proper software protection from viruses and hackers.Gilmore et al. (2007) suggested that electronic marketing gives advantages to companies and complex process on making the company visible a

22、nd recognizable.Japhet Eka et al. (2009) identified the advantages and opportunities of using the internet. He concluded that the Internet is noticed as a heavy investment among SMEs in the current market due to raising

23、market share. Chaffey (2005) revealed that SMEs during 2004 did not consider the Internet for adopting electronic marketing activities.Strauss and Frost (2001) identified “the use of electronic data and applications for

24、planning and executing conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational goals”. Japhet and Lawrence (2010) identified that inadequacy of inf

25、rastructure, social & economic weakness and lack of ICT initiatives from governments have created a notable barrier in adopting e-commerce among developing countries.Hadjimonolis (1999) identified barriers such as in

26、ternal and external barriers. The external barriers are obtaining finances, technology and others. The internal barrier is of security concern. Drew (2003) identified that infrastructure cost, adoption and access to e-ma

27、rketing are declining in few of the existing SMEs in Coimbatore.Porter (2001) supported that e-marketing has resulted in standardization of products and prices due to more intensive competition. Syed et al. (2005) identi

28、fied the following benefits such as better customer service, well managed inventory with reduced marketing and logistics expenses, reduced cycle time, high market reach and lesser operation cost.Mehrtens et al. (2001) id

29、entified that “three drivers of SMEs’ decisions to invest in e- business include: Perceived benefits, Organisational readiness and External pressures.”Chaffey (2007) noted that e-marketing has activities like “Online Adv