[雙語翻譯]眾包外文翻譯--眾包在營銷活動中的應用

1、3700 英文單詞， 英文單詞，2.2 萬英文字符 萬英文字符,中文 中文 6750 字文獻出處： 文獻出處：Gatautis, Rimantas, and Elena Vitkauskaite. “Crowdsourcing application in marketing activities.“ Procedia-Social and Behavioral Sciences 110 (2014): 1243-1250.Crowds

2、ourcing application in marketing activitiesRimantas Gatautis, Elena VitkauskaiteAbstractActive deployment of information communication technologies between consumers’ enables them contribute actively to various business

3、activities. A crowdsourcing phenomenon is observed recently from perspectives ranging from users involvement in company’s communication activities to various crowdfunding models. Aim of this paper is to explore crowdsour

4、cing phenomena, analyse factors affecting consumers’ involvement into crowdsourcing activities and explore crowdsourcing deployment in company’s marketing activities. From the marketing perspective crowdsourcing might be

5、 deployed in various activities such as market research, communication, new products development and testing, innovative ideas development and others. Though companies should be aware of possible limitations and ethical

6、issues related to crowdsourcing as well.Keywords: ICT; crowdsourcing; marketing; success factors; crowdsourcing models.1. IntroductionInformation communication technologies (hereinafter – ICT) adoption grows intensively

7、in the last decade. The ICT based solutions become more complex and sophisticated as well as correspond to enterprises needs in modern turbulent markets. We can observe ICT solutions dedicated completely to interior need

8、s of enterprises and used by staff as well as solutions oriented towards consumers implying use of enterpriser’s staff and consumers.Besides the growing use of ICT between companies, use of ICT between consumers increase

9、s constantly as well. There are about 2.4 billion Internet users in the world (Internet World Stats, 2013) with prevailing majority of users in Asia.The growing use of Internet between consumers opens opportunities for e

10、nterprises to involve consumers in various enterprises’ activities. This process, when ICT is deployed for various problems solving is named crowdsourcing.Using Internet companies face possibilities for more interactive

11、communication with consumers and higher involvement of consumers in various activities related to company. This brings the opportunities to harness consumers’ activities and potential in various companies’ activities. As

12、 Internet usually is accepted and communication and commercial channel first of all these activities becomes interesting to marketing managers – how consumers can be involved through crowdsourcing to support marketing ac

13、tivities and what marketing activities can be significantly improved through crowdsourcing marketing tasks through consumers? The aim of this paper is to find the answer to the second question, namely to explore crowdsou

14、rcing phenomena, analyse factors affecting consumers’ involvement into crowdsourcing activities and explore crowdsourcing deployment in company’s marketing activities.Systematic, logical and comparative review of scienti

15、fic literature and sources produced by practitioners in the area of crowdsourcing application in marketing activities is employed in this article.2. Crowdsourcing conceptionservices by using “consumers as brand advisors

16、who review products, decisions and concepts – and offer advice on how they can be improved”.Results of consumer research carried out by Clickadvisor can be used for identifying unmet needs of customers, for informing mar

17、keting decisions and to optimize innovation concepts and marketing campaign ideas (Clickadvisor, 2013).Idea BountyCreative ideas and marketing solutions. Idea Bounty offers a crowdsourcing platform for companies to crowd

18、source creative ideas and marketing solutions to over 20 0000 registered creative idea generators, who are ready to take on challenging client briefs. Companies offer a specified bounty in return and only pay it to the b

19、est idea they intend to use. Idea Bounty has worked with brands including FNB, The World Wildlife Fund, Unilever, Chevrolet, The Financial Times and South African Breweries. (CrunchBase, 2013)Companies might deploy crowd

20、sourcing in various activities (see few examples in Table 1), which lead to different crowdsourcing conception implementation. Brabham (2013) proposed four different crowdsourcing approaches:? Knowledge Discovery & M

21、anagement – for information management problems where an organization mobilizes a crowd to find and assemble information. Ideal for creating collective resources? Distributed Human Intelligence Tasking – for information

22、management problems where an organization has a set of information in hand and mobilizes a crowd to process or analyze the information. Ideal for processing large data sets that computers cannot easily do? Broadcast Sear

23、ch – for ideation problems where an organization mobilizes a crowd to come up with a solution to a problem that has an objective, provable right answer. Ideal for scientific problem solving? Peer-Vetted Creative Producti

24、on – for ideation problems where an organization mobilizes a crowd to come up with a solution to a problem which has an answer that is subjective or dependent on public support. Ideal for design, aesthetic, or policy pro

25、blems.Crowdsourcing.org (2011) in order to redefine the crowdsourcing industry taxonomy gathered a team of crowdsourcing practitioners and experts, including taxonomy and categorization professionals and offered seven ca

26、tegories of crowdsourcing: Open Innovation (uses of sources outside of the company to generate, develop and implement ideas), Community Building (development of communities through active engagement of individuals who

27、share common passions, beliefs or interests), Collective Creativity (tapping of creative talent pools to design and develop original art, media or content), Civic Engagement (collective actions that address issues of pub

28、lic concern), Collective Knowledge (development of knowledge assets or information resources from a distributed pool of contributors), Crowdfunding (financial contributions from online investors, sponsors or donors to fu

29、nd for-profit or non-profit initiatives or enterprises) and Cloud Labor (leveraging of a distributed virtual labor pool, available on- demand to fulfill a range of tasks from simple complex). This categorization of crowd

30、sourcing activities employs other concepts having broader meaning than one used in this taxonomy, like open innovation and civic engagement, which relates closely to e-Participation, without clearly set boundaries.Altern