發問時間: 社會與文化語言 · 5 年前

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A Comparative Study on International Marketing Mix in China and India: The Case of McDonald’s

The concept of the marketing mix and the 4Ps - product, price, place and promotion - entered into academic discussion around 1960s. According to Gronroos (1994), the marketing mix built from a concept of the marketer as a ” mixer of ingredients” that plans various means of competition and blends them into a “ marketing mix “ so that a profit function is optimized, or rather satisfied. Yoo, et al. (2000) studied the important of marketing mix in relation to the creation of brand equity. Their study focused on elements of price, store image, distribution intensity, advertising, and price promotion. They found that elements of marketing mix have either positive or negative relationship to brand equity.

According to Riyad & Myfanwy (2002), in the electronic age, the Internet plays significant roles in international marketing. Firstly, the international Internet marketing has changed some elements of the marketing mix. The key is to be more interactive in strategy. Secondly, the Internet provides a fundamentally different environment for international marketing and requires a different approach. Consequently, a new international marketing prototype may have to be able to explain the international marketing in the digital era. In this case, we study McDonald’s as the world’s largest chain of fast food restaurant and as it has successfully built its global standardization as its value of products as pointed out by Martin (2000), and McDonald’s marketing mix strategies in China and India become our main focus.

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  • 5 年前
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    國際營銷組合在中國和印度間的比較研究:麥當勞的例子

    營銷組合和4P即產品、價格、地點和促銷的觀念,約在1960年代引入學術討論中。根據Gronroos (1994)的看法,營銷組合的建立即基於營銷業者身為「要素組合人」的觀念,其中規劃出不同的競爭方法,將其融入「營銷組合」中,可將獲利功能最佳化或滿足獲利。余等人(2000)研究重要的營銷組合於建立品牌資產的相關性,其研究著重某些要素如價格、商店形象、經銷能力、廣告和價格促銷。他們發現到營銷組合要素與品牌資產具有正面或負面的相關性。

    According to Riyad & Myfanwy (2002), in the electronic age, the Internet plays significant roles in international marketing. Firstly, the international Internet marketing has changed some elements of the marketing mix. The key is to be more interactive in strategy. Secondly, the Internet provides a fundamentally different environment for international marketing and requires a different approach. Consequently, a new international marketing prototype may have to be able to explain the international marketing in the digital era. In this case, we study McDonald’s as the world’s largest chain of fast food restaurant and as it has successfully built its global standardization as its value of products as pointed out by Martin (2000), and McDonald’s marketing mix strategies in China and India become our main focus.

    根據Riyad和Myfanwy (2002)對電子時代的看法,網際網路在國際行銷上扮演重要的角色。首先,國際網際網路行銷已改變某些營銷組合要素,其關鍵是讓策略更為互動。其次,網際網路提供國際行銷上基本上不同的環境,需採用不同的方法。因此,國際行銷雛形需能夠發揮數位領域中的國際行銷功能。在本案例中,我們研究了全球最大的連鎖速食業者-麥當勞,因為Martin (2000)指出此企業已成功建立全球標準化的事業成為其產品上的價值,麥當勞在中國和印度的營銷組合策略成為本研究的重點。

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  • 5 年前

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  • 發問者~您好

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    行銷英文翻譯!!求幫忙

    注: 本人翻譯係絕對5會用google translate!!

    A Comparative Study on International Marketing Mix in China and India: The Case of McDonald’s

    The concept of the marketing mix and the 4Ps - product, price, place and promotion - entered into academic discussion around 1960s. According to Gronroos (1994), the marketing mix built from a concept of the marketer as a ” mixer of ingredients” that plans various means of competition and blends them into a “ marketing mix “ so that a profit function is optimized, or rather satisfied. Yoo, et al. (2000) studied the important of marketing mix in relation to the creation of brand equity. Their study focused on elements of price, store image, distribution intensity, advertising, and price promotion. They found that elements of marketing mix have either positive or negative relationship to brand equity.

    ...........................................................

    在中國和印度的國際市場行銷組合的比較研究: 麥當勞的案例

    市場行銷組合 4Ps-產品、 價格、 地點和促銷-進入周圍 20 世紀 60 年代的學術討論的概念。據魯斯 (1994 年),作為"混合器成分",計畫競爭的各種手段和融入"市場行銷組合",所以,利潤函數進行了優化,建立從行銷概念的市場行銷組合還是滿意。柳,et al.(2000 年) 研究中重要的市場行銷組合與品牌資產的創造。他們的研究集中在價格、 店面形象、 分佈強度、 廣告和促銷價的元素。他們發現市場行銷組合要素有正面或負面的關係,對品牌資產。

    根據 Riyad & 長女 (2002 年),在電子時代,互聯網扮演重要角色在國際行銷中。首先,國際互聯網行銷改變了行銷組合的某些元素。關鍵是要在戰略更具互動性。其次,互聯網提供了一個從根本上不同的環境對國際行銷而言,需要不同的方法。因此,一個新的國際市場行銷原型可能必須能夠解釋數位時代的國際行銷。在這種情況下,我們研究麥當勞作為世界最大的連鎖速食店,它成功地建立了其全球標準化作為其值返回的產品作為指出由馬丁 (2000 年),以及麥當勞的行銷組合策略在中國和印度成為我們主要的焦點。

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