毕业论文（设计）外文翻译题 目： 网络广告策略运用研究 一、外文原文（一）标题：Internet advertising strategy alignment原文：IntroductionThe 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 organizationsAll 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 firms 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, those consumers whom the advertiser most wants to influence. Creation, as well as considering traditional advertising factors (e.g. the message to communicate), must also embrace Internet technologies (e.g. Flash and mp3) that potentially influence consumers. When placing ads, the advertiser must consider which medium to use (e.g. web versus e-mail), and if the web is chosen, where to place the ad on the page for maximum impact (Loiacono et al., 2001). Distribution addresses which web sites and electronic mailing lists will be used.Much of the attention related to Internet advertising has focused on the placement of advertisements on third-party web sites where the market is estimated to be $9.7 billion, about three percent of total advertising (Green and Elgin, 2001). However, this approach ignores a companys use of its web site to advertise its products. For many firms, the web site has become a major venue for communicating with, and influencing, customers. In many cases, it is the defining image of the firm because it has become a dominant channel of interaction (Watson et al., 1998). Thus, the design and content of the corporate web site are key elements of Internet advertising strategy. Given the increasing importance of the corporate web site as an advertising medium, a key organizational issue is: how does the Internet advertising strategy align with the corporate strategy?The global nature of the Internet is a highly pertinent and unique element of this channel that has a particular influence on advertising strategy. No other advertising medium (e.g. television, radio, newspaper) is unreservedly global. A firms web site is automatically visible to all customers with web access no matter where they are located. It can influence consumers everywhere, whether or not the firm so intends. Hence, global firms should explicitly examine the relationship between their corporate and Internet advertising strategies, because most customers would expect a linkage between the two. Imagine the dissonance that could occur in a customers mind when the web site and local advertising are at variance. Using the corporate web site as a surrogate for a firms Internet advertising strategy, we investigate the degree of alignment between corporate and Internet advertising strategy.MethodologyData were collected in the fall of 2001, using MBA students registered for a class entitled “Globalization and IT”. Students were grouped into teams of two or three people, for a total of ten teams. Eight of these teams included at least one international student. Each team assessed six web sites from a pool of 20 multinational enterprises. More particularly, the Internet strategy of each web site was evaluated according to Rugmans (2001) framework: the web site was reflective of either an integration strategy, a national responsiveness strategy, or a transnational strategy. Criteria examined during this assessment included, but were not limited to, t