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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Australasian Marketing Journal (AMJ), Volume 9, Issue 1, 2001, Pages 33–45
With the Internet being a relatively new communication medium, the perceptions of advertising agencies on the use and future of Internet marketing has important implications for companies using these agencies to develop their advertising strategies. This research investigates the perception of advertiser s towards the use of the Internet as a communication medium. Drawn from two different countries, Australia and Taiwan, advertiser perceptions fell into four different clusters: optimistic tomorrow, cautious adopters, doubting laggards and technology realists. While Australian advertisers were represented in all four categories, Taiwanese advertisers were mainly cautious adopters or technology realists. Although the Australian agencies represent a diverse range of perceptions, the Taiwanese agencies all had a low belief about the future of Internet marketing.
The advertising industry, which specialises in consumer communication in myriad modes, has decades of research on conventional media such as radio, television and print.Internet research, however, is in its pioneering days. As industry and academia grapple with this new medium, advertising companies are on the front line - advising clients on Internet strategies as well as implementing those strategies. This research investigates the perceptions of advertisers in relation to their use of the Internet, major barriers to and the future of Internet marketing.While much Internet research has been conducted in developed western countries, little research has been conducted in developing countries even though the Internet crosses national boundaries and cultures. Yet even less research has investigated cross-cultural differences with this medium. This research explores two countries with different cultures,Australia and Taiwan. While both countries are Australasian technological and economical leaders, their national cultures differ. Taiwan has a national culture strongly influenced by eastern values, while Australia has a predominately western culture.Another reason for including Australia and Taiwan is their Internet experience differs. While Australian firms have been using the Internet for some time, Taiwanese firms are relatively new comers compared to Australia. Although Taiwan now has a similar level as Australia for percentage of Internet access, they have recently undergone a steep rise in access uptake. As the Internet is a relatively recent phenomenon in Taiwan, Taiwanese firms have a relative lack of experience in Internet marketing. This lack of experience in Taiwan may also play an important role in their perceptions of Internet marketing.The literature review opens with comparative statistics on Australian and Taiwanese Internet use and economic development.Next, an historical perspective of media development argues that some current practices will fail or change and that today s optimism is overstated. This section is followed by a short description of the advantages of using the Internet and cultural variations between the countries.
نتیجه گیری انگلیسی
Australian firms are evident in all four clusters, suggesting a wide diversity in their perceptions and diffusion of Internet use. Such a diverse perception could reflect the Australian experience with earlier adoption and firms having more hands on experience with its characteristics. This is especially the case given that although firms have been using Internet marketing for some time, few have profited from their efforts (Urquhart, 2000) and therefore some negative sentiment would be expected.The Taiwanese firms congregate in two main clusters,cautious adopters and technology realists. Both of these clusters have a low belief about future Internet marketing roles.This may have originated from lower Internet experience levels of the Taiwanese companies thus creating uncertainty with how Internet marketing will be incorporated into their companies in the future. As experience is gained, the Taiwanese companies will develop an increased understanding of the roles of Internet marketing. This low belief on future Internet marketing roles was not explained through higher levels of uncertainty avoidance as described by Hofstede (1991). Table 2 showed a greater number (p<0.05) of Taiwanese companies than Australian companies had incorporated Internet marketing strategy into their companies,therefore indicating Taiwanese companies are not avoiding the uncertainty of Internet marketing.Factors such as information technology infrastructure, available computer hardware and browser software influence Internet diffusion in a country. And language strongly influences the latter factor. Australia as an English speaking country with a relatively higher income than Taiwan, could be classified as an early adopter of Internet technology, similar to its adoption of microwave ovens, VCRs and mobile phones (Shimp, 2000). Taiwan, although a leading country in the developing world towards adopting new technology, better fits the early majority in the case of Internet.