電子商務(wù)網(wǎng)絡(luò)營銷外文翻譯文獻

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文獻標(biāo)題：NewtrendsofIntelligentE-MarketingbasedonWebMiningfore-shops（基于Web挖掘的電子商務(wù)智能網(wǎng)絡(luò)營銷新趨勢）

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國外：JonKepaGerrikagoitia，IigoCastander，F(xiàn)idelRebn，AurkeneAlzua-Sorzabal文獻出處：《InternationalConferenceonStrategicInnovativeMarketing》,2022,175:75-83字數(shù)統(tǒng)計：英文2554單詞，13103字符；中文4229漢字

外文文獻：

NewtrendsofIntelligentE-MarketingbasedonWebMiningfore-shopsAbstract

E-marketingistheconcentrationofalleffortsintermsofadaptinganddevelopingmarketingstrategiesintothevirtualspaces:web,socialmediaInane-commercesite,e-marketingmusthelpconsumersintheirpurchase.Thisrequirespreciseknowledgeofthecustomerspreferences.Forthisreason,holdersofe-shopsmustfindouttowhom,towhat,howandwhentorefertothecustomer,ergo,toknowthe"consumerdecisionjourney'andstrengthentheirengagement.Thisanalysisisobtainedwhenthecustomerisvisitingane-shopbecause(s)heleavesadigitalfootprintthatcanbeusedtounderstandhis/herneeds,desiresanddemandsaswellastoimprovewebpresence.Thesedatacanbeusedfordataminingtounderstandthee-marketingandsellingprocessesinabetterway.Inthispaperasurveyof86e-shopsinSpainispresented.Intheconclusions,someideasforgoode-marketingpracticesrelatedtothebuyingbehaviouranalysisofcustomersareshown.Hence,newtrendsine-marketingaresuggestedfromastrategic,tacticalandoperationallevelinwhichdifferentdataminingtechniqueseasethepurchaseandtheengagement.Keywords:e-marketing;e-commerce;webmining;trendse-marketing;digital

footprint

1.IntroductionInthelastdecadeInternethasexperienceda33%highgrowthinthenumberofusersworldwide.Thishasledtoagreateracceptanceofitbyconsumers,eitherasaninstrumentthatfacilitatesthesearchforinformationorasawaytoanendforthepurchaseoftheproductsandservices("Theinternetadecadelater',2022).Thisnewtechnologicalenvironmenthasgeneratedasignificantchangeinthebehaviour,habitsandtrendsoftheconsumeranditsacceptancebyconsumersleadstotheincreaseoftheElectronicCommerce(EC).Defininge-commerceasthecommerceinproductsorservicesconductedviacomputernetworkssuchastheInternet(Turban,Lee,King,Liang,Turban,2022).ThiscommercialactivityhasforcedsmallbusinessestodevelopanactivepresenceofvisibilityontheInternet(Chen,Chiang,Storey,2022)inordertogetnotorietyinaglobalmarketandaddvaluetotheirtraditionalbusiness.Withtheexceptionthatthevirtualandtraditionalcustomerbehaviourarenotidentical(Eouzan,2022).ButvisibilityofInternetdoesnotonlygivevisibilitytoacompany,alsoallowsto:a)tohavethebusinessopentothepublicpermanently;b)reducecosts:materialstock,logisticpersonnel,physicalspace;c)tostudythecustomerbetter;d)toremovegeographiclimitationsande)tocreatebrandandengagement.InSpain,accordingtothestudyoftheNationalObservatoryforTelecommunicationsandtheInformationSociety(ONTSI)theB2Ce-commercegrewby13%reaching12,383Mofturnover.Thisgrowthsmaincause,inthesamewayasintheworldmarket,wastheincreaseofInternetpurchasersin2022whichmatched15%(15.2M)(ONTSI,2022).Acloserdataintime(2022)andorigin(regionlevel)isavailablethroughtheNationalStatisticsInstituteofSpain(INE).Accordingtothisstatisticsinstitute,in2022thee-commerceinSpainhasincreasedtoaround11millionpeoplewhohavemadeanypurchasethroughthewebinthelast12months.Thisrepresents32%ofthe

totalpopulation.Moreover,theregionofSpainthathasusedthistypeoftradethemostistheBasqueCountrywith42%,followedcloselybytheCommunityofMadridwith40%(INE,2022).PuttingthefocusonthecaseofBasqueCountry,StatisticInstituteofBasqueCountry(EUSTAT)providessomeinformationaboute-commercebydata-bankandannualreports(undertheinformationsocietytopic).Inthisreport,thereisaninterestingsectionforthee-commerce.Thesectionreflectsthat39%oftheusersthathavebeenrecentlyconnectedtotheinternethavemadesomekindofwebbasedpurchase(EUSTAT,2022).Asitisvisibleonthedataprovidedbyofficialstatisticinstitutions,e-commerceisacommercialactivityongrowthandduetoitsnature.Itbenefitstheeconomyofacountrygreatlyandespeciallytosmallbusinesseswhicharecommittedtoitsimplementation.Asithappensinrealsales,e-commercebasedsellingmustbeinconcordancewiththecustomersnecessitiesprior,duringandafterthesale.Thisrequirespreciseknowledgeofthecustomerspreferences.Forthisreason,ownersofsitesmustfindouttowhom,what,howandwhentorefertothevirtualvisitoranddevelopspecificmarketingstrategiesfortheInternet(Alzua-Sorzabal,Gerrikagoitia,Rebn,2022a).Defininge-marketingastheconcentrationofalleffortsinthesenseofadaptinganddevelopingmarketingstrategiesintothewebenvironment.E-marketinginvolvesallstagesofworkregardingawebsite,suchas:theconception,theprojectsitself,theadaptionofthecontent,thedevelopment,themaintenance,theanalyticmeasuringandtheadvertisement(Strauss,Frost,Ansary,2022).Inshort,e-marketingmakestheusageoftheInternettoobtainknowledgeaboutcustomerpreferencesthroughinteractivewebsiteandagentseasier(TeoChoo,2022).Tokeepthecustomersattentiononthewebpresencerequirestobuildupastrongcustomerrelationshipandtoofferservicesthatattractthecustomertovisitthewebsitefrequentlyandpurchaseproductsandservices.Therefore,thesalesprocessrequiresadeepdataanalysistoknowthe"consumerdecisionjourney'(Gefen

Straub,2000).Whenacustomerisvisitingawebsite(s)heleavesatraceofdata,calledthedigitalfootprint,thatcanbeusedtounderstandthecustomerneeds,desiresanddemandsaswellastoimproveitswebpresence.BytheuseofthisinformationappliedfromWebUsageMining(Arbelaitzetal.,2022)techniquesonthedigitalfootprintleftbytheuserduringtheirnavigation;knowledgeaboutthebehaviourofthecustomer"spurchaseisenrichedinordertoincreasehis/herengagement.Then,thisknowledgehastobeconvertedintointelligenceand,ifitispossible,anentertainingpresentationoftheinformationrequiredbythecustomer.Inthiscontext,therealsituationofe-marketingwillbeseenthroughanon-linesurveythathasbeensuppliedtoretailersofSpainfortheircompletionandfourindepthinterviews.Afteranalysingthestate,enrichedtechnicalsolutionsthroughtheWebUsageMiningprocesswillbeproposedandlinkedtonewdiscoverede-marketingtrends.Finally,afewcommercialandopensourcesolutionsthatcanhelpinthecreationofconcretesolutionsforthesenewe-marketingtrendswillbedisplayed.

2.MethodologyInaccordancewiththemeaningfulrelevancethate-shopshaveobtainedinthelastyears,itiscrucialtoconductsuccessfule-marketingactivitiesinordertomaintainorimprovethebusinessinthesekindsofcompanies.Atthispoint,itisnecessarytosuggestasolutionfromastrategicvisionpointofviewbydevelopingappropriateemarketingstrategies.Thesolutionderivesfromatacticvisionbydecidingforcertaine-marketingtrendsandattheendanoperationalvisionwhichisimplementedbyselectedtrendspractices(SeeFig.1).

Fig.1.Businessvisionande-marketingEvenso,itisnecessarytoknowtheinitialstateofe-marketingintoasampleoftheSpanishenterprisesdedicatedtoe-commerce.Themethodologythathasbeencarriedouttoknowtheinitialstateisbasedontwodifferentmannersofobtainingtherealstateofe-marketingpavedbythee-commerce.Ononehand,86onlinesurveyshavebeenmadetosomee-shopowners.Ontheotherhand,outofthese86companiesfourhavebeennominatedtohaveaninterviewindepth.Theseinterviewswereconductedviatelephoneorface-to-faceintheclient"sowncompanyandtheonlinesurveyswerecollectedthroughadigitalformmadeinGoogleForms.Oncethesurveyswerecompleted,weproceededtoextracttheinformationfromtheminordertothedrawtheconclusionsthatdrivethesecondstageoftheprocess.Thissecondstepconsistsof:a)areflectionbyexpertsonthedetecteddeficienciesandb)theproposalofpracticalsolutionsthatfacilitatetheachievementofstrategice-marketingsolutionswithvisionofbusinessandthatincorporatetechniquesofDataMining.

3.Resultsanddiscussion3.1.ResultsofsurveysandinterviewsOnonehand,theanalysisofthesurveydatashowsthatthemajorityofthee-shopownersquestionedaresmallenterpriseswithlessthan5employeesintheB2C

sector(SeeFig.2a)thatcommodities,quicksale.Theyareverycomparableinnumberofproductsandtimeintheonlinebusiness(1-2years)(SeeFig.2c).Theyalsohaveamaximumnumberofonlineordersthat(usually)arangefrom101to1,000ordersayearandyearlyrevenueoflessthan50,000(SeeFig.2b).Themainlanguagessupportedbythee-shopsareSpanishandEnglish.

Fig.2.(a)Numberofemployees;(b)Annualrevenue;(c)LongonlinebusinessAlthough,mostofthee-shopownersquestionedarecurrentlyusingaserviceortoolforcustomerbehaviouranalysisinanautomaticandonlineway,ina40%ofthecasesmoreorlesstheyareinterested,inaserviceinaservicethatisabletoanalysesthebehaviourofgroupsofcustomers.80%ofthoseinterestedonsuchaserviceareaimingtoknowthecustomerhabitsanddetectnewe-shoppingtendencies.Beinga5%oftheownersrespecttototalareconditionallyinterested.Inthiscase,therequirementisastraightforwardsystem(SeeFig.3a).Thee-shopswerealsoaskedabout:a)thecompetitorsobservationandthepriceadjustmentandb)theantifraud.Inthefirstcase,theysaidthepriceiscomparedtothemaincompetitorswebsite.Inthesecondcase,theproportionoffraudulentcasesoftheirtotaltransactionvolumewaslowerthan0.1%in53%ofthequestionede-shopowners.Outofthem,32%dealtwithonlinepaymentfraud:byreviewingtheincomingtransactionsorbytransferringrisktoathirdparty(SeeFig.3b).Fig.3.(a)Interestofbehaviouranalysis;(b)Proportionoffraudulentcases

Ontheotherhand,analysingthecompaniesthathavedonetheinterview,itseemsthatallofthemofferminimallyprocessed,high-demandedproducts.Furthermore,50%ofthecompaniessurveyeddonotknowexactlythemainreasonswhythecustomersmakepurchasesattheire-Shop.Italsoishighlights,thefactthatonlytheseSMEsemployapersontoensureonlinesalesandmakelittleinvestmentsintheironlinepresence(10K).Inshort,thesearecompanieswithasmallvolumeofbusinessandtheirrevenuesfromonlinesalesdonotmakeabigimpactontheirbusiness.Remarkthat,ithasbeenlessthan5yearssincethee-shopsstartedsellingtheirproductsviaInternetand,therefore,itisaprocessthatmustevolvetowardsmaturity.Thee-shopconsiderstheon-lineserviceasanaddedservicetoitsbusinessperformancebutnotapriority.Inadditiontothis,itcanbeseenthatthee-shopshaveacertainlevelofinfrastructurebecausetheyoftenhaveoutsourcedthehostingoftheirwebsiteandalmostalluseGoogleAnalyticsasawebanalyticstool(Clifton,2022;Hasan,Morris,Probets,2022).Outofthee-shopsthatuseGoogleAnalytics,veryfewdoactuallytakeadvantageofthetool.Inthesameway,accordingtothesurveys,thefraudulentcaseoutofthetotalvolumeoftransactionsdoesnotexceed1%andtheydealwithitbyleavingitinthehandofthirdparties:banksandgateways.Theydonotuseelectronictoolstoobserveandcomparethepricesofitscompetitorsbecauseitistheprovidertheonethatsetsthem.

Tosumup,withtheextracteddataitisconcludedthatmanye-commerceuseWebAnalyticstools,specificallyGoogleAnalytics,butveryfewinformationisobtainedfromthepurposeoftheclientbyhis/herdigitalfootprint.Thispreventstoproperlycategorizetheirbehaviourandfacilitateeffectivee-marketingcampaigns.3.2.ThinkinganddiscussionbasedonsolutionsTheneedfordevelopingspecificmarketingstrategiesfore-commerceimpliesthatsometraditionalprinciplesareadapted,orevenreinvented.Fouractivitiesfacilitatethedeploymentofe-marketingstrategies(Stolpmann,2022):online

promotion,onlineshopping,onlineserviceandonlinecollaboration.Inadditiontothis,wethinkthatitwouldbehelpfulitisnecessarytochoosesomeofthemostrelevante-marketingtrendsandcurrenttrendspracticesbasedontheconsiderationsofexpertswhoareclosetothemarketdemandandthepracticaltrendswebliterature.Thismeansthat,apartofscientificbase,ithasobtainedinformationfromotherimportantweboriginswhereitmighthavesignificantinformationaboutrealcasesthatareclosertoreality.Therefore,thedescriptionofthetrends:brickandmortar,Offeringofincreasinglycomplexonlinefeatures,mobileeverywhere...relatedtothee-marketingiscrucial,forthen,thesecanbecrossedwithtrendspractices.Theselatesttrendstechnologicaladvancesmustbegearedtowardsafuturewhereretailerscangetthemostoutoftheironlinesales.Inthisregard,therearecertainfactorsthatshouldbetakenintoconsiderationsuchasthepick-upspeedoromnichannelcustomerexperience,social-networkingtesting(AyadaElmelegy,2022),listofwishes,searchengineoptimizationormegamarkets,crossbordere-sales,suggestiveselling(Mussman,Adornato,Barker,Katz,West,2022),webbanneradvertising(OzenEngizek,2022)andrewards.Bydoingso,itisobtainedthenecessarytraceabilitywhichallowstheintelligente-marketingprocessbemoreconsistentandstayclosertothee-shopsreality.

4.ConclusionsandfutureworkThisstudyaimedtotestthenecessityoftheSMEstobecomeactiveusersofwebminingsolutions.Overall,fromtheresultsitcanbeextractedthat:a)thePricinganalysisisnotrelevantforthem,becauseinthemajorityofcasesisestablishedbytheproductsproviders;b)thefraudhasnotanyimpactintheonlinepurchases.Itisinferredfromtheresponses,thatthemarkethasnotobtainedthenecessarymaturityyetandthatthisissueisoftenoutsourcedtothirdpartypartners;c)Almostal