全球化背景下网络营销语言研究

Research on the Language Use in Internet Marketing under the Background of Globalization

全球化推动了市场营销的快速发展,营销的方式更为广泛、环境更为明朗,企业如何借助这种营销局面带来的优势,以营销语言为突破口制订恰当的计划,是需要重点思辨的问题。诸多事实证明,改善营销语言的沟通策略关系到营销效益的增长,而企业欲抓住机遇进行成功营销,就需要重视市场营销沟通语言的技巧。从全球化背景下的网络营销环境出发,探讨网络市场营销中营销语言沟通的主要形式,梳理出网络市场营销中语言沟通存在着缺乏信任机制、沟通方式单一与信息交流不及时的障碍,并针对这些产生网络市场营销语言沟通受限的原因进行深入分析,总结出营销商品语言的策略,旨在以最好的方式促进企业营销成功。

Globalization has promoted the rapid development of marketing,with more extensive marketing ways and clearer environment.It is a question how enterprises can make use of the advantages brought by the marketing situation to make appropriate plans with marketing language as the breakthrough,which needs focusing on.Many facts have proved that improving the communication strategies of marketing language are related to the growth of marketing efficiency,and it is necessary for enterprises to pay attention to communication skills of mar⁃keting language if they want to seize the opportunity to carry out the successful marketing.Starting from the net⁃work marketing environment under the background of globalization,this paper discusses the main forms of mar⁃keting language communication in network marketing,and points out that there are some obstacles in the lan⁃guage communication of internet marketing,such as lack of trust mechanism,single communication mode and untimely information exchange.It also analyzes the reasons for the limited communication in network marketing,and summarizes the strategies for language use in network marketing to promote the success of enterprise marketing.