英语翻译To date,industrial marketing has built its conceptual fr

英语翻译
To date,industrial marketing has built its conceptual frameworks upon the concept of a dyad-a relationship between one buyer and one seller.Thus,much of what has been researched in business-to-business marketing takes the buyer-seller relationship as the most appropriate unit of analysis.Recognizing the dyad meant recognizing the importance of the relationship and the variables that characterize it.Variables examined under the dyadic paradigm have included such phenomena as trust,commitment,and power.Yet,today,the most exciting development in business marketing is electronic commerce (e-commerce),which is a technology and a paradigm not of dyads but of networks.A great deal of the buyer-seller relationship between firms is being replaced or significantly transformed by e-commerce systems.These systems include ERP(Enterprise Resource Planning) on the back end and CRM (Customer Relationship Management) on the front end of a company’s supply chain.Thus,managers and researchers who want to understand the emerging face of technology-enabled business must come to grips with network concepts and their implications (see Table 1).
Drawing from its origin in economics,marketing originally focused on the individual firm and the individual transaction.In the second half of the twentieth century,drawing in part on the sociology of marriage,marketing came to recognize the dyad-two people interacting over time.Two people were then broadened to two groups,with the introduction of the “buying center” and “selling center” concepts.In the emerging world of e-commerce,however,two is too few.More and more,managers will find themselves working within a network-a group of actors loosely and temporarily bound by the interplay of competence and opportunity.
The conceptual transition from dyad to network promises to be even more difficult than the previous evolution from a transactional focus to one of relationship marketing.Relationship marketing spoke to managers about a world they understood-a world of meetings and other exchanges with representatives of partner firms,people who became
acquaintances and then friends over time.Relationship marketing recognized the conflicting,“boundary-spanning” role of the salesperson.In short,relationship marketing,with its research focus on the partner dyad rather than the individual,described a business reality that had existed for a long time before academics finally acknowledged it.The world of networks is a byproduct of factors rooted in the late 1990s.For many managers,it is a world they are only beginning to experience.

至目前为止,工业销售已建成,其概念框架后,一个概念二元-的关系,买方与卖方之一.因此,许多已在研究企业对企业的营销以买卖双方关系作为最适当的分析单位.认识到二元意味着认识到关系的重要性,以及变量的特点.审查变数下矢范式包括等现象信任,承诺,和力量.然而,今天,最令人振奋的发展,在企业营销是电子商务（电子商务） ,这是一个技术和一个范例,而不是dyads但网络.大量的买方卖方之间的关系,公司正在更换或显着转变,由电子商贸系统.这些系统包括ERP （企业资源规划）对后端,而CRM （客户关系管理） ,对前端的一间公司的供应链.因此,管理者和研究人员想要了解,面对新兴的技术,使业务必须认真与网络概念及其影响（见表1 ） .
绘画从它的起源,在经济学,市场营销原本侧重于个别公司和个人的交易.在第二二十世纪下半叶,绘画,部分社会学,婚姻的营销来认识度-两个人的互动,随着时间的推移.两个人,然后扩大到两个群体,由于引入了"买中心"和"销售中心"的概念.在新兴的世界电子商贸的兴起,不过,有两个是太少了.越来越多的经理人会觉得自己的工作,在一个网络的一组演员松散和暂时的约束,相互作用的能力和机会.
概念性过渡,从二元到网络的承诺,以更困难比以前的演变从一个交易的焦点之一,关系营销.关系营销以向管理人员约一个世界,他们明白-世界会议等领域的交流与代表合伙企业的人,成了
熟人和朋友,然后随着时间的推移.关系营销认识到矛盾的,"边界-跨越"的作用,该营业员.总之,关系营销,其研究重点是在合作伙伴度,而不是个人,描述了一个商业现实已存在了很久,才终于学术界公认的.世界各地的网络是一个副产品因素植根于20世纪90年代后期.对于许多经理人,它是一个世界,他们只是开始体验到.