[雙語(yǔ)翻譯]外文翻譯—眾籌作為一種營(yíng)銷工具

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 3767 3767 單詞， 單詞，20318 20318 字符；中文 字符；中文 6545 6545 漢字 漢字出處： 出處：Brown, Brown, Terrence Terrence E., E., Edward Edward Boon, Boon, and and Leyland Leyland F. F. Pitt.Seeking Pitt.Seeking funding funding in in o

2、rder order to to sell: sell: Crowdfunding Crowdfunding as as a marketing marketing tool[J]. tool[J]. Business Business Horizons, Horizons, 2017, 2017, 60(2): 60(2): 189-195. 189-195.外文文獻(xiàn)： 外文文獻(xiàn)： Seeking funding in order t

3、o sell:Crowdfunding as a marketing toolAbstract Websites such as Indiegogo and Kickstarter have attracted much attention for their ability to enable organizations and individuals to raise funds from ordinary people who

4、 contribute for a number of reasons. This phenomenon is called crowdfunding. Crowdfunding permits organizations and individuals to obtain investments they otherwise might not receive from more traditional sources such as

5、 banks, angel investors, and stock markets. A number of now well-known startups had their origins in crowdfunding. More recently, established organizations have begun to use crowdfunding websites not only as a source of

6、finance, but also as marketing platforms. In this way, they have been able to ensure a ready market for their new offerings, with full sales pipelines, and to use the platforms as vehicles to boost brand image and gain s

7、upport for brand-related causes. This adaptation of crowdfunding for marketing purposes is not without its problems, however, and organizations would be well advised to consider not only the opportunities these platforms

8、 provide, but also their limitations and risks.Key words Crowdfunding; Crowdsourcing; Branding strategy; Relationship marketing; Social entrepreneurship1.Crowdfunding: From creative projects to a commercial launch platfo

9、rmEric Migicovsky created the Pebble smartwatch, which perpetually remained on because it was made of e-paper and had a battery life of up to 10 days.While he was able to raise some funds for its development through a bu

10、siness incubator, he failed to raise sufficient venture capital. Migicovsky then turned his that the company’s return to Kickstarter was driven by the desire to ‘‘work directly with you, the community that got us here’’

11、(Lapowsky, 2015), whether the firm really needed crowdfunding the second time around is questionable. By the end of 2014, Pebble had sold over a million smartwatches (Seifert, 2015), which were then readily available at

12、major retailers such as Best Buy and Amazon. The company and its brand had been well established. Even if Pebble Technology Corporation lacked readily available capital to develop a new smartwatch model, it is unlikely t

13、hat it would have had problems obtaining funding elsewhere. Venture capital and public stock issues would likely have been attracted to the fact that Pebble was now a leading brand in the smartwatch space, with a success

14、ful offering and a large fan base.Wired Magazine suggested that Pebble’s second campaign was about marketing: Kickstarter gave Pebble access to its community to promote and distribute its product and guarantee a sales pi

15、peline (Lapowsky, 2015). Advertising Age claimed that Pebble’s primary purpose entailed distinguishing itself from main smartwatch competitors Apple and Samsung by selling its watches through a different channel, and tha

16、t Kickstarter played the same role Direct Response Television (DRTV) had in the past. In other words, Kickstarter was changing from a place to fund creative projects into a commercial launch platform for established firm

17、s (Knox, 2015). The success of this second crowdfunding campaign raised the question: Was Pebble uniquely positioned to launch its new smartphone through Kickstarter because of its history and standing within the communi

18、ty, or can other firms also use crowdfunding websites as a marketing channel? The crowdfunding sites themselves seem to believe so; in reaction to the success of the Pebble Time, Kickstarter’s CEO stated that ‘‘the real

19、power and utility is not in money; it is in community and distribution’’ (Lapowsky, 2015). Kickstarter’s competitor, Indiegogo, has also begun courting large organizations and has started a new activity called enterprise

20、 crowdfunding (Kastrekas, 2016). However, given that the crowdfunding industry is coming of age and has become more competitive, it is not surprising that crowdfunding websites welcome this new revenue stream (Lang, 2016