以网易有道词典和微软必应词典为例浅析网络字典的营销策略及发展前景_英语论文                       

A Brief Analysis of the Marketing Strategies and Propects of Online Dictionaries—Netease Youdao Dictionary and Microsoft Bing Dictionary as Examples     

摘要

随着网络的普及以及科技的发展，人们越来越依赖于网络。网络，无论在学习还是生活中，都给我们带来了极大的便利，网络字典也应运而生。无论是在国内还是国外，网络字典都受到极大的青睐。国内外网络字典有着自己各自独特的优势及特点。不可否认，网络字典的出现使我们的学习效率得到了提高，网络字典已经成为我们学习的得力助手。随着网络字典的广泛使用，它们的一些不足之处也逐渐显现出来。网络词典运营商只有正视这些问题，才能赢得用户市场。

本文首先介绍国内外网络字典的特点，讨论并分析网络字典现存的优点和缺点。同时，本文以网易有道词典和微软必应词典为例，阐述了两者的发展历程。探讨了有道词典是如何运用植入式营销策略和情感认知营销策略在自己的市场赢得一席之地。此外，本文通过SWOT分析法来分析微软必应词典，让读者更深入地了解微软必应词典，尤其是它的竞争优势。本文结合网易有道词典和微软必应词典的现状及发展战略，预测了网络词典未来的发展前景，为网络字典的发展提供了建议，希冀为网络字典带来更大的发展空间。

关键词：网络字典 网易有道词典 微软必应词典 发展战略 前景

Abstract

Along with the popularization of Internet and the rapid development of science as well as technology, people gradually depend more and more on Internet. Internet, brings great convenience to us in both our life and study. Online dictionaries, as the times requires, become popular not only in China but also all over the world. Both domestic online dictionaries and international online dictionaries have their own advantages as well as disadvantages.  It is undeniable that the emergence of online dictionaries improves our learning efficiency and they have become the assistants to our study; however, they have shown shortcomings. Only when the operators of online dictionaries face up to problems, can they win the market. 

This thesis first studies the characteristics of domestic and international online dictionaries, then it discusses and analyses their advantages and disadvantages. In addition, the thesis uses Netease youdao dictionary and Microsoft Bing dictionary as examples to analyze online dictionaries. At the same time, this thesis discusses how youdao uses product placement and emotion cognition marketing strategies to win a place in its own markets. In addition, SWOT analysis is applied to make readers have a better understanging of Microsoft Bing dictionary, especially its competitive edges. Moreover, combining the current situation and development strategies of Netease youdao dictionary and Microsoft Bing dictionary, the thesis predicts the prospects of online dictionaries Finally, the thesis puts forward suggestions to help online dictionaries have larger development space.

Key words: online dictionary  Netease Youdao dictionary  Microsoft Bing dictionary  development strategies  prospects 

Contents

Chapter 1 Introduction 3

Chapter 2 Characteristics,Advantages and Disadvantages of Online Dictionaries 4

2.1 Definition of Online Dictionaries 4

2.2 Characteristics of Online Dictionaries 4

2.3 Advantages of Online Dictionaries 6

2.3.1 Online Dictionaries Help Improve Listening Ability. 6

2.3.2 Online Dictionaries Promote the Writing Level. 6

2.3.3 Online Dictionaries Improve Independent Learning Ability. 7

2.4 The Disadvantages of Online Dictionaries. 7

2.4.1 The Limited Definition of Words 7

2.4.2 The Uneven Contents and Quality. 7

2.4.3 Students Will Lack the Ability to Use Printed Dictionaries. 8

Chapter 3 The Development and Marketing Stratgies of Netease Youdao Dictionary 9

3.1 The Development of Youdao Dictionary 9

3.2 The Marketing Strategies of Netease Youdao Dictionary 11

3.2.1 Product Placement Marketing 11

3.2.2 Emotion Cognition Marketing 12

Chapter 4 The SWOT Analysis of Bing Dictionary 13

4.1 SWOT Analysis 13

4.2 Introduction of Bing Dictionary 13

4.3 The Competitive Edges of Bing Dictionary 13

4.3.1 No Advertisemnet in the Interface. 13

4.3.2 The Associative-word Serach Function. 13

4.3.3 The Intelligent Fault Tolerant Input. 14

4.4 The SWOT Analysis of Bing Dictionary 14

Chapter 5 The Prospects of Online Dictionaries 16

5.1 The Prospects of Online Dictionaries 16

5.2 The Future Development Strategies 17

5.2.1 Attracting Users 17

5.2.2 Having Novel Topics and Unique Contents 17

5.2.3 Making Retrieval Function Easier to Be Used 17

5.2.4 Insisting on Openness 17

5.2.5 Strengthening Protection for Copyright 18

Chapter 6 The Conclusion 19

Acknowledgments 20

References 21