Marketing Strategy in an

Internet-Enabled Environment:

A Retrospective on the First Ten Years of JIM

and a Prospective on the Next Ten Years

Rajan Varadarajan*& Manjit S. Yadav

Mays Business School, Texas A&M University,

4112 TAMU, College Station, TX 77843-4112, USA

行銷策略中啟用了互聯網的環境： 未來和回顧

1

Abstract

• During the past decade, developments such as the rapid growth of the

Internet, digitization of information products, and digitization of the

information attributes of non-information products, has necessitated

businesses to fundamentally rethink, as well as institute major changes in

their marketing strategies.

• Looking ahead, it can be expected that marketing strategy and marketing

operations will be even more extensively integrated and blended in the

Internet-enabled market environment in the future.

互聯網快速增長如資訊產品和非資訊產品、數位化的發展企業要從根本上思考，制定變化，從行銷策略。互聯網已改變行銷戰略和市場行銷業務。可預料行銷戰略和市場行銷將更廣泛並混合啟用了互聯網的市場環境。

2

Introduction

• First, we briefly discuss marketing strategy in an Internet-enabled

environment and propose an organizing framework.

• Second, we provide a review, synthesis and critique of research on

marketing strategy in an Internet-enabled environment.

• Third, we speculate on the future of interactive marketing and avenues

for future research.

3 第一，討論互聯網環境下的行銷策略，並建議組織框架。第二，提供行銷策略中啟用了互聯網的環境， 合成和研究的批判。第三，我們推測未來的互動行銷和管道為將來的研究。

An Internet-enabled environment:

an organizing framework (1/3)

• First, since the growth of the Internet has been instrumental in peer-to-peer

marketing becoming increasingly pervasive, we use the term ―organization‖

to also refer to individuals.

• Second, the definition does not limit the scope of interactive marketing to

any specific technological platform that is used for mediating interactions.

• Third, the term interactions is used broadly to encompass all communication

and transaction-related contacts between an organization and its customers.

4

Interactive marketing

第一，互聯網增長一直在等行銷變得普遍，以致使用術語組織。第二，定義並不限制任何技術，用於進行調解的作用，互動行銷的範圍。第三，涵蓋所有通訊和事務相關的組織與客戶包括用戶端和中間客戶，並交換夥伴。

An Internet-enabled environment:

an organizing framework (2/3)

• (1) a business's choice of ―where to compete‖

• (2) ―how to compete in the chosen product-markets.‖

• on traditional channels versus the Internet for providing product-related

information to customers.on marketing direct to customers via the Internet

versus through intermediaries

• Leveraging the potential of the Internet to innovate, customize and

personalize in the realms of product, price, promotion,distribution and

customer relationship management

Marketing strategy in an Internet-enabled environment

5 傳統管道與互聯網為客戶提供產品相關資訊、與客戶溝通，促進客戶進行交易的重點。通過仲介機構在網上與客戶直接行銷傳統、電子、或混合仲介機構。利用互聯網創新、自訂和個性化產品、價格、 推廣、分佈和客戶關係管理 例如，產品創新、 產品定制和產品個性化設置領域的潛力。

An Internet-enabled environment:

an organizing framework (3/3)

1.行銷策略

7.市場表現 8.金融表現

2.公司的特徵

3.產業結構 4.產品特徵

6.宏觀環境特徵

5.買方特徵

6

Communication and interaction between

firms and customers

• Human–computer interaction

• Online communities

• Trust in electronic environments

• Personalization

擁有互動、線上社區、在電子環境中的信任、個性化設置。

7

Communication and interaction between firms

• Using Porter's value-chain framework, researchers have sought to

understand the impact of the Internet on inter and intra-organizational

activities related to marketing and how these activities ought to be

redesigned and reconfigured in light of the changing marketplace

environment. The focus of this relatively under-developed area of research is

generally on issues such as web-enabling organizational processes, supply

chain management, and online business-to-business interfaces.

研究人員使用價值鏈框架，瞭解互聯網的影響有關行銷和重新設計，並根據市場環境重新配置這些活動。相對落後領域的重點通常是研究的啟用web的組織過程和供應鏈管理，企業對企業的線上介面等問題。

8

Augmentation of the marketing mix decisions

• Product issues

• Pricing issues

• Advertising and promotion issues

• Distribution channel issues

產品問題、定價問題、廣告和宣傳問題、分銷管道問題。

9

Future research directions

• Success producers versus failure preventers in an Internet-enabled

environment

• Determinants of performance of platform firms versus user firms

• Emerging business models—software as a service utility

• Duration of first-mover advantages in an Internet-enabled market

environment

• Online behavior, targeted advertising and public policy

• Social media and interactive marketing

成功和失敗在互聯網生產環境中，平台使用者公司和企業績效的影響，新興的商業模式作為一種服務實用

工具軟體，先發優勢在互聯網市場環境的持續時間.線上行為，有針對性的廣告和公共政策.社交媒體和互動行銷。

10

The future of interactive marketing

• Streams of inquiry based on the object that is being marketed:

• on specific types or groups of customers being targeted:

• on the geographical scope of marketing:

• on the devices and infrastructure facilitating marketing:

• on the type of organization that is engaged in marketing:

• on the orientation of the organization that is engaged in marketing:

• on some distinctive characteristic of marketing:

• on the principal marketing objective:

11 正在銷售的對象調查，特定類型或被目標客戶群體，市場行銷的地理範圍，設備和基礎設施促進行銷，類型的組織從事市場行銷，基礎的組織從事市場行銷的方向，市場行銷的一些特色，市場行銷的主要目標。

Conclusion

• During the past decade, developments such as the rapid growth of the

Internet, digitization of information products, and digitization of the

information attributes of non-information products, has necessitated

businesses to fundamentally rethink, as well as institute major changes in

their marketing strategies. Effective integration of the Internet into a firm's

marketing strategy and marketing operations is increasingly becoming a

competitive imperative.

12 業務發展和趨勢判斷在檢討發生在一些行業和產品市場。對市場行銷的角度看投資的公司的各種技術為重點。因此，雖然很多重要元素的未來似乎已經是就在我們周圍，許多尚未解決的問題和問題仍然保持進一步探索。

Thanks For Your Attention

長榮大學經營管理研究所

網路行銷 期末報告

行銷組 R76062106 李信輝

13