结论

在本文中，我们回顾了网络营销策略的文献。利用战略管理理论，我们实现了开发一个新的模型，一个偶然的方法建立和引入网络营销策略。然后，我们将新开发的基于战略管理能力的方法，网络营销策略和市场情况（客户和竞争对手）作为一个队伍的方法。从能力的方法，我们发现两种类型的能力，互联网。互联网能力可以分为关系和信息的能力。此外，我们定义了四种类型的市场现状。基于这两个网络的能力和市场情况下我们可以将网络营销策略分为四类：事务，关系，剖面为基础，以客户为导向，和知识策略。如图3所示，当信息和关系的能力一个企业高，客户智能（高信息关系需求和较低的交易需求），与分化是首选的策略是竞争对手，它可以制定和实施知识营销策略；当他们没有信息和关系的能力，客户

事务（低创新和关系的需要和高事务需要）和竞争对手跟踪成本领先战略，提出战略将事务

营销策略；关系营销策略建议为案例关系能力高和信息能力较低；信息营销策略似乎是适合一个企业，具有很高的信息能力：我们也确定非优化区、临界区。当一个公司在区域非优化的下降意着它有关联和信息能力不在市场形势需要，可以实施这些策略：竞争者导向战略：公司选择的策略是更多。

附外文文献原文

Abstract:

The use of the Internet has increased in recent years remarkably. Companies

employ the World Wide Web (WWW) to gather, disseminate and interchange

information with actual and potential customers, and then Internet Technology

seems to be served and applied as a strategic tool and affects strategies and

practices of a firm such as Porter's competitive strategies. Many research findings

confirm and support being of positive effects of Internet on an enterprise's

competitive advantage. In this paper, we will illustrate that enterprises can acquire

relational and informational competency through Internet technology, and based

on these competencies they can succeed in competitive cyber markets. According

to the corporate competencies in the internet market and the market situation

(customers and competitors), Internet marketing strategies can be pided into four

categories: Transitional, informational,, Relationship, and Knowledge strategies.

Choosing and implementing any category of strategies depends on the degree of

internet competencies (informational and relational) and the market situation.

Companies must select their marketing strategies with regarding to their

competencies and market situation. Sometimes, they fall into non-optimized

situation and critical situation.

Keywords:

Internet marketing strategies, Relational competency and Informational competency

Introduction

The internet has proved to be a tremendously powerful vehicle for marketing purposes

and has become the front-end application of consumer intelligence gathering and

consumer purchase facilitation [Omar, eta, 2011, 226]. The emergence of the Internet

seems to be analogous to the advent of the printing press or the railroads, which

changed monetary, communication and exchange platforms. Similar evolutions took

place with the introduction of automobiles and telephones that reduced the need for

channel immediacy. The use of Internet has become increasingly popular in recent

years, where the cost of accessing and building on Internet and web site is relatively low

[Ranch hod eta., 2000]. Companies employ the World Wide Web to gather and

disseminate information to and from actual and potential customers and increasingly for 网络营销策略英文文献和中文翻译(4):http://www.751com.cn/fanyi/lunwen_50036.html