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1、题目:京海体育公司产品营销策略研究专业：市场营销（国际物流）指导教师:学院：商务学院学号：050741621班级：物流051班姓名：一、外文原文《TheRelationshipbetweenE-MarketingStreitegyandPerformance:AConceptualFrameworkinaWebContext》BY:CarmenLages,LisboaPortugal,LuisFilipeLages,PauloRita,PortugalFROM:FEUNLWorkingPaperSeries2004Thereareth
2、reemainobjectivesofthisresearch,thefirstofwhichistoextendourunderstandingofthecontingencytheory,particularlyinane-marketingcontext.ThisisaccomplishedbyprcscntingamorecomprehensiveunderstendingofthesimuItancouslinksamongtheinternalandexternalforcesofthefirm,e-marketingst
3、rategy,andperformanee.Earliermarketingresearchhasfocusedonlyonsinglerelationshipsamongthesevariablese.g.,therelationshipbetweenstrategyandperformanceortherelationshipbetweencontingencyforcesandstrategy,whilerarelyconsideringtheirsimultaneouseffects.Acontingencyapproacha
4、llowsforamulti-facetedapproachtothephenomenon.Wealsoadvancepastworkonmarkctingstrategy,whichhastraditionallyfocusedonasinglemarketing-mixelement,toconsiderthefullmarketingmixinawebcontextThesecondobjectiveofthisworkistoconsidertheroleofpastperformanceonmarketingstrategy
5、formulationandoncurrentperformanceinaninternetcontext.Historically,marketingstrategyformulationisviewedasanantecedenttoperfonnanceoutcomes.Areviewofthetopjournalsinstrategyandorganizationalbehaviorindiceitesthat79%ofthearticlesincorporatingperformancehavecastitasadepend
6、entvariable,whileonly9%ofthestudieshaveuseditasanindependentvariable.Pastperformaneecanbeacriticalvariableinthedctcrminationofc-markctingstrategy,andtheevaluationofcurrentperiodperformanceWhenfirmsexperiencepoorperformaneetheyaremorelikelytosearchbroeidlyforinformationa
7、ndconductin-depthanalysesoftheirsurroundingenvironments.Incontrast,agoodperformaneemightpromotemorerelaxedandeffortlessstrategicdecisions,asthefirmmayalsobecomelesscriticalaboutpreviousdecisions,contributingtoanarrowfocusandpreoccupationwiththefactorsthatcontributetoper
8、formanceattheexpenseofremeiiningresponsivetoallpossibleinternalandexternalfactorsThethirdobjectiveistostudyhow
