产品营销策略外文翻译及原文中英对照.doc

北京联合大学毕业论文外文原文及译文 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 《The Relationship between E-Marketing Strategy and Performance: A Conceptual Framework in a Web Context》 BY: Carmen Lages, Lisboa Portugal, Luís Filipe Lages, Paulo Rita, Portugal FROM:FEUNL Working Paper Series 2004 There are three main objectives of this research, the first of which is to extend our understanding of the contingency theory, particularly in an e-marketing context. This is accomplished by presenting a more comprehensive understanding of the simultaneous links among the internal and external forces of the firm, e-marketing strategy, and performance. Earlier marketing research has focused only on single relationships among these variables e.g., the relationship between strategy and performance or the relationship between contingency forces and strategy, while rarely considering their simultaneous effects. A contingency approach allows for a multi-faceted approach to the phenomenon. We also advance past work on marketing strategy, which has traditionally focused on a single marketing-mix element, to consider the full marketing mix in a web context The second objective of this work is to consider the role of past performance on marketing strategy formulation and on current performance in an internet context. Historically, marketing strategy formulation is viewed as an antecedent to performance outcomes. A review of the top journals in strategy and organizational behavior indicates that 79% of the articles incorporating performance have cast it as a dependent variable, while only 9% of the studies have used it as an independent variable. Past performance can be a critical variable in the determination of e-marketing strategy, and the evaluation of current period performance When firms experience poor performance they are more likely to search broadly for information and conduct in-depth analyse