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Information technology and e-business marketing strategy

机译：信息技术与电子商务营销策略

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摘要

The advancement of information technology and its benefits for organizations have made the field of e-business marketing competitive and successful although there have been failures as well. Failure happens due to the use of constant strategies while the e-business environment is dynamic and in such a context, strategy formulation and implementation is a challenge for e-business organization. In this research a questionnaire was designed by reviewing the literature and interviewing experts. Analyzing the collected data, the e-business key strategy factors such as technology, information systems, risk management and compliance were extracted. In the next stage, these key factors were presented as the e-business marketing strategy model. The results suggested that dissimilar dimensions of e-business strategy factors may not be equally conducive to different marketing strategies. In particular, risk management has an insignificant relationship with any of the marketing strategies; while high level of compliance is positively associated only with a focus strategy. IT governance is positively associated with price leadership and differentiation strategies but linked negatively with focus strategy.
机译：信息技术的进步及其对组织的好处使电子商务营销领域具有竞争性和成功性，尽管也有失败之处。由于在电子商务环境动态的情况下使用恒定的策略会导致失败，因此在这种情况下，策略的制定和实施对于电子商务组织是一个挑战。在这项研究中，通过回顾文献和采访专家来设计问卷。通过分析收集的数据，提取了电子商务关键战略因素，例如技术，信息系统，风险管理和合规性。在下一阶段，将这些关键因素作为电子商务营销策略模型进行介绍。结果表明，电子商务策略因素的不同维度可能不会同样有利于不同的营销策略。尤其是，风险管理与任何营销策略都无关紧要。而高合规性仅与重点战略正相关。 IT治理与价格领导力和差异化策略呈正相关，而与焦点策略呈负相关。

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