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1. The important for strategy and strategy objectives for setting up a new e-business. 建立一个新的电子商务战略和战略目标的重要性。商业计划
决定是使用“拉”的媒体还是'推'的媒介。“营销组合”的不同元素如何应用到互联网中？
Strategy and strategy objectives are essential for any business. 战略和战略目标对任何商务都是必要的。Johnson and Scholes (1999) define corporate strategy as: the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a changing environment to meet the needs of markets and to fulfil stakeholder expectations. 约翰逊和斯科尔斯（1999）把公司战略定义为：一个组织长期的方向和范围。它在不断变化的环境中通过资源配置，来满足市场的需求和满足利益相关者的期望，来实现其组织优势。

It is important to establish strategy and strategy objectives when setting up a new e-business.在 建立一个新的电子商务时，设定战略和战略目标是重要的。The E-business strategy should support corporate strategy objectives and it should also support functional Marketing and supply chain management strategies. (Dave chaffey2007a)

An organization need a ‘mental image of the possible and desirable future state of the organization’ (Lynch 2000), that is the corporate vision, which provides a backdrop for the development of purpose and strategy of the organization. 一个组织需要一个组织的可能和理想的未来状态的精神形象（林奇，2000年）。它是企业的愿景，它为组织的目的和策略的发展提供了一个背景。
Li-Ning company is a successful sportswear company with a target to be a world's leading brand in the sports goods industry. 李宁公司是一个有成为世界体育用品行业的领导品牌的目标的成功的体育用品公司。Based on Li-ning’s slogan “Branding China reaching global”, e-business turns to be an efficiency approach to achieve the corporate objectives, therefore we are going to develop a online sales channel for Li-Ning to directly sale products online. The overall Li-Ning online store aim is to gain 15% market share of British online clothe selling in the next 3years,李宁网上商店的整体目标是，在未来3年，获得英国网上衣服销售15％的市场份额。

Most of big company are used web site to provide information about products and services. 大多数大公司都使用网站来提供产品和服务的信息。Only 25 % have the facility for visitors to buy online. This suggests that they are using the Internet to support their brand or collect customer information rather than to sell goods directly. This is known as “brochure-ware” our home web site is providing information, therefore we plan to develop our website has online trading function. ( e-business for small business) 这就是所谓的我们家的网站提供信息的“软件手册”。因此，我们打算发展我们的网站，使其拥有在线交易功能。（小企业的电子商务）

A successful business required perfect 4 Ps, any one P missing is a disaster for business. 一个成功的企业需要完美的4 个P，任何一个P的缺少都会是企业的灾难。Overall, in order to set up a successful e-business, evaluating the opportunities provided by the internet for varying the marketing mix is a useful framework for assessing current and future internet marketing strategy. 总体而言，为建立一个成功的电子商务，评估由互联网创造的进行不同营销组合的机会，是一个评估当前和未来的网络营销策略的有用的框架。

Reference:参考文献
Johnson and Scholes (1999) exploring corporate strategy gerry johnson,kevan scholes,

Dave Chaffey (2007a) E-Business and E-Commerce -3rd edition, Pearson Publishing, p163
Lynch, R (200) corporate strategy. Financial times prentice hall, harlow, UK.

Dave Chaffey (2007b) E-Business and E-Commerce -3rd edition, Pearson Publishing, p182
Dave Chaffey (2007c) E-Business and E-Commerce -3rd edition, Pearson Publishing,
Christopher (2003) How to Create the Plan You Need To Build Your Business. by Christopher R. Malburg, CPA, MBA
E-consultancy (2005) Managing an E-commerce Team: Integrating Digital Marketi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。