自從70 年代晚期開始，「電子商務」一詞的定義成了許多不同事情的定義，本文
基於Rayport，Jaworski（2001）和Amit and Zott（2001）等作者的理論抽樣，旨在分析
電子商務營銷計劃，進而了解電子商務是如何在商業中扮演它的角色。這項研究的重要
性源自於電子商務營銷策劃策略的相關性。由於”策略往往會因做重大抉擇而影響長期商
業的走向而受到顧慮” (Drummond and Ensor, 1999)，使得通過參與本研究的定義，可以
觀察到電子商務對採用它的公司產生的一些影響。 研究過程不僅是根據理論，還依據
B2B (Business to Business), B2C (Business to Consumer)公司以及任何在互聯網上透過營銷
計畫來提高績效的公司的經驗性證據

The term "e-commerce" has been the subject of several definitions since it began to
appear in the late 1970s. This thesis, based on theoretical sampling by authors such as Rayport,
Jaworski (2001) and Amit and Zott (2001), aims to analyze e-commerce marketing planning
in order to promote understanding of how it is able to influence the business performance. The
importance of this study is derived from the relevance of e-commerce marketing planning
strategy. Since "strategy is concerned with making major decisions affecting the long-term
direction of the business" (Drummond and Ensor, 1999), it makes possible to observe some
effects that the e-commerce has on the companies that adopt it, guided by the definitions that
participated in this research. The research process relied on the study not only theoretically,
but also with the collection of empirical data from B2B (Business to Business), B2C (Business
to Consumer) companies and any others that rely on marketing planning in Internet sales to
improve their performance.

Index:
CHAPTER 1 – INTRODUCTION....................................................................1
1.1- Framework.......................................................................................1
1.2- Importance of study.........................................................................2
1.3- Paper arrangement...........................................................................4
CHAPTER 2- BACKGROUND…………………..………………..…..….....5
2.1- E-Commerce Evolution………………………………………………5
2.2- The Internet Impact in a Competitive Environment……………….…6
2.3- E-Commerce and the Information Technologies…………..…...........7
2.4- Logistics essentiality………………………….……...………………8
2.5- The importance of company’s size and reputation……….………......9
2.6- The self-service illusion and loyalty in virtual markets.....................10
2.7- Digital Era Strategy……………………………................................11
CHAPTER 3 – LITERATURE REVIEW.......................................................13
3.1- Introduction........................................................................................13
3.2- Market-Based View............................................................................14
3.3- Porter’s five forces applied to the Internet era...................................16
3.4- Generic Strategies..............................................................................18
3.5- Communication and Marketing in the Digital Age............................21

3.5.1- Digital Marketing……………………………………….......…….22
3.6- Positioning Theory and the Internet…….…………………………..29
3.7- Information Technologies as Competitive Advantage…..……….…30
3.8- Transaction Costs Theory…………….……..………………...…….33
3.9- Marketing planning benefits…………...............................................34
3.10- Marketing Mix - 4ps………………….............................................35
3.11- Summary…………………………..................................................38
CHAPTER 4- METHODOLOGY………………………………..……...…..39
CHAPTER 5- CONCLUSION………………………...………………….…42
BIBLIOGRAPHY AND REFERENCES…………………………..……..…44
FIGURES INDEX………………………………………………..…….……49
Figure 1: Porter Five Forces representation…………………………49
Figure 2: Representation of Porter’s Generic Strategies………..…...49
Figure 3: Summary table of key theories and concepts………….......49

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