网络营销外文翻译

分析互联网营销潜在优势的框架

摘要：

互联网特别为小到中等规模的企业提供了一个难得的机会。它使组织超越他们的传统分销渠道的物理限制，并创建一个世界各地虚拟社区，在这里中小型企业与大型企业竞争。在这项研究中，我们专注于利用互联网作为产品直接向客户提供一个虚拟的店面。我们的争论的焦点是产品的特性发挥了重要作用，其营销在互联网上的得失。我们沿三通道功能和审查网络营销的好处，确定的因素，影响使用网络营销的方法，提出了一个框架，以帮助评估公司在电子商务取得成功的机会。我们用这个框架收集和分析失败的电子零售商在过去两年的数据。

关键字：互联网营销，电子商务，产品类别，电子零售

1介绍

互联网已经为消费者和企业在网上全球市场创造了巨大的增长机会。互联网提供了一个难得的机会，特别是对于小到中型企业（SME）。它将组织超越其传统分销渠道的物理约束并创建一个全球性的虚拟社区，中小企业可以与大企业竞争。互联网作为一个商业的媒体和市场的潜力已被广泛记载在各种出版物[哈夫曼等人，1995年耶尔文佩和托德1997] 。然而，迄今的文献和大型电子商务轶事。网络营销的成功和失败的个案报道。有没有成熟的成功的模型，可以帮助管理层确定网络营销的好处，可以提供他们的业务。网站提供的组织和消费者之间的直接接触。快速发展在线的计算技术，一些特别针对中小企业[ 2000年亚洲商务] ，使企业不得不不认真考虑互联网作为一种替代的分销渠道，以避免失去竞争力优势。

在下面，我们首先回顾使用互联网作为一种新的零售分销渠道的优势经文传统的分销渠道。这是通过在之前文献的基础上彻底检讨营销渠道的选择和新的网络营销方法和识别互联网的主要优点市场营销。第2节是审查概要，为了更好地了解产品或服务的类型在互联网上出售，第3节在互联网上零售的分类。然后，我们确定了产品的特点，可以从这些电子商务的优势中获益最多。可能的营销战略方向也提出了建议。在第4节中，收集和分析失败的网上零售公司的情况下使用我们的提出的框架。第5节总结该项目，并为今后的研究方向提出建议。

2互联网营销的优势和劣势

渠道的选择对研究人员和市场营销从业人员是一项复杂的任务。尽管互联网营销已经在近几年蓬勃发展，大多数公司都使用它主要用于宣传或推广企业。作为一个新的渠道提出，没有很多公司都充分利用网络营销的力量来交易。除了上述的各种技术障碍，如网上交易的安全性问题，认证，税收政策等方面，都有待克服。妨碍企业进行网上营销的主要的原因是涉及的不确定性，因为互联网是一个全新的交易渠道。现有的研究通道的设计和选择，只考

虑了传统渠道，包括直接和间接营销的做法。目前没有完善的研究提供一个系统的方法指导评价，规划和执行，在它涉及到网络营销渠道选择决策时。虽然互联网是一个全新的渠道，它有许多与常规渠道的相同的特征。我们相信，在传统的渠道研究考虑的因素还可以帮助分析行为互联网营销。

下面，我们分析了互联网营销的主要优势。

2.1交流渠道：在买卖双方之间交换信息

互联网可以为客户提供及时的信息，因为它能够提供即时通信，可24小时全天候服务，每周7天[巷，1996]。这意味着更多的互动[Rosenspan，2001]，更好客户服务和更快的反应[以撒，1998]。互联网可用于内部和外部通信。用于外部通信，它可以用来与供应商和客户进行通信。电子信箱（电子邮件）服务从最基本的形式在互联网上范围的沟通方式，邮件列表和新闻组，聊天室活动的参与。它也可以很容易地跟进客户的需求，扩大和调整相应的营销策略[商标]，1998年。作为一个加分，更大的依赖互联网通信通常会导致较低的长途电话和传真费用[Malazdrewics，1996]。

另外一个因素可能会有利于某些类型的产品，即没有实际的表面进行面对面的接触，所述互联网通信中所涉及的。对于很大程度上依赖于建立个人买主和卖主之间的关系产品的类型，如销售寿险，和需要体检的产品类型，网络营销也许不太合适。在另一方面，类型的产品，人们感到尴尬在传统的零售商店购买，如色情倾向于出售以及在线。

2.2交易渠道：促进销售行为

互联网也可以减轻事务处理，特别是处理复杂的订单[安德鲁斯和Trites，1997]，从而减少文书工作，提高工作效率[龙，1997年]，取代专业任务[德伦1997]，从而降低交易成本麦金，1997]。在线支付系统，最大限度地减少了处理费，并允许小微服务费交易。这是特别有利的，因为大多数中小企业他们的业务产生从低批量订单，让他们能够更好地与大市值公司竞争。

对于企业对企业的交易，缩短了处理时间，也意味着买家可以保持较低的库存水平和减少其他相关处理库存过多的开销。互联网可以快速处理意味着它是可以定制个人客户推广和销售市场情况调整[霍恩，1996]，允许灵活的定价（例如，允许价格变化快）。相对较低的进入壁垒和建立成本是考虑中小企业进入到互联网的另一个重要原因。

2.3分销渠道：产品/服务的交换

在线营销提供了更多的选择和灵活性[拉蒙勒，1997]，并在同一时间，消除了巨大的存货，储存成本，水电费，空间租用，[艾利，1997]。人们往往联想到互联网营销与直复营销，因为公司参与网上营销通常缩短了供应链，爱德华兹等人，1998年]和降低佣金成本和运营成本。

作为某些商品的交易介质和物理分布介质的能力是一个网络营销的独特功能。这种优势可以最佳地实现了由公司提供数字产品/服务，如软件，音乐，新闻，咨询服务，网上购票和预订，远程医疗，保险，银行，股票经纪，税务和其他金融服务行业。使用互联网作为分

销渠道，不仅可以减少运送成本大增，也确保即时交付产品/服务。

3网上商品/服务的分类

在互联网上销售的产品和服务是一个广泛的范围，范围从消费品到耐用品，以及在线报纸的业务范围内的咨询。相反的建模问题个别产品的水平，我们的产品类别，分析网络营销的优势沿每个产品组。这将提供一个一般的图片，每个因子（优势）方面的效果特定类型的产品。的分类网格一旦建立后，它可以被用来作为分析的基础个别产品。

不同的产品或服务的分类标准仍有争议。一种在互联网上分组产品和服务的方式是通过分离到搜索或经验商品。搜索商品货物可以评估使用外部信息，而经验的货物必须亲自评估。如果产品搜索不错，它更适合，可能会在互联网上销售。上另一方面，如果一个产品是一个好经验，然后推广该产品在互联网上是不太可能的。这一种分类，给了我们一个明确的和基本的图片在互联网上的营销产品的适用性。彼得森等人。 [1997]还建议，当产品价格昂贵，很少购买，一个互联网营销这样的产品更容易携带。然而，传统的零售商的青睐时，有一个需要亲自检查产品前购买。生产定制的考虑因素，如调整，定制，客户的重要性。作为彼得森，等。 [1997]外，与互联网相关的营销可能会导致极端价格竞争，产品或服务时，不能

显着分化。当价值主张无形资产或信息（数码产品），互联网营销的青睐。在这项研究中，我们遵循彼得森等人的建议到达搜索商品的分类，如表2所示。我们标注每个产品组用三个字母的缩写，表示该值的三个方面。例如，第一类，登革出血热，代表数字，分化和经常购买的产品。

4数据分析

我们已经收集到在过去两年失败的纯网上零售企业（ B- C）（ 2000年和2001年）的数据（ https://www.sodocs.net/doc/b14893486.html,/graveyard ）。一共有47家失败的电子零售商。我们在表三中把它们按产品种类进行划分。在这47家失败的电子零售商中，其中14属于TLI（有形，低分化，不常购买）组，他们销售的产品如二手电脑，二手汽车，家具，珠宝，健康和家装产品。15失败的网上零售商属于有形，低差异化，经常购买的TLF （组），其产品包括玩具和婴儿用品，化妆品，药物和处方笔芯服务，以及使用光盘。10家失败的电子零售商属于DLI （数字，低分化，不常购买组）和四次失败的电子零售商属于DLF （数字，低分化，经常购买）组。表4总结了失败的电子零售商在每个类和表5显示了一些失败的电子零售商沿着三个维度。价值收集的数据所建议的命题和网上零售商的成功程度的分化尺寸强烈的冲击与我们框架一致的列于表3

5总结

网络计算技术的快速发展，使公司必须认真考虑互联网，以避免失去竞争优势。网站提供了组织和消费者之间的直接接触。然而，产品特点在该组织是否可能受益于利用网络作为直接销售的一种手段发挥了重要作用。

本研究的重点集中在决定影响了很多公司的实际问题。由于问题的复杂性，我们本研究的范围有限，只集中于产品特性和其对网络营销的成功。当通道选择决定时，我们需要考虑营销组合中的所有因素 - 产品，促销，价格，及分销 - 一个整体。其他因素，可能会影响网络营销的表现，包括：1）公司目前的分配结构和渠道关系;2）公司规模;3）推广策略;4）定价结构等，这些都是针对个别公司。未来的研究可以研究个别公司的案例来评估和设计渠道来成功推出新产品。

A FRAMEWORK FOR ANALYZING THE POTENTIAL BENEFITS OF INTERNET

MARKETING

ABSTRACT

The Internet has provided a rare opportunity especially for small to medium sized enterprises. It moves organizations beyond the physical constraints of their traditional distribution channels and creates a world wide virtual community in which small and medium sized companies can compete with large enterprises. In this research, we focus on the use of the Internet as a virtual storefront where products are offered directly to customers. Our contention is that product characteristics play a major role in the successfulness of its marketing on the Internet. We reviewed benefits of online marketing along three channel functions and identified factors that impact the use of online marketing approach. A framework is proposed to help evaluate the chance for a company to succeed in e- commerce. Data of failed e-tailers in the last two years were collected and analyzed using the proposed framework.

Keywords: Internet marketing, product category, E-Commerce, E-Tailing.

1. Introduction

The tremendous growth of the Internet has created opportunities for consumers and firms to participate in an online global marketplace. The Internet has provided a rare opportunity especially for small to medium sized enterprises (SMEs). It moves organizations beyond the physical constraints of their traditional distribution channels and creates a world wide virtual community in which SMEs can compete with large enterprises. The potential of the Internet as a commercial medium and market has been widely documented in a variety of publications [Haffman et al., 1995; Jarvenpaa & Todd 1997]. However, the literature to date on electronic commerce is by and large anecdotal. Both successful and unsuccessful cases of Internet marketing have been reported. There are no proven successful models that can help the management to determine the benefits that Internet marketing could provide for their business. A Web site gives direct contact between the organization and the consumer. The rapid developments of online computing technology, some especially targeted at SMEs [Asian Business 2000], make it inevitable for businesses not to seriously consider the Internet as an alternative distribution channel to avoid losing competitiveadvantage.

Since 1993, the Internet has been used to support conventional sales and marketing activities; it matches buyers and sellers in a more cost-effective manner compared with traditional advertising and marketing. While transactions are taking place on the Internet, the current level of commerce is small relative to overall commerce in the United States. The phenomenal growth of the Internet community has begun to alter the way buyers and sellers exchange information and the structure

of distribution. It breaks through the physical barriers traditionally placed on commerce and moves firms to a new commercial marketplace. In addition, the opportunity for buyers to examine or test the product or service and interact with the seller to receive additional information or support can be provided through the online service.

While many successful cases of the online marketing approach have been recorded in electronic commerce literature, a handful of failed cases have also been reported. Although the history of electronic commerce is not long, especially the use of the Internet as a virtual storefront, we believe lessons can be learned from previous cases. Previous research has identified common problems of e-marketing strategies including failure to classify product characteristics, inappropriate channel selection, pricing, and promotion strategies [Larson 1998]. In this research, we focus on the use of the Internet as a virtual storefront where products are offered directly to customers. We contend that product characteristics play a major role in the successful marketing of a product on the Internet. If we can identify the factors that impact the use of an online marketing approach, we can build a model to help evaluate the chance for a particular kind of product to succeed in online marketing.

In the following, we first review the advantages of using the Internet as a new distribution channel for retailing verses traditional distribution channels. This is done through a thorough review of the literature in both traditional marketing channel selection and the new online marketing approach and identification of the key benefits of Internet marketing. A summary of the review is presented in Section 2. To better understand the type of products or services selling on the Internet, Section 3 gives the classification of retailing on the Internet. Then we determine the product characteristics that can benefit the most from those e-commerce advantages. Possible marketing strategic directions are also suggested. In Section 4, cases of failed online retail companies are collected and analyzed using our proposed framework. Section 5 concludes the project and suggests directions for future research.

2. Pros and Cons of E-Marketing Approach

Channel selection is a complex task for both researchers and practitioners in marketing. Although Internet marketing has boomed in recent years, most companies have used it mainly for advertising or promoting corporate images. Not many companies have fully utilized the power of Internet marketing as a new channel for making transactions on the Internet. Besides the various technical obstacles, issues such as security of online trading, authentication, tax policies, etc., have yet to be overcome. The main reason that has prevented companies going online is the uncertainty involved as the Internet is an entirely new transaction channel. The existing research in channel design and selection has only considered the traditional channels, including direct and indirect marketing approaches. There are no documented results or research that provide a systematic method to guide

evaluation, planning, and execution of the channel choice decision when it comes to Internet marketing. Although the Internet is an entirely new channel, it has many of the same characteristics as those of conventional channels. We believe studying the factors considered significant in conventional channel selection can also help in analyzing the behaviors of Internet marketing.

In the following, we identify the key advantages of Internet marketing recognized by companies participating in Internet marketing.

The Advantages of Internet Marketing

Marketing activity occurs through three types of channels: communication, transaction, and distribution channels [Peterson 1997]. Although this study focuses on using the Internet as a new transaction and/or distribution channel, there are substantial interactions and overlapping among the activities performed by the three types of channels. Therefore, we need to consider the effect of Internet marketing on all aspects of marketing activities to be able to recognize the true benefits of Internet marketing. The extant literature in Electronic Commerce has documented various advantages for companies to sell directly on the Internet. These advantages can be classified into three channels based on the functions performed: communication, transaction, or distribution.

Communication Channel: Exchange information between sellers and buyers. The Internet is an extremely effective medium for accessing, organizing, and communicating information. Peterson, et al. [1997] have identified several unique characteristics of the Internet regarding communication: (1) the ability to store vast amounts of information that can be searched and disseminated in a cost-effective manner which is accessible by virtually everyone on the Net; (2) interactivity and the ability to provide information on demand; and (3) provide perceptual experiences that are superior to a printed catalog.

The Internet can provide timely information to customers because of its ability for instant communication, and its availability 24 hours a day, 7 days a week [Lane, 1996]. This means more interaction [Rosenspan, 2001], better customer services and quicker responses [Isaac, 1998]. The Internet can be used for both internal and external communications. For external communication, it can be used to communicate with both suppliers and customers. The ways of communication on the Internet range from the most basic form of electronic mail (e-mail) service, mailing lists, and newsgroups, to participating in chat-room activities. It also allows for easy follow-up on customers’ needs and for expanding and adjusting marketing strategy accordingly [Marks, 1998]. As a plus, greater reliance on Internet communication usually results in lower long-distance phone and fax costs [Malazdrewics, 1996].

Another potential benefit of using the Internet is the ability to gather information about your customers via surveys and contests [Rendleman, 2001]. The information can be used to assist new product development and introduction [Higgins, 2001]. Companies can design and personalize advertising for each customer through “push” technology [Peterson, et al., 1997]. The communication also helps with identifying prospects [Ebling, 2001], salesand relationship building [Ginovsky, 2001], and deepening customer loyalty [Kranzley, 2001].

Another factor that may be consider advantageous to certain types of products, but disadvantageous to others, is the fact that there is no actual face-to-face contact involved in the Internet communication. For the types of products that rely heavily on building personal relationship between buyers and sellers such as the selling of life insurance, and the type of products that requires physical examination, Internet marketing maybe less appropriate. On the other hand, the types of products that people feel embarrassed to purchase at traditional retail stores such as pornography tend to sell well online.

Transaction Channel: Generate sales activities. The Internet offers small businesses many potential benefits to help them compete more effectively against larger companies with improved visibility. For example, small companies that play in niche markets (i.e., sell specialized or unique products or services) in which buyers and sellers are small and geographically dispersed, can use the Internet to reach a much bigger customer base [Wellner,2000]. One successful case is the Virtual Vineyards, a wine and specialty-food shop that exists only on the Internet(https://www.sodocs.net/doc/b14893486.html,). Cross-selling opportunities offered by the Internet has great potential for generating moresales transactions [Eichhorn and Helleis, 1997].

The Internet can also ease transaction processing, especially for handling complex orders [Andrews and Trites,1997], thereby reducing paperwork, increasing efficiency [Long, 1997], replacing professionals tasks [Sandilands,1997], hence reducing the transaction cost [McKim, 1997]. The online payment system minimizes the processing fee and allows for small-fee transactions for micro-services. This is especially advantageous for SMEs because most of their business is generated from low-volume orders, allowing them to better compete with large cap companies.

For business-to-business transactions, shortening the processing time also means the buyer can maintain a lower inventory level and reduce other related overhead for handling excessive inventory. The Internet allows for quick adjustment to market conditions which means it is possible to customize promotion and sales to individual customers [Hawn, 1996], allowing for flexible pricing (e.g., permits prices to change faster). The relatively low entry and establishment costs for sellers getting into online marketing is another important reason for considering the Internet as an alternative channel for SMEs [Peterson, et al., 1997].

Distribution Channel: Physical exchange of products/services. On-line marketing offers more choices and flexibility [Lamoureux, 1997] and, at the same time, eliminates huge inventories, storage costs, utilities, space rental, etc. [Avery, 1997]. People tend to associate Internet marketing with direct marketing because companies participating in online marketing usually shortened the supply chain [Edwards, et al., 1998] and reduced commission and operating costs.

The ability to serve as both a transaction medium and a physical distribution medium for certain goods is a unique feature of Internet marketing. Such advantages can be best realized by companies that provide digital products/services such as software, music, news, consulting services, online ticketing and reservations, telemedicine, insurance, banking, stock brokerage, tax, and other financial service

industries. Using the Internet as the distribution channel can reduce not only the delivery cost substantially, but also ensures instant delivery of products/services. Table 1 summaries the advantages of the Internet grouped by the three channel functions.

Angehrn [1997] proposed a generic framework, the ICDT model, for understanding the strategic implications of the Internet. The ICDT model takes its name from the four virtual spaces of the Internet as identified by Angehrn. They are: a virtual Information space, a virtual Communication space, a virtual Distribution space, and a virtual Transaction space. The framework structure matches well with the three marketing activities we presented above except that the communication channel function is further divided into Information and Communication spaces. According to Angehrn, the information space considers only one-way communication of information and is used mainly for disseminating company information to the general public while the communication space allows for twoway communication but is relatively underdeveloped because businesses are still not sure what objectives it might serve. In the following, we will continue our discussion following the three channel functions framework.

3. Classification of Products/Services Selling on Internet

There is a broad range of products and services marketed on the Internet that range from consumable goods to durable goods, as well as online newspapers to business-wide consultation. Instead of modeling the problem at individual product level, we group the products into categories and analyzing the advantages of Internet marketing along each product group. This will provide a general picture regarding the effect of each factor (advantage) to the particular type of product. Once the classification grid is established, it can be used as the basis for analyzing individual product.

The classification criteria of different products or services are still controversial. According to Peterson, et al.[1997], one way to group products or services on the Internet is by separating them into search or experience goods. Search goods are goods that can be evaluated using external information, whereas experience goods have to be personally evaluated. If a product is a search good, it is more suitable and likely to be marketed on the Internet. On the other hand, if a product is an experience good, then marketing this product on the Internet is less possible. This kind of classification gives us a clear and basic picture of product suitability for marketing on the Internet. Peterson, et al. [1997] also suggested that when products are expensive and infrequently purchased, an Internet marketer is more likely to carry such a product. However, the traditional retailer is favored when there is a need to personally inspect the product prior to purchase. Production customization considers factors such as adjustment, customization, and customer importance. As Peterson, et al. [1997] stated, Internet-related marketing can result in extreme price competition when products or services are incapable of significant differentiation. When the value proposition is intangible or informational (digital products), the Internet marketer is favored. In this study, we follow Peterson, et al.’s suggestion to arrive at the classification for search goods as shown in Table 2. We label each product group using a three-letter acronym

that represents the values of the three dimensions. For example, the first category, DHF, stands for digital, high differentiation, and frequently purchased products. Table 3 links the advantages of the Internet marketing demonstrated in Table 1 to the product/service category shown in Table 2. A check mark (x) in the box means the product group can benefit from that particular advantage of e-commerce. A question mark (?) means undetermined (could be either way depends on individual product). Among the three dimensions, value proposition has the dominant effect because digital products can take advantages of using the Internet for all three channel functions. The second important factor is the product customization potential of the products or services, and that is followed by the importance of product availability. According to Table 3, products belong to TLF group, tangible, low differentiation, and frequently purchased, will gain limited competitive advantage and hence have the least chance for success on the Internet. It is followed by TLI group, tangible, low differentiation, and infrequently purchased products. All in all, for a given product or service, Table 3 can help to evaluate the chance of survival on the Internet by analyzing the product characteristics associated with the advantages of Internet marketing.

Table 3 gives us a general picture about the suitability of each product group to the Internet marketing approach. The purpose of this framework is not to provide universal rules to be applied to all products within same product category. Although products belong to the same category, most share some of the same characteristics but may still differ in certain aspects. The factors (advantages) identified in our framework can be used as the basis for evaluating each individual product.

Some Strategic directions for marketing can be derived from Table 3. For instance, digital products can take the most advantage of online marketing approach. Therefore, e-tailers should try to provide digital product/service to customers if all possible. For example, e-tailers that sell music and video online should allow customers to download products instead of shipping the actual CDs or tapes to them. Online banks should convert all documents to digital format to allow customers to submit applications and perform transactions online in order to take full advantage of e-commerce. Products with high degrees of differentiation also can benefit more from online marketing approach. E-tailers can improve the customizability of their product to distinguish their product from other e-tailers’in order to prevent pure price competition. For example, online auto dealers can allow customers to design or customize their own cars for their special needs. Online grocery stores can be specialized in supplying ethnic foods from a particular country or region. Companies that carry products of the last two categories (Tangible, Low differentiation, and Frequent/Infrequently purchased) can use the framework to redirect their marketing strategies. The framework helps management to identify potential benefits that the Internet can provide; therefore, the management could target their marketing efforts

in those key areas. For instance, to improve communication aspect of the channel function, the company should focus on providing quick response to inquires and ensuring availability of the service. For improving transaction channel function, the company needs to emphasize on reducing human error, inventory level, and transaction cost, and allow flexible pricing. Different marketing strategies can be devised to achieve those objectives. A well-designed order form can greatly reduce possible typing error and cut down transaction cost. A built-in FAQ page helps to answer common customer questions and incurs no extra handling cost. Online grocery stores may implement flexible pricing policy to allow price adjustment according to inventory level and demand changes. This will help to keep the company inventory level down and minimize cost due to expired perishable goods.

4. Data Analysis

We have collected data (https://www.sodocs.net/doc/b14893486.html,/graveyard) of pure online retail companies (B-to-C) failed in the last two years (years 2000 and 2001). There were a total of forty-seven failed e-tailers identified. We group the companies by the type of products they sell as categorized in Table 3. Among the forty-seven failed e-tailers, fourteen of them belong to TLI (Tangible, Low differentiation, Infrequently purchased) group and they sell products such as used computers, used cars, furniture, jewelry, health, and home improvement products. Fifteen failed etailers belong to the TLF (Tangible, Low differentiation, Frequently purchased) group and their products include toys and baby products, cosmetics, drug and prescription refill services, and used CDs. Ten failed e-tailers belong to DLI (Digital, Low differentiation, Infrequently purchased) group and four failed e-tailers belong to DLF (Digital, Low differentiation, Frequently purchased) group. Table 4 summarizes the number of failed e-tailers in each category and Table 5 shows the number of failed e-tailers along the three dimensions. The strong impact of the value proposition and degree of differentiation dimensions on the success of e-tailers as suggested by the data collected concurs with our framework presented in Table 3.

Table 4. Number of failed e-tailers by category

5. Conclusion

The rapid developments of online computing technology make it imperative for companies to seriously consider the Internet to avoid losing competitive advantage.

A Web site gives direct contact between the organization and the consumer. However,

product characteristics play an important role in whether the organization may benefit from utilizing the Web as a means of direct sales [Shanklin and Griffith, 1996].

The emphasis of this research is concentrated on practical decision problems that impact a wide range of companies. Due to the complexity of the problem, we have limited the scope of this research to focus only on the product characteristics and their effects on the success of Internet marketing. When making channel selection decisions, we need to consider all the factors in the marketing mix – product, promotion, price, and distribution as a whole. Other factors that may impact the performance of Internet marketing include: 1) the firm’s current distribution structure and channel relationships; 2) the size of the company; 3) the promotion strategies; and 4) the pricing structure, etc., that are specific to individual companies. Future research can study the cases of individual companies to evaluate and design channels that would help with the successful launch of new products.

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