Dynamic internet market stage theory and product portfolio strategy

Abstract

880-01Transaction has evolved from traditional retail format to new technological retail innovations such as tele-shopping, catalog shopping, TV home shopping and Internet shopping. These innovations require fundamental changes in shopping behavior to the consumers who are used to shopping in a traditional market place. To minimize this switching cost, many shopping mall should provide similar shopping environment with the real life shopping. And it``s better to sell products which satisfy ,even if on the web, consumer``s cognition requirement such as product feature, property and sensual information. In this paper, we suggested Electronic Marketing Plan model-static model and dynamic model- for an online product portfolio strategy. This model describes decision making procedure for the Electronic marketing plan. And as a previous research, we investigated the consumer classification based on technology adoption attitude and technology stage of consumer``s product cognition.