| The one main reason of EC enterprise's failure is due to the insufficient considering inmanagement of EC, especially in strategic management, Web marketing, and in reforms inorganization and its culture. This paper consists of studying the former two aspects. The maincontents of this paper lie in the following facts: the clear introduction and explanation of EC,the contemporary researching fields and results of EC, the definition of EC enterprises, thereasons of failure of EC enterprises, and the research on strategic management and webmarketing. The most prominent points in this paper were the following theories advancedbased on the practice of some EC enterprises: annulus strategy and chain of marketingstrategic circle. It also concludes theories presented by other experts in EC research, such assimple rules, judo strategy, and syndication theory. Finally, some theories are applied to thecase study of Sotrip.com.
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