تأثير البيئة الرقمية على مكونات الإستراتيجية التسويقية : دراسة حالة موقع Amazon.com

الملخص EN

This study aims to shed light on the components of the marketing strategy in the digital environment.

Many researchers have criticized the components of the traditional strategy, which they believe are not responding to the demands and developments of the digital environment.

They propose adapting these components to be consistent with the requirements of modern information and communication technology.

Starting with market fragmentation, so that each of the criteria on which the retail has been based has been affected by the characteristics of the digital environment, in terms of changing consumer behavior and the emergence of modern techniques that help to monitor this behavior more accurately than in the traditional environment, then the process of targeting and positioning, Where to focus and benefit from the advantages provided by the Internet and various modern communication technologies, so that the process of targeting more accurate, and positioning is a true expression of the image of the mark and achieve the desired success of the institution, and finally for the marketing mix, Each of its four traditional components must be modified according to the specificity of information and communication technology, then introduce some new elements imposed by the digital environment characteristics, so as to be viable institution.

And to highlight the realistic embodiment of the subject of the study, The marketing strategy components of Amazon.

com, the world's largest e-commerce site, have been reviewed.