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Executive Summary This paper focuses on analysis of Virtual Vineyards (VV)'s online successful experiences. The paper is well structured in three major parts. In the first part, the paper firstly outlines competitive advantages. Meanwhile, the organizational structure and culture of VV are addressed. In addition, the paper shows the key factors that VV should take into consideration in marketing. In the second part, the customer interface of VV and channel factors affected VV will be discussed in detail. The final part gives some recommendations for VV's operation in the future, and evaluation of its successful performance. 1.Corporate Perspectives 1.1.Competitive Advantages Virtual Vineyards -- is a pioneering direct marketer of wines on the Internet. The Internet has dramatically changed the commercial wine industry's traditional three-tier system of distribution: winery to wholesaler to retailer to consumer. In terms of e-tailing, Virtual Vineyards has achieved competitive advantages as below: 1.1.1.Better customer relationship EC enables the learning about customers...

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