If you're too reactionary, there are a few things:
Is their threat really dangerous? Can you just ignore it, and make a bigger threat yourself? Does their threat fail to a tactic you have?
Sometimes you can stop their threats before they happen, maybe cutting off an advanced square for their knight.
Strategy is normally based around the pawn structure http://en.wikipedia.org/wiki/Pawn_structure , I can't say I understand these in much detail, but I try to get rooks to open files, pieces on their best squares etc so probably do follow a lot of the plans.
Chess is a lot of memorisation yes. For example when solving puzzles there are mating nets I just know and recognise rather than having to work out, or endgames I know how to win without thinking up a plan or working out variations.
I'm studying the beginner articles, videos, trainer, and mentor as well as playing live and computer games. However, I feel I'm missing something fundamental.
I don't make my first few moves with any strategy except developing my pieces. Once I see how my opponent is playing I begin to make very beginner type strategies, e.g. I will try to get my pieces to this side so I can attack through his open file.
It is always the case, though, that my plan is interrupted and I must go on the defensive or retreat; this is where it becomes almost purely reactionary. Any suggestions for practicing? What are some examples of your thought processes when playing? Is chess a lot of memorization or just mostly probability?