E-marketing Status Quo And Countermeasures In China

Theory and practice of e-marketing is discussed with the background of information society and digital era. E-marketing is the marketing pattern of digital company in the information era. Application rules,steps and matters concerned are put forward on the analysis of company's e-marketing status quo in China.Global economy has been brought up to a new flat by the swift development and application of information technology since 1990s. Compared to traditional economy,new economy is not a simple quantitative change but a deep qualitative change. All the game regulations of global economy are changing,and an overturn also happens in marketing. A brand new marketing pattern,e-marketing,rises and begins to replace traditional marketing as the mainstream of marketing in new economy.E-marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating,offering,and exchanging products of value with others in the information economy. Marketing is a value-creating and offering process which centers on customer. As a new marketing in the whole society "network calculate environment" and "digital nerve system",e-marketing is digital company's marketing based on traditional marketing theory,and the essence of which is to improve company's core competence through integration and reengineering of value chain and to enhance the value of whole value chain for better customer satisfaction.The rise of e-marketing is based not only on the development of information technology,but also on the great changes of social environment accompanied,which include changes in both marketing environment and consumers. The change of marketing environment consists of globalization and integration of market,diversification and individuation of customer demand,closer combination of supply and demand,more extensive and intense competitions,change of economy regulations' function. The change of consumers includes the change of customers' role,individuation and rationalization of customers buying behavior.E-marketing consists of meanings of three levels-concept,strategy and tactic. Firstly,e-marketing is a new marketing concept,and the essence lies in how to integrate and reengineer company's value chain to improve its core competence and to enhance the value of whole value chain in new economy accompanied by the swift development of moderninformation technology. E-marketing is the guidance of digital company's marketing in the global information economy. Secondly,e-marketing is a kind of marketing strategy,a marketing pattern under the direction of new concept in new environment,which involves each aspect of marketing,such as corporation with other companies,control of buyers,arrangement of various resources to fit the environment,etc. Lastly,e-marketing is a tactic,and technology is just the tool for the achievement of marketing tactics. The three-level explanation helps to clarify the meaning of e-marketing.In substance,e-marketing is integration and reengineering of company's value chain to improve its core competence for better customer satisfaction. The theory base of e-marketing lies in integrated marketing,individual marketing and corporation marketing. As the marketing of digital companies,e-marketing has a great influence on traditional marketing strategies,marketing pattern,marketing tactics and marketing organization.As a new field,e-marketing which develops constantly in both theory and practice will enrich increasingly with the changes of environment and the development of company practice. The implementation of e-marketing is a gradual process which commonly includes four possible levels,they are activity,business,enterprise and industry e-marketing.China has entered WTO and all domestic companies are faced with international competition directly. Meanwhile,the world has become more and more digitized. Every domestic company must consider how to e-marketing effectively,that is how to make use of information technology to integrate and reengineer its value c...