| Online-marketing is the important revolutionary innovation of marketing in the background of network economy which must bring companies new and valuable opportunities and the brand-new competitive ability, at the same time online-marketing will make the enterprises facing new competition, enterprises are entering the times during which they must seek subsistence and development by network. In the chief stratagem of China, the export-oriented economy shows prominent strategic position. The performance of the export-oriented enterprises and their internationalization tendency are catching more and more eyes while they are getting flourishing. Strategy management is the key to win in the international and domestic changing complicated environment for the export-oriented enterprises. In the dissertation the character of online-marketing and the status of the development in China are introduced, the external and internal environment of the performance of online-marketing in export-oriented enterprises and the advantages, how online-marketing change export-oriented enterprises' manufacturing, managing, the challenge it brings and the significance of innovation are incisively analyzed. Depending on these ideas, the thesis makes clear that facing the global and network competition, the export-oriented enterprises strategies is to innovate the management, organization, business process and marketing integration. As for the case study, the ideas and the carrying out of managerial innovation system of Haier Group provide a valuable reference for Chinese companies to improve competitiveness and meet new challenges as China has just joined WTO.
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