The Analysis On Internet Marketing Tactics Of Chinese Enterprises

The internet comes between two century as a new transmitting media. Marketing which is the most important link in the field of business affairs transforms its model, that is internet marketing. Seeing from every aspect, the internet marketing in our country is in the barren phase. China's entering WTO means that the enterprises in our country are faced with more ardent competition from marketing, but many of our inner enterprises have not the pressing sense of stepping into internet, which restricts the enthusiasm that enterprises develop internet marketing. The sparsity of academic and practical knowledge about internet marketing in the enterprises radically hinders the step of their internet marketing, and the following development of electrical commerce of our country.This paper begins from the basic knowledge of internet marketing. The author analyses five kinds of tactics about internet marketing in the light of the situation in our country. On the basis of forefathers' work, the main work of the author is summed up into several points below:(1) Referring to traditional investigation and research, this paper puts forward five steps of internet marketing. On the basis of analysing the questionnaire on the internet, the author points out five aspects which should be paid attention to. The author states the tools which are used in the process of internet research. The internet resources that the internet research will use have many kinds, but the outstanding point in this paper lies in some newer ideas, that is the using of business website. This paper analyses the website 桝LIBABA.(2) The author puts forward the concept of public relation on crisis. One of the benefits which internet brings to the enterprises is the fast and mass transmitting of information, and anything can be passed to everybody who is on the internet. At the same time, anything can be amplified through the internet. Bad effects may be produced by the changes which are evoked by the enterprises or something on the society, and it may be transmitted quickly by theinternet. The bad affects are a kind of crisiscs to the enterprises. How to remove the bad affects and restore the public's trust is the public relation on crisis what this author will disscuss in this paper. The most important point in this paper lies in the deeply analysis and taking the right and wrong actions as examples. The paper also designs three steps on the public relationship of the crisis .(3) The author explores deeply several kinds of charging pattern of internet advertisement which exist inside and outside of our country, those are CPM; CPC; CPA; and so on. The author also appraises PFP which emerges overseas. On the basis of analysing current conditions of internet advertisement in our country, the author thinks that there are three kinds of misunderstanding with regard to this tactics. Finally the author puts forward tactics of developing the internet marketing in our country.(4) The author analyses the superiority of internet marketing channel compared to traditional one. Among three internet channels, the author think that the double-channel is the best one. Thinking over the actual situation of marketing channel in our country, the author puts forward integrated marketing channel tactics and analyses it. The enterprises in our country will succeed only by carrying out it properly.The author takes many facts as examples, such as AMAZON and 8848. In short, the internet technology is making fast progresses and the applying scope in business is getting wider. In this paper, the author only states the understanding of herself. The author expects that it will be helpful to the enterprises in our country.