A Research On Marketing Tactics Of B-to-B Electronic Exchange Market

With the development of E-commerce, Electronic Exchange Market (EEM) also booms very quickly as an important part of e-commerce. Some scholars have done some research on EEM, but there is still lack systematic and methodic research on the marketing tactics. So this text has very important realistic meanings to the research and discussion of the characteristic and marketing tactics of B-to-B electronic exchange market.Because the electronic exchange market is a new thing, this text hopes to solve some basic problems of marketing in this domain mainly: (1) How to subdivide and make a reservation for B-to-B electronic exchange market, (2) How to make a systematic marketing tactic, (3) The direction of future development and innovation of B-to-B electronic exchange market.This thesis has introduced the basic conception and basic theories of marketing of the network at first. Based on the analysis of the current situation and development of domestic and international B-to-B electronic exchange market, the paper focuses the attention on the market tactics of the EEM. This text has analysis the B-to-B electronic exchange market in terms of economics. Proceed with the subdividing of the electronic exchange market and its localization; it makes a preliminary discussion on marketing tactics of B-to-B electronic exchange market from products and service, fixing the price and marketing communication. Then it puts forward a set of intact, systematic marketing tactics and Provide the corresponding real example analysis result. Finally, the article gives a forecast for the development prospect and innovational direction in the B-to-B electronic exchange market through statistical analysis.The main achievement of this text lies in: (1) Provide a detailed subdividing plan of customer's income for the provider of B-to-B electronic exchange market, (2) Provide a systematic method for formulating marketing tactics about B-to-B electronic exchange market, (3) Point out the future thrust of B-to-B electronic exchange market.We use economic theory as our theoretic foundation, such as Neo-institution Economics, Transaction Cost Economics and Micro-Market Economics. And we use empirical research method to do some detail research of the problem, which is a basic tool of the management science and engineering field.