The Online Interactive Marketing Methods In The EC Strategies Of Chinese SMEs

Comparing with big enterprises, Chinese SMEs' marketing methods have no advantages and specific characters. In the condition of dramatic progress of Internet technologies application, SMEs can take advantage of internet and get the same startup with big enterprises. We research and discuss how to use online interactive marketing methods in the EC strategies of Chinese SMEs in this essay. We strive to find a new way to do marketing work through the research and integration for interactive methods of Chinese SMEs.We start with the business environment of SMEs, and describe the dynamic and unstable competitive environment. Based on this precondition, we summarized the positioning of SMEs in new competitive environment. SMEs should run E-commerce based on the traditional business model, and integrate day to day operation with modern information technology. We suggest SMEs begin their E-commerce strategies at online interactive marketing. We treat marketing is the startup of the whole business. Interactive marketing strategies should be the integration of the multiple methods; furthermore, business should be integrated step by step and formalize the whole E-commerce strategy.The effective interactive methods can enrich SMEs the way to do marketing with low cost. We do research for interactive methods from enterprise's side and consumer's side in this essay. Based on modern marketing theory, we build "Interactive Marketing Matrix", and analyze the different combination of consumer's behavior and marketing behavior. We look forward the trends of the interactive marketing, and give some suggestion for implement plan and proposal at the end of this essay, and hope it will be helpful for SMEs to run online interactive marketing.