A Study On E-marketing Strategies Of Chinese Enterprises

The 21^st century is a network-based information era. Network, information and digitization are promoting the development of the human society and the world economy on the whole. The network-based information technology has been the key factor and accelerator of economy development. The global e-commerce has been developing rapidly; the processing and transmission of market and business information has broken through the limit of time and region; the efficient and immediate mergence of various marketing elements has improved operation efficiency of the whole market; so network has become a real worldwide rising market.E-marketing, as the important component and direct motive force of e-commerce, brings enterprises the historical opportunity as well as severe survival crisis. This thesis focuses on e-marketing strategies of Chinese enterprises. Its theoretical significance is to systematically research and analyze e-marketing tactics to promote the development of Chinese e-marketing strategies. Its practical significance lies in revealing the existing problems of e-marketing in China and putting forward rational suggestions to improve the international competence of domestic enterprises.This thesis is comprised of five sections:The first section is the theory summary of e-marketing. Beginning with the explanation of e-marketing concept, this part summarizes the basic and newly developing e-marketing theories and analyzes the impact of e-marketing on international trade.The second section is the current situation and countermeasures of e-marketing in China. This part reveals the real situation of Chinese e-marketing development and points out relevant countermeasures.The third section is basic e-marketing strategies. According to the"4P" tactics in traditional marketing, this part addresses product, price, place and promotion strategies in e-marketing era.The forth section is peculiar e-marketing strategies. E-marketing is a newly developing mode and its tactics greatly distinguish from traditional ones. This part stresses on email, website, personalized service tactics, which are most closely relatedwith native enterprises.Section5 is e-marketing strategies of international trade enterprises. This part discusses the e-marketing status of international trade firms in China and put forwardsome feasible tactics.