Research On E-marketing Development In China, A New Form Of Direct Marketing

Along with the coming of the 21st century, modern network technology and communication technology which core is Internet have been rapidly developed and widely used. It is distinct characteristic and trend of the new century that the world economy will develop to globalization and informatization. Today, we have entered the network economy era based on Internet, and the emergence of computer networks has not only greatly changed people's way of life, but also given huge influence to marketing. In order to adapt to the new characteristics of consumption of the network era, enterprises of each country study how to carry out e-marketing. With the development of society, the market has shifted from a seller's to a buyer's market. Products greatly enrich and consumers tend to be more personalized. Traditional marketing can't meet consumer demands. Especially with the increasingly fierce competition of the market, the enterprises are using all they could to try to attract customers in order to prevail in competition. Even some marketing skills can attract customers in a period of time, it dose not necessarily make corporate profits increase. Market competition is no longer relied on the surface, but the deeper competition on organizations has begun. Operators are urgently to find changes to lower costs from production to sales in the entire supply chain. This article is divided into six main sections. Introduction is the first part of the article, including the main purpose of the papers, the domestic and international developments and research methods, ideas and innovative point. Part II is about the content, features, advantages of marketing, and the concept of direct marketing. The third part gives the analysis of the development of internal and external environment, and the current development of Chinese enterprises in e-marketing. The forth part is mainly about strategies and tactics of e-marketing, and giving some advice to current development. Part V discusses on the e-marketing for the future. Part VI shows the analysis of a specific domestic e-marketing case.