Study On Marketing Strategy Of Small And Medium-sized Fruit Enterprises Based On Electronic Commerce

As important components of China's national economy, Small andmedium-sized fruit enterprises(SMFE) play an important role in China's economic life.SMFE are always in disadvantageous state in the market competition because of theirown condition. Appearance of Electronic Commerce influenced the marketing strategyof'the SMFE straightly. Because of it, new marketing strategy was provided for theSMFE. At the same time, the chance to occupy new market and new developopportunity was given to the SMFE. On the coming of the informational age andglobalization, SMFE must adopt Electronic Commerce to rebuild the traditionaloperational process of them to face the drastic market competition.With a view to SMFE, this paper demonstrates the necessity and probability ofthe Electronic Commerce use in SMFE. This paper analyses the importance ofElectronic Commerce for SMFE and put forward proper Electronic Commerce strategysuited for China's SMFE.