China's Small And Medium Enterprises Use Network Marketing To Build Brand Research

Facing to the rising network marketing and tendency of severely brand competition, Small-Medium Enterprises (simply for SME) have to establish brand by choosing correct network marketing strategies, if they want to have a sustainable development and have a boost in the 21st century. This paper proceed from actual conditions,make analysis of the current situation and the existing problems which Chinese SME establish their brand by network marketing, and provide with the relevant solutions. It aims to enhance the brand consciousness of SME and help them find out the suitable network marketing strategies.This paper firstly illustrates the relevant theories about SME and brand, here I consider that it's necessary for SME to build up brand, because it could meet not only the developmental needs of enterprises themselves as well as consumers but also the needs of participating in market competition and international marketing. Currently, some Chinese SME have already built up their own brand and developed into famous large enterprises, however, it's not enough in quantity. SME have general misunderstandings about brand-establishment as well as actual operation of brand.Working as a newly marketing idea and practice activity, network marketing already have and will have a big impact on marketing theory and traditional marketing and challenge for them. On the basis of analysising SME's characters and advantages of network marketing, here I think that it's feasible for SME to establish brand by network marketing. Actually, in the recent years, our SME have already built some excellent corporate brand such as dangdang, 9Wee, Taobao, Veectory, but most of SME exist many problems such as backward ideology, uncertain aim, single marketing method, insufficient Compound Talents and imperfect credit environment and so on.On the basis of the existing problems, I propose some concrete strategies such as to deep the knowledge, choose the suitable marketing methods, Train qualified personnel, and establish the honesty environment and so on. Finally, I provide authentic proof about the application of strategy with the two cases of Shanghai 9way and Jiangsu Veectory.