The Direct Marketing Business E-commerce Mode

Focusing on customers is always the principle of marketing, the goal of marketing lies in "utilizing the proper prices and methods to provide proper products and services to right customers in proper times and locations". In the competitive market causing by junked messages, how to obtain quick reaction from target markets becomes a hard question of lots of Chinese companies. Direct Marketing offers a new door to these frustrated companies, base on its advantages such as precise orientation, measurability of marketing result, high-speed reaction of customers and long-lasting customer relationships. The core of Direct Marketing is effective communication with customers. Information technological revolution and the released potential of electronic commerce lead Chinese companies' Direct Marketing to wide views. Establishing B2C platform can avoid the disadvantages of traditional media and realize electronized Direct Marketing, so as to predict consumer behavior and make them satisfied by ways of closing to their demands.This thesis researched how to plan Direct Marketing in the form of e-commerce base on analyze of concept, process and mediums choice of Direct Marketing, and composed a complete theory system to provide Direct Marketing tactics for Chinese companies.The opinion with "Research of Chinese companies' Direct Marketing base on E-Commerce" of this thesis is: companies should properly use technical and channel advantages of e-commerce, choose web and catalogue to present Direct Marketing according to market position and characters of segment, build core competence through offering distinguished products and services to target customers.