Internet Marketing Models For Small And Medium-sized Enterprise In China

Internet and Electronic commerce have become more and more popular in China in recent years. However, compared with developed countries, enterprises in China, especially small and medium-sized enterprises (SME) are slow to use Internet to promote their businesses. It is time for SMEs in China to adapt to the new business environment worldwide and make full use of Internet to expand their domestic and international markets. In fact, Internet marketing is a powerful tool for enterprises to open multiple sales channels for their products, to adjust their production quickly according to the market feedback, thus eventually improve their overall competitiveness.This thesis focuses on Internet marketing models for SMEs in China. We first investigate the successful Internet marketing models widely used in developed countries, then considering the current condition and limitations of SMEs in China we propose several Internet marketing models and strategies that are suitable for SMEs in China. We also propose a set of criteria for evaluating the Internet marketing models and strategies.We discuss the current situations and limitations of Internet marketing systems of SMEs in China. After a detailed analysis of the patterns of consumer behavior, and the technological, financial, political, and legal environment of SMEs in China, we identify the advantages and challenges faced by these enterprises.Based on the analysis of chapter 2, we propose three Internet marketing models for SMEs in China, namely, the Incentive Model, the Interactive Model and the Database model. For the Incentive Model, we propose four strategies: online advertisement, post in virtual communities, webpage design and online auction. For the Interactive Model, we propose the following strategies: Email distribution, FAQ archive, BBS forum, blog development. For the Database Model, we present these strategies: comprehensive database and search engine optimization (SEO). We also discuss the advantages and the main issues in the application of these models and strategies.We first present a set of criteria for the evaluation of an Internet marketing system. Then we give some suggestions for selecting suitable Internet marketing models and strategies for small and medium-sized enterprises in China.