B2B E-commerce Marketing Strategy Research

The21st century is the era of knowledge economy, with the rapid development of Internet and economic globalization continues to accelerate, the intensity of competition among enterprises base so that appears intense. In order to reduce transaction costs, expand the channels for business, e-commerce as a new marketing approach to flourish. Internet development in China and in other developed countries are quite different, the Internet is a new media in China a major role played by information dissemination and communication role has not been a good application in traditional industries. Although there have been like Taobao, where customers Eslite B2C e-commerce business model, but in all modes combined with the real economy than the close contact and fastest growing B2B e-commerce and economic activities are the main enterprises.In recent years, Since the participation of governments, banks, enterprises, as well as the recognition of many consumers, B2B e-commerce will be developed by leaps and bounds. Many domestic B2B third-party trading platform sprung up, such as Alibaba, Global Sources, Made companies follow this step and join a variety of B2B platform for building their own B2B e-commerce. But these enterprises, which win the benefit from the B2B e-commerce is disappointed of the desired effect. The reason is many businesses, especially small and medium enterprises do not understand the connotation of e-commerce, designed a marketing strategy since, just blindly follow the trend of the previous.This article is selected in the context of this topic, a systematic theoretical analysis of expectations for e-commerce marketing strategy for these companies to provide some useful reference. This paper first introduces the e-commerce in the B2B context of the status quo and development, as defined in the context of the B2B e-commerce definition and connotation article also reviews the theory of e-commerce and network marketing theory, such as transaction cost theory, the Long Tail Theory and from different perspectives of marketing theory. I made related to the five elements of the design of B2B e-commerce marketing strategy elaborated on the basis of the above theory. Finally, this paper focuses on the SL’s case-depth analysis of how the B2B e-commerce network marketing strategy, design and how to protect the effective implementation of the strategy. In this thesis, a large number of reference to the relevant literature and information to clarify the author’s point of view is not without benefit...