Research On Network Marketing Strategies Of Small And Medium-sized Enterprises In China

With the modern society stepping into the internet economy era, the enterprisecompetition rules and people’s consumption concept have being changed. Thus, thetraditional marketing theory can’t meet the demands of the enterprises now facing violentcompetition. The network marketing strategy has arouses a great interest in manyenterprises, especially small and medium-size enterprises. There enterprises could developweb marketing action without the limit in time and space, so the customers couldparticipate in the whole internet marketing process based on whole process marketingphilosophy. Currently, the weak internet infrastructure, low-level network marketingconception, immature network marketing strategy and shortage of high level director ofmarketing strategies are the main factors that restrict the network marketing developmentof small and medium-sized enterprises in china.Combined with the marketing strategy and network marketing strategy, this paperattempts to analyze the status and existing problem of the network marketing in small andmedium-sized enterprises in china and present the proper network marketing strategy thatcould be used. The research structure of this paper is as follows: The first chapter isintroduction, an overview of the background, the significance of the research topics andthe main contents of paper. The second chapter summarizes the relevant theory anddevelopment process of network marketing, and also analyzes the core standard andfunction of network marketing. Chapter three takes the current situation of small andmedium-Size enterprise in China as the starting point, analyzing the status and existingproblem of these enterprises. The forth chapter discuss the network marketing strategiesthat could be used, combined with the actual network marketing model of SourceTecSoftwre Co.,Ltd. The discussed network marketing strategies include Website construction&promotion, search engine marketing, online advertising, Blog&BBS marketing andmarketing effect evaluation.