Research On Small And Medium-sized Enterprises’ Precise Marketing Based On Internet

As Chinese small and medium-sized enterprises continues to develop in marketeconomy in recent years, they have become an important part of national economy. It ishard for small and medium-sized enterprises to contend against large enterprises and infierce market competition because of the lack of comprehensive strength such as capitaland technology. Also, small and medium-sized enterprises are struggling in marketeconomy to get survival and develop. Therefore, it is important for small andmedium-sized enterprises to seek new marketing methods. The paper researches onemarketing method suitable for small and medium-sized enterprises——precise marketingbased on Internet.Firstly, the paper gives the overview of the theories about precise marketing based onInternet. Secondly，this paper researches the connotation，theoretical basis，personalizesystem and supported platform of precise marketing based on Internet，and analyses thebasic situation of small and medium-sized enterprises’ carrying out precise marketingbased on Internet. Thirdly，this paper establishes theoretical model of precise marketingbased on Internet and shows the implementation procedures. Finally, by using caseanalysis of H2O the paper shows the process of carrying out precise marketing based onInternet.Mainly relying on theoretical research this paper establishes precise marketing basedInternet model by looking up relevant papers and literature. Then, this paper shows thespecific method and process using case analysis.By deep studies, this paper gets the following conclusion. Firstly, as a differentmarketing method from traditional ones precise marketing is not overthrow to classicalmarketing theories, on the contrary, it is an extension and development of classicalmarketing theories. Secondly, as a new marketing method in China, precise marketingbased on Internet develops fast although it is not mature. Precise marketing based onInternet suits the small and medium-sized enterprises which lack of capital perfectlybecause of its outstanding marketing effect. Thirdly, this paper builds the model of precisemarketing based Internet, which reflects the thought of precise marketing based onInternet. Enterprises can learn from this model when carrying out precise marketing.Fourthly, this paper divides precise marketing tools into traditional and mobile ones.