Studies On The E-marketing Issues Of Small And Medium-sized Enterprises In China

With the comprehensive development of information networks and the rapid development of E-commerce,network marketing has been constantly impacting traditional marketing model and way of operation, and effects the existing business ideas and thoughts profoundly from the different perspectives and levels. In this paper, small and medium enterprises usually refer to economic units with relatively small staff size, asset scale and the scale of operation compared with large enterprises of the same industry(include legal enterprises and natural person enterprises whose scale below the required standards). For these relatively weaker small and medium enterprises, because of the low cost, wide application and strong results natural advantages, network marketing became the affordable marketing methods for them. It also provides unprecedented opportunities for small and medium enterprises, which make them, have the chances to compete with large enterprises.Nowadays, network marketing in China has a totally obvious range compared with developed countries, but in fact, it is still at the primary stage. For minor enterprises, development of cyber marketing is more likely at the grope stage. Through studying of this task, on the one hand, it is good for research and exploration based on theory of minor enterprises, and meanwhile, facilitating self-promotion and development of economic theories in Chinese marketing; on the other hand, compared with advanced experiment such as America and Japan, we can find out the common elements which limit the development of Chinese minor enterprises, put forward corresponding strategies and proposals. Then, it can boost development of cyber marketing of minor enterprises; it can help minor enterprises latecomer take in experience or lessons; it can also improve entity strength of minor enterprises finally. At the same time, this research enables government and other industries to attach importance to network enterprises of minor enterprises.This paper is divided into six chapters; the first chapter is the introduction, which mainly introduces the research background and significance, gives a brief explanation of research status at home and abroad in this field, the methods adopted in this paper and their deficiencies. The second chapter is the theoretical review related to the fields of small and medium-sized enterprises and the network marketing, which respectively discusses the relevant theoretical basis, concepts and characteristics of network marketing, as well as the definition and function of small and medium-sized enterprises.The third chapter introduces the situation of network marketing in American and Japanese small and medium-sized enterprises and analyzes their successful experience which can be used to develop Chinese small and medium-sized enterprises. The fourth chapter analyzes the present situation of network marketing in Chinese small and medium-sized enterprises, and related factors restricting the network marketing will be pointed out through the contrast with American and Japanese experiences. The fifth Chapter puts forward the corresponding strategies to the restrictive factors analyzed in chapter four and gives some practical methods for reference. The six chapter makes a case analysis of network marketing in Changchun LXX drink enterprise.Small and medium-sized enterprises takes up ninety percent of the total number of enterprises in our country, and makes important contribution to the healthy, steady and rapid development of China’s economy.It is fundamentally practical to help them use network marketing and provides them with constructive path for their sound development.