Study On The International Marketing Strategy Of Small And Medium-sized Chinese Enterprises Based On E-commerce

Recently, with the rapid development of internet, all nations consider e-commerce as an industry with great potential. E-business is one of the key factors contributing to the competitiveness of enterprises, and it is also helpful in global market exploitation in order to compete with foreign companies and make profits.At present,each nation holds an active attitude towards e-commence and attaches great importance to its development, the influence of which on the international economy can not be underestimated. As a result, every nation is actively developing e-commence, in order to achieve electronization and informatization of business, prompting the global market development of small and medium-sized enterprises.With the trend of economic integration and international marketing, enterprises should grasp the opportunity as well as face the challenge. Although small and medium-sized Chinese companies play indispensable roles in global market, they are still trapped in some awkward situations now and then since those companies still get some problems. Their relatively outmoded marketing strategies, marketing patterns as well as marketing conceptions greatly hinder the development of global marketing. Therefore we should reinforce the discussion and research of the marketing strategy of small and medium-sized companies.The crucial point of marketing is making and implementing an effective marketing mix. The4P’s marketing mix has an obvious advantage, which is the generalization of millions of marketing factors into four large ones. It is easier to handle and understand,and is more suitable for those companies to develop global marketing.When it comes to the product strategy,customized marketing brings the unique superiority of products into full play, which attracts customers and promote international competitiveness; In terms of the price strategy, a clear mastery and proficient use of differential pricing is of great benefit for companies; In the field of channel strategy,internet marketing and distributing marketing are both good choices, which are indispensable in international marketing; In promotion strategy,brand and service strategy are both of great advantage in global marketing. To ensure the implementation of the marketing strategy, a series of measures should be taken in terms of labour power, material resources and financial ability.It is a must for small and medium-sized Chinese enterprises to make and implement a marketing strategy fitting their actual situation if they want to get an edge in the in the international marketing.