Research On The Upgrade Strategy Of Small And Medium Network Marketing Enterprise In The Mobile Internet Era

To a certain extent, mobile Internet has changed our living habits. The network marketingbusiness of the Internet giants, just like Tencent, Alibaba and Baidu are not limited to the PCterminal but extended to mobile terminal. There is less and less living space for the small andmedium-sized network marketing enterprise. In the mobile Internet era, how the small andmedium network marketing enterprise to realize the transformation and updating, become animportant theory and practice research topic. And in this paper, we’ll try to study this problem.At present, the research on the transformation and upgrading is focused on manufacturingand processing, which mainly theories as following: the competitiveness theory, dynamiccapability theory and the theory of value chain. And the research on the transformation andupgrading of the network marketing enterprise is less, the research on the transformation andupgrading of the small and medium-sized network marketing enterprise is much less. In thispaper, we will try to introduce the theory of value chain into the transformation and upgradingof the small and medium-sized network marketing enterprises, and concluded the small andmedium network marketing enterprise transformation and upgrading theoretical and practicalframework in the mobile Internet Era. And provide theoretical support and practical guidanceto the small and medium network marketing enterprise transformation and upgrading.In this paper, firstly, we’ll combine the PEST theory with value chain theory, draw thesmall and medium network marketing enterprise transformation and upgrading strategicdirection. Then combined the value chain theory with SWOT theory, obtains the small andmedium network marketing enterprise transformation and upgrading strategic scheme. Andthen according to the analytic hierarchy process combined with Delphy method to selection andanalysis the strategy that can be transformation and upgrading, and selected the transformationand upgrading strategy. And the next, according to the value chain of enterprises from6aspectsof technology,human resources, organizational structure, development process, the marketingmode, service mode to research the specific implementation of the strategy. Finally throughthe typical small and medium-sized network marketing enterprise in the application of the transformation and upgrading strategy, to verify the theory and practice of the method proposedin this paper.The main innovation of this paper is to study a set of transformation and upgrading strategytheory system, suitable for guiding the small and medium-sized network marketing enterprisetransformation and upgrading that based on the mobile Internet Era. The research results include:the research on the small and medium-sized network marketing enterprise transformation andupgrading direction that based on the mobile Internet Era. Draw up a plurality of transformationand upgrading strategy of small and medium network marketing enterprise that based on mobileInternet Era. The selection of transformation and upgrading strategy of the small and mediumnetwork marketing enterprise that based on mobile Internet Era. Implementation of the strategyto transformation and upgrading strategy of the mall and medium network marketing enterprisethat based on mobile Internet Era.