Research On The Online Marketing Of Small And Medium-sized Enterprises Under The Background Of The Cluster

Along with the progress of internet technology and the development of the globalization, online marketing is becoming the effective means of enterprises engaged in marketing activities. The existed research shows that the cluster of small and medium-sized enterprises not only improve the efficiency of information transfer and the speed of knowledge diffusion, using economies of scale and specialization, also reduces the production of small and medium-sized enterprises of labor costs, transaction costs and logistics costs. With the deepening of the application of Internet technology, the cluster model of small and medium-sized enterprises cluster competitive advantage can be applied to the online marketing.On the basis of combing theories on online marketing and competitive advantage of small and medium-sized enterprises, the thesis built a online marketing analysis framework. It is useful to research the cluster competitive advantage for small and medium-sized enterprise online marketing strategy choice. In the research methods, this thesis based on the research of Shaji cluster of small and medium-sized enterprises, through the case study method to explain online marketing of small and medium-sized enterprises. In case study part, the thesis introduces the cluster evolution process of the small and medium-sized enterprises in Shaji and analyzes the formed competitive advantages. Lastly, the thesis attempts to explore the application of online marketing strategy.This thesis shows that brand advantage, innovation advantage and product differentiation advantage promote the application of online marketing product strategy; Cost advantage and product differentiation advantage promote the application of online marketing pricing strategy; Cost advantage promotes the application of the online marketing low cost strategy and innovation advantage promotes the application of channel strategy and promotion strategy.Finally, based on the research conclusions, this thesis gives the corresponding management revelation, at the same time, points out the disadvantages of the study and the subsequent improvement.