Research on Current Situation and Strategy of E-Marketing Applications in Chinese SMEs

Research on Current Situation and Strategy of E-Marketing Applications in Chinese SMEs

Li Baoling (Beijing Institute of Graphic Communication, Beijing, China)
Copyright: © 2014 |Pages: 9
DOI: 10.4018/jeco.2014100103
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Abstract

E-marketing has brought unprecedented opportunities for small and medium sized enterprises to compete with the large enterprises in China. Though they have started their online business actively with building their own websites and implementing e-marketing, the effect they have achieved is not as expected. The paper first discusses the definition and the competitive advantages e-marketing brings to small and medium-sized enterprises. Then, the paper examines the current situation of e-marketing applications in Chinese SMEs with the main purpose to gain an overall understanding of present situation and explore the issues when Chinese SMEs have applied e-marketing. Based on the collected data and deep analysis, the paper gets the result that Chinese SMEs are still at an initial stage in regard to the e-marketing applications, and it will take some time before they achieve a certain level of maturity. Finally, the paper proposes some related strategies to strengthen e-marketing applications based on the current problems in a regional economy.
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2. Understanding Marketing And Marketing Activities

2.1. The Definition of E-Marketing

E-business refers to the use of digital interactive technologies and information technology in order to conduct a firm’s business. It is a term that is often used synonymously with e-commerce and e-marketing. However, these latter terms are merely parts of those e-business activities.

E-marketing makes use of these same technologies specifically as a logical extension to complete the traditional market practices of creating, communicating and delivering value to customers. Closely aligned with this, e-commerce refers specifically to the facilitation of the transactions created by the businesses marketing activities. In the same manner, internet marketing and e-marketing are often used synonymously and taken to mean the same thing (O’Connor et al., 2004; Strauss & Frost, 2005). The Internet is the arena where e-commerce takes place; it provides information via the World Wide Web, e-mail, allows for real-time communications and enables the sharing of databases.

However, e-marketing is about much more than just the internet. It involves other technologies that enable customer relationship management, enterprise resource planning, supply chain management, text messaging, bar code scanners and digital TV. For this study, the definition of e-marketing includes using the Internet and its related technologies and features such as the world wide web, web presences, e-mails, real-time communication, and delayed and mixed time communication to help achieve marketing objectives in conjunction with other marketing communication tools. The terms e-marketing and internet marketing will be used interchangeably and will be taken to include the activities of e-commerce.

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