A Study On The Strategy And Technique Direction Of Chinese Enterprise To Develop E-marketing

E-marketing is emerged from market trade creation of e-business. It is market trade application of e-business, which means market trade action by a new pathway--- Internet. This modern marketing manner has big differences with traditional trade way, and it also shows much more superiority than the original one. However, until now none of any completed system concerning about e-marketing has been established. It yet exists many problems need us to probe and investigate. Especially in our domestic country, e-marketing just step on first stage, it must have been made rapidly progress along with e-business's further development. We have fully reason to believe that the modern e-marketing manner should become the dominated market trade way instead of the traditional manner.The article described the features and patterns of e-marketing and meanwhile comparing it with other traditional trade pattern on aspect of product, price and promotion etc. Based on the analysis of e-marketing, macro-strategies and micro-application of e-marketing are emphasized, A new concept is suggested, that is e-communication, e-research and e-trade which could be combined together to realize e-marketing. We suggest that we should make full use of all technique methods and communication patterns provided by e-business rather than limiting on simply e-advertisement or product promotion. According to the special features of e-marketing we can approach to choose the best e-trade pattern different with traditional way, such as trade information consignation obtain, electro-media, and virtual company etc. At the end of this thesis, we describe how to develop e-marketing in our country including the analysis of current e-marketing conditions and existed problems. It is believed that the Short Message could content the 4E's stratagem, so it could be the special manner to develop e-marketing in our country.