Study Of The Problems And Solutions Of E-marketing In Export-oriented Minor Enterprises

With the development of information technology, the great upsurge in Internet is sweeping over the world. Internet not only exerts an influence in people's daily life, but also brings about the huge impact to the traditional commercial mode. Under such background, the marketing system of the enterprises is going through the significant change, and e-marketing, the brand new marketing mode, appears. As a special marketing tool, e-marketing not only bases on Internet, but also realizes its aim through it. Being one of the important part of the marketing strategy in the enterprise, e-marketing focus on Internet as its marketing tool. Nowadays, export-oriented minor enterprises are the most active enterprises in international marketing because of its global and complex product sale and customer relationship. E-marketing widens the export channel, breaks down the geographical limitations, and greatly increases the export opportunities. In order to gain and maintain the sustainable competitive advantage in the intense global marketing competition, minor enterprises should keep the global market in mind, face the challenge and pressure, change the traditional marketing conception and tool on the basis of advanced technology.Currently, domestic experts and scholars has proposed various opinions toward the improvement of Internet marketing in minor enterprises, however, the researches on e-marketing in export-oriented minor enterprises still lag behind. Besides, the current research more focus on technology and application level, less on e-marketing theory. Now, e-market theory is still developing, but what is certain is that the theory come form traditional marketing theory, especially consumer demand-oriented 4C theory. The thesis relies on e-marketing theory, stands the perspective of foreign customers, analysis the current condition and problems of e-marketing existing in export-oriented minor enterprises. At last, based on the current situation in enterprises, the author puts forward the strategies and suggestions on involving e-marketing in export-oriented minor enterprises, in the hope of offering enlightenment and reference to export-oriented minor enterprises on the effective application of e-marketing in globalization competition.