The Current Situations And Countermeasures Of China's Enterprises In E-marketing

In then new century, human beings stepped into e-marketing age with Internet`s support. The rapid development and broad application of IT have influenced every aspect of the society and have greatly changed marketing management of an enterprise. E-marketing is entirely a new kind of marketing methods which fits the present situation of IT development and reformation in this information age. It changed the traditional understanding to marketing and marketing strategies as well as marketing means and methods. It must become the most popular marketing style in the 21st century.E-marketing, a significant part of the enterprise marketing, realizes the targets of marketing by the internet, the computer correspondence technique and the figure medium. Compares with the traditional marketing, the e-marketing has new characteristics such as widespread, timeliness, the efficiency and the interaction and so on. The existed e-marketing theory originates from the traditional e-marketing theory: The conformity marketing theory, the soft marketing theory and the direct-response marketing theory. These theories innovated the e-marketing theory frame from the union of marketing aspect strategy and Internet technology , the tendency of consumer psychology change and direct-response marketing. The network marketing is the product that traditional marketing unceasingly develops and the enhancement. It is precisely in and mutually promotes with the traditional marketing. Only by that can the e-marketing consummate day by day. While the e-marketing obtains the enormous development, it is also influencing the marketing strategy, the marketing strategy, the competition method of the traditional marketing. At present our country`s computer quantity, the number of use computer quite in a big number, but the popularization degree is not to be certainly high, and the present situation of information technology use also is not optimistic in our country enterprise. By compares the Chinese enterprise and the foreign enterprise's e-marketing scale, our country`s enterprise exist a series of problems. The main reason have several aspects as following: the weak Internet infrastructure construction, the fetter of the enterprise and the consumer traditional ideas, the lack of talented person of e-marketing in enterprise, the low level of things delivered , the imperfect function of e-marketing ISP and the juvenility of legal system credit environment and so on. The development of e-marketing should aim at the present situation of our country e-marketing in order to propose the feasible strategy. The government mainly grasps the direction of the policy in the macroscopic aspect, the enterprise must arrange the website promotion strategy, the brand establishment strategy, the channel strategy and the customer relations strategy system. Moreover, the network security countermeasure also is a very important link in the e-marketing.Because of the faint consciousness, the unitary marketing way and so on, our country`s e-marketing is at the initial stage. Above all the various factors, which causes the enterprise e-marketing could hardly active effectively. So, it needs the government and the enterprise formulate the corresponding countermeasure, create the good network marketing environment that urge the e-marketing health stable development in the our country.