Enterprise Network Marketing Strategy Research

E-commerce is sweeping all over the world at a fascinating speed. This dissertation is an analysis of the current situation and environment of e-commerce development on the basis of the features of the web age. It redefines the concept, characteristics and merits of web marketing for the benefit of enterprises. By comparing the differences between the traditional and modern marketing strategy theories and that between home and abroad, the paper drives home to the urgent nature of establishing a new strategic system to improve the current situation and solve its problems. The central idea of the paper is how to make web marketing strategies and it is subdivided into five parts to be discussed in detail-making of customer relations strategies, making of website promotion strategies, making of brand strategies, making of strategic union strategies and making of all-round strategies. This paper is intended to be helpful to the web marketing practices in our country and, hopefully, it will play a part in establishing web marketing strategy system for the enterprises.This discussion is carried out in three chapters. The first chapter mainly analyses the current situations of e-commerce development in the world today and the environment of e-commerce development in China. At the same time, it points out the importance of web marketing in conducting e-commerce and the promising future of e-commerce development in the country.Chapter two reflects on historical and current international web marketing strategic theories, and explores the problems of those theories to make obvious the urgency of establishing a web marketing strategic theory system. Chapter three is the core part of the paper. The author shows his opinion towards how to make web marketing strategies for the enterprises. Those strategies include how to make custom relations strategies based on a careful analysis of the characteristics of nowadays consumers and the strength andweakness of web marketing with a successful example of Haier Group in Qingdao, how to make website promotion strategies, particularly the way of making domain name for website and website promotion. Then the author puts forward his view of making brand strategies for enterprises with an example of Eachnet and how to make strategic union strategies for enterprises based on lessons from the past. Finally the author exposes his understanding of making all-round strategies, again with a successful example of 85818.com, and the necessity to combine web marketing with traditional marketing in China.