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

摘要

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.