the strategies of e-marketing under electronic commerce pattern
abstract
taking the internet, the knowledge economy, the high technology and new technology as representative, and taking customers’ need as the core, the new economy has developed rapidly, which brings a new marketing principle: e-marketing. e-marketing is important in the information process of enterprises in our country, and it is an inevitable trend of enterprises’ marketing under the new economy.
based on electronic commerce, this dissertation mainly studies the feasible strategies, which could be used in the enterprises’ e-marketing. firstly, the definition of e-marketing under the electronic commerce background has been clarified, then, several kinds of new theories such as integrated marketing, soft marketing and direct marketing have been introduced. after the analysis of e-marketing channel, this dissertation centers on several e-marketing strategies: market developing strategies, sales strategies, promotion strategies, brand strategies and customer service strategies. after that, the author takes johnson company as example to discuss how to establish brand and enhance brand through e-marketing. through the concrete example, some suggestions can be given to those who hope to win by e-marketing. finally, future development forecast of enterprises’ e-marketing has been carried on, and some possible development direction has been proposed to the future development.
