Ways to success of Internet marketing of small and medium enterprises (SMEs): an exploratory research

摘要：

The paper tries to find out the reasons behind the success of some small and medium enterprises (SMEs) in utilizing Internet marketing in China through depth-interview to the owners of these SMEs or the directors who are taking charge of Internet marketing in these companies. It summarizes the skills and methods that these successful enterprises are using in Internet marketing. This study finds that SMEs that succeed in Internet marketing generally have clear objectives and adopt Internet marketing forms matched with their resources. They combine Internet marketing and traditional marketing activity mutually together, use the proper advertising skills, utilize the interactivity of Internet sufficiently, and implement customer analysis and management effectively.

关键词： small and medium enterprises Internet marketing success

作者: Zhichao Liu Zhenliang He Xiang Zhao Xiuqiong Wang

作者单位: School of Business Administration, South China University of Technology, P. R. China, 510640

会议类型: 国际会议

会议名称: 第13届海峡两岸信息管理发展与策略学术研讨会(13th Cross-Strait Academic Conference on Development & Strategies of Internation Management)

会议地点: 北京

会议语种:英文

页码: 293-297

在线出版日期: 2007-08-18（万方平台首次上网日期，不代表论文的发表时间）