CNNIC: Internet as the main marketing channel for small and medium-sized enterprises

"Sadie Network News" October 27, China Internet Network Information Center (CNNIC) published in Beijing today, "China's small and Medium enterprises Internet Applications Survey report (first half of 2011)" and "China SME Network Marketing Survey report (first half of 2011)", according to two reports,　　More than 80% per cent of SMEs surveyed use the Internet, and nearly half of the small and medium-sized Enterprises surveyed have independent websites or online stores, and nearly 30% of the small and medium-sized enterprises surveyed have been engaged in advertising and marketing campaigns on the internet. The high level of Internet access for small and medium-sized enterprises the report shows that 85% of the small and medium-sized enterprises (excluding individual industry and commerce) have used the Internet in their offices, and 48.1% of the SMEs interviewed have independent websites or online shops. From the Enterprise Internet access mode, broadband is already the most mainstream access mode.　　According to the survey, the small and medium-sized enterprises mainly through fixed broadband access to the Internet, and mobile broadband also began to occupy a certain share, narrowband Internet access has been close to extinction, in all internet companies in the penetration rate is only about 5%. The popularity of Internet applications in small and medium-sized Enterprises reported that the popularity of major Internet applications in China's small and medium-sized enterprises generally better, some basic communication, information applications have reached a higher level of penetration. Among them, the popularity of e-mail is the highest, in all the small and medium-sized enterprises in the penetration rate of 64.5% per cent, while the internet telephony VoIP, online staff training, and government agencies to interact with the number of enterprises with relatively low popularity of Web applications,　　The main reason is that these applications for ordinary small and medium-sized enterprises and the importance of the need is not high, but the cost of implementation is relatively high, in the short term, the popularity of these applications will not be too much promotion.　　The popularization of E-commerce in small and medium-sized enterprises is better at present, the popularity of E-commerce in China has reached a certain level, in the sales and procurement links are beginning to use internet means. Report shows that 33.2% per cent of SMEs surveyed have had online sales over the past year (meaning that they receive orders via the Internet, including through websites, e-mails, etc.), and 26.2% per cent of SMEs have had online purchases over the past year (meaning that orders are sent over the Internet, including through websites, e-mail, etc.) activities.　　Among them, information transmission, computer services and the software industry, as well as the culture, sports and entertainment enterprises in the online sales and online procurement ratio is high. Small and medium-sized Enterprise marketing investment level is generally low, network marketing into the most popular marketing methods report shows that most SMEs are currently in the marketing promotion of investment is still at a lower level.　　Nearly 70% of the SMEs surveyed have not carried out any marketing promotion investment in the past year, but in the medium and small-sized enterprises that have been engaged in marketing promotion, the annual marketing investment amount is also concentrated in the following 100,000 yuan. As a result of small and medium-sized marketing investment Funds Limited, small investment, quick results of the network marketing has become the main marketing means of small and medium-sized enterprises. ReportShows that the number of SMEs surveyed in the past year in the Internet channel advertising and marketing promotion of the highest proportion of investment, up to 26.7%, marketing channels, the use of the second largest number of magazines only 13.3%. e-commerce platform promotion and search marketing is the most favored by small and medium-sized Network Marketing Way report shows that the network marketing investment in small and medium-sized enterprises, E-commerce Platform promotion, search marketing promotion, instant chat tool promotion is the highest penetration of the three types of internet marketing, penetration rate of 67.8%, 62.3%, 57.2%. E-commerce platform to promote the way has a low threshold, easy to use, low cost, for small and medium-sized Enterprises in the network marketing a lot of help.　　Search marketing has the advantages of controllable cost, accurate delivery and visible effect, but the search marketing generally requires enterprise websites, while the requirements of network marketing operation level are higher, so they are subject to some restrictions. e-commerce platform promotion and search marketing not only in the SME penetration, according to the report data show that the level of input, the effectiveness of the evaluation of the two marketing methods are also in a leading position.