The era of network marketing of small and medium-sized enterprises

Liu Hui by China Network Consulting and the Chinese E-commerce Association co-sponsored the "Step into the network era of China's economy-the 2011 China Internet E Summit" held in Beijing.　　At the summit's China Network Economic Power Forum, CNNIC released the "2010 China SME Network Marketing Survey Report" (hereinafter referred to as the "report"), causing the participants and the Internet industry's extensive attention. The report shows that as of December 2010, China's small and medium-sized enterprises to access the Internet, the proportion reached 92.7%, the majority of small and medium-sized enterprises have been equipped with the Internet conditions for the development of network marketing has laid a good foundation. In addition, small and medium-sized Enterprises have an independent enterprise Web site or E-commerce platform in the proportion of the shop reached 43%, currently has a website or shop of small and medium-sized enterprises, the vast majority have begun to try network marketing.　　China's vast number of small and medium-sized enterprises to enter the era of network marketing is speeding up. But on the whole, small and medium-sized Enterprise website operation level is low, moreover, the medium and small-sized Enterprise Network Marketing level presents the strong profession characteristic. Second-industry SMEs use the Internet to carry out marketing and promotion work in proportion higher than the tertiary sector of SMEs.　　In addition, the proportion of small and medium-sized enterprises in eastern developed regions using Internet for marketing and promotion is higher than that in the central region and the western region, reaching 50.5%. Because the network marketing of small and medium-sized enterprises generally low operating level, and then affect its implementation effect. The report shows that 24.7% of business owners have never considered the results of the test, and 70.8% of the owners just feel, look at the amount of traffic/orders brought to the company, only 4.4% of the owners commissioned by other companies to conduct network marketing effectiveness evaluation. Most of the small and medium-sized enterprises in the network marketing effect monitoring has not invested a lot, resulting in the business owner of network marketing is difficult to accurately evaluate the actual effect. On the one hand, it is not conducive to guide business owners to improve and optimize the network marketing, on the other hand, it also affects the SME owners ' confidence in network marketing and restricts the development of SME Network marketing.