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with their businesses and reducing the cost through resource integration. Secondly, the efficiency of management in enterprises should be enhanced. The management of China’s SMEs is generally backward. This is the fundamental reason why enterprises suffer economic loss or even bankruptcy in E-commerce market. E-commerce has been triggering profound changes in the traditional management mode in enterprises. Therefore, it requires the enterprises to absorb the latest management thinking, and put the thinking into practice. Thirdly, they should increase business opportunities, improve their operating results, and occupy a position in the market by enhancing customer’s trust with quality services as well as good quality but inexpensive merchandises.
Contents
DECLARATION 2
ACKNOWLEDGEMENTS 3
ABSTRACT 4
CONTENTS 7
LIST OF FIGURES 10
CHAPTER 1 INTRODUCTION 11
1.1 BACKGROUND 11
1.2 THE HISTORY OF CHINA’S E-COMMERCE 12
1.3 THE BACKGROUND OF CHINA’S E-COMMERCE 13
1.4 THE PRESENT SITUATION OF E-COMMERCE APPLICATION IN SMES IN CHINA 14
1.5 RESEARCH QUESTIONS 15
1.6 RESEARCH SUB JECTS 15
1.7 RESEARCH OBJECTIVES 16
1.8 RESEARCH STRUCTURE 17
CHAPTER-2 LITERATURE REVIEW 18
2.1 INTRODUCTION 18
2.2 MARKET SEGMENTATION 18
2.3 POSITIONING 20
2.4 INTEGRATED MARKETING COMMUNICATIONS 22
2.5 SWOT ANALYSIS MODEL 24
2.6 LOGISTICS 28
2.7 E-COMMERCE 29
2.8 PROFIT 31
2.9 SUMMARY 33
CHAPTER-3 METHODOLOGY 34
3.1 ANALYSIS THEORIES 34
3.11 SYSTEMS ANALYSIS 34
3.1.2 COMPARATIVE ANALYSIS 34
3.13 SWOT 35
3.1.4 HOW TO APPLY SYSTEMS ANALYSIS 35
3.2 SURVEY AND RESEARCH 37
3.2.1 SURVEY METHODS 37
3.2.2 RESEARCH METHODS 37
3.3 RESEARCH DESIGN 39
3.4 RESEARCH LIMITATIONS 41
CHAPTER-4 SWOT ANALYSIS 42
4.1 INTERNAL ANALYSIS 42
4.1.1 THE ADVANTAGES OF SMES IN CHINA 42
4.1.2 THE DISADVANTAGES OF SMES IN CHINA 43
4.2.1 OPPORTUNITIES FOR THE SMES IN E-COMMERCE APPLICATION 43
4.2.2 CHALLENGES CONFRONTED BY THE SMES IN E-COMMERCE APPLICATION 44
4.3THE TOWS MATRIX STRATEGIES BASED ON SWOT ANALYSIS 45
4.3.1 SO STRATEGIES 47
4.3.2 WO STRATEGIES AND ST STRATEGIES 49
4.3.3 WT STRATEGIES 51
4.4 SUMMARY 53
CHAPTER-5 DISCUSSION AND RECOMMENDATIONS 55
CHAPTER-6 MARKETING STRATEGIES FOR SMES IN CHINA APPLYING E – COMMERCE 60
6.1 MARKET POSITIONING 60
6.1.1 PURPOSE OF ESTABLISHING THE WEBSITE 60
6.1.2 CUSTOMER TARGETING 60
6.1.3 COMPETITION ADVANTAGES AND DISADVANTAGES OF ENTERPRISES 61
6.2 STRATEGIES OF ESTABLISHING WEBSITES IN SMES 61
6.2.1 ESTABLISHING WEBSITES 61
6.2.2 THIRD PARTY E-COMMERCE PLATFORM 62
6.2.3 ASP MODE 63
6.2.4 SUMMARY 64
6.3 INTEGRATED MARKETING COMMUNICATION STRATEGIES (IMC) 64
6.3.1 CUSTOMER-ORIENTED PRODUCTS AND SERVICES 65
6.3.2 ACCEPTABLE COST PRICE TO CUSTOMERS 65
6.3.3 DISTRIBUTION SHOULD FACILITATE CUSTOMERS 66
6.3.4 CHANGING FROM OPPRESSIVE PROMOTION TO COMMUNICATION PROMOTION 66
6.3.5 ADVANTAGES AND DISADVANTAGES OF IMC 67
6.3.6 SUMMARY 67
6.4 LOGISTICS MANAGEMENT STRATEGIES 68
6.4.1 LOGISTICS STRATEGIES 68
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