英语论文网

September 2006
Declaration
The material in this dissertation has not been used in any other 代写留学生论文submission for an academic award. During the preparation of this dissertation the author has not, while being registered for the Master award, been a registered candidate for another award of a university.

Acknowledgements
I am grateful to my dissertation supervisor, Dr. Graham Mole, who has given me not only advices on the dissertation, but also numerous encouragement and patience. I would like to thank my parents, friends and some of the classmates who have given me invaluable help in all aspects of life. Without the above people, I may not finish this task.

Abstract
This thesis takes E-commerce application in SMEs in China as a research subject. So far, a majority of SMEs in China haven’t been able to make full use of the advantages of E-commerce to make profits in marketing, which greatly restricted its application in China. This is a problem calling for a solution for the SMEs in China.
This thesis analyzes the development environment and the status quo of E-commerce in China. Currently, a large number of SMEs want to profit in the marketplace by applying E-commerce, they are of the opinion that the application of E-commerce means money. As a result, constant pursuit of the superficial “e-commercialization” while neglecting the innovation of new operation and management patterns of E-commerce has become the key problem for SMEs to make profits.
Based on SWOT analyzing model, this paper studies the development of E-commerce in the SMEs in China, while trying to find out the potential opportunities and challenges in E-commerce environment, and the advantages and disadvantages of SMEs; it applies TOWS matrix mode which is based on SWOT to establish SO, WO, ST and WT strategies; It also pointes out that, SMEs should seize these good opportunities and avoid challenges. At the same time, they should recognize the internal and external conditions, identify the target market and implement E-commerce strategies from reality.
This paper attempts to establish E-commerce strategies for SMEs in China by applying E-commerce and Marketing theory. These strategies cover: to position the orientation of internet sales; to establish website strategies and introduce methods as to how to choose the most suitable E-commerce modes according to its economic strength; to flexibly apply Integrated Marketing Communications to combine 4PS with 4CS；to develop strategies for logistics. The most essential point of Customer Development Strategies is to cultivate customer’s faithfulness. Basically, the market competition facing enterprises, in the final analysis, centers on the satisfaction of customers’ needs. In the field of E-commerce, SMEs should adopt different strategies according to the needs of the customers.
With one aborted example, namely, BEIJING XIDAN DEPARTMENT STORE CO., LTD developed E-commerce unsuccessfully, and one successful example, namely, FUZHOU HONG'S BEARING LTD. developed E-commerce successfully, the article proves that to strengthen the management of enterprise is the key point for SMEs to gain profit in E-commerce.
Lastly, the author of the paper points out that: firstly, China’s SMEs should realize as soon as possible the “informationization” and “E-commercialization” by integrating their own resources本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。