The rise and development of e-commerce has provided an excellent opportunity for the development of SMEs. The characteristics of network virtualization can make small enterprises bigger, so that enterprises can no longer be restricted by the size of the economy in the ever-changing business field, and can be quickly obtained. Market information, expand product marketing business, and conveniently carry out customer relationship management to enhance competitive advantage. In particular, the current financial turmoil, how to make the middle and upper enterprises out of the predicament, in the case of relative lack of funds, how to use the e-commerce platform to recognize the advantages of e-commerce, actively respond to e-commerce, and find opportunities for the development of the enterprise itself, Through a series of meticulous planning, SMEs can establish their own brands through e-commerce, and solve problems that traditional marketing cannot solve through e-commerce marketing.
However, through the operation and practice of e-commerce marketing in the past three years, we find that there are still many obstacles to the operation of e-commerce in the current SMEs. If these obstacles are not solved in time, then e-commerce marketing should be made in SMEs. It plays a huge role and may still be a very difficult problem.
Many SMEs still have an understanding of e-commerce at the surface level. There are three main types of representative understanding: First, the e-commerce is “mysterious†and thinks that e-commerce is very advanced, thus keeping away from e-commerce; we have encountered many small and medium-sized Enterprises, when it comes to e-commerce, the decision-making level of the enterprise has begun to be unintelligible, and it has begun to be indifferent. Some believe that the establishment of the website is to do e-commerce marketing, and some believe that e-commerce is too complicated, and the operation of the enterprise is not suitable, resulting in the enterprise E-commerce is far away. There is a pharmaceutical company that has studied more than a dozen varieties of nutritional products in a year. There are more than 50 accumulated products, but traditional marketing has been used, not only a product has not been done, but instead The more the loss, but with the CEO of e-commerce marketing, what B2C, what C2C and other marketing models, the boss believes that e-commerce marketing will not have sales force, would rather hang on the traditional marketing tree. The second is to "simple" e-commerce, that e-commerce is an online transaction. As long as the enterprise uses the computer, the network, and the website, it completes the e-commerce, waiting for the order to fall from the sky; we often encounter many in practice. Enterprises, give products to us, no matter what, I think there will be sales in three months, in fact, it is not a matter of course, e-commerce marketing needs more network planning, through planning to allow more netizens Know the company's products and generate purchases. The third is to "e-commerce" e-commerce. It is believed that e-commerce must be "cloned" according to the existing model, but quite a lot of profit models do not solve the macroscopic concept and micro-docking problem well. Profit. In fact, the key point of e-commerce marketing is the same as traditional marketing. Every business philosophy is different, culture is different, products are different, and e-commerce marketing is different. You can't use patterns to apply. We have always insisted on this creed: e-commerce marketing It is also necessary to achieve the right market targeting through the right goals, and then use appropriate methods to enable appropriate sales behavior.
The more serious obstacle is that most enterprises, in addition to computer maintenance staff, no longer have a compound talent who can understand the e-commerce marketing operation. Talents are the future of the network economy. The development of e-commerce requires a complex talent that understands both business management and network knowledge. Most SMEs are not attractive to talents because of various reasons such as funds and systems, even if they are attracted. Because it does not pay attention, does not care, and seldom invests, causing talents to remain, becoming a bottleneck restricting the development of e-commerce.
When we see the existing internal obstacles of SMEs, how can we enable SMEs to accept e-commerce marketing in practice through breakthrough solutions?
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