Study on Internet Marketing Competitiveness of E-commerce Enterprises

Abstract

With the development of the global cyber economy, the internet marketing of e-commerce enterprises is facing fiercer competition. On the basis of China current Internet marketing, the market competitive strategy and the Internet marketing theory are employed to research the Internet marketing competitive power. The elements constituting internet marketing competitive power such as the marketing, service, 4C, website brand, innovation, etc. are analyzed. The Influence factors of the internet marketing competitive power like consumer demand, logistics, supply chain, transaction safety, and brand of e-commerce enterprises are also analyzed. Countermeasures of improving the competitive power of internet marketing are proposed, for example, increasing the service capacity of e-commerce enterprise, reducing the operation cost of various links of the supply chain, adopting the differentiated competitive strategy, implementing leading internet marketing competitive strategy, creating leading e-commerce technology strategy, etc. Indexes like the number of website visitors, distribution qualification rate, consumer satisfaction rate, reputation of website brand and profit rate, etc. for evaluating the performance of internet marketing competitive power are put forward. To improve the internet marketing competitive power of e-commerce enterprise is favorable for the strengthening and expansion of e-commerce enterprises and their sustainable development.