Improving effectiveness in e-marketing communication for Chinese SMEs: 2CCM
Zhao, Ying (2014)
Satakunnan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014100814545
https://urn.fi/URN:NBN:fi:amk-2014100814545
Tiivistelmä
The purpose of this thesis was to come up with perspectives on improving effective-ness in e-marketing communication for Chinese SMEs. The aim of this thesis was to analyze Chinese e-marketing communication channels and message delivery. This thesis was done for 2CCM, which is an online store for selling fashionable and stylish high-end products.
The thesis was roughly divided into two parts which were theoretical part and rec-ommendations. The theoretical part introduced the concept, Chinese e-marketing communication channels and message delivery, whereas the recommendations fo-cused on how to improve effectiveness in e-marketing communication in practice.
The theoretical part of this thesis was collected from literature, journals and online publications. The theoretical part explained definition of E-marketing, E-business and E-commerce, analyzed the Internet adoption in China and e-marketing situation of SMEs. Different Chinese e-marketing communication channels were described and compared. The theoretical part also contained the message delivery and website design.
The empirical research was a qualitative research through conducting an interview with the owner of the case company. It aimed at exploring the real situation and dif-ficulties of 2CCM in e-marketing communication. The key recommendations were given for 2CCM in terms of communication selection, message delivery and website design.
The thesis was roughly divided into two parts which were theoretical part and rec-ommendations. The theoretical part introduced the concept, Chinese e-marketing communication channels and message delivery, whereas the recommendations fo-cused on how to improve effectiveness in e-marketing communication in practice.
The theoretical part of this thesis was collected from literature, journals and online publications. The theoretical part explained definition of E-marketing, E-business and E-commerce, analyzed the Internet adoption in China and e-marketing situation of SMEs. Different Chinese e-marketing communication channels were described and compared. The theoretical part also contained the message delivery and website design.
The empirical research was a qualitative research through conducting an interview with the owner of the case company. It aimed at exploring the real situation and dif-ficulties of 2CCM in e-marketing communication. The key recommendations were given for 2CCM in terms of communication selection, message delivery and website design.