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|Title: ||Analysis of the Internet marketing and its application in the Chinese web space|
|Authors: ||Linlin, Sun|
|Keywords: ||Internet marketing|
CHINESE WEB SPACE
|Issue Date: ||9-Sep-2005|
|Publisher: ||Sofia University|
|Abstract: ||Needs and Problems-- Now in China, the situation of Internet marketing must be
changed for better effect. After research, I found there are mainly three problems:
• First, the theory knowledge of Internet Marketing is not popularized enough.
The environment is the key for leading main direction into the right way;
• Second, planning is not paid much attention. Most people treat Internet
Marketing as golden seed, which can grow up to be a big tree without water
• Third, in order to have a more effective method, new opinions or ideas should
be developed or introduced to impact the still actuality.
Goals-- This paper is going to analyze the actuality of Chinese Internet marketing,
and solve the problems mentioned above. My goal of this paper is through combining
the findings from analyzing three Chinese websites and planning a new product
launching, to find out how to implement Internet Marketing better and more effective
in China. Based on the analysis of the three Chinese companies’ websites and the
practice of lunching new product, we get the clear solution on some good practices
under Chinese situation.
Tasks-- Based on the goals of this work, my tasks are as following:
First, choose three Chinese companies and analyze their websites. After that to find
out the good practices of Internet Marketing in Chinese situation.
Second, according to the solution from last part, I will create an Internet marketing
plan for launching new product.
Third, I will create a project plan using software Micro-Project to manage the project
from the practice.
Forth, I will model this system by using the modeling tool--UML.
Finding/Value— My findings are from two parts: analyzing three Chinese
companies’ websites and launching new product.
From the comparison of three Chinese websites, as the table showed, we can see some
good practices clearly from “site structure design”, ”content design” and
Haier Lenovo Huawei
Site Structure Design
Enable Disablity of
multi-media No N/A N/A
Support Yes Yes Yes
Responding Time In 10 seconds In 5 seconds In 15 seconds
Uniform style for all
sites No Yes Yes
Navigation Yes Yes Yes
BBS No No No
E-Mail No No No
E-Zine No No Yes
On-line Service Yes Yes Yes
On-line Survey Yes No No
Searching Yes, Internal Searching
Virtual Mall Yes No No
Affiliate Center Yes Yes Yes
Affiliate Marketing Yes Yes Yes
Banner Ad Yes, for branding Yes, for branding Yes, for branding
Newsletter No No No
Promotion News Yes Yes No
Rich-media Ad Flash No No
Mainly, combining the conclusion from the practice of launching new product, I
found that: to get a better result on Internet Marketing in China, people should keep in
• The importance of Service
• The importance of Customer Emotion
• The importance of “Customer category”-- Affiliate Marketing
• The importance of the cooperation of IM with traditional Marketing
• The importance of good planning—4P Model
• The importance of feedback and improvement
• The importance of advanced technology—Microsoft Project & UML
This paper will be useful for both Chinese vendors and foreign investors who are
going to develop business in China.
Tools—Microsoft Project; UML|
|Description: ||AUTHOR: SUNLINLIN, F.NO 855077
Title: Analysis of the Internet marketing and its application in the Chinese
|Appears in Collections:||MSc Theses|
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