1.Introduction
The development of economic globalization makes more and more enterprises in China begin to participate in international competition, providing a new market space for the development of small and medium-sized trade enterprises, and with the further intensification of global market competition, the implementation of network marketing through the use of modern information technology has become the key for small and medium-sized trade enterprises to achieve global competitive advantage. The implementation of network marketing for small and medium-sized trade enterprises in the context of globalization has an important inevitability, the traditional marketing strategy is difficult to adapt to the requirements of the global development of enterprises, is an inevitable choice for small and medium-sized trade enterprises to achieve global competitive advantage, is an important result of China’s market economy reform and globalization development strategy, is an important choice for small and medium-sized trade enterprises to change the development concept of the application of modern technology and information. However, at present, there are many problems in the implementation of China’s small and medium-sized enterprises in the process of network marketing, the lack of the basic concept and understanding of network marketing, the low degree of application of modern network information technology, the lack of mutual cooperation and support between enterprises, the lack of professional network marketing personnel, etc. to a large extent limit the effectiveness of the network marketing strategy of small and medium-sized trading enterprises in the context of globalization. Therefore, it must be effectively analyzed, and the effectiveness of its network marketing must be comprehensively improved by taking effective measures to comprehensively enhance the global competitive advantages of small and medium-sized trade enterprises in China.
2.The necessity of network marketing for small and medium-sized trade enterprises under globalization
2.1 Traditional marketing strategy is difficult to adapt to the requirements of the development of globalization of enterprises
For a long time, China’s small and medium-sized trading enterprises in the marketing process are for the needs of the domestic market to take the traditional marketing strategy, its ability to judge the development trend of the market is poor, and it is difficult to make a comprehensive display of the product, the willingness of consumers to buy and insufficient analysis of behavior, its market share is poor to improve the ability. Neglect the application of modern information technology. With the continuous development of economic globalization, the drawbacks of the traditional marketing model continue to emerge, making the market expansion of small and medium-sized enterprises by many levels of obstruction. And network marketing through the use of modern information technology, so that small and medium-sized trading enterprises can break through the constraints of time and space to implement new marketing strategies, can adapt to the maximum extent to the requirements of economic globalization.
2.2 Is the inevitable choice of small and medium-sized trade enterprises to achieve global competitive advantage
The overall scale of small and medium-sized trading enterprises in China is small, the development strength is limited, the advantages in the global market competition is not obvious, by large enterprises and the global financial crisis is more serious impact. Internet marketing can make small and medium-sized trade enterprises in the process of global market development to improve the analysis of market changes and adaptability, to adjust their own business strategies in a timely manner, so that small and medium-sized trade enterprises in the process of global development from passive to active, to better respond to market changes, fully use their own development advantages to comply with the changes in the global market, the target market for effective segmentation, reduce marketing Costs and improve the marketing effect. Therefore, the implementation of network marketing has become a key choice for small and medium-sized trading enterprises in China to achieve global competitive advantage.
2.3 Is an important result of China’s market economy reform and globalization development strategy
With the continuous acceleration of China’s reform and opening-up process, enterprises are constantly required and encouraged to actively implement the development strategy of “going global” and actively participate in the global market competition in order to seek further development. In this process, small and medium-sized trading enterprises are required to focus on the development of globalization and constantly change their marketing strategies. Under the influence of China’s market economy reform and the wave of globalization development, small and medium-sized trading enterprises must comprehensively examine the problems of their traditional marketing strategies, based on their own development, and constantly optimize their marketing strategies with the help of modern information technology to penetrate the global market faster, in order to fully meet the relevant requirements of China’s market economy reform, but also the important results of the current economic globalization development.
2.4 It is an important choice for small and medium-sized trade enterprises to change their development concept and apply modern technology and information
Transformation of development concept is one of the important differences between small and medium-sized trade enterprises in the domestic market and the development of foreign markets, the development of global economic integration makes the traditional development concept and development thinking of small and medium-sized trade enterprises continue to appear, by the impact of modern technological information, the traditional marketing strategy has gradually withdrawn from the historical stage. The active adoption and implementation of network marketing has become an important breakthrough for small and medium-sized trading enterprises to change their development concept in the context of globalization, which helps them to better respond to the changes in the global market in the process of various development strategies. At the same time, this is also an important result of the development of modern technology and information, is currently an important choice for small and medium-sized trade enterprises in China to achieve their own development process in the global market.
3.The main problems of network marketing for small and medium-sized?Qeasy enterprises under globalization
3.1 Lack of basic concept and understanding of network marketing
From the current network marketing of small and medium-sized trade enterprises in China, there is a lack of basic concepts and understanding. One, the overall quality of the managers of small and medium-sized trade enterprises is low, their understanding of network marketing is insufficient, in the reality of work too much emphasis on production work, by the influence of traditional marketing thinking, its understanding of network marketing still exists in a certain misunderstanding, the degree of importance attached to it is low, therefore limiting the development of network marketing of small and medium-sized trade enterprises. Second, most of the small and medium-sized trade enterprises in the context of globalization are in a passive position, mainly passive to receive orders for targeted production, and it is difficult to take the initiative to develop and expand the market, so that small and medium-sized trade enterprises do not have the incentive to change the marketing concept, but also do not focus on learning and learning from other enterprises network marketing related concepts and methods, the existing marketing strategy is difficult to meet the small and medium-sized trade enterprises in the globalization The existing marketing strategy is difficult to meet the development needs of small and medium-sized trading enterprises in the context of globalization.
3.2 The low degree of application of modern network information technology
With the continuous development of small and medium-sized trading enterprises in the global market, the original marketing strategy has been difficult to meet the needs of its development, and even played a certain role in hindering. In the existing network marketing, small and medium-sized trading enterprises also lack the application of modern network information technology, it is difficult to analyze the historical data of market development with the help of Internet information, and lack the support of big data in market development trend prediction, but mainly rely on subjective judgment, making it difficult for their existing network marketing to play the advantages of the Internet and other information technology. At the same time, many small and medium-sized trading enterprises in the process of network marketing mainly through personnel sales and other means, so that its market promotion process in the context of global economic integration seems very slow, it is difficult to achieve online marketing with the Internet + and so on, and therefore reduces the effectiveness of its network marketing.
3.3 Lack of mutual cooperation and support among enterprises
With the continuous development of economic globalization, it is difficult for small and medium-sized trading enterprises to improve their overall effect if they rely solely on their own strength in the process of network marketing. At present, China’s small and medium-sized trade enterprises in the network marketing process also lack of mutual cooperation and support between enterprises, on the one hand, many small and medium-sized trade enterprises in the process of expanding the global market competition is too aggressive, the cooperation between each other is small, it is difficult to form a synergy in network marketing, which makes the overall cost of network marketing is high, it is difficult to achieve economies of scale. On the other hand, most small and medium-sized trading enterprises in the implementation of network marketing process also lacks cooperation with specialized network information companies, so the lack of necessary technical support, so that it faces many difficulties in the process of implementing network marketing.
3.4 Lack of professional network marketing talents
Different from the traditional marketing model, network marketing has a strong professionalism, so the requirements for specialized personnel are higher. At present, in the context of globalization, small and medium-sized trading enterprises in the implementation of network marketing process is still lack of specialized network marketing talents. One, most small and medium-sized trade enterprises do not pay attention to the training of existing marketing talents, their network marketing awareness is insufficient, the account of network marketing-related skills and methods is insufficient, it is difficult to fully promote the implementation of network marketing in small and medium-sized trade enterprises in the actual work, making small and medium-sized trade enterprises in the process of network marketing lack of talent security. Second, due to the low profit level of small and medium-sized trading enterprises, for cost considerations, they are not willing to introduce specialized network marketing talents from outside by improving the corresponding human resource management measures, etc. It is difficult for the advanced knowledge and skills from outside to flow into the small and medium-sized trading enterprises, thus limiting their development in the global market.
4.Strategies of network marketing for small and medium-sized trading enterprises under globalization
4.1 Reinforce the basic concept and understanding of network marketing
With the further development of the global market, the market competition situation is intensifying, which has put forward important requirements for the development of small and medium-sized trade enterprises in China. It must comprehensively strengthen the basic concept and understanding of network marketing, on the one hand, to the managers of small and medium-sized trade enterprises to carry out training and publicity on network marketing, so that they fully understand the importance of network marketing, prompting them to continuously promote the implementation of network marketing strategies of small and medium-sized trade enterprises in the context of globalization in the actual work process, as one of the important elements of the globalization development strategy of small and medium-sized trade enterprises To improve the effectiveness of their marketing. On the other hand, to fully study and learn from other enterprises in the global market competition in the network marketing strategy, according to the actual development of small and medium-sized trade enterprises themselves to the machine and optimize it, in order to further enhance the knowledge and understanding of network marketing, and thus can effectively enhance the effectiveness of small and medium-sized trade enterprises network marketing through advanced concepts and understanding.
4.2 Strengthen the degree of application of network information technology
The development of network marketing can not be separated from the support of modern information technology, with the continuous development of the global economy, modern network technology on the development of foreign trade enterprises continue to have a profound impact, so that small and medium-sized trade enterprises in the process of network marketing to strengthen the application of information technology. First, to abandon the traditional marketing methods and means, through the Internet + and big data and other modern information technology means, market data collation and analysis, effective prediction of future changes in market demand, on this basis to guide small and medium-sized trade enterprises to implement more effective network marketing strategies to enhance the share of its products in the global market. Second, to innovate the network marketing methods of small and medium-sized trade enterprises according to the changes in the global market and the development of scientific and technological information, regularly review their network marketing strategies, and constantly optimize the network marketing strategies of small and medium-sized trade enterprises with the development of scientific and technological information unguided, enhance the role of network technology in supporting the network marketing of small and medium-sized trade enterprises, comprehensively improve the efficiency of their network marketing, and lay the technical level of protection for them.
4.3 Strengthen the mutual cooperation and support between enterprises
With the increasing competition in the global market, small and medium-sized trade enterprises to achieve further development through network marketing, it is necessary to fully strengthen the mutual cooperation and support between enterprises. On the one hand, we should strengthen the cooperation with enterprises in the same industry, form network marketing alliance, enhance the scale efficiency, comprehensively reduce the cost of network marketing in the process of development of small and medium-sized trade enterprises in the global market, enhance the effectiveness of its network marketing, enhance the ability to share information in the process of development of the international market, further expand the market space of small and medium-sized trade enterprises in the world, create more opportunities for their development, and comprehensively Promote the globalization of small and medium-sized trade enterprises. On the other hand, we should strengthen the cooperation with network technology information enterprises, so that they can provide the necessary information technology support for the network marketing strategies of small and medium-sized trade enterprises in the global market, reduce their network marketing costs, and form a win-win development with information technology enterprises by signing mutual cooperation agreements and other measures.
4.4 Cultivate and introduce specialized network marketing talents
As mentioned earlier, the network marketing of SMEs in the process of globalization needs to have specialized talents as a guarantee, so it is necessary to continuously cultivate and introduce specialized network marketing talents. On the one hand, the existing marketing personnel should be trained on network marketing, so that they can change the traditional marketing concepts and methods, fully grasp the relevant methods and skills of network marketing, and continuously improve the practical ability of network marketing in the actual work process, so as to provide specialized talents for the network marketing of small and medium-sized trading enterprises in the context of globalization. On the other hand, we should focus on the development of economic globalization, pay attention to the promotion of talent, through the improvement of the corresponding human resource management mechanism, such as improving the employment mechanism, incentive mechanism, performance assessment mechanism and other measures, the introduction of advanced network marketing talents from the outside, so that they can take up important positions in the process of globalization of small and medium-sized trade enterprises, and lay a strong talent pool for the network marketing of small and medium-sized trade enterprises.
Conclusion
Comprehensive improvement of the network marketing strategy of small and medium-sized enterprises is the key initiative to enhance their competitive strength in the context of globalization. From the current situation of China’s small and medium-sized trade enterprises in the context of globalization network marketing, there are still more problems. From the study of this paper, we should start from strengthening the basic concept and understanding of network marketing, strengthening the degree of application of network information technology, strengthening mutual cooperation and support among enterprises, and cultivating and introducing specialized network marketing talents to comprehensively enhance the effectiveness of network marketing strategies of small and medium-sized trade enterprises in the context of globalization, comprehensively expand the global market space of small and medium-sized trade enterprises, and better The role of small and medium-sized trade enterprises in the economic and social development of China.