The study: Aplication process of Internet Marketing in Vietnamese small and medium enterprises

The study: Aplication process of Internet Marketing in Vietnamese small and medium enterprises
Mô tả cơ bản về tài liệu:
The thesis does not focus on introducing IM tools and techniques applied them in specific situations, such as marketing techniques through search engine ) SEM (Search Engine Marketing), Marketing on social networks ) SMM (Social Media Marketing)...; only focus on studying process of IM activity in general, from analysing information, planning, building strategy, selecting tool and implementing the plan and testing the correction. Related to respondents: Survey of SMEs, satisfying the conditions.
Nội dung trích xuất từ tài liệu:
The study: Aplication process of Internet Marketing in Vietnamese small and medium enterprises 1 2 INTRODUCTION effect. Therefore, there is necessary to evaluate and choose whether any theory, how ***** the application of IM is consistent with the conditions in Vietnam, especially with the1. The urgency of topic possibility of applying of small and medium enterprises (SMEs) - accounted for over Recognizing the popularity and role of the Internet, as well as the impact of 90% of businesses in the country, but limitation about resource. Thats what inspiresInternet to change the behavior and demand of customer, from the early 2000s, the author selected this research topic: Application process of Internet Marketing inpractical activists have studied and developed the way to apply Internet in Marketing Vietnamese small and medium enterprises .(MKT) activity, then the researchers summarize and generalize these ways of 2. The research backgroundapplication, since it appears a new branch of science of modern Marketing called as To be able to have objective, reasonable and feasible assessments, we mustInternet Marketing (or Online Marketing). Since its inception in the developed recognize the context of implementation of the subject, with the following contents:countries, Internet Marketing (IM) has become a popular form of marketing and - The IM application in the world is growing strongly, due to the IM brings manybrought huge profits for enterprises using it. Because of the basic advantages of the benefits for the enterprises.Internet to bring to business in general and marketing in particular - such as the ability - In Vietnam, the Government has a clear direction for the development of e-of updating, fast responsed speed and low cost, high efficiency ... - IM is proven in fact commerce in general and business on the Internet in particular, creating a boom inand recognized as very effective. recent years and continuing to maintain strong momentum of growth of these Vietnam is considered as a country with high potential in the development of activities in the coming years.electronic commerce (EC) in general as well as online business activities in particular, - Although the infrastructure conditions for the development of IM in Vietnam iswith over 31 million users - equivalent to 33.9% population. Along with the investment not yet evaluated as good, completely meet for the application of IM activities ofdirection of the Government, it can certainly say that in a not too distant future, SMEs at a basic level. At the same time, the enterprises need to overcome theVietnamese consumer will be completely familiar with the using of Internet. Besides, difficulties caused by the conditions of this infrastructure that is not good.the life, behavior and their demand are affected by the Internet that has been strongly - Internet users in Vietnam have both the same characteristics as the Internet users in thechanged. Adapting to this, Vietnamesse businesses also self-correct Marketing world, and the different characteristics due to the impact of cultural, social, economicactivities follow the direction that they consider as appropriate. environment … and language. These characteristics also promise that the application of However, because of the theory of IM in the world is too new and has not been IM in Vietnam has opportunity, and businesses need to adapt when the application oftauch formally in Vietnam, the spontaneous process in applying IM of Vietnamese IM tools in the world in Vietnam - especially cultural characteristics in behavior of usingenterprises does not bring good result, influenced by technical perspective of Internet and consumer behavior.information technology of companies providing IM service, so this process has a - The Vietnamese SMEs accounte for over 90% of the businesses in the countrynumber of characteristics: that have many restrictions on business resource, technological level, the scale of - The businesses have many mistake conceptions about IM activity ...