The rapid development of the new economy, represented by the Internet, knowledge and high technology, and centered on meeting the needs of consumers, has brought new marketing principles to the market: the overall goal achieved by the power of the Internet, computer communication and digital interactive media. The birth of the network has also promoted the rapid development of commerce and network economy. Therefore, network marketing has become a necessary means for enterprises to compete for the market and an inevitable trend of enterprise marketing. However, due to various reasons, the present situation of enterprise network marketing in China is worrying, especially for small and medium-sized enterprises. Many experts and scholars have different opinions on how to promote the online marketing of Chinese enterprises, but there is little discussion on how to carry out online marketing for small and medium-sized enterprises. Small and medium-sized enterprises occupy an important position in China's economy, but they are vulnerable groups in some aspects and need special attention. Based on the principle of network marketing and the present situation of small and medium-sized enterprises in China, this paper discusses the adaptability of small and medium-sized enterprises in China to carry out network marketing.

The Internet was born in the United States 1969 and used for military purposes. 1994, the new Internet trunk began to be used in the commercial field. The Internet has shown fascinating commercial charm-fast trading, low cost, convenient communication, interactive information feedback and personalization.

First, the status quo of network marketing of SMEs in China

In recent years, enterprises in China have touched the Internet one after another, and the number of small and medium-sized enterprises on the Internet has also increased greatly, and network marketing has been initially applied. At the same time, there are still many obstacles to the further development of network marketing of small and medium-sized enterprises, as well as rare opportunities such as the maturity of marketing environment. Specifically, there are mainly the following aspects:

1. The number of small and medium-sized enterprises accessing the Internet has greatly increased.

According to CNNIC's statistics, the number of domain names and independent websites has greatly increased. From 1997 to 10. . Com domain name from 2 13 1 to.

2003 65438+1October 133796. In less than seven years, the number of enterprise domain names has increased by nearly 64 times, and the relative number has also increased from 52.4438+0% to 78.3%. "Enterprise Internet Project" has greatly promoted the Internet access speed of small and medium-sized enterprises, and the number of small and medium-sized enterprises accessing the Internet through various e-commerce platforms has increased rapidly.