DocumentCode
3465565
Title
Marketing for SME in Online Auctions Platforms
Author
Liu Dawei ; Li Qian
Author_Institution
Sch. of Manage., Jilin Normal Univ., Siping
fYear
2008
fDate
12-14 Oct. 2008
Firstpage
1
Lastpage
4
Abstract
Online auction is a field that is continuing to grow, and its concept may be defining a totally new and unique distribution alternative. Very few studies have noted online auction sellers and their internet marketing strategies. This research examines the marketing mix for SME in online auctions as it relates to the two-sided platforms. We found that there is great differentiation on marketing strategies. We analyzed characteristics of online auction and plan marketing mix strategies for SME running on such platforms.
Keywords
Internet; electronic commerce; marketing; Internet marketing strategy; online auctions platforms; small-medium enterprise marketing; Companies; Internet; Marketing and sales; Marketing management; Merchandise; Statistics; Volume measurement;
fLanguage
English
Publisher
ieee
Conference_Titel
Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference on
Conference_Location
Dalian
Print_ISBN
978-1-4244-2107-7
Electronic_ISBN
978-1-4244-2108-4
Type
conf
DOI
10.1109/WiCom.2008.2223
Filename
4680412
Link To Document