Title :
Marketing for SME in Online Auctions Platforms
Author :
Liu Dawei ; Li Qian
Author_Institution :
Sch. of Manage., Jilin Normal Univ., Siping
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;
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
DOI :
10.1109/WiCom.2008.2223
