In terms of the construction machinery industry, the combination of e-commerce and construction machinery, making construction machinery enterprises have gained a new development channel. The Internet has become a trend to change and replace the original mode of operation in the field of construction machinery. E-commerce, online payment and other Internet methods in changing personal habits at the same time, but also affecting the mode of operation of enterprises, promoting the upgrading of internal processes and management. The continuous development of the Internet has prompted traditional enterprises to rely more and more on the Internet to engage in marketing, channels, products, operations and other business activities. At the same time, Internetization has also brought changes to enterprises at various levels, such as increasing their sales channels and business opportunities.
Traditional industries use e-commerce for online marketing, first of all, to eliminate the restrictions from geography, time and other aspects, as well as the single publicity channel and publicity form. E-commerce marketing mode through a kind of relying on modern information technology and network technology, set financial electronic, management information, trade information networking as a whole, to achieve the harmonious unity of logistics, capital flow and information flow. According to the new industry statistics of Ariadne Consulting, the overall transaction scale of China’s e-commerce market in 2011 increased by nearly 2 trillion yuan compared with 2010. In the next 3-5 years, China’s e-commerce market will continue to maintain its growth trend, and is expected to exceed 10 trillion yuan in 2013.
Specifically, the implementation of e-commerce marketing in the construction machinery industry, it can narrow the distance between the production, circulation, distribution, consumption, greatly improving the effective transmission and processing of logistics, capital flow and information flow, which also naturally provides manufacturers, agents and grassroots customers can better meet their respective needs. In the traditional marketing approach, those factors that can not avoid, such as store rent, warehouse rent, personnel costs, logistics costs and other issues will be solved.
As Yin Xiao Li, deputy secretary general of China Construction Machinery Industry Association, said “vigorously develop e-commerce, establish a new management model and marketing system based on enterprise information technology and e-commerce technology, or will become a powerful means for China’s construction machinery industry to enhance its market competitiveness and resist the strong impact of imported construction machinery products.”
In addition, in terms of national technology development trend, with the development of cloud computing and mobile Internet, enterprises are gradually combining internal business processes and external business activities with mobile Internet, which can greatly enhance the overall core competitiveness of enterprises. As a traditional industry of construction machinery Han sorts more need to comply with this development trend, e-commerce marketing model will also be promoted.