Abstract:

This paper is intended to develop an awareness of the performance provided by the business-to-business electronic marketplace (B2B e-marketplace) in conducting business-to-business electronic marketing (B2B e-marketing) in Jiangsu Provinces, China. Following a literature search, a number of research questions were postulated about B2B business models conduct their businesses via the e-marketing effectiveness of the B2B e-marketplaces. Drawing on the literature, this paper seeks to explore the marketing activities and business processes using the B2B e-marketplace and the other related technology to enhance the marketing functionality. An online questionnaire is conducted with samples selected from SMEs in Jiangsu Province. From the data collected, it can be found that there is a significant trend among SMEs in Jiangsu Province to adopt B2B e-marketing.