中小企业的市场营销战略研究

中小企业的市场营销战略研究

摘要

中小企业在推动国民经济发展，保持市场繁荣、增加财政收入，促进劳动就业和维护社会稳定等方面发挥着非常重要的作用，是国民经济必不可少的重要组成部分。一方面，由于中小企业经济效益差，技术力量不足，水平较低，难以和大企业进行正面的直接竞争和抗衡;另一方面，中小企业在激烈的市场竞争中也有其优势的一面，即较强的灵活性和适应性，进入或退出市场动作迅速。因此，中小企业在市场竞争中要想立足市场，发挥优势，必须要根据自身的特点，采取一套行之有效的经营对策和竞争战略，扬长避短。而中小企业营销战略制定对于中小企业的发展至关重要。本文从市场营销战略的定义出发，分析了中小企业的市场营销战略的发展态势和中小企业的市场营销战略模式，并给出了中小企业的市场营销战略具体选择。

关键词：中小企业；市场营销战略；战略目标

ABSTRACT

small and medium-sized enterprises in promoting the development of national economy, maintain the market prosperity, increase finance income, stimulative labor obtain employment and maintain social stability plays an very important role in the national economy, it is the indispensable important component. On one hand, because the small and medium-sized enterprise economic benefit is poor, lack of technology, low level of difficulty, and large enterprises to conduct positive direct competition and to counter; on the other hand, small and medium enterprises in the fierce competition in the market also has its advantages side, i.e., strong flexibility and adaptability, to enter or exit the market moves quickly. Therefore, small and medium-sized enterprises in market competition to be based on the market, produce an advantage, must according to the characteristic of oneself, adopt a set of effective management strategy and competitive strategy, foster strengths and circumvent weaknesses. But the small and medium-sized enterprise marketing strategy for small and medium-sized enterprise development. This paper from the marketing strategy of the definition, has analyzed the small and medium-sized enterprise 's marketing strategy and development trend of small and medium-sized enterprise market marketing strategy model, and gives the small and medium-sized enterprise marketing strategy specific choice.

Key Words：small and medium-sized enterprise; marketing strategy; strategic target

目录

前言 (1)

第一章：市场营销战略的发展历程 (2)

1.1市场营销战略的定义....................................... (2)

1.2场营销学的发展历程 (2)

第二章：中国中小企业市场营销模式的思考 (5)

2.1市场营销战略的迫切性和必要性 (6)

2.2企业营销战略的制定步骤 (6)

第三章：中小企业的市场营销战略的发展态势............... (7)

3.1.现状分析................................................... (7)

3.2.存在的问题 (7)

3.3中小企业的市场营销战略模式分析（STP）13 (8)

第四章：中小企业营销战略 (10)

4.1: 4p策略的总述 (10)

4.2: 4p策略的应用 (12)

结论 (13)

谢辞 (14)

参考文献 (15)

附录 (16)

1

前言

本文重点从中小企业营销战略正确的选择应当是寻找符合自身条件的战略基点,进行市场补缺战略,以期建立局部性的相对优势; 从隙缝营销战略，卫星营销战略的层次进行对中小企业的战略部署。产品的营销战略可以从三个层次, 产品策略，价格策略，分销策略，促销策略为消费者或用户提供满足,这种"整体产品"的概念,是中小企业产品创新的重要营销思路;市场创新有两种思路:重新选择销售区域,或重新选择购买群体;产品要经过一定的方式与市场发生联系,经营创新便是改进和完善联系的方式.创新需要机会, 进而快速有效的推动中小企业的快速发展。