战略营销观与中小企业营销力提升

Strategic Conception of Marketing and Enhancement of The Marketing Power of Small and Medium-sized Companies

营销力是企业人、财、物等资源在市场营销层面上的综合体现,是企业研究市场、开拓市场,科学制定、运用营销战略和策略,满足和引导消费者需求,提高市场竞争力的综合能力。中小企业要在当前在瞬息万变的市场竞争环境下取胜,必须培育战略营销观,提升营销力。

Marketing power is an integrated manifestation of human resource, capital and material assets of an enterprise in the aspect of marketing. It also represents an integrated ability of enterprises to study and exploit the market, work out and use marketing strategy and tactics scientifically, meet and guide the consumers＇ needs and improve the market competitiveness. In order to succeed in the diverse and complicated market environment at present, small and medium-sized enterprises have to cultivate strategic marketing conception and enhance their marketing power.