中小企业应科学制定市场营销战略

How to Formulate Market Business and Sales Strategy for Middle and Small Enterprises

中小企业是我国国民经济中的一支非常重要的力量。然而由于中小企业不能科学合理地制定适合企业发展的营销战略,使其在市场竞争中发展与壮大受到了很大限制。中小企业制定科学合理的营销战略,必须依据环境特征和企业特点,把握好“明确任务,认清形势,定准目标,选好战略”四个要点。解决好企业战略与营销战略、营销战略与营销计划、营销战略的稳定性与可调整性、营销战略选择的“多元化”与“专业化”等四方面的关系。

The middle and small enterprises are the important part of our state economy. Their development under the market competition are restricted for unscientific and unreasonable formulating business and sales strategy. The middle and small enterprises to formulate business and sales strategy scientifically and reasonably must be clear about the task, get a clear understanding of the situation, decide correctly on the target and select the better strategy based on the feature of environment and the characteristics of enterprise, and correctly deal with the relationship between enterprise strategy and sales strategy, sales strategy and sales plan, the steadiness of sales strategy and adjustability, sales strategy pluralization and professionalization.