摘要
中小型制造企业具有规模小、产品和技术容易更新换代、市场应变能力强等特点,但受资金、技术和人才等因素的限制,无法与大企业在市场上展开面对面的竞争。因此,中小型制造企业应根据自身特点,在正确的营销观念指导下,扬长避短,发挥优势。直销是中小型制造企业值得追求的营销模式。
SME（ Small-middle Manufacturing Enterprise） is generally small and its products and technology is easy to upgrade. It has the strong market resilience. It can not compete to large enterprises on a face to face in the market because of its financial, technical and personnel constraints. Therefore,it should play to its strengths and excellence and avoid to its inadequacy based on own characteristics, under the guidance of the right marketing concept. Direct marketing is a model worthy of pursuit of SME.
出处
《现代制造工程》
CSCD
2008年第12期26-29,共4页
Modern Manufacturing Engineering
基金
湖南省自然科学基金项目(04JJ40050)
