基于战略地图的我国中小食品企业关系营销战略研究

Research on Relationship Marketing Strategy of Chinese Small and Middle Food Enterprise Based on Strategic Map

我国经济的飞速发展为中小食品企业带来了威胁和机遇,中小食品企业应制定正确的营销战略,把握机遇、规避威胁,从而获得持续的良好的营销绩效。针对我国中小食品企业的营销现状,运用战略地图对其营销战略进行分析,中小食品企业营销战略应从传统的交易营销战略向关系营销战略转变。

China＇s rapid economic development poses the threat as well as the opportunity to China＇s small and medium food enterprises（SMFE）,which should make the correct marketing strategy,seize the opportunity and avoid the threats,tthereby to obtain the sustainable and favorable marketing performance.Aiming at the marketing situation of the SMFE and analyzing its marketing strategy by using the strategic map,we discover that marketing strategies of SMFE should be changed from traditional transaction marketing strategy to relationship marketing strategy.