中小企业营销策略浅析

On Marketing Strategies of the Small and Medium-sized Enterprise

我国加入WTO后,激烈的市场竞争与日益复杂的市场环境对中小企业的营销管理提出了更高的要求,如何探求适合中小企业特征的营销策略,打造中小企业的市场竞争力,已成为理论界与实践层备受关注的话题。本文针对中小企业营销管理水平不高、同质化现象严重等现状,讨论了其实施差异化营销和创新性营销策略的途径。

After China's entry to WTO,the small and medium-sized enterprise has faced with a more and more intensive and complicated competition environment,which sets up higher requirements to its marketing management.How to search reasonable and realistic marketing strategies according to the characters of small and medium-sized enterprise,to build up its competence, has increasingly become a common concern both to the academic and industrial circles.This thesis studied the existing problems in the small and medium-sized enterprise,such as poor marketing management and undifferentiated marketing strategies,and explored reasonable ways to carry out differentiated marketing strategies as well as the innovative marketing strategies.