初稿关于中小企业市场营销策略存在的问题及对策.docVIP

关于中小企业市场营销策略存在的问题及对策 摘 要 随着全球经济一体化的不断发展，中小企业在全范围崛起，与此同时我国企业在国内外市场环境发生巨大变化的推动下逐渐融入国际竞争大潮之中。在大量的跨国公司进入国内市场的同时，不少国内企业包括大量的中小企业也正在走出国门，在国际市场中寻求更多的机会和生存发展空间。在我国中小企业是国民经济结构中重要的组成部分，在部分省份数量众多经营领域广泛的中小企业更是区域经济发展的中坚力量，中小企业的发展在一定程度上决定着我国经济发展的总体水平。然而中小企业与大型跨国公司及大型企业相比仍然存在着明显的不足。中小企业资金少、规模小、组织结构简单，这些特点决定了在开拓国际市场的过程中中小企业不可能像大型企业那样花费大量的人力物力财力进行国际市场营销，中小企业必须要针对自身特点采取切实可行的营销策略才有可能在开拓国际市场的过程中取得成功。本文从介绍市场营销策略的概述开始，说明中小企业制定市场营销策略的必要性，通过分析阐述中小企业市场营销策略中存在的问题，进而给予相应的决策解决问题。 关键词：营销策略 中小企业 对策 Abstract With the development of global economic integration, the small and medium-sized enterprise rise in full range, at the same time our country enterprise in the promotion of domestic and international market environment is undergoing tremendous changes gradually into the international competition. To enter the domestic market in a large number of Multi-National Corporation at the same time, many domestic enterprises, including a large number of small and medium-sized enterprises are going abroad, to seek more opportunities in the international market and the survival and development of space. In our country small and medium-sized enterprise is an important part of the national economic structure, widely in some provinces are numerous business areas and small and medium-sized enterprises is the backbone of the development of regional economy, the development of small and medium-sized enterprises determines the overall level of Chinas economic development to a certain extent. However, small and medium-sized enterprises compared with large Multi-National Corporation and large enterprises still exist obvious deficiency. The small and medium-sized enterprise capital is little, small scale, simple organizational structure, these characteristics determine the medium in the process of developing international market enterprises can not spend a lot of manpower and material resources for the international marketing as large