工商管理论文 浅谈我国中小型企业的营销策略.docVIP

浅谈我国中小企业的营销策略 摘要 市场营销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序。随着经济的迅速发展，买方市场早已形成，激烈竞争和销售困难成为常态，市场已经进入到一个由市场营销、社会营销、关系营销等相结合的整合营销时期。如今，中小企业在促进市场竞争，推进技术创新，增加就业机会等方面发挥着重要作用，是国家现代化建设必不可少的组成部分。近些年，随着市场的日益完善，消费需求的多元化等的影响，中小企业的营销现状发生了变化，但在我国，由于中小企业的生产观念、产品观念、推销观念等传统营销观念至今仍占主导地位，导致营销观念陈旧、营销策略不善等。在某种程度上，营销制约着中小企业的成长并日益成为广大中小企业的发展瓶颈。 关键词 市场营销 中小企业 营销现状 营销策略 Abstract Marketing is the creation, communication and delivery of value to the customer, and customer relationship management in order to allow the organization and its stakeholders benefit from an organizational function and process. With the rapid economic development has long been the formation of a buyers market, intense competition and marketing difficulties become the norm, the market has entered into a marketing, social marketing, relationship marketing, a combination of integrated marketing period. Today, small and medium enterprises in the promotion of market competition, and promote technological innovation, increase employment opportunities play an important role in the country an integral part of modernization. In recent years, as the market has improved, the diversification of consumer demand, such as the impact of marketing for SMEs has changed the status quo, but in our country, because small and medium production concept, product concepts, marketing concepts and other traditional marketing concept has still dominant, leading to the old marketing concept, poor marketing strategies and so on. In a way, restricting the growth of SMEs in marketing and development of SMEs increasingly become the bottleneck.Keywords Marketing SMEs Marketing Status 目录 引 言 1 一、我国中小企业的界定 1 二、我国中小企业面临的机遇和挑战 1 （一）中小企业规模效益较差，抗风险能力弱 2 （二）中小企业知名度较低，市场吸引力较差 2 （三）中小企业人才素质较差，观念滞后 2 三、我国中小企业的营销现状 3 （一）营销宣传的形式化 3 （二）营销策略的滞后性 3 （三）营销方式的传统单一化 3 （四）营销政策的盲目跟风 3 （五）营销观念传统落后 3 四、我国中小企业营销现状的原因分析 4 （一）企业经营管理者的营销理念滞后 4 （二）企业没有形成良好的营销培训机制 4 （三）市场营销目标模糊，缺乏前瞻性 4 （四）营销策略缺乏科学性 4 （五）缺乏适销对路的产品 5 （六）营销能力薄弱 5 （七）市场定位与目标市场不明确 5 五、中小企业的营销策略 5 （一）中小