(参考)中小企业市场营销中存在的问题及其对策分析.docVIP

中小企业市场营销中存在的问题及其对策分析 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】中小企业 市场营销 营销现状 营销观念 营销策略 The analysis of the problems and the countermeasure of small and medium-sized enterprise marketing Author: Li Xiangnan Tutor: Peng Jie Abstract Marketing is creating, communication and transmission value to customers, and business relationship with customers in order to make an organization and its stakeholders benefit from an organization functions and procedures. Along with the rapid economic development, a buyers market, the fierce forms already competition and sales difficulties becomes the norm, the market has come to a by marketing, social marketing and relationship marketing combination of integrated marketing period. Now, small and medium-sized enterprises in promoting market competition, promote technological innovation, increasing employment opportunities, plays a significant role, is the national modernization indispensable component. In recent years, as the market is increasingly perfect, consumer demand effects of diversification, and small and medium-sized enterprises marketing situation changed, but in our country, because of small and medium-sized enterprises production concept, product concept, selling concept such traditional marketing concept still dominant, cause marketing idea obsolete, the marketing strategy mismanagement, etc. To some extent, the small and medium-sized enterprise marketing restricts the growth and increasingly become the development of small and medium-sized enterprises bottleneck. 【 keywords 】 small and medium-sized enterprise marketing situation marketing