Marketing Innovation Strategies of SMEs in China.doc

 PAGE \* MERGEFORMAT 13 Marketing Innovation Strategies of SMEs in China Summary from our primary and secondary characteristics of their environment and self-starting, marketing innovation of SMEs discussed the necessity and feasibility, as well as small and medium enterprises is only suitable for local conditions to develop the marketing strategy of continuous innovation and the innovation will be able to survive in the fierce competitionAnd . Keyword Marketing Innovation Strategy for SMEs The necessity of a marketing innovation for SMEs First of all, in reality the majority of SMEs in the fragmented industry, due to the concentration into a degree, entry barriers, and imitation of innovation and low degree of difficulty, this fragmented market structure of the sex industry are always two kinds of perfect competition and monopolistic competition wandering tendencies, To firmly grasp the initiative of market competition, enterprises can only persist in innovation. Second, the market demand for personalization, segmentation and further highlight the features, which provide SMEs with a wider space for the survival and development, but also for its target market and challenges. Again, the prevalence of SMEs in the capital of China’s smaller, lack of funds, scientific research is weak, ill-informed and lack of skills, management, backward, and inadequate support of national policy has constrained the development of enterprises and technological innovation, according to trends and the development of SMEs problems, a more realistic and effective option is to carry out marketing innovation. Therefore, the market structure in which small and medium enterprises, the diversification of market demand, as well as small and medium enterprises have their own problems determines the SMEs to survive in the fierce competition, the need for constant marketing innovation. 2, the feasibility of marketing innovation for SMEs In the eyes of many SMEs ‘innovation’ was seen a