中小企业国际市场营销策略探析.doc

中小企业国际市场营销策略探析 摘 要 自从上个世纪90年代开始，中小企业在全球范围内开始迅速崛起，并在各国以及全球经济的复苏和发展历程中扮演着极其重要且不可替代的作用。目前中小企业的发展已经成为各国国民经济发展的基础，为各国的经济、GDP产生的极其重要的作用，也有助于提高我国中小企业的国际市场营销能力。 本文力图以中小企业国际市场营销策略为研究对象，采取规范研究方法，结合中小企业与国际市场营销概念，分析中小企业发展国际市场营销优势、存在问题以及改进对策，期望能够帮助我国中小企业树立科学的国际营销和管理理念，从而使企业有更多的产品进入国际市场，参与国际竞争，提升企业的销售业绩与运营管理水平，本文包括以下几个方面： 首先，分析了中小企业国际市场营销的基础，如中小企业与国际市场营销概念； 其次，分析了中小企业国际市场营销必要性分析中小企业国际市场营销现状中小企业国际市场营销中小企业国际市场营销完善中小企业国际市场营销细分市场，确定目标客户群 Abstract Since the last century90 time begin, small and medium-sized enterprises in the global range begins to rise abruptly quickly, and in other countries and the global economic recovery and the development process plays an important and irreplaceable role. At present, the development of small and medium-sized enterprises have already become the basis of national economic development, for national economy, GDP has extremely important role, will help improve Chinas international competitiveness. This article tries to small and medium enterprises international marketing strategy as the research object, adopts normative research method, combined with small and medium-sized enterprises and international marketing concepts, so that enterprises have more products to enter the international market, participate in international competition, such as small and medium enterprises and international marketing concept; secondly, analysis of small and medium enterprises international marketing necessity analysis, such as personalized products needs, the need to manage their own, the need of national economy, ease the pressure on the domestic market needs, demands of economic globalization. Once again, has analyzed the small and medium-sized enterprise international marketing status, such as small and medium enterprises international marketing advantage of small and medium-sized enterprises analysis, international market marketing problems. Finally, based on above analysis, put forward to perfect small and medium-sized enterprise international marketing strateg