我国中小企业营销策划现状分析 市场营销毕业论文.doc

江西XX大学现代经济管理学院 普 通 本 科 毕 业 论 文 题目：我国中小企业营销策划现状分析 学 院 现代经济管理学院 学生姓名 学 号 专 业 市场营销 届 别 2011届 指导教师 职 称 教授 二O一一年 五月 摘 要 中小企业在我国国民经济中的作用越来越重要,但面临着全球化平台上更为激烈的竞争,如何以有限资源在激烈营销竞争中立于不败之地,是关系到中小企业生存与发展的当务之急。但是影响中小企业在竞争中取胜的因素有很多，营销策划就是其中之一。营销策划力是企业核心竞争力之一。我国中小企业营销策划力比较弱，已经成为其走向国际大舞台的绊脚石。营销策划既不同于市场营销学,也不同于公关策划或广告策划,有着自身独特的规律。营销策划可以采用各种各样的方式,但要获得策划的成功,必须具备一些基本的条件或基本的要素。本文探讨了我国中小企业划分标准、中小企业加强营销策划的意义,分析了中小企业营销策划中所存在的问题,并在此基础上提出对策建议。 【关键词】中小企业;营销策划;营销人才 Abstract Small and Medium-sized enterprises plays an increasingly important role in chinas national economy, but faces more intense competition in the global platform, how to keep an invincible position with the limited resources in the fierce market competition, is related to survival and development of Small and Medium-sized enterprises Imperative.But the impact smes in the competition on a number of factors, marketing planning is one of them. Marketing force is one of the core competitiveness of the enterprise. Small and medium-sized enterprise marketing force weak, has become the international big stumbling block to stage.Marketing planning is different from marketing, is different from the public relation planning or advertising planning, has distinctive rule.Marketing planning can use a variety of ways, but to gain planning success, must have some basic conditions or basic elementsThis article discusses the criteria for the classification of small and medium enterprises, small and medium enterprises to enhance the significance of marketing planning, marketing plan in small and medium enterprises analyzed the problems and puts forward suggestions. 【Key words】Small and Medium-sized enterprises ; Marketing talent 目 录 引言 1 1 有关概念的界定 1 1.1 营销策划 1 1.2 中小企业 2 2 中小企业加强营销策划的意义 2 2.1 提高中小企业的竞争力 2 2.2 优化中小企业的营销资源配置 2 2.3 减少中小企业的经营风险 2 2.4 建立中小企业的良好形象 3 3