中小企业聚焦营销策略分析-analysis of small and medium - sized enterprises focusing on marketing strategy.docxVIP

IV IV with the other marketing concepts. The research defines focus marketing as a process which a company chooses the proper subdivided-markets and occupies them by focusing its resource on the basic of analyzing the environment of itself. There are six focus marketing strategies including brand focus, production focus, district focus, channel focus, organization focus and cost focus. Focus marketing is a new marketing conception which not only associates with but also be different from the others. At last, the research shows how the focus strategies work in SMEs, and verifies the feasibility of them by quoting the successful examples such as “Naobaijin” company, “Changbaishan” Cigarette Company and “Simeite” company. With the spirit of innovation, the research gets achievements in three aspects: firstly, putting forward that focus marketing is a feasible way for a small and medium-sized enterprise to break through the dilemma; secondly, improving the contents of the strategies of focus marketing in SMEs; thirdly, describing how the focus strategies work in SMEs specifically. The research is not only the innovation and improvement of the marketing theories, but also the guide for SMEs and the large companies facing difficulties in marketing competition to get rid of the dilemma. Key Wor ds: Smal l and Medi um- si zed Ent er pr i ses ( SMEs) ; Focus Mar ket i ng; Mar ket i ng St r at egi es; Br eaki ng t hr ough t he Di l emma 独 创 声 明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的 研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含 其 他 人 已 经 发 表 或 撰 写 过 的 研 究 成 果 ， 也 不 包 含 未 获 得 或其他教育机构的学位或证书使用过的材料。与我一同工作的同志对本研究所 做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名： 签字日期： 年 月 日 - 学位论文版权使用授权书 本学位论文作者完全了解学校有关保留、使用学位论文的规定，并同意以 下事项： 1、学校有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许 论文被查阅和借阅。 2、学校可以将学位论文的全部或部分内容编入有关数据库进行检索，可以 采用影印、缩印或扫描等复制手段保存、汇编学位论文。同时授权清华大学“中 国学术期刊(光盘版)电子杂志社”用于出版和编入 CNKI《中国知识资源总库》， 授权中国科学技术信息研究所将本学位论文收录到《中国学位论文