中小企业的市场营销战略研究论文.docxVIP

I洛阳理工学院毕业设计（论文） I 中小企业的市场营销战略研究 摘?要 中小企业在推动国民经济发展，保持市场繁荣、增加财政收入，促进劳动 就业和维护社会稳定等方面发挥着非常重要的作用，是国民经济必不可少的重要 组成部分。一方面，由于中小企业经济效益差，技术力量不足，水平较低，难以 和大企业进行正面的直接竞争和抗衡;另一方面，中小企业在激烈的市场竞争中 也有其优势的一面，即较强的灵活性和适应性，进入或退出市场动作迅速。因此， 中小企业在市场竞争中要想立足市场，发挥优势，必须要根据自身的特点，采取 一套行之有效的经营对策和竞争战略，扬长避短。而中小企业营销战略制定对于 中小企业的发展至关重要。本文从市场营销战略的定义出发，分析了中小企业的 市场营销战略的发展态势和中小企业的市场营销战略模式，并给出了中小企业的 市场营销战略具体选择。 　　 关键词：中小企业?；市场营销战略；战略目标 　　 I II洛阳理工学院毕业设计（论文） II ABSTRACT small?and?medium-sized?enterprises?in?promoting?the?development of?national?economy,?maintain?the?market?prosperity,?increase?finance income, stimulative labor obtain employment and maintain social stability?plays?an?very?important?role?in?the?national?economy,?it?is the?indispensable?important?component.?On?one?hand,?because?the?small and medium-sized enterprise economic benefit is poor, lack of technology,?low?level?of?difficulty,?and?large?enterprises?to?conduct positive?direct?competition?and?to?counter;?on?the?other?hand,?small and?medium?enterprises?in?the?fierce?competition?in?the?market?also has?its?advantages?side,?i.e.,?strong?flexibility?and?adaptability,?to enter?or?exit?the?market?moves?quickly.?Therefore,?small?and?medium- sized?enterprises?in?market?competition?to?be?based?on?the?market, produce?an?advantage,?must?according?to?the?characteristic?of?oneself, adopt?a?set?of?effective?management?strategy?and?competitive?strategy, foster?strengths?and?circumvent?weaknesses.?But?the?small?and?medium- sized enterprise marketing strategy for small and medium-sized enterprise?development.?This?paper?from?the?marketing?strategy?of?the definition,?has?analyzed?the?small?and?medium-sized?enterprise?s marketing?strategy?and?development?trend?of?small?and?medium-sized enterprise?market?marketing?strategy?model,?and?gives?the?small?and medium-sized?enterprise?marketing?strategy?specific?choice. Key Words：small and medium-sized enterprise; marketing strategy; strategic?target II III洛阳理工学院毕业设计（论文） III 目 录 前?言………………………………………………………………………1 第一章：市场营销