中小企业营销管理中存在的问题研究.docVIP

PAGE 中小企业营销管理中存在的问题研究 摘 要 营销管理指为实现企业目标, 通过建立、维护和扩展与目标市场之间的互利交换和关系, 对营销活动进行分析、计划、执行和控制的过程。人们通常认为, 营销管理就是对与营销活动有关的人财物的管理, 或者是刺激消费者对本公司产品的需求。但实际上, 这只是营销管理任务的一部分, 并且还不是最重要的部分。营销管理的任务是按照一种帮助企业以达到自己目标的方式来影响需求的水平、时机、构成和指向。因此, 营销管理的实质是对需求的管理。随着中国市场进一步开放，中小企业在发展过程中不可能一帆风顺，其免不了要遇到困难和挫折，尤其是在营销管理上更是如此，如果中小企业能够克服这些困难，解决了营销管理中的难题，其将会一步步发展壮大，很可能成为知名的大企业。 本文首先从营销管理的概述出发，然后分析了目前中小企业在营销管理存在的问题及原因，最后阐述了如何加强我国中小企业营销管理的对策。 关键词：营销管理；中小企业；目标市场 Abstract Marketing management means to achieve business goals, through the establishment, maintenance and expansion and the target market exchange and mutually beneficial relations, marketing analysis, planning, implementation and control process. People generally believe that marketing and marketing management is related to the activities of human, financial management, or to stimulate consumer demand for our products. But in fact, this is just part of marketing management tasks, and not the most important part. The task of marketing management in accordance with an objective to help companies to achieve their own way to influence the level of demand, timing, composition and point. Therefore, the essence of marketing management demands management. With the further opening Chinas market, Medium-Sized Enterprises can not be plain sailing in the development process, which will inevitably have to encounter difficulties and setbacks, particularly in marketing management, especially if Medium-Sized Enterprises can overcome these difficulties and solve the Marketing Management problems, its development and growth will be a step by step, is likely to become well-known large enterprises. Firstly, an overview of marketing management from the start, and then analyzes the current management of Medium-Sized Enterprises in marketing, and the reasons for the problems, and finally explains how to strengthen our marketing and management measures for Medium-Sized Enterprises. Keywords: Marketing Management; Medium-Sized Enterprises; Target Market 目