中小企业市场营销中存在的问题及其对策分析.doc

中小企业市场营销中存在的问题及其对策分析

摘要

市场营销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序。随着经济的迅速开展，买方市场早已形成，剧烈竞争和销售困难成为常态，市场已经进入到一个由市场营销、社会营销、关系营销等相结合的整合营销时期。如今，中小企业在促进市场竞争，推进技术创新，增加就业时机等方面发挥着重要作用，是国家现代化建设必不可少的组成局部。近些年，随着市场的日益完善，消费需求的多元化等的影响，中小企业的营销现状发生了变化，但在我国，由于中小企业的生产观念、产品观念、推销观念等传统营销观念至今仍占主导地位，导致营销观念陈旧、营销策略不善等。在某种程度上，营销制约着中小企业的成长并日益成为广阔中小企业的开展瓶颈。

【关键词】中小企业市场营销营销现状营销观念营销策略

Theanalysisoftheproblemsandthecountermeasureofsmallandmedium-sizedenterprisemarketing

Author:LiXiangnanTutor:PengJie

Abstract

Marketingiscreating,communicationandtransmissionvaluetocustomers,andbusinessrelationshipwithcustomersinordertomakeanorganizationanditsstakeholdersbenefitfromanorganizationfunctionsandprocedures.Alongwiththerapideconomicdevelopment,abuyersmarket,thefierceformsalreadycompetitionandsalesdifficultiesbecomesthenorm,themarkethascometoabymarketing,socialmarketingandrelationshipmarketingcombinationofintegratedmarketingperiod.Now,smallandmedium-sizedenterprisesinpromotingmarketcompetition,promotetechnologicalinnovation,increasingemploymentopportunities,playsasignificantrole,isthenationalmodernizationindispensablecomponent.Inrecentyears,asthemarketisincreasinglyperfect,consumerdemandeffectsofdiversification,andsmallandmedium-sizedenterprisesmarketingsituationchanged,butinourcountry,becauseofsmallandmedium-sizedenterprisesproductionconcept,productconcept,sellingconceptsuchtraditionalmarketingconceptstilldominant,causemarketingideaobsolete,themarketingstrategymismanagement,etc.Tosomeextent,thesmallandmedium-sizedenterprisemarketingrestrictsthegrowthandincreasinglybecomethedevelopmentofsmallandmedium-sizedenterprisesbottleneck.

【keywords】smallandmedium-sizedenterprisemarketingsituationmarketingconceptmarketings