中小企业营销策略探析  

Analysis on the Marketing Strategies of Chinese Medium and Small-scaled Enterprises

作　　者：吴星[1] 

机构地区：[1]漳州职业技术学院经济管理系,福建漳州363000

出　　处：《漳州职业技术学院学报》2012年第4期69-73,共5页Journal of Zhangzhou Institute of Technology

摘　　要：中小企业是推动国民经济发展,构造市场经济主体,促进社会稳定的重要基础。分析当前中小企业的营销状况以及中小企业在营销过程中存在的"传统营销观念依然存在、患有市场营销近视症、目标市场意识淡薄"等主要问题,提出了走非品牌之路、采取逆向营销、采取网络营销等营销策略,为增强中小企业的竞争力提供参考。Medium and small-scaled enterprises are the important foundation not only to promote the development of national economy, but also to construct the major body of market economy, and to enhance the social stability as well. This paper analyses the major marketing issues including the marketing situations of the medium and small-scaled enterprises, the existing traditional marketing ideas, near-sighted marketing and short of target marketing consciousness. Then it puts forward the marketing strategies such as leading to the road to non-famous-brand ,the reversible marketing, the network marketing ,expecting offer the references to enhancing the competitiveness of the medium and small-scaled enterprises.

关 键 词：中小企业 营销模式 营销策略 

分 类 号：F274[经济管理—企业管理]