“STP+SWOT”模型下营销策略创新研究——以全友家私有限公司为例  

Research on marketing strategy innovation under the model of“STP+SWOT”——Take Quanyou Furniture Co.,Ltd.as an example

作　　者：陈文冬 Chen Wendong(Guangzhou College of Commerce,Guangzhou,Guangdong,510555)

机构地区：[1]广州商学院,广东广州510555

出　　处：《市场周刊》2020年第11期66-68,共3页Market Weekly

基　　金：广东省特色重点学科“广州商学院电子商务”建设项目(项目编号:TSZDXK201601)。

摘　　要：中小企业是市场最具活力的群体,但由于中小企业自身竞争力较为薄弱,要想在纷繁复杂的市场竞争中获得一席位置,就必须要创新营销战略。然而,目前很多中小企业在营销中存在市场定位不准确、促销手段不合理等问题。为此,文章从全友家私有限公司(以下简称全友家私)市场营销的现实情况出发,理清全友家私的营销规律,在此基础上提出全友家私营销的创新路径,即明确市场定位、做好促销与人员推销策略、发展基于大数据的营销模式等,为全友家私乃至其他中小企业提供帮助和借鉴。Small and medium-sized enterprises are the most dynamic group in the market.However,due to the weak competitiveness of small and medium-sized enterprises,in order to obtain a position in the complicated market competition,it is necessary to innovate marketing strategy.However,at present,many small and medium-sized enterprises have some problems in marketing,such as inaccurate market positioning and unreasonable promotion means.Therefore,this paper starts from the reality of the marketing of Quanyou Furniture Co.,Ltd.(hereinafter referred to as Quanyou furniture),clarifies the marketing law of Quanyou furniture,and puts forward the innovative path of Quanyou furniture marketing,that is,clarifying the market positioning,doing a good job of promotion and personnel promotion strategy,developing the marketing model based on big data,etc.,for Quanyou furniture and other small and medium-sized enterprises For help and reference.

关 键 词：中小企业 市场营销 营销策略 营销创新 

分 类 号：F713.5[经济管理—市场营销] F276.3[经济管理—产业经济]