新形势下的中小企业营销战略  

Marketing Strategies of the Middle and Small Size Enterprises under the New Economic Situations

作　　者：吴小艳[1] 

机构地区：[1]武汉理工大学管理学院,湖北武汉430070

出　　处：《武汉理工大学学报（信息与管理工程版）》2002年第6期107-109,共3页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：湖北省科技攻关软科学课题资助项目(2001AA401C67).

摘　　要：伴随着中国加入WTO,一场全球化的商战已经拉开了序幕。论述了面对强手如林的市场竞争,中小企业应根据自身的优势和特点,进行准确的市场定位,找准自己的位置,以用户为中心,围绕市场做文章。中小企业要想在市场竞争中站稳脚跟,就必须争取在技术、产品和服务上独树一帜,在设计、策划、价格、分销和促销等活动中都应以用户需求为出发点。针对自身目前存在的实力较弱、资源有限等特点,中小企业在开辟市场领域时,应在市场空隙和边缘地带寻觅商机,对用户确实需要的产品和项目,利用"船小调头快"的灵活机制,去占领市场,赢得用户。The prologue of the commercial war has been opened up as China has entered the WTO. Facing intense market competition, the middle and small size enterprises should choose their accurate locations in the market according to their superiority and characteristics, and implement the customers' oriented policy. If the middle and small size enterprises want to take their shares in the market, they must strive for being outstanding in technology, products, service, and so on. They should take the customers' requirements as the starting point in design plan and price and seek their opportunities by starting business in the marginal districts of the market. They also Should produce what the customers need in order to occupy the market and gain customers.

关 键 词：中小企业 营销战略 市场定位 市场竞争 战略思维 战略定位 

分 类 号：F276.3[经济管理—企业管理] F272.[经济管理—国民经济]