中小企业如何建立和实施成功.doc

中小企业如何建立和实施成功 的营销战略问题分析 摘 要 自从我国加入了WTO以后，世界先进企业全面参与国内竞争，我国企业面临着全球化平台上更激烈的竞争。面对竞争激烈的国内、国际市场，占我国企业总数99%以上的中小企业若要在激烈的竞争中站稳脚跟并取得快速发展，就必须进行全面的市场营销战略研究，进行营销创新。对于中小型企业来说，其资金实力、经营规模等无法与大型企业相比，因此，中小型企业必须对自身所处环境进行分析，根据自身的优势寻求适合自己发展的道路。 本文通过对当前中小企业的现状及存在的问题以及现今中小企业所处的市场环境进行分析，结合现今中小企业所采用的营销战略现状进行研究制定出有针对性适合中小企业的营销战略。对于中小企业来说，抓住要点，趋利避害，充分发挥自身优势，进行营销创新,坚决摒弃传统的过时的营销方式，紧跟当前世界最先进的营销潮流，重新整合企业的营销概念。在营销战略进行科学有效的创新，制定出适合中小企业的成功的营销战略才是发展的重要有效途径。 关键词：中小企业；营销环境；营销战略； The analysis of SMEs how to create and implement successful marketing strategy Abstract Since China joined the WTO, The worlds most advanced enterprises participate fully in national competition, Chinas enterprises faced with globalization platform more intense competition. Faced with fierce competition of domestic and international market, Chinas total number of enterprises accounted for more than 99% of SMEs in the fierce competition to gain a firm foothold in the fast development and achieved, we must conduct a comprehensive study on the marketing strategy, marketing innovation. For small and medium enterprises, its financial strength, scale, and so can not be compared with large enterprises, SMEs need to conduct their own analysis of their environment, according to their own advantages to seek suitable for their own development road. Based on the current status of SMEs and the problems and the current market environment in which SMEs were analyzed in light of the current SME marketing strategy adopted by the status of research to develop targeted marketing strategies for small and medium enterprises. For SMEs, seize key points, trapped inside a full play to its own advantage, marketing innovation, and resolutely reject the outdated traditional methods of marketing, the worlds most advanced keep up with current marketing trends and re-integration of the concept of corporate marketing, In a scientific and effective marketing strategies of innovation, develop small and medium enterprises for the success of the marketing st