我国中小企业销现状分析.doc

石家庄铁道大学2014年优秀毕业论文摘要 毕业论文题目：《我国中小企业的营销现状分析》 四方学院经济管理系 市场营销 郭现召 指导老师：张叶栩 【摘要】 随着改革开放的深入和社会主义市场经济体制的建立，我国中小企业的发展规模不断扩大，成为促进国民经济持续、快速、健康发展的重要支撑力量；在促进市场竞争、推进技术创新、增加就业机会等方面发挥着重要作用，已经是国家现代化建设必不可少的重要组成部分。近些年来我国中小企业市场营销的发展已经取得了一定的成绩，但还存在着一些营销问题，例如营销战略只是一种形式、品牌竞争力不强、营销执行力水平较低、网络营销整体水平比较低等。如何解决这些营销问题成为中小企业生存和发展的关键。在某种程度上，这些营销问题制约着中小企业的成长并日益成为中小企业发展的瓶颈。本文在写作过程中采用了文献调查法和定性分析法和案例分析法，在分析我国中小企业的营销现状及其原因的基础上，提出了拟定合适的营销对策、大力开展网络营销、引进资金和专业人才、提高企业创新能力等具体的对策，来解决这些营销问题。 【关键字】：中小企业 营销现状 营销对策 　 【Abstract】 With the development of reform and opening up and the establishment of the socialist market economic system, small and medium enterprises in china have been expanding, which function as the support forces in promoting the national economy. Also, they play a remarkably important role in enhancing market competition, spurring the technological innovation and creating more employment opportunities, which has been considered as the indispensable part of the modernization drive. In recent years, the marketing development of china’s small and medium enterprises have made certain achievements. However, there are some marketing problems to be noticed. For instance, taking the marketing strategies merely as a form, poor brand competitiveness, Low level of marketing execution,level of Internet marketing as a whole is relatively low and so on. How to solve these marketing problems has proved to be the key to survival and development of SMEs. To some extent, these marketing problems constrain the growth of SEMs and increasingly turn into the bottleneck in the development of SEMs . In the course of writing this article, the method of document investigation and qualitative analysis and case analysis are adopted .based on the analysis of the present marketing situation and proposed to develop an appropriate marketing strategy, developing network marketing, the introduction of capital and expertise, increase enterprises innovation capability and other specific measures so as to solve such marketin