论中小企业营销战略.doc

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1、论中小企业营销战略[摘 要]中小企业具有规模小、环境适应性强的营销特点。在目前环境下，中小企业应树立市场导向、灵活应变、认准目标市场、富有个性的营销理念，采取市场细分、目标市场选择与市场定位和市场营销组合的策略；要解放思想，克服短期行为，在激烈的国际竞争中争得一席之地。本文从市场营销战略的理念出发，分析了中小企业的市场营销战略的发展态势和中小企业的市场营销战略模式，并给出了中小企业的市场营销战略具体选择。[关键词]中小企业，市场营销，营销战略目录前言························································

2、··················11中小企业的市场营销理念·····················································21.1.坚持市场导向··························································21.2.增强应变能力··························································21.3.认准目标市场··················································

3、········21.4.营销方式个性化························································22、中小企业的市场营销特点·····················································32.1、规模小，环境适应性强·················································32.2贴近顾客，产品天生市场需求·············································32.3、专攻一门，独树一帜

4、·····················································32.4.技术上勇于创新，产品更新换代快·········································32.5就地加工就地销售，节省营销费用·········································32.6、竞争力相对较弱，易受市场及外部条件冲击·································43、中小企业的市场营销战略模式分析··································

5、············53.1.隙缝营销战略···························································53.2.卫星营销战略···························································53.3.两种模式的比较························································54、中小企业的市场营销战略的发展态势···········································6

6、4.1、.现状分析···························································64.2.存在的问题···························································64.2.1经营管理思想保守落后。············································64.2.2市场营销战略缺乏科学的理论指导。··································64.2.3市场营销人员素质不高，专业技术水平低。····

7、·························65、中小企业的营销战略模式选择················································75.1、市场补缺者战略·······················································75.2、无品牌战略···························································75.3、专精战略·················································

8、············75.4、产品