【正文】 sized enterprises is the name is an important part in the economic structure, in some provinces of numerous business areas of small and mediumsized enterprises is the backbone of the regional economic development, the development of small and mediumsized enterprises in a certain extent determines the overall level of economic development in China. The price is determined the enterprise marketing strategies, and an important factor distribution channel and product promotion, the price also is pared with the most difficult to determine factors, it largely influences the market demand and buyers purchase behavior. The price of enterprises to formulate appropriate, expand sales and increase profits, enhance the enterprise the petitive ability. This paper firstly marketing of pricing in error and the analysis of existing problems, too, cost, price changes, too, lack of making the price with longterm strategic objectives, etc., proposed the implementation of the expected rate of investment, the pursuit of the highest profit, maintain or increase market share, maintain stable prices, or prevent petition, maintenance of enterprise image and principles and objectives. Small and mediumsized enterprises in promoting the development of national economy, market prosperity and increase the fiscal revenue, promote employment and maintaining social stability and plays a very important role, and small and mediumsized enterprise marketing strategy formulation for small and mediumsized enterprise development is very important. these characteristics in the process of market of small and mediumsized enterprises may not like a large 企業(yè)市場(chǎng)營(yíng)銷策略研究 IV enterprise that cost a lot of money and effort required to marketing, small and mediumsized enterprises should adopt feasible for its characteristics of the marketing strategy in the process of market success. KEY WORDS Small and mediumsized enterprises, development, Marketing, Tactic, tudy 企業(yè)市場(chǎng)營(yíng)銷策略研究 目 錄 中文摘要 .......................................................................................................Ⅰ 英文摘要 .......................................................................................................Ⅱ 1 引言 ............................................................................................................ 1 選題背景 ............................................................................................. 1 研究意義和方法 ................................................................................. 1 研究思路及技術(shù)路線 ......................................................................... 2 2 我國(guó)中小企業(yè)市場(chǎng)營(yíng)銷理論及其市場(chǎng)概述 ............................................ 3 有關(guān)中小企業(yè)市場(chǎng)營(yíng)銷理論的研 究 ............................................... 3 市場(chǎng)營(yíng)銷的概念 .............................................................................................. 3 市場(chǎng)營(yíng)銷的功能 .............................................................................................. 3 中小企業(yè)的定義 .............................................................................................. 4 中小企業(yè)的特點(diǎn) .............................................................................................. 5 國(guó)內(nèi)外中小企業(yè)市場(chǎng)營(yíng)銷概況 ........................................................ 5 3 我國(guó)中小企業(yè)概況和現(xiàn)狀分析 ................................................................ 7 我國(guó)中小企業(yè)市場(chǎng)營(yíng)銷概況及分析 ................................................ 7 我國(guó)中小企業(yè)企業(yè)經(jīng)營(yíng)現(xiàn)狀 ............................................................ 7 我國(guó)中小企業(yè)普遍缺乏信用觀念 .................................................................. 8 企業(yè)分銷渠道單一，產(chǎn)品銷售結(jié)構(gòu)混亂，竄貨現(xiàn)象時(shí)有發(fā)生 .................. 8 以雜牌未對(duì)抗名牌，往往在與大企業(yè)的競(jìng)爭(zhēng)中舉步維艱，遭到淘汰 . ..... 9 企業(yè)服務(wù)不完善，顧客忠誠(chéng)度底 .................................................................. 9 我國(guó)中小企業(yè)經(jīng)營(yíng)環(huán)境分析 ............................................................ 9 我國(guó)中小企業(yè)宏觀環(huán)境分析 .......................................................................... 9 我國(guó)中小企業(yè)微觀環(huán)境分析 ........................................................................ 11 我國(guó)中小企業(yè) SWOT 分析 ............................................................ 12 優(yōu)勢(shì)與劣勢(shì)分析（ SW） ................................................................................ 12 機(jī)會(huì)與威脅分析（ OT） ................................................................................ 13 整體分析 ........................................................................................................ 13 4 我國(guó)中小企業(yè) STP 策略 ......................................................................... 14 市場(chǎng)細(xì)分 .......................................................................................... 14 選擇目標(biāo)市場(chǎng) .................................................................................. 14 目標(biāo)市場(chǎng)定位 .................................................................................. 15 5 我國(guó)中小企業(yè)營(yíng)銷組合策略 .................................................................. 17 產(chǎn)品（ Product）策略 圍繞特色 ................................................. 17 價(jià)格（ Price）策略 富有彈性 ..................................................... 17 銷售渠道 (Place)策略 分銷高效 .................................................. 18 企業(yè)市場(chǎng)營(yíng)銷策略研究 促銷 (Promotion)策略 充滿創(chuàng)意 .................................................. 19 結(jié)束語 ......................................................................................................... 22 致 謝 ......................................................................................................... 23 參考文獻(xiàn) ..................................................................................................... 24 附 錄 ......................................................................................................... 25 企業(yè)市場(chǎng)營(yíng)銷策略研究 1 1 引言 選題背景 一個(gè)繁榮的城鎮(zhèn)，一個(gè)發(fā)達(dá)的地區(qū)，可以沒有大企業(yè)，但絕對(duì)不能沒有中小企業(yè)。 關(guān)鍵詞 中小企業(yè) /發(fā)展 /市場(chǎng)營(yíng)銷 /策略 /研究 企業(yè)市場(chǎng)營(yíng)銷策略研究 III ENGLISH TOPIC ABSTRACT In the modern production