我国中小型企业市场营销战略设计解析.doc

毕 业 设 计 （说明书） 题目： 我国中小型企业市场营销战企业略设计 —以徐州嘉友电子有限公司为例 姓名： 朱 晓 飞 编号： （ ）字 号 中 国 矿 业 大 学 二0一五 年 五 月 二十 日 摘 要 随着社会的不断进步，我国中小企业蓬勃发展，其在国民经济的各个方面发挥着积极作用。目前市场环境不断变化，多数中小企业受自身规模小、资源有限、抗风险能力弱等因素影响，在市场竞争中常处于不利地位。因此制定适合中小企业的营销组合策略，形成各企业自己的营销竞争力显得尤为关键。 本文主要是研究了中小企业的市场营销战略，目的是为了结合企业经营状况，给企业提供一些有用的参考和建议。文章从中小企业的定义和作用等研究领域出发，依据市场营销战略相关理论，以嘉友电子有限公司为研究对象，对嘉友电子的营销环境、市场竞争进行了分析，同时利用SWOT方法来分析嘉友电子市场营销的优势、劣势、机会和威胁，为公司目前营销方面的不足提供指引作用。紧接着本文对当前的嘉友电子营销现状进行分析，并对其中制约公司营销业务开展的问题进行逐项的分析，用来指导公司营销策略的制定。最后文中依据中小企业特点，制定了适合中小企业的营销组合策略，并对公司的所有制结构进行了调整，以此来保障企业的市场营销战略的顺利实施，从而使得企业在市场竞争中取得预期的效果。 关键词：中小企业；SWOT分析；市场营销；营销策略 Abstract With the constant progress of the society, small and medium-sized business has been booming, which play an active role in all aspects of the national economy. With limited resources, weak anti risk ability and other factors, most of small and medium sized enterprises leave themselves at a disadvantage relative to others. So it is important to lay down the marketing mix strategy for the small and medium sized enterprises and build up enterprises marketing competitiveness. In order to provide some useful references and suggestions for enterprise management, this paper mainly discusses our country small and medium-sized enterprise marketing strategy. Firstly this paper introduces the definition and functions of small and medium enterprises and chooses JUSTU as the object of study. Then marketing environment and market competition of JUSTU are analyzed based on marketing strategy theory. For the companys current marketing issues to provide guidance, this paper makes a full analysis of JUSTU about its advantages, disadvantages, opportunities and threats by SWOT. At the same time, this paper takes a detailed look at the current marketing state on JUSTU and focus on the problems which prevent the companys marketing business one by one to guide the formulation of marketing strategy. In the end, marketing mix strategy for the small