营销论文018：差异化营销战略-我国中小企业生存发展之道.docx

 PAGE \* MERGEFORMAT 19 差异化营销战略 ——我国中小企业生存发展之道 摘 要 在当前国际金融危机对从全球经济造成巨大冲击的严峻形势下，作为国家经济持续发展重要力量的中小企业应当在危机中寻找机遇，获得发展。而差异化营销战略是充分满足各种顾客群的完全需求而形成无法替代的市场战略。中小企业由于自身特点,参与市场竞争的能力较弱,选择差异化营销策略更适合其生存与发展。文章主要分析了中国中小企业实施差异化营销战略的必要性,就中小企业实施差异化营销战略提出了对策。 【关键词】中小企业　差异化营销战略　切入点　细分市场 更多原创经管论文及英文文献与翻译请访问： HYPERLINK http://经管论文.com/ http://经管论文.com/ 经济管理类必威体育精装版最热门书籍请访问芝麻读书网： HYPERLINK / / Marketing Strategy —The of our enterprises in China Abstract Entering the millennium,the competition in medias became more and more fierce ,meanwhile, competitive pattern between all of the medias had been changed intointricate and complicated. How to oprate and manage the media to remain invincible is an important and urgent issue ahead of the media managers. There is a variety of advertisiment Media which lead a new current competition. At the same time, advertisement strategy attach more importance to marketing. At first, we make a short introduction of Chinses Advertisnment Market .Next part From the perspecive of AD media, this paper makes a analysis of two kinds of advertisement strategy—“Win in Sky” and “Win on Earth”.Television advertisement is the chief media of “Win in Sky” AD strategy,however outdoor advertisement is the chief media of “Win on Earth ” AD strategy.At last we analyses the factors which influence the choose of Advertisement Strategy . Based on the different features between “Win in Sky” and “Win on Earth”AD strategy, and with much analysis from many aspects, we try to tell a new AD strategy—contingency strategy. We find that the analysis of two kinds of advertisement strategy can not only offer some information to strategic decision, but also can be employed in consumer s ad information search. 【Key words】AD media advertisement strategy Win in Sky Win on Earth Contingency strategy 更多原创经管论文及英文文献与翻译请访问： HYPERLINK http://经管论文.com/ http://经管论文.com/ 经济管理类必威体育精装版最热门书籍请访问芝麻读书网： HYPERLINK / / 绪论 　我国99 %的企业为中小企业,中小企业在创造就业机会、扩大出口、自主创新和促进经济增长等方面起着不可替代的作用。但是,中小企业