封面中小企业营销战略与策略应用研究摘要市场营销是现代企业制度下企业进行竞争的一种重要形式，企业能够制定和实施创新型的营销策略，关乎其能否在行业竞争中脱颖而出。当前我国经济环境下，中小企业是市场最具活力的群体 ，但由于其自身竞争力相对较弱，要想在繁综复杂的市场竞争中牢牢把握一片江山，就必须针对企业实际情况，创新营销战略。然而，在现今的很多中小企业中，普遍存在营销市场定位不准、促销手段效率低下等问题。基于此，本文从中小企业的市场营销情况出发，探究中小企业的营销手段，在此之上进一步总结引出中小企业营销的创新路径，即明确营销市场定位、制定合理有效的促销与人员推销策略、发展基于大数据的营销模式。关键词：中小企业；营销战略；营销策略AbstractMarketing is an important form of competition for enterprises under the modern enterprise system. Enterprises can formulate and implement innovative marketing strategies, whether they can stand out in the industry competition. At present, in China's economic environment, SMEs are the most dynamic group in the market. However, because their own competitiveness is relatively weak, in order to firmly grasp a country in the complicated market competition, it is necessary to innovate according to the actual situation of the enterprise. marketing strategy. However, in many SMEs today, there are widespread problems such as inaccurate marketing market positioning and inefficient promotion methods. Based on this, this paper starts from the marketing situation of SMEs, explores the marketing methods of SMEs, and further summarizes the innovation path of SME marketing, which is to clarify the marketing market positioning, formulate reasonable and effective promotion and personnel marketing strategies, Develop a marketing model based on big data.Key words:SMEs; marketing strategy; marketing strategy目录一、 绪论..........................................................................................
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