On the marketing strategy of small and medium-sized enterprises
Small and medium-sized enterprises play a very important role in promoting national economic development, maintaining market prosperity, increasing fiscal revenue, promoting employment and maintaining social stability, and the formulation of marketing strategies for small and medium-sized enterprises is very important for their development. Based on the definition of marketing strategy, this paper analyzes the development trend and mode of marketing strategy for small and medium-sized enterprises, and gives the specific choice of marketing strategy for small and medium-sized enterprises.
Keywords: SMEs, marketing, marketing strategy
Marketing strategy means that enterprises stand at the strategic height of adapting to the changes of environment and market, study marketing problems with a long-term vision and plan new overall marketing activities. The formulation of marketing strategy for small and medium-sized enterprises is very important for their development. How to cultivate and create new competitive advantages of small and medium-sized enterprises has become a major issue for the accelerated development of small and medium-sized enterprises in China.
First, the development trend of SME marketing strategy
1. Status Analysis
Generally speaking, small and medium-sized enterprises play a very important role in promoting national economic development, maintaining market prosperity, increasing fiscal revenue, promoting employment and maintaining social stability, and are an indispensable part of the national economy. On the one hand, small and medium-sized enterprises have poor economic benefits, insufficient technical strength and low level, so it is difficult to compete directly with large enterprises; On the other hand, small and medium-sized enterprises also have their advantages in the fierce market competition, that is, they are flexible and adaptable, and can quickly enter or exit the market. Therefore, if small and medium-sized enterprises want to gain a foothold in the market competition and give full play to their advantages, they must adopt a set of effective management countermeasures and competitive strategies according to their own characteristics, so as to foster strengths and avoid weaknesses.
2. Existing problems
(1) Management thought is conservative and backward. Leaders of small and medium-sized enterprises have a weak sense of market economy, marketing is not recognized and accepted by them, or marketing is wrongly equated with promotion or sales. They are still used to accepting the old administrative system and don't know much about the operation of modern enterprise marketing.
(2) The marketing strategy lacks scientific theoretical guidance. Although more and more enterprises realize the importance of marketing strategy, due to the lack of scientific theoretical guidance, they can't form planning and decision-making to adapt to the market, which is mainly manifested in: on major business strategies and production projects, they don't do in-depth and meticulous market research and scientific market prediction and feasibility analysis, but only make decisions based on some experiences, feelings and judgments, which leads to major strategic mistakes and puts enterprises in trouble.
(3) The quality of marketing personnel is not high, and the professional and technical level is low. Most marketers of small and medium-sized enterprises have not received professional training or systematic professional education in marketing, and they don't know much about modern market economy theory and marketing knowledge, so they can't adapt to the current changeable market environment.
Second, SME marketing strategy model analysis
Marketing activity is the engine to promote the operation and development of enterprises, and the most important part of marketing activity is to formulate marketing strategy. The core of target strategy includes: market segmentation, target market selection and positioning, namely STP. On the basis of market segmentation, it is the general strategic principle of enterprises to determine the appropriate target market and then make the correct market positioning. The marketing strategy model of small and medium-sized enterprises includes the following two types:
1. Gap marketing strategy
With the improvement of productivity and the rapid development of economy, the process of product development, production, maturity and replacement by new products is constantly shortened, people's consumption demand and consumption psychology are constantly changing, and the consumption level of consumers is also different. Therefore, the multi-level, diversity and difference of people's consumption demand determine that there must be gaps, gaps and blind spots in the market. Therefore, for small and medium-sized enterprises, they should give full play to their own advantages, foster strengths and avoid weaknesses, focus on small markets that are not occupied by large enterprises, or unstable markets that are occupied by enterprises, use their own advantages to meet the needs of this market to the maximum extent, take the initiative in competition, and finally seek survival and development in the cracks of large enterprises. This is the marketing strategy to fill the vacancy, also called "gap marketing", and this favorable market position is called "niche", which is the basic point to fill the vacancy.
A good "basic point of filling a vacancy" should have the following characteristics: sufficient market potential and purchasing power; Profits have the potential for growth; Not attractive to major competitors; Enterprises have the necessary paddle and ability to occupy this basic point of filling vacancies; The existing reputation of the enterprise is enough to fight against competitors. Small and medium-sized enterprises are limited by scale, capital and technical strength. It is inevitable to be at a disadvantage in the competition of large enterprises in the same industry. Therefore, when determining the business direction, small and medium-sized enterprises should try to avoid the hot projects concerned by large enterprises and companies in the industry, choose small "gap" products that are easy to ignore and have certain economic benefits, give full play to their flexibility and adaptability, and fill the shortage of market demand.
2. Satellite marketing strategy
In the market competition, small and medium-sized enterprises, on the one hand, should minimize the competition with large enterprises, on the other hand, they should make use of large enterprises to survive. This requires a cooperative relationship between small and medium-sized enterprises and large enterprises. Many large enterprises have product advantages and market position advantages. They are radiant "stars" in the market, but they are not omnipotent. In order to obtain economies of scale, they must get rid of the shackles of the "big and complete" production structure and turn to social division of labor and cooperation. At this time, small and medium-sized enterprises can serve them, strive for development opportunities for them, and act as their supporting roles, that is, "satellites" revolving around the "stars" of these large enterprises. This objectively provides a survival field for the survival and development of small and medium-sized enterprises, and increases the dependence of large enterprises on small and medium-sized enterprises. At the same time, small and medium-sized enterprises have created opportunities for their own survival and development because of the development of large enterprises. This is the so-called "satellite marketing" strategy, which is essentially a cooperative management strategy of complementary survival.
In the process of implementing the "satellite marketing" strategy, small and medium-sized enterprises must take into account the development trends and needs of large enterprises, strive to keep up with the development pace of large enterprises, highlight their own professional characteristics, achieve considerable economic benefits, and lay a solid foundation for strengthening their own strength.
3. Comparison of the two modes
Compared with "satellite marketing" strategy, "gap marketing" is a more effective strategy for small and medium-sized enterprises, which is manifested in that small and medium-sized enterprises can give full play to their own advantages, actively look for markets that are not occupied by large enterprises or unstable markets occupied by enterprises, and grasp the competitive initiative. However, it is not omnipotent. Small and medium-sized enterprises cannot blindly enter a strange market. They must go through strict market investigation and analysis, formulate appropriate strategies to give full play to their advantages, and choose the right market to succeed.
Third, the choice of marketing strategies for SMEs
1. Network Marketing
Network marketing strategy, also known as network marketing strategy or electronic marketing strategy, refers to the effective marketing of small and medium-sized enterprises by using the Internet. The reason for choosing is:
(1) enables small and medium-sized enterprises to promote sales quickly and efficiently and eliminate the obvious gap in channel resources with strong competitors such as large enterprises.
(2) Realize two-way interaction with customers, better understand the specific needs of customers, and discover potential markets, so as to give full play to the advantages of flexible mechanism and meet the personalized and diversified needs of different customers.
(3) enable small and medium-sized enterprises to use multimedia to quickly, comprehensively and effectively spread information about enterprises, products and professions, thereby enhancing customers' understanding of products and their values and promoting customers' loyalty to enterprises and products.
2. Brand marketing
Brand marketing is an advanced form of modern marketing. Brand, product and enterprise are closely linked, and a good enterprise must have good brands and products. A good brand must be based on good enterprises and products; And good products also need good enterprises to produce, and strengthen them through good brands to win the competitive position in the leading market. This does not mean that there is a product management stage or a brand management stage, but a process of cultivating and strengthening market competitiveness at the same time as product management and brand management, including:
(1) synchronization. In product research and development, production and sales, it should be synchronized with brand planning and shaping.
(2) diversification. Enterprises can create their own brands, or "borrow" the brands of domestic and foreign buyers and agents according to the actual situation, or establish "joint brands" with buyers and agents to acquire other well-known brands.
(3) standardization. In brand building, enterprises should adhere to product standardization and brand operation management standardization, that is, design, manufacture and manage products according to market standardization requirements.
Small and medium-sized enterprises should pay attention to the integration of producing products and creating brands when implementing brand strategy, and gradually establish their own brands through comprehensive means such as high-quality products. The process of brand building is very long, and excellent products and services are the real key to the long-term success of the brand.
3. Innovative marketing
Innovative marketing is an activity process in which enterprises seek a new combination of related factors to maximize marketing efficiency. In order to win the competitive advantage of gap marketing, small and medium-sized enterprises must constantly implement and upgrade innovative marketing strategies. Facing the new marketing environment and development goals, SMEs must cultivate and create new competitive advantages. The contents of innovative marketing of small and medium-sized enterprises include:
(1) Innovation of marketing concept. Capture market information at any time, update ideas and improve marketing strategies.
(2) Technology and product innovation. According to the changing trend of the market, we should intensify the development of new products, combine market development with the development of new technologies, new products and new industries, create and lead the market, constantly improve the scientific and technological content of products, promote the improvement of product quality and product structure of enterprises, and seize market opportunities.
(3) Mechanism innovation. Market-oriented, reform enterprise management system and improve marketing efficiency.
(4) Management innovation. Promote informatization, make use of market resources, enterprise expertise and advanced management tools to enhance the competitive advantage of enterprises.
(5) Talent innovation. Attach importance to the introduction of high-tech talents, attach importance to talents, cultivate talents, and form a high-quality enterprise technical force.
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