中小企业提高营销能力的主要途径

许多中小企业产品科技含量低,营销能力差,这是导致其经营困难的重要原因。文章运用现代市场营销理论,结合中小企业特点和具体案例,论述了中小企业要要树立现代营销观念,确立客户驱动的科技型营销战略,通过营销人员专业化、营销产品科技化、营销方式现代化、营销管理信息化、营销服务全程化等途径努力提高自身的营销能力,从而在严峻的市场经济中为企业生存发展赢得主动。

The Main Route to Promote the Marketing Ability for Small and Medium-sized Enterprises

The main reason result to the business difficult of many small and medium-sized enterprises is the low technology content of their products and the low marketing ability.The article used the modern marketing theory,combine with the characteristics of small and medium-sized enterprises and the specific cases,discussed that the small and medium-sized enterprises should establish a modern marketing concept,formulate a customer driven technological marketing strategy,make efforts to enhance their marketing ability through the professionalization of marketing staff,the scientification of products,the modernization of marketing mode,and the informatization of marketing management,etc,in order to gain the initiative for business survival and development in the severe market economy.