【作者】 陈鹂；

【导师】 苗锡哲；

【作者基本信息】 中国海洋大学 ， 企业管理， 2005， 硕士

【摘要】 长期以来人们对大企业在经济发展中的作用推崇有加,无论经济理论还是政策方面的研究很多都围绕大企业做文章。然而,无论是发达国家还是发展中国家和地区,中小企业在国民经济中同样具有举足轻重的地位,它们在繁荣市场、技术创新、扩大就业、稳定社会等方面发挥着大型企业难以取代的作用。具体到我国来说,随着改革开放的进一步推进,中小企业在经济发展中的重要性将会更多地体现出来。我国政府已经将发展中小企业提高到战略意义的高度予以重视,理论界也纷纷把目光聚集到中小企业身上,从各个侧面针对如何增强中小企业的经营能力进行了研究。 随着市场经济的快速发展,中小企业与市场的关系越来越紧密,在中小企业的经营能力中,营销能力是一个很重要的考核指标。然而我国中小企业的营销现状却不容乐观,很多中小企业虽然意识到营销的重要性,但由于企业被旧有的狭义营销观念所束缚,认为营销就是营销部门的工作,与其它部门无关,从而将营销、管理、财务、研发等职能割裂开来,造成企业的不同环节各自为战,最终使其在市场上丧失竞争力。针对此种情况,本文在综合分析了我国中小企业的发展特点以及入世后所面临的机会与挑战基础上,提出实施营销创新是我国中小企业提高自身竞争力的必然选择。 本文主要分为五个部分。第一部分阐述了有关中小企业的概念与界定,并对于我国中小企业的界定标准提出了一些调整建议;第二部分说明了我国中小企业新形势下的发展环境,面对加入WTO给我国中小企业带来机遇与挑战的同时如何有效提高自身竞争力;第三部分论及了中小企业进行营销创新的理论基础,重点分析了营销创新的几种基本模型以及制定过程;第四部分有选择地介绍了中小企业实施营销创新的典型途径,分别从营销理念创新、营销意识创新、营销策略创新、营销方式创新四方面展开了深入分析;第五部分引入了资源营销理论,并结合中小企业的实际情况,提出中小企业应当要以资源为核心进行营销活动,通过整合企业有限的可利用资源,来调控无限的社会资源,实现资源利用最大化。更多还原

【Abstract】 For a long time, People have held in esteem the function of big enterprises on market. The study on economic theory and national policies is always carried out around them. But whether in developing countries or in developed countries, small and medium enterprises play a very important pole in the national economy. They are irreplaceable by large enterprises in respects of blooming market, innovating technology, creating employment and stabilizing the society. As far as our country is concerned, the importance of small and medium enterprises will be embodied on the development of economy. The government pays more attention to the significance of small and medium enterprises, the academic circle also begins to show concern about the development of them, and to study how to improve the operations of these enterprises.With the rapid development of market economy, the relationship between small and medium enterprises and market is getting closer. Marketing capability is an important assessment compared to the companies’ operating abilities. But most companies’ marketing ability is not strong enough. As enterprises are chained by old marketing conception, lots of managers think that marketing is just related to the marketing department, and has no relation with other departments. As a result, the function of marketing dept. managing dept. financing dept. and researching dept. was broken up, which makes the enterprises lost competitive predominance in the market. According this, based on the competitive characteristics of small and medium enterprises in China andthe new opportunities and challenges they face after entering the World Trade Organization, the author proposes that the innovation of the market sales is the inevitable choice for small and medium enterprises to improve their competency.This paper consists of five sections. The first section expounds the conception and definition of small and medium enterprises. And the author proposes some regulatory suggestions about the standard definitions of small and medium enterprises in China; After this, section two explains the developmental entertainment based on new opportunities and challenges small and medium enterprises face after entering the World Trade Organization. On this condition how they can improve their competency effectively; in section three, the author discusses the theory foundation of marketing innovation, emphases on some basic models and constituent process of marketing innovation; section four introduces selected representative approaches of marketing innovation, makes a depth-analysis into the innovation of the marketing understanding, the innovation of the marketing consciousness, the innovation of the marketing tactics, the innovation of the marketing mode and so on; in section five, the author introduces theory of resource marketing and proposes that small and medium enterprises should implement marketing activities based on the resources of enterprise. In this way, they can control limitless social resources through conformity of limited enterprise resources.更多还原