The Marketing Mix Theory, The Use Of The System In Small And Medium-sized Retail Enterprises

With the theory of marketing in China is reaching maturity, most of the major manufacturers and retailers have begun to deliberate use of the system knowledge of marketing theory to guide their business practices , and obtain the corresponding results. However, some small and medium-sized enterprises and retail shops, characterized of self-employed or decentralized management, in the use of marketing especially of the system has not been a corresponding emphasis on the theoretical circle.This article is to examine the marketing combination theory of small and medium-sized retail enterprises in the application of the system, which applied research. Marketing mix strategy is the most important part of marketing theory, regardless of 4P or 4C, or later 4R, 4 V, are unable to escape the "combination" word. However, we find it hard how to systemically combine the path about strategy of marketing combination, whether they are various marketing books or professionals. Especially the study for small and medium-sized retail enterprises in the use of marketing is less. The main objective of this paper is dedicated to the marketing combination strategy of advanced theory more reasonable and more systematic use of it to small and medium-sized retail enterprises. In order that the scientific theory can play a guiding role in the operation of small and medium-sized retail enterprises. Combining of text 4P marketing theory and the characteristics of the retail industry, the article redefine the retail marketing concept. At home and abroad on the concept of retail marketing is still in accordance with the definition of 4P theory. In this paper, the concept of retail marketing is defined in the first site, followed by commodity sort, the type and classification, pricing, store design and product display, customer service and relationship management as well. Then the writer researches the existing small and medium-sized retail business-to-use status of the marketing, finds concerned problems and those that need to be improved. According to provided problems, the writer provides the path about strategy of marketing combination.Based on the analysis on the retail marketing mix theory, through the comparative analysis of the actual theory, combined with the internal and external environment that small and medium-sized retail enterprises now face, we make a preliminary discussion on marketing mix theory of small and medium-sized retail enterprises in the system, in order that the subject of marketing provide more complete solutions for the development of small and medium-sized retail enterprises.