Enhance The Marketing Strategy Of China's Private Sector Competitiveness

Since reform and development, our country private enterprise have developed with very quickly speed, and now have become the importance constitutes of the socialism marketing economy, making the more and more important function to the development of the national. So, regarding private enterprise as the target , there is very strong realistic meaning .The author regards lasting development of the private enterprise of our country as the foothold , adopting the research approach of the comparison analysis and the theory combines with practice ,carrys on deep analysis to the private enterprise and index system of the competitiveness, Wants to regard enterprise marketing as the breach and find out the tactics measure that can promote the competitiveness of private enterprise. The thesis consists of two major module of foreword and text, divide six parts altogether. In the text, at first, the author proceeds with development current situation of the private enterprise of our country, making use of the SWOT analysis method, joining together a flood of inquisition covariance data, to analysis the strengths, weaknesses, opportunity and threats of the private enterprise in our country; Then, proceeding with basic conception of the enterprise competitiveness, combining the reality of the private enterprise of our country, through analyzing the competition type, Potter's trade compete for five kinds of strength structure models and rivals, has summarized out the characteristic of the competitiveness of private enterprise, and, consulting the system of the business administration international competitivenesses of WEF and IMD, competitiveness index system of enterprise that be produced by the Economic research center competitiveness seminars of the State Economic and Trade Commission in 2002, has determined to appraise the basic index system of the competitiveness of private enterprise, and also carried on preliminary appraisal to the competitiveness level of private enterprise at the same time; Then the author has put forward the total strategy of the private enterprise of our country through structuring SWOT matrix, And combining Potter's competition strategic theory, proposes that the private enterprise can implement three kinds of basic competition strategy, on the basis of this the author has put forward the key competitiveness strategy of the private enterprise, and analyzed the basic strategic idea of promoting the competitiveness of private enterprise of our country ; And then regarding marketing as the breach, the author analyzes and researches some marketing tactics of promoting competitiveness of private enterprise of our country especially, including whole marketing management tactics, STP marketing tactics, products and technological innovation tactics , promote tactics, distribution channel tactics, network marketing tactics, corporate culture marketing tactics and crisis marketing tactics; At last through summarizing ,the author thinks, though the promotion of the competitiveness of private enterprise is a system engineering, regard marketing as the breach, through implementing the effective marketing tactics, can promote competitiveness of private enterprise of our country, at the same time the author pointed out some of innovation and weak point of a thesis, and the direction which the author has proposed furthering investigate further.