The Study On Small And Medium-sized Enterprises’ Marketing Mix Strategy

Small and Medium-sized Enterprises (SMEs) play a very important role in the national economy of the world, and also have an absolute advantage in the number. Since the reform and opening up, China’s economy has been sustained and rapid growth, and SMEs have a huge contribution. Promoting stable and healthy development of the SMEs has a remarkable role and significance of China’s sustained economic development, creating jobs, promoting the innovation and improving the socialist economic system.First of all, after a survey of research situation on the domestic and international marketing mix strategies, the paper explains the meaning, characteristics and role of SMEs and the theory of marketing mix strategies (4Ps,4Cs,4Rs,4Vs). And the paper considers that enterprises should take the4Ps marketing mix strategy as a basic framework, and then, should fully think over their own resources and the environmental features, besides4Cs,4Rs,4Vs theory, so that they can develop a marketing mix strategy which is tailored to their own.Secondly, the paper analyses the use of the status quo, marketing problems and constraints of marketing mix strategies for SMEs.Thirdly, Based on4Ps framework, the paper analyze the marketing mix strategy of the frozen food industry, think small frozen food companies should feature products as a breakthrough, based on planning of the product mix, and classify pricing different groups of customers in different areas, establish an integrated sales channel, and select the appropriate promotion strategy.Finally, the paper case analysis of Wenzhou riwang foods company.