SMEs Micro-marketing Strategy Research

The network technology changes with each passing day, as an important part of our national economy,SMEs facing the marketing strategy choice of confusion. With the continuous development of network applications, social media, such as the microblog, wechat, have sprung up in recent years and rapidly developed.The network marketing matures has given rise to micro marketing in our country.Compared with large enterprises, SMEs in the aspect of people, goods, content has the congenital deficiency, at the same time facing the fierce competition, high operating costsand low resist risk ability.Micro marketing is a low cost, high transmission speed, strong interactivity, accurate orientation customer marketing, these just can meet the demand of SMEs marketing.The combination of SMEs and micro marketing can bring important development opportunities for it.In this paper, from the perspective of small business, for SMEs marketing strategy analysis and research.Firstly expounds the research background of this thesis and the selected topic significance, research status at home and abroad, research methods, research content and research framework of this thesis. Then, introduces the traditional classic marketing theory,such as4Ps,4Cs,4Rs.Extend from the theory of network marketing to the micromarketing theory research,and the connotation and characteristics of the micro marketing and its differences with the traditional network marketing is studied.Then on micro marketing strategy and its application are analyzed, the main mode of micro marketing,such as microblogging, wechat, micro movies are introduced, and several main methods are combining the case for analysis, and introduces the main problems of micro marketing.Micro marketing strategy for SMEs and their applications are analyzed, this thsisi introduces the definition and characteristics of SMEs, and the marketing strategy of SMEs present situation and existing problems are analyzed, and put forward the advantage for SMEs to choose the micro marketing and micro marketing strategy of SMEs are introduced.Then theory combined with practice, Micro marketing for SMEs of the two typical cases are analyzed, and draw some enlightenment and reference of micro marketing for SMEs.The performance evaluation methodof micro marketing, the construction of evaluation system and implementation are discussed in this thesis,and made an evaluation of the ZM company’s micro marketingactivities.And the developing prospects of micro marketing for SMEs is discussed. The implementation of the marketing strategy for SMEs to provide certain reference value.