Research On The Advertising Strategy Problem In Small And Micro Businesses

The relationship between the consumer and business is by advertising series,advertising is the enterprise in the development of the market competitiveness of an integral part of, at the same time also play an important role in enterprise marketing. Enterprise’s advertising strategy is the specific link on the advertising information dissemination strategy and planning, is the implementation of specific measures and means of advertising strategy. Different enterprise, its market positioning, target consumer groups, the degree of competition in the market, product marketing strategy is not the same, advertising strategy also can not be the same. Therefore, scientific and effective advertising strategy can better enhance market competitiveness of enterprises and marketing ability, to lay a good foundation for the enterprise strategic long-term goal of complete. Especially for the development of small micro enterprise, more need to foster a sense of advertising strategy,combined with the actual situation of the enterprise, the reasonable design and advertising strategy, open markets and consumers are familiar with and know as soon as possible, and shall establish perfect corporate advertising strategy implementation safeguard measures,and be included in the category of the advertising strategy, to ensure that the small micro enterprise can really will be the implementation of the advertising strategy in place.The purpose of this study was to the practical problems in small micro enterprise and advertising strategy to provide certain reference and reference. For reference and summarize the latest research results at home and abroad, on the basis of the integrated use of small micro enterprise theory and the theory and method of the advertising strategy on the basis of the actual visit investigation, for small micro enterprise and advertising strategy in the analysis of existing problems, causes and relevant countermeasures, and in A outdoor products co., LTD., for example, has carried on the design to its advertising strategy optimization, for other small micro enterprise provide help for the establishment of advertising strategy. First the related theory and research method, research program has made the detailed introduction, which includes the meaning of small micro enterprise theory, small micro enterprise, particularity, and in the position and role of the national economy, the management present situation, the facing opportunities and challenges, etc.;Advertising strategy related theory, the concept of advertising strategy, composition, types and the influencing factors of advertising strategy, procedures and steps, etc. Small micro enterprise advertising strategy for the next step research problems, targeted to the outdoor products co., LTD., A advertising strategy analysis, design, laid A foundation. Next to the small micro enterprise reality as the breakthrough point, in-depth analysis of the small micro enterprise existing advertising strategy in common problems, using related theoryknowledge of advertising strategy, identify possible causes of these problems, and put forward universal significance to the small micro enterprise response and solution, so that more small micro enterprise can control problem, seeking to improve the method. Again,selected the dong li A outdoor products co., LTD., as the representative of the small micro enterprise through the analysis of the small micro enterprise internal and external environment, the integrated use of SWOT analysis method, it is concluded that enterprises exist in the operation of the strengths, weaknesses, opportunities and threats, combined with the enterprise advertising operation situation, find out the enterprise where advertising strategy needs to be improved. Also for other small micro enterprises to better analyze their advertising strategy provides reference and reference. Finally, through the market segmentation of outdoor products co., LTD., A target market positioning, analyze the target market to purchase behavior, advertising of outdoor products co., LTD., A target object,advertising, advertising themes, advertising media and advertising effectiveness evaluation from the aspects such as design and improvement, and establish and perfect the advertising strategy of the implementation of the safeguard measures.The innovation point of this article is to less of the research focus on the advertising strategies, the often neglected small micro enterprise, using relevant theories of the advertising strategy, represented by A outdoor products co., LTD to carry out empirical research. On, on the basis of innovative small micro enterprise market positioning theory:namely, to build core competence as the core; Seize the external industry, play within their own advantages, market segmentation, market selection and market positioning; Around the market orientation to develop advertising strategy, design targeted advertising strategy at the same time, the purchasing behavior of target market well analysis and advertising effectiveness evaluation. Through the small micro enterprise and advertising strategy for outdoor products in the industry to carry on the analysis and design, to guide and promote other industries small micro enterprise of its own advertising strategy adjustment and improvement of small micro enterprises in the current context of economic transformation and upgrading and Internet +, can truly alive, living well.