Research On Marketing Strategy Of Small And Medium Enterprises

Facing the competitive market environment,making full use of the existing resources to deal with the complex and changeable market and developing the correct marketing strategy is the key to the success of the enterprise.In this paper,Enterprise Z’s marketing is taken as an example.The paper adopts research methods such as literature research method,investigation method,case study,etc.to conduct the comprehensive analysis on the enterprise and propose a best alternative plan for the enterprise’s development and marketing-the growth-oriented strategy.On the basis of the analysis on the enterprise’s current marketing strategy,the paper provides improvement proposals for Enterprise Z’s future marketing and operation strategies.The main content is as follows:1.Market segmentation and positioning strategy.2.Combination of marketing strategy,including brand marketing,channel marketing,price marketing,promotion strategy etc..The research subject of this paper comes from the Z enterprise’s main business direction and actual business requirements.The research results and marketing proposals can be directly used in Z enterprise which may improve and develop the marketing strategies.It also has benefit for management level of Z enterprise to modify and improve the current marketing strategies.