A Study On Marketing Problems And Solutions Of NK Company

China's small and micro enterprises(SMEs)are with numerous and wide distribution.They are the main force of technology innovation and employment,and of great significance for economic development and social stability.However,there are many problems of SMEs,such as insufficient development,small scale and waek strength,lack of talent and technology,low profitability etc.SMEs are encountering severe problems of survival.Therefore,the government attaches great importance to the development of SMEs and launches various policies to support the growth of SMEs.NK Company is classified as SME in the standard of enterprise division.In recent years,with the intensification of competition and the change of marketing environment,NK Company's encountering many marketing problems,performance of which has been stagnant.This paper mainly studies the marketing management of NK Company through literature method,questionnaire survey method and observation.Firstly,through the analysis of the development status and macro and micro marketing environment of NK company,It has been found that NK company has many similar marketing problems of SMEs,such as backward marketing concept,weak marketing strength,shortage of resources and talents,and inadequate management ability,which restrict its development.Due to the serious homogenization of products and the saturation of the original targeted market,NK Company should conduct market segmentation according to diversified standards.Subsequently,NK Company should concentrate on the market with comparative advantages,after consideration of the market demands and its own ability.In addition to adjusting and optimizing product,price,promotion and distribution strategies.NK Company should also guide marketing with the concept of value network.NK Company should strengthen external cooperation and establishing marketing strategic alliance with the companies outside.The superior customer value would be maximized through co-creation and transmission during the cooperations of resources sharing and advantages complement.Finally,from the aspects of marketing concept,management,organization and process,talent,incentives and training,the paper puts forward the guarantee measures of marketing implementation to solve the non-stragegic marketing problems and reduce the obstacles in marketing implementation to ensure the successful implementation of marketing strategies and tactics of NK Company.Besides,the marketing guarantee measures can improve the efficiency and process synergy of NK Company's overall operation,enhance the creation and transmission of customer value inside and outside the enterprise,which is of great significance for NK company to realize value chain and value network marketing strategy.In theory,based on the traditional marketing paradigm,this paper proposes a marketing perspective supplement of the value chain and value network.Besides,this paper enriches the current marketing theory that makes some adaptive adjustments to the traditional marketing strategies and marketing tactics,which combines the characteristics of SMEs.In practice,it can solve the current marketing problems of NK company and provide marketing reference for other similar SMEs.