The Research Of Marketing Strategy Optimization Of Small And Micro Enterprise-Shanghai XM Company

Small and Micro Enterprises(SME)as an important part of China's national economy,is a critical factor of economic development.But compared to US and EU countries,the average life span of China's SME is as short as 3 years.This is due to the huge amount of SME quantity which means fierce competition,and the high similarity between them,and the most common marketing strategy they use is low price competition.It is easy to start a small company but it is quite hard to enable it runs continuously.Marketing Strategy as the basic strategy of SME,though its importance has been well known by the owners,but still can't be taken full advantage by SME because it's not been implemented systematically and adjusted according to the real conditions.The main purpose of this paper is to make optimized marketing strategy by analyzing the real operations of Shanghai XM company and the problems it has been encountered.Firstly,the Five Forces and SWOT models will be used to analyze the internal and external situations,in order to identify the main development direction.Secondly,to systematically look into the existing weakness of its marketing strategy and then reasonably re-segment the market and re-target its customers under the supervision of STP theory.Finally,combining the flexibility and high efficiency of the SME,to make a customer-centered,horizontally and vertically resources integrated,and multiple channeled marketing strategy by applying the integrated marketing theory,to enable the continuous development of the SME.Shanghai XM company is one of the huge SME group,the systematic research based on its real cooperation starts from analyzing its situation,status to problem finding and shooting,could be a good reference to the other SME.