目 录
一．我国中小企业市场营销观念的含义········································ (4)
二．我国中小企业市场营销观念的现状分析·····································(4)
三．中小企业市场营销难点分析···············································(5)
1.业态杂乱，市场细分无从下手·············································(5)
2.经验判断，公关传播方式亟待变革·········································(5)
3.竞争驱动，信息化不能是保健品···········································(6)
4.采购量小，投入产出比不高···············································（6）
5.潜力巨大，跨部门运作不力···············································（6）
四．提高中小企业市场营销能力的途径·········································（7）
1.树立正确观念以满足顾客需求获利·········································（7）
2.整合企业资源制定科学的营销战略·········································（7）
3.抓住企业营销机会开拓新市场·············································（7）
4.多方位着手努力塑造优秀营销团队·········································（8）
内 容 摘 要
中小企业在我国经济发展中起着举足轻重的作用，但是中小企业的竞争力非常弱小，平均寿命和大企业相比非常的短暂，生存状况颇令人担忧。特别是，中小企业在增强自身竞争力的过程中，往往忽视了营销在企业中的作用，企业的营销能力、营销创新力远远未得到发掘，营销创新作为一种机器有效的竞争和发展手段始终没有被纳入企业的日常职能中去。做好市场营销建设对中小企业有着很重要的作用，也只有加强中小企业市场营销的建设，才能使其在激烈的市场竞争中赢得主动权，长久立于不败之地。当前我国中小企业营销上存在的问题较多，不适应市场经济的发展。因此，中小企业应从营销文化、营销管理体系、营销发展战略、营销组织团队等方面加强建设，以提升中小企业的营销能力。
关键词：中小企业，竞争，营销，整合营销
