业工商13专本班朱晓飞我国中小型企业市场营销战略设计

毕业设计（说明书）题目：我国中小型企业市场营销战企业略设计—以徐州嘉友电子有限公司为例姓名：朱晓飞编号：（）字号中国矿业大学二0一五年五月二十日摘要随着社会的不断进步，我国中小企业蓬勃发展，其在国民经济的各个方面发挥着积极作用。目前市场环境不断变化，多数中小企业受自身规模小、资源有限、抗风险能力弱等因素影响，在市场竞争中常处于不利地位。因此制定适合中小企业的营销组合策略，形成各企业自己的营销竞争力显得尤为关键。本文主要是研究了中小企业的市场营销战略，目的是为了结合企业经营状况，给企业提供一些有用的参考和建议。文章从中小企业的定义和作用等研究领域出发，依据市场营销战略相关理论，以嘉友电子有限公司为研究对象，对嘉友电子的营销环境、市场竞争进行了分析，同时利用SWOT方法来分析嘉友电子市场营销的优势、劣势、机会和威胁，为公司目前营销方面的不足提供指引作用。紧接着本文对当前的嘉友电子营销现状进行分析，并对其中制约公司营销业务开展的问题进行逐项的分析，用来指导公司营销策略的制定。最后文中依据中小企业特点，制定了适合中小企业的营销组合策略，并对公司的所有制结构进行了调整，以此来保障企业的市场营销战略的顺利实施，从而使得企业在市场竞争中取得预期的效果。关键词：中小企业；SWOT分析；市场营销；营销策略AbstractWiththeconstantprogressofthesociety,smallandmedium-sizedbusinesshasbeenbooming,whichplayanactiveroleinallaspectsofthenationaleconomy.Withlimitedresources,weakantiriskabilityandotherfactors,mostofsmallandmediumsizedenterprisesleavethemselvesatadisadvantagerelativetoothers.Soitisimportanttolaydownthemarketingmixstrategyforthesmallandmediumsizedenterprisesandbuildupenterprise'smarketingcompetitiveness.Inordertoprovidesomeusefulreferencesandsuggestionsforenterprisemanagement,thispapermainlydiscussesourcountrysmallandmedium-sizedenterprisemarketingstrategy.FirstlythispaperintroducesthedefinitionandfunctionsofsmallandmediumenterprisesandchoosesJUSTUastheobjectofstudy.ThenmarketingenvironmentandmarketcompetitionofJUSTUareanalyzedbasedonmarketingstrategytheory.Forthecompany'scurrentmarketingissuestoprovideguidance,thispapermakesafullanalysisofJUSTUaboutitsadvantages,disadvantages,opportunitiesandthreatsbySWOT.Atthesametime,thispapertakesadetailedlookatthecurrentmarketingstateonJUSTUandfocusontheproblemswhichpreventthecompany'smarketingbusinessonebyonetoguidetheformulationofmarketingstrategy.Intheend,marketingmixstrategyforthesmallandmediumsizedenterprisesareputforwardbasedonthefactorsthatcandoeffectontheenterprises.Andsomethingtodowiththestructureofthecompanyisnecessarytoguaranteetheimplementationofthemarketingstrategy.Thenthemarketingstrategycansmoothlyexecuteandtheenterprisescanachievethedesiredeffectinthemarketcompetition.Keywords:Smallandmediumsizedenterprises；SWOTanalysis;Marketingstrategy;Marketingtactics目录一般部分:关于徐州嘉友电子有限公司经营管理状况调查报告1嘉友电子有限公司的基本情况.................................................................................................11.1产品开发情况......................................................................................................................11.2研发新产品...........................................................................................................................22企业的生产运营管理.................................................................................................................32.1公司现有优势分析...............................................................................................................32.2公司生产运营现状...............................................................................................................33企业的技术与质量管理.............................................................................................................63.1企业的技术管理...................................................................................................................63.2企业的全面质量管理...........................................................................................................64企业的人力资源管理.................................................................................................................85企业的财务与成本管理.............................................................................................................95.1企业的财务管理...................................................................................................................95.2企业的成本管理...................................................................................................................96对企业的总体评价与建议.......................................................................................................126.1对企业的总体评价.............................................................................................................126.2管理建议.............................................................................................................................137工作感悟...................................................................................................................................15专题部分:我国中小型企业市场营销战略设计——以徐州嘉友电子有限公司为例1绪论...........................................................................................................................................161.1研究背景............................................................................................................................161.2研究目的............................................................................................................................161.3选题意义............................................................................................................................171.4论文结构............................................................................................................................172相关理论概述................................................