1、企业管理中小型商贸企业市场营销策略研究以远大商贸为例1中国人民大学硕士学位论文（中文题目）中小型商贸企业市场营销策略研究以远大商贸为例（英文题目）A YuanDa Case Study on Small and medium-sized business enterprise marketing strategy research资格卡号：21271330作者姓名：彭峰所在学院：商学院专业名称：企业管理导师姓名：李东贤论文主题词：（3-5个）中小型商贸企业；营销策略；服务促销论文提交日期：2014年09月05日独 创 性 声 明本人郑重声明：所呈交的论文是我个人在导师指导下进行的研究工作及取得
2、的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写的研究成果，也不包含为获得中国人民大学或其他教育机构的学位或证书所使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。论文作者（签名）： 日期： 关于论文使用授权的说明本人完全了解中国人民大学有关保留、使用学位论文的规定，即：学校有权保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部或部分内容，可以采用影印、缩印或其他复制手段保存论文。论文作者（签名）： 日期： 指导教师（签名）： 日期： 中文摘要中小型商贸企业是国民经济成长的重要支点，充分全面地
3、对我国中小型商贸企业的发展现状及趋势进行分析，可以帮助在夹缝中生存的中小型商贸企业认清宏观和微观环境及自身形势，采取合理有效的营销策略，助力企业发展。从宏观政策环境来说，对中小型商贸企业，我国政府正逐渐加大扶持力度，同时在不断缩小与大型贸易企业在政策上的不平等，必然会为中小型商贸企业增添发展的动力。从宏观经济环境来说，国际经济危机对中国经济造成的冲击和影响依然很大。欧美市场的疲软，造成国内市场面对更多的竞争，中小型商贸企业的生存空间越来越小。从宏观社会环境来说，无论是人均GDP还是城镇居民可支配收入，都说明我国已经步入了高速发展的时代。这个千载难逢的绝佳机会，中小型商贸企业一定要充分利用和发挥
4、自身的优势来抓住。我国中小型商贸企业的宏观环境是不错的，每一个商贸企业都想利用这一有利的机会，拓展自己的市场占有率，分得更大的蛋糕。所以，竞争无可回避，只能接受挑战，不同品牌间的竞争易于理解，同品牌间都有竞争也是事实，渠道之争屡见不鲜。中小型商贸企业没有那么大规模，也承受不了大量库存的风险，所以在与供应商的价格谈判中根本不可能占据主动，供货价格只能被动接受。顾客就是上帝，这就是真理，在各行各业中都是。因为顾客的选择，企业充实和丰富着自身的能力，经营范围也不断拓展；因为顾客的要求，企业努力提高自己的服务品质期望实现差异化优势。因此在与顾客的博弈中，贸易商很难处于优势地位，顾客总是对的，不接受也得
5、接受。只要某个行业或产品有相对高的利润或剩余价值，资本就会向这个行业或产品流动。追求利润，追求剩余价值没有什么错。对中小型商贸企业来讲，没有什么核心技术，只有无法量化的服务，一般所从事的行业或者所销售的商品进入门槛都不高，所以只要有较高的平均利润，马上就会有竞争者介入。只要有顾客关系，就能迅速地切入市场。对远大经贸有限公司这样的中小型商贸企业而言，优势在于市场导向性强，操作灵活性强。劣势在于管理水平低下，代理产品单一，不注重塑造自身品牌。面临的机会在于市场需求旺盛，顾客普遍接受。面临的威胁在于融资难度大，没有定价权，没有成本优势，进入门槛低。也就是说，中小型商贸企业既有优势，也有劣势，机会和威
6、胁并存，所以中小型商贸企业应综合自身的情况和市场营销策略，选择适合自己的战略定位，通过改善产品策略、渠道策略、价格策略和促销策略来使自己在竞争中立于不败之地。随着市场营销策略在企业实现目标的过程中起到越来越大的作用，企业逐渐认识到，目标市场和顾客需求才是导向，遵循成本战略、差异化战略、专一化战略就能够使企业在竞争中获胜。战略制定方向从以前的自上而下变成了自下而上，形成了一种新型的逆向的关系。对远大经贸有限公司的营销策略来说：(1) 产品与服务策略在产品策略层面，要针对不同的细分市场，引进市场反应好的产品，代理多种品牌，多种产品，从而使价格覆盖面更宽。满足不同顾客的需求。在产品深度上，根据客户的
7、使用条件、现场的工艺水平以及作业环境为顾客量身定做，以满足顾客个性化的需要；在产品宽度上，多选择一些得到顾客广泛认同的、销量大的、性价比高的产品代理销售，以使公司的影响力能够迈上一个新的台阶。在服务层面，要加大服务促销力度，创新服务项目和服务形式。可以以上门服务和虚拟的网络或电话服务相结合，充分利用互联网的优势，既能及时满足顾客的需要，又能节省服务成本。提升服务水平，服务要反应快。只要顾客反映的问题能迅速及时地解决，就能提高顾客和客户对企业的满意度。还要提高服务的质量标准，服务程序和方法要能够适应顾客的需要，给顾客提供方便，做到真正帮助顾客排难解纷。提升服务过程的亲和力。高素质的服务人员，能提
8、升顾客对企业的良好印象，从而提高企业的声誉。注重服务承诺，建立健全对服务质量的反馈和考评机制。(2)渠道策略在渠道策略层面，发掘建立各种渠道。一些配合紧密的配套企业，都要发展成为渠道中的一员。通过互联网，把营销触角伸向全国各地，特别是中西部地区，以待后续的发展。(3)价格策略在价格策略层面，通过多品牌代理销售策略，加大对国内生产企业的讨价还价能力，以提高自身的价格竞争优势。(4)促销策略在促销策略层面，要加强品牌促销力度，只有品牌才是企业核心竞争力，通过品牌可以获取差别利润和高附加值。现阶段的信息传播速度像病毒传播一样迅捷，无论什么样的产品、技术及管理诀窍都很容易被竞争对手复制和模仿，难以形成
9、核心专长，除非有异乎寻常的核心资源。但是品牌一旦树立，是不可能被人偷走的，偷走了也没有用，因为品牌无法仿制，品牌是一种认知，是基于消费者的，是一种心理感觉，是无形的，是企业最有价值的资产。在促销策略层面，还要加强互联网促销力度，现阶段的互联网营销已经不是传统意义上的营销，随着微博，微信等大量社交媒体的出现，互联网营销也是一种品牌建设，互联网营销所造就的品牌影响力，只能以无法估量来形容。一个微博领袖的影响力很多时候甚至超过了在央视做个广告。社交网络的营销价值可以用以下几个方面来概括：长尾准入、精准营销、信任酵母和核裂变传播。关键词：中小型商贸企业 营销策略 服务促销AbstractSmall a
10、nd medium-sized business enterprise is the important fulcrum of the national economic development, fully to our country present situation and tendency of the development of small and medium business enterprises were analyzed, and the survival of small and medium business enterprises will help in the
11、 margins of society realize the macro and micro environment and their own situation, take reasonable and effective marketing strategy, lead the enterprise development.From the macroscopic policy environment, the Chinese government has made more support for small and medium-sized trade enterprise, at
12、 the same time on shrinking and large trading companies in support of inequality, is bound to add development for small and medium-sized trade enterprise.From the macroeconomic environment, the influence of the global economic crisis, the impact to our country economy will still be very big. The wea
13、kness in the European and American markets, resulting in the domestic market competition intensifying, compressing the small and medium-sized trade enterprise survival space.From the macro social environment, both GDP per capita disposable income of urban residents, suggested that our country has en
14、tered a rapid development era. This chance comes once in a blue moon, small and medium-sized trade enterprise must make full use of and play their own advantages to catch.The macro environment of the small and medium-sized business enterprises in our country is good, each business enterprise want to
15、 take advantage of this favorable opportunity, expand their market share, a bigger piece of the pie. So, naturally become more and more fierce competition, the competition between different brands is easy to understand, with the fact is that there is competition between brands, channels of common oc
16、curance.Less massive small and medium-sized trade enterprise, also cant bear the risk of a large number of inventory, so in price negotiations with suppliers cant dominate, supply price can only passive to accept.The customer is god, this is the truth, in all walks of life. Because the customers cho
17、ice, rich in enterprises and expand the scope of business; Because the customers request, the enterprise constantly improve themselves, improve their service quality. So in the game with customers, traders could not in a dominant position, the customer is always right, can only passive to accept.As
18、long as a particular industry or product has a relatively high profit or surplus value, capital will flow to the industry or product. Theres nothing wrong pursuit of profit, the pursuit of surplus value. For trade, small and medium enterprises, there is no core technology, only unquantifiable servic
19、e, generally in industry or the sales of goods into the threshold is not high, so as long as there is a higher average profit, soon there will be a competitor to intervene. As long as there is customer relationships, can quickly cut into the market.To broad economic and trade co., LTD., the small an
20、d medium business enterprises, the advantage lies in the strong market orientation, operation flexibility. The disadvantage of low management level, single agent products, does not pay attention to shape their own brand. Facing the opportunity lies in the market demand, customers generally accepted.
21、 The threat is that the financing difficulty is big, there is no pricing power, there is no cost advantage, low barriers to entry. That is, small and medium business enterprises have advantages, also has disadvantages, opportunities and threats coexist, so small and medium-sized business enterprise
22、should be comprehensive situation and marketing strategy, choose suitable for their own strategic positioning, by improving the product strategy, channel strategy, price strategy and promotion strategy to keep himself in an impregnable position in the competition.As the market marketing strategy in
23、the process of corporate goals play a greater role, enterprises gradually realized that the target market and customer demand is the direction, and then follow the cost strategy, differentiation strategy and focused strategy can make the enterprise to win in the competition. From the top-down strate
24、gy development direction have had became a bottom-up, formed a new type of reverse relationship. For broad economic and trade co., LTD marketing strategy:(1) product and service strategyIn the aspect of product strategy, according to different market segments, the introduction of market reaction goo
25、d products, agent a variety of brands, a variety of products, pushing prices more wide coverage. Meet the needs of different customers. In the depth of the products, according to the customer, the using condition, the technological level and even the customize the working environment, to adapt to th
26、e requirements of customers; On the product width, choose some more market high esteemed agent for the sale and use of a high degree of products, so that we can expand the influence of the company.In the service level, to increase the intensity of service promotion, new service projects and service
27、form. According to the product characteristics and customer requirements, to develop the corresponding service project. Door-to-door service can be combined with the virtual network or telephone services, make full use of the present stage of Internet popularization, the need to provide timely custo
28、mer service.Enhance the level of service and quick service. As long as customers can quickly and timely solve, can improve the customers and customer satisfaction to the enterprise. Also provide service quality standards, service procedure, service methods need to be able to adapt and convenience of
29、 our customers and the needs of the customer, can save a lot of problems really help customers and clients. The affinity of improve service process. Service personnel of high quality, can deepen the customer a good impression of the enterprise, so as to improve the reputation of the enterprise. Pay
30、attention to service commitments, establish and improve the service quality of feedback and evaluation mechanisms.(2) the channel strategyIn the aspect of channel strategy, explore establishing all kinds of channels. Some cooperate closely related enterprise, will become a member of the channel. Thr
31、ough the Internet, the marketing tentacles extend all over the country, especially in the central and western regions, for the development of the follow-up.(3) the pricing strategyIn the aspect of pricing strategy, through the multi-brand strategy, sales agent of domestic production enterprises of b
32、argaining power, in order to improve its own price competitive advantage.(4) the promotion strategyAt the sales promotion strategy level, to strengthen brand promotion, brand is enterprises core competitiveness, through the brand can get the difference profits and high added value. The present stage of information transmission speed too fast, what product, technology and management know-how are easily imitated by competitors, unable to form the core specialty. Bu
