Small Service Business Marketing Strategic Management Discussed

Small enterprise is the overwhelming majority part of enterprises,problem of their development is very important for our country as well as other developing countries.To promote small enterprise' health development is the key to solveing many problems for our country,such as releasing the press of employment ,promoting economy development, keeping the economic vitality ,educating the entrepreneur troops and so on ,therefore, researches in small enterprise will provide profound thoughts as well as practical ways to benefit small enterprise for their reforms and growth .The research problem of this text is the marketing management of small-scale service business enterprise which faces to business marketing, including marketing strategy and service marketing .This is the widespread problem which the small enterprise faces ,and is closely related to the existing and developing of these enterprises .The quantity of this type is large but the research on it is very small , the author selects the small enterprise which provides service products for business market as research object , so the thesis has some new ideas and new contributions.By case studies ,the article explains that small enterprise must pay more attention to establishing the marketing strategy ,management of the relatingship of customers and the perceived service quality ,and internal marketing. Firstly,the problems which the researched enterprise face are put forward,then concluding the essence of the problems is the marketing management .By using the theory of strategic management ,the author analyses the process of constituting the strategy of smallenterprise,furthermore,gives some advice of establishing the system of strategic analysis.Thinking about the market which the small enterprise faces is business market,and the products of the enterprise is service,the characteristic of organization buying and the characteristic of service process deciding the speciality of this type of enterprise.After analysing the demand of the business market ,the author analyses the speciality of services products,then derivating the idea of relationship marketing and the way to actualize the idea .Surrounding the relationship of the buyer, definiting the conception of services marketing and bringing forward the three aspects of services marketing,that is external marketing,internal marketing and interactive marketing.For external marketing ,the author advises that the market departement must be established to manage the relationship between the enterprise and the clients.during the proceed of analysing interactive marketing ,derivating the idea of perceived service quality ,pointing out the importance of the perceived service quality to keep the relationship between the enterprise and the clients,furthermore,the author analyses the speciality of the perceiced service quality throughly,based on this ,puts forward the plan of the enterprise's management of perceiced service quality .Internal marketing is the precondition of providing the high quality of sevice products,on the basis of analysing the internal marketing of enterprise,making suggestions to the internal marketing of the studied enterprise .The innovation of the thesis is to combine with characteristic of the business market and the specility of service products ,putting forward the maketing management which masterstroke is relationship marketing .It can not only give some help to solve the enterprise's problems ,but also can be used for reference to the enterprises.