Application Of Market Subdivision In Establishment And Existence And Development Of Middle-small Enterprises

The middle-small enterprise is an important part of the national economy. It has attracted more and more attention. In China there are a lot of middle-small enterprises. They are meaningful to social stability, to employment expansion, and to the rapid and healthy growth of our national economy. This dissertation attempts to discuss the marketing strategies of middle-small enterprises in their different phases in light of market subdivision theory.The dissertation includes six chapters. Chapter one discusses the methods and criteria for identifying middle-small enterprises, and analyzes the possible causes leading to their failure. Chapter two briefly introduces the origin and function of market subdivision as well as the variables in market subdivision. Chapter Three illustrates how to enter market in the phase of establishment by applying market subdivision theory, and puts forward corresponding marketing strategies. Chapter Four expounds the appliance of market subdivision theory in the phase of existence of middle-small enterprises, and discusses the innovation of marketing models, while Chapter Five discusses the appliance of market subdivision theory in the phase of development to analyze the environment of management. Finally, a case study is conducted in Chapter Six.