Marketing Innovation Theory And Strategic Research Of Small And Medium Enterprises

This paper firstly demonstrates that small and medium enterprises plays an essential role in the economic development with a comparison of their growth among different countries from the perspective of the definition of small and medium enterprises. Especially, in the 1990's, small and medium enterprises of all countries are irreplaceable by large enterprises in respects of blooming market, innovating technology, creating employment, postponing economic crisis and stabilizing the society. Then, based on the current situation of small and medium enterprises in China and the new opportunities and challenges they face after entering the World Trade Organization, the author makes a full exploration on their developing strategies in the transformable economic period from various aspects.In accordance with their unique characteristics, author proposes that the innovation of the market sales is the inevitable choice for small and medium enterprises to improve their kernel competition. In the course of writing, author makes an exploration into the theoretical system of the innovation of small and medium enterprises market sales, make a depth - exploration into the innovation of the marketing understanding, the innovation of the marketing means, the innovation of the marketing mode, the innovation of the marketing culture and the innovation of the marketing constitution. The new innovation method and the operating pattern that are proposed in this paper should provide valuable suggestion to the market development of small and medium enterprises.Due to the trends of functional diversity of modern products, the personalization and globalization of consumption, we may regard today's marketing as a complicated system consisting of a large number of units (or sub-systems) having an independent decision-making capability. Using the self-organization theory of modern cross-section science, the essence hidden in the marketing evolution is revealed, the analysis shows that only when the self-organization strategy is employed can the market infrastructureIIbe optimized, the running mode be improved and the ''green marketing" get realized, it builds up the new theoretical foundation for marketing .