Study On Implementing The Marketing Innovation Of Small And Medium Enterprises In China

For a long time, People have held in esteem the function of big enterprises on market. The study on economic theory and national policies is always carried out around them. But whether in developing countries or in developed countries, small and medium enterprises play a very important pole in the national economy. They are irreplaceable by large enterprises in respects of blooming market, innovating technology, creating employment and stabilizing the society. As far as our country is concerned, the importance of small and medium enterprises will be embodied on the development of economy. The government pays more attention to the significance of small and medium enterprises, the academic circle also begins to show concern about the development of them, and to study how to improve the operations of these enterprises.With the rapid development of market economy, the relationship between small and medium enterprises and market is getting closer. Marketing capability is an important assessment compared to the companies' operating abilities. But most companies' marketing ability is not strong enough. As enterprises are chained by old marketing conception, lots of managers think that marketing is just related to the marketing department, and has no relation with other departments. As a result, the function of marketing dept. managing dept. financing dept. and researching dept. was broken up, which makes the enterprises lost competitive predominance in the market. According this, based on the competitive characteristics of small and medium enterprises in China andthe new opportunities and challenges they face after entering the World Trade Organization, the author proposes that the innovation of the market sales is the inevitable choice for small and medium enterprises to improve their competency.This paper consists of five sections. The first section expounds the conception and definition of small and medium enterprises. And the author proposes some regulatory suggestions about the standard definitions of small and medium enterprises in China; After this, section two explains the developmental entertainment based on new opportunities and challenges small and medium enterprises face after entering the World Trade Organization. On this condition how they can improve their competency effectively; in section three, the author discusses the theory foundation of marketing innovation, emphases on some basic models and constituent process of marketing innovation; section four introduces selected representative approaches of marketing innovation, makes a depth-analysis into the innovation of the marketing understanding, the innovation of the marketing consciousness, the innovation of the marketing tactics, the innovation of the marketing mode and so on; in section five, the author introduces theory of resource marketing and proposes that small and medium enterprises should implement marketing activities based on the resources of enterprise. In this way, they can control limitless social resources through conformity of limited enterprise resources.