A Research Of Marketing Strategy Based On SME Model

In the new century, with the international integrated process and morecompetitions, the enterprises have more and more opportunities and challenges. Forobtaining the advantage in the marketing competition, the enterprise must strengthenthe marketing activities, and take them as the core of all the activities. After severaldecades' development, the knowledge and researches on marketing in the field ofenterprise and academy have developed from the partial and tactical level to thesystemic and strategic level. Based on this background, this thesis mainly did the strategic study to themarketing. The foundation of the discussion was the SME model which looked themarketing as the strategic activity. Firstly, the thesis reviewed the process of themarketing, and pointed up that marketing activities had already become the strategicactivities, so the researches on it should be strategic and comprehensive. Secondly,the article introduced the Sustainable Marketing Enterprise (SME) model detailedly,which was brought forward by Philip Kotler. Thirdly, according to the SME model,the paper analyzed the market "vision", that is, the influence of the marketingenvironment. And then the main factors of the marketing based on the SME modelwere discussed in the paper, nine totally. In the discussion of the factors, the papercombined the researches toward related problems, such as relationship marketing,brand marketing, service marketing and so on. And all of them constituted a newaspect on strategic marketing research. And it pointed out that the most importantthree main factors were positioning, differences and brand. Because the importance ofmarketing prediction in SME model, the thesis briefly researched several mainmethods of marketing prediction. Finally, all the theories and methods were combinedwith practice, tourism enterprise was taken as the example to discuss.