Research On Marketing Innovation Model Of Small And Medium Sized Enterprise

Small and medium sized enterprises play an essential role in the economy development with a comparison of their growth among different countries. They are irreplaceable by large enterprises in respects of blooming marketing,innovation technology, creating employment and stabilizing the society. Researching on the small and medium sized enterprises is a permanent and world theme. There is different meaning of researching on small and medium sized enterprises in different background.The whole scale of our nation's enterprises is not large. In the period of the system of economic reform, Re-employment problem of unemployed workers becomes the main problem of the society. Small and medium sized enterprises play an important role in solving re-employment problem and relieving society pressure.But we find that small and medium sized enterprises have weak competitive in reality. Average life of small and medium sized enterprises is temporal compared with large enterprises. Especially, small and medium sized enterprises always overlook the role of marketing. The marketing capability and marketing innovation of the small and medium sized enterprises have not fully developed.This paper demonstrates the following opinions through analysising the marketing state and the marketing development tendency. The content is as follows: from sale-oriented to customer value - oriented (pay attention to what customer real need); from extension marketing to refinement marketing; from single marketing tactic to comprehensive marketing tactic; from primary marketing department to real marketing department. So, the author wants to find a suitable marketing innovation model for small and medium sized enterprises.The marketing innovation model can be called wheel model, and includes three sections: object system, coherent system, continuing innovation system.About object system, the author split internal marketing innovation action into three phases: value selecting phase, value supplying phrase and value spreading phrase.About coherent system, the author point out every department should...