Multi-factor Analysis Of Medium & Small-sized Enterprises' Marketing Mix

As the overall promotion and gradual perfection of the socialist market economy, various social circles increasingly attach importance to the status and function of the medium & small-sized enterprises. The extensive examination and intensive research on the related issue on management and administration of the medium & small-sized enterprises has increasingly become the focus of the business and educational circles.According to the study of the professional theory and the investigation and study of the enterprises, this thesis, based on the "research on the marketing strategy of Hu Bei's medium & small-sized enterprises" (2002AA401C67) , a key research issue of Hu Bei Province, lays emphasis on the multi-factor analysis of the medium & small-sized enterprises' marketing mix, which makes systematic analysis and intensive research on these factors.This thesis starts with the basic introduction of the marketing mix (Product, Price, Place and Promotion, 4P for short) and the related theories. In the light of the basic characteristics of the medium & small-sized enterprises, it analyzes the status and function of marketing mix in the process of development of the enterprises and then makes the systematic analysis and qualitative research on the definitions and functions of factors which affect the 4P of medium & small-sized enterprises' marketing mix. On this basis, the thesis further makes the quantitative analysis and research on the secondary factors of product factors and place factors which affect the medium & small-sized enterprises' marketing mix with application of AHP and grey correlation degree analysis; next, makes the preliminary investigation on the overall effective evaluation on the medium & small-sized enterprises' marketing mix with the application of methods for data envelopment analysis (DEA method) .The characteristics of the thesis are as follows:1. With application of AHP, it makes the quantitative analysis and research on the secondary factors which affect the product decision of medium & small-sized enterprises' marketing mix. Furthermore, it points out that, from the perspective of marketing mix, the value of the key product is the primary factors of marketing mix, and the value increase and quality of key product is one of the most important factors of product decision-making. Examples are given for explanation.2. With application of the grey correlation degree analysis, it makes the quantitative analysis and research on the secondary factors which affect the place decision of medium & small-sized enterprises' marketing mix. From the perspective of the marketing mix, it arranges an order of grey correlation, and points out that the sequence of the important factors of the place decision of marketing mix is product factor, place member factor, market factor, producer factor and consumer factor successively. Examples are given for explanation.3. With application of the DEA analysis, it makes the preliminary investigation and research on the overall evaluation of medium & small-sized enterprises' marketing mix. Examples are given for explanation.In view of the complication of the price and promotion factor for medium & small-sized enterprises and the limitation of the research, this thesis does not further make the quantitative analysis and detailed investigation on the price factor and the promotion factor, which should be specially illustrated here.