On The Marketing Force Integration In Small And Medium-sized Enterprises

Experienced the thirty years of Reform and Opening-up, small and medium-sized enterprises are increasingly developing and growing with their own distinctive advantages. But with the continuously changing market environment, the market has a great tendency towards globalization and the market environment of enterprise marketing has changed a lot. The enterprises are involved in a huge and complex dynamic market environment. With a stronger guiding function and a low brand loyalty, the customers are very captious and difficult to stick to a certain brand。But the interrelationship among the combined variables of enterprise marketing becomes more complex. Therefore, it is essential to exert the conspiracy of the different combined variables in the market competition to the greatest extent. And the marketing force directly relates to the survival and development of an enterprise. Small and medium-sized enterprises must carry out the marketing force integration, in order to keep the enterprises growing and developing, to obtain the new competitive advantages and to win more consumers.Based on the conceptions of marketing force, marketing competitive power and marketing cultivation at home and broad, this thesis defines the connotation of marketing force integration in small and medium-sized enterprises. On the basis of the theories of marketing force, management integration and integrated marketing, this thesis also puts forward the content and pattern of the marketing force integration in small and medium-sized enterprises, analyses systematically the marketing force integration of enterprises, and suggests an evaluated model for marketing force integration in small and medium-sized enterprises.By analyzing the integration connotation and principles of marketing force in small and medium-sized enterprises, this paper demonstrates that the marketing force of enterprises needs integration of marketing tactics and strategies, not only on the level of marketing strategy, but also on the level of the internal resources and marketing culture. These three aspects depend on and compliment with each other. The cultural integration includes building a creative environmental culture, integrating the enterprise culture which has a core competitive power, establishing a distinctive value and cultivating an outstanding managing ideal. The internal resources integration includes the integration of human resource, finance and information. The strategic integration emphasized not only the integration of the strategy itself but also the integration of different strategies. Then the thesis analyses the governing principles, organization and system security of the marketing force integration in small and medium-sized enterprises. Through the generalization of the integration pattern of foreign core competitive power and combining the competitive market environments faced by Chinese small and medium-sized enterprises as well as the guarantee of integrated organizations and systems, the author concludes the pattern of marketing force integration and the integration precaution against risks in Chinese small and medium-sized enterprises. Meanwhile, the author analyses the principles and characteristics of evaluation index system of the marketing force integration in small and medium-sized enterprises, clarifies the evaluation index system of marketing force integration in small and medium-sized enterprises and describes the evaluation index. Furthermore, the author also establishes the fuzzy evaluation model based on the gray system with the demonstrated research from the four aspects of systematic weight of index, data collection and processing, determining the evaluation gray classifications, fuzzy matrix establishing, and evaluated result calculation.