Enhance The Marketing Capabilities Of Smes

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 big enterprises, while medium and small-sized companies are often ignored by the government and academic circle. But whether in developing countries or in developed countries, medium and small-sized corporations play a very important pole in the national economy. Medium and small-sized corporations are the groundwork of a prosperous market. Along with the advance of reform in our country, medium and small-sized firms are becoming more and more important. Medium and small-sized firms account for 90% of all enterprises, more than 70% of industrial production value and over 50% of revenues are produced by these firms. In such economic background, Chinese government is paying more attention to the function of these companies in accelerating the development of economy. And the academic circle begins to show concern about the development of medium and small-sized firms, and to study how to improve the operations of these companies. With the development of market economy, the relationship between medium & small-sized firms and market is getting closer. Marketing capability is an important assessment index to the companies' operating abilities. But most companies' marketing ability is not strong enough according to a survey by Beijing Century Blueprint Co,Ltd, only 21% of medium & small-sized firms have marketing concept. Most of them haven't stepped into the marketing times. Although many enterprises are becoming aware of the importance of marketing, they still don't know how to create marketing environment and how to improve their marketing capabilities. Then is there any experience for reference of improving marketing ability? The writer tries to work out the problems in marketing. And the writer gives her own view-point of changing marketing idea, building up the strategic marketing thought, boosting competitiveness of these firms, making up marketing web, increasing consumers' faithfulness, setting up marketing team and straightening out the marketing management. The whole thesis makes improving medium & small-sized firms' marketing capability its framework. It has four chapters. In the first chapter, in order to let readers have a brief understanding of the medium & small-sized firms, the writer introduces the classifying of medium and small-sized firms, the function of medium & small-sized firms in national economy and the problems they are facing in new conditions. And the author emphasizes the significance of increasing the marketing capability. In the second chapter, the writer discloses the present situation of medium & small-sized firms' marketing .Its cause and influence on medium & small-sized firms' marketing. The writer points out that these questions need to be solved. In the third chapter, the writer suggests the methods to solve the problems mentioned in chapter two, and the writer chooses a case to illustrate how to improve marketing capability. In the fourth chapter, the writer expresses the view that the government should help medium & small-sized firms in marketing. The writer is acquainted with the management of small firms, so the thesis is practicable and can be of some use to medium & small-sized firms.