The Research On The Strategies Of Focus Marketing For Small And Medium-sized Enterprises

The marketing economy has been developing fast in China since the reformation and opening in 1980s', and a lot of large enterprises emerged at the same time. Compared with the small and medium-sized enterprises (SMEs), those larger ones have well-known brands, abundant capital, powerful marketing channels, and wholesome human resource organizations. Nowadays the marketing economy develops, marketing competitions might have been in a stage of merging, more and more SMEs have fallen into the running dilemma facing the furious competitions. In fact, in many counties and areas, the number of SMEs holds more than 98% of all the enterprises, moreover, SMEs play very important roles to a country's or an area's stability and economy. Therefore, to develop harmoniously, the counties have to pay more attention to SMEs than the larger enterprises. For our country, it is valuable and sensible to research that how the SMEs to get rid of the running dilemma and find out the breakthrough which is the major attempt of this research.Linking theories and practices, this paper paves a way for the SMEs'development by analyzing and elaborating the background, theory origination, strategies and implement of the focus marketing in SMEs, using standard analyses and case analyses. By those analyses, we find that the focus marketing is a probable way for a SME to get rid of the dilemma.The procedure this paper studies the strategies of focus marketing in SMEs is as following:First of all, this paper shows that SMEs play important roles in increasing a country's fortune, creating job opportunities and improving marketing working mechanism. What hinder SMEs'development are less capital, less human resource, less management resource, unwell-known brands and harsh competitions and policy environments. To deal with those problems, this research devotes to find out a breakthrough.Absolutely, it is very necessary to implement the focus marketing in SMEs in consideration of the harsh situation on the basic of the marketing environment analysis. The structure of the focus marketing in SMEs is made up after describing carefully the concept, character, strategies of the focus marketing and comparing with the other marketing concepts. The research defines focus marketing as a process which a company chooses the proper subdivided-markets and occupies them by focusing its resource on the basic of analyzing the environment of itself. There are six focus marketing strategies including brand focus, production focus, district focus, channel focus, organization focus and cost focus. Focus marketing is a new marketing conception which not only associates with but also be different from the others.At last, the research shows how the focus strategies work in SMEs, and verifies the feasibility of them by quoting the successful examples such as"Naobaijin"company,"Changbaishan"Cigarette Company and"Simeite"company.With the spirit of innovation, the research gets achievements in three aspects: firstly, putting forward that focus marketing is a feasible way for a small and medium-sized enterprise to break through the dilemma; secondly, improving the contents of the strategies of focus marketing in SMEs; thirdly, describing how the focus strategies work in SMEs specifically. The research is not only the innovation and improvement of the marketing theories, but also the guide for SMEs and the large companies facing difficulties in marketing competition to get rid of the dilemma.