The Research Of Small And Micro Enterprise-A Company Market Positioning And Marketing Strategy

The process of global economic integration becomes intensified nowadays.Experienced three decades of reform and opening up, the rapid development of China’smarket economy urgently faces the second major transformation. In this process,accounting for more than90%of the total number of small and micro enterprises willplay a very important role in transformation. However, in recent years, the environmentand development of the survival and development status of small and micro enterprisesis not so well, it has aroused extensive concern in our society. From the marketing pointof analysis, the very important reason for the small and micro enterprises facingdifficulties is lack of own clear market positioning and marketing strategy.It’s found in this study, no matter in domestic or abroad, marketing theory researchof well-known enterprises in the large and medium-sized enterprises are numerous, butapplications for small and micro enterprises are very few, almost blank. Therefore, thisstudy let company A where I work in the small micro-enterprises of systems integrationindustry as our study object. Using the methods and ideas of structured analysis,integrated use of STP theory,4P,4C, services marketing, relationship marketing,marketing theory and SWOT methods and tools of analysis, marketattractiveness/competitive position matrix, moon map, company A industry backgroundanalysis, and in-depth analysis of the A company marketing, market segments, how toselect the target market, how to market positioning, and how to develop marketingstrategies for detail and so on.The basic approach of this study is as follow: From the start of the small-scale, lessresources, innovation and strong and fast changing characteristics of smallmicro-enterprises themselves, we propose the characteristics of the systems integrationindustry, which asked the small and micro-enterprises in market competition to remainunbeaten land. It’s need to closely focus on how to play and build the core capacity ofsmall and micro-enterprises as the main line, external to seize the opportunities of theindustry, and fully tap its own advantages, accurate market positioning, and to developan appropriate marketing strategy. The purpose of this study has two aspects: on the one hand, proposed A company’smarket positioning and marketing strategy to solve the problems faced in the marketingand management of Company A; on the other hand, explore the feasible theory way ofmarketing in small and micro-enterprises system.The conclusion of this study is: A company’s success is to strengthen the ability ofservice, to focus on high-end marketing the industry, maintaining industry ecologicalchain, strengthen customer relationship marketing, become the most professionalservice holistic solution providers of the most advance large screen display technologyfield.