Research On Product Innovation Strategy Of SMES Based On Database Marketing

With the gradual deepening of reforming and opening up, every industry isfacing more intense market competition. The competitive market pressure, fromdomestic enterprises and the international powerful foreign enterprises,undoubtedly has exacerbated the difficulty of surviving and development ofenterprises. About SMEs, they are not capable of bearing strong pressure fromforeign large enterprises, which makes SMEs face many problems and challengesin variable market environment. Faced fierce competition from inner&intraenterprises, a part of enterprises have tried to follow the track of large enterprises.Therefore, developing scientific and rational product innovation is critical to thedevelopment of enterprises.Through extensively collecting and dealing with relevant inner&intrainformation and documents, the paper focused on the actual development ofSMEs. Under the guidance of product innovation theory and database marketing,the paper conducted a research of characteristics and the rules of SMEs. Based onthe achievements of current situations and defects of SMEs, the effect of SMEsto social development and national economy was illustrated. Following the abovework, the application of database marketing to product innovation, offers realreferring value for a new product innovation model which proposed in the paper.Illustrating the designing concept, challenge and crisis laid a design foundationfor designing. Based on the theory of database marketing, a model of productinnovation, which could fit the current environment, was designed, with the linkof data. After that, every part of new product innovation model was illustrated,which includes statistical analysis based on data structure, data calculatingstructure of marketing data, product policy based on data structure, modelconstruction of product designing, and market prediction and assessment of innovative products, which assures every part’s role in model proposed in thepaper and their relationship. Finally, the actual situations of SEMs garmententerprises in Wenzhou were employed to verify the feasibility of the modelproposed in the paper, which strictly aimed to test the practical value of themodel in fierce market competition.