The Research Of Network Marketing Strategy For Small And Micro Enterprise

With strong national policy support for the communications industry, consumers continue to demand for low-cost high-speed broadband. How to transform the pressure from consumer and market cost into motivation, to enhance the competitiveness and marketing performance of the company, has become an important topic in the optical device assemble industry. In China, generally speaking, there are small-scale enterprises in this industry. In order to achieve sustainable operation and healthy development and adapt to the development of the excellent situation of optical communication industry, the company has to improve the marketing performance, dig up internal potentiality, and create a customer-oriented and marketing-dominated management philosophy.Firstly, this paper starts the analysis from the HG Company where the author worked for 10 years. By applying the basic knowledge and theories of marketing, analyze external environment in the optical communication industry, including operators, equipment manufacturers, device manufacturers in global markets and China market; by using Michael Porter’s classic five forces model, analyze the internal market environment in the optical device assemble industry; by using the theory and method of SWOT, analyze deeply the HG company’s strengths, weaknesses, opportunities and threats, then summarize three core competitiveness of HG company.Secondly, by using the related theories of marketing performance, analyzed and summarized the measurement of marketing performance for HG Company. Measurement indicators focused on financial and economic indicators, including sales, turnover, profit. Because industry competition is fierce day by day, analyzed and summarized the measurements of non-economic indicators as well, including customer satisfaction, delivery on time rate, cost reduction rate on main materials, return rate of quality issues. This chapter includes the selection of measurement indicators, the effectiveness of implementation and the conclusion.Finally, analyzed and summarized the innovation of HG Company on improving the marketing performance measurement. According to the measurement problems, corrective actions are taken by unifying all the internal departments’ action to enhance the marketing performance. In order to enhance the work efficiency, reduce product cost and improve marketing performance. Hope that the research in this paper on marketing performance in the optical device industry can provide some help and reference to the optical communication device companies within this industry in mainland China.