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Research On Micro Innovation Marketing Strategies Of The Technological Micro Enterprises

Posted on:2018-11-09Degree:MasterType:Thesis
Country:ChinaCandidate:J JiFull Text:PDF
GTID:2359330518486286Subject:Engineering
Abstract/Summary:PDF Full Text Request
Small and micro-sized enterprises of science and technology are the important forces of China's national economy and social development.However,due to the low capability of risk-taking,financing and insufficient market demand,to overcome the problems faced by small and micro-sized enterprises of science and technology,and achieve the benign development,it requires micro-innovation of products and marketing strategy.In the increasingly competitive market economy environment,micro-innovation has become an important means for the enterprises to compete.In the other hand,because of the small scale and low investment,micro-marketing innovation has become the direction of marketing efforts.The micro-marketing and how to do it well so that customers can accept the products within the experience,and then improve the image and competitiveness of the enterprises is the key to development.Based on the micro-innovation theory of the enterprises,through the mechanism analysis,the path designing and case analysis of the enterprise marketing strategy micro-innovation,this paper studies four problems.Firstly the paper analyses the literature both at home and abroad,and expounds the contents of micro-innovation,including products,marketing,technology,features and positioning,simultaneously explains the connotation of the micro-innovation and small and micro-sized enterprises,then expand to the effect of micro-innovation in small and micro-sized enterprises.Secondly,according to the question-deconstruction-solution mode,the paper points out the weakness of the development progress through the analysis of the current situation of small and micro-sized enterprises and some related research.Thirdly,the paper explores the business philosophy of the enterprises,reveals several ways to innovate and develop by scenario analysis,and explain the significance of this research.Finally,through the study of multiple projects,the paper indicates the assistance of micro-innovation management to the enterprises.Through the study of these problems,this paper draws the following conclusions:micro-innovation rises from the deep analysis of consumer demand;the key to micro-innovation marketing is the integrating of marketing tools,the product differentiation;the innovation of the idea.The research of this paper uses the method of combining theory with empirical analysis,and validates the relevant theory through case study,and realizes the innovation of research.
Keywords/Search Tags:Small and micro-sized enterprises of science and technology, Micro-innovation, Marketing innovation, Marketing strategy
PDF Full Text Request
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