中小企业营销微创新策略研究

发布时间：2018-04-23 17:34

本文选题：中小企业 + 互联网　；参考：《辽宁科技大学》2015年硕士论文

【摘要】：现阶段,大多数企业在发展中累积了一定的财富之后,就存在小富即安的思想,忽视了创新对企业发展的重要性。在当前竞争日益激烈的市场经济环境下,创新对企业的发展更是不容忽视,如企业营销微创新的提出,更是加剧了企业之间的竞争。那么,如何做好客户营销,让客户在产品的体验中认同企业产品,提升企业形象,提高企业竞争能力,对当前企业的发展来说至关重要。但当前对于“微创新”的理解和管理方面,多是在停留在感性层面,鲜有对其进行学理上的解释和分析。基于上述,本文对中小企业营销的微创新进行研究探讨,通过本文的研究论述,一方面为深化微创新这一新概念做些有益的研究工作,另一方面,也为推动企业健康发展做些有益的研究尝试。具体而言,本文的主要论述思路围绕提出问题、分析问题以及解决问题的主线进行,本文运用营销理论对企业微创新问题进行了探讨,在论述中,首先就本文研究的相关概念进行了概述,然后就我国企业营销创新问题进行了深入的分析,并就企业微创新问题结合了相关案例进行了例证分析,最后根据研究的结论就如何开拓企业微创新方法、提升企业发展水平提出了一些对策和建议,为推动我国企业营销创新尽一点绵薄之力。总之,通过本文对企业微创新问题进行研究探讨,不仅为我国对微创新有关文献研究的丰富做出了一些有益的贡献,对本人而言,也有效的巩固了本人所学营销理论知识,并将理论应用指导工作实践起到了很好的作用。
[Abstract]:At present, after most enterprises accumulate certain wealth in the development, there exists the idea of "little rich and safe", neglecting the importance of innovation to the development of enterprises. Under the increasingly competitive market economy environment, innovation can not be ignored for the development of enterprises, such as the proposal of micro-innovation in enterprise marketing, which intensifies the competition among enterprises. Therefore, how to do well in customer marketing, let customers identify with enterprise products in the experience of products, enhance the image of enterprises, improve the competitiveness of enterprises, is very important to the development of enterprises. However, at present, the understanding and management of "micro innovation" is mostly on the perceptual level, and there are few theoretical explanations and analyses on it. Based on the above, this paper studies the micro-innovation in the marketing of small and medium-sized enterprises. Through the research and discussion of this paper, on the one hand, we do some useful research work for deepening the new concept of micro-innovation, on the other hand, Also to promote the healthy development of enterprises to do some useful research attempt. Specifically, the main ideas of this paper focus on raising problems, analyzing problems and solving problems. This paper uses marketing theory to discuss the problem of micro-innovation in enterprises. First of all, it summarizes the related concepts of this paper, and then makes a deep analysis on the problem of enterprise marketing innovation in our country, and illustrates and analyzes the enterprise micro-innovation problem combined with relevant cases. Finally, according to the conclusion of the research, the author puts forward some countermeasures and suggestions on how to open up the micro-innovation method of enterprises and improve the level of enterprise development, which will do a little bit of work to promote the marketing innovation of our country's enterprises. In a word, this paper not only makes some useful contributions to the study of micro-innovation in our country, but also effectively consolidates my knowledge of marketing theory. And the application of theory to guide the work practice has played a very good role.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F276.3

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