摘 要
中小企业作为国民经济的重要组成部分，在推动经济增长、促进就业等方面发挥着不可替代的作用，但其在市场营销方面面临诸多挑战。为提升中小企业的市场竞争力，本研究聚焦中小企业市场营销策略。通过文献研究梳理相关理论基础与国内外研究现状，采用问卷调查与案例分析相结合的方法，深入探究我国中小企业市场营销的现状、问题及影响因素。研究表明，中小企业存在营销理念滞后、营销渠道单一、品牌意识薄弱等问题。针对这些问题提出创新性策略：一是构建基于大数据的精准营销模式，利用数据分析实现客户细分与个性化营销；二是强化社交媒体营销，拓展营销渠道并增强用户互动；三是注重品牌文化建设，提高品牌附加值。研究结果有助于中小企业优化营销策略，提升市场竞争力，对我国中小企业发展具有重要指导意义。
关键词：中小企业市场营销；精准营销；品牌建设
Abstract
Small and medium-sized enterprises (SMEs), as a crucial component of the national economy, play an irreplaceable role in promoting economic growth and employment. However, they face numerous challenges in marketing. To enhance the market competitiveness of SMEs, this study focuses on their marketing strategies. By reviewing relevant theoretical foundations and research status both domestically and internationally, and employing a combination of questionnaire surveys and case studies, this research thoroughly investigates the current situation, problems, and influencing factors of marketing practices among Chinese SMEs. The findings indicate that SMEs suffer from outdated marketing concepts,单一的营销渠道, weak brand awareness, and other issues. In response to these problems, innovative strategies are proposed: firstly, establishing a precise marketing model based on big data to achieve customer segmentation and personalized marketing through data analysis; secondly, strengthening social media marketing to expand marketing channels and enhance user interaction; thirdly, focusing on brand culture construction to increase brand value. The results of this study will assist SMEs in optimizing their marketing strategies and improving market competitiveness, providing significant guidance for the development of SMEs in China.
Keywords: Small And Medium-Sized Enterprise Marketing；Precision Marketing；Brand Building
目 录
摘 要 I
Abstract II
一、绪论 1
（一）中小企业发展背景与意义 1
（二）国内外研究现状综述 1
二、中小企业市场环境分析 1
（一）宏观经济环境影响 2
（二）行业竞争态势剖析 2
（三）目标市场需求特征 3
三、中小企业营销策略构建 3
（一）品牌建设路径探索 3
（二）渠道选择与优化 4
（三）定价策略的制定 5
四、中小企业营销实施保障 5
（一）营销团队建设要点 5
（二）技术支持体系构建 6
（三）风险防控机制完善 6
结 论 7
致 谢 9
参考文献 10
