摘 要
随着市场竞争日益激烈，中小企业在经济体系中的地位愈发重要，其生存与发展高度依赖于科学有效的市场营销策略。本研究以中小企业为研究对象，探讨市场营销策略在其实际运营中的应用效果与优化路径。研究旨在通过系统分析中小企业面临的市场环境和资源约束，提出适配性强且可操作的营销方案，从而提升其市场竞争力和可持续发展能力。采用定量与定性相结合的研究方法，通过对120家中小企业的问卷调查及深度访谈，收集并分析了企业在品牌建设、渠道管理、客户关系维护等方面的数据。研究发现，中小企业普遍存在营销资源有限、专业人才匮乏以及策略执行不到位等问题，但通过精准定位目标市场、灵活运用数字化工具以及加强客户互动，能够显著改善营销成效。本研究的创新点在于结合中小企业特点，提出了“轻量化营销”理念，强调以低成本、高效率的方式实现营销目标，并构建了相应的评估指标体系。研究成果为中小企业提供了实践指导，同时丰富了市场营销理论在特定企业群体中的应用价值。
关键词：中小企业；市场营销策略；轻量化营销；品牌建设；客户关系维护
Abstract
As market competition becomes increasingly intense, small and medium-sized enterprises (SMEs) play an ever more critical role in the economic system, with their survival and development heavily reliant on scientifically sound and effective marketing strategies. This study focuses on SMEs to explore the application effects and optimization paths of marketing strategies in their actual operations. By systematically analyzing the market environment and resource constraints faced by SMEs, the research proposes highly adaptable and implementable marketing solutions aimed at enhancing their market competitiveness and sustainable development capabilities. A combination of quantitative and qualitative research methods was employed, involving a questionnaire survey and in-depth interviews with 120 SMEs, to collect and analyze data regarding brand building, channel management, and customer relationship maintenance. The findings indicate that SMEs generally encounter issues such as limited marketing resources, a shortage of professional talent, and inadequate strategy implementation. However, these challenges can be significantly mitigated through precise target market positioning, flexible utilization of digital tools, and enhanced customer interaction. The innovation of this study lies in its integration of the characteristics of SMEs to propose the concept of "lightweight marketing," which emphasizes achieving marketing ob jectives in a cost-effective and efficient manner. Additionally, a corresponding evaluation indicator system has been constructed. The research outcomes provide practical guidance for SMEs while enriching the application value of marketing theories within this specific enterprise group.
Keywords: Small And Medium Enterprises；Marketing Strategies；Lightweight Marketing；Brand Building；Customer Relationship Maintenance
目 录
摘 要 I
Abstract II
一、绪论 1
（一）市场营销策略研究背景与意义 1
（二）中小企业市场营销策略的研究现状 1
（三）本文研究方法与创新点 2
二、中小企业市场营销环境分析 2
（一）宏观环境对中小企业的影响 2
（二）微观环境中的竞争态势分析 2
（三）中小企业市场定位的关键因素 3
三、中小企业市场营销策略的构建 3
（一）目标市场的选择与细分 4
（二）营销组合策略的设计与实施 4
（三）数字化营销在中小企业中的应用 5
四、中小企业市场营销策略的应用案例分析 5
（一）成功案例的经验总结 5
（二）失败案例的问题剖析 6
（三）策略优化的方向与建议 6
结 论 7
致 谢 8
参考文献 9
