摘 要
本文探讨了中小企业在国际市场扩张过程中面临的主要障碍及相应的解决对策。首先，分析了中小企业在市场调研方面存在的不足，指出缺乏足够的市场调研和分析能力，导致企业在国际市场上难以准确定位和制定有效的市场策略。为解决这一问题，本文提出加强市场调研和分析能力的对策，包括设立专门的市场调研部门、提高数据收集与分析能力，以及加强与专业机构的合作等。其次，讨论了市场定位不准确的问题，指出中小企业在国际市场扩张时往往难以准确把握目标市场的需求和竞争态势。为此，本文提出明确目标客户群体、优化产品定位和差异化竞争定位的对策，以帮助企业更好地适应国际市场竞争。此外，本文还探讨了品牌形象建设困难和市场渠道选择盲目等障碍，并提出了加强品牌意识培养、统一品牌形象建设、参与国际认证与评奖以及深入了解市场渠道、采用多元化渠道策略和建立稳定渠道合作关系的对策。这些对策旨在帮助中小企业克服国际市场扩张中的障碍，实现可持续发展。
关键词：中小企业；国际市场扩张；市场调研
Abstract
This paper discusses the main obstacles for small and medium-sized enterprises in the international market expansion process and the corresponding solutions. First of all, this paper analyzes the shortcomings of small and medium-sized enterprises in market research, and points out that the lack of sufficient market research and analysis ability leads to the difficulty of enterprises to accurately position and formulate effective market strategies in the international market. In order to solve this problem, this paper puts forward the countermeasures to strengthen the ability of market research and analytics, including the establishment of a special market research department, including the improvement of data collection and analysis capabilities, and strengthening the cooperation with professional institutions. Secondly, the paper discusses the problem of inaccurate market positioning, and points out that it is often difficult for small and medium-sized enterprises to accurately grasp the demand and competition situation of the target market when expanding in the international market. Therefore, this paper puts forward the countermeasures to clarify the target customer group, optimize the product positioning and differentiate the competition positioning, so as to help the enterprises to better adapt to the international market competition. In addition, this paper also discusses the difficulties of brand image construction and the blind selection of market channels, and puts forward the countermeasures to strengthen the cultivation of brand awareness, unified brand image construction, participate in international certification and award evaluation, in-depth understanding of market channels, adopt diversified channel strategy and establish stable channel cooperative relationship. These countermeasures are designed to help SMEs overcome the obstacles in the international market expansion and achieve sustainable development.
Keywords: SME; international market expansion; market research
目录
摘 要 I
Abstract II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 1
第2章 中小企业相关概述 3
2.1 中小企业的定义 3
2.2 中小企业的主要特征 3
2.2.1 规模小 3
2.2.2 灵活性强 4
2.3 中小企业的划分标准 4
2.3.1 营业收入 4
2.3.2 从业人员 5
第3章 中小企业国际市场扩张的影响因素 6
3.1 企业内部因素 6
3.2 外部环境因素 6
3.3 文化因素 6
第4章 中小企业国际市场扩张的主要障碍 8
4.1 市场调研不足 8
4.2 市场定位不准确 8
4.3 品牌形象建设困难 8
4.4 市场渠道选择盲目 9
第5章 解决中小企业国际市场扩张障碍的对策 10
5.1 建立市场调研机制 10
5.2 优化产品定位 10
5.3 统一品牌形象建设 10
5.4 深入了解市场渠道 11
结 论 12
参考文献 13
