双学位论文.doc

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河南科技学院 2014届毕业论文（设计） 论文题目：我国中小企业的营销困境及改善措施 学生姓名： 靳强 所在院系： 外国语学院 所学专业： 国际经济与贸易 导师姓名： 郑素芬 完成时间： 2014年3月20日

摘要 国际金融危机爆发以来， 国内很多中小企业经营出现亏损甚至倒闭， 发展陷入困境， 其原因不仅在于国内外宏观发展环境发生了深刻变化，
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主要还在于中小企业自身缺乏适应环境变化的能力。本文在阐述中小企业营销现状的基础上，着重分析了其营销困境并对中小企业的经营管理提出了策略建议：奉行先进的营销观念、制定切合可行的营销战略、组建优秀的营销团队、注重品牌形象建 设、进行营销手段的创新 。 关键词：中小企业、营销困境、解决措施 I
Marketing dilemma of small and medium-sized enterprises in China and the improvement measures Abstract International financial crisis, domestic operating losses or even collapse, many small and medium enterprises development, the reason lies not only in macro development environment, profound changes have taken place both at home and abroad, the main also lies in the small and medium-sized enterprise own lack of ability to adapt to environmental changes. In this paper, on the base of the current marketing of small and medium-sized enterprises, analyzed its marketing dilemma and management policy Suggestions are put forward for small and medium-sized enterprises: pursue advanced marketing idea, set up relevant feasible marketing strategy, excellent marketing team, focus on brand image construction, carries on the marketing innovation.
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: small and medium-sized enterprises, marketing Key words dilemma, the solution measures II
目录 摘要 Ⅰ „„„„„„„„„„„„„„„„„„„„„„„„„„ AbstracⅡ t „„„„„„„„„„„„„„„„„„„„„„„„„ 引言 1 „„„„„„„„„„„„„„„„„„„„„„„