(A) to avoid direct competition with large enterprises and multinational companies marketing strategy. Small and medium-sized enterprises have limited resources, low marketing ability and management level, and weak ability to resist market risks. In the market, they should find another way to find market blind spots, especially to avoid direct competition with large enterprises and multinational companies. Therefore, for small and medium-sized enterprises, the effective marketing strategy is to make up for the vacant market, that is, enterprises take the vacant market with unsatisfied or insufficient demand and less competition as the target market through in-depth market segmentation, and then concentrate on serving this market, gain the maximum benefit through specialized operation, and bring infinite vitality to small enterprises. Generally speaking, small and medium-sized enterprises can find market blind spots from the following aspects, that is, to fill the market: first, emerging market areas where large enterprises have not yet set foot, or local areas where large enterprises have not actively marketed; Second, large enterprises are unwilling to set foot in it, and regard it as a small-batch, multi-variety and small-profit field in retail; Third, the market demand changes greatly and the competition changes very frequently, so large enterprises dare not set foot in the field. After finding a market suitable for business operation, small and medium-sized enterprises should provide valuable and distinctive specialized products and services according to customers' needs, form a competitive advantage, gradually expand customer resources and make the market bigger.
(2) adopt the marketing strategy of * * to make the enterprise bigger and stronger. * * * Healthy marketing strategy refers to a strategy that enterprises cooperate with each other, integrate their own resources and advantages, and jointly expand the market to achieve a win-win situation. This is actually a "supporting role" relationship. Once this relationship is established, the products of small enterprises will become an inseparable part of the products of large enterprises, and the market of large enterprises will become the market of small enterprises. In this way, small and medium-sized enterprises don't have to worry about ordering, financing, sales and other issues. They can use the sales network, technical strength and credit ability of large enterprises to effectively improve product quality, production management and corporate image, enhance their ability to resist market risks and get rid of operational difficulties.
(3) Small enterprises establish SME alliances through cluster marketing and cooperation with competitors. This strategy is for some independent small and medium-sized enterprises. In order to seize and take advantage of the ever-changing market opportunities, they form an alliance through information exchange on the basis of equality and mutual benefit, * * * explore the international market, and * * * share the benefits brought by cluster marketing. For each member enterprise, it is essentially a strategy of taking advantage of the situation, integrating the external resource advantages of the enterprise in various ways with the help of external forces, realizing integration and creating extraordinary competitive advantages.
In Guangdong, Zhejiang, Jiangsu, Fujian and other coastal provinces, a large number of small and medium-sized enterprises gather in a certain area, forming great competitiveness. For example, in Guzhen Town, Zhongshan City, Guangdong Province, there are a large number of small and medium-sized enterprises specializing in the production of lighting products. By 200 1, the total output value of these enterprises will reach 6 billion yuan and the export value will be 250 million US dollars. Of course, enterprise cluster is not a simple enterprise cluster, nor can it be formed anywhere. It needs a certain political environment, economic environment, social environment and cultural customs environment as the foundation.
(D) Pay attention to relationship marketing and stabilize the market position of enterprises. Relationship marketing refers to the marketing activities carried out by enterprises in order to establish and maintain long-term and stable relationships with customers (including consumers and middlemen), maintain a win-win situation, and finally realize the strategic objectives of enterprises. While investing a lot of energy and resources to develop new customers, enterprises can't ignore the maintenance of old customer relations. If small and medium-sized enterprises can stay ahead of their competitors and establish a good two-way interactive relationship with customers, once customers get a high degree of satisfaction from the enterprise, they can buy the products of the enterprise with confidence without being poached by any competitors. Relationship marketing can help enterprises stand out from the competition and remain invincible forever. Because the stronger the relationship between enterprises and customers, the more stable the position of enterprises in the market.
(5) Implement brand strategy and use the advantages of small and medium-sized enterprises to defeat large enterprises. Challenges and dedication lurk in the enterprise all the time. Victory is temporary, but bad is eternal. Small and medium-sized enterprises need to adopt a set of effective countermeasures and reasonable competition strategies if they want to stand on the market, give full play to their advantages and win in brand competition.
In the process of implementing brand strategy, we should adhere to the principle of quality-oriented. Kōnosuke Matsushita, a famous Japanese entrepreneur, famously said, "The quality of products is either 100% or zero." In the fierce market competition, small and medium-sized enterprises must build excellent brands, participate in competition and establish brand image. Only high-quality brand products can create consumers' confidence and form consumers' brand preference and brand loyalty. In order to implement brand strategy, the high quality pursued by small and medium-sized enterprises must be the overall high quality of products that meet the market demand, including more than ten elements such as product function, quality, style, characteristics, packaging, brand, maintenance, installation, guarantee and transportation. Missing or ignoring any element is not a complete product. Product quality should be the core, form and additional overall quality of the product, not just the technical quality of product performance, life and safety.