Analysis of Marketing Problems and Countermeasures of Small and Medium Enterprises

DOI

10.2991/ieesasm-16.2016.70How to use a DOI?

Keywords

Marketing, Enterprise, Market, Medium, Small.

Abstract

Information technology and the tide of economic globalization impact external operating environment of small and medium enterprises (SMEs) so that supply-demand relationship changes greatly in a short term. Oversupply has become the mainstream trend of market. SMEs generally bear huge marketing pressure. To adapt fierce competition environment, it is required to actively improve marketing, let customers know and understand commodity information through multiple channels including commodity property, function and feature etc, and make sure enterprises can know consumer demand in marketing campaign. Then, commodities and services are improved so that consumers can generate deep impression on commodities or services, approve marketing campaign mentally. In this way, commodity marketing scope can expand. This paper proposes corresponding countermeasures for marketing problem, including applying modern marketing planning idea, innovating marketing mode based on market demand and enhancing management of enterprise marketing risks.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lili Tian
PY  - 2016/09
DA  - 2016/09
TI  - Analysis of Marketing Problems and Countermeasures of Small and Medium Enterprises
BT  - Proceedings of the 2016 4th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2016)
PB  - Atlantis Press
SP  - 329
EP  - 333
SN  - 2352-5428
UR  - https://doi.org/10.2991/ieesasm-16.2016.70
DO  - 10.2991/ieesasm-16.2016.70
ID  - Tian2016/09
ER  -