On the marketing strategy of small and medium-sized enterprises [Abstract] Small and medium-sized enterprises have the marketing characteristics of small scale and strong environmental adaptability.

In the current environment, small and medium-sized enterprises should establish market-oriented, flexible, targeted, and personalized marketing concepts, and adopt strategies such as market segmentation, target market selection, market positioning, and marketing mix; they must emancipate their minds and overcome short-term

behaviors to gain a place in the fierce international competition.

Starting from the concept of marketing strategy, this article analyzes the development trend of marketing strategies of small and medium-sized enterprises and the marketing strategy models of small and medium-sized enterprises, and gives specific choices of marketing strategies for small and medium-sized enterprises.

[Keywords] Small and medium-sized enterprises, marketing, marketing strategy 1. Marketing concepts of small and medium-sized enterprises 1.1. Adhere to market orientation. Small and medium-sized enterprises must adapt to changes in consumers, focus on consumer needs, and not only "I follow the market"

, and more importantly, "the market follows me."

The design, price, distribution and promotion activities of enterprise products should be based on consumer demand, and correct marketing methods should be adopted to meet consumer needs.

1.2. Enhance adaptability. Small and medium-sized enterprises should take advantage of their small scale, strong environmental adaptability and strong adaptability, actively discover market opportunities, seize the opportunity to adjust product structure and transfer funds, so as to achieve the goal of "I have what others have, and I have what others have".

"Excellent people, I will be innovative when people are excellent, and I will change when people are new." Only in this way can we adapt to market changes and remain invincible in the fierce market competition.

1.3. Identify the target market.

The diversity of consumer demands makes it impossible for any company to meet all the needs of consumers. Similarly, the limited resources of companies make it impossible for any company to meet all the needs of consumers.

For small and medium-sized enterprises with weak capital strength and production capacity, it is impossible to occupy a large market, nor can they spread their strength across multiple market segments. Instead, they can only analyze the market environment and their own conditions to make the most of their limited resources.

Invest resources into identified target markets.

1.4. Personalized marketing methods.

The small scale and limited strength of small and medium-sized enterprises determine that it is not suitable for small and medium-sized enterprises to use popular marketing methods to directly compete with large enterprises.

Small and medium-sized enterprises should follow the law of wealth appreciation, adopt unique marketing methods such as patent management, high-quality services, small profits but quick turnover, and occupy the market with characteristic operations and advantageous marketing.

2. Marketing characteristics of small and medium-sized enterprises 2.1. Small scale and strong environmental adaptability.

Small and medium-sized enterprises require lower capital and technical conditions, less investment, quick results, and more business projects to choose from. Therefore, it is easier to enter the market, and their business methods are flexible and diverse, and they have strong adaptability.

At the same time, small and medium-sized enterprises can quickly adjust the industrial product structure, change the direction of production, and quickly change production and industry according to market changes, thereby quickly adapting to market demand.

All these fully reflect the characteristics of small and medium-sized enterprises with quick response and strong adaptability.

These are favorable conditions for small and medium-sized enterprises to capture market opportunities and adjust product structure or business scope.

But this often makes some small and medium-sized enterprises blindly follow the market because they do not have a clear strategic positioning. They will launch whatever is hot on the market, even if it means taking advantage of the tiger's mouth.

It is difficult for these enterprises to obtain competitive advantages and their own professional characteristics.

A considerable number of small and medium-sized enterprises lack a stable business development direction and ignore in-depth research on the market. They only grasp the surface or short-term changes in the market and make hasty decisions. This often puts the enterprise in trouble due to short-sightedness.

2.2 Close to customers, products generate market demand.

The management structure is simple and there are few levels. Operators have direct contact with customers and are familiar with and understand the market. Most companies provide products or services based on market demand and have a spontaneous market orientation.

This plays a key role in the survival and development of small and medium-sized enterprises.

Perhaps it is precisely because of "understanding" the market that many small and medium-sized enterprises ignore in-depth research and quantitative grasp of market demand, resulting in poor scientific decision-making.

This has also led to some operators of small and medium-sized enterprises being overly partial to their own products, often ignoring product, technology and service innovation, and lacking market competitiveness. This primary "market orientation" often limits the development of small and medium-sized enterprises.

2.3. Specialize in one subject and be unique.

Small and medium-sized enterprises are weak and often cannot operate a variety of products to spread risks, but they can concentrate their forces and conduct specialized operations by selecting market segments that allow the enterprise to exert its own advantages.

Most small businesses specialize in one specialized technology each. Instead of being small but comprehensive, they are good at being small but special, small but specialized, and small but excellent.

This is one of the secrets for small businesses to survive and grow.

Small businesses always use their advantages of quick response and strong adaptability to launch new products unexpectedly to occupy new markets and win over consumers.

This is the "small and specialized, small and refined" strategy of small and medium-sized enterprises. Focusing on small, special market segments is a main feature of many successful small and medium-sized enterprises. There, small and medium-sized enterprises are often the only products and technologies.

Provider. The characteristics of this market are: close relationship with people's lifestyles, products with personality, product styles, materials, and structures changing rapidly; there is no need for organized research and development and product testing because the industry is closer to users

.