中小企业市场营销存在的问题及对策外文翻译资料

Small and medium-sized enterprise marketing problems and countermeasures

Small and medium-sized enterprises as an important part of our national economy, the market economic system plays an increasingly important role, is below small make up to collect a the question of small and medium-sized enterprises of marketing to explore the paper model essay, welcome to view. Along with our country market economy system establishing and perfecting continuously, now the market competition environment is also increasingly perfect, at the same time, with the status of small and medium-sized enterprises in the national economy rise, in the market-oriented economy, how the small and medium-sized enterprises in the era of excess production capacity is relative, in the fierce market competition for survival and development, the marketing ability has a vital role. That at present, our country small and medium-sized enterprises (smes) what are the problems in marketing?

The problems of marketing, small and medium-sized enterprises (smes)

1. The lack of scientific marketing concept

As is known to all, thought to guide the action, for small and medium-sized enterprises marketing, what kind of marketing idea will have what kind of marketing plan and action, so as to produce different marketing results. Era in the development, peoples thought is in constant change, especially in modern society, our countrys market economic system has been basically established, under the condition of small and medium-sized enterprises to obtain long-term development, can no longer use the previous backward marketing idea, otherwise in the backward concept under the guidance of the marketing line of cannot make enterprises gain their competitiveness in the market, it will influence the full play of advantages in market competition. For many small and medium-sized enterprises, for example, before a product sales, now is not for this product adopt the scientific method, market survey and marketing positioning. Perhaps, these enterprises can speak, because affected by the financial strength of their own, unable to take care of these things. But I dont know, if marketing is based on a personal experience or the judgment of market, rather than in a scientific market investigation and analysis on the basis of market positioning, no one can guarantee the enterprise products has a good market share. In addition, for many small and medium-sized enterprises, there are serious follow suit, the other companies do, they do, but dont know this is a big hidden trouble, the copycat phenomenon is serious, once the market product homogeneityphenomenon serious, product quality is uneven, the enterprise marketing will also be hard to get good progress.

2. Target market positioning fuzzy

For each product, consumer demand is different, especially in modern society, as the change of people consumption habits, personalized consumption is more and more become a kind of common phenomenon. So, for every enterprise, it produces a certain product is impossible to satisfy all the needs of the market. And each enterprise in the production of a product before, have to do is to analyzes the market demand for certain products, and then to produce products can consistent with certain market demand. But for many small and medium-sized enterprises, not to consumers the demand of the general investigation, analysis, and thus the enterprise in the market without a clear positioning of the phenomenon, which has affected the enterprises marketing ability.

3. The product market positioning the lack of scientific nature

For any enterprise, not only to have a clear orientation to the market, even more of their products in the market positioning for good analysis. Enterprise to analyze the target market should not only analyze the competition on the market at present, at the same time, also want to analyze the potential competitors, and combined with the advantages of their products and other factors make a comprehensive analysis, then, to make their products on the market position has a clear positioning. And this, just right is a universal problem of small and medium-sized enterprises in our country. Therefore, led to the small and medium-sized enterprises in blindness in marketing is stronger. This is mainly down to small and medium-sized enterprises lack of scientific analysis and positioning of their products, to make themselves at a disadvantage position in marketing.

Second, improve the level of small and medium-sized enterprise marketing measures

For each company, its marketing ability will directly affect the survival and development of the enterprise. In our country, all large group of their own marketing ability cultivation and promotion is very value, some even will marketing ability as one of the most core ability of enterprise. Here the author will use the practice of large groups, the brief analysis of the small and medium-sized enterprises should do what adjustments in marketing.

1. As soon as possible to complete the change of marketing concept

Any enterprise want to survive in the fierce market competition and the long-term development, first of all have to face the fierce competition market, and then, aiming at the condition of the market, to reform itself, resulting in the scientific enterprise own marketing ability of ascension. From the scientific method, for marketing, small and medium-sized enterprise must make a comprehensive understanding of the whole environment of the market, as well as the analysis, and even study, only the enterprise marketing personnel after lurching from the market, to exercise the real marketing ability. So, for small and medium-sized enterprises, must first receive advanced marketing idea, and under the guidance of the advanced ideas, to reform the problems existing in the enterprise itself, the mar

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附录A 译文

中小企业市场营销存在的问题及对策

中小企业作为我国国民经济的重要组成部分，也在市场经济体系中占有日益重要的角色。随着我国市场经济体制不断建立和完善，如今的市场竞争环境也是日益完善，同时，随着中小企业在国民经济中的地位上升，在以市场为导向的经济时代，这些中小企业如何在这个生产能力相对过剩的时代，在激烈的市场竞争中获得生存和发展，其营销能力具有至关重要的作用。那目前，我国的中小企业在市场营销中普遍存在哪些问题呢?

一、中小企业市场营销当中存在的问题

1.缺乏科学的市场营销理念

众所周知，思想指导行动，对于中小企业的市场营销来讲也是如此，有什么样的营销理念就会有什么样的营销方案和行动，从而产生不同的营销结果。时代在发展，人们的思想也在不断地变化，特别是现代社会，我国的市场经济体制已基本建立的情况下，中小企业要想获得长远的发展，就不能再运用以往落后的营销理念，否则在这种落后的理念指导下产生的市场营销行根本无法让企业在市场中获得自己的竞争力，反而会影响其在市场竞争中优势的发挥。比如，对于很多中小企业，目前在进行一次产品销售之前，还没有针对本产品采取科学的方法，进行市场调查和营销定位。也许，这些企业会讲，因为受自身企业的资金实力的影响，无法顾及这些事情。但是却不知，如果市场营销只是根据某个人的市场经验或者是判断，而不是在一个科学的市场调查和分析基础上的市场定位，谁也无法保证企业的产品会有一个很好的市场占有率。此外，对于很多中小企业来讲，还存在严重的跟风心理，即别的企业做什么，自己就做什么，却不知这更是一个很大的隐患，这种跟风现象一旦严重起来，市场产品的同质化现象严重，产品质量好坏不均，那企业的市场营销也将很难获得良好的进展。

2.目标市场定位模糊

对于每一种产品，消费者的需求都是不一样的，特别是现代社会，随着人们消费习惯的变化，个性化消费越来越成为一种普遍的现象。所以，对于每一家企业来讲，其生产出来的某一种产品是不可能满足市场全部需求的。而每一家企业自己在生产一种产品之前，必须要做的事情就是要针对某类产品的市场需求进行分析，然后让自己生产出来的产品能与市场的某些需求相符合。而对于很多中小企业来讲，却没有对消费者的这种普遍的需求进行调查、分析，从而出现了企业在市场中没有明确定位的现象，进而影响了企业的市场营销能力。

3.产品的市场定位缺乏科学性

对于任何一家企业来讲，不仅要对市场有一个明确的定位，更要对自己的产品在市场中的定位进行很好的分析。企业要分析目标市场不仅要对目前市场上的竞争对手进行分析，同时，也要对那些潜在的竞争对手进行分析，并结合自己产品的优势以及其他因素进行综合分析，然后，才能对自家的产品市场上的位置有一个明确的定位。而这一点，刚好也是我国的中小企业普遍存在的问题。因此，导致了中小企业在市场营销中的盲目性较强。这主要归根于中小企业缺少对自己产品的科学分析和定位，从而让自己在市场营销中处于不利的位置。

二、提高中小企业市场营销水平的措施

对于每一家企业而言，其市场营销能力都会直接影响企业的生存和发展。在我国，凡是大型的集团都对自身的市场营销能力的培养和提升非常看重，有的甚至将市场营销能力作为企业最核心的能力之一。下面笔者将借用大型集团的做法，简要分析一下中小企业应在市场营销中做哪些方面的调整。

1.尽快完成市场营销观念的转变

任何一家企业要想在激烈的市场竞争中获得生存及长远地发展，首先就必须直面激烈竞争的市场，然后，针对市场的情况，对自身进行改革，让企业自身的市场营销能力得到科学性的提升。从科学的方法来讲，对于市场营销来讲，中小企业必须对市场的整个环境做全面的了解，以及分析，甚至是研究，只有企业的营销人员真正从市场中经历了摸爬滚打之后，才可能锻炼出真正的营销能力。所以，对于中小企业而言，首先必须接收先进的市场营销的理念，并在这些先进理念的指导下，对企业自身存在的问题进行改革，把市场所为企业发展的导向，在思想上积极学习那些大集团和大企业的做法，并不断地对自身的市场营销能力的水平进行培训，从而让中小企业的市场营销的指导思想有一个较大的调升。

2.在市场细分的基础上选择目标市场

细分市场是每一家企业做好市场营销的重要步骤，对于中小企业来讲，更是要将这一观念付诸行动。首先，必须确定产品的需求对象，这是企业做好市场营销最重要的一环。只有明确的了自己的消费者，企业才能对自己产品在市场中有一个明确的定位。其次，在定市场定位的前提下，对各种需求进行细分。每一个消费者的需求都是有差异的，中小企业要想做好市场营销，就必须将这些消费者的需求做不同层次的细分，并做好每一模块的需求准备，以便在丰富的营销战略指导下让产品走入消费者心中，为其解决个性化的问题。

3.注重营销策略的选择与定位

只要是做市场，就必须有营销的策略，且营销策略在市场营销中占有关键性的作用，在营销策略中，最重要的一条就是不要和强敌展开正确的竞争，即要开展迁回战术。中小企业受其自身规模、资金等各方面的影响，面对众多的竞争对象，一定要学会有意识地避免与大企业的正面冲突，学会自保。

结语

总之，中小企业作为我国国民经济的重要组成部分，同时，也在市场经济体系中占有日益重要的角色，但是要想在激烈的市场竞争中占有一席之地，还必须学习先进的营销理念，对自身企业的产品在市场上有一个明确的定位，同时，也要注重营销策略的运用，在不断提升自身产品质量的同时，不断地开拓市场，促进中小企业的不断发展状大。

摘自：美国计算机学会通讯2012年6月

附录B 外文原文

Small and medium-sized enterprise marketing problems and countermeasures

Small and medium-sized enterprises as an important part of our national economy, the market economic system plays an increasingly important role, is below small make up to collect a the question of small and medium-sized enterprises of marketing to explore the paper model essay, welcome to view. Along with our country market economy system establishing and perfecting continuously, now the market competition environment is also increasingly perfect, at the same time, with the status of small and medium-sized enterprises in the national economy rise, in the market-oriented economy, how the small and medium-sized enterprises in the era of excess production capacity is relative, in the fierce market competition for survival and development, the marketing ability has a vital role. That at present, our country small and medium-sized enterprises (smes) what are the problems in marketing?

The problems of marketing, small and medium-sized enterprises (smes)

1. The lack of scientific marketing concept

As is known to all, thought to guide the action, for small and medium-sized enterprises marketing, what kind of marketing idea will have what kind of marketing plan and action, so as to produce different marketing results. Era in the development, peoples thought is in constant change, especially in modern society, our countrys market economic system has been basically established, under the condition of small and medium-sized enterprises to obtain long-term development, can no longer use the previous backward marketing idea, otherwise in the backward concept under the guidance of the marketing line of cannot make enterprises gain their competitiveness in the market, it will influence the full play of advantages in market competition. For many small and medium-sized enterprises, for example, before a product sales, now is not for this product adopt the scientific method, market survey and marketing positioning. Perhaps, these enterprises can speak, because affected by the financial strength of their own, unable to take care of these things. But I dont know, if marketing is based on a personal experience or the judgment of market, rather than in a scientific market investigation and analysis on the basis of market positioning, no one can guarantee the enterprise products has a good market share. In addition, for many small and medium-sized enterprises, there are serious follow suit, the other companies do, they do, but dont know this is a big hidden trouble, the copycat phenomenon is serious, once the market product homogeneityphenomenon serious, product quality is uneven, the enterprise marketing will also be hard to get good progress.

2. Target market positioning fuzzy

For each product, consumer demand is different, especially in modern society, as the change of people consumption habits, personalized consumption is more and

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