摘要

随着我国市场经济的快速发展,中小企业在国民经济中发挥的作用越来越

重要,国家也出台了各种优惠政策用于扶持中小企业发展,佴是随着市场竞争的

曰趋激烈,广大中小企业正面临着前所未有的挑战,如何生存下来并发展下去已

经成为许多中小企业亟需解决的第一要务。那么应该怎么做呢建设和完善中

小企业的市场营销体系,实施合理的营销策略,提升公司的经济效益是最根木

的解决办法。

鸿盛科技股份有限公司是一家以喷墨耗材产品生产和销售为主的公司,产

品涉及图文打印、数码印花、数码印刷、艺术品复制等多个行业,现有4个子

公司和9个ill内办事处以及1个海外办事处,另在H内外还拥有众多代理商。

近两年,得益于国家宏观政策的支持和公司对市场行情的敏锐把握,公司发展

速度很快,也引入了风险资金的注入,何是随着企业规模的提升和行业发展速

度的加快,来自企业内部和外部的压力越来越大,市场竞争也越来越激烈,企

业发展陷入困境,原有的发展模式已经不再适应,亟耑进行优化调整。本文通

过对案例企业鸿盛公司现行的营销策略进行论述,通过运用4P营销策略、PEST

和SWOT分析法着重分析了公司所在宏观市场环境以及该公司在面对国内、国

外两种不同营销环境时所采取的不同营销策略,并通过对营销策略和营销中存

在的问题进行重点剖析,进而指出营销中的不足之处,然后结合营销理论和实

践知识提出相应的优化策略。为了保障优化策略的实施,在论文的最后又提出

了一系列保障措施,旨在通过保障措施的实施确保企业优化后的营销策略能真

正发挥作用。

研究诸如鸿盛公司这类属于“新材料、新应用”产业的公司在当代社会背

景下如何发挥公司自身优势,生存、发展和壮大,不但有利于企业自身改进营

销中的不足之处,弔日做大做强,尽快跻身行业领先地位,也对于当代其他中

小企业起到重要的警示作用。

关键词:鸿盛公司市场营销营销策略

Abstract

Abstract

With the development of our socialist market economy, the Small and Medium

Enterprises has played more and more important role, our State has introduced a

variety of preferential policies for supporting the development of SMEs,but with the

increasingly fierce market competition, the majority of SMEs are facing

unprecedented challenges. How to survive and develop That's became the urgent

problem to resolve priority. So how should we do it I think the construction and

improvement of SME marketing system, implement a reasonable marketing strategy,

improve economic efficiency of enterprises is one of the fundamental solution.

Hongsam Technology Co., Ltd. is a production and sales of inkjet ink company,

products related to Graphic Printing, Digital Textile Printing, Digital Printing, Art

Reproduction and many other industries. Hongsam have four subsidiaries and nine

offices in China, and also have one overseas offices in India. Except that, Hongsam

has many agents in the world. During the past two years, thanks to the support of

national macroeconomic policies and companies keen grasp of market conditions, the

company developed very fast, also introduces risk capital injection, but with firm size

and industry development, Hongsam endure more and more pressures from internal

and external. This corporation development in trouble with the increasingly fierce

market competition .The original model of development no longer fit for Hongsam,it

need optimal adjustment urgently. Through the discuss of Hongsam Company's

existing marketing strategies,I use the 4P marketing strategy, PEST and SWOT

analysis analyzes the two different marketing strategies in the face of domestic and

foreign marketing environment below the macro environment. Also through the

marketing strategy and marketing analysis, I note the problems and point out the

inadequacies of marketing, then propose the corresponding optimization strategy. In

order to ensure the implementation of optimization strategies, this paper finally

proposed a series of security measures, which aimed at ensuring the optimized

business marketing strategy can really play a role.

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