营销策略是毎个企业都必然要遇到的问题。创业型中小企业营销策略的提出和研

究,目的是让创业型中小企业,在初创阶段高度重视营销策略。忽略营销策略会使公司

面临生存与发展的困境。创业型中小企业的决策者通过对行业以及自身的分析,做出与

公司实际相符的营销策略,使目标消费者了解该企业,并接受该企业的产品与服务。创

业型中小企业制定正确的营销策略关系到公司的成长与发展。

本文以创业型中小企业一BD公司为研究对象,对其营销策略中的市场细分、市场

定位、营销组合等问题进行了研究。本文运用相关专业理论、借助已有的研究文献,以

BD公司为研究对象,对BD公司进行了分析,最终达到品牌知名度的提升,业务量的

增长,改进之前公司在实施营销策略时出现的问题。

作者对BD公司营销策略的研究,不仅希望能对BD公司的现状和面临的问题有一

个全面深入的了解,并寻求解决的方案,同时也能为其他创业型中小企业提供参考,以

便面临同样问题的中小企业在解决类似问题方面有所创新,对行业和社会方面有所贡

献,这也是本文研究意义所在。通过分析和研究,我们认为BD公司在实施营销方案前,

必须制定合适的营销策略,在实施正确的营销策略过程中能提高公司品牌知名度,提升

业务增长率,以期达到企业良好的成长与发展。

关键词:营销战略;品牌战略;景观设计公司;

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华东理工大学硕士学位论文

Research on Marketing Strategy of Entrepreneurial Small & Medium

Enterprises (SMEs)

A Case Study of BD Company

Abstract

Marketing strategy is an unavoidable task for every business. However, many starting-up

SMEs,struggling for survival in their embryonic stage,display a propensity to overlook the

importance of marketing strategy, which may cause an aggravation of their current situation.

The purpose of this thesis is to provide an insight for the decision-makers in SMEs by

achieving better understanding of the industry where they are and conducting internal analysis

in-depth, thus listing them to formulate appropriate marketing strategy and to carry out to

completion. Decision-makers in SMEs should make correct marketing strategy to make target

consumers familiar with company's products and services and create unique consumer

preference,hence achieving sales excellence and, eventually, generate profits. In addition,

correct marketing strategy is directly related to the healthy growth and all-round development

of SMEs.

This thesis makes a comprehensive study on the marketing strategy of BD Landscape

Design Company,an entrepreneurial SME, and studies the practical marketing issues

including segmentation, positioning, marketing mix and et al. From the very beginning, this

thesis has demonstrated its clear purpose. By applying pertinent theoretical framework and

referring to previoits literatures, the research adopts a specific research method within the

scope of BD Company. This thesis also aims to enhance brand awareness, to stimulate sales

growth and to tackle existing marketing issues for the company.

Exploring the development of BD's marketing strategy, the author not only wishes to

work out a solution for the company's present situation,but intends to provide reference to

other entrepreneurial SMEs, which makes contributions to the development of the society and

the industry. This thesis reaches to the conclusion that BD has to rigorously develop

marketing plan to ensure that it will reach the target market before implementing the

company、marketing strategy.

Keywords: Marketing Strategy,Brand Strategy, BD Landscape Design Company