摘要
近年来,我国中小企业及其组建成的集群组织对国民经济的贡献程度越来越高,与此同时,中小企业集群也面临着诸多困境,尤其在金融危机的作用下,中小企业的产品销售遭遇诸多阻碍,如何通过区域营销策略,全面提升集群整体的竞争能力,成为亟待解决的问题。文章首先给出了区域营销的概念及其在中小企业集群发展中的作用,然后从产品、价格、渠道和品牌等方面分析了中小企业集群区域营销的优势,最后给出了基于区域视角的中小企业集群式营销的创新模式。
In recent years,clusters of SMEs play an more and more important role in the national economy.At the same time,clusters of SMEs are also facing difficulties,especially in the financial crisis.How to enhance the overall competitiveness of the clusters through regional marketing strategy has become a serious issue.This paper first gives the marketing concepts and the role of clusters of SMEs development,and then analyzes the regional marketing advantages of clusters of SMEs from the product,price,channel and brand.And finally it gives some suggestions for the development of regional cluster of SMEs marketing.
出处
《改革与战略》
2012年第8期53-55,共3页
Reformation & Strategy
关键词
中小企业集群
区域营销
品牌战略
营销策略
clusters of SMEs
regional marketing
brand strategy
marketing strategy
