東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Research on Innovative Marketing Str...

Yao, Yanpeng,

Linked to FindBook

Google Book

Amazon

博客來

Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era // Yanpeng Yao.
Author:	Yao, Yanpeng,
Description:	1 electronic resource (60 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-04.
Contained By:	Masters Abstracts International86-04.
Subject:	Innovations. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31576938
ISBN:	9798342187954

Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era /
Yao, Yanpeng,

Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era /Yanpeng Yao. - 1 electronic resource (60 pages)

Source: Masters Abstracts International, Volume: 86-04.

With the continuous development of the market economy, small and medium-sized enterprises are facing more and more intense competition, in order to occupy a favourable position in the fierce competition in the market, enterprises must continue to breakthrough and innovation, the innovation of marketing strategy is imperative. Marketing strategy innovation allows enterprises to better focus on customer needs, analyse their own strengths and weaknesses, as well as market positioning and selection of target markets, so as to effectively influence or guide the customer's purchasing decisions.The background, purpose, and significance of marketing strategy innovation research for SMEs are described in this study. The existing literature is sorted out and summarised, and the specific ideas of analysing the problem - solving the problem - and improving the innovation are proposed.This paper combines theory with practice to analyse the existing marketing strategies of SMEs that have changed from the traditional 4Ps to 10Ps (1. Probing 2. Partitioning 3. Positioning 4. Product 5. Price 6. Palace 7. Promotion 8. Personal 9. Political power 10. Public relationship) are analysed in depth. Immediately following the use of SWOT analysis on the existing marketing strategy of small and medium-sized enterprises macro-analysis of the existing marketing strategy of the exposure of the problems of the existing marketing strategy, targeted at the small and medium-sized enterprises marketing strategy innovation ideas. In addition, the three dimensions of ESG practice are used to assess the sustainability of business operations and the impact on social values. Finally, it is proposed that SMEs in this era should adopt what innovative marketing to face the complex and changing society, so as to enhance the core value of their own enterprises, so as to be invincible in the changing times.

English

ISBN: 9798342187954Subjects--Topical Terms:

754112
Innovations.

Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era /
LDR:05264nmm a22004333i 4500 001 2434480
005 20250912102026.5
006 m o d
007 cr|nu||||||||
008 261011s2024 miu||||||m |||||||eng d
020 $a 9798342187954
035 $a (MiAaPQD)AAI31576938
035 $a (MiAaPQD)Portugal1007132027
035 $a AAI31576938
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Yao, Yanpeng, $e author. $3 3824476
245 1 0 $a Research on Innovative Marketing Strategies for Small and Medium-Sized Enterprises in the New Era / $c Yanpeng Yao.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2024
300 $a 1 electronic resource (60 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 86-04.
500 $a Advisors: da Silva, Rui Manuel Vinhas.
502 $b M.B.A. $c ISCTE - Instituto Universitario de Lisboa (Portugal) $d 2024.
520 $a With the continuous development of the market economy, small and medium-sized enterprises are facing more and more intense competition, in order to occupy a favourable position in the fierce competition in the market, enterprises must continue to breakthrough and innovation, the innovation of marketing strategy is imperative. Marketing strategy innovation allows enterprises to better focus on customer needs, analyse their own strengths and weaknesses, as well as market positioning and selection of target markets, so as to effectively influence or guide the customer's purchasing decisions.The background, purpose, and significance of marketing strategy innovation research for SMEs are described in this study. The existing literature is sorted out and summarised, and the specific ideas of analysing the problem - solving the problem - and improving the innovation are proposed.This paper combines theory with practice to analyse the existing marketing strategies of SMEs that have changed from the traditional 4Ps to 10Ps (1. Probing 2. Partitioning 3. Positioning 4. Product 5. Price 6. Palace 7. Promotion 8. Personal 9. Political power 10. Public relationship) are analysed in depth. Immediately following the use of SWOT analysis on the existing marketing strategy of small and medium-sized enterprises macro-analysis of the existing marketing strategy of the exposure of the problems of the existing marketing strategy, targeted at the small and medium-sized enterprises marketing strategy innovation ideas. In addition, the three dimensions of ESG practice are used to assess the sustainability of business operations and the impact on social values. Finally, it is proposed that SMEs in this era should adopt what innovative marketing to face the complex and changing society, so as to enhance the core value of their own enterprises, so as to be invincible in the changing times.
520 $a Com o desenvolvimento continuo da economia de mercado, as pequenas e medias empresas estao a enfrentar uma concorrencia cada vez mais intensa. Para ocupar uma posicao favoravel na concorrencia feroz do mercado, as empresas devem continuar a inovar, sendo imperativa a inovacao da estrategia de marketing. A inovacao da estrategia de marketing permite que as empresas se concentrem melhor nas necessidades dos clientes, analisem os seus proprios pontos fortes e fracos, bem como o posicionamento no mercado e a selecao dos mercados-alvo, de modo a influenciar ou orientar eficazmente as decisoes de compra dos clientes.Neste estudo, descrevem-se os antecedentes, o objetivo e a importancia da investigacao sobre a inovacao da estrategia de marketing para as PME. A literatura existente e classificada e resumida, e sao propostas as ideias especificas de analise do problema - resolucao do problema - e melhoria da inovacao.Este documento combina a teoria com a pratica para analisar as actuais estrategias de marketing das PME que mudaram dos tradicionais 4Ps para 10Ps (1. Sondagem 2. Particao 3. Posicionamento 4. Produto 5. Preco 6. Palacio 7. Promocao 8. Pessoal 9. Poder politico 10. Relacao com o publico) sao analisados em profundidade. Imediatamente a seguir a utilizacao da analise SWOT sobre a estrategia de marketing existente das pequenas e medias empresas, e efectuada uma macro-analise da estrategia de marketing existente, com vista a exposicao dos problemas da estrategia de marketing existente, rientada para as ideias de inovacao da estrategia de marketing das pequenas e medias empresas. Alem disso, as tres dimensoes da pratica ESG sao utilizadas para avaliar a sustentabilidade das operacoes comerciais e o impacto nos valores sociais. Por fim, propoe-se que as PME desta epoca adoptem um marketing inovador para enfrentar a sociedade complexa e em mudanca, de modo a reforcar o valor central das suas proprias empresas, para serem invenciveis nos tempos de mudanca.
546 $a English
590 $a School code: 7015
650 4 $a Innovations. $3 754112
650 4 $a Access to information. $3 3681263
650 4 $a Purchasing. $3 652497
650 4 $a Agronomy. $3 2122783
650 4 $a Finance. $3 542899
690 $a 0338
690 $a 0285
690 $a 0310
690 $a 0429
690 $a 0508
690 $a 0454
710 2 $a ISCTE - Instituto Universitario de Lisboa (Portugal). $e degree granting institution. $3 3767626
720 1 $a da Silva, Rui Manuel Vinhas $e degree supervisor.
773 0 $t Masters Abstracts International $g 86-04.
790 $a 7015
791 $a M.B.A.
792 $a 2024
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31576938