_Pyramid_Shaped__省略_veforChineseSmes_Liu.docx
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1、 Scientific Research International Conference on Engineering and Business Management (EBM 2010) Pyramid-Shaped 4ps: A New International Marketing Mix Perspective for Chinese Smes Liu Cang Department of Marketing, Xian University of Finance and Economics,UFE, Xian, P. R. China firstliucang 126. com A
2、bstract: Lacking of international marketing experiences of Chinese small and medium sized enterprises (SMEs) makes them face difficulties in their international marketing activities. To deal with it and better arrange their product, price,place, promotion decisions (4 Ps) in more efficient arrangeme
3、nt according to their relative advantages as fast adjustment speed etc., this paper suggests an integrative 4 Ps, as pyramid-shaped 4Ps, i.e., a 4P combination that includes a narrow and clear pyramid spire (product); a flexible pyramid body (a promotion and price combination); and a solid pyramid b
4、ase (channel). This pyramid-shaped marketing mix explains the coherent cooperation and relations of 4Ps, which will benefit Chinese SMEs international marketing bunsiness in an operative way. Keywords: small and medium-sized enterprises, pyramid-shaped marketing mix, international marketing 1 Introd
5、uction Chinese SMEs have faced increasing competitive pressures in domestic markets. While improving their domestic growing abilities, they try to uGo out?, (as Chinese national policy has called for) to pursue international opportunities to develop overseas markets. Chinese SMEs need to avoid curre
6、nt fierce domestic competition. On one hand, through internationalization, Chinese SMEs not only raise their operative skills by learning their foreign counterparts, but also introduce some management talents with international backgrounds and perspectives; on the other hand, SMEs are more flexible
7、and effective compared to large Chinese enterprises, therefore they are easier to meet individualized foreign markets demands. Future market participators will divert attention from large groups to small appropriate groups, because this segment brings better return. The attractiveness of entering in
8、ternational market is observable, how SMEs initiate their internationalization process and not just relying on agencies to export becomes an urgent issue to deal with. With limited human resource and capital, it is impractical for them to research the target markets and to practice marketing mix wit
9、h huge capital investment. Prof. McCarthy classified marketing tools into four broad groups that he called the 4Ps of marketing: product, price, place and promotion. It particularly calls for the integrative power of the marketing mix. Therefore this paper designs a marketing mix especially for thei
10、r characteristics, which is considered the relative advantages of SMEs. 2 Constructing a pyramid-shaped marketing mix 2.1 Pyramid-shaped 4Ps construction base Table 1. Pyramid-shaped* 4Ps5 construction base SMEs5 com- parative advantages to large enterprises Relative advantages to Bases for construc
11、ting the Construction large enterprises pyramid-shaped 4Ps hint Technology capabilities Positioned small empty space (niche) between large enterprises markets, with character- Unique pyramid istics of low cost, shorter time to adopt and less input spire Low cost Labor intensive industries transferre
12、d to developing countries, as textile, garment and toys etc. Pyramid body (Price and promotion combination) and strong pyramid base Dynamics for Less government intervention, pyramid Fast adjustment speed consumer-oriented decisions shaped and quick reactions marketing mix There is no real factor di
13、fferences when SMEs operate cross-border to pursue international marketing mix compared with those of domestic market. However SMEs should base their business on the host countries, characteristics and special requirements and should not run as larger long term business investment like large enterpr
14、ises (As shown in Table 1). 2.2 Pyramid-shaped 4Ps The new construction of 4 Ps should be a niche like one, being different from larger enterprises and fully utilize their own advantages. The basic framework is: 978-1-935068-05-1 2010 SciRes. 2444 International Conference on Engineering and Business
15、 Management (EBM 2010) Scientific Research Figure 1. SMEs5 Pyramid-shaped marketing mix Part A, B and C in the figure stand respectively for: A. Spire (product), which focuses on the products obvious characteristics; B. Pyramid body, combining price and promotion strategies to support spire; C. Pyra
16、mid base, a channel providing a solid and reliable base for other 3 Ps. Specifically designed from the SMEs point of view, it constructs the Pyramid-shaped” international market- ing mix. Spire As a pyramid, the customers evaluate SMEs general strength by its spire, i.e., the top important strength
17、of 4 Ps shown by the products specialized characteristics. The lower parts as pricing, channel and promotion parts are foundations to support the spire, to enhance competitive strength in the international market by its integrated height. The spire is to ensure that SMEs concentrate their limited re
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