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Precision Marketing Management: probe into way of existence of chinese small and medium-sized enterprises (SMEs) by analyzing parker hannifin (china)
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose/Research questions

Aiming at the problem that the management efficiency of many Chinese small and medium-sized enterprises is generally low, the paper is to find the method in the aspect of marketing management to improve the management for the enterprise to meet challenges of globale market competition. According to the thoughts of Kotler(2006, p814), the future marketing shall be in a direction towards holistic marketing from marketing department .

The paper discusses whether it is feasible for the Chinese small and medium-sized enterprises to use the precision marketing management method to optimize and integrate the resources and improve enterprises’ capacity.

Research design/methodology/Approach

The paper discusses the feasibility of the research subject through combination of theoretical research and case discussion. Analyze and discuss on experience of Parker Hannifin(China) to summarize ideas and implementation methods of precision marketing management to provide reference to the management of Chinese small and medium-sized enterprises.

Findings

Through the analysis and discussion on Parker Hannifin(China) and combination of marketing theory and value chains theory, I find that lean thinking may help the small and medium-sized enterprises inChinato utilize the limited resources in a reasonable way and improve enterprise capacity.

Research limitations/implications

Starting with marketing management, the paper discusses how to improve the efficiency of value delivery and thus win advantage through changing the extensive management method of enterprises. However, the small and medium-sized enterprises inChinastill have the problems such as brand resources and technological resources, etc., therefore, precision marketing can not generally improve the enterprises’ comprehensive competitive capability. Several competition methods, such as technique introduction, strategy alliance and so on are still needed to improve the enterprise’ comprehensive competitive capability, only in this way can the enterprises may win in the competition.

Originality/value of the research

Different from other papers, the paper, in the light of the characters of Chinese existing small and medium-sized enterprises, mainly discusses the application of precision marketing management of small and medium-sized enterprises adopting extensive management. Therefore, it has the particularity in marketing cultural environment, such as Chinese policy and customers' preference; its application shall be more specific, and has stronger pertinence.

Place, publisher, year, edition, pages
2011. , 61 p.
Keyword [en]
Precision Marketing, Lean Thinking, Strategy Management, Value Chain, Customer Value
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-10532Archive number: E3BA:DiVA 85/2011OAI: oai:DiVA.org:hig-10532DiVA: diva2:444518
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-11-11 Created: 2011-09-29 Last updated: 2011-11-11Bibliographically approved

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