摘要为了使初创期企业的顺利发展，本文对企业生命周期理论和营销策略理论的进行了回顾和总结，梳理了初创期企业的特征和营销特点，分析了该阶段常见营销策略的优缺点。并以W公司为案例，给出了该企业在初创期的营销策略有：第一，产品差异化策略，这对挖掘企业的竞争优势，帮助企业获取一定的市场份额有着极大的帮助作用；第二，绿色化营销策略，运用绿色环保的理念，不仅有利于节约企业的成本，而且能够保护环境，形成新的营销亮点，满足消费者相应的需求；第三，网络营销策略，这促使企业能够做到与时俱进，节约企业的营销成本，还帮助企业充分地了解了消费者的多样化需求，对企业接下来制定的营销策略等具有重大的启示意义；第四，品牌营销，树立企业的品牌，并通过这种营销模式来提高企业的知名度，这对促进企业产品的销量具有重大的作用；第五，关系营销，这要企业在营销过程中与消费者建立友好的关系，对企业知名度的提高还有销售量的提高具有重要作用。86554

毕业论文关键词：企业初创期；营销策略；品牌塑造

The Analysis for Marketing Strategies about the Early Company

Abstract In order to make the early company develop smoothly,this article on the enterprise life cycle theory and the marketing strategy theory was reviewed and summarized,concluding the early company’s characteristics and marketing characteristics。Then the article analyzes the advantages and disadvantages of the common marketing strategies。And with W company as a case,conclude the following marketing strategies:Firstly, the product differentiation strategy,which is useful for the company to get the competitive advantages and market shares。Secondly,green marketing strategy,which uses green concept,and it’s good for the company to save their cost and protect the environment。It can make the company get the new marketing highlights。Thirdly,the network marketing strategy,it can make the company advance with the times and save marketing cost。It can also help the company found the consumers’ different demands and it’s good for the company to make the next strategy。Fourthly,brand marketing,it makes the company have their own brand and it can make the company become famous。Besides,it can help the company increase sales。Fifthly,relationship marketing, which is important for the company to make good relationships with the consumers。It will improve the company’s popularity and increase the company’s sales。

Keywords:early company；the marketing strategy；branding

目   录

0 引言 1

1 企业生命理论周期与市场营销策略 2

1。1企业生命周期的含义 2

1。2企业生命周期中的初创期的特点 2

1。3市场营销理论综述 2

1。3。1塑造品牌 3

1。3。2营销组合理论 3

1。3。3营销模式 3

1。3。4营销手段 4

2 企业初创期营销策略研究 5

2。1初创期企业的特征 5

2。2企业初创期实施的营销策略 7

2。2。1市场集中策略 7

2。2。2产品优化策略 7

2。2。3促销跟进策略 7

2。2。4关系营销策略