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海门市合成塑料制品厂,虽是个生产皮鞋大底的小型企业,但自1987年建厂以来,每年产值、销售、利税的增幅均保持在50％以上,且实现利润已连续4年超百万元,1995年纯利润达到了228万元,列海门市工业企业前10名,被南通市人民政府评为供销工作先进集体,被江苏省教委评为明星校办企业。 回顾工厂的发展轨迹,我们感到正确进行市场定位,选择企业的目标市场,努力使企业的产品在目标市场上既符合消费者需要,又有别于同行竞争者,就能够克服中小型企业资源能力有限的弱点,从而取得市场竞争的优势。 一、进行市场定位、选定目标市场 所谓市场定位,是指企业为自己的产品在市场上树立一个明确的、有别于同行竞争者的、符合消费者需要的地位。在现代社会,同一市场上会有许多
Haimen Synthetic Plastic Products Factory is a small enterprise that produces leather shoes outsole, but since the establishment of the factory in 1987, the annual output value, sales, profits and taxes have increased by more than 50%, and profits have exceeded 1 million for 4 consecutive years. Yuan, the net profit in 1995 reached 2.28 million yuan, the top 10 industrial enterprises in Haimen City, Nantong City, the people’s government as the advanced collective supply and marketing work, the Jiangsu Provincial Education Commission was rated star school-run enterprises. Recalling the development trajectory of the factory, we feel that the market orientation is correct, the target market of the company is selected, and efforts are made to ensure that the company’s products meet the needs of consumers in the target market and that they are different from their peer competitors, and that they can overcome the resource capabilities of the SMEs. Limited weaknesses to gain the advantage of market competition. 1. Market Positioning and Target Market Selection The so-called market positioning refers to the establishment of a firm’s own product in the market to establish a clear position that is different from its competitors and meets consumer needs. In modern society, there will be many in the same market