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在当今的经济环境中特别是在习近平总书记提出“一带一路”战略的大背景下,市场变得越来越有活力。市场的活力性致使其在经济中独占鳌头,而中小企业在其中扮演的角色更是格外重要。中小企业的企业文化对企业的营销管理有一定的影响作用。本文从企业文化和营销管理的关系角度分析,首先对当下中小企业文化研究进行相关总结,然后找出当下存在的问题并给予归纳和意见,接着引用大连鑫凤集团的案例对文章进行实例表述,最后提出发展方向以及对策。
In today’s economic environment, especially in the context of General Secretary Xi Jinping’s “one Belt and One Road” strategy, the market has become increasingly dynamic. The vitality of the market has led it to dominate the economy, and the role of small and medium-sized companies in it is even more important. The SME’s corporate culture has a certain impact on the marketing management of enterprises. This paper analyzes the relationship between corporate culture and marketing management. Firstly, it summarizes the current research on SMEs culture, then finds out the existing problems and gives the induction and opinions. Then it gives an example to the case of Dalian Xinfeng Group, Finally put forward the development direction and countermeasure.