Innovation of Marketing Management Based on Supply Chain in Small and Medium-sized Logistics Enterprises in China

摘要

Based on the analysis of the current situation of small and medium-sized enterprises in China by using the theory of marketing, this paper points out that international economic integration and globalization of logistics industry bring about development opportunities and also many challenges and threats to small and medium-sized enterprises (SMLEs). To gain competitive advantages, an important strategy for SMLEs is to strengthen and improve marketing management. Great importance should be paid to integration of 4Ps and 4Cs, integration of various resources, and truly introduce the marketing mix into their operation, optimize the marketing mix and make innovations in the marketing mix. Only in this way there is possibility for them to be integrated into the supply chain, to collaborate with the enterprises in the supply chain, to serve the supply chain and finally to ensure sustainable successful development in the market.