Developing a communication strategy for SSRCC
An effective communication strategy is like a bridge that enables information communication and enhances cooperation and interaction.
Jing Li & Zhao Huang, 2018
Bachelor Thesis, Swiss SME Research Center China
Betreuende Dozierende: Mathias Binz
Keywords: Marketing, Communication Strategy, SME
Many Chinese SMEs choose to develop international business, but due to the lack of relevant experience and resources, some of them have faced many difficulties and even failed in entering the international market. For organizations providing consulting services to SMEs, they have specialized knowledge reserves and services, however, they are often unable to conduct effective communication with SMEs in need of such consulting services, so that SMEs are not aware of the existence of such services or institutions and are not aware of the service content and opportunities.
According to the questionnaire and interview questions, enterprises' ideas and problems needed to be solved were thoroughly understood, and information was collected for the development of communication strategies. At the same time, to understand the key problems to be solved in the communication process, which makes the communication strategy more targeted and effective. While conducting the questionnaire and interview, the existing literature and materials will also provide help for the research of the paper.
Through the feedback obtained from the questionnaire and interview, the demand and behaviour habits of SMEs in entering the European market are basically determined. Based on the analysis of macro-environment mentioned above, it can basically help SSRCC provide reference basis for product and service strategy formulation. At the same time, according to the survey, the communication methods about the preferences of Chinese SMEs, as well as the current popular corporate communication and cooperation methods in China may provide SSRCC with more effective communication strategies, thus promoting communication and cooperation with Chinese enterprises.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Marketing & Kommunikation