A STUDY OF THE MARKETING STRATEGIES OF ENTERPRISES

Abstract

According to Thai Son (2022), small and medium-sized enterprises have made many positive contributions to economic restructuring, creating stable jobs for hundreds of thousands of workers and contributing to ensuring social security in the Bac Ninh province. Despite playing an important role in local economic and social development, small and medium-sized enterprises in Bac Ninh have faced many difficulties and challenges in recent times.The purpose of this study is to compare the level of respondents' assessment of the marketing strategy of SEMs in Bac Ninh province. The surveyed respondents are workers working at SMEs in Bac Ninh Province. We use both qualitative research methods and quantitative research methods. Qualitative research method through techniques such as document research, expert interviews, etc. The qualitative research method with the support of SPSS software includes independent t-tests and ANOVA analyses. Research results show that, there is no statistically significant difference in the marketing strategy of small and medium enterprises in Bac Ninh province between these different genders, ages, marital statuses, and main business sectors. There is a statistically significant difference in the marketing strategy of small and medium enterprises in Bac Ninh Province between these different academic levels and job positions.