Discussion about small and medium-sized enterprises' marketing issues based on Social Capital Theory

摘要

By reviewing and summarizing the relevant literatures, the concept of Enterprise's Social Capital is analyzed and defined. Based on Social Capital Theory, the author points that social capital has series important significances and it can enhance the small and medium-sized enterprises (SMEs), marketing ability, such as advancing marketing innovation, focusing marketing material and human resources, and optimizing marketing environment. Finally, some SMEs marketing issues are discussed, The SMEs pay attention to many relationships but still exist some problems such as lacking of standard corporation culture.