经济全球化与我国企业跨国营销对策

经济全球化,可以使我国在竞争中优化资源配置,实现超常规发展。这是千载难逢的机遇,但也伴随着风险与挑战。我国企业面对国外过剩的商品、资本、品牌输入所形成的挑战,应更新观念,捕捉国际市场商机,确立大市场营销战略、企业集团化与企业名牌战略,运用世界贸易原则与市场机制进行跨国营销。

Thoughts on economic globalization and transnational mar keting countermeasures adopted by chinese cnterprises

Economic globalization may help our country to optimize resources distribution and to carry out above - normal development in competition. It is a golden opportunity accompanied by risk and challenge. Facing the challenge of importation of surplus commodities, capital and brands from abroad, Chinese enterprises should try to update concepts and to seize the opportunity of business in international market. They should also establish strategy of world market, enterprise conglomeration and brand - extension. Furthermore, they should apply the principles of world trade and market machanism to international marketing.