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在世纪之交的重要时刻,中央领导审时度势高瞻远瞩地指出:我国民族企业必须“不失时机地实施‘走出去’的战略”。笔者认为,在全球化趋势潮起迭涌的大背景下,“走出去”是指开拓国际市场,相对于防御和固守国内市场而言的。当然,由于国际环境与国内环境存在极大的不同,这不仅给企业带来了国内没有的机遇,而且也孕育着巨大的风险,尤其是东道国的政治风险、政策风险、经济风险及企业经营风险、资产流失风险等。为此,我国民族企业在进行国际营销时,必须通过国际市场以某些特有的方式满足东道国与地区的顾客与用户需求,根据双方的实情不断活学活用现代营销理论来指导外贸业务,从而不断成功地规避风险和提
At an important juncture of the turn of the century, the central leadership has taken the time to review and appraise the situation with great foresight: Our national enterprises must “seize the opportunity to implement the strategy of” going global “. In the author's opinion, under the background that the trend of globalization is in full swing, ”going out" refers to developing the international market in terms of defense and sticking to the domestic market. Of course, due to the great difference between the international environment and the domestic environment, this not only gives enterprises opportunities not present in the country, but also breeds great risks, especially the host country's political, policy, economic and business risks , The risk of loss of assets. Therefore, in the process of international marketing, the national enterprises of our country must meet the needs of customers and users in the host countries and regions through some special ways in the international market. According to the actual conditions of both parties, the modern marketing theory should be used to guide the foreign trade business constantly, Successfully avoid risks and mention