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俄罗斯扣鞋和西班牙烧鞋事件给中国企业带来哪些教训和启示?中国企业在国际化进程中如何提高核心竞争力?5月14-15日,在由国家商务部上海人民政府共同主办的“现代流通与企业核心竞争力(上海)高峰论坛”上,2004中国十大经济女性人物、康奈集团副总裁郑莱莉的主题演讲,得到了国家商务部领导和一些经济学家的赞赏。郑莱莉在分析和总结俄罗斯与西班牙两次涉及温州鞋的事件后认为,中国鞋业特别是温州鞋业在走向国际市场中屡次碰壁,其主要原因是缺少自主品牌和能自己掌握的渠道。而现代市场经济是流通主导型经济,没有自己掌握的流通渠道,那么你的市场命运就掌握在别人手中,你就失去了市场控制主动权。郑莱莉提出,中国企业在“走出去”过程中,不仅要重视打造自主品牌,更要重建立自己的全球营销网络,康奈集团的国际化探索之路能取得初步成功,主要也得益于上述两点。
Russian buckle shoes and Spanish burn shoes incident to Chinese enterprises what lessons and enlightenment? Chinese enterprises in the process of internationalization how to improve core competitiveness? May 14-15, co-sponsored by the Shanghai Municipal People's Government of the Ministry of Commerce “Modern Circulation and Core Competitiveness of Enterprises (Shanghai) Forum”, 2004 China Top Ten Economic Women, Cornell Group Vice President Zheng Lali's keynote speech, has been the national Ministry of Commerce leaders and some economists appreciate . After analyzing and concluding the two incidents of Wenzhou shoes involving Russia and Spain, Zheng Lali believes that the Chinese footwear industry, especially Wenzhou footwear industry, has repeatedly run into trouble in the international market mainly because of the lack of independent brands and the channels it can own. While the modern market economy is a circulation-oriented economy and does not have its own distribution channels, the fate of your market rests in the hands of others and you lose the initiative of market control. Zheng Lali pointed out that Chinese enterprises in the “going out ” process, not only to focus on building their own brands, but also to re-establish their own global marketing network, Cornell Group's international exploration of the road to obtain initial success, mainly Benefit from the above two points.