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任何一种产品进入新市场,都要经历一个必然的市场生命周期:投入期、成长期、成熟期与衰退期。投入期往往是市场培育阶段,需要进行市场启蒙教育与经营环境建设。这个阶段企业往往艰难而痛苦:一切从零开始,并且可能要在一定时期内背负亏损的包袱,拿钱铺路的滋味并不好受。不过,几乎所有进军中国市场的跨国品牌对此都有充分的思想准备,并把这段艰难而痛苦的日子称为战略亏损期,把其间产生的经营性亏损称为战略性亏损。这是跨国品牌的“高明”之处与“能量”所在。
Any kind of product into new markets, have to go through an inevitable market life cycle: investment period, growth period, maturity and recession. Investment period is often the stage of market cultivation, the need for market education and business environment management. Enterprises at this stage are often difficult and painful: everything from scratch, and may have to bear the burden of loss for a certain period of time, the taste of paving the way is not good. However, almost all multinational brands entering the Chinese market are fully prepared for this. They call this difficult and painful period a strategic loss period, and refer to the operational loss incurred during this period as a strategic loss. This is the transnational brand “clever ” and “energy ” where.