跨国公司在华营销战略演变对我国企业的启示.pdf

文档介绍：2010年第8期改革与战略 ,2010
第26卷(总第204期) REFORMATION & STRATEGY (Cumulatively,)
国际经验与中国发展
跨国公司在华营销战略演变对我国企业的启示
李传裕
(嘉应学院经济与管理学院,广东梅州 514015)
[摘要] 中国加入世界贸易组织以后,跨国公司正迅速扩大在华投资规模,新一轮的投资和市场进入使得中国市场的国际化
竞争日趋白热化。面对跨国公司在华深广度结合的市场推进和日趋激烈的市场竞争,我国企业如何进行应对变得非常紧迫。文
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T 章通过对跨国公司在中国的营销战略演变进行分析,认识其营销发展战略的特征及在华成长与发展的现状,为我国企业应对跨
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R 国公司的挑战和自身进行跨国经营提供借鉴和对策。
N [关键词] 跨国公司;经营战略;营销战略
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T [中图分类号] [文献标识码] A [文章编号] 1002-736X(2010)08-0172-04
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L Changes of Marketing Strategies of Multinational Corporations in China
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X and Its Impacts on Chinese Enterprises
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E Li Chuanyu
R (College of Economics and Management, Jiaying University, Meizhou, Guangdong 514015)
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E Abstract: After entering the WTO, China has witnessed a rapidly expansion of multinational corporations' investiment scale in
A China. A new round of investment and market access heats up the petition in Chinese market. When face to the fierce
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D petition, how to deal with the situation has e very urgent for panies. This paper, analyzes the
C changes of the marketing strategy of multinational corporations in China, studies their characteristics of marketing and development
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I strategies in China, so as to provide Chinese enterprises with the experiences to cope with the challenges of transnational corporations.
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A Key words: multinational corporations; business strategy; market