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随着我国市场对外开放的扩大,国外产品、技术和资金引进规模的扩充,日益激烈的国际竞争将在我国企业展开,尤其是“复关”后所面临的国际竞争形势将更为严峻。与经验丰富、成就卓著的国际企业相比,无论在营销理念、战略策划方面,还是在销营技巧方面,都存在不少的距离。面对愈益剧烈的国际竞争,这种距离更为突出,并已成为我国企业经营增长的巨大障碍,必须引起我们的高度重视。差距1:竞争理念落后。国际企业的市场竞争已进入企业形象导向的阶段,而我国绝大多数企业尚不清楚企业形象的真实内涵及其在竞争中的独特作用。在实际竞争中,运用的手段还停留在价格竞争、质量竞争、营销渠道竞争和广告促销竞争等技巧性策略方
With the expansion of China’s market opening to the outside world and the expansion of the introduction of foreign products, technologies, and funds, increasingly fierce international competition will begin in Chinese enterprises. In particular, the international competition situation faced by the “recovery” will become even more severe. Compared with experienced and successful international companies, there are many distances in terms of marketing concepts, strategic planning, and marketing skills. Faced with increasingly fierce international competition, this distance has become even more prominent and has become a huge obstacle to the growth of China’s business operations. It must arouse our great attention. Gap 1: The concept of competition lags behind. The market competition of international enterprises has entered the stage of corporate image orientation. The vast majority of enterprises in China are still not aware of the true connotation of corporate image and its unique role in competition. In the actual competition, the means used still remain in the technical strategies such as price competition, quality competition, marketing channel competition and advertising promotion competition.