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当前,很多企业都面临着全球销售的问题。在进入国际市场时,企业通常有三个目标:在战略高度上控制业务的扩张速度;与当地的经销商建立合作(至少在最初的几年);使费用和风险降到最低。企业要顺利地打开国际市场,就要巧妙地保持这三者之间的平衡。然而,这并不是一件轻而易举的事。 以下三条规则,能够帮助管理者预测和解决跨国销售中的问题,并使三个目标取得平衡。
At present, many enterprises are facing the problem of global sales. When entering international markets, companies typically have three goals: to control the rate of expansion of their business strategically; to work with local distributors (at least in the first few years); and to minimize costs and risks. Enterprises to successfully open the international market, we must skillfully maintain the balance between the three. However, this is not a breeze. The following three rules can help managers to predict and solve problems in cross-border sales and strike a balance between the three goals.