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企业“走出去”实施国际化经营,是我国加入 WTO 后企业面临的一项紧迫任务。“走出去”的一个重要方面,就是要不断增强企业跨国经营能力,取得国际市场的广阔空间。在这之中,中美知名企业不断进行国际经营策略与营销理念创新,跳出传统的“先生产、后出售”的营销思路,推出“先出售、后生产”的拓展国际市场新方法,带来营销理念的新飞跃。经对中美企业经营创新实践进行理论剖析,有助于我们更多的企业“走出去”,取得跨国经营的更大成果。
Enterprises “going global” to implement international operations are an urgent task facing enterprises after China's accession to the WTO. An important aspect of “going out” is to continuously enhance the transnational operation capability of enterprises and to obtain a vast space in the international market. Among these, well-known Chinese and American enterprises continue to innovate their international business strategies and marketing concepts. They are jumping out of the traditional marketing ideas of “producing first and selling later” and introducing the new approach of “first selling and later producing” to expand international markets, bringing New leap in marketing concept. A theoretical analysis of the innovative practices of Sino-American business operations will help more of our enterprises to “go global” and achieve greater results in transnational operations.