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本文通过对电子商务平台企业对外推广的英文文本案例的分析,结合跨文化商务沟通的基本理论,重点阐释一些国内中小企业在对外营销方面存在的问题。解决此类问题是提高其对外沟通效率的关键,也是提升其吸引力和竞争力的有效途径。文章指出,正确的对外营销沟通策略可以有效地帮助中国企业走向世界,拓展中国产品的海外市场,实现中国制造的增值和收益最大化。本文还进一步指出,对外营销领域内问题的严重性并逐步解决之是中国企业真正走向世界,实现高效营销的起点。
Based on the analysis of the cases of English texts promoted by e-commerce platform enterprises and the basic theories of intercultural business communication, this article focuses on the problems of some domestic SMEs in marketing abroad. Solving such problems is the key to enhancing the efficiency of their external communications and an effective way to enhance their attractiveness and competitiveness. The article pointed out that the correct foreign marketing communication strategy can effectively help Chinese enterprises to go global, expand the overseas markets for Chinese products and maximize the added value and profits made in China. This article further points out that the seriousness of the problems in the field of external marketing and the gradual resolution of them are the starting points for Chinese enterprises to truly go global and achieve efficient marketing.