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正确理解经济全球化时代所面临的营销机遇与挑战,有助于企业采取与经济全球化市场环境相适应的经营与销售方式,从而帮助企业利用经济全球化所提供的发展机会、应对经济全球化带来的压力与挑战。本文首先从理论上定性地阐述了经济全球化的内涵、原因以及从经营与销售角度而言的经济全球化的两大特征;接着,进一步深入分析了经济全球化的营销机遇与挑战;最后,指出经济全球化时代的企业不应只是销售的全球化,而应该是运营的全球化,这才有利于企业利用机会、应对挑战。
Correctly understanding the marketing opportunities and challenges facing the era of economic globalization will help enterprises to adopt management and sales methods that are appropriate to the economic globalization market environment so as to help them make use of the development opportunities provided by economic globalization to cope with economic globalization The pressure and challenge brought. Firstly, this paper qualitatively expounds the connotation and reason of economic globalization theoretically and the two characteristics of economic globalization in terms of management and marketing. Secondly, it further analyzes the marketing opportunities and challenges of economic globalization. Finally, It points out that the enterprises in the era of economic globalization should not only be the globalization of sales, but also the globalization of operations. This will help enterprises to take advantage of opportunities and meet the challenges.