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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,取得国际市场经营的广阔空间。在这之中,美国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”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。对美国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 out” to implement internationalized operations is an urgent task facing enterprises after China’s accession to the WTO. An important aspect of “going out” is to continuously enhance the transnational operating capabilities of enterprises and achieve a broad space for international market operations. Among these, the well-known US companies continue to innovate in international business strategies and marketing concepts, jump out of the traditional “first production, after-sale” marketing ideas, and launch a “first-sale, post-production” new approach to expand the international market, bringing marketing ideas New leap. A theoretical analysis of the practice of innovation in the management of U.S. companies will help our more companies “go global” and achieve greater results in transnational operations.