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跨国企业与本土企业在我国营销能力的对比其实是不同的营销管理在同一国情下的博弈,各有优劣。跨国企业的营销能力优势在于优秀的营销理论、成功的营销经验支持,对于产品、技术、品牌高额的核心价值的掌握,日益见效的与政府间的公共关系。相比之下,本土企业具有小、快、灵的特点,规模生产、劳动资源成本低、模仿生产无需大笔资金研发带来的产品低成本,对国内销售渠道的熟悉和掌握,对本土文化有深入理解。总的来说,跨国企业的营销能力较强,本土企业必须把握时机,注重自身营销能力的加强。
The comparison of the marketing capabilities of multinationals and local enterprises in China is actually the game of different marketing management in the same national conditions, each with its advantages and disadvantages. The advantages of multinationals’ marketing ability lies in excellent marketing theory, successful marketing experience, mastery of high core values of products, technologies and brands, and increasingly effective public relations with the government. In contrast, local enterprises have the characteristics of small, fast, and spiritual, small-scale production, low labor costs, imitating production without large sums of capital research and development of low-cost products, familiar with the domestic sales channels and grasp of the local culture In-depth understanding. In general, multinational corporations have strong marketing capabilities. Local enterprises must seize the opportunity and pay attention to strengthening their own marketing capabilities.