跨国公司在进入东道国市场时,难免会遇到不熟悉当地市场规律、找不到市场方向的情况,在地利人和上均处于劣势。尤其是在销售领域、通路特色、商业文化相当复杂、微妙的背景下,他们一定会碰钉子。与本地分销商的合作是在短期内克服异地陌生感的捷径,但是从 When entering the host country market, multinational corporations will inevitably encounter situations that are not familiar with the laws of the local market and can not find the direction of the market. Especially in the field of sales, access characteristics, business culture is quite complex, subtle background, they will hit the nail. Cooperation with local distributors is a short-term shortcut to overcoming strangers but from the outside