预计在今后相当长的时间内,出口仍是支撑整个冰箱行业发展的重要支柱。然而,眼下很多冰箱企业缺乏系统的国际市场营销经验,对国际市场的控制能力较差,直接导致他们的产品出口销量很低,出口成为了制约这些冰箱企业进一步发展的短板。本文以F公司为案例来谈谈我国冰箱企业国际营销落后的五点“罪证”(问题),并给出“赎罪策略”(解决方案),希望给业内带来启示。 It is estimated that for a long time to come, exports will still be an important pillar supporting the development of the entire refrigerator industry. However, nowadays, many refrigerator enterprises lack systematic international marketing experience and their ability to control the international market is relatively poor, resulting in very low export sales of their products. Export has become a shortcomings restricting the further development of these refrigerator enterprises. This article takes F company as a case to talk about the five points of the international marketing of refrigerator enterprises in China. It also gives “Atonement Strategy” (solution), hoping to bring enlightenment to the industry.