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全球产业竞争加剧以及国际贸易长期处于低迷状态给我国外贸企业尤其是小微外贸企业带来了巨大的挑战,在此背景下,将国际营销理论与外贸营销实践相结合,整合优化和改进创新小微外贸企业的国际营销要素并针对国际市场进行有效组合,从产品、价格、渠道和促销方面来建立基于国际贸易成交环节和关键成功要素的小微外贸企业国际市场拓展策略体系,对于小微外贸企业在国际市场竞争格局中由被动适应到掌握主动权,提升自己的竞争力和国际市场拓展能力,在国际市场上获得更多的份额和利润,实现可持续发展,从而让市场竞争变成一种利己的竞争具有重大现实意义。
The intensification of global industrial competition and the long-term downturn in international trade have posed enormous challenges to China’s foreign trade enterprises, especially small and micro foreign trade enterprises. Under this background, combining international marketing theory with foreign trade marketing practice, integrating and optimizing, and improving innovation and small The international marketing elements of micro-foreign trade enterprises are effectively combined for the international market. The international market expansion strategy system for small and micro foreign trade enterprises based on the links of international trade and key success factors is established from the aspects of products, prices, channels and promotions. For the micro-foreign trade Enterprises in the international market competition from passive to grasp the initiative to enhance their competitiveness and ability to expand the international market in the international market to gain more share and profits, to achieve sustainable development, so that the market competition into a It is of great practical significance to compete with one’s own self-interest.