| 关于中国企业国际营销战略的思考——以人民币升值背景为视角 |
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| 引用本文： | 何旺兵,王缓,胡正明.关于中国企业国际营销战略的思考——以人民币升值背景为视角[J].经济与管理,2011,25(2):68-74. |
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| 作者姓名： | 何旺兵 王缓 胡正明 |
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| 作者单位： | 1. 山东大学管理学院,山东济南,250100
2. 西南财经大学工商管理学院,四川成都,610074 |
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| 摘 要： | 2005年人民币汇率改革以来,人民币升值给中国企业带来的影响日益增强。人民币升值趋势具有必然性、长期性和渐进性的特点,中国企业国际营销战略框架体系包括国际营销战略选择、国际营销进入战略、国际营销实施战略三个层面。
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| 关 键 词： | 人民币升值 中国企业 国际营销战略 |
Consideration on International Marketing Strategy of Chinese Business Enterprises |
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| He Wangbing,Wang Huan,Hu Zhengming.Consideration on International Marketing Strategy of Chinese Business Enterprises[J].Economy and Management,2011,25(2):68-74. |
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| Authors: | He Wangbing Wang Huan Hu Zhengming |
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| Institution: | He Wangbing1,Wang Huan2,Hu Zhengming1(1.Management School,Shandong University,Jinan 250100,China,2.School of Business Administration,South-western University of Finance and Economics,Chengdu 610074,China) |
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| Abstract: | Since RMB exchange rate reform in 2005,the influence of RMB appreciation on Chinese business enterprise strengthens increasingly.RMB revalue trend has the inevitable,long-term and progressive characteristics.International marketing strategy frame system of Chinese enterprises includes international marketing strategy selection,international marketing entry strategy and international marketing strategy three levels. |
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| Keywords: | RMB appreciation Chinese business enterprise international marketing strategy |
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