中小企业国际营销现状与发展策略分析

随着经济全球化时代的到来,中小企业进入国际市场进行国际营销已成为一种必然趋势。本文针对中小企业在国际化发展中所反映的优势和劣势展开分析,并结合中小企业实际提出中小企业的发展定位和发展策略。     

论中小企业经营国际化

<正> 企业经营国际化是当今世界经济一体化的突出表现,在这一历史大趋势面前,中小企业能否参与企业经营国际化进程,中小企业在企业国际化生产和经营体系中的地位作用如何,我国中小企业有无必要实现国际化?十四届五中全会提出“搞好大的,放活小的”企业改革新思路,问题在于中小企业经营国际化是否可以作为放开放活中小企业的有效途径之一呢?这些问题必须引起学术界和企业界的关注,政府主管部门也应引起重视.     

中国制造业国际化进程中营销战略滞后问题的思考

伴随着经济国际化发展，国际产业资本加快向我国转移，推动了中国制造业成为国际重要制造基地。但中国制造业产品在国际市场上价格廉、档次低，在产业价值链中处于末端。本文认为中国制造业国际化发展中的问题，是与忽视营销在产业国际化发展中的地位与作用有关，而产业核心竞争力来源于生产规模与遍布世界的营销网络。因此，推动我国制造业国际化进程必须重视营销的作用，以在世界市场上建立营销网络作为促进制造业竞争力提高的重要路径。     

中小企业国际化研究综述

中小企业在各国都是经济的主体,但是对中小企业的研究是落后于实践的。本文通过对中小企业国际化相关研究文献的梳理,从中总结中小企业国际化的相关理论、路径和方式,进而归纳中小企业国际化的成功经验,为中国的中小企业在"一带一路"下深入参与国际化提供相关指导。     

中小企业国际化经营策略

为了顺应经济全球化趋势，中国加入WTO后，中小企业国际化经营战略更加紧迫，意义重大深远。本通过对中小企业国际化经营的特点和状况的分析，提出了适合我国中小企业开展国际化经营的策略。     

我国中小企业品牌国际化的路径选择

在当今全球经济一体化的新形势下,面对国内竞争品牌化和国际化的新格局,企业品牌国际化已成为企业的必然选择.中小企业由于自身规模、人才、技术、资金等方面的特点,决定其品牌国际化必须走一条不同于大型企业的发展之路.鉴于创牌的高投入、高风险及中小企业有限的综合竞争力,可以说,贴牌是我国中小企业现阶段品牌国际化的最佳路径选择.     

浙江中小企业国际化的利益分析

通过实证方法,对浙江省中小企业国际化利益进行了分析比较,得知:浙江中小企业在国际化过程中收获诸多利益,包括拓展海外市场、获得海外经营的经验、提升管理和营销技能以及接触市场信息等.但中小企业所获得的利益是有限的,尤其是在降低生产成本方面的作用相当不明显,也没有获得技术进出口的益处,仍然被锁定在国际价值链的低端.因此,必须开发先进的生产要素,实现生产的专门化;政府必须帮助中小企业接触新的、多元化的市场及市场趋势信息,获得并掌握新技术和新技能,提高其生产高附加价值产品的能力;金融机构需开发新的金融产品,以更好地适应中小企业的技术相关项目;行业协会应积极进行调整以更适宜中小企业的需求.     

以营销为导向的企业网页翻译

随着经济全球一体化,中国中小企业也利用英文网站开展外宣,然而国外客户对中小企业的认知度和认同感仍然不理想.企业网页英译应以营销为导向,注重信息的选择和安排、文化规范、语言的准确性和规范性内容以及营销口号的处理.只有成功的网页翻译才能实现中小企业有效的海外营销.     

营销理念创新:营销国际化与本土化

在新经济社会里，市场营销迎来了一个多变且未知的时代。中国企业在这样的条件下，面对环境的不确定性和复杂性，正在经历一个严峻的挑战。以全球化、市场化的眼光，以变应变，不断创新，才能在未来的竞争中立于不败之地。从营销理念的角度，对未来的发展趋势做出分析，并对营销的国际化和本土化问题进行探讨。     

论我国企业国际化的障碍与企业营销创新

随着世界经济，科技的飞速发展，中国市场与国际市场的对接也成为必然。市场国际化在给企业发展带来机遇的同时，也给企业带来了两个方面的障碍，即企业自身的缺陷及企业外部环境的影响制约着企业国际化进程，要排除这些障碍，营销创新是一条有效的途径。     

Performance congruence and value congruence impact on sales force annual sales

The separate and joint impact of performance congruence (similarity between salespeople and their sales managers) and value congruence on annual sales are investigated in a field study. Two hundred thirty-nine salespeople and their sales managers from several industries participated in the study. A significant association was found for separate and joint associations between performance congruence and value congruence and annual sales. More specifically, the more similar salespeople and their sales managers are regarding performance congruence measures, “identifying new prospects” and “setting up an initial appointment” and personal values, “warm relationships with others,” and “sense of belonging,” the higher annual sales.     

The strategic role of the sales force: perceptions of senior sales executives

Current models of sales force strategy imply formidable information processing demands, which leads us to take a cognitive approach to studying the issue of sales force strategy. We focus on how top-level executives use mental models of sales force performance to simplify the issue of sales force strategy. We interviewed 74 senior executives responsible for their firms’ selling function using the repertory grid approach, as this methodology has been shown to be particularly effective at uncovering the collective cognitive maps on which executives’ decisions and behaviors are based. Executives identified a broad set of 37 strategic concepts that they felt distinguish the sales force efforts of directly competing companies. A second set of sales executives classified the 37 concepts into capabilities, resources, and organizational context concepts. Based on the classification results and feedback from both sets of executives, we developed research propositions for examining sales force strategy and provide directions for future research.     

Using the calendar to improve sales forecasts

Monthly sales data for products whose sales fluctuate regularly according to the day of the week may be subject to a source of variation which makes model fitting and forecasting more difficult. This problem is described and illustrated within the context of the ARIMA class of univariate models. Procedures to recognize and account for the problem are presented, and improvements in the ability to forecast future sales are noted in the sample series examined.     

Strategies for sales force management

Far too few companies with a personal selling force utilize a scientific framework to aid in solving their tactical selling problems. While this approach is used somewhat in other functional areas of the business, personal selling is by-passed. The purpose of this article is to investigate the major decision-making areas a sales manager must act upon and to provide tools to enable him to make rational decisions through the framework of models. Hopefully, the following models will provide the sales manager with more effectiveness in 1) dealing with sales force problems, and 2) attainment of the company's sales objectives. At the very least, exposure to this framework will motivate the sales manager and salesmen to think of the various factors and their functional relationship as they affect the selling effort of the company.     

Sales contest effectiveness: An examination of sales contest design preferences of field sales forces

Sales contests, a widely used form of sales force special incentives, receive considerable attention in the trade and academic press. While understanding salespersons’ preferences for various contest designs is a critical first step for understanding how sales contests motivate salespeople to pursue contest goals, a knowledge gap exists in understanding design preferences. With expectancy theory serving as a theoretical basis, the authors develop hypotheses about preferences for sales contest components. Following tests of hypotheses using survey and conjoint data provided by field sales forces from three companies, exploratory analyses of how individual, supervisory, and sales setting characteristics may affect preferences suggest potential boundary conditions for initial findings. The results lead to an improved awareness of the determinants of contest design preferences as well as insights and implications for sales managers seeking to design effective contests.     

Coping with sales decay: Case and techniques

Multi-product manufacturers of consumer goods find for most of their items that, at some point in the marketing cycle, sales have peaked. The decline that follows will normally proceed along an approximately stable rate described by the particular decay constant applicable. Often, action to alter or even reverse declining trends may be feasible and desirable. But in order to be aware of these meeds, to know when and how strongly to proceed, one must understand the nature of decay rates, be able to analyze decay patterns, and set up effective surveillance controls. The problem or recognizing and dealing with sales decay is explored with the aid of a case. Based on workshop materials of executive seminars on “Market and Sales Forecasting” (c) N. L. Enrick 1974, Management Centre Europe (Brussels, January/February) and Management Center of Cambridge (Toronto and Montreal, Canada).     

Problem- and emotion-focused coping dimensions and sales presentation effectiveness

The ability to cope effectively with job-related stress may be important if salespeople are to perform effectively. Therefore, the specific nature of the coping tactics used by salespeople to deal with job-related stress and the use of certain coping strategies associated with sales presentation effectiveness of salespeople were investigated. Data provided by salespeople from three organizations were used to assess the degree to which specific coping strategies were related to sales presentation effectiveness. Before entering academe, Dr. Strutton was in sales with the Tenneco Corporation and was president of a retailing firm in North Carolina. His research has been published in theJournal of the Academy of Marketing Science, Journal of Advertising Research, Journal of Business Research, Journal of Macromarketing, andJournal of Personal Selling & Sales Management, among other scholarly journals. Dr. Strutton’s current research interests include issues relating to sales and channels management. He has a B.S. in chemistry and an M.B.A. in management and received his Ph.D. in marketing from the University of Arkansas. Before entering academe, Dr. Lumpkin worked in marketing research for Phillips Petroleum Company. His primary research interests include retail patronage theory, market segmentation, and research methodology, with recent research focused on the elderly consumer. His research has been published in theJournal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, The Gerontologist, Journal of Advertising, Journal of Advertising Research, and other scholarly journals.