贸易摩擦环境下我国外贸企业的营销创新

本文以营销学权威菲利普.科特勒的“大市场营销”理论为基础,针对我国外贸企业面临的愈演愈烈的国际贸易保护主义风潮以及贸易频繁摩擦的现状,分析了外贸企业在产品、价格、分销、促销和公共关系以及政府行为诸方面存在的问题,提出转化措施和应对策略。

The Marketing Innovation of China's Foreign Trade Companies under the Background of Trade Friction

A lot of Chinese foreign trade companies are suffering the pain of the ever-increasing international trade protection and the frequent trade friction.To better face on this,our foreign trade companies must change their way of thinking and innovate new methods of marketing so as to find the way out.Based on the "Mega-marketing" theory created by Philip Kotler,this paper analyzes certain problems among our foreign trade companies existed in the product,pricing,place,promotion,public relations and political power and then provides relevant transfer advices for solving the problems.