基于互联网的中小企业国际营销策略

经济全球化促使中小企业走向国际市场,然而由于中小企业自身的特征使其跨国营销陷入困境。基于互联网新经济的出现,为中小企业进行国际营销提供了机遇。本文从新经济给中小企业带来的影响出发,基于长尾经济、注意力经济和裸露经济的背景,提出了中小企业进行国际市场营销的策略组合。

Small and medium enterprise international marketing strategy basing on internet

As economic globalization,SMEs have to enter in the international market.But because of its own character,the transnational marketing of SMEs falls into a predicament.The emergence of new economy based on Internet offers opportunities for SMEs' international marketing.Depending on the impact of new economy,this paper brings international marketing strategy portfolio for SMEs based on the background of long tail economy,attention economy and open economy.