| 营销渠道策略创新打造我国企业跨国经营竞争优势 |
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| 引用本文： | 丁轩,刘颐权. 营销渠道策略创新打造我国企业跨国经营竞争优势[J]. 商业研究, 2005, 0(7): 119-121 |
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| 作者姓名： | 丁轩 刘颐权 |
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| 作者单位： | 1. 浙江师范大学,工商管理学院,浙江,金华,321004
2. 上海财经大学,国际工商管理学院,上海,200083 |
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| 摘 要： | 在“走出去”大背景下,我国企业要想塑造跨国竞争优势,在营销策略上再也不能仅停留在产品、价格、促销等手段上。“渠道策略”的创新是企业竞争优势的重要来源之一,结合我国企业实际对我国企业跨国经营渠道策略的相关问题做了一些探讨。
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| 关 键 词： | 竞争优势 渠道策略 决策因素 |
| 文章编号： | 1001-148X(2005)07-0119-03 |
| 修稿时间： | 2004-05-24 |
Marketing Channel Tactics Building Competitive Advantages of Chinese Transnational Enterprises |
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| Ding Xuan,LIU Yi-quan. Marketing Channel Tactics Building Competitive Advantages of Chinese Transnational Enterprises[J]. Commercial Research, 2005, 0(7): 119-121 |
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| Authors: | Ding Xuan LIU Yi-quan |
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| Abstract: | Under the conditions of "walking abroad",in order to build the competitive advantages over foreign enterprises,Chinese enterprises cannot only depend on the strategies of product,price,promotion.The creation of "marketing channel" can be looked up as one of the most important sources of competitive advantages.This paper tries to proe into the chennel stategies for the Chinese transnational corporations. |
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| Keywords: | competitive advantage channel tactics decision factors |
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