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The New Trend Of Transnational Corporations ' Marketing In China
Jan 02, 2018

跨国公司在华营销新趋势

The New Trend of Transnational Corporations ' Marketing in China

国内企业和跨国公司的竞争越来越激烈。竞争主要体现在产品质量、价格、品牌上。跨国公司正逐渐失去他们的技术和质量优势,因为国内的企业已经部分地掌握了技术和管理经验,尤其是在工业领域出现了生产过剩、竞争过于激烈的现象。总之,全球一体化经济的发展,使中国不可避免地加入世界经济浪潮中,这给所有的国内外企业都带来了新的市场机会和威胁,了解中国,赢在中国,就必须关注中国市场的环境变化,充分的市场调研和有效的营销战略是企业成功的保障。 

The competition of domestic enterprises and multinational companies increasingly fierce. The competition is mainly reflected in the quality of products, price, brand, technology and quality advantages are gradually losing their multinational companies, because the domestic enterprise has partially mastered the technology and management experience, especially in the industrial field appeared overproduction, the phenomenon of excessive competition. In conclusion, the development of the global economic integration, the Chinese inevitably join the tide of world economy, this to all domestic and foreign enterprises have brought new opportunities and threats, understand China, win in Chinese, it must pay attention to China market environment change, adequate market research and effective marketing Marketing strategy is the guarantee of enterprise ' s success .
(一)市场营销对国际经济与贸易的作用:
可从以下四个方面领域来分析,可分为:   

( 1 ) The function of marketing to international economy and trade : can be divided into :
1、企业。有利于增加企业产品销售额,扩大企业市场范围和增强企业国际市场竞争力。市场营销其实是企业文化的一个具体表现形态,企业文化潜移默化的营销表现到了企业的各个方面,包括最前线的市场营销上。市场营销反过来说也促进了企业文化的完善,市场营销过程中出现的问题和得出的结论都促进了企业文化的更新和完善。市场营销对企业文化的另一个作用环表现在认知价值上,让公司全员更深刻地认识到顾客需求才是真正的价值驱动力,市场营销的顾客需求的深层次把握传达到了公司的各个部门,如研发、生产、售后服务、品质监控等方面促进了企业的良性循环和健康发展!   

1 , enterprise . It is beneficial to increase the sales of enterprise product , enlarge the enterprise market scope and strengthen the international market competitiveness of the enterprise . Marketing is actually a concrete expression form of the enterprise culture . The marketing of the enterprise culture latent Emerson is the aspect of the enterprise , including the most front line marketing . Marketing has a cognitive value for another function ring of enterprise culture , so that the whole staff of the company is more deeply aware that customer demand is the real value driving force , and the deep grasp of the customer demand of marketing has promoted the virtuous circle and healthy development of enterprises in all departments of the company , such as R & D , production , after - sales service , quality monitoring and so on .
2、政府。有利于加强政府间的交流与合作。 
3、国际市场。有利于刺激国际市场需求,增强国际市场的活力与动力。 

4、知识、文化。有利于知识与文化的传播与交流。 

Knowledge and culture . It is beneficial to the communication and communication of knowledge and culture .
国际贸易由世界各国的对外贸易所构成,而每一国家的对外贸易又都有进口贸易和出口贸易,因此,国际贸易包括购进和售出两个主要方面。而国际市场营销则仅强调售出这一个方面(而且,这里的售出也不一定就是出口),即通过了解国际市场需求,向国际市场销售适销对路的产品或劳务,从而获得收入。当然,国际市场营销也不是毫不涉及购进。就国际贸易而言,产品和劳务的交换必须是超越国界的交换,即参加交换的产品和劳务必须真正从一国转移到另一国。而国际市场营销,作为超越国界的市场营销活动,是指这些活动超越国界,而不是指产品和劳务超越国界。企业在进行国际市场营销时,其产品和劳务可以超越国界,也可以不超越国界

International trade consists of foreign trade in all countries of the world , while foreign trade in each country has import trade and export trade . Therefore , international trade includes both purchase and sale of two major aspects . International marketing only emphasizes the sale of this aspect ( and , here , it is not necessarily the export ) , that is , by understanding the international market demand , selling marketable products or services to the international market , so as to obtain income . In the case of international trade , the exchange of goods and services must be beyond the country The exchange, which participate in the exchange of goods and services must be transferred from one country to another. While the international marketing, as cross-border marketing activities, refers to these activities beyond the borders, rather than referring to products and services beyond the borders of the country. Enterprises in international marketing, its products and services can be beyond the borders, can not transcend national boundaries

总之,从宏观角度看,市场营销对于适时、适地、以适当价格把产品从生产者传递到消费者手中,求得生产与消费在时间、地区的平衡,从而促进社会总供需的平衡起着重大的作用  。同时,市场营销对实现我国现代化建设,发展我国各领域的经济,起着巨大的作用。两者相辅相成,密不可分。具有相互促进性、相互带动、相互影响。 

In conclusion, from the macro perspective, marketing for timely, appropriate, appropriate price of the product from the producer to transfer to consumers, the production and consumption in time, regional balance, so as to promote the social total supply and demand balance plays a significant role. At the same time, the market marketing to realize the modernization of our country, the development of the the field of our country's economy, plays a huge role. The two complement each other, are inseparable. With mutual promotion, promote each other, mutual influence.