经济全球化背景下本土企业营销渠道创新与再造被引量：1

Innovation and Recreation of Marketing Channel in Native Enterprise Under the Background of Economy Globalization

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摘要在经济全球化的大背景下,本土企业的经营环境发生了重大的变化,面临市场界限模糊化、市场竞争多极化、世界经济规模化、产品趋向高新化、营销方式现代化的全新环境。营销的复杂性和风险性加大;消费者、竞争者、中间商的市场行为发生了巨大的变革。传统的营销渠道结构已经不能适应经济全球化的要求。为应对挑战,本土企业需要再造营销渠道,提高竞争力。 Under the background of economy globalization, big changes have taken place in management environment of native enterprise, which has been encountered obscure frontier of market, multi-polarization in market competition, scale economy of the world, new design of the product and modem methods of promotion. The marketing become more complex and risky. There is also big change taken place in behavior of consumer, competitor and broker. The traditional structure of marketing channel could not fit for the economy globalization. While facing with challenge, native enterprise should create new channel of marketing in order to en- hance their power.

作者许以洪

机构地区江汉大学商学院

出处《科技创业月刊》 2007年第5期63-65,共3页 Journal of Entrepreneurship in Science & Technology

关键词经济全球化营销渠道再造 economy globalization, marketing channel, recreation

分类号 F274 [经济管理—企业管理]

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