作　　者： ;

机构地区： 广东金融学院法律系

出　　处： 《国际经贸探索》 2006年第6期76-79,共4页

摘　　要： 从WTO宗旨到反倾销、反补贴和保障措施等规则,基本的营销战略思想就是主张有条件地限制标准化营销战略,并力图引导实施以国际市场细分为基础的差异化营销战略。从这个角度来考察我国企业在国内外市场上的营销行为,不论是国内市场导向型、还是产能过剩型或进口国市场导向型产品,都不存在严格意义上的市场细分要素,标准化营销战略与成本领先竞争战略始终居于主导地位。加强全球营销管理,改变千篇一律或一层不变的标准化营销战略代之以差异化营销战略,顺应企业成长从低价竞争到非价格竞争演变的客观规律,可以成为在互利共赢条件下应对多重阻击与贸易摩擦一个选择。 The paper points out that in China the standardized market strategy and cost-prior strategy have been taking the dominant position on viewing China＇s enterprises＇marketing patterns such as domestic marketorientation or foreign market-orientation or product surplus-orientation. It argues that to enhance the global marketing management and to replace the stanardized maketing strategy with differntial ones is a reasonable choice against mutlti-blocking protectionsim in trade friction for Chinese enterprises so that they can adapt themselves .to the laws of non-price-based competition instead of price-based competition, which would lead to mutual benefit and win-win results.

关 键 词： 多重阻击 营销战略 市场细分

领　　域： [经济管理] [经济管理]