从国际营销视角探讨中国外贸出口型企业发展  

The Development of Export-Oriented Businesses in China Viewed from the Perspective of International Marketing

作　　者：杜玉平[1] 

机构地区：[1]广东外语外贸大学国际经贸学院,广东广州510420

出　　处：《国际经贸探索》2005年第5期75-78,共4页International Economics and Trade Research

摘　　要：文章通过国际贸易与国际营销的异同,指出中国外贸型企业应该转变传统的、被动的国际贸易观念,树立更富有主动性、创造性的国际营销观念;通过从产品导向转变为顾客需求导向、从价格导向转变为顾客成本导向、从通路导向转变为顾客便利导向以及从促销导向转变为与顾客沟通导向四个具体的观念转变,从而走出国际经济贸易分工中“微笑曲线”的最低点,使众多外贸出口型企业威为强大国际留易实体。The aim of the paper is to analyze the similarities and differences between international trade and international marketing. The paper points out that export-oriented Chinese trade firms should abandon traditional passive concepts, and should adopt more active and innovative international marketing concepts. Only when they can manage the changes from 4Ps to 4Cs can these enterprises become strong international trade entities. And hence China will be a strong international trade power.

关 键 词：国际贸易 国际营销 外贸出口型企业 

分 类 号：F270[经济管理—企业管理]