自由贸易条件下企业营销策略的基本走向  

The Basic Trend of Business Marketing Strategy Under the Free Trade Condition

作　　者：侯雁[1] 

机构地区：[1]广西工学院管理系,广西柳州545006

出　　处：《国际经贸探索》2007年第7期80-84,共5页International Economics and Trade Research

基　　金：国家自然科学基金资助项目"基于多重阻击的企业自我保护战略研究"(70372031);广西哲学社会科学"十五"规划2005年研究课题"价格竞争与非价格竞争比较研究"(05FJY036)

摘　　要：为有效应对环境变化带来的风险,抓住由此带来的发展机会,企业应当适时地审视自由贸易条件下的营销策略。对于面临着外国倾销、反倾销和保障措施等多重阻击的中国企业来说,必须明确满足和创造消费者是决定其营销策略的基本导向,约束价格竞争是其实现良性发展的基础,通过营销持续创新实行非价格竞争,有助于形成竞争与合作并存的局面,进而实现企业发展的良性循环。To effectively respond to the risk and to catch the development chance from the environmental changes, an enterprise should reasonably survey its current situation of marketing strategy under the free trade condition.Faced with the multiple block of foreign dumping, anti-dumping and protection measurement etc., the Chinese enterprise should be clear about the fact that to meet and create consumer demand is the basic orientation for its marketing strategy,to regulate the price competition is the foundation for its sound progress,and to conduct the non-price competiton by means of continious marketing innovation is helpful for the formation of a competitive and corporative co-existing situation so as to realize a sound cycle of business development.

关 键 词：消费者需要 营销策略 价格竞争 非价格竞争 

分 类 号：F272.3[经济管理—企业管理]