跨国营销视角下中国商贸流通企业海外品牌建设研究  

Overseas Brand Building of China's Commercial Circulation Industry from the Perspective of Transnational Marketing

作　　者：彭广宇[1] Peng Guangyu(School of Mechanical and Electrical Engineering, Hunan Communication Polytechnic, Changsha, Hunan 410006)

机构地区：[1]湖南交通职业技术学院机电工程学院,湖南长沙410006

出　　处：《改革与战略》2017年第8期166-168,共3页Reformation & Strategy

基　　金：湖南省教育科学规划办湖南省教育科学"十三五"规划2016年度立项课题"慕课时代高职院校市场营销专业教学改革模式研究"(项目编号:XJK016CZY033)的阶段性研究成果

摘　　要：随着全球经济的快速发展,中国企业开始走上国际化道路,开启了跨国营销的进程,在这个过程中,中国企业将会面临多方面的挑战和冲击。中国商贸流通企业的海外品牌建设同样也会受到影响。文章通过对当前中国商贸流通企业进行跨国营销的国内外环境进行分析,提出跨国营销背景下中国商贸流通企业进行海外品牌建设的建议:重点打造企业品牌文化;实施国际化市场营销;收购海外品牌。With the rapid development of the global economy, Chinese enterprises began to embark on the international road, opened the process of transnational marketing, in this process, Chinese enterprises will face many challenges and impact. China＇s trade and circulation industry overseas brand building will also be affected. This paper through the analysis of the current China transnational marketing enterprises at home and abroad environment, industry status quo of Chinese business research, pointed out the method and path of China trade circulation industry brand building across the overseas marketing background： focus on the enterprise brand culture; implement international marketing; buying overseas brands.

关 键 词：跨国营销 商贸流通企业 海外品牌建设 

分 类 号：F270[经济管理—企业管理]