跨国公司在华经营的经验研究——以美国为例  

An Empirical Study of Multinational Corporations Operating in China——A Case Study of the United States

作　　者：蔡雨欣 薛鹏 Cai Yuxin;Xue Peng(School of Business Jiangnan University,Wuxi Jiangsu 214122)

机构地区：[1]江南大学商学院

出　　处：《对外经贸》2019年第3期12-14,共3页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要：以4P营销组合策略为基础,结合跨国公司的运营环境,具体分析了苹果、肯德基两大跨国公司的成功经营战略,以期为中国企业如何“走出去”提供相关经验和启示。Since China’s accession to the WTO,the direct investment of multinational companies in China has increased significantly. Take the United States as an example,American multinational companies occupy the dominant position in the investment in China. 2019 marks the 40th anniversary of the establishment of diplomatic relations between China and the United States,and the operation of multinational companies in China is an important issue. This paper will start from the marketing mix strategy,specifically analyze the successful business strategy of Procter &Gamble,apple and KFC in China,and provide relevant experience and inspiration for Chinese enterprises to "go out".

关 键 词：跨国公司 营销组合策略 走出去 

分 类 号：F740.2[经济管理—国际贸易]