全球化营销的风险与防范

The Global Marketing Risks

全球化营销是将全球看成一个统一的大市场,在对其进行市场调研的基础上,进行市场细分并选择自己的目标市场,实施营销策略组合。它强调企业应在全球范围内寻求竞争优势和最佳市场。全球化的趋势得益于正在降低的各国贸易壁垒和交通、信息技术的迅猛发展。全球化营销的巨大经济效益和市场前景对企业有很强的吸引力,但也不可避免地存在风险,因此,如何防范这些风险则是全球化营销要着重解决的课题。

Global marketing takes the cosmopolitan markets as a universial big market, while enterprises segment the market and select their target one by choosing mixed marketing strategies based on market research. It emphasizes that enterprises should look for their competitive advantages and optimal markets among the global extension. The trend of globalization benefits from the reduced trade rampart and the rapid development of transportation and information technology. To enterprises, global marketing means both tremendous econonic berefit, good prospect and unavoidable risks. How to keep away from these risks is an important task of global marketing.