国际金融危机下的中国企业营销研究

A Research into the Marketing of Chinese Enterprises in the Background of International Financial Crisis

2007年由美国次贷危机引发的世界金融危机,2008年10月后已广泛影响到中国。如何应对国际金融危机对中国企业的影响,从营销角度进行研究的成果尚不多见。西方有学者认为,应对金融危机,要采取以下措施:精简产品组合;改进产品定价;加强信任。笔者通过案例研究发现中国市场营销方面采取的措施不完全等同于西方。中国企业采取的主要措施包括:调整产品结构,开拓市场;降本增效,调低价格;开拓融资,力保生存。其相应效果依次呈递减状态。在加强信任、增强信心方面,企业普遍重视不够,而政府层面较为重视。

The world financial crisis in 2007 caused by the U.S. subprime mortgage crisis has influenced China widely since October 2008. The researches about how to deal with the impact of the international financial crisis on Chinese enterprises from the perspective of marketing are rare. Some western scholars believe that to address the financial crisis it is necessary to take the following measures： simplifying product mix, improving product pricing, and strengthening trust. The author finds through case studies that the marketing measures taken by China are not completely the same as the Western ones. The major measures taken by Chinese enterprises include adjusting product structure, developing market, lowering cost and improving efficiency, lowering prices, broadening financing and ensuring survival. Their corresponding effects present a descending state. Enterprises have not laid enough emphasis on strengthening trust and confidence whereas the government attaches more importance to it.