中国企业拓展东南亚市场的营销策略探索

Marketing Strategies of Exploiting Southeast Asian Market for Chinese Enterprises

中国企业在马来西亚市场面临挑战,由于产品质量、价格混战、文化隔阂等多重因素的影响造成中国产品在马来西亚销售不畅,从营销策略的角度,应注重重塑中国企业的品牌形象;实施本土化策略,充分利用当地的有利资源,使企业具备变色龙那种较强的环境适应能力;积极培育、发展各级中间商,特别是穆斯林,充分利用各种社会资源,提升企业的影响力。

Chinese enterprises have been faced with challenges in Malaysian market.Influenced by multi factors like product quality,prices chaos,and cultural barriers,Chinese products are dull of sale in Malaysia.From the perspective of marketing strategy,this article pointed out that efforts should be made to： lay stress on remolding brand image of Chinese enterprises,carry out localization strategy,make full use of local resources,enable enterprises to gain adaptive capability to environment,actively cultivate and develop resellers,especially Muslim,and take full advantage of various social resources to upgrade the influence of the enterprises.