人民币升值背景下中国企业发展国际市场策略研究

International Marketing Strategy of Chinese Business Enterprise on the Background of RMB Appreciation

随着我国改革开放的深入,中国企业在国际市场上地位越来越重要,面临问题也越来越多,人民币升值是其中最重要也是影响最大的问题之一。文章回顾了人民币汇率改革的历程,分析了人民币升值对我国企业的影响,在此基础上,从国际市场进入策略、国际营销策略、成本管理和财务管理等四个方面研究了我国企业如何开拓和发展国际市场,并提出了建议。

Along with deepening of our country＇s reform and openness, Chinese business enterprises are more and more important on the international market, but also face more and more problems. RMB appreciation is one of the most important and the most powerful problems. This paper reviews RMB reforms process, and analyzes influence of the RMB appreciation upon our country business enterprises. On this foundation, from entering strategy, international marketing strategy, cost management and finance management to study how Chinese enterprises develop the international trade business from the international market, this paper puts forward some suggestions, hopes to help Chinese business enterprise obtain competitive advantages in the international competition.