海峡西岸经济区企业国际市场营销策略研究

Study on International Marketing Strategy of Enterprises in the West Coast Economic Zone of Taiwan Straits

海峡西岸经济区是国家战略的重要组成部分。海峡西岸经济区企业在国际市场营销活动中存在着产品缺乏品牌、经营缺乏公关和贸易遭遇壁垒等几大通病。如何树立品牌、构建适应海峡西岸经济区企业特点的国际市场营销策略组合,最终实现跨国经营是摆在面前的一大课题。

The West Coast Economic Zone of Taiwan Straits is an important part of national strategy.There are several common defect for their enterprises in international marketing activities,such as lack of brand,lack of public relations operating and trade barrier.How to build up the brand,and construction of international marketing strategy combination which adapt to the characteristics of enterprise in the West Coast Economic Zone of Taiwan Straits,final realization of transnational operation is placed in front of a big problem.