近代外国在华企业销售人才本土化分析——以英美烟公司为例

An Analysis on Sales Personnel Localization of Modern Foreign Corporation in China

本文对英美烟公司在华企业销售人才本土化的原因、表现及其效果进行了分析。认为语言文化障碍、薪金差异、抵货运动是其实行销售人才本土化的主要原因,主要表现在督销的本土化,普通经销商的本土化和广告人员的本土化等几个方面,认为英美烟公司销售人才本土化是其取得在华垄断地位的极其重要的原因。

This paper analysyzes the reasons and performance that B.A.T implementats sales personnel localization.Through analysis we can conclude that language and cultural barriers,differences in salary,arrived in cargo movement was the main reasons.Distributor localization,dealer localization and advertising staff localization were its main performances.Sales personnel localization of B.A.T in China was an extremely important reason for B.A.T to achieve its monopoly position.