谈谈“相互作用”理论——工业市场营销策略

THE INTERACTION APPROACH——STRATEGY THEORY FOR INDUSTRIAL MARKETING

为研究和发展生产工业品的企业的国际市场营销活动,欧洲的市场营销学者提出了'相互作用'(The Interact ion Approach)的营销策略理论,即通过供需双方企业的人员和部门之间的相互接触、联系、作用和影响,以建立和发展双方业务关系的策略理论.本文阐述该理论的模式和特点,并介绍英国某公司的成功实例。通过讨论提出工业品出口企业开拓和发展国际市场营销的重要策略。

To Study and develop international marketing activities of industrial firms,'The Interaction Approach' has been put forward by a team of European marketing reseachers.'The Interaction Approach' focuses on the process of managing interactions between Supplier and Customer units for establishing and developing bilateral business relationships.This article elaborates on the models and features of 'The Interaction Approach' and illustrates it using a successful British Company Case Study.Based upon the discussion,a number of inportant strategies are offered regarding international market development.