Strengthening Marketing Innovation to Enhance the Capacity of Chinese SMEs on International Marketing
As the speed of economic globalization become faster and faster, more and more Chinese enterprises begin to go a broad to develop their international markets. In the great economic atmosphere, Chinese enterprises extends the scale of themselves by learning continuously and referring to the advanced management philosophy. However, both small enterprises and some outstanding Chinese enterprises entered the international market Enterprise. They have had many problems in the process of international marketing. This paper presents that the strengthening of marketing innovation is an effective way to enhance the capacity of Chinese SMEs on international marketing. First of all, this paper proceeds with the explanation of the concept of marketing innovation. Then it proposesthe bottleneck which SMEs encounter in channel construction and brand building. Finally, it describes the marketing innovation strategies to enhance the influence of international marketing of Chinese SMEs on the channel and brand innovations.
SMEs international marketing capacity channel innovation brand innovation
LIU Zhichao ZHOU He
South China University of Technology, P.R.China
国际会议
杭州
英文
22-26
2009-10-25（万方平台首次上网日期，不代表论文的发表时间）