澳柯玛国际化经营中市场创新研究.pdf

澳柯玛以市场创新为导向的国际化经营 个不同与以往产品的新市场；四是从现有的市场出发，通过市场细分来创造新的市场 空间；五是突破现有竞争范围，从更广阔的角度来开拓市场，实现市场创新：六是一 切从顾客的需求出发，积极改善产品的质量和形式，推出符合市场要求的产品；七是 根据不同国家的特点和情况，采用灵活的市场进入形式。 本文在最后一部分，作者以澳柯玛为例，分析了其在进一步深化市场创新中面 临的问题，并提出了应对之策，希望能对我国企业在国际化经营中的市场创新提供帮助。 关键词：国际化经营 市场创新 国际市场 澳柯玛以市场刨新为导向的图‰：化经?l Abstract Abstract SincerefoHHand ofour hasreliedon opening—up．theeconomy country market more．theconnectionwithinternationaliscloserandcloser． export—orientedly MoreandmoreChinese abroad．entertheinternational enterprisesgo market．However, Chinese the of world household duringprocess market，the exploring appliances faceserious with becauseoftheunclear enterprises same products competing quality market onthe marketshare strategy，overly blindly．The relying price，pursuing of isthathavenot reducedthe levels is consequence only profit enterprisesseriously,and overseas ofthis accused accused the by enterprises．Frombeginningyeat,U．S．A，has isthe insuranceto Chinaofthe ofthecolorTv-Abovea11．it anti．dumping important and tactics the of world achieverationaleriective managem