后金融危机时代湖南中小企业的国际市场营销策略

摘  要

随着知识经济时代的到来，国际市场加速全球化，中小企业走向国际市场成为必然趋势。但是，由于先天因素和后天环境因素，中小企业在国际营销活动中仍然存在着种种问题。在后金融危机时代的大环境下，提高企业自身的竞争力，是每一个中小企业所面临的而且是急需解决的问题。如何才能使得我省中小企业在参与国际竞争中尽量规避风险、找准路子，并结合现阶段我省的实际状况，从营销战略上找到一条适合湖南省中小企业特征的国际化竞争之路，显得日益重要。本文结合对湖南中小企业国际营销的现状，论述了湖南中小企业国际营销的必要性，以湖南中小企业如何进行国际营销为分析重点，从而探讨最适合湖南中小企业的国际市场营销策略。

关键词：中小企业；市场定位；国际营销策略
 
ABSTRACT
With the knowledge economy era, accelerated globalization of the international market, SMEs into the international market has become an inevitable trend. However, due to congenital factors and acquired environmental factors, SMEs in the international marketing activities, there are still problems. In the post-crisis era in the environment, enhance their own competitiveness, SMEs are facing each and are urgent problems. How can we make our province of SMEs in international competition as much as possible to avoid risks, identify the path, combined with the actual situation of the province at this stage, from marketing strategy to find a feature for small and medium enterprises in Hunan international competition of the road, look increasingly important? This paper on the status of international marketing for SMEs in Hunan.Hunan, discussed the need for international marketing for SMEs, small and medium enterprises in Hunan for the analysis of how to conduct international marketing focus, so as to explore the most suitable for small and medium enterprises in Hunan international marketing strategy.

Keywords: SMEs; market positioning; international marketing strategy

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