Strengthening Marketing Innovation to Enhance the Capacity of Chinese SMEs on International Marketing

摘要

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 proposes'the 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.