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2008年席卷全球的金融海啸对全球经济都造成了重大的影响,我国外向型中小企业此次受到的冲击也是非常严重的。2008年上半年中国有约6.7万家中小企业倒闭,其中多为出口加工制造企业。企业倒闭潮正在从珠三角向长三角、环渤海地区蔓延,随着金融危机向实体经济的蔓延,曾经充当“世界工厂”的中国制造业已经走到了十字路口,我国外向型中小企业的生存发展受到了很大的挑战。在这样的背景下,外向型中小企业应该采取什么样的营销策略来渡过难关,成为现在迫切需要解决的问题。本文主要从出口市场萎缩、贸易保护主义猖獗等方面分析了国际金融危机对我国外向型中小企业的影响,同时有针对性提出了相应的营销策略。
The financial tsunami sweeping the globe in 2008 has had a significant impact on the global economy. The impact of China’s export-oriented small and medium-sized enterprises is also very serious this time. In the first half of 2008, there were some 67,000 SMEs in China collapsed, mostly export-oriented manufacturing enterprises. The tide of business closures is spreading from the Pearl River Delta to the Yangtze River Delta and the Bohai Rim. With the spread of the financial crisis to the real economy, the Chinese manufacturing industry that once served as the “world factory” has reached a crossroads. China’s export-oriented small and medium-sized enterprises Survival and development has been a great challenge. In this context, what kind of marketing strategy should be adopted by export-oriented SMEs to weather the storm has become an urgent issue to be solved now. This article analyzes the impact of the international financial crisis on China’s export-oriented small and medium-sized enterprises mainly from the shrinking of export markets and the rampant protectionism. At the same time, it puts forward corresponding marketing strategies.