摘要
一般认为,世界贸易组织(以下简称WTO)的有关规则主要针对与贸易有关的政府行为,而不直接涉及企业的营销行为。然而,WTO约束政府行为的目的,是要为企业创造一个自由而公平的市场营销环境。事实上,实现自由贸易的微观基础正是企业的营销行为,WTO多边贸易规则也必然对企业营销环境与营销行为产生重大影响。本文的研究结论表明,WTO自我保护规则对企业营销行为的导向,就是要求企业努力逐步实现从以耗资源、拼体力和抢占市场为核心的价格竞争优势,向以创新、合作与双赢为特色的非价格竞争优势转变。
It is generally believed that the concerning regulations of the World Trade Organization （WTO） are mainly for the governmental behaviors related to the trade, not directly for the enterprise marketing behavior. However, the WTO＇s aim to restrict the governmental behaviors is to create the free and fair marketing circumstances for enterprises. In fact, the microcosmic base to realize the free trade is exactly the enterprise marketing. Thus the WTO＇s multilateral trade rules inevitably have essential influence on enterprise marketing surroundings and marketing behavior. The conclusion of this article shows that the WTO＇s self-protection rules steer enterprise-marketing behavior. That is to say, the enterprises are required to strive for the gradual shift from price competition advantage centred on consuming resources, labor force and grabbing market share to non-price competition advantage featured in innovation, cooperation and win-win.
出处
《北京工商大学学报（社会科学版）》
北大核心
2005年第5期80-84,共5页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家自然科学基金资助项目<基于多重阻击的企业自我保护战略研究>阶段性研究成果
项目编号70372031
课题负责人李炼。
关键词
WTO自我保护规则
企业营销
贸易自由化
价格竞争
非价格竞争
WTO＇s self-protection rules
enterprise marketing
trade liberalization
price competition
non-price competition
