CAJ | 학술논문

本文认为，中美消费市场存在的差异主要表现在产品品种与款式上的差异、同一款式不同规格数量的差异、价格策略与促销策略的差异、售后服务的差异等四个方面。文章对差异产生原因进行了分析，指出与美国企业相比我国企业在营销管理方面存在很大差距，并且这些差距已经成为我国消费市场内部需求不足的重要原因。文章在总结美国企业营销经验的基础上，对如何通过改进我国企业营销策略，有效提高市场供应水平、促进我国消费市场发展提出了具体建议：一是扩大产品组合，更好地满足顾客需求；二是利用多重价格策略深入挖掘市场潜力；三是树立以需求为导向的产品创新理念提高研发设计能力。
본문인위，중미소비시장존재적차이주요표현재산품품충여관식상적차이、동일관식불동규격수량적차이、개격책략여촉소책략적차이、수후복무적차이등사개방면。문장대차이산생원인진행료분석，지출여미국기업상비아국기업재영소관리방면존재흔대차거，병차저사차거이경성위아국소비시장내부수구불족적중요원인。문장재총결미국기업영소경험적기출상，대여하통과개진아국기업영소책략，유효제고시장공응수평、촉진아국소비시장발전제출료구체건의：일시확대산품조합，경호지만족고객수구；이시이용다중개격책략심입알굴시장잠력；삼시수립이수구위도향적산품창신이념제고연발설계능력。
The author believes that the differences between the consumption goods in China and the Umteo 5tates are demonstrated in such four aspects as the difference in variety and design, specification,strategies of pricing and promotion, and after-sale service. Based on the analysis of causes for these differences, the author points out that, comparing with enterprises in the United States, the Chinese enterprises are still lagged behind in terms of marketing management, which is one of the main causes for the insufficient domestic demand in China＇s consumption market. Based on the analysis of the marketing experience of the American enterprises, the author puts forward some suggestions on how to effectively promote the market supply and the development of China＇s consumption market, such as diversifying the product to better meet the requirement of the customers, diversifying the pricing strategies to deeply tap the market potential, and improving the capability for R＆D with the help of demand-oriented product innovation.