企业“走出去”实施国际化经营,是我国加入WTO后企业面临的一项紧迫任务。“走出去”的一个重要方面,就是要不断增强企业跨国经营能力,取得国际市场的广阔空间。在这之中,中美知名企业不断进行国际经营策略与营销理念创新,跳出传统的“先生产、后出售”营销思路,推出“先出售、后生产”的拓展国际市场新方法,带来营销理念 Enterprises “going global” to implement international operations are an urgent task facing enterprises after China's accession to the WTO. An important aspect of “going out” is to continuously enhance the transnational operation capability of enterprises and to obtain a vast space in the international market. Among these, the well-known Chinese and American enterprises continue to innovate their international business strategy and marketing concepts, and jump out of the traditional marketing ideas of “pre-production and post-sales” and launch the “first sale and post-production” approach to expanding international markets and marketing idea