国际市场营销英文论文

成都信息工程大学

国际市场营销导向对企业产生的影响

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The influence of international marketing orientation on the

enterprise

Abstract

International Marketing Under the influence of economic globalization, International Marketing refers to the inflow of goods and services of more than one country in the hands of the consumer or user process. In other words, international marketing is a social and a cross-border management process, enterprises through planning, pricing, promotion and guidance, to create and exchange of products and value in the international market to meet the needs of multinational customers and access profit activities.

World economy, technological development is uneven, especially today's highly developed science an d technology, no country can’t have all the resources needed for the national economy, not to have all the advanced technology development needs. To accelerate the development of the national economy, we need to actively carry out international marketing, domestic products into the international market. The smooth realization of the value of a product and get more profit through exports, the introduction of advanced scientific technology and equipment to speed up the country's economy development of.

Key words: management orientations; International marketing ;

Introduction：

International Marketing

The basic principles and methods of international marketing with the basic marketing is not much difference. Many domestic enterprises guiding principles and methods of marketing, such as marketing research, consumer behavior analysis, target marketing, marketing mix strategy, marketing, strategic planning, marketing, management, etc., can be utilized to guide the international marketing activities.

Domestic marketing is marketing in the enterprise familiar environment (including demographic, economic, social, cultural, political and legal and competitive environment) to carry out international marketing will have to carry out in more than one country are not familiar with marketing environment, as well as by domestic macro marketing environment influence, it can be seen facing the international marketing environment more complex.

Significance of International Marketing

Actively carry out international marketing for the enterprises to carry out marketing, can seek a wider market, expand product sales business: First, greater returns through the sale, the second is through the expansion of sales to expand production scale and reduce product unit costs, gain economies of scale.

Actively carry out international marketing, to enable enterprises to join the fierce competition in the international market to go, we can hone the development of production capacity of enterprises, speed up technological progress, improve the management level, to accelerate business growth and expansion. For our country this is a developing country, to join WTO pressure on many companies is not only power, both challenges and opportunities in China's modernization process, to encourage domestic enterprises to actively carry out international marketing, to participate in international competition, You can work out in the fierce competition in the multitude of strong companies, in integrating into the mainstream of the world economy, while our business development ideas change radically, forging a new international competitive environment to adapt to the modern enterprise.

Introduction of management orientations

The form and substance of a company’s response to global market opportunities depend greatly on management’s assumptions or beliefs –both conscious and unconscious –about the nature of the world. The world view of a company’s personnel can be described as ethnocentric, polycentric, regiocentric, and geocentric. Management at a company with a prevailing ethnocentric orientation may consciously make a decision to move in the direction of geocentricism. The orientations are collectively known as the EPRG framework.

Ethnocentric Orientation

A person who assumes that his or her home country is superior to the rest of the world is to have an ethnocentric orientation. Ethnocentrism is sometimes associated with attitudes of national arrogance or assumptions of national superiority; it can also manifest itself as indifference to marketing opportunities outside the home country. Company personnel with an ethnocentric orientation see only similarities in markets, and assume that produces and practices that secceed in the home country will be successful anywhere. At some companies, the ethnocentric orientation means that opportunities outside the home country are largely ignored.

Polycentric Orientation

The Polycentric Orientation is the opposite of ethnocentrism. The term polycentric describes management’s belief or assumption that each country in which a company does business is unique. This assumption lays the groundwork for each subsidiary to develop its own unique business and marketing strategies in order to succeed; the term multinational company is often used to describe such a structure. This point of view leads to a localized or adaptation approach that assumes products must be adapted in response to different market conditions.

Regiocentric Orientation

In a company with a regiocentric Orientation, a region becomes the relevant geographic unit; management’s goal is to develop an integrated regional strategy.

Center guide home country

Those who believe that their home country than all countries in the world, he was considered to have the home country center oriented. The home country of the center-oriented company personnel only see each common market, and that the success of products in the home country and feasible approach, because of its compelling advantages, but will also smooth any place in the world. For some home countries have center-oriented company, marketing opportunities outside the home country is often overlooked, these companies are referred to as domestic companies. While other international companies holding the home country of the center-oriented business engaged in the country outside. They insisted that the success of the product in the home country must be an excellent product, and therefore not allowed to make any changes to sell anywhere in the world.

The so-called multi-country center of the guide refers to the company's decision-making and management beliefs and judgment that company to carry out the conditions of each country involved in business activities have their own uniqueness. Pursue regional center oriented company, the management company to be seen as each region is unique, and the attempt to formulate an integrated regional strategy. Global center of the guide is actually the center of the home country and multi-country center complex. It is both see each country and the common market, they see their differences and work to develop a fully reflect the needs and desires around the global marketing strategy.

Affect

Marketing environment is a key factor in determining corporate marketing activities, changes in the dynamic development of enterprises must monitor the marketing environment and adaptation of corporate marketing activities. Our marketing environment is the interpretation of a number of significant changes, which are mainly concentrated in the economic environment, market demand and competition fields. How to grasp and adapt to these changes, to find and exploit these opportunities, every business should seriously study.

Before joining to the WTO, China's marketing activities substantially limited domestic market, although some of the company's products into the international market, but that is an international trade, and not for international marketing. After joining the WTO and China's enterprises face a change in these two areas:

1) foreign companies are joining the pace of entering the Chinese market, international marketing domestic market is deepening and expansion.

2) the foreign market to open the door to China's enterprises, domestic enterprises to participate in international marketing has begun.

参考文献：百度百科国际市场营销

https://www.360docs.net/doc/fa9475305.html,/subview/684123/11212052.htm

道客巴巴市场营销环境变化对企业的影响

https://www.360docs.net/doc/fa9475305.html,/p-4042295195856.html#

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