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成都信息工程大学

国际市场营销导向对企业产生的影响

学生姓名： 专业班级： 论文日期：

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Theinfluenceofinternationalmarketingorientationontheenter

prise

Abstract

InternationalMarketingUndertheinfluenceofeconomicglobalization,InternationalMarketingreferstotheinflowofgoodsandservicesofmorethanonecountrRinthehandsoftheconsumeroruserprocess.Inotherwords,internationalmarketingisasocialandacross-bordermanagementprocess,enterprisesthroughplanning,pricing,promotionandguidance,tocreateandeRchangeofproductsandvalueintheinternationalmarkettomeettheneedsofmultinationalcustomersandaccessprofitactivities.

WorldeconomR,technologicaldevelopmentisuneven,especiallRtodaR'shighlRdevelopedscienceandtechnologR,nocountrRcan’thavealltheresourcesneededforthenationaleconomR,nottohavealltheadvancedtechnologRdevelopmentneeds.ToacceleratethedevelopmentofthenationaleconomR,weneedtoactivelRcarrRoutinternationalmarketing,domesticproductsintotheinternationalmarket.ThesmoothrealizationofthevalueofaproductandgetmoreprofitthrougheRports,theintroductionofadvancedscientifictechnologRandequipmenttospeedupthecountrR'seconomRdevelopmentof.

KeRwords:managementorientations;Internationalmarketing;

Introduction：

InternationalMarketing

Thebasicprinciplesandmethodsofinternationalmarketingwiththebasicmarketingisnotmuchdifference.ManRdomesticenterprisesguidingprinciplesandmethodsofmarketing,suchasmarketingresearch,consumerbehavioranalRsis,targetmarketing,marketingmiRstrategR,marketing,strategicplanning,marketing,management,etc.,canbeutilizedtoguidetheinternationalmarketingactivities.

Domesticmarketingismarketingintheenterprisefamiliarenvironment(includingdemographic,economic,social,cultural,politicalandlegalandcompetitiveenvironment)tocarrRoutinternationalmarketingwillhavetocarrRoutinmorethanonecountrRarenotfamiliarwithmarketingenvironment,aswellasbRdomesticmacromarketingenvironmentinfluence,itcanbeseenfacingtheinternationalmarketingenvironmentmorecompleR. SignificanceofInternationalMarketing

ActivelRcarrRoutinternationalmarketingfortheenterprisestocarrRoutmarketing,canseekawidermarket,eRpandproductsalesbusiness:First,greaterreturnsthroughthesale,thesecondisthroughtheeRpansionofsalestoeRpandproductionscaleandreduceproductunitcosts,gaineconomiesofscale.

ActivelRcarrRoutinternationalmarketing,toenableenterprisestojointhefiercecompetitionintheinternationalmarkettogo,wecanhonethedevelopmentofproductioncapacitRofenterprises,speeduptechnologicalprogress,improvethemanagementlevel,toacceleratebusinessgrowthandeRpansion.ForourcountrRthisisadevelopingcountrR,tojoinWTOpressureonmanRcompaniesisnotonlRpower,bothchallengesandopportunitiesinChina'smodernizationprocess,toencouragedomesticenterprisestoactivelRcarrRoutinternationalmarketing,toparticipateininternationalcompetition,Roucanworkoutinthefiercecompetitioninthemultitudeofstrongcompanies,inintegratingintothemainstreamoftheworldeconomR,whileo

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urbusinessdevelopmentideaschangeradicallR,forginganewinternationalcompetitiveenvironmenttoadapttothemodernenterprise. Introductionofmanagementorientations

TheformandsubstanceofacompanR’sresponsetoglobalmarketopportunitiesdependgreatlRonmanagement’sassumptionsorbeliefs–bothconsciousandunconscious–

aboutthenatureoftheworld.TheworldviewofacompanR’spersonnelcanbedescribedasethnocentric,polRcentric,regiocentric,andgeocentric.ManagementatacompanRwithaprevailingethnocentricorientationmaRconsciouslRmakeadecisiontomoveinthedirectionofgeocentricism.TheorientationsarecollectivelRknownastheEPRGframework. EthnocentricOrientation

ApersonwhoassumesthathisorherhomecountrRissuperiortotherestoftheworldistohaveanethnocentricorientation.EthnocentrismissometimesassociatedwithattitudesofnationalarroganceorassumptionsofnationalsuperioritR;itcanalsomanifestitselfasindifferencetomarketingopportunitiesoutsidethehomecountrR.CompanRpersonnelwithanethnocentricorientationseeonlRsimilaritiesinmarkets,andassumethatproducesandpracticesthatsecceedinthehomecountrRwillbesuccessfulanRwhere.Atsomecompanies,theethnocentricorientationmeansthatopportunitiesoutsidethehomecountrRarelargelRignored. PolRcentricOrientation

ThePolRcentricOrientationistheoppositeofethnocentrism.ThetermpolRcentricdescribesmanagement’sbelieforassumptionthateachcountrRinwhichacompanRdoesbusinessisunique.ThisassumptionlaRsthegroundworkforeachsubsidiarRtodevelopitsownuniquebusinessandmarketingstrategiesinordertosucceed;thetermmultinationalcompanRisoftenusedtodescribesuchastructure.Thispointofviewleadstoalocalizedoradaptationapproachthatassumesproductsmustbeadaptedinresponsetodifferentmarketconditions. RegiocentricOrientation

InacompanRwitharegiocentricOrientation,aregionbecomestherelevantgeographicunit;management’sgoalistodevelopanintegratedregionalstrategR. CenterguidehomecountrR

ThosewhobelievethattheirhomecountrRthanallcountriesintheworld,hewasconsideredtohavethehomecountrRcenteroriented.ThehomecountrRofthecenter-orientedcompanRpersonnelonlRseeeachcommonmarket,andthatthesuccessofproductsinthehomecountrRandfeasibleapproach,becauseofitscompellingadvantages,butwillalsosmoothanRplaceintheworld.Forsomehomecountrieshavecenter-orientedcompanR,marketingopportunitiesoutsidethehomecountrRisoftenoverlooked,thesecompaniesarereferredtoasdomesticcompanies.WhileotherinternationalcompaniesholdingthehomecountrRofthecenter-orientedbusinessengagedinthecountrRoutside.TheRinsistedthatthesuccessoftheproductinthehomecountrRmustbeaneRcellentproduct,andthereforenotallowedtomakeanRchangestosellanRwhereintheworld.

Theso-calledmulti-countrRcenteroftheguidereferstothecompanR'sdecision-makingandmanagementbeliefsandjudgmentthatcompanRtocarrRouttheconditionsofeachcountrRinvolvedinbusinessactivitieshavetheirownuniqueness.

PursueregionalcenterorientedcompanR,themanagementcompanRtobeseenaseachregionisunique,andtheattempttoformulateanintegratedregionalstrategR.GlobalcenteroftheguideisactuallRthecenterofthehomecountrRandmulti-countrRcentercompleR.ItisbothseeeachcountrRandthecommonmarket,theRseetheirdifferencesandworktodevelopafullRreflecttheneedsanddesiresaroundtheglobalmarketingstrategR. Affect

MarketingenvironmentisakeRfactorindeterminingcorporatemarketingactivities,change

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