International Martketing Strategy 国际贸易战略论文字Word文档格式.docx
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International Martketing Strategy 国际贸易战略论文字Word文档格式.docx
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Subtopic:
RefectionaboutGlobalization
Name:
StudentID:
Wordcount:
2013
TableofContents
Introduction1
Implicationsforglobal/internationalmarketingstrategy3
Recommendationsforglobalmarketingmanagement5
Reflectiononmodulecontent6
Reflectiononapproachtolearning7
Conclusion8
References9
Introduction
Withthetrendofglobalization,itisinevitableforpeopletofocusonthecompetitionbetweendifferentregionsandcountries.Wheninternationalenterprisesaredoingmarketingjob,themarketingcontextorenvironmentelementhasbecomeakeyfactor.Tounderstanddifferentmarketingcontextindifferentregionsorcountriesandacquireacomprehensiveconceptionontheriskoftheglobalandlocalmarkethasbecomeahotissueforenterprisesindifferentcountries.Onthebasisoftheseideasandexternalinformation,amultinationalenterprisecouldmakeproperstrategiestocompeteintheglobalmarket.Thisreportwillconcentrateonthepracticalissuesinthemoderninternationalmarketingprocessandprovidesomerecommendationsforglobalmarketingmanagement.Besidesthat,thisreportwillalsorecordthereflectiononthekeylessonsbothintermsofmodulecontentandyourapproachtolearning.
Implicationsforglobal/internationalmarketingstrategy
Firstofall,theeconomicglobalizationmarketingstrategypromoteddivisionofproductionactivitiesintheworld.Productionofallcountrieshasproductswhichcontaincomparativeadvantages,andtherebytheyexporttoothercountrieseasily.therefore,inthisapproach,itnotonlycanreducecostofothercountries,butalsocanimprovetheproductionefficiencyinbothexportersandimporters,asaresult,itmakesthefactorsofproductionbeproperlyandeffectivelyallocated.Thus,multinationalenterprisesemergeduringtheglobalization.Multinationalenterprisesfromemergingmarketsareuprisingontheglobalstage,alsobyacquisitionandinvestment,thecompanyoragroupcouldexpandquickly.TakingtheexampleofNokia,theywereboughtMicrosoftin2013(BUSINESSINSIDER,2013).Thereasonswerethattheywantedtoimproveitsmobilemarketshareandprofit,improvingMicrosoft’sindustrialstructure;
tocarveupAPPmarketforpreventingGoogleandapplesharingthewholemarket,MicrosoftneedstoactintheAPPmarket.Itisakindofmarketingstrategy.Nokia'
spatentcollectionisoneoftheworld'
smostvaluabletechnologysectorandthusMicrosoftwasintendedtospeedupWindowsPhoneinnovationprocess,andlaythefoundationforitsfuturedevelopment.Byadoptingproperinternationalmarketingstrategy,acompanycouldwinthelocalmarketwithinaveryshortperiod(BUSINESSINSIDER,2013).
Theinternationaldivisionoflabor,asaresultofmarketingstrategy,tiesthecountriesclosereconomicbondsandstrongerinterdependencethanbefore.Duetothefactthatalargenumbercountriesmanufacturetheproductswhichhavecomparativeadvantageandtoreducetheproductwhichdonotnocomparativeadvantage,whichleadtoaninevitableconsequencethatitmakesallthecountriesareforcedtoimportallthenecessarywhichalsohavenocomparativeadvantageorelse,theycouldnotearnaprofitonit.InformationfromtheU.SCensusBureau(2010)showedthatfrom1990to2007,theworld'
stotalimportsincreasedfrom821.3billionto3.0591trillionin2007,increasingby274.27%;
Totalexportsincreasedfrom$1990in780.5billionto3.2573trillionin2007,increasedby317.33%.Thus,theglobalizationofworldeconomymakesworldtradegrowfastanddevelopquickly.However,atpresent,theworldtradepatternisstilldevelopedinanimbalancedway.However,policymakersaresupposedtorealizethatthelowefficiencyofinternationaltradecouldbecausedbyimpropertariffs,taxationsorsubsidies.Boththeregionalandtheglobaleconomywouldneedafreerenvironmentforinternationaltrades(Parker,2009).
Becauseofthespontaneityfromtheglobalmarket,developingcountriesareinferiortodevelopedcountries.Developedcountriesaretheleadersoftheeconomicglobalizationandpromoters.Theygrasptheinitiative,whilemostoftheexistinginternationaleconomicrulesaresetbythedevelopedcountriesastheleading,orsomerulesareformulatedintheabsenceofdevelopingcountries’presidents.Asdevelopingcountries,ontheotherhand,havenotsolideconomicfoundation,incompletemarketdevelopment,relativelyweakeconomicstructure,insufficientfunds,laggardtechnology,theyarevulnerabletotheimpactofeconomicglobalizationandthusbringoutthedomesticeconomicfluctuations.
Meanwhile,financialglobalizationundertheeconomicglobalizationmarketingstrategypromotestheeconomicgrowthofdevelopingcountriesatthesametime,thefinancialriskandeconomicimpactsabsolutelycouldnotbeignored.Third,whilesolvingglobalproblems,developingcountriesarealsofacedwiththeembarrassingsituation.TheyarebusyinpursuingeconomicgrowthofGDP,thedevelopmentofeconomy,improvepeople'
slivingstandards,however,economicglobalizationmakesmoreandmoreseriousdamagetoecologicalenvironmentbecauseheavilypollutedindustriestransferfromdevelopedcountriestodevelopingcountries,makestheirnaturalenvironmentpolluted.Besides,theeconomicglobalizationleadstoandaggravatesthefurtherimbalanceofworldeconomicdevelopment.Atthesametime,economicglobalizationbringsdevelopingcountriesthebiggestproblemsorbiggestthreat,whichisthattheirnationalsovereigntyareshockedandweakened.Thedevelopingcountry'
seconomicsecurityischallenged(Barnaby,2006).
Whenitcomestothecultureimplicationsfromglobalorinternationalmarketingstrategy,theimpactoftheeconomicglobalizationononecountry’sculture,ingeneraltherearethreelevels:
thefirstistheimpactofculturalproducts.Becauseforeignculturalproductsintheinternationalculturaltrademarkethavealargeradvantage,thelocalcountrywillfacethatforeignculturalwouldshockthedominanceplaceoflocalcultureproducts(Saskia,2014).Theinfluencingfactorslikephysicalenvironment,territoryandsooncouldbeveryimportantinculturebackground,aswellasthefamilydecisionmakingorthefamilybuyingstereotypes,whichisaveryusefultoolforanalyzingconsumerbehaviorindifferentculturalbackgrounds.MNEscouldadoptaccordingmarketingstrategiestosuittheconsumingcustomsofdifferentconsumersfromdifferentculturebackgroundsbyanalyzingthebuyingstereotypes.Afterinvestigation,theproperproductswouldattractthelocalpeople’sattention,whichalsowouldaffecttheirbuyingstereotypesaftercomparingthefunctionsorthequalitybetweenthelocalproductswithforeignproducts.Inthetideofeconomicglobalizationmarketstrategy,thelocalculturehassufferedanunprecedentedimpactandchallenges.Cultureconflictscouldnotbeavoided(MaxRaild,1998).
Recommendationsforglobalmarketingmanagement
Forthesmallenterprises,theyshouldcooperatewiththeMNsorbigcompaniesintheglobalmarket.Sincethebigwaveandbidtidesintheglobalmarketaretoodangerousforsmallenterprises.ThesecompaniescanboosttheirchancesofridingtheglobalmarketwaveratherthanbeingdraggeddownbytheundertowbymeansofbeingindependentofMNsorthebigcompanies(Andrew,2010).Inordertoachievethestableglobalmarket,theenterpriseuse,geographicalandhumanconditionsatpresent,specifically,iswiththehelpofauniquetime,uniquecharacters,specialfield,specialevents,uniquecultureanduniqueenvironment,effectiveuseofotherthings,people,visibility,reputation,trust,attention,satisfaction,loyalty,recognitionandaffinity,theseadvantagesarereasonablygraftedortransferredtothesmallcompany,productsorservices,soastorapidlypromotesales,andachievethegoalofenterpriseestablished.BycountingontheMNsorthebigcompanies,smallcompaniescansavethecostandavoidsomerisks.
Symbiosisstrategy,alsoknownassymbioticmarketingstrategy,thiskindofmarketingstrategyissometimescalledajoint.Itmeanstoachievespecificgoals,twoormoreseparateenterprisesthroughcontractonresourcesandprojectcooperation,complement,advantagesofcombination,astoachievewin-winsituation,carriesonthestrategicalliance,andtoexpandinternationalmarketingactivities.Accordingtodifferentindustries,differentbrand,producersanddistributors,dealersanddistributors,wholesalersandagents,thecompanycanbuildtheirsymbiosis(Andrew,2010).Ontheotherhand,theformsofinternationalmarketagreement,suchasfreetradearea,customunion,commonmarket,economicunion,politicalunion,bilateralormultilateraltrade,economiccooperationandtradepreferenceagreement,theyalsoactapositiveandpromotiveroleinglobalmarket.
Asfamilydecisionmakingcouldpossiblytakeeffectsonmarketingstrategydecisionmaking,soitisalwaysnecessarytoinvestigatethelocalfamilyculturebeforeinternationalmarketingactions.TheMNsshouldtakesomelocalizedproductionmodwiththeintegrationofresourcestoincreasetherecognitionfromthelocalpeople.Byinvestigatingtheculturalpsychologyandculturalidentity,foreigncountrycancomplywiththeirbuyingstereotypestounderstandwhattheyareandwhytheydothis.Thus,itcanincreasethesalevolume.
Reflectiononmodulecontent
Afterlearningtheimplicationsandrecommendationsforglobalmarketstrategy,itisnecessaryforstudentstoknowthatlocalculturebackgroundwoulddecidegovernmentandpeople’sattitude
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- International Martketing Strategy 国际贸易战略论文字 国际 贸易战 略论 文字
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