浅析环境对国际市场营销的影响

1学号14090702277商务英语（期末论文）题目：浅议环境对国际市场营销的影响作者届别2009届学院外国语言文学专业英语完成时间2011年6月2AStudyofEnvironmentEffectsuponInternationalMarketingAThesisSubmittedtoCollegeofForeignLanguages&LiteratureinPartialFulfillmentoftheRequirementsfortheIntroductiontoBusinessEnglishSupervisedbyMs.YuHunanInstituteofScienceandTechnologyYueyang,HunanJune,20113AbstractInviewofthefactthateconomicglobalizationisdevelopingmatureandsteadygradually,soparticipatingininternationalcompetitionhasbeeninvolvedinvariousindispensableissues.Inaddition,wheninprogressininternationalmarketing,theeffectsuponenvironmentalfactorsbecomeamajorkey.Therefore,knowingtheactualmacro-marketingenvironmentandunderstandingpersonalmicro-marketingenvironmentofinternationalmarketingthoroughlytomakingappropriatemarketingstrategyhavebecameagrowingconcernofeachenterprise.Intermsofproduction,systemsofdistribution,channelofdistributionandgreenmarketing,thisthesismainlyanalyzesnaturalenvironmenteffectsuponinternationalmarketing,sothatitcanembodytheimportanceofenvironmentinmarketingareaandasignificantdevelopmentdirectionoffutureinternationalmarketing.Keywords:internationalmarketingenvironment;channelofdistribution;greenmarketing4摘要随着经济全球化的逐渐成熟稳定，参与国际竞争已经成为了各个企业不能回避的问题。并且，企业在进行国际市场营销时，环境因素的影响也开始占据了很大的比例。因此，了解影响国际市场营销的宏观环境因素以及洞悉自身的微观环境因素，从而因地制宜，制定合适的营销策略已经成为被各个企业普遍关注的问题。本文是从产品，分销体系以及分销渠道和绿色营销等方面，着重于分析环境对国际市场营销的影响，从而体现外部环境在营销这一领域的重要性，以及未来国际市场营销的一个重要发展方向。关键词：国际市场营销环境；分销渠道；绿色营销5ContentsIntroduction……………………………………………………………..61.ActualanalysisofInternationalmarketingenvironment...............71.1Basicconcept………………………………………………………71.2Mainclassification…………………………………………………..81.3purposesofinternationalmarketingenvironmentresearch…………...82.Channelofdistribution……………………………………………...92.1Mainelements…………………………………………………….....92.2Environmentalelements……………………………………………...93.StudiesonGreenmarketing………………………………………..103.1Managementcontents……………………………………………….113.2Greenrequirements…………………………………………………113.3characteristics……………………………………………………….124.Conclusion…………………………………………………………..135.Workscited…………………………………………………………146.Acknowledgements…………………………………………………156IntroductionInternationalmarketingisakeypointtointernationaltrade.Nowadays,avarietyofelementsbroadlyinfluencethedevelopmentofinternationalmarketing.Itisessentialtomakefulluseofthoseexternalconditions.Somanyshortcomingsstillexistbecauseoflackingofreasonablecomprehension.Inordertosolvethoseproblems,enterprisesandmanagersshouldtakeeffectiveandpracticablestrategiestodisposepossiblebadresultswhichcausedbytheadverseelements.Marketersalsoaretryingtofindsomesufficientsolutionstobalancetheeconomydevelopmentandenvironment.Thisthesisintendstoanalyzetheimportanceofenvironmentininternationalmarketing.Partoneisageneralintroductionofinternationalmarketingenvironment,includingconcept,classificationandpurposes.Parttwomainlyanalyzetheinfluenceofenvironment,especiallynatureenvironment.Partthreeputforwardanewidea---greenmarketing,andintroduceitindetail.71.ActualanalysisofInternationalmarketingenvironmentInternationalmarketingenvironmentisverycomplexatpresent.Politics,economyandcultureareallmakedifferenceininternalenvironmentmarketing,soitishardtomakesenseofsuchanintricatecircumstance.(甘碧群,86)1.1BasicconceptThemarketenvironmentisamarketingtermandreferstoalloftheforcesoutsideofmarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.(迈克尔·R·津科特)1.2Mainclassificationa.Directenvironment(micro-marketingenvironment)andindirectenvironment(macro-marketingenvironment)Directenvironmentincludesindustrialrequirements,Customerelementsandsourcesofresources.Indirectenvironmentincludesnatureenvironment,economyenvironment,politicsandlawenvironment，technologyenvironmentandsocialcultureenvironment.b.AdverseenvironmentandenablingenvironmentIntermsofthoseelementswhichhaveinfluenceoninternationalmarketingc.Long-termenvironmentandshort-termenvironmentIntermsoffashionandtendencyandlengthoftime81.3.PurposesofinternationalmarketingenvironmentresearchBymeansofobservingthechangesofenvironment,wecangraspthetrendofinternationalmarketingandfindnewopportunitiesofenterprisedevelopment.Theobligationofmarketersisdistinguishthepossiblechancesandthreatwhichmaybebroughtbymarketingenvironmentandadjustmarketingstrategytoadaptthechangeableenvironment.2.ChannelofdistributionDistributionisaveryimportantcomponentofLogistics&Supplychainmanagement.Distributioninsupplychainmanagementreferstothedistributionofagoodfromonebusinesstoanother.Itcanbefactorytosupplier,suppliertoretailer,orretailertoendcustomer.Itisdefinedasachainofintermediaries;eachpassingtheproductdownthechaintothenextorganization,beforeitfinallyreachestheconsumerorend-user.Thisprocessisknownasthe'distributionchain'orthe'channel.'Eachoftheelementsinthesechainswillhavetheirownspecificneeds,whichtheproducermusttakeintoaccount,alongwiththoseoftheall-importantend-user.(菲利普·科特勒)2.1MainelementsThemainelementswhichhavegreatinfluenceondistributionchanneldesignincludemarket,production,enterprise,middlemanandenvironment.Ev