国际市场营销英文论文

[键入文字]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：[键入文字]TheinfluenceofinternationalmarketingorientationontheenterpriseAbstractInternationalMarketingUndertheinfluenceofeconomicglobalization,InternationalMarketingreferstotheinflowofgoodsandservicesofmorethanonecountryinthehandsoftheconsumeroruserprocess.Inotherwords,internationalmarketingisasocialandacross-bordermanagementprocess,enterprisesthroughplanning,pricing,promotionandguidance,tocreateandexchangeofproductsandvalueintheinternationalmarkettomeettheneedsofmultinationalcustomersandaccessprofitactivities.Worldeconomy,technologicaldevelopmentisuneven,especiallytoday'shighlydevelopedscienceandtechnology,nocountrycan’thavealltheresourcesneededforthenationaleconomy,nottohavealltheadvancedtechnologydevelopmentneeds.Toacceleratethedevelopmentofthenationaleconomy,weneedtoactivelycarryoutinternationalmarketing,domesticproductsintotheinternationalmarket.Thesmoothrealizationofthevalueofaproductandgetmoreprofitthroughexports,theintroductionofadvancedscientifictechnologyandequipmenttospeedupthecountry'seconomydevelopmentof.Keywords:managementorientations;Internationalmarketing;Introduction：InternationalMarketingThebasicprinciplesandmethodsofinternationalmarketingwiththebasicmarketingisnotmuchdifference.Manydomesticenterprisesguidingprinciplesandmethodsofmarketing,suchasmarketingresearch,consumerbehavioranalysis,targetmarketing,marketingmixstrategy,marketing,strategicplanning,marketing,management,etc.,canbeutilizedtoguidetheinternationalmarketingactivities.Domesticmarketingismarketingintheenterprisefamiliarenvironment(includingdemographic,economic,social,cultural,politicalandlegalandcompetitiveenvironment)tocarryoutinternationalmarketingwillhavetocarryoutinmorethanonecountryarenotfamiliarwithmarketingenvironment,aswellasbydomesticmacromarketingenvironmentinfluence,itcanbeseenfacingtheinternationalmarketingenvironmentmorecomplex.[键入文字]SignificanceofInternationalMarketingActivelycarryoutinternationalmarketingfortheenterprisestocarryoutmarketing,canseekawidermarket,expandproductsalesbusiness:First,greaterreturnsthroughthesale,thesecondisthroughtheexpansionofsalestoexpandproductionscaleandreduceproductunitcosts,gaineconomiesofscale.Activelycarryoutinternationalmarketing,toenableenterprisestojointhefiercecompetitionintheinternationalmarkettogo,wecanhonethedevelopmentofproductioncapacityofenterprises,speeduptechnologicalprogress,improvethemanagementlevel,toacceleratebusinessgrowthandexpansion.Forourcountrythisisadevelopingcountry,tojoinWTOpressureonmanycompaniesisnotonlypower,bothchallengesandopportunitiesinChina'smodernizationprocess,toencouragedomesticenterprisestoactivelycarryoutinternationalmarketing,toparticipateininternationalcompetition,Youcanworkoutinthefiercecompetitioninthemultitudeofstrongcompanies,inintegratingintothemainstreamoftheworldeconomy,whileourbusinessdevelopmentideaschangeradically,forginganewinternationalcompetitiveenvironmenttoadapttothemodernenterprise.IntroductionofmanagementorientationsTheformandsubstanceofacompany’sresponsetoglobalmarketopportunitiesdependgreatlyonmanagement’sassumptionsorbeliefs–bothconsciousandunconscious–aboutthenatureoftheworld.Theworldviewofacompany’spersonnelcanbedescribedasethnocentric,polycentric,regiocentric,andgeocentric.Managementatacompanywithaprevailingethnocentricorientationmayconsciouslymakeadecisiontomoveinthedirectionofgeocentricism.TheorientationsarecollectivelyknownastheEPRGframework.EthnocentricOrientationApersonwhoassumesthathisorherhomecountryissuperiortotherestoftheworldistohaveanethnocentricorientation.Ethnocentrismissometimesassociatedwithattitudesofnationalarroganceorassumptionsofnationalsuperiority;itcanalsomanifestitselfasindifferencetomarketingopportunitiesoutsidethehomecountry.Companypersonnelwithanethnocentricorientationseeonlysimilaritiesinmarkets,andassumethatproducesandpracticesthatsecceedinthehomecountrywillbesuccessfulanywhere.Atsomecompanies,theethnocentricorientationmeansthatopportunitiesoutsidethehomecountryarelargelyignored.[键入文字]PolycentricOrientationThePolycentricOrientationistheoppositeofethnocentrism.Thetermpolycentricdescribesmanagement’sbelieforassumptionthateachcountryinwhichacompanydoesbusinessisunique.Thisassumptionlaysthegroundworkforeachsubsidiarytodevelopitsownuniquebusinessandmarketingstrategiesinordertosucceed;thetermmultinationalcompanyisoftenusedtodescribesuchastructure.Thispointofviewleadstoalocalizedoradaptationapproachthatassumesproductsmustbeadaptedinresponsetodifferentmarketconditions.RegiocentricOrientationInacompanywitharegiocentricOrientation,aregionbecomestherelevantgeographicunit;management’sgoalistodevelopanintegratedregionalstrategy.CenterguidehomecountryThosewhobelievethattheirhomecountrythanallcountriesintheworld,hewasconsideredtohavethehomecountrycenteroriented.Thehomecountryofthecenter-orientedcompanypersonnelonlyseeeachcommonmarket,andthatthesuccessofproductsinthehomecountryandfeasibleapproach,becauseofitscompellingadvantages,butwillalsosmoothanyplaceintheworld.Fo