国际市场营销论文(3)

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

道客巴巴市场营销环境变化对企业的影响

中国人民出版社全球营销课本P14-16

篇三：国际市场营销论文

天津师范大学津沽学院

国际营销学学科论文

系部

班级

姓名

学号

浅析文化环境对我国企业国际营销的影响

内容摘要：国际化经营是经济全球化的基础，随着全球经济一体化发展，企业国际市场进入战略的选择问题收到了越来越多的关注。我国实行改革开放以后，尤其是在加入世界贸易组织的推动下，越来越多的企业进入了国际市场，开始了国际化营销。这种跨国界的商务活动与国内营销的最大区别就是要与不同文化环境的人打交道。本文在阐述文化环境含义的基础上，分析了我过企业在国际营销过程中应考虑的文化环境因素，提出了我过企业适应国际文化环境的建议。

关键词：国际化 国际市场 国际营销 文化环境

国际市场营销环境因素是指那些给企业带来营销机会和环境威胁的主要社会力量和社会条件，包括社会文化环境，经济环境，政执法律环境，技术环境，物质自然环境和金融环境等。而文化环境是其中影响面最广也最难把握的一部分。社会文化环境是指一个社会的民族特征、风俗习惯、语言、道德观、价值观、教育水平、社会结构、家庭关系的总和。不同国家营销环境的差别，主要体现为不同国家文化背景的差异，即社会文化环境是国际营销时间中最富有挑战意义的环境要素。处于不同文化环境的人，在语言、宗教信仰、价值观念、思维方式、风俗习惯等方面都存在着差异，因此在国际营销活动中，我国企业必须重视各种文化环境因素的影响，分析并适应不同的文化环境。

一、在国际营销中我国企业应考虑的文化环境因素

1.语言是沟通的首要工具，反映了每一种文化的特征、思维、过程、价值取向及其间的人类行为。语言在国际营销中主要有四个作用：语言在信息收集和评估中发挥重要作用；语言提供了进入当地社团的通道；在公司的沟通交往中，包括公司内部沟通和公司外部营销网及生意伙伴的沟通，语言都发挥了重要作用；语言提供的作用远超于其基本的沟通能力。特别是在国际营销的促销广告中，对各种不同语言必须要有深入的理解。美国的百事可乐公司有一个著名的促销广告词：“畅饮百事可乐，使你心旷神怡”(come alive with Pepsi)。在中国这一广告和其产品名称的绝妙翻译相配合，取得了极好的效果，然而，同样的广告词在德国却遇到麻烦。因为其若直译为德语，“come alive”的意思是“死而复生”。另外翻译错误也是导致失败的主要根源，解决这种尴尬局面的方法就是使用逆向翻译法：一个译者将初始语言翻译为目标语言，另一名译者将译稿译回初 …… 此处隐藏：2649字，全部文档内容请下载后查看。喜欢就下载吧 ……