ch1-1國(guó)際市場(chǎng)營(yíng)銷(xiāo)導(dǎo)論-資料下載頁(yè)
2025-05-13 09:29本頁(yè)面
【正文】 Rise of newly industrialized nations. ?Free market economies. ?Belief in open markets, trade and foreign investments as the road to economic development. Events and Trends Affecting Global Business ? The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and eastern Europe ? The rapid growth of the World Trade Organization and regional free trade agreements ? The Globalization of Markets ? Big Emerging Markets ? The burgeoning impact of the Inter, mobile phones, and other global media on the dissolution of national borders 第一節(jié) 企業(yè)走向國(guó)際市場(chǎng)的動(dòng)因 ? 一、企業(yè)從事國(guó)際營(yíng)銷(xiāo)活動(dòng)的原因 經(jīng)濟(jì)全球化的必然結(jié)果，時(shí)代發(fā)展的必然趨勢(shì)； 國(guó)內(nèi)市場(chǎng)需求趨于飽和，市場(chǎng)競(jìng)爭(zhēng)日益加?。? 國(guó)際市場(chǎng)的吸引力； 政府的鼓勵(lì)與支持； 其它原因： *獲得國(guó)外先進(jìn)的科學(xué)技術(shù)和管理經(jīng)驗(yàn) *充分利用國(guó)外的資源，有利于提高規(guī)模經(jīng)濟(jì)效益 *其它 Reasons for Expanding into International Markets ?Domestic Market Saturated ?Excess capacity ?Extend Product Lifecycle ?Higher Sales, Economies of Scale, Risk Diversification, transfer of knowhow, global brands etc. ?Growth Opportunities ?Globalization of Market 二、企業(yè)從事國(guó)際營(yíng)銷(xiāo)活動(dòng)的方式 出口 Exporting； 許可證貿(mào)易 Licensing； 在國(guó)外設(shè)立銷(xiāo)售辦事處或營(yíng)銷(xiāo)子公司； 國(guó)外直接生產(chǎn)與營(yíng)銷(xiāo)； 其它方式 。 二、企業(yè)從事國(guó)際營(yíng)銷(xiāo)活動(dòng)的方式 直接出口 間接出口 外國(guó)營(yíng)銷(xiāo)分支機(jī)構(gòu) 許可證貿(mào)易 直接投資 進(jìn)入外國(guó)市場(chǎng)的五種途徑 投資承諾、風(fēng)險(xiǎn)、控制和利潤(rùn)潛量的數(shù)額
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