Chapter4MarketingmanagementofinternationalenterpriseSection1Theformofdevelopingglobalmarketofinternationalenterprise

一、Accordingtotheorderofcountry：

1．TheformofUSA

2.TheformofJapan

二、Accordingtotheorderofarea：

1．

Theformofsnowball

2．

Theformofmushroom

Twomainindex

（1）

Competitionrequirement（2）

Marketcapability三、Otherformofdevelopinginternationalmarket

1．Springboard2．Shortstop3．Generalattack4．Fightinsomeplacesonbyone5．Counterattack

Section2Evaluationandselectionofmarketofinternationalenterprise

一．

Thebasicindexevaluatingmarketscale

1．Economicscale2．Populationscaleandconstitutes

（1）

Grosspopulation（2）

Populationincreasingrate（3）

Populationstructure

2．Economydevelopmenttrend

3．Industrystructure

4．Revenuedistribution

5．Externaldependency3、Economydevelopmenttrend

4、Industrystructure

5、Revenuedistribution

6、Externaldependency二、Maro-economyforecastandmarketdemandforecast

1、Economiccycleanalysisforecast2.

Inflationandpricelevelforecast3.

Internationalincomeandexpensesforecast4.

Exchangerateforecast5.

Marketdemandforecast

三、

Selectionofobjectivemarket

1．Filtrationprocessofobjectivemarket

2．Selectstandardofobjectivemarket

（1）Environmentfactorofobjectivecountryl

Productionmaterialmarketl

Managementenvironmentl

Finishedproductsale（2）Twoobjectofmultinationaloperationl

Developmaterialmarketl

Extendfinishedproductmarket

Section3selectionofmarketentrymode

一、Entrymodeofinternationalenterpriseandits’character

1．export

（1）Indirectexport（2)Directexport（3)

Advantageofindirectexport（4）Disadvantageofindirectexport

2.

Technologyauthorizationandcontractplan

（1）

Technologyauthorization

（2）

Contractplan

Mainforms：l

Manufacturecontractl

Engineercontractl

Turn-keyprojectcontractl

Managementcontractl

Internationalsubcontractcontractl

Laborexportcontract（3）CharacteroftechnologyauthorizationAdvantage:l

Protectpatentandbrandl

Infavorofapportionofresearchandexploitationcostl

Infavorofovercominggovernmentlimit

Disadvantage:l

Lackofeffectivecontrolforabroadmarketl

Littleflexibilityofdevelopmentl

Bepronetocultivatingopponent

3.

foreigndirectinvestment二、Selectionofentrymodeofinternationalenterprise1、

Strategicobject2、Companyability3、Regulationoflocalgovernment4、Objectivecountryandits’marketcharacter5、Geographyandculturedistance6、Investmentventure7、Necessarycontrol8、Thebalanceofcontrolandrisk

Section4Marketingcombinationofinternationalenterprise

一．

Standardizationanddiversification

1．Standardization：reducecost

2.Diversification：adapttodemandofeachmarket

3．Theregulationofinternationalmarketing二、

Internationalmarketingstrategy

1．

Productstrategy

（1）Directpervasion：putproductintointernationalmarketwithoutanychange

（2）Productadapt：changeproducttoadapttolocalmarketsituationorpreference

（3）Productinnovation：innovateorcreatenewproducttosupplyabroadmarket2．Pricestrategy

(1)Threestylesofpricestrategy：l

Globalstandardpricel

Dualpricel

Marketdifferentprice

(2)Internationaltransferpriceandits’motivel

Internationaltransferofcapitall

Avoidtaxl

Avoidrisk(3)

Restrictfactorofconstitutingtransferpricel

Economicenvironmentofeachcountryl

Governmentattitudefortransferpricel

Restrictfactorofinnerinternationalenterprise

(4)

Theproblemgraymarket3．

Channelstrategy

（1）

Countrydifferenceofchannel

（2）

Affectingfactor

l

Informationfeedbackl

Controldegreel

Flexibilityl

Venturel

Cost4.Internationalpromotionstrategy

（1）

Internationalpersonnelpromotion（2）

Internationaladvertisement（3）

Internationalbusinessextend（4）

Internationalpublicrelation

Chapter5ForeigndirectinvestmentofinternationalenterpriseSection1Thesignificationandmotiveofforeigndirectinvestment一．

Thesignificationanddevelopingtrendofforeigndirectinvestment1．Signification2．Developingtrend（1）

Thesourceofinvestment：USA,Japan,Europe（2）

Investarea：Developedcountries（3）

Investindustrynclinetothethirdindustry二、Thetypeandmotiveofforeigndirectinvestment1．Resourceoriented2．Marketoriented3．Costoriented4.Advancedtechnologyoriented5．Uniqueadvantageoriented6．Decentralizingriskoriented7．Areadecentralization8．PreferablepolicyorientedSection2Theoryofforeigndirectinvestment

一．

Theoryofpursuinghighdividend

二．

Theoryofmonopolyadvantage

三、Theoryofproductlifecycle1、FreshPhase：inmostdevelopedcountry2、Maturephase：productinthecountrywhichisincorrespondingdevelopphase3、Standardphase：productindevelopingcountry四、Theoryofmarketinternalization

Thereasonsofinternationalenterpriseinternalization：1、Reducebargaincost2、Avoidtheinadequacyofsemifinishedproductmarket3、Usetransferprice五、Theoryofareaadvantage

Affectingfactors:1．

Laborcost2．

Marketlocationandpotential3．

Tradebulwark4．

Nationrisk六、TheoryofinternationalproductiontradeoffSection3Theformofforeigndirectinvestment一．

Mergeandbuild1、Signification（1）Build（2）Incorporation：includeannex,combinationandpurchase2.Characteristicofmerge

（1）

Advantage：l

Infavorofenteringmarketrapidlyl

Infavorofdealingdiversificationl

Infavorofmanagingl

Infavorofstudyadvancedtechnologyl

Infavorofcompetitionl

Infavoroffinancingl

Infavorofpurchasingassetwithlowerprice

（2）

Disadvantagel

problemofvalue-evaluatingl

problemofdealingriskl

problemofenterprisescaleandselectionl

problemofinherecontractortraditionlimit3.Theformandmethodofmerge（1）

Thebasicform

l

Directincorporationl

Indirectincorporation（2）

Thebasicmethodl

Cashpurchasel

Sharepurchasel

Levelpurchase4.Theselectionbetweenmergeandbuilding（1）

Theinnerfactorinmultinationalcompany：l

Theproprietaryresourceofenterpriseliketechnologyl

Theexperienceofmultinationaldealingl

Globalstrategyandcompetitivestrategyl

Thedevelopmentofcompany（2）AffectfactorofExternalenvironment二、Soleventureandjointoperation1．Soleventureenterprise（1）

Signification（2）

Thecharacterofsoleventureenterprise

Advantage：l

Lesscontrolbythegovernmentl

Lighttaxl

Infavorofprotectthebusinesssecrecyl

Morecompetitiveandenterprising

Disadvantage：l

Biggerventurel

Limitedenterprisescale2．

Jointoperationenterprise（1）Signification

（2）Form：Theformofshareright--------jointventureenterprise

Theformofcontract-------cooperativeenterprise(3)Themotiveofjointoperationenterpriseu

Strengthentheoperationinexistence：l

Achievescaleeconomyl

Materialandaccessoryl

Researchandexploitationl

marketingu

Achievethetechnologyofcoreoperationl

Reducethefinancialventurel

Extenttheproducttoabroadmarketl

Diversification（4）

Selectionofpartnerl

Strategicreciprocityl

Skillreciprocity