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政府的国际市场营销是以政府为主体的宏观市场营销范畴,它不同于以企业为主体的微观市场营销。政府的国际市场营销策略因此也与企业的国际市场营销策略有较大的差别,它的产品策略重点是产品组合策略和质量策略,价格策略主要是高价策略,并实行以直接渠道、以区域经济一体化组织为中介的渠道和以世界贸易组织为中介的渠道并举策略,以及多种方式并用的促销策略。
The government’s international marketing is a government-centered macro-marketing category, which is different from micro-marketing where companies are the main body. The government’s international marketing strategy is therefore also quite different from the company’s international marketing strategy. Its product strategy focuses on product mix strategy and quality strategy. The price strategy is mainly high-price strategy, and it implements direct channels and regional economics. The integrated organization is an intermediary channel and a strategy that uses the World Trade Organization as an intermediary channel, as well as a variety of marketing strategies.