进入一个新的市场需要对其机会和风险建立深入的了解。世界或许是平的,但连接各个国家之间的道路往往不是那么平坦。对于面对消费者的企业而言,国际扩张带来的好处是显而易见的:分享金砖四国消费者收入的快速增长、成为欠发达国家中的先行者,以及在发达国际市场中占领一席之地。国际扩张的想法在不同公司中不断地被提出,但是进入新市场所带来的战略和战术上的挑战却往往令人望而却步。成功的国际扩张就意味着克服各种挑战,例 Entering a new market requires a deep understanding of their opportunities and risks. The world may be flat, but the path between countries is often not so smooth. For consumer-facing businesses, the benefits of international expansion are clear: sharing the rapid growth in consumer revenue in BRIC countries, becoming a forerunner in less developed countries and a place in the developed international market. The idea of ​​international expansion has been constantly proposed in different companies, but the strategic and tactical challenges of entering new markets are often prohibitive. Successful international expansion means overcoming various challenges, for example