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企业进入国际市场营销必须首先确定要进入的市场。即首先把整个世界市场按一定标准划分为若干细分市场,然后对每个细分市场中对企业营销有影响的力量进行分析,找出这些环境因素所提供的机会与造成的威胁,结合企业自身的优势与劣势,确定要进入的目标市场。企业细分市场及比较各市场机会与威胁的依据是环境信息,而影响企业国际市场营销的环境因素众多、组合繁杂、变化迅速,若企业仍停留在手工收集和处理信息的阶段,就无法
Enterprises entering the international marketing must first determine the market to enter. That is, the entire world market is first divided into a number of market segments according to a certain standard, and then the forces that affect corporate marketing in each market segment are analyzed to identify the opportunities and threats that these environmental factors provide. Its own advantages and disadvantages determine the target market to enter. The market segmentation and comparison of market opportunities and threats are based on environmental information. There are numerous environmental factors that affect the company’s international marketing, and the combination of changes in the environment is complex. If the company still stays at the stage of manually collecting and processing information, it cannot