Roaming internationally

Author: Han Chuangfei
Publisher:
Publish Date: 2004-01-01
Features: After more than two decades of economic system reform, especially with the implementation and development of China's reform and opening-up policies, an increasing number of industrial and commercial enterprises are facing the issue of international market development. How to enter the international market and how to capture market share have become key concerns for corporate marketers. As an indispensable part of economic globalization, China faces unprecedented opportunities and challenges in international marketing after joining the WTO. While this has provided China with a more stable economic and trade environment and facilitated trade and investment liberalization with other countries and regions, it is also evident that China's entry into the WTO will further accelerate changes in the business environment, particularly the international marketing environment, pushing relatively underdeveloped Chinese enterprises into the waves of economic globalization. Based on the market environment in China after the WTO, this book comprehensively elaborates on the principles, methods, and strategies of international marketing, including various environmental factors of the international market, international market development strategies, product development and operational strategies in international marketing, market pricing strategies in international marketing, promotional strategies in international marketing, and the management and operations of multinational enterprises. It also provides empirical analyses of numerous domestic and international cases, making it an invaluable reference book for all professionals engaged in international marketing. The book is divided into sixteen chapters, primarily explaining the fundamental principles, practical strategies, and typical cases of international marketing. The content covers international marketing concepts, environments, systems, research, the management and operations of multinational enterprises, and the combination and application of various marketing strategies, with a strong emphasis on how the domestic market and international market align after China's entry into the WTO, and how to effectively guide Chinese enterprises to step onto the international stage. This book is a comprehensive reference tool that can serve as a textbook and teaching reference for international marketing in economic disciplines at universities and colleges, as well as a training manual for foreign-related management personnel and a business reference for corporate marketers. The book is divided into sixteen chapters, primarily explaining the fundamental principles, practical strategies, and typical cases of international marketing. The content covers international marketing concepts, environments, systems, research, the management and operations of multinational enterprises, and the combination and application of various marketing strategies, with a strong emphasis on how the domestic market and international market align after China's entry into the WTO, and how to effectively guide Chinese enterprises to step onto the international stage. The book is innovative and forward-looking, drawing on and analyzing various principles and strategies of international marketing while striving for innovation. It integrates various operational strategies and conducts extensive empirical analyses based on the actual cross-border operations of Chinese enterprises, making it highly valuable for reference and practical application.