International Market Analysis and Marketing Strategies

Author: Wang Yinghui Li Wenlu
Publisher:
Publish Date: 2002-08-01
Features: International Market Analysis and Marketing Strategies was compiled in response to the situation where China became a formal member of the World Trade Organization (WTO) and Chinese enterprises faced unprecedented domestic and international market competition. It was developed to meet the needs of Chinese enterprises' international operations. Although China has been reforming and opening up for over 20 years, and modern corporate systems have been advocated and nearly a decade old, we are no longer unfamiliar with the operational models of international multinational corporations. However, it is undeniable that both Chinese private enterprises and state-owned enterprises face the objective reality of being unfamiliar with international markets and lacking international competitiveness. After China's entry into the WTO, economic globalization and the internationalization of business have become an irreversible historical trend. This is manifested in the following aspects:
1. Economic globalization has made domestic and international markets more closely integrated, and actively participating in international competition is a necessity of economic globalization.
2. Multinational corporations have become the dominant form of cross-border investment.
3. Domestic enterprises lack sufficient international market knowledge and marketing experience, which restricts the rapid internationalization of Chinese enterprises.
4. After China's entry into the WTO, the trend of market competition within the country has become more pronounced, posing challenges to enterprises' international operations capabilities.
The book is divided into four parts, consisting of 12 chapters. Part I uses one chapter to outline the current environment of corporate international operations, particularly by discussing the internationalization of enterprises under the management of the World Trade Organization, analyzing the current situation of corporate internationalization. Part II examines the business environment of corporate internationalization and analyzes international regional markets, aiming to help readers understand that the primary condition for enterprises to enter international markets is to have an international market awareness and corresponding means to enter these markets. Part III elaborates on four chapters, covering international market research, the establishment of international marketing information systems, the selection and positioning of target markets, and international market entry modes and post-entry competition strategies, providing strategic planning and design for enterprises to enter international markets. Part IV uses the marketing strategy framework of "4Ps" to conduct strategic analysis for the international operations of Chinese enterprises. This corresponds to the analysis of the first three parts, completing the comprehensive analysis of the entire process of corporate international operations.
Based on summarizing the international operations of developed Western countries, the book provides detailed theoretical analysis and empirical case studies on the international management of Chinese enterprises, particularly in international marketing. It offers important guidance for Chinese enterprises to respond to international competition after entering the WTO.