国际营销—横向营销在国际市场营销中的价值.docx

摘 要 在市场高度细分的今天，不少的创业者和一些企业还沉迷于垂直市场和纵向营销。他们坚持认为只有细分的垂直市场才能在这个竞争激烈的市场中给他们带来较好的效益。而对于横向营销（也称作“水平营销”），他们片面地认为这种营销方式只会加重企业的运营成本，尤其是对初创企业而言，他们眼中这种“广撒网”的营销方式成功率是相当低的。 横向营销在国内市场尚且如此！在国际市场营销中的价值更是为多数人不解的。国际营销环境相对于国内营销环境而言，具有更多的复杂性、风险性和差异性。这就会使得横向营销成功的几率大打折扣。但值得我们注意的是：复杂的环境，提供了更多的变量，为横向营销彰显其价值提供了更多的可能性。虽然成功率会下降，但一旦成功便能“引爆”几乎所有的横向链接点。因为横向营销是一种在组合的基础上进行创造的营销方式。 关键词：横向营销、国际营销、复杂营销环境、价值 Abstract Today, the market is highly fragmented, a lot of entrepreneurs and some companies are still addicted to the vertical market and vertical marketing. They insist that only a breakdown of the vertical market in this competitive market to bring them better benefits. And for lateral marketing (also known as level marketing), they unilaterally think this marketing approach will increase the operating costs of enterprises, especially for startups, who in the eyes of the wide net marketing success rate is quite low. Lateral marketing in the domestic market like this! For the majority of people, they do not understand the value in the international marketing. Compared with the domestic marketing environment, the international marketing environment has more complexity, risk and difference. This will make the probability of lateral marketing success greatly reduced. But it is worth noting: the complex environment, providing more variables, to show the value of the lateral marketing to provide more possibilities. Although the success rate will decline, but once successful, it will be able to detonated almost all of the lateral link point. Because lateral marketing is a kind of marketing mode based on the combination of creation. Key words: lateral marketing; international marketing; complex marketing environment  目 录  TOC \o 1-2 \h \z \u  HYPERLINK \l _Toc451290001 序 言  PAGEREF _Toc451290001 \h 1  HYPERLINK \l _Toc451290002 一、横向营销的发展与国际营销  PAGEREF _Toc451290002 \h 2  HYPERLINK \l _Toc451290003 二、可行性和必要性分析  PAGEREF _Toc451290003 \h 3  HYPERLINK \l _Toc451290004 （一）可行性  PAGEREF