国际市场营销教程 6.ppt

第六部分 国际市场进入战略  International Market Entry Strategies Acquiring a global perspective requires execution, requires planning, organization, and a willingness to try new approaches. This chapter discusses alternative market-entry strategies (Beijing Time) Tuesday, February 19, 2002 People’s Daily Internationalized Strategy Bears Rich Fruits Haier constructed a factory in Camden, South Carolina, in April 1999 at a cost of US $30 million, and it went into production in March 2000. Setting up a factory in the United States is the need of Haier Groups implementation of an internationalized strategy. Haiers mode of overseas development is three-in-one nativitization, i.e., designing, manufacturing and marketing are being carried out locally to realize the goal of creating local name brand through the raising of funds, the introduction of intellectual resources and the integration of culture. “Merging itself with the locality is a link to which the American Haier Factory attaches great importance. It has created considerable job opportunities for South Carolina. Haier International Material Circulation Center Put into Use in Qingdao To commend Haiers contributions to the local community, an American county government conferred a 2001 Community Contribution Prize upon Haier. A city government named a road Haier Avenue of the city, setting a precedent for naming a road after a Chinese enterprise in the United States.  Global Marketing Management:  An Old Debate and a New View Global Marketing Management thought has undergone substantial revision In the 1970s the argument was framed as “standardization vs. adaptation” In the 1980s it was “globalization vs. localization” or “Think local, act local” In the 1990s it was “global integration vs. local responsiveness” The basic issue is whether the global homogenization of consumer tastes allowed global standardization of the marketing mix 8.1 Planning for International Markets 8.1.1 Planning