制造业国际网络营销研究综述-市场营销论文-管理学论文.docxVIP

制造业国际网络营销研究综述-市场营销论文-管理学论文 ——文章均为WORD文档，下载后可直接编辑使用亦可打印—— 　　摘 要：　随着经济全球化程度进一步加深,企业经营面临的国际竞争愈加激烈,企业走向全球化的需求不断提升。同时,互联网的迅猛发展进一步促进经济的全球化。企业走向全球化的过程中,在国际市场进行营销成为企业的严峻挑战。在网络环境下如何进行国际网络营销近年来引起商界和学界的广泛关注。文章从营销战略、营销战术以及营销管理的角度,对国内外现有国际网络营销的相关研究进行系统化梳理分析,发现国际网络营销的特殊性在于:企业应当对进入国际市场的途径进行整合,对所选目标市场的范围适度扩大,对营销全渠道冲突进行管理。通过分析以期对企业国际网络营销理论研究与实践有所启示。 　　关键词：　国际网络营销; 营销战略; 营销战术; 营销管理;  　　Abstract：　With the further deepening of economic globalization,enterprises encounter an increasingly fierce international competition.Therefore,these enterprises are eager to become more global.Meanwhile,the rapid development of the Internet promotes the globalization of the economy and the challenge of marketing for enterprises is particularly significant in the international market.In recent years,the problem of how international e-marketing being organized under the existing environment arouses an increasing attention from academic and business circles.This paper aimed to systematically analyze the practice and research home and abroad about the existing international e-marketing from marketing strategy(STP),marketing tactics(4Ps)and marketing management,and proposed three important points as follows.Firstly,enterprises should integrate their ways of entering international market in the future international e-marketing.Secondly,by subdividing these variables and the changing of the environment,the range of target market has been expanded for enterprises to select.Thirdly,enterprises should mange and integrate the marketing channels and conflicts.The author sincerely hopes that enterprises can be inspired by international network marketing practice. 　　Keyword：　international e-marketing; marketing strategy; marketing tactics; marketing management; 　　一、引言 　　21世纪以来,互联网以惊人的速度在全球发展,影响着世界的方方面面。当然,互联网的发展对世界经济的发展变化具有无可比拟的影响,互联网使世界经济全球化进入全新的阶段,企业的经营进入新的状态,正是在经济全球化与互联网经济的强烈碰撞中催生了本文要探讨的国际网络营销论题。 　　在企业国际化经营过程中,网络营销为国际化经营提供了新的途径。[1] 在国际网络营销实践中,现有实践商业主体基本可分为贸易中间商和制造商两类。现阶段特别是在我国,企业进行国际网络营销