不同的市场背景下的国际发展战略研究dissertation

在读了两篇文章之后，,我意识到如今为了在全球贸易的环境下更好地发展，公司选择国际化是一个常见的策略。作为影响公司国际化的所有因素(韦尔奇Loustarinen,1988参考Svante安德森,2005)，其中也有许多因素影响着公司的发展。因此，本研究的目的是探索不同的营销环境是如何影响企业的国际增长战略的？哪些因素将会加速企业的增长？
 

在不同的市场背景下的国际发展战略
 

公司在不同的市场环境下制定的国际发展战略也是不同的，如不同的消费和工业市场营销环境。这意味着制定国际决策需要经过理性分析不同的营销环境，即运输成本、障碍物、交易成本、劳动力成本和市场竞争强度。然而，这项研究说明，基于不同的企业营销环境，也会得出不同的国际发展战略。
 

在工业制造业的国际发展
 

这些新兴管理类型的企业都是基于拥有国际经验和国际网络的企业家们而成的。同时，也不存在大型工业制造业国际化发展的外部障碍。这可能是在一个地方制造生产，而出口到另一个国家。随着经济全球化的发展趋势，市场营销环境有很大的影响，如降低贸易壁垒；减少运输和通信成本。在交通运输方面，企业家要注重技术开发和降低成本，简化公司国际化的意图。国际创业也应用到了营销情境。
 

After reading two articles, I recognized in order to growing firms in todays worldwide trading, the company also choose the Internationalization to be a common strategy. As internationalization affects all parts of a company (Welch& Loustarinen, 1988 refer to the Svante Andersson, 2005), there are many factors influenced in the growth process of a firm. This article will focus on studying the firms’ marketing side and some factors will be help to firms’ growth. Thus the aim of this study is to explore how do different marketing context influence firms’ international growth strategies and which factors will accelerate to the firms’ growth?
 

在不同的市场背景下的国际发展战略———International growth strategies in different marketing context
 

The firms make the international growth strategies which are different in different marketing contexts, such as different consumer and industrial marketing context. It means made international decisions need to go through a rational analysis of different marketing context, namely transportation costs, some barriers, transaction costs, labor costs, and market competition intensity. However, this study has described that, based on the firms marketing context there are different international growth strategies will be came out.
 

在工业制造业的国际发展———International Growth in Industrial Manufacturing Industries
 

These type firms of emerging and managing are based on the entrepreneurs who have the international experience and international network. As the same time, there are no large external obstacles for industrial manufacturing to internationalize development. It is possible the manufacture producing in one place, and export it to another country. With the globalization trends, the marketing contexts have a great impact, such as lowering trade barriers; reduce the cost of transport and communication. The sector of transport and communication, entrepreneurs need to focus on technology development and lower costs to make it easier of their international firm intention. The international entrepreneurship also applied into this marketing context.
 

在消费品行业的国际发展———International Growth in Consumer Product Industries
 

However, there are also differences making the international growth in consumer markets.
 

Some researchers said that “There are more customers within a country in consumer markets than industrial markets. The consumer market company can expand in the home market for a longer time before looking for growth opportunities abroad.”(Svante Andersson, 2005)
 

So, we can describe the phenomenon that a firm producing consumer goods should firstly go into the home market before it enters new markets. It should also concentrate the resources on fewer competitor markets than firms in industrial markets. Even though one country has many customers in consumer marketing, the consumer marketing in home is saturated; the internationalization may be playing an important role in growth strategy. Because there are economies of scale need such as purchasing, manufacturing, advertising and brand building.

However, the firms internationalize in consumer goods industries later than in industrial goods. There take longer time to saturate the consumers market in the home country as there are more than industrial buyers. And then enter a foreign market; if the entry wants to be successful, it needs more resources. To be successful compete with local competitors.
 

在工业服务业的国际发展———International Growth in Industrial Service Industries
 

This internationalization of industrial services is more challenging for companies. The feature of the service is that the consumed and produced simultaneously. For internationalize growth strategy, the service should be present in the foreign market. Even though in industrial marketing there are few customers, the customer is very important relations in service marketing.

For industrial services relations with the customers are more important than cultures. As the relations are simple, it is able to control them individually and a new market entry does not need high cost for pull strategy (advertising and so on). However, by the article “International Growth Strategies in Consumer and Business-to-Business Markets in Manufacturing and Service Sectors” mentioned that: “as services are personal intensive and resource intensive it is not possible to internationalize as fast as in the industrial product industry.” (Svante Andersson, 2005)
 

在消费服务行业的国际发展———International Growth in Consumer Service Industries
 

Consumer service industries are able to internationalize that need most resources. The firms have to be present needing a lot of resources on the market. It takes the longest time to internationalize. That is harder to reach international consumers than at home consumers. As there are more cultural sensitive than industrial products, especially consumer products and services more complicate internationalization. It needs probably adapt the service to international cultures diversifies. Consumer services need more resources. However, international marketing is expensive in consumer marketing.
 

It will probably be smart to service differentiation into new products in the home market before the firm making decision to go international and build closely relations with the customer.
 

影响企业发展的因素———The factors influence firms’ growth
 

For managers this study shows when decisions on growth need to analysis the factors of analyzing the characteristics of a firm’s market circumstance. These factors are also more likely to affect the speed of enterprises into the international marketing management. Andersson’s study has also shown that “growth is a complex phenomenon that is dependent on many factors to occur” (Andersson, 2003).
 

Findings of some researches describe that the utmost important factors are conducive to the growth of companies.
 

Effective organization structure, good company management, availability of bank loans and other credit facilities are significant factors towards growth in turnover. This indicates that certain factors affect the growth of the enterprise, such as the intention of the entrepreneur, international development strategy, the organic organization, industry structure and network, culture and national culture.
 

One important factor is the motivation of entrepreneurs within the enterprise. It is very important for entrepreneurs how to understanding firms’ growth. They focus on innovation and create new value, which will provide a greater opportunity for business growth successful strategy.
 

The analysis results show that most authors agree that a good corporate management personnel and skilled workers in the company are regarded as important growth factors. Companies constantly need new personal, improve the competitiveness of enterprises to grow which attracting competent staff is also very important.
 

Another important factor is to choose one that suits the company's strategy. The vision for the future of the company plays a very important role in the control of the company's activities and to encourage employees. It can also see that the growth in most enterprises, including joint ventures, good cash flow management and innovation to be regarded as firms’ growth factors. At the same time, the company of growth factors also has high-quality products, the professional market, and financial support.#p#分页标题#e#