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国际企业的市场营销管理.pdf

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1、第四章国际企业的营销管理第一节国际企业拓展全球市场的方式一根据拓展国际市场的国家顺序,可分为：1美国方式企业多以技术密集产品开拓国际市场，依靠技术垄断优势，追逐高额利润。其拓展国际市场的途径如下：本国生产本国销售-在发达国家建立销售网点-在发达国家建立生产网点-在发展中国家建立销售网点-在发展中国家建立生产网点2日本方式主要有两种方式：（1）占领母国市场-开拓发展中国家市场-开拓发达国家市场（2）占领母国市场-开拓发达国家市场-开拓发展中国家市场二根据拓展国际市场的地域顺序，可分为：1滚雪球方式先在已开发市场的同一地理区域拓展新的市场，等到该区域的市场达到饱和状态，再转向新区域开发市场。2采

2、蘑菇方式开拓新市场时，根据利润最大化原则，跨地区、跳跃式的拓展，迅速拓展在地理区域上的市场范围。采用采蘑菇方式拓展市场的先后顺序主要依据两个指标：（1）竞争需要（2）市场容量三其他拓展国际市场的方式1跳板方式2游击方式3全攻方式4转战方式5反击方式第二节国际企业对市场的评估和选择一评估各国市场规模的基本指标1经济规模主要是国民生产总值和国内生产总值2人口规模及构成（1）人口总量（2）人口增长率（3）人口结构3经济增长趋势4产业结构5收入分配6外部依赖性用一个国家外贸占国民生产总值的比例或对外国贷款和服务款项的偿负责任来表示。二宏观经济预测和市场需求预测1经济周期分析预测2.通货膨胀和价

3、格水平预测3.国际收支预测4.汇率预测5.市场需求预测包括现实市场需求量、潜在市场需求量、产品发展趋势和技术进步预测等。三国际企业对目标市场的选择1目标市场的筛选过程全部国家-初选国家市场总体-二选行业市场-三选本企业产品市场-选择主要目标市场文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5

4、J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W

5、4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N

6、1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9

7、Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J

8、5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q

9、2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9

10、C9Z5J42筛选目标市场的取舍标准（1）目标国市场环境因素分类.生产要素市场情况.经营管理环境成品销售市场情况(2)企业跨国经营的两大目标拓展要素市场.扩大成品市场3筛选目标市场的取舍标准主要取决于企业的跨过经营目的（1）企业跨国经营的目的主要是扩大和占领成品市场-侧重成品市场因素。（2）企业跨过经营的目的主要是拓展生产要素市场-侧重要素市场和经营环境因素第三节国际企业对市场进入方式的选择一国际企业进入方式及其特点1出口（1）间接出口企业通过中间商将国内生产的商品出口到国外市场。（2）直接出口企业直接处理自己的出口业务（3）间接出口的优点：企业可以利用中间商在国外的分销渠道和经验，迅速将

11、产品销售国外市场。企业不必承担外汇风险及信贷风险。企业不必增设专门机构和人员负责出口业务灵活性大（4）间接出口的缺点不能迅速、直接掌握国际市场信息无法积累国际市场经营的经验对海外市场的控制程度低或根本不能控制文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC

12、8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码

13、:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6

14、 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1

15、ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档

16、编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10

17、K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4无法在国际市场上直接树立企业的形象和声誉，建立自己的渠道

18、网络。2.技术授权和合同安排（1）技术授权又称许可证贸易，即授权人授权给国外企业，允许其使用授权人专有的工业产权或专有技术。（包括专利、商标、技术诀窍和专门知识等）（2）合同安排国际企业以承包商、代理商、经销商、经营管理人员的身份，通过承包工程、经营管理、技术咨询等形式，取得利润和产品，开辟新的市场。主要形式有：制造合同工程合同交钥匙项目合同管理合同国际分包合同劳务输出合同（3）技术授权的特点优点:保护专利和商标有利于分摊研究和开发费用有利于克服东道国对外国直接投资的限制缺点:缺乏对海外市场的有效控制未来扩展的弹性小容易培养潜在竞争对手3.对外直接投资二国际企业进入方式的选择1邓宁的国际生产

19、折衷理论2选择市场进入方式应考虑的因素：（1）战略目的文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2

20、D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J

21、4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4

22、V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1

23、R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z

24、5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5

25、W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4（2）公司能力（3）当地政府规定（4）目标国家及其市场的特征（5）地理距离与文化距离（6）投资的风险（7）控制的必要性（8）控制与风险的权衡第四节国际企业营销组合策略一标准化和差异化1标准化：降低成本2差异化

26、：适应每个市场的特定需要3国际市场营销的黄金规则：如果存在着标准化的机会，就千万不要去实行差别化。二国际营销策略1 产品策略国际产品策略包括三种形式（1）直接扩散：产品不做任何改变即进入国外市场（2）产品适应：改变产品以适应当地市场情况或偏好具体分三种形式：.推销同样产品，但促销宣传改变改变产品本身，促销宣传不变改变产品，同时促销宣传也改变（3）产品发明：发明或创造新的产品以供应海外市场2价格策略(1)价格策略的三种类型：全球标准价格：商品在世界各地实行统一价格双重价格：国内市场是一个价格，出口时又是一个价格。一般前者比后者高。市场差别价格：根据目标市场情况而制定价格。此时，国际企业赋予子公

27、司相当大的定价自由度。文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档

28、编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10

29、K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D

30、1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4

31、文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V

32、10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R

33、2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4(2)国际转移定价及其动机国际转移定价是国际企业内部母公司与子公司或子公司之间转移商品或劳务的价格。其动机有：资金的国际转移避税：主要是减少公司所得税和关税规避风险：可以规避政治风险、外汇风险、资金管制风险和通货膨胀风险有利于国际竟争(3)转

34、移价格制定的制约因素：各国经济环境的制约政府对转移价格的态度国际企业内部的制约因素(4)灰色市场问题3渠道策略（1）渠道的国别差异（2）选择渠道策略时应考虑的因素信息反馈控制程度灵活性风险成本4.国际促销策略（1）国际人员促销（2）国际广告（3）国际营业推广（4）国际公共关系文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5

35、J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W

36、4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N

37、1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9

38、Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J

39、5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q

40、2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4文档编码:CC8J5W4V10K6 HM8Q2N1R2D1 ZC8Q9C9Z5J4

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关键词：: 国际企业市场营销管理

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