浅析环境对国际市场营销的影响Word格式.docx
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专业
英语
完成时间
2011年6月
AStudyofEnvironmentEffectsuponInternationalMarketing
AThesisSubmitted
to
CollegeofForeignLanguages&
Literature
inPartialFulfillmentoftheRequirements
fortheIntroductiontoBusinessEnglish
Supervisedby
Ms.Yu
HunanInstituteofScienceandTechnology
Yueyang,Hunan
June,2011
Abstract
Inviewofthefactthateconomicglobalizationisdevelopingmatureandsteadygradually,soparticipatingininternationalcompetitionhasbeeninvolvedinvariousindispensableissues.Inaddition,wheninprogressininternationalmarketing,theeffectsuponenvironmentalfactorsbecomeamajorkey.Therefore,knowingtheactualmacro-marketingenvironmentandunderstandingpersonalmicro-marketingenvironmentofinternationalmarketingthoroughlytomakingappropriatemarketingstrategyhavebecameagrowingconcernofeachenterprise.Intermsofproduction,systemsofdistribution,channelofdistributionandgreenmarketing,thisthesismainlyanalyzesnaturalenvironmenteffectsuponinternationalmarketing,sothatitcanembodytheimportanceofenvironmentinmarketingareaandasignificantdevelopmentdirectionoffutureinternationalmarketing.
Keywords:
internationalmarketingenvironment;
channelofdistribution;
greenmarketing
摘要
随着经济全球化的逐渐成熟稳定,参与国际竞争已经成为了各个企业不能回避的问题。
并且,企业在进行国际市场营销时,环境因素的影响也开始占据了很大的比例。
因此,了解影响国际市场营销的宏观环境因素以及洞悉自身的微观环境因素,从而因地制宜,制定合适的营销策略已经成为被各个企业普遍关注的问题。
本文是从产品,分销体系以及分销渠道和绿色营销等方面,着重于分析环境对国际市场营销的影响,从而体现外部环境在营销这一领域的重要性,以及未来国际市场营销的一个重要发展方向。
关键词:
国际市场营销环境;
分销渠道;
绿色营销
Contents
Introduction……………………………………………………………..6
1.ActualanalysisofInternationalmarketingenvironment...............7
1.1Basicconcept………………………………………………………7
1.2Mainclassification…………………………………………………..8
1.3purposesofinternationalmarketingenvironmentresearch…………...8
2.Channelofdistribution……………………………………………...9
2.1Mainelements…………………………………………………….....9
2.2Environmentalelements……………………………………………...9
3.StudiesonGreenmarketing………………………………………..10
3.1Managementcontents……………………………………………….11
3.2Greenrequirements…………………………………………………11
3.3characteristics……………………………………………………….12
4.Conclusion…………………………………………………………..13
5.Workscited…………………………………………………………14
6.Acknowledgements…………………………………………………15
Introduction
Internationalmarketingisakeypointtointernationaltrade.Nowadays,avarietyofelementsbroadlyinfluencethedevelopmentofinternationalmarketing.Itisessentialtomakefulluseofthoseexternalconditions.Somanyshortcomingsstillexistbecauseoflackingofreasonablecomprehension.Inordertosolvethoseproblems,enterprisesandmanagersshouldtakeeffectiveandpracticablestrategiestodisposepossiblebadresultswhichcausedbytheadverseelements.Marketersalsoaretryingtofindsomesufficientsolutionstobalancetheeconomydevelopmentandenvironment.
Thisthesisintendstoanalyzetheimportanceofenvironmentininternationalmarketing.Partoneisageneralintroductionofinternationalmarketingenvironment,includingconcept,classificationandpurposes.Parttwomainlyanalyzetheinfluenceofenvironment,especiallynatureenvironment.Partthreeputforwardanewidea---greenmarketing,andintroduceitindetail.
1.ActualanalysisofInternationalmarketingenvironment
Internationalmarketingenvironmentisverycomplexatpresent.Politics,economyandcultureareallmakedifferenceininternalenvironmentmarketing,soitishardtomakesenseofsuchanintricatecircumstance.(甘碧群,86)
1.1Basicconcept
Themarketenvironmentisamarketingtermandreferstoalloftheforcesoutsideofmarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.
(迈克尔·
R·
津科特)
1.2Mainclassification
a.Directenvironment(micro-marketingenvironment)andindirectenvironment(macro-marketingenvironment)
Directenvironmentincludesindustrialrequirements,Customerelementsandsourcesofresources.
Indirectenvironmentincludesnatureenvironment,economyenvironment,politicsandlawenvironment,technologyenvironmentandsocialcultureenvironment.
b.Adverseenvironmentandenablingenvironment
Intermsofthoseelementswhichhaveinfluenceoninternationalmarketing
c.Long-termenvironmentandshort-termenvironment
Intermsoffashionandtendencyandlengthoftime
1.3.Purposesofinternationalmarketingenvironmentresearch
Bymeansofobservingthechangesofenvironment,wecangraspthetrendofinternationalmarketingandfindnewopportunitiesofenterprisedevelopment.Theobligationofmarketersisdistinguishthepossiblechancesandthreatwhichmaybebroughtbymarketingenvironmentandadjustmarketingstrategytoadaptthechangeableenvironment.
2.Channelofdistribution
DistributionisaveryimportantcomponentofLogistics&
Supplychainmanagement.Distributioninsupplychainmanagementreferstothedistributionofagoodfromonebusinesstoanother.Itcanbefactorytosupplier,suppliertoretailer,orretailertoendcustomer.Itisdefinedasachainofintermediaries;
eachpassingtheproductdownthechaintothenextorganization,beforeitfinallyreachestheconsumerorend-user.Thisprocessisknownasthe'
distributionchain'
orthe'
channel.'
Eachoftheelementsinthesechainswillhavetheirownspecificneeds,whichtheproducermusttakeintoaccount,alongwiththoseoftheall-importantend-user.(菲利普·
科特勒)
2.1Mainelements
Themainelementswhichhavegreatinfluenceondistributionchanneldesignincludemarket,production,enterprise,middlemanandenvironment.Everyaspectplaysacrucialroleoneachlink.
2.2Environmentalelements
Environmentalelementsincludeeconomicsituation,lawsandregulations,geographiclocationandsoon.Wheninstallachannelofdistributioninacertainbelt,weshouldthinkaboutconsumptionlevel,buyinghabitandmarketingenvironment,thenaccordingtousefulinformationtosetupasuitablechannelofdistribution.
Therearethreegeneralenvironmentalfactors.
a.Socialculturalenvironment
Socialculturalenvironmentincludessomanyaspects,suchasideologyofacountryorregion,codeofethics,socialmorality,socialcustom,life-style.
b.Economicenvironment
Economicenvironmentreferstoeconomicsystemandeconomicactivitylevel.Itincludesefficiencyofeconomicsystemandproductivity,so,populationdistribution,resourcesdistribution;
economiccyclewillhaveagreatinfluenceondistributionchannel.
c.Competitionenvironment
Competitionenvironmentreferstootherenterprisecreatepressuretocertaindistributionchannel,inotherwords,tomakemembersofthedistributionchannellosemarket.Thissituationmayurgecompetitorstogoinginforthesamebusinessanddomuchbetterofturntoanotherarea.
d.Geographyenvironment
Geographyenvironmentreferstoterrain,landformandweatherconditions.Differentcountrieshavehugediversityingeographyenvironmentsothatconsumershavedifferentdemandsonpropertiesofproducts.So,inallusiontothissituation,distributionchannelshouldbemakereasonableadjustment.
3.StudiesonGreenmarketing
Greenmarketingisthemarketingofproductsthatarepresumedtobeenvironmentallysafe.Thusgreenmarketingincorporatesabroadrangeofactivities,includingproductmodification,changestotheproductionprocess,packagingchanges,aswellasmodifyingadvertising.(AmericanMarketingAssociation)
Ononehand,humanactivitiestransformtheenvironmentmoresuitableforliving,butontheotherhandaseriesofenvironmentalproblemshasbeenbrought,suchasglobalwarming,acidrainandspeciesextinction.Suchdramaticchangesisaffectingglobalenvironmentfundamentally.Buteconomicgrowthdependsonforest,land,oceanandothernaturalresources.Becauseofhuman'srecklesseconomicgrowthactivities,manyresourcesdescendunderthewarninglimit.Whilemarketingactivitiescannotbeisolatedwithenvironments,internationalmarketersmustconsiderthepossibleinfluenceofconsumingbehavior.Therefore,sustainablemarketingemergesasthetimesrequire.Greenmarketingisaspecificexample.
3.1Managementcontents
a.Setupgreenmarketingconcept
b.Designgreenproduction
c.Ensurethepriceofgreenproduction
d.Thechannelstrategiesofgreenmarketing
e.Promotionactivitiesofgreenmarketing
3.2Greenrequirements
Greenrequirementsmeanthatinhumansociety,peopleshouldpaymoreattentiontoqualityofconsumption,environmentalprotection,safetyandhealthandsustainabledevelopment.(毕提)
3.3characteristics
a.comprehensiveness
Greenmarketingsynthesizesmarketingmanagement,ecologicalmarketing,socialmarketingandbigmarketingmanagementtogether.
b.Unitarity
Greenmarketingemphasizesthecombinationofsocialbenefitsandenterpriseeconomicbenefit.Whileenterprisesaremakingproductiontactics,theeconomicbenefitofproductionandlong-termprofitofthepublicallshouldbetakenintoconsideration.Onlywhennation,enterpriseandconsumerformthegreensenseatthesametime,cangreenmarketingflourish.
3.Non-distinctiveness
Thestandardandsignofgreeninthewholeworldemergeindistinctively.Althoughinsomedetails,thestandardsareunlike,theprimarydirectionisthesame.Theyallhavestrictrequirementsonproductquality,environmentandhumanhealth.
4.Bidirectionality
Greenmarketingnotonlyrequiresenterpriseholdgreenconcept,producegreengoods,developgreenindustry,butalsohasthesameexceptiontowardsconsumers.Consumersareexpectedtobuygreenproduction,resistdisproductconscientio