国际企业管理-国际企业管理（英文2）

Chapter 4 Marketing management of international enterprise Section 1 The form of developing global market of international enterprise 一、According to the order of country： 1The form of USA 2. The form of Japan,二、According to the order of area：1 The form of snowball 2 The form of mushroom Two main index （1） Competition requirement （2） Market capability,三、Other form of developing international market 1Springboard 2Shortstop 3General attack 4Fight in some places on by one 5Counterattack,Section 2 Evaluation and selection of market of international enterprise 一 The basic index evaluating market scale 1Economic scale 2Population scale and constitutes （1） Gross population （2） Population increasing rate （3） Population structure2Economy development trend3Industry structure4Revenue distribution5External dependency,3、Economy development trend 4、Industry structure 5、Revenue distribution 6、External dependency,二、Maro-economy forecast and market demand forecast 1、Economic cycle analysis forecast 2.Inflation and price level forecast 3. International income and expenses forecast 4.Exchange rate forecast 5.Market demand forecast,三、 Selection of objective market 1Filtration process of objective market 2Select standard of objective market（1）Environment factor of objective country lProduction material market l Management environment lFinished product sale （2） Two object of multinational operation lDevelop material market lExtend finished product market,Section 3 selection of market entry mode 一、Entry mode of international enterprise and its character 1export （1）Indirect export （2) Direct export （3) Advantage of indirect export （4）Disadvantage of indirect export,2. Technology authorization and contract plan （1）Technology authorization （2）Contract plan Main forms： lManufacture contract lEngineer contract lTurn-key project contract lManagement contract lInternational subcontract contract lLabor export contract,（3）Character of technology authorization Advantage: l Protect patent and brandl In favor of apportion of research and exploitation costl In favor of overcoming government limit Disadvantage: l Lack of effective control for abroad market l Little flexibility of development l Be prone to cultivating opponent 3. foreign direct investment,二、Selection of entry mode of international enterprise 1、 Strategic object 2、 Company ability 3、 Regulation of local government 4、Objective country and its market character 5、Geography and culture distance 6、Investment venture 7、Necessary control 8、The balance of control and risk,Section 4 Marketing combination of international enterprise 一 Standardization and diversification 1Standardization：reduce cost 2. Diversification：adapt to demand of each market 3The regulation of international marketing,二、 International marketing strategy 1 Product strategy （1）Direct pervasion：put product into international market without any change （2）Product adapt：change product to adapt to local market situation or preference （3）Product innovation：innovate or create new product to supply abroad market,2Price strategy (1) Three styles of price strategy： lGlobal standard price lDual price lMarket different price (2) International transfer price and its motive lInternational transfer of capital lAvoid tax lAvoid risk,(3) Restrict factor of constituting transfer price l Economic environment of each country l Government attitude for transfer price l Restrict factor of inner international enterprise (4) The problem gray market,3Channel strategy （1） Country difference of channel （2） Affecting factor lInformation feedback lControl degree lFlexibility lVenture lCost,4. International promotion strategy（1） International personnel promotion（2）International advertisement（3）International business extend（4）International public relation,Chapter 5 Foreign direct investment of international enterpriseSection 1 The signification and motive of foreign direct investment一 The signification and developing trend of foreign direct investment1Signification,2Developing trend （1）The source of investment： USA, Japan, Europe（2）Invest area： Developed countries（3） Invest industry ncline to the third industry,二、The type and motive of foreign direct investment 1Resource oriented 2Market oriented 3Cost oriented 4. Advanced technology oriented 5Unique advantage oriented 6Decentralizing risk oriented 7Area decentralization 8Preferable policy oriented,Section 2 Theory of foreign direct investment一Theory of pursuing high dividend二Theory of monopoly advantage,三、Theory of product life cycle1、Fresh Phase：in most developed country 2、Mature phase：product in the country which is in corresponding develop phase3、Standard phase：product in developing country,四、Theory of market internalization The reasons of international enterprise internalization： 1、Reduce bargain cost2、Avoid the inadequacy of semifinished product market3、Use transfer price,五、Theory of area advantage Affecting factors: 1 Labor cost 2 Market location and potential 3 Trade bulwark 4 Nation risk,六、Theory of international production tradeoff,Section 3 The form of foreign direct investment 一 Merge and build 1、Signification （1）Build （2）Incorporation： include annex, combination and purchase,2 . Characteristic of merge （1） Advantage： lIn favor of entering market rapidly lIn favor of dealing diversification lIn favor of managing lIn favor of study advanced technology lIn favor of competition lIn favor of financing lIn favor of purchasing asset with lower price,（2） Disadvantage l problem of value-evaluating l problem of dealing risk l problem of enterprise scale and selection l problem of inhere contract or tradition limit,3 . The form and method of merge （1） The basic form l Direct incorporation l Indirect incorporation （2） The basic method l Cash purchase l Share purchase l Level purchase,4 . The selection between merge and building （1） The inner factor in multinational company： lThe proprietary resource of enterprise like technology lThe experience of multinational dealing lGlobal strategy and competitive strategy lThe development of company （2）Affect factor of External environment,二、Sole venture and joint operation1Sole venture enterprise（1）Signification,（2） The character of sole venture enterprise Advantage： l Less control by the government l Light tax l In favor of protect the business secrecy l More competitive and enterprising Disadvantage： l Bigger venture l Limited enterprise scale,2 Joint operation enterprise （1）Signification （2）Form： The form of share right-joint venture enterprise The form of contract-cooperative enterprise,( 3 ) The motive of joint operation enterprise u Strengthen the operation in existence： lAchieve scale economy lMaterial and accessory l Research and exploitation l marketing u Achieve the technology of core operation lReduce the financial venture lExtent the product to abroad market lDiversification,（4） Selection of partner l Strategic reciprocity l Skill reciprocity l Equiva