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一、企业面向21世纪的国际市场怎样制订营销战略? 市场营销战略,是企业管理当局在现代营销观念的指导下,为了完成企业的任务,对企业在一定时期内的营销拓展的总体设想和规划。营销战略一般有以下五个特点:(1)全局性:体现企业全局的发展需要和利益;(2)长期性:着眼于未来,要指导和影响一个相当长的时期;(3)系统性:企业的战略是一个整体的系统工程,系统有层次之分,彼此紧密配合,成为一个有机的整体;(4)适应性:外部环境是企业战略的出发点,环境发生重大变化时,战略应不失时机地加以调整;(5)风险性:由于环境的不确定性,使企业的战略带有风险,但威胁和机会是可以互相转化的。 面向21世纪的国际市场,国际上许多大企业正在制订营销战略。日本企业历来重视市场战略,据日本最大的民间咨询机构——野村综合研究所的调查报告,日本企业提出了面向21世纪国际市场的五大营销战略:
First, the enterprise for the 21st century international market how to develop marketing strategy? Marketing strategy is the management of enterprises under the guidance of modern marketing concepts, in order to complete the task of enterprises, enterprises in a certain period of marketing expansion of the overall vision and planning . Marketing strategy generally has the following five characteristics: (1) Global: reflects the development needs and interests of the enterprise; (2) long-term: focus on the future, to guide and influence a very long period; (3) systematic: (4) Adaptability: The external environment is the starting point of the enterprise strategy. When the environment changes significantly, the strategy should lose no time (5) Risks: Because of the uncertainty of the environment, the enterprise’s strategy is at risk, but the threats and opportunities can be transformed into each other. For the 21st century in the international market, many large international companies are developing marketing strategies. Japanese companies have always attached importance to market strategy. According to a survey conducted by Nomura Research Institute, Japan’s largest private advisory body, Japanese companies have proposed five major marketing strategies for the international market in the 21st century: