资源描述：
《hnd 国际营销导论》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、TableofContentslIntroduction1lTheReasonsofEnteringInternationalMarket1lSourcesofInformation2lKeyOpportunitiesandThreatsAssociatedwithEntry2lProcessofMarketsSelecting4lModesofMarketEntryAvailabletoPK5lTheMostAppropriateMethodforPKElectrics6lConclusion7lRefer
2、ence78lIntroductionWiththeriseoftheeconomyofourcountry,Chinagotmoreandmorehighpositionintheinternationalmarket.Thus,whateverthelargeorsmallfirmsinourcountryaremoreorlessaffectedbyglobaleventsandcompetitiontosomedegree.Inthecase,weshouldevaluatethemethodsofa
3、ccessinginternationalmarketandhelpPKElectricstofindthebestwaytobroadenitsmarket.lTheReasonsofEnteringInternationalMarketItistheindispensableprocessforPKElectricstocontinuouslyoperatingitsbusiness.AndtherearethreereasonsforPKElectricstocarryoutthisstrategicp
4、lan:Marketsaturationmeansthereislimitedornogrowthavailableindomesticcountrymarket.Withthegreateffortonadvertisingandpromoting,andagoodreputationforqualityandcustomerservice,thecompanyfoundthattherateofgrowthhasbeguntodeclineoverthelasttwoyears,fromwherewema
5、yconsiderthattheelectricsmarketinChinabegantobesaturated.Inthedomesticcountry,fiercecompetitionandlimitedrequirementcouldcausePKElectricsahighcost.However,whenthefirmcomestotheinternationalmarket,agreaterdemandofelectricalitemswouldprovidePKElectricsmoreopp
6、ortunitytospreaditsproducts.TheremaybeanopportunityforPKElectricstoextenditsproductlifecycle(PLC).Indifferentcountry,aproductmaybeatdifferentstagesinitsPLC.ForPKElectrics,thefirmscantrytocoverthegapofperformancedecliningbyexporting.Inthisway,PKElectricsmayg
7、ainmoredifferentPLCtomaintainthecontinuousriseofsalesandprofits.Aslongasexpandingtheelectricsmarket,itcanalsoenhancethebrandimpact.Sincepeopleseekingimprovementstotheirhomesandlivingstandards,price,qualityandevenservicewillnotbethekeyfactorstoattractcustome
8、rs.Thus,goingabroadandbecomingthetransnationalenterpriseswouldbethegreaterpromotionforPKElectrics’sbrandimage.Thiswillalsomakethecompanymorecompetitiveinthedomesticcountrymarket.8lSourcesofInformationI
