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ID:31949049
大小:5.20 MB
页数:43页
时间:2019-01-29
《iag公司的国际营销策略研究》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、AbstractTheglobaleconomyisbecomingincreasinglyintegrated,andtheinternationalmarketisplayingadecisiveroletoenterprises’survivalanddevelopment.EspeciallytheChina’Saccessl‘ontotheWTO,theexport—orientedenterpriselocatingatChina’Scoastalcitywellunderstandsthattheinternationalmarketingstrategyisanimpo
2、rtantsupportforenterprises’developmentstrategies.Internationalmarketingcertainextenddeterminestheoverallprofitabilityandeconomicleveloftheenterprise.Underthecomplicatedandvolatileinternationalmarketenvironment,toseekformoreopportunitiesanddevelopmentspacehasincreasinglybecomethetargetofexport—or
3、ientedenterprises.IAGwasfoundedinShenzhenatthebeginningofreformandopeningperiod.Throughovertwentyyear’Sdevelopment,theexpansionofinternationalmarkethasachievedbetterresultcomparingtheothercompaniesintheindustry,buttherestillhavesomeproblemsduringtheactualoperations.TheauthorwouldliketostudytheCo
4、mpany’Sstatus,problemsofintemationalmarketingstrategybasedonlearnedknowledge,toproposeimprovedviewsandimplementationprogram,eventuallypromotetheCompany’Sdevelopmentfurther.AftercarefulandseriousstudyonthedevelopmentstageandthestatusquoofIAGinternationalmarketingbusiness,itisbelievedthat:lAGisone
5、ofthecompanywhichstartinternationalmarketactivitiesearlierintheaudioindustryofChina,toacquirewell—knowninternationalaudiobrandandgraduallydevelopintoaleadingenterpriseintegratedwithR&D,salesandmanufactory.1AGstartsinternationalmarketactivitiesveryearly,andinternationalmarketinghasbecomeamajorbus
6、inesssegmentoftheCompany.TheCompany’Stechnical&managementlevelisalsoimprovedduringtheM&Aactivity.However,therestillhasmoredifficultiesonthemarketingmode,culturebusinessmaintainsandcontinuousexpansiontothemulti—brand,theinternationalsalesmarketingshallbeimprovedprofoundly.IAGneedstomaketheappropr
7、iateadjustmentsbasedonthechangesintheaudiomarkettrendsimpactontheindustryandcompetitor’Sstatus.Inthefaceoffiercecompetitionofinternationalmarketandthenewtrendofglobaleconomicenvironment,IAGneedstoplanandresearchtheCompany’Si
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