全球營(yíng)銷管理計(jì)劃和組織

Chapter9GlobalMarketingManagement:PlanningandOrganization第9章全球營(yíng)銷管理：計(jì)劃和組織BenefitsofglobalmarketingWhenlargemarketsegmentscanbeidentified,economiesofscaleinproductionandmarketingcanbeimportantcompetitiveadvantagesformultinationalcompanies.Transferofexperienceandknow-how acrosscountriesthroughimprovedcoordinationintegrationofmarketingactivitiesisalsocitedasabenefitofglobaloperations.Marketinggloballyalsoensuresthatmarketershaveaccesstothetoughestcustomers.(4)Diversityofmarketsservedcarrieswithitadditionalfinancialbenefits.Planningprocess(1)Preliminaryanalysisandscreening---Matchingcompanyandcountryneeds(2)Adaptingthemarketingmixtotargetmarkets(3)Developingthemarketingplan(4)ImplementationandcontrolAlternativemarket-entrystrategies(1)Exporting出口模式輸出的多是有形產(chǎn)品，產(chǎn)品在目標(biāo)國(guó)家境外制造，然后運(yùn)輸?shù)皆搰?guó)市場(chǎng)銷售。Indirectexporting---即通4種。①Domestic-basedexportmerchant:buysthemanufacturerproductsandthensellsthemabroad.可分為出口行、國(guó)際貿(mào)易公司、出口直運(yùn)批發(fā)商、國(guó)外買主常駐出口采購(gòu)商等。②Domestic-basedexportagent:seeksandnegotiatesforeignpurchasesandispaidacommission.3%-5%傭金。取差價(jià)；④可以為機(jī)構(gòu)或個(gè)人。類型：出口經(jīng)營(yíng)商、廠商出口代理人、國(guó)際經(jīng)紀(jì)人等③Exportmanagementcompany(EMC)/exporthouse(EH):agreestomanageacompany’sexportactivitiesforafee.解行情，收費(fèi)低，可以代理多個(gè)公司。④Cooperativeorganization:carriesonexportingactivitiesonbehalfofseveralproducersandispartlyundertheiradministrativecontrol.制的合作機(jī)構(gòu)。經(jīng)營(yíng)出口業(yè)務(wù)如水果、堅(jiān)果等初級(jí)產(chǎn)品生產(chǎn)者常使用這種出口組織形式。間接出口的優(yōu)點(diǎn)：①中間商熟悉國(guó)外市場(chǎng)，有助于將企業(yè)的產(chǎn)品銷往國(guó)外市場(chǎng)。②所需投資較少，不必組織自己的海外推銷隊(duì)伍，不必自己簽出口合同。③所承擔(dān)的風(fēng)險(xiǎn)較小。間接出口的缺點(diǎn)：①企業(yè)對(duì)海外市場(chǎng)控制程度很低。②無(wú)法取得海外經(jīng)營(yíng)與經(jīng)驗(yàn)。③較難在國(guó)外市場(chǎng)建立起自己的聲譽(yù)。④相當(dāng)一部分利潤(rùn)給了外貿(mào)部門。Directexporting直接出口的主要方式：①Domestic-basedexportdepartmentordivision:anexportsalesmanagercarriesontheactualsellinganddrawsonmarketassistanceasneeded.在市場(chǎng)工作中的援助。②Overseassalesbranchorsubsidiary:anoverseassalesbranchallowsthemanufacturertoachievegreaterpresenceandprogramcontrolintheforeignmarket.營(yíng)倉(cāng)儲(chǔ)和各種促銷活動(dòng)。這種銷售分支機(jī)構(gòu)通常還是展覽中心和客戶服務(wù)中心。③Travelingexportsalesrepresentatives:thecompanycansendhome-basessalesrepresentativesabroadtofindbusiness.巡回旅行的出口銷售代表。企業(yè)派國(guó)內(nèi)的銷售代表在選定的時(shí)候到國(guó)外推銷產(chǎn)品。④Foreign-baseddistributorsoragents:thecompanycanhireforeign-baseddistributorsoragentstosellthecompanygoods.Theymightbegivenexclusiverightstorepresentthemanufacturerinthatcountryoronlylimitedrights.司銷售產(chǎn)品，他們可以被授予在某個(gè)國(guó)家代表制造廠商的獨(dú)家經(jīng)銷權(quán)。直接出口的優(yōu)點(diǎn)：①對(duì)國(guó)際市場(chǎng)有更大的控制權(quán)②有利于企業(yè)積累更多的國(guó)際營(yíng)銷經(jīng)驗(yàn)直接出口的缺點(diǎn)：①對(duì)企業(yè)的國(guó)際營(yíng)銷能力要求很高②風(fēng)險(xiǎn)較大Advantagesofexportmodes①Itbearsaminimalrisk.②Capitalrequiredisnotveryhigh.③Itprovidesapedestalforlearningfromtheforeignmarkets.④Thebarriertoexistthemarketincaseofunsatisfactoryresultsisnotveryhigh.Disadvantagesofexportmodes①Agencycontactsoftenprovetobeunsatisfactory②Theinitialstagesofafirm’sinternationalizationcanthreatenthefirm’sfuturemarketentryandexpansionactivities.Contractualagreements與直接投資相比，合同進(jìn)入方式主要輸出非資本性生產(chǎn)要素。Licensing業(yè)產(chǎn)權(quán)的使用權(quán)轉(zhuǎn)讓給被許可人（受方）許可證貿(mào)易的優(yōu)點(diǎn)：在面臨外匯管制、資產(chǎn)沒(méi)收等政治風(fēng)險(xiǎn)時(shí)，企業(yè)不受影響。企業(yè)無(wú)法采取投資和出口的方式將產(chǎn)品打入該國(guó)市場(chǎng)，而許可證貿(mào)易卻能做到這一點(diǎn)。供了可能。入國(guó)際市場(chǎng)。許可證貿(mào)易的缺點(diǎn)：產(chǎn)權(quán)的使用權(quán)轉(zhuǎn)讓給被許可人，收取一定的使用費(fèi)，其收入有限。專利或?qū)Ｓ屑夹g(shù)、馳名商標(biāo)和良好的商譽(yù)并對(duì)受方有吸引力時(shí)，許可證貿(mào)易才能實(shí)現(xiàn)。而且一旦授方的技術(shù)被受方所掌握，則在許可合同終止后，仍存在很大的市場(chǎng)風(fēng)險(xiǎn)。Franchising特許經(jīng)營(yíng)是指通過(guò)簽訂特許合同，特許方將其工業(yè)產(chǎn)權(quán)（專利、專有技術(shù)、商號(hào)、商標(biāo)等特許經(jīng)營(yíng)與許可證貿(mào)易的區(qū)別：等。特許經(jīng)營(yíng)的優(yōu)點(diǎn)：①標(biāo)準(zhǔn)化的經(jīng)營(yíng)方式可以最大限度地?cái)U(kuò)大特許方商號(hào)或商標(biāo)的影響力。②用較少的資本便可迅速拓展國(guó)際市場(chǎng)。③與投資進(jìn)入方式相比較，政治風(fēng)險(xiǎn)相對(duì)較小。④這種特殊的合作方式可化解激烈的競(jìng)爭(zhēng)關(guān)系，變?yōu)槔娣窒淼幕锇殛P(guān)系。特許經(jīng)營(yíng)的缺點(diǎn)：才能采用此方式。②特許方的收益水平不如直接投資③對(duì)被特許方經(jīng)營(yíng)的控制權(quán)不如投資。④一些國(guó)家的政策法律會(huì)限制特許經(jīng)營(yíng)方式的運(yùn)用。ContractManufacturing200多個(gè)屬于華納的各種角色人物。合同制造的優(yōu)點(diǎn)：②當(dāng)營(yíng)銷策略和服務(wù)水平比生產(chǎn)技術(shù)更為重要時(shí)，合同制造將是一種非常合適的方式。合同制造的缺點(diǎn)：留。②當(dāng)?shù)貜S家生產(chǎn)的產(chǎn)品質(zhì)量可能達(dá)不到要求，從而使國(guó)際企業(yè)的商譽(yù)受到損害。③國(guó)際企業(yè)必須將一部分利潤(rùn)讓給合作伙伴。優(yōu)點(diǎn)：①容易進(jìn)入國(guó)外市場(chǎng)缺點(diǎn)：①收益有限②易樹(shù)立競(jìng)爭(zhēng)對(duì)手③易泄漏商業(yè)機(jī)密④對(duì)國(guó)外市場(chǎng)的控制力有限StrategicinternationalallianceAstrategicinternationalalliance(SIA)isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtoshareriskinachievingcommonobjective.國(guó)際戰(zhàn)略聯(lián)盟是指兩個(gè)或兩個(gè)以上的跨國(guó)企業(yè)出于對(duì)世界市場(chǎng)競(jìng)爭(zhēng)態(tài)勢(shì)的判斷，根據(jù)其戰(zhàn)略合作性利益共同體。國(guó)際戰(zhàn)略聯(lián)盟的主要類型目標(biāo)的意愿，采取一種長(zhǎng)期性合作與聯(lián)盟的經(jīng)營(yíng)行為方式。同以最佳服務(wù)來(lái)滿足客戶的需求。式。國(guó)際戰(zhàn)略聯(lián)盟的優(yōu)勢(shì)①有利于企業(yè)進(jìn)入封閉的市場(chǎng)。戰(zhàn)略聯(lián)盟有利于企業(yè)打破貿(mào)易壁壘，進(jìn)入復(fù)雜的國(guó)際市場(chǎng)?；パa(bǔ)，增強(qiáng)競(jìng)爭(zhēng)實(shí)力。InternationaljointventuresAjointventureisapartnershipoftwoormoreparticipatingcompaniesthatjointforcestocreateaseparatelegalentity.Characteristicsofjointventures①Jointventuresareestablished,separate,legalentities②Theyacknowledgeintentbythepartnerstoshareinthemanagementofthejointventures③They are partnerships between legally incorporated entities such as companies, organizations,orgovernments,andnotbetweenindividuals④Equitypositionsareheldbyeachofthepartners合資進(jìn)入的優(yōu)點(diǎn)：可享受東道國(guó)對(duì)當(dāng)?shù)睾献骰锇榈膬?yōu)惠政策，所以合資進(jìn)入的政治風(fēng)險(xiǎn)比獨(dú)資進(jìn)入小。譽(yù)，合資進(jìn)入還可利用其無(wú)形資產(chǎn)占領(lǐng)當(dāng)?shù)厥袌?chǎng)和擴(kuò)大市場(chǎng)份額。對(duì)合資進(jìn)入的產(chǎn)業(yè)限制要比獨(dú)資進(jìn)入相對(duì)寬松。合資進(jìn)入的缺點(diǎn)：不但不能發(fā)揮整體優(yōu)勢(shì)，而且可能影響雙方的積極性，不利于合資企業(yè)的發(fā)展。可能影響合資企業(yè)的經(jīng)營(yíng)管理效率。樹(shù)立了一個(gè)未來(lái)的競(jìng)爭(zhēng)對(duì)手。異，從而使雙方溝通困難。(5)ConsortiaConsortiaaresimilartojointventuresandcouldbeclassifiedassuchexceptfortwouniquecharacteristics:①Theytypicallyinvolvealargenumberofparticipants.②Theyfrequentlyoperateinacountryormarketinwhichnoneoftheparticipantsiscurrentlyactive.(6)Directforeigninvestment直接投資(ForeignDirectInvestment,FDI)主要是指生產(chǎn)性投資，投資者將能得到生產(chǎn)經(jīng)營(yíng)的控制權(quán)。間接投資(ForeignIndirectInvest