The Research On The Enterprise Internationlization Theory And Practice

In the new era, the economic relationships among the nations in the world become tighter and tighter. The globalization becomes an inevitable tendency. The rapid development of technology enhances the production capacity to a large extent. Especially the emergence of information technology and internet endows the multinationals with the ability to arrange resources, organize production and market products globally. After China enters WTO, foreign companies can enter Chinese market more easily. At the same time, Chinese companies also can reach overseas market more conveniently. Under this situation, more fierce global competition will appear. Therefore the Chinese companies must face globalization bravely, enter international market and attend global competition, availing both international and demestic resources and marketing overseas and home. After reform and opening up, the international operation strategy in Zhejiang province has gained fruitful result. 2001 Zhejiang absorbed foreign capital 4.52 billions dollars, raising 15.8 times compared with that in 1989. As to international trade, the import and export value of Zhejiang province reached 32.8 billions dollars in 2001, which means 13 time of that in 1989 and 23.9% annual growth. At that year the export value was 23 billions dollars with 23.2% annual growth. It is obvious that zhejiang private economy grows so rapidly that it occupy a important status in the whole economy recently. 2001 among Zhejiang large-scale industrial enterprises, the private companies' number, added value, export value and gross profit held 40.2%, 20.9%, 26.1% and 18.7% separately, which were 20.7%, 18.0%,41.8% and 27.6% of those of whole nation large-scale private industrial enterprises. These indexes ranked first in China. The large-scale private industrial export value take up nearly half of that of the whole nation large-scale private industrial export value, which is valuable for us to investigate and discuss to provide reference for other Chinese companies.In this paper starting with the internationalization theory, we comment on thetheory like internationalization process, export behaviour and so on, disclosing the general rule of internationalization. Then we discuss the common ways which enterprises enter the international market and analyze how the circumstances affect these entry methods. The third chapter discusses the new outcome in marketing theory like 6P's, strategic alliance, internet marketing and relationship marketing and their usage in international marketing.Following from the aspect of internationalization, we analyze the operational status and characteristics of Zhejiang private economy, pointing out its opportunities and problems. In addition, we put forward their international marketing countermeasures such as products imitating, diverse pricing, flexible distributing and strategic alliance etc.From both theory and practice aspect, this paper analyze the problems our companies will face in international marketing, which is instructive for the international marketing of Chinese enterprises.