Study On Cross-national Marketing Path Based On Consumer's Cognitive Of Country And Industry

With the fierce competition of the domestic market, many domestic enterprises in terms of size and technology have achieved rapid development, emergence of a group of world-class enterprises, which are scrambling to find international marketing and competition. However, being lack of core technologies, no world-famous brand and high value-added products, it's full of challenge to entry to the international market.Therefore, research of the path of international marketing has important practical significance.Based on the cross-marketing study for the Enterprise, introduction the analysis of behavior of consumers to buy foreign products, formed the brand-chain theory of cross-national marketing, to provide stage of path and patterns for marketing.First, the review of domestic and foreign scholars on the mode of entry to international market, behavior research of consumers to buy foreign products, summarized and summed up the essence of the relevant theory, leads to direction of research.Secondly, based on consumers to buy foreign products, analysis the important factors of international marketing, such as effect of origin, national brand, industry brand and the culture brand, to use ISM to explain the impact of these factors, and their correlations, combined with qualitative analysis to derive affecting factors of cross-national marketing. The results show that:in many cases of buying foreign products, the national brand and industry brand factors are more significance than the company brand factors. Therefore, the main part of international marketing is not the single company, but national factors and industry factors. Combined with critical point theory of physics, proposed a new brand of origin effect model which is based on the industry brand.These conclusions formed the brand-chain theory of cross-national marketing. Once again, combined with representative firms such as Toyota in Japan, South Korea's Samsung and Acer's international marketing path and the marketing strategies of each stages to analyze the conclusions. Finally, to summarize findings, further study on the issue were also expected.