International Business, Marketing Innovation

The process of internationalization for foreign-market-oriented companies is a combination of internationalization in management and themselves. Going with international management, and for the sake of diversified forms in cultures and demands, the multinational marketing needs adopting correspondingly a series of innovations to adapt various competition environments. This thesis, which consists of a preface and five chapters, deals with the marketing innovations under the background of international management. In the preface, the relation between international management and marketing is point&d out so as to show the primary status of marketing innovation. Guided by double-layer theoretical innovations, Chapter One probes into the necessity of international management as well as marketing. Chapter Two surveys the strategic innovations for international marketing. Analyzing from the angles such as stage of internationalization, competitive situation, enterprise抯 structure, this chapter concludes that marketing strategies have to acquire an optimum balance between globalization and localization. Market analysis is the footing of marketing strategic programming. Chapter Three reveals the innovation modes on target market, mainly involving the new clues for market segmentation and entry. Chapter Four discusses the tactics innovations for international marketing, which contains emphases on reorganization of marketing mix together with the advantages of integrated marketing. Facing the challenging from multinational companies, China抯 enterprises should realize the urgency to establish their prominent presences not only domestically but also overseas. Based on the conclusion of the overall thesis, Chapter Five analyzes the current position in which China抯 enterprises are conducting global marketing. It also puts forward some proposals available to marketing innovations and some appeals acceptable to macro-marketing innovations.