| In the last 20 years, human society has come into a new era of "knowledge explosion", in which knowledge develops and spreads rapidly in quality, quantity, profundity and extension. The social and economic development of this new era is based on knowledge. According to the definition of knowledge economy, put forward by OECD in the report of "Expectation of Science & Industry in 1996", knowledge economy is an economy integrated with the occupancy, distribution, production and application of knowledge resources.The coming of knowledge economy brings a huge impact on the traditional economy. With the burst of transportation technology and communication technology, the gap between different geography and culture has been sharply narrowed in the knowledge economy. Therefore, the impact of knowledge economy on marketing is global.With the growth of knowledge economy, the obstacles existing in international markets have been substantially removed, and the distinction between international marketing and domestic marketing has become fuzzy. As a result, it is not appropriate to treat international marketing and domestic one differently in the new era. This thesis attempts to employ the global marketing concept to analyze the latest development of international marketing theory in knowledge economy, and to discuss the impact on international marketing brought by technological revolution and change of human resources. The focus of exploration of this thesis is to study how Chinese enterprises choose their international marketing strategy in the new economic circumstance. This thesis may provide some ideas to the Chinese enterprises on how to enter international market in the third tide.This thesis consists of two parts. The first part, including the first, the second and the third chapter, discusses the impact of knowledge economy on marketing theory and practice. The second part explores how Chinese enterprises choose international marketing strategy in the knowledge economy with the consideration of the current problems in the enterprises. The detailed contents are as follow:In the preface, the definition of the knowledge economy is presented on the basis of the statement of the development of knowledge economy in the recent years and the summary of the features of knowledge economy. Then, the principal argument and the writing intention of the thesis are put forward..Chapter one explores the tendency of new marketing theory in three aspects, which conforms to the immanent requirement of producing mode and consuming mode in knowledge economy. The first aspect is that the basic marketing theory has converted from satisfaction of customers to establishment of the customer relationship. The second aspect is that the principle has changed from market guidance to market orientation. The third aspect is the expanded application of the concept of "product life cycle". These theories underlay the theoretical basis for the analysis of the choice of international marketing strategy of Chinese enterprises.In Chapter Two, the diverse influences of technology revolution on company marketing are studied. Firstly, in the respect of customer need, the influence of technology is mainly embodied in the change of customers' needs from commonness to individuality, and from perceptual consumption to rational one.In the aspect of product tactic, the tendency to individualize products and increase portion of hi-tech in products has become more and more apparent for the change of customers' needs in knowledge economy. In the aspect of price tactic, the traditional single pricing has given place to the comprehensive application of comprehension value method, distinction price method and reputation price method. The new pricing tactic is based on application of computer technology, intelligence technology and need-orientation. And in the aspect of distribution tactic, traditional distribution channels take on a tendency of integration, digitalization and reciprocation under the influence of knowledge economy... |
PDF Full Text Request