External Environmental Factors Affecting International Marketing Strategy On The Ti Enterprises In China

Along with the developing of high tech, IT industry has been growing into one of backbone industries of our national economy. A scientific and sound development of IT companies is essential to the strengthening of IT industry. After we joined in the WTO, the enterprises are in front of increasing problems on internationalization. Researching on the issue of internationalization oriented marketing stratagem for IT enterprises is of more and more importance.Firstly in this paper, the objects researched are defined, for instance: the type of IT enterprise, the detailed meaning of internationalization orienting. After researching objects are made clear, the aim of the paper is presented by introducing backgrounds of researching objects, and the choice we should make when our IT enterprises are in front of internationalization and the evidence for how to constitute our marketing stratagem are found out, and suggestions for how to constitute marketing stratagem for IT enterprises are made.Second, this paper employs a method based on content to lengthways analyze and summarize the research on internationalization oriented marketing stratagem of domestic and oversea enterprises. Based on the analysis and summarization, IMSS (Internationalization Marketing Strategy Solution) model is raised. According to relative theory of strategy marketing, analytical elements in IMSS model are refined, and a synthetical analyzing framework is constructed, external factor evaluation (EFE) matrix of strategy management theory is used as judgment matrix of marketing strategy.And then, with the thought of macro-marketing environmental monitoring model in marketing management, the main six key points of the synthetical framework of IMSS model including industry factor, enterprise factor, product factor, political factor, culture factor, law factor and eighteen secondary factors are discussed respectively in terms of developed country, medium-developing country and least-developed country, and the factors are sorted into chances and threatens with four grades according to EFE matrix.In the end, by the way of analytic hierarchy process, the weight of each factor in...