第八章国际市场进入战略剖析.ppt

【营销透视】8-3： 迪士尼经理在建设巴黎迪斯尼乐园时面临一些困难，虽然法国政府以低价卖了迪士尼所需的土地，但是迪士尼没能准备充分应对法国工程承包商。在公司获得颜色批准前，迪士尼执行经理多次就20种不同色调问题与调色师进行沟通，但就当迪士尼要开业时，当地方承包商要求为额外的工作获得额外的1.5亿美元，另外，迪士尼与法国雇员因公司企图强加给他们的美国工作价值和修饰标准发生冲突。 进入模式 Exporting 出口模式 Contractual entry models 契约进入模式 Foreign direct investment 投资模式 International strategic alliance 国际战略联盟 E-commerce 电子商务 Mechanisms for Serving Global Markets: Some Pros and Cons Slide 3-12 Mechanism Exporting Simple; minimal financial risk Licensing Advantages Disadvantages Joint Venture Direct Ownership May be less profitable than other mechanisms Minimal capital outlay; useful for serving countries with export restrictions Difficult to control licensee; when licensing agreement ends, licensee may become a competitor; may be less profitable than other mechanisms Share control with venture partner; partner may learn technology or secrets that it uses to compete with the organization Risk limited to the organization’s share in the venture; foreign partner contributes expertise the organization lacks; useful when the host country limits foreign ownership Maximum control over foreign operations; ability to be close to customers Expensive to set up; requires extensive knowledge of foreign markets and contacts overseas Source: Based in part on information in Philip R. Cateora, International Marketing, 9th ed. (Burr Ridge, Ill: Irwin, 1996) chapter 10. Table 3.3 Selecting an entry strategy Modes of Entry? Exporting: -Indirect exports -Direct exports -Intracorporate transfers International licensing? International franchising? Strategic Alliance E-Commerce Specialized modes: -Contract manufacturing -Management contracts -Turnkey projects Foreign Direct Investment: -Greenfield strategy -Acquisition strategy -Joint venture * 7 7 7 8 8 8 9 9 9 10 10 10 11 11 11 Mode of Entry - ways in which organizations can enter foreign markets. INTERNATIONAL MARKETING 国际营销学 主讲：李瑞强 国际市场营销 环境分析 市场营销战略 （市场细分、目标市场和市场定位） 国际市场进入 战略 国际市场营销组合 （产品、价格、渠道、促销） Part 1,2 Part 3 Part 4