近几年来,伴随世界经济全球化的深入拓展以及中国对外开放国策的全面深
化,国内企业的营销环境已然发生了翻天覆地的变化,如何有效开展企业的国际
化营销活动业己成为许多国内企业经理人所面临首当其冲的现实问题。瑞贝卡发
制品有限公司自上世纪90年代初幵启国际市场营销进程以来,通过充分发挥其自
身核心竞争优势,不断尝试和运用适应海外市场当地化特点的营销管理策略,使
得其产品在欧美等发达国家竞争激烈的发制品市场中脱颖而出,销售额逐年稳步
攀升。多年来该公司的海外市场营业收入额始终占据公司年均总收入的95%以上,
取得了良好的国际化营销业绩。
本文即以国际生产价值链理论、SWOT分析法等企业国际化营销相关理论为基
础,结合调研自瑞贝卡公司的第一手案例资料和数据为基准,针对该公司的国际
化营销历程进行了深入细致的理论分析和探讨,初步归纳总结出瑞贝卡公司国际
化营销的方式和路径,及其在实施过程中逐步积淀下来的经验与教训。本文的研
讨结论认为:企业在国际化进程中应当审时度势,以自身擅长的优势领域作为突
破口,通过不断的研发创新使产品技术结陶充分适应全球消费市场的瞬息变换,
初期采用国际货物贸易的方式,尽量规避多元化经营带来的市场风险,以自身核
心竞争力的加速构建助推营销扩张,以此构筑企业自身赖以生存发展的核心竞争
力与比较优势。
关键词:瑞贝卡公司国际化营销战略市场营销策略
Abstract
Operation circumstance of domestic enterprises have been had a lot of
earth-shaking changes,geting along with the rapid expansion of international economic
globalization and China's open-door to the outside world among these years.
Internationalized operation have become an outmost question to many professional
managers. Rebecca cooperation, who has entered the international market from the early
1990. has been make full use of the core competitive advantage and applyed suitable
marketing managent strategy for the characteristic of overseas market,which has been
making it the outstanding wig enterprise of western developed countries and get a stable
rising saleroom. Operation revenue of overseas market has been always accounts for
above 95% of the total income, which make the company aquintances excellent
operating results.
According to the first-hand materials and datas which collects in Rebecca
coopeartion. with the theory of international production value chain and SU7OT analysis
as ihe foundition of the article, the article analyses the process of Rebecca's
internationalization operating, has come to an conclusion of the right method for
Rebecca cooperation's international operation, the experience and lessons from real
excution. The whole conculsion is that the enterprise should assess the situation fully,
focus all the efforts in areas of strength, make constant research and development
innovation to adapt to the instant changing international market,use the models of trade
of goods 10 avoid the risk of diversified operation, speed up own core competitiveness
construction to acheive marketing expansion, make enterprise survival and development
come true through acquiring the establishment of comparative advantage.
Keywords: Rebecca cooperation Strategy of international marketing Tactics of
marketing