.................................................................................................................................................................. VII LIST OF TABLES .............................................................................................................................................. IX 表 目录 ........................................................................................................................................................... X LIST OF FIGURES ............................................................................................................................................ XI 图 目录 ......................................................................................................................................................... XII Chapter I Introduction .......................................................................................................................................... 1 1.1 Research Background and Significance .......................................................................................... 1 1.1.1 Research Background .............................................................................................................. 1 1.1.2 Research Significance ............................................................................................................. 3 1.2 Research Content and Methods ......................................................................................................... 5 1.2.1 Research Content ...................................................................................................................... 5 1.2.2 Research Methods .................................................................................................................... 6 1.2.3 Paper Framework ..................................................................................................................... 7 Chapter 2 Literature Review............................................................................................................................... 8 2.1 Strategies for Entering International Markets ................................................................................ 8 2.1.1 Definition of International Markets ..................................................................................... 8 2.1.2 Enter Modes of International Markets .............................................................................. 10 2.2 International Place Strategy ............................................................................................................. 13 2.2.1 Definition of International Marketing .............................................................................. 13 2.2.2 International Marketing Mix Strategy .............................................................................. 13 2.2.3 International Marketing Channel Strategy ...................................................................... 15 2.3 Marketing Channel Conflict and Management ........................................................................... 18 2.3.1 Definition of Marketing Channel Conflict ...................................................................... 18 2.3.2 Characteristics of International Marketing Channel Conflict ..................................... 23 2.3.3 International Marketing Channel Management Optimization Strategy .................... 25 Chapter3 Case Description .............................................................................................................................. 31 3.1 G Company Profile ............................................................................................................................ 31 3.1.1 Product Introduction of G Company ................................................................................. 32 3.1.2 The Position and Performance of G Company in the International Market ............ 36 3.2 Challenges Faced by G Company in International Marketing Channel Management ....... 38 Chapter 4 Case Analysis ................................................................................................................................... 40 4.1 Analysis of the Competitive Environment of G Company in the International Market .... 40 4.1.1 Five Forces Analysis ............................................................................................................. 46 4.1.2 SWOT Analysis ..................................................................................................................... 54 4.1.3 Channel Strategy of Major International Competitors.................................................. 58 4.2 G Company's International Market Demand Analysis .............................................................. 59 4.2.1 Demand Analysis of International Market Agents ......................................................... 60 4.2.2 Demand Analysis of Customers in the International Market ...................................... 61 4.3 Analysis of G Company's Marketing Strategy in the International Market.......................... 66 VI 4.3.1 Obvious Advantages in the Product Strategy .................................................................. 66 4.3.2 Recognized by the Market in the Price Strategy ............................................................ 68 4.3.3 Unworkable Sales Promotion ............................................................................................. 70 4.3.4 Channel Issues to be Resolved ........................................................................................... 70 4.4 Analysis of G Company's International Marketing Channel Strategy ................................... 73 4.4.1 International Marketing Channel Member Problems .................................................... 73 4.4.2 International Marketing Channel Selection Problems .................................................. 75 4.4.3 Conflict Management of International Marketing Channel Problems ...................... 76 Chapter5 Optimization Plan and Suggestions of G Company's International Marketing Channel Strategy ................................................................................................................................................................. 78 5.1 Improving the Selection and Management System of International Agents ........................ 78 5.2 Increasing Cooperation with Agents in the Host Country ........................................................ 81 5.3 Improving the Strategy of Diversified Channels in the International Market ..................... 82 5.4 Speed up the Training of International Marketing Management Talents .............................. 84 Chapter 6 Conclusion and Implications ........................................................................................................ 86 6.1 Conclusions ......................................................................................................................................... 86 6.2 Management Implications ................................................................................................................ 87 6.3 Limitations ........................................................................................................................................... 88 REFERENCE ...................................................................................................................................................... 89 APPENDIX ......................................................................................................................................................... 92 VII 目录 ABSTRACT ............................................................................................................................................................ I LIST OF ABBREVIATIONS ...................................................