Global Mobile Market Situations and China Telecom's Strategy to Enter Mobile Market

The article briefly introduces the situation of the global mobile communications market,and based on the development status quo of China's mobile communications market,studies the strategy for China Telecom to enter the mobile market,mainly focusing on mo- bile technologies selection,differentiable services,regional strate- gies and price policies.

Marketing Communications in Global Society

As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges

The Expanded Presence of Chinese Companies on the European Market as a Practical Realization of the ＂Go Global＂ Strategy

The article presents the phenomenon of the Chinese companies＇ expansion in Europe as a result of the implementation of the government＇s strategy ＂Go Global＂, including the nature of this expansion, the scale, premises, as well as the possible consequences. The first part of the article is devoted to the analysis of assumptions and instruments of＂Go Global＂ strategy used to strengthen the government＇s initiatives aimed at encouraging the national entrepreneurs to open up and conduct business internationally. Further in the article the dominant forms and directions of Chinese companies＇ expansion on the European market have been presented, followed by the analysis of the impact of Chinese economy on its major foreign investment partners during the current economic slowdown. The basis of the analysis made by the author was data obtained from the statistical bases （Eurostat） and reports of the Research Institutes for China Studies （Rhodium Group, Thomson Reuters）. This is allowed to illustrate the development of Chinese expansion on the European market during the years 1999-2015. A significant increase in the activity of the Chinese capital in Europe could be seen in recent years. The development of relations between European countries and China is taking place not only in economic, but also in political and cultural dimension. This was reflected, among others, in activating of the trade activities between EU and China, the level of which increased greatly in years 1990-1999 from EUR 15,9 bn to EUR 72,2 bn, to reach a value of EUR 428,3 bn in 2011, making EU the most important trading partner of China. It should be emphasized that the European market has become the largest after Asian market, in terms of industry diversification of Chinese investment, where Chinese companies are investing in industries such as： raw materials, infrastructure automotive, chemicals and renewable energy.

The Influences of Chinese Culture on KFC＇ s Marketing Strategy

Kentucky Fried Chicken has been one of the most international brands in urban China since it opened its first Western-style quick service restaurant in Beijing China in 1987. As the present largest fried chicken restaurant company in the world, KFC regards China as the most promising market and succeeds in its localization strategies in the big China market. The biggest success of KFC in China is not only the outcome of KFC persistent tenets ＂quality, service and cleanliness＂ but also the achievements of its perception of cross-cultural marketing and its understanding of Chinese culture. This essay aims to investigate the process of KFC entry into China＇ s market, analyze its particular localization marketing strategies towards China, illustrate Chinese culture which have effect on KFC marketing strategy, and discuss the relevant issues and problems, in order to figure out the disadvantages of KFC marketing strategy and provide some instructive suggestion.

Global Standardization and Local Adaptation of Marketing--A Critical Review of the Literature

This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies.The scope of the literature review is in the fields of international marketing,international trade,and corporate strategic management.It also aims to emphasize finding gaps after reading the literature.Even though the studies’scope is extensive,this paper limits the reach:firstly,it introduces the standardization and local adaptation,discusses the advantages and disadvantages of both by researchers.At the same time,untangle the relationship between international marketing strategy and marketing mix.Secondly,it is divided into macro and micro to collate and analyze the leading factors affecting international strategy,so that the cross-market fit of global marketing tactic can be realised.Finally,focus on the KPI.The indicators of financial return were selected as the review from the factors representing the intuitive development level of the company.The goal was to concentrate on the mutual feedback and adjustment between the standardization/adaptation and performance of multinational companies.Among them,the diversities between developed and emerging markets are interspersed in each link.As this difference is a trend that scholars have begun to notice in recent years.Although many existed bibliographies are revolved around particular multinational companies or regions to assessment,this paper will focus on the impact of practical research article review and evaluation.It would not involve specific corporate and country.

论全球营销战略及整合的全球营销战略模型IGMS——兼评其对我国企业发展跨国经营战略的启示

全球营销作为21世纪指导跨国公司在全球市场扩张的全新营销理论和战略构架,得到了管理理论界和企业界的普遍关注。随着WTO各项准入规则在中国的实施,中国市场将在更大的范围内和更深的程度上与国际市场并轨,中国企业融入国际市场、参与全球化竞争已经迫在眉睫。本文主要研究全球营销战略的主要观点、基本模式、整合的全球营销战略—IGMS模型及全球营销及其整合战略的结论及其对中国企业发展国际化战略的启示。

基于CGMS模型的我国家电企业全球化战略的瓶颈因素及其战略对策

本文应用跨国企业的全球营销战略模型(CGMS),选取在国内具有影响力和代表性的19家家电企业为研究样本,对其全球营销战略与内外部关键影响力因素关系进行实证检验,运用多元线性回归统计技术找出影响制约家电企业提升全球营销战略水平的瓶颈因素,并据此给出相应的对策,以期对我国家电企业提升全球化战略水平有所裨益。

我国高科技企业全球营销关键要素剖析：一项基于CGMS模型的探索性研究

本文应用中国企业的全球营销战略模型(CGMS),选取在国内具有影响力和代表性的IT、生物制药等高科技企业为调查样本,对其全球营销战略与内外部关键影响力因素关系的机理进行探索性检验,找出制约高科技企业提升全球营销战略表现的瓶颈因素,并据此给出若干建议和对策,以期对我国高科技企业提升全球化战略有所裨益。

Micro,Small,and Medium Enterprises’Cross-Border Business Strategies

This paper explores the operational strategies of cross-border micro, small, and medium enterprises (MSMEs). Against the backdrop of globalization and digitalization, cross-border trade has become one of the important pathways for many MSMEs to achieve growth and competitive advantage. Firstly, the paper outlines the concept and characteristics of cross-border MSMEs, as well as the analysis of their operational environment in the context of globalization, including political, economic, social, technological, environmental, and legal factors. Secondly, the paper proposes operational strategies for cross-border MSMEs, including international market selection and positioning, cross-border marketing strategies, supply chain management, cross-border financial management, and cross-border risk management. Finally, the paper summarizes the importance of effectively implementing these strategies for cross-border MSMEs to seize international market opportunities, reduce operational risks, and enhance competitiveness and profitability.

The Importance of Small and Medium Enterprise Development for Efficient Global Market Environment

Small and medium enterprises(SMEs)play an important role in the world economy.Modern trends in the development of small and medium enterprises imply a constant increase in their role in the total income of an economy.For such an approach,it is important to achieve quality organizational and managerial concepts of planning strategy development.In many countries,small businesses dominate in the production of a number of smaller products,higher consumption,and high quality of these products.The concept of a small economy consists of a group of companies that stand out in terms of their characteristics in relation to large companies.In relation to large companies as business systems,SMEs differ based on the concept of their own organization’s business,the volume of business,and the availability of resources.Research data show that the main obstacle to efficient continuous business of SMEs in the world is the procurement and maintenance of business resources.Ensuring continuity in production is often a problem of lack of resources,which primarily characterizes them in relation to large companies.Small business and entrepreneurship are the main backbone of today’s economic development,viewed globally.The purpose of the development of small and medium enterprises in the world is to enable the development of a successful and flexible entrepreneurial climate as an important organizational determinant,which is a prerequisite for progress in the modern world economy.The feature of SME development is the innovation of employees that needs to be constantly developed.In that way,conditions are provided for technological development,formation of flexible organizations,and new employment.In practice,small and medium enterprises are the engine of economic development.It is a sector that promotes private property and entrepreneurial skills.According to experts on economic issues,SMEs are today and in the future,not only in Serbia,the Region,but also in the world,a synonym for the private sector-for entrepreneurship.Comparative analysis shows the advantage of SMEs,especially in flexible business,where they can quickly adapt to change and can fully meet market demands.

知识产权战略与企业创新——中国的现状和挑战

创新和知识产权向来与企业实践息息相关,企业应根据整体经营目标,结合行业竞争环境、发展阶段和特点来制定知识产权战略。知识产权的发展亦离不开全球和国家知识产权生态系统的良性运作,具备全球化和国家性的广阔视角是构建知识产权制度的应有之义。中国知识产权的发展之路充满艰辛,回溯人类知识产权发展史,可知我国现有知识产权制度发展存在的形式性保护等缺陷以及面临来自内外部的挑战。应明确加强知识产权保护的标准以及中国在全球市场竞争中的优势,增强企业知识产权竞争力,以知识产权促产业整合,淘汰落后行业,进而探求带有中国特色的创新保护机制。

全球化背景下网络营销语言研究

全球化推动了市场营销的快速发展,营销的方式更为广泛、环境更为明朗,企业如何借助这种营销局面带来的优势,以营销语言为突破口制订恰当的计划,是需要重点思辨的问题。诸多事实证明,改善营销语言的沟通策略关系到营销效益的增长,而企业欲抓住机遇进行成功营销,就需要重视市场营销沟通语言的技巧。从全球化背景下的网络营销环境出发,探讨网络市场营销中营销语言沟通的主要形式,梳理出网络市场营销中语言沟通存在着缺乏信任机制、沟通方式单一与信息交流不及时的障碍,并针对这些产生网络市场营销语言沟通受限的原因进行深入分析,总结出营销商品语言的策略,旨在以最好的方式促进企业营销成功。

GSC全球供应链视野下名创优品运营管理研究

GSC全球供应链,即全球范围内组合供应链,要求建立全球化视野,将供应链系统延伸至全球范围,根据企业需求选取更有竞争力的合作伙伴,其目的在于实现供应链一体化与快速反应,促进商流、物流、资金流、信息流的协调通畅,从而降低采购成本、实现产品增值。名创优品成立于2013年,秉承优质生活理念,在经济全球化及全球供应链背景下,深耕全球采购,不断提高消费品质,实现全新的消费满足感。本文深入研究名创优品的运营管理模式及营销策略,以期促进我国实体新零售的长效发展。

论我国企业品牌国际化体育营销战略

过对我国企业品牌国际化体育营销现状的分析,揭示了我国企业在品牌国际化体育营销中存在的问题。

中国铁路“走出去”市场研究

本文从"走出去"的宏观经济趋势背景出发,探索促进中国铁路发展的动因和趋势,结合全球铁路建设需求和制约市场选择的要素,定量分析了中国铁路"走出去"的市场规模和细分市场,筛选出中国铁路"走出去"的重点区域和重点项目。

跨国公司全球战略、东道国市场特征与跨国公司知识转移模式--基于跨国公司在华子公司市场知识转移的实证研究

知识转移模式的选择是跨国公司全球知识管理的重要内容.构建了跨国公司全球战略和东道国市场特征与市场知识转移模式关系的解释模型.基于131家跨国公司在华子公司样本数据,运用多元logistic回归分析进行实证研究,结果表明,跨国公司采取的全球战略会显著影响知识转移模式的选择,东道国市场差异性和市场重要性与知识转移模式的选择也紧密相关.

中国跨国公司“全球导向-渐进式”国际经营战略思考——以97家中国跨国公司营销战略的实证资料为依据

本文提出和阐述了中国跨国公司基于全球导向的渐进式国际化战略的思想。依据跨国公司全球营销理论,结合97家走在国际化最前列的中国跨国公司的实证资料数据,针对处于不同国际化阶段的中国企业,提出了新型出口营销战略、新型多国营销战略和全球营销战略,并为中国企业就各阶段战略量身定做出整体规划和具体方案。战略模式的提出贯彻了"全球导向-渐进式"的核心思想,以期对中国跨国公司的国际化战略发展有所启发。

中国产业市场企业全球营销战略驱动因素实证研究

以中国产业市场企业的跨国经营为背景,应用中国企业全球化营销战略模型,以宝钢、鞍钢、中石化、中海油等19家企业为例,对我国钢铁、石化和机械等重化工产业领域中企业的全球化营销战略与内外部关键驱动变量群组的关系进行实证检验,找出对战略产生关键影响的若干内部因素,据此进行深入分析并给出具有针对性的对策和建议。

产品标准化战略模型及其实证检验——以60家“世界500强”在华跨国公司的实证检验为例

产品标准化战略作为跨国公司全球营销战略重要的经营模式,一直以来,在理论和实践方面都受到跨国公司的普遍关注,在全球营销战略领域表现出极强的实践性。但是,迄今为止,尚缺乏一个对理论和实践均具有指导意义的产品标准化战略的综合模型。本研究在继承、发展以往学者有关产品标准化战略的零散研究基础上,对产品标准化战略的内涵和影响该战略的内外部因素进行了深入、系统的梳理、归纳和提炼,构建了“产品标准化战略理论模型”,并对60家“世界500强”在华跨国公司的调研数据进行了实证检验,丰富和发展了全球营销战略理论。

全球营销战略模型的检验指标创建及其应用——以60家跨国公司在华子公司全球营销战略的实证检验为例

在继承国外学者有关全球营销战略的理论模型基础上,开发和创建了测度该模型的一整套指标体系,用以对60家全球型跨国公司(均为“财富全球500强”)在中国市场上实施的全球营销战略从内外部驱动力、战略表现和经营业绩方面进行相关性检验,对在华跨国公司全球营销战略的基本模式和运作特点作出评价,据此对中国企业参与全球竞争、发展跨国经营战略提出有针对性的管理建议.