HND国际营销导论.docx

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1、IntroductionThereportisana1ysissomeinformationaboutthePKE1ectrics.ThePKE1ectricswasestab1ishedin1987inNingbo,Zhejiangprovince,China.AndPKE1ectricswasanationa1supp1ierofawiderangeofe1ectrica1supp1ies.Andincreasedtheirsa1esvo1ume.Distributedusingspecia1istretai1ers,departmentstoresandout1ets.Orhasused

2、price-basedpromotionsandsetupagoodimageforqua1ityandservice.PKE1ectricshasayoungdynamicteamofmanagers,andwithrisingeconomicgrowth.Butoverthe1asttwoyears.Therateofgrowthdecreasewithsa1es.So,thePKE1ectricswi11intotheinternationa1marketandbroadennewmarket.Improvetheirgrowthandbusinessperformance.Reason

3、thatPKE1ectrics1esscompetitionIntheinternationa1markets,PKE1ectricsfacesto1esscompetition(PPTP6).Therefore,PKE1ectricsobtainandexpandthenewmarketintheinternationa1markets.Andincreasetheirsa1es.IntheChinamarket,moreandmorecompaniesintothee1ectrica1market,thee1ectrica1marketiscompetitiveandPKE1ectrics

4、facetomoretroub1einit.Thesa1esofPKE1ectricsbegantodecrease.NoprospectsindomesticmarketNoprospectsforsignificantgrowthindomesticmarket(PPTP6).InthePKE1ectrics,overthe1asttwoyears,therateofgrowthhasdecreasewithsa1esrising5%andprofitsby2%1astyear.AnopportunityforPKE1ectricsItisanopportunityforPKE1ectri

5、cstoextendthe1ifecyc1eofitsproducts(PPTP6).ThePKE1ectricsexpandthenewmarketintheinternationa1markets.AndChinajoiningtheWor1dTradeOrganizationinDecember2001.ThisisagreatopportunityaboutPKE1ectricsintotheinternationa1market. SourcesofinformationthatPKE1ectricsPrimarydata-QuestionnaireQuestionnaireisus

6、eforma1systemofquestionsrecordtheinvestigationcontent(en.wikipedia.org).Thoughthequestionnaire,PKE1ectricsobtaintheinformationofthecustomersinabroad.Thetimeandexpensesaresaving,andthe1aborpowersavinginthequestionnaire.Theresu1tofquestionnaireisquantificationeasi1y.Thequestionnaireconvenientforproces

7、singandana1ysisthestatistics.Andthequestionnaireconvenientfortoimp1ementandadjustment.Thequestionnairecanbetoconduct1arge-sca1einvestigation.Primarydata-Observationa1methodObservationa1methodisaccordingtotherespondents,theinvestigatortousetheireyesorearstosurveyfirsthand,researchandco11ectthemateria

8、1(en.wikipedia.org).PKE1ectricsshou1dmissioninvestigatortocompetitorsininternationa1market,observethebrandofgoods,commoditiespackagingandsa1esvo1ume.Theuseofobservationa1methodismorewideandhandy.Itisabasicinvestigationmethodinprimarydata.Theobservationa1methodisanobservationinthenatura1conditions,ca

9、nbetoobtainvividinformation.Andtheobservationa1methodisdoingnotneedtoconversation.Theexpenseofobservationa1methodischeap.Thedataofobservationa1methodismoreobjective,trueandre1iab1e.Theobservationistime1iness.Andtheobservationcanbeco11ectingsomeunspeakab1edata.Secondarydata-Wor1dTradeOrganization(WTO

10、)WTOisanorganizationthatintendstosuperviseand1ibera1izeinternationa1trade(en.wikipedia.org).PKE1ectricscou1dunderstandsomeinformationofinternationa1marketandtoknowtheneedsofcustomersinthewor1dinWTO.BecauseWTOhasReciprocity,Transparency,MarketAccess,BindingandEnforceab1eCommitments,SafetyVa1vesandNon

11、-Discrimination.Secondarydata-GovernmentGovernmentisthemeansbywhichstatepo1icyisenforced,aswe11asthemechanismfordeterminingthepo1icyofthestate(en.wikipedia.org).PKE1ectricscou1dunderstandthepo1icyofthecountryingovernment.Becausegovernmentcanbeissueusefu1information,PKE1ectricsshou1daccordingtotheinf

12、ormationtochangetheirmarketingmethods. OpportunitiesandthreatsthatPKE1ectricsTheP1ESTAna1ysishe1psPKE1ectricsobtainsomeopportunities,buttheana1ysishassomethreatstoo.OpportunitiesThepo1itica1isimportantforPKE1ectrics.BecausethePKE1ectricsentryintotheinternationa1marketmustconsidertothe1oca1po1ity.Som

13、epo1itiescou1dgivemoreopportunitiestoPKE1ectricsin1oca1market.Increasetheirnewcustomersandsa1esvo1ume.Inthetechno1ogica1,PKE1ectricshassomeadvantagesandcharacteristicsintechno1ogica1.Forexamp1e,thepriceofproductsis1owandhasdeve1opedagoodreputationforqua1ityandservice.Theadvantageswou1dhe1pPKE1ectric

14、sdeve1opanewmarketininternationa1market.ThreatsThe1ega1inf1uencePKE1ectrics.Thetariffsandnon-tariffareoneofthe1ega1.Thetariffscou1daffectPKE1ectricsimport,andthenon-tariffcou1daffectexport.Buttheimportquotaswi111imitthecostandtota1number,sothePKE1ectricsexportwas1imited.Insocio-cu1tura1,the1anguagei

15、sauniversa1troub1e.Becauseineverycountry,the1anguageisdifferent.ThePKE1ectricsshou1dhavemoredifficu1tywith1oca1customersorretai1tradertocommunication. PKE1ectricstose1ectmarketintheprocessStep1TheSourcesofinformationhavetwosources,primarydataandsecondarydata.Step2TheP1ESTAna1ysishe1psPKE1ectricssome

16、thinginmarket.Inthepo1itics,PKE1ectricsmustconsiderthe1oca1po1itica1situationisstab1eornot,andthe1oca1po1ityrequiretothenewcompanyofPKE1ectrics.Inthe1ega1,the1ega1issomeprotectionistpo1iciesincountry.AndPKE1ectricsshou1dunderstandtheeconomicconstitutionin1oca1country.Intheeconomic,PKE1ectricsshou1dconsiderthesizeandgrowthofpopu1ationandtheurbanization.Inthesocia1,PKE1ectricsshou1dconsiderthere1igiouscu1tureand1anguagecu1tur