Abstract: With the deepening of globalization and integration, there are more and more contacts among countries, and the global trade volume keeps rising. Words such as international trade and international marketing appear more frequently on TV, Internet and newspapers. Although the concepts of international trade and international marketing are similar, there are considerable differences between them. Studying these differences is helpful to understand international trade and international economy. The research on the relationship between international trade and international marketing will help to solve the problem of how to carry out international marketing activities smoothly in international trade activities, thus providing reference for enterprises to formulate international marketing strategies and promoting the better development of international trade.
Keywords: international trade, international marketing
I. Definition of international marketing and international trade
international marketing
International marketing is a subdivision of marketing, which is a series of promotion and sales activities carried out by enterprises in the international market with the goal of maximizing profits. International marketing is not achieved in one step, but has gone through the process of domestic marketing, export marketing, international marketing, transnational marketing and then global marketing.
(2) International trade
International trade refers to the exchange and transfer of goods and services between countries or regions, including import trade and export trade, with the aim of realizing national interests and taking advantage of their own advantages to participate in international interaction.
(C) the link between international marketing and international trade
1. Similarity between international marketing and international trade. International marketing and international trade are the products of economic globalization and integration, and they are unique concepts in an open economic environment. There is correlation and synergy between them. Based on the concepts of international marketing and international trade, their similarities are summarized as follows. From the object point of view, both of them are oriented to the international market and are a cross-space activity; From the point of living environment, they face the same international environment, including population, politics, economy, law, social and cultural environment and so on. From the results, both of them sell goods or services, which belong to business activities; From the goal, the goal of both is to maximize profits; From the point of view of means, both of them are trading activities through market economy. In short, there are many similarities between international marketing and international trade.
2. The difference between international marketing and international trade. First of all, from the perspective of scope, international marketing is still dominated by marketing activities, which is popularly called sales activities. However, international trade is different. Conceptually speaking, international trade is also called import and export trade, which includes both sales (export) and purchase (import), which is not available in international marketing. From this perspective, international trade covers the content of international marketing. Secondly, from the perspective of transaction subjects, international marketing is based on the non-participation of enterprises, and enterprises design and implement marketing activities from their own interests; In international trade, countries often need to participate in negotiations and coordinate trade frictions between countries with the help of some world organizations, such as the WTO. There are not only economic problems, but also considerations between national interests. In the degree of government participation, the difference between international marketing and international trade is that international marketing mainly focuses on the marketing activities of enterprises, which will not cause conflicts and contradictions between countries, while international trade activities require more bilateral and multilateral negotiations by the government, with a high degree of government participation. In the process of international trade, international institutions such as WTO are often used to coordinate the relations between countries and promote the harmonious development of economic relations. Finally, from the settlement information, the relevant benefit indicators of international marketing are mainly reflected in the relevant business documents and financial statements of enterprises, while international trade is reflected in the balance of payments report through the National Bureau of Statistics, foreign exchange management and other departments. With the different forms of commodity circulation, the role of international trade in the circulation field is more obvious. Because goods or services in international trade must be transferred from one country to another, goods show the characteristics of international circulation. However, the circulation form of international marketing is different from international trade, and international marketing is diversified, because products or services can cross national boundaries when marketing.
International trade and international marketing are the result of modern economic development, the embodiment of world economic progress and development, and the product of continuous integration and development of the world economy. Their economic activities are all around the international market. At the same time, due to the particularity of international trade and international marketing, there are also differences between them. The scope of international trade is wider than that of international marketing, because it not only sells products abroad, but also imports goods. Relatively speaking, international marketing is mainly about selling products in the international market and pushing products to the international market. In addition, the content of international trade is more abundant, including labor exchange and so on.
Second, the interaction between international marketing and international trade
(1) International marketing is an effective means to promote international trade.
International marketing involves the formulation and dynamic evaluation of business strategy. In order to obtain economic benefits and rapid development, in today's globalization, the success of an enterprise first needs to analyze market segmentation, product differentiation, market differentiation and other issues, which have laid a solid foundation for international trade. Adam Smith believes that the market is an invisible hand, which dominates the maximization of all parties in the market. In the process of profit-seeking, enterprises also put the growth point on the international market, which subtly improves the country's exports and promotes the growth of international trade. At the same time, enterprises that open the international market often look for cheap resources to supply locally, which indirectly reduces the search cost of international trade and stimulates the import of raw materials and other products to some extent.
In addition, the sales and service targets of international marketing are all over individuals, enterprises and countries, which are targeted and flexible, make up for the shortcomings of single and limited international trade, make international transactions more extensive and diversified, pave the way for the subsequent establishment of international friendly relations and international trade agreements, and thus increase the total amount of international trade.
(2) International trade is the guarantee for the good operation of international marketing.
Marketing in countries with good international trade is often effective, and the risks it faces such as national risk, social risk and legal risk are very small, because international trade involves the interaction between countries and is often guaranteed by relevant agreements and terms. At the same time, based on international trade, combined with the existing international trade operation and transaction effect, the market is deeply analyzed in marketing strategy and complementary policies are formulated, which greatly enhances the feasibility and effectiveness of international marketing programs, is conducive to the implementation and execution of marketing, and plays a role in ensuring its virtuous circle. Especially under the background of current economic globalization, international financial crisis and fierce intellectual property competition, the protection of international trade must rely on the government's? Pushing hands? Role, to create an innovative environment for enterprises, and constantly improve the ability of enterprises to use intellectual property system to participate in market competition. International market competition requires enterprises to innovate independently, enhance the subjective consciousness of independent innovation, and constantly improve the ability of enterprises to create and guarantee independent innovation. Therefore, in the process of international marketing, the application of protection laws related to international trade can better safeguard their own rights and interests.
In today's economic globalization, international trade is essential, which is more important for an enterprise that wants to obtain sustainable income and open up markets. International marketing serves to maximize the profits of enterprises, and a good international trade environment solves the problem of how enterprises enter the market. When there are trade frictions and disputes in enterprise marketing, international trade provides a buffer for enterprises. As an important means of communication between countries, once it is destroyed, the consequences are unpredictable. Therefore, once an enterprise is treated unfairly in international marketing, the shield of international trade will provide a strong guarantee for enterprises to reduce and alleviate disputes and safeguard their legitimate interests.
Third, the international marketing strategy in the modern international trade environment
(1) Strengthen international market research and formulate specific marketing plans.
To carry out marketing activities in the international market, we must grasp the market characteristics. There is still a big difference between international marketing and domestic marketing. Due to the different marketing links, there are unknown factors in the marketing process, which may be opportunities or risks. Therefore, enterprises should strengthen the investigation of the international market and formulate specific marketing plans.
The research on the international market is done by specialized people, so special institutions or personnel should be set up within the enterprise to be responsible for the research on the international market. Facing the complexity of the international market, we should focus on investigating the environmental factors related to the company's business according to the characteristics of products, refine the international market investigation work, and establish an investigation system to make the investigation work more standardized and scientific. Of course, the investigation of the international market is carried out in the context of international trade. First of all, we should make a macro investigation of the international market. Master the changes in the international environment and understand the relevant policies of international trade. In the macro-environment of international trade, micro-investigation of specific products, such as understanding the language, religious beliefs, values, family characteristics, customs and other cultural factors of the products sold, makes the products sold easy to be accepted, with cultural identity and cultural appeal. We should also understand the economic factors of the target country, such as economic development, market size and structure, national income, per capita purchasing power, inflation rate, banking, finance and insurance, so as to determine the scale of market investment and the periodicity of market operation. International marketing can not simply stay in the economic perspective, because in the context of international trade, economic activities are also affected by political factors. Therefore, it is necessary to examine the political system, political stability, national sentiment and other related factors of exporting countries. Only by making a detailed study of the international market can we make a specific marketing plan, open the international market and effectively occupy the target market for a long time.
(2) Adjust the product strategy of the enterprise and build a strong brand.
Facing the new environment of modern international trade, enterprises should keep innovating and keep up with the trend of the times. Under the trend of international trade, enterprises should seize the opportunity to adjust the product structure, change the traditional product structure of international trade, improve the added value of products, formulate innovative products with high added value, high price, high quality and high independent intellectual property rights, and form international brand characteristics in order to seize the product market quickly. In international trade, enhance the export value of products, develop national enterprises and establish international brands. Adjust the enterprise product strategy, carry out market segmentation and product segmentation, and find the product strategy suitable for the long-term development of the enterprise. Change the original production and operation mode, take the boutique route, sum up products that are conducive to improving market growth rate and market share, and concentrate material and human energy on products with high added value. Although some well-known domestic enterprises can occupy market share in the international market in terms of capital, technology, talents and management, they are unable to do so in the face of international marketing, such as Haier, TCL and Huawei. Enterprises should take action to get rid of the shackles of domestic marketing, adjust international marketing methods according to the characteristics of international market and international trade, and try more novel marketing methods. In international marketing, China enterprises should improve and perfect the after-sales service, image design, cultural connotation and many other details of products on the premise of adhering to the brand strategy, so as to build products in an all-round way. We know that in the current international market competition, to build the core competitiveness of enterprises, we must increase the intangible value of products, which plays an important role in the brand image and reputation of enterprises, so we should pay special attention to these intangible values in international marketing to serve the construction of core competitiveness of enterprises. International marketing under international trade will inevitably bring new challenges to enterprises. Enterprises should seize the opportunity and adjust themselves in time to meet the requirements of global market development.
(3) Standardize the development of Internet trade and explore foreign and international markets.
After the Second World War, the number of transnational corporations increased dramatically, with huge scale, strong strength and wide distribution, which became the main business behavior of international marketing. However, in recent years, a new situation has emerged in the international market. The form of international trade is not only physical transactions, but also online virtual transactions. With the development of knowledge economy and computer network, new trade modes have appeared, and international marketing modes have also changed. International trade transactions are all done through the Internet, so-called Internet trade came into being. Internet trade refers to trade or business activities conducted through computer networks, such as the World Wide Web, the Internet and other modern electronic means. The whole transaction process, such as transaction negotiation, contract signing, delivery, payment and receipt of goods, is mostly carried out on the global telecommunications network. With the rapid development of Internet trade, the future international trade will be market-oriented, and enterprises can place orders through the Internet, which will bring certain convenience to enterprises. On the one hand, it saves costs, minimizes the waste of oversupply, on the other hand, it solves the storage problem, saves enterprise expenses, increases enterprise profit space, and changes the situation of making ends meet. Due to the backward network infrastructure in China, there is still a big gap in network technology compared with developed countries. We should recognize the importance of internet trade and promote the development of internet trade. As a brand-new commercial form, internet trade has some problems such as transaction security, intellectual property protection, and the effectiveness of electronic contracts. It is necessary to form a new international trade system, formulate and improve corresponding policies, standards, laws and regulations, ensure the safe operation of international trade, and further explore the international market. The characteristics of the networked development of Internet trade have also produced marketing for international marketing activities, and a new marketing method-network marketing has emerged, which affects customers' consumption by implanting advertisements in websites. Internet marketing in the international market should aim at the characteristics of foreign websites, understand the preferences of various groups for website types, and put targeted advertisements to improve the marketing effect. International marketing and online international trade are closely linked and promote each other, so that China products can also make profits on the virtual trading platform, thus promoting the international development of enterprises.
Four. Prospects of international trade and international marketing
From the above analysis, we can see that international marketing and international trade are interdependent and mutually guaranteed. Since China joined the WTO in 12, China has made great progress in foreign trade and international marketing, and the perfection and enrichment of relevant theories have provided support for the growth of international trade and the scientific international marketing. Looking ahead, international trade and international marketing will present the following characteristics:
(A) the convergence of international trade and international marketing
The future international trade needs to combine the relevant means and methods of marketing, take international trade as the purpose, take international marketing as the means, make use of the advantages of multinational companies in marketing, tap the growth point and potential demand of international trade, make full use of the comparative advantages of our country as much as possible, and realize the maximization of national interests. The state also protects the rights and interests of multinational companies by signing trade agreements with the international community, and gives technical and tax support in international marketing. International trade and international marketing influence and support each other. International trade provides operational guarantee for international marketing, and international marketing promotes the development of international trade.
(B) changes in the concept of international trade
Nowadays, international trade is product-oriented, that is, it is often inefficient to consider sales and market search after producing products with existing technologies and production processes. The research of international marketing can find the demand and affect it to a certain extent, so the future international trade will turn to market demand-oriented and order production, on the one hand, it will save the search cost, on the other hand, it will solve the storage problem, and also minimize the waste and sales below the cost, thus changing the situation of making ends meet. Due to the rapid development of Internet trade, international trade should use online transactions to develop new business methods. When considering and seeking the market, we should give full consideration to international internet trade and promote the new development of the international market. At the same time, it is required to formulate and improve corresponding policies, standards, laws and regulations to ensure and standardize the healthy development of Internet trade.
(c) Specialization and dynamics of international marketing
Now many enterprises have understood the important role of professionals in market expansion and marketing, especially for international marketing, talents with professional knowledge and familiarity with the target country play an important role in the success of marketing, and an effective marketing plan often needs professionals with keen observation and skilled analysis ability to write according to the local actual situation, and the corresponding marketing strategy also needs talents with rich experience and management ability to formulate. In international marketing, enterprises should investigate the international marketing environment according to the development status and trend of world trade, monitor the changes of target countries in time, and put forward reasonable countermeasures in time to realize dynamic international marketing. Now the form of international trade is the world economy. A full understanding of the development of the world commodity market can lay a foundation for enterprises to further investigate the international marketing environment and is conducive to the formulation of international marketing decisions.
With the continuous accumulation of international marketing, the level of international trade will be greatly improved. China will learn to internalize international marketing activities into international trade with the help of enterprise globalization strategy, and improve national competitiveness. With the deepening of international marketing, it will inevitably promote the improvement of international trade. Therefore, under the background of global economic integration, the development of international marketing and international trade should rely on each other and be mutually causal, so as to achieve the purpose of improving corporate profits at the same time. At the same time, we should also pay attention to their differences and guide various economic activities of international trade. Generally speaking, the progress of science and technology has reduced the time needed for international trade, and the increase of communication methods has made international trade easier. For international trade and international marketing, we must seize the opportunity of technological progress and globalization, constantly learn advanced concepts, keep up with the trend of the times, change our thinking, introduce talents, combine trade and marketing, and realize the win-win goal of the country and enterprises.
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