The international marketing environment includes the macro environment and micro environment of international marketing. Macro-environment refers to the marketing environment that is difficult for enterprises to control and influence in international marketing activities; Micro-environment is the organizational structure of branches in different countries and regions built by enterprises in marketing activities in different target markets, as well as the corporate cultural characteristics combined with local social and cultural characteristics.
I. International market environment-population environment
The characteristics and changing trend of the international population environment are closely related to the number, structure, marriage and family of the international population and the market demand. The international population environment affects the international population strategy of entrepreneurs such as international target market selection, export product strategy, price strategy, promotion strategy and distribution strategy, and has important reference value for enterprises' transnational operation strategy.
1. Entrepreneur's international population strategy: With the strengthening of world economic integration, more and more enterprises must go to the international market if they want to survive. From choosing a potential international market to its daily business activities, enterprises are affected by the population environment. Population is an important index to estimate and predict the market potential and calculate the expected return on investment, and it is also an important basis to understand the demand characteristics of a certain region. After properly evaluating the size and composition of consumers, combined with other factors, we can know the demand of a country for a certain product or service; After comparing countries, we can choose the best investment or sales location.
2. Choice of international population environment and international target market: The international market environment is complex and the competition is fierce. If the goal is vague or improperly chosen, it will be untenable no matter where it is, and will eventually lead to failure; The consumption demand in the international market varies greatly from country to country, and no enterprise has the ability and necessity to meet the needs of all consumers. Enterprises must choose multiple target markets and try their best to satisfy them. If the products of the enterprise are baby products, in order to expand the market share, the focus of marketing should be selected in areas with high birth rate; If it is household durable consumer goods, we should focus on the number, scale, structure and income level of families in the target market.
3. International population environment and export product strategy: product design, brand and trademark, packaging and labeling, after-sales service, product life cycle and new product development are all closely related to population environment. If the international target market is dominated by the elderly, it is necessary to design a style that the elderly like, which should be simple and easy to use, the label should be clear and easy to understand, the volume should be small and light, and the after-sales service must follow closely. If the target market has a high level of per capita income and education, and mainly young people, it is necessary to design some novel, functional and beautiful products. Products should also conform to local traditional customs and psychological characteristics, and it is best to name and design according to the characteristics of the target market.
4. International population environment and pricing strategy: Pricing strategy is an important strategy in international marketing, and it is also one of the most complicated problems faced by international marketers. If the target market has a large population and a large demand, but the per capita income is relatively low, enterprises can enter the market with a low price strategy by reducing production costs and operating costs, so as to attract buyers quickly and gain a larger market share. On the other hand, if a country has a high income level but a limited population, it can launch a new product at a high price and quickly recover its investment at a high profit rate. If brand-name products are aimed at high-income people in a certain country, we can adopt a high-priced strategy. For example, in the international market, the price in Hongkong is higher than that in China.
5. International population environment and promotion strategy: What kind of promotion method should be adopted in the end depends on the international population environment. For example, consumers living in a certain area will be more expensive and more difficult to choose. If the cultural quality of consumers is relatively low, personnel promotion is a good way.
6. International population environment and distribution strategy: International sales channels are mainly composed of middlemen, which can be long or short. If there are many potential consumers, the international market for product sales is large, and the products are exported to several countries, then enterprises should consider using more international middlemen to resell them to consumers and adopting longer sales channels. On the contrary, there are few potential consumers and the market is small, so enterprises can sell directly and use short channels. If the sales market of a product is relatively concentrated, we can consider adopting a shorter channel, selling it by agents, or directly promoting it by enterprises themselves. If the sales market of a product is scattered, it needs to be sold through various international middlemen. If consumers often buy goods, but the purchase quantity is small at a time, then there will be more international sales outlets, and more middlemen should be selected; If customers are concentrated and buy in large quantities, you can use fewer middlemen or send people directly to sell abroad. Consumers want to buy daily consumer goods in the most convenient retail stores at any time, so they should adopt long international sales channels and resell them to foreign consumers through wholesalers and a large number of small and medium-sized retailers.
Second, the international market environment-natural environment
The living environment of the target market population is also a factor that must be considered in the product strategy. For example, to transport construction machinery suitable for the United States to the Sahara desert, it must be completely modified to adapt to the high temperature and sandstorm there; In Ghana, products that can adapt to the country's environmental conditions must be able to work normally in the hot and dry state of desert, tropical rain forest and continuous humid climate. Car tires exported from Japan to Canada have the function of preventing salt water corrosion. Air conditioners exported to the Middle East are covered with a sand cover, and the sales volume is excellent.
Three. International marketing environment-cultural environment
The cultural environment of international marketing refers to the sum of various cultural factors that affect and restrict the international marketing of enterprises, and it is an important external condition for enterprises to engage in international marketing. Cultural environment includes material culture, aesthetics, education and religion. The quality and perfection of material culture directly affect the way and scale of international marketing, such as transportation, energy, media including advertising promotion strategy, commercial facilities including distribution channels, etc. When grasping the material culture of the host country, international marketers should pay attention to the fact that the different material and cultural levels of different countries directly affect the buyers' requirements for the quality, variety, use characteristics and production and sales methods of the required products. Aesthetics is a person's advanced psychological demand, an idea about beauty and aesthetic comprehension, and an important part of culture. In different cultural environments, beauty has different evaluation criteria. People's aesthetic activities, such as their likes and dislikes of graphics, colors, patterns, shapes, movements, musical melodies and rhythms, and architectural styles, have a great influence on product design and marketing, and are important tools for marketing activities, and international marketers are interested in themselves. The influence of education on international marketing is shown in the following aspects: first, the level of education affects people's consumption behavior; Second, international marketing activities are restricted by the level of education; Third, the education situation affects the commodity composition of the local market; Fourthly, the local human resources that can be used for international marketing activities are affected by the education level.
Religion has a great influence on international marketing activities in many countries and regions. Religious belief has influenced people's consumption behavior, social style, dress etiquette, business style, values, ways to deal with social harmony and conflict, and people's attitudes towards time, wealth, change and risk. In international marketing activities, enterprises should fully realize the influence of religious beliefs on enterprise marketing, respect the religious beliefs and concepts of all parties in the target market, make full use of marketing opportunities and avoid risks skillfully.
However, culture is not static, but constantly changing with the rapid development of society, economy and science and technology. In the process of cultural change, it is always a phenomenon of cultural reference and cultural integration. Generally speaking, cultural changes always change in the direction of social development. Cultural change sometimes brings opportunities for enterprises to engage in international marketing, but sometimes it also poses a threat to international marketing.
Four. International marketing environment-economic environment
The economic environment of international marketing is a collection of various economic factors that directly or indirectly affect and restrict international marketing. It is an important part of the international marketing environment and has various characteristics of the international marketing environment.
1, local economic environment
The local economic environment refers to the economic environment of the country where the enterprise is located, which has a direct impact on the behavior of the enterprise and the consumption behavior of consumers.
2. Regional economic environment
Regional economic environment is the economic environment of countries or regions that form a specific economic alliance from a certain geographical area. It is an important economic environment faced by international marketers in transnational operations, which has a direct impact on the international marketing of enterprises.
3. Global economic environment
The current global economic environment is mainly reflected in the rapid development of international investment in international trade, the strengthening of economic interdependence among countries, the improvement of market competition and the complexity of relations among countries.
4. Global market environment
When analyzing the global market environment, enterprises mainly analyze the development stage, population size, population distribution, population structure and consumer income of the target market; Consumption expenditure structure and consumption savings and credit situation in various countries; In order to determine the specific international marketing strategy combination, it is necessary to analyze the competitors in the international market.
Verb (abbreviation of verb) international marketing environment-legal environment
1, international political environment
The political environment of international marketing refers to the collection of various political factors that directly or indirectly affect and restrict international marketing, including the global international political environment and the political environment of the host country, which has great influence and restriction on the international marketing activities of enterprises. A country's political system, government type and party system affect the stability of its government policies, and economic nationalism, which is opposite to world economic integration, is the most critical political influence factor for enterprises to engage in international marketing.
2. International legal environment
Domestic law, international law and host country law are the ways to solve international marketing disputes.
Domestic laws strictly control imported products and quantities through tariff, non-tariff and quota systems, especially in countries with balance of payments deficits; Foreign exchange control, that is, foreign exchange supply and demand control, includes limiting the amount of foreign exchange that domestic exporters can hold and obtain, and limiting the amount of profits that foreign investors can remit.
International law is a principle and system to adjust the relations between countries and stipulate the rights and obligations between countries. International economic law, which has a great influence on international marketing activities, has legislation to protect consumers' interests, to determine the responsibilities of producers and sellers for the products they produce or sell, and to protect consumers' legitimate rights and interests; Legislation to protect manufacturers and sellers, including patent law and trademark law; Legislation to protect fair competition, such as international antitrust law, restrictive business practices and competition protection law; Legislation regulating international economic and trade activities, including various international conventions, treaties, practices, agreements, protocols and rules.
The laws of the host country are the most frequent and direct factors that affect international marketing activities. The influence of the laws of the host country on international marketing is mainly reflected in product standards, pricing restrictions, distribution methods and channels, promotion laws and regulations and other legal provisions.