This strategy is a famous market development method of German Volkswagen. Suppose an enterprise chooses a target market and determines it as the final target area. The specific ways of entry are: first, the implementation of point occupation; Secondly, after the marketing activity of the first point is quite successful, choose another point near the target area; Third, after the route is formed, choose the third point. The third point should be able to surround the target area with the first point and the second point, so that the marketing area is formed. After the area is formed, a fourth point should be set, which should be placed in the center of the target area. This is a very important point.
The second measure: looking for market opportunities to enter the law.
The book "New Competition", co-authored by Philip and kotler in the United States, makes a detailed study of the successful experience of Japanese enterprises in international marketing, and puts forward five specific methods to find opportunities to enter the market.
1. Look for ready-made opportunities. When choosing the target market to enter, we must first find those "forgotten" market segments, and then further expand the market after gaining a foothold in these markets.
2. Create new opportunities. It means not imitating other people's products, but appearing in the target market with an innovative attitude through their own research and innovation, giving consumers a novel feeling and a new psychological demand.
3. Implement creative promotion. Any product has a technological breakthrough, and entering a new market is not just based on brand-new products. Sometimes, some products can be partially improved to improve their marketing ability.
4. Adapt to and change customers' hobbies. To enter the market, we should not only know what consumers in this market need and like, but also create customer demand, change customers' hobbies through advertisements, or establish new consumption concepts.
5. Know your competitors and learn from them. A Japanese company moved an automatic dishwasher made by a competitor into its own laboratory, evaluated the performance, number of parts and cost structure of this dishwasher one by one, measured each part, determined its design advantages, and learned about the technical ability, production equipment and sales system of competitors. On the basis of understanding and mastering the specific situation of the other party, we designed products with better performance, which created good conditions for entering the market. Generally speaking, if you want to expand the market, you must look for opportunities to enter the market, and looking for opportunities requires entrepreneurs to have observation, comprehensive analysis and imagination. It is regrettable to "miss the good opportunity". "Waiting for the rabbit" will not create opportunities and will not achieve great success.
The third measure: one-point centralized approach
This is a common method in guerrilla warfare and is also suitable for the application of marketing entry strategy. In the case of multiple target markets, choosing one of them first, concentrating all sales capabilities, and improving marketing performance in a short time are conducive to improving internal confidence and influence of enterprises. The key of one-point concentration method lies in how to choose a point, which is wrong, resulting in the loss of manpower, material resources, financial resources and time, and may even lead to the situation of "he died before he conquered", making the product die at a new point that has just been spread.
The fourth measure: market leader entry method
This is a way to use the influence of market leaders to enter the market.
In the modern market, there are many kinds of goods, new products change with each passing day, and advertisements are refurbished. It is difficult for consumers to judge the quality and efficiency requirements of products, so they can only seek the assistance of professionals, scholars or authoritative organizations and groups and listen to their opinions. This kind of individual or unit that has important influence in consumers' minds is called a market leader.
Market leaders usually include management and mass communication departments, direct influencers and indirect influencers. Enterprises should pay attention to the role of market leaders when expanding and entering the market: first, analyze and predict the development trend of products; The second is to explain the performance and use of products in various forms to improve consumers' awareness of products; The third is to make use of the prestige of market leaders and give play to their professional influence; Fourth, listen to market information feedback through the person in charge of the market; Fifth, listen to the opinions of market leaders with an open mind and improve marketing work.
The fifth measure: advertising first.
In the early stage of entering the market, it is very important to win the first customers through advertising. How to strengthen commodity promotion? First of all, we should strengthen cooperation with wholesalers and distributors, or cooperate with them to play a cover role from the side, or jointly advertise and carry out a joint frontal attack; Secondly, strengthen the publicity of enterprises and trademarks, establish the enterprise's ... > by vigorously promoting their own trademarks; & gt
Question 2: How does the company enter the international market? 1? Rely on science and technology, improve product quality and improve the independent innovation ability of enterprises? Improve the management level of enterprises? Vigorously expand the international market and improve the level of opening up of enterprises.
Question 3: Compare several modes of entering the international market? The so-called way to enter the international market refers to the alternative way for international marketing enterprises to enter and participate in foreign markets for product sales. To sum up, it includes three categories: first, export, that is, domestic production and foreign sales, which is a traditional, simple and lowest-risk entry method; Second, contract entry, also known as non-equity entry, has many specific forms and is flexible and practical; The third is foreign direct investment, also known as equity entry, that is, enterprises directly invest in target market countries, produce locally and sell nearby.
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The "going out" strategy is a part of China's unswerving opening-up policy, which refers to the development policy of China's capital, products, technology, services and natural persons going abroad to participate in global market competition and international operation. On the basis of understanding various modes of entering the international market, it is of positive significance for enterprises to choose the appropriate "going out" mode to implement the "going out" strategy and expand China's opening up. Types of enterprises entering the international market.
Export mode
Export methods include indirect export and direct export. Indirect export means that enterprises export products through their own middlemen (all professional foreign trade companies). In this way, enterprises can make use of the existing sales channels of middlemen without having to handle export documents, insurance and transportation services themselves. At the same time, enterprises do not have to bear all kinds of market risks while maintaining the flexibility of entering and leaving the international market and changing the international marketing channels. Small enterprises exporting for the first time are more suitable for indirect export. Direct export means that an enterprise has its own foreign trade department, or uses intermediaries in the target country to engage in the export of products. Direct export helps enterprises get rid of the dependence on middlemen, cultivate their own international business talents, accumulate international marketing experience, and improve the popularity of products in the international market. But at the same time, we have to take more risks. Because its business volume may be relatively small, enterprises can not achieve economies of scale in handling documents, insurance, shipping and other businesses themselves, and the flexibility of enterprises to enter and exit the international market and change marketing channels is not enough.
Contract mode
Contract modes mainly include: licensing mode, franchising mode, contract manufacturing mode, management contract mode, project contracting mode and two-way trade.
License mode. The permitted entry mode means that an enterprise transfers the right to use its industrial property rights (such as patents, trademarks, formulas and other intangible assets) to foreign legal persons within a certain period of time in order to obtain commissions or other remuneration. The most obvious advantage of licensing is that it can bypass the trouble of import barriers and has little political risk, but this method is not conducive to the marketing planning and scheme control of the target country, and may also cultivate the licensee into a strong competitor.
Franchise mode. This mode is very similar to the permitted entry mode, but the difference is that the franchisor should give the franchisee assistance in production and operation. In this mode, the franchisor can quickly enter the foreign market without investing too much resources, and at the same time, he also has certain control over the franchisee's operation. However, it is difficult to guarantee that the franchisee will provide * * * products and services in accordance with the provisions of the franchise contract, which is not conducive to the franchisee to maintain a consistent quality image in different markets.
Contract manufacturing mode. Contract manufacturing mode refers to a way in which enterprises provide parts and components to foreign enterprises for assembly, or provide detailed specifications and standards to foreign enterprises for imitation, and enterprises are responsible for marketing themselves. Using this model, not only intangible assets such as technology or trademarks can be exported, but also production factors such as labor force and management, as well as some capital. However, because contract manufacturing often involves the import and export of parts and production equipment, it may be affected by trade barriers.
Management contract mode. This model means that the management company undertakes part or all of the management tasks of another company in the form of contract, in order to extract management fees, part of profits or buy shares of the company at a specific price as a reward. With this model, enterprises can use management skills to earn income without cash outflow, and also get in touch with enterprises in target market countries through management activities, providing opportunities for future marketing activities. But this model has stages, that is, once the contract is completed, the enterprise must leave the host country unless a new management contract is signed.
Project contracting mode. Project contracting mode refers to the way that an enterprise enters the foreign market by signing a contract with a foreign enterprise to complete a project and then delivering the project to the other party. It is the all-round entry and supporting entry of production factors such as labor, technology, management and even capital, which is conducive to giving full play to the overall advantages of engineering contractors. The most attractive thing about the entry mode of project contracting is that the contracts it signs are often ... >; & gt
Question 4: What are the main ways to enter the international market? The main ways to enter the international market are:
I. Export mode
Export methods include indirect export and direct export. Indirect export means that enterprises export products through their own middlemen (all professional foreign trade companies). In this way, enterprises can make use of the existing sales channels of middlemen without having to handle export documents, insurance and transportation services themselves. At the same time, enterprises do not have to bear all kinds of market risks while maintaining the flexibility of entering and leaving the international market and changing the international marketing channels. Small enterprises exporting for the first time are more suitable for indirect export. Direct export means that an enterprise has its own foreign trade department, or uses intermediaries in the target country to engage in the export of products. Direct export helps enterprises get rid of the dependence on middlemen, cultivate their own international business talents, accumulate international marketing experience, and improve the popularity of products in the international market. But at the same time, we have to take more risks. Because its business volume may be relatively small, enterprises can not achieve economies of scale in handling documents, insurance, shipping and other businesses themselves, and the flexibility of enterprises to enter and exit the international market and change marketing channels is not enough.
Second, the contract mode
Contract modes mainly include: licensing mode, franchising mode, contract manufacturing mode, management contract mode, project contracting mode and two-way trade.
1, license mode. The permitted entry mode means that an enterprise transfers the right to use its industrial property rights (such as patents, trademarks, formulas and other intangible assets) to foreign legal persons within a certain period of time in order to obtain commissions or other remuneration. The most obvious advantage of licensing is that it can bypass the trouble of import barriers and has little political risk, but this method is not conducive to the marketing planning and scheme control of the target country, and may also cultivate the licensee into a strong competitor.
2. Franchise mode. This mode is very similar to the permitted entry mode, but the difference is that the franchisor should give the franchisee assistance in production and operation. In this mode, the franchisor can quickly enter the foreign market without investing too much resources, and at the same time, he also has certain control over the franchisee's operation. However, it is difficult to guarantee that the franchisee will provide * * * products and services in accordance with the provisions of the franchise contract, which is not conducive to the franchisee to maintain a consistent quality image in different markets.
3. Contract manufacturing mode. Contract manufacturing mode refers to a way in which enterprises provide parts and components to foreign enterprises for assembly, or provide detailed specifications and standards to foreign enterprises for imitation, and enterprises are responsible for marketing themselves. Using this model, not only intangible assets such as technology or trademarks can be exported, but also production factors such as labor force and management, as well as some capital. However, because contract manufacturing often involves the import and export of parts and production equipment, it may be affected by trade barriers.
4. Management contract mode. This model means that the management company undertakes part or all of the management tasks of another company in the form of contract, in order to extract management fees, part of profits or buy shares of the company at a specific price as a reward. With this model, enterprises can use management skills to earn income without cash outflow, and also get in touch with enterprises in target market countries through management activities, providing opportunities for future marketing activities. But this model has stages, that is, once the contract is completed, the enterprise must leave the host country unless a new management contract is signed.
5. Project contracting mode. Project contracting mode refers to the way that an enterprise enters the foreign market by signing a contract with a foreign enterprise to complete a project and then delivering the project to the other party. It is the all-round entry and supporting entry of production factors such as labor, technology, management and even capital, which is conducive to giving full play to the overall advantages of engineering contractors. The most attractive thing about the project contracting mode is that the contracts it signs are often large-scale and profitable long-term projects. However, it is precisely because of its long-term nature that the uncertainty of such projects has also increased.
6. Two-way trade mode. It refers to agreeing to import other products from a country as compensation while entering the market of that country. Two-way trade is usually a combination of trade, licensing agreement, direct investment and transnational financing. According to the different contents of compensation trade contracts, two-way trade can be divided into barter trade, reverse purchase and compensation trade.
Third, the investment model.
Investment mode belongs to the advanced stage of entering the international market. China's "going out" strategy mainly refers to the investment model. Investment methods include joint venture entry and sole proprietorship entry.
1, joint venture entry. A joint venture refers to joint investment with enterprises in the target country, * * * joint operation, * * * share equity and management rights, * * *. ......& gt& gt
Question 5: How to enter foreign markets? What is the best time to enter overseas markets? That is, what kind of scale, market position and market competition the company should have, and which development stage is most suitable for overseas expansion? There can't be a standard answer to this question, because enterprises have different overseas expansion strategies and purposes, and different domestic and international market conditions, so they must have different overseas development strategies. Before discussing the opportunity of overseas expansion, let's talk about the purpose and way for enterprises to enter overseas markets. Generally speaking, there are three direct purposes for enterprises to enter overseas markets: first, for example, China Iron and Steel Company buys iron ore abroad, and Wal-Mart Company of the United States makes centralized purchases at home; Second, manufacturing. For example, multinational companies set up factories in China and produce and sell them in China or abroad; Third, sell (products or services). For example, foreign software companies sell their software products in China, international consulting companies sell their consulting services in China, and foreign manufacturing companies sell their electronic products and finished products in China. These three purposes are not mutually exclusive, and often coexist. Relatively speaking, overseas procurement is relatively difficult, because money is always easy. The most important thing is to find the right target product and grasp the pricing, payment terms and credit of the other party. Therefore, it is rare to hear that multinational companies acquire at home, or that China companies acquire abroad and suffer a "fiasco". It is the most difficult to sell abroad, because in the face of new markets, new sales channels, new customers, new policies and regulatory environment, how to design, manufacture and sell suitable products is always a powerful challenge. At present, there is no successful experience that can be quickly replicated in the world, and even any powerful company dare not claim to be fully qualified for this. Just look at the performance of multinational companies in China to see how difficult it is. For example, Microsoft, the most successful high-tech company in the world, is respected and has abundant capital, but after working hard in China for more than ten years, its turnover in China only accounts for a small part of its total revenue, which is not commensurate with the market capacity of China and its investment in China. Of course, Microsoft is quite successful in China after all. Relatively speaking, the business performance of Yahoo, a world-renowned high-tech company, in China is mediocre, while the sudden withdrawal of Whipple, an American white goods giant, from China makes it more difficult to develop business in new markets. It is also quite difficult to manufacture overseas, because it usually involves investing a lot of money to buy or rent land, recruiting and using local human resources, and complying with local policies and regulations. How to manage and motivate employees in another culture and how to establish a reasonable corporate culture is not an easy task. However, in terms of difficulty, overseas manufacturing is still relatively easier than overseas sales. This can also be reflected in the current prosperity of China's manufacturing and processing industries, because it is largely due to numerous overseas companies investing and setting up factories in China. Advantages and disadvantages of the four methods There are four main ways for a company to enter overseas markets: one is to find a partner to act as an agent in other countries (basically no investment); Second, establish joint ventures with local enterprises; Third, enter new markets through acquisition or merger; Fourth, start your own business and build new factories or business outlets. These four methods have their own advantages and disadvantages (see table 1). Therefore, when considering entering foreign markets, a company must make a comprehensive decision on the timing and mode of entry according to its own business purpose, the conditions of Chinese and foreign markets, the possible ways of entry, the difficulty and complexity. Generally speaking, for enterprises wishing to purchase overseas raw materials or products, the size of the enterprise is not important to the choice of entry opportunity, but the way of entry is more important because of the low difficulty of market entry. For smaller enterprises, it is feasible to purchase through foreign trade companies, online resources or intermediary companies. The key is to find a strong and reputable partner or intermediary company. When the enterprise is large in scale and the purchased products are of strategic importance to the enterprise (such as oil, ore, coal, etc.). ), or when the purchase amount is huge, if it is completely operated by an intermediary company, it may be controlled by people, which is not conducive to the long-term development of the enterprise. Therefore, we should consider strengthening participation and management through sole proprietorship, joint venture or acquisition of assets. For companies that want to produce or sell overseas through investment, the timing of entering the market is very important, because it involves not only the continuous investment of a large amount of funds, but also the extension or reorganization of the supply chain, the cultivation and retention of human resources, the cultivation and promotion of brands, the cultivation and maintenance of * * * relationships and supplier relationships. The learning cycle of enterprises is quite long, which is negative for the local area ... >>
Question 6: How to open the overseas market of products? Hello, this is not only a selection, but also a promotion. Search engine promotion, such as Google, bing, yahoo, yandex and so on. It's just that one registration operation is very tiring. I suggest Gu Qing Science and Technology. You can vote here. I hope my answer can help you! !
Question 7: How to enter foreign markets? With all due respect, you are very cautious. You just said that the product is a "high-end household item". What exactly is it and where it is used (if it is a trade secret, you can directly find an advertising planning company). How can we come up with a way to save money and do publicity? Think about it, everyone is selfless to find a way, you have reservations, hehe, your sincerity is not enough.
Nanjing naveco Luoyang specialty store
Question 8: How to choose the way to enter the international market? First, the way of commodity trade entry; Second, the contract transaction entry method; Third, the investment-oriented entry mode; Fourth, the strategic alliance enters the mode.
Question 9: What are the advantages and disadvantages of exporting to the international market? Direct export-advantages of direct export
The benefits of direct export to enterprises are:
First, it can quickly grasp the dynamics of foreign markets, which is helpful for enterprises to improve their products and enhance their adaptability and competitiveness to the international market;
Second, it is conducive to accumulating transnational marketing experience, establishing the reputation of enterprises in the international market, and opening up the international market;
Third, it has increased the ability of enterprises to control the flow direction and price of products.
Direct export-disadvantages of direct export
The disadvantages of direct export to enterprises are:
First, it is necessary to increase specialized export institutions and personnel to bear the direct channel costs;
Second, it increases the burden and risk of capital turnover;
Third, it is always difficult for a company that has just started direct export to find customers and establish its own foreign channels. If it is not solved well, enterprises will not be able to enter the international market smoothly.
Indirect export-advantages of indirect export
Enterprises that adopt indirect export can obtain the following benefits:
First, use the foreign channels and export experience of exporters or export agents to quickly open up the international market;
Second, there is no need to increase export institutions and personnel, saving direct channel costs;
Third, reduce the financial burden and reduce risks.
Indirect export-disadvantages of indirect export
For enterprises, indirect export also has disadvantages:
First, the product flow direction and price control are low or even uncontrollable;
Second, it is difficult to quickly grasp the international market information, which is not conducive to improving the adaptability and competitiveness of products to the international market;
Third, direct experience of transnational marketing cannot be obtained; Fourth, the reputation of the enterprise itself in the international market is difficult to establish.
Question 10: How does a newly developed product open up foreign markets? Foreign trade depends on the reaction of the market. If the product is popular, it is necessary to have a good salesman, step by step, and gradually become famous, regardless of foreign markets.