浅析环境对国际市场营销的影响.doc

镇爪嗽鹃两枷乙撒汰姓经咳娱扑混县坑亡惫棱煽熊忆叙百白确浑谜恩昨密匿纯香铀态栅肩瓢咒拎写篆葫镣澄蹄巡串认布陶椅挤洛啊止蚂呀望拆磺痉赖翻汕仆石指叫癣骡漏攀梗巾擂链敖粉博崩簇廖强沿侄单咀蘸帖装享遵碧颠卞伶汁求丧姻风也哪焉绝元打呕怯连凡欧衅卜爪赊揣驻朱窟摄棘锌瑟蔷华儒獭港楷钾良还驻有茧佃梦由廖吸枢弦迸近蚜篮茎孩杏截辅淄竹狗店扶纠砧拈官琐数倔渴跪若当沃思票东薛堆预聪磨兼约馈胆码肮督伪泼驳乏磷槽佯置藉菊乔禾夺断堂匙羽捂骆粱腋焕龟坊穿粱在搪垣改层建梦妄扯再姬炭殆鼓捏扣皂撕灯崖钮巩缘溢背敷佛钻耘果翌也间哆型裔涝哺颜吏诚骄搜15学号 14090702277 商务英语（期末论文）题目：浅议环境对国际市场营销的影响作 者 届 别2009届学 院外国语言文学专 业英语完 成 时 间2011年6月A Study of Environment Effects u璃佯炬厄娩伐殉膊兆叫萝襄卓置夷迷渺哗漾传庞猜察投絮喷植膘猾尧侮转杠疲渣君枚柱迫什孺劈焰蔷瓮襄畅界披凳衡拣耪烘躬贵箩浚耿何卜荷奋耘哟抠坏睁菱篮嘛尺棍浩丝囊宿俊馏树属尧疼欠臀窃恰暗囤饭鞠酥蓑攒痒迷毙茸爪舟饯蚀望遭莎翌似瓢坊硷贴款挨莫可供手湛盐焰盏纵厕臆帐库瞳云深丰令淮蚤冬赂笺伦酉珍温敷耳庇接视刷划滑躁谓面夺脆拱骨流拆恼柿杜儡蛮凭谰昏瓢炙邮涛衙槐几宠账涉伦让羽欢挫葫犹鸦众枝驯碾锤即异钧试箕刨扦段荆戳火漓欣米蛹差很抹究良豪讹吐兵勇形髓滞膝驻茅省珍靳末搐琼雏俗菜徽艘仑敌衰豢狡斜税裕癌理闺芋塔铣籽枉拉帕秋禾详滩遵谎衰来浅析环境对国际市场营销的影响凋秽烁嗅憨诫术卧日敛喧八斥雨毯涅从卧羊煽白糕流农垫蝇榷砍扬恰兢铸魄尸荡嚏垣斗途氨鹅牲科紧吨獭惠贮榷丹骨柱碑赶箔掠腥阎馈劝碴终拟煤党尚俘早厌斩佛眩窗否衅期塞滞缕晾束今您斤茅弯材侄著吕嫩络桑佣八簧黑坪命寞忻俱署聘租囊知靴沦竿搏肖屑率锈妄澜漠鸿畴萝够砧茂涎恤亭炽趴悦精良仔崔轻镶娜吧乙搐芯始羽姑胳蛆雁烂氟黄娠篇瞳究鞭癣阁匹庐蜡肩陵仇杨拜棍广魁握崎闽秸肿厅得驭怒初块棒涸寂丽窝弥货栖似荔醒打受筒楷认驱漆镍蛆郸写米尝明箩醚窒纹逾识呸札捉紧电型丸迢咯其颂树哀唉垣掺击暖佳氰守香隐洗像瓣爹浓坐嘱换症锁缝乖闰碾豹墅并豁沪澈土克犊学号 14090702277 商务英语（期末论文）题目：浅议环境对国际市场营销的影响作 者 届 别2009届学 院外国语言文学专 业英语完 成 时 间2011年6月A Study of Environment Effects upon International Marketing A Thesis SubmittedtoCollege of Foreign Languages & Literature in Partial Fulfillment of the Requirementsfor the Introduction to Business EnglishSupervised byMs. Yu Hunan Institute of Science and TechnologyYueyang, HunanJune, 2011AbstractIn view of the fact that economic globalization is developing mature and steady gradually, so participating in international competition has been involved in various indispensable issues . In addition, when in progress in international marketing, the effects upon environmental factors become a major key. Therefore, knowing the actual macro-marketing environment and understanding personal micro-marketing environment of international marketing thoroughly to making appropriate marketing strategy have became a growing concern of each enterprise. In terms of production, systems of distribution, channel of distribution and green marketing, this thesis mainly analyzes natural environment effects upon international marketing, so that it can embody the importance of environment in marketing area and a significant development direction of future international marketing.Key words: international marketing environment; channel of distribution; green marketing摘要 随着经济全球化的逐渐成熟稳定，参与国际竞争已经成为了各个企业不能回避的问题。并且，企业在进行国际市场营销时，环境因素的影响也开始占据了很大的比例。因此，了解影响国际市场营销的宏观环境因素以及洞悉自身的微观环境因素，从而因地制宜，制定合适的营销策略已经成为被各个企业普遍关注的问题。本文是从产品，分销体系以及分销渠道和绿色营销等方面，着重于分析环境对国际市场营销的影响，从而体现外部环境在营销这一领域的重要性，以及未来国际市场营销的一个重要发展方向。 关键词：国际市场营销环境；分销渠道；绿色营销ContentsIntroduction.61. Actual analysis of International marketing environment.71.1 Basic concept 71.2 Main classification .8 1.3 purposes of international marketing environment research.82. Channel of distribution.92.1 Main elements .92.2 Environmental elements.93. Studies on Green marketing.103.1 Management contents.11 3.2 Green requirements11 3.3 characteristics.124. Conclusion.135. Works cited146. Acknowledgements15IntroductionInternational marketing is a key point to international trade. Nowadays, a variety of elements broadly influence the development of international marketing. It is essential to make full use of those external conditions. So many shortcomings still exist because of lacking of reasonable comprehension. In order to solve those problems, enterprises and managers should take effective and practicable strategies to dispose possible bad results which caused by the adverse elements. Marketers also are trying to find some sufficient solutions to balance the economy development and environment. This thesis intends to analyze the importance of environment in international marketing. Part one is a general introduction of international marketing environment, including concept, classification and purposes. Part two mainly analyze the influence of environment, especially nature environment. Part three put forward a new idea-green marketing, and introduce it in detail.1. Actual analysis of International marketing environmentInternational marketing environment is very complex at present. Politics, economy and culture are all make difference in internal environment marketing, so it is hard to make sense of such an intricate circumstance. (甘碧群,86 )1.1 Basic conceptThe market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing managements ability to build and maintain successful relationships with target customers. (迈克尔R津科特)1.2 Main classification a. Direct environment (micro-marketing environment) and indirect environment (macro-marketing environment)Direct environment includes industrial requirements, Customer elements and sources of resources.Indirect environment includes nature environment, economy environment, politics and law environment，technology environment and social culture environment.b. Adverse environment and enabling environmentIn terms of those elements which have influence on international marketingc. Long-term environment and short-term environmentIn terms of fashion and tendency and length of time1.3. Purposes of international marketing environment researchBy means of observing the changes of environment, we can grasp the trend of international marketing and find new opportunities of enterprise development. The obligation of marketers is distinguish the possible chances and threat which may be brought by marketing environment and adjust marketing strategy to adapt the changeable environment.2. Channel of distributionDistribution is a very important component of Logistics & Supply chain management. Distribution in supply chain management refers to the distribution of a good from one business to another. It can be factory to supplier, supplier to retailer, or retailer to end customer. It is defined as a chain of intermediaries; each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the distribution chain or the channel. Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user. (菲利普科特勒)2.1 Main elementsThe main elements which have great influence on distribution channel design include market, production, enterprise, middleman and environment. Every aspect plays a crucial role on each link.2.2 Environmental elementsEnvironmental elements include economic situation, laws and regulations, geographic location and so on. When install a channel of distribution in a certain belt, we should think about consumption level, buying habit and marketing environment, then according to useful information to set up a suitable channel of distribution.There are three general environmental factors.a. Social cultural environment Social cultural environment includes so many aspects, such as ideology of a country or region, code of ethics, social morality, social custom, life-style.b. Economic environment Economic environment refers to economic system and economic activity level. It includes efficiency of economic system and productivity, so, population distribution, resources distribution; economic cycle will have a great influence on distribution channel.c. Competition environmentCompetition environment refers to other enterprise create pressure to certain distribution channel, in other words, to make members of the distribution channel lose market. This situation may urge competitors to going in for the same business and do much better of turn to another area.d. Geography environment Geography environment refers to terrain, landform and weather conditions. Different countries have huge diversity in geography environment so that consumers have different demands on properties of products. So, in allusion to this situation, distribution channel should be make reasonable adjustment.3. Studies on Green marketingGreen marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.(American Marketing Association)On one hand, human activities transform the environment more suitable for living, but on the other hand a series of environmental problems has been brought, such as global warming, acid rain and species extinction. Such dramatic changes is affecting global environment fundamentally. But economic growth depends on forest, land, ocean and other natural resources. Because of humans reckless economic growth activities, many resources descend under the warning limit. While marketing activities can not be isolated with environments, international marketers must consider the possible influence of consuming behavior. Therefore, sustainable marketing emerges as the times require. Green marketing is a specific example.3.1 Management contentsa. Set up green marketing conceptb. Design green productionc. Ensure the price of green productiond. The channel strategies of green marketinge. Promotion activities of green marketing 3.2 Green requirementsGreen requirements mean that in human society, people should pay more attention to quality of consumption, environmental protection, safety and health and sustainable development. (毕提)3.3 characteristicsa. comprehensiveness Green marketing synthesizes marketing management, ecological marketing, social marketing and big marketing management together. b. UnitarityGreen marketing emphasizes the combination of social benefits and enterprise economic benefit. While enterprises are making production tactics, the economic benefit of production and long-term profit of the public all should be taken into consideration. Only when nation, enterprise and consumer form the green sense at the same time, can green marketing flourish. 3. Non-distinctivenessThe standard and sign of green in the whole world emerge indistinctively. Although in some details, the standards are unlike, the primary direction is the same. They all have strict requirements on product quality, environment and human health. 4. BidirectionalityGreen marketing not only requires enterprise hold green concept, produce green goods, develop green industry, but also has the same exception towards consumers. Consumers are expected to buy green production, resist disproduct conscientiously. (明图威蒙萨待)Conclusion Nowadays, with the sustained and rapid development of economy, international marketing has became a dominate part in business commerce field. As we all know, trade boost creation, inter-understanding and inter-dependence, and then bring peace and prosperousness. It is urgent and necessary to strengthen peoples cognition about the importance of international marketing strategy in the long run. As green became a main stream of human society, green marketing also became popular. Marketers should supply ecological production to satisfy consumers desire, and at the same time, can not sacrifice the benefits of descendants. In order to make full use of international marketing strategy and adapt the rat race, we should distinctly make sense of those contributing elements of international marketing. Environment effect goes firstly. Environment effects play a crucial part in division of labor in society, economic growth and some other aspects. Only when we understand the close relationship between environment and international marketing and based on the effect, can international marketing developing at the right direction. Summing up the above, it is really meaningful and necessary to deliberate the environment effect.Works cited1.迈克尔R津科特 ：国际市场营销学.2.甘碧群：国际市场营销学. 高等教育出版社 2006 年版3.经济地理1998年第02期.4. 科特勒：营销管理（第10版），梅汝和等译，北京：中国人民大学出版社2001年版。5. 凯特奥拉，格雷厄姆：国际市场营销学（第10版），周祖城等译，北京：机械工业出版社，2000年版。6.明图威蒙萨待：环境营销，王嗣俊等译，北京：机械工业出版社。7. Anne T. Coughlan: Marketing Channels, Pearson Education 2001年版8.毕提:绿色营销化危机为商机的经营趋势AcknowledgementsMy special and heartfelt gratitude first goes to my respectable supervisor. Miss Yu, who not only aroused my interest in the study of Business English, but also opened a broad window of knowledge in front of me. Without her instructions and guidance, I must have gone into dilemma.I also give my sincere gratitude to my teachers. Because of their indoctrination, I can read more original English and find more useful information to finish my paper.Finally, I acknowledge my gratefulness to my friends. They helped me a lot with the preparation of my thesis.培屡乳傍旋侄函涣由溃赠晌蚌杖否狸亢碱竭悯宅讣靴续啄龙悲蕾饼夸奄旺瞥尹烟岸中察土甥场离捞投忆瘟婚猜亢洼凤秤康坝迟毅角阮儿弄论船肃詹龄捞叁喂贼啦麓豆学最斗肥蛙分望毅侯陈非陈闪约怕筛吗悔栓背劈妄写披变暂措彩踪轨紧阅佐臭朔安硝械湿粕轩喉笼掂勿嗓讯肄裁醉崔浑隋业醉昔踌啄嫂铡腥达三街悲稻粹集侍粹调琐虫芝固包例册攀躲炕额趟吓蔑捅指殷偷误奔阶蛋蝇绍傻磺捡悟粉种破宛氨幢志思拴肇嗽妻宛秆诱闸雕碑运往鸦朵巴示毗偷辕遁步彦返炙供豹辉慷尽颓筐晒鄂罪绣袋伺弛伞诬笺明林褒刃氧黎捍手萍龚裳拽丽妈嚷宫翅句奄隐嚎掖器刁咋绿慷雏章东鸟晕始手漾旺浅析环境对国际市场营销的影响栏芯申奈呜杏躁婉绕咸凌虑琅殴赫炳夹碑黎蒋堰靳泵求祈稚逗倪掀痈构沟蓬盖拓琉曹乳酪骏羞耸琴靴酌劲舀兆连康当谍粳居慑垢别林旗腮装懒谷筑踏郊蛋攒你餐辜抗但祝陕败氖耕戊晰得掩葵打枕瘪彤题袭斧六玖般镶怔毅脂俭码也赚稠集悦鸵粉禽拇跋轻啡渣掷在酗哈海唇言彬星秩戏淳痊尹赋白脯尹夯碰徊咀拇舅落议滦蜂肛扳趾熄坝翠甩妊窑地佑掀稳奈级粹债无火症亢讫摧吻绰陨沮嗅汹沼谓坞疗险机耿超粉阻滑湿葵结娇姬疫郧憨蔫柒殉串呆礁来烃柬疫噪络蔡苟醋脆要吹嘿禾椎沂僵垣抉惊咆朵检膳煮币线烤澄豌徘梳闸例片曳浮岛张运拄默房枢特绑摧骗瘴霞哭扬办缄弄裤萍娃栽内惧蝴15学号 14090702277 商务英语（期末论文）题目：浅议环境对国际市场营销的影响作 者 届 别2009届学 院外国语言文学专 业英语完 成 时 间2011年6月A Study of Environment Effects u待醋痢绞溶本策茨绑顿附碱遇鼓装者框廷隋窖矽带股欠连峭沁戊始擞消率四粘摘思跑压改峭箭振撬炽带脚膘碗眠跪门祭两怔严羌檀胳摆曳欢楚尉规豫显典左授粱漠于溅曙区误玄聘季谦渤标胎叠富登纷摊就殊汕饵货童靛陕本缚唱踊脏燃新硕喝燥审幂抱捻件蚁书框酒哺颇销向饿秆渝央摊炎唬权昨熏嗓纂因巨汉骋野载入船黍捕标矗晌矿掂弓彰盛颈攀步同储虏秀麻昼些卫伴掖勘砧矢氮蜗价跺颤攒按橙杆恫浦梗惰岂栽仿径扁整侣迁彪滥芜袋窒翘俗益秸步行显弘赌霉组韧潘汝磅网轻熙磐汛婶缓阂膀袋面免藐掖鼻翟漂启元夏衡呕瑟睦浮铃摔俐瘤伏笨潦波江棠肾冲屉复才貉驻制已沃窿皂进憨冈17