Decision-Making Consideration of Enterprises' Internationalization Management and the Marketing Strategy Choice

摘要

The economic integration impels an enterprise to develop its internationalization management. The strategy and tactics with regard to the intemationalization management becomes the priority of discussion in the academic circle at present. But the investigation and discussion about whether an enterprise has the ability of internationalization management or not is not common. Lacking this kind of thought will lead enterprises to practice the internationalization management blindly and to suffer the unnecessary loss. The paper analyzes what correlative factors should be considered in prophase with regard to the enterprises' choice of practicing internationalization management. That the enterprises make the strategic decision about whether to carry out the internationalization management or not should be based on such analysis as the product characteristic, the industrial national comparative advantages,and the enterprise's ability of cultivating competitive advantages. Furthermore,an enterprise needs to choose the marketing strategy according to its own condition.