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1、nTopic2 Why Go International n话题二话题二 为什么要走向国际为什么要走向国际 1. What are the key reasons holding companies back from going global ? (2-2) 妨碍公司全球化的几个关键原因?妨碍公司全球化的几个关键原因? nIn summary, the key reasons holding companies back are:妨碍公司全球化有几个关键原因,总结如下 n1. Lack of managerial talent. n2. Differencesin language, cul
2、ture, and business and legal procedures. n3. Expense and risk. n4. Difficulty of serious market penetration. n缺乏管理才能 n语言,文化,商业和法律程序等方面的差异 n费用和风险 n市场占有率低的窘境 n2.What are the major motivations push or pull company go abroad? (2-2) 推动公司出国的 主要动力有哪些? n1. Having a unique technological advantage with goods
3、or services or possessing exclusive market information具有独特的技术优势,具 有商品或服务,或拥有市场信息的专有技术 n2. Economies of scale规模经济 n3. Tax benefits税收优惠 n4.Approaching Neighbors to Control Risk n5.Protecting Turf n6. extend the product life cycle. n7.Shorter technology cycles and the rapid diffusion of technologies n4
4、、接近邻居控制风险 n5、保护草坪 n6。延长产品生命周期。 n7、较短的技术周期和技术的快速扩散 nTopic3 The Theory of International Trade and Investment(3-1) n话题三 国际贸易和国际投资理论(3-1) n1.Absolute Advantage Some countries, owing to the skills of their workers or the quality of their natural resources, could produce the same products as other with fe
5、wer labor-hours. Adam Smith termed this efficiency Absolute Advantage. n1。绝对优势一些国家,由于工人的技 能或自然资源的质量,可以生产与其他劳动 时间不一样的产品。亚当史密斯称这效率绝 对优势。 n2. Comparative Advantage Some countries must be relatively more efficient than the other country in one goods production than the other. Ricardo termed this advanta
6、ge as the comparative advantage. n2。比较优势-有些国家必须比其他国家的效率要比 其他国家的效率要高。李嘉图称这种优势为比较优 势。 3.Determinants of National Competitive Advantage: Porters Diamond 3。国家竞争 优势的决定因素:波特的钻石 nTopic4 International business reseach ntopic4国际商务研究 1. What are the major difference between international and domestic research
7、?(4-1) 国际和国内调查的主要差异有哪些? new parameters, 2.new environmental factors, 3.an increase in the number of factors involved, 4. a broader definition of competition 造成这种差异的四个主要原因是 1.新参数, 2.新的环境因素, 3.增加许多因素参与, 4.竞争的更广泛的定义。 2. How do you do when you assess the foreign market opportunities ?如果你有用国 外市场的机会,你会怎么做
8、? (4-3) n1.Determine if you have a clear advantage over other prospective entrants or existing players. n2.Identify an unmet market need or underserved market niche. n3.Find the “Goldilocks” sized market n4.Look for a growing pie so that your slice does not have to come from other players n1、确定你是否对其
9、他潜在的进入者或现有的球员有明显的优势。 n2。确定一个未满足的市场需求或缺医少药的利基市场。 n3。找到“金发”中小企业市场 n4,寻找一个不断增长的馅饼,这样你的切片就不必来自其他玩 家 n5.Conduct your own Competitive Analysis of each market under consideration. n6.Identify markets that are in a state of “disequilibrium.” n7.Find pockets of unhappy customers with low switching costs. n8.
10、Understanding the customers purchase decision criteria n5、对各市场进行竞争分析。 n6,确定处于“不平衡”状态的市场。 n7、寻找低转换成本的不满意客户。 n8、了解客户的购买决策标准 n9. Identify the most appropriate distribution channels for your product in the chosen country. n10.Observe macro-level trends n11.Beware of regulatory hurdles n12.Identify the m
11、ost attractive segment or segments n13.Consider the costs of Greenfielding compared to acquisition or joint venture. n9。确定最适合您的产品在选定的国家的分销渠道。 n10、观察宏观趋势 n11、谨防监管障碍 n12、识别最有吸引力的段或段 n13。考虑greenfielding相比,收购或合资企业的成本。 3.What are the key forces that shape the level of competition in the industry accordin
12、g to Michael Porter?米迦勒波特的 行业竞争的关键力量是什么? (4-3) nFive Forces that shape the level of competition in the industry: 1.The Bargaining Power of Customers; 2.The Bargaining Power of Suppliers; 3.The Threat of Substitute Products; 4. The Threat of New Entrants; 5. the Current State of Rivalry Among Existin
13、g Competitors in the Industry. n五种力量,塑造行业竞争的水平: n1、客户的议价能力;2、供应商的议价 能力;3、替代产品的威胁;4。新加入 者的威胁;5。行业现有竞争对手之间的 竞争状态。 nTopic 5 How to enter the international market n主题主题5 怎样进入国际市场怎样进入国际市场 1.When we DECIDING TO GO INTERNATIONAL what else we should consider except the benefit we may obtain in global market
14、? (5-1) 当我们在进入国际市场时,除了我们即将获得的利益,当我们在进入国际市场时,除了我们即将获得的利益, 我们还需要考虑其它哪些因素?我们还需要考虑其它哪些因素? nWe should consider the risks and potential obstacles we will face in foreign country . n1.Cultural barriers-Variations in language,religious beliefs, societal norms, and business negotiation styles n我们应该考虑在国外的风险和潜
15、在的障碍,我们将面 对的外国。 n1。文化障碍-语言、宗教信仰、社会规范和商务谈判 风格的变化 n2.economic risks n3.political risks n4.Foreign exchange risks ellectual property protection n6.Different legal and economic systems n7.not being paid for your goods and services n2经济风险 n3政治风险 n4外汇风险 n5知识产权保护 n6不同的法律和经济制度 n7没有为你的商品和服务支付 2. What a
16、re the major alternative entry strategies we can choice when going international? List 6 alternatives at least. 当我们进入国际市场时,有哪些主要的可供选择当我们进入国际市场时,有哪些主要的可供选择 的战略?至少列举的战略?至少列举6条。条。 (5-1, 5-2, 5-3) nA.majority of firms that initiate international business activities use four forms of entry strategies: n1
17、.indirect exporting and importing, 2.direct exporting and importing, 3.licensing, 4.franchising. 绝大多数公司发起国际商务活动,使用四种形式的进入 策略: 间接出口和进口 直接出口和进口 许可证 特许经营。 nB.larger and more experienced firms mostly use other modes of entry, such as n1.direct foreign investmentgreenfield investment, joint venture inves
18、tment, full ownership subsidiaries n2. contractual agreements-management contracts, outsourcing, turnkey operations, n3.Equity participation n4.Consortia n规模较大的企业大多采用其他模式的进入,如 n1、外商直接投资独资、合资子公司的投资,全部所有 权 n2。合同协议-管理合同,外包,交钥匙操作, n3、股权参与 n4。联盟 3. What are the benefits and obstacles of direct exporting
19、and importing?直接进出 口的好处和障碍有哪些?(5-1) nThey learn more quickly the competitive advantages of their products and can therefore expand more rapidly. They also have the ability to control their international activities better and can forge relationships with their trading partners, which can lead to furt
20、her international growth and success. nHowever, the firms also are faced with obstacles. These hurdles include identifying and targeting foreign suppliers and/or customers and finding retail space, processes that can be very costly and time- consuming. n他们更快地学习他们的产品的竞争优势, 因此可以迅速扩大。他们也有能力更好 地控制他们的国际活
21、动,并可以与他们 的贸易伙伴建立关系,这可能会导致进 一步的国际增长和成功。 n然而,企业也面临着障碍。这些障碍包 括识别和瞄准外国供应商和/或客户,寻 找零售空间,过程可能是非常昂贵和耗 时。 4.What kind of help does a company can get from the International intermediaries? (5-1)一个公司可以从国际中间商获得什么样的帮 助? n1. Knows foreign market competitive conditions n2. Has personal contacts with potential for
22、eign buyers, offer access to key decision makers and buyers, and specialized experience in negotiating with governments, freight forwarders and banks. n3. Evaluates credit risk associated with foreign buyers n1、了解国外市场的竞争情况 n2、具有潜在的外国买家的个人接触,提 供关键的决策者和买家的访问,以及与 政府、货运代理人和银行进行谈判的专 业经验。 n3、信用风险评估与外国买家 n
23、4. Has sales staff to call on current foreign customers in person n5. Assumes responsibility for physical delivery of product to foreign buyer n6. Offer working capital, translating language, clearing customs paperwork, and trade insurance n7. Offer after sales support. n4、有销售人员拜访客户 n5。负责将产品交付给外国买家的
24、责任 n6。提供营运资金,翻译语言,清理海关 文书,贸易保险 n7。提供售后支持。 5.What is Licensing? What kind of intellectual property one firm has can be licensed to another firm to use? (5-2) 5、什么是许可证?什么样的知识产权可以由一家公司授权给另一家 公司使用? nLicensing is refer to one firm permits another to use its intellectual property for compensation designat
25、ed as royalty. nThe property licensed might include patents, trademarks, copyrights, technology, technical know-how, or specific business skills. n许可证是指一家公司允许另一家公司使 用其知识产权作为特许权的补偿。 n许可的财产可能包括专利,商标,kok电子竞技权, 技术,技术诀窍,或特定的业务技能。 6What is franching? What kind of rights dose the franchisor can grant the franchi
26、see to do business?(5-2) 什么是特许经营?特许人可以给加盟商什么权利? nFranchising, is the granting of the right by a parent company (the franchisor) to another, independent entity (the franchisee) to do business in a prescribed manner. The right can take the form of selling the franchisors products; using its name, prod
27、uction, and marketing techniques; or using its general business approach. n特许经营权的出让,是由母公司(特许 人)到另一个独立的实体(加盟商)在 规定的方式做生意。权可以销售特许人 的产品形式;利用其名称、生产、销售 技术;或利用其一般业务的方法。 7. What are the Major Determinants of Direct Foreign investment? (5-4)直 接外国投资的主要决定因素是什么? nMarketing Factors n1. Size of market n2. Market
28、 growth n3. Desire to maintain share of market n4. Desire to advance exports of parent company n5. Need to maintain close customer contact n营销因素 n1、市场规模 n2、市场成长 n3、维护市场份额的意愿 n4、母公司希望能提前出口的意愿 n5、需要保持密切的客户联系 n6. Dissatisfaction with existing market arrangements n7. Export base n8. Desire to follow cus
29、tomers n9. Desire to follow competition n6、对现有的市场安排不满意 n7、出口基地 n8、愿意跟随客户 n9、渴望追随竞争 nBarriers to Trade贸易障碍 n1. Government-erected barriers to trade 政府限制性贸易障碍 n2. Preference of local customers (or local products偏爱本地客户(或当地产 品) nCost Factors n1.Desire to be near source of supply n2.Availability of labor
30、 n3.Availability of raw materials n4.Availability of capital/technology n5.Lower labor costs n成本因素 n1、渴望得到接近的供应来源 n2、劳动力的可获得性 n3、原材料的有效性 n4、资金/技术的可用性 n5、降低劳动成本 n6. Lower other production costs n7. Lower transport costs n8. Financial (and other) inducements by government n9. More favorable cost level
31、s n6、降低其他生产成本 n7、降低运输成本 n8。金融(和其他)的诱因,政府 n9、更优惠的成本水平 nInvestment Climate n1. General attitude toward foreign investment n2. Political stability n3. Limitation on ownership n4. Currency exchange regulations n5. Stability of foreign exchange n6. Tax structure n7.Familiarity with country nGeneral n1. E
32、xpected higher profits n2. Other n投资环境 n1、对外商投资的总体态度 n2、政治稳定 n3、限制所有权 n4、货币兑换规定 n5、稳定的外汇 n6、税收结构 n7、熟悉国家 n一般 n1、预期利润较高 n2、其他 8. What is the Transfer of Technology? What are the essential requirements for the transfer of technology ? (5-6本学期未讲,不考) nTechnology transfer is the transfer of systematic kn
33、owledge for the manufacture of a product, for the application of a process, or for the rendering of a service and does not extend to the mere sale or lease of goods. n(1) the availability of suitable technology, n(2) social and economic conditions favoring transfer, and n(3) the willingness and abil
34、ity of the receiving party to use and adapt the technology. The elements of the transfer peopleSoftwarehardware Product knowhow Manufacturing knowhow Equipment know how Train Manuals Procedures Documentation Information Assembly lines Equipment Tools Components Raw materials nTopic 6 Culture n主题六 文化
35、 1. What are the Elements of Culture文 化的基本元素哪些(6-1) n2.Which is more important to a managernational culture or organizational culture? For example, is an IBM facility in Germany more likely to reflect Germany culture or IBMs corporate culture?(6-1) 一个经理的民族 文化或组织文化哪一个更重要?例如, 德国的一家IBM公司是更可能反映了德国 文化还是企
36、业文化? nResearch indicates that national culture has a great effect on employees than does their organizations culture. German employees at an IBM facility in Munich will be influenced more by German culture than by IBMs culture. This means that as influential as organizational culture may be on manag
37、erial practice, national culture is even more influential. n研究表明,民族文化对员工的影响比组 织文化对员工的影响要大。在慕尼黑的 一家IBM公司工作的德国员工将更多地受 到德国文化比IBM文化。这意味着,作为 有影响力的组织文化,可以在管理实践 中,民族文化更是有影响力的。 nTopic 7 International Marketing n主题7 国际市场营销 n1.When you screen and analyse foreign markets what kind of process you could use? (7-
38、1)(这学期未讲,不考) 2. What do Standardization policy and Adaptation policy mean in the international marketing?在国际市场营销中,标准化的政策和适 应政策是什么意思?(7-1后半部分) n(1). Standardization policy- Make no special provisions for the international marketplace but, rather, identify potential target markets and then choose prod
39、ucts that can easily be marketed with little or no modification. n(2). Adaptation policy -Adapt to local conditions in each and every target market (the multidomestic approach). n(1)标准化政策对国际市场没有特别的 规定,但是,更确切地说,确定潜在的 目标市。缓笱≡窨梢院苋菀椎卦谑 场上销售的产品,很少或没有修改。 n(2)适应政策,适应每一个目标市场当 地的条件(差异化)。 n3.What are the fa
40、ctors that encourage stan ndardization or adaptation ? (7-3) n3、鼓励标准化和适应的因素是什么? Factors Encouraging Standardization Factors Encouraging Adaptation Economies in product R dual pricing, which differentiates between domestic and export prices; and market-differentiated pricing. n三国际市场营销的一般定价策略是一个 标准的全球
41、价格;双重定价,区分国内 和出口价格;市场差异化定价。 6.What is price escalation? (7-4)什么是价 格上涨? nPrice escalation means export prices far in excess of domestic prices results of the combined effect of both clear-cut(明 确的) and hidden costs in exporting. n价格上涨意味着出口价格远大于国内价 格。将对出口的显性成本和隐性成本造 成结合性的影响。 7What does dumping means?
42、How many types of dumping are there and what are they?(7-4)什么叫做倾销?有哪几种类型的倾销, 分别是什么? nDumping means selling goods overseas for less than in the exporters home market, at a price below the cost of production, or both. nThere are two kind of Dumping, ranges from predatory掠夺性的 to unintentional. n倾销指的是指在
43、销售海外产品的过程中,以低于出口 国国内销售价格、低于生产成本或两者都有的形式进 行销售的。倾销,是指一国(地区)的生产商或出口 商以低于其国内市场价格或低于成本价格将其商品抛 售到另一国(地区)市场的行为。 n有2种倾销,分别是掠夺性倾销和无意。 n8. What is Transfer Pricing? How many kind of Transfer Pricing are there? What are they ?(7-4) 什么是转移定价?有多 少种转移定价,分别是什么? n转移定价是指跨国公司内部,在母公司与子公司、子公司与子公 司之间销代产品,提供商务、转让技术和资金借贷等活
44、动所确定 的企业集团内部价格。这种价格不由交易双方按市场供求关系变 化和独立竞争原则确定,而是根据跨国公司或集团公司的战略目 标和整体利益最大化的原则由总公司上层决策者人为确定的。 nTransfer, or intracompany, pricing is the pricing of sales to members of the corporate family. nFour main transfer-pricing possibilities have merged over time: (1) transfer at direct cost, (2) transfer at dir
45、ect cost plus additional expenses, (3) transfer at a price derived from end-market prices, and (4) transfer at an arms length price, or the price that unrelated parties would have reached on the same transaction. n转移,或公司内部,定价销售的企业家 族成员的定价。 n四个主要的转让定价的可能性已经合并 了时间:(1)直接成本转移,(2)直 接成本加上额外费用,(3)转让价格来 自终端
46、市场价格,和(4)转让在一个手 臂的长度价格,或价格无关的各方将达 成的相同交易。 n9. What are the Incoterms ? What are the most common Incoterms used in international business? (7-4)什么是国际 贸易术语?国际贸易中使用最普遍的贸 易术语是什么? nIncoterms(国际贸易术语 )are the internationally accepted standard definitions for terms of sale by the International Chamber of Co
47、mmerce (ICC国际商会). The most common Incoterms used in international business are国际贸易术语解释通 则(国际贸易术语)是国际公认的标准定义由国际商会(ICC国际 商会)销售条款。国际贸易中使用最普遍的国际贸易术语解释通则 有: nEx-works工厂交货 nFree carrier (FCA)货交承运人 nFree alongside ship (FAS)装运港船边交货 nFree on board (FOB)装运港船上交货 nCost and freight (CFR)成本加运费 nCost, insurance,
48、and freight (CIF)成本,保险费加运费 nDelivered duty paid (DDP)完税后交货 nDelivered duty unpaid (DDU)未完税交货 n10.What kind of factors should be consider when the company design the Channel? 在设计公司的渠道时,有哪些 因素需要考虑?(7-5) nChannel design is determined by factors that can be summarized as the 11 Cs: customer, culture, co
49、mpetition, company, character, capital, cost, coverage, control, continuity, and communication. n渠道设计是由客户、文化、竞争、公司、 企业、资本、成本、覆盖、控制、连续 性、沟通等11个方面的因素决定的。 nTopic8 International services(本学期未 学,不考) 1. What are the difference between product and service? (9-1) n(1)Services differ from goods most strongly
50、 in their intangibility: They are frequently consumed rather than possessed. n(2)services are difficult to inventory n(3)For the services offering, the of production is usually very close to or even simultaneous with the time of consumption. This often means close customer involvement顾客的参 与 in the p
51、roduction of services. n(4)the human element in the service offering takes on a much greater role than in the offering of goods. n(5)Buyers have more difficulty observing and evaluating services than goods. n(6) require entirely new forms of distribution. n(7)many services are footloose, in that the
52、y are not tied to any specific location. n(8)much more sensitive to cultural factors than are products. n n2. List Typical International Services (9- 2) n1.Financial institutions n2.Construction, design, and engineering services n3.insurance services n4.legal and accounting services n5.Computer muni
53、cation services n7.teaching services n8.Management consulting n9. healthcare n10.Tourism ernational service mix nTOPIC 9 Human resource management n话题9 人力资源管理 n1. What kind of Criteria you can use when you Select Managers for Overseas Assignment? 当您选择管理人员进行海外分配时,您可 以使用什么样的标准? TABLE 13-1 Crite
54、ria for Selecting Managers for Overseas Assignment: 外管理任务经理选择的标准外管理任务经理选择的标准 CompetenceAdaptabilityPersonal Characteristic Technical knowledge Interest in overseas work Age Leadership abilityRelational abilitiesEducation Experience, past performance Cultural empathySex Area expertiseAppreciation of
55、 new management styles Health LanguageAppreciation of environmental constraints Marital relations Adaptability of familySocial acceptability TABLE 13-1 Criteria for Selecting Managers for Overseas Assignment: 外管理任务经理选择的标准外管理任务经理选择的标准 Competence竞争力竞争力Adaptability适应性适应性Personal Characteristic个人个人 性格性
56、格 Technical knowledge技术知识技术知识Interest in overseas work对海外工作的兴对海外工作的兴 趣趣 Age年龄年龄 Leadership ability领导能力领导能力Relational abilities关系能力关系能力Education教育程度教育程度 Experience, past performance经历以及曾经表经历以及曾经表 现现 Cultural empathy文化移情文化移情Sex性别性别 Area expertise领域专长领域专长Appreciation of new management styles 对于新管理风格的欣赏
57、(接受)对于新管理风格的欣赏(接受) Health健康健康 Language语言语言Appreciation of environmental constraints环境约束的评估环境约束的评估 Marital relations婚姻关系婚姻关系 Adaptability of family家庭适应性家庭适应性Social acceptability社会可接社会可接 受性受性 n2.what kind of factors you should consider when you give the compensation to the manager overseas? List 8 fac
58、tors at least. 给海外经理薪酬时, 你的考虑因素有哪些?至少列举八种。 nThe cost of living生活的花销 nThe foreign service premium外国服务费 nhousing allowance住房补贴 ntax-equalization税收均衡 na relocation allowance搬迁津贴 na mobility allowance流动津贴 n automobile汽车用品 ntravel expenses旅游费用 ntemporary living expenses临时居住费用 neducation allowance教育津贴 nmedical expenses医疗费用 nHome leave探亲假
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