| Summary: | 碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 101 === In the 21st century, the global economy underwent rapid structural changes. With China, Southeast Asia, Japan, Korea and other developing countries rising one after another, how to maintain continuous innovation and progress has become the most significant factor in maintaining competitive advantage among enterprises.
The trend of globalization began in the 1980s. The term of globalization was coined by Professor Levitt (Theodore Levitt) from the Harvard University. Levitt also explained the idea behind globalization. With development of new technology, cost of global communication has dropped significantly. As a result, globalization indicates the tendency to converge in world politics, economies, values, and cultures under the guidance of commercial activities.
This study aims to explore how enterprises enter the international market and marketing strategies such as global enterprise strategies and the marketing mix (also called the 4Ps) that enterprises should prepare before entering the international market in the face of globalization and international development. Based on resource dependence theory, this study focuses on how enterprises look for new markets and develop a more pragmatic global marketing strategy across national boundaries. Meanwhile, this study also attempts to understand how international companies such as the Samsung Group from South Korea and the Lotte Group from Japan could become global enterprises over the past decade and how enterprises will survive in keen international competition for the next decade.
This study analyzes these issues and provide some professional perspectives on problems such as branding, product, pricing, and promotion strategies in global marketing. We hope that the analysis of research results can be helpful to personnel cultivation and development while domestic enterprises deploy their global market strategies.
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