国际市场具有开放性和保护性。开放性要求政府实行开放、重视出口和制定国家出口战略;保护性要求企业在国际市场营销中采取大市场营销组合,而政府在大市场营销组合中应有所作为。一、国际市场的二重性1.国际市场具有开放性。从历史的角度考察,国际市场是相对自由贸易的市场,具有一定程度的开放性。这和以下组织和协定的作用是分不开的。(1)关税与贸易总协定(GATT):1947年以来,GATT 经过了8个回合的谈判,大幅度削减了成员国的进口关税率。发达国家的平均进口税率已从50%左右下降到4—5%,发展中国家下降到 The international market is open and protective. Openness requires the government to implement openness, attach importance to exports, and formulate national export strategies; protection requires companies to adopt a large marketing mix in international marketing, and the government should do something in the big marketing mix. First, the duality of the international market 1. The international market is open. From a historical point of view, the international market is a relatively free trade market with a certain degree of openness. This is inseparable from the role of the following organizations and agreements. (1) The General Agreement on Tariffs and Trade (GATT): Since 1947, GATT has undergone eight rounds of negotiations, which has drastically reduced the import tariff rates of member states. The average import tax rate of developed countries has dropped from about 50% to 4-5%, and developing countries have fallen to