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尽管国际市场竞争日益激烈,但不充分竞争仍应是引导商品和资本在不同国家与地区之间流动的主动因。国际企业在国际经营中,如何面对海外纷繁复杂的市场环境,寻求市场机会,以尽可能少的风险、尽可能高的投资回报,成功开拓海外市场,其首要问题是选择正确的目标市场。本文以波导公司为例,阐述了其海外目标市场选择和进入策略,并从中得出对我国消费类电子企业的国际市场选择和市场进入策略方面的重要启示。
Despite the increasingly fierce international market competition, insufficient competition should still be the motivation for guiding the flow of goods and capital among different countries and regions. In the international business, how to deal with the complex overseas market environment, seek the market opportunities, take the lowest possible return on investment and get the highest possible return on investment, and successfully develop overseas markets, the first issue is how to choose the right target market. This article takes waveguide company as an example, elaborates its overseas target market selection and entry strategy, and draws the important enlightenment to the international market selection and market entry strategy of the consumer electronics enterprises in our country.