{"id":25618,"date":"2023-12-07T01:40:08","date_gmt":"2023-12-07T01:40:08","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chien-luoc-marketing-quoc-te-international-marketing-strategy-ims-la-gi.html"},"modified":"2023-12-22T10:45:49","modified_gmt":"2023-12-22T03:45:49","slug":"chien-luoc-marketing-quoc-te-international-marketing-strategy-ims-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-luoc-marketing-quoc-te-international-marketing-strategy-ims-la-gi.html","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf (International Marketing Strategy – IMS) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh \u1ea3nh minh h\u1ecda (Ngu\u1ed3n: namchauims.com)<\/p>\n<\/div>\n<\/div>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf <\/b>trong ti\u1ebfng Anh l\u00e0 International Marketing Strategy, <\/b>vi\u1ebft t\u1eaft l\u00e0 IMS<\/b>.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf (IMS)<\/b> l\u00e0 t\u1eadp h\u1ee3p c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh c\u1ee7a c\u00f4ng ty trong m\u1ed9t th\u1eddi gian v\u00e0 kh\u00f4ng gian nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 s\u1eed d\u1ee5ng t\u1ed1i \u01b0u c\u00e1c ngu\u1ed3n l\u1ef1c nh\u1eb1m th\u1ef1c hi\u1ec7n nh\u1eefng m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ecbnh.<\/p>\n

C\u00e1c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/font><\/h3>\n

\u1ea2nh h\u01b0\u1edfng c\u1ee7a Ch\u00ednh ph\u1ee7 \u0111\u1ed1i v\u1edbi Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/b><\/p>\n

Ch\u00ednh ph\u1ee7 ho\u1ea1ch \u0111\u1ecbnh c\u01a1 c\u1ea5u c\u00e1c ng\u00e0nh kinh t\u1ebf qu\u1ed1c d\u00e2n, do \u0111\u00f3 chi ph\u1ed1i s\u00e2u s\u1eafc c\u01a1 c\u1ea5u kinh t\u1ebf qu\u1ed1c t\u1ebf. Vi\u1ec7c ho\u1ea1ch \u0111\u1ecbnh n\u00e0y th\u00f4ng qua m\u1ed9t lo\u1ea1t bi\u1ec7n ph\u00e1p \u0111\u1eb7c bi\u1ec7t nh\u01b0: lu\u1eadt khuy\u1ebfn kh\u00edch hay, h\u1ea1n ch\u1ebf \u0111\u1ea7u t\u01b0 b\u1eb1ng vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh l\u00e3i su\u1ea5t ng\u00e2n h\u00e0ng cho vay; lu\u1eadt chi\u1ebft kh\u1ea5u quy \u0111\u1ecbnh th\u1eddi gian kh\u1ea5u hao m\u00e1y m\u00f3c, lu\u1eadt \u0111\u1ea5t \u0111ai…<\/p>\n

M\u1ef9 l\u00e0 \u0111i\u1ec3n h\u00ecnh trong vi\u1ec7c \u0111\u01b0a ra c\u00e1c \u0111\u1ea1o lu\u1eadt li\u00ean bang \u0111\u1ec3 ho\u1ea1ch \u0111\u1ecbnh c\u01a1 c\u1ea5u ph\u00e1t tri\u1ec3n c\u00f4ng nghi\u1ec7p theo s\u1ef1 \u0111i\u1ec1u ti\u1ebft kinh t\u1ebf c\u1ee7a Ch\u00ednh ph\u1ee7.<\/p>\n

Ch\u00ednh ph\u1ee7 ch\u1ee7 \u0111\u1ed9ng tham gia v\u00e0o c\u00e1c kh\u1ed1i kinh t\u1ebf- th\u01b0\u01a1ng m\u1ea1i khu v\u1ef1c v\u00e0 qu\u1ed1c t\u1ebf nh\u01b0 EU NAFTA, WTO\u2026 nh\u1eb1m t\u1ea1o m\u00f4i tr\u01b0\u1eddng ch\u00ednh tr\u1ecb v\u00e0 ph\u00e1p lu\u1eadt thu\u1eadn l\u1ee3i cho c\u00e1c doanh nghi\u1ec7p trong n\u01b0\u1edbc nhanh ch\u00f3ng m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng xu\u1ea5t kh\u1ea9u, th\u00fac \u0111\u1ea9y chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf ph\u00e1t tri\u1ec3n.<\/p>\n

Ch\u00ednh ph\u1ee7 tr\u1ef1c ti\u1ebfp k\u00ed c\u00e1c hi\u1ec7p \u0111\u1ecbnh kinh t\u1ebf, th\u01b0\u01a1ng m\u1ea1i song ph\u01b0\u01a1ng v\u00e0 \u0111a ph\u01b0\u01a1ng, tr\u1ef1c ti\u1ebfp th\u00fac \u0111\u1ea9y ho\u1ea1t \u0111\u1ed9ng x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i qu\u1ed1c t\u1ebf. Nh\u01b0 v\u1eady, Ch\u00ednh ph\u1ee7 \u0111\u00f3ng vai tr\u00f2 ng\u00e0y c\u00e0ng t\u00edch c\u1ef1c v\u00e0o h\u1ec7 th\u1ed1ng chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf.<\/p>\n

Ch\u00ednh ph\u1ee7 ban h\u00e0nh c\u00e1c ch\u00ednh s\u00e1ch th\u01b0\u01a1ng m\u1ea1i qu\u1ed1c t\u1ebf, theo \u0111\u00f3 x\u00e1c \u0111\u1ecbnh c\u00e1c quy ch\u1ebf \u0111\u00e3i ng\u1ed9 kh\u00e1c nhau \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p n\u01b0\u1edbc ngo\u00e0i tu\u1ef3 thu\u1ed9c quan h\u1ec7 \u0111\u1ed1i t\u00e1c, nh\u01b0 quy ch\u1ebf T\u1ed1i hu\u1ec7 qu\u1ed1c (MFN), Th\u01b0\u01a1ng m\u1ea1i th\u00f4ng th\u01b0\u1eddng…\u00a0<\/p>\n

Nh\u01b0 v\u1eady, vi\u1ec7c bu\u00f4n b\u00e1n h\u1ea1n ch\u1ebf hay t\u1ef1 do, m\u1ee9c thu\u1ebf nh\u1eadp kh\u1ea9u cao hay th\u1ea5p \u0111\u1ec1u chi ph\u1ed1i s\u00e2u s\u1eafc chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

\u1ea2nh h\u01b0\u1edfng c\u1ee7a c\u00e1c c\u00f4ng ty xuy\u00ean qu\u1ed1c gia (TNCs) \u0111\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/b><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c t\u00ecm ki\u1ebfm ngu\u1ed3n t\u00e0i nguy\u00ean. V\u1edbi m\u1ee5c \u0111\u00edch n\u00e0y, nhi\u1ec1u c\u00f4ng ty h\u01b0\u1edbng ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh v\u00e0o l\u0129nh v\u1ef1c khai th\u00e1c d\u1ea7u kh\u00ed v\u00e0 c\u00e1c lo\u1ea1i kho\u00e1ng s\u1ea3n kh\u00e1c (nh\u01b0 \u0111\u1ed3ng, s\u1eaft, ch\u00ec, v\u00e0ng, b\u1ea1c…) c\u00e1c lo\u1ea1i n\u00f4ng l\u00e2m v\u00e0 thu\u1ef7 s\u1ea3n.<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c t\u00ecm ki\u1ebfm th\u1ecb tr\u01b0\u1eddng ti\u00eau th\u1ee5. \u0110i\u1ec1u ki\u1ec7n nghi\u00eam ng\u1eb7t c\u1ee7a c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t l\u00e0 ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m theo quy lu\u1eadt s\u1ea3n xu\u1ea5t v\u00e0 ti\u00eau d\u00f9ng. Do v\u1eady, h\u00e0ng lo\u1ea1t TNCs th\u01b0\u1eddng xuy\u00ean ch\u00fa tr\u1ecdng vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng xu\u1ea5t kh\u1ea9u tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u, \u0111\u1eb7c bi\u1ec7t l\u00e0 vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng sang c\u00e1c n\u01b0\u1edbc \u0111ang ph\u00e1t tri\u1ec3n.\u00a0<\/p>\n

Khoa h\u1ecdc \u2013 c\u00f4ng ngh\u1ec7 c\u00e0ng ph\u00e1t tri\u1ec3n th\u00ec chi\u1ebfn l\u01b0\u1ee3c t\u00ecm ki\u1ebfm th\u1ecb tr\u01b0\u1eddng c\u00e0ng tr\u1edf th\u00e0nh v\u1ea5n \u0111\u1ec1 s\u1ed1ng c\u00f2n \u0111\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4 s\u1ea3n xu\u1ea5t.\u00a0<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c t\u00ecm ki\u1ebfm hi\u1ec7u qu\u1ea3 kinh doanh. Theo m\u1ee5c \u0111\u00edch n\u00e0y, nhi\u1ec1u c\u00f4ng ty l\u1ea1i mu\u1ed1n h\u01b0\u1edbng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u00ecnh v\u00e0o c\u00e1c n\u01b0\u1edbc ph\u00e1t tri\u1ec3n (OECD), n\u01a1i c\u00f3 m\u00f4i tr\u01b0\u1eddng kinh doanh h\u1ea5p d\u1eabn nh\u1ea5t, nh\u01b0 h\u1ea1 t\u1ea7ng c\u01a1 s\u1edf kh\u00e1 \u0111\u1ea7y \u0111\u1ee7, ph\u00e1p lu\u1eadt, \u1ed5n \u0111\u1ecbnh, c\u00f4ng ngh\u1ec7 th\u00f4ng tin ph\u00e1t tri\u1ec3n… V\u00ec v\u1eady c\u00e1c TNCs c\u00f3 th\u1ec3 \u0111\u1ea7u t\u01b0 kinh doanh d\u1ec5 d\u00e0ng, th\u1eddi gian ho\u00e0n v\u1ed1n r\u1ea5t nhanh, su\u1ea5t l\u1ee3i nhu\u1eadn h\u1ea5p d\u1eabn v\u00e0 an to\u00e0n.<\/p>\n

\u1ea2nh h\u01b0\u1edfng c\u1ee7a c\u00f4ng ngh\u1ec7 \u0111\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/b><\/p>\n

B\u1ea3n th\u00e2n c\u00f4ng ngh\u1ec7, nh\u01b0 “\u0111\u00f4i \u0111\u0169a th\u1ea7n k\u1ef3 di\u1ec7u”, \u0111\u00e3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhanh ch\u00f3ng c\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m th\u1ecb tr\u01b0\u1eddng c\u1ee7a TNCs theo c\u00e1c h\u01b0\u1edbng t\u1eadp trung ho\u00e1 v\u00e0 \u0111a d\u1ea1ng ho\u00e1 m\u1ed9t c\u00e1ch n\u0103ng \u0111\u1ed9ng h\u01a1n.\u00a0<\/p>\n

\u0110\u1eb7c bi\u1ec7t ng\u00e0y nay, c\u00f4ng ngh\u1ec7 hi\u1ec7n \u0111ai cho ph\u00e9p khai th\u00e1c t\u1ed1i \u01b0u m\u1ecdi l\u1ee3i th\u1ebf c\u1ee7a th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u nh\u1eb1m mang l\u1ea1i cho TNCs doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn h\u1ea5p d\u1eabn nh\u1ea5t. \u0110i\u1ec1u \u0111\u00f3 gi\u1ea3i th\u00edch t\u1ea1i sao TNCs l\u00e0 \u0111\u1ed9i qu\u00e2n ti\u00ean phong trong xu th\u1ebf to\u00e0n c\u1ea7u ho\u00e1 nh\u1eb1m chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/p>\n

Ph\u00e2n t\u00edch tr\u00ean cho th\u1ea5y r\u00f5 h\u01a1n \u1ea3nh h\u01b0\u1edfng c\u1ee7a c\u00f4ng ngh\u1ec7, l\u1ef1c l\u01b0\u1ee3ng s\u1ea3n xu\u1ea5t tr\u1ef1c ti\u1ebfp v\u00e0 c\u0169ng l\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a TNCs \u0111\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf c\u1ee7a b\u1ea3n th\u00e2n doanh nghi\u1ec7p.<\/p>\n

\u1ea2nh h\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf<\/b><\/p>\n

M\u1ed9t ph\u00e2n \u0111o\u1ea1n ch\u1ee7 y\u1ebfu duy nh\u1ea5t: M\u1ed9t s\u1ed1 ph\u00e2n \u0111o\u1ea1n ho\u1eb7c t\u1ea5t c\u1ea3 c\u00e1c ph\u00e2n \u0111o\u1ea1n, ngh\u0129a l\u00e0 ph\u1ee7 k\u00edn to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

H\u00e3ng Toyota xu\u1ea5t kh\u1ea9u \u00f4 t\u00f4 th\u01b0\u1eddng xuy\u00ean tho\u1ea3 m\u00e3n nhu c\u1ea7u c\u1ee7a c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng B\u1eafc M\u1ef9 v\u00e0 EU nh\u01b0: t\u1ea7ng l\u1edbp b\u00ecnh d\u00e2n, t\u1ea7ng l\u1edbp trung l\u01b0u, t\u1ea7ng l\u1edbp th\u01b0\u1ee3ng l\u01b0u v\u00e0 t\u1ea7ng l\u1edbp ti\u00eau d\u00f9ng \u00f4 t\u00f4 th\u1ec3 thao.<\/p>\n

V\u1ec1 ph\u01b0\u01a1ng di\u1ec7n \u0111\u1ecba l\u00ed, t\u1eadp h\u1ee3p nh\u1eefng ng\u01b0\u1eddi n\u01b0\u1edbc ngo\u00e0i mua s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u1edf nh\u1eefng c\u1ea5p \u0111\u1ed9 sau: M\u1ed9t v\u00e0i n\u01b0\u1edbc l\u00e1ng gi\u1ec1ng; ph\u1ea7n \u0111\u00f4ng c\u00e1c n\u01b0\u1edbc trong v\u00f9ng hay ti\u1ec3u khu v\u1ef1c (\u0110\u00f4ng \u0110\u00f4ng Nam \u00e1); h\u1ea7u h\u1ebft c\u00e1c n\u01b0\u1edbc c\u1ee7a khu v\u1ef1c hay Ch\u00e2u l\u1ee5c (Ch\u00e2u \u00e1, Ch\u00e2u M\u1ef9); c\u00e1c n\u01b0\u1edbc \u1edf m\u1ed9t s\u1ed1 Ch\u00e2u l\u1ee5c (th\u1ecb tr\u01b0\u1eddng c\u00e1c n\u01b0\u1edbc Ch\u00e2u \u00e1 v\u00e0 ch\u00e2u \u00c2u); ph\u1ea7n \u0111\u00f4ng c\u00e1c n\u01b0\u1edbc tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi (to\u00e0n c\u1ea7u).<\/p>\n

Nh\u1eefng ph\u00e2n t\u00edch tr\u00ean cho th\u1ea5y, th\u1ecb tr\u01b0\u1eddng trong marketing qu\u1ed1c t\u1ebf \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng v\u00e0 \u0111a d\u1ea1ng ho\u00e1 theo theo v\u00f9ng \u0111\u1ecba l\u00ed. Nh\u01b0 v\u1eady, chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf, do t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp c\u1ee7a th\u1ecb tr\u01b0\u1eddng, c\u0169ng tr\u1edf n\u00ean ph\u1ee9c t\u1ea1p h\u01a1n nhi\u1ec1u v\u00ec n\u00f3 bao tr\u00f9m tr\u00ean ph\u1ea1m vi \u0111\u1ecba l\u00ed r\u1ea5t r\u1ed9ng m\u00e0 \u0111i\u1ec3n h\u00ecnh tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u.\u00a0<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c marketing quu\u1ed1c t\u1ebf, do ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng, \u0111\u01b0\u01a1ng nhi\u00ean ph\u1ea3i \u0111\u1ee5ng ch\u1ea1m \u0111\u1ebfn r\u1ea5t nhi\u1ec1u n\u1ec1n v\u0103n ho\u00e1 kh\u00e1c nhau, theo s\u1eafc t\u1ed9c, ch\u1ee7ng t\u1ed9c, t\u00f4n gi\u00e1o, l\u1ed1i s\u1ed1ng, t\u1eadp t\u00ednh ti\u00eau d\u00f9ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Marketing qu\u1ed1c t\u1ebf, NXB Lao \u0111\u1ed9ng \u2013 X\u00e3 h\u1ed9i)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Chi\u1ebfn l\u01b0\u1ee3c Marketing qu\u1ed1c t\u1ebf (ti\u1ebfng Anh: International Marketing Strategy, vi\u1ebft t\u1eaft: IMS) l\u00e0 t\u1eadp h\u1ee3p c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh c\u1ee7a c\u00f4ng ty trong m\u1ed9t th\u1eddi gian v\u00e0 kh\u00f4ng gian nh\u1ea5t \u0111\u1ecbnh \u0111\u1ec3 s\u1eed d\u1ee5ng t\u1ed1i \u01b0u c\u00e1c ngu\u1ed3n l\u1ef1c nh\u1eb1m th\u1ef1c hi\u1ec7n nh\u1eefng m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ecbnh.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[414],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25618"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=25618"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/25618\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=25618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=25618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=25618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}