环境压力在线视频

同学们好
Hello everyone

我是潘雪冬老师
I am Pan xuedong

这节课我们继续学习
today we are continuing to study Unit 3 Environment Pressures

国际企业战略的第三节 环境压力
today we are continuing to study Unit 3 Environment Pressures

在全球市场上
Firms that compete in the global marketplace typically face two types of competitive pressure

竞争的企业通常面临着两种竞争压力
Firms that compete in the global marketplace typically face two types of competitive pressure

降低成本的压力和地区调适的压力
that affect their ability to realize location economies and experience effects

这些竞争压力会影响企业实现区位经济和经验效应
that affect their ability to realize location economies and experience effects

影响企业充分提升产品品质
and to leverage products and transfer competencies and skills within the enterprise

以及在企业内部转移能力和技术
and to leverage products and transfer competencies and skills within the enterprise

对降低成本的压力做出反应
Responding to pressures for cost reductions requires that a firm try to minimize its unit costs

要求企业尽力使其单位成本最小化
Responding to pressures for cost reductions requires that a firm try to minimize its unit costs

But responding to pressures to be locally responsive requires

与之反之
But responding to pressures to be locally responsive requires

对地区调适的压力做出反应
But responding to pressures to be locally responsive requires

则要求企业针对不同的国家
that a firm differentiate its product offering and marketing strategy from country to country

制定差异化的产品生产和营销策略
that a firm differentiate its product offering and marketing strategy from country to country

以满足各国不同德消费者兴趣和偏好
in an effort to accommodate the diverse demands arising

以满足各国不同德消费者兴趣和偏好
from national differences in consumer tastes and preferences

企业实践
business practices

分销渠道
distribution channels

竞争条件以及政府政策
competitive conditions and government policies

所产生的多样性需求
competitive conditions and government policies

在竞争激烈的全球市场
In competitive global markets

国际企业常常面临降低成本的压力
international businesses often face pressures for cost reductions

应对这一压力
Responding to pressures

要求公司努力降低价值创造的成本
for cost reduction requires a firm to try to lower the costs of value creation

例如
A manufacturer, for example

通过选择世界上最佳区位
A manufacturer, for example

无论在何处
might mass-produce a standardized product at the optimal location in the world

制造商可以大量生产一种标准化的产品
might mass-produce a standardized product at the optimal location in the world

制造商可以大量生产一种标准化的产品
wherever that might be

以实现规模经济

以实现规模经济
to realize economies of scale

学习效应和区位经济
learning effects, and location economies

另外
Alternatively

企业还可以将一些业务
a firm might outsource certain functions to low-cost foreign suppliers in an attempt to reduce costs

外包给低成本的国外供应商
a firm might outsource certain functions to low-cost foreign suppliers in an attempt to reduce costs

以降低成本
a firm might outsource certain functions to low-cost foreign suppliers in an attempt to reduce costs

例如银行这样的服务性企业
A service business such as a bank might

可以通过将后勤办公室的部分职能
respond to cost pressures by moving some back-office functions

诸如信息处理
such as information processing

转移到工资水平更低的发展中国家
to developing nations where wage rates are lower

从而降低成本
to developing nations where wage rates are lower

地区调适压力的来源是多方面的
Pressures for local responsiveness arise from national differences in

包括
consumer tastes and preferences

一 消费者在兴趣与偏好上的差异
consumer tastes and preferences

二 基础设施与传统实践的差异
infrastructure, accepted business practices

三 分销渠道的差异
and distribution channels

四 东道国政府的要求
and from host government demands

对地区调适的压力做出反应
Responding to pressures

要求企业针对不同的国家
to be locally responsive requires a firm to differentiate its products

制定差异化的产品和营销政策
and marketing strategy from country to country to accommodate these factors

以适应这些因素
and marketing strategy from country to country to accommodate these factors

最终改善企业的成本结构
all of which tends to raise the firm’s cost structure

由于国家的历史和文化存在差异
when customer tastes and preferences differ significantly between countries

造成不同国家的消费者
as they often do for deeply embedded historic or cultural reasons

在兴趣与偏好上有重大差异时
as they often do for deeply embedded historic or cultural reasons

这个时候就出现了巨大的地区调适压力
Strong pressures for local responsiveness emerge

多国企业的产品与营销信息
A multinational’s products and marketing message have to be customized

必须专门制作
A multinational’s products and marketing message have to be customized

使之迎合当地消费者的兴趣与偏好
to appeal to the appeal to the tastes and preferences of local customers

这就必然产生压力
This typically creates pressure to delegate production

要求将生产与营销职能
and marketing responsibilities and functions to a firm’s overseas subsidiaries

授权给当地的子公司
and marketing responsibilities and functions to a firm’s overseas subsidiaries

当各国在基础设施或传统实践上
Pressures for local responsiveness arise from differences in infrastructure or traditional practices among countries

存在差异时
Pressures for local responsiveness arise from differences in infrastructure or traditional practices among countries

地区调适的压力随之产生
creating a need to customize products accordingly

在这种情况下
Fulfilling this need may require the delegation of manufacturing and production functions to foreign subsidiaries

企业可能授予国外子公司
Fulfilling this need may require the delegation of manufacturing and production functions to foreign subsidiaries

制造与生产职能的权限
Fulfilling this need may require the delegation of manufacturing and production functions to foreign subsidiaries

以便针对不同国家的基础设施和实践
for infrastructure and customized products among different countries

定制特殊的产品
for infrastructure and customized products among different countries

例如
For example

北美家电系统的用电电压为110伏
in North America, consumer electrical systems are based on 110 volts

而一些欧洲国家的标准为240伏
whereas in some European countries, 240-volt systems are standard

因此
Thus

这类家电产品
domestic electric appliances have to be customized for this difference in infrastructure

必须针对不同的基础设施做专门的改制
domestic electric appliances have to be customized for this difference in infrastructure

分销渠道的差异是指
A firm’s marketing strategies may have to be responsive to differences in distribution channels among countries

公司的营销策略
A firm’s marketing strategies may have to be responsive to differences in distribution channels among countries

可能要根据各国分销渠道的差异做出调整
A firm’s marketing strategies may have to be responsive to differences in distribution channels among countries

这就需要向各国的子公司

这就需要向各国的子公司
which may necessitate the delegation of marketing functions to national subsidiaries

授予营销职能的权限
which may necessitate the delegation of marketing functions to national subsidiaries

分销渠道的差异要求企业
These differences in channels require that companies adapt their own distribution and sales strategy

调整自身的分销和销售策略
These differences in channels require that companies adapt their own distribution and sales strategy

东道国政府在经济和政治方面
Economic and political demands imposed by host-country governments may require local responsiveness

提出的要求可能使国际企业
Economic and political demands imposed by host-country governments may require local responsiveness

不得不做出一定程度的地区调适
Economic and political demands imposed by host-country governments may require local responsiveness

For example

例如
For example

医药公司要遵守地方卫生部门的检测
pharmaceutical companies are subject to local clinical testing

登记程序
registration procedures

以及定价限制
and pricing restrictions

制造和药品营销的方方面面
all of which make it necessary that the manufacturing and marketing of a drug should meet local requirements

都得符合当地要求
all of which make it necessary that the manufacturing and marketing of a drug should meet local requirements

传统上
Traditionally

我们通常认为地区调适压力
we have tended to think of pressures for local responsiveness

来自国家间在消费者兴趣和喜好
as being derived from national differences in tastes and preferences

基础设施等方面存在的差异
infrastructure, and the like

infrastructure, and the like

目前有一种倾向
There is a tendency

即把两个及以上的国家视为一个地区
that a broader region is composed of two or more nations

地区调适压力就来自同一地区
pressures for local responsiveness come from the convergence of tastes

一致的消费者兴趣和喜好
pressures for local responsiveness come from the convergence of tastes

基础设施
preferences

分销渠道
distribution channels and host-government demands in the broader region

和东道国政府的要求
distribution channels and host-government demands in the broader region

最明显的一个例子就是欧盟
The most obvious example of a region is the European Union

尤其是欧元区国家
and particularly the euro zone countries

制度设计产生的力量
where there are institutional forces that are pushing toward convergence

推动了地区的一致性
where there are institutional forces that are pushing toward convergence

另外一个地区一致性的例子就是北美
Another example of regional convergence is North America

这一节的内容就是这些
That’s all for this unit and thank you for your participation

感谢大家的参与
That’s all for this unit and thank you for your participation