国际营销是跨越国界的营销活动,更具多变性和复杂性。鉴此,要在深入调研基础上,制定产品、渠道等策略。近年来家电行业产能过剩的矛盾愈发突出,各大家电企业加大了对国际市场的争夺。但眼下很多家电企业缺乏系统的国际市场营销经验,对国际市场的控制能力较差,直接导致其产品出口销量很低,成为制约这些家电企业进一步发展的短板。本文以F公司(中国某家电厂 International marketing is a cross-border marketing activity that is more fluid and complex. In view of this, it is necessary to formulate strategies on products and channels based on in-depth research. In recent years, the contradiction between overcapacity in the home appliance industry has become increasingly prominent. Major home appliance enterprises have stepped up competition for the international market. However, nowadays, many home appliance enterprises lack systematic international marketing experience and their ability to control the international market is relatively poor, resulting in a very low export sales of their products and a shortcoming that restricts the further development of these home appliance enterprises. This article F company (a Chinese power plant