INTERNATIONAL MARKETING

International marketing refers to the process of planning and conducting transactions across national borders in order to satisfy the needs of global consumers. As globalization accelerates and markets become increasingly interconnected, firms engage in international marketing to expand their customer base, enhance competitiveness, and achieve long-term growth. This article examines the concept and importance of international marketing, the factors that influence marketing decisions in foreign environments, and the ways companies design product, pricing, promotion, and distribution strategies for international markets. The discussion highlights cultural, legal, economic, and technological challenges that shape global marketing practices and concludes by emphasizing the role of digitalization and global consumer trends in the future development of international marketing.国际营销（International Marketing）指跨越国界规划并执行交易活动，以满足全球消费者需求的过程。随着全球化进程加速、市场互联互通程度不断加深，企业开展国际营销以拓展客户群体、提升核心竞争力并实现长期增长。本文探析国际营销的概念与重要性、影响海外市场营销决策的各类因素，以及企业为国际市场制定产品、定价、促销与分销策略的具体路径。本次论述重点梳理了塑造全球营销实践的文化、法律、经济与技术层面挑战，并在结语中强调数字化与全球消费者趋势在国际营销未来发展中的关键作用。