2.2.4 数字网络和信息收集-Digital networking and information gathering
公司网页Company websites
Most businesses have websites that provide information as to the size of the company, its history, its product range and even testimonials. Caution is advised – you cannot believe all that you read.However, you can often get a feel for a company by examining its website.
关于国家和特定行业的报告-Reports on countries and specific industries
You learned in section 2.2.2 that banks often produce country‑specific economic reports. These are also produced by government export agencies, chambers of commerce, think tanks and research institutes. All these organisations also produce reports on specific industries.
贸易出版物-Trade publications
Print or digital trade journals and magazines provide sector‑specific information. Potential buyers or sellers may be featured, as well as interesting articles on specific countries or policies. It is also worth reading the business, economic and financial press information and navigating to sections relevant to your chosen markets.
数字营销策略-Digital marketing strategy
All large corporates will have a well‑crafted web and digital strategy. Most will employ professional digital marketing agencies. Increasingly, SMEs and micro‑businesses are building their online presence and generating leads through digital marketing techniques（数字营销技术） such as search engine optimisation（搜索引擎优化） and social media（社交媒体）.
LinkedIn（人际关系网） is a particularly useful social media channel for businesses offering entry level options at no cost.
在线网络工具-Online networking tools
Most chambers of commerce and government trade departments mentioned in section 2.2 offer networking opportunities, either through webinars, discussion forums or social media feeds.Following the social media feeds of both trade and financial journals can also provide a source of leads and networking opportunities.
进入国际市场的方法-Methods of entering an international market
Once a potential new market has been identified and researched, a seller must decide on an appropriate entry strategy or route to market. The research that may have been done so far may have identified demand for the seller’s product, barriers to entry and potential buyers; it may not have highlighted how best to enter the market with the product or service. The first step in this process is to decide whether to export direct to the end user or indirectly via an intermediary.**此过程的第一步是决定是直接出口给最终用户还是通过中介间接出口。**
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