Chapter 38 Chapter 36 National Marketing, Big Marketing Related to Economy, Politics and Culture

We want a country to be run like a business so that the country can benefit from a strategic market management approach. Kotler extended marketing to various fields, among which the concept of "national marketing" added a bright spot to his view that "marketing is everywhere".Kotler's marketing concept not only extends to the marketing of social concepts, but also applies the marketing concept to the operation of the country. The government can achieve the purpose of accumulating national wealth through marketing its own country. Country marketing is a strategically planned approach to the problem of accumulating national wealth.Kotler believes that the national government and leaders should use strategic planning theories and tools to guide the future development of the country just as companies use strategic planning theories and tools to navigate the future of the company. Business leaders provide an actionable management guide.National marketing is a big marketing concept, which shows that economic development is closely related to politics and culture.

From November 23, 2009, a 30-second advertisement promoting "Made in China" was broadcast on CNN's US Channel, US Headline News Channel and International Asia Channel for a period of 6 weeks.This "Made in China" image advertisement, which lasted a year and a half and has been repeatedly deliberated no less than ten times, has attracted widespread attention from domestic and foreign media. With the support of the Ministry of Commerce, this commercial was jointly produced by four industry organizations, China Commercial Advertising Association, China Chamber of Commerce for Import and Export of Machinery and Electronic Products, China Chamber of Commerce for Import and Export of Light Industry Handicrafts, and China Chamber of Commerce for Import and Export of Textiles. PR advertisements broadcast by overseas media.

In fact, as early as October 23, 2007, the China International Public Relations Association held a high-standard "Made in China" and national image public relations seminar. All public relations companies were present.Experts participating in the meeting pointed out that the government needs to rely on the strength of social groups including industry organizations, chambers of commerce, and public relations professional institutions, and use private and third-party backbone forces to influence international audiences, and give full play to the credibility of public relations in information dissemination.

In September 2008, the Ministry of Commerce officially announced that it would launch a large-scale publicity campaign, saying that the Chinese government would launch TV and print media advertisements around the world, emphasizing the good quality and safety performance of "Made in China" in order to change overseas markets. Negative perception of "Made in China".And this ad, which aired on CNN in 2009, may be the first step. Kotler believes that to carry out successful national marketing, we must first determine the marketing goals. The realization of a country's goals also needs to be prioritized

For less developed countries, economic goals are paramount.Then comes the realization of social and participatory goals, which are also arranged according to the specific situation of the country.In contrast, in more developed countries, all three goals are of equal importance to policy makers. Strategists need to quantify goals A goal of "increasing GNP" is less desirable than "increasing GNP by 5 percent."A better phrase would be "increase per capita GNP to $20,000 by the year 2000."Strategy makers use the word goal to describe the goal specifically in terms of scope and time.Translating national goals into measurable targets will help policy makers with planning, implementation and control.

States should set realistic targets The level of the goal should be based on the analysis of the surrounding environment - the competitive environment, the internal environment, and the external environment, rather than based on individual subjective wishes. National goals must be consistent For example, it is impossible to improve "income growth and income distribution" as much as possible, and it is also impossible to "maintain high employment and stable price levels".They contradict each other, and one of the two must give way, at least for now. In any case, people in all countries expect good economic performance and sound political and social institutions, and countries achieve these goals through wealth formation strategies.

The accumulation of wealth in a country is, to some extent, both a material reality and a state of mind. With this state of mind, the entire society will have the motivation and methods to pursue a better life.For the ultimate goal of national wealth accumulation, the people of all countries should strive to create a healthy economy, a good social order and a political system conducive to national development. A study by the United Nations Development Program shows that there is a high correlation between human freedom and development.Countries that rank high on the Freedom Index also rank high on the scale of development.The underlying freedom unleashes the creative capacities of the people, generating high levels of income and progress.

While a good economy, a good society, and a good government are all things we want, they are not easy to achieve.But Kotler pointed out that the relationship between them is often mutually restrained and alternated.Some of the main relationships are: Greater freedom means less social cohesion and less social security. A healthy environment may require slower income growth. Technology transfer implies a high reliance on international relations. High income growth is difficult to reconcile with an equal distribution of income; the goal of human capital growth conflicts with the goals of conservation and capital formation.

An overvalued exchange rate means keeping imports cheap benefits consumers, but can ultimately lead to a currency crisis. A country's international competitiveness often comes at the expense of others, leading them to retaliate. High employment and stable prices don't always go hand in hand. Faced with numerous intractable issues and complex underlying drivers, countries must discern what they can realistically hope to achieve. 1.healthy economy The main goal of the economy is to increase the level of per capita gross national product by stimulating the economy, thereby reducing poverty and improving material living standards.The economic growth model in a broad sense focuses on improving the income growth level of the "in-target" poor groups.These poor people make up the vast majority of the population.

In addition to pursuing economic growth, countries should also strive to improve their international competitiveness in order to develop a good economy.For poor countries, this means strengthening links to world markets, increasing financial flows and expanding technology transfer. 2.good social order GNI is one of the measures of the wealth and welfare of a country.In addition, people's quality of life is also closely related to longevity, safety, environment, health, and whether they are free from crime, drugs, violence, and family divorce. To achieve a good society, we must first achieve two goals:

For individuals, improved living standards include better health, education, more job opportunities, and greater attention to cultural and human values; For the whole society, our goal is social unity, justice, beautiful environment, safety and peace. 3.A political system conducive to the development of the country Good government means that ordinary people can influence the behavior and functioning of the government.They can elect certain people into positions of power, and they can also remove them from power.Democracy is a great force in forming a good government. In addition, in order to establish a good economic system, efforts must be made to expand the choice of individuals in the economic and social fields.Wealth enables a person to gain greater control over the natural and material environment.It also gives people greater freedom to choose pleasures, such as buying more goods or services.Even less pleasure can be chosen if he or she chooses. Changes in the drivers and trends of global development have provided countries with specific opportunities and challenges.The degree to which each country seizes the opportunities and responds to the challenges depends entirely on the country's inherent capabilities. Kotler believes that a country must formulate its own competition and cooperation strategy with foreign countries, and the country must decide which countries are the strongest competitors. Kotler divided countries into eight strategic groups based on their wealth and industrialization, namely: 1.Industrial Giants: Representative countries include the United States, Germany, France, and the United Kingdom 2.Rising Star Countries and Regions: Representative countries and regions include South Korea, Singapore, Taiwan, and Hong Kong. 3.Latin American countries. 4.former socialist country. 5.A country with a large population: The representative countries are China and India. 6.Small industrial countries: Representative countries include Belgium, the Netherlands, Switzerland, and Norway. 7.Small countries with commodities: Saudi Arabia, Kuwait, and Qatar are the representative countries. 8.Subsistence Countries: Representative countries are underdeveloped countries located in Africa and South Asia. According to Kotler, in general, the country's competitors mainly fall into the following categories: 1.Competition between the strong and the weak Most countries will choose the weaker competitor to attack.This requires less resources and time to capture every share of the world market.However, in the process of competing with weak countries, the country's own capabilities have not improved much, and a country must compete with strong competitors to hone its competitiveness.Moreover, even strong competitors have their own weaknesses, and these weaknesses may be worthy of competition. 2.Competing for likeness and dissimilarity Most countries will choose to compete with countries similar to their own, such as Singapore and Hong Kong, rather than competing with South Korea. These two different levels of competition, that is, the competition between the strong and the weak and the competition between the similar and the different, can be combined to form a national competition situation. For example, almost all countries compete with Thailand in two areas: attracting foreign investment and exporting.With similar resource endowments, many ASEAN members compete directly with Thailand in attracting foreign investment and exporting.Countries like China and Vietnam, with their abundance of cheap labor, compete directly with Thailand's factory-driven export industry.The emergence of market economy in Eastern European countries has also created more opportunities for foreign direct investment of multinational companies. The same reasoning also applies to country cooperation.Countries can collectively choose one of the following types of alliances for cooperation. 1.Alliance of strong and weak Many countries prefer to work with weaker allies.The reasons are: to strengthen its own bargaining position in the entire strategic group, to obtain a bargaining position for the weaker countries in the group; to obtain natural resources of partners of weaker countries, etc.But a country can also cooperate with a powerful country for the following reasons: to obtain aid, capital, technology and markets from the powerful country. 2.Alliance of similarity and dissimilarity Most countries like to work with competitors that are most like their own: they probably share the same language, culture, and customs of doing business. Two different levels of cooperation, that is, the alliance of the strong and the weak, and the alliance of similarities and differences, the combination of the two can also form a state of cooperation in one country. For example, Japan, the United States, the European Union and ASEAN are close and strong partners of Thailand's export industry.The trade with ASEAN has only developed in recent years, but it has formed the second largest export market after the United States (most of the products exported to ASEAN are computers, computer components, integrated circuits and electrical appliances, and the main exporting countries for Singapore).Japan and the Asian NICs are close and strong partners for Thailand's inward FDI.Still others, such as Australia and Canada, are relatively strong partners, but not close enough.Laos, Cambodia, and Vietnam are close economic partners of Thailand, but their strength is relatively weak.These countries constitute potential markets for Thailand's future exports and outward direct investment. National policymakers should be sufficiently concerned with the country's intrinsic capacity, not only to understand its scope and intensity, but also to be aware of the substitutions and synergies among these factors over time. There are similarities and differences between national marketing and marketing, and one of the most important similarities is to first analyze the country's own advantages and disadvantages. In the book "National Marketing", Kotler used South Korea as an example to describe how to analyze the strengths and weaknesses of a country. Korea is committed to the goal of rapid economic growth through industrialization and has achieved high growth rates.It has achieved a structural transformation from a basic agricultural country to an industrial country.Kotler believes this is mainly due to its following aspects: 1.State attitudes and values South Korea's economic strategy follows Japan's economic development strategy. South Korea believes in this sentence: "Do what the Japanese have already done, and do it faster and cheaper than they can." This imitation strategy stems from the Korean values ​​of "this is good enough" and their ambitious "do it first, do it later." look" approach.Kotler believes that a country's overall culture, specific people's attitudes and values ​​will affect a country's economic development. An important reason for the decline of the British economy in the last century is that the citizens pursue a stable and comfortable way of life, while South Korea's This is exactly the opposite. 2.government leadership The South Korean government plays a key role in choosing an economic development strategy.In the early stages of economic development, choosing the right strategy is much more important than developing a set of measures to implement the chosen strategy.In fact, an outward-looking strategy is not always better than an inward-looking strategy.However, based on South Korea's small domestic market and limited factor endowments, the export-oriented development strategy is more suitable for South Korea than the inward-looking strategy. However, the scarcity of capital makes the return on investment of capital much higher in Korea than in the world financial market.In order to solve this pair of contradictions, the official interest rate in South Korea was kept very low (except for the period from 1965 to 1971).This high level of domestic investment demand created a large gap between investment and saving, which was filled by foreign lending.Foreign exchange rate policy has played a role in the success of the outward-looking strategy. 3.physical capital In the past, 20% of the growth of South Korea's gross national product came from the growth of physical capital input.This is normal because the industrialization of Korea requires a lot of investment.Interestingly, due to the abundance of investment opportunities, the real high rate of return on domestic investment moderates the side effects of government intervention in the allocation of investment resources. 4.Wages and Labor Supply As early as the early 1960s, South Korea had a large surplus of labor, and these low-wage labor played a key role in maintaining export competitiveness. Although Korea's relative unit labor costs have increased rapidly, it has been able to maintain price competitiveness in the world market.This is mainly because the import of new technologies will reduce the unit labor cost of frontier industries due to the improvement of labor productivity, and these industries will become new export industries.However, as in traditional sectors, if labor productivity does not change, wages in these sectors will rise.As a result, unit labor costs in traditional export industries have risen, leading to a loss of competitiveness in export markets. 5.outside condition South Korea suffered less terms of trade deterioration than Latin American countries during the second oil and interest rate crisis. All these factors combine to strengthen South Korea's economic growth. When examining the strengths and weaknesses of a country, the country does not necessarily have to get rid of all its weaknesses, nor does it have to promote all its strengths.Not all disadvantages are important, and not all strengths are equally weighted in determining the final outcome.A very important question is whether a country will limit its development within the opportunities where it has advantages (for example, the former Soviet Union exported a large amount of raw materials to earn foreign exchange), or consider opportunities where it has no advantages but can obtain and develop certain advantages Internal development (such as the development of innovation-driven societies in many Asian newly industrialized countries and regions). Generally speaking, the analysis of factors affecting a country's internal capabilities mainly includes the following aspects: 1.These factors include social factors, such as culture, attitudes, values ​​and social integration; economic factors, such as factor endowment, industrial organization; political factors, such as leadership style. 2.The quality of these factors can be inherited, such as the endowment of certain factors of production (natural resources), or created, such as the industrial establishment of the country. 3.These factors can be static (a country's culture, attitudes and values) or dynamic (government leadership, industrial establishments). 4.Some factors are structural (factor endowment), some are behavioral (government leadership style), and some are a combination of both (a country's industrial structure). Therefore, policymakers in each country should show sufficient concern for the internal capacity of the country, not only understand its scope and strength, but also be aware of the substitution and synergy between these factors over time.Each of these factors will be analyzed and discussed in this chapter. Infrastructure can effectively implement a country's wealth creation strategy. Infrastructure can effectively implement a country's wealth creation strategy.Economists generally agree that the government must invest heavily in building and improving infrastructure, especially in the early stages of industrialization. Governments have an important role to play in creating the right conditions and fostering a supportive environment in which business technologies can be successfully selected and deployed across industries.Examples of this include: Create scientific and technological communities; establish an information base; identify and monitor technological competitiveness in different industries; increase the financial attractiveness of private enterprise efforts to innovate, such as reducing the risk of realizing expected innovation benefits; increase opportunities for promising innovations; absorb foreign scientists and allow them stay; encourage more scientists and engineers to enter neglected industrial sectors; ensure that the exchange of scientific and technological information is not affected by export administration regulations; strengthen the government's ability to assess the needs and development of technological progress; Investment; support for training and retraining of employees. Countries approach the development of technological infrastructure differently.US and UK policies focus on fostering an environment conducive to private business investment and innovation.In Japan and France, almost all policies reflect the government's government intervention and industry goals under the "mandatory plan". Kotler believes that when national marketing invests in infrastructure, it can start from the following aspects: 1.develop physical infrastructure Investment in physical infrastructure can contribute to economic development in several ways: Improvements in physical infrastructure allow firms to produce and operate more efficiently and reliably, with consequent reductions in The lower transaction costs will promote the improvement of labor productivity. Investments in physical infrastructure can create more jobs in the construction sector.It is estimated that every $1 billion invested in physical infrastructure translates into approximately 40,000 to 50,000 additional public or private sector jobs.But these jobs in construction provide only a temporary boost to the economy. Investments in physical infrastructure can enhance social welfare through indirect effects on health, safety, convenience, and the general environment of a community. Many investments in physical infrastructure can improve the morale of a community and create an atmosphere that encourages other investments. 2.develop technology infrastructure The technological infrastructure consists of the scientific, engineering and technical knowledge required by the country's industries.This knowledge can take the form of people, institutions, and devices.To be more precise, technical infrastructure can be organized into various "programs" through "original" methods, such as direct transmission or codification with unified standards, such as quality assurance technology and so on.Technology infrastructure is unique in that it is expensive, has a long turnaround time, and slowly depreciates. Key issues related to technological infrastructure development include: (1) university-industry relationship; (2) tax and subsidy programs to support industrial research and development; and (3) intellectual property protection. 3.Human Capital Infrastructure The main organizational mechanism for building human capital is the formal education system.As George Pasha Chapoulos and Maureen Woodhow have pointed out, formal education fundamentally satisfies the basic human need for knowledge and provides the means to help fulfill other basic needs. Contributions to social and economic activity are pervasive and profound.Education accelerated the process of industrialization by improving the quality of the workforce.Research by the World Bank shows that compared with physical assets, the lack of education is a greater shackle in the process of industrialization.In addition, education is also a converter for the dissemination of modern values ​​and pursuits. It is worth noting that the 11% annual growth rate of Korean manufacturing in the mid-1970s to mid-1980s was based on the education of the 1975 system, in which 48% of workers completed secondary education, while another 36% % of workers have at least some primary education. Although investment in education by itself does not equalize income and employment opportunities among different groups of people, focusing on the social and regional distribution of average education investment can help increase the income of the poor.Moreover, education can generate some indirect economic returns, such as improved health, population export rates, and life expectancy, as well as improved returns from other forms of social and material investment. Any policy that aims to make education and economic development more closely related must simultaneously achieve two goals: external effectiveness and internal efficiency and equity. The external effectiveness of education investment usually has an evaluation standard: the extent to which education and training institutions can provide the skills necessary for the smooth development of the economy; the extent to which graduates can be hired according to their expected returns and can demonstrate capabilities and skills; the return on investment in education as measured by the higher labor productivity of educated workers. Policymakers can foster internal efficiency and equity in education by improving the quality of school input (such as curriculum content and teacher quality), adjusting public and private financing structures, and changing recruitment and promotion methods. The government wants to see domestic manufacturers gain an advantage in the global economic competition, but to achieve this goal, the government must encourage the development of links with foreign manufacturers and invite them to enter the domestic market. The ultimate goal of the country is to accumulate wealth, which requires that the government's policies should be conducive to economic development, not only domestically, but also in the international market. The government also hopes to see domestic manufacturers gain advantages in global economic competition. To achieve this goal, the government must encourage domestic enterprises, and one of the most effective ways to develop links with foreign manufacturers is to attract foreign investment, which is of great benefit to the development of the domestic economy: promoting fair competition; improving the quality of domestic supplies; New technologies and knowledge are used in domestic production, etc.; more employment opportunities are created. Ireland's industrial development program is one of the most elaborate in the world.The capital grant provided by the Irish government can reach 40% to 60% of its cost in terms of factories and new equipment, and the government also provides subsidies for research and development and training.Through tax-leveraged leases and interest subsidies, the Irish government provides favorable financing opportunities for working capital and investment in the company's own fixed assets.The government usually imposes a 10% tax on corporate profits, but in practice this is easily reduced to zero through depreciation and tax deductions. These incentives, coupled with Ireland's membership of the European Union and the good promotion of Ireland's industrial development department, have prompted hundreds of American companies to invest and build factories in Ireland. However, generally speaking, it is not enough to attract and retain most of the international monetary capital by the preferential measures themselves.In fact, policies that can establish a good investment environment are better than attracting foreign direct investment. The country cannot blindly introduce foreign capital. The advantages of attracting foreign direct investment are different between an export-oriented economy and an inward-looking economy.The main reason for investing in an inward-looking economy is to bypass its import tariff barriers—funds from the international monetary and capital markets want to occupy protected markets, and thus build factories in other countries.In contrast, the advantage of an export-oriented economy in attracting foreign capital lies in the potential export advantages of its export industry sector. The factories established by this investment will operate on a global scale. Then, how should a country attract foreign investment, Kotler believes that the following aspects should be considered: 1.Attractiveness of a country to foreign investment Foreign investors will pay attention to at least four aspects when considering the attractiveness of a country's investment: its relative competitive advantage; the stability of the country's economic and political situation; the protection of property rights; foreign trade special zones. relative competitive advantage.Michael Porter believed in 1990 that the attractiveness of a country to foreign capital in a particular industry depends on four major aspects: factor conditions, demand conditions, the level of relevant supporting industries, and manufacturers' strategies, structures, and opponents. Porter uses these conditions to explain why some regions are extremely strong in certain industries, such as Italy's fashion industry and the Netherlands' dairy industry. The economic and political situation is stable. Protection of property rights. Special Zone for Foreign Trade. 2.Investment policy in price setting Tax breaks, development research incentives, capital grants, training grants, etc., are common features of OFDI policies in many countries. 3.investment promotion It is generally believed that the following three goals are to be achieved on this issue: Create an image of the country as the best place to invest in the investment environment.Image building strategies are suitable for attracting investors who are in the early stage of investment.Image-building techniques include: advertising in popular financial-related media; participation in investment and trade exhibitions; advertising in relevant media in specific industrial sectors; facilitating communication of investment delegations, whether from the source country to the host country or from Host country to source country for informational seminars on investment opportunities. Attract specific investment projects.When prospective investors are in the later stages of investment decision-making, they must shift their focus to specific investment projects.The promotion here includes participating in direct mail or telemarketing outreach actions; holding industry-specific investment attraction delegation visits from the source country to the host country or vice versa; holding industry information seminars; participating in company research activities and conducting product demonstrations; To establish clear investment opportunities, government agencies strengthen ties with companies. Provide quality services to current and future investors.This includes: providing investment consulting services; completing the permit application for foreign investment as soon as possible; providing a series of supporting services after investment. After the country conducts analysis and research on the above aspects, it can formulate corresponding policies to attract foreign investors, so as to increase the inflow of domestic funds and maximize the interests of the country. National policy makers need to assess the country's current competitive, internal and external environment, and also need to formulate and revise national goals according to these environments. Kotler pointed out that the main purpose of a country's macroeconomic policy is to improve its economic stability, growth rate and welfare.He believes that countries must address the following six issues when formulating macroeconomic policies: 1.manage inflation In general, inflation is caused by the interaction of four factors: fiscal deficits, financial institutions, shocks to government budgets, and the state's ability to respond to shocks caused by corrective fiscal measures. An unstable, hyperinflationary environment distorts economic decision-making mechanisms, reduces the resources needed for development, and lowers the level of capital markets.Profit and loss are more a function of inflation than production capacity.A major purpose of macroeconomic policy is to coordinate fiscal and monetary policies to increase price stability. Kotler warned that to curb inflation, it is not enough to implement monetary and fiscal tightening policies alone.Governments should get companies and workers to abandon inflationary habits, overcome the institutional rigidities that keep inflation high, and cut the resulting short-term costs of deflation.The most important thing is to make the central bank more independent and give up the temptation to stimulate the economy in the short term. 2.stimulate capital investment Capital is one of the most important factors in the process of economic growth.If a country wants to achieve a certain level of growth in national income, it needs to ensure a certain increase in total capital investment.Some studies have shown that technological progress and capital formation are also closely related.Between 1964 and 1985, 70 percent of the growth in U.S. gross output came from the combined effects of technological progress and capital formation.In other words, high-speed capital formation increases the economic return rate of technological innovation. 3.control foreign exchange rate keep balance Funds are always flowing in and out of a country over a period of time, and the account system that records this flow of funds is the balance of payments.The central bank maintains a balance between the internal and external economies through economic calculations. stable exchange rate Whether it is a commodity/service market or a currency/capital market, the exchange rate is one of the key links between a country and the rest of the world.A country's return on investment depends on the value of its currency relative to world prices.Inappropriate exchange rate policies can lead to lost opportunities and irrational allocation of resources. Choose an exchange rate system The foreign exchange market can be restricted or unrestricted by central banks.The so-called restricted foreign exchange market refers to specific transactions with certain qualifications that can be exchanged for foreign exchange, and must be exchanged at the central bank at a specific price. The forex market can also be unified or segmented.The former uses one exchange rate for all transactions, while the latter uses different exchange rates for different transactions. As foreign exchange is not available for unauthorized transactions, a black market in foreign exchange, smuggling and fake invoices can arise.Kotler believes that if the country wants to solve this problem, it can take the advice of Professor Dorn Bush and Professor Kunzeller.For example: ① implement multiple exchange rates for commercial transactions and maintain foreign exchange rationing; ② implement a unified exchange rate for designated commercial transactions and implement another exchange rate for capital account transactions and those commercial transactions that are not conducted at the commercial exchange rate. The difference between these policy options is whether policymakers can manage each exchange rate well, or manage some of them and let the remaining exchange rates find equilibrium in other markets. 4.manage fiscal policy "Fiscal policy" refers to a series of fiscal measures used by the government to intervene in the operation of the economy. In fiscal policy, excessive public expenditure and debt levels will hinder long-term sustainable growth of income and employment, which can be attributed to two reasons. With no price competition, government agencies, such as state-owned enterprises, do not have enough incentive to provide products that consumers want, to innovate technologically, or to minimize production costs. The cost of debt can crowd out other public or private spending. In the country's fiscal policy, there is a very important policy, that is, tax policy. Because people change their economic behavior in response to taxes, too high taxes affect output and income, reducing people's incentives to work, invest, and take risks.A healthy tax system is the cornerstone of economic growth and social stability.An efficient and productive tax system ensures incentives, balances fairness, and eliminates the need for money caused by inflation.Tax incentives and fiscal incentives are often the means to attract FDI. 5.solve the unemployment problem Although the socio-economic development is rapid, the rate of employment growth is still higher than the rate of economic development. Therefore, unemployment has become one of the serious problems faced by many governments. Many governments are now pursuing strategies aimed at combining high growth rates of gross domestic product (GDP) with high employment.Kotler points to what the United Nations Development Program (UNDP) sees as contributing to greater labor market flexibility: Increase investment in social infrastructure such as basic education, related technologies, and retraining of workers. Liberalize private enterprise and increase market access. Support the employment of small and medium-sized enterprises and the informal sector, mainly through reforming the credit system, adopting fiscal incentive policies, providing training services and establishing a sound legal system. Build an efficient services economy by investing in the new technologies needed and removing barriers to international trade. Encourage the development of labour-intensive technologies, especially through lower taxes. Create a job safety net through labor-intensive public works projects during recessionary times. 6.Coping with external shocks Under the international competition mechanism, countries have to concentrate on coping with various external shocks, which mainly include: changes in export revenue, changes in the prices of major imports, changes in the cost of external debt, changes in foreign credit, and changes in the international capital market. , Changes in the level of foreign aid. National wealth is largely affected by business activities and scope, and the role of industry is to seek opportunities to create wealth for the country.Therefore, it is the responsibility of the management to formulate the strategy for the development of the enterprise, which is consistent with the national strategy for wealth creation. National wealth is largely influenced by the activity and scope of business operations.The role of business is to seek opportunities to create wealth for the nation. Enterprises should pay attention to the country's wealth creation strategy, especially the country's macroeconomic policy, industrial mix, trade and investment strategy, infrastructure and institutional structure, which will be affected differently by different industry sectors.A country's strategy provides opportunities for the development of certain industries, while threatening others.Therefore, it is the responsibility of the management to formulate the strategy for the development of the enterprise, which is consistent with the national strategy for wealth creation. In 1980, Japan's Ministry of International Trade and Industry (HITl) announced its supercomputer project, the goal of which was to develop a supercomputer capable of processing 10 gigabytes of floppy disks by 1989. In 1981, Japan's six largest computer manufacturers - Fuji, Hitachi, Mitsubishi, NEC, OKI Electronics and Toshiba - jointly formed the Computer Science Research Association and jointly developed projects with the Ministry of International Trade and Industry.该项目的联合研究是在通产省的电子技术实验室进行的，但大部分研究是在各自公司的实验室进行。该项目历时9年，预算为1.5亿美元，其中一半由通产省出资，另一半别由六大公司分摊。 由上例可知，企业的生产与国家的政策与投资细细相关。企业是生存在国家政策下的企业，因此，企业发展战略需要考虑与国家创造财富的战略相一致。科特勒将这一挑战分成三个步骤：评估公司的业务组合；确定公司目标；重新界定公司的业务范围。 1.评估公司的业务组合 政府政策对公司业务组合的影响既可以是正面的也可以是负面的，可以是直接的也可以是间接的，这取决于公司业务是否属于政府支持产业。 当公司现有的业务属于政府支持的产业时，投资决策取决于公司的相对实力以及企业的经营目标是削弱还是促进竞争。 当公司经营的业务涉及政府促进竞争的产业(如减少贸易壁垒，采取开放政策，鼓励取代旧技术的新技术开发)，这些政策将对公司现有业务构成威胁。如果政府政策是加强保护或鼓励协作(如限制厂商数量，制造贸易壁垒，补贴研究与开发)，这些政策肯定会给公司发展创造机会。 政府支持性的政策措施，再结合公司的相对实力就可以决定公司的投资决策。如果公司的业务很强，不管其产业是否得到政府支持，投资决策应继续扩大对现有产业的投资，可以扩大业务范围或对相关产业实行多元化投资。 如果公司的业务实力相对较弱而政府又实施削弱竞争的政策，投资决策的任务就应重新考虑目前的业务。管理层应该对焦点产业、支持性产业或相关产业进行选择性投资。 如果公司业务能力相对较弱而政府又鼓励竞争，公司管理层应采取扩大成果或缩短战线的战略，考虑多元化战略，在其他潜在行业寻找新的业务。 2.确定公司目标 确定公司整体及每个业务部门明确的目标是协调企业战略的第二个步骤。从业务部门层次上讲，大多数公司有一系列的目标，包括投资回报、股东收益、市场份额、产品创新、经营效益、企业形象和工作条件等。各部门确立这些目标并根据这些目标进行管理。为使系统运作，各部门的目标应该分级、定量、务实和连贯，而且这些目标必须与公司的总体目标相一致。 3.重新确定公司的业务范围 公司的业务量与国家创建财富战略及确立公司目标相关，因此在评估公司的业务量后，第三步就是通过以下举措重新确定公司的业务范围。 加强公司现有的价值链，确保公司业务处于核心产业。 固定公司剩余价值链，以便进入支持性产业。 跻身公司的补充链，进入相关产业。 实行非相关产业的多元化。 选择单一的还是综合的企业发展战略，取决于产业的吸引力，企业的内部能力以及特定产业的扩展潜力。这种出现在制定战略过程中的战略性组合会使企业得以生存，并在国际竞技场上与国际国内的同行进行角逐。