The international marketing environment usually does not fluctuate too much because of an enterprise. If an enterprise wants to survive, it must constantly adjust its marketing planning and development strategy with the changes of the surrounding environment. The economic, social, cultural, political and legal environment of a country directly affects the choice and implementation of domestic enterprises' marketing strategies, and so do international enterprises engaged in international marketing activities, mainly because the international marketing environment is more complicated and changeable than the domestic marketing environment.

For example, after China joined the WTO in February 2006, more and more China enterprises began to turn from "inward-looking" to "outward-looking", actively exploring the international market and striving to participate in international business activities in an all-round way. The core of this activity is "international marketing".

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On the day of survival and development, enterprises can maintain a balanced relationship with the surrounding environment to a certain extent. Once the balance is broken, enterprises must make timely adjustments to seek a new balance.

With globalization in full swing today, internationalization is no longer a new topic. Enterprises engaged in international marketing must analyze and grasp the international marketing environment and clearly understand the threats and opportunities in the marketing environment, so as to lose no time in transforming the potential opportunities in the marketing environment into opportunities for enterprise development and growth.