Empirical Study on the Misallocation Problem of International Marketing Resources and Allocation Optimization Strategies of Enterprises in the Process of Economic Globalization

Abstract

In the face of growing economic globalization, enterprises encounter more challenging resource allocation situations in international marketing. Therefore, this study intends to investigate the phenomenon of misallocation of international marketing resources in detail,
including its manifestation and causes and mechanisms, influence paths, and possible optimization ways. In addition, an empirical method
based on questionnaires was used to randomly select and collect 397 valid enterprise data, and further build perception index system to quantitatively analyze the impact of structural, functional and timeliness mispairs on market, brand and operational performance. The study found
that all three types of mismatches had significant negative impact on performance, and the mechanism paths were different. Meanwhile, optimization strategies were also proposed, including the construction of dynamic allocation capabilities, the change from centralized to elastic
mechanisms, and the adaptation and adjustment of organization governance system, to offer theoretical reference and practical guidance for
global resource allocation of enterprises.