全球营销战略选择：标准化还是本土化-外文翻译.docx

全球营销战略选择：标准化还是本土化-外文翻译.docx

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GlobalMarketingstrategychoice:

standardizedorlocalizationThetrendofeconomicglobalizationmakesmultinationalcompaniesmustchooseappropriatemanagementstrategy,globalmarketingstandardizationandadaptabilityofthestrategyistheunityofoppositesrelationship,theenterprisemustaccordingtodifferentindustryandproductsforspecificanalysis.1thestandardizationGlobalmarketingstandardizationstrategyiswilltheworldasaunifiedbigmarket,theoverallgoalsforenterprise,centralizedorganizationresources,developmentofdomesticandinternationalmarketingopportunitiesprocess.Whendifferentcountriesforacommodityconsumertastesandpreferencessimilar,thereisawidespreaddemand,therefore,canbeinmarketingstrategy,emphasizeonnationalboundariesfadeglobalmarketcommonnessandconvergence.Advancedcommunications,transportationanddisseminatingtechnologymakestheworldproducedstrongconvergence,creatingamorethesamemarket,consumerneedsandpreferencesbecameassimilated,thesemakeproducts,productionandbusinessrulesstandardization,thuspushingthestandardizationofglobalmarketing.Thebenefitsofglobalmarketingstandardizationinclude:

istheenterpriseenlargemarketshare,reducecostandobtainthescalebenefits,achievecompetitiveadvantage:

tosetupthebusinessenterpriseunifiedbrandimage,enlargementpopularity:

toachieveorganizationalstructureofthesimplisticandmanagementprocedure.Globalmarketingstandardizationmainlyincludesthemarketingprocessandmarketingstrategycombinationsofstandardization.Themarketingprocessstandardizationisasequenceofgoalsandtasks,problemsolvingprocess,thedecision-makingprocessandperformanceevaluationmodeofstandardization.Marketingstrategycombinationsstandardizationisaglobalmarketinusethesamechannelsystem,usingthesamepromotionmethods,inthesamepricetoofferthesameproducts.Infact,itisdifficulttointheglobalmarketandmakethemarketingprocessandmarketingstrategycombinationstruestandardization.2adaptabilityandsayslocalizationDuetotheinternationalenterpriseproductsneedforsalesinmultiplecountries,insomecases,theenterprisemusttakeintoaccountthedifferentneedsindifferentcountries.Whendifferentcountriescustomergradeandpreferences,habits,etc,whenthereisabigdifferencetoexertitsfunctionadaptivestrategy.Globalmarketingadaptivestrategyorsayisconsideringlocalizationstrategiesindifferentareasanddifferentraces,culturescustomerspersonalizedanddiversity,ondemand,thedifferenceandmarketingproductsmeetglobaldifferentspecificneedsofcustomers.Sincecountriesandregionalmarketwidelyexistbetweennon-tariffbarriers,cultural,economicdevelopmentlevel,thegovernment'spolicies,lawsandregulationsandlawsanddistributionsystem,etc,thereforeaccordingtodifferenceofthespecificconditionsofthelocalimplementationofsuitability,distribution,communication,pricing,promotionstrategyorchangesomeproductfeatures.Implementationmarketinglocalizationstrategyisbasedonthetheoryofsegmentationandpositioningtheory,frictiontheory.Subdivisionandorientationtheoryisthattheworldmarketisamarketofheterogeneity,basedonthedifferencesbetweendifferentmarkets,accordingtolocalmarketsegmentthepositioningofthestandardcanbeobtaineddifferentiationstrategyofadvantage.Toadapttothelocalcustomerdemandpreferenceproductsperhapsbecausecanimprovecustomersatisfactionandmakecustomerwillingtopayhigherpricestooffsettheglobalstandardconditionsthecostofsaving.Frictiontheoryisthatalthoughstandardizationbringsthescaleeconomywouldleadtolowercosts,butheadquartersandlocalmanufacturingandmarketingagencyorlocaldistributionchannelswillproduceoperationofthefrictionbetweenthecostforcoordination.Theimplementationofthelocalizationmarketingstrategyinsomemultinationalcompany,fromahugesuccess,formultinationalcompaniesglobalizationremainedprick-earedestablished.Thesecompaniesin"thinkglobalization,actionlocalization"ofpolicyguidance,andstriveto"doastheRomansdo",tryhardtopasstheindigenisationmarketingstrategytargetmarketmarketingenvironmentacrossthebarrierswouldbrandisdeeplyrootedintheheartoftargetcountrycustomer,becomeinternationalmarketingsuccessfulmodel.Localizedmarketinghasalreadybecometheglobalmarketingstrategyofmultinationalcompaniesisanimportantchoice.3globalstrategicchoiceWiththepressuresofstandardizationandadaptabilityforindexdivision,therearefouroptionsforglobalstrategy3.1TheglobalmodelFacingtheglobalstandardizedpressuregreatandadaptabilitypressureislesser,multinationalcompaniesgenerallyUSEStheglobalmode,namelythestandardizationstra