Analysis of internationalization and localization on the parallelto Nestles successful marketing.docx
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AnalysisofinternationalizationandlocalizationontheparalleltoNestlessuccessfulmarketing
Analysisofinternationalizationandlocalizationontheparallel-toNestle’ssuccessfulmarketingstrategyinChinaforexample
PaperNetwork:
PaperKeywords:
internationallocalizationNestle
Abstract:
Thewaveofglobalization,economicglobalization,countriesandinternationalenterpriseshaveaccesstoHangzhou,andactivelyparticipateininternationalcompetition,intoaninternationalenterprise.Chineseenterprisesintheinternationalmarkettofacetheprocessofinternationalizationandthedramaofcountry-specificTheproblemoflocalization,whileforeigncompaniesentertheChinesemarketintheprocess,whilealsofacingtheproblemoflocalization.howcompaniesdealwithinternationalissuesatthesametimesolvethelocalizationtaskistoexploretheissue,birdwithalittlebusinesssuccessinChina,Liangcase,toanalyzetheproblemoflocalizationofinternationalcompounds,tryingtoentertheinternationalmarketforChineseenterpriseslookingforsomeexperiencetodrawon.
Enterprisestogocross-borderbusiness,youneedtobreakouttheproductbrand,notonlytocreateaninternationalbrand,butalsotomakethebrandincross-borderoperations‘localization.’
ShaoQingfeng,presidentofKimberleyInvestmentsLimitedin2004<<candidatetoentrepreneurs>>Summitonemotion:
‘TheChinesemarketmaybetheworld’smostpowerfullocalcompetition,competitivethree-dimensionalsense,complexity,andcostofthebrutalofallsecondtonone,soifthereisnofearoftheChinesemarketmentality,thenitcannotconsumers,competitors,haveafullunderstandingofthemarket,infact,Ithinkthelackofmanymultinationalcompanieshavealearningmentality...Chinaverydeeply...thisbook,tenyearsmaynotnecessarilylearntobe,takefivedecadestolearn.Themostimportantthingistolearntheconsumer’sunderstandingofthemarket’sunderstandingofJapan,Korea,SingaporeChinesemarketmovementsarenotso‘magnificent,manymultinationalcompaniesinparticularwanttoespeciallywithChinesecharacteristics,butinfactthepremiseisstillonthemarkettofullyunderstandthisgameofchesstotheChinaintegratedintothecompanytogoinsideourcompanytonowwithtenyears,spentalmost$100million,arelearningthisthing.‘
Thus,ChinamarketingstrategycombinedwithlocalizationandinternationalizationofthemultinationalcompaniesbasedintheChinesemarketbecomesevenmoreprofitableSurroundedimportant.
Withtheeconomyandglobalizationaccelerates,nationalmarketingstrategiestofacetheinevitablequestion:
shouldorshouldinternationallocalization.Therearemanycompaniesbecauseofthesuccessoflocalization,therearemanycompaniesbecausetoachieveinternationalefficiencyforagrowingnumberofmultinationalcompanies,theblindpursuitoflocalized,mayleadtotheproduction,distribution,advertising,economiesofscaleloss;blindpursuitofglobalization,butalsomayleadtocompetitiveThelowertheinternationalmarketingandmarketingstrategywiththeimplementationoflocalizationintothemodernprinciplesofmultinationalsuccessgohandinhandtoimprovethecompetitiveadvantagetakingofthegreatestmarketshare.
Germany’sfamoushouseholdbrandsIKEA(IKEA)onlyin50yearstime,thedomesticindustryhasnowdevelopedintoastrongcompetitiveadvantageinglobalenterprisesinthetheoryofinternationalizationandlocalizationofintensedebatetoday,IKEA’ssuccessistoChinaprovideconsumerswithamorefriendlyandmorepersonalizedservicestosuccessfullywinthefavorofconsumers,tobuildtheforefrontofChina’shomemarketsalesofbusinesses.IKEA’ssuccessfulexperienceinmultinationalcompaniesinChinatoprovideagoodlearnfrom.
Coca-ColaCompanyforthestatusquooftheChinesemarket,‘thinklocal,actlocal’ideaof?
?
localizationoftheselocalizedideascompatiblewiththelocalizationofmarketingtools,relativetoshine,evenCoca-ColaCompanyhasbeenupgradedversionofthelocalization,andstartwithcompleteanumberofsmalllocalcompaniestocooperate,suchastheninthcitygamenetworkcompany,andachievedgoodresultsinwin-winsituation.
KFCinChinahasadoptedabrandlocalization,productlocalization,localizationservices,marketpositioninglocalization,focusingontheChineseconsumer’sstomach,andplayedmorebytheChinesepeoplesupporttheadvertisement;KFC-fortheChinesepeoplechange,tobecomeoneofthemajorChinesefastfoodgiant.
IllustrateavarietyofsuccessstoriesforthesakeoftheChinesemarkettoachieveasustainablecompetitiveadvantageonthecompetitivenessofmultinationalcompaniesmustbeintheinternationalmarketandlocalmarketcompetitioninboththemanyadvantages,while