全球化背景下全球营销战略对企业的作外文翻译.docx

1、全球化背景下全球营销战略对企业的作外文翻译外文翻译Under the background of globalization global marketing strategy to enterprises role1. Globalization provides foundations and advantages for enterprises to carry out global marketing strategy.1.1 Globalization, especially economic globalization and cultural globalization, bri

2、ngs positive influence for enterprise global marketing.This is the foundation of enterprise global marketing. Economic globalization makes the global trade become possible, and cultural globalization influences the customers hobby on merchandise. Both of them provide advantages to enterprises global

3、 marketing.1.2The comparative advantages of globalization provide favorable factors for enterprise global marketing.Economic globalization provides a broad stage for all the countries to bring their comparative advantages into play. Through optimizing resources allocation around the world, enterpris

4、es achieve the international division of labor. Comparative advantages make enterprises in different countries choose cheaper capital, which makes enterprises have opportunities to provide more low-priced and high-quality goods for customers and get competitive advantages accordingly.2. Global marke

5、ting strategy can effectively improve business performance for multinational corporations around the world. This is the prerequisite for the emergence and development of global marketing theory. Although the complexity of empirical test isnt still enough to fully prove this conclusion, the related c

6、omprehensive models have been verified and proved that global marketing strategy makes great influence and important contribution on companys business performance.3. For the two theories of marketing strategy, that is country strategy and global strategy. We should cross use them according to actual

7、 situation. 3.1 There are two extremes of global marketing strategy, that is standardization and adaptive strategy. They tend to different industries and markets respectively, but often cross in reality. The viewpoint of standardization considered market is homogeneous. Therefore, by virtue of stand

8、ardization, it can get the scale effect in value begetting and creating process such as production, marketing and R&D, and reduce the cost so as to obtain global brand effect. The viewpoint of adaptability considered market difference is obvious and increasing. The multinational corporations should

9、start from market difference of all nations to make market segmentation and positioning, and get competitive advantages through meeting customers requirements. These two extremes of standardization and adaptability are limited to some extent. The more realistic choice for multinational corporations

10、is mixed strategy. Therefore, it can regarded standardization and adaptability as two ends of a continuum. Through investigating the strategic key factors tendency to continuum two ends, it will concretely measure that multinational corporations should adopt standardization strategy or adaptability

11、strategy.3.2 In multinational corporations strategic level, standardization and adaptability appear as country strategy and global strategy. Multinational corporations confront with two strategic choices in overseas market expansion. Country strategy tends to implement differentiation strategy accor

12、ding to market characteristics of host country. However, global strategy weaken country boundary, and emphasize global division of labor and integration on main management function, also tends to adopt standardized marketing strategy to serve similar markets around the world. With the increasing dev

13、elopment of market globalization, more and more enterprises tend to adopt global strategy, but they dont reject appropriate country adjustment. The ultimate goal of global marketing strategy is to make resources allocations utilize maximally all over the world. Therefore, the problems involved in gl

14、obal marketing and decision has already far beyond decision making discussion on the pure standardization and adaptability. It should pay more attention to the coordination with other functions. 4. In practical operation, the three viewpoints of global marketing strategy should be used in mixture af

15、ter overall balancing each strategys actual effect. Standardization, configuration and integration have their own merits and limitations. In practice, we can consider to cross use.Standardization, configuration and integration are the three basic viewpoints, which essentially focus on different aspe

16、cts of global marketing strategy, and aim to improve the global business performance of enterprises. Therefore, when developing global marketing strategy, it can also adopt the compatible and complementary viewpoints.5. IGMS model integrated three viewpoints and two theories of marketing strategy, a

17、nd helpful for multinational corporations to comprehensively improve the global marketing management level.This model fully considered the influence on internal and external factors for mulitnaitonal corporations to develop global marketing strategy and standardization, resource allocation, coordina

18、tion of global market, and management by integration. It also considered theoretical and practical problems of global marketing strategy,such as global product development, the global brand positioning, etc. All these make multinational corporations can effectively coordinate the relationship betwee

19、n internal and external environment factors and strategic factors in operation. In conclusion,by virtue of IGMS model, it can effectively reduce unnecessary contradictions & conflicts and comprehensively improve the global marketing management level, and ultimately improve the multinational corporat

20、ions business performance.However, from the rich experience in global marketing strategy, the current global marketing theory included integrated global marketing strategy is not enough to provide overall solutions to problems that multinationl corporations encountered in practice. Firstly, as a abs

21、tract theory, the complete standardization and adaptive strategy are very limited to guide practice. In this field, some scholars have made empirical research on some industries, and pointed out the some characteristics of industry and product in line with standardizationa and adaptive strategy. How

22、ever, we believe that it still lacks of an unified framework theoretically to make a concrete analysis on applicable conditions of the two strategies. It is also helpful for multinational corporations to distinguish the criterion on standardization and adapatablity and choose appropriate strategies

23、according to different industries and different products when developing strategies. Therefore, establishing a framework to make overall analysis on strategic choice on global marketing standardization and adapatbility has become a burning problem needed to be settled in global marketing practice. S

24、econdly, in theory, it lacks of an index system to quantize international development level for multinational corporations. Since the globalization of multinational corporations is “progressive”and necessray to carry out strategic activities of reasonable resources allocation in every stage with dif

25、ferent strategy focus. In practice, how to decide the enterprises internationalization phases on earth ? At present, in theory, there isnt a quantifiable index system unitl now. In their studies, schloars didnt make statistical analysis on various business indictators in every stage of multinational

26、 corporations,and there is no precedent for establishing the index system to guide practice. Therefore, the index system associated with quantizing multinational corporations development level of interantinalization is also an extremely valuable problem to be studied. Thirdly, the comprehensive anal

27、ysis framework of global marketing strategy, that is integrative global marketing model IGMS, whose explaination to industry still need to make empiricial test. As an achievement of current stage in the research field of global marketing strategy, IGMS has made empirical test on multidimensional inf

28、luence on enterprises overall performance. However, the empirical test isnt involved with the characteristics of models composition and weight difference between the global marketing strategies in different industires. While, industry characteristic plays an important constraint role in strategy for

29、mulation, so it need make empicial test on IGMS model through further combining with industry characteristic.Therefore, according to different characteristics of industry and enterprise, how to adjust and weigh the composition of global marketing strategy model is another practical question to be se

30、ttled in the studies of global marketing strategy. ms accumulation of relevant resources and capabilities. Hence, Lenovo began in the initial Mao phase by directing its resources to the sales and service opportunities that generated revenues that not only financed its entrance into manufacturing dur

31、ing the following Gong phase, but also provided an enduring competitive advantage vis-a-vis its foreign and even domestic competitor-namely, its understanding of its customers and unique distribution network. Similarly, its experience in manufacturing not only generated revenues, but also provided t

32、he basis for identifying competitively important areas in which to focus R&D efforts during the current Ji phase. The movement into each phase was associated with business opportunities and enabled Lenovo to compete more and more directly with leading firms in the industry.The case shows changes in

33、the capabilities and domains in which a firm competes and also illustrates how the means to acquire new resources and capabilities much change. Initially, Lenovo could compete in sales by relying on other firms products or technology developed by its parent. In order to grow, however, it had to internalize first manufacturin