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随着世界经济的深入发展,世界经济全球化成为了未来经济发展的主要趋势。全球范围内的资源、人力、经营等活动都包括其中,形成一个统一的网络化的市场体系。对于跨国公司而言,其经营和营销活动也必须走出国界,面向世界。那么当营销跨越国界的同时,营销方式就要随着改变,这就涉及国际营销标准的全球化和本土化问题。传统的单一的本土化显然不能行之四海而皆准,必须要作出一定改变才能够适应国际经济形势。所以,成功的国际营销准略应该是全球化和本土化的完美融合。本文在解释说明全球化和本土化这两个基本概念的基础上,对于影响国际营销过程中的全球化和本土化的因素做一个简要分析,最后,从产品、价格和渠道三个方面来阐述国际营销的全球化和本土化具体实施方法。
With the in-depth development of the world economy, the globalization of the world economy has become the major trend of economic development in the future. Global resources, manpower, management and other activities are included in them, forming a unified network of market system. For multinational corporations, their business and marketing activities must also go beyond their borders and face the world. So when marketing across national boundaries at the same time, the marketing approach is going to change, which involves the globalization and localization of international marketing standards. The traditional single localization is obviously not one-size-fits-all, we must make some changes to be able to adapt to the international economic situation. Therefore, successful international marketing strategy should be the perfect integration of globalization and localization. On the basis of explaining the two basic concepts of globalization and localization, this article makes a brief analysis of the factors affecting the globalization and localization in the international marketing process. At last, it elaborates from the aspects of product, price and channel Globalization and Localization of International Marketing Specific Implementation Methods.