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目前,关于国际营销标准化极其差异化在选择方面还存在争议,而造成此局的产生是由于关于标准化内涵理解还存在着误解。事实上,标准化与统一化并不相同;标准化可营造一个良好的秩序,要求企业对产品、服务适用范围等予以改进。所以,无论企业参与何种规模的国际营销活动,都应制定标准化战略,再对进入市场的标准类型予以选择,同时还应实施标准的国际化策略。本文作者重点对国际营销标准化内涵及策略予以详细的阐述和分析,希望可以对读者产生一些积极影响。
At present, there is still controversy over the selection of the extremely differentiated international standardization of marketing, which has resulted from the misunderstanding about the standard definition of content. In fact, standardization and unification are not the same; standardization can create a good order, requiring enterprises to improve the scope of products and services. Therefore, no matter what kind of international marketing activities an enterprise participates in, it is necessary to formulate a standardization strategy and then to choose the standard type to enter the market. In addition, a standard international strategy should be implemented. The author of this article focuses on the connotation and strategy of international marketing standardization in detail and analysis, hoping to have some positive impact on the reader.