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营销全球化与营销本土化是跨国企业进入国际市场过程中的两种不同的战略选择。二者看似一对矛盾,实际上可以并行不悖;既要全球化,也要本土化。但在时间顺序上应考虑先后,即以全球化为先,本土化为后。在此基础上,逐步将二者有机嫁接、聚合,并使之相互兼容。跨国企业通过“全球化思考,地方化行动”,实施跨文化营销管理,最终形成“全球”本土化或“全球”地方化——一种全新的全球市场营销战略模式。
Marketing globalization and marketing localization are two different strategic options for multinationals to enter the international market. The two seemingly contradictory to one another can actually go hand in hand; they must both be globalized and localized. However, in chronological order, we should consider the precedent, that is, taking globalization as the first step and localization as the last step. On this basis, the two will be gradually grafted, polymerization, and to make them compatible with each other. Multinational corporations through the “global thinking, local action”, the implementation of cross-cultural marketing management, and ultimately the formation of “global” localization or “global” localization - a new global marketing strategy model.