全球營銷戰(zhàn)略外文翻譯

1、global marketing strategy choice: standardized or localizationthe trend of economic globalization makes multinational companies must choose appropriate management strategy, global marketing standardization and adaptability of the strategy is the unity of opposites relationship, the enterprise must a

2、ccording to different industry and products for specific analysis.1 the standardizationglobal marketing standardization strategy is will the world as a unified big market, the overall goals for enterprise, centralized organization resources, development of domestic and international marketing opport

3、unities process. when different countries for a commodity consumer tastes and preferences similar, there is a widespread demand, therefore, can be in marketing strategy, emphasize on national boundaries fade global market commonness and convergence. advanced communications, transportation and dissem

4、inating technology makes the world produced strong convergence, creating a more the same market, consumer needs and preferences became assimilated, these make products , production and business rules standardization, thus pushing the standardization of global marketing .the benefits of global market

5、ing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantage: to set up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure

6、.global marketing standardization mainly includes the marketing process and marketing strategy combinations of standardization. the marketing process standardization is a sequence of goals and tasks, problem solving process, the decision-making process and performance evaluation mode of standardizat

7、ion. marketing strategy combinations standardization is a global market in use the same channel system, using the same promotion methods, in the same price to offer the same products. in fact, it is difficult to in the global market and make the marketing process and marketing strategy combinations

8、true standardization.2 adaptability and says localizationdue to the international enterprise products need for sales in multiple countries, in some cases, the enterprise must take into account the different needs in different countries .when different countries customer grade and preferences, habits

9、, etc, when there is a big difference to exert its function adaptive strategy.global marketing adaptive strategy or say is considering localization strategies in different areas and different races, cultures customers personalized and diversity, on demand, the difference and marketing products meet

10、global different specific needs of customers. since countries and regional market widely exist between non-tariff barriers, cultural, economic development level, the governments policies, laws and regulations and laws and distribution system, etc, therefore according to difference of the specific co

11、nditions of the local implementation of suitability, distribution, communication, pricing, promotion strategy or change some product features.implementation marketing localization strategy is based on the theory of segmentation and positioning theory, friction theory. subdivision and orientation the

12、ory is that the world market is a market of heterogeneity, based on the differences between different markets, according to local market segment the positioning of the standard can be obtained differentiation strategy of advantage. to adapt to the local customer demand preference products perhaps be

13、cause can improve customer satisfaction and make customer willing to pay higher prices to offset the global standard conditions the cost of saving. friction theory is that although standardization brings the scale economy would lead to lower costs, but headquarters and local manufacturing and market

14、ing agency or local distribution channels will produce operation of the friction between the cost for coordination.the implementation of the localization marketing strategy in some multinational company, from a huge success, for multinational companies globalization remained prick-eared established.

15、 these companies in think globalization, action localization of policy guidance, and strive to do as the romans do, try hard to pass the indigenisation marketing strategy target market marketing environment across the barriers would brand is deeply rooted in the heart of target country customer, bec

16、ome international marketing successful model. localized marketing has already become the global marketing strategy of multinational companies is an important choice.3 global strategic choicewith the pressures of standardization and adaptability for index division, there are four options for global s

17、trategy3.1 the global modelfacing the global standardized pressure great and adaptability pressure is lesser, multinational companies generally uses the global mode, namely the standardization strategy. in the global model, the parent company of centralized decision-making, and most of the business

18、overseas strict control.take low-cost global competition strategy companies usually use this mode. companies usually take global as a single market, identity different countries consumer preferences have actually difference, lowest cost and technology in the best place for production to obtain econo

19、mies of scale effect , will be standardized products to global markets.using the global model of the company needs to do a lot of coordination work, and these companies have to subsidiaries in different countries to determine the transfer between the product price.3.2 multinational modefacing the pr

20、essure of global standardization and adaptability of great pressure, you can use cross-border mode. that in the global economy, in order to gain a competitive advantage, you need to clear from both adapted to local conditions, transfer of technology and cost savings in the pursuit of profit, allowin

21、g enterprises to access global expansion while it benefitsmultinational mode characteristics are, will some functions cost saving place and put some other functions so that more adapt to subsidiary local situation. some strategic elements such as consumer demand preference, local culture, distributi

22、on channel, competitors and government policies, laws and regulations and laws may be taken into consideration on its differences and adaptive strategy. for other factors, such as production and technology standardization strategy is taken.3.3 international modelfacing the global standardization pre

23、ssure and adaptability pressure are very hour, can choose the international mode. in international mode, subsidiary although a certain degree of introducing new products according to local conditions, but like the freedom of research and core ability tend to be concentrated in the parent company. su

24、bsidiary in new products, new techniques, new concept depends on parent company, need a lot of parent company coordinate and control.international models principal shortcoming is the freedom of maximum affiliates without respond to local conditions, nor to scale economy to implement low cost.3.4 the

25、 allied modethe adaptability of facing larger pressure, while the global standardization pressure relatively hours, can choose the allied mode. namely the local culture, consumer demand and preferences, distribution channel, product, promotion, competitors and substitutes, government policies, laws

26、and regulations and laws and multinational companys parent company, big differences by strong global standardization implementation resistance. then must fully considering the influence of regional difference of product, price, promotion, and distribution locally portfolio decision.among the many na

27、tions mode, although parent company also exercise final control, but it gives subsidiary big autonomy, affiliates can according to the local conditions make corresponding change. its advantage is the fast reaction of the local market, products and services in subsidiary metastasis between. main draw

28、back is high manufacturing costs and repeat work.source：strategic management theory: an integrated approach charles hill ,gareth jones全球營銷戰(zhàn)略選擇：標(biāo)準(zhǔn)化還是本土化經(jīng)濟(jì)全球化的發(fā)展趨勢使得跨國公司必須選擇合適的經(jīng)營戰(zhàn)略，全球營銷標(biāo)準(zhǔn)化和適應(yīng)性的戰(zhàn)略是對立統(tǒng)一的關(guān)系，企業(yè)必須根據(jù)不同行業(yè)和產(chǎn)品進(jìn)行具體分析。1 標(biāo)準(zhǔn)化全球營銷標(biāo)準(zhǔn)化戰(zhàn)略是將世界看成一個統(tǒng)一的大市場，為了企業(yè)的整體目標(biāo)，集中組織資源，開發(fā)國內(nèi)與國際營銷機(jī)會的過程。當(dāng)不同國家的消費者對于某種商品的品

29、味和偏好相近時，就存在著普遍的需求，因而，可以在營銷策略上淡化國家界限，強(qiáng)調(diào)全球市場的共性和趨同性。先進(jìn)的通信、運輸和傳播等技術(shù)使世界產(chǎn)生了強(qiáng)大的趨同性，創(chuàng)造了一個更加同一的市場，消費者的需求和偏好被同化，這些使的產(chǎn)品、生產(chǎn)和商業(yè)規(guī)則標(biāo)準(zhǔn)化，從而推動了全球營銷的標(biāo)準(zhǔn)化。全球營銷標(biāo)準(zhǔn)化帶來的利益包括：是企業(yè)擴(kuò)大市場份額，降低各種成本，取得規(guī)模效益，進(jìn)而獲得競爭優(yōu)勢：有利于樹立企業(yè)統(tǒng)一的品牌形象，擴(kuò)大知名度：有利于實現(xiàn)組織結(jié)構(gòu)的 單純化和管理的程序化。全球營銷標(biāo)準(zhǔn)化主要包括營銷過程和營銷策略組合的標(biāo)準(zhǔn)化。營銷過程標(biāo)準(zhǔn)化是指目標(biāo)任務(wù)的次序、問題解決過程、決策過程和業(yè)績評價方式等方面的標(biāo)準(zhǔn)化。營銷策略

30、組合標(biāo)準(zhǔn)化是指在全球市場使用相同的渠道系統(tǒng)、利用同樣的促銷方式、以相同的價格提供同樣的產(chǎn)品。事實上，很難在全球市場同時使?fàn)I銷過程和營銷策略組合實現(xiàn)真正的標(biāo)準(zhǔn)化。2 適應(yīng)性又稱本土化由于國際企業(yè)的產(chǎn)品需要在多個國家進(jìn)行銷售，在某些情況下，企業(yè)必須考慮在不同國家的不同需求。當(dāng)不同國家顧客的品位和偏好、習(xí)慣等存在較大差異時，適應(yīng)性戰(zhàn)略要發(fā)揮其功用。全球營銷適應(yīng)性戰(zhàn)略或稱本土化戰(zhàn)略是考慮不同地區(qū)、不同種族、不同文化的顧客個性化和多樣性需求，強(qiáng)調(diào)通過產(chǎn)品的差異和營銷針對性滿足全球不同顧客的需求。由于各國及各區(qū)域市場間關(guān)稅壁壘的普遍存在，文化、經(jīng)濟(jì)發(fā)展程度，政府的政策、法規(guī)及法律和分銷體系等方面存在差異，

31、因此必須根據(jù)當(dāng)?shù)氐木唧w情況，實施適合性的分銷、溝通、定價、促銷等策略或改變某些產(chǎn)品特征。實施營銷本土化戰(zhàn)略的理論基礎(chǔ)是細(xì)分和定位理論、摩擦理論。細(xì)分和定位理論認(rèn)為世界市場是一個異質(zhì)化的市場，基于不同市場之間的差異，針對當(dāng)?shù)丶?xì)分市場進(jìn)行標(biāo)準(zhǔn)定位的戰(zhàn)略可以獲得差異化優(yōu)勢。適應(yīng)當(dāng)?shù)仡櫩托枨笃玫漠a(chǎn)品或許因為能提高顧客滿意度而使顧客愿意花更高的價格購買，從而抵消了全球標(biāo)準(zhǔn)化條件所節(jié)約的成本。摩擦理論認(rèn)為雖然標(biāo)準(zhǔn)化所帶來的規(guī)模經(jīng)濟(jì)會促使成本降低，但總部與當(dāng)?shù)刂圃旌蜖I銷機(jī)構(gòu)或當(dāng)?shù)胤咒N渠道之間的摩擦?xí)a(chǎn)生經(jīng)營協(xié)調(diào)成本。本土化營銷戰(zhàn)略的實施，同于在一些跨國公司獲得巨大成功，對跨國公司全球化發(fā)展立下了汗馬功勞。這些公司在“思考全球化，行動本土化”的方針指導(dǎo)下，力求“入鄉(xiāng)隨俗”，努力通過本土化營銷戰(zhàn)略減少目標(biāo)市場營銷環(huán)境的障礙，將品牌深深根植于目標(biāo)顧客的心中，成為國際營銷的成功典范。本土化營銷早已成為跨國公