全球標(biāo)準(zhǔn)化-PPT課件

1、GLOCALDAVID CHNGMELBOURNE BUSINESS SCHOOLVERSUSGLOBAL GLO CALGLOBAL LOCALGlobal Standardisation全球標(biāo)準(zhǔn)化 Local Customisation本地客製化 Minimise Cost最低成本 MaximiseMarket Share最大市場(chǎng)佔(zhàn)有率 EPRG Ethnocentric 以母國(guó)為中心Poly Centric以當(dāng)?shù)貒?guó)為中心 Regiocentric以區(qū)域?yàn)橹行?Geocentric以全球?yàn)橹行?EPRGSCHEMAEthnocentric 以母國(guó)為中心= Home Country Orie

2、ntation 由母國(guó)政策主導(dǎo) All Marketing Efforts Centred Around Domestic Operations 所有銷售策略以母國(guó)的做法為準(zhǔn)Polycentric 以當(dāng)?shù)貒?guó)為中心= Host Country Orientation 由當(dāng)?shù)貒?guó)發(fā)展主導(dǎo)Each Country Treated as a Separate Entity; Mixes Adapted每個(gè)國(guó)家都被視為獨(dú)立的個(gè)體,採(cǎi)取不同的做法Regiocentric 以區(qū)域?yàn)橹行? Regional Orientation 由區(qū)域主導(dǎo)Marketing Mix Developed for Custome

3、rs in the Region 為區(qū)域內(nèi)的客戶發(fā)展出不同的行銷組合Geocentric 以全球?yàn)橹行? Global Orientation 由全球總部主導(dǎo)Entire World Treated as Single Market 將全世界視為一個(gè)市場(chǎng)HQS1 S2 S3 S4HQS1S2S3S4 Ethnocentric 總部決定一切Polycentric 分公司自治,各自獨(dú)立HQS1 S2 S3 S4HQS1S2S3S4 Regiocentric 區(qū)域內(nèi)標(biāo)準(zhǔn)化,但不交叉 Geocentric 全球整合,當(dāng)?shù)鼗貞?yīng)Region 1R2Western Multinationals Corpor

4、ations (MNCs) Have Favoured a Polycentric ApproachEG. BLACK & DECKER (B&D)1980年以前,西方多國(guó)企業(yè)偏愛以當(dāng)?shù)貒?guó)為主導(dǎo)的做法，例如美國(guó)百工公司B&D Had 美國(guó)百工公司有-20% Global Market Share in Professional Power Tool Market 20%的專業(yè)電動(dòng)工具市場(chǎng)的佔(zhàn)有率400 Products in 50 Countries 在50個(gè)國(guó)家提供400項(xiàng)商品Manufactured in 50 Plants 在50個(gè)工廠製造Produced 260 Motor Sizes

5、 生產(chǎn)260種規(guī)格Maintained 8 Design Centres 8個(gè)設(shè)計(jì)中心Makita, in 3 Years Makita,在3年內(nèi)Captured 20% Market Share in Professional Power Tool Market 取得20%的專業(yè)電動(dòng)工具市場(chǎng)One High Quality Product 擁有一個(gè)高品質(zhì)的商品Manufactured in JAPAN 在日本製造A Small Range of Motor Sizes 只有很少的規(guī)格Low Price 低價(jià) Is Local Customisation the Wrong Strategy

6、? 當(dāng)?shù)乜脱u化生產(chǎn)是不是一個(gè)錯(cuò)誤的策略? Has Globalisation Created the Same Taste，Preferences & Needs That Only One Global Product Is Necessary ? 全球化是否創(chuàng)造了同樣的品味,偏愛和需求,以至於只需要一項(xiàng)單一商品?CENTRALISED R&D 統(tǒng)一的研發(fā)部門LIMIT PRODUCTRANGE 產(chǎn)品規(guī)格有限MAXIMISESTANDARDISATION 標(biāo)準(zhǔn)化達(dá)到極致ACHIEVEECONOMY OF SCALE獲得經(jīng)濟(jì)規(guī)模LOWER UNIT COST降低單位成本HIGHER MARKE

7、T SHARE提高市場(chǎng)佔(zhàn)有率WINNING FORMULA ?成功公式?RESEARCH SHOWS:#1 DIFFERENT INDUSTRIES HAVE DIFFERENT DEGREE OF GLOBAL-LOCAL ORIENTATION 不同產(chǎn)業(yè)有不同的全球化和本土化的策略#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS MAY CHOOSE DIFFERENT DEGREE OF GLOBAL-LOCAL ORIENTATION 在每一個(gè)產(chǎn)業(yè)內(nèi),不同的企業(yè)選擇不同程度的全球化與本土化LOCALGLOBAL BRANDEDPACKAGEDPROD

8、UCTS品牌包裝的商品 CONSUMERELECTRONICS消費(fèi)性電子產(chǎn)品TELECOMMUNICATION PRODUCTS 通訊產(chǎn)品#1 DIFFERENT INDUSTRIES HAVE DIFFERENTGLOBAL-LOCAL ORIENTATION 不同產(chǎn)業(yè)有不同的全球化及本土化的策略LOCAL 本土化GLOBAL 全球化GE PHILIPS奇異菲利普MATSUSHITA *松下#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFERENT GLOBAL-LOCAL ORIENTATION在每一個(gè)產(chǎn)業(yè)內(nèi)，不同的企業(yè)選擇不同程度的

9、全球化與本土化CONSUMER ELECTRONICS消費(fèi)性電子產(chǎn)品(* MORE SUCCESSFUL) 較成功LOCAL 本土化GLOBAL 全球化AT&TNEC TELECOMMUNICATIONS 通訊產(chǎn)品(* MORE SUCCESSFUL) 較成功 ERICSSON#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFERENT GLOBAL-LOCAL ORIENTATION在每一個(gè)產(chǎn)業(yè)內(nèi)，不同的企業(yè)選擇不同程度的全球化與本土化LOCAL 本土化GLOBAL 全球化 UNILEVER* 聯(lián)合利華KAO花王BRANDED PACKA

10、GED PRODUCTSONS 品牌包裝的商品(* MORE SUCCESSFUL) 較成功 P&G 寶鹼#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFERENT GLOBAL-LOCAL ORIENTATION在每一個(gè)產(chǎn)業(yè)內(nèi)，不同的企業(yè)選擇不同程度的全球化與本土化#3THERE IS NO ONE FIXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無論是全球化或本土化,都沒有固定的形式#4THE MORE CULTURAL MEANINGASSOCIATED WITH A PRODUCT,MORE

11、LOCALISATION IS NEEDED 產(chǎn)品的文化意涵高,愈需要當(dāng)?shù)鼗?5SERVICES TEND TO HAVE HIGHLOCALISATION 服務(wù)比較需要高度當(dāng)?shù)鼗?3THERE IS NO ONE FIXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無論是全球或當(dāng)?shù)貙?dǎo)向,都沒有固定的形式ULTIMATELY, THE DEGREE OF LOCALISATION FOR A GLOBAL PRODUCT DEPENDS ON THE CUSTOMERS IN HOST COUNTRY 一個(gè)全球化商品該有都少程度的當(dāng)?shù)鼗Q於當(dāng)?shù)貒?guó)家顧客的需求

12、 #4THE MORE CULTURAL MEANINGASSOCIATED WITH A PRODUCT,MORE LOCALISATION IS NEEDED 有文化意涵的產(chǎn)品，需更多的當(dāng)?shù)匾庾R(shí)FOR BRANDED PACKAGED PRODUCTS, (EG. FOOD, CLOTHING, PERSONAL CARE PRODUCTS)包裝的產(chǎn)品(如食品,衣服,個(gè)人物品)而言,EACH CULTURE PREVENTS CONSUMERS FROM UNIVERSALLY PREFERRING THE SAME PRODUCTS ATTRIBUTES, AD MESSAGES, PA

13、CKAGING, & PRESENTATION文化的不同,會(huì)使得消費(fèi)者在面對(duì)同樣的產(chǎn)品屬性,廣告用語,包裝,以及產(chǎn)品敘述時(shí),做出不同的選擇#4THE MORE CULTURAL MEANINGASSOCIATED WITH A PRODUCT,MORE LOCALISATION IS NEEDED 有文化意涵的產(chǎn)品，需更多的當(dāng)?shù)匾庾R(shí)FOR CONSUMER ELECTRONICS, JAPANESE & KOREAN PRODUCTS COMMUNICATE HIGH FUNCTION/UTILIRIAN QUALITIES, BUT LITTLE CULTURAL MEANING, OR E

14、MOTIONS在家用電器上,日本和韓國(guó)的產(chǎn)品表現(xiàn)出多功能/高品質(zhì),不訴諸文化意味或情感#5SERVICES TEND TO HAVE HIGHLOCALISATION 服務(wù)比較需要高度當(dāng)?shù)鼗疭ERVICE DELIVERY ARE MOSTLYPERFORMED BY PEOPLE服務(wù)多半是由人提供的HENCE SERVICES TEND TO BE VERYHIGHLY LOCALISED因此需要更多的當(dāng)?shù)鼗?TRUE OR FALSE ? 對(duì)或錯(cuò)？GLOBALISATION MEANS CONSUMERS THE WORLD OVER ARE BECOMING MORE SIMILAR.全

15、球化意味著全世界的消費(fèi)者將愈來愈相似IF WE WAIT LONG ENOUGH,EVERY MARKET WOULD WANT THE SAME PRODUCT.如果假以時(shí)日,每個(gè)市場(chǎng)會(huì)需要相同的產(chǎn)品THE TREND, THEREFORE, IS TOWARDSA TRULY GLOBAL PRODUCT ACCEPTABLETO ALL WITHOUT MODIFICATION因此,一個(gè)全球化產(chǎn)品不需要修改就會(huì)被所有人接受SUMMARY:#1DIFFERENT INDUSTRIES HAVE DIFFERENT GLOBAL-LOCALORIEINTATION 不同的產(chǎn)業(yè)，有不同的全球化與當(dāng)?shù)鼗较?2WITHIN THE SAME INDUSTRY, DIFFERENT PLAYERS MAY CHOOSE DIFFERENT GLOCAL ORIENTATION 在同一產(chǎn)業(yè)內(nèi)，不同的企業(yè)會(huì)選擇不同的全球當(dāng)?shù)鼗较騍UMMARY:#3THERE IS NO ONE FIXED, IDEALGLOBAL-LOCAL ORIENTATIONFOR A PARTICULAR PRODUCT 對(duì)任何一項(xiàng)產(chǎn)品而言，沒有一個(gè)理想的全球化與當(dāng)?shù)鼗较?4 PRODUCTS WHICH C