《全球標(biāo)準(zhǔn)化》PPT課件

1、GLOCAL,DAVID CHNG MELBOURNE BUSINESS SCHOOL,VERSUS,GLOBAL,GLO CAL,GLOBAL,LOCAL,Global Standardisation 全球標(biāo)準(zhǔn)化,Local Customisation本地客製化,Minimise Cost 最低成本,Maximise Market Share 最大市場(chǎng)佔(zhàn)有率,E,P,R,G,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?EPRG SCHEMA,Ethnocentric 以母國(guó)為中心

2、 = Home Country Orientation 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) Marketin

3、g Mix Developed for Customers 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),HQ,S1,S2,S3,S4,HQ,S1,S2,S3,S4,Ethnocentric 總部決定一切,Polycentric 分公司自治,各自獨(dú)立,HQ,S1,S2,S3,S4,HQ,S1,S2,S3,S4,Regiocentric 區(qū)域內(nèi)標(biāo)準(zhǔn)化,但不交叉,Geocentric 全球整

4、合,當(dāng)?shù)鼗貞?yīng),Region 1,R2,Western Multinationals Corporations (MNCs) Have Favoured a Polycentric Approach EG. BLACK & DECKER (B&D) 1980年以前,西方多國(guó)企業(yè)偏愛(ài)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 Manu

5、factured in 50 Plants 在50個(gè)工廠製造 Produced 260 Motor Sizes 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

6、有很少的規(guī)格 Low Price 低價(jià),Is Local Customisation the Wrong Strategy ? 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(ài)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 PRODUCT RANGE 產(chǎn)品規(guī)格有限,MAXIMISE STANDARDISATION 標(biāo)準(zhǔn)

7、化達(dá)到極致,ACHIEVE ECONOMY OF SCALE 獲得經(jīng)濟(jì)規(guī)模,LOWER UNIT COST 降低單位成本,HIGHER MARKET 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 GLOB

8、AL-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,GLOBAL,BRANDED PACKAGED PRODUCTS 品牌包裝的商品,CONSUMER ELECTRONICS 消費(fèi)性電子產(chǎn)品,TELECOMMUNICATION PRODUCTS 通訊產(chǎn)品,#1 DIFFERENT INDUSTRIES HAVE DIFFERENT GLOBAL-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 WIT

9、HIN 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,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&T,NEC,TELECOMMUNICATIONS 通訊產(chǎn)品,(* MORE SUCCESSFUL) 較成功,ERICSSON,#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFER

10、ENT 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 PACKAGED 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 F

11、IXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無(wú)論是全球化或本土化,都沒(méi)有固定的形式 #4THE MORE CULTURAL MEANING ASSOCIATED WITH A PRODUCT, MORE LOCALISATION IS NEEDED 產(chǎn)品的文化意涵高,愈需要當(dāng)?shù)鼗?#5SERVICES TEND TO HAVE HIGH LOCALISATION 服務(wù)比較需要高度當(dāng)?shù)鼗?#3THERE IS NO ONE FIXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無(wú)論是全球或當(dāng)?shù)貙?dǎo)向,都沒(méi)有固定的形式,ULTI

12、MATELY, 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,#4THE MORE CULTURAL MEANING ASSOCIATED 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 PRODUC

13、TS) 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, PACKAGING, & 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(yǔ),包裝,以及產(chǎn)品敘述時(shí),做出不同的選擇,#4THE MORE CULTURAL MEANING ASSOCIATED WITH A PRODUCT, MORE LOCALISATION IS NEEDED 有文化意涵的產(chǎn)品，需更多的當(dāng)?shù)?/p>

14、意識(shí),FOR CONSUMER ELECTRONICS, JAPANESE & KOREAN PRODUCTS COMMUNICATE HIGH FUNCTION/UTILIRIAN QUALITIES, BUT LITTLE CULTURAL MEANING, OR EMOTIONS 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 HIGH LOCALISATION 服務(wù)比較需要高度當(dāng)?shù)鼗?SERVICE DELIVERY ARE MOSTLY PERFORMED BY PEOPLE 服務(wù)多半是由人提供的 HENCE

15、SERVICES TEND TO BE VERY HIGHLY 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. 全球化意味著全世界的消費(fèi)者將愈來(lái)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 TOWARDS A TRULY GLOBAL

16、PRODUCT ACCEPTABLE TO 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-LOCAL ORIEINTATION 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?SUMMARY: #3THERE IS NO ONE FIXED, IDEAL GLOBAL-LOCAL ORIENTATION FOR A PARTICULAR PRODUCT 對(duì)任何一項(xiàng)產(chǎn)品而言，沒(méi)有一個(gè)理想的全球化與當(dāng)?shù)鼗较?#4 PRODUCTS WHICH C