外文翻譯---全球營銷戰(zhàn)略選擇標(biāo)準(zhǔn)化還是本土化

1、<p>　　大連交通大學(xué)信息工程學(xué)院</p><p>　　畢業(yè)設(shè)計(論文)外文翻譯</p><p>　　學(xué)生姓名 黨 嬌 專業(yè)班級 市場營銷07-4班 </p><p>　　指導(dǎo)教師 宋亞非 職 稱　 教 授 　　 </p><p>　　所在單位 管理系物

2、流營銷教研室 </p><p>　　教研室主任 　 王 巖 </p><p>　　完成日期 2011年 4 月 8日</p><p>　　Global Marketing strategy choice: standardized or locali

3、zation</p><p>　　The trend of economic globalization makes multinational companies must choose appropriate management strategy, global marketing standardization and adaptability of the strategy is the unity o

4、f opposites relationship, the enterprise must according to different industry and products for specific analysis.</p><p>　　1 the standardization</p><p>　　Global marketing standardization strateg

5、y is will the world as a unified big market, the overall goals for enterprise, centralized organization resources, development of domestic and international marketing opportunities process. When different countries for a

6、 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 communic

7、ations, transportati</p><p>　　The benefits of global marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantage: to se

8、t up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure.</p><p>　　Global marketing standardization mainly incl

9、udes 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 performa

10、nce evaluation mode of standardization. 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. I

11、n fact, it is di</p><p>　　2 adaptability and says localization</p><p>　　Due to the international enterprise products need for sales in multiple countries, in some cases, the enterprise must take

12、 into account the different needs in different countries .When different countries customer grade and preferences, habits, etc, when there is a big difference to exert its function adaptive strategy.</p><p>

13、　　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 m

14、eet global different specific needs of customers. Since countries and regional market widely exist between non-tariff barriers, cultural, economic development level, the government's policies, laws and regulations an

15、d laws and distribution system, etc, therefore according to differ</p><p>　　Implementation marketing localization strategy is based on the theory of segmentation and positioning theory, friction theory. Subd

16、ivision and orientation theory 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

17、differentiation strategy of advantage. To adapt to the local customer demand preference products perhaps because can improve customer satisfaction an</p><p>　　The implementation of the localization marketing

18、 strategy in some multinational company, from a huge success, for multinational companies globalization remained prick-eared established. These companies in "think globalization, action localization" of policy

19、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

20、country customer, become interna</p><p>　　3 global strategic choice</p><p>　　With the pressures of standardization and adaptability for index division, there are four options for global strategy

21、</p><p>　　3.1 The global model</p><p>　　Facing the global standardized pressure great and adaptability pressure is lesser, multinational companies generally USES the global mode, namely the stan

22、dardization strategy. In the global model, the parent company of centralized decision-making, and most of the business overseas strict control.</p><p>　　Take low-cost global competition strategy companies us

23、ually 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 eco

24、nomies of scale effect , will be standardized products to global markets.</p><p>　　Using the global model of the company needs to do a lot of coordination work, and these companies have to subsidiaries in di

25、fferent countries to determine the transfer between the product price.</p><p>　　3.2 Multinational mode</p><p>　　Facing the pressure of global standardization and adaptability of great pressure,

26、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 prof

27、it, allowing enterprises to access global expansion while it benefits</p><p>　　Multinational mode characteristics are, will some functions cost saving place and put some other functions so that more adapt to

28、 subsidiary local situation. Some strategic elements such as consumer demand preference, local culture, distribution channel, competitors and government policies, laws and regulations and laws may be taken into considera

29、tion on its differences and adaptive strategy. For other factors, such as production and technology standardization strategy is taken.</p><p>　　3.3 International model</p><p>　　Facing the global

30、 standardization pressure 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,

31、 but like the freedom of research and core ability tend to be concentrated in the parent company. Subsidiary in new products, new techniques, new concept depends on parent company, need a lot of parent company coordinate

32、 and control.</p><p>　　International model's principal shortcoming is the freedom of maximum affiliates without respond to local conditions, nor to scale economy to implement low cost.</p><p&g

33、t;　　3.4 The allied mode</p><p>　　The adaptability of facing larger pressure, while the global standardization pressure relatively hours, can choose the allied mode. Namely the local culture, consumer demand

34、and preferences, distribution channel, product, promotion, competitors and substitutes, government policies, laws and regulations and laws and multinational company's parent company, big differences by strong global

35、standardization implementation resistance. Then must fully considering the influence of regional difference of</p><p>　　Among the many nations mode, although parent company also exercise final control, but i

36、t 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.

37、 Main drawback is high manufacturing costs and repeat work.</p><p>　　Source：《Strategic Management Theory: An Integrated Approach》 Charles Hill ,Gareth Jones</p><p>　　全球營銷戰(zhàn)略選擇：標(biāo)準(zhǔn)化還是本土化</p>

38、<p>　　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。</p><p><b>　　1 標(biāo)準(zhǔn)化</b></p><p>　　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

39、于某種商品的品味和偏好相近時，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。</p><p>　　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)

40、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。</p><p>　　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。</p&

41、gt;<p>　　2 適應(yīng)性又稱本土化</p><p>　　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。</p><p>　　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，強調(diào)通過產(chǎn)品的差異和營銷針對性滿足全球不

42、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，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。</p><p>　　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

43、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。</p><p>　　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

44、”，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司全球營銷戰(zhàn)略的一個重要選擇。</p><p><b>　　3 全球戰(zhàn)略選擇</b></p><p>　　以標(biāo)準(zhǔn)化和適應(yīng)性帶來的壓力為指標(biāo)進(jìn)行劃分，有四種可供選擇的全球戰(zhàn)略</p><p><b>　　

45、3.1 全球模式</b></p><p>　　面臨全球標(biāo)準(zhǔn)化的壓力較大而適應(yīng)性壓力較小時，跨國公司一般采用全球模式，即標(biāo)準(zhǔn)化戰(zhàn)略。在全球模式下，有母公司集中決策，并對海外的大部分業(yè)務(wù)實行嚴(yán)格的控制。</p><p>　　采取低成本全球競爭戰(zhàn)略的公司通常采用這種模式。公司通常把全球作為一個單一的市場，認(rèn)同不同國家的消費者偏好沒有實質(zhì)上的差別，在成本最低和技術(shù)最好的地方進(jìn)行生產(chǎn)以獲

46、得規(guī)模經(jīng)濟(jì)效應(yīng)，將標(biāo)準(zhǔn)化的產(chǎn)品向全球市場銷售。</p><p>　　使用全球模式的公司需要做大量的協(xié)調(diào)工作，而且這類公司還要為在不同國家的子公司之間進(jìn)行的產(chǎn)品轉(zhuǎn)移確定價格。</p><p><b>　　3.2 跨國模式</b></p><p>　　面臨的全球標(biāo)準(zhǔn)化壓力和適應(yīng)性壓力都很大時，可以采用跨國模式。即在全球經(jīng)濟(jì)中，要想獲得競爭優(yōu)勢，需要

47、同時從適應(yīng)當(dāng)情況、轉(zhuǎn)移技術(shù)和節(jié)約成本中追求利潤，從而使得企業(yè)能夠同時獲得全球擴(kuò)展的所以利益。</p><p>　　跨國模式的特點是，將某些職能節(jié)約成本的地方，把其他一些職能交給子公司以便更多地適應(yīng)當(dāng)?shù)氐那闆r。有些戰(zhàn)略要素如消費者需求偏好、當(dāng)?shù)匚幕⒎咒N渠道、競爭對手和政府政策、法規(guī)和法律等可能要著重考慮其差異，采取適應(yīng)性戰(zhàn)略。對另一些要素，如生產(chǎn)和技術(shù)等方面則采取標(biāo)準(zhǔn)化戰(zhàn)略。</p><p&g

48、t;<b>　　3.3 國際模式</b></p><p>　　面臨全球標(biāo)準(zhǔn)化壓力和適應(yīng)性壓力都較小時，可選擇國際模式。在國際模式下，子公司雖然有一定程度的根據(jù)當(dāng)?shù)厍闆r推出新產(chǎn)品的自由，但像研發(fā)等核心能力傾向于集中在母公司。子公司在新產(chǎn)品、新工藝、新概念上依賴于母公司，需要母公司進(jìn)行大量的協(xié)調(diào)和控制。</p><p>　　國際模式的主要缺點是子公司沒有最大限度的自由對當(dāng)

49、地情況做出反應(yīng)，也不能以規(guī)模經(jīng)濟(jì)實現(xiàn)低成本。</p><p><b>　　3.4 多國模式</b></p><p>　　面臨較大的適應(yīng)性壓力，而全球標(biāo)準(zhǔn)化壓力相對較小時，可選擇多國模式。即當(dāng)?shù)匚幕?、消費需求及偏好、分銷渠道、產(chǎn)品、促銷、競爭者及替代品、政府政策、法規(guī)和法律與跨國公司的母公司差異很大，全球標(biāo)準(zhǔn)化實施受到強烈抵制。這時必須充分考慮地域差異的影響，對產(chǎn)品、定

50、價、促銷和分銷組合決策實行本土化。</p><p>　　在多國模式中，雖然母公司也行使最終控制權(quán)，但它賦予了子公司很大的自主權(quán)，子公司可以根據(jù)當(dāng)?shù)氐那闆r做出相應(yīng)的改變。其優(yōu)點是對當(dāng)?shù)厥袌龅姆磻?yīng)迅速，產(chǎn)品和服務(wù)在子公司之間很少轉(zhuǎn)移。主要缺點是在于較高的制造成本和重復(fù)工作。</p><p>　　來源：《Strategic Management Theory: An Integrated App