1、 大连交通大学信息工程学院 毕业设计 (论文 )外文翻译 学生姓名 党 娇 专业班级 市场营销 07-4 班 指导教师 宋亚非 职 称 教 授 所在单位 管理系物流营销教研室 教研室 主任 王 岩 完成日期 2011 年 4 月 8 日 大连交通大学信息工程学院 2011 届本科生毕业设计（论文）外文翻译 1 Global Marketing strategy choice: standardized or localization The trend of economic globalization makes multinational companies must choose app
2、ropriate management strategy, global marketing standardization and adaptability of the strategy is the unity of opposites relationship, the enterprise must according to different industry and products for specific analysis. 1 the standardization Global marketing standardization strategy is will the
3、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 commodity consumer tastes and preferences similar, there is a widespread demand, therefore, c
4、an be in marketing strategy, emphasize on national boundaries fade global market commonness and convergence. Advanced communications, transportation and disseminating technology makes the world produced strong convergence, creating a more the same market, consumer needs and preferences became assimi
5、lated, these make products , production and business rules standardization, thus pushing the standardization of global marketing . The benefits of global marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantag
6、e: to set up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure. Global marketing standardization mainly includes the marketing process and marketing strategy combinations of standardization. The marketi
7、ng process standardization is a sequence of goals and tasks, problem solving process, the decision-making process and performance evaluation mode of standardization. Marketing strategy combinations standardization is a global market in use the same channel system, using the same promotion methods, i
8、n 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 true standardization. 2 adaptability and says localization Due to the international enterprise products need for sales in multiple countrie
9、s, in some cases, the enterprise must take 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. Global marketing adaptive strategy or say is considering l
10、ocalization strategies in different areas and different races, cultures customers personalized and diversity, on demand, 大连交通大学信息工程学院 2011 届本科生毕业设计（论文）外文翻译 2 the difference and marketing products meet global different specific needs of customers. Since countries and regional market widely exist betw
11、een 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 conditions of the local implementation of suitability, distribution, communication, pricing, promotio
12、n 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 theory is that the world market is a market of heterogeneity, based on the differences between differ
13、ent 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 because can improve customer satisfaction and make customer willing to pay higher prices to offset t
14、he 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 marketing agency or local distribution channels will produce operation of the friction between the cost
15、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. These companies in think globalization, action localization of policy guidance, and strive to do
16、 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, become international marketing successful model. Localized marketing has already become the global m
17、arketing strategy of multinational companies is an important choice. 3 global strategic choice With the pressures of standardization and adaptability for index division, there are four options for global strategy 3.1 The global model Facing the global standardized pressure great and adaptability pre
18、ssure 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 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
