全球营销战略选择：标准化还是本土化-外文翻译.docx

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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全球营销战略选择：标准化还是本土化经济全球化的发展趋势使得跨国公司必须选择合适的经营战略，全球营销标准化和适应性的战略是对立统一的关系，企业必须根据不同行业和产品进行具体分析。1 标准化全球营销标准化战略是将世界看成一个统一的大市场，为了企业的整体目标，集中组织资源，开发国内与国际营销机会的过程。当不同国家的消费者对于某种商品的品

29、味和偏好相近时，就存在着普遍的需求，因而，可以在营销策略上淡化国家界限，强调全球市场的共性和趋同性。先进的通信、运输和传播等技术使世界产生了强大的趋同性，创造了一个更加同一的市场，消费者的需求和偏好被同化，这些使的产品、生产和商业规则标准化，从而推动了全球营销的标准化。全球营销标准化带来的利益包括：是企业扩大市场份额，降低各种成本，取得规模效益，进而获得竞争优势：有利于树立企业统一的品牌形象，扩大知名度：有利于实现组织结构的 单纯化和管理的程序化。全球营销标准化主要包括营销过程和营销策略组合的标准化。营销过程标准化是指目标任务的次序、问题解决过程、决策过程和业绩评价方式等方面的标准化。营销策略

30、组合标准化是指在全球市场使用相同的渠道系统、利用同样的促销方式、以相同的价格提供同样的产品。事实上，很难在全球市场同时使营销过程和营销策略组合实现真正的标准化。2 适应性又称本土化由于国际企业的产品需要在多个国家进行销售，在某些情况下，企业必须考虑在不同国家的不同需求。当不同国家顾客的品位和偏好、习惯等存在较大差异时，适应性战略要发挥其功用。全球营销适应性战略或称本土化战略是考虑不同地区、不同种族、不同文化的顾客个性化和多样性需求，强调通过产品的差异和营销针对性满足全球不同顾客的需求。由于各国及各区域市场间关税壁垒的普遍存在，文化、经济发展程度，政府的政策、法规及法律和分销体系等方面存在差异，

31、因此必须根据当地的具体情况，实施适合性的分销、沟通、定价、促销等策略或改变某些产品特征。实施营销本土化战略的理论基础是细分和定位理论、摩擦理论。细分和定位理论认为世界市场是一个异质化的市场，基于不同市场之间的差异，针对当地细分市场进行标准定位的战略可以获得差异化优势。适应当地顾客需求偏好的产品或许因为能提高顾客满意度而使顾客愿意花更高的价格购买，从而抵消了全球标准化条件所节约的成本。摩擦理论认为虽然标准化所带来的规模经济会促使成本降低，但总部与当地制造和营销机构或当地分销渠道之间的摩擦会产生经营协调成本。本土化营销战略的实施，同于在一些跨国公司获得巨大成功，对跨国公司全球化发展立下了汗马功劳。

32、这些公司在“思考全球化，行动本土化”的方针指导下，力求“入乡随俗”，努力通过本土化营销战略减少目标市场营销环境的障碍，将品牌深深根植于目标顾客的心中，成为国际营销的成功典范。本土化营销早已成为跨国公司全球营销战略的一个重要选择。3 全球战略选择以标准化和适应性带来的压力为指标进行划分，有四种可供选择的全球战略3.1 全球模式面临全球标准化的压力较大而适应性压力较小时，跨国公司一般采用全球模式，即标准化战略。在全球模式下，有母公司集中决策，并对海外的大部分业务实行严格的控制。采取低成本全球竞争战略的公司通常采用这种模式。公司通常把全球作为一个单一的市场，认同不同国家的消费者偏好没有实质上的差别，

33、在成本最低和技术最好的地方进行生产以获得规模经济效应，将标准化的产品向全球市场销售。使用全球模式的公司需要做大量的协调工作，而且这类公司还要为在不同国家的子公司之间进行的产品转移确定价格。3.2 跨国模式面临的全球标准化压力和适应性压力都很大时，可以采用跨国模式。即在全球经济中，要想获得竞争优势，需要同时从适应当情况、转移技术和节约成本中追求利润，从而使得企业能够同时获得全球扩展的所以利益。跨国模式的特点是，将某些职能节约成本的地方，把其他一些职能交给子公司以便更多地适应当地的情况。有些战略要素如消费者需求偏好、当地文化、分销渠道、竞争对手和政府政策、法规和法律等可能要着重考虑其差异，采取适应

34、性战略。对另一些要素，如生产和技术等方面则采取标准化战略。3.3 国际模式面临全球标准化压力和适应性压力都较小时，可选择国际模式。在国际模式下，子公司虽然有一定程度的根据当地情况推出新产品的自由，但像研发等核心能力倾向于集中在母公司。子公司在新产品、新工艺、新概念上依赖于母公司，需要母公司进行大量的协调和控制。国际模式的主要缺点是子公司没有最大限度的自由对当地情况做出反应，也不能以规模经济实现低成本。3.4 多国模式面临较大的适应性压力，而全球标准化压力相对较小时，可选择多国模式。即当地文化、消费需求及偏好、分销渠道、产品、促销、竞争者及替代品、政府政策、法规和法律与跨国公司的母公司差异很大，全球标准化实施受到强烈抵制。这时必须充分考虑地域差异的影响，对产品、定价、促销和分销组合决策实行本土化。在多国模式中，虽然母公司也行使最终控制权，但它赋予了子公司很大的自主权，子公司可以根据当地的情况做出相应的改变。其优点是对当地市场的反应迅速，产品和服务在子公司之间很少转移。主要缺点是在于较高的制造成本和重复工作。来源：Strategic Management Theory: An Integrated Approach 作者：Charles Hill ,Gareth Jones7