国际营销标准化与本土化研究的发展脉络及最新进展

标准化与本土化问题一直是国际营销研究中最为重要的研究议题之一,作者运用与前人不同的梳理方式对国际营销标准化与本土化研究的发展脉络进行了回顾,分为:早期观点建立阶段、过程研究和内容研究阶段、权变观点建立阶段。同时重点介绍了这一领域目前的最新研究进展:营销本土化边界的研究,主要涉及企业营销绩效测评指标的研究、营销本土化"度"的影响因素研究、机理研究和确定企业营销组合的最佳本土化程度研究这四个方面。

The Development Skeleton and New Evolvement of Standardization and Adaptation Study in International Marketing

For a long time,the issue of standardization and localization has been one of the most important topics for discussion in international marketing studies.The author reviews the development skeleton of this issue in a different method,and divides its researches into three phases:the phase of building earlier viewpoints,the phase of process research and content research,and the phase of building stochastic viewpoints.At the same time the author introduces the evolvement of the latest researches in this field.The research of market localization boundary mainly involves four aspects:the research of the measurement of enterprises' marketing performance,the research of the factors influencing the extent of market localization,the research of mechanism,and the research of the determination of optimal localization extent of enterprise marketing combination.