在华外资商企本土化营销战略及启示

当企业从事跨国营销活动时,则会面临标准化营销(standardized marketing)与本土化营销(或称差异化营销adapted marketing)战略的选择问题.外资商企进入中国市场后努力实施人才本土化策略、产品本土化策略、文化本土化策略、形象本土化策略等本土化营销战略,是其在中国市场上获得成功的重要法宝.这为中国企业实施“走出去“战略,进行营销创新提供了有益的启示.

In Chinese foreign capital business business localization marketing strategy and enlightenment

When the enterprise is engaged in the transnational marketing activity,then can face the standardized marketing and the localization marketing(or calls difference marketing) the strategic choice question.After foreign capital business enters the Chinese market diligently to implement talented person localization marketing strategy and so on localization strategy,product localization strategy,cultural localization strategy,image localization strategy,is it obtains the successful important magic weapon in the Chinese market.This implements for the Chinese enterprise "goes out" the strategy,carried on the marketing innovation to provide the beneficial enlightenment.