跨国公司的本地化营销策略研究

本地化营销是企业通过调整营销因素组合、或者制订营销计划来适应不同地区消费者、或者不同类型分销商需求差异的一种营销策略。通过从营销的几个关键要素:产品、品牌、价格渠道等几个角度,分析并举例了具有代表性的跨国企业的跨文化营销行为,并对跨国公司本地化营销策略进行研究,提出建议。

To Study on Localized Marketing Strategy of Global Company

Localized marketing strategy is the one which through adjusting marketing factors or making marketing plan, in order to be fit for the different requirements among various customers or channel partners. Though analyzing some critical elements: product, brand, pricing, illustrating some marketing strategies, I make some suggestions on localized marketing strategy in global companies.