外文翻譯---全球營銷戰(zhàn)略選擇：標(biāo)準(zhǔn)化還是本土化-其他專業(yè)-全文預(yù)覽
【正文】 economic globalization makes multinational panies must choose appropriate 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 world as a unified big market, the overall goals for enterprise, centralized anization resources, development of domestic and international marketing opportunities process. When different countries for a modity consumer tastes and preferences similar, there is a widespread demand, therefore, can be in marketing strategy, emphasize on national boundaries fade global market monness and convergence. Advanced munications, transportation and disseminating 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 marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve petitive advantage: to set up the business enterprise unified brand image, enlargement popularity: to achieve anizational structure of the simplistic and management procedure. Global marketing standardization mainly includes the marketing process and marketing strategy binations of standardization. The marketing process standardization is a sequence of goals and tasks, problem solving process, the decisionmaking process and performance evaluation mode of standardization. Marketing strategy binations 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 binations true standardization. 2 adaptability and says localization Due 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
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