外文翻譯---全球營銷戰(zhàn)略選擇：標準化還是本土化-其他專業(yè)(完整版)
【正文】 le effect , will be standardized products to global markets. Using the global model of the pany needs to do a lot of coordination work, and these panies have to subsidiaries in different countries to determine the transfer between the product price. Multinational mode Facing the pressure of global standardization and adaptability of great pressure, you can use crossborder mode. That in the global economy, in order to gain a petitive advantage, you need to clear from both adapted to local conditions, transfer of technology and cost savings in the pursuit of profit, allowing enterprises to access global expansion while it benefits Multinational 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, distribution channel, petitors 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. International model Facing the global standardization pressure 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 pany. Subsidiary in new products, new techniques, new concept depends on parent pany, need a lot of parent pany coordinate and control. International model39。營銷過 程標準化是指目標任務(wù)的次序、問題解決過程、決策過程和業(yè)績評價方式等方面的標準化。細分和定位理論認為世界市場是一個異質(zhì)化的市場，基于不同市場之間的差異，針對當(dāng)?shù)丶毞质袌鲞M行標準定位的戰(zhàn)略可以獲得差異化優(yōu)勢。 采取低成本全球競爭戰(zhàn)略的公司通常采用這種模式。 國際模式 面臨全球標準化壓力和適應(yīng)性壓力都較小時，可選擇國際模式。其優(yōu)點是對當(dāng)?shù)厥袌龅姆磻?yīng)迅速，產(chǎn)品和服務(wù)在子公司之間很少轉(zhuǎn)移。 多國模式 面臨較大的適應(yīng)性壓力，而全球標準化壓力相對較小時，可選擇多國模式。即在全球經(jīng)濟中，要想獲得競爭優(yōu)勢，需要同時從適應(yīng)當(dāng)情況、轉(zhuǎn)移技術(shù)和節(jié)約成本中追求利潤，從而使得企業(yè)能夠同時獲得全球擴展的所以利益。這些公司在“思考全球化，行動本土化”的方針指導(dǎo)下，力求“入鄉(xiāng)隨俗”，努力通過本土化營銷戰(zhàn)略減少目標市場營銷環(huán)境的障礙，將品牌深深根植于目標顧客的心中，成為國際營銷的成功典范。當(dāng)不同國家顧客的品位和偏好、習(xí)慣等存在較大差異時，適應(yīng)性戰(zhàn)略要發(fā)揮其功用。當(dāng)不同國家的消費者對于某種商品的品味和 偏好相近時，就存在著普遍的需求，因而，可以在營銷策略上淡化國家界限，強調(diào)全球市場的共性和趨同性。s principal shorting is the freedom of maximum affiliates without respond to local conditions, n
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