商務(wù)英語文章-資料下載頁
2025-04-13 21:14本頁面
【正文】 and South Africa that have a style and character unique to their locations. In this way, Holiday Inn is able to tailor its global product to local markets.Nonetheless, Holiday Inn’s promotion strategy is decidedly global, regardless of which markets it enters. Lewis bases the strategy on two themes: “Wele” and “Stay with somebody you know.” Although the ad copy is translated when necessary, even the visual format is the same from country to country. Of course, cultural differences must be acmodated from time to time. For example, travelers in Britain preferred an ad that focused on a friendly doorman, whereas . and German travelers preferred a more sentimental ad showing a businesswoman receiving a fax of a drawing from her child.The inspiration for this global strategy came to Lewis, not surprisingly, while he was traveling. When boarding a plane at Dulles Airport outside of Washington, ., he passed a group of Russian teenagers gathered around a guitar player singing “Puff the Magic Dragon,” a folk song that was popular in the United States a few decades ago. This connection between cultures helped convince Lewis that the world’s people were alike in many ways, particularly in the field of pleasure and business travel.It remains to be seen how successful Holiday Inn’s global strategy will be in the long run . The pany is off to a flying start. However, petitors such as Marriott and Choice Hotels are moving quickly to make sure Holiday Inn doesn’t outpace them in the hot new global markets. But one thing is sure, Lewis and the rest of the management team are not content with Holiday Inn being a leading hotel chain in the United States. They want Holiday Inn to be the leader around the world. 8 / 8
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1