论企业国际市场营销的本土化战略.docVIP

在经济全球化甚嚣尘上的今天，作为促进全球化主力军的世界各国的跨国企业，也都普遍加快了自身全球化的步伐，竭尽全力在世界范围内进行布局，力争在日趋白热化的全球竞争中处于优势地位。但是，企业的全球化并不是一个简单的概念，而是一个相互联系的有机整体，最重要的就是要做到“全球化的思维，本土化的运作“。而一个企业要真正地实现全球化，在全球的竞争中立于不败之地， 就必须在世界各地的市场中成功地实现本土化。所以，我们也可以说，企业成功的全球化是这个企业在世界各个地区成功的本土化的集合。从目前的情况来看，世界上绝大多数成功的跨国企业都是深谙此道的。但是，一个跨国公司要在一个从未踏足过的地方成功地实现本土化，绝不是一件容易的事，确切的说，是一件十分困难而又需要企业长期投入的事情，因为成功的本土化涉及到文化、政治、经济、社会、教育、 环境等诸多因素的交叉组合。 换一个角度来说， 本土化也是为企业的全球化服务的，因此在阐述本土化之前，有必要说明一下全球化。我们也都知道，全球化是一个历史概念，因此对全球化的阐述，需要追溯到很久以前的一个时间点。 1492年10月12日凌晨中美洲巴勒比海中的巴哈马群岛conferences, learned superiors policies; reports, you can learn to deal with problems, art, just wanted to learn, to learn at any time. To continuously expand the scope of the study. The complexity and comprehensiveness of our work, decided to not only do we want to be professionals, or if generalists, to dabble in different areas of knowledge. Mastery of knowledge not only to have knowledge to rational analysis. This on requirements we, not only to learning national of route, and approach, and policy, also to learning national of legal, and regulations; not only to with political theory armed mind, also to with economic theory guide work; not only to read history, also to read history; not only to absorption SM of mirror, also to gets is of road; not only to from local learn, also to to outside learn; not only to to books learn, also to field study learn. 　　Therefore, I would encourage you, and more to the outside world when I have time to take a look at, take a stroll, outside developments, learn other peoples development approach, and then come back to guide our work. Second, we must think. Learning without thought to overshadow, thinking without learning is perilous. We want to foster the character of advancing with the times, forge ahead, often reflect themselves in adapting to the new situation on whether there are delays, have anything to fear in the reform and innovation, whether in terms of accelerating the development of a relaxation, keep promising State of mind. In ord