低脉络文化之比较.ppt

Disney的在地化 Disney向來都在總部構思所有的產品，再出口到世界各地。進軍中國、印度、南韓等國後，開始修正「一體適用」策略 雖然香港Disney試圖採用中國文化的元素來吸引遊客,第一年的參觀人數還是令人失望 Disney公司的改變，說明了在全球社會與文化環境對行銷機會與行動的影響 根據個人採用創新產品的程度來區分 創新者通常具有冒險精神及較廣的社會關係，也比稍後購買的初期採用者富有 早期採用者對產品的採用具有最重要的影響，不僅對初期或後期採用者具有相當的影響 特性：年輕、社會地位高、經濟狀況佳、經常蒐集並學習產品相關資訊、不愛隨波逐流 行銷最重要的工作：說服創新者和早期採用者購買新產品 太平洋邊緣國家的創新擴散 在亞洲高脈絡文化區（如日、韓、台），彼此文化相似，擴散率比低脈絡且多元文化的美國要快 此地區創新產品導入市場的速度較慢，但採用程度較快 如果想將國內頗受歡迎的產品，導入新興工業化國家或其他亞洲市場，產品的擴散程度可能會比在國內快 日本等亞洲國家最先採用新產品者比西方國家來得少，也較傾向於規避風險 消費者察覺他人已採用產品時，便會迅速跟進採用相同產品 * Environmental sensitivity is a useful approach to view products because it places them on a continuum. At one end of the continuum are environmentally insensitive products that do not require significant adaptation to the environments of various world markets. At the other end of the continuum are products that are highly sensitive to different environmental factors. A company with environmentally insensitive products will spend relatively less time determining the specific and unique conditions of local markets because the product is basically universal. The greater a product’s environmental sensitivity, the greater the need for managers to address country-specific economic, regulatory, technological, social, and cultural environmental conditions. The next slide illustrates this concept. * The horizontal axis shows environmental sensitivity, the vertical axis the degree for product adaptation needed. Any product exhibiting low levels of environmental sensitivity—integrated circuits, for example—belongs in the lower left of the figure. Intel has sold more than 100 million microprocessors because a chip is a chip anywhere around the world. Moving to the right on the horizontal axis, the level of sensitivity increases, as does the amount of adaptation. Computers are characterized by moderate levels of environmental sensitivity; variations in country voltage requirements require some adaptation. In addition, the computer’s software documentation should be in the local language. At the