全球产品如何诠释全球本土化的内涵--以肯德基为例.docVIP

全球产品如何诠释“全球本土化”的内涵 以肯德基为例 二零一一年十一月  对跨国公司占领全球市场、推动全球营销战略而言，国际化和本土化是一个问题的两个方面。实现营销的国际化，是跨国公司终极的营销战略目标。为了实现这一战略目标，跨国公司必须适应各国市场目标消费者的差异性需求，最大限度地实现国际化与本土化的有机结合，做到“思考全球化，行动本土化”。为此，他们必须树立国际化与本土化融为一体的营销理念。跨国公司的本土化营销是国际化与本土化的有机结合，肯德基在中国成功经营的关键在于对中国市场特殊性的把握，在某些营销要素保持标准化的基础上，积极主动地根据环境变化对营销策略进行调整，其突出之点是实施本土化营销策略。本论文首先分析了全球本土化营销战略，最大限度地实现国际化与本土化的有机结合关键词： Abstract For multinational company occupied the global market and promote global marketing strategy is concerned , internationalization and localization is a problem of the two aspects . Realize the internationalization of marketing , is a multinational company ultimate marketing strategic objectives . In order to achieve the strategic goals , multinational companies must adapt to market the differences of all countries target consumers’ demand , maximizing the internationalization and localization organically , finally achieve the goal of think globalization , and action localization . In order to do this , they must set up an marketing idea of combine the internationalization and localization together . The localized marketing of transnational corporations realizes the organic combination of internationalization and localization . The key factor for KFC’s successful operation in China lies in the ability to know the specialties of Chinese market , to carry out localization while adhering its standardization , and to adjust the marketing strategies when the environment changes . This essay firstly analyzes the global localization marketing strategies , and take KFC as an example , analyzes to realize the localization of the management KFC take each strategy to explore the use of localization in China business strategy and successful process , tells how the global product interpretation the connotation of global localization . and tally up the multinational business’ ultimate goal is to achieve the marketing internationalization , to each country , the demand of the target consumer exists differences , the multinational comp