摘要
2 1世纪是全球化的世纪。跨国公司面临着巨大的挑战和高度的不确定性。本文试图通过分析全球化营销战略、本土化营销战略的成因及其各种影响因素 ,找出适合跨国公司的全球营销战略 ,以取得全球化和本土化之间的有效平衡。在最后 。
The 21st century-globalized century,transnational corporations face great challenge and uncertainty.The article tries to analyse global marketing strategy and native marketing strategy and other influencing elements to search the marketing strategy that adapts to transnational corporations,and to get the effective balance between globalization and localization.
关键词
跨国公司
营销战略
transnational corporations
marketing strategy