从迪斯尼营销的本土化与“水土不服”看我国未来营销策略

Discuss on Our Future Marketing Countermeasures from the Native and Unaccustomed Marketing Characters of Disney

本土化是市场营销学科发展的必然结果,是各国学者和企业家们肩负的责任。“全球化思考,本土化执行”是全球营销的基本战略原则。加入WTO后,我国企业面临的营销环境发生了巨大变化,跨国公司大举进入中国市场。分析跨国公司推行营销本土化的原由、动因及本土化营销策略,可以为我国企业进行跨国营销提供借鉴。

It is a necessary result for the market-sale subject to naturalize. This is the responsibility of scholars and enterprisers all of countries. The essential strategic principle of global market-sale is to think globally and enforce naturally. After having entered WTO, the facing market-sale circumstances of enterprises of our country have taken place the great changes. Transnational companies are coming into the market of China sweepingly. To analyze the seed, origin and policy of transnational companies pushing, it is offered use for reference to carry on transnational sale for our enterprises.