在华韩国企业本土化营销战略及启示

The Localization Marketing Strategy and Its Enlightenment of Korean Enterprises in China

当企业从事跨国营销活动时,则会面临标准化营销(standardized marketing)与本土化营销(或称差异化营销adapted marketing)战略的选择问题。韩国企业进入中国市场后努力实施人才本土化策略、产品本土化策略、文化本土化策略、形象本土化策略等本土化营销战略,是其在中国市场上获得成功的重要法宝。这为中国企业实施“走出去”战略,进行营销创新提供了有益的启示。

While engaged in international marketing activities, enterprises will face a choice of standardized marketing strategy and the strategy of adapted marketing. The strategies of talent localization, product localization, cultural localization,and image localization are the keys for the success of Korean enterprises in Chinese market. These strategies provide useful enlightenment for Chinese enterprises to open oversea market.