摘要
企业开展国际营销,首先必须解决国际营销的战略层面问题。本文就国际营销市场扩张模式、营销标准化与本土化、品牌战略模式的战略抉择问题进行了分析,并提出了战略抉择的建议。
To develop international marketing, enterprises must solve the problems on strategic level firstly. The paper analyzes the strategic choices of expansion modes of international market, standardization and localization of marketing and the modes of brand strategies for international marketing, and puts forward some proposals.
关键词
国际营销
市场扩张模式
营销标准化与本土化
品牌战略模式
international marketing
expansion mode of marketing
standardization and localization of marketing
modes of brand strategies
