国际促销策略的本土化研究及启示

International Marketing Strategy Research and Enlightenment Localization

在经济全球化的今天,国际营销的成功有赖于全球观念的营销思维和本土化的营销操作。国际促销策略是国际市场营销策略组合中的重要一环,本土化促销策略的运用已成为跨国公司成功开拓国际市场的共识,因而基于对跨国公司在中国市场实施的"本土化"促销策略的研究,对我国企业的国际市场营销工作提供了很好的借鉴和启示。我国企业要适应国际竞争,就要不断学习和借鉴跨国公司的先进营销管理思想,实施跨国经营时,需要慎重考虑树立与市场环境要求相适应的营销观念、注重有效地跨文化沟通、强化顾客导向的市场营销调研以及持续的营销创新这几方面问题,通过学习跨国公司的本土化营销策略,不断增强自身的竞争力,结果会一步步发展壮大起来,更好地参与国际竞争并且走向世界。

The globalization of economy, the international marketing success depends on the global, the concept of the marketing thinking and localization of the marketing operation. The international promotion strategy is the international marketing strategy combinations important link, localization of the promotion strategy use has become multinational company successfully develop the consensus of the international market, and multinational companies in the Chinese market of the implementation of the ＂localization＂ marketing strategy research, to our country enterprise＇s international marketing work provides a good reference and inspiration. China＇s enterprises to adapt to the international competition, will keep learning and using for reference of the multinational company advanced marketing management thinking, the implementation of the multinational business prudently establish when environmental requirements and market to adapt the marketing idea, pay attention to effectively cross-cultural communication, strengthen the customer oriented marketing research, and continued marketing innovation of this a few aspects of the problem, by learning the localization of the multinational company marketing strategy, and continuing to improve its competitiveness, the results will step by step to thrive, better to participate in international competition and to the world.