日本公司在中东地区的市场营销策略

The Middle East Marketing Strategies of Japanese Companies

适应性营销是跨国公司在全球化与当地化发展中的一种现实性的策略选择。它基于地区市场的需求特色和制度、文化特征，以有利的市场进入为突破口，使包括生产、定价、推广、销售等一系列环节在内的营销策略组合与目标市场的个性之间保持高度的适应与协调。并通过开展匠心独具的关系营销和跨文化营销，使其经营理念与当地文化之间的共性部分不断亲和，并最终上升到相互认同的境地。

Adaptable marketing is a realistic choice of strategy of transnational companies in the global and local development. Based on the special demands, system and cultural features of the local markets, taking advantageous market entry as the point of breakthrough, this strategy maintains high degree of adaptability and harmony between marketing strategy combination including production, pricing, promotion and marketing and the unique characteristics of the target market. It keeps strengthening the affinity between its managerial conception and the local culture for those things that are in common through ingeniously waging 'acquaintance marketing' and cross-culture marketing, which is aimed at mutual recognition.