国际品牌本土化营销策略及语言转化

Globalization Strategy and Language Transposition

在世界经济和科技快速发展的情况下,全球化是一个不可避免的趋势。中国作为世界第二大经济体,其市场有着巨大的潜力,因此吸引了众多国际品牌。营销作为企业在市场活动中的重要手段,营销策略及语言的使用起着不可比拟的重要作用。它是市场交易双方进行沟通与交流的重要载体。文章对国际知名品牌的营销实践进行分析,以期为外国企业扩展中国市场提供参考。

With the development of the world＇s economy and technology, globalization is an unavoidable tend- ency. As the world second - largest economy entity, Chinese market has huge potential, which attracts a large number of international companies. Marketing, especially marketing strategy and language use, is a vital ap- proach for international company to expand their markets. It is an important carrier for both parties to commu- nicate with each other in marketing activities. The goal of this thesis is through globalisation, exploring how the international brands had a long - term development in the Chinese market and achieved huge success. Furthermore, based on the current status of the Chinese food market, learning from these three brands, then, some recommendations about how other multinationals companies expand their business and successfully glo- balized in China could be given.