从本土化到国际化:我国绿色食品企业市场营销发展战略

From Localization to Internationalization:the Marketing Strategy of Chinese Green-food Companies

本文分析了市场营销本土化、国际化的条件与相互联系,并对我国绿色食品企业的发展现状、趋向以及存在的问题进行了判断,认为我国绿色食品企业市场营销在相当长时期内要加强本土化的建设和发展。本土化包含两层含义,一是在本国范围内进一步拓展市场的广度和深度;二是在出口国实现本土化,取得本土化成功后再向区域化发展,区域化是若干本土化的集合,是向国际化发展的前期准备,也是更大范围的本土化。可以根据自身的不同情况,实施分步国际化,或者一步到位的国际化营销策略,采取先易后难、先难后易或者中间路线模式,以实现其市场营销本土化到国际化的目标。

The author probes into the prerequisites for localization and internationalization,and the relationship between them at the beginning of the paper.Then he discusses the current situation,developing tendency,and problems of Chinese green-food companies,and maintains that within a relatively long time these companies should pay their attention to the localization in terms of marketing strategy.The author emphasized that'localization'in the paper includes two meanings,first exploiting the domestic markets more deeply and second carrying out the localization strategy in other countries.In the light of internationalization,the author puts forward his idea that a company should work out a strategy suitable for it and thus achieves the goal of changing form localization to internationalization.