我国关于营销国际化与本土化问题的研究进展

Progress in the Research of Marketing Internationalizationand Marketing Localization in China

本文对中国高等院校市场学研究会2003年会有关“市场营销国际化与本土化”的50篇学术论文作了综述,发现我国学者对这一问题的研究可归纳为三个方面:国际营销标准化与本土化的基本理论问题;国际化(标准化)与本土化营销的专项讨论;以及以行业为背景的营销国际化(标准化)与本土化问题探讨。就总体观点而言,市场营销的本土化得到了专家们的高度共识。

The paper is a summary of 50theoretic al papers onMarketing Internationalization an d Mar-keting Localization,which were submitted to China Universities and Colleges Symposium on Ma rket in 2003.Chinese scholars have mainly made re search on three facets:the basic theories on standardization and local-ization of international marketing;the special discussion on internationalization(standardization)and localiza-tion of international marketing;th e internationalization(standardization)and localization of international m ar-keting in different industries.To s um up,all the specialists and professionals reach high agreement on local-ization of marketing.