l项如ocalization.doc

大连交通大学信息工程学院 毕业设计(论文)外文翻译 学生姓名 党 娇 专业班级 市场营销07-4班 指导教师 宋亚非 职 称　 教 授 　　 所在单位 管理系物流营销教研室 教研室主任 　 王 岩 完成日期 2011年 4 月 8日 Global Marketing strategy choice: standardized or localization The trend of economic globalization makes multinational companies must choose appropriate management strategy, global marketing standardization and adaptability of the strategy is the unity of opposites relationship, the enterprise must according to different industry and products for specific analysis. 1 the standardization Global marketing standardization strategy is will the world as a unified big market, the overall goals for enterprise, centralized organization resources, development of domestic and international marketing opportunities process. When different countries for a commodity consumer tastes and preferences similar, there is a widespread demand, therefore, can be in marketing strategy, emphasize on national boundaries fade global market commonness and convergence. Advanced communications, transportation and disseminating technology makes the world produced strong convergence, creating a more the same market, consumer needs and preferences became assimilated, these make products , production and business rules standardization, thus pushing the standardization of global marketing . The benefits of global marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantage: to set up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure. Global marketing standardization mainly includes the marketing process and marketing strategy combinations of standardization. The marketing process standardization is a sequence of goals and tasks, problem solving process, the decision-making process and perf