全球化背景下全球营销战略对企业的作外文翻译.doc

全球化背景下全球营销战略对企业的作外文翻译 外文翻译 Under the background of globalization global marketing strategy to enterprises role 1. Globalization provides foundations and advantages for enterprises to carry out global marketing strategy. 1.1 Globalization, especially economic globalization and cultural globalization, brings positive influence for enterprise global marketing. This is the foundation of enterprise global marketing. Economic globalization makes the global trade become possible, and cultural globalization influences the customer’s hobby on merchandise. Both of them provide advantages to enterprises global marketing. 1.2The comparative advantages of globalization provide favorable factors for enterprise global marketing. Economic globalization provides a broad stage for all the countries to bring their comparative advantages into play. Through optimizing resources allocation around the world, enterprises achieve the international division of labor. Comparative advantages make enterprises in different countries choose cheaper capital, which makes enterprises have opportunities to provide more low-priced and high-quality goods for customers and get competitive advantages accordingly. 2Global marketing strategy can effectively improve business performance for multinational corporations around the world This is the prerequisite for the emergence and development of global marketing theory. Although the complexity of empirical test isn’t still enough to fully prove this conclusion, the related comprehensive models have been verified and proved that global marketing strategy makes great influence and important contribution on company’s business performance. 3For the two theories of marketing strategy, that is country strategy and global strategy. We should cross use them according to actual situation 3.1 There are two extremes of global marketing strategy, that is standardization and adaptive strategy. They tend to different indust