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ID:462928
大小:51.00 KB
页数:10页
时间:2017-08-05
《全球化背景下全球营销战略对企业的作【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译Underthebackgroundofglobalizationglobalmarketingstrategytoenterprise'srole1.Globalizationprovidesfoundationsandadvantagesforenterprisestocarryoutglobalmarketingstrategy.1.1Globalization,especiallyeconomicglobalizationandculturalglobalization,bringspositiveinfluenceforenterpriseglobalmarke
2、ting.Thisisthefoundationofenterpriseglobalmarketing.Economicglobalizationmakestheglobaltradebecomepossible,andculturalglobalizationinfluencesthecustomer’shobbyonmerchandise.Bothofthemprovideadvantagestoenterprise'sglobalmarketing.1.2Thecomparativeadvantagesofglobalizationprovidefavorablefacto
3、rsforenterpriseglobalmarketing.Economicglobalizationprovidesabroadstageforallthecountriestobringtheircomparativeadvantagesintoplay.Throughoptimizingresourcesallocationaroundtheworld,enterprisesachievetheinternationaldivisionoflabor.Comparativeadvantagesmakeenterprisesindifferentcountrieschoos
4、echeapercapital,whichmakesenterpriseshaveopportunitiestoprovidemorelow-pricedandhigh-qualitygoodsforcustomersandgetcompetitiveadvantagesaccordingly.2. Globalmarketingstrategycaneffectivelyimprovebusinessperformanceformultinationalcorporationsaroundtheworld.Thisistheprerequisitefortheemergence
5、anddevelopmentofglobalmarketingtheory.Althoughthecomplexityofempiricaltestisn’tstillenoughtofullyprovethisconclusion,therelatedcomprehensivemodelshavebeenverifiedandprovedthatglobalmarketingstrategymakesgreatinfluenceandimportantcontributiononcompany’sbusinessperformance.3. Forthetwotheorieso
6、fmarketingstrategy,thatiscountrystrategyandglobalstrategy.Weshouldcrossusethemaccordingtoactualsituation.3.1Therearetwoextremesofglobalmarketingstrategy,thatisstandardizationandadaptivestrategy.Theytendtodifferentindustriesandmarketsrespectively,butoftencrossinreality.Theviewpointofstandardiz
7、ationconsideredmarketishomogeneous.Therefore,byvirtueofstandardization,itcangetthescaleeffectin1valuebegettingandcreatingprocesssuchasproduction,marketingandR&D,andreducethecostsoastoobtainglobalbrandeffect.Theviewpointofadaptabilityconsidere
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