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ID:461437
大小:54.50 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用。【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、外文翻译原文Underthebackgroundofglobalizationglobalmarketingstrategytoenterprise'srole1.Globalizationprovidesfoundationsandadvantagesforenterprisestocarryoutglobalmarketingstrategy.1.1Globalization,especiallyeconomicglobalizationandculturalglobalization,bringspositiveinfluenceforenterpriseg
2、lobalmarketing.Thisisthefoundationofenterpriseglobalmarketing.Economicglobalizationmakestheglobaltradebecomepossible,andculturalglobalizationinfluencesthecustomer’shobbyonmerchandise.Bothofthemprovideadvantagestoenterprise'sglobalmarketing.1.2Thecomparativeadvantagesofglobalizationpro
3、videfavorablefactorsforenterpriseglobalmarketing.Economicglobalizationprovidesabroadstageforallthecountriestobringtheircomparativeadvantagesintoplay.Throughoptimizingresourcesallocationaroundtheworld,enterprisesachievetheinternationaldivisionoflabor.Comparativeadvantagesmakeenterprise
4、sindifferentcountrieschoosecheapercapital,whichmakesenterpriseshaveopportunitiestoprovidemorelow-pricedandhigh-qualitygoodsforcustomersandgetcompetitiveadvantagesaccordingly.2. Globalmarketingstrategycaneffectivelyimprovebusinessperformanceformultinationalcorporationsaroundtheworld.Th
5、isistheprerequisitefortheemergenceanddevelopmentofglobalmarketingtheory.Althoughthecomplexityofempiricaltestisn’tstillenoughtofullyprovethisconclusion,therelatedcomprehensivemodelshavebeenverifiedandprovedthatglobalmarketingstrategymakesgreatinfluenceandimportantcontributiononcompany’
6、sbusinessperformance.3. Forthetwotheoriesofmarketingstrategy,thatiscountrystrategyandglobalstrategy.Weshouldcrossusethemaccordingtoactualsituation.3.1Therearetwoextremesofglobalmarketingstrategy,thatisstandardizationandadaptivestrategy.Theytendtodifferentindustriesandmarketsrespective
7、ly,but1oftencrossinreality.Theviewpointofstandardizationconsideredmarketishomogeneous.Therefore,byvirtueofstandardization,itcangetthescaleeffectinvaluebegettingandcreatingprocesssuchasproduction,marketingandR&D,andreducethecostsoastoobtainglobalbrandeffect.Theviewpointofadaptabilityco
8、nside
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