全球化背景下全球营销战略对企业的作【外文翻译】

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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