跨国公司营销策略——全球化与本土化的平衡

Y. Shevchenko
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引用次数: 0

摘要

企业在国际商品和服务市场上的竞争力是世界经济发展的主要趋势之一。为了保持和加强其竞争优势,跨国公司(TNC)被迫重新考虑有时保守的方法来制定和实施营销战略。本文旨在研究跨国公司营销战略形成的理论和实践方面,分析在全球环境不确定的背景下影响这些战略选择和具体化的因素。跨国公司并不只使用全球或跨国营销战略。在大多数情况下,折衷方法占上风,这可以传统地定义为标准化适应。缩短产品生命周期(PLC),采用同步扩张国家市场的方式提供跨国公司在全球范围内的领导地位。寻找进入国外市场的最佳时机,使营销战略合理化,并在国际生命周期的每个阶段优先使用营销组合工具,是跨国公司在争夺国际和国内市场的竞争中取得成功的关键。对于所有跨国公司来说,营销战略效率问题仍然是一个主要问题。每个公司在其生命周期的不同阶段都经历了全球化和适应性战略的讨论。根据市场需求,将全球思维与本地实施相结合,与合作伙伴(制造商,供应商,消费者等)建立新的关系,业务流程管理以及有效饱和的管理功能集成与数字化解决方案和创新相结合,这是跨国公司营销策略成功的一个不容易但有效的公式。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The TNC Marketing Strategy – Balance of the Global and the Local
Competitiveness of enterprises in the international market of goods and services is one of the main trends in the development of the world economy. In order to preserve and strengthen their competitive advantages, transnational corporations (TNC) are forced to reconsider sometimes conservative approaches to the development and implementation of marketing strategies. The article is aimed at studying the theoretical and practical aspects of the formation of TNC marketing strategies, analyzing the factors that influence the choice and substantiation of these strategies in the context of uncertainty of the global environment. TNC do not use only global or transnational marketing strategy. For the most part, compromise approaches prevail, which can be conventionally defined as standardized adaptation. Reducing the product life cycle (PLC), the use of synchronous expansion of national markets provide TNC leadership on a global scale. Finding the best time to enter foreign markets, rationalizing of marketing strategies and prioritizing the use of marketing mix tools at each stage of the international life cycle is the key to the success of TNC in the competitive struggle for international and national markets. For all TNC, the problem of marketing strategy efficiency remains the main one. Each company experiences a discussion on global and adaptive strategy in different periods of its life cycle. The combination of global thinking and local implementation according to the needs of the market, building a new level of relationships with partner (manufacturer, supplier, consumer, etc.), business processes management and integration of management functions with effective saturation with digital solutions and innovations is not an easy but effective formula for the success of TNC marketing strategies.
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