由海爾淺析全球營銷本土化對策

電子商務(wù)論文編號:DZ011        包括:開題報告及任務(wù)書,論文字?jǐn)?shù):10471,頁數(shù):16

目  錄

1  全球營銷的基本內(nèi)涵...................................(01)
1.1  全球營銷的概念 ....................................(02)
1.2  全球營銷的關(guān)鍵本土化邊界 ..........................(02)
2  本土化邊界的理論界定.................................(02)
2.1 經(jīng)濟學(xué)的角度 .......................................(03)
2.2 從價值鏈理論的角度 .................................(04)
2.3 驅(qū)動因素的角度 .....................................(04)
2.4 營銷要素的角度 .....................................(05)
3  從海爾看全球營銷本土化...............................(05)
3.1 海爾成功案例分析 ...................................(06)
3.2在不同國家投資建廠的利弊 ............................(08)
4  我國企業(yè)全球營銷本土化對策...........................(09)
41 人力資源的本土化 ....................................(10)
4.2  生產(chǎn)的本土化 ......................................(11)
4.3  研發(fā)的本土化 ......................................(12)
4.4  品牌的本土化 ......................................(13)
5   結(jié)論 ...............................................(14)
參考文獻  ..............................................(15)
致謝 ...................................................(16)

摘   要

     全球營銷本土化是指企業(yè)在全球營銷過程中，考慮到不同地區(qū)的差異情況，綜合使用標(biāo)準(zhǔn)化與差異化營銷手段，并根據(jù)實際情況決定差異化與標(biāo)準(zhǔn)化的比重。
本文以海爾成功的海外營銷作為切入點，分別從經(jīng)濟學(xué)角度、價值鏈角度、驅(qū)動因素、營銷要素對本土化做了比較完整的界定。在此基礎(chǔ)上，根據(jù)海爾在發(fā)展程度不同國家的成功營銷案例分析在發(fā)展中國家和發(fā)達國家本土化營銷利弊，結(jié)合當(dāng)今國際形式提出營銷方式本土化，人力資源本土化等可行性對策。以期對我國企業(yè)的全球營銷起到促進作用。

【關(guān)鍵詞】 全球營銷  本土化   本土化邊界   差異化   標(biāo)準(zhǔn)化

Abstract

 The localization of global marketing is that enterprises, in the process of marketing, make a comprehensive application of standardization and differentiation with the consideration of different situation in different areas and determine the ratio between differentiation and standardization on the basis of real situation.
This paper, taking Haier as a successful example in overseas marketing, gives a complete definition about the localization from perspectives of economics, value chains, driving factors and marketing factors. The paper analyzes the advantages and disadvantages of the localization in both developing countries and developed countries, based on Haier’s successful marketing stories in different countries. The paper then offers feasible countermeasures in the localization of marketing and human resources, with the hope that the study will be helpful in the global marketing of enterprises in our country.

【key words】Global Marketing;   localization;  Differentiation;   Standardization