摘要
本土化营销是跨国公司进行异地销售普遍采取的策略。在分析了跨国公司实施本土化营销的必然性的基础上阐述了跨国公司本土化营销的五个具体方面 ,并列举了大量的实例 ;强调指出本土化营销不仅仅适用于跨国公司 ,对于那些在本国进行跨区域销售的一般企业来讲 。
Marketing localization is a tactic universally adopted by muli-national corporations which carry out selling in foreign areas.The paper analyses the inevitability of marketing localization brought into effect by MNC. It expounds five material aspects of marketing localization,and enumerates plentiful examples. Then it points out marketing localization not only applies to MNC, but also is especially important to those indigenous enterprises which carry out selling in different native areas.
出处
《商业研究》
北大核心
2004年第19期119-121,共3页
Commercial Research
关键词
本土化
营销
跨国公司
localization
marketing
multi-national corporation(MNC)
