由海尔浅析全球营销本土化对策

范文编号:DZ011        包括:开题报告及任务书,范文字数:10471,页数:16

摘   要

     全球营销本土化是指企业在全球营销过程中，考虑到不同地区的差异情况，综合使用标准化与差异化营销手段，并根据实际情况决定差异化与标准化的比重。
本文以海尔成功的海外营销作为切入点，分别从经济学角度、价值链角度、驱动因素、营销要素对本土化做了比较完整的界定。在此基础上，根据海尔在发展程度不同国家的成功营销案例分析在发展中国家和发达国家本土化营销利弊，结合当今国际形式提出营销方式本土化，人力资源本土化等可行性对策。以期对我国企业的全球营销起到促进作用。

【关键词】 全球营销  本土化   本土化边界   差异化   标准化

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

目  录

1  全球营销的基本内涵...................................(01)
1.1  全球营销的概念 ....................................(02)
1.2  全球营销的关键本土化边界 ..........................(02)
2  本土化边界的理论界定.................................(02)
2.1 经济学的角度 .......................................(03)
2.2 从价值链理论的角度 .................................(04)
2.3 驱动因素的角度 .....................................(04)
2.4 营销要素的角度 .....................................(05)
3  从海尔看全球营销本土化...............................(05)
3.1 海尔成功案例分析 ...................................(06)
3.2在不同国家投资建厂的利弊 ............................(08)
4  我国企业全球营销本土化对策...........................(09)
41 人力资源的本土化 ....................................(10)
4.2  生产的本土化 ......................................(11)
4.3  研发的本土化 ......................................(12)
4.4  品牌的本土化 ......................................(13)
5   结论 ...............................................(14)
参考文献  ..............................................(15)
致谢 ...................................................(16)

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