On The Standard And Localized International Marketing

With the further development of the world economy, the economic globalization has become the world's economics fundamental development trends, and all countries' or regions' production, operating and other activities will be integrated into the global economy. And the whole world will become a unified global network market system, so global marketing becomes the inevitable choice of transnational corporations. When marketing spans national borders, we must consider changes in marketing methods, so there comes defining issues about international marketing standardization and localization, and they are the most basic issues in international marketing study. Because both simplex standard international marketing and simplex localized international marketing have shortcomings, so an effective international marketing strategy should be an integration of standard international marketing and localized international marketing, that is global localized marketing strategy. Therefore, this paper focuses on the complex study of standardization and localization. Namely, under what conditions and which aspects of international marketing activities should be standardized, which aspects should be localized, how much do the degrees of standardization and localization amount to.The concrete arrangement of this paper is as follows:Chapter 1 primarily introduces some basic concepts appearing in the paper, then tell us the research way of this paper, main contents as well as theoretical and practical meaning; Chapter 2 reviews theories that are relevant to the debate on standard international marketing and localized international marketing. These theories include simple standard international marketing that Professor Levitt is the representative, simple localized international marketing that Douglas is the representative, and globally localized international marketing that Warren J. Keegan is the representative. Then the paper summarized respectively the advantages and disadvantages of the simple standard international marketing and the simple localized international marketing. Chapter 3 Analyzes the conditions of international marketing decision-making notion and global market segmentation mode of globalization and localization of marketing process. Chapter 4 Analyzes the conditions of products, price, promotion, place and brand etc in the condition of globalization and localizations. Chapter 5 set forth some proposals for Chinese corporations to facilitate international marketing course and content in the background of globalization and localization.The following are characteristics of this paper: on the basis of the reviewing the controversy about standardization approach versus localization approach in international marketing, it more systematically analyzes the conditions about the process and factors of international marketing globalization and localization, and gives some ideas and suggestions for Chinese multinational enterprises marketing strategy.