• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Marketing and Consumer Research >Standardisation versus Adaptation as an International Marketing Strategy: The Role of Cultural Pattern in a Society and its Effect on Consumption
【24h】

Standardisation versus Adaptation as an International Marketing Strategy: The Role of Cultural Pattern in a Society and its Effect on Consumption

机译：标准化与适应作为国际营销策略：文化模式在社会中的作用及其对消费的影响

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. Since the popularisation of the term “global marketing” in the early 1980s, there have been various debate about globalisation and localisation. The idea of globalisation encouraged international companies to sell uniform products and services the same way in every market worldwide. The concept of localisation was also robustly examined. The paper documented that cultural patterns, when deeply embedded in a society, tend to have a strong influence on consumer behaviour and, indeed, consumption. The paper advised that market research must precede a company’s entry into a new international market to provide a good understanding of the challenges and opportunities that exist in the new market.
机译：本文研究了标准化和本地化的概念，以及两者的优缺点，以及文化模式在社会中的作用以及在公司进入新的国际市场之前必须如何进行市场研究。自从1980年代初期普及“全球营销”一词以来，关于全球化和本地化的争论不断。全球化的思想鼓励国际公司以相同的方式在全球每个市场上销售统一的产品和服务。本地化的概念也得到了强有力的检验。该文件证明，文化模式深深扎根于社会中后，往往会对消费者的行为乃至消费产生重大影响。该文件建议，必须在公司进入新的国际市场之前进行市场研究，以便对新市场中存在的挑战和机遇有一个很好的了解。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号