standardization and localization 营销标准化与本土化.ppt

Standardizationstrategyandlocalizationstrategy By温共君 Contents 1 Introduction 2 Findings 3 Conclusion 4 Source Thetopmanagementofmycompany amanufacturerandmarketeroflaptopcomputers hasdecidedtopursueinternationalexpansionopportunitiesinEasternEurope Inordertoachievesomeeconomiesofscale mymanagementisaimingforastrategyofminimumlocaladaptation Introduction Amongthetwostrategy whichonewillbemoresuitable Introduction Globalstandardizationstrategyfocusonincreasingprofitabilityandprofitgrowthbyreapingthecostreductionsthatcomeeconomiesofscale learningeffects andlocationeconomies thatis theirstrategicglobalistopursuealow coststrategyonaglobalscale 全球标准化战略强调的是增加盈利能力 通过规模经济 学习效应及区位经济以实现成本降低 也就是说 他们采用的是低成本战略 Localizationstrategyfocusesonincreasingprofitabilitybycustomizingthefirm sgoodorservicessotheyprovideagoodmatchtotastesandpreferencesindifferentnationalmarkets 本土化战略强调的是通过改变企业的产品或服务来增加利润 所以企业在不同国家的市场上提供与其消费者感兴趣与偏好相适应的产品 Findings Findings Russian Polish Findings Poland Russia Voltage ListbytheInternationalmonetaryFund Betweenthefirstquarterof2010andthethirdquarterof2011 consumernotebooksalesinRussiagrewfromastaggering241percent Russiawillbecomethefourth largestPCmarketintheworldin2012 accordingtoIDCresearchdirectorStefaniaLorenz ThismeansthatforthefirsttimemorePCswillbesoldinRussiathaninGermany Europe sdecades longepicenterofPCdemand Conclusion 1 Languageisdifferent2 Hardwareconfigurationisdifferent3 Economicenvironmentisdifferent4 Marketdemandisdifferent Conclusion InordertosuccessfullyopentheEasternEuropelaptopcomputermarket we dbetterchoosethelocalizationstrategy Thelocalizationstrategywillbemoresuitablewhilethestandardizationstrategymaysimplynotwork Source http en wikipedia org wiki AC power plugs and sock