I摘 要随着全球经济一体化的发展，跨国公司应运而生，但不同的国家拥有不同的风土人情，因此跨国公司为了在海外市场获得更多利益，提高企业的竞争力，就必须实行本土化营销，以充分融入该市场，提升企业的应变能力，避免冲突。本文以妙巴黎为例，运用资料分析法和事例分析法，分析妙巴黎在中国的本土化营销策略，以妙巴黎在中国采取的本土化营销措施为经验，对其他跨国公司的本土化营销提供借鉴，促进本土化营销的有效实施。关键词：跨国公司；本土化营销；妙巴黎IIAbstractWith the development of global economic integration, multinational companies have emerged, but different countries have different customs and customs. Therefore, in order to obtain more benefits in overseas markets and improve the competitiveness of enterprises, multinational companies must implement localized marketing. In order to fully integrate into the market, enhance the resilience of enterprises and avoid conflicts. This article takes Miao Paris as an example, uses literature analysis and case analysis to analyze Miao Paris ’local marketing strategy in China, and uses Miao Paris’ localized marketing measures in China as an experience to provide reference for the promotion of local marketing of other multinational companies. Effective implementation of localized marketing.Key words: multinational companies; localized marketing; Miao Paris目 录1 引言..............................................................11.1 研究背景和意义..................................................11.1.1 研究背景......................................................11.1.2 研究意义......................................................11.2 国内外研究现状..................................................21.2.1 国外研究现状..................................................21.2.2 国内研究现状..................................................31.3 研究方法........................................................42 跨国公司的本...
