跨文化交际中的跨国公司营销策略——以新百伦中国本土化品牌营销为例

跨国公司中国本土化品牌营销战略研究——以新百伦品牌为例摘 要本土化策略是一个事物为了更好适应发展和生产，而根据市场环境而当地化发展的一个过程。经济全球化的进程在不断加快，和任何国家的跨国公司都面临巨大的竞争，我国企业也不另外。我们以新百伦品牌在我国实施本土化策略的方法为基础，很多方面可能对实现新百伦品牌在我国进行品牌营销为目标的因素分析，结果表明：对中国本土化策略不进行深透了解，对新百伦品牌营销是不利的，新百伦应该开展深入细致的市场调研，树立良好的企业形象，并且注重消费者的消费心理和东道国文化传统，对跨国公司在我国实行本土化品牌营销策略提供理论基础与实行依据。关键词：品牌营销；本土化营销 ；跨国公司 Abstract Localization strategy is a process rather than a purpose, a thing in order to adapt to the current environment to do changes, the popular saying is to go in Rome as the Romans. With the rapid development of the global economy, China's multinational corporations are facing increasingly fierce competition. On the basis of the method of implementing localization strategy in our country by new branded brand, we may analyze the factors of realizing brand marketing of new branded brand in our country. The result shows:It is unfavourable to the Chinese localization strategy, which is unfavorable to the brand marketing of the new 100 Lun. It should carry out thorough and meticulous market research, set up a good corporate image, and pay attention to consumer psychology and host country's cultural tradition, and provide a rational marketing strategy for MNCs in our country. On the basis and the basis of implementation.Keywords: brand marketing; Localized marketing; transnational corporations 1 绪 论在全球化经济迅速推进的今天，企业间的竞争越趋白热化，因此各公司在市场争夺方面都面对本地和外来公司的同时竞争。因此，谁想在激烈的市场竞争中脱颖而出，就必须对各个目标市场的“习惯”、“喜好”进行深入的了解，开发针对性的产...