Study on Enterprises' Localization Marketing Strategies Under the Globalization Trend

摘要

With the development of economic integration, enterprises' strategies of marketing also have the trend of globalization. As a result, more and more enterprises regard global market as their target market. But which kind of marketing strategy is better, "Global Standardized Marketing Strategy" or "Localization Marketing Strategy". This question is faced by many transnational enterprises. Actually, neither pure marketing strategy of globalization nor pure marketing strategy of localization is practical. The relationship between "Global Standardized Marketing Strategy" and "Localization Marketing Strategy" is a kind of dialectical relationship. On one hand, they conflict with each other; on the other hand, they complement with each other. Therefore, for every transnational enterprise, it is very important to do some relevant research on marketing strategies of localization under the globalization trend. To implement the marketing strategy of localization correctly, it shall analyze the regional disparity conscientiously and study the culture of foreign countries in depth.