全球化融合与本土化坚守--浅析日本纪伊国屋书店的国际战略

摘要

Point out that multinational companies have to move forward with integrating strategies both of globalization and localization to attract consumers. Take Kinokuniya as an example, which has met with recent success in the field of international extension, merchandise selection, promotion modes and global operations. Kinokuniya has achieved some cultural innovation based on its global as wel as local practice, which provides some reference for domestic cultural enterprises to enter the world market.%指出对于跨国企业而言，要获得消费者青睐，必须在全球化的基础上兼顾在地化，一方面采用顶尖科技和优质服务来提升产品品质，同时又要以入乡随俗的销售方式获取消费者信任。深入分析日本纪伊国屋书店这一跨国文化企业的典型代表，其在扩张进程、商品选择、促销方式和全球运营等方面的经验和特色，在全球化扩张与本地化实践基础上实现的文化创新，能为我国文化企业走出国门、走向世界提供借鉴经验。