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全球化吧,年轻人!这是西奥多·莱维特在1983年出版的影响巨大的《市场全球化》文章中提出的建议。从此以后,全球化成了国际商业战略的不二主题。用一个大的区隔概念推动一个全球品牌,这主意的确不错。这么做的好处是:旅行者和当地人都认识你的品牌;单一营销团队能减少雇员,节约时间;单一全球品牌和设计降低生产成本;每个地方使用相同的商业模式能节约生产成本。如若这样,全球化概念就被滥用和误用了!
Globalization, young people! Here are some suggestions that Theodore Levitt made in the influential Global Market article of 1983. Since then, globalization has become the theme of international business strategy. It's a good idea to push a global brand with a big idea of partitioning. The benefits of doing this are: both the traveler and the locals know your brand; a single marketing team can reduce employees and save time; a single global brand and design reduce production costs; and using the same business model everywhere saves production costs. If so, the concept of globalization is misused and misused!