For example, Wal-Mart's talent localization: local employees have a better understanding of local culture and living habits. You also know how to save costs in operation, so the localization of personnel and management can enhance the competitiveness of enterprises. At present, foreign managers in Wal-Mart's China headquarters account for 65,438+0% of all employees in China, and are developing towards localization. According to the business development trend, the company strengthens professional training and appoints excellent local business managers for management.
Localization of commentary is the general trend.
Since the beginning of this year, many newspapers have set up commentary pages, including national newspapers, provincial newspapers and even prefecture-level newspapers. The development of current commentary presents a prosperous scene. However, few people find that behind this prosperity, "vanity" is also rising. This is because some commentators have the same article all over the sky, so that newspapers are "the same" (this metaphor may be a bit exaggerated), and readers will inevitably complain. Based on this situation, some newspapers began to "change their positions" and carried out the localization of current commentary in a clear-cut manner to avoid the similarity of articles with other competitors. The so-called localization refers to the localization of themes and even newspapers and the localization of authors.
The author believes that the localization of current commentary is the general trend of newspaper competition and development, because any newspaper has its relatively concentrated readership, and grasping this readership will win the newspaper market. Except for national newspapers, the readership of any newspaper has obvious areas, which are relatively concentrated in several cities or prefectures in the province, and a few are scattered in cities and counties. It is an indisputable fact that newspapers serve the vast majority of readers. Readers are most concerned about the news and comments in this area (this city), and the localization of current commentary is easier to get close to readers psychologically, which is one of them; Second, it is conducive to improving the competitiveness of newspapers. Exclusive news is a market weapon that every newspaper pursues diligently, and the effect of localization of current commentary is the same as exclusive news. Because the comments are about the news of this newspaper, we can basically avoid the same comments as other newspapers and highlight the characteristics of the newspaper. Non-localized comments are different, because the author contributes more than one draft, which is often published by you and others, resulting in "1000 comments", which greatly reduces the influence in readers' minds. I have seen it several times. The article of the same foreign author was published in two major media in Guangzhou on the same day. The two newspapers are just "sworn enemies", which will make the editors feel embarrassed and unhappy. Third, it is conducive to improving the follow-up effect of this newspaper news. Because comments are the follow-up interpretation and deepening of news, commenting on news will obviously improve the social effect of news and the influence of this newspaper; Fourth, it is conducive to mobilizing the enthusiasm of local readers, enhancing the affinity between newspapers and readers, and realizing the interaction between them. Looking at home and abroad, all successful newspapers attach great importance to the interaction with readers; Fifth, it is conducive to enhancing the reality of current evaluation. Because the author is a local, it is easy to interpret and comprehend local news, and the analysis and suggestions made are more practical and practical. Its pertinence and practicality are "those who benefit first get the moon", which other authors cannot do.
Will the localization of commentary affect a hundred flowers? I think this kind of worry is unnecessary. The reason is very simple, because local authors are a huge group of authors, just because they use the manuscripts of local authors instead of foreign authors, it is not a hundred schools of thought contend. Just as American "* * *" only uses American comments instead of China's, you can't say that it is centralized. There is also an obvious defect in on-site comments: what is being commented deserves comment where it happened, but it is often not worth commenting elsewhere. Without local discussion, readers are naturally not interested.
Software localization refers to the process of converting the user interface (UI) and auxiliary materials (documents and online help menus) of products from their mother tongue to another language to adapt to the subtle differences between foreign languages and cultures.
Website localization refers to the adjustment of the text, icon and format of the website to make it conform to the specific language and cultural habits, which requires the whole website content to be closely integrated with the language and culture of the target group.
Question 2: What does localization mean? That is to say, other people's things are in line with their own reality, given to local people, and transformed into their own things. Generally used in academic and corporate strategy.
Question 3: What does localization mean? Generally speaking, the staff of subsidiaries of multinational companies in other countries try to use local people.
Question 4: What does the localization of World of Warcraft mean? The so-called localization is carried out in every country that introduces WOW, which is simply translation. But (damn but), for us, localization also includes ... eliminating bloody and violent content that is not conducive to the growth of teenagers, that is, harmony!
Question 5: What does "localization" mean on the Internet? The origin of localization is not the internet, but cross-regional trade, which is the most common in international trade.
Mainly because of local differences, such as geographical conditions (such as climate, topography, hydrology, etc. ) and human conditions (customs, beliefs, systems, etc. ), the process or method is the localization of the product. For example, cars are more popular in China, so there are Audi A4L/A6L(L stands for extended). For example, when the British army protected arms in India in history, it was uniformly buttered because of the humid local environment, but cattle had a unique position among Indians, which led to the army uprising. There are many examples in this regard, but modern marketing has expanded this scope, not only physical products, but also some technologies and management policies have been localized in combination with local human conditions.
Question 6: What are localization and localization? Culturally closer to the location.
Question 7: What is the significance of enterprise localization? Significance of enterprise localization: As foreign businessmen are only interested in China's abundant and cheap labor resources, localized manufacturing in China is only a means for them to reduce costs and gain economic benefits. Even though some wholly-owned enterprises have made the most advanced products in the world in China, the core technology is still in the hands of foreign capital. First, study the significance of brand positioning.
1. It is of strategic significance to study the brand localization development strategy of multinational corporations. In order to gain a foothold in the world, multinational companies need to formulate many competitive strategies, such as product strategy, location strategy, financing strategy, management strategy, talent strategy and so on. However, contemporary multinational companies have deeply realized that brand localization strategy is an indispensable and important strategy to win local market competition. Only by applying the brand localization strategy can the products or services of multinational companies have more credibility and appeal in the local area, thus becoming more competitive in the market.
2. It is of great economic significance to study the brand localization strategy of multinational corporations. After the brand localization strategy of multinational companies is determined, how to implement its strategy and gain market recognition is extremely critical. Localization is the core of brand development strategy of multinational corporations in the host country. Different products, different enterprises, different countries and regions have different brand development strategies. This is the process of localization of brand development strategy, and it is also the only way for multinational companies to succeed in localization.
3. It is of great significance to study the brand localization development strategy of multinational corporations. China enterprises are increasingly aware of the importance of the brand localization development strategy of multinational corporations. One of the biggest challenges faced by China enterprises to enter the international market is their low popularity and lack of distinctive brand image. China enterprises should learn modestly how multinational companies attach importance to brand, brand development, brand marketing and a series of processes that run through all aspects of brand strategy, and implement brand localization strategy in the host country.
Second, the reasons for multinational companies to implement brand localization strategy in China market
There are many reasons for multinational companies to implement localization, but the most important ones are as follows:
1. The pressure of consumer demand. Many business areas have strong national or regional characteristics, and they must meet the needs of a variety of consumers, so they need localization strategies. For example, Microsoft's office software has the same content and function, but all countries should use local characters. A famous American company used its successful experience in the United States to promote the raw materials for making cakes in Japan, resulting in a loss of millions of dollars. The reason is that there is one biggest difference between Japanese families and American families: there is no oven. The failure of this company is obviously because it didn't consider the needs of consumers.
2. Establish a good corporate image. The successful development of multinational companies in the global scope and the support of local * * * is largely due to their good corporate image and popularity. China * * *, enterprises and people often regard whether to localize personnel, corporate culture, materials and marketing in China as the standard to judge whether multinational companies are beneficial to China. Multinational companies should localize their business in China, invest in projects in China and make use of human resources in China, which will help improve their visibility and local image. For example, Nokia Finland employs a large number of employees from China and invests in projects in China to meet the needs of consumers, making it very famous in the mobile communication industry. Now, when it comes to mobile phones, people will think of the brand Nokia.
3. Integrate into the national culture of China. In order to realize the globalization of operation, multinational corporations must face the differences in different social cultures, corporate cultures and languages, which brings great obstacles to the integration of multinational corporations into local society. The localization of management and the utilization of human resources in China can well adapt to environmental differences, avoid fierce cultural conflicts, realize the integration with local culture and promote the implementation of management reform.
4. Reduce the comprehensive production cost. The localization of multinational companies in China can make full use of the advantages of low production cost, low human resource cost and low manufacturing cost in China market, reduce the total cost and improve the total benefit, so that they can always occupy an important market share in the increasingly fierce market competition.
5. Adapt to the needs of enterprise market environment. Obviously, after multinational companies enter China, the market environment they face is definitely different from their own countries. There are many differences in consumers' humanistic environment and consumption concept, legal system and tendency, differences in geographical and natural conditions, supply of raw materials, market substitutes and so on. Only by adapting to these different environments can multinational enterprises survive and make profits better.
Three. Multinational companies implement local brands in China market ... >>