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1、GLOCAL,DAVID CHNG MELBOURNE BUSINESS SCHOOL,VERSUS,GLOBAL,GLO CAL,GLOBAL,LOCAL,Global Standardisation 全球標準化,Local Customisation本地客製化,Minimise Cost 最低成本,Maximise Market Share 最大市場佔有率,E,P,R,G,Ethnocentric 以母國為中心,Poly Centric 以當地國為中心,Regiocentric 以區域為中心,Geocentric 以全球為中心,EPRG SCHEMA,Ethnocentric 以母國為中心
2、 = Home Country Orientation 由母國政策主導 All Marketing Efforts Centred Around Domestic Operations 所有銷售策略以母國的做法為準,Polycentric 以當地國為中心 = Host Country Orientation 由當地國發展主導 Each Country Treated as a Separate Entity; Mixes Adapted 每個國家都被視為獨立的個體,採取不同的做法,Regiocentric 以區域為中心 = Regional Orientation 由區域主導 Marketin
3、g Mix Developed for Customers in the Region 為區域內的客戶發展出不同的行銷組合,Geocentric 以全球為中心 = Global Orientation 由全球總部主導 Entire World Treated as Single Market 將全世界視為一個市場,HQ,S1,S2,S3,S4,HQ,S1,S2,S3,S4,Ethnocentric 總部決定一切,Polycentric 分公司自治,各自獨立,HQ,S1,S2,S3,S4,HQ,S1,S2,S3,S4,Regiocentric 區域內標準化,但不交叉,Geocentric 全球整
4、合,當地回應,Region 1,R2,Western Multinationals Corporations (MNCs) Have Favoured a Polycentric Approach EG. BLACK & DECKER (B&D) 1980年以前,西方多國企業偏愛以當地國為主導的做法，例如美國百工公司,B&D Had 美國百工公司有 -20% Global Market Share in Professional Power Tool Market 20%的專業電動工具市場的佔有率 400 Products in 50 Countries 在50個國家提供400項商品 Manu
5、factured in 50 Plants 在50個工廠製造 Produced 260 Motor Sizes 生產260種規格 Maintained 8 Design Centres 8個設計中心,Makita, in 3 Years Makita,在3年內 Captured 20% Market Share in Professional Power Tool Market 取得20%的專業電動工具市場 One High Quality Product 擁有一個高品質的商品 Manufactured in JAPAN 在日本製造 A Small Range of Motor Sizes 只
6、有很少的規格 Low Price 低價,Is Local Customisation the Wrong Strategy ? 當地客製化生產是不是一個錯誤的策略?,Has Globalisation Created the Same Taste，Preferences & Needs That Only One Global Product Is Necessary ? 全球化是否創造了同樣的品味,偏愛和需求,以至於只需要一項單一商品?,CENTRALISED R&D 統一的研發部門,LIMIT PRODUCT RANGE 產品規格有限,MAXIMISE STANDARDISATION 標準
7、化達到極致,ACHIEVE ECONOMY OF SCALE 獲得經濟規模,LOWER UNIT COST 降低單位成本,HIGHER MARKET SHARE 提高市場佔有率,WINNING FORMULA ? 成功公式?,RESEARCH SHOWS: #1 DIFFERENT INDUSTRIES HAVE DIFFERENT DEGREE OF GLOBAL-LOCAL ORIENTATION 不同產業有不同的全球化和本土化的策略 #2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS MAY CHOOSE DIFFERENT DEGREE OF GLOB
8、AL-LOCAL ORIENTATION 在每一個產業內,不同的企業選擇不同程度的全球化與本土化,LOCAL,GLOBAL,BRANDED PACKAGED PRODUCTS 品牌包裝的商品,CONSUMER ELECTRONICS 消費性電子產品,TELECOMMUNICATION PRODUCTS 通訊產品,#1 DIFFERENT INDUSTRIES HAVE DIFFERENT GLOBAL-LOCAL ORIENTATION 不同產業有不同的全球化及本土化的策略,LOCAL 本土化,GLOBAL 全球化,GE PHILIPS 奇異菲利普,MATSUSHITA * 松下,#2 WIT
9、HIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFERENT GLOBAL- LOCAL ORIENTATION 在每一個產業內，不同的企業選擇不同程度的全球化與本土化,CONSUMER ELECTRONICS 消費性電子產品,(* MORE SUCCESSFUL) 較成功,LOCAL 本土化,GLOBAL 全球化,AT&T,NEC,TELECOMMUNICATIONS 通訊產品,(* MORE SUCCESSFUL) 較成功,ERICSSON,#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFER
10、ENT GLOBAL- LOCAL ORIENTATION 在每一個產業內，不同的企業選擇不同程度的全球化與本土化,LOCAL 本土化,GLOBAL 全球化,UNILEVER* 聯合利華,KAO 花王,BRANDED PACKAGED PRODUCTSONS 品牌包裝的商品,(* MORE SUCCESSFUL) 較成功,P&G 寶鹼,#2 WITHIN EACH INDUSTRY, DIFFERENT PLAYERS HAVE DIFFERENT GLOBAL- LOCAL ORIENTATION 在每一個產業內，不同的企業選擇不同程度的全球化與本土化,#3THERE IS NO ONE F
11、IXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無論是全球化或本土化,都沒有固定的形式 #4THE MORE CULTURAL MEANING ASSOCIATED WITH A PRODUCT, MORE LOCALISATION IS NEEDED 產品的文化意涵高,愈需要當地化 #5SERVICES TEND TO HAVE HIGH LOCALISATION 服務比較需要高度當地化,#3THERE IS NO ONE FIXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無論是全球或當地導向,都沒有固定的形式,ULTI
12、MATELY, THE DEGREE OF LOCALISATION FOR A GLOBAL PRODUCT DEPENDS ON THE CUSTOMERS IN HOST COUNTRY 一個全球化商品該有都少程度的當地化取決於當地國家顧客的需求,#4THE MORE CULTURAL MEANING ASSOCIATED WITH A PRODUCT, MORE LOCALISATION IS NEEDED 有文化意涵的產品，需更多的當地意識,FOR BRANDED PACKAGED PRODUCTS, (EG. FOOD, CLOTHING, PERSONAL CARE PRODUC
13、TS) 包裝的產品(如食品,衣服,個人物品)而言, EACH CULTURE PREVENTS CONSUMERS FROM UNIVERSALLY PREFERRING THE SAME PRODUCTS ATTRIBUTES, AD MESSAGES, PACKAGING, & PRESENTATION 文化的不同,會使得消費者在面對同樣的產品屬性,廣告用語,包裝,以及產品敘述時,做出不同的選擇,#4THE MORE CULTURAL MEANING ASSOCIATED WITH A PRODUCT, MORE LOCALISATION IS NEEDED 有文化意涵的產品，需更多的當地
14、意識,FOR CONSUMER ELECTRONICS, JAPANESE & KOREAN PRODUCTS COMMUNICATE HIGH FUNCTION/UTILIRIAN QUALITIES, BUT LITTLE CULTURAL MEANING, OR EMOTIONS 在家用電器上,日本和韓國的產品表現出多功能/高品質,不訴諸文化意味或情感,#5SERVICES TEND TO HAVE HIGH LOCALISATION 服務比較需要高度當地化,SERVICE DELIVERY ARE MOSTLY PERFORMED BY PEOPLE 服務多半是由人提供的 HENCE
15、SERVICES TEND TO BE VERY HIGHLY LOCALISED 因此需要更多的當地化,TRUE OR FALSE ? 對或錯？ GLOBALISATION MEANS CONSUMERS THE WORLD OVER ARE BECOMING MORE SIMILAR. 全球化意味著全世界的消費者將愈來愈相似 IF WE WAIT LONG ENOUGH, EVERY MARKET WOULD WANT THE SAME PRODUCT. 如果假以時日,每個市場會需要相同的產品 THE TREND, THEREFORE, IS TOWARDS A TRULY GLOBAL
16、PRODUCT ACCEPTABLE TO ALL WITHOUT MODIFICATION 因此,一個全球化產品不需要修改就會被所有人接受,SUMMARY: #1DIFFERENT INDUSTRIES HAVE DIFFERENT GLOBAL-LOCAL ORIEINTATION 不同的產業，有不同的全球化與當地化方向 #2WITHIN THE SAME INDUSTRY, DIFFERENT PLAYERS MAY CHOOSE DIFFERENT GLOCAL ORIENTATION 在同一產業內，不同的企業會選擇不同的全球當地化方向,SUMMARY: #3THERE IS NO O
17、NE FIXED, IDEAL GLOBAL-LOCAL ORIENTATION FOR A PARTICULAR PRODUCT 對任何一項產品而言，沒有一個理想的全球化與當地化方向 #4 PRODUCTS WHICH CARRY MORE CULTURAL MEANING & EMOTIONS, NEED MORE LOCALISATION 帶有較多文化意涵與感情的產品，需要較多的當地化,SUMMARY: #5SERVICES HAVE A HIGH LOCAL CONTENT服務需要高度當地化 #6IN SPITE OF GLOBALISATION, CULTURE ENSURES THAT CONSUMERS THE WORLD OVER ARE NOT THE SAME 拋開全球化的思維,文化造成全世界消費者世界的區隔,