什么是“全球本土化”？

當(dāng)全球化的產(chǎn)品或服務(wù)與當(dāng)?shù)匚幕嘟Y(jié)合時(shí)更有可能取得成功，也就是用“全球化的思想，本土化的操作”(“think globally and act locally”)，一方面要像本地公司那樣，盡可能做一個(gè)“圈內(nèi)人”;另一方面還要從全球經(jīng)營中獲得收益，這就是“全球本土化”。

Glocalization (a portmanteau of globalization and localization) is the adaptation of international products around the particularities of a local culture in which they are sold. The process allows integration of local markets into world markets.

“全球本土化”(全球化與本土化兩個(gè)英文單詞的混成詞)是指全球化的產(chǎn)品適應(yīng)所銷售國家的本土化特征。在這一過程中，本地市場(chǎng)與全球市場(chǎng)將融合在一起。

The term first appeared in a late 1980s publication of the Harvard Business Review.

這一概念首次出現(xiàn)在上世紀(jì)80年代晚期的《哈佛商業(yè)評(píng)論》上。

McDonald's restaurants' menus adopted the practice and customized its menus to suit local tastes in various countries.

為了適應(yīng)不同國家人們的口味，麥當(dāng)勞連鎖店的菜單各不相同，則是全球本土化的一個(gè)典型例子。

Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience.

“全球本土化”還有一重含義，即使用“文化友好”的媒體進(jìn)行宣傳報(bào)道，提高外國產(chǎn)品在本地居民中的認(rèn)可度。