随着世界经济一体化进程的深入和中国加入世界贸易组织,参与国际竞争、进行国际化经营已成为众多中国企业无法回避的选择。本文从国际化经营过程中最重要的组成部分——营销的标准化与本土化入手,对全球本土化的一些观点、策略做出一些探讨。 With the deepening of the process of world economic integration and China’s accession to the World Trade Organization, participating in international competition and conducting international business operations, many Chinese enterprises have become unavoidable choices. This article starts from the standardization and localization of marketing which is the most important part in the process of internationalized management and makes some discussions on some views and strategies of global localization.