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GLOCAL

GLOCAL. VERSUS. GLOBAL. DAVID CH’NG MELBOURNE BUSINESS SCHOOL. 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. Ethnocentric 以母國為中心. E. G. P. Geocentric 以全球為中心. Poly Centric

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GLOCAL

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  1. GLOCAL VERSUS GLOBAL DAVID CH’NG MELBOURNE BUSINESS SCHOOL

  2. GLO CAL GLOBAL LOCAL

  3. Global Standardisation 全球標準化 Local Customisation本地客製化

  4. Minimise Cost 最低成本 Maximise Market Share 最大市場佔有率

  5. Ethnocentric 以母國為中心 E G P Geocentric 以全球為中心 Poly Centric 以當地國為中心 R EPRG SCHEMA Regiocentric 以區域為中心

  6. Ethnocentric 以母國為中心 = 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

  7. Regiocentric 以區域為中心 = Regional Orientation 由區域主導 Marketing 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

  8. S1 S2 S1 S2 HQ HQ S3 S4 S3 S4 Polycentric 分公司自治,各自獨立 Ethnocentric 總部決定一切

  9. Region 1 S1 S2 S1 S2 HQ HQ R2 S3 S4 S3 S4 Geocentric 全球整合,當地回應 Regiocentric 區域內標準化,但不交叉

  10. 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

  11. 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 • Manufactured 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

  12. 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 • 只有很少的規格 • Low Price • 低價

  13. 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?

  14. HIGHER MARKET SHARE 提高市場佔有率 CENTRALISED R&D 統一的研發部門 LOWER UNIT COST 降低單位成本 LIMIT PRODUCT RANGE 產品規格有限 ACHIEVE ECONOMY OF SCALE 獲得經濟規模 MAXIMISE STANDARDISATION 標準化達到極致 WINNING FORMULA ? 成功公式?

  15. 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 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

  16. #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 GLOBAL CONSUMER ELECTRONICS 消費性電子產品 BRANDED PACKAGED PRODUCTS 品牌包裝的商品 TELECOMMUNICATION PRODUCTS 通訊產品

  17. #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 LOCAL 本土化 GLOBAL 全球化 GE PHILIPS 奇異‧菲利普 MATSUSHITA * 松下 CONSUMER ELECTRONICS 消費性電子產品 (* MORE SUCCESSFUL) 較成功

  18. #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 LOCAL 本土化 GLOBAL 全球化 AT&T ERICSSON NEC TELECOMMUNICATIONS 通訊產品 (* MORE SUCCESSFUL) 較成功

  19. #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 LOCAL 本土化 GLOBAL 全球化 UNILEVER* 聯合利華 P&G 寶鹼 KAO 花王 BRANDED PACKAGED PRODUCTSONS 品牌包裝的商品 (* MORE SUCCESSFUL) 較成功

  20. #3 THERE IS NO ONE FIXED FORMULA FOR GLOBAL-LOCAL ORIENTATION 無論是全球化或本土化,都沒有固定的形式 #4 THE 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 #5 SERVICES TEND TO HAVE HIGH LOCALISATION 服務比較需要高度當地化

  21. #3 THERE 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 ULTIMATELY, 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

  22. #4 THE 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 PRODUCTS) 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

  23. #4 THE 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 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

  24. #5 SERVICES 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 SERVICES TEND TO BE VERY HIGHLY LOCALISED 因此需要更多的當地化

  25. 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 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

  26. SUMMARY: #1 DIFFERENT INDUSTRIES HAVE DIFFERENT GLOBAL-LOCAL ORIEINTATION 不同的產業，有不同的全球化與當地化方向 #2 WITHIN 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

  27. SUMMARY: #3 THERE IS NO ONE 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

  28. SUMMARY: #5 SERVICES HAVE A HIGH LOCAL CONTENT服務需要高度當地化 #6 IN 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

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