بازاريابي بين المللي با رويكرد جهاني شدن

International Marketing through Globalization: A Descriptive Study

در دﻫﻪ ﻫﺎي اﺧﯿﺮ، ﻣﺤﯿﻂ ﺗﺠﺎري ﺑﯿﺸﺘﺮ ﺗﺤﺖ ﺗﺎﺛﯿﺮ ﺑﺎزار ﺟﻬﺎﻧﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ، و در ﻧﺘﯿﺠﻪ ﺟﻬﺎﻧﯽ ﺷﺪن ﺳﺮﯾﻊ ﺑﺎزارﻫﺎي ﻣﺎﻟﯽ و محصولات ﺑﻪ وﺟﻮد آﻣﺪه اﺳﺖ. در اﯾﻦ ﻣﻘﺎﻟﻪ در اﺑﺘﺪا ﺟﻬﺎﻧﯽ ﺳﺎزي و ﻣﻔﺎﻫﯿﻢ ﻣﺮﺗﺒﻂ ﺑﺎ آن ﻣﺎﻧﻨﺪ ﺑﯿﻦ اﻟﻤﻠﻠﯽ ﺳﺎزي و ﺟﻬﺎﻧﯽ ﺳﺎزي اﻗﺘﺼﺎد ﻣﺮور ﺷﺪه و ﻣﺰاﯾﺎ و ﻣﻌﺎﯾﺐ اﯾﻦ ﭘﺪﯾﺪه ﺑﺮاي ﺟﻬﺎﻧﯽ ﺳﺎزي اﻗﺘﺼﺎدي ﮐﺸﻮرﻫﺎي، ﺑﻪ وﯾﮋه در ﮐﺸﻮرﻫﺎي در ﺣﺎل ﺗﻮﺳﻌﻪ ﺑﺮرﺳﯽ ﻣﯽ ﮔﺮدد. ﺑﺮ اﺳﺎس اﯾﻦ ﭘﮋوﻫﺶ ، ﻣﺎ ﺑﺎزارﯾﺎﺑﯽ ﺟﻬﺎﻧﯽ را ﻣﻌﺮﻓﯽ ﻣﯽ ﮐﻨﯿﻢ و اﺳﺘﺮاﺗﮋي ﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺟﻬﺎﻧﯽ را ﺑﺮاي ﺳﺎزﻣﺎن ﻫﺎﯾﯽ ﮐﻪ ﻫﺪﻓﺸﺎن ﭘﯿﻮﺳﺘﻦ ﺑﻪ ﺑﺎزارﻫﺎي ﺗﺠﺎري ﺟﻬﺎﻧﯽ ﻫﺴﺘﻨﺪ ﺑﺮﺟﺴﺘﻪ ﻣﯽﮐﻨﯿﻢ. اﯾﻦ ﻣﻘﺎﻟﻪ، ﺳﻮاﺑﻖ ﻣﻮﻓﻘﯿﺖ آﻣﯿﺰ ﭘﯿﺎد ﺳﺎزي اﯾﻦ اﺳﺘﺮاﺗﮋي ﻫﺎ را ﺑﺎ اﺷﺎره ﺑﻪ ﺗﺠﺮﺑﯿﺎت ﺷﺮﮐﺖ ﻫﺎي ﺑﯿﻦ اﻟﻤﻠﻠﯽ ﻣﺎﻧﻨﺪ ﻫﻮآوي و ﮐﻮﮐﺎ ﮐﻮﻻ ﻧﺸﺎن ﻣﯽ دﻫﺪ.

During recent decades the business environment has been more and more affected by the global market, resulting in a rapid globalization of financial markets and products. This paper first reviews globalization, and related concepts such as internationalization and economic globalization, and investigates the advantages and disadvantages of this phenomenon for economic globalization of countries, in particular, the developing countries. Based on the presented survey, we introduce global marketing and highlight global marketing strategies for organizations targeting to join the global business markets. The paper points out successful implementations of these strategies by referring to international corporations such as Huawei and Coca Cola.